From Bonfire Night to a 16-Person Agency — How Hazel Woodward Built a Business by Doing the Work

In this episode of the What One Thing podcast, Phil Davenport from Affirm IT Services and Hayley Baxter from Corbar Accounting sat down with Hazel Woodward, founder of a thriving social media agency that started — quite literally — as a lockdown leap of faith.

Hazel’s story is fast, fearless, and full of lessons for any business owner who’s ever thought, “Could I really do this on my own?” Spoiler: yes, you can — but only if you do the work.

1. From Denied Flexibility to Full Control

Hazel’s story starts where so many do — in corporate frustration.

When her request for flexible working was denied during COVID, despite proving she could do her job from home, she decided enough was enough.

“I got my husband drunk one Wednesday night and said, ‘Babe, I think I can do this.’ He said, ‘If you can match your salary, go for it.’ The next night, I rang everyone I knew. By Friday, I’d handed in my notice.”

Phil couldn’t help but laugh — and admire the courage.

“That’s incredible. Most people overthink for six months — you just did it.”

Hazel’s approach was simple: pick up the phone, be honest, and offer value.

“Sales don’t have to be icky. If you genuinely believe you can solve a problem, people say yes.”

2. Getting the Numbers Right

Hayley leaned in on a question every accountant wants to ask:

“How did you come up with your prices?”

Hazel laughed.

“Badly! I looked at competitors and went a bit cheaper. But I quickly learned the hard way — that doesn’t work long-term.”

Over time, she built a close relationship with her accountant.

“He was more like a finance coach. We spoke every week about forecasting, profit and loss, and planning for growth. That changed everything.”

Hayley nodded:

“That’s the difference between an accountant who files your taxes and one who helps you run your business. That financial clarity gives you confidence to make smart decisions.”

3. Building (and Rebuilding) the Team

Hazel’s growth came fast — from one freelancer to a 16-person team. But it wasn’t smooth sailing.

“We had to go through that ‘shrink to grow’ moment. I overstretched, mismanaged my finances, and had to make my UK team redundant. It was awful — but it made me sharper.”

Phil reflected:

“That’s such an important lesson. Growth without structure just creates stress. You built foundations before scaling again — and that’s what real business maturity looks like.”

Hazel rebuilt her team by hiring remotely — mainly in the Philippines — creating a strong, loyal workforce.

“People think outsourcing means underpaying. Not for us. We pay above local rates and build genuine relationships.”

4. Systems, SOPs and Smart Tech

Hazel’s one thing? Document everything.

“Systems and SOPs are my thing. They’ve allowed me to step out of the day-to-day and focus on growth.”

She’s built processes using tools like ClickUp, Loom, and ChatGPT — yes, even naming her AI assistant Chad.

“We record training, transcribe it, and use GPT to write our SOPs. It’s not about being a control freak — it’s about future-proofing the business.”

Phil was in his element:

“That’s IT gold. Documenting processes doesn’t just make you efficient — it makes your business scalable.”

5. Knowing Your Worth (and Owning It)

Hazel’s directness is her superpower. She’s open about being driven by money — and unashamed of it.

“People say money shouldn’t be your motivation — but it is. Especially at the start. You’ve got bills to pay, goals to hit. It’s okay to say that out loud.”

And her approach to sales? Still as fearless as day one.
Her team now sends hundreds of personalised messages to pre-qualified leads — all backed by data, not guesswork.

Phil summed it up:

“You’re not cold calling — you’re showing people the gap in their strategy and how you can fix it. That’s smart, targeted marketing.”

6. Finding the Right Support

Hazel’s decision to bring on an investor was strategic, not desperate.

“I didn’t need the cash — I wanted the mentorship. He owns 35% of the business and meets with me fortnightly. It’s like having a second husband… one who talks EBITDA instead of Netflix!”

Hayley smiled:

“That’s such a good reminder — investment isn’t always about money. It can be about bringing in the right expertise to help you level up.”

The Takeaway

Hazel’s journey is proof that success isn’t about waiting for perfect timing — it’s about taking imperfect action.

Her one thing — building strong systems and having the confidence to act — shows that growth doesn’t come from luck. It comes from clarity, courage, and consistency.

🎧 Listen to the full episode: What One Thing Podcast – Hazel Woodward
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