What happens when everyday Australians dare to back themselves and turn their business dreams into reality? A brand new TV series airing on 10 and 10 Play is about to find out.
Launching Saturday, 28 June at 2:00pm, Start Me Up is a fresh and inspiring two-part series powered by Asuria, a leading provider of the Australian Government's Self-Employment Assistance (SEA) program. Hosted by presenter, influencer, and small business owner, Liv Phyland, the series uncovers some of the country’s most powerful small business success stories — from ordinary people who made the extraordinary leap into self-employment.
Created by Projucer exclusively for Network 10, Start Me Up dives deep into the real lives of entrepreneurs who’ve overcome setbacks, reinvented themselves, and built thriving businesses fuelled by passion and purpose.
Big ideas, brave moves
Each episode follows Liv as she connects with a line-up of inspiring founders, including:
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Marc Ryan, founder of Fairy Floss & Chaos, using comedy to spark mental health conversations.
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Tarius McArthur, the face behind Cherry Pie – American Dessert Pies, bringing a sweet slice of nostalgia to Aussie shelves.
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Shasta Stevic, an ex-lawyer turned antique restorer and founder of Montue Restorations, sharing the beauty in every scratch and story.
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Lydia Thompson, founder of Mowing Motivation, an all-female outdoor maintenance team empowering women to thrive in trades.
Shasta Stevic reflects on her transition from the legal profession to small business ownership, saying:
“The bravery to leave my law profession behind and discover a hidden passion for antique restoration might still have come to nothing, if it hadn’t been for the expert guidance I found in my SEA mentor…”
It’s stories like these that reveal just how transformative the SEA program can be — not only supporting new ventures, but changing lives along the way.
Real mentors. Real support.
Beyond the inspiring founder stories, Start Me Up introduces viewers to the real mentors behind SEA — Asuria business experts who offer invaluable, practical guidance at no cost to participants. These include:
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Ray Jopling, a former accountant with decades of experience in small business support.
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Nik Lazarevski, who brings deep knowledge from the banking and finance world.
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Emily Bitkow, an e-commerce and fashion entrepreneur with global reach.
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Salome Borg, a start-up founder herself, turned business mentor, with real-world insight into what it takes to build something from scratch.
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And it’s not just about studio conversations. In the Street Talk segment, Liv takes to the streets to meet Aussies who are on the brink of something big — people with untapped business ideas, looking for the courage and advice to get started.
More than just a show
Start Me Up isn’t just about showcasing success — it’s about showing what’s possible.
“Start Me Up is an amazing opportunity to bring my passions for television and business together,” says host Liv Phyland. “I truly hope it will inspire the next generation of new business owners in Australia to turn ideas into careers.”
Nicole Grainger-Marsh, CEO of Asuria Australia, shares:
“The truth is that fear is a completely normal part of starting something new — especially when that ‘something’ is your own business. Instead of seeing fear as a barrier, we want to normalise it, and empower people to move through it with the right support by their side.”
Asuria’s goal with Start Me Up is to highlight that no one has to go it alone. With expert support, self-employment is more accessible than many realise — and this series brings that message to life in the most human and hopeful way.
“When we were approached by Asuria with the goal to spread the word about SEA, we saw an exciting opportunity to breathe fresh life and energy into the business show genre,” adds Director and Executive Producer, Josh Capelin. “And with Channel 10 and Liv Phyland as the perfect partners, we’ve done exactly that.”
Start Me Up premieres Saturday, 28 June at 2:00pm on 10, with episode two airing Saturday, 5 July. The full series will be available to stream on 10 Play.
Whether you're dreaming of launching your own business or simply love a good story about resilience and reinvention — this is one series you won’t want to miss.
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