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Kiwi Mum to show how to avoid 'Mumpreneur Madness'

Kiwi Mum to show others how to avoid ‘Mumpreneur Madness’

For immediate release

October 2006

According to a recent report in the UK by major bank Barclays, new mums and housewives are the driving force of the new entrepreneurial economy as mums are both forced and choose to return to their careers after having children. A further report by Yellow Pages as the issue hots up in the UK shows mothers who work from hom in fact contribute a turnover of more than £4 billion a year.

To assist existing and aspiring Mumpreneurs (mothers who are also entrepreneurs) avoid ‘Mumpreneur Madness’, New Zealander and mother of two Rochelle Dent has created a 190 page time management system called STOP Mumpreneur Madness! Five Steps to finding the time for everything… while keeping your sanity. Dent will travel from her adopted home of Queensland, Australia from 3 October to 16 October to promote the product and to speak to groups throughout the country about the issues facing working mothers in the modern world.

The New Zealand trip follows shortly after Dent’s highly successful launch of the product in Australia where 120 working mums gathered for a fun panel discussion/Friday luncheon which featured local radio personalities and some highly successful Mumpreneurs from the area and much interest from Australian media.

Mrs Dent, who grew up in South Auckland, came up with the idea for the home-study system after working with Mumpreneurs™, as a business coach for a number of years. On a quest to find out how her and her clients could successfully balance work and family life, Dent began to interview exceptional Mumpreneurs™ to find out what the secret to their success was.

“It became very obvious early on that the single biggest challenges for both my clients and even the seemingly successful Mumpreneurs I interviewed was finding enough time,” says Dent. “So a big part of the book is offering practical solutions to mothers who are struggling and want to reclaim control, or even those who just want to pick up a few new tricks and make some positive changes in their life.”

One of the Mumpreneurs who has benefited already from the publication is Sheree Russell, owner of Mitadeze Quick Clean. Sheree, a mother of two young children, has been in business for over three years selling micro-fibre cleaning products and also works part time as a nurse.

“I had got to the stage where I was burnt out and ready to give up,” says Sheree. “But when I did the exercises and applied the tools and techniques described in the book, I found ways to cut my work time down by 90% and at the same time my profit steadily increased. I was thrilled!”

Dent is already receiving many international inquiries and sales from struggling Mumpreneurs throughout New Zealand, Australia as well as further afield such as the United States and the United Kingdom.

“Mumpreneur Madness is not a problem which is symptomatic of New Zealand society. The shift for mums to return into the work force or be entrepreneurial is happening the world over and the principles shared in the product will benefit mothers where ever they are located,” says Dent.

To purchase a hard copy or online version of the product or for more information, see the website


Rochelle Dent will be in New Zealand and available for press interviews on the interesting and topical issue of being a Mumpreneur and the issues associated from 3-16 October and will be available for interviews during this time.


Rochelle Dent was born and raised in Once Were Warriors territory, also known as South Auckland, New Zealand.

With her natural leadership and business qualities, at the tender age of 22, she became the youngest supervisor in a call centre at the bank she worked at, and from there quickly rose up the ranks to become a project manager. She then ran a call-centre consulting business for five months before having her first child, a girl Kyra.

At age 27 she left her homeland with her husband Rickie and 10-month-old girl in pursuit of a new life in Australia.

As a new mother and later, pregnant again, for the next three years she lived life at ‘warp speed’ - always late to wherever she was going, working part time in the evening and running a party plan business during the day and weekends and generally running from one task to the next without ever feeling like things were getting finished. In a quest to make more money, she transisted into the multi-level marketing world but quickly decided that this wasn’t for her either.

With two kids biting at her ankles, she decided that she desperately needed a career change and more ‘me’ time and trained to become a business coach.

As she started to work with her clients she discovered that her experiences as a multi-tasking mum were not isolated - there were a lot of stressed out Mumpreneurs™ around; all trying to build a future for their family without losing the family in the process.

To find a solution for her clients and herself, Dent began some major research in a whole lot of areas so she could find out how Mums could run a successful business without becoming a stranger to their families and whilst still maintaining valuable ‘me’ time.

Since coming up with some successful strategies, for the past two years she has been living her life in balance. She spends more time with her children than she ever remembers doing in the past, goes to the gym, has coffee with friends, goes on dates with her husband and has girl’s weekends away.

She continues to write and consult as a business coach to various entrepreneurs and businesses and is actively involved in the Sunshine Coast Business Women’s Network, her local ToastMasters Group and is on her local kindy committee.

In-line with her teachings, she also runs her global business all from the comfort of her own home.


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