From handmade jewellery at seven years old to running six businesses alongside her husband today, entrepreneur and consultant Caterina Sullivan has built a career on creativity, resilience and purpose. In this episode of The Business Owners Podcast, Linda Reed Enever chats with Caterina about the realities of managing multiple ventures, why charging what you’re worth is essential, and how to build a business that’s both profitable and sustainable.

Caterina’s story spans consulting, sustainability, IT, creative industries and even launching the Australian Yarn Show. She shares candid advice on setting boundaries, saying no, and ensuring your business aligns with your values, all while still leaving time for family and self-care.

Whether you’re juggling multiple projects, navigating the tension between purpose and profit, or simply wanting to avoid burnout, this conversation offers practical, heartfelt insights for business owners at every stage.

Key Takeaways from This Episode

Redefine “busy” and “hustle”

Caterina avoids using “busy” as a badge of honour. Instead, she reframes it as being intentional with her time, choosing meaningful projects over endless hustle.

Know the value of your time

Budgets aren’t just about expenses, they’re about how you spend your hours. Putting a dollar value on your time can help justify tools, outsourcing and investments that free you to focus on higher-value work.

Charge what you’re worth

Too many product-based businesses, especially women-led ones, undervalue their craft. Caterina stresses the importance of pricing based on time, skill, and uniqueness, not just materials.

Learn to say no

Not every client is the right client. Caterina shares ways to soften “no” without compromising your values, reminding business owners that turning away misaligned work saves time and energy in the long run.

Anchor your business in values

From consulting to the Australian Yarn Show, Caterina builds everything around her core values of community, connection and collaboration. Clear values attract the right customers and make decision-making easier.

Review, reflect and reset

Regularly step back to review strategy, systems, and goals. Build in time to assess whether your business is still serving you and your life, not the other way around.

Caterina’s advice for business owners

Be open-minded. Technology and trends change quickly: experiment, test and see what fits.

Stay true to your values. Not everyone is your customer, and that’s okay.

Invest in yourself. Build routines that sustain you as much as your business.

Embrace the long game. Sustainable growth often matters more than quick wins.

Connect with Caterina Sullivan:

Website: https://www.caterinasullivan.com/

LinkedIn: https://au.linkedin.com/in/caterinasullivan

Instagram: https://www.instagram.com/caterinalsullivan/

Facebook: https://www.facebook.com/caterinalsullivan/

Work with Linda Reed-Enever:

Want more marketing tips? Join Linda and other like-minded business owners at The Ideas, Impact & Marketing Circle https://enevergroup.thinkific.com/bundles/MarketingCircle.

From branding to course creation, Linda’s expertise empowers entrepreneurs to create lasting impact. Book a discovery call with Linda https://www.enevergroup.com.au/booking-linda.

Highlights

00:57 Meet Katerina Sullivan

02:00 Entrepreneurial Journeys

02:37 The Busy and Hustle Culture

05:48 Consulting and Business Ventures

08:51 Budgeting and Financial Tips

21:35 The Importance of Self-Care

23:40 Fun Questions and Final Thoughts