Boss Money: Jessica Ridley, Founder BTW Media
Jessica is a presenter on Channel Nine's Today Show, where she has weekly appearances discussing the latest news and current affairs. Having been a regular face on 7NEWS Australia, Sunrise and The Morning Show over the past several years, Jessica has established herself as a highly engaging and versatile journalist. Her personality shines on screen, whether it's discussing news issues of the day, or presenting entertaining feature stories. Some of her fun career highlights include sit down interviews with the likes of Drew Barrymore, Cyndi Crawford, Michael Buble, Hugh Jackman, Katy Perry and Sarah Jessica Parker as well as covering Australian Fashion Week, Sydney Hobart Yacht Race, Spring Carnival and The Everest Race in Sydney. She has previously held news roles on Sydney’s premier talkback station 2GB and worked as a producer for Seven News and Sunrise.
In addition to her tv gig, Jess hosts a broad range of events including corporate roadshows, business summits and awards nights. She is an in-demand media and presentation trainer through her company BTW Media where she enjoys sharing her insights as a journalist to equip business leaders and spokespersons with handy tools to be in control during a live or pre-recorded TV, radio or print interview.
Away from the cameras, Jessica juggles home life with her toddler, Frank. She’s passionate about fitness, music, good food and good wine!
You’ve recently launched BTW Media. Can you tell us a bit more about your business?
By The Way Media started as an idea with my friend and former Seven colleague Geoff O'Rourke. We spent years together as a roving news team on the road covering every corner of Sydney, bringing stories that matter to life for a TV audience. Now we're doing just that - but on the other side of the fence! Creating impactful video for our clients, as well as assisting brands and PRs on media strategy to build buzz around their news. Our agile team of producers, camera operators and editors are all from TV and radio backgrounds. We understand the inner workings of the newsroom, which is why we're sought after for media training and counsel. Separately, I enjoy filling in as a reporter / presenter on Channel Nine's Today Show. Live TV is so fun and always a privilege. It feeds my news fix and helps me stay on the pulse of the ever-changing media landscape.
Starting your own business is a bold move. What inspired you to do it?
I had been at Channel Seven for almost ten years. We moved away from our family in Perth to chase our careers and I threw myself into the job. I did every overnight shift, early shift, double shift - whatever it took to get on air and prove myself as a TV journalist. It was an incredible ride and gave me a front row seat to major events. You never have the same day twice and the adrenalin rush of being involved in breaking news is so addictive. But there is a big cost to your personal life. I worked almost every weekend. I missed significant events with loved ones. The alarm would go off at 3AM for Sunrise and I would work right up to 6pm some days. I would walk back through the front door soaking wet after reporting in sideways rain, hungry, busting for the toilet, exhausted. You do that for too many days in a row and it becomes hard to stay physically and mentally healthy. It took having my son Frank in May 2020 at the start of the pandemic, for me to really stop and consider what was important for us a family over the next ten years. Being present was important to me. So I had to find a way to take my love of telling people's stories and turn it into something new that could give me more predictability in my day, and autonomy over my work schedule. Also - to make some more money! You might think TV reporters are all on a pretty penny. The truth is... they're not. So while staying put felt like the safe option after having a baby, I almost had nothing to lose financially by changing course.
What is it like to start your own business after being an employee for the best part of your career?
It's very liberating! But scary! We're advised 'You don't leave a job until you have an even better one lined up'. Well, leaving Seven wasn't premeditated. I didn't have another job lined up. I was going back. I had a return date. But in our discussions ahead of my return, it didn't feel right. Sometimes you just need a circuit breaker. It's a powerful move to take back the reins of your career. I think we rely too much on our employers to tell us what our future looks like, instead of carving it out ourselves. 'Leap and the net will catch you', is another phrase I love. And the net really did appear.
Six months after leaving Seven, By The Way Media won a job that was the equivalent of what my Seven salary would have been - almost to the dollar. I took that as a sign that I made the right decision. Working for yourself is not for everyone. It's risky. You have to have a lot of hustle and be prepared to knock on a lot of doors. Some jobs land on your lap. Others you chase. I still work some insanely long days. But it's on my terms.
Is there anything you know now that you wish you had known when you started your business?
How to use a computer! That's half a joke.
But seriously, the camera operator's car was my office for ten years. So my computer skills were embarrassing. My business depends on tech and I still hit my head on the screen every day. Thankfully I have some great tech whizzes in my corner helping me quickly upskill!
What's the biggest business money lesson you've learned since starting your business?
We definitely underpriced a few jobs in the early days. During last year's lockdown, we were impacted with multiple job postponements and cancellations. I was in survival mode and admittedly took on a few clients that I wouldn't now.
You have to value yourself and hold your worth. If a potential client is heckling on price at the start, I ask myself - is this the right client for us? Because if I reduce our fees, there will almost always be 'scope creep' - and calls out of hours like it's an emergency. Then once it's wrapped and I've paid the team, I'll be left with very little to show for the countless hours of work that I've absorbed managing that account.
For those reasons, I'm not afraid to let a potential client walk away now if we're not aligned on the value of our services.
What has been your biggest financial win as a business owner?
I don't want to jump the gun before EOFY. But I can safely estimate that the business would have turned over at least five times more than the salary that I was returning to work for.
We are now starting to see return clients who are booking us 12 months in advance for projects and getting some clearer forecast estimates to guide our next decisions.
What kind of legacy do you wish to create with your business and why?
I really just want to be involved in telling stories that matter and working with organisations that are changing Australia for the better. Because that's when I really feel like I'm living my true purpose.
What does your business empower you to do?
It empowers me to make my own choices every day. Choices about who I work with and how I spend my time. It empowers me to try new things, make mistakes, pivot, learn and grow.
Who's in your 'A Team' - that is, your business support & advice team?
My husband Ben has always been in my corner. He's a constant sounding board and I run most big decisions by him (except for shopping purchase, of course!) I consider Andrea Clarke from FutureFitCo my mentor. She's a former TV journalist too and is helping me navigate this transition. We have regular check ins. Geoff, my lead camera operator and tech director is also on speed dial. I also have some great clients who have become friends (and friends that have become clients).
Having not been in a normal office environment for a while, I've still felt very supported through these strange times! I am not the greatest delegator, but am slowly learning to trust people and bring them into my inner circle of chaos to take things off my plate that are not my strengths (tech, bookkeeping etc). This will no doubt start freeing me up to do more of what I'm good at.
What advice would you give to another lady hoping to start her own business?
Sit down and map out a business plan. I've been flying the plane while I build it, instead of the other way around.
Also, not everyone has the luxury of jumping out of a stable job. We all have different financial situations and caring responsibilities. Only you can make that risk assessment and decision for yourself. Starting a business as a side hustle is a great way to test it out before you take the plunge.
It’s been a big year for you already. What are you looking forward to right now?
Sleep! I am burning the candle at both ends at the moment. Turning off my computer at 11.21pm. Goodnight, ladies & gents!
A huge thank you to Jess for sharing her candid and inspiring story as a business owner. If you or your business are in need of media training or to develop a media strategy then consider reaching out to Jess and her team. You can find them via their website, @BTW__Media on Instagram or Linkedin. I personally recommend following Jess’ instagram account @jessicaridleytv to live vicariously through her and all the fabulous events she covers (Hello Fashion Week!).