INTHEBLACK August 2022 - Magazine - Page 25
OPEN VIDEO IN A NEW WINDOW
With no budget for advertising, she set up her
own Facebook page and made video posts for
social media. She wrote procedures on the go
and built her business one client at a time.
From the start, O’Connor was clear on her
business concept. She sought to incorporate
a visual association that would link her to her
brand.
Going against the advice of others, including
her web designer, O’Connor insisted the business
be branded with her signature pink. She has no
regrets. When she meets a new client at a local
coffee shop, they know to “look for the woman
wearing pink”.
O’Connor is proud to be unorthodox. She
took a chance on a 17-year-old who asked
for a job, hiring her as her personal assistant.
She now describes that PA, Jane Tero, as her
indispensable “right-hand woman” whose
ingenuity, initiative and technology skills have
been invaluable to the business. They’ve also
recently taken on a mature-age trainee.
Looking ahead, O’Connor has plans for
increased automation, expansion into the public
speaking circuit and has written an e-book on
SMSF essentials to further support her clients.
“Anything that’s not been done before will be
scary, but there has to be new innovators and
people who try it first,” says O’Connor.
“It’s important to be you and don’t worry what
other people say. I consider it to be like having
an internal vision board. There will be hard times
ahead, but having that internal vision board will
always carry you through.”
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intheblack.cpaaustralia.com.au August 2022 25