Interview - Nikki Gaastra
Nikki is an ambitious and motivated freelance entrepreneur who offers custom branding, website development and digital marketing for small businesses who are ready to make big growth. She’s stepped from the corporate world, to growing and selling a product-based, to freelancing, and now she has added training to her skillset.
Tell us how you ended up here as a freelancer? Where did it all begin?
This one was a bit of a journey, with a few bumps in the road for me! I’ll try to keep it snappy! I started my career as a teacher after completing a degree. After teaching in New Zealand for a year, I decided to move to Canada to chase snow, where I met my now-husband. We stayed in a little town called Fernie for three years and I laid the foundations for my first business - natural, vegan, skincare products.
We moved back to Sydney together, and I went all-in on the business. But after a while realised it wasn’t for me. I loved the marketing side, but the day to day management and production was just not my jam. So, I sold the business and took that springboard and everything I’d learned and got a job in the corporate world as a Marketing Coordinator for a financial services company.
I thrived in the role, got promoted, and became more and more specialised in the area of digital marketing. I’m extremely grateful for the experience in a corporate space. I feel it really allowed me to develop a voice, gain exposure to all areas of marketing, build confidence, learn to work with stakeholders, take criticism constructively and develop a polish you don’t get elsewhere.
After over two and a half years with this company, I learnt I was pregnant. I was in discussions to have my contract extended again and decided to do ‘the right thing’ and let them know about the unexpected tiny human brewing in my belly. Shortly after this, I was told that my contract wouldn’t be renewed. I was absolutely devastated. I remember ugly sobbing through a wad of tissues with the phone on mute to HR. It was one of the hardest times of my life, personally, professionally and financially.
I got another job to tide me over. It was a big step back in terms of pay, responsibility, and job satisfaction. It was one of the hardest times of my life. I was also battling with HG in the pregnancy which meant vomiting up to 50 times a day, which was less than ideal!
Throughout the second half of my pregnancy, I decided to refocus my energy, and put it into something positive. I spent a lot of time working on my mindset, setting goals, manifesting and trying to build something that would suit me better than a corporate role.
I wanted to build something where I wasn’t reliant on anyone else, something where I could utilise my skills and hustle as the basis for success. Something where I loved my work, I loved my clients, and I was able to make a difference in the success of other businesses. I wanted to make more money than I made in my corporate role, and have flexibility in my hours to work around my new baby. By the way, I’ve succeeded in everything I wanted!
“I wanted to build something where I wasn’t reliant on anyone else, something where I could utilise my skills and hustle as the basis for success. ”
What was your last ‘real’ job?
Digital Marketing Manager at the previously mentioned company!
What inspired you to start freelancing? Was there a ‘moment’ that made you realise it was time?
Definitely no moment, just a brewing feeling that got stronger and more magnetic over time. Looking back now, everything happened for a reason, and being told my contract wouldn’t be renewed was the best thing that ever happened to me.
How did you prepare to start working for yourself?
I took everything I’d learned in my previous business, and my time in the corporate world and applied the shit out of it. I’m a doer, and I hustle hard. I have intense waves of passion and focus and I just try to ride them whenever I can! I worked a lot on my mindset, setting goals and manifesting my dream role.
What was your biggest fear before you started freelancing? Any tips to overcome these fears?
One of the main reasons I didn’t love my first business, was actually the financial side. Anything to do with bookkeeping, tax, BAS, all of it. It used to give me a lot of anxiety and I turned a big blind eye to it. I recognised that with this business and made it a goal from the start to tackle that fear and break down any limiting beliefs I had around money.
I did Gala Darlings course Radical Rituals Abundance, read Profit First and Unf*ck your Finances. I hired an accountant. I decided to still outsource the management of that side but realised I needed to have an understanding of it to overcome the fear that had held me back previously, and to allow me to be wildly successful in this new venture.
In three emojis, describe your life as a freelancer…
⚡️💵💯
Walk us through a typical work day?
AM:
Pray my baby doesn’t wake up when the cat comes in and meows the house down! We still cosleep as I find this is how we all get the most z’s! We snuggle and breastfeed, I check Instagram (so bad I know haha). Coffee, get bubs ready for daycare, play a little. Zeph is in there four days a week which keeps all of us sane! I aim to be back at my desk by 8.30 to dig in!
