SHE the Executive Assistant

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SHE the Executive Assistant Admin systems and Dubsado builds for service businesses held together by memory and vibes.
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I have zero interest in building a 10 person agency.And no, that doesn't mean I'm not ambitious.Everywhere I look, someo...
15/10/2026

I have zero interest in building a 10 person agency.
And no, that doesn't mean I'm not ambitious.

Everywhere I look, someone's talking about growing a team, hitting 10k/20k/30k months and building an agency. And good on them if that's what they want. More power to you.

But I do think we've got a bit caught up in the idea that a successful business has to keep getting bigger.

I started SHE on maternity leave because I wanted work that fitted around my family. I still want that. My kids have 7.5 weeks of summer holidays, and I'd quite like to spend them with my kids rather than managing a team.

I'm not trying to build an empire here. I want a lean business that makes good money, does great work and lets me switch off when I want to.

And the thing that makes that possible? Having the right systems in place.

Because whether you're a solo business owner or you're growing a team, your small business systems matter. Your client workflows, processes and tools should make running your business easier, not give you another 47 things to manage.

You can grow without making your business unnecessarily complicated. And you can stay solo without spending your entire life doing everything manually.

There is more than one way to run a good business. Pick the one that fits the life you want.

01/10/2026

Come sit with me while I show you what happens inside a Dubsado build.

It starts with me asking approximately 400 questions. Not because I enjoy interrogating you, but because I need to understand how your client journey works before I touch a workflow.

We map the journey from enquiry to offboarding, work out what you need at each stage, then I build it in order. Forms, proposals, contracts, schedulers, emails, packages, pricing. The whole lot.

Then the workflows get stitched together, I test the s**t out of it, and make sure you know how to use the thing.

Because I don't want to hand you a fancy Dubsado setup and disappear. I want you to look at it and think, “Ohhh. SHE made it make sense.”

If your Dubsado currently needs some love, come sit with me. I've seen worse.

So this is why I map your client journey before I build a single workflow.When something in a business feels messy, the ...
30/09/2026

So this is why I map your client journey before I build a single workflow.

When something in a business feels messy, the natural thing is to fix the bit you can see. You build a new form, add an automation, write another canned email. Each of those makes sense at the time, but if nobody has looked at the whole client journey first, you end up with pieces that don't connect. Then you have to come back later and stitch them together with something else.

So I start every Dubsado build and every systems project with a best practice map. That's how your business would run from the first enquiry through to offboarding if everything was working properly. Every entry point, every stage, every action and every asset attached to it.

Once the map exists, I list out the assets, build them, put them in order, stitch it together with the workflows and then test, test, test.

Your business needs to be mapped before you can make good systems. It's just a sensible way to do things.

Save this before you start building another workflow.

Yarr, if you need a treasure map to find your current contract, it's time 🏴‍☠️I open a lot of Dubsado accounts for small...
29/09/2026

Yarr, if you need a treasure map to find your current contract, it's time 🏴‍☠️

I open a lot of Dubsado accounts for small business owners, and the messy ones tend to look the same. Around 100 canned emails attached to workflows nobody has touched in a year. Contracts named version 2, version 3 and 2023. Forms copied so many times the names don't mean anything anymore.

None of it happened because you did something wrong. Each copy made sense on the day you made it. It just never got tidied up, and now every time you go to send a contract or a questionnaire you're second guessing which one is current. Or worse, you send the wrong one.

A good Dubbie setup should make your client process easier to run, not harder to find your way around. Most of the time that starts with a proper clear out, working out what's active, what's attached to a workflow and what can go.

Now tell me, for reals, how many versions of your contract are sitting in there right now?

You can have all the software in the world and still be doing everything manually.I see this all the time.You've bought ...
25/09/2026

You can have all the software in the world and still be doing everything manually.

I see this all the time.

You've bought Dubbie because someone told you it would make your life easier, but now you're scared to touch half of it because you don't really know what everything does.

Or you've got Dubbie, Calendly, Canva, Xero, a signing platform and about 47 other tabs open, but none of them really talk to each other.

So you're still copying information from one place to another, remembering what needs to happen next, sending emails manually and generally holding the whole process together yourself.

The problem isn't necessarily the software. It's that the software isn't sitting inside a system that actually makes sense.

That's the bit I love working on. I'll look at the whole client journey, work out what needs to happen and when, figure out which tools actually need to be involved, then build the pieces so they work together properly.

Because buying the software is one thing.

Knowing what to do with it is another.

