Mums & Co Case Study

Ash Kendall is mum to a nearly two-year-old, a former pro jetski racer and seasoned event professional with a head full of business ideas and zero capacity to act on them.

Like many new mothers navigating the fog of early parenthood, Ash found herself creatively bursting but logistically stuck. The practical steps to start a business simply felt out of reach, and she knew she needed real-world tools, expert guidance and like-minded women in her corner.

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“I simply did not juggle business and life. My idea lived in my head and I just didn’t have the headspace or the functionality to run with it.”

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That changed overnight when she stumbled across a Mums & Co community event hosted by Hackerlily founder, Laura Campbell. What started as a curious click became a game-changer.

Laura’s session ‘How to leverage free strategies before paying for Facebook ads’ opened the door to the wider Mums & Co community.

As soon as Ash joined, she immersed herself in expert sessions, member meetups and conversations that didn’t just offer inspiration but gave her the practical support and emotional encouragement she’d been missing.

Suddenly, her vague ideas were no longer overwhelming noise. They were taking shape as a real business with the guidance of like-minded experts and mums.

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“Mums & Co has given me a platform to take my (very full) brain and actually make the business a reality.”

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Ash saw a gap in the market for real, human-first content creation and social media support, the kind of help she wished existed when she started out.

With a toddler on her hip and a lifetime of brand-building experience behind her, Ashley started her agency Call It Real Creative to work with small businesses in a way that fills the void between DIY overwhelm and hands-off outsourcing.

And while she’s still in the early stages of her business, the impact of Mums & Co on her journey has already been profound.

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The wins, for now, are foundational:

• A clarified message.
• Strategic offers to serve her customers.
• And the confidence to start.

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“The mindset shift has been the biggest thing: from ‘how am I going to do this?’ to ‘I CAN DO THIS.’ That’s been so powerful.”

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Ash credits Mums & Co not only for initial traction in her business but for a deeper shift in how she views her time, her wellbeing and her worth. The supportive community of fellow mums has helped define her path in business while keeping the emotional and practical realities of being a mother and business owner in mind.

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From day one, she was welcomed into a safe, judgment-free space where business ambition and motherhood could co-exist rather than compete.

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“While Mums & Co has taught me so much about business, I’ve also learned the importance of ensuring my personal wellbeing needs are met. That trickles into running a successful business too.”

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Since joining, Ash has connected with other mums in business and built an ecosystem that champions her as both a founder and a mother.

She’s now part of a national movement that offers structured support and expert advice some of Australia's leading small business owners, while still feeling intimate and personal enough to reach out for support in everyday moments.

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“One of the things I love is that past workshops are available to revisit whenever it suits me. That flexibility makes it so much easier to keep learning while juggling everything else.”

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Ash has made the most of Mums & Co’s expert-led sessions and workshops:

Chatting with Brett Lillie was an early turning point. Brett’s calming, motivating energy stuck with her, and encouraged Ash to create both personal and business rituals to anchor her day. This insight continues to guide how she runs Call It Real Creative today. She also watched Brett’s ‘Mindset Shake Up’ workshop, which reinforced the power of intentional habits for success.

Jade Warne’s ‘Your social funnel less time: more money’ workshop delivered incredible energy, fresh thinking and practical takeaways. And it helped Ash to see new possibilities for tapping into social media. Jade’s follow-up resources impressed her as yet another example of the above-and-beyond’ support Mums & Co is known for.

Liz Kaelin’s session on ‘How to Get Your Business on a Page’ helped Ash cut through the noise, get crystal clear on what she was building, and why. She plans to revisit the session as her business continues to evolve.

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“There’s been so much helpful information. I’m learning a huge amount about building a business and ensuring it works for me!”

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Ash’s story is one of potential and opportunity, if given the space to grow.

With her little boy and partner by her side, and the Mums & Co community behind her, she’s not only launched a promising business, she's also carving her own sustainable path to success that suits her young family.

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