Hi, Tell us your name, what you do, and about your business.
Hey, I am Caroline Guillemain-Brunne, Founder and Chief Life Assistant at Organise.Curate.Design, a lifestyle management agency that helps people tackle their ever-growing to-do lists.
We are the Life Assistant you never knew you needed and can either action tasks for you or teach you time management and organizational skills.
What’s your own background. Were you always proficient in this business, or did it just strike your mind one fine day?
I have an extensive background in event management, having worked in the industry for over fourteen years. I have managed an internationally recognized event across Australia and I was also a Director of a service-based organization that supports the events industry.
Utilizing that experience, I combined my organizational skills and business skills to launch Organise.Curate.Design in July 2017.
What went into designing the initial product? Can you take us through the actual process?
To be honest, I needed a Life Assistant. I had some important but non-urgent tasks on my to-do list but was incredibly time-poor while running the other business (I was General Manager at the time) and raising a young family.
I wanted to call on a service that I could trust, that would go above and beyond an integrate into my specific needs. After researching what was on the market, I realized that my needs were not unique and that there was a real gap in the market.
There were, and are many individuals out there struggling with their life admin and increasing mental load who require the support that our business offers.
Talk us through the process of launch of your business
The business started as a side hustle. I was in the General Manager role of the other business and was tinkering on the side to develop client profiles, go through market research and identify what would be the companies point of difference to support clients in the market.
After a few months of development, I had a soft launch and spent the first few months running giveaways so I could work with real people whilst also testing the services on the market and refining what would work best in the future.
How is your repeat customer rate like? Can you take us through how you attract and retain customers?
We are fortunate to have a few retainer clients who we work with every week. Most of these clients started off with a one-off session but could see the value of having a consistent Life Assistant for all of the things that life throws at you.
The key to these ongoing relationships is trust and quality of service. We are consistent in what we deliver, no matter who from the team is actioning the task we always keep clear communication across all parties.
What is the current situation? How do you see yourself in the next 12 months?
We are currently a small team, with our head office based in Melbourne. We are fortunate to work with clients across Australia with the capacity to service them remotely.
The plan in the next 12 months is to double our Melbourne team and to establish staff on the ground in Sydney and then Brisbane within the 18-month mark.
The key focus is to educate the public on how elite lifestyle management that can support you in your day to day life and make Organise.Curate.Design. a household name.
As a woman founder, do you see this as only financially uplifting? Or otherwise too? If yes, then how?
I’m a proud feminist and believe that my experience as a woman has helped me develop my skills and have helped me reach this point of success.
I have personally been limited by my financial literacy in the past, though I don’t believe that is due to being a woman, this lack of financial knowledge was self-inflicted and I have and continue to be proactive in improving my financial literacy and encouraging others, especially woman to do the same.
What tools or services did you use?
I have an incredible accounting team that support me. They have educated me in areas of my business that I needed to be across whilst also providing me with accounting tools, specifically XERO to be hands-on with my finances.
Having experts at my fingertips has given me the confidence to try new things, ask questions to assess risk and continue to broaden my scope regarding my financial position.
What are your key challenges today. How are you planning to tackle those?
Broadening our reach and the publics knowledge of what life admin is and how we can reduce it is our biggest challenge. Being such a new service to the B2C market is always daunting and exciting and takes a lot of patience.
I choose to remain consistent, taking opportunities like this interview to tell our story and to educate people on how a Life Assistant can reduce your mental load and help you tackle your to-do list.
Which are some resources, books, articles or podcasts that have been useful to you, and would share with your readers
I’m obsessed with podcasts and devour the How I Built This series, it fascinates me to listen to successful entrepreneurs and learn from their wins and setbacks.
Many times, women feel that businesses are for only for men. What’s your take?
That is an unfortunate case. I personally don’t come across this as I am surrounded by a group of successful, brave and intelligent business women.
I actively seek them out and ensure that I cheer them along so we can have more of their successes in the world. Today is a great day to start a business and work on that idea you’ve had in your head.
Surround yourself with people that are smarter than you, that have your best interest at heart and if possible, that are women and you will shine in your success.
Looking to kick start your own venture?
Hi ! This is Misha ?
I interview women founders in building profitable businesses??
My idea is for other women to get inspired by these actionable tell all stories and start their own profitable enterprises.
I am hugely inspired by inspirational interview series starters like IndieHackers, StarterStory by Pat Walls, Failory, SpaceBandits and have put significant efforts in reaching out to women founders in order to get started.