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Why a Great Product Isn’t Enough to Build a Business

October 12, 2026

Starting a business can feel overwhelming, particularly when you are moving into an industry you know little about. In this episode of The Business Behind Your Business, Paul Sweeney speaks with Shelly Kul, founder of Kashkiya, about leaving a successful 20-year corporate IT career to create Australia’s first dedicated mother-and-daughter clothing brand. Her story shows why taking the first step, listening to customers and learning as you go can be more valuable than waiting until you have everything figured out.

What You’ll Learn:

  • How Shelly Kul identified a gap in the market and turned a personal idea into a business
  • Why too much research and overthinking can prevent you from getting started
  • How pop-up shops helped validate the product and provide valuable customer feedback
  • Why a great product will not sell unless people know it exists
  • Why stock management, marketing, supply and operations must work together
  • How incorrect pricing can produce sales without producing profit

Shelly Kul’s journey is an honest reminder that successful businesses are not built by having all the answers from day one. They are built by taking action, learning from mistakes and making changes quickly. If you have been sitting on an idea or waiting for the perfect time to begin, this episode will encourage you to test the opportunity, understand your market and take the first step.


Shelly Kul is a Mum of 2 and the founder of Australian fashion brand, Kashkiya. Inspired by her two daughters who always wanted to match with her, Kashkiya offers high-quality matching dresses for Mums and their daughters with the hope of turning every day moments into precious memories. 

www.kashkiya.com.au

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