Natalie Jones

Founder/CEO | Smidge

Client: Smidge
Industry: Beauty, Wellness and Skincare
Engagement: Business Mentorship, Strategic Advisory, 1-2-1 Coaching
Focus: Strategic Growth, Exit Strategy and Planning, Business Sustainability, Business Change

The Challenge

A scientist and passionate conservationist, Natalie had built up her ethical sunscreen business from scratch. However, despite great success, the journey as a sole owner-operator can be a lonely one.

Initially, Natalie sought Kim’s expertise to act as a sounding board after connecting through Māori Women’s Development Inc. What was required was a strong platform to support the business as it grew – and an unexpected change in direction.

The Focus

1-2-1 business coaching tailored to Natalie's role and stage of development
Developing a growth mindset and short- and long-term strategic thinking
Implementing processes for scalable business growth
Prioritising operational responsibilities with long-term sustainability
Coaching workshops to build financial clarity and marketing knowledge
Understanding business valuation and exit options
Investigating strategic approaches to exiting the business

The Reality

Business advisory can begin with one goal, then shift.

Natalie’s story demonstrates the depth of 1-2-1 coaching, strategic advice and mentorship as she grew her businesses – and then reached a significant crossroads. As a founder, it takes real courage to recognise that you have taken a business as far as you can, or want to.

From there, the mahi was about understanding how to value and potentially sell the business, what the options were, and how best to approach that process strategically.

What We Did Together

Built a plan for growth and assessed business sale options:

Separated day-to-day operations from a long-term business growth mindset
Clarified the business mission, set sales targets and developed a practical plan for growth
Strengthened decision-making, embedded best practice and improved productivity through clear priorities and ongoing accountability
Utilised templates to provide structure for pre- and post-meeting updates
Provided guidance on paid marketing
Built recognition of progress and wins into regular business reviews to strengthen confidence, energy and momentum
Established a supportive professional network to provide access to specialist expertise and support business growth

The Outcomes

A trusted coaching relationship built on clear direction, practical action and ongoing support:

Gained structure, motivation, and strategic clarity to navigate the sole-founder journey
Improved knowledge of running more effective day-to-day operations
Gained a clearer understanding of business valuation and exit options
Developed a long-term approach to growth focused on sustainability and scalability
Gained clarity as a business owner and confidence to put the business up for sale
Connected with trusted professionals to support a potential sale
Continued to receive support and informal mentoring throughout the sale process

In Their Words

“After our very first meeting I felt that Kim ‘knew me’ and knew my needs. I felt understood and on the same wavelength, and I still feel that today.

A big part of working with Kim was learning to separate what the day-to-day operations were, which I am very good at and comfortable with, versus getting into that more business growth mindset and changing gears. That’s generally what I do over the winter, and I find it difficult to stay focused on that when it’s just me. The foundations were there; I just needed to make that jump up to the next level.

Every time I came off a call with Kim, it felt like I’d done a month’s work the next day, because I was so focused and motivated. I don’t think I would have made as much progress as I have in the last year if I hadn’t met Kim and I’ve come out with a very different outcome from when we first met. I’ve decided to put the business up for sale.

Kim’s such a great connector. I’d never sold a business but immediately she got me on a call with someone she trusts to give me an honest opinion on exiting. She’s great at bringing in her people to support the people she’s working with. It can be hard working in areas you’ve never worked in before, so that’s been massively beneficial.

Kim’s just been amazing, and I loved working with her. I got the clarity and confidence that I needed and I’m feeling positive about where the business is at and selling it.”

Natalie Jones
Founder/CEO | Smidge