See how Jason and Sally Built a Successful Online Business While Working Corporate Jobs AND Raising Three Young Kids!
Feeling like there’s never enough time to start your own side hustle?
Meet Jason and Sally, an inspiring couple juggling demanding corporate jobs, raising three young kids, and still finding time to build multiple online businesses.
Today, you’ll hear how they went from zero experience to winning “Best Website Build of the Year” within 12 months, plus:
- How they built their first website and landed on the first page of Google
- The strategies they used to turn a simple passion project into a profitable podcast
- How they secured big-name corporate sponsors and celebrity connections
- Their clever approach to managing a digital agency and a mini-acquisition
- The mindset shifts that took them from doubting themselves to charging top dollar
If you’ve ever felt like time, skills, or experience were holding you back, click below to hear Jason and Sally’s journey because it just might change your perspective.
Matt: Like most of our listeners, you’re probably looking to start an online business as a side hustle, but maybe time is getting in the way. How about this? What if you could start multiple online side hustles? Well, this amazing couple, Jason and Sally, have done exactly that. Their story is going to inspire you if you feel like you don’t have enough time to start your own side hustle.
These two have just won our “Best Website Build of the Year.” They started a passion project, and within 12 months, they’re already receiving big corporate sponsorship offers.
We’re going to unpack their journey in this interview. We’ll show you how they came up with the idea, how they built it in under 12 months, and here’s the amazing part—they’re parents of three kids under 10! Not only that, but they also both work full-time in demanding corporate roles. Plus, wait for it… They’ve started a digital agency, too! They’ve even completed their first mini acquisition.
Wow! There’s a lot to unpack here. Jason and Sally, thank you so much for joining us today. I’m really looking forward to hearing how you’ve managed to fit all of this into your busy lives.
Jason & Sally started with zero online experience
Jason: Thanks for having us, Matt. When you summarise everything like that, it does sound a bit crazy. But it’s been such a rewarding journey.
Matt: And for anyone reading this, I want to capture this moment in time for Jason and Sally because what they’ve achieved is nothing short of incredible.
They’ve spent the last 12 months training with us in our Champion’s program, which is our high-level coaching program. What I want to showcase today is how they’ve been able to achieve all of this while working full-time jobs.
So, let’s go back to 12 months ago. When you first joined us, what was your level of experience with online business?
Sally: I had no experience. I only use a computer for my corporate role, and I had never built a website before.
Matt: And what about you, Jason?
Jason: Same here. Building websites was definitely not something I did. The extent of my technical expertise was helping Sally’s parents with their iPhone issues!
Matt: That’s awesome.
They both come from a corporate background, working long hours per week
Matt: Now, give us a bit of background. What do you both do for your corporate jobs?
Jason: I’m in a senior operations role. My typical workweek is around 50 to 60 hours. It’s a pretty demanding job managing different teams and operations. Some nights, I’m up until midnight sorting things out.
Matt: Whoa! And Sally, what about you?
Sally: I’m also in corporate, working full-time. But I also manage the household, which sometimes feels harder than the corporate role! The kids keep me on my toes.
Matt: Super mum, right there! How old are your kids?
Sally: They’re 10, 8, and 4.
How Jason & Sally leverage flexible working arrangements to build their online business
Matt: Wow, so full-time corporate jobs, three young kids, and yet you’ve managed to build this successful side hustle. One thing you’ve had going for you is a bit of flexibility in your jobs, right? Where do you work from?
Sally: I work from home four days a week.
Jason: And I work from home four days as well, with one day in the office. There’s talk of transitioning back to more office days, but for now, that’s where we are.
Matt: Congratulations on making the most of the work-from-home flexibility! It sounds like you guys just made the decision to go for it.
They grew their confidence through building their first client website
Matt: When you first started the Champions program, what were the first steps you took?
Sally: We first started with the WebDev program. From there, we decided to build a website for a family business to practise our skills.
Jason: Yes, we wanted to test our knowledge, so we built a site for Sally’s family business. We followed the WebDev program and got feedback from the eBusiness Institute coaches as we went along.
