Being Multi-Passionate as a Small Business Owner in Australia
Disclaimer: This blog post is intended for informational purposes only and does not constitute legal, financial, visa, or medical advice. Please consult with a qualified professional for advice tailored to your specific situation.
Being multi-passionate isn’t a flaw—it’s a superpower. Australian women are leading the way in redefining what it means to be a business owner, blending creativity, adaptability, and strategic thinking to build businesses (and lives) that are as diverse as their passions.
Introduction: For the Women Who Can’t “Pick Just One Thing”
Have you ever felt like you’re “too much”?
Too many ideas, too many interests, too many dreams to fit into one tidy business box?
Maybe you’ve been told to “niche down,” “focus,” or “pick a lane”—but every time you try, you feel like you’re leaving a piece of yourself behind. If this sounds familiar, you’re not alone. In fact, you’re part of a growing movement of multi-passionate women who are rewriting the rules of business in Australia.
As an online business management consultant working with female small business owners across Australia, I see this every day. Women who are running a coaching practice and a handmade jewellery line. Women who are building a wellness brand while launching an online course and writing a book. Women who are, quite simply, refusing to be put in a box.
This blog post is for you—the multi-passionate, the “slashies,” the creative entrepreneurs who want to do it all (and do it well). Let’s explore what it means to be multi-passionate as a small business owner in Australia, why it’s a strength (not a liability), and how you can harness your many passions to build a thriving, sustainable business.
The Australian Landscape: Women in Small Business
Before we dive into the heart of being multi-passionate, let’s ground ourselves in the reality of the Australian business landscape for women.
The Numbers Tell a Powerful Story
Women own approximately 35% of all businesses in Australia—that’s about 882,000 women-led small businesses as of 2024.
The number of women running their own businesses has jumped by 46% over the past two decades.
Women represent 40% of all sole traders in Australia.
The microbusiness sector (often led by women) has grown by 14% in the past four years, from 2 million to 2.28 million businesses.
Where Women Shine
Women are especially strong in health, education, creative industries, and online businesses. Service-based businesses—think marketing agencies, coaching, virtual assistants—are particularly popular, as are sustainability-focused ventures like eco-friendly fashion and zero-waste skincare.
The Challenges We Face
Despite this growth, Australian women in business face unique hurdles:
Access to Capital: All-female founding teams received just 2% of total venture capital funding in 2024.
Work-Life Balance: Many women juggle business with caring responsibilities for children and ageing parents.
Societal Expectations: Gender roles and the “sandwich generation” effect drive many women to start microbusinesses for flexibility.
Structural Barriers: Ongoing gendered class structures in business investment persist.
But here’s the good news: Australian women are rising to the challenge, building businesses that are flexible, resilient, and deeply aligned with their values.
What Does It Mean to Be Multi-Passionate?
Let’s get clear on what “multi-passionate” really means.
Defining the Multi-Passionate Entrepreneur
A multi-passionate entrepreneur is someone who pursues multiple business ideas, interests, or creative pursuits—often simultaneously or sequentially. You might run a consulting business and a product line. You might be a coach, a writer, and a designer. Or you might pivot from one field to another as your interests evolve.
Thought Leaders Who Get It
Emilie Wapnick coined the term “multipotentialite” in her book How to Be Everything. Multipotentialites thrive on learning, exploring, and mastering new skills. They’re idea synthesizers, rapid learners, and highly adaptable.
Barbara Sher called us “Scanners”—people who are enthusiastic starters, love learning, and move on once they’ve gotten what they need from a project.
Key Finding:
Being multi-passionate is not a flaw. It’s a validated, recognized strength—one that brings creativity, innovation, and resilience to your business.
The Four Work Models for Multi-Passionates
Emilie Wapnick identifies four main models for building a multi-passionate career or business:
The Guilt and the “Niche Down” Myth
If you’ve ever felt guilty for not “niching down,” you’re not alone. The business world loves to tell us to pick one thing and stick with it. But for multi-passionate women, this advice can feel suffocating. The truth?
You don’t have to choose. You just have to be strategic.
Real-Life Inspiration: Australian Multi-Passionate Women Who Built Empires
Let’s look at some homegrown examples of multi-passionate success.
Janine Allis
Founder of Boost Juice (2000): Grew from a single store to over 550 stores worldwide.
Part-owner of Retail Zoo: Includes Betty’s Burgers, Cibo Espresso, and Salsa’s Fresh Mex Grill.
Multi-Venture Maven: Janine’s career is a masterclass in managing multiple brands and pivoting across industries.
