Amy Fox, founder of the Goldi Group, emphasizes the importance of setting clear business boundaries for small and medium-sized enterprise (SME) owners in order to ensure both professional success and personal well-being. According to Fox, many SME owners experience burnout and stress due to a lack of boundaries, unrealistic pricing expectations, and societal pressures.
Drawing from her own experience, Fox explained that establishing a business that aligns with personal values and goals is crucial for long-term success. “If I were to give advice to anyone starting a small business, I would say that creating a business that works for you and makes you happy, as well as making money, is the true goal,” she said. Fox added that when she founded Goldi Group, she intentionally structured it to create a positive future, avoiding common pitfalls often associated with entrepreneurship.
Fox’s journey was inspired by her own experiences seeking advice from fellow SME owners. She posted a question in an accountants’ Facebook group and was met with overwhelmingly negative responses, with many advising her against starting a business, citing stress, burnout, and unappreciated clients. “It was actually heartbreaking because the overwhelming majority answer was, ‘don’t do it,’” Fox recalled. “It made me set a mission for myself: I didn’t want to end up saying that to someone else in a few years.”
Determined to avoid the fate of being undervalued and overworked, Fox adjusted her expectations and goals. She shifted her focus from serving 100 clients to just five who paid well and worked closely with her. This adjustment, she believes, allowed her to build a business that was both fulfilling and sustainable.
Fox also encourages other business owners to recognize they are not “stuck” in their current path. “Change your pricing, change your packages. Who cares if you lose half your clients? You probably don’t like working with them anyway,” she said. “If you realize one day that your business isn’t fulfilling, change it. You can change it, and I am the biggest cheerleader for that.”
By setting boundaries and being adaptable, Fox believes small business owners can build businesses that not only thrive financially but also support their desired lifestyles and long-term happiness.
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