They didn’t have an online presence, so we created the website and got it ranked on the first page of Google after about six or seven months. That was a huge win for us.
Matt: That’s awesome. For anyone reading, if you don’t know, our WebDev program is all about teaching you how to build local websites. But you can use those skills to build any sort of site with it.
So, Sally & Jason learned how to build a basic site. They built it for a friend, got it ranking, and then realised, “Okay, this can work.”
It sounds like that gave you the foundation you needed.
They used the confidence of their first website build to find more web build opportunities
Matt: Was this before or after you joined Champions?
Jason: This was before Champions. Building that family site gave us confidence. We also learned how to use platforms like Upwork to hire freelancers for content writing.
Suddenly, through family and friends, we started getting referrals to build other websites in the counselling space. We had national e-commerce businesses come to us asking for us to build their e-commerce site.
We also had clothing stores come to us asking to build stuff for them. We’d never done this before but were able to use that confidence from those earlier sites to say, “Yes, we’ll do it for you, and we’ll do a great job!”
Matt: So, Jason, at this point you are just having a go at everything, but mainly focused on building sites from scratch.
Everyone was asking you to build websites because clearly, you didn’t have enough going on in your life already! But seriously, it sounds like you were taking on all sorts of projects.
The launch of their big online project – the “Wined Up” Podcast
Matt: Let’s jump into the exciting part—the podcast. You’re now feeling a lot more confident with your digital skills, and you know how to build a website. So, how did “The Wined Up” podcast start?
Jason: I’d been talking to a friend of ours about doing a podcast or something in the wine space for some time. Quite often, we’d get together at social gatherings, and we would have an annual Easter trip together. On those trips, we would share some wines we’ve had and just talk about it.
We often talked about how the wine world can seem so complicated. It can feel a bit snobby, and there’s a gap around how we can make it more approachable. We’re enjoying our wine, and we want to share our wine experiences so everyone else can enjoy it too.
We’re certainly not professionals. We’re not the snobby people about it, but it brings about some fantastic memories. So, if we can get more people to enjoy wine and create these memories, then we think we’ve done something quite well.
We’ve been talking about this project for a few years. But once we did the WebDev course and started building these websites, we built this confidence around our ability to make something happen. We know there’s a process to learn, trial, and just build upon that. And that translated into action for the website side.
So, we spoke to our friends and said, “Let’s do the same thing with this podcast and create The Wined-Up podcast.”
They saw a gap in the market they could fill with their own unique passion for wine…
Jason: This all came about by coming up with a concept on where we can fill a gap but also utilising the confidence and knowledge we had from the skill sets from the eBusiness Institute course and then using that to take further action.
Matt: It’s cool because you’re doing exactly what we teach with content sites, which is solving a problem and answering questions for people. People online are looking for these answers, and you’ve done it with the Wined-Up podcast.
So if you’re reading this, make sure you go and check out the Wined-Up podcast. It is awesome. Seriously, well done.
And just so you’re aware, this site actually won our ‘Best Website Build of the Year’ at our annual Digital Investors Summit. If you visit the site, you’ll see why—it’s beautiful. But it’s not just the build, it’s the story behind it.
…Then they saw what they’re competitors were doing to understand how they could do it better
Matt: Remember, Jason & Sally have got three kids under 10. And they’re both working long hours, admittedly from home. So, how did it go building this site?
Sally, at that point you didn’t know what you were doing, except you knew how to build a good website.
Sally: No, definitely not. We had no idea what we were doing. We didn’t think it was an amazing site.
We’ve seen other sites, but then we just said, “You know what? Let’s just follow the format, follow the course, and build it so that it looks like the same structure as the course.”
It’s been a pretty amazing journey and the outcome has been great.
How a simple start became a big win for Sally & Jason
Matt: So, let’s have a look at some of the outcomes you’ve achieved here. There are some pretty cool success stories you’ve got, right from the start.
Sally: We got many ideas and strategies from the Champions course. The biggest strategy that stood out for us was to build a directory site. So we added this to our Wined-Up podcast website. We’ve already signed up a few big wineries, so it’s been amazing.
