Bridging the Gap: How BYOB, CampusLife & Social Star Came Together
It started with a simple question:
How do you help new business owners make real progress - not just learn more stuff?
That’s exactly what the Build Your Own Business (BYOB) program is designed to do. It’s a program for early-stage entrepreneurs who need structure, mentorship, and accountability, not just more YouTube videos. People came in with scribbled ideas and walked out with a brand, a plan, and real momentum.
But soon, I saw a common problem: marketing. It’s often the make-or-break factor for new business ideas - no matter how innovative a product or service may be, without the right marketing, it simply doesn’t reach the people who need it. Marketing is a fundamental part of launching a business, yet most entrepreneurs don’t have the time, skills, or confidence to execute it well. They didn’t need a full-time hire or an expensive agency, they just needed the right support at the right time.
Meanwhile, after 16 years teaching at Monash, RMIT and Swinburne University, I saw students struggling too. Bright, motivated students were graduating with tons of theory and zero hands-on experience. One told me, “I’ve never actually done marketing - I’ve only studied it.” That is the downfall of the system as it is currently.
Don’t get me wrong, the universities put in a lot of effort. The coursework is comprehensive, and the intent is there. But the reality is, without real-world application, students often leave unprepared for the challenges of actual marketing work.
So I thought, What if we could solve both problems at once?
As it does, my entrepreneurial brain saw an opportunity in these gaps and that’s when CampusLife was born. CampusLife is an initiative designed to bridge the divide between education and industry by giving marketing students hands-on experience in executing real marketing strategies. It provides the practical exposure they need and gives entrepreneurs the reliable, cost-effective marketing support they’re looking for. It’s a win-win: students build confidence and capability, while startups and small businesses gain fresh, energetic support without the overhead of a full-time hire or pricey agency.
We pair students with business founders in the BYOB program so they learn together. For the first 12 weeks, students attend weekly educational sessions with their partner founder and help with research and planning: low pressure, but high learning. Then, they move into 12 weeks of hands-on work: writing content, drafting emails, maybe running a basic campaign. By the end, they’ve got something real to put on their resume and often, a job offer. They get real experience working in a real business and that is invaluable.
What makes it work is the relationship-first approach. Because students and founders grow together from the start, there’s already a foundation of trust and shared context by the time they begin execution. That dynamic creates a safe, supportive environment where students can take initiative and founders can delegate with confidence. Even if it doesn’t lead to a hire, students leave with practical skills, workplace experience, and the confidence to step into their careers feeling ready.
Sometimes, business owners need more than part-time help. That’s where Social Star comes in; our marketing agency that builds websites, develops brands, and produces high-quality content. BYOB members can tap into that when they need next-level execution and their student partners get the experience of working with agencies for high quality output.
Together, these three brands: BYOB, CampusLife, and Social Star form an ecosystem I never could have foreseen but am incredibly proud of. Entrepreneurs gain clarity and traction. Students gain access and experience. And when needed, Social Star brings professional firepower.
What started as one program became a connected support system that helps people move forward whether they’re starting a business, a career, or both.
