ISB: Tell us how you made your start as an entrepreneur

NM: My entrepreneurial journey started while working at a corporate gifting company, where I helped scale the business to a $28M acquisition. During the pandemic, I launched Snacks With Bite, which I built and sold within a year for $1M. That experience proved I could spot, and act on, opportunities fast. It also opened my eyes to the massive potential (and waste) in the promo products space, which eventually led to buying into and rebranding our business into For Keeps Merch.

ISB: What led you to start a branded merchandise business and how did you verify that this was a viable business?

NM: After working in gifting and launching my own business, I saw how branded merch could create powerful emotional connections, if done right. The demand was clearly there, but I knew it needed a modern, more intentional approach. Rebranding from Promotions Warehouse to For Keeps Merch was our way of leading that shift. My co-founder and I validated the idea through industry experience, customer feedback, and a shared belief that branded products could be both strategic and meaningful.

ISB: How has your business successfully tackled the problem of disposability in branded merch?

NM: It’s literally in our name, For Keeps. Everything we create is designed to be wanted, used, and kept. We work closely with clients to ensure their merch reflects their brand values and lands with purpose, not in landfill. From curation to quality control, we focus on what recipients will actually keep and use, helping our clients build stronger brand affinity while cutting back on wasteful, throwaway items. We also have a tree planting initiative that with every merch box order you place we plant 10 trees.

ISB: What was the most unique business operations challenge you faced with For Keeps Merch and how did you overcome it?

NM: Rebranding from Promotions Warehouse to For Keeps Merch was a huge shift, more than just a name and logo. We overhauled our entire customer experience, CRM, website, messaging, and even the type of clients we targeted. The hardest part? Bringing our existing customers along for the ride. We had to re-educate them without losing momentum. It took time, trust, and a lot of clear communication – but now, our brand finally reflects who we are and the value we offer.

ISB: What business lessons from your previous ventures were you able to successfully apply in this business?

NM: From leading a gifting business to a $28M exit and building a pandemic business to $1M in a year, I’ve learned that speed, culture, and clarity win. The right leadership and team culture can make or break a business. At For Keeps, we focus on building a team that’s aligned, agile, and obsessed with making things better. When your team’s energy is right, your customers feel it too.

ISB: How do you see For Keeps Merch evolving in the next couple of years?

NM: We’re doubling down on creating thoughtful merch with purpose and backing it with smart systems. Our focus right now is evolving our digital experience, scaling our custom merch store offering, offering merch inventory options and merch gift boxes. Also, attempting to stay ahead of shifts like AI and sustainability. But no matter how the industry changes, our mission stays the same, to create branded products that make people feel something, and that companies are proud to send.

The post Q&A: How For Keeps stays true to its brand name through corporate merchandise appeared first on Inside Small Business.

Zuckerberg’s dream is for every step of the digital advertising process – from copy to targeting – to be handled by AI. 

But is it a good idea to hand over your digital marketing to the algorithm? Or is Zuckerberg’s dream just that – a dream?

Is AI up to the task of making your ads?

Like anything that promises to redefine an entire industry, the proposal has stirred up concern. Firstly, there’s the fact that Meta’s current AI capabilities aren’t necessarily up to scratch, according to marketers. 

“Right now it’s clunky, has so many mistakes, and nothing I have seen looks professional,” said Joel Brooker, who runs the digital marketing agency JBE Digital. “With its current AI abilities, Meta wouldn’t be able to run profitable ads for most businesses.”

Brooker told ISB he thinks the idea could work for very small businesses with zero budget for professional marketers, but only for those with a generic product or service – not those with complex brands and offerings.

“Tone of voice, particulars around brand guidelines are things AI cannot get right. Past that, creative strategy and ideas are not able to be replicated by AI yet,” he explained.

Will it ever work?

Marketer Jason Le, who runs JRNY Digital, has concerns about the removal of human agency from the marketing process.

“Marketing today is about troubleshooting,” he said. “You don’t just hit ‘go’ and cross your fingers. You push the algorithm when needed, upweight or downweight based on market conditions, and make judgment calls based on business needs, not just machine learning.”

For this reason, Le doesn’t think fully-automated ads will work. He added that, if Zuckerberg’s proposal is realised, there will be no way for business owners to learn why they’re not working, either.

Megan Winter, whose marketing agency Lume Marketing specialises in Meta ads, agreed with the need for human oversight when it comes to optimising outputs.

“AI-powered advertising works best when we focus on creating strategically-aligned creative content, let the machine do what it was designed to do (personalised media placement to achieve a defined objective), then analyse and optimise the outputs to ensure it’s going in the right direction,” she told ISB.

On the other hand, she’s much more optimistic about AI’s ability to accurately target the right customers.