I always start my workday writing out my goals, priorities and the jobs I need to follow up on. I’ve also started tracking the ‘pop-ups’. Those small things that require immediate action. I feel like it helps me realise how much I’ve achieved, even on those days I feel like I’ve not accomplished a thing! I try to work on the ‘big’ things in the morning, and tick at least one or two jobs off per day. Although this is hard sometimes, as I really need blocks of concentration for my work. It can take me 10 hours straight to build a client homepage! So, I try to fit in emails and marketing efforts like Instagram around my larger project work.
PM:
I find my creativity and concentration fades a little in the afternoon! I generally reserve this time to tick a few admin based things off, and schedule in time to do the things that I find really exciting so I can keep my motivation up. I’m also loving the Cool Wow Virtual Coworking sessions for this on a Thursday afternoon, they really pick my spirits up! I’m also the worst at forgetting to eat lunch as I get so stuck in, so I generally tick this one off around 3.30!
Evening:
As I’m feeding my baby to sleep, I use my phone to tick off anything I can! I answer any smaller emails, network in Facebook groups, work through the e-courses I’m completing with headphones on, answer Instagram DM’s. write blog posts! I’m a big fan of utilising pockets of time to get the most done. As freelancers, I love that we have the opportunity to work from our phones in this way!
“I’m a big fan of utilising pockets of time to get the most done. ”
How as COVID-19 impacted your everyday life?
In a big way, my business has absolutely boomed! I think it’s made businesses realise how important their online presence is, and make it a priority to get this updated. There’s also been that time factor, to allow them to tackle projects that have been on the back burner, and a lot of government grants coming through to support digital initiatives and economic growth. I’ve been absolutely blessed that my son has still been able to attend daycare, and even pick up an extra day. Having that space away from him has allowed me to be a better mum too. I was recently diagnosed with postpartum depression, and finding my own path and identity as a businesswoman has helped me through this immensely!
Name three qualities you need to succeed as a freelancer?
Determination
Confidence
Community
I know we’re not supposed to have favourites, but can you share a favourite client project of yours?
Every project I wrap up I’m like damn Gina! I feel like I grow and learn every time. That’s the best part of my work, that I get to deliver designs I’m obsessed with, to clients I’m obsessed with. It’s still in development, but I’m loving a website I’m building right now for a Sydney personal stylist. The colours are just so damn sexy!
Best thing about freelancing?
Can I say two? Uncapped earning potential. The ability to drive your own learning and growth and invest in this as you see fit – for me, this is my #1 goal. Learning makes me happiest.
Suckiest thing about freelancing?
It’s never-ending. You can’t just switch off, or turn off your emails and go on holiday. You’re always on. Evenings and weekends. A business is like a second baby!
What advice would you give to someone just starting out on their freelancer journey?
Back yourself. Trust your gut. Make friends with others in your industry, share knowledge, community over competition always. Your marketing strategy should be to be generous with your time and expertise. Be kind. Do your best work. Show gratitude. Work on yourself and your skills always.
What’s next for you in business?
So many things in the pipeline! The biggest is an e-course I’m working on to teach others how to build custom WordPress websites. This will be perfect for designers, copywriters, VA’s, social media managers, marketing managers, mums looking to start their own business from home or anyone looking to add skills to their skill set, increase their income, build their confidence, and streamline their processes! You can join the waitlist to be notified when the course opens and receive early bird pricing at Women Wealth Wordpress.
Last question, this or that?
Tea or coffee? 💯
Introvert or extrovert? I don’t know the answer to this! I resonate with both in different phases of my life.
Earlybird or night owl? Midmorning pigeon?
Home office or coworking space? Home! Locked away. With a candle. I’m not good with distractions or hearing other people on the phone eeep.
Emails or calls? I’m not very good at this. Haha. Instagram Voice Memo Please!
Paper or digital to-do list? Paper 100. I find a lot of magic in writing things down, ticking them off. And I love a sexy fine tip pen!
Books or Podcasts? Podcasts AND free audiobooks on Borrow Box!