Activation Plan enrolments close midnight, August 2, 2020

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What if just six weeks from now you could have your very own business or side-hustle?


Your very own business, where you’re the boss, and all your hard work (doing what you love) pays off directly for YOU.

Does that sound kind of impossible right now?

Well, sure: you’re not going to build a global empire in a month or two. No need for Janine Ellis (Boost Juice) or Carolyn Cresswell (Carmen’s Muesli) to watch their backs just yet.

But Janine and Carolyn were once exactly where you are right now. Wondering how to begin.

If you’re starting from scratch (and most Lady Startups do), you’re probably going to end up with a bit more of a ‘kitchen table’ startup at first. You might have a product in a couple stores, or a handful of paying clients… that sort of thing.

And let’s not kid ourselves that it’s not gonna take a hell of a lot of hard work… some multitasking while you manage kids or a day job… and maybe a few late nights to get things done.

But if you can handle that?

Then listen up, because I’m about to show you how in just six weeks, you could have your own living, breathing business where you’re the boss of everything, including your time.

Just like these women did after they said “I’m in!” and completed the Lady Startup Activation Plan:

“This course was exactly what I needed when I needed it … my biggest milestone so far was when I went live on my website (that I built all on my own) which was such an incredible and proud moment!”

Kirsten Sharkie

Dear Design

“I’ve gained so much clarity, I’ve gone from fuzzy idea to a legit online store (micro, but workable) and it feels great!”

Andrea Schutenko

Stylish Australiana

“I launched my very own design … I never thought I would get here! As well as selling 20 in the first week! It may not be big to you but for me it was MASSIVE :)”

Holly Goodman

The Good Gift Co

Tried and tested by 1,113 Lady Startups and counting

Wait...Surely they didn’t just say over a thousand?

Yep. Over a thousand. Of women just like you. Women with a business idea, or a side-hustle, or even a biz that’s already up and kinda running. Women who, at the end of the six week Lady Startup Activation Plan, had the clarity, direction and confidence, as well as the tools and support they needed to launch their business right.

I promise you - a hell of a lot can change in six weeks.

I want you to imagine for a second, if that business idea racing around in your head could be a real, launched business, six weeks from now.

*Pause for thinking music*

What would that mean for you?

Would you finally be able to dedicate yourself to that passion project you’ve been working on when time (and life) allows?

What about the financial freedom? Would it mean bringing in a second income? Relieving some of the stress from you and your family?

Would it mean working from home and not missing those family moments?

Maybe it would mean being your own boss? Stepping out of your comfort zone, and getting that sense of purpose you just haven’t found in any other job?

Honestly, I relate. To every single one of those reasons. Which is why I went out on my own, and I’ve never looked back.

So who the hell am I, making these huge promises?

I’m Mia Freedman. (that was me at the top of the page)

Over 12 years ago I co-founded Mamamia, Australia’s leading media company for women, and between starting and growing that, as well as the eternal juggle of being a working parent, and wife, and friend, and daughter, and just generally trying to be a functioning human being, I’ve learned (and honed) a few things about business, and the start up life. Which is why I started Lady Startup - the grassroots movement to empower, educate and celebrate women who dream of being their own boss, and who want to do it with support and sisterhood.

And the Lady Startup Activation Plan is how I can do that for you

So <span>who the hell am I</span>, making these huge promises?

So Mia, What is the Activation Plan, and what do I get?

Easy. It’s a complete, online course that has been designed for you. 

It’s information that covers everything you need to get your business started, in any industry.

*Side note - in case you think you’ve found some niche industry that this course won’t apply to, here’s just a taste of the kinds of Lady Startups this course has launched:

  • Sleep therapy for new parents
  • Jewellery designers
  • Photographers
  • A burger shop…. In Papua New Guinea
  • Diet-personalised dog treats
  • Interior Design
  • Eco-sustainable fashion
  • Adult toys
  • Life Coaches
  • Art
  • Logistics

I could go on. Shall I?