Matt: Well done! You’re so humble about it. For any of our overseas listeners, they’ve already signed some serious names in the wine industry, which is super cool.
And the podcast has been well received, hasn’t it? Jason, well done identifying that—you’ve tapped into something here. There’s a real need for this, with even some famous names getting on board, not just the big corporates.
They secured celebrity connections and collaborated with big names in the wine industry.
Jason: We were pretty stoked to discover that Merrick Watts—a radio star, comedian, and TV personality—also has a passion for wine. Not many know he runs an events company that merges people, wine, and comedy. We caught one of his shows, had a chat, and built a relationship with him.
After about 12 months, he said, “Yes, I’m happy to come on the show and support you guys.” It was a huge win for us. We were lucky enough to have Merrick on the podcast for two episodes.
Matt: That’s amazing! If you’re reading this, networking is the key to launching any online business. It’s funny how we think it’s all virtual, but it comes down to good old-fashioned networking.
You guys have nailed it. When you network like you have done, getting a celebrity on board can be a game changer. It also helps with the wineries you’ve been connecting with—they’ve been receptive, right?
They were able to network and expand their connections in the Wine Industry
Jason: Yes. About three months ago, we were lucky to visit Hunter Valley and speak with Chris Tyrell. He’s the fifth-generation winemaker of Tyrell’s Wines, one of the founding families in Australian wine.
That opened up even more opportunities, and we’ve had wineries of all sizes—independent, mid-sized, and large corporates—reach out to share their stories. That’s precisely what we aim to do.
The most exciting part is that everyone we’ve met has been down-to-earth and fantastic to work with.
“This whole perception about being snobs is not the case for those actually working in the wine industry, and that’s what we want people to see.” – Jason Ronidel, The Wined-Up Podcast
Matt: Well, you guys capture that really well. You’re so personable on the podcast.
How they work as a team to build a leading Australian podcast
Matt: And of course, you have a fantastic team behind you. So, who builds the site? Jason, you guys do the interviews, but who pulls everything together?
Jason: It’s a combination of Trent and myself doing the podcast and interviews. Then Sally helps out on the digital side. The directory setup was done by Sally. She also handles the email subscription lists.
Trent’s wife has also been heavily involved. She’s fantastic in terms of managing social media for the podcast and forming these networks and connections. She’s probably the bravest of us all—she’ll just go out there and ask people, like Merrick Watts, to come on the show.
So, we’ve found that our team complements each other’s skill sets really well.
Matt: Hats off to you guys! This is a great lesson for anyone reading this—you don’t have to do it all on your own. You guys have teamed up with friends and family, and through that teamwork, you’ve built a very successful business. It’s a smart way to leverage your time, especially when you’re as busy as you are.
You work together as family and friends. And you get to travel around the country in the limited time that you have (on weekends, etc.) going to wineries, and now you make money from it. You’re now building a significant business which is really cool. The four of you must be so stoked that it’s gone this well?
Jason: Absolutely. For us, it started out as a passion project. We thought, if no one listens, that’s fine. But finding an audience and having people interested in the stories we’re sharing have been so rewarding.
It’s been an ongoing growth to be honest. I always picture that growth graph that starts slow and then shoots up. We’re at the point where it feels like it’s just about to take off, and it really feels exciting.
Matt: You can sense it! That’s why I wanted this moment captured for our community, and for you both, so we can look back and say, “Wow, that was the turning point for Jason and Sally.” There’s so much more to your story too—mindset shifts, digital agency work, and more.
How Sally built a successful digital agency within 12 months
Matt: Sally, can you walk us through some of your success with your digital agency strategy?
Sally: We’ve built our professional digital agency focusing on local business growth over the last 12 months. We’ve worked late nights, but in the previous two to three months, we’ve experienced a massive mindset shift, thanks to the coaching of eBusiness Institute.
The coaches have been amazing. As a result, our biggest client today has come from a mindset shift of what we can ask for and what we can offer.
She learned quickly to charge her worth for website builds
Matt: Tell us the story, Sally. What were you going to charge initially? You had a call with one of our coaches, Greg, who owns an incredible jazz guitar membership site. So, what happened after you spoke with Greg?
