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. 4d ago

    #25 Christie Perrin - Busy Girls Social Club

    This week we are doing something a little different. It’s our first ever online episode, and our first guest from outside our local area. We’re heading up to the Gold Coast to chat with Christie, the founder of Busy Girls Social Club. There’s another change behind the mic too. Shelby is really unwell this week, so Em is joined by a fill in co host, Megan. Megan usually works hard behind the scenes for Shelby and Em, and this time she’s out from behind the camera and on the couch. Get well soon, Shelby, we’ll see you next episode. Christie runs her own social media agency on the Gold Coast, and she used to go along to a lot of networking events. The problem was that they just didn’t quite hit the spot. They didn’t feel modern, and they didn’t feel like somewhere she wanted to be. So she did something about it. We hear how her very first Busy Girls event came to be, how well it went, and what it’s like to run every single event as the sole organiser. We also get into why networking matters so much, and why it can feel so uncomfortable. Christie shares how she makes her events different and the small things she does to make sure everyone in the room feels at ease from the moment they walk in. One of our favourite parts of the conversation is how Christie measures success. It isn’t ticket sales or numbers. It’s the moments she overhears after an event, like girls making plans to go for drinks, then catching up later for walks and coffee. That’s when she knew it was working. We also talk about: Where Christie would love to take Busy Girls next, including the dream of national events, even though she’s still working out how to make that happenThe partners behind Busy Girls Social Club, how she has grown those relationships, and what’s new recentlyStarting a passion project and the honest truth that at some point you need to make a living from it or it isn’t viable to keep going. You are allowed to make money as a founderHow Christie keeps her events affordable for her audience while still growing and landing bigger events with bigger partnersIf you’ve ever walked out of a networking event wondering why it felt so awkward, or you’re sitting on an idea you’re not sure you’re allowed to profit from, this one is for you. Connect with Christie and Busy Girls Social ClubWebsite: https://www.busygirlssocialclub.com/Instagram: https://www.instagram.com/busygirlssocialclub/ Connect with usInstagram: @for.founders.sakeTikTok: @forfounderssakepodcastYouTube: @forfounderssake

    #25 Christie Perrin - Busy Girls Social Club

  2. Sep 30

    #24 Grace Roby - Grace Roby Hair

    This week on For Founders Sake, we're joined by Grace Roby, owner of Grace Roby Hair in Milton and our very first guest from north of the Eurobodalla. Grace grew up around hairdressing because her mum was a hairdresser. She actually wanted to stay in school for the social side of it, but a school careers advisor suggested she do her training through TAFE, and that set her path. She went on to own a super busy salon in Cronulla with her mum. Then she and her son moved to Milton for a slower lifestyle, with no intention of opening a salon here. She saw a space, and it just spoke to her. Her Milton salon is intentionally smaller. There are no other stylists, it's just Grace most days, and her mum now rents a chair off her sometimes. In this chat, Grace shares the non negotiables in her day to day life that keep her grounded and let her be a good mum. We talk about the pressure of being a hairdresser and a therapist in the one chair, and what it's really like to own a business as a single parent, including the mum guilt, the boundaries and the flexibility. Grace also tells us how she fell into the wedding industry and how it has grown into big business for her. Plus, she shares the story of how one Facebook post about her new Milton salon had people calling to book within minutes, and how organic social media has helped her grow to 15.4k followers on Instagram at the time of recording. Shelby was unwell when we recorded this one, so Emma, co owner of Sam's Pizza in Batemans Bay and our very first guest, joined as fill in co host. You might also hear a dog making a few guest appearances in the background. We think that's part of the charm. This episode is brought to you by Grace Roby Hair. Find GraceWebsite: gracerobyhair.com.auInstagram: @gracerobyhair Find usInstagram: @for.founders.sakeTikTok: @forfounderssakepodcastYouTube: @forfounderssake

