For Founders Sake

Em and Shelb
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  • Entrepreneurship
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For Founders’ Sake is where Em & Shelb share the real side of business; the wins, the struggles, and the FFS moments every founder knows too well. Each episode mixes their own experiences with conversations from other business owners, bringing honest insights, fresh perspectives, and a reminder you’re not in this alone.

  1. May 26

    #15 Claire Wood - Mogo Bookstore, The bookstore she bought o Facebook

    What do you do when a business you love isn't doing what a business needs to do - make money? That's exactly where Claire finds herself right now. Owner of Mogo Book Store on the NSW South Coast, Claire is in the middle of one of the most emotionally loaded decisions a founder can face: close, sell, or find a reason to keep going. But spend five minutes listening to Claire talk about books and you'll understand why this decision isn't simple. This isn't a hobby she picked up casually. Claire is someone who feels books. The old ones, the rare ones, the ones that have lived a whole life before they reach her shelves. There were moments in this conversation that genuinely gave us goosebumps. That kind of love for what you do makes everything else a whole lot harder to walk away from. In this episode, we sit down with Claire for a conversation that is equal parts honest, funny, and genuinely moving. She doesn't have it all figured out and she doesn't pretend to. What she does have is six kids, a full-time government job in Canberra, a deep love for books, and a very clear sense of what Mogo Book Store means beyond the bottom line. In this episode we talk about: The decision Claire is currently navigating - whether to close or sell Mogo Book Store, and everything that makes that so complicatedHow she bought the store off Facebook - while working full time and raising six children - and what happened when the dream met realityExpectations vs reality: what we imagine owning a beautiful little bookstore in a small town will look like, and what it actually looks like day to dayWhat it's like to listen to someone speak about something they truly love - and the goosebumps that came with itThe moments of pure joy - opening the store, breathing in the smell of books, sitting with a chai latte - and how those moments make the hard ones feel even harder to walk away fromThe moments when you're ready to give up, and what pulls you backThe impact of big chain retailers on small independents like Mogo Book Store - customers conditioned to expect prices that simply aren't possible for a small business to matchClaire's extraordinary connection to her customers - she learns who they are, worries about them when they haven't been in, and on scouting trips, keeps specific clients in mind when she spots something they'd loveThe guilt of not having enough time for everything and how Claire found ways to bring her family into the business rather than pull herself away from themLife with a blended family of six children, and how the chaos is very much real and very much woven into the fabric of the storeWhat working a shift at Mogo Book Store means for each of Claire's younger kids, and why it feels completely different for each one of themMogo Book Store's point of difference: this isn't a new bookstore. Claire sources and restores books, many of them rare or old, and there's a whole world of people who care deeply about thatThe shift in Mogo - once a buzzy tourist destination on the South Coast and what that change has meant for small businesses in the villageHonest reflection: what Claire would do differently if she started again; getting things in writing, finding a good accountant from day oneTaking risks, and the truth that they don't always work out and why having a go is the only way you'll ever find that outThe quote that stayed with us: "After all, tomorrow is another day." - Gone with the WindThis episode is for you if: You've ever kept something going for reasons that don't show up on a spreadsheet. Or you're in the thick of deciding whether a risk that didn't quite pay off was still worth taking. Or you just need a reminder that tomorrow is, in fact, another day. 📍 Find Mogo Book Store in Mogo, NSW South Coast 📲 Follow us on Instagram: @for.founders.sake 🎵 TikTok: @forfounderssakepodcast ▶️ YouTube: @forfounderssake

