Sarah Duncan and Jacquie Hannan are the closest thing you’ll find to small-business angels. The longtime friends know all the ins and outs and upside downs when it comes to growing small businesses.

Together, they’ve created Crecera – a digital platform where they share their knowledge and expertise, all while injecting a dash of fun. Crecera helps small-business owners by providing a streamlined toolkit of information on all the bits and bobs that normally are accessed through a plethora of industry professionals. It’s also a place for people with a small biz to play, grow and ultimately feel a little less alone.

We chat to this dynamic duo about motivation tips, social media considerations and the best way to stay on top of finances.

What exactly is Crecera? Sarah: Crecera is an online space dedicated to providing big business advice to those on a small-business budget. We do that through our Business Growth Network –  an online platform we created to share information about financial literacy, pricing, tax obligations, digital marketing, social media and publicity. Basically, all the different types of information small businesses need.

Jacquie: We're also focused on creating a thriving community. Running a business can feel overwhelming and lonely, so we want to create a space where people feel supported and empowered. Think of Crecera as the ultimate hype squad for small businesses – we bring business owners together, provide practical tools and help them cut through the noise so they can focus on what really matters: growing their business. This really encapsulates our core values of joy, connection and growth.

How did the platform start? Sarah: Both Jacquie and I have had successful careers spanning across 40 years of combined experience. While working with big corporate clients over the years, we realised that it was the small-business owners, solopreneurs, family-owned operations and creatives who would most benefit from our years of knowledge. Over lunch during an unremarkable Tuesday, we both decided it was time to start a venture together with small businesses at our core. Many of the business owners we've come across and worked with over the years –  while incredibly talented at their core skill or offering – don't have the supporting skills to make their idea financially viable. By wearing all the hats but with zero support, they can often feel overwhelmed, unmotivated and like nothing they're doing is moving them forward.

Jacquie: Sarah and I have also known each other since we were 10 – almost 30 years now. While we take our work seriously, we don’t take ourselves seriously – it's like we're still those kids playing in the playground. We love to inject this fun and joy into our coaching too.  

Tell us a bit about your backgrounds – how have they helped inform your work at Crecera? Sarah: I began my career as a journalist and worked for a variety of newspapers and magazines both in Australia and overseas. I then became a solopreneur, working as a travel writer for a variety of publications while living in Latin America. This experience led me to joining Expedia, where I was the head of social media for Australia for a portfolio of local and international brands. As well as working for multinational corporations, I've also worked with small start-ups who are breaking into their industry, so I have a broad understanding of digital marketing and publicity for businesses no matter what stage of their journey they're at.

Jacquie: I started my first business at 18 while studying accounting – it was in bookkeeping. By 34, I had built a multimillion-dollar tax and financial firm with up to 15 staff members. I spent my 20s juggling motherhood with three kids and running a business, all while adding finance broking and financial planning to my expertise. I personally know what it’s like to not have money in the bank account and stressing about paying bills and wages. I know what it’s like to be caught off guard by tax debt. And I know what it’s like to feel helpless and alone. Using my real-life experience and technical expertise, I want to be able to share my learnings with small businesses.

While interviewing small-business owners, you’ve found that a lack of motivation is a major hurdle for entrepreneurs. What are some of your tips for becoming more motivated without engaging in ‘toxic positivity’? Jacquie: One of the biggest reasons business owners struggle with motivation is information overload. Sarah and I refer to this as “paralysis of analysis”. It’s not that they can’t find answers – it’s that they’re drowning in advice and don’t know what’s relevant to them. That’s where we come in.

At Crecera, we focus on cutting through the noise with simple, practical resources that directly address the biggest questions and challenges business owners face. Business doesn’t need to be complex. With the right coaching and resources, you can create so much clarity. This creates less stress, increases creative flow and improves overall productivity and performance.

You also found that a lack of financial knowledge is another challenge for business owners. What advice do you have for those who want to get on top of their finances, but don’t know where to start? Jacquie: Finance can feel overwhelming, but it doesn’t have to be complicated. That’s why we created a foundational course that breaks it all down into easy steps.

First, we help business owners map out their cash flow matrix – what’s coming in, what’s going out and what’s left over. Then, we guide them through pricing their work properly, especially for creatives who struggle to put a dollar value on their time. Finally, we introduce cash flow levers – small tweaks that can increase leads, sales and income while keeping costs in check.

You don’t have to be a “numbers person” to take control of your finances.

Thinking about cash flow can be quite overwhelming for small-business owners. What are some cash flow mistakes that people should be wary of? Jacquie: I think the biggest mistake is ignoring your numbers. Business owners often avoid dealing with their finances because they’re too busy – or worse, because they don’t want to face the reality of their cash flow. But you have to know your numbers – your margins, your breakeven point, your targets. Otherwise, you’re flying blind.

The simplest way to start is by breaking it down. If you need to make five sales a week to cover your bills, write that down and put it somewhere you’ll see it every day. Business can be complicated, but your focus doesn’t have to be.

What’s your opinion on the phrase, “you need to spend money to make money”? Jacquie: It’s true – but only if you’re spending strategically. For example, hiring an admin for $60/hour so you can focus on $120/hour revenue-generating work? That’s a smart move. Investing in better equipment that speeds up production? That makes sense. Throwing money at ads without a strategy? I’d consider that a gamble. 

Crecera is all about working smarter not harder. Money can be a resource and a tool to leverage your time and efforts. So, I agree in spending money to make money, but the key is to track and test everything. Spending money is easy – investing it wisely is what makes the difference.

How can business owners better prepare for slow sales periods? Jacquie: Plan ahead and build a war chest. Too many business owners start making money and immediately splurge on luxury purchases. But if you don’t reinvest in your business and build a financial buffer, you’ll be in trouble when sales slow down.

Forecast your cash flow at least 12 months in advance and aim to have a safety net that can cover your business expenses. Also, keep your overheads low – for example, use casual staff or contractors instead of locking in to long-term commitments too soon.

Let’s talk about social media. Which aspects of social media should business owners be putting the most effort into, and are there any areas that they can probably avoid? Sarah: Business owners are often overwhelmed at the thought of social media because there are so many options and the digital landscape is constantly changing. With that in mind, I'd suggest business owners first consider these five things:

1. What their business goals are, so they can ladder up all their content to these goals and create success metrics around them. This is why having a strategy is so important, otherwise it's like shooting in the dark and hoping to see results.

2. Meet their community where they're already at. Do some research into the best platform for your type of business and find out where your community – or hoped-for community – already spends time.

3. Invest time and money into what you have the capacity to focus on. If you spread yourself too thin across multiple platforms but don't have the time to show up on each equally, then you'll likely burn out and lose interest. 

4. Be consistent. This is so important. A lot of people get discouraged because they don't see results fast enough and then stop, but through consistently showing up over time you'll inevitably see results and make an impact.

5. Have fun! Create content you like, try and enjoy the process and inject a sense of play, because this will be felt by people on the other side of the screen.

Anything else you’d like to share? Jacquie: Running a business isn’t about having all the answers – it’s about taking action, learning from mistakes and surrounding yourself with the right people.

Stay focused on what moves the needle, trust yourself – and don’t forget to have fun along the way. And if you need a hype squad? You know where to find us.

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