  3. Sep 16

    #23 Bec O - Coko Baby

    This week on For Founders Sake, we're sitting down with Beck, the founder of Coko Baby, an Australian label creating heirloom quality baby essentials born out of a very simple problem: she couldn't find storage for her daughter's accessories that was actually beautiful. So she made her own, and Coko Baby was born. A quick note before you dive in, Shelby was unwell at the time of recording, so this episode is hosted by Em alongside a very special fill in co host, Emma, our very first ever guest and co owner of Sam's Pizza in Batemans Bay. You might also hear one of Emma's dogs make a background appearance throughout the chat. We couldn't edit it all out, and honestly, we think it's a nice reminder that this podcast is made with heart, not a huge production team. In this episode, Beck opens up about growing a business while raising three kids, and why starting Coko Baby was as much about creating flexibility for her family as it was about the products themselves. We talk about her decision to grow slowly and intentionally, protecting the principles that make the brand what it is rather than chasing rapid scale, and the genuine challenge of working in a business while also trying to grow it. Beck shares just how underrated markets are as a growth tool, the evolving role her husband has taken on in the business, and drops a sneak peek at a possible Daddy Coko range in the works. We also get into the reality of Meta ads and why it can sometimes feel like a gamble, how much social media and the algorithm have shifted since the early days of organic growth, and how Beck sets firm boundaries around work and family time, doing the behind the scenes hustle in the early mornings and evenings so she can be fully present with her kids. And of course, we talk about the personal touches, like steaming every single garment and including a handwritten note with every order, that will always be non negotiable for Coko Baby. It's an honest, warm conversation about building a business on your own terms, without losing what matters most along the way. Find Coko Baby at cokobaby.com.au and on Instagram at @coko.baby_ Bec has also kindly given our listeners a discount code for online. Use FFS15 for 15% off at checkout Follow For Founders Sake on Instagram @for.founders.sake, TikTok @forfounderssakepodcast and YouTube @forfounderssake

  4. Sep 1

    #22 Jack Matthews - Peakform Physio

    This week on For Founders Sake, we're joined by Jack Matthews, the physiotherapist and founder behind PeakForm Physio in Tomakin. Jack's path started with a Bachelor of Exercise Science at Wollongong and a Master of Physiotherapy in Canberra, followed by years working in private practice and orthopaedic settings, including time spent alongside surgeons on robotic joint replacements. For a while he was settled into a corporate role in Canberra, thinking this was it, until he had kids and realised what he actually wanted was to be around for school drop off and pick up, home for dinner and bathtime, present for the everyday stuff rather than just nearby for it. It's not a story we hear from dads often, but it turns out plenty of them are chasing the same thing quietly. That decision led Jack to start PeakForm from home before eventually moving into a commercial space, and we get into what that whole journey looked like, from the early days of being the physio, the marketer, the receptionist and the accountant all at once, through to the moment it started to feel like it might actually work. We also talk about how he's grown the business almost entirely through word of mouth, leaning on a handful of key local connections who kept sending people his way rather than pouring money into ads or social media. Jack opens up about the pressure that comes with running your own clinic, the imposter syndrome that doesn't just disappear once things are working, and what balance really looks like when you're raising two young kids while running a business. He's also the head physio for the Batemans Bay Seahawks AFL team, so we get his take on what people misunderstand about physiotherapy and the one thing he wishes more people did before they ended up needing one. It's an honest, grounded conversation about building something of your own right here on the South Coast. Find PeakForm Physio at peakformphysio.com.au or on Instagram at peakform_physio. Follow For Founders Sake on Instagram at for.founders.sake, on TikTok at forfounderssakepodcast, and on YouTube at forfounderssake.

  5. Aug 18

    #21 Kelly Eastwood - Eastwoods Bermagui

    This week on For Founders Sake we are joined by one of the South Coast's most beloved and remarkable founders - Kelly Eastwood of Eastwoods Bermagui. Kelly's story is one of those that genuinely stops you in your tracks. Before landing in the tiny fishing town of Bermagui, Kelly spent 14 years as a private chef to royalty, Russian oligarchs and some of the world's wealthiest people, before transitioning into television as a food producer and home economist on some of Australia's most iconic shows - MasterChef, My Kitchen Rules, Better Homes and Gardens and The Great Australian Bake Off among them. It was River Cottage Australia that brought her to the Far South Coast, and the rest, as they say, is history. What started as a deli, café and cooking school has been reimagined more times than most of us would have the courage to attempt. Pop-up dinners, market stalls, cooking classes, festival catering - Kelly has never been someone to sit still. And when the Black Summer bushfires of 2019 to 2020 tore through the region, Kelly's kitchen became the beating heart of one of the most extraordinary community relief efforts this coast has ever seen. Over seven weeks, working alongside World Central Kitchen, Kelly led a team of 270 volunteers to produce more than 46,000 meals for affected communities from Mallacoota to Mogo. She was later awarded a National Emergency Medal by the Governor General's Office for her contribution. Then COVID hit. Like every small business owner, Kelly was forced to pivot - and what emerged from that moment was the Eastwoods we know today. A thriving chef-made meal delivery service, operating weekly across the South Coast from Pambula to Batemans Bay, with over $2 million in turnover, 18,000 orders, and 227 menus under her belt. She's a regular on ABC Sydney radio, a Bega Valley Business Award winner, and is now setting her sights on the wholesale market. In this episode we talk about the wild ride that got her here, what it really takes to keep reinventing yourself and your business, the community that carried her through the hard times, and what she's dreaming up next. This is a conversation about food, grit, community and one woman who has never once taken the easy road - and we are so glad she ended up right here on the South Coast. Find Eastwoods Bermagui at eastwoodsbermagui.com.au or follow along on Instagram at @eastwoodsbermagui. Find us on Instagram at instagram.com/for.founders.sake, on TikTok at tiktok.com/@forfounderssakepodcast and on YouTube at youtube.com/@forfounderssake. We'd love it if you subscribed, left us a review, or shared this episode with someone who needs to hear it.

