“Find others who share the passion, can inspire you and help you!”
Danika Armytage of Big Stories Little Films has been a TV Producer and Director for 20 years and never ever even THOUGHT of one day starting her own business. Danika always thought that business was for others, not her.
The genesis of the idea for her company came in 2012 when Danika had a video camera and tripod at home (she was a shooter-producer on a popular renovation TV show at the time) and her Granny was in town. So Danika had the idea to interview her about her life. It was a great conversation spanning growing up during war, emigrating to Australia, falling in love, and even her take on expectations on women in the modern world – she was a fascinating, very intelligent person.
When she passed away 6 years later, Danika realised how invaluable the footage of her Granny was to her entire family and through that footage, Danika’s children have been able to “meet” their great-grandmother who died before they were born – and yet, they know her.
Then in 2023, after having her second baby, Danika realised that she wanted to take a break from TV (the hours are not conducive to raising a young family!) and set about, putting one foot in front of the other, audaciously starting Big Stories Little Films.
Danika specialises in turning life stories into beautiful, short documentary films to cherish for generations to come. (Imagine an Australian Story episode – about you!) The films are ideal for individuals or couples of retirement age and up.
Danika loves knowing that she is creating something that is truly invaluable. She says “Our films are a beautiful life legacy. They celebrate the most important moments in people’s lives, they safeguard history, they share wisdom. I get to be let in on people’s life stories, and I get to learn from their wisdom and life lessons. Our films are the ultimate gift between generations, inspired by love, and I couldn’t be prouder to be bringing people that service. It gives me goosebumps.”
As a member of the HerBusiness Network, Danika says that it provides a community and a sense that she is not alone on this journey. It gives Danika a great sense of support and confidence to know that if she needs anything, this community has her back!
One of Danika’s biggest pieces of advice for a new business owner is to connect with other female business owners in a community that will inspire you and go on the journey with you. Danika says “I didn’t realise how much creating a business would blow my mind! Find others who share the passion, can inspire you and help you!”
Who’s your favourite entrepreneur and why?
It’s hard to name a favourite – except for Suzi Dafnis. I’m not sucking up, it’s true! I listen to her podcast most days and I’m like a sponge learning from her and her guests. But I am also a huge fan of Tracy Harris from Mums with Hustle which is also how I discovered Suzi and Lisa Messenger who I had the pleasure of meeting the other day in the kids section of the Australian Museum! I love seeing heart-centred, intelligent women succeeding with integrity and decency.
Why did you start your business and what gave you the idea?
I’ve been a TV Producer and Director for 20 years and never ever even THOUGHT of one day starting my own business. I thought business was for others, not me. (I’ve had to retrain my brain on those assumptions, they were mysteriously engrained from a young age).
The genesis of the idea of my company came in 2012 when I had a video camera and tripod at home (I was a shooter-producer on a popular renovation TV show at the time) and my Granny was in town. So I had the idea to interview her about her life. It was a great conversation spanning growing up during war, emigrating to Australia, falling in love, and even her take on expectations on women in the modern world – she was a fascinating, very intelligent person.
When she passed away 6 years later, I realised how invaluable the footage of my Granny was to my entire family and through that footage, my children have been able to “meet” their great-grandmother who died before they were born – and yet, they know her.
Then in 2023, after having my second baby, I realised I wanted to take a break from TV (the hours are not conducive to raising a young family!) and I set about, putting one foot in front of the other, audaciously starting my company, Big Stories Little Films.
What do you enjoy most about running your own business?
I love knowing that I am creating something that is truly invaluable – our films are a beautiful life legacy. They celebrate the most important moments in people’s lives, they safeguard history, they share wisdom. I get to be let in on people’s life stories, and I get to learn from their wisdom and life lessons. Our films are the ultimate gift between generations, inspired by love, and I couldn’t be prouder to be bringing people that service. It gives me goosebumps.
What three pieces of advice do you wish you’d been given when you started?
- You will be hustling more than you will be film-making. My days are currently 70% hustle and 30% making the films. (But that’s ok, because I am discovering that I actually love the hustle).
- Get in front of people, present to any group who will have you, network, get on the phone. Don’t expect online marketing and social media to bring in the work – meeting people and forming genuine connections is your biggest marketing asset.
- Connect with other female business owners for a community to inspire you and go on the journey with you. I didn’t realise how much creating a business would blow my mind! Find others who share the passion, can inspire you and help you!
What advice would YOU give someone thinking about starting a business?
If you are thinking about starting a business, and it fills you with excitement and energy – you are onto a winner. You don’t need to know it all, just learn as you go, speak to others who have run their own business, and keep following the energy. If you feel good, follow the path. If you feel exhausted, it’s a sign you’re not going the right way. Trust your intuition, and back yourself!
What skills and knowledge areas would you recommend those starting out in business get acquainted with quickly?
Start with the basics – a good business name, a good website, the social media accounts. Build your own website – Squarespace makes it easy. Then go deep diving into learning marketing, as there’s no point finessing a business if no one knows about you and no one is buying!
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 dream business 5 years from now, is an amazing team of shooter-directors filming all over Australia, and amazing producing editors (we called them “Preditors” in the TV world) who can create our skills on a large scale. I’m on the path to that, I just need to continue on!
What problem does being a Member of the HerBusiness Network solve for you and your business? And, how?
First and foremost, HerBusiness provides a community and a sense that I am not alone on this journey. It gives me a great sense of support and confidence to know if I need anything, this community has my back!
Learn more about Danika and Big Stories Little Films.
