The team at The Engine comprises some of the nation’s best business advisors. Verve sits down for some top tips from founder Catherine Cooke.
Could you tell us about your journey towards establishing The Engine?
The Engine Limited was created with a clear purpose: to ensure that no business owner ever feels alone on their journey. We work holistically across all aspects of a business, providing expert guidance, resources, and a supportive network to help owners navigate challenges, seize opportunities, and achieve sustainable growth. This means you won’t just get piecemeal advice; instead, we take a comprehensive approach, looking at the bigger picture – strategy, operations, financials, compliance, and people – to provide tailored solutions that drive real results.
At The Engine, we believe in empowering business owners with the right tools, knowledge, and connections so they can confidently build thriving, resilient businesses. The Engine is a leading service provider in business advice, with businesses able to receive up to $5,000 co-funding from the Regional Business Partner Programme to work with us.
Have you always had an entrepreneurial spirit?
My own entrepreneurial journey began in 2001, working from my walk-in wardrobe while also operating as a general manager for another business. In 2005, I took the leap to establish a dedicated office space, and from there, I grew the business from a team of four to 90 people by 2013, moving offices three more times to accommodate expansion.
Throughout this time, I was not only building my own business but also mentoring other entrepreneurs, supporting those training to be fashion designers, and working with what was then NZ Fashion Tech, now part of Whitecliffe. My experience reinforced the importance of holistic business support – guidance that goes beyond surface-level advice to truly help business owners grow, adapt, and succeed. That’s why The Engine was founded: to provide practical, strategic, and hands-on support so that business owners don’t have to navigate their challenges alone.
What are some of the most common mistakes that business owners make when starting out?
One of the most common missteps is diving into their passion without a solid plan. While passion drives success, failing to plan – particularly for growth and eventual exit – can create major roadblocks. Exit strategies should be considered from day one, alongside a realistic and detailed business plan that covers every aspect of the business. This includes securing sufficient working capital, defining the business identity, managing cash flow, clarifying the owner’s role and other key positions, ensuring compliance, and outlining sales and marketing strategies. A well-structured plan provides the foundation for sustainable success, helping business owners navigate challenges and seize opportunities with confidence.
Qualifications and work experience are easily measured, but any tips on how to best judge how well someone might fit into a team or organisation?
Beyond qualifications and experience, the key to finding the right team member is ensuring they align with your culture. Do they share your vision and mission? Ask questions around their values to understand what drives them and how they approach challenges. Passion is crucial – they should be genuinely excited about joining your journey and contributing to its success. Look for qualities that will add value, not just skills that tick a box. The right fit isn’t just about filling a role; it’s about finding someone who naturally integrates into your team, enhances collaboration, and strengthens your organisation’s future.
Building a strong brand identity starts with clarity – knowing exactly who you are, what you offer, and how you want to be perceived.
What are some strategies for attracting and retaining top talent in a small business?
Attracting and retaining top talent in a small business starts with truly understanding what you need. Don’t just replace like for like – use every hiring opportunity to assess the skills and qualities that will drive your business forward. Retention comes down to clarity, support, and empowerment. Be clear on expectations, provide the right tools, and give your team the confidence to deliver. Trust is key – when employees feel valued and trusted, they are more engaged and committed.
Lastly, foster open communication where feedback is a two-way street, ensuring your team feels heard, supported, and motivated to grow with your business.
What are the best ways for businesses to differentiate themselves in a crowded market?
To stand out, businesses must be crystal clear on who they are, what they offer, and most importantly – be visible. I often say: “Marketing is like dating, but branding is the reason people say ‘yes’.” Many businesses invest in a sleek website and set up social platforms, but they fail to put serious money into making sure people actually find them. Visibility isn’t just about having an online presence – it’s about driving traffic through lead generation pages, remarketing campaigns, and using Google effectively. Back this up with storytelling through blogs, newsletters, and social media to reinforce your message. Ultimately, if you want your brand to stand out, be seen, and ensure your delivery matches your promise. Visibility and consistency are the keys to differentiation.
What are the signs that a business is ready to scale?
