Business Strategist and Digital Transformation Specialist

Peter works with businesses that seek market differentiation, growth and overall business improvement. He does this through a combination of strategy, innovation and digital transformation.

Peter helps his clients develop and implement powerful business strategies that incorporate innovation, digital business models, operational improvements, sales and marketing tactics, people management and financial solutions, in a manner that promotes automation, systemisation and efficiency generation to deliver strong, reliable growth while building a business that runs lean and effective.

Brief History


Peter started his first business at the age of 19. That first ventureĀ  (called Goby) quickly grew into one of the first online bookshops in Australia, becoming tremendously successful for the first 4 years of its life. At its peak, Goby had National warehousing and distribution setup through a 3PL arrangement with Australia Post, had representatives at over 15 University campuses Australia wide, and turned over several hundred thousand dollars of sales every month through its website. For the full story about the rise and fall of Goby, read Peter’s book ‘Realities of Business: Misadventures and Lessons Learnt’.

Adventures in Business

Since that first business venture, Peter has dedicated much of his life to learning everything about business. He has started and managed several different types of businesses over the years, some very successful and profitable, while others have not had much success at all. Some of Peter’s business ventures have included:

  • Importing and distribution of medical products and devices
  • Importing and distribution of sporting products
  • Importing and distribution of optical products
  • His own line of men’s ties and cufflinks
  • Medical recruitment agency
  • Website development and digital marketing agency
  • Food brand – manufacture and distribution
  • Consulting agency

Many of Peter’s businesses have required significant digital exposure, including e-commerce business models.

In 2011 Peter published his first book ‘Realities of Business: Misadventures and Lessons Learnt’, which he is currently revisiting for an updated 3rd edition. Peter also has plans to write a comprehensive book on E-Commerce Business.


Peter is passionate about his family, business (particularly digital business) and adventures. His mantra revolve around a balance with work and life, helping ensure he always has time for his family, regardless of his busy work schedule.

Outside of business, Peter is currently completing an MBA Digital Transformation (almost finished!), and spends a lot of his free time outside, pursuing callisthenics, mountain biking, running, hiking and going on crazy adventures!


Our Areas of Expertise Include:

Business Strategy

  • Strategy
  • Business Model Development
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Digital Transformation

  • Business Process Re-Engineering
  • Implementation
  • Project Management
  • Change Management
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  • System Scoping and Selection
  • Website Requirements Scoping
  • Agency Management
  • Project Management
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  • Customer Experience Modelling
  • Research
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Sales & Marketing

  • Strategy
  • Tactical Planning
  • Implementation
  • Agency Management
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  • Human Resource Planning
  • People Development
  • Leadership Development
  • Coaching & Mentoring
  • Change Management
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