“We don’t need to build out funnels anymore because the machine knows what ad to put in front of which person at what time,” Winter said. “TOFU, MOFU, BOFU are dead – RIP funnels.”

Human control

Meta has just expanded its AI ad control options, which it says will “help businesses achieve better overall advertising performance.”

Funnily enough, the new suite of products gives human advertisers more control over the AI’s operations. It seems human input is still needed, despite Zuckerberg’s big talk of complete automation.

But the issue isn’t just whether or not AI can do a good job at advertising your business. It’s also a question of whether or not it should be advertising your business. While fully-automated AI could be appealing for those with fewer resources to spare, it might be a good idea to carefully consider giving full control of your ads to the same platform that sells them to you.

The post Should small businesses let AI run their Meta ads? appeared first on Inside Small Business.

The problem is that most people don’t use it correctly.

They type in a one-line prompt, take whatever generic response they get and call it a day. They churn out AI-generated content and wonder why it doesn’t rank. SEO isn’t just about pushing words onto a page; it’s about trust, expertise and context. And AI doesn’t inherently have those things. But it can help you build them.

At its core, SEO is laborious: Keyword research, content creation, technical audits and competitor analysis. AI won’t do it all for you, but it can automate the repetitive, speed up the tedious and help you get more done for less. The key is knowing where and how to use it.

Before we go through some of the most effective – and creative – ways that you can use AI for your business’ website, let’s go through some common mistakes people make.

Mistake #1: Using one-line prompts and ending up with generic, low-value content

People assume AI can read minds. They give it vague prompts like: “Write a blog about the best SEO strategies.”

AI then pulls together a mash-up of generic tips from random blogs used to train its LLM (Large Language Model). Nothing that Google – or your audience – hasn’t seen a thousand times.

A better approach? Treat AI like an intern – give it clear instructions, context and a specific goal.

Try: “Write a 1500-word guide on SEO strategies for e-commerce websites. Cover technical SEO, product page optimisation and link-building. Keep it conversational, with real-world examples. Avoid generic advice like ‘use keywords’ and focus on advanced tactics.”

Now, AI has clear guidelines to follow. It knows the audience (e-commerce site owners), the tone (conversational) and the structure (detailed strategies with examples).

Don’t expect AI to do all the work while you sit back. After all, you wouldn’t tell a junior employee to write a report and expect perfection. You’d guide them and add your expertise. AI is no different.

Wrong ways to use AI:

• Ask for a full blog post and copy-paste whatever it gives.
• Expect AI to understand nuance without context.
• Use AI-generated content without fact-checking or editing.

Right ways to use AI:

• Use AI to brainstorm ideas and refine rough drafts.
• Guide AI with detailed prompts and clear instructions.
• Edit, fact-check and add human insight.

Mistake #2: Publishing AI content without trust signals

Think of AI like an eager student: It’s great at summarising existing information but terrible at establishing authority. A search engine isn’t just looking for content, it’s looking for content that deserves to rank.

What doesn’t work:

• AI-generated content with no real expertise.
• Articles that repeat what’s already ranking.
• Blog posts with no human perspective or unique insights.

What works:

• Adding real examples (case studies, first-hand experience or industry data).
• Using authoritative sources to back up claims.
• Injecting a human voice.

The above ‘What works’ examples are all ‘trust signals’, which will tell search engines that your content should rank higher.

Let’s say you’re writing about technical SEO mistakes:

A generic text would look like this: “One common mistake is not optimising site speed. A slow website can negatively impact rankings and user experience.”

A stronger, more trustworthy version would look like this: “A slow website doesn’t just frustrate users; it can kill conversions. In 2023, Google reported that if a page takes longer than three seconds to load, 53 per cent of mobile users will abandon it. One of our clients, an e-commerce store, saw a 27 per cent increase in sales just by reducing load time from 4.5 seconds to 2.8 seconds.”

See the difference? The second example contains real data and real impact. That’s what makes content credible.

How to use AI the right way for SEO

Most people just use AI for content generation, but that’s like buying a Swiss Army knife just to open bottles. AI can streamline keyword research, content strategy, technical SEO and competitor analysis, saving you time, effort and money.

The key? Use AI strategically: Feed it the right inputs, refine outputs and leverage its capabilities beyond content creation.

Let’s break down some ways you can use AI to make sure your business ranks.

Conducting keyword research

Many people approach keyword research like they’re shopping for groceries – grabbing items off the shelf without thinking about the full meal. AI changes that. Instead of looking at individual keywords in silos, AI helps you see the bigger picture – related terms, supporting topics and the entire search-intent funnel.

