The Ruby Assembly Annual 2024

“In 2024, Ruby Assembly’s jolly Christmas Annual is a ‘Guide To Life’, featuring ‘mlinci’ from Mariana, ‘The Age of Experiences’ from Matt, beautiful walks of Melbourne from Alex, and ‘Keeping On in Tough Times’ from Iolanthe. ”

— Merry Christmas from Ruby Assembly

Iolanthe on Keeping On in 2025

2024 was a year. There was, of course, Trump. And Bridgerton Season Three. And Taylor Swift album releases and delicious bowls of ramen aside, it has been a bit of a tough one for many of us. Australian SMEs have been challenged by economic circumstances they’ve never experienced in their time as business owners. We’ve been surprised by the response of some to economic pressure, with occasional client bad behaviour popping up to be managed with grace. And equally we’ve been delighted by flexibility and good-will under strain, too. This year has been about holding onto your undies as I call it; about hunkering down and doing the work, and not letting fear of the unknown to seep too deeply into your consciousness. The choppy seas of 2024 are the third round of economic rough weather I’ve rode since I began Ruby Assembly back in 2009. I thought my ‘Guide To’ for Ruby Assembly’s ’24 annual would be a useful one for business owners; thus, please enjoy my Guide to Keeping On In Business.

1. Keep Prospecting

As a business owner, your key function is to bring new business into your practice. Many business owners who are technically excellent can find this a tough pill to swallow; shouldn’t their expertise be enough to bring in new clients? The answer to this is a resounding no; there are many excellent lawyers, therapists, builders, dentists and accountants that no-one knows anything about because they fail to prospect.

When times are tough, you may be more hours of the working week for business development. What you must not do is stop advertising or stop doing outreach because you intuit the market is hard. Now is the winter season when doing the hard yards of potential customer outreach will make all the difference. Do not be conned into the idea that the first place you should cut budget is marketing. It’s an easy argument to make – particularly if you’re someone focused on ROI – but the reality is that marketing (in all its forms) is the lifeblood of your business.

Try something you’ve not done before. Social media content. Podcasting. Newsletters. In-person networking. Hold a workshop. Apply as a speaker at upcoming events. Explore LinkedIn Sales Navigator (yes, it’s ugly but untold riches like there!) Don’t. Stop. Prospecting.

2. Do Something Positive Without ROI’ing It

Next year I have devised an awards program which I’ve just launched called ‘Serious Women in Business Awards’. I am a keynote speaker at an upcoming Smokeball event in Sydney. And I’m on the Board of a book festival. While it’s true that I probably bite off a bit more than most, I don’t intend on stasis during a period of economic difficulty. When the economy is less certain, it doesn’t take long for creative, competent people to think that it is entirely their fault that their business income has changed, or that they are not thriving as they might have a few years earlier. Stay connected to your competence and leadership by doing things that don’t have a specific ‘ROI-able’ outcome. It will bring you joy and bring you business.

3. Read a Book

It could be a business one (I love Alchemy by Rory Sutherland), it could be faery smut (hello ACOTAR fans), it could be 100 Days of Brave on Audible. Keep learning and steal some moments of unfettered concentration for yourself. (I know this is hard, as I have two children under four.)

4. Play

This looks different to everyone. For me, it is playing board games or card games with friends or my daughters. It’s playing Baldur’s Gate 3 with my husband. It is hosting a movie night at the Henkel Street Cinema or having a picnic and setting up the full gazebo and BBQ disaster. It’s going to see live music or theatre (if I’m lucky enough to have tickets). Play is important in helping us connect with joy that’s not purely about our economic value.

5. Lean On Your Accountant

Lean in, babies. Your accountant will help you guide you through your obligations and potential repayments to the ATO. And yes, many of us are on payment plans at the moment. You’re not a failure. Keep going. Let your accountant signpost important decisions you may need to make around finance and expenditure in your practice.

6. Hold Onto Your Undies

Part of business is relentlessness. Challenges confront us no matter our years of tenure in the game, and while uncomfortable in the moment, they’re generally opportunities to sharpen up. Seasons change, and much of ‘winning’ the economic cycle lies in keeping on ‘til the clock strikes midnight next time around. Some of it is you, some of it are wider factors and some of it is luck. You just need to keep going, however that looks to you.

Matt’s Guide to Having a Great Year

I’ve had an amazing 2024. I started a job I love, working with people I love. My wife and kids all had fantastic successes. Even my football team, the mighty Brisbane Lions, won the AFL premiership!

What’s the secret of having such a great year? Well, just being lucky really. The most any of these things required from me was to be in the right place at the right time, if that. Not much to build a guide on.

However, there is one highlight of my year that stands out for a different reason. In August, my wife and I flew up to Sydney with two of our kids, stayed the night in a five star hotel, attended an art exhibition, then flew home. We NEVER do anything like that, but just went for it for the first time in a long, long time.

We have five kids and this trip coincided with Kid #4’s 18th birthday. That’s a long time being parents above all else, putting our kids first and generally being outnumbered by them. All of our kids still live at home with us and there’s an 11-year age gap between #4 and #5, so while we still have all of those parenting responsibilities, we do have some breathing room now that most of our kids are older. We’re using that to do things differently. 

