At Legal Tender, clients can find the service they need - 
with savings of up to 80%.

Emily, what was the idea that first got the ball rolling?

My parents had a very unfortunate experience with a solicitor in relation to a contested will. They found a lawyer by calling the Law Institute, who provides them with three names and numbers only.

My parents complained that they had no idea how much they would be charged, what skills the lawyer had, how long they had been around, or the reputation of the lawyer.

After some investigation, I realised that there was no service in Australia that helped people to compare lawyers in that way.

What got you excited enough about the idea to put it into motion?

The most exciting thing was there was no service in Australia which allowed lawyers to compete for client’s work and which allowed client’s to compare cost estimates, experience, skill, location and size.  There was an obvious gap in the market for such a service, and as an entrepreneur, I wanted to fill that gap and become a market leader.

Where did the name for your business spring from?

The name “Legal Tender” is a clever play on words. Lawyers “tender” for the work. Legal Tender is also the legal name for money. The website is http://www.legaltender.com.au

How is Legal Tender unique?

It is the only legal service that allows clients to compare estimated costs, experience and so forth to make an informed choice as to legal representation.

Further, because the lawyers are competing for the clients work, prices are driven down. We see client’s saving up to 80% of potential legal fees.

What was the most difficult part in getting your business off the ground?

Initially, getting the website to look and run smoothly. That has taken four long years! Now the big challenge is getting the website out to potential clients. Our target client is SMEs. (Small to Medium Enterprise)

Has any part of your business gone down a different path than you first anticipated?

Yes. Initially I thought that the target client would be those with criminal law, injury matters.

That is no longer our target, and we now choose to focus on business/commercial and family law matters. We find they are more serious about obtaining legal advice.

That said, however, we have hundreds of lawyers to help with any kind of legal issue. 

What do you enjoy most about running your business?

The little successes each day. Eg hearing from a client that we have exceeded their expectations, helping smaller law firms to compete for work they may otherwise not have been exposed to, an article about Legal Tender in the paper, a new potential business alliance.

I also enjoy the constant process of refining the business and making it better and better in response to customer feedback.

Do you belong to any networks that have helped you grow your business?

I am a lawyer, and until June 2008, worked as a corporate litigator at a top tier law firm in Melbourne, Arnold Bloch Leibler. The networks that I created and managed during that time helped me tremendously to have the confidence to approach firms and sell my service.

What are your future goals Legal Tender?

Legal Tender launched in Victoria in June this year. Within a month, we had over 100 Victorian law firms that had registered with our service. Because of that success, we expanded to NSW, and currently have over 200 law firms that are members. I hope to expand Legal Tender nationally within the next year, and for it to be the number one place that clients go to when they need legal advice.

What advice would you give another woman wanting to start a business of her own?

You need to have determination to succeed and persistence. Very few things happen overnight, and it will probably take a number of years before your business starts to kick off. Also, be prepared to constantly refine and evolve your business. Seek out criticism; it is the best form of feedback!

Rebecca explains how Two Homes, the only free resource website of its kind, helps families manage this stressful time.

Rebecca,  what was the idea that first got the ball rolling?

When I separated from my son’s father I was committed to trying to doing the best that I could so that my son went through as little pain and suffering as possible. At the time I often felt like my world had been turned upside down and I searched for information and tools to guide me and help mange the process.

During this tough time everything changes and sometimes it’s hard enough just getting through the day let alone trying to manage my new parenting arrangements. As a tech savy mama I searched for an efficient way to help me communicate with my former partner and keep him up to date on information about our child – in an easy, no fuss way. I was shocked that nothing was available and immediately started to think up ways that I could build my own system.

What got you excited enough about the idea to put it into motion?

I was driven to set up www.twohomes.com.au because I truly believed that I could add value and help other separated families. My passion for the area quickly grew as I became more educated on the topic and realised how big an issue this was. With over 50,000 families separating each year and over 1.1 million kids in Australia living with separated parents I instantly saw the importance of what I wanted to achieve.

Where did the name for your business spring from?

The Two Homes name came about as a result of a fantastic brain storiming session with a group of parents who all had experience of working through the issues of separation, divorce and parenting.

How is Two Homes unique?

