Tamworth business consultant Alisha Perkins has launched a new venture designed to take the pressure off small and medium operators who feel overwhelmed by the daily grind of running a business.
Alisha Perkins Business Solutions offers support in marketing, social media, administration and business management. The business aims to give owners back the time and headspace they need by taking care of the behind the scenes work that too often becomes the biggest stress point.
After years working as a manager across several industries, Alisha said the decision to step out on her own came after realising she had spent too long giving everything to other people’s businesses without looking after herself.
“I was in such a fight or flight mode for so long without realising, just giving my everything to all these business owners and not getting anything in return for myself, and driving myself into the ground,” she said.
“Now I want to be able to not be in that mode, but to support other businesses in other ways, to avoid them being in that.”
With experience in hospitality, tourism, gas, administration, media and management, Alisha has seen first hand how much pressure local operators face. It was while juggling a managerial role at a Dorigo property with family life in Tamworth that she realised something needed to give.
“It was really, really difficult trying to juggle that whilst having my family in Tamworth,” she said.
“It just got to the point where I poured so much time into strengthening other businesses that I just want to help businesses operate smoothly, grow sustainably and feel supported,” she said.
Launching the business also showed her how different each client’s needs really are. While she drafted detailed mission statements, intake forms and planning documents, she quickly learned that no two businesses require the same approach.
“Everyone is so different, and you need to have that individualised approach, not that systematic approach,” she said. “So many of the businesses that might offer similar to what I have are so systematic and not individualised to what every business needs.”
One of her biggest early lessons was on the importance of protecting her ideas. When she began developing itineraries for tour operators, she discovered her work had been taken and used without credit.
“That was a massive, massive thing for me to learn,” she said. “You really have to have those correct things to ensure you’re supporting yourself and protecting yourself.”
While she loves the work, the hardest part so far has been getting the word out.
“I have spent countless hours and invested so much money into the marketing side of things and not achieving anything. It’s just getting my name out there and building that really strong reputation and that client base,” she said.
But she also knows this is where many new businesses get stuck, saying you have to “give it everything for long enough to be able to get it off the ground”.
Alisha established the business in 2023, with her full focus shifting to it late last year. She now works with clients from a range of industries and hopes more local operators will think practically about what support they may need before reaching breaking point.
“My biggest question to people is, what do you need most help with within your business?” she said. “Sometimes a little bit of support can make a huge difference.”
Alisha’s final advice for anyone considering starting a business is simple.
“Just keep at it. Just keep trying. When it feels like it’s getting too tough, just reach out to someone that can help.”
“Building your network is the key to ensuring that you do keep going to the point where you will succeed,” she said.
In this series New England Times Investigates is unpacking some of the dynamics and forces driving our new business boom, and meeting some of the new business owners having a go. Read all the stories in this series here.
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