Now I help other women turn a maybe-idea into a real thing, without giving up the rest of their life to do it.
Who I work with
You've got an idea
You're not sure if it's good enough or where to begin. We'll work out whether it's ready and what your first three steps are.
You've got a side hustle
A few customers, not enough hours. We'll find what to keep, what to drop and what to charge.
You're ready to grow
You want it to replace a salary without taking over your life. We'll build a plan that fits around it.
My story
I started Project Lane at my kitchen table, with a couple of paintings and a vague plan to see what happened.
At the time I had a business degree, a journalism and creative writing degree, PRINCE2 project management certification, five years in project management, and a decade before that in marketing, PR, business strategy and communications. And I still didn't know where to start with my own thing.
I felt like a fraud calling it a business. I second-guessed every price. I hated marketing myself. I had a hundred ideas and couldn't pick one. I felt like everyone on Instagram was doing it better than me.
I still built it. Slowly, in the gaps around my life. And along the way I learned that most of the advice out there for people starting small businesses is either written for tech founders with venture funding, or by "business coaches" who've never actually built one themselves.
I've built a real business from nothing, I've got the professional background to back it up, and I know what it feels like to be sitting at your kitchen table wondering if you're kidding yourself.
Your side hustle deserves a proper plan.
And it shouldn't cost a fortune to get one.
How I help
I work with side hustlers, creative small businesses, and people who want to turn something they love into a real income.Some of the people I work with are just starting. Some already have a few customers and want to grow. Some are trying to replace a full-time salary. Whatever stage you're at, the work starts the same way: with a proper look at what you've got, and an honest conversation about where to go next.
Fresh Eyes Review
A one-off, honest look at your idea or business, with clear next steps. [What's included and how it's delivered.]
Digital guides
Coming soon. Practical, plain-English guides for starting and growing a small creative business.
Free resources
Tools you can use tonight, starting with The Side Hustle Reality Check.
Not ready yet?
Download The Side Hustle Reality Check, a free 10-minute self-diagnostic that helps you figure out where your idea or business actually is, and what to focus on next.
free resources
No fluff. No upsell hidden inside the download. Just a proper honest tool you can use tonight, from someone who's used it herself.
Frequently Asked Questions
No. You don't need an ABN, a website or even a name. An idea is enough.
No. I give practical business and marketing advice based on my training and on building my own business. For tax, legal or financial advice, I'll point you to the right professional.
That's exactly what a Fresh Eyes Review is for. If you'd like to test the water first, start with the free Side Hustle Reality Check.
Start with the review. If more support makes sense afterwards, we'll talk about what that could look like.
I work with people anywhere. The admin side of my advice (registration, tax, insurance) is based on Australian rules, but pricing, planning and marketing apply wherever you are.
A Fresh Eyes Review is [$XX]. No lock-in and no hidden extras.
Ready when you are
If you've read this far, something in this probably landed. There are three ways in: