This week’s Business Ninja is Zoe Freeman, Director of The Web Demystified. Ruby Assembly caught up with Zoe at a Westpac Ruby Connection meeting, and we were very interested to learn about her unique business. Zoe assists companies find the ‘right geeks’ for their project, whether it is building a database or building a website. Zoe’s unique analytical skills allow her to zero in on what your business needs to achieve, and matches this up with her knowledge of Australia’s best IT and design professionals. Spending hard-earned money on technology can be expensive and confusing – Zoe ensures you make the right decision from the word go. You can get in touch with Zoe by emailing

1. What makes your business magical, setting you apart from other

I am an Internet Consultant (essentially a web geek) but I work hard
to leave the technobabble out of what I do. I have a no acronyms
policy and I use analogy to describe how digital technology works, as
a result a client once told me “You make the web not scary”! and
that’s now my mission statement.

2. What are your maddest ‘ninja skillz’ ?

I’ve got a knack for coming up with great digital ideas for my clients
the moment I start finding out about their businesses and where they
want to take them.

3. How did your lightbulb moment in creating your business come about?

I’ve worked in digital for a long time, and noticed time and time
again how frustrated business people can get with technology, the rate
of change and even the type of businesses they feel they have to deal
with. I think that most people are afraid of how fast technology is
moving. I realised one day that what I was good at was alleviating
that fear, and more importantly, getting people excited about the web
and technology.

4. What is your earliest memory?

Looking up at the big pineapple in Queensland!

5. What would your last meal be?

Risotto from my favourite italian restaurant in Sydney – Fratelli
– and a glass of white wine. Followed by crème brûlée.

6. What is your best tip for choosing working partners?

Work with people who are brave enough to challenge your assumptions.

7. What is your favourite sound?

At the moment, tram bells – I’m new to Melbourne and it reminds me
that I’m here and makes me happy.

 8. Who would you like to invite to dinner?

Sheryl Sandberg (the COO of Facebook). Her TED talk was a revelation
to me.

9. What is something unexpected that has come from your work?

That some of the people I’ve done business with over the past seven
years have become true and lasting friends. It’s a perk of running a
business that I never envisaged when I set out.