And if you've been staring at your Dubbie account thinking, "I have absolutely no idea where to start"... that's exactly the kind of thing I can help with.

You should be able to take a school holiday without your business falling to pieces.And yes, I know that sounds slightly...
24/09/2026

You should be able to take a school holiday without your business falling to pieces.

And yes, I know that sounds slightly ridiculous when you consider all of the school holidays (let's not mention the upcoming summer holidays that are about 7.5 weeks long).

But honestly, this is one of the reasons I care so much about systems.

I don't want a business that only functions when I'm sitting at my desk, actively moving things from one place to another and remembering what needs to happen next. I want to be able to take time off, be around for the school stuff, deal with a sick kid or just decide that I'm not working today without everything coming to a grinding halt.

That's not to say my business runs completely without me. It doesn't, and I don't think it needs to.

But there are plenty of things that shouldn't need me hovering over them. If someone enquires, there should be a process for what happens next. If a client books, the right things should happen without me having to remember every single step. If I'm not at my computer, my business shouldn't suddenly forget how to function.

And this is probably why I'm so passionate about looking at the whole process rather than just chucking a few automations into Dubbie and calling it a day.

Because the goal isn't to make your business more complicated. It's to make it work properly, so you can actually step away from it when life needs you somewhere else.

That's what I want for my business, anyway. And considering I have school holidays, school sports, sick days and all the other things that come with having kids, I'd say that's a fairly useful system to have.

18/09/2026

This is where I start.

Before we build anything, I map your client journey from enquiry through to delivery and aftercare.

We look at your business processes, what needs to happen at each stage, and which CRM assets, workflows and automations actually need to exist.

Then we build from the map.

Because randomly creating forms, emails and workflows and hoping they eventually become a process.

Well... that's not a strategy.

Map it.
Build it.
Workflow it.

You get a clear plan for your business systems, a client journey that actually makes sense, and a map that supports how you run your business.

Alternatively, you can keep your collection of random stuff you built at 10pm and forgot about by Tuesday.

At this point, you're not running a business. You're running a very elaborate memory game.And somehow your brain is expe...
10/09/2026

At this point, you're not running a business. You're running a very elaborate memory game.

And somehow your brain is expected to remember every follow up, every client, every next step and every 'oh I'll sort that later'.

Bold strategy boo.

Honesty time. This isn't a memory problem. Or a focus problem. Or a 'get more organised' problem. It's that you've casually become the system.

The follow ups live in your head because there's nowhere else for them to live. The next steps live in your head because you're the only one tracking them.

So of course you're tired. You're doing the actual work AND being the software.

The fix isn't a better notes app or a fancier planner. It's putting the remembering somewhere that isn't you. A properly set up CRM to take care of the moving parts so your brain doesn't have to.

Now, building the CRM that does the remembering for you. That's my jam. And it's a very VERY good day for you, when you finally get your brain back.

07/09/2026

Wait... Did she just say that? You're damn right I did.

You don't always need a better system. Sometimes you need more hands on deck.

There’s a difference between having a system and having someone who actually helps you use it. Because the things that come up aren't always big projects.

Sometimes it's tweaking a workflow because the way you're doing something has changed. Sometimes it's building a custom proposal in the CRM, adding tasks, fixing an automation or sorting out the next step in a client journey.

And sometimes it's the human stuff that sits around the system. Figuring out what needs to happen, making a decision, or just having someone there who already knows how everything works.

That's the bit I love about working alongside clients each week. We deal with things as they come up, rather than waiting until there's a giant list of 'things I really need to sort out'.

The systems support the business. I support the person running it.

For when you don't need another system. You need another person.Because you can have the CRM. The workflows. The automat...
03/09/2026

For when you don't need another system. You need another person.

Because you can have the CRM. The workflows. The automations. A beautifully organised BTS that you were very proud of when you set it all up. And still have 47 things sitting on your mental to do list.

That's where working with me on a retainer is different. I'm actually in your business each week, doing the work. Sorting the admin. Updating the CRM. Fixing the workflow. Sending the follow up. Adding the task. Figuring out what needs doing next.

We have regular working blocks together, and when something comes up in between, you can just message me.

So there's no need to disappear down a three hour Google/Chat/Claude rabbit hole trying to work out how to fix something yourself. No adding it to the list for 'Future You' to deal with. You can just tell me. Crazy right.

Because I'm not just building you a system and then leaving you high and dry to run it. I'm there to help you actually use it as your business changes and grows.

The system supports the business. I support you. Support squared.

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Mandurah, WA

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