When Joyce Watts began writing a blog about things to do in Melbourne with kids, it started simply as a hobby. “I had two young children, and with my passion for blogging and creating content, I thought that I could help other parents and carers, just like me, with ideas for the best things to do in Melbourne,” Joyce said.

Fourteen years later, that passion has evolved into a thriving small business. Tot: Hot or Not is one of Melbourne and Victoria’s biggest family travel platforms, and every year it helps half a million families to create happy memories through exploring the region and beyond!

The Challenge

As the business grew, so did the challenges. Like many small businesses, Joyce needed guidance on how to grow her business to a sustainable enterprise.

“I didn’t know anyone else who ran a similar business. Also, my team is 100% remote, which makes it hard to compare notes or get feedback. I really wanted input from someone who could see across different industries and share ideas or opportunities that I might miss.”

Joyce’s key reasons for seeking mentoring were:

• lack of peers and connections in her niche industry;
• navigating the challenges of a remote team; and
• wanting external perspectives from someone who has worked with a variety of businesses.

The Mentoring Experience

Through the mentoring program, Joyce found the external perspective and validation she was looking for. Her SBMS mentor Katya Ellis worked closely with her to review the challenges she was experiencing, including the impact of Google algorithm changes on visibility. Together, they explored revenue channels, new products and services, and how to leverage her existing email database more effectively.

They also brainstormed offline engagement activities such as word‑of‑mouth promotion, recruiting ambassadors, and distributing collateral through hotels. Ahead of a major expo, her mentor guided her on how to better engage attendees and capture valuable contacts.

Joyce describes the value of this process as threefold:

1. Seeding new ideas and opportunities
   “The value of mentoring has been seeding ideas that I may not act on immediately but that have grown over time into new products or services. For instance, we’ve printed flyers for distribution at the Melbourne Visitor Information Centre at Melbourne Town Hall to increase brand awareness and our email database and started producing more in‑person events in collaboration with organisations such as the Melbourne Museum, to enhance our brand and build more connections within our community.”
2. Reinforcing strategic decisions
   “Having an expert share their marketing experience has helped me feel more confident that various ideas are a worthwhile experiment.”
3. Building the right team
   “Mentoring has made me consider the right people we need in the organisation at a particular stage.”

The Outcomes and Looking Ahead

Her SBMS mentor Katya Ellis said, “Joyce has engaged additional resources to help with SEO and marketing and has begun improving systems around her events calendar. It’s been rewarding to see her take forward new ideas, build her team, and confidently pursue opportunities that once felt uncertain.”

As Joyce puts it: “Mentoring has given me the confidence to plan ahead and offer more people work, which has been really rewarding. With validation and a stronger foundation, I am excited to continue to grow my business and build a team that supports my vision.”

Spotlight on Tourism SMEs

This case study is part of SBMS’s focus on small businesses in the tourism sector. We’re proud to feature Tot: Hot or Not and celebrate its continued growth. You can find out more at Things to do in Melbourne Victoria with Kids | Tot Hot or Not.

Learn more about SBMS mentor Katya Ellis.