“I have a deep passion for addressing rural access inequities and resourcing challenges”
Cath Cosgrave of Attract Connect Stay is a respected social scientist and researcher with a doctorate in strengthening rural health workforce. Cath started Attract Connect Stay to make a meaningful difference in healthcare accessibility and equity for rural Australians. Cath’s goal was to translate her research and proven solutions into practical, affordable tools that rural businesses and leaders could use to attract and retain skilled workers effectively.
Cath was inspired by Brene Brown’s “Dare to Lead” program, which similarly empowers leaders with actionable insights. This initiative is about giving hope and demonstrating that positive changes are indeed possible, even in challenging environments. Cath says “I have a deep passion for addressing rural access inequities and resourcing challenges and am dedicated to supporting rural communities to become thriving and sustainable places to live and work. I believe that effective rural solutions must be place-based.”
Cath’s business, Attract Connect Stay, helps rural communities build and retain a strong healthcare workforce. By consulting and providing online group support to CEOs and senior executives of rural health and social care businesses, Cath addresses their attraction and retention workforce challenges. Using the evidence-based Attract Connect Stay Framework, Cath guides clients to implement tailored strategies that fit their unique organisational and community strengths and challenges.
Cath has been a member of the HerBusiness Network since 2022 and says that she loves that the resources and training opportunities are smartly categorised, covering a broad range of essential skills and knowledge that are crucial for business growth. But the real standout benefit for Cath is the support from her Growth Group. Cath shares “I enjoy our fortnightly catch-ups where I feel supported by other women business owners who truly understand the challenges I face and we genuinely celebrate each other’s successes – both small and big!”.
Who’s your favourite entrepreneur and why?
My favourite entrepreneur is Brene Brown. Both of us share a background as grounded theory researchers committed to translating our insights into practical applications. While my work has led to the development of the Attract Connect Stay framework, Brene has profoundly influenced understanding through her exploration of vulnerability, courage, and connection. Brene values the integrity and depth of qualitative research, recognizing that stories are data with soul. Her dedication to letting research subjects define the problems and “trusting in emergence” mirrors my approach: focusing on what truly matters to people and letting that guide our theories and actions. This philosophy not only fuels our entrepreneurial spirit but also ensures our work profoundly impacts lives.
Why did you start your business and what gave you the idea?
I started Attract Connect Stay because I wanted to make a meaningful difference in healthcare accessibility and equity for rural Australians. My goal was to translate my research and proven solutions into practical, affordable tools that rural businesses and leaders could use to attract and retain skilled workers effectively. I was inspired by Brene Brown’s “Dare to Lead” program, which similarly empowers leaders with actionable insights. This initiative is about giving hope and demonstrating that positive changes are indeed possible, even in challenging environments.
What do you enjoy most about running your own business?
Running Attract Connect Stay gives me the freedom to shape my day and direct the course of my work. I relish setting strategic directions that foster collaborations and networks, building a supportive team, and bringing my research to life in tangible ways. This autonomy allows me to craft innovative solutions and partnerships that not only enhance healthcare in rural communities but also turn theoretical insights into practical, impactful applications. This is how I make a difference, translating deep research into real-world action that improves rural healthcare accessibility and equity.
What three pieces of advice do you wish you’d been given when you started?
- I wish I had learned earlier, the importance of prioritising customer acquisition over perfecting my content. It’s crucial to ensure you have a steady stream of clients or customers first; the content can evolve as your business grows.
- It’s essential to grasp the foundational skills ASAP across various functions such as bookkeeping, IT, and marketing. This understanding allows you to effectively brief experts when you hire them, ensuring that every part of your business operates optimally. I recommend hiring specialists like a bookkeeper, IT professional, or marketer as soon as financially feasible. This supports the streamlining of operations and building a solid foundation for success, giving you the time to focus more on strategy and growth.
- Joining or creating a group of fellow business owners for support and advice. I have found this once established provides moral support and practical insights and strategies that can be crucial for navigating the ups and downs of entrepreneurship.
What advice would YOU give someone thinking about starting a business?
When you’re starting your own business, managing cash flow is absolutely critical—it’s often the make-or-break factor for new ventures. Ideally, save up enough money before launching your business to cover your initial expenses and keep you afloat until the business begins generating steady income.
If building a substantial capital base isn’t possible, maintaining a side job can be a smart move. It ensures a continuous flow of income while your business is still finding its footing. This can be particularly helpful during those early days when cash flow can be unpredictable and you’re still working out the financial dynamics of your operations. My experience is this can take 2-3 years.
What skills and knowledge areas would you recommend those starting out in business get acquainted with quickly?
First, you need to be fluent in the financial aspects (I haven’t been until recently and that’s 4 years in!). This means understanding your cash flow, profit margins, and how to manage your finances effectively. Equally important is defining your ideal client and product clearly; this will steer your marketing and product development in the right direction. Lastly, crafting a solid marketing strategy is crucial. This isn’t just about promoting your product but connecting with your audience, understanding their needs, and delivering value that speaks directly to them.
What does your IDEAL business look like? Even if you’re not there yet, what would it look like if your business was ideal?
My ideal business would involve working three days a week, to support a healthy work-life balance while staying productive and enjoying family and friends more. that my client base grows through strong word of mouth and targeted online marketing, to expand the reach and impact of my 2 courses and 2 networks. That I have moved away from consultancy, so I can dedicate more resources and energy to developing and refining these courses, ensuring they deliver maximum value and relevance to those in rural healthcare sectors.
What problem does being a Member of the HerBusiness Network solve for you and your business? And, how?
Being a member of HerBusiness has been incredibly beneficial for me. The resources and training opportunities are smartly categorised, covering a broad range of essential skills and knowledge that are crucial for business growth. Another support that stands out is the support from my Growth Group. I enjoy our fortnightly catch-ups where I feel supported by other women business owners who truly understand the challenges I face and we genuinely celebrate each other’s successes – both small and big!
Learn more about Cath and Attract Connect Stay.
