In Founder Focus we introduce entrepreneurs and innovators working on our next generation of new business startups, social enterprises and small businesses.

At a glance

Founder: Sabrina O’Flaherty

Business: Good Line NZ

Founded: Established 2014 / launched in 2016

HQ: Auckland

Can you tell us a bit about your business?

When you are your business, it can be hard to keep on top of all the extensive tasks required to keep your business ahead and thriving. Late nights and early starts are one way to stay ahead, but it is not sustainable.

Good Line NZ was founded in 2014 and our Executive Assistants’ (EA’s) have been remotely delivering the executive and operational support that New Zealand’s agile, fast-growing SMEs need, ever since.

Our virtual executive support squad, based here in New Zealand, is of the highest calibre. We can guide you on how to delegate to your Executive Virtual Assistant to effectively clone yourself and stop being the only one who does everything in your business.

We are GOOD people with a ‘get it done’ attitude who want to put more ‘life’ into your lifestyle.

What’s the backstory for your business idea?

Originally from the UK, Sabrina is our founder and herself an expert executive assistant. While pregnant with her first child, Sabrina started to help a friend with their business and soon discovered that her skills were sought after for SME’s starting to grow.

From those early days, she met fellow new mothers who had a wealth of knowledge and experience to offer. With her passion for a work-life balance, and to provide this lifestyle to fellow parents and business owners, she has now turned these skills into simple, transparent services designed for people who cannot be everywhere in their organisation.

Good Line NZ has a team of 15 highly talented people who are able to provide startups and established businesses with experienced support as and when they need it. From having one dedicated EA to a range of core department skills under one roof, we are here to stop the overwhelm.

What programmes, learning or mentoring have been of assistance so far?

  • I could not have grown or achieved what I have without the support of my business mentors. I have three core mentors who have been on this journey with me over the last 3 years and their insights, experience, guidance and knowledge have allowed me to grow the business and become the leader I am today.
  • As founders of a business there are normally very few people who you have to report to, hence having a team of external mentors for me has meant I am held accountable for the goals I have set. It has stopped the procrastination because I know I have the equivalent of a ‘board’ to keep me aligned.


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