"I want to invite you to join me for the Lady Startup Activation Plan — a six-week online program to walk you through every step from where you are right now, to READY TO LAUNCH YOUR OWN LADY STARTUP"

An invitation from Mia Freedman

Hey, I'm Mia Freedman. And I'm a Lady Startup.

Once upon a time though, I had a job.

It was a terrible job. I hated it. I worked with people I didn't respect and who didn't respect me right back. I spent every day trying to navigate a swamp of toxic office politics and worst of all, my work had no purpose. No meaning.

I wasn't being creative. I didn't feel fulfilled.  I had no control over my work hours and no flexibility to work around my young family.

So I took a leap, backed myself and started my own business. I bought the URL mamamia.com.au with a view to creating a blog about all the different kinds of things women were interested in from pop culture to politics, pelvic floors, parenting and 100 other things.

With two kids at home and soon another on the way, I set up my laptop at our kitchen bench and then later, moved my "office" (LOL) to my lounge room where I had wedged a cheap IKEA desk behind the couch so I could work while the kids watched The Wiggles and after they were in bed.

And from there, I built Australia's biggest women's media company and the largest women's podcast company in the world.

I worked crazy hours but they were my crazy hours and I faced a million challenges but I was exhilarated.

Working for myself is the best thing I have ever done. Without question. It's the best thing I've done for my career and my family and my mental health and my sense of purpose.

And it's not just me. There are 1.2 million women in Australia who are running their own businesses of all shapes, sizes and scales.

For some women, it's a side-hustle. For others, it's an international operation which they manage from their home base.

What we all have in common is that we started with a dream and desire to work for ourselves.

Does that sound like something you'd be into?

I want to invite you to join me for the Lady Startup Activation Plan — a six-week online program to walk you through every step from where you are right now, to READY TO LAUNCH YOUR OWN LADY STARTUP.

My purpose in founding Lady Startup is to help 20,000 Australian women start their own businesses by 2020.

And I reckon you should be one of them.

Since I began Lady Startup, I've spoken to thousands of women who want to start their own businesses.

And I've learned that most women would LOVE to do something for themselves....and yet they all tell me they have the same problems when it comes to starting.

What’s stopping you from starting YOUR Lady Startup?

  • You can't find the time (I totally get it, I have three kids, two dogs and a heavy addiction to podcasts and Netflix)
  • You're afraid of the financial risk of leaving a secure job.
  • You lack confidence or self-belief.
  • You're completely overwhelmed with information (and advice) overload.
  • You're too much of a perfectionist.
  • You're scared - scared to fail, or scared what other people think (I have anxiety so this one I REALLY get).

But most of all....you have no idea how or where to start.

What do you actually do to get things rolling - to get customers and to just get your name out there? Should you set up a website? How on earth do you set up a website? Should you hand out fliers? Where and to who? How do you decide what to charge?

Oh somebody hold me, there's just so much to know.

Really, what most women need is a guide. I WISH I HAD HAD A GUIDE WHEN I STARTED MAMAMIA! Someone who's been there and done it before - and who can show you exactly what you need to do at each step along the way, with encouragement and advice.

Well, I want to be your guide.

And that's why I've been working for months on a brand-new course.

One that will walk you through ALL your fears....and show you how to start your very own Lady Startup.

What would having your own Lady Startup mean to you?

Would it be getting to work with the people you want to work with, and building a small team who can support you (and who you love)?

Would it be spending the time to properly take care of yourself in the way YOU want....like being the one to decide when you take lunch, start and finish work, sleeping and eating better and even exercising at a time that suits you?

Would it be the chance to do something MEANINGFUL - like you're building something for YOURSELF (not your boss) and contributing to something YOU believe in, not just going through the motions because you have to?

Or would it be the FLEXIBILITY? Yes, the chance to do activities with your kids (if you have them) or hang out with your dog while you work. To be free for school-pickups or take a day off if your kids (or dog) is sick. To choose when, where and how you work....like, in your trackies or hey, in bed with a cup of tea and your laptop if that's what you're feeling.

Well, whatever it is....I can tell you for sure that having your own Lady Startup and working for yourself can mean ALL of those things (especially the dog time and the flexibility).

