‘Just be brave enough to take the first step’ - how Sarah built her business by leaning into community and trying new things

Sarah is a shopify website expert that supports women in product and service based businesses to grow their ecommerce sales with a growth strategy, ad optimisation, conversion improvements and improve their entire online sales system.

Sarah talks to us about her business journey, how She Owns It has supported her as a businesswoman, and what she would say to you starting your own biz journey.

What’s your biz?

I’m Sarah and I run Expand Online. I help small and medium business owners build and refresh their Shopify stores, and I take care of the 'techy' side of marketing things like Google Ads, SEO, and email marketing so they can get noticed and keep growing.

Who do you work with?

I love working with online retailers and service businesses—the ones who are experts at what they do and feel like getting professional support on the digital side of things helps them focus on what they are good at. I’m great at simplifying the process and making their websites work harder.

What sets me apart is my 25 years of experience, passion and curiosity about the latest digital trends and genuine care about seeing people and businesses grow. I’ve seen both - the industry and people evolve, and I provide honest, personalised and seasoned advice and joined-up strategies that actually move the needle, rather than just ticking boxes.

What sparked the idea behind your business?

I’ve always loved the mix of design and marketing—right from the early days of hand-coding HTML in a 2001 agency, I felt right at home in 'geek land.'

The real spark for Expand Online came in 2016 when I moved from a corporate role in Melbourne to Auckland. I was pregnant at the time, and I quickly realised that traditional job hunting wasn't going to be easy.

In 2017 I decided to take the leap and do my own thing, and I haven't looked back since!

What does a typical day look like for you as a business owner?

Working from home gives me the focus I need to dive deep into my projects, but the real beauty of it is the flexibility.

A typical day usually starts with a coffee and a look at my priorities, followed by a mix of creative design work and the more analytical side of marketing.

I’ve found that 'balance' is a bit of a moving target! Some days are all about the business, while others allow me to step away when I need to.

I’ve learned that being kind to myself on the busy days is just as important as the work itself; it’s about knowing when to power through and when to close the laptop and be present with my family.

What are some of the key milestones in your business journey so far?

One of my biggest highlights was the design and launch of the website and marketing for Manuka Honey of NZ. Seeing them achieve incredible SEO and sales results early on was so rewarding, especially when the business was named runner-up in the IAB NZ Grand Awards in 2020.

While the big awards are exciting, I’m honestly just as proud of the day-to-day wins.

I feel so privileged to work alongside amazing business owners and see their growth firsthand. For me, every time a client hits a new sales goal or feels confident in their online store, it’s a milestone worth celebrating.

What have been some of the biggest challenges you've faced so far?

Like most business owners, my biggest challenge has been the juggle—wearing every single hat from tech support to accountant while trying to stay creative. It’s easy to get caught up working in the business rather than on it.

I’ve overcome this by getting better at outsourcing and carving out dedicated time to work on my own skills and strategy.

I’ve also found so much value in the community; while I’m a bit of a quiet member at SOI online, the local SOI meetups have been a lifesaver. There are some truly amazing women there who are always ready to listen and share advice.

What are your future goals in your business?

I’m really excited about the next phase for Expand Online. My goal for the next few years is to move from being a sole operator to building a small, trusted team of specialists.

By bringing in more hands, I can help even more businesses grow while deepening the specialised skills we offer—especially as the digital landscape keeps evolving so quickly.

Right now, I’m also focused on expanding my network of like-minded experts and collaborators.

I’m most excited about the potential to offer more comprehensive, 'joined-up' strategies for my clients, ensuring that every small business I work with has the same high-level expertise behind them as the big players.

It feels like the perfect time to grow alongside the amazing community I support.

What’s worked best for you to build brand awareness and get customers?

Honestly, it’s been almost entirely word of mouth.

I’ve found that in a close-knit business community like ours, nothing beats a personal recommendation.

I’ve focused on doing right by my clients and delivering real results for their Shopify stores and marketing, and that has naturally led to them sharing my name with others.

It’s allowed me to build a business based on trust and genuine relationships rather than just flashy advertising.

What is one of the important lessons you've learnt as a business owner? What advice would you share to someone starting out?

The biggest lesson I’ve learnt is that you don’t have to have every single answer before you start; you just have to be brave enough to take the first step.

My best advice for anyone starting out is to stay curious and lean into your community. Network, put yourself out there, and ask questions—lots of them!

There is so much knowledge held by other business owners, and most are more than happy to share it if you just ask.

Being curious and open to learning has been the key to staying relevant and resilient over the last 25 years.

How does being a part of She Owns It help you in your business journey? 

Being part of a community like She Owns It has been such a vital part of my journey.

Even after years in the industry, having that companionship is so important—it’s a place where you can bounce ideas off others, get seasoned advice, or often learn something completely new that you didn't even know you needed to know! The local meetups, in particular, are a real highlight.

Whether it’s celebrating a win or just having a safe space to vent about your challenges, knowing there’s a group of amazing women who 'get it' makes the highs higher and the lows much easier to navigate.

⚡️ FAST 5:

1. One thing you’d tell your younger self starting out?
Imposter system is a real thing. Be brave and confident. You got this - you'll see!

2. Your favourite biz or personal development books or podcasts?
I have yet to find my favourite one

3. How many tabs do you have open right now?
8 (which is a surprisingly calm day for me!)

4. What's your go-to power song?
Unstoppable by Sia

5. A quote you love?
'Fall down, stand up, straighten your crown, carry on!' I love this because it perfectly captures the resilience you need in business. Setbacks happen to the best of us; it’s all about how you pick yourself up and keep moving.

How can people connect with you and your business?

The best way is to connect via my website expandonline.co.nz.

I don’t have any specific events coming up, but I would love to support my fellow SOI members. I’m offering a complimentary 'Digital Health Check'. This is a 20-minute strategy session where we can look at your current Shopify store or Google Ads and I’ll give you three honest, actionable tips to help improve your results. Sometimes just having a second pair of seasoned eyes on your tech can make all the difference! You can book this directly on the website and flick me an email.

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