Hi, I’m Toby, a business coach and qualified accountant. I work one-on-one with Australian business owners to get on top of their money, grow their business and build a team that runs without them, using AI where it genuinely saves time or makes money. I don’t just advise. I roll up my sleeves and help you make it happen.
Mastering Business Management
This book is a symphony of strategic insights, blending time-tested principles with innovative approaches
The SMART Business Roadmap™
The proven 9-step roadmap to take control of your money, grow consistently and build a team that runs without you
There’s no magic fix for your business, whatever the social media gurus promise, and AI isn’t one either. What works is a set of proven, fundamental principles, put in place properly. After more than two decades of coaching, I’ve found they always come down to three areas: Financial Control, Consistent Growth and Building Your Team. Get them right and the business runs smoothly. Get one wrong and you feel it in your cash, your sales or your hours.
The SMART Business Roadmap turns those principles into nine practical steps, and we work through them together, in order. We start with your money, because every other decision depends on it. Then we drive consistent growth through your marketing and sales, and finally build a team that can run the business without you. Along the way, we use AI wherever it genuinely saves you time or makes you money, and I roll up my sleeves to help you put every step in place.
Download the Free 21-Step Business Success Checklist
How does your business really stack up? This checklist covers the 21 proven steps every business needs across money, growth and people: from knowing your profit, break-even and cash flow, to building marketing that brings in the right customers and a team that runs without you.
Tick off what you’ve got in place, spot the gaps holding you back, and see exactly where to focus next. Plus, I’ll share practical tips on where AI can save you time and money along the way.
The Three Areas That Drive Every Business
Financial Control
Every decision in your business depends on your numbers, yet most owners don’t really know them. Sales come in, but you’re not sure what you actually make on each one, what it costs to keep the doors open, or why cash always seems tight even in a good month. Without that clarity, you’re making big decisions on gut feel and hoping they work out.
So this is where we start. We work out your break-even and profit drivers, so you know exactly what sales you need each week to cover your costs and hit your profit targets. Then we take control of your cash flow, close the gap between doing the work and getting paid, and set up simple reporting, with AI doing the heavy lifting, so you see your key numbers at a glance and make decisions with confidence.
Consistent Growth
Most businesses don’t have a growth problem; they have a consistency problem. One month is flat out, the next is quiet. Marketing is hit and miss, leads slip through the cracks, and when you do get busy, quality and customer service start to suffer. Growth like that creates more stress, not more profit.
With your numbers under control, we build the engine for steady, profitable growth. First we make sure you can deliver at the same quality as you grow. Then we put the right marketing foundations in place, from a website that converts to strategies that attract the right customers. Finally, we set up sales processes that turn enquiries into paying customers, and customers into raving fans. We use AI wherever it helps you market smarter, follow up faster and sell more.
Build Your Team
Growth eventually creates a new problem: everything still comes back to you. You’ve got a team, but you’re the one making every decision, solving every problem and stepping in when things go wrong. You’re working too many hours, and the business can’t run without you.
This is where we build the team and structure to change that. We map out exactly who you need, what each role is responsible for and what results they’re accountable for. We set up the management processes, from recruitment and inductions to performance management, so your team knows what’s expected and delivers. Then we develop you and your leaders to manage people, handle the hard conversations and build a great culture, so the business works without you having to.
Download the 21-Step SmallBiz Success Checklist
Sign up below to get your free 21-Step SmallBiz Success Checklist—a proven roadmap to building a thriving business.
This checklist breaks down the proven principles to strengthen your business foundation, providing clear, actionable strategies you can implement today. Plus, you’ll get a preview of how our coaching programs can help you grow and succeed.
The Modules and Training Sessions Include:
Most business owners know their sales figure, but not what it takes to actually make a profit. Without knowing your break-even, you can’t tell whether a quiet month is a blip or a real problem, or whether your prices are even covering your costs.
We calculate your break-even point, so you know exactly what it costs to run your business and the sales you need each day, week, month and year to cover those costs and hit your profit target. We review your pricing and margins to make sure every sale is pulling its weight, and build a business and personal budget, so your business pays you what you need.
The result is a clear profit plan and simple targets you and your team can work towards, with no more guessing whether you’re making money.
rofit and cash are not the same thing. Plenty of profitable businesses run out of cash because money goes out long before it comes back in. That cash gap is why you can be busy, growing and still struggling to pay the bills.
We measure your cash gap, the time between paying out for your costs and getting paid by your customers, and work out how to shrink it. We set up a rolling cash flow forecast and a weekly cash management routine, including separate accounts for tax and profit, so money is set aside before it gets spent.
You’ll always know your cash position weeks ahead, you won’t get caught short at tax time, and you’ll start building real wealth from the business.
