Meet Cheryl East
Cheryl is founder of Complete Bookkeeping and Admin Support, a business built on empathy, transparency and a genuine desire to help small business owners succeed. Cheryl offers services like BAS preparation and compliance, bookkeeping services, payroll and superannuation, bookkeeping clean-up services, accounting software setup (QuickBooks, Xero and MYOB setups) and admin support.
Cheryl didn’t begin her career in finance. She has worked in automotive workshops and social services, and even ran a cake decorating business. Through these experiences, she developed a strong understanding of what it means to juggle work, clients and life responsibilities while managing the pressures of admin and finances.
When her youngest child developed a disability, Cheryl needed a more flexible career path. She retrained in bookkeeping and admin not only to work from home, but to support small business owners who feel overwhelmed, unorganised or unsure where to begin.
Today, she works with tradespeople, car repairers and sole traders, helping them understand their finances, meet their obligations and feel more confident managing their business.
Read more about Cheryl’s business journey so far:
About the business
I started Complete Bookkeeping and Admin Support in September 2024. I work with clients all across Australia, but my main focus is on small and new businesses that are feeling overwhelmed and don’t have financial clarity.
Working with Many Rivers
I found out about Many Rivers through Facebook. When I engaged with Many Rivers, I had already started setting up my business. I knew what I wanted to do, but I felt stuck on the direction, especially around marketing and having a clear plan.
I had experience with ABNs, GST and general business setup, but I didn’t have a formal business plan and I wasn’t prioritising my business properly at the time because there was a lot happening in my personal life. What I really needed was structure and accountability. I work better when I have deadlines, and I was also feeling quite isolated running a business on my own.
Working with Kathleen helped me put structure around my ideas. We worked through phone calls, Teams meetings, a business plan, cash flow projections, marketing and pricing. As my personal situation changed, especially with my daughter’s health, we adjusted the plan so it was realistic and didn’t overwhelm me.
She also helped me work through self-doubt and imposter syndrome. She consistently reminded me that I know my work, and it’s okay to say when I need to double-check something.
Biggest Challenge
My biggest challenge has been self-confidence. A year ago, I wouldn’t have been comfortable talking about my business like this. Now I’m proud of what I do, but I’m still mindful about staying true to why I started and how I want to run my business.
I also had a lot going on personally while starting the business. I am a carer for three children with disabilities, and during that time my youngest was also experiencing ongoing medical challenges. Learning to balance all of that while still giving the business attention was difficult.
A big mindset shift for me was realising it’s okay to focus on my business. I can’t fix everything at home, and that doesn’t mean I’m doing the wrong thing.
Biggest Success
My biggest success was getting my first client who paid for ten hours upfront without hesitation. I had been nervous about asking for upfront payment and even worried they might think I was untrustworthy. But they agreed immediately and paid the same day. It was a huge moment for me because it showed that people do trust my work and see value in what I offer.
Biggest Change
The biggest change for me and my family has been my self-confidence. I don’t second-guess myself as much anymore, and that means I’m less stressed. I feel happier in myself, and that naturally flows into my home life as well.
Running my own business can feel isolating, but having support and celebrating small wins has made a big difference. Even something like signing my first client felt like a major milestone that I could actually acknowledge and celebrate with Kathleen.
Future Goals
In the future, I want to continue growing my client base, but not in a way that loses the personal approach that matters to me.
I don’t want to become so big that I lose sight of why I started. My goal is to keep working with small business owners who need support, guidance and someone who can explain things clearly.
I also want to keep helping people understand their finances. I believe everyone is capable of understanding their numbers when they’re explained properly, even if it takes a few different approaches.
For me, success isn’t about becoming the biggest business — it’s about helping clients feel confident, supported and in control of their business.
Thank you Cheryl for sharing your business journey with us. We wish you the best of luck with future endeavours and business success.
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