Most people blindly trust keyword research tools like Ahrefs or Google Keyword Planner (GKP). But here’s the catch: Ahrefs relies on historical data and averages, meaning it doesn’t always detect emerging trends. GKP excludes many valuable keywords and often pushes advertisers toward higher CPC terms.

AI can process vast amounts of data and help uncover hidden opportunities. Say you’re selling smartphones. Instead of just targeting ‘best smartphones’, AI can:

• Identify related searches: ‘Best camera phone under $1000’.
• Surface supporting products: Screen protectors, fast chargers, wireless earbuds.
• Spot seasonal trends: ‘Best phone for Christmas 2025’.

Why does it matter? Because Google doesn’t look at a keyword in isolation – it looks at context. The better your content fits into a larger ecosystem of related queries, the stronger your SEO strategy.

Make transcripts of audio or video content

Do you have any audio or visual content on your website? Don’t just optimise titles and descriptions; turn your audio and video into transcripts for easy content. 

Use AI to transcribe and summarise videos for blog content. You can also extract key insights for FAQs, snippets or even social-media posts, which then link back to the main content on your website.

For example, a 20-minute podcast on digital marketing can be repurposed into:

• A 1500-word blog post.
• A Twitter thread of key takeaways.
• A LinkedIn post with insights from the discussion.

Use AI for schema markup

Help search engines better understand your website content by using schema markup. This step is often very intimidating for non-technical business owners. Even something as simple as JSON-LD can look like hieroglyphics. But structured data boosts visibility in search results with rich snippets, FAQs and star ratings, so you should be using it if you want to rank highly.

AI can generate schema for you, explain errors in schema markup, and fix or validate structure data before you implement it.

AI can generate:

• FAQ Schema
• Product Schema
• Event Schema

… but always validate it in Google’s Rich Results Test.

Check out competitors’ SEO strategies

If you want to see how your top competitors are optimising for search, there’s no need to manually check all of their blogs, titles and metadata. 

AI can visit your competitors’ site and scrape the top 10 ranking pages for a given keyword. It can analyse meta titles and descriptions, heading structures (H1, H2, H3s), common themes and formatting tricks. You can then use what you find to edit your own content. For example, if three of your top competitors use ‘2025’ in their blog titles, guess what? You should, too.

What AI can do:

• Analyse the top-10 ranking pages for keywords.
• Identify common themes in metadata, content length (word count), and keyword usage.
• Identify other content styles, like product comparison tables.

Say you want to scan a competitor’s page to see if they’re using structured data. Instead of digging through their source code, you can:

• Create a JavaScript bookmarklet that extracts schema markup.
• Click it while on their page.
• AI instantly summarises what schema they’re using and how it affects rankings.
• It saves you hours of manual checking and gives you instant insights into competitor SEO strategies.

Identify duplicate content issues

Google considers duplicate content as not having any value, small changes can make a big difference. AI can compare your content to your competitors’ and highlight similarities. Then, you can ask it to rewrite your content to be unique, keyword-rich and engaging.

Fix Google Search Console (GSC) errors

It can be hard to understand error messages if you’re not tech savvy. AI can act as an SEO translator for non-tech users by breaking down tech speak into actionable fixes in plain English. 

For example:

• Error: “Page indexed, but blocked by robots.txt”
• AI explanation: “Google tried to index your page but was blocked. Check robots.txt and remove disallow rules.”

Automate technical SEO Tasks

There are lots of small, repetitive, and/or technical SEO-related tasks that AI can help with. For instance, AI can:

• Create robots.txt
• Create sitemaps
• Create hreflang tags
• Check title tags
• Scan for broken links
• Monitor redirects

Handle Google warnings

Ever had Google flag your site with a site safety warning or a CrUX (Chrome User Experience) issue? It’s like getting a cryptic message from a mechanic: “Your car has an issue, but we’re not going to tell you exactly what’s wrong.”

Instead of seeing a Google warning and blindly tweaking code without understanding the root cause, or spending hours Googling solutions, hoping for a fix, use an AI-enhanced approach.

AI-enhanced approach:

1. Upload your source code to AI and ask it to diagnose issues.
2. Get an easy-to-understand explanation of what’s broken and how to fix it.

Using AI to reduce friction between funnel stages

SEO is not about just rankings, it’s also about moving users through the sales funnel. Most businesses lose potential customers because of friction between Tofu (Top of Funnel), Mofu (Middle of Funnel) and Bofu (Bottom of Funnel).

This friction can occur when you expect users to convert immediately after reading a blog without considering what might be stopping them from taking action.

AI can map out user journeys and identify gaps in content. It can suggest micro-conversions to move users smoothly from top of funnel to middle of funnel to bottom of funnel.

