Dena Blackman was born in Brisbane just prior to the outbreak of World War II. Raised in an atmosphere of equal opportunity for women, she learned that femininity need not be sacrificed for feminism, that charm achieves more than churlishness and that leadership is as much by example as by authority. Old world values that are the basis of most self help gurus today.
The birth of DIAL-AN-ANGEL
Married at 20, Dena contends her experiences as a young mother afforded her the time out she needed for personal growth and maturity. But this experience also left her exhausted and ill after the birth of her third child, it was then that she envisaged the heavenly prospect of being able to dial an angel. She needed an extra pair of hands to help with the mounting housework, ironing and the care of three lively children under five.
No private agency existed at that time. Even the Government subsidised “Emergency Housekeepers” had a nine month waiting list. Dena decided that it was imperative for someone to do something about it and DIAL-AN-ANGEL was established on 15 March 1967.
Twelve national offices today all from a $200 business loan
It is now almost 40 years on and it is Australia’s only national agency specialising in home and family care. DIAL-AN-ANGEL is Australia’s leading home and family care agency, with more than 10,000 registered Angels operating from 11 offices around Australia providing childcare, domestic assistance, eldercare-at-home® and other Angelic services to clients. Dena also had the foresight to franchise the business over 21 years ago, once again leading the trend rather then following it. Not bad for a business started on a $200 bank loan and located in two small rooms on the second floor overlooking the Pacific Highway at Lindfield on Sydney’s North Shore.
Inspiration as a three-time award winning entrepreneur
Not content to just rest on her achievements of building a thriving business and raising a family of four children, Dena was a Telstra Businesswoman of the Year Finalist in 1998, one of 50 talented women inducted into the Australian Businesswomen’s Hall of Fame in 1999 and Winner of a Role Model Award for Women’s Achievement from the Northcote Society in 2002. Dena also has another passion and that is public speaking. She was a respected Toastmistress, one of the first of two women to be invited to join the previously all male Rostrum Club, and was a Finalist in the Festival of Sydney Public Speaking Competition.
Keeping it in the family
Three generations of Dena’s family have been involved in the business over almost four decades, including Dena’s mother and three daughters. A vital ingredient in the success of the business is Dena’s belief that a family business is the crossroad of two amazing and unparalleled experiences.
One experience is the raising and nurturing of a family — spouse, children, grandchildren and others – through a lifetime of ups and downs, frustrations and achievements. The other is the building and nurturing of a business as a livelihood and an expression of personal vision and achievement – through a lifetime of ups and downs, frustrations and achievements. This was somehow encapsulated in 2002 when DIAL-AN-ANGEL was awarded the NSW Family Business of the Year Award – 1st Generation.
A new chapter in the DIAL-AN-ANGEL success story
The year 2003 marked a much-anticipated date at DIAL-AN-ANGEL with Danielle Robertson, Dena’s third daughter, assuming the role of CEO for the Pty Limited Company. Dena remains as Chairman of the Board of Directors and Senior Consultant to the Group.
Dena is delighted that her confidence in Danielle’s ability has been justified since she happily stepped back from the day-to-day running of the business. Danielle has been allowed to make her own decisions without interference although Dena is always fully apprised of any major activities to be undertaken. They both agree she will need the support and continuing loyalty of both the executive and office staff to grow the business.
Dena laughs as she says, “so any rumours of my retirement have been greatly exaggerated. I have devoted almost 40 years of full-time commitment to DIAL-AN-ANGEL – and took only one day’s sick leave in all that time. I have been truly fortunate in being blessed with good health!”
Dena’s strategies for success
The 3 C’s – Choice, Change and Challenges
- Our clients CHOOSE to use our services because we are dedicated to excellence and avoid mediocrity
- We remain adaptable and flexible, never settling and looking for CHANGE to seek continual improvement
- We welcome new CHALLENGES everyday
It has been said that success lies in the achievement of what you set out to do – but happiness lies in liking what you have achieved!
To contact Dena, please phone 02 9362 4225 or email dialanangel@dialanangel.com or visit www.dialanangel.com.
