Started from Real Need
Look, we didn't start this to revolutionize anything. Back in 2019, my colleague Freya Thornbury and I were consulting with small businesses around Northern Rivers. We kept seeing the same problem: owners would panic when income dropped, making rushed decisions that made things worse.
Freya had spent twelve years in agricultural finance. I'd worked with retail and hospitality. We'd both watched good businesses fail not because they weren't viable, but because they didn't have a clear method for adjusting budgets when conditions changed.
So we started putting together frameworks. Nothing fancy at first, just spreadsheets and checklists that helped owners think through their options systematically instead of reactively.