Two Homes is Australia’s only free online resource that provides Australian single parents with information, tools and resources that guide and empower them to do what ever they need to, to help them and their children through this difficult time.

 What was the most difficult part in getting your business off the ground?

The hardest part of my journey has been the time it has taken to get our online organiser up and running. We are now up to our 3rd set of developers and this all takes a lot of money, time and energy. Sourcing capital to fund the software development was also extremely challenging, for some reason institutions were not that keen to back a single mum with a passion to help other parents

Has any part of your business gone down a different path than you first anticipated?

Initially my goal was to create an online tool that would help manage my parenting arrangements. However, during this process I realised that I was not alone in the frustration I experienced in trying to find out what I needed to do during the separation and divorce process. It was clear to me that there was a real need to provide separated parents with information, resources and services, all in one place. Consequently, www.twohomes.com.au was born and is now the core foundation of my business.

What do you enjoy most about running your business?

I love receiving positive feedback from separated parents and professional organisations who work with separation and children issues daily. I get a real buzz when someone lets me know that we have had a positive impact on their lives.

Do you belong to any networks that have helped you grow your business?

At present I don’t belong to any formal networking groups. However, being an online business I believe in the power of social networks and groups and utilise the power of LinkedIn, Twitter and online forums and groups daily.

What are your future goals for Two Homes?

Next step for Two Homes is to provide separated families with the ability to connect and support each other through online communities.

 What advice would you give another woman wanting to start a business of her own?

Make sure you’re passionate about what you’re doing, as there will be tough times! It’s during these times that you will need to dig deep and draw strength from your belief and dedication to your business idea.

Amanda runs a website and forums that are focused primarily on mums.

Amanda tells why a non-judgmental outlet for mothers, Real Mums, was sorely needed!

 

Amanda, what was the idea that first got the ball rolling?

 I was a member of a business forum for another (now shelved) idea – my first foray into online forums. I needed an outlet for my parenting – one that was non-judgmental, honest, non-pretentious, and, most of all, FUN! It came out of my own needs, really.

What got you excited enough about the idea to put it into motion?

 Mostly just my own desperate need for this sort of thing – nothing was about, I NEEDED it, so I created it.

Where did the name come from for your business?

 Originally, it was going to be called Bad Mums (badmums.com.au) because you were allowed to talk about things that were considered ‘bad’ (wine and babies, apparently, don’t mix!) and discuss taboo subjects honestly … then I figured “that’s not bad – that’s reality!” And realmums.com.au was registered.

What would you say makes realmums.com.au different to other similar businesses out there?

All parent support forums offer support in one form or another – and for certain people. We’re different because we don’t have a parenting ‘philosophy’ per se, we’re very focused on Mum, rather than the kids, and we allow you to make mistakes, have foibles and not be “the perfect Mum”, without judging. Mostly, we are open to and encourage honest discussion about the bad days – and its all ok.

What was the most difficult part in getting your business off the ground?

My initial web designer and host didn’t deliver! It took 12 months. Income has been another challenge. Having two toddlers and studying at uni was the easy bit.

Has any part of your business gone down a different path than you first anticipated?

Um, all of it! It was supposed to be a bit of fun, a forum and an outlet for my writing whilst I completed my degree and “got a proper job” … it’s grown and developed so much, and still is. Watch this space.

What do you enjoy most about running your business?

The members – they’re a fantastic bunch and keep giving me inspiration. The fact that I can get a decent coffee whenever I want (I make it J), being here for my kids and the creative outlet.

Do you belong to any networks that have helped you grow your business?

Business Mums Network and Business Women Unite. And, of course, my own network of Mums on the site.

What are your future goals for realmums.com.au?

To provide more resources for Mums, have some books, a bigger team. Oh, and to make a proper living from it.

 What advice would you give another woman wanting to start a business of her own?

Go fot it. Research what’s out there, and make sure you really do have something different. Go with your gut .. always go with your gut, and be passionate about what you do.

Heather runs a online store that sells gifts for men only.

Research showed Heather that no one was catering exclusively to men online, and she filled that gap with Gifts 4 Blokes!

Heather, what was the idea that first got the ball rolling?

