Advice to start-ups: skills, hard work and the right support

What does it take to start your own business and make it successful?

Dean Graham, founder and Creative Director of Norlap Creative explains how he did it.

‘For over 10 years I was the Creative Director at a leading Perth ad agency. My bosses retired in 2016 and sold their business, and I was retrenched,’ Dean said.

‘Around then, I heard about the Commonwealth Government’s Indigenous Procurement Policy and how it was turbo-charging the Aboriginal business sector. It inspired me to give it a go on my own.’

‘The main obstacles in starting were the establishment costs, which included sufficiently powerful computers and IT system for professional graphic design,’ Dean said.

‘I overcame that by spending my savings and having faith in the quality of our work.’

‘Success came because I combined my well-honed skills with my First Nations worldview so I could provide a quality, culturally responsive service,’ he said.

‘It’s a combination more and more clients seem to be seeking. We also work very hard to meet deadlines, and in the first 3 years, nights and weekends were often spent at the desk.’

Dean found that sacrifice, hard work and finding a place in the market were critical in Norplap Creative’s ability to gain a sure foothold. But no individual or business is an island, and success also came from finding and receiving support when and where it was offered.

‘The Wirra Hub have been an incredible help,’ Dean said. ‘I often book a meeting room at Wirra when I need to present to a group of clients, as my humble home office gets a bit crowded. The Hub facilities are amazing and the staff providing IT and admin support are so welcoming.’

‘Even more, Wirra Hub coaches have sent significant business my way. In the past 18 months I have been very fortunate to work on a variety of projects for Wirra Hub clients, usually start-up Aboriginal businesses who need marketing and design collateral.’

‘Indigenous Business Australia has also been a massive support for our business. I couldn’t have survived in the first 3 years without working on the clients of IBA. And in addition, being listed and certified on Supply Nation has allowed so many new clients to find us across Australia.  I feel extremely privileged to have the support of these organisations.’

Dean said he’s also grateful for the Commonwealth and State Governments’ well-targeted Indigenous Procurement Policies.

‘Together, they provide incredible opportunities for the Aboriginal business sector and do a wonderful job of accelerating Aboriginal participation in the economy,’ he said.

So there you have it: Dean’s formula for success. And having gained that success, Dean is in no doubt what he will do with it.

‘Aboriginal people are inherently entrepreneurial and I want to use my advertising and marketing experience to support other Aboriginal people in growing sustainable businesses.’

‘In 10 years I want to be still working and supporting these businesses to grow and succeed, but hopefully in more of a mentoring role, passing the baton to a younger crew of Aboriginal designers,’ Dean said.