10 Oct 2026
What Happens When You Swap an Online Business for a Bricks-and-Mortar Shop? With Special Guest Kate Toon.
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Hello and welcome to this week's episode of The Australian Small Business Show.
This week we are welcoming Kate Toon back to the show. After 15 years running a successful digital marketing education business from a hut in her back garden, Kate recently purchased Umina Beach Book Nook, a 20-year-old independent bookshop on the NSW Central Coast. The previous owner was ready to close the doors, Kate's accountant and financial advisor both told her it was a terrible idea, and she bought it anyway. She's refreshingly honest that she knew nothing about retail, leases, stock or the software going in.
The results so far are a mixed bag, and Kate doesn't sugar-coat any of it. Revenue lifted 42% in the first year and the shop was tracking at around 8% net profit, which is solid for retail, before a forced relocation and renovation swallowed those gains. She ran a crowdfunding campaign to fund the move, raised around $10,000, and copped criticism for it. We talk about why sharing the hard stuff openly on social media built a community that rallied around the shop, and why so many people who never like or comment are still quietly watching.
We also dig into why customers are walking past cheaper, faster options to buy locally. Kate's view is that the shop survives on community rather than books: story time, book clubs, cheese and wine nights, and a space that adds something to the town.
She makes a strong case that the only real edge a small business has over big brands is that there's an actual person behind it, so be as quirky and real as you can rather than settling for mass-produced "quirk".
And if you're thinking about buying a retail business, Kate's advice is to go in with your eyes open. Selling might take up 20 to 30% of your time. The rest is marketing, community building, events, partnerships and coming up with the next idea.
Kate Toon is an award-winning business mentor, digital marketing coach and author of several books. British-born, she moved to Australia at 24 and has worked in advertising and digital marketing ever since, building a successful online courses and membership business before buying Umina Beach Book Nook.
Connect with Kate Toon:
Visit Umina Beach Book Nook on West Street, Umina Beach, a short trip from Woy Woy Station.
Have you been asking yourself whether your small business can really compete with bigger, cheaper, faster competitors? This episode is a reminder that people still want to deal with a real person, and that being honest, human and a little bit different is an advantage big brands can't copy.
Key Takeaways:
Get advice before you buy a business, and expect to keep learning on the job even when you've done your homework.
Sharing your challenges openly can build a loyal community, and for every person who comments, many more are watching.
Customers will pay more and wait longer to support a local business that adds something to their community.
Your edge over big brands is that you're a real person, so lean into what makes you different.
In retail, selling is a small part of the job; most of your time goes into marketing, events and community.
As AI-generated content grows, there's a real opportunity in offering the human connection people are craving.
If you're on the Central Coast, pop into Umina Beach Book Nook and follow Kate and the bookshop on socials to show your support.
https://uminabeachbooknook.com.au/ (https://uminabeachbooknook.com.au/)
https://www.facebook.com/UminaBeachBookNook (https://www.facebook.com/UminaBeachBookNook)
https://www.instagram.com/uminabeachbooknook/ (https://www.instagram.com/uminabeachbooknook/)
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Disclaimer: The information shared on The Australian Small Business Show is general in nature and does not constitute professional advice, legal or otherwise. We recommend consulting with your advisors on your specific circumstances.
Mentioned in this episode:
Delegation Won't Save You - Free Webinar
You've built a business. You've hired a team. You've delegated.
So why does everything STILL come back to you?
If you're running an established business and you're still the one making all the decisions, solving all the problems and answering all the questions, I want to invite you to something.
This Tuesday, 13 October, at 12pm Sydney time, I'm running a free live webinar where we're going to unpack the three real reasons business owners get stuck in the middle of everything.
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Head to peoplepoweredbusiness.com.au/delegation to save your seat.
I'll see you Tuesday!
