Yawuru woman Tamara Bin Amat, Director Impact Digi started her award-winning, 100% Aboriginal-owned marketing business, formerly known as Impact Media in 2013. Based in Karratha, Tamara employs a team of 6 staff and contractors who specialise in graphic design, social media management, copywriting and website development.
Tamara took a risk leaving her dream job as editor of a Pilbara newspaper to start Impact Digi. She identified a gap in the market after several people requested she do freelance work for their business, and she hasn’t looked back.
How does Impact Digi make an impact?
Impact Digi is proud to have directly contributed to the success of many local Indigenous and non-Indigenous businesses and organisations. By helping local businesses get off the ground, and strengthening the brands of existing businesses, Impact Digi makes a difference to local people and their financial futures. This has a positive flow-on effect throughout the community – boosting the local economy.
Impact Digi also supports the community by sourcing supplies locally, with a preference for Aboriginal-owned businesses. I am passionate about supporting Northern Regional WA. Our people and businesses are worth fighting for, and that they deserve to have high quality, beautiful marketing materials.
My vision is to upskill the local Aboriginal community and provide opportunities for sustainable employment at Impact Digi. Earlier this year I employed a local 18 year-old trainee, who will assist primarily with Impact Digi’s social media work. I am committed to ensuring Impact Digi continues to make a positive contribution locally in the long term.
How are you involved in your local community and industry networks?
I am actively involved in her local business and Indigenous community, and freely give my time to help others in her areas of expertise. I am passionate about helping others to start and grow their businesses, and I love seeing them succeed.
I am a founding member of the Pilbara Indigenous Business Network (PIBN), which is an active and thriving sub-group of the Karratha Districts Chamber of Commerce & Industry (KDCCI). I also sit on the local Council’s Arts and Events Advisory Committee, which has recently contributed to the decision to create more local service worker’s accommodation and small business premises.
I also sat board of the Karratha Young Professionals and from 2018-2020, sat on the board of the City of Karratha’s Small Business Advisory Council.
Impact Digi is also the former coordinator of Pilbara Girl – an annual leadership program for young Aboriginal women. I want to encourage young women to develop self-esteem and self-confidence, and skills.
What are some of the challenges you have had to overcome in business?
The high cost of living in Karratha and running a business locally is a constant challenge, but I am committed to remaining in my community and helping it to thrive. Like many businesses, I’ve struggled for many years to find skilled staff who live locally, despite putting a lot of effort into advertising. I have overcome this barrier by engaging some specialist staff in other areas of WA and around the country who share the same values. The recent decision to employ a locally-based trainee achieves a longer-term business goal to have a skilled person on the ground in Karratha. My trainee is already showing promising results, with plenty of enthusiasm and an eagerness to learn new skills.
Another difficulty in the past 12 months was the decision to rebrand the business. I knew that it was the best decision for the business, but I felt emotionally attached to the original name I started with in 2013. I had to choose between what felt most comfortable for me, and what was best for the business. After consulting with staff, as well as some clients and respected business leaders – this was helpful, but it was not an easy decision. In the end, I was brave and trusted the expertise of her team, as well as my professional network, and made a fresh start. I couldn’t be more proud of the result, and the feedback from everyone has been 100% positive.
How have your management skills grown with the business?
I work hard to stay at the top of my field by researching new trends, undertaking online training and attending events such as Business Bootcamp, Grow Local workshops and Business Breakfasts. When the restrictions due to COVID-19 cancelled many scheduled events, I used my time wisely to invest in business management skills. I also encourage my team to upskill and invest in professional development.
Since founding Impact Digi in 2013, I outsourced bookkeeping. In 2020, with the support of Indigenous Business Australia (IBA), I participated in three days of training with Hall Chadwick to improve my management skills and better understand my business finances. As a result, I can do my own bookkeeping and have a clear awareness of the financial state of my business. This knowledge has been a game changer and has allowed me to make better, more profitable business decisions.
You are the female economy. Whether you are a female consumer, business owner or a woman in the workforce, you can create gender equality by choosing female led brands.
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