Welcoming Lana Weal to the Atto Team

We’re thrilled to welcome Lana to the Atto team as our Program Coordinator. Find out more about her below 🚀

Welcome, Lana, tell us about yourself!

Ever since I was younger and learnt about climate change, I’ve been fascinated by companies that are dedicated to doing good in the world. While at university in New Zealand, I studied general management and was attracted to the subjects that allowed me to explore sustainability and communications principles. 

After doing a year of study abroad in Europe, I knew I wanted to live in a big city to make the most of opportunities so after I graduated, I moved to Melbourne. 

I wasn’t expecting to be working in the advertising industry, but I quickly came to realise I love supporting business owners to share their unique story and value. I started my career at one of the biggest marketing services companies in Australia where I learned the power and benefits of small businesses. I then moved to an agency to see how big brands like to represent themselves, then I found the magical world of startups. 

Throughout all of my roles, I’ve been offering my knowledge and skills as a freelance marketing consultant through Market Mindfully. And more recently, I decided to take the plunge to work for myself full-time so I could find more flexibility in my life and work with brands I’m passionate about. 

You’ve said that you love to work with startups and founders, what is it about the startup world that you enjoy?

As an optimist, I love being surrounded by people who are dedicated to solving big problems and who are open to the many lessons that come along the way. I love working with women business owners as I find they tend to be purpose-driven, community minded and dedicated to solving life-changing problems. 

I also love that the best founders are both discerning with their vision while being open to new ways of working. There are many things in the world that need improving, many people who need help, and many systems that need rebuilding. I believe that businesses doing good in the world play a key role in helping to create some of these much needed changes. 

What have you learned from your experience as a business owner?

I’ve definitely learned a lot about myself. When I was working in a traditional corporate environment, I was always learning more about people and the best ways to interact with them to get mutually desired results. But working for yourself is quite different. I’ve learned how to manage myself and my resources to get the best out of my time - while also allowing myself to be flexible with life outside of work too. And I’m always improving on how to communicate with others. Marketing and SEO can easily become overly-complicated topics if you try to take advice from all the voices in the space. I try to keep it simple, while sharing the knowledge I know will make a difference. 

What excited you about coming on board with Atto? 

I’ve admired the Atto brand from afar for a long time and have always wanted to be involved with the program. When a group of women get together and support each other to reach their goals, really magical things can happen. 

I’ve been really impressed by the Atto education and the efficiency of the founders. I love that Atto offers the Academy, Accelerator and potential funding - the full suite of support for emerging founders. I’m looking forward to deepening my knowledge about how tech businesses can run smarter. 

Plus, I get excited by supporting women to build impactful companies. 

What would be the one marketing tip you'd give to Atto's founders?

Share your story and be explicit about what you do. 

People care about people. We want to know the backstory of brands, why they started and their big vision. I encourage founders to share those stories as it organically attracts your community to you. 

When your customers come to your website or to your social media, you want these potential customers to understand what you do almost immediately, and you want them to be able to pay you for your products or services straight away, too. Too often I see women undercharging or avoiding asking for a sale or avoiding letting potential customers know what the process is for working together. I’m guilty of this too! I’ve had to shift my mindset and tell myself that I’m not helping anyone or keeping them accountable if I don’t let them work with me. 

A misconception about marketing is that it’s like selling. But I think of marketing as more like you’re trying to attract the people who really need and want what you offer. So we need to share what those offers are.

Where can people find you? 

I love following people who do good business on my LinkedIn. I love getting lifestyle inspiration on Instagram - @wealybin. And I like keeping up to date on the latest news on Twitter - @wealybin