    1h 1m

  2. May 12

    #14: Clare Lovelace - The Studio She Never Planned to Own

    This week on FFS! we sat down with Clare, the founder of Soul Tribe Yoga Studio right here in Batemans Bay - and honestly, this one had us thinking for days. Clare’s path to owning a yoga studio is anything but linear. It starts with backpacking and late nights, winds through a quarter-life reckoning, a coin flip on the side of the road, and a wild story of how she came to acquire the studio that we absolutely did not see coming. There were plenty of laughs along the way, but underneath it all is a really honest conversation about what it takes to build something meaningful in a small, seasonal town. For two hosts who run on structure and to-do lists, Clare’s heart-led approach to business was equal parts refreshing and genuinely thought-provoking. If you’ve ever questioned whether you’re doing things the “right” way - this one’s for you. In This Episode We Cover: From backpacking and big nights out to finding yoga - and how that shift actually happenedWhy turning 30 made Clare feel like she needed to get “serious” (and what that looked like)The truth about her early days of teaching - she hated public speaking and regularly wished the floor would swallow her wholeHow she ended up in Australia, and then specifically on the NSW South CoastThe coin flip that decided her direction (no, really - north or south?)The unexpected, chaotic, and honestly kind of wild story of how she came to own the studioWhat it’s really like running a business in a small, seasonal town - the adversity, the quiet periods, and the reality checkWhy showing up consistently matters, even when it’s just one or two people on the matBehind the scenes of what actually goes into running a yoga studioHow Clare built a space that feels welcoming to everyone - not just the people who already look like “yoga people”Running a heart-led business while still holding firm on boundaries About Clare Clare is the founder and owner of Soul Tribe Yoga Studio in Batemans Bay, NSW. She’s built a community-first space on the South Coast that’s as much about belonging as it is about the practice itself. 📍  57 Beach Road, Catalina NSW 2536 🌐  soultribestudio.com.au 📧  hello@soultribestudio.com.au 📸  @soultribestudio Connect With Us 📸  Instagram: @for.founders.sake 🎵  TikTok: @forfounderssakepodcast ▶️  YouTube: @forfounderssake Got a story worth telling? We want to hear from you. For Founders Sake is brought to you by two founders, for founders — and honestly, for anyone who’s ever taken a leap and figured it out on the way down.

    1h 1m

  3. Apr 28

    #13: Peggy McAlister - Back to Business After Baby, Sales Without the Ick & The Truth About “Having It All”

    Today we’re joined by Peggy McAlister - a familiar name in our local area and someone who has built a reputation not just on results, but on the way she works with people. Peggy burst onto the real estate scene in 2008 and quickly became recognised as a top performer both locally and nationally. But this episode isn’t just about success - it’s about what happens when life shifts, priorities change, and you’re forced to rebuild in a new season. At just four months postpartum (at the time of recording) with her second baby, Peggy is stepping back into business - and doing it with a completely different perspective. We talk about the reality of returning to work after having a baby, the pressure around “having it all”, and whether success, family life and relationships can truly coexist - or if something always has to give. This conversation also dives deep into sales - especially for small business owners who feel uncomfortable putting themselves out there. Peggy shares her mindset around selling as service, how she handles rejection, and why focusing on solving people’s problems (not chasing the biggest deal) is what’s actually built her career. We also unpack: What buyers are getting wrong in today’s market What sellers need to understand before listing How to navigate big decisions with more confidence and less pressure The mindset shift that makes selling feel natural, not forced This episode is honest, practical and grounding - whether you’re in business, navigating a big life transition, or simply wanting to approach sales and decision-making in a more aligned way. ------------------- Links: Follow Peggy McAlister: https://www.realestate.com.au/agent/peggy-mcalister-3260056?cid=agent-profile-page|buy:pdp:contact-side-panel Follow us: Instagram: https://www.instagram.com/for.founders.sake/ YouTube: https://www.youtube.com/@ForFoundersSake

    1h 4m

  4. Apr 14

    #12: Sharan Callender - Resilience, Reinvention & The Reality of Small Business

    Today we’re joined by the incredible Sharan - a true business veteran and the woman behind what many on the South Coast would consider an institution. Having been in business since just 18 years old and now approaching 60 at the time of recording, Sharan brings decades of lived experience, resilience and perspective to this conversation. She’s also spent more than 20 years in business alongside her husband - something we both agree is a huge achievement in itself, and a dynamic not many could navigate day in, day out. From the much-loved Bodalla Bakery to its next chapter as Bodalla General, Sharan’s story is one of evolution, resilience, and an unwavering commitment to her community. But this conversation goes far beyond baked goods and beautiful cakes. Sharan takes us behind the scenes of what it has really looked like to run a small-town business through some of Australia’s toughest moments - supporting first responders during the bushfires, navigating the uncertainty of COVID, and finding ways to keep both her business and her team afloat when everything felt like it was working against her. She shares how, in the middle of chaos, they pivoted quickly - bringing comfort into people’s homes through curated high teas - a reminder that even in the hardest seasons, there is still room for creativity and connection. We also dive into the parts of business that aren’t often spoken about. Sharan opens up about the risks that come with running a business, the weight of leadership, and the reality of things not always going to plan. In a deeply honest moment, she shares her experience with bankruptcy - something so many business owners face, but so few talk about publicly. This part of the conversation is raw, real and incredibly important. Because behind every “iconic” business is a person who has had to make hard decisions, carry pressure, and keep showing up regardless. We talk about what it means to run a business that’s so deeply tied to community - being part of people’s weddings, celebrations and hardest days - and the quiet responsibility that comes with that. And finally, we look ahead. The transition into Bodalla General marks a new era - a reimagined space that blends the heart of the original bakery with a nostalgic general store feel. It’s a reflection of everything Sharan has built, learned and endured - and a reminder that reinvention is always possible. This episode is about resilience, honesty, and the true reality of small business. It’s about starting again, even when it’s hard. And it’s about the kind of strength that doesn’t always shout - but shows up anyway. Links: Bodalla General: https://www.instagram.com/bodallageneral/ Follow us: Instagram: https://www.instagram.com/for.founders.sake/ YouTube: https://www.youtube.com/@ForFoundersSake

