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I co-founded Tinybeans — the family photo-sharing app that New York Magazine once called "the most loving space on the internet." We took it from two people in Sydney to IPO, and eventually to New York, where I kept building and growing it before coming home to Australia.
That journey taught me a lot about raising money, leading teams, and making decisions when things feel messy… but the biggest lesson was this:
Founders are often brilliant at building the thing — but too close to it to explain it clearly.
It's completely normal. When you're deep in execution, you can't always see the story the way someone hearing it for the first time needs to.
These days I work with early-stage founders on the foundations that sit underneath everything else: positioning, narrative clarity, and understanding what truly makes your product different.
It's not "messaging." It's the strategic backbone that shapes your product decisions, your growth plan, and the way investors understand you.
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I mentor with Startmate, run their consumer stream, and advise founders across Australia and the US who are trying to untangle what they're building into something they can explain simply.
Most of our conversations start with a version of:
"Why is this so hard to explain?"
That's the work I love — helping founders zoom out, get clear on why they're better and different, and finally talk about what they've created in a way that lands quickly.
I've seen too many genuinely strong ideas get overlooked — not because the product wasn't good, but because investors couldn't understand it fast enough.
Now my mission is to make sure every great idea gets pitched the way it truly deserves.
And while my PitchSlap alter ego can be a bit sharp, the real me is much more friendly — and genuinely cheering for you.
If I'm not working, you'll probably find me walking my dog on the Central Coast, clearing my head.
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