You don't need a mentor who talks in theory. You need someone who's sat where you're sitting.
I coach purpose-led founders into commercially confident leaders. Not frameworks, not theory, I start with the person in front of me.
"She doesn't make you reliant on her wisdom. She helps you recognise your own."
Already doing well. Ready to do it with less noise in your own head.
This is for leaders who are already doing well and know they could be doing it with more clarity, less second-guessing, and a lot less noise in their own head.
You don't need a mentor who talks in theory. You need someone who's actually sat where you're sitting.
If you want cheerleading, I'm not your person. If you want someone who will tell you the truth and stay to help you act on it, we'll get along.
I genuinely believe I am building a better business because of Edwina. But more than that, I believe I am becoming a better leader because of her. And I think that is the greatest testament I could give to any coach.
A quick win, a day on it, or the real build.
Every one of these does the same job: sharper decisions, a business that holds its own weight, and a life you still recognise. Start where you are.
01A One-Off Strategy Call
For when you're stuck on one thing and need it sorted now. Pricing, the hire, the structure, the pivot you keep circling but not making.
One focused session, my full attention on your business, and you leave with the decision made and a plan, not more notes.
- A 90-minute private session, online
- A pre-session brief so we get best use of time
- Written summary and next steps within 48 hours
02Ongoing Monthly Coaching
For leaders ready to build the whole thing properly. We work it together, fortnight after fortnight: the offer and the pricing, the team, the numbers, and how you lead while it all grows.
This is strategy from someone who founded a company, scaled it and sold it, applied directly to yours.
- Fortnightly 60-minute private sessions
- A written strategy we actually work from
- A recap and action plan after every session
- Between-session access when a call can't wait
- Founder, board and exit experience in your corner
03Strategic Planning Day
A full day, just your business. For the moments too big for an hour, a rebuild of the model, a funding round, a restructure, the year ahead.
We start with the numbers and the honest state of things, and we don't leave until the plan is written.
- A full day together, in person where possible
- Pre-work on your numbers, offer and team
- A written 90-day plan by the end of the day
- A follow-up session four weeks later
Three stages, in order.
Clarity
What you sell, to whom, and at what price. Most businesses stall right here, and most leaders already suspect where.
Structure
Systems, team and numbers that hold the business up, so it stops resting entirely on you.
Endurance
The part most coaching skips: growing the thing without quietly dismantling your health, your family or your reasons for starting.
I built it, scaled it, sold it, and learned what it costs.
I built an online antenatal platform from first customer to exit, and I now coach leaders through the decisions that decide the next five years, pricing, structure, people, growth, exit. Clear thinking, plain language, no theory for its own sake.
I'm a nurse and midwife by training. I founded Birth Beat, Australia's first interactive online antenatal platform, grew it to thousands of families, and led its exit to Device Technologies in 2023.
I know what it's like to price something for the first time, to hire ahead of the revenue, to run a raise, to sit through diligence, and to hand over a company you built. I've made most of the mistakes I'll help you avoid.
Along the way I learned that growth is the easy part to talk about and the hard part to survive. That's the part I coach.
- Founder and operator, from first customer to exit in 2023
- Board director, health, technology, regional Australia
- Medal of the Order of Australia for services to women and children
What clients say.
Perhaps the greatest gift of her coaching is that she doesn't make you reliant on her wisdom. She helps you recognise your own.
She asks the questions, offers the perspective and creates the conditions for me to arrive at the answer myself. So when I leave a session, I don't just feel like I've solved a problem. I feel more capable of solving the next one.
Ed has real-world experience in business, which I have found invaluable in my own learning. She has a no-nonsense approach, but it is always balanced with genuine care and support.
She's approachable, passionate, relatable, and has a brilliant commercial and business mind. Truly a beautiful person, and exactly who you want in your corner if you're serious about growth and success.
She has encouraged me to know my numbers, really understand my customer and, importantly, ask them rather than assume I know what they want. She makes me stop, question things and look at the business differently.
She has an incredibly strategic mind, and knows how to ask the right questions to help you to get the best out of yourself.
I came in with a decision I'd been circling for months. We made it in one session, and I finally understood why I'd been avoiding it.
I also speak, on building, scaling and exiting.
Practical, candid keynotes and workshops on the full arc of a founder-led company, shaped around your theme rather than delivered off a shelf. Keynotes, team workshops, panels and MC work, Australia-wide.
Apply for coaching.
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Book a discovery call.
Twenty minutes, no pitch. Tell me where you're up to and I'll tell you honestly whether I'm the right person to help.
Have a general question?
Send a quick message and I'll get back to you.
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