Launching Lumenesse & Co
A profit-for-purpose tourism consultancy
Problem:
Australia’s South West (ASW) is the peak tourism body for the south-west region of Western Australia.
ASW had a bold vision: to create a specialist consultancy that could deliver high-impact tourism advisory services, while seamlessly supporting ASW’s broader strategic goals.
But the task of building this from the ground up was no small feat. The new consultancy needed a strong business model, clearly defined services, airtight operational processes, and a market-ready brand - all underpinned by a commercial framework that ensured long-term sustainability.
With just three months at two days a week to pull it off, I had my work cut out for me.
Solution:
Working closely with ASW CEO Catrin Allsop and the ASW Board, I built Lumenesse & Co from the ground up, covering:
Business Model & Financials – Developed a robust consulting framework and finalised three-year financial projections.
Operations & Processes – Created core processes, contracts, and proposals to ensure seamless service delivery.
Brand & Communications – Led brand asset development, website content, and a go-to-market launch strategy.
Client Acquisition & Service Delivery – Developed a targeted client acquisition plan and oversaw project delivery.
Resourcing & Recruitment – Managed freelancer engagement and resource allocation to ensure top-tier expertise.
Industry Leadership – Positioned Lumenesse & Co as a thought leader through speaking engagements and workshops.
I took full ownership of strategy and execution, balancing high-level business development with practical, hands-on implementation.
Result:
Lumenesse & Co was operational within 2 months, one month ahead of deadline. Within 9 months of launch, Lumenesse & Co was able to recruit a full-time Business Lead, a full-time Marketing Manager and a part-time Social Media Coordinator.
It launched with immediate industry recognition, backed by ASW, a strong brand presence, physical presence at events and an ongoing communications calendar to continue the conversation.
A fully developed suite of services, processes, templates and governance structures ensured operational efficiency and professional delivery. When I recruited the full-time Business Lead to take over the reigns, I was able to handover with ease due to the robust, revenue-ready model developed. A structured resourcing strategy meant that the consultancy could scale efficiently as demand grew.