Experienced strategists and marketing professionals, Zeynep Roberts and Chris Christofi have joined forces to launch Thrive Business Counselling, introducing a new model of strategic support designed to help startups and small to medium-sized businesses move confidently from “surviving” to “thriving”.
Bringing together a diverse skills set in brand development, financial modelling and commercial strategy, founders Christofi and Roberts, aim to use their combined more than 60 years’ experience to address a longstanding need to support businesses looking to take the next step in upscaling their business.
Co-founder, Chris Christofi said: “The idea for Thrive emerged from identifying a clear industry problem that most consultants focus on isolated aspects of a business, whether that’s marketing tactics, operations or financial controls, and not the holistic picture.
“Thrive exists to help SMEs unlock the potential of their business via sound business and brand strategies, by providing the business and brand skills they need but may not have the resources, training or experience to provide.
“Our approach differs as we evaluate our clients’ businesses holistically, looking at its brand, its market, its financial potential and other market variables that truly influence success.”
According to Thrive, research indicates that 90 per cent of new ideas and products fail within their first year, not because the idea lacks merit but because businesses often proceed without a strong brand foundation or a well-considered financial strategy.
Co-founder Zeynap Roberts said: “We fill this need, giving business leaders the clarity, discipline and strategic direction needed to transform a promising idea into a commercially viable, competitive and sustainable business; with a unique position in the market”
When Roberts and Christofi stepped out of long-term corporate and consulting commitments in 2024, they saw an opportunity to offer their high-level expertise on a freelance basis. With market pressures intensifying for startups and SMEs, the timing has proven ideal to expand the freelancing opportunities and formally launch Thrive.
As Roberts explained: “Business owners are increasingly seeking grounded guidance that links their growth ambitions to real market insights and achievable financial outcomes. Thrive’s approach centres on identifying the factors that genuinely lead to better margins, stronger cash flow and a lasting competitive advantage, while also anchoring a brand in meaningful consumer understanding.”
Thrive’s integrated approach guides businesses through the development of a distinctive brand strategy and positioning framework, detailed financial modelling that clarifies long-term viability, and the identification of the success factors most likely to drive commercial performance.
Roberts said “The result for clients is a clearer understanding of their competitive advantage, a sharper articulation of their brand narrative, stronger forecasting capability and a roadmap that aligns growth ambition with measurable, achievable outcomes. Leaders gain the tools and insight needed to build superior returns on investment and establish a meaningful, defensible place in their market.”
Roberts brings more than 35 years’ experience across business strategy, financial modelling and academic leadership to Thrive. Starting her career in marketing with leading brands such as Dilmah Tea and Heinz/Wattie’s, before founding Nine Dots Marketing, where she led capability development for major organisations including Colonial First State, National Foods, NAB, AMI, Goodman Fielder, Nestlé and Accor Hotels. She has also lectured in international business strategy and business research at the University of Wollongong and Macquarie University, and outside the corporate sector, founded Step 2 Foundation, a Cambodian NGO delivering education opportunities to young children.
Christofi brings extensive experience in brand strategy, creative positioning and insight-driven development across global and local brands including Nike, Heinz, Kleenex, Vodafone, Gatorade, Thai Airways. His expertise in uncovering consumer truths and transforming them into powerful brand platforms forms the backbone of Thrive’s brand methodology.
With a career spanning agency and client-side Christofi’s roles have spanned some of the biggest agencies in marketing and media including Campaign Palace, FCB, Ikon and most recently co-founder of media agency, Bohemia, which was sold to M&C Saatchi in 2017.
Co-founders Christofi and Roberts concluded: “Our vision is to equip organisations with the kind of high-calibre strategic thinking typically reserved for large corporations, enabling founders and leaders to unlock their business potential, build brands grounded in real consumer insight and make decisions with confidence.
“Our partnership will help businesses Thrive rather than just survive.”
