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The Weekend Neos Kosmos : 22 June 2019
6 THE WEEKEND NEOS KOSMOS | SATURDAY 22 JUNE 2019 DIGITAL.NEOSKOSMOS.COM Chris Lucas. PHOTO: GOOD FOOD Greek Australian restaurateur Chris Lucas set to breathe new life into historic site on Bourke Street Chris Lucas is adding another restaurant to the Lucas restaurant group's ever-growing list, with the latest site of particular significance to the Melbourne dining scene. It was announced on Saturday that the group would be taking over the lease of 23 Bourke Street - formerly the site of Society. Opened in the 1930's by Italian migrant Giuseppe Codognotto, which remained a family business until 1983 before trading under different owners and names until 2016, it was initially built to cater to Melbourne's immigrant population. So it's a fitting choice for Lucas, whose own father was a migrant, born in Greece. The site will be part of the Greek Australian's plans for French bistro Batard. Announced in 2018, works are already underway at 19-21 Bourke Street, and now with the acquisition of 23 Bourke Street, the vision is to operate the bistro across the two sites. Lucas told Good Food it was the current owners of the site that ap- proached him about the opportunity to take over the lease, after returning from a trip to France. "It was a rare opportunity to extend my thoughts and ideas beyond what I had originally planned for the corner site," Lucas said. "Melbourne has too few buildings left from this era, so I really couldn't say no." Expected to be in operation in 2020, the focus was initially going to be charcuterie with beef a big focus. Now the extended vision includes an oyster bar, rotisserie section, and a big emphasis on wine with a dedicated wine bar, wine store and open terrace. "I'm really looking forward to bringing these old buildings back to life and being a neighbour to some old friends who I greatly respect," Lucas said. "Hopefully I can in a small way be part of the next chapter of this beautiful part of Melbourne." In 2020 the Lucas restaurant group is also due to open an eatery at 80 Collins, with a reinvention of three-hatted Sydney restaurant Sepia. Idiello creative strategist Mia Fileman (nee Saris) with her children. PHOTO: SUPPLIED Greek Aussie military mum paves the way for creative and strategic marketing N. PAPAKONSTANTINOU You can buy almost anything on a subscription these days; coffee, razors for daily shaving and even a monthly box of treats and tor for babies. Idiello however will be the first subscription-based marketing ideas library. The idea for Idiello, a bank of ready-made marketing idea kits, came about as Greek Australian Mia Fileman (nee Saris) and Alanah (Lana) Purtell – two best friends and fellow military wives – were discussing the challenges of modern parenthood: "Women want to be 'present' for their children but also need to provide an income for the family. Working a traditional 40-hour week plus commute means missing out on precious time with young children. Not to mention the cost of childcare. Part-time roles are hard to come by, are often full-time roles disguised as part time, and are usually a step backwards in pay and responsibility." This leads women to start businesses, many from home so that they can genuinely achieve work life balance and overcome the adversity faced by women, especially military wives that reportedly have higher unemployment rates, lower wage earnings and face additional employment hurdles compared to their civilian counterparts. Mia can attest personally to this. When she met her now husband she was the Account Director of a well-known communications agency in South Yarra. She then relocated to Toowoomba, QLD where she started her marketing agency, Rigani. Two years later her husband was posted to Darwin and she appointed a manager in Toowoomba and relocated to the NT. Her message for change is addressed to female business operators with this venture. Her audience are women who are running start-ups and SMEs while juggling very busy lives as mums and professionals. They are heavily involved in all aspects of their business including undertaking their own marketing. Engaging external consultants at hefty hourly rates is beyond their means so they have little choice but to learn and do it themselves. Easier said than done, the digital landscape has become saturated with samesame content, and navigating Google, Facebook and Instagram's frequent algorithm changes has made it a minefield for skilled marketers let alone non-marketers. The only proven way to stand out from the crowd of digital noise these days, is with truly original and creative ideas. Enter Idiello. Mia and Alanah are both creative strategists who spent their careers devising creative campaigns on behalf of business and government. They were paid top dollar for original ideas and their services were only accessible to people with the highest budgets. Mia and Alanah's subscription-based model allows customers to access truly great creative at a fraction of the cost of agency rates. Subscribers are sent two handpicked ready-made idea kits each month. The kits include the creative idea but also the know-how on how to implement. Step by step implementation guides with accompanying resources and tools detail how to roll out the idea. Subscribers go about implementing the idea for their specific brand and industry. CREATIVE STRATEGIST ALANAH PURTELL Idiello is a global platform; customers can be based anywhere in the world just as Mia and Alanah can operate the business from any posting location. "It's definitely challenging having your business partner on the other side of the world but Lana and I have worked together for many years and have been best friends for even longer. She was the person I called in the middle of the night when I went into labour with my second child. Over the years, we have become very good at deciphering each other's jibberish." These two entrepreneurs aim to offer to women what they have personally experienced as a market gap. The availability of services at the lowest possible cost, flexibility and access to these services 24/7 from any geographic location. "Many small business owners are run off their feet operating their business; dealing with customers, managing suppliers, doing their own bookkeeping. Their marketing is often an afterthought. But this is a guaranteed way to stop growing. Being creative is a state of mind, it's not something you can squish between everything else on your to-do list." With the Idiello platform, Mia and Alanah hope to be the creative engine for their subscribers of entrepreneurs, online retailers, small business owners and influencers. "We also support our members through 1 on 1 strategy calls and access to a closed Facebook group of like-minded people that acts as their support community." "We are our target audience. We have experienced firsthand how difficult it is to 'have it all' being a mother and a professional. We are both parents and the juggle is so real." The navigation at www. idiello.com demonstrates the way creative marketing is carried out at the lowest possible cost through a platform that is coming from the future. Αn inspiration endorsed by two women who are visualising the entrepreneurial women's social position in our century.
15 June 2019
29 June 2019