Understanding Your Data – The Language of Business
Numbers are the language of business. They show you what’s working and where you can improve. In this module, we’ll set up your reporting systems and teach you how to interpret the numbers that drive your business.
First, we’ll help you identify the key data—both financial and non-financial—that you need to monitor and manage your business effectively. Using our tools, we’ll create custom dashboards for daily, weekly, and monthly reporting, giving you clear, actionable insights at a glance.
Next, we’ll show you how to ensure you have a reliable bookkeeper and accountant to support your business. We’ll help optimise your accounting software and processes to deliver accurate reports and information, empowering you to make confident, informed decisions.
Lesson 1
Understanding Your Numbers
Lesson 2
Setting Up Your Business Dashboard
Lesson 3
Reading Your Business Dashboard
Lesson 4
How to Hire a Good Bookkeeper
Lesson 5
How to Hire a Good Accountant
Lesson 6
How to Put It All Together
Consistency Is Key – Delivering Your Product or Service
Before scaling your business, it’s essential to ensure you can deliver your product or service consistently and reliably at scale.
In this module, we’ll start by developing, documenting, and implementing your Unique Customer Experience Process.
Next, we’ll show you how to train your team to follow this process and hold them accountable, ensuring everything runs smoothly and delivers exceptional results every time.
This will provide the strong foundation you need to scale your business with confidence.
Lesson 1
Understanding Delivery
Lesson 2
Designing Your Delivery Process
Lesson 3
Developing Your Delivery Process
Lesson 4
Implementing Your Delivery Proces
Lesson 5
Training Your Team
Lesson 6
Bringing It All Together
Tell the World About Your Business – Market Like a Pro
You could have the best product or service in the world, but without effective marketing, no one will know about it. In this module, we’ll show you how to market your business like a pro.
First, we’ll help you craft a clear, compelling marketing message and story that highlights who you are, why you do what you do, and why customers should choose you.
Next, we’ll create engaging content and irresistible offers to guide potential customers through your marketing process.
Finally, we’ll map out your entire marketing journey and build a robust digital marketing strategy. This includes designing a content-rich website and implementing a mix of strategies to drive traffic through your sales and marketing funnels.
Lesson 1
Understanding Marketing
Lesson 2
Crafting Your Marketing Message
Lesson 3
Designing Your Marketing Funnel
Lesson 4
Setting Up Your Content-Rich Website
Lesson 5
Setting Up Google Ads & Meta Ads
Lesson 6
Bringing It all Together
Turn Leads into Sales – Sell Like a Pro
Strong sales skills are essential for your business to succeed. But success shouldn’t rely solely on your ability to sell. To build a thriving, scalable business, you need a solid sales process and a high-performing sales team to drive growth.
In this module, we’ll guide you through developing, documenting, and implementing a comprehensive sales process. You’ll create detailed flowcharts for each step, craft compelling scripts and content, and design quote templates and supporting documents to enhance efficiency and impact.
Next, we’ll show you how to build and strengthen your sales team, provide top-tier training, and manage them effectively. You’ll also learn how to hold them accountable, track performance, and reward outstanding results.
Lesson 1
Understanding Sales
Lesson 2
Designing Your Sales Process
Lesson 3
Creating Your Sales Content
Lesson 4
Setting Up Your Sales Team
Lesson 5
Managing Your Sales Team
Lesson 6
Bringing It All Together
Build a Team to Run the Business – So You Don’t Have To
To build an effective team, you first need to plan exactly what your business requires. It’s essential to organise what needs to be done and by whom. Once that’s clear, you can start assigning people to roles and delegating tasks.
In this module, we’ll help you design the structure and systems needed to build a high-performing team. Together, we’ll map out exactly who you need, how they’ll operate, their responsibilities, and the results they should deliver.
We’ll then create an organisational chart tailored to your business, define clear position descriptions for each role, and document your vision and values. Finally, we’ll show you how to use these tools to build and manage a team that drives your business forward.
Lesson 1
Understanding Systems
Lesson 2
Developing Your Org Chart
Lesson 3
Developing Your Position Descriptions
Lesson 4
Developing Your Vision & Values
Lesson 5
How to Use This to Build Your Team
Lesson 6
Bringing It All Together
Manage Your Team with Confidence – Lead Like a Pro
One essential skill that every business owner must develop is effective management. It all starts with establishing a strong management process for your business.
In this module, we’ll guide you through setting up and implementing an effective management system. This includes the following:
- Creating streamlined recruitment and induction procedures
- Managing discipline and terminations effectively
- Driving team performance through meetings, training, one-on-ones, and performance reviews
We’ll show you how to bring all these elements together to confidently manage your team and enhance your effectiveness as a leader. The result? A high-performing team that runs smoothly.
