Splash was really just a part time venture that enabled Tracie to work on interesting projects from time to time until a couple of years ago. The name is intended to represent the dispersed outcomes of a “splash” and that a “splash” is also recognised as the front page of a newspaper.

Last year Splash was recognised as a finalist in the Sunshine Coast Business Women’s Network awards and a winner in the Professional Services category of the Sunshine Coast Business Awards.

Tracie is currently also developing for the longer term her business Innovate Sunshine Coast – a consultancy supporting small to medium sized business innovation. 

Tracie has four grown children who live in Cairns and Adelaide and two primary school aged children who live with her in beautiful Montville on the Sunshine Coast (alongside their two naughty Westies and Rosa Burke parrots).

Tracie, you worked in the corporate space for a number of years – what made you take the leap into setting up your own business?

My first careers were in finance and print journalism, however from 2003 I took on a series of very different roles in varied organisations to build my scope of expertise. I’ve been lucky enough to have been able to live and work across many beautiful Australian destinations, in local government, Indigenous welfare reform, public health, higher education, environment, utilities, water research and more.

Though my primary expertise was in communication and engagement I consistently found myself in the “strategic” space within organisations – sometimes my mind works like a spider web when threading solutions together.

Even so, I found that as I progressed my primary barrier to advancement was that I was perceived as over experienced, but underqualified. I had dropped out of school, and in my early 40s my only subsequent qualifications were in journalism and project management.

Most employers couldn’t understand how my experience added value until they had taken the risk and spent time with me – as a result I was often not challenged in my roles. Even so, when I first arrived on the Sunshine Coast I did consider securing employment while balancing children, study and business part-time, however it was clear this structure wouldn’t be a good use of my time or expertise.

How important is learning and self-development for women in business?  

In about 2012 I spent some time with an organisational psychologist to determine the best way forward for my career. We both agreed that I needed formal qualifications to substantiate my expertise to be seriously considered in the marketplace – so I began with post graduate qualifications in Business Management PR. After this, I remembered a course that I had come across while I was a higher education editor and saw it was still available – a Masters of Innovation and Entrepreneurship. This qualification changed my life and career. As a result of this study I was offered a senior government role in New South Wales managing multiple business units – organisational strategic planning; customer service; and marketing, public relations and stakeholder engagement.

My innovation studies not only helped me formalise my skills and gain new ones, it brought to life an avenue I wanted to pursue – to help find ways to build regional resilience and capability. As a result, I enrolled this year to complete a Masters of Business Research. I have so many areas of interest that I want to research – for instance models of finance for SME innovation, and the implementation and longevity of networking clusters for regional innovation … it seems I will be continuing to research and study for at least the next decade. This suits me well – we are competing in a fast moving marketplace …. if I had have stood still in my career I would have been left behind when journalists moved from typewriters to PCs!

I also do a lot of reading across innovation, leadership, business management and self development. My preference is real pages as opposed to digital ones, however white papers I generally source through Twitter influencers are also invaluable.

What traits and qualities do you admire in a leader? 

Leadership isn’t about hierarchy – it’s about being engaged in building sustainable and positive growth and evolution. You can be a leader as a team member, as a team leader or as a manager. There is a significant difference between a manager and a leader. In my perspective situational leaders who build diverse and robust teams and trust their content experts are to be admired. An ability to engage and empower team members to build commitment, loyalty and accountability is rare – but essential.

Can you share your Top 3 Marketing Tips for those that are wanting to take their business to the next level? 

Ahhhhhh … its not all about digital marketing or even marketing itself. I always begin with going back to the client’s business model (not the business plan – the model). Is the business selling a Walkman when everyone else is selling iPods? Is the business and it’s offerings relevant?

For me confirming the model helps us build an evidence-base that drives the marketing strategy. Discovery and validation then hones the strategy and from there the tools and tactics – including digital marketing – become evident.

Importantly, digital marketing is not just about a sales pitch. Use these tools to inform your business – what are the emerging industry trends and technologies and how can you use these to add value to your business and clients? …. who are your competitors and how can your business differentiate or pivot or create a niche? …. and the list goes on. Using digital marketing tools to build relationships with clients, and other businesses across the value change is a smart way to grow. So many business owners dig down and in and lose their external view of the world. Remember – competitive advantage is now transient and in a market of growth such as the Sunshine Coast you may well maintain your customer base but lose competitive edge (you are in fact losing market share and the tipping point at some stage will work against your business).

Finally, good business is about people and relationships. Don’t just join networks – participate in them. Work with others to support and collaborate – this builds your credibility and visibility and is in fact a very sustainable marketing strategy – a long game approach to ensuring business success.

And what’s next on the agenda for Tracie Sanim? 

Over the next decade my studies will continue. I am evolving the business and am into year two of a five year strategy to embed Splash into Innovate Sunshine Coast. I have been considering a shift into local politics – but as I am not a “yes” person I’m not sure if this is such a smart move!

Personally, I am raising the last two of my six children and my first grandson is only 10 weeks old. I hope to meet him at Christmas time. Like most other women I’m also trying to take care of my health and wellbeing – so am prioritising another Thailand trip in December with my youngest two. I have an autoimmune disease and thyroid cancer – which means health, fresh air, fresh food and exercise should probably be at the top of my priorities into the future.

Most interesting person that you have met?

Bill Clinton

Favourite movie and why?

At the moment it’s Crazy Rich Asians – only because the kids and I love Singapore and Gardens By The Bay and we are itching to get back!! Phenomenon has always been one of my favourites – and Lake House with its view of the treatment of time.

What do you love most about your job?

I love when a client just says “why not” and the result of an integrated approach is a deal that sets their business up for life. I recently had a client who I recommended they join an exclusive network. In their first group event they secured an opportunity to compete for a $1 million contract. Another client followed my advice in relation to an integrated approach with a media event and the snowballing effect has resulted in them being interviewed in a national small business event with David Koch. It doesn’t get better than that!

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