    1h 20m

  5. Mar 31

    #11: Kirsty Furbank - Carving Out Space in the Line-Up, Resilience, Community & Women in the Waves

    Today we’re joined by Kirsty, founder of Camel Rock Surf School — a business that’s not just teaching people to surf, but creating space for women in the lineup. After landing on the Far South Coast in 2018, Kirsty built her surf school in Bermagui from the ground up. But her journey hasn’t been all sunshine and salty hair. In this episode, Kirsty opens up about the darker side of breaking into a traditionally male-dominated surf culture — including facing bullying, territorial behaviour, and even nasty posters being put up around town. Instead of backing down, the local community rallied around her in a powerful show of support that helped strengthen the business even further. We also talk about the realities of running a surf school — the early mornings, the constant watching of wind and swell charts, and the unpredictability of building a business that’s entirely dependent on weather and ocean conditions. It’s a far cry from the “spending every day at the beach” lifestyle people often imagine. Kirsty shares how her Surf & Stretch women’s retreats came to life — bringing together surf lessons, yoga and connection — and why the demand for women-only sessions continues to grow. Through her popular Waves for Womenclasses, she’s creating a space where women can step outside their comfort zones and support each other in an environment that feels welcoming, empowering and fun. And throughout the conversation, one thing becomes clear — the genuine joy she gets from teaching first-timers and watching someone stand up on their very first wave. This episode is about resilience, community, and carving out space where there wasn’t one before. In this episode we talk about: The reality of running a surf school and building a business around weather and ocean conditions Facing bullying and territorial behaviour within surf culture The local community support that helped Camel Rock Surf School grow stronger Creating safe and supportive spaces for women in the ocean Surf & Stretch retreats combining surfing, yoga and connection The rising demand for women-only lessons and retreats The joy of teaching first-time surfers and watching confidence grow in the water ---------------------- LINKS: Camel Rock Surf School https://www.camelrocksurfschool.com.au/ https://www.instagram.com/camelrocksurfschool/ Follow For Founder’s Sake Instagram: https://www.instagram.com/for.founders.sake/ YouTube: https://www.youtube.com/@ForFoundersSake

    59 min

  6. Mar 17

    #10: Abbey & Robyn - The highs & lows of going into business with Family, Importing furniture & the joys of Australia's quarantine system

    This week on For Founder’s Sake, we sit down with Robyn and Abbey, the mother–daughter duo behind CORABE, a beautifully curated interiors store in Batemans Bay specialising in one-of-a-kind vintage and upcycled furniture sourced from Northern India. What started as a shared love for interiors, travel and restoring unique pieces has grown into a thriving regional business bringing globally sourced craftsmanship to the South Coast. In this episode we dive into how CORABE came to life, the reality of sourcing furniture internationally, and what it’s really like running a business with a family member. Robyn and Abbey share the behind-the-scenes of travelling to India to source pieces, the complex logistics of getting furniture back to Australia, and the surprising parts of the global furniture trade that most people never see — from freight costs and container delays to Australia’s strict quarantine processes. They also open up about one of their earliest challenges when their first container shipment didn’t quite go to plan, resulting in a costly lesson that set them back more than $60,000. We also explore the dynamic of building a business as a mother–daughter partnership — the trust, the tension, and the unique strengths that come with working alongside family. And of course, we talk about why they chose Batemans Bay to open their store, the realities of running a premium interiors business in a regional town, and how they’ve built a brand that brings resort-style living and globally sourced craftsmanship to the South Coast. If you love interiors, travel, or hearing the real stories behind building a business, this episode is packed with honest insights, big lessons and a few unexpected moments. Connect with CORABE & Follow For Founder’s Sake Website: https://corabe.co/ Instagram: instagram.com/corabe.co Instagram: https://www.instagram.com/for.founders.sake/ YouTube: https://www.youtube.com/@ForFoundersSake

