Small business planning tool

Helping small business owners work on their business, not in it

In partnership with the Department of Jobs, Precincts and Regions

Yesterday

In 2018—almost prophetically— the Department begun researching ways to improve the success and sustainability of small businesses in Victoria. Then came 2020. It became more important than ever to support small businesses in their recovery and build their resilience for future challenges. In 2022, we came onboard to bring their vision into reality.

With years of research and development behind them, Small Business Victoria had a vision for how to build capability among small businesses. But they lacked the product strategy to realise that vision within their wider business objectives. We needed an MVP that helped owners work on their business, not in it.

Today

Discovery and strategic foundation

Building on Small Business Victoria's established insights and concepts from years of research, we identified the gap between their vision for capability building and the product strategy needed to realise it. The research revealed small businesses work in their business rather than on it—prioritising immediate value over long-term planning.

Product strategy development

We produced a product strategy and roadmap to transition from vision to intuitive digital experience. Using the Fogg Behaviour Model, we shifted focus to habit formation through quick wins, core tasks, and upskill activities that build capability progressively whilst delivering immediate business value.

Collaborative design and content model development

We used the strategy to refine concepts and designs, developing a content model that organises business guidance around user behaviour patterns. Working side-by-side with SBV through four-week sprints, we created user flows that develop habits to build capability and enact behaviour change.

Technical implementation and MVP delivery

We stood up a user-focused MVP with modern technical architecture—headless CMS, Nuxt.js frontend, and comprehensive analytics. The Business Planning Tool ultimately supports Victorian businesses to put systems in place for planning, innovation, and adapting to change through sustainable habit formation.

The result is a demonstrated significant impact in democratising access to resources over the 27-month operation period. The platform has successfully:

Reached nearly 7,000 businesses across diverse industries and locations
Achieved gender parity in user engagement
Supported culturally and linguistically diverse entrepreneurs
Focused on micro and small businesses most in need of support
Provided critical assistance to businesses in their vulnerable starting phase

We’re proud of the impact this tool is having on small businesses. With 12.4% of users from non-English speaking backgrounds and representation across 12 languages, the platform demonstrates strong accessibility for culturally and linguistically diverse communities. In addition to this, the near-equal gender split (49.6% female, 45.5% male) represents a significant achievement in supporting women's entrepreneurship, particularly given traditional underrepresentation in business ownership.
Jason D’Souza, Technology Principal at Today