Well, I can’t really say that it was all my own idea! Just before Christmas a few years ago, I got together “with the girls” and over a few drinkies we discussed the hassles of finding men’s gifts and why couldn’t you just buy them in one spot, not have to wander the shops until your feet and head can’t take it anymore. Then they “suggested” why don’t I put together an online store with gifts for men. They thought it would be easy for me as I had trained and worked as a web designer. I think they just thought I could press a button and there would be the solution to their problem of finding men’s gifts.

What got you excited enough about the idea to put it into motion?

They harassed me long enough until I did something!
No, seriously, initially I put the idea to one side, then it began to “niggle” at me, until I started researching the market and realised at that time there wasn’t really an online store doing just men’s gifts. I’d always wanted to go into business for myself someday and I began to think this was an opportunity to use my skills and do something a bit different. And it was a challenge to start something from nothing, and the more work and planning I did, the more excited I got.

Where did the name for your business spring from?

Working in the web industry I knew I had to find a name that would be catchy, search engine friendly and told shoppers what the store was just by them looking at the name. The name popped into my head and I could not believe the domains were available. Next thing I had the credit card out, you have never seen someone register a domain name so quickly.

How is Gifts for Blokes original?

It caters for men’s gifts only, although I have had emails from women saying they had purchased items for themselves… When researching stock we try to think outside the square and try not to have the same old – same old. My husband is a great sounding board and quickly tells me if the idea is a shocker! We focus on the customer and make customer service a priority. Most orders are dispatched within 24hours.

What was the most difficult part in getting your business off the ground?

Negativity by suppliers towards online businesses. Firstly we were new and then we were online. Some suppliers had a policy not to sell to online stores. Their other main comment was we might sell on ebay. It took us some time to find the right suppliers who took the time to listen to our concept and come on board with us. We have noticed this attitude is slowly changing as more wholesalers grasp the concept of online shopping and that online stores are really no different from other businesses.

Has any part of your business gone down a different path than you first anticipated?

Yes, mainly in the products that we are selling – we have found items that in the beginning we would never have thought of, plus we have some more ideas in the wind, that are currently “top secret”!

 What do you enjoy most about running your business?

Helping people, we often get a desperate email from someone who has a birthday or a groom in “urgent” need of groomsman’s gifts (the wedding is on Saturday!). Really enjoy being able to help them out of a tight spot. Plus you tend to get to know your repeat customers, which is really nice.

Do you belong to any networks that have helped you grow your business?

Yes, several women’s forums that are a great help and provide me with inspiration and a laugh!

What are your future goals for Gifts for Blokes?

We have several things on the drawing board at the moment, that are exciting. Yep they’re secret! sorry

What advice would you give another woman wanting to start a business of her own?

Plan, Plan, Plan – also if you have a partner, their support, encouragement and constructive criticism is really important. But if you have an idea and the drive – just go for it, you never know unless you have a go!

Christie Nicholas offers the first online service for mums to swap their goods and talents.

Featured on TV and magazines, Mumswap is an amazing hub for mums!

Christie, what was the idea that first got the ball rolling?
When I was on maternity leave, I decided I would start a (completely different) business that was going to motivate mums and make them feel good about themselves in their roles, but didn’t have the skills to do it single-handedly and didn’t feel confident outlaying the money for this new business venture.
I thought I would save some money and have a crack at this other business idea if I could swap some of my business skills with a graphic artist or web developer in return for a logo, or a website– but I couldn’t find a site that introduced me to like-minded people. 
I needed to find more mums like me out there.  Mums that are perfectly capable in providing these types of services I needed (after all, we were being paid for these services just months earlier) and wanted what I had to offer.  But I couldn’t find a bartering site that was typically appropriate for mums of my generation (aged 25 – 39 years give or take)

What got you excited enough about the idea to put it into motion?
That’s when the light went off and I started to think about how many other products and services do mums want, and how many products and services can they provide.  It came down to four main things mums wanted: products and services for her, the family, the business and the lifestyle. And it was clear that everything that mums wanted could be provided by another mum….
So I changed business tact and decided I was going to create mumswap.com.au; a bartering site that focuses on making life easier for mums. As a bonus, it is also a business that is good for the environment as it encourages people to recycle their goods. 
You can swap all the usual things you would expect to swap on a bartering site, i.e clothes, toys, furniture.  But, we have addressed all of mums’ needs – so you can also put in your request for some ironing, a spa treatment, a home-cooked meal, Christmas gifts or a business and marketing plan.