    52 min

  7. Mar 3

    #9: Aimee Bergan -All Things Home Loans, First Home Buyers & Self-Employed Lending with Aimee from APC Home Loans

    This week on the podcast, we’re joined by Aimee from APC Home Loans - bringing 17 years of experience in finance, banking and lending to the mic. With nearly a decade spent inside one of the big four banks before launching her own brokerage, Aimee shares how APC Home Loans came to life, what pushed her to step out on her own, and what she’s learnt building a business in an industry that can often feel overwhelming or intimidating. This episode isn’t just for business owners. If you’re thinking about buying your first home, refinancing, investing, or simply trying to understand where to start - this conversation is packed with practical, easy-to-understand education around the home loan process. We dive into: Where first home buyers should start (before they even look at properties) How much deposit you really need What lenders are actually looking at The biggest mistakes people make before applying How refinancing works and when it’s worth considering We also go deep into lending as a self-employed or small business owner - covering: Why it’s different to PAYG lending How tax deductions impact borrowing power How far in advance business owners should prepare What documents lenders need The common myths that stop people from even applying And because we love the human side of business, we also chat about: The growth of APC Home Loans The pressure of running your own business Being a working mum and navigating that constant juggle Redefining success in different seasons of life We wrap things up with a quick-fire true or false myth-busting segment that clears up some of the biggest misconceptions around brokers, deposits, self-employed lending and more. This episode is equal parts educational and relatable - with plenty of laughs along the way. Whether you’re a first home buyer, business owner, investor or just curious about how lending really works, this one’s for you. -------------------- Links mentioned in the show: APC Home Loanshttps://www.apchomeloans.com.au/ Follow APC on Instagramhttps://www.instagram.com/apchomeloans/ Follow us on Instagramhttps://www.instagram.com/for.founders.sake/ Watch on YouTubehttps://www.youtube.com/@ForFoundersSake --------- All the information in this episode is of general nature and used for educational purposes only. Your full financial needs and requirements need to be assessed prior to any offer or acceptance of a loan product. Credit Representative APC Home Loans 550068 is authorised under Australian Credit Licence 389328

    58 min

  8. Feb 17

    #8: Setting up for the New Year

    This episode is a behind-the-scenes chat between Shelb & Em as we unpack how we’re intentionally setting ourselves up for the year ahead - in business, life and everything in between. It’s not about hype.It’s not about unrealistic resolutions.It’s about clarity, ownership and execution. In this episode we talk about: Scaling smart — and learning the hard wayToward the end of 2025, we made what felt like a smart next move for the podcast: bringing on an editor. The goal? Faster turnaround times and the possibility of moving from fortnightly to weekly episodes. For Em, this was a big step. Letting go of the editing process - something she’s deeply particular about - wasn’t easy. But growth requires delegation, right? Let’s just say… it didn’t quite go to plan. You’ll have to listen to hear exactly what happened - and what it taught us about control, standards and trusting the right people. Effective goal setting (without the fluff)There’s nothing wrong with a big, lofty goal. But dreaming is one thing - executing is another. We break down how to reverse-engineer ambitious goals so they’re actually achievable. Measuring success beyond numbersNot every goal has a dollar figure attached. Some are about energy, health, presence or capacity. We talk about how to measure progress when success is a feeling - not a financial metric. Hiring a ‘non money-making’ team memberWhen is the right time to invest in support that doesn’t directly generate revenue? We unpack the mindset shift required to hire for capacity and sustainability - not just immediate ROI. Our business goals for the year aheadWe share what we’re building, refining and focusing on - and where we’re intentionally stretching ourselves this year. If you’re mapping out your year, questioning your next hire, or sitting with big goals that feel slightly uncomfortable - this one’s for you. Success isn’t accidental.It’s intentional. Follow along:Instagram: https://www.instagram.com/for.founders.sake/YouTube: https://www.youtube.com/@ForFoundersSake If this episode resonated, take a screenshot and tag us - we love seeing you listening.

    47 min
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About

For Founders’ Sake is where Em & Shelb share the real side of business; the wins, the struggles, and the FFS moments every founder knows too well. Each episode mixes their own experiences with conversations from other business owners, bringing honest insights, fresh perspectives, and a reminder you’re not in this alone.

Information

  • Creator
    Em and Shelb
  • Years Active
    2025 - 2026
  • Episodes
    15
  • Rating
    Explicit
  • Copyright
    © Em and Shelb
  • Show Website
    For Founders Sake

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