Melanie Perkins
Started with Fusion Books: An online yearbook design business.
Co-founded Canva: Now a $26 billion global tech company.
Investor and Mentor: Melanie supports other startups and female founders, embodying the multi-passionate spirit.
Kayla Itsines
Personal Trainer Turned Tech Entrepreneur: Built the Sweat fitness app, which has millions of users worldwide.
Sold Sweat for $400 million in 2021, then bought it back: Demonstrates agility in business pivots and brand expansion.
Diverse Income Streams: Fitness programs, digital content, product collaborations.
Key Takeaway:
Multi-passionate women aren’t scattered—they’re empire builders. They leverage their diverse interests to create businesses that are innovative, resilient, and deeply fulfilling.
Have you checked out all the new tools, guides and checklists in our Resource Hub? Explore and download now!
Finding Your “Golden Thread”: Building a Cohesive Personal Brand
One of the biggest challenges for multi-passionate entrepreneurs is creating a brand that feels cohesive—even when your interests are diverse.
What’s Your Golden Thread?
Your “golden thread” is the connecting theme, value, or mission that runs through everything you do. It’s what ties your passions together and makes your brand feel unified.
How to Find It:
Reflect on Your Core Values: What matters most to you? (e.g., creativity, empowerment, sustainability)
Identify Common Themes: What do your different ventures have in common? (e.g., helping women thrive, making life easier, sparking joy)
Craft Your Overarching Message: How can you communicate your “why” across all your businesses
Example:
If you run a coaching business and a handmade jewellery line, your golden thread might be “empowering women to express themselves—inside and out.”
Building an Overarching Personal Brand
Use your name as your brand umbrella: This allows you to pivot and add new ventures without confusing your audience.
Share your story: People connect with why you do what you do, not just what you do.
Be transparent about your multi-passionate nature: Your audience will appreciate your authenticity.
Start with One, Build a Foundation, Then Expand
It’s tempting to launch all your ideas at once—but spreading yourself too thin can lead to burnout and overwhelm.
The Power of Focused Growth
Start with one business or passion: Build a solid foundation—systems, processes, a loyal customer base.
Once it’s running smoothly, expand: Add new ventures, products, or services as your capacity grows.
Automate and delegate: Free up your time to explore new passions without sacrificing quality.
Key Finding:
You can do it all—just not all at once. Strategic sequencing is your friend.
Choosing Your Multi-Passionate Model: Which One Fits You?
Let’s revisit Emilie Wapnick’s four models and how you can choose the right one for your season of business.
1. Group Hug Model
Best for: Those who love variety and want to wear many hats within one business.
Example: A creative agency offering design, copywriting, and marketing under one roof.
2. Slash Approach
Best for: Those who want to run multiple, often unrelated, businesses at the same time.
Example: A yoga teacher / web designer / children’s book author.
3. Einstein Approach
Best for: Those who want one stable income stream while exploring side passions.
Example: Running a bookkeeping business while testing out a handmade candle line on Etsy.
4. Phoenix Approach
Best for: Those who like to go “all in” on one field, then reinvent themselves every few years.
Example: A teacher who becomes a wellness coach, then a tech startup founder.
Tip:
You can move between models as your life and business evolve. There’s no “one right way”—only what works for you.
Time-Blocking and Scheduling: Making Space for Every Passion
Managing multiple ventures requires intentional time management.
How to Make It Work
Time-Blocking: Allocate specific blocks of time to each business or project. For example, Mondays for coaching clients, Tuesdays for product development, Wednesdays for marketing.
Batching Tasks: Group similar tasks together to maximize focus and efficiency.
Use Digital Tools: Trello, Asana, or Notion can help you organize projects and deadlines across multiple businesses.
Set Boundaries: Protect your creative time by setting clear work hours and communicating them to clients and family.
Pro Tip:
Review your schedule weekly and adjust as needed. Flexibility is key!
Delegating and Automating: Your Secret Weapons
You don’t have to do it all yourself. Smart delegation and automation free up your energy for the work you love.
Essential Tools for Australian Small Business Owners
What to Delegate or Automate
Bookkeeping and BAS: Use Xero or MYOB to automate GST and payroll.
Design and Marketing: Canva makes it easy to create professional graphics and marketing materials.
Client Onboarding: Dubsado automates contracts, forms, and workflows.
Project Management: Trello or Asana keeps your projects organized and on track.
CRM and Sales: HubSpot helps you manage leads and customer relationships.