  6. Aug 4

    #20 Suzy Cherub - Psychic Medium

    This week Em and Shelby sit down with Suzy Cherub, psychic medium, author and mum to our previous guest Bec. Suzy has been doing this work for over two decades, and her story starts in the most unassuming way possible, as a kid who used to see and speak with her late grandfather, fully convinced that was just a normal part of childhood everyone experienced. From there the conversation opens right up. Suzy walks us through what mediumship actually is, the services she offers beyond one on one readings, and how she handles the sceptics who book in with her, including how she always manages to bring through evidence about a person's loved ones that she'd have no way of knowing herself. We get into the assumptions people carry about what a psychic medium is meant to look and sound like, thanks to decades of movies and books shaping that image, and the very common comment she gets about being so "normal." Things get a little deeper as Suzy speaks candidly about the responsibility that comes with holding space for people in such a vulnerable state, including stories about times she's known something was coming for a client and how she's found ways to deliver that message without causing panic. She also shares some of the more challenging interactions she's had over the years, plus a memorable story from a stage reading where a spirit came through for someone in the crowd who was, let's just say, still holding a grudge. We hear how Suzy turned this from a side hustle she squeezed into her lunch breaks while working in government, into a full time business, with a near death experience being the moment that made the decision for her. From there she's built out retreats (with a trip to India in the works for next year), authored her own oracle card decks, learned to set firm boundaries along the way, and now runs a program for people wanting to get into this line of work themselves. She even does a live business reading for Shelby, right there on the mic. Shelby and Em are total newcomers to this world, so expect a lot of laughing, a fair bit of disbelief, and more than a few goosebump moments along the way. Trigger warning: this episode briefly discusses suicide and mental health. Suzy's website: https://suzycherub.com/ Follow FFS!Instagram: instagram.com/for.founders.sakeTikTok: tiktok.com/@forfounderssakepodcastYouTube: youtube.com/@forfounderssake

  7. Jul 21

    #19 Bec Cuzzillo - Spiritual Business Coach

    Today we're joined by Bec Cuzzillo, a spiritual business coach who blends intuition with strategy to help women build businesses that actually feel good to run. In this episode we chat about what it really means to be a "spiritual business coach," why intuition deserves a seat at the table alongside strategy, and how to start trusting your own instincts even if you're the most practical person in the room. We get into money blocks, self-worth, and the sneaky ways business owners hold themselves back without realising it. We also talk about the stuff that doesn't always make it into the highlight reel: mum guilt, hustle culture, imposter syndrome, and having babies while running a business, and how different that experience has looked for Bec each time around. Plus, what success actually feels like once you stop measuring it by what it looks like. ----------------------------------------- Connect with Bec:Instagram: https://www.instagram.com/bec_cuzzillo/Website: https://www.beccuzzillo.com/Free Money Making Strategy Playbook: https://www.beccuzzillo.com/moneyguide Connect with us:Instagram: https://www.instagram.com/for.founders.sakeTikTok: https://www.tiktok.com/@forfounderssakepodcastYouTube: https://www.youtube.com/@forfounderssake

  8. Jul 7

    #18 Anke Zet - GP, Author & AI music producer

    Today we’re joined by Anke, local GP, author, and proudly “crazy German”, for a conversation that’s as real as it gets. We talk burnout, boundaries, and why putting your health first might feel selfish but is actually the smartest thing you can do. Anke shares the personal moments that reshaped how she sees health and creativity, and what it means to truly look after your body, because you only get one. She opens up about finding the confidence to share snippets of her writing, and how that turned into a published book. We also get into her latest creative obsession, using AI to turn her poetry into music, plus an honest chat about AI in medicine, self diagnosing, and perseverance through perimenopause. As Anke puts it, creativity is a drug she can’t live without. Check out Anke’s books: https://ankezetbooks.com.au/deception/ Follow For Founders Sake: Instagram: https://www.instagram.com/for.founders.sake TikTok: https://www.tiktok.com/@forfounderssakepodcast YouTube: https://www.youtube.com/@forfounderssake

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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
    25
  • Rating
    Explicit
  • Copyright
    © Em and Shelb
  • Show Website
    For Founders Sake

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