For example, say you have an e-commerce store selling running shoes. A blog post on ‘Best running shoes for flat feet’ is getting traffic, but people aren’t buying.

AI can help by:

• Analysing drop-off points (where users leave without purchasing).
• Suggesting content upgrades (like an interactive shoe selector).
• Optimising calls to action (for example, changing ‘Buy now’ to ‘Find your perfect fit’).

The key takeaway? AI isn’t just for content – use it for keyword discovery, technical fixes, automation, competitor research and more. The smarter you use AI, the further you’ll outpace those still doing everything manually.

• This article first appeared in issue 48 of the Inside Small Business quarterly magazine.

The post AI won’t save your SEO, but it can supercharge it; here’s how appeared first on Inside Small Business.

That’s why, whether you’re just finding your rhythm or have been in business for years, one of the smartest financial moves you can make, especially if you’re juggling clients, family, and fifty tabs open in your brain, is to build a financial buffer.

It’s not something you sort out once you’ve “made it”. It’s your business’s safety net, a priority right now, especially if things already feel tight.

Why a buffer matters (even when business is good)

Cashflow is still the number one reason small businesses fail in Australia. Not a lack of customers. Not a lack of talent. Not even bad marketing. Just money not coming in fast enough. It’s that simple – and honestly, pretty heartbreaking.

Around 60 per cent of Australian businesses won’t make it past their third year – and nearly one in five will close their doors in the first. And more often than not, it’s not because the idea was bad. It’s because they ran out of runway.

A financial buffer gives you breathing room. It buys you time, options and peace of mind – so you’re not making panicked decisions (or maxing out a credit card) the moment something goes sideways.

What can go in your buffer – and what can’t

Let’s clear something up: A buffer isn’t your tax savings, your super, or the money you’ve mentally set aside for the laptop you’ve been eyeing since February.

Your buffer is ring-fenced for business survival. It’s there to cover the essentials if your income dries up for a bit – wages, rent, subscriptions, insurance, and other fixed costs that don’t magically disappear just because sales slow down.

It’s not your emergency chocolate fund (though that’s important too). Think of it as the safety gear, not the growth gear.

If you want to take it up a notch, you could even name the account something like “Business buffer” or “Do not touch” (whatever works for you!) so you’re mentally keeping it off-limits except in genuine need.

So, how much should you aim for?

The gold standard is 3–6 months’ worth of essential business expenses. Not your “nice-to-haves” – we’re talking the basics:

• Staff wages (including your own – yes, you count!)
• Rent or workspace costs
• Key subscriptions or tools
• Stock or materials
• Insurance
• Loan repayments

If that number makes you want to slam your laptop shut or hurl your phone across the room, don’t stress. Pause. Breathe. Start smaller. A buffer of $1000, $2000 or even $500 is a solid start. Momentum matters more than perfection.

Five ways to build your buffer without freaking out

Set up a separate savings account – One that’s not attached to your everyday business account. Out of sight, out of mind (and out of temptation when things feel tight). A widely popular model is the Profit First approach, but many small businesses struggle with the number of accounts it recommends. Start simple – one buffer account is enough to build the habit and create breathing room. 

Automate a regular transfer – Just like your super or utilities, treat it as a business essential. Start with what you can manage – even a small amount each week adds up over time. 

Put aside the wins = Landed a new client? Had a bumper month? Before you celebrate with new tech, pop some into your buffer. Future You will be grateful.

Speak to your accountant – Clients often call me saying they want to invest in new equipment. I’ll ask about their cash position, and they’ll say, “I’ve got $10,000 in the bank.” My reply? “That’s your cashflow”. Of course, there are other factors to consider – but if you’re not having these conversations with your accountant regularly, you should be. A good decision starts with knowing what you can actually afford, not just what’s in the bank that day.

Check in every quarter – As your business grows (and your expenses with it), update your financial buffer goal. It should scale with you.

What not to do

• Don’t rely on a credit card as your “just-in-case” plan. That’s not a buffer – that’s borrowing future stress.
• Don’t wait for a crisis to start saving. By then, it’s already too late.
• Don’t beat yourself up if it takes time to build. This isn’t about overnight success – it’s about steady progress.
• Don’t wait for a perfect time – it’s not coming. Start now. 

The goal is stability, not perfection. And trust me, when the unexpected hits (because it always does), you’ll be so glad you gave yourself a cushion to land on.

Because cash might be king, stress might be queen… but with a little buffer in your corner, you’re the one wearing the crown.

The post A financial buffer could save your business – here’s how to build one (even if cash feels tight) appeared first on Inside Small Business.

In a business culture that glorifies instant gratification, we are becoming hooked on the emotional highs of small, quick victories, often at the expense of the deeper growth, long term success and meaningful achievement.