Key Finding:
The right tools don’t just save time—they give you the freedom to focus on your passions and grow your business strategically.
Protecting Your Energy: Avoiding Burnout as a Multi-Passionate Woman
Burnout is a real risk when you’re juggling multiple businesses or projects. Here’s how to protect your most valuable asset—your energy.
Mindful Scheduling
Know Your Peak Hours: Schedule your most important work when you’re naturally most alert and creative.
Build in Breaks: Regular downtime is essential for creativity and resilience.
Set Boundaries: Learn to say no to projects or clients that drain your energy or don’t align with your golden thread.
Self-Care Isn’t Optional
Prioritize Sleep, Nutrition, and Movement: Your business needs you at your best.
Connect with Community: Surround yourself with other multi-passionate women who “get it.”
Celebrate Your Wins: Take time to acknowledge your progress and growth.
Income Diversification: The Einstein Approach and Beyond
One of the biggest advantages of being multi-passionate is the ability to diversify your income streams.
Why Diversification Matters
Stability: Multiple income streams protect you from market shifts or slow seasons.
Creativity: Exploring new ventures keeps you inspired and engaged.
Growth: Testing new ideas can lead to unexpected opportunities and expansion.
The Einstein Approach
Maintain one stable income stream: This could be your main business, a part-time job, or a reliable client.
Experiment with side passions: Test new products, services, or business ideas without risking your financial security.
Other Diversification Strategies
Cross-Pollinate Skills: Use your expertise in one area to add value in another (e.g., a copywriter offering brand strategy sessions).
Strategic Expansion: Add new offerings that align with your brand and audience.
Passive Income: Create digital products, online courses, or memberships that generate income while you sleep.
Australian Tools, Resources, and Community: You’re Not Alone
Australia is full of resources to support multi-passionate women in business.
Essential Tools (Australian Context)
Xero: For GST and accounting compliance.
Canva: Australian-founded, perfect for marketing materials.
Dubsado: Workflow automation and client management.
Trello/Asana: Project management.
Shopify: For launching online stores.
Government and ATO Support
Boosting Female Founders Initiative: Grant funding to help female founders scale.
ATO Digital Solutions Program: Up to 4 hours of free one-on-one digital advice for small businesses.
Tax Time Toolkit: Guides on small business tax concessions and managing multiple income streams.
Small Business Debt Helpline: Free, confidential financial counselling.
Communities and Networks
Business Chicks: Australia’s largest network for female entrepreneurs.
Flying Solo: Community for microbusiness owners.
Australian Businesswomen’s Network: Resources, webinars, and community.
She Will Shine: Supportive network for women in business.
Australian Women in Business Facebook Groups: Connect, share, and learn from others on the same journey.
Pro Tip:
Don’t be afraid to reach out for support. Community is everything when you’re building something big (and multi-faceted).
Overcoming the Guilt: Reframing Multi-Passionate as a Strength
If you take one thing from this post, let it be this:
Being multi-passionate is your superpower.
You’re not flaky—you’re adaptable.
You’re not scattered—you’re creative.
You’re not unfocused—you’re a visionary.
The world needs more women who are willing to bring all of themselves to the table. Your diverse interests, skills, and experiences are what make your business unique—and what will set you apart in a crowded market.
Final Thoughts: Embrace Your Multi-Passionate Nature
Being multi-passionate as a small business owner in Australia isn’t just possible—it’s powerful. You’re part of a wave of women who are redefining what it means to be an entrepreneur, blending creativity, strategy, and heart to build businesses that are as dynamic as you are.
So, the next time someone tells you to “pick one thing,” smile and remember:
You’re building an empire, not a box.
Call to Action: Ready to Thrive as a Multi-Passionate Business Owner?
If you’re ready to embrace your multi-passionate nature and build a business (or businesses!) that truly reflect who you are, I’m here to help. As an online business management consultant, I specialize in helping Australian women like you manage the moving parts, plan strategically, and turn your many passions into a thriving, sustainable business.
Let’s connect!
Reach out for a free discovery call, join our community of multi-passionate women, or sign up for our newsletter for more tips, tools, and inspiration.
Remember:
You don’t have to choose. You just have to start. The world needs what only you can create.
Further Reading & Resources
How to Be Everything by Emilie Wapnick
Refuse to Choose! by Barbara Sher
Business Chicks, Flying Solo, Australian Businesswomen’s Network
ATO Digital Solutions Program
Xero, Canva, Dubsado, Trello, Asana
You are multi-passionate. You are powerful. And your business can be, too. Let’s make it happen—together.
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