Lesson 1
Understanding Management
Lesson 2
Develop Your Recruitment & Induction Processes
Lesson 3
Develop Team Performance Processes
Lesson 4
Develop Your Discipline & Termination Processes
Lesson 5
How to Use This to Manage Your Team
Lesson 6
Bringing It All Together
Become the Leader Your Business Needs
To build a team that can run your business effectively, strong leadership is essential. By improving your leadership skills, you’ll unlock greater potential for both yourself and your team, compounding your success.
In this module, we’ll help you enhance your leadership abilities to drive business growth. You’ll start by mastering the DISC personality tool—a powerful framework for understanding people. We’ll show you how to apply it to connect with your team, improve communication, and lead with confidence.
Next, we’ll cover core leadership training, including organization, communication, decision-making, motivation, delegation, change management, and teamwork. By the end, you’ll have the skills and confidence to lead your team to new heights.
Lesson 1
Understanding Leadership
Lesson 2
Using DISC to Lead Your Team
Lesson 3
Keys to Communicating & Delegating
Lesson 4
Keys to Decision Making & Change Manager
Lesson 5
Keys to Motivation, Organisation & Teamwork
Lesson 6
Brining It All Together
Client Success Stories
What Our Clients Say
Toby has been coaching me now for around 7 years. I have learned so much from Toby, he is a wealth of information, it’s like he has read every business and personal development book ever written, and has consolidated that knowledge into the key things you really need to know. Toby’s insights on understanding people, and how to deal with a customer or staff member who has a grievance, have proved invaluable to me. Thanks Toby!!
Toby has changed my business, and well, my life.He has helped me create systems and policies for my staff, assisted with training them, helped with internet marketing and just about everything across the board with my business he has helped in improving.
We've been working with Toby now for several years. His knowledge and assistance on how to grow our business has been excellent. His support has helped us grow our business and we have learnt a great deal from his advise. We highly recommend Toby for all your business coaching needs.
We’ve worked with Toby for several years and find him caring, patient and knowledgeable. He is our rock when business becomes very overwhelming or stressful and realigns our focus. Toby is part of our team!
I have been working with Toby from E-Comm Business coaching for over 10 years. He helped us get the courage to go into business and has been instrumental in helping us with personal and business growth. Toby is very good with financial coaching and ensuring you measure the key numbers and also with the soft people side, helping us understand and manage ourselves and our team. He is also very good with marketing and is always up with the latest innovations and trends.
Receiving business coaching from Toby has been one of the greatest opportunities provided to me professionally. Toby has played an integral part in developing my role, building my team and further developing my skill set. Toby's ongoing support has been second to none. Highly recommended.
When we first enlisted the help of Toby, I thought we were doomed, and it would be easier to declare bankruptcy. It did not take long to build a fantastic working relationship with Toby. His straightforward approach, mixed with a great sense of humour really helped. We started running our businesses, opposed to our businesses running us! Over time the cash flow problems that once plagued us, gradually became a distant memory. We were approached with the opportunity to sell both of our shops with an offer just to good to refuse.
Toby has been an absolute asset to our business. He has helped us implement invaluable software, systems and procedures to assist with the company’s growth. He has helped us employ a fantastic team which has made all the difference to operations and also made running our business a lot more enjoyable. He has helped improve our marketing, and since working with Toby we have been growing strong and look forward to our biggest year yet. Toby is a great guy and it’s been a pleasure working with him.
Meet Toby
Hi, if we haven’t met already, my name is Toby. I am the founder and coach at The SmallBiz Academy.
I’m known as the blind accountant with the English accent! All of that is true. Although, I don’t like to admit I’m an accountant in public!
I got out of working in an accounting firm many years ago, though, and decided to use my skills to coach, mentor and consult one-on-one with business owners.
I started coaching before most business owners even knew what it was (yes, I’m getting old). That might be why I’m going blind!
The blindness comes from my genes. I am legally blind, although I can still see what I need too (or as some people say – selective seeing!). But who doesn’t want a blind accountant!
I am English too, hence the English accent, and I don’t mind telling people that, unless the Ashes are on. All these things have shaped who I am and what I’ve learnt.
I believe our great way of life is built on the backs of business owners who risk everything for a dream, driving our economy forward in the process.
My mission is to help these business owners succeed by providing the tools, training, and support they need to improve their chances of success,
FAQs for The SmallBiz Academy
The program costs $550 per month (including GST). This includes access to all training modules, twice-monthly coaching sessions, a private Facebook community, and a suite of tools and templates designed to help you grow your business.
No problem! All coaching sessions are recorded and made available for you to watch at your convenience. You can catch up on the sessions anytime, anywhere.