Sally: I was about to meet with a client and build a site for $2,000. Greg said, “Sally, that’s ridiculous! You’re undervaluing yourself—charge $5,000 and get back to me.”
I was already nervous about charging $2,000. But Greg insisted, “No, you’ve got to charge $5,000.”
Matt: So, what happened?
Sally: I told the client it would be $5,000, and he didn’t even flinch. He just said yes! I couldn’t believe it.
Matt: Go Greg! And go Sally! That’s the power of a mindset shift. You’ve got these digital skills, and you’re great at building websites.
So, you charged $5,000, and now you know you can. That changes everything. Now, if you repeat that 10 times, you’ll have a whole new set of opportunities.
That’s exactly what Greg experienced in his own online journey, and it’s life-changing.
Jason: Absolutely. I think Sally is underselling the mindset shift—it’s been massive. It’s completely changed how we view what’s possible.
Matt: Exactly. That’s what I wanted to highlight—how mindset and taking action can transform your entire approach.
The power of goal setting
How Sally transformed her mindset to help her achieve her online goals
Matt: Sally, were you guys aware of this mindset change from the start? You said to me once that you set a goal to win our award from the beginning.
Sally: Yes, at the start, I said, “You know what? We’re going to win that award.” We’ve never won anything before, so we said, let’s work hard for it—and then we actually won!
Matt: Wow! Did you set that goal right from the start? That’s incredible.
Sally: Yes, definitely a significant mindset shift. A lot has changed in our lives. One of the things that helped was just putting aside things like folding clothes or doing household chores at night. Instead, I started sitting down and working every single night.
Jason: Normally, we’d be watching Netflix or something. Sally would be glued to a Korean drama late into the night. But now, after putting the kids to bed, it’s “Let’s get to work.”
Matt: Sally, you’ve even said that part of your goal was to present in front of a large group, right?
Jason: Yes, that was one of her goals. She didn’t want to say it, but presenting here on this podcast is a big moment for her. She’s been working on speaking in front of larger forums. She started attending BNI meetings, where she presents for a minute each week. She’s been doing that consistently and has built confidence.
Matt: That’s awesome, Sally. And I love how you’ve gone from setting that goal to achieving it! Not only did you present here on the podcast, but you also presented at our summit in front of over a thousand people. That’s seriously impressive.
Sally: Thank you. I was nervous, but setting that goal helped me push through.
Sally’s mindset shift helped her overcome the challenges of being a mum AND an entrepreneur
Matt: It’s funny how learning digital skills can help you overcome challenges in life. And you don’t expect that because everyone thinks everything’s virtual. But it can help with things like shyness and even shift your mindset about yourself.
Sally, you’ve been a real inspiration for other mums. You no longer see yourself just as a mum or someone with a corporate job—you now see yourself as an entrepreneur.
Sally: It’s been a significant mindset change. As a mum, you feel pressure to have a clean house, folded clothes, and everything in order. But sometimes, you must put that aside and focus on more important things.
Matt: That’s such an important message for mums reading this. Liz and I went through the same thing. Liz found it tough, too—there’s always that pressure for women to have everything perfect. But as an entrepreneur, that doesn’t always happen, and that’s okay.
Once you earn money, you can hire help for cleaning, nannies, and laundry, etc. This allows you to focus more on your business.
Jason: Yes, exactly. We’ve been working on getting that leverage in that area, too.
Why outsourcing has helped Jason & Sally leverage their workflow and scale their business
Matt: Jason, you mentioned you’ve hired some staff on Upwork. How have you managed the workload with such busy schedules? Did you start out doing everything yourselves?
Jason: We did. For the first ten months, we handled most of the website builds ourselves. We used Upwork to hire content writers to assist with articles, but primarily, we were doing the builds ourselves.
At one point, I was a bit stubborn, thinking, “Why pay someone else when we can do it ourselves?” But Sally was persistent, saying, “We don’t need to handle everything ourselves. To scale, we need to get someone else to manage the technical side.”