Where did the name for your business spring from?
It was down to two obvious options. One name that my heart wanted and one name that my head wanted. In the end some extra market research told me to listen to my heart all the way.

What makes Mumswap original?
Mumswap is different as this is Australia’s first completely FREE (and unconventional) bartering hub created specifically for mums to swap their product, services AND talents to achieve more for themselves, their family, business and lifestyle a smarter way. 
 
Mums come here to recycle their goods, share their skills and be rewarded.  It’s not just about getting rid of old clothes.  Here you can put your business skills to use while you are on maternity leave and swap it for hair and beauty services if you want.  Or offer to do someone’s chores and borrow their boat for the weekend. Do some babysitting and get some cooking lessons, etc.  The list is endless and so are the possibilities.  Yet the objective is the same – and that is to make life easier for mums to get the products and services they wish for, but without the pressure to do it all or pay for it all themselves.

What was the most difficult part in getting your business off the ground?
After lots of mini-challenges, we had to accept that getting a business off the ground takes three times as long as you think and sometimes things are going to be out of your control – but regardless you must be continuously motivated, focused and strong.

Has any part of your business gone down a different path than you first anticipated?
Continuously evolving. Initially we were contemplating what fee we should charge users but decided at the eleventh hour that mumswap.com.au should be an entirely free service. Mums deserve it.

What do you enjoy most about running your business?
That we are in the business of making life easier for mums. Our mission is very rewarding because we understand first hand the pressures mums face and we want to make it easier for mums to have it all without trying to do it all. It is a genuine, feel-good initiative to be a part of.

Do you belong to any networks that have helped you grow your business?
We are getting around to all that and expect we will eventually be a part of many networks that will help us get our message across to mums…..

What are your future goals for mumswap.com.au?
We want every mum to be aware of what mumswap.com.au does for mums and that there is a smarter way to achieve what they want for themselves, their family, business and lifestyle without the pressure of trying to do it all on their own. Mumswap will continue to communicate that by recycling goods, sharing skills you can reap the rewards and ‘have it all’. Our goal is to make life easier for tens of thousands of mums.

What advice would you give another woman wanting to start a business of her own?
I can tell you to ‘go for it’ and you will really enjoy doing what you love. I can also tell you it is not for the faint-hearted. Things take much longer than planned, some things will be out of your control and you will have to make a lot of sacrifices. Therefore, if you believe in yourself, what you are capable of and you know how resilient and stubborn you are – you don’t need anyone to show you the way – Go on and lead the way.

Cate Bolt manages an online store that stocks wonderful lines of sustainable living products.

Cate explains why The Elements at Eumundi and other initiatives are funding The Indonesian orphanage project.

Find out how you can help this project here.

Cate, what was the idea that first got the ball rolling?
The Elements originally started out as something completely different which changed direction. The Elements was originally going to be a 5 star luxury eco-tourism resort and we insisted that everything that went into it had to be sustainable, organic or in some way more environmentally sensible than its competitors. The products we used were to be available in the resort shop and the online store. In the research process we became so passionate about the earth, conservation and humanity that we decided there were bigger things we should be paying attention to, so we kept the shop as a means of residual income for our new charity.

What got you excited enough about the idea to put it into motion?
I’m just an excited person. Once I get an idea in my head-– it happens. Once I started researching and learning about products I really thought it would be irresponsible to NOT go ahead and do it.

Where did the name for your business spring from?
The Elements At Eumundi – sounds corny but it came from a higher place. We were actually living in Victoria when we started the business; we knew Queensland was where we wanted to be. Something told me Eumundi was “the place” so I basically had decided that was it before I even went there. Luckily when I got there it felt like home and I fell in love immediately!

“The Elements” represents everything I stand for; I’m “at one with the earth”.

How is The Elements at Eumundi original?
I think the main difference is that we run the business now to support the charity. So 50% of the profits go directly to the charity, and the other 50% goes to supporting our family while we run the charity. I think shoppers like to know that what they are buying not only benefits them and the earth, but the profits are going to the greater good as well.