It's doable and it's flexible, because if there is one guarantee in the life of a Lady Startup, is that your daily schedule is more of a loose guideline (things pop up constantly). I know you need to be able to fit this in and around your work/family/sleep/life. Same.

Ooh, I almost forgot the best bit!

It’s sisterhood; one of the most invaluable takeaways of this course. One of the reasons we only open the doors to this course a handful of times a year is so that the Lady Startup team and I can commit dedicated time and support to you. 

Each course intake is invited to join a closed, private Facebook group, where there is feedback, support and guidance by the bucketload. Aside from the weekly live Q&A sessions with me personally, you’ll also be embraced by the big, metaphorical hug that is your peer group. I’m not lying when I say that the support that cultivates in these groups is life-changing. Learning new things, especially outside of your comfort zone, can be challenging (then throw that entrepreneurial juggle in, and it can seem impossible) - but this is where that group support is at its most valuable. 

What a relief! Here you were with your big idea thinking you’d have to do this all on your own!

Which, of course, you could...

But honestly, what are the chances of following through, launching and succeeding all on your own?

Let me just say that 90% of startups fail (that’s a crazy figure, right?) and they fail because they’re built on wobbly ideas, or they’re unsupported, or don’t know what they should be working on or focusing on, and when. Meaning, the whole thing becomes risky. It costs more, and you’re in a constant loop of trial and error.

They say it takes a village to raise a family, and I’m a firm believer that a village can also raise a business. So I want to invite you to join my village.

So are you getting excited?

You’re already closer than you think, you’ve got this launch thing in the bag.

I’m serious.

Because the #1 reason I hear from women who hold themselves back from launching their businesses, and making their dreams a reality… is their lack of confidence, and self-belief.

But you’re here. And that means that somewhere, deep down, you know that you can do this. And I know it too.

“Righto Mia, but how much can you really change in six weeks? It’s just six weeks!”

Look, that’s a fair question. Most TV shows run longer than six weeks, and many of them don’t develop a storyline for months!

But we’ve got proof… real proof.

Our graduating May class of students shared what the six weeks of the course content, the Q&A sessions, and the sisterhood had changed for them, and I thought you might like to take a peek:

So <span>are you getting excited?</span>

So yeah... a LOT can change in six weeks

Want to know what you’ll have in your Lady Startup toolbelt by the end of the course? Great, I’ve been waiting, (very impatiently, I might add) to tell you! Here’s what the course covers, and what you’ll get:

WEEK 1 - Build Your Idea

What we’ll do: Nail down your idea, your audience, your name and what problem your biz is solving (believe me, every business solves a problem - even yours!)

How we do it: Teamwork and life-savings resources! Plus, CONSTANT feedback and help with brainstorming. Oh yeah, we’ll also get you thinking bigger picture (who said business models can’t be sexy?)

What you’ll have at the end of it: a bloody solid business idea! You’ll know what you’re selling, and who you’re selling it to (always helpful!) Plus, you’ll have your new business named and registered, as well as your social handles locked and loaded!

WEEK 2 - Build Your Brand

(aka the fun week - according to literally every student ever)

What we’ll do: Refine that brand, look and feel. Let’s get creative and come up with your brand story - aka your ‘why’ and your ‘how’.

How we do it: Logos, brand boards, one liners, elevator pitches and even more feedback!

What you’ll have at the end of it: A clear and killer brand logo and brand board, as well as a brand story. This provides a distinct identity for your business, as well as direction and that key ‘C’ word…. clarity!

WEEK 3 - Build Your Product

What we’ll do: Cover off all the external parties you’ll need involved in your biz to keep you steadfast and on track (whilst spending as little as possible!) - from lawful bookkeeping, accounting, taxation and law to keeping up with content marketing and social.

How we do it: Lay out the path to product launch, identify the suppliers you need to get there, and build your very own website!

