Jo Baker

Women and Risk: Good for Business?

Women take fewer risks than men do in business. Is that a stereotype? An unfair assessment? Or is it true, due in part to the tendency of women to "play it safe"?Read more


Is the Entrepreneur Life Right for You?

What does it take to be an entrepreneur? And more specifically, a female entrepreneur? Can you gain fulfillment from it all, using it to improve your life? Or will it just complicate your life because it's not the right path for you?Read more


A Strategy for Increasing Self-Confidence

If you had to name just one thing that's the key to a woman's success as an entrepreneur and business owner, what would that be?

Would it be intelligence? Talent? Connections?

Well, it's none of those.

Read more


Facebook Messenger Bots, for Marketing

You know Facebook. It's the social media giant that's giving women the opportunity to put their businesses in front of 1.4 billion daily active users.

But do you know Facebook bots, for use with Messenger?

Read more


A Message for Every Woman in I Feel Pretty

I attended I Feel Pretty, Amy Schumer’s latest film with my daughter and some beautiful women from Secret Women’s Business Academy recently and we all walked away with valuable insights, and lessons, plus some great belly laughs.

Read more


Winner of our First-Prize Scholarship Announced

If you hadn’t heard about the Secret Women’s Business Academy’s Business Scholarship Opportunity, then you didn’t know we were giving away more than $50,000 worth of education and membership to 31 deserving women.

The highest award was worth over $4,000, including a $3,500 scholarship to attend our 3-day Femme-trepreneur Course, as well as 12-month access to our online Secret Women’s Business Academy.

There were also 30 scholarships of $1,100 awarded, along with 12-month access to the online academy (for a total value of $1,688 each).

We received over 150 applications from all types of female entrepreneurs. Some of them had a dream and just weren’t sure how to get started. Others had already opened their businesses and were struggling with marketing, branding and a variety of other challenges.

The rules for application were simple:

“Tell us all about your beautiful business (one you already have, or would like to build) and how it helps others or makes a difference in our world.”

One application stood out to us. It was from Rechelle Webb, a passionate Nyoongar woman with a business idea intended to enrich the lives of Indigenous Australian girls from 12-18 years of age.

The Abundant Kids will get its start in her local community, where she will teach young girls to realise their true potential without losing connection with their native heritage. She’ll accomplish this through programmes that include activities like yoga, Aboriginal art and dance, poetry and writing instruction, drumming workshops, spirituality, personal care and the use of positive language to accomplish goals.

Rechelle Webb, founder of The Abundant Kids

Once established, she will work to take the programme state-wide, with the ultimate goal being its adoption and implementation throughout Australia.

Rechelle calls herself a “Jack of All Trades,” having been a flight attendant and working in the mining, construction and hospitality industries—all unlikely lead-ins to creating a programme to empower young women. However, just one minute spent talking to the energetic, bright-eyed Webb is enough to prove that she’s got the passion to make big things happen for the Aboriginal and Torres Strait Islander peoples of Australia.

A driven woman with children of her own who is currently working on her Community Development certification, Rechelle understands the inequalities that Australia’s indigenous peoples have endured—in the areas of culture, spirituality and living conditions. She believes that the foundation for a culturally rich, balanced and diverse Australian life starts with the rebuilding of young girls’ confidence. Having experienced both sides of Australian culture, her greatest wish is to open discussion about what children want and need, so that they can be seen as assets to be celebrated, rather than problems to be solved. Historically, the government has not been interested in developing the youth of Australia. She wants The Abundant Kids to generate awareness and the programmes necessary for changing that.

When it came time to notify Rechelle she had won, I scheduled a video call with her, under the guise of a final interview for scholarship selection. We chatted for a while, interview style, before I surprised her with the announcement that she’d won. To see her reaction, watch the video below. It’s beautiful.

She was truly taken by surprise and so very grateful—eyes afire with hope and a big, beautiful smile that so many young girls are going to view as a symbol of joy and hope.

“So far, all feedback has been positive and those I’ve spoken to are impressed with my vision for the business,” she told me. “This is going to give me the tools I need to make it a reality…for them.”

Rechelle expects some resistance from traditional establishments and hierarchies; however, that challenge is not deterring her commitment to this labour of love. “As cliché as it sounds, I really do believe that everything happens for a reason,” she told me. “I know that this is what I’m meant to do, and my winning this scholarship makes that even clearer to me.”

Any woman who wants to grow and succeed in business can join the Secret Women’s Business Academy — the place for like-minded female entrepreneurs to support each other, learn together and gather daily inspiration and guidance.


Your New Morning Beauty Routine

If you've ever tried to pour a cup of coffee from a nearly empty carafe, you know the frustration of someone else having emptied your resources. Add to that your need for a boost of caffeine, and you also know the feeling of needing something that's just not available right now.Read more


Getting to Know your Customer Avatar

You have created the profile for your ideal client; the person who is your dream customer, and who needs the solution you're offering more than anyone. This profile is also known as your Customer Avatar, and in order to get the best possible results from your marketing, you're going to have to get to know that avatar inside and out.
Read more


Brand Identity: understand it, create it

What is brand identity? Well, in order to begin to explain, let's compare it to your own professional identity.

As you work to create your professional identity, you connect with the people, choose the projects, put out the messages, and work to the standards that you expect will create the image you wish to have. Read more