What was the most difficult part in getting your business off the ground?
Honestly, we didn’t have any difficulties. I had run a successful online/bricks and mortar retail business for 10 years, so it was fairly plain sailing.

Having a large family means time-management is always an issue. And I guess having to go back to square one with suppliers– not having the leverage of being a recognised successful business with bargaining power.

Has any part of your business gone down a different path than you first anticipated?
Very much – see question 1!

What do you enjoy most about running your business?
Working from home and being flexible about when we work. Knowing that what we sell is beneficial to our customers & to the earth and that the money we make is going to a worthwhile cause.

Do you belong to any networks that have helped you grow your business?
No, nothing worth mentioning.

What are your future goals for insert business name?
We would like to extend our product range to include my husband’s passion– which is alternate energy. We’re also in the process of extending the alternate therapies section, to include my passion– which is crystal healing. We will be focusing heavily on getting our head lice treatments into Queensland schools for the rest of this school year. We have an awesome product after years of frustration, so we’re taking it to the people!

What advice would you give another woman wanting to start a business of her own?
Don’t lose sight of the big picture. Make sure you’re clear in your head what your objectives are when you’re starting a business. Write them down and maybe have them somewhere you can see them every day. It’s ok if they change, but if they are still the same and you’re losing direction, then have the strength to stop yourself.

No amount of money will ever buy the happiness of your children. Make sure you maintain business/family balance and hang out with your kids. It’s always nice to include them in the business, even if it’s in some minor role like arranging your packing supplies.

If you can work side by side it will give them an appreciation for what you do, why you do it and what the rewards are.

Michelle Fiddian has a passion for making first aid for children easily accessible for parents and carers.

Michelle makes vital first aid training fun and engaging with Little Aid.

Michelle, what was the idea that first got the ball rolling?
Basically my experience wasn’t allowing me to work small hours around being a mum. Then there’s the passion I have for the topic (baby/child first aid) as there wasn’t much around to cater for this need. After I started getting less hours being a casual where I worked, I needed to figure out how to get an income, working no more then around five hours a day, but making it worthwhile. I initially thought about teaching first aid at local community centres, then the idea grew into starting my own fully fledged business.

What got you excited enough about the idea to put it into motion?
The more I thought about it, the more ideas I had! The sky seemed to be the limit. Plus I was able to work around the kids commitments so it seemed I would have the best of both worlds.

Where did the name for your business spring from?
It was hard to think of something that made people think of first aid in the title, but Iwanted it to be relevant for all “little” people– that is– babies and children. After thinking of a few ideas, Little Aid was the winner.

How is Little Aid original?
Little Aid’s core values include convenience (we come to you) value (we’re the most affordable around, with a small minimum number) quality (each and every course is a quality course, not just a lecture, not information overload, just helping each individual understand what to do in the event of an emergency) and FUN (yes, we try to make a serious topic enjoyable, and I’m proud to say I’ve been told I succeed!)

What was the most difficult part in getting your business off the ground?
Having the confidence to take that leap of faith and go out on my own. After that, building up clientele.

Has any part of your business gone down a different path than you first anticipated?
Yes. I’ve just celebrated Little Aid’s first birthday and there are many things I didn’t think I’d be doing yet, like selling products, working on my own line of products, and looking at ways to branch further throughout Victoria and interstate. Also, I thought I’d be doing regular courses through community centres, but instead have found other avenues such as private courses in the home, maternal & child health centres, fundraisers for places such as kindergartens.

What do you enjoy most about running your business?
The fact I’m truly doing something I enjoy– I’m passionate about first aid for kids and helping others understand how easy this can be once you know how. I enjoy being able to cuddle little babies whilst their mums practice valuable skills. And I enjoy earning a decent living around my other commitments, after all, I’m a mum first!

Do you belong to any networks that have helped you grow your business?
There’s a few online avenues that have been extremely helpful such as Business Women Unite and more recently, Australian Baby Guide. I’ve tried Twitter but I’m not 100% sure how it works to be honest. Once I do I’m sure this will be an extremely valuable networking tool.

What are your future goals for Little Aid?
To have Little Aid in other states, eventually I hope to be Australia-wide. To have our own line of products (such as bandages) for sale not only through courses and online, but in other relevant stores. All of these are works currently in progress.