What you’ll have at the end of it: A product. And a website on which to sell it (hooray!)

WEEK 4 - Build Your Scaffolding

What we’ll do: We’ll go through the infrastructure you need to build a solid foundation for your business.

How we do it: Develop your business scaffolding by writing a very basic business plan (minus the overwhelm). 

What you’ll have at the end of it: A list of people you’ll need to collaborate with to get your biz off the ground and running smoothly.

WEEK 5 - Find, engage and connect with your audience

What we’ll do: Dive into a 4 pillar marketing framework that’ll help you reach your audience, as well as tips on attracting the right clients and customers!

How we do it: We’ll build your marketing plan! Oh and we’ll have room for even more feedback!

What you’ll have at the end of it: That ‘C’ word again… CLARITY! You’ll know who you’re marketing to, how to find them, how to engage them, and how to keep them coming back!

WEEK 6 - Launch with Precision

What we’ll do: The icing on the cake for your launch - strategic PR and compelling content. Basically, the two secret ingredients to ensure your new biz is not only seen, but heard!

How we do it: Tips and resources for putting together a PR plan of attack, as well as creating a content plan so you’re never lost for words again!

What you’ll have at the end of it: A DIY guide to free PR (keyword there being FREE), and a content plan to ensure you’re launching with strong messaging, exposure, and ultimately, success!

Doors close on Aug 2nd for all enrolments, and the 2020 Activation Plan kicks off Aug 3rd.





Wow, right?

And if you can believe it, my favourite part of the course hasn’t even been mentioned yet…

My favourite part of the course is comparing the welcome and closing surveys of our students - hand on my heart, that’s the truth.

Because those very same women who were listing themselves as their biggest obstacles, or their lack of knowledge and therefore self-belief as a reason that had been holding them back, are, six weeks later throwing out words like confidence, clarity and direction. And who could ever get tired of hearing that?!

In short, the Lady Startup Activation Plan gives you the structure, support, and motivation to kick yourself into gear and make that idea of yours real. This course is exactly what you need at this point in your startup… (yes, I’m going to say it)... journey.

And full disclosure, I don’t know when we’ll offer the course again in 2020.

So if you’re done making reasons NOT to back yourself...

<span>Wow, right?</span>

“I created a business name, set up a domain, set up a website and email address, had a logo designed and branding created, committed to a marketing plan and set up social media channels. I was given the tools and resources to begin sourcing products, refining my business purpose and objective and create the real life product. This was all just during the course!”

Jessica Mercuri, The Best Kind

"It reassured me I was on the right track."

Stephanie Moring – Postix

"I couldn't believe how amazing the support was."

Miranda Davidson – Happy Planet Toys

"It's an investment that repays itself over and over."

Justine Williams – The Feel Good Studio

"I felt like I was always being hugged, I felt safe."

Jo Greenlees – That Leadership Chick

From struggling to successful side hustle.

Francesca De Michele

She couldn't find the perfect product, so she made it herself. 

Lara Pack – Elixir Play

Supporting Room To Read

And because we are strong believers of education and empowerment of women and girls around the world, every enrolment puts an underprivileged girl in school for a week, through our partnership with Room To Read.

Are you sitting there with your finger/mouse/eyes hovering over the ‘get started!’ button but something is holding you back?

I wanted to tell you something.

I believe in this course, I really do. 

I also know how risky it can be to put yourself and your business dreams on the line, and commit to something that requires you to step out of your comfort zone.

So, I have a guarantee for you. If you start the course and realise it’s not what you need to move you and your lady startup forward, I genuinely don’t want your money! But you know what else I don’t want? For you to poke your head inside and decide it’s all too hard before you even have a go. 

Because the whole point of this course is that you get genuine, tangible results — 

That, six weeks from starting, you’ve got a Lady Startup you can talk about, point at, and get deep-in-your-bones excited about. 