I call these “dopamine-hit” tasks: those things you do in your business that are quick, easy, and make you feel like you’re achieving something in the moment (even if you’re not).

Some examples of dopamine-driven tasks in the workplace include:

• Continuously checking emails and messages
• Focusing on selling “small” because it’s easier, rather than doing the work to make big sales
• Focusing on “urgent” over the long term “important” tasks – you get a short term hit from putting
• out another workplace “fire”
• Back-to-back non-strategic meetings
• Seeking frequent symbolic rewards, for example, likes on socials, which don’t translate to
• revenue
• Spending time on tasks that feel “comfortable” with no evidence that they will have an impact on growth

These things often have little tangible outcome or result. They often don’t increase revenue, profit, or performance and are just distractions from doing the tasks that actually would contribute towards the achievement of your strategic goals.

Why these tasks are hard to break away from

The brain learns and builds neural pathways through repetition, so the more of these dopamine-driven tasks you do, the more your brain rewires itself to repeat those actions again.

As you become more addicted to tasks that provide instant gratification, you’ll also have less motivation for those “longer term tasks” that actually move the needle.

In sum, it’s all too easy to become addicted to familiar but ultimately unhelpful patterns of behaviour.

How to stop

So, how do you stop yourself from doing those quick, easy, “comfortable” tasks just for the dopamine hit?

To get out of this cycle, a good place to start is to apply the Pareto Principle. This states that 20 per cent of your activities generate 80 per cent of your results. The first problem is that a lot of people don’t know what tasks generate the results they want.

Understand what drives your big goals

The first step is to reconnect with the bigger picture vision of what you’re trying to achieve and then, to objectively review all the tasks that you currently do on a day-to-day basis. What you’ll probably find is that some things have a negligible impact, some things are harmful to you achieving what you want (for example, constantly checking emails because it affects your focus), and a small proportion of the things you do make a positive difference.

It can be a blow to the ego to admit that most of the things that you’re spending your time on don’t
generate results. But taking the time to really dig deep, challenge the tasks you’re doing and focusing on what generates ROI will accelerate you far more in the long run than continuing to stay busy for the sake of it.

Bring dopamine hits to those high-impact tasks

Once you have that list of tasks, create a reward system around completing those tasks. For example, a large project or goal would be broken down into small tasks that have clear, achievable
targets. Each time you complete a small step along the path, it creates a dopamine boost. The
celebration of the small things that contribute to the long-term goals keeps dopamine levels high, so that you are motivated to keep going.

As a leader, recognition is key to reinforce positive behaviours and habits. Continuously recognising your team for focusing on the right tasks that are aligned with the vision and key priorities, and drive results, reinforces the “reward” for your team of tackling those longer-term metrics.

And last of all, remember that busy =/= productive. Busyness is acclaimed in the modern workplace, but not all busyness is created equally. It may serve your ego to say “I’m so busy” but it’s important to put thought into whether that busyness is productive or just chasing a feeling that you’re doing something, therefore it must be good.

The post How to escape ‘dopamine-hit’ tasks and refocus on real business growth appeared first on Inside Small Business.

With the re-election of the Albanese government, the proposed ban on non-compete clauses, which was announced during this year’s budget, remains on the table.

The proposed ban follows the release of the Treasury’s Issues Paper in April 2024, which considered the impact of non-competes and other employment restraints.

Because promoting job mobility in the labour market remains a focus for the government, now is an ideal time to start thinking about what the ban could mean for you and your small business. 

What’s happening?

Non-compete clauses could be banned

If the proposal is passed by Parliament in its current form, non-compete clauses will be banned in employment contracts from 2027 for workers earning less than the high-income threshold (currently $175,000 per year).

At present, around 3 million employment contracts in Australia contain non-compete clauses which restrict these workers from going to work for a competitor or setting up a competing business within a certain geographical area for a set period once they cease employment with their employer. 

Non-solicitation clauses may also be on the chopping block 

The government has also foreshadowed consultation on the use of non-solicitation clauses. These clauses seek to prevent former employees from soliciting clients or employees from their former employer. 

Should a ban be implemented on non-solicitation clauses, this is likely to be of significant concern for small businesses seeking to protect their valuable confidential and sensitive information, especially in the context of a ban on non-compete clauses. 

Possible crackdown on wage-fixing and no-poach agreements

Post-employment restraint clauses are not the only target for further reform. 

The government has committed to close further loopholes on the use of “wage-fixing” and “no-poach” agreements. 

Under a wage-fixing agreement, two or more businesses agree to fix wages or employment conditions to discourage workers from moving to a higher paying role with a competitor. 

