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"WOMEN DO IT FOR THEMSELVES"
The Weekend Australian
8 March 2003

As a salute to today's International Women's Day Alison Aprhys talks to six women achieving success working for themselves.

Kim Marland's eyes light up as she speaks about the latest range of spectacle frames she imports from Italy. As the Director of Promo Optical, Kim is an optical frame importer and distributor.

"I love working in my own business," she says. "The products are absolutely gorgeous, my clients fantastic and it's wonderful to be able to use my skills and have a life."

The experience Kim gained from her previous career, as national sales manager for a leading pharmaceutical company selling contact lenses, was invaluable when it came to working for herself.

"I'd worked very successfully there, however, on returning from maternity leave, they made it quite clear to me that despite my excellent career record with them, they considered that working mothers were less than reliable or capable," she says.

Kim elected to leave, casting about for a business she could manage from home and combine a positive work/family balance.

"I wanted more than my life revolving around my kids - I feel many women have a lot to offer, yet they are in limbo being at home," she says.

Primo Optical has been so successful that her husband changed from full-time work to contracting and joined her business.

"Stuart does about 25 hours a week with an employer and the rest of the time with Primo Optical," Kim says. "It's great, he can work from home and mind the children, so I can go and see the clients."

Before committing, Kim worked out a detailed business plan, taking into consideration budgets, marketing and processes. "I wanted to be sure that the business was a viable proposition."

Her approach was to start slowly with key clients.

"If they were prepared to take on a serious number of frames we'd guarantee exclusivity," she says. "I sell more frames to fewer accounts and make them feel special through excellent service."

Karina Samperi's background in training and office management has led her to create her successful consultancy in Business Efficiency™ processes.

"My aim is to build and strengthen the foundation of my clients' business and assist them take it up to the next step in the growth cycle," she says.

"If people truly wish to improve the way their business operates, then they have to be prepared to change the way they think."

Karina's repertoire includes rolling up her shirt sleeves and getting involved in putting the theories in to practice for clients as she works with them in their offices.

As well as her own workshops, Karina recommends that any women looking to start her own business join the Australian Businesswoman's Network, and their women-in-business mentoring program.

"I wanted the opportunity to test my capabilities, to learn and to be surprised," Ann-Maree says. These desires led her to form Ann-Maree Moodie and Associates, which specialises in corporate governance.

"My work involves promoting best practice in Australian boardrooms,"she says.

"This involves consulting to boards, professional services firms, universities and educational publishers."

Recent assignments have included a research paper on the education and training of Australian company directors, a 20,000-word "corporate thriller" for CCH's Directors' Professional Education Package, a monthly corporate governance opinion column for CFO Magazine and teaching and public speaking on topics such as boardroom relationships and group dynamics.

Currently writing her doctoral thesis in corporate governance, Ann-Maree has also written: Small Poppies: Profiles of Australian Small Business, Local Heroes: A Celebration of Success and Leadership in Australia; and The Twenty First Century Board: Selection, Performance and Succession.

"My advice: hire the best advisors, understand what you're good at - delegate the rest, be brave and have faith in yourself," she says.

"We decided to work solely with small and medium-sized firms," says Penny Young, "because like us, they are so full of passion about their business."

Together with fellow director Katrina Drewer, Penny runs Creative Thinking, a marketing consultancy she founded in 1996, after working in Singapore and Europe.

Both Penny and Katrina manage, design and implement a range of marketing and marketing communications plans and activities for clients.

"We work at two levels - the strategic side as well as hands-on implementation," Penny says.

"Many small businesses don't (but do need to) understand the difference between being strategic and just doing it."

Melanie Godfrey worked for a Sydney sail maker before founding Gotcha Boat Covered and hasn't looked back.

"Originally, I came to Australia in 1994 to sail in the Sydney to Hobart," says Melanie.

"After completing a sail-making apprenticeship in New Zealand, I wanted a business which could encompass my love of yachting. I commenced making sails but now specialise in accessories such as life buoy covers.

"I know just how much love and sheer hard work people put into their yachts."

Melanie aims to make their boats, "as comfortable and practical as possible - I get so much joy when customers say they love my work".
"Achieving my own dreams, not someone else's, is my motivation," says Karin Ovari, director of Olive Oyl, a home lifestyle service business.

Originally, Karin decided to start her own yacht cleaning business after tiring of her IT career.

"It's now grown to include domestic, car cleaning and concierge services," Karin says, so busy that she is now hiring employees, "so I can balance work with going yachting."

Karin regularly crews for Magnavox's corporate days, teaching guests how to sail as well as sailing in major races.

"Working for yourself means that the only limit on what you can achieve is from your own imagination," she says.

About the Author
Alison Aprhys is an experienced and creative freelance writer and photojournalist whose writing and photographs have been published by many leading newspapers, journals and magazines. Alison specialises in covering sport and lifestyle topics. Alison can be contacted on 0412 012 904 or for more information, go to her website www.shewrites.com.au

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