The SheEO Agency® | Growth Partner for Women-Led Product Businesses

Stop guessing what's holding back growth.

We help female product founders running six and seven figure businesses find the real constraint, not the loudest symptom. Then we build the roadmap and deliver it: commercial certainty, better decisions and a clear path to profitable growth.

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The work, in commercial terms.

Behind these sit two decades of enterprise results: $44M in annual savings at Telstra, $16M revenue uplift at Foxtel, $3M+ in digital revenue built in 18 months at LittleOak.

Revenue is growing. The business isn't keeping up.

Stock you can't see. Margin that shrinks as sales rise. A warehouse, a website and a spreadsheet that don't talk to each other. Decisions made on gut feel because the numbers arrive too late. These are the chinks in the chain, and every growing product business has them. You shouldn't have to guess which one is costing you most. Finding it is our job. Fixing it is the plan.

Founders who've outgrown their own systems.

Our clients are founders, CEOs and senior leaders with real traction and a growth ceiling they can feel. The product is proven. The demand is there. What's missing is the structure underneath it, and an internal team to build it. That's the work we do: we find what's holding the business back, then we design the solution and execute it. Across strategy, digital and operations.

Three ways we move the business forward.

When the way forward isn't clear, we identify what needs fixing, build the roadmap, and help you execute it.
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We build the technology that brings the vision to life: websites, system integrations, applications and software.
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We find the bottlenecks holding the business back, design the solutions, and manage the projects that implement the change.
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The right platform for the outcome.

We're product agnostic. We hold partnerships across the platforms growing product businesses run on, and we recommend on one basis only: what the project needs and the commercial outcome it has to return. The system serves the business, never the other way around.

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In their words

"Felicity's leadership in creating our digital channel was transformative. She designed an excellent customer experience, led our marketing efforts, established a dedicated support team and optimised our operations for global scaling. Working with her was a game-changer." - Elke, Founder & CEO, The LittleOak Company

Group of people sitting around a table with a laptop, engaged in a meeting or discussion.

In their words

"In a couple of hours, Felicity helped me cut through the fog and see my next steps with clarity. No fluff, no jargon — just clear, thoughtful and strategic." - Christie Flora, Founder

In their words

"Felicity delivered a beautiful B2B website and helped me ensure my proposition makes money and my operations are set up for scaling. I couldn't be happier with the results." - Susannah, Founder & CEO, Pampersweet

Featured in The Australian Business Journal

Felicity Pascoe and The SheEO Agency® have been featured in 10 Australian Strategy Consultants Leading Change in 2026, recognising an approach that moves from strategic diagnosis through to hands-on delivery.

With more than two decades leading product, digital and operational transformation across Telstra, Cotton On Group, Target, Australia Post, Foxtel and The LittleOak Company, Felicity brings enterprise-level experience to growing product businesses, including $44M in annual savings, $16M in revenue uplift and $3M+ in digital revenue built within 18 months.

Read the Australian Business Journal feature

The Growth Constraint

Commercial analysis for product businesses experiencing growth constraints.

This first issue explores why successful businesses often become harder to scale and introduces five Growth Indicators™ that commonly appear as a business evolves faster than the way it is being led, organised and operated.

Download, grab a coffee and take some time out to reflect on your business.

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