We took this trip because we decided that this is going to be our Age of Experiences. For so long we’ve put things off or told ourselves “we’d better not”, so now we’re saying “why not us? We’ve earned it!” The Art Gallery of New South Wales was hosting an exhibition of Alphonse Mucha’s work. We’re art lovers and our daughter (#4) is an art student, so why should we let this opportunity pass us by just because it’s in another state? We flew up (our youngest’s first time in a plane!), saw the Opera House and Harbour Bridge, went on a ferry, ate great food, did some shopping, swam in the hotel pool and loved every minute of it. We were truly living our best lives and we’ve made sure to keep doing that ever since, even if not always on the same scale.

So maybe there is a lesson I can impart from my wonderful 2024. Seek out experiences. Look for opportunities and when one comes along, take it. Yes, be lucky, but also make your own luck.

Also, it helps to barrack for the Brisbane Lions.

Alex's Guide to Great Walking Trails

When it’s the holidays and the weather is sunny, there can be nothing better than getting outside for a walk. Yes, there are run clubs aplenty, but for those of us who don’t have a marathon on their 2025 bingo cards - but love the feeling of being out in nature - walking trails are a great option. If you’re wanting to expand your horizons beyond a wander around your suburb, here is a list of four Melbourne-based walking trails to check out over the holidays.

1. The Main Yarra Trail

This trail is a favourite of mine for many reasons. Walking alongside the Yarra River, hearing all of the different types of birds, the list goes on. Keep in mind that there are many entry points for the trail as it is very long, but if you are entering through Eltham Lower Park (past the Diamond Valley Railway) or Templestowe, you will eventually be able to find your way to Petty’s Orchard. Petty’s harvest many different types of apples and also run a cafe on weekdays and weekends - a perfect stop for those craving a coffee and a muffin during their stroll. Find out more about Petty’s Orchard here.

2. Yarra Bend Park Walk

Once again I am choosing to include a walking trail with close distance to a cafe. In this case, it’s the Fairfield Boathouse. This walk sees you begin at the Fairfield Amphitheatre and make your way through the Yarra Bend Park, with plenty of beautiful vegetation and native bushland to enjoy. On your journey you will definitely spot the Yarra River, not to mention plenty of dogs, as this trail is very dog friendly. Find it here.

3. Westerfolds Park

It has over 120 hectares of parkland for keen explorers to visit for picnics, cycling, jogging and of course, walking. Westerfolds Park is your one-stop-shop for spotting wildlife, admiring ancient Red Gums, and getting a glimpse of Westerfolds Manor - an old homestead now owned by Parks Victoria. There are many trails to take in this park so plan accordingly and always remember to look after yourself.

4. 1000 Steps Walking Track

The 1000 Steps Walking Track is one of the most well known places to walk and hike in Melbourne. Officially titled the Kokoda Memorial Trail, this track is definitely a challenge with its steep inclines, but the rainforest atmosphere and views of the Dandenong Ranges from the steps is absolutely stunning. A tough walk but one with a great reward at the end!

Before undertaking any of these walks make sure you have confirmed with a medical professional that these are suitable to explore. Other important things to note are always having a means of communication if you need help, checking for warnings about animals in the area, and having enough food and water if you’re planning a long walk. Finally, summer is wonderful but it can get hot, so keeping up with sun safe practices is a must, as is knowing when to reschedule for a cooler and better day. Happy walking and enjoy your break!

Mariana’s Guide to Making Mlinci

Ugh, I’m going to be one of those “let me tell you a story” recipe people…but you need to know! My Baka Medo made this traditional Croatian dish every Christmas and Easter. When I tell you my entire family looked forward to this one dish, it’s not just for the story.

Now for the controversial part, (only for the people who add it) there’s no egg in Mlinci. It’s not pasta. In fact it’s basically dried sheets of hand made crackers, and taste great with cheese up until their delicious immersion. It’s made to soak up the juices of turkey, duck, goose or chicken. I’ve even seen it made with roasted rabbit.

But when it’s all cooked & baked, the crunchiest morsels on top are the prize, reigniting many a family feud. It’s so simple to make and an excellent side dish.

Like all my Baka’s recipes, there’s no measurements

- Ingredients are few:

• Plain Flour / Big Pinch of Salt / Water / Turkey (add to roasted turkey dripping/pan, or any other roasted poultry/rabbit).

- Prep: I make this on a clean countertop

• Add about 4 cups of plain flour & sprinkle in salt

• Create a little volcano and start adding the water, slowly mixing into the flour until you have a dough that is NOT sticky

• Break off small balls of the dough and on a floured surface roll out flat, thin sheets until you’ve used up all the dough.

• I bake as I roll. Using upside down roasting pans, cookies sheets or cake tins, I lay the raw sheets and bake two at a time for 20-30 mins in a hot oven - 200C/400F

• You want the sheets to be crisp and a darker brown around the edges & cooked all the way through. Check on them, all ovens are different

• Once they’re all baked put aside until ready to use them (in a dry area). Tradition shows we’ve all done the same thing as Baka and store sheets in a large soup pot in a dry cupboard.

• Christmas Day: When your roast is complete remove meat and set aside. Keep all the yummy juices in the roasting pan

• Boil water a massive pot of salted water, add mlinci, by breaking them up into boiling water.

• They don’t need long in the water. When soft, drain & add to the pan of drippings

• Mix in and bake for 35-45 mins in 400F oven. Serve as a side dish!!