Similarly, under a no-poach agreement, businesses agree not to hire workers from certain other businesses, thereby reducing job opportunities for workers. It is not uncommon that workers are not aware of these agreements.

It is projected that the proposed reforms will increase job mobility within the labour market, leading to higher wages for workers and greater economic productivity. 

What you should do now

While it remains to be seen whether the proposed reforms will pass through Parliament and become law, there are several steps small businesses can take in the interim to ensure they are prepared for the changing competition landscape:

1. Review the business’ current use of non-compete clauses – review existing employment contracts and determine how many contracts contain non-compete clauses and if there is a trend in their use (for example, lower income earners in specific positions)
2. Consider the reasonableness of existing non-compete clauses – irrespective of any possible ban, it is important to consider whether the non-compete clause is reasonable having regard to the legitimate business interests you as a business owner are trying to protect. 
3. Review non-solicitation clauses – while the government has foreshadowed consultation on the use of non-solicitation clauses, these clauses provide an alternative method for seeking to protect legitimate business interests by preventing former employees from poaching clients or other employees.
4. Review employee confidentiality clauses – given the uncertainty surrounding the future use of non-compete clauses, it is wise for small businesses to ensure their employee confidentiality clauses are adequate to protect their business interests. Given an employee’s obligations under a confidentiality clause survive the termination of their employment contract, these clauses, when drafted appropriately, are an effective way to protect confidential information.

Are your non-compete clauses really enforceable?

Even if you already have non-compete clauses in your employer contracts, there’s no guarantee these are actually enforceable.

In order to be enforceable, a non-compete clause must be reasonable, having regard to the legitimate business interests an employer is trying to protect, and not be contrary to public policy.

A variety of factors would be considered, including:

– What is the legitimate business interest the employer is seeking to protect?
– Does the non-compete clause interfere with an employee’s ability to work and earn an income using their skills and experience?

The post Non-compete clauses may be banned by 2027 – here’s what small businesses should do now appeared first on Inside Small Business.

When I started Warrior One Yoga ten years ago, I was given a piece of advice that stuck with me: “Work on the business, not in it.” 

So, from the get-go, I decided not to teach yoga classes – but in those early years, I wore all the other hats. 

I was across everything: admin, management, rostering, marketing, customer service, events, cleaning, repairs. You name it, I did it. 

And it took time (years in fact) to figure out how to step back without things falling apart.

What I’ve come to realise is that real success isn’t about doing it all. It’s about building something that works, even when you’re not in the room. 

For me, that meant learning to hire differently, lead differently, and trust more. These three management shifts made all the difference.

Hire people who lead themselves

This one took a while. In the beginning, I hired people based on experience or qualifications, what was on paper. But some of those hires needed constant direction or weren’t aligned with our culture. That created extra work and made it hard to step back.

I started focusing on people who lead themselves. People who are proactive, aligned with our values, and genuinely want to do meaningful work. I look for curiosity, accountability, and a willingness to figure things out. In interviews, I’ll ask questions like “What helps you stay motivated without someone checking in?”

It’s not about perfection. It’s about attitude. When you hire people who take ownership, you create space for them to grow and for you to step back without everything resting on your shoulders. I’m a huge fan of the 80/20 rule, getting things 80 per cent right creates space for 20 per cent growth, reflection and improvement.

Mentor, don’t manage

The way I lead now is very different from how I started. I used to micro-manage and control all the outcomes. But over the years I’ve learned that the best leaders don’t manage, they mentor.

That shift didn’t come naturally. I had to learn it. I read, got advice, and asked my team what they needed from me. I realised that when I stopped trying to be across everything, my team stepped up in ways I hadn’t imagined.

Create the conditions for delegation

Letting go isn’t and wasn’t easy. When you’ve built something from scratch, it’s hard to hand it over. I used to think stepping back meant things would slip. But the opposite happened.

The turning point for me was creating clear systems. We documented everything from how we set up the studio in the morning to how we handle a tricky customer conversation. That gave the team confidence and gave me the freedom to focus on the bigger picture.

Delegation started to feel less risky, because there was structure behind it. When people know what success looks like they rise to meet it and they make it their own.

Now, I can travel, take time away, or pour energy into new ideas, knowing the business is running beautifully without me needing to be there every minute of every day.

Building a business that doesn’t rely on you doesn’t mean you don’t care. It means you’ve done the work to build something strong, clear and empowering, for your team, your community, and yourself.

The post The management moves that allowed me to step back from my business appeared first on Inside Small Business.

The report found that while cashflow remains a significant concern for small businesses, many have a sense that the worst is over with moderating inflation pressures, improving consumer sentiment and a small uptick in optimism following the Reserve Bank of Australia’s recent reductions in the target cash rate.

