A little introduction from me

I'm Elizabeth, but you can call me Eliz.

I'm an entrepreneur and founder of four companies and brands, with seven years of experience in the service-based industry. I've built businesses in aesthetics and expanded into the wellness and surgical space, so I've experienced the fears and realities that come with building something of your own.

And one thing I've learnt? You can spend so much time trying to get everything right that you end up delaying the very thing you want to achieve.

Online, I share the real lessons I've learnt over the past seven years. None of the fluffy BS. Just real examples, proof and my experiences, from getting your mindset ready to understanding what you actually need to get started.

You don't have to learn everything the hard way.

Who is this for?

You've been thinking about starting a business. Or perhaps you've already started, but you're feeling stuck.

Whether you're still trying to figure out what business to start, or you've already opened your business but aren't getting the sales, attracting the right audience or seeing the growth you hoped for, this is for you.

Sometimes, starting is the hardest part. Other times, you've taken the leap, invested your time and money, put yourself out there, and still find yourself wondering what you're doing wrong.

I've created this free starting point to help you take a step back, reflect on where you are right now and identify what you need to focus on next.

Before you start, let's take a step back.

Before you invest money into a logo, website, products or equipment, I want you to focus on what really matters.

What do you want to offer?

Who do you want to serve?

What problem are you solving?

What do you actually need to do to get started?

You don't need another reason to delay. You need a starting point.

Inside the 5-Question Clarity Check

Take your time with each question. There are no right or wrong answers. The aim is to think about your business more clearly and work out what you could do next.

01What service do you want to offer, or what are you currently offering?

02Who could you help?

03What problem could you solve for them?

04Why might someone choose your solution?

05What is your biggest challenge right now?

Still thinking, "I honestly don't know where to start"?

Let's work through the five questions with two real-life examples, so you can see exactly how to answer them.

Example 1: Starting from scratch

Emily, the home cook

Emily loves making party snacks and finger foods, like mini doughnuts, samosas and spring rolls. Friends and family always compliment her food, and she's thinking about turning it into a catering business. But she's worried about spending money on ingredients, packaging and equipment before she has customers.

1. What service do you want to offer?

I want to start a party food catering business, supplying platters of snacks and finger foods for birthdays, baby showers, family gatherings and other special occasions.

2. Who could you help?

Families and event hosts who need food for their celebrations and want freshly prepared party food without having to make everything themselves.

3. What problem could you solve for them?

They want delicious party food but don't have time to prepare it all. I can make catering for small events easier, so hosts spend less time cooking and more time enjoying their celebration.

4. Why might someone choose you?

The taste of my food, my attention to detail, well-presented platters, generous portions and an easy ordering process.

5. What is your biggest challenge right now?

Knowing how to get started. I'm unsure how much to invest, how to cost my ingredients and packaging, or how to attract my first paying customers. I don't want to spend money on equipment before I know people will pay for my food.

The lesson: Being new is actually Emily's advantage. Before buying any fancy equipment, she can start with what she already has and document her journey online. That could be short vlogs of choosing ingredients at the supermarket, explaining why she picked them, and sharing the trial and error in her kitchen. People get to know her personality, her ingredients and her process, and their comments tell her what they actually want. She shares just enough to keep them wanting more, so by the time she's ready to sell, people are already waiting to order.

Example 2: Growing an existing business

Sarah, the makeup artist

Sarah offers makeup for special occasions. She has the skills, but she's finding it hard to attract a consistent stream of paying clients, and she's not sure whether the problem is her marketing, who she's targeting or how she talks about her services.

1. What service is she offering?

Makeup for special occasions, helping clients feel gorgeous and look their best for important events. She wants to focus on occasion makeup and build a more consistent client base.

2. Who could she help?

Women aged 25–40 in her local area who need professional makeup for weddings, birthdays and special events, like bridesmaids, wedding guests and women celebrating milestone birthdays.

3. What problem could she solve?

Her clients want to look and feel their best but lack the skills, time or confidence to do it themselves. They want makeup that lasts, suits them and takes the stress out of getting ready.

4. Why might someone choose her?

Her attention to detail with skin prep for long-lasting wear, quality products and professional service. She can build trust by sharing client transformations and reviews, and making it easy to book.

5. What is her biggest challenge?

Attracting consistent paying clients. She isn't sure how to reach more of the right people and turn interest into bookings.

The lesson: Sarah doesn't need another makeup technique, and standard before-and-after photos aren't enough on their own. Her next step is to show what makes her different: short online demos of how she preps the skin and personalises each look so it lasts all day. That way, clients can see the value before they book.

Whether you're starting from scratch or already in business, the principle is the same: understand where you are, identify what needs your attention and decide what to do next.

Your accountability check-in

This isn't just a freebie.

I didn't create this checklist for it to sit in your downloads folder. I created it because I genuinely want you to succeed, so I'm going to hold you accountable.

1Fill in your checklist and complete the sentence: "Within the next seven days, I will…"

2Reply to my email with your 7-day step. Once you've told someone, you're far more likely to do it.

3I'll check in with you along the way to see how you're getting on. And if life gets in the way, no judgement. We'll work out your next step together.

You just need to start somewhere.

Start with what you have, use what you know, and give yourself the opportunity to find out what is possible.

Download your free checklist

Ready for your next step?

Ready to go from idea to action?

Whether you don't know where to begin, or you have so many ideas you don't know which one to pursue, you don't have to figure everything out alone.

From Idea to Action is a short, guided video experience. We work through five short videos together, and at the end of each one I'll give you one small action to complete. Nothing complicated. No long assignments.

By the end, you'll have one business idea worth exploring, a clearer understanding of who you might serve and one practical step you can take next.

Your next chapter starts with one decision.

Coming soon

Want to be the first to know when it opens? Get your free Clarity Check, then reply to my email with the word ACTION and you'll hear about it first.

Let's turn your idea into action