Talk to April Armstrong for just sixty seconds and you’re immediately entranced by her unlimited entrepreneurship, enthusiasm and enterprise. When you learn she left school at fifteen, and later studied to become a doctor as a single mother, your levels of respect and admiration for this over-achiever from Western Australia go into overdrive.
The current chapter of her life has only just begun, and yet it’s already fascinating for its groundbreaking potential and industry-wide impact.
If you had a nine-year old who was destroying your garden by ripping the stems and branches off your plants and claiming it was for a roadside business she was starting, would you chastise her or praise her?
April Armstrong received a bit of both: “I was always in trouble. I’d take the cuttings, propagate them and sell the regenerated plants on the roadside.”
And that’s a perfect metaphor for so many parts of April’s story.
The family moved to central Perth from a farm after her mother’s car accident, so the bush mentality of creating something from nothing was etched in her thinking. The idea of making money by working for yourself was embedded early.
“I feel my childhood led me into ideas of wanting to achieve different business goals,” April reflects.
Doing business differently is the cornerstone of Business for Doctors, a project April started in 2015 because she saw a need to help other doctors run their businesses more successfully.
Having won the WA Telstra Business Woman of the Year for her Kalgoorlie practice, April spoke to colleagues from medical school about KPIs (Key Performance Indicators), running a business and staffing issues and they had no idea what she was talking about. Her thought at that time was “how can I teach them?”