And today I want to give you the opportunity to do it for yourself. 

Just like these women are doing right now.

The Lady Startup Activation Plan


This is a comprehensive, six-week course based on years of my experience running Australia's #1 women's media company and the largest women's podcast network in the world. 

Along the way, I've spoken to hundreds of successful Lady Startups who are running businesses of all types and sizes and I've absorbed sooooo much intel.

And this course draws on all my experience....to cover EVERYTHING you need to start your own business.

We'll cover refining your idea...building a unique and powerful brand you'll love...setting up your business 'scaffolding' to ensure you're well supported in all the ways you need...attracting eager customers...and preparing your official launch.

I'm going to personally show you, step-by-step, how to get started, and how to avoid all the common traps and pitfalls that people fall into.

I'll show you how to set up your Lady Startup as a side-hustle so you don't have to quit your job (yet). And I'll show you how to build a business that lets you run on YOUR schedule.

By the time we're done, you're going to know EXACTLY what you need to do to get your Lady Startup off the ground and rocketing into the world.

Here's what people are saying...

“The Lady Startup Activation Plan was just what I needed to get myself into gear and my head in the right space. It gave me the expert business guidance that I needed and the support, insight and expertise that you can't find in any business book or Google search!”

Oak to Olive

Emma Seaman

“Pure business genius. Mia has created a course that suits all startups. A great combination of easy to follow material, an amazing community, led by an experienced team. I highly recommend this course.”


Nicola Grummitt

“I have loved this course. It's THE go-to resource for anyone considering starting a business. Mia - thank you for this invaluable opportunity!”

Master Elliott

Jade Quinn

Who is this course for?

  • Lady Startups who have a business idea but haven't yet launched and are ready to get started!

  • Existing Lady Startups who are in the early years of their business and seek more support and guidance

  • Women who are ready to stop daydreaming about starting their own business and ready to make it happen!

  • Time poor, busy dreamers and side-hustlers who need a course they can action in their own time

Join the next Lady Startup Activation Plan

If you dream of working for yourself......

Join VIP Waitlist

Here's how it's going to work:

Give me more details immediately....

Our next class will open for a limited time only in early 2019.  Join our waitlist to be the first to hear about doors opening.

Here's how things will work once you join the course...The Lady Startup Activation Plan is a 6-week video course that you do online in your own time with plenty of bonus content, worksheets and links to go alongside the videos you'll be watching.

But don't worry if that sounds like a lot - I know you're busy (me too!), so every single one of the videos will be less than 10 minutes so you can watch them in grabs.....on the bus, while your baby/partner/dog is sleeping, during your lunch hour at work......while you wait for your girlfriends to turn up for drinks, hell, while you're on the toilet if that's the only time you've got.....we're going to make this EFFICIENT. Ain't nobody got time to waste.

Each week of the program, I'll email you a link that unlocks a new module, as well as the new action tasks and links to help you move forward.

Here's an outline of what we'll cover each week:


This is where we’re going to establish what it is you’re going to sell; the product or service that will be your Lady Startup. We’re going to identify who your customer is and how you will be making their life better. We’ll look at your competitors and establish your point of difference.

Making sure you’ve chosen the right name for your Lady Startup is something we’ll do this week as well - there are some common traps I don’t want you to fall into so we’ll be making sure you know what they are!


  • Established what you’re selling

  • Identified your customer

  • Identified the problem you will solve for them

  • Named your Lady Startup

  • Have drawn a rough picture of your business model (ie what money you have to spend to build your product or provide your service, and therefore how much has to go out vs how much money comes in)

  • Registered your business name and domain name

  • Claimed the social media handles for your Lady Startup


Now that you’ll have your Lady Startup basics in place, we’re going to build your brand. This is possibly my favourite part because it’s super creative.

In week 2, we’ll be designing a logo, making a brand board and planning the look and feel of your Lady Startup. And we’ll write your brand story  - a few sentences that will weave through every part of your Lady Startup. You’ll use these few sentences in pretty much every conversation you have about your business (including your marketing) so it’s vital we get this bit right together!


