Canberra crowns rising star

Jessica Enders has taken the title of Emerging Entrepreneur at the 2009 Canberra BusinessPoint Gala Awards held last night. As Principal of Formulate Information Design, Jessica’s ultimate goal is to rid the world of poorly designed paper and electronic forms — and at this rate, she might just do it.

The Canberra BusinessPoint Awards are an ACT government initiative recognising excellence in small-to-medium business. As one of three finalists in the category of Emerging Entrepreneur, which acknowledges the success of outstanding individuals, Jessica was excited to be named the winner. “I have worked really hard to get to where I am so to be presented with this award is very gratifying,” Jessica said.

The award acknowledges Jessica’s achievement in crafting a sustainable business from an initial — and somewhat unusual — idea. Jessica stood out from the crowd for not only her commitment and drive, but also what she has achieved.

Jessica founded Formulate Information Design in October 2007 after developing an impressive career in both private and government sectors. With her strong reputation and expertise, Jessica was able to establish a rapidly-growing client base in a short period of time. In less than two years, Jessica has achieved impressive growth for Formulate, defying the financial crisis to build a successful business.

When asked the secret to her success, Jessica said

I don’t think I’ve met anyone who hasn’t been extremely frustrated by a form at one time or another. Combine this with the fact that bad forms are clearly costing their owners thousands of dollars, and you can see why I was so motivated to do something. With a science degree and 12 years of forms-related experience, I felt ready to tackle the problem head on. As any business owner will tell you, it hasn’t always been easy, but I’m really glad that all of the hard work is paying off.

Jessica, one of only a handful of forms design specialists, has entered the market at the right time. No business or organisation can afford the huge costs that come from poorly designed forms, especially not in tough economic times like these. Investing in services like those provided by Formulate Information Design pays for itself many times over through significantly increased sales and decreased overheads. The award judges recognised this value by declaring Jessica Enders the Canberra BusinessPoint Emerging Entrepreneur for 2009. Many suspect this is only the beginning.

Photo: Award winner Jessica Enders (centre) with: Eugene Kalenjuk (Deloitte), Jeremy Kerr (Ms Enders partner), Joy Burch (Labor Member for Brindabella representing the ACT Chief Minister) and Robert de Castella, MBE (invited speaker for the event).