I first met Jeffrey Atizado in the Sydney Apple Store in 2010. Jeff is the CEO and Co-Founder of SMB Consultants. And he has always been captivated by technology. His journey began in the bustling streets of Akihabara, Tokyo’s famed “Electronic Town.”
As a child, Jeff was mesmerized by the latest gadgets and innovations, sparking a lifelong fascination with technology. “I remember buying my first Sony Cassette Walkman with wireless earphones,” Jeff recalls. This early exposure to cutting-edge technology set the stage for his future endeavors.
I recently reached out to Jeff about his journey with SMB Consultants. graciously he gave us his insights into starting out and the journey so far.
Starting out
Why did you start your own business?
I started my own business when I was at a crossroads in my life. At the time I was working for an Apple Premium Reseller in Australia, and the flagship Apple Store was about to open nearby. I had applied for a job there but was also toying with the idea of going out on my own.
One of my clients suggested I start my own consulting business because I was good at it. My wife, who was three months pregnant at the time, asked me if I would regret not starting my own business when I looked back 10 years from now. The answer was a resounding yes, so I took the plunge.
Tell me about the day when you thought, ‘Ok, I’m doing this.’
It was a pivotal moment. I was weighing my options between continuing at Apple or starting my own venture. My wife’s encouragement and my entrepreneurial spirit pushed me over the edge. I decided to take the risk, knowing it was now or never.
How did you fund the business?
We bootstrapped the business. My business partner, Peter, and I funded it ourselves. We ran it on a very tight budget and didn’t pay ourselves salaries for years until the business was stable enough.
What room did you first work from/in?
We started in Peter’s home office. I’d drive over every morning, and we’d brainstorm ideas and plan our next steps. Eventually, we moved into a shared office in Surry Hills, which felt like a significant upgrade. It was a modern, minimalist space that we shared with another entrepreneur we knew.
Who or what were your biggest challenges?
The biggest challenge has always been staffing. Deciding when to hire, whom to hire, and how to manage them effectively are ongoing challenges. It’s a balancing act between saving money and investing in the right people to help the business grow.
What were your biggest mistakes?
One of our biggest mistakes was not downsizing quickly enough during economic downturns. We held onto staff for too long, which strained our resources. Another mistake was not building my personal brand earlier. I focused too much on the company brand when I should have also been developing my own.
Did you have any routines or rituals?
Back then, the routine was pretty straightforward: go to the office and get to work. Now, I have a lot more personal rituals focused on health and well-being, like my daily ice baths and morning sunlight.
Who was your first customer?
One of our first memorable customers was Big Music. Richard Berkman approached us for a point-of-sale system for his music store and tuition business. He’s still a client today and has gone through multiple tech transformations with us.
How/why did you come up with your brand name?
Initially, we wanted to name the business Mac Business Solutions, but Apple wouldn’t allow the use of “Mac” in our registered name. So, we went with SMB Consultants, short for Small to Medium Business Consultants. It turned out to be a blessing in disguise because our business evolved beyond just Apple products to encompass cloud services and more.
How did you market your business?
We didn’t do much traditional marketing. Our strategy was built around partnerships. We had strong ties with Apple and Xero and did a lot of events and trade shows with them. Most of our marketing came from these partnerships.
What is your core purpose/belief of your brand?
We believe small businesses deserve a fighting chance in a world increasingly dominated by corporate giants. We’re passionate about leveling the playing field. Our mission is to help these small businesses harness the power of technology—implementing connected inventory systems that make data-driven decisions a breeze, streamline operations, and save precious time with smart integrations. In short, we want to see small businesses not just survive, but truly thrive.
What did you do with your first pay cheque?
Honestly, I don’t remember. It was probably spent on groceries or maybe even golf clubs.
Who were/are your mentors? Who do you look up to? Why?
I have three key mentors: Daniel Priestley, Mike Reid, and Glen Carlson. They’ve provided invaluable guidance and frameworks that have helped me navigate the complexities of running a business. I also admire Richard Branson for his adventurous spirit and innovative thinking.
Who or what inspires you?
I find inspiration in many places, but I’m particularly inspired by people who are constantly pushing the boundaries in their fields, whether it’s in business, technology, or health.
What are you most passionate about?
I’m passionate about health and fitness, and the potential of technology to improve lives and businesses. I love the constant evolution in both fields and the endless opportunities to learn and innovate.
When you first started, what did success look like?
Success was all about closing deals and getting more clients. It was a land grab, pure and simple.
What does it look like now? Has it changed?
Now, success is about making a meaningful difference in our clients’ businesses. It’s about being a trusted advisor and helping them transform and grow. Seeing our clients succeed is the ultimate measure of our success.
Tell me about the time you hired your first employee/s
Our first hire was Nick, who came from Apple’s tech support team. We had a strong alignment with Apple employees who wanted a different work experience. Nick brought valuable skills and fit perfectly into our growing team.
What was the biggest challenge?
The biggest challenge has always been staffing. Finding the right people and managing them effectively is an ongoing struggle.
Do you regret anything?
I don’t have major regrets, but I do wish we had made some tough decisions faster, like downsizing during tough economic times. Also, I would have focused more on building my personal brand earlier on.
What was the biggest marketing budget you ever had?
We’ve never had a massive marketing budget. Our marketing has always been event-driven and partnership-based. So we allocate funds based on opportunities rather than having a set budget.
Who are/were your main competitors?
Competition is a positive force that keeps us on our toes and pushes us to constantly improve. The field has definitely grown over the years. Initially, there were just a few of us, but now we see more and more players entering the space, including bookkeepers and accountants. This growth is exciting because it challenges us to innovate and deliver even better services to our clients.
Do you consider your brand to be a Leader or Follower? Why?
Definitely a leader. We were the original cloud integrators and have always led from the front. Our business processes and approach set us apart from the competition.
What would you do differently today if starting over?
I would focus more on building a personal brand and developing intellectual property that could be sold as a subscription service, adding a SaaS element to our business model.
If you could change anything in the world what would it be?
I’d love a 30-hour day! More time to get everything done and enjoy life.
What is it about SMB Consultants that you like the most?
I love that it’s a lifestyle business that allows me to balance work, family, and personal interests. It’s dynamic, constantly evolving, and gives me the flexibility to enjoy life.
What would you change about your business?
I would have built a personal brand earlier and focused on developing more IP for a subscription model.
What is your favorite brand/celebrity/actor?
I don’t really follow celebrities or actors. I’m more into business and tech leaders.
What’s your favourite gadget or pastime?
I have a lot of gadgets. My desk is a testament to that. I’ll have to take a photo to show you!
Why do you think you have lasted this long in business?
I’m resourceful and love a challenge. Running a business is tough, but I thrive on adapting and finding solutions. I’m always looking for ways to improve and evolve.
Did we go to the moon?
I used to believe we did, but now I’m not so sure. There are a lot of holes in that theory, but I don’t spend much time thinking about it.
Are you a conspiracist?
No, not really. I find conspiracy theories entertaining but don’t get too deep into them.
What’s next for SMB Consultants?
We’re focused on taking our marketing to the next level and establishing ourselves as thought leaders. I’m learning a lot about marketing, and it’s exciting to see how we can elevate our brand and presence.
