Businesses Get Started


When Dan Swan from start-up incubator StartInno met business mentor and Verandah Magazine columnist Sonia Friedrich, the result was a brain-storming session that created a powerhouse workshop on how to attract customers – and the first one is running on May 27 at the StartInno offices in Byron Bay.

“I’ve been involved in numerous successful technology start-ups,” says Dan Swan, who has a PhD in Innovation in the Creative Industries. “I’ve worked in the US, UK and in Australia, and my experience in innovation spans the full project lifecycle which is where I see how I can help people wanting to start a business.”

For Sonia Friedrich, the impetus to work with Swan came from her desire to help entrepreneurs and business owners understand the human behaviour that lies behind business decisions. “I really want people to gain this information before they talk to marketers, advertisers, PR companies and the media because it’s so vital for them know how to present and communicate their ideas to customers and to investors.”

Working specifically on how customers behave towards price, Friedrich, who has a Bachelor of Business in marketing, and has worked for numerous Fortune 500 companies, says that the secret is in understanding what she calls, “behaviour economics. There’s been a lot of research done into the brain and how we (and therefore customers) make judgments and decisions. We understand the biases that are used to support personal beliefs and choices – but what I’ve learned is that we can directly change behaviours.”

Swan, who began StartInno to encourage local businesses through their start-up phase, is a firm believer in the concepts of networking, and co-working. “Byron Bay is a melting pot for new business,” he says. “Outside of the main cities we have the highest density of creative industries anywhere in regional Australia – to me the idea of business start-ups being able to access a community that includes seasoned entrepreneurs as well as fledgling business ideas is a great way to share what’s worked – and why it’s worked. My journey began by just starting, and so what drives me is to help others ‘just start’ as well.”

One of the main topics for the night will be to help participants understand the emotional engagement customers have with price and how to use it to their advantage
h2. When and Where

Wednesday 27th May 5.45pm-7pm, 4/8 Banksia Drive, Arts & Industry Estate Byron Bay. Cost $30 – members (StartInno and Byron United) / $35 – non-members. More Info: http://“”:

Source: Verandah Magazine

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