  • Designed your logo

  • Made a brand board

  • Written your 1 x sentence brand story


What are we selling! This is the week where we’ll map out the path from where you are now to where you need to be in order to actually sell your product. It might be a physical object, it might be a service. I’ll be giving you list of trusted suppliers you can use; they're all Lady Startups themselves so we can keep on supporting each other and helping each other succeed.

And no matter what you’re selling, you’re going to need a website so this is the week we'll make one. Getting this wrong can be catastrophic for any business and there are some easy shortcuts to make sure you do it right. You don’t have to be a tech-head to do this, I promise. Everyone will be able to follow the steps I lay out for you to follow.

Also! If you're selling a product online you'll need an online store and I'm going to show you the fastest and easiest way to do that too.


  • Laid out your path to product launch

  • Identified the suppliers you need to get you there

  • Created a website for your Lady Startup

  • Built an online store if you need one


Every Lady Startup structure needs admin support - scaffolding - and that means things like book-keeping, accounting, tax info, legal info, copy-writing…..chances are you’re not an expert in any of those areas - and don’t freak out about that because most Lady Startups aren’t either!

Most of us are really good at the thing we do (whatever it is we’re selling)  and we all need to out-source other types of expertise. So we’re going to go through the basics of what you need and I’ll show you exactly where to find it.


  • Identified which support services your Lady Startup requires to get off the ground

  • Shortcuts for how to get them while spending the least amount possible


Build it and they will come! Except they won’t if they don’t know you’ve built it! This week we’ll be focussing our audience - the people who are going to buy what we’re selling. We’ll go through the four most important ways to reach your audience and how to get started attracting your customers.


  • A thorough understanding of the four marketing pillars you need

  • Tips and tricks for building each one 

  • A marketing plan for reaching your audience


Lady Startups, you’re nearly there! In this final lesson we will be talking about PR and content - these are two crucial ways in which you can make some noise and have people ready and willing to support you.


  • A Lady Startup!

  • A PR plan

  • A content plan

  • A launch date

What else? 
Alongside all of it, you’ll get access to a private community of other Lady Startups working beside you to start their own businesses….and I will be there too! The vibe is going to be more supportive than a Sports Bra. I will the captain of your human sports bra. 

Like that time I was travelling and forgot a sports bra so I had to use my hands on the treadmill.

Which is not a weird visual AT ALL. 

Interested in becoming a Lady Startup in 2019?

Doors are currently closed

Join VIP Waitlist

How much will it all cost?

The cost for the full course is $597. That’s less than most courses on building a business, and a LOT less than a university degree (even though it has a LOT more real-world information). We also offer various payment options so you can chose to pay in full or with a payment plan.

And in keeping with Mamamia’s core purpose of Making The World Better For Women And Girls, every person who does the course will also be keeping a girl in school for a week thanks to our charity partners at Room To Read. So you’ll be changing your own life at the same time as you're helping to change the life of a young girl living in poverty.

Mia xxxxxx

Need help with your business idea?

Want to start your own business but...

You're not alone.

Lady Startups tend to fall into two camps: women who know what kind of Lady Startup business they want to launch and those who have no idea - or too many ideas.

To make the most of this course you want to have a basic business idea already decided but if you need a bit of help we've created a free resource called the Lady Startup Idea Generator to help everyone who would adore to start something for themselves but aren’t quite sure where to start. Download the workbook here.

What students are saying...

“Loved every week! My biggest win is that my business idea is no longer JUST in my head. I have logos, domain names, a website and have my social handles sorted...the momentum of each week and the encouragement of the group motivated me to keep moving forwards which is exactly what I needed. Totally recommend this course.”


Kellie Ritchie

“I wanted to join this course as Mia herself has always been an inspiration and her course has not disappointed. It's been amazing - packed with loads of easy shortcuts and practical solutions to get me to where I want to be, faster. Not to mention I'm surrounded with a bunch of other kick-a*se women whose advice, support and validation has been GOLD. Highly recommend.”

Real Pretty Kind

Katie Rockliff

“The Lady Startup Activation Plan has helped me to get more organised and have a structured approach to the set up of my business. As a result of the course I now have a clear sense of our business story and a stronger idea of our brand. I am ensuring that I’m getting it right from the start.”