What advice would you give another woman wanting to start a business of her own?
Do your homework. Research where to market, who your clientele is, and know your competitors. I believe you must be passionate or it will turn into yet another “chore” – you must enjoy what you do. Don’t expect rewards overnight. But if you’re patient, the rewards truly are great. There’s absolutely nothing like running your own business. Aside from having kids, this was the best decision I ever made, I’ve never once looked back and I’ve never been more proud of my achievements!

Andrea World and Suzanne Webcke stock their online store with those ‘Where did you get that?’ items for parents.

Andrea tells why Mummys Little Helpers stocks only practical parenting products and exclusive pregnancy & birth wear.

Andrea, what was the idea that first got the ball rolling?

I would get approached daily at the shops by other mums asking me, “Where did you buy that? I really need one of those!” 

I thought, “If I was selling these products, I’d have made a fortune by now…” and so planted the seed about having a business that could sell practical parenting products to other mums.

What got you excited enough about the idea to put it into motion?

We were stay-at-home mums– we threw in our full-time jobs to look after our children. We were considering part-time work, but we wanted to do something we’d enjoy and it had to be flexible. Andrea had been involved in party plan previously and suggested that we sell our products this way. When our research showed that no other party plan business in Australia sold ‘practical use’ products for pregnant mums and small children, we thought, “we’re onto something here!”

Where did the name for your business spring from?

We wanted a name that would let people know immediately that the business related to mums and small children. “Mummys Little Helpers” does that and it also reflects our business philosophy which was twofold: 1. To help other mums find good quality, useful parenting products that will make their life easier and 2. Enabling other mums to join the company as consultants and earn money doing something they enjoy– socialising with other mums and talking about their children.

What makes Mummys Little Helpers different to other similar businesses out there?

It’s now been three years since we set up the business and there still isn’t another party plan company selling the same type of products we do. Most children’s party plan companies tend to focus on clothing or educational books or toys.  Our focus is on practical parenting products that will be used by mums everywhere, everyday. We also undertook never to sell anything that we wouldn’t use ourselves. Unlike some other party-plan companies, we don’t mass recruit and we don’t offer “no cost” or “low cost” consultant kits. We prefer to attract people who are as enthusiastic about the business and products as we are, rather then those wanting to try whatever is the cheapest option. We don’t offer our consultant’s overseas holidays or cars as incentives, just a “family friendly” flexible opportunity to earn as little or as much money as they wish.

Our on-line store follows the same philosophy as our party plan business by limiting the sale of luxury high end items and focusing on practical cost-effective parenting products.

What was the most difficult part in getting your business off the ground?

Funding and knowing where to start. Also, all the research and groundwork that is required means that it usually takes 6 to 12 months before you can actually start trading. This can be frustrating when you are keen to get started.

Has any part of your business gone down a different path than you first anticipated?

Yes. Originally we were only going to sell our products by way of party plan demonstrations. However, we realised that we wouldn’t be able to reach those mums who didn’t have a consultant in their area. So, six months after we started, we opened our on-line store. This has made us a national company and helped us to reach customers and consultants in areas we couldn’t reach before.

What do you enjoy most about running your business?

Being able to get out and about and chat with other mums. Also, the challenge of finding new and inexpensive ways to market the business.

Do you belong to any networks that have helped you grow your business?

We do belong to a number of business networks that have provided valuable information and contacts. We’ve found that forming strategic alliances with other businesses is the best way to reach new customers.

What are your future goals for Mummys’ Little Helpers?

We hope to take on more consultants in more areas and to develop some of our own products to add to our range.

What advice would you give another woman wanting to start a business of her own?

Don’t start a home based business just because you think it will be easier than going to the office everyday. Being your own boss can be rewarding but it is also a lot of hard work. Endless late nights and hours of unpaid background work can precede business success. You also can never really “work” from home when your children are around (this is something rarely appreciated by those who don’t have children).

You should be super organised and write yourself to-do lists every day so that you can make the best use of any work time you have. Set yourself daily time limits for your work (as you would in an office) so that your business doesn’t become all consuming.

Also, make sure that you have an effective Business Plan in place before you start your business. The old saying “If you fail to plan, you are planning to fail” is very true. Having said that – always be prepared to change your plans. Circumstances change so flexibility is a must.