Australian Small Business and Family Enterprise Ombudsman Bruce Billson explained that this modest lift reflected a shift towards re-pricing as input inflation starts to ease, with a longer-term view on margins, cost containment and growth opportunities among small-business owners.

“For small and family businesses, higher interest rates not only impact their costs of financing but have profound implications for customers in terms of their spending, preferences and confidence. The Reserve Bank of Australia’s decision to further reduce the target cash rate to 3.85 per cent and moderating inflation pressures provide a ray of light after a prolonged period of difficult conditions for small and family businesses,” Billson said.

The report noted that household spending is showing early signs of recovery, although it remains weak in the hospitality industry. Cost of living pressures still remain, constraining demand in the hospitality sector and other sectors that rely on discretionary spending.

The recent flooding may also adversely impact some small businesses. “Many small businesses have navigated the impacts of natural disasters so far this year,” Billson said. “However, the recent flooding will likely have an impact over the year (and potentially years to come), with small businesses active in seeking help tailored to their very difficult circumstances.”

While there has been a modest uptick in small businesses considering hiring additional staff, particularly in the hospitality and disability support industries, many businesses still find it difficult to find suitable staff. “(This is) reflecting a persistently tight labour market, and prospects for productivity improvement remain weak,” the Ombudsman commented.

The Small Business Pulse is a health check of objective vital signs for small businesses while also taking into account the ‘animal spirits’ that drive decision making.

“The small uptick in optimism of small-business owners is magnified in those considering starting a business. These entrepreneurial ideas focus on addressing social and environmental issues such as improving outcomes for vulnerable people, sustainable farming and renewable energy. Queries about starting a business were notably driven by an uptick in current and prospective digital nomads and influencers.

“We need to do more to energise enterprise and create and nurture the spark that will inspire someone to turn an idea into investment, to build a business, to take on the risk and big responsibility of creating an opportunity-generating new enterprise, and to employ that extra person,” Billson said.

The post Improving inflation and consumer sentiment offering a boost to small-business health appeared first on Inside Small Business.

From 1 July, Australian homes and small businesses will have access to a new federal battery rebate that could significantly reduce the upfront cost of storage systems. 

Don’t let the name fool you, while it’s called the Cheaper Home Batteries Program, it’s available to eligible businesses too.

The rebate will be delivered through the existing Small-scale Renewable Energy Scheme (SRES), which is already familiar to many solar owners. It works through the creation and sale of small-scale technology certificates (STCs), with the government footing the bill. 

Importantly, that means no additional cost to consumers via energy retailers, and no confusing changes to energy bills.

Over and above sustainability, for small and medium businesses (SMEs), it’s a practical, well-structured incentive that can help cut power bills, improve energy reliability, and boost long-term competitiveness.

What’s on offer

The rebate offers around $372 per kilowatt-hour of storage capacity, capped at 50kWh, for battery systems between 5 and 100kWh. To be eligible, the battery must be installed by a Clean Energy Council (CEC) accredited installer and be Virtual Power Plant (VPP) compatible.

You can install a system before 1 July, but you won’t qualify unless it’s activated after that date. The rules are clear, so timing matters.

Why it matters to business owners

For SMEs that operate during the day (retailers, clinics, small manufacturers, hospitality) batteries help avoid those painful peak tariffs. You store solar when it’s plentiful and use it later, rather than drawing from the grid when prices spike.

We’ve worked with clients who’ve shaved thousands off their annual energy costs with the right setup. But the benefits go beyond bills. For businesses where a power outage means real disruption or lost income, battery storage can become like business continuity insurance; think food service, refrigeration, and medical clinics.

But don’t rush in

There are a few important things to consider. First, the upfront cost is still a hurdle, even with the rebate. Only eligible batteries and certified installers will qualify, so do your homework. And if you activate your system before 1 July, you’re out.

It’s also not the best fit for every business. If your power usage is low or mostly after hours, the return might not stack up.

How to work out if it’s worth it

Start with your power profile. When do you use the most electricity? How much solar do you already have? Is your usage consistent, or does it spike at certain times?

A good provider will help you model your expected savings, return on investment, and payback period. It’s also worth looking at finance options. There are green loans, asset write-offs, and lease arrangements that can ease the upfront pressure and make the switch more manageable.

Batteries are more than bill reducers

Battery storage also goes beyond dollars and cents. It can offer businesses more control. It builds independence from grid volatility, protects against price hikes, and opens the door to opportunities in the VPP space, where stored energy can be resold or used for bill credits.

There’s also the EV charging angle. If your business is moving towards electric fleets or wants to offer EV charging for staff or customers, battery systems can help reduce demand costs and avoid expensive infrastructure upgrades.