A business is ready to scale when it has a solid foundation, consistent demand, and the right systems in place – but the key is to engage a professional specialist well before reaching this point. You don’t know what you don’t know, and having an experienced external business advisor on your journey can be the difference between scaling successfully or struggling through costly mistakes. A specialist can help assess readiness, refine strategies, and ensure you have the right financial, operational, and structural support to grow sustainably. Scaling isn’t just about increasing sales – it’s about having the capacity to meet demand while maintaining quality, culture, and profitability.
How can a business expand without losing its original vision or quality?
It comes down to clarity, consistency, and leadership. First, be crystal clear on your core values, mission, and what makes your business unique – this should guide every decision as you grow. As you scale, invest in strong systems, processes, and training to ensure quality remains high. Surround yourself with the right people who align with your culture and are passionate about upholding your standards. Growth doesn’t mean dilution if you stay true to your purpose, communicate it effectively, and lead by example. Expansion should enhance your vision, not compromise it.
What are some cost-effective marketing strategies for small businesses?
Cost-effective marketing starts with knowing what your budget can afford and ensuring your efforts generate more revenue than you spend, allowing for sustainable marketing investment. Businesses that work with a specialist from The Engine Limited gain the advantage of a strategic plan that maximises marketing spend for real results. Some of the most effective strategies we implement focus on having a solid CRM to drive nurture sequence campaigns and leveraging data-driven marketing. This includes lead generation pages on your website with downloadable content to capture information, remarketing campaigns, and targeted social campaigns designed to convert leads.
Visibility is key, and a programmed marketing calendar ensures consistency across all channels, keeping your brand top of mind while delivering measurable growth.
Marketing is like dating, but branding is the reason people say ‘yes’
How can businesses build a strong brand identity?
Building a strong brand identity starts with clarity – knowing exactly who you are, what you offer, and how you want to be perceived. Your brand isn’t just a logo or tagline; it’s the experience you create and the trust you build. Visibility is key – many businesses invest in a great website and social platforms but fail to put serious money into ensuring people actually find them. A strong brand is backed by strategic marketing, including lead generation pages, remarketing campaigns, and consistent storytelling through blogs, newsletters, and social media.
Collaborating with others can also amplify your reach – partnering with like-minded businesses, influencers, or industry leaders can introduce your brand to new audiences and add credibility.
Ultimately, standing out in a crowded market means being consistently visible and delivering on your promises.
Should all businesses have a social media presence?
Yes, if they want to be credible and visible. Social media allows you to showcase your personality, engage in real time, and reach people who may not yet know they need your product or service. However, it’s important that your presence isn’t just about posting – ensure each piece of content includes a clear call to action that drives potential customers back to your website.
Your website should be designed to capture data and enable remarketing to those who engage with your social platforms. My recommendation is to work with an expert to build a website that truly delivers on its potential, serving as a solid foundation for all your marketing efforts.
How can AI help get a business off the ground… then help it to run more efficiently?
One of the most powerful ways AI can help is by automating routine tasks, allowing you to focus on scaling and growing your business. For instance, AI-powered tools like the NZ-made Cleva.bot can enhance your customer experience by seamlessly integrating with your website. If your frontline resources are consumed handling customer inquiries, answering technical questions, and providing support, Cleva.bot can take over these repetitive tasks. This frees up your team to focus on higher-value activities, like strategy, product development, or customer relationship building. By transforming frontline interactions with AI, you can ramp up service delivery, save time, and reduce costs, all while maintaining a high level of precision and efficiency. AI not only boosts productivity but also improves the overall customer experience – helping your business run more smoothly as it grows.
How can small businesses leverage AI and automation without losing a personal touch?
Small businesses can leverage AI and automation by using these tools to handle repetitive tasks, like customer inquiries or scheduling, while ensuring the personal touch remains in higher-value interactions. AI can streamline processes, but human engagement should still be central to building relationships. By automating the routine, you free up time to focus on meaningful, personalised connections with customers, enhancing both efficiency and authenticity. Plus, you can educate AI to talk like you, ensuring the communication still feels like it’s coming from your brand.
Find out more at theengine.biz.
