You've already built something real. Let's use that as the starting point, not a case study.
I started at home, answering emails like I had a whole team behind me when really it was just me, doing every single role myself and hoping nobody noticed. I built that into a real business and sold it in 2023. I've since sat on boards making calls that actually cost something if I got them wrong. That's what I bring into a room with you, not a certificate, lived experience of building, deciding, and occasionally getting it wrong under pressure.
Three ways to work with me below. Plus keynote speaking and MC work if you're after someone for a stage rather than a boardroom. If you're not sure which one fits, just get in touch and I'll tell you straight.
A One-Off Strategy Call
Ongoing Monthly Coaching
Strategic Planning Day
01A One-Off Strategy Call
A one-off strategy call. For the business owner or leader who isn't ready to commit, or who has one thing they need untangled right now.
Most of the people I work with long term walk through this door first. One conversation, one problem, and a clear view of what to do about it. No obligation to go any further.
- One session on the single thing you need untangled right now
- Straight answers, not a sales conversation dressed up as coaching
- Written summary and next steps after the call
02Ongoing Monthly Coaching
You've got the ideas. What you're missing is someone who'll tell you the truth about them.
We work on whatever's actually keeping you up, a board seat you're chasing, a team that's outgrown how you lead, a decision you've been sitting on for months because making it feels too permanent. I ask the questions you've been avoiding asking yourself. Then I sit in it with you while you work out the answer.
Six months, twelve months, or rolling monthly. Your call.
"She has completely changed my relationship with the numbers in my business... By August this year, my business had already generated three times the revenue we made across the entirety of last year."
- 60 minute one to one sessions fortnightly
- Time spent on what's live for you right now, no set curriculum you're forced to follow
- A clear plan sent after each session so nothing you decide gets lost, with accountability follow ups
03Strategic Planning Day
Most strategy gets decided in the ten minutes between meetings, which means it barely gets decided at all.
What is often missed is the important stuff, what is the culture and what are the values you are aspiring to.
A planning day is a full day set aside to actually think. We get specific about the next twelve months, what you're aiming for, what's genuinely in the way, and what order things need to happen in. I bring the same rigour to this that I'd bring to a board paper.
- A full day, just you or with your leadership team
- A session built entirely around your business, no template pulled off a shelf
- A written plan you leave with, something you'll actually open again
Three stages, in order.
Clarity
What you sell, to whom, and at what price. Most businesses stall right here, and most leaders already suspect where.
Structure
Systems, team and numbers that hold the business up, so it stops resting entirely on you.
Endurance
The part most coaching skips: growing the thing without quietly dismantling your health, your family or your reasons for starting.
Already doing well. Ready for less noise in your own head.
This is for leaders who are already doing well and know they could be doing it with more clarity, less second-guessing, and a lot less noise in their own head. You don't need a mentor who talks in theory. You need someone who's actually sat where you're sitting.
- Founders and executives past the start and short of the finish
- Clinical and health leaders commercialising what they know
- Leaders stepping into bigger rooms and bigger numbers
- Purpose-led organisations that still have to make money
If you want cheerleading, I'm not your person. If you want someone who will tell you the truth and stay to help you act on it, we'll get along.
She has encouraged me to know my numbers, really understand my customer and, importantly, ask them rather than assume I know what they want. She makes me stop, question things and look at the business differently.
Ed has been very influential in helping me get things done and make progress in my business. I'd highly recommend her to anyone looking for a business coach with genuine, real-world experience.
Two ways to bring me into a room for something other than ongoing coaching.
Keynote Speaking
Most keynotes are forgettable because most speakers are saying what they think the audience wants to hear. I say what I actually think, drawn from having built a business from scratch, sat through the hard parts of scaling it, and made governance calls that mattered. That tends to land harder than a slide deck full of frameworks.
Topics include building and scaling from nothing, leadership through growth, regional and rural leadership, and decision-making when the stakes are real.
- A keynote shaped around your event and your audience
- A briefing call beforehand so the content actually fits
- Available for conferences, leadership offsites and industry events
MC & Facilitation
Running a room well is mostly about reading it. Knowing when to push a conversation, when to let it breathe, and when to just get out of the way and let the day happen.
I bring the same instincts I use in boardrooms to running stages and workshops. Structured, sharp, no dead air, and a room that trusts the day is in good hands.
- Full event MC-ing or panel facilitation
- Facilitated strategy sessions for teams and leadership groups
- A proper brief beforehand so there are no surprises on the day
I don't start with your business. I start with you, because a business only grows as far as the person running it is willing to.
That means I rarely hand you the answer. I ask the question sitting underneath the one you asked, push at the story you're telling yourself, and hold enough space for you to be honest, sometimes before you've admitted the truth to yourself. Bring the messy half-formed thought. Bring the decision you've been circling for weeks. We'll pull it apart until whatever actually matters is obvious.
I built a business from nothing, back when it was just me pretending to be a whole team so nobody would guess I was doing every job myself. I sold that business. I sit on boards where the numbers are real and the stakes are too. So when we get into yours, it's practical, it's direct, and it comes from having actually done it.
The point was never to make you need me more. It's to help you trust yourself more. You should leave every session sharper, not just relieved.
In their words.
"I've worked with a lot of mentors, and most of them always have an ulterior motive. You can feel it, you can sense it, there's always a 'what's in it for them.' With Edwina, it's the complete opposite. She's approachable, passionate, relatable, and has a brilliant commercial and business mind."
"She has an incredibly strategic mind, and knows how to ask the right questions to help you get the best out of yourself. She really helped me understand some fundamental things that were standing in the way of my own personal and business growth, and for that I am so incredibly grateful."
Apply for coaching.
A few details so I can see where you're at before we jump on a call. Once you hit send, I'll be in touch promptly.
Thanks, that's landed with me. I'll be in touch promptly.
Tell me what you're building and what's actually getting in the way.
If it's a fit, we'll get moving.