And let’s not forget sustainability. Whether you’re actively reporting on emissions or just trying to stay ahead of customer expectations, battery storage strengthens your ESG credentials. People notice when a business is walking the talk on energy.

Final thoughts

This scheme is a practical move by government. It doesn’t overcomplicate things, and it gives small businesses a real shot at future-proofing their energy. In our business, we see the benefits of battery storage every day; and we know how much of a difference the right system can make.

If you’re running a business with solar on your roof, or are planning to install solar, and have a decent daytime energy load, now’s the time to run the numbers. The support is there. The savings are real. And the sooner you start planning, the better your chances of locking in a smarter, more resilient setup.

The post Labour’s new battery saver scheme: Is it worth it for your business? appeared first on Inside Small Business.

ISB: How did your background as an interior designer influence Estetika’s beginnings and is it still important to your operations now?

WS: As an interior designer, I am constantly visualising the end result and solving problems whether it’s space, storage, or how to make something both beautiful and functional. Designing a makeup bag felt natural and exciting, like stepping into a new kind of project with very familiar foundations. I thought about durability, cleanability, and timelessness, the same way I would approach designing a home. Materials always matter, how it kept its shape, how it opened to stay flat, was easy to clean and absolutely designed with recycled materials where possible and plastic free, animal kind. Most of all, I wanted to capture the emotion of how it made someone feel while using the bag and seeing it for the first time. That design-led mindset still shapes every Estetika product today.

ISB: What was it like working with your mother and daughter in bringing Estetika to life and how did they influence the brand?

WS: My mother has always been my inspiration. She raised six children and worked in many businesses from high street fashion, to owning her own takeaway shop (Barbaras Place) to working as a beautician for Ella Baché, so she understood the industry, working for herself and wanted to help bring my vision to life. My daughter was the catalyst when she couldn’t find a beautiful makeup bag to give me for Mothers Day. That sparked the idea to design something timeless, functional, and luxurious that we could not find. Together, we designed a vanity case that works beautifully whether open or closed, at home or while travelling. Exhibiting at NY Now with both my 80 year old mother and 17-year-old daughter by my side was a moment I’ll never forget, three generations, one new small Australian brand, and our first time in New York together. It was priceless.

ISB: Can you tell us how you got the attention of US retailing giant Nordstrom?

WS: Before the NY Now Trade Show, I was reaching out to buyers on LinkedIn and direct messaging/email outreach, hoping they’d visit our stand, that was my first step. We flew all the way from Australia to show we were serious, committed, and ready to stand out as experts in our category. During the show, we briefly had Nordstrom’s attention, but another founder redirected them to her booth and we missed our chance. I was gutted but believe in divine timing, so I enlisted a US-based agent who helps brands like ours connect with major retailers to become retail ready. That’s how Estetika ended up on Nordstrom’s radar, proof that presence and persistence matter and sometimes the right connections.

ISB: Why target the US market — as opposed to markets closer to home? And what’s made Estetika so successful there?

WS: The organic reach Estetika has had into the US & Canada has been incredible. Influencers have discovered us, shared the product, and reached out directly through IG & TikTok. The scale and diversity of the US market, particularly in LA, Miami, and New York, makes it the strongest growth opportunity for us right now. It aligns with our aesthetic, pace, and premium positioning. While the US is a clear focus, I’m also excited to explore expansion into the Asian and UAE markets next and I truly wholeheartedly believe Estetika has a global energy that can resonate widely.

ISB: How do you envision Estetika’s growth in the next couple of years?

WS: My dream is to grow Estetika into a global brand not just in the US, but across the UK and Europe as a leader in luxury beauty accessories. I want to push the boundaries of design and style, making our makeup bags feel like the ultimate accessory and a lifestyle upgrade. At the heart of it, I want to help more women feel confident inside and out through their daily beauty rituals. I’d also love to collaborate with an airline frequent flyer program one day and create the go-to beauty accessory for busy travelers. 

ISB: What was the most difficult lesson you’ve had to learn about business so far?

WS: The pivot from being an Interior Designer (a service-based word-of-mouth business) to a product-based business was such an eye-opener. I had hired an agency to run ads, but they weren’t effective, and the reality hit hard: no one is coming unless you bring them in and that they need to see you at least 7-10 times before they will purchase. You need to invest everything, not just money, but time, energy, and emotional resilience. Most revenue gets reinvested, so having a side income is smart in the early days. I’ve learned to be patient, to back myself, and to stay anchored through meditation and mindset work. Building a brand is deeply personal, lonely, and powerful all at once, and I wouldn’t have it any other way.

The post Q&A: How Estetika is reimagining the cosmetic bag appeared first on Inside Small Business.