Most of us are doing alone..
Starting a new business is a scary step into self belief – but only half those who start, will make it to the three-year mark.
740.6K
The number of small businesses in Victoria (0-19 people)
124.6K
The number of new businesses in Victoria in FY24 (+8.7% YOY)
49.1%
The average survival rate (3 Yrs) for new businesses in Victoria
64.3%
The number of businesses in Australia who do not have employees
Source: Money.com Australian Business Statistics 2025
...we exist to change that
We help small business owners – from founders to freelancers – feel less alone and more capable by giving them the knowledge, tools, and community support they need; delivered in a way that’s fun, human, and easy to digest.
Good People Governance
We believe good business starts with good people and that being brave deserves support. Our purpose is to make starting and building a business more human, less lonely, and full of creative exchange.
We stand for referrals, insights and community built on trust, not algorithms or gatekeeping. By sharing what we know, and who we know, we help everyone grow.
GENEROSITY OVER GATEKEEPING
We believe in sharing knowledge, contacts, and opportunities freely with intention. We lift as we climb, and we don’t hoard the good stuff.
HONEST
GROWTH
We tell the truth about what it takes to build something and we hold space for the messy, brave, and brilliant middle bits of the journey. We’re not here to impress, we’re here to progress.
GOOD PEOPLE FIRST, ALWAYS
We prioritise connection, trust, and collaboration over ego, status, or transactional thinking. We refer people we believe in, not just people we know.
BUILD THE PLANE WHILE FLYING IT
We value flexibility, curiosity, and the courage to figure things out as we go. We stay open, iterate often, and believe progress beats perfection.
The brains behind the brand
Emily Hill
Emily Hill is the Owner and Director of The Management Group, working across events, partnerships, and stakeholder engagement. With experience spanning marketing, sales, and events – including time at the Melbourne Football Club – Emily brings people together to create momentum, spark ideas and deliver meaningful outcomes.
Her passion for In Good Company comes from a belief that great things happen when good people are in the room, sharing energy, perspective, and purpose.
Karina Whiteford
Karina Whiteford is a sports marketing strategist and storyteller, with a background across retail and elite sport. After six seasons at Collingwood Football Club and connecting fans through brand, match day and experiences, she went on to launch The Hype Dept.
Karina is passionate about In Good Company for the emotional power of togetherness; creating spaces where people feel supported, understood and genuinely better for having shown up.
