Photo credit Bird on the Wall Photography
Jodie is the owner of the Goomalling store and cafe – Lot 39. A place where you will always find a friendly smile behind the coffee machine and something delicious to settle a sweet tooth. I’ve also been told that if you’re struggling to find the right gift for anyone in your family, well, you will probably find it in Lot 39 too!
Jodie moved to Goomalling 30 years ago when she fell in love with a farmer. Jodie’s career has been diverse, from an Education Assistant to banking where she worked as a customer service manager and learnt more about the business of farming and then how to run a business.
Taking time off from her business career to become a Mum of four girls, Jodie spent a lot of time giving back to the community like being a member of her local P&C, or coaching at the hockey club, as well as many other community events. Once Jodie’s girls were all at school she realised it was time to consider something for herself and it had to be something separate to farming…
At the time, Jodie already had a side hustle from the farm of making earrings with her youngest daughter. They would travel the region selling their unique pieces at the markets. Around this time, an empty building on the main street of Goomalling became available. The building’s rent was generous. In fact it was a no-brainer with the sale of just two pairs of earrings and the rent for the week would be covered.
Spending more time in town, Jodie noticed how there was nowhere in town for her friends and community to simply just hangout unlike in bigger towns or the city where social choices, diversity and options were in abundance. In Goomalling there was very little. This is where Jodie expanded her idea of just earrings to Lot 39. A retail shop where people can explore, spoil themselves and others with homewares, clothing and jewelry and a cafe to mingle and unwind.
Starting with two staff, it quickly grew to 3 and has since grown again. Jodie created something new for her town and region; a place where people can meet, connect, be inspired and indirectly reduce their social isolation – a common issue for many regional people in Western Australia.
Jodie started her business during the COVID-19 era. Whilst this was unsettling, Jodie persevered knowing that what she had on her side, was the fact that no could leave the regions and everyone supported local – all of which allowed her business to survive. With staffing during the pandemic being problematic, Jodie was strategic in her business offering. Another reason why Lot 39 has remained such a success. Such as a menu that all of the staff members can cook, like an array of toasties and cakes and sourcing reliable produce within the region. Jodie also took advantage of her father-in-law’s weekly Tuesday drive to Toodyay to pick up bread.
Jodie did have another motivation to stick with the business during this difficult time, and that was for her daughters! Jodie knew when her daughters would return from Boarding School on break they could participate in the business and this would be something they could all share and enjoy together. “I know my daughters are capable of running the business without me being present”.
Since starting her business, Jodie has learnt quickly how important it is to outsource, As well as to have a great team around her. Hiring her Operations Manager, Christine, has been life-changing for Jodie. It has also given Jodie a chance to know that the business can run successfully even when she can not be there. “Christine brings that young energy, she makes the business even better and this keeps me motivated”.
Reflecting on Jodie’s business success she attributes a lot of it to having strong networks within her region driving organic referral. “My Dad always told me the best way to grow a business is to know a lot of people”. This is something Jodie puts into practice every day – creating community within her business. “I really try to make an effort to remember people’s names and the importance of getting to know your customer “.
For Jodie, as a regional woman, the cafe is the outlet she needs. “It keeps me on the ball constantly and allows me to pursue my creative side”.
Jodie was recently awarded the Northam Women In Business Woman of the Year in the Avon Valley Region and was a finalist in the Small Business 5-11 Employees. Jodie said “It was an absolute honour to be recognised for my contribution to our town of Goomalling as well as the Avon Valley”.