We debated this for a new client, and eventually, I agreed to give it a try. We hired someone through Upwork to build the website, and they did an excellent job. It was better than anything Sally or I could have done, and it showed me the value of leverage.
Sally: It’s like cooking. You don’t always have to taste it yourself. You let someone else cook, and then you make a few adjustments here and there. It’s much easier and gives you more time to focus on important things.
Jason: Exactly. You’re less self-critical, too, when you outsource certain tasks. That changed my whole perspective on the local agency strategy, and the importance of getting the right people to outsource the work to.
You don’t need to hire straight away, learn the steps first…
Matt: That’s an incredible lesson for anyone reading this. You don’t have to do everything yourself. Jason and Sally are both workaholics, doing everything themselves. They waited nearly a year before hiring their first contractor, and that’s perfectly fine.
I know in our community there is a lot of fear around finding your first hire, and it does take people a long time to take that first step. But hopefully, Jason & Sally have inspired you. It’s perfectly ok to build all your websites yourself at first. Actually, unlike a lot of other courses, we recommend you do it because you’ll learn so much more.
So yes, you might have a few sleepless nights and work your butt off a bit more at the start. But you don’t have to be perfect and start hiring straight away. It took Jason and Sally 10 months before they did their first hire.
So, if you’re in the same boat, please don’t beat yourself up about it.
Now, how many staff do you have at the moment? And what have you found you needed for the sorts of sites that you build?
Jason: We’ve probably got three techs right now. We’re also planning to hire one more because we have a mini-acquisition coming up soon.
Matt: Are these techs full-time, or do you hire them ad hoc through Upwork?
Sally: We hire them ad hoc. Most work is project-based, so we bring them on as needed.
Jason: We wanted some diversity in the skill sets we were hiring, so we’ve got at least two techs at a time. That way, if one gets busy, we have a backup. We also have one content writer that Sally works closely with.
How Jason & Sally manage their team
Matt: Sally, are you the one managing these hires, or do both of you handle it?
Sally: It’s mostly me at the moment. Jason’s got a lot on his plate with his corporate job and the Wined-Up podcast, so I’ve taken charge of the digital agency side.
Matt: Sounds like there’s a lot happening with the Wined-Up! We might need a separate podcast just to dive into that some more.
Jason: We’d love that!
How a small $500 acquisition will help Jason & Sally to expand their Digital Agency even more!
Matt: Before we wrap up, there’s one last thing I want to ask about—your mini-acquisition. This sounds super exciting. Can you tell us more about it?
Sally: We met someone who wanted to sell a few hosting websites. He was done with them and was willing to sell them for very cheap, so we offered him $500, and he accepted.
Matt: $500 for how many websites?
Sally: 12 websites.
Matt: That’s amazing! You can’t go wrong with a deal like that. What’s your plan for these sites?
Sally: Most clients are from Queensland and Perth, so this gives us access to new markets we wouldn’t have reached otherwise. It’s an excellent opportunity to grow our business beyond Sydney.
Matt: That’s so smart. You are building websites for businesses in Sydney, and now you’ve expanded into other states. You’ll be like Pete and Renee—multi-award-winning digital agency owners across Australia.
Jason: They’re a real inspiration to us. Hearing their stories gave us the confidence to take on new opportunities like this.
If we didn’t hear these stories, I probably would have self-sabotaged, saying “It’s all too hard. Let’s just stick to our safe space.”
Matt: You guys are following in their footsteps! Within 12 short months, you’re already starting to get your fingers around Australia. If you keep at this, who knows where it will go. And it is so cool that other graduates like Pete & Renee, and Amish & Avani have inspired you and you are now following in their footsteps. Really well done!
Learn how to create your own side hustle around a busy lifestyle…
Matt: You’ve inspired so many people just by sharing your journey. Congratulations on your success, and thank you so much for coming on the podcast today.
Jason: Thanks for having us, Matt. We really appreciate everything you, Liz, and the community have done for us.
Sally: Yes, thank you so much, Matt!
Matt: You two are the epitome of our favourite saying: GSD—Getting Stuff Done! I look forward to having you back for an update in the next 12 months.
Jason & Sally: Thanks, Matt!
