Kate Ross knows what it’s like to live in the fog that surrounds the transition from an independent, child-free life to parenthood. As a mother of three, she has ridden the rollercoaster of sleep deprivation, unsettled babies, and challenges with breastfeeding, while coping with a swinging maternal mood. She knows that for many new and not-so-new mums, it can be a struggle to survive from feed to feed.
Kate grew up on a farm in Narrabri and studied at UNE after her schooling in Sydney; it gave her a wide circle of friends and a strong network across her local district. Since completing her Bachelor of Nursing at UNE in 2004, Kate has worked as a nurse manager in Narrabri, had a stint overseas, managed the Hunter New England network of women’s health and maternity services, and completed a Master of Midwifery.
But despite her vast knowledge and practical experience in maternity services, she was surprised to find that parenting still wasn’t easy.
I realised that if I felt like that, as a health professional and as a midwife, there must be so many other vulnerable people around.
“I felt I should be able to know what to do,” Kate says. “I realised that if I felt like that, as a health professional and as a midwife, there must be so many other vulnerable people around.”
The combination of her love of women’s health and maternity, her desire to empower others, and her experiences of working in the public health system inspired Kate to start her business Sleep Effect to support new parents.
“It’s such a pivotal moment in people's lives. That transition to parenthood is huge, and women and families are really vulnerable at that time in their lives. It also can be really exciting. It’s not always straightforward; pregnancy and birth have not only an impact here and now, but for many generations to come.”
Kate knew the importance of her work, had a passion for helping people by talking and debriefing with them during difficult times, and could see a gap in the maternal mental health market; but recognised that she needed some help to define and refine her business model.
I did lots of different courses through the SRI, which has helped me grow from only being a clinician, by giving me an understanding of business - because I didn't know how to run a business.
“University gives you a wonderful foundation of learning, but I don't think you can walk out of there thinking you know everything,” she says. Now living in Tamworth, she reached out to UNE’s Smart Region Incubator (SRI) there. “I did lots of different courses through the SRI, which has helped me grow from only being a clinician, by giving me an understanding of business - because I didn't know how to run a business,” she says.
Providing equity of service
The SRI helped her to identify areas of growth. “I added in the lactation consultation, and child and family health nursing, which was also a way for people in private health funds to become eligible for rebates, because the sleep space didn't offer that.”
Sleep Effect also offers virtual appointments and Kate says this equity of service is “another really big thing that I believe in”.
“People in Sydney have so many services at their doorstep … but we can do a virtual consult to out past Walgett, where it's very isolated, and they're so grateful and appreciative.”
Having just recently struck out on her own after about three years with the SRI, Kate says the advice and wisdom she gleaned from collaborating with like-minded people in the SRI network was very beneficial. “Don't be afraid to talk to others,” she says. “We used to think in small business that we're all competitors, but actually, we have so much to learn from one another.”
Kate says she feels “really fortunate”.
It's also role-modelling to my kids as well that ‘you can’ - you know, you can have it all in some way.
“I still have a young family that are my absolute primary focus – and I want that to be the case, and I work my business around that. I love that I'm able to have a balance that works for me.
“I have a business that allows me to use my brain, and provides me with diversity, ongoing learning, and working within the community.
“It's also role-modelling to my kids as well that ‘you can’ - you know, you can have it all in some way.”
