As part of our ‘Start Me Up’ Business Mentor spotlight series, we sat down with Emily Bitkow, star of episode two’s Tea Time segment, in which host Liv Phyland asks Asuria’s Business experts for their top pieces of advice on starting and running a business – all in the time it takes to make a cup of tea.
Here’s what Emily had to say:
On being a mentor
What does being an Asuria Business Mentor mean to you?
Being an Asuria Business Mentor in the Self-Employment Assistance means more than just giving advice. It’s about supporting people who are taking a big step into the unknown. It’s about believing in their potential, often before they fully believe in it themselves. I see it as a chance to walk alongside someone while they work hard to build something for themselves. It’s not always easy or straightforward but being there through the ups and downs is what makes it truly meaningful for me.
What do you love most about working with Self-Employment Assistance participants?
Honestly, it’s the spark moment, when they realise they really can make their business idea work. I love the variety of people I meet, the different ideas and passions they bring, and the chance to help shape those into something real. Everyone has a unique story, and I get to be part of that process, helping them find their direction and feel more confident in what they’re doing.
What’s the single most important piece of advice you would offer to someone considering starting their own business?
Be really clear on why you want to do it. Your ‘why’ will be what keeps you going when things get tough, and there will definitely be tough days. Passion is important, but so is being prepared and staying grounded in reality. Make sure you’re solving a real problem, keep learning, and don’t be afraid to ask for help. Starting a business is a journey, not a straight line, and having a strong sense of purpose will help carry you through.
Emily Bitkow during Start Me Up episode 2
On Self-Employment Assistance, delivered by Asuria
Why do you think it’s so important that more people know about Self-Employment Assistance?
It's important that more people know about Self-Employment Assistance because it creates real opportunities for those who might not otherwise have access to the tools, knowledge, or support they need to start or grow a business. The program empowers people from all walks of life to explore their potential and contribute meaningfully to their communities. When more people know about Self-Employment Assistance, more people can benefit from it and that ripple effect can lead to stronger, more inclusive local economies.
What’s the best thing about being part of the Self-Employment Assistance program?
Being in business, especially when you’re just starting out, can feel really isolating. You’re making big decisions, often on your own, and it can be hard to know where to turn for support or guidance. That’s why being part of Self-Employment Assistance has meant so much. The best thing about it has been the sense of support and belonging. You’re not just given information, you’re encouraged, guided, and truly seen. It’s a space where ideas are nurtured, and even if you come in feeling uncertain, you leave with confidence, clarity, and a community that genuinely wants to see you succeed. That kind of environment is rare, and it makes a lasting impact.
What kind of businesses do you think stand to benefit most from engaging with Self-Employment Assistance?
Honestly, any business with heart and purpose stands to benefit, especially small, community-driven ventures or early-stage ideas. Whether you’re a solo entrepreneur, a local service provider, or a creative business just getting off the ground, Self-Employment Assistance offers the kind of support that helps people take meaningful steps forward. If someone has passion and a vision but needs structure, insight, or encouragement, Self-Employment Assistance can be a game-changer.
On Start Me Up
How do feel about being part of Start Me Up?
I really loved being part of Start Me Up. It reminded me just how powerful it is to share stories, especially the real, behind-the-scenes journeys of people building something from the ground up. It’s not just about business; it’s about people finding the courage to follow through on an idea, to back themselves, and to create something meaningful. It was incredibly inspiring and energising to be surrounded by people doing that.
What do you hope people who watch the show will take away from it?
I hope people watching Start Me Up see that if you have an idea, a bit of passion, and a clear sense of why you’re doing it, not just chasing money, but really driven by something deeper, then anything is possible. I want people to feel seen, to realise they’re not alone, and to understand that business isn’t just for a certain “type” of person. With perseverance, support, and a willingness to learn, you can bring your ideas to life.
What did you learn from being part of the show that you can pass onto the business owners that you mentor?
One big thing I’ll take with me is the reminder that every business journey is different and that’s okay. There’s no one-size-fits-all path. Seeing the diversity of stories, challenges, and strengths on the show really reinforced that success looks different for everyone. What matters most is staying connected to your purpose and being open to growth, even when things feel uncertain. That’s something I’ll definitely carry into my mentoring.
What's one thing you would say to people watching the show at home?
If you’re sitting at home with an idea in your head or a dream you’ve been putting off, take this as your sign. You don’t have to have it all figured out, and you don’t need to do it alone. Start small, stay connected to your why, and surround yourself with people who believe in what’s possible. You’re more capable than you think.
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For more actionable business insights from Emily and Asuria’s Business Mentors, tune into ‘Start Me Up'. Stream now on 10.
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