Absolutely! You can submit your questions ahead of each session, and we’ll address them during the live call. This ensures your specific challenges and goals are tackled.
The SmallBiz Academy provides you with a comprehensive framework for success, combining training, coaching, and community support. You’ll learn proven strategies to manage your finances, grow your revenue, and build a high-performing team. Plus, the coaching sessions will help you tailor these strategies to your unique business needs.
The SmallBiz Academy is built on tried-and-tested principles that have helped countless businesses succeed. While results depend on your commitment and implementation, we’re here to guide and support you every step of the way.
You’ll receive access to a range of practical tools and templates, including budgeting calculators, cash flow management systems, sales process templates, marketing worksheets, organizational charts, and more. These resources are designed to save you time and help you implement what you learn effectively.
Yes, you have full access to the training modules and can work through them whenever it suits you. The twice-monthly coaching sessions are there to complement the training and keep you on track.
No, there’s no minimum commitment! You can leave at any time if you feel the program isn’t the right fit for you.
The private Facebook group is a supportive community of like-minded small business owners. It’s a space to share experiences, ask questions, and collaborate with others who are on the same journey. You’ll have access to this group as long as you’re a member of the Academy.
The suite includes 10 key training modules covering essential business topics like managing your finances, improving cash flow, enhancing marketing, scaling your business, building a team, and more. Each module is packed with video lessons, real-world examples, and actionable tools to help you implement what you learn.
This program is designed for small business owners looking to take their business to the next level. Whether you’re just starting or have been in business for years, the Academy offers actionable training and support to help you grow.
Simply sign up on our website to access The SmallBiz Success Roadmap workshop and the 21-Step SmallBiz Success Checklist. These resources will give you actionable steps to start transforming your business and help you decide if the Academy is the right fit for you.
Yes! The SmallBiz Academy is designed to provide universal principles that can be applied to any industry. Whether you run a retail store, service business, or something else entirely, the strategies and tools can be tailored to fit your specific needs.
Yes! The SmallBiz Academy is designed to provide universal principles that can be applied to any industry. Whether you run a retail store, service business, or something else entirely, the strategies and tools can be tailored to fit your specific needs.
Signing up is easy! Visit our website, choose the membership option, and get started right away. You’ll gain instant access to all the resources and community features.
The program costs $550 per month (including GST). This includes access to all training modules, twice-monthly coaching sessions, a private Facebook community, and a suite of tools and templates designed to help you grow your business.
No, there’s no minimum commitment! You can leave at any time if you feel the program isn’t the right fit for you.
No problem! All coaching sessions are recorded and made available for you to watch at your convenience. You can catch up on the sessions anytime, anywhere.
The private Facebook group is a supportive community of like-minded small business owners. It’s a space to share experiences, ask questions, and collaborate with others who are on the same journey. You’ll have access to this group as long as you’re a member of the Academy.
Absolutely! You can submit your questions ahead of each session, and we’ll address them during the live call. This ensures your specific challenges and goals are tackled.
The suite includes 10 key training modules covering essential business topics like managing your finances, improving cash flow, enhancing marketing, scaling your business, building a team, and more. Each module is packed with video lessons, real-world examples, and actionable tools to help you implement what you learn.
The SmallBiz Academy provides you with a comprehensive framework for success, combining training, coaching, and community support. You’ll learn proven strategies to manage your finances, grow your revenue, and build a high-performing team. Plus, the coaching sessions will help you tailor these strategies to your unique business needs.
This program is designed for small business owners looking to take their business to the next level. Whether you’re just starting or have been in business for years, the Academy offers actionable training and support to help you grow.
The SmallBiz Academy is built on tried-and-tested principles that have helped countless businesses succeed. While results depend on your commitment and implementation, we’re here to guide and support you every step of the way.
signed for small business owners looking to take their business to the next level. Whether you’re just starting or have been in business for years, the Academy offers actionable training and support to help you grow.
Simply sign up on our website to access The SmallBiz Success Roadmap workshop and the 21-Step SmallBiz Success Checklist. These resources will give you actionable steps to start transforming your business and help you decide if the Academy is the right fit for you.
You’ll receive access to a range of practical tools and templates, including budgeting calculators, cash flow management systems, sales process templates, marketing worksheets, organizational charts, and more. These resources are designed to save you time and help you implement what you learn effectively.
Yes! The SmallBiz Academy is designed to provide universal principles that can be applied to any industry. Whether you run a retail store, service business, or something else entirely, the strategies and tools can be tailored to fit your specific needs.
Yes, you have full access to the training modules and can work through them whenever it suits you. The twice-monthly coaching sessions are there to complement the training and keep you on track.
Signing up is easy! Visit our website, choose the membership option, and get started right away. You’ll gain instant access to all the resources and community features.
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