Rouse Hill Family Vet

Belinda Parsons


  • How can I sign up for the next class?

    Doors for The Lady Startup Activation Plan are currently closed however our next class will open for a limited time only in early 2019. Make sure you're on our VIP Waitlist to be the first to hear the news.

  • What if I have no business idea yet?

    This course is going to work best if you have already have your idea. During Week 1 we'll spend time refining your idea so it's fully nailed down but we recommend starting with an idea in mind to make the most of this course.

  • What if I have too many ideas and I'm confused?

    I feel you. Sometimes your brain is firing up and you don't know how to focus or what to even focus on. We're going to help you. There are a few simple ways to identify the idea that's best to focus on right now and by the end of week 1 you will have nailed yours.

  • Do I have to give up my day job to become a Lady Startup?

    Oh hell no. Most Lady Startups begin well and truly as side-hustles. At first. There is no way we're going to encourage you to abandon all sources of income while you're building up your new business.

  • I work full-time. How will I fit this in?

    We feel you. Life is hectic. That's a big part of the reason why so many women want to work for ourselves; so we have that flexibility to decide when and where we work and modify it according to the needs of our lives. We're aware that you're busy and this is a million miles from a full-time or even part-time situation. You should be able to make real progress with just 2-3 hours per week.

  • What if I'm not on Facebook, can I still do the course?

    Absolutely. The course material won't be delivered over Facebook so you won't miss out on any of the content. The Facebook Group will be there to provide additional support and community for members which can be really helpful and an added bonus. Your business is likely to need a presence on Facebook when you launch and to do that you'll need to make an account but you don't have to use your real name or 'friend' anyone so you may want to consider doing that now. Either way, the course material exists entirely independently of Facebook.

  • Who can I contact with a question about the course?

    Our team is happy to help you decide if this course is right for you. Simply email us at hello@ladystartup.com.au.


Tell me more!

  • I have a side hustle but I'd like to grow it. Is this course for me?

    Yes for sure. There will be some aspects of your business that you may have already established but there is nothing in this course will be a waste of your time. Most businesses are built on pretty shaky foundations and it's the reason why so many fail. This course will help you make sure you've built your side-hustle on a solid base so you're set up to grow it.

  • Do I have to be available during certain hours to do the course?

    Hell no. You’re busy. I’m busy. We’re busy. The course is going to roll out over six weeks but it’s not live. You will receive an email at the start of each week with a link to where you will find all the videos and downloads for that week and you can do it at your own pace at a time that suits you during that week. And if you fall behind? No stress. The information doesn’t expire! What if I don’t have an idea yet? That’s fine! The first couple of lessons are about landing on the right idea and there are some more links in the downloads to help you find the best one for you.

  • Will this course teach me how to build my own ecourse?

    No. The Lady Startup Activation plan is focused on teaching core business skills and steps to get your Lady Startup off the ground. We will not be covering the technical aspects or specifics around running an course.

  • When does the course start?

    Our next round will open for enrolment in early 2019.

  • Can my business partner and I take this course together?

    The Lady Startup Activation Plan is a single enrolment course which means 1 x person per enrolment. If you and your business partner would like to take the course together please enrol separately.

  • Do you have a refund policy?

    Yes. We want you to be 100% confident about purchasing this course and offer a 7 day money back guarantee, which means that if you're not 100% satisfied with the course content and delivery by the end of week 1 you can withdraw and receive a refund. We believe 100% in this course and are sure you will love it too however if you don’t agree, you can withdraw anytime in writing before the second week begins and a refund will be issued once you’ve submitted all completed worksheets so far.

  • What topics are NOT covered in The Lady Startup Activation Plan?

    The course curriculum is outlined above and designed to provide general business information and not to be used as a for replacement of any financial, legal, accounting or tax advice. Please note that we'll cover a variety of broad topics however this course does not focus or provide 1:1 coaching on specific areas such as tax structures, legal services or advice, raising funding, manufacturing or distribution.

  • Do I have lifetime access to the course material?

    Yes! You'll be able to access course material at any time so you can use again and again and work through at your own pace.

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