Which is exactly why the Lady Startup Activation Plan comes with a 14 day do-the-work money back guarantee. 

You have 14 days to jump in and experience the course — to watch the videos, complete the worksheets, get support in the live Q&As, make some genuine connections in the group, and GO AND DO THE THINGS that will get your Lady Startup up and running. 

If you do the work and it’s not sitting right — for whatever reason — simply send my team an email at, and we’ll refund your payment then and there. This way, we’re both keeping up our end of the bargain: I’m providing everything you need to get your Lady Startup up and running, and you’re following through. 

I know the fear of stepping out of the safe and familiar can be strong enough to stop you taking the leap, even if that means staying put doing something that doesn’t get your heart racing. I also know the fear is weirdly amplified when you’re stepping out to do something on your own. It feels wrong, and terrifying.

I read an amazing quote from a previous student who I think captured the emotional journey of the Lady Startup better than I ever could:

“The transition from paid employee to owner of my own business was tough, scary and lonely. There were tears, the occasional tantrum, a fair bit of drinking and swearing. There was also the Lady StartUp Activation plan - content and support from those who had been where I was. A network of women on the same path. The program provided direction, instruction and camaraderie. I'm better for it, and so is my business.”

Look, at the end of the day - no one is going to force you to take that leap. But here you are, with a crazy business idea (or 10) that won’t leave your brain. And sure, you might think up a hundred reasons not to do it, but here’s one thought I want you to focus on: 

Imagine yourself six weeks from now with your Lady Startup business about to launch.

Then look back to this moment.

Aren’t you going to wish you’d done it?

“In such a short period of time I have an online store, wholesale accounts and collaborations with other small businesses, brand awareness in my local community, a great product line (herbal teas), a great business concept, and new products constantly being developed and added to my menu!”

Misha Moran, Heart Therapeutics

In this program you'll get access to...


    We'll show you how to take your idea and launch it into a real living, breathing business


    Each week of the course period Mia will be popping into the private Facebook Group to host a live Q&A session where you get to ask any questions you might have


    Connect with the other women in your intake of the course for support, guidance, recommendations and advice

Plus heaps of FREE bonuses!

» Pricing Guide
How to price your products or services and not leave yourself ripped off
(Valued at $69)

» The PR Guide Book
Everything you need to know about PR and how to decide if DIY PR is for you
(Valued at $129)

» Tackling Imposter Syndrome
A little nugget of pure GOLD to help you get through any imposter feelings
(Valued at $69)

» 5 Marketing Must-Haves
The non-negotiables that you have to be thinking about when starting out
(Valued at $29)

» DIY Website Guide Book
So you can have full control over your own website without having to know anything about code
(Valued at $69)

» Instagram Highlights And How To Make Them
Organise your Instagram by using highlights and custom highlight covers
(Valued at $29)

» 50 Business Ideas
50 business examples if you're struggling to land on an idea and need a little inspo
(Valued at $29)

» Questions You Should Be Asking Your Customer
If you don't ask... you'll never know
(Valued at $69)

» Lady Startup eBook
56 Women take you behind-the-scenes of success
(Valued at $10)

» Your FREE Get Sh*t Done course
To help your plan, set and kick your goals!
(Valued at $199)

» How To Build A Media Company From Your Lounge Room
How to price your products or services and not leave yourself ripped off
(Priceless, obviously.)

Total bonus value of $900


  • What if I don't have a business idea yet?

    This course is going to work best if you have already have your idea. However, during Week 1 we'll spend time developing and refining your idea so it's fully nailed down. But we do recommend starting with an idea already in mind (even if it's not fully formed) 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

  • 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 online course?

    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 a course.

  • Do you have a refund policy?

    Yes. We want you to be 100% confident about purchasing this course and offer a 14-day money back guarantee. If you've jumped in and given the course a go, but it just isn't for you, get in touch with us at within 14 days of course commencement to organise a full refund.

  • 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.