Bringing practical business advice for Auckland SME owners

Fiona Anderson is an Auckland business advisor working with SME business owners who want more clarity, stronger sales, better financial visibility and a practical plan for growth.

Many business owners know their business well, but still find themselves carrying too much of the decision-making, reacting to issues as they arise, or struggling to get enough time to work on the business rather than in it. Fiona helps owners step back, identify what is really holding the business back, and turn that into a clear, practical plan of action.

Her approach is commercially focused and grounded in real business experience. She works alongside business owners to improve strategy, sales performance, profitability, cash flow visibility, team accountability, systems and execution.

Experience that translates into practical advice

Fiona brings more than 30 years’ experience across sales, strategy, business planning, distribution, operations and leadership. Her background includes senior roles in large New Zealand businesses, including the telecommunications, appliance, and retail sectors, as well as consulting and advisory work with a wide range of SMEs.

That experience gives Fiona the ability to quickly understand different business models, identify pressure points, and work with owners to create realistic solutions. She understands that most SME owners do not need another complicated plan. They need clear priorities, better visibility, honest advice and support to get things done.

Who Fiona works with

Fiona works with owner-led businesses across Auckland Central and West Auckland, including service businesses, trades, clinics, professional services, retail, construction-related businesses and growing SMEs.

Her clients often come to her when they are facing questions such as:

  • Why are we busy but not seeing enough profit?
  • How do we grow without adding more pressure on the owner?
  • What should we focus on first?
  • How do we improve sales, conversion and customer follow-up?
  • Are our people clear on what is expected of them?
  • How do we get better visibility over cash flow and performance?
  • What needs to change before we can scale, sell, or step back?

Working with Fiona

Working with Fiona usually starts with a conversation about where the business is now, where the owner wants it to go, and what is getting in the way. From there, she helps create practical next steps, clear priorities and accountability.

For many businesses, that may involve a long-term advisory relationship, sales training, business planning, team structure, financial reporting, marketing direction or support through a period of change. For others it may mean a focused business review.

Fiona’s role is to bring an external perspective, ask the right questions, challenge assumptions where needed, and help the owner make better decisions with more confidence.

Why work with Fiona

Fiona combines corporate experience, SME advisory work and a practical understanding of what business owners deal with every day. She is direct, commercially minded and focused on action.

As part of Prime Strategies, Fiona is also backed by a wider national network of experienced business advisors, giving her clients access to broader knowledge, tools and support when needed.

+64 21 773 729

Fiona's Video Profile

What Fiona's Clients Say

  • If you are a small business owner and are struggling to see the wood for the trees Fiona is well worth talking to. She can help you work on your business rather than in it, creating clear actionable plans and accountability without resorting to BS corporate language.

    Matt Fogarty
    Finance New Zealand

  • “There is considerable benefit to having an advisor working alongside you in your screen business. They can help you bring together a vision, strategy and plan and then work through this step by step with you to see it realised. They are an external voice while always putting your best interests first.”

    Julia Parnell
    Notable Pictures

  • I’ve had the pleasure of working alongside Fiona with several shared clients, and I can confidently say she brings far more to the table than a traditional business coach.

    Rather than simply offering advice, Fiona becomes an integral part of her clients’ businesses, helping them develop clear strategies, stay accountable, focus on implementation, and ultimately free up their time to work on the parts of the business that matter most. She asks thoughtful questions, genuinely cares about her clients’ success, and is always looking for ways to maximise the value they get from everyone involved.

    If you’re looking for a business coach or business advisor who is invested in helping your business grow, I wouldn’t hesitate to recommend Fiona.

    Dave McGregor
    Co-Founder
    Supernova Search

  • “Fiona has been one of the best investments I’ve made in my business. She has created an overview, actioned the plan, and has taken on the many tasks I simply don’t have time or headspace for. A constant support, unbiased reference point, organised planner and inspiration. I can highly recommend her. I wish I’d found her services sooner.”

    Lou Bashall
    Functional Neurology

  • I have just started working with Fiona and I know the real world, insightful and practical support is going to level up my business. Having a business coach with a focus on realising the potential of my business, by sharpening my key strategic priorities and translating them into accountable, actionable milestones, feels like I now have the business partner on board that I never knew I needed!

    Kirsten Ford
    KFD Design