In-House Entrepreneurship

The Program


Deliverable anywhere, by design, in-person or in blended (online) modes


Schedule by negotiation (typically 12-16 weeks)


Training, plus annual licence.

For organisations that wish to become more entrepreneurial and simultaneously build their capacity to become expert entrepreneurship trainers in their own right, Edgeware’s In-House Entrepreneurship Program provides a flexible, practical and enjoyable process for:

  • Developing entrepreneurial skills in key individuals or teams, and
  • Developing their capacity to effectively deliver the Edgeware Creative Entrepreneurship toolset, in any of its variations, for a variety of purposes (e.g. designing a course or curriculum, an event, a project,  departmental or whole-organisation developmental strategies)

The Edgeware tool set consists of 18 simple decision-making tools for every aspect of a business, clustered in three groups:

  • NOW – situation analysis, value proposition, customer and product evaluation, competitor analysis and competitive advantage, trend analysis, risk analysis, intellectual property
  • WHERE – envisioning and describing the ‘preferred future’, identifying goals and ways of measuring progress
  • HOW – operational planning, financial planning and management, pricing, time management, marketing, professional development, legals

Outputs from the tools populate a ONE PAGE PLAN which shows, in summary form, the key elements necessary for successful management and development, as well as the way each element relates to each other element, so that as circumstances change (e.g. a new challenge or a new opportunity) the relevant tools can be used to upgrade and tweak the relevant sections of the overall plan – quickly, effectively, practically and strategically.

Edgeware’s learning system consists of processes and methods which put the tools into the context of everyday professional and personal life. It is radically learner-centred, good humoured and constructive, acknowledging that each learner will direct (and take responsibility for) their own unique learning style and pathway to success.

Every stage of the Edgeware process is informed by our company DNA: Make money (‘Is this financially viable?’), Have fun (‘Is this personally meaningful’) and Change the world (‘Is this socially responsible?’). Unlike many ‘business’ courses, the built-in inclusion of the personal and social dimensions of entrepreneurship is a feature of the Edgeware methodology (without losing sight of the bottom line)


The Edgeware toolset has been mapped to the Certificate III in Micro Business Operations (BSB30315) and by negotiation we can deliver this incidentally or as a future ‘plug-in’, in collaboration with our RTO partner, Australasian Leadership Academy. This may be of value for organisations which plan to engage with formal accreditation of clients and stakeholders (e.g. where government funding requires formal accreditation). In such a scenario, the organisation needs a facilitator/teacher who has both the Certificate IV in Training and Assessment (TAE) and BSB30315 Certificate III Micro Business Operations itself. The cost of Certificate III accreditation is $1,000, which covers administration (including an online portal for registration and assessment), assessment and RTO fees.

More information here


Ludmila Doneman, Michael Doneman, Amanda Moffatt, Susana Waldron, Leesa Watego

Michael Doneman is founding director of Edgeware Creative Entrepreneurship. He has a background in community cultural development which inspired work in business design, vocational education and training, and information technology. Michael was a Senior Research Fellow at QUT’s Creative Industries Faculty from 2002-2005 and is a Founding Affiliate of the ATN University network’s e-Grad School, in the field of knowledge transfer and research commercialisation. He founded the Edgeware model of ethical entrepreneurship development in 2006. He has a coaching practice focused on the value of creativity in the growth of entrepreneurs, intrapreneurs and leaders, and he is developing expertise in the application of Solution Focused coaching and leadership processes to the establishment, growth and enrichment of business practice. Michael is passionately committed to the idea that ethical, creative entrepreneurship can change the world.
Education: MA, QUT – 2006; Certificate IV, Assessment and Workplace Training, Southern Cross Academy – 2001; Graduate Diploma in Teaching, QUT – 1983; BA (Hons), UNSW – 1978


Originally from Argentina, Susana Waldron brings a vibrant international energy to Edgeware Creative Entrepreneurship. Susana started her career as Quality Development and Training Co-ordinator for the Lend Lease Corporation, Sydney. In 2009 Susana established Blue Sky View, a finance management, administration and procedures development business. She has worked with many successful companies on the Sunshine Coast, including: Bermingham Enterprises, a publishing and distribution company; Frank & Dixon, a marketing & branding company; LJ Hooker, a large real estate firm; and many others. Susana’s extensive experience in big and small business finance, administration and training, mixed with her passion for education, personal development and the arts, encouraged her and husband John to expand Blue Sky View to offer a range of services for the creative and innovative industries. In 2013 they launched a new product the Makeway Lab, a fablab for hospitals. Susana completed the Build Your Business program with Edgeware and has delivered this program and other presentations on cash-flow and small business finance for Edgware on many occasions.


In business since 1994, Leesa Watego is currently Director of Iscariot Media, a small Brisbane-based media enterprise focusing on creative, online and educational projects. Previous businesses include – Blacklines Publications and Nyumba Goori Studies Consultancy with Lisa M Buxton. Working as a sessional lecturer in business at Queensland College of Art, Leesa discovered a passion for teaching and sharing about business. She is also Director of the South East Queensland Indigenous Chamber of Commerce; a member of the emerging Queensland Chamber of E-Commerce and the Everton Park Business Club. Leesa is also an emerging speaker on business, having presented at the Queensland Government’s Indigenous Business Forum in 2010 and the Queensland Reconciliation Business event, as well as a number of presentations with Edgeware Creative Entrepreneurship. Leesa has a Bachelor of Commerce (majoring in public policy) from Griffith University and completed the Build Your Business program with Edgeware in 2008. She tweets about business at
Education: 2008 – B.Commerce (Griffith)


Ludmila Doneman’s working life has led her from the mainstream of a rich and critical theatre tradition in Central Europe to re-establishment and training in Australia, from student and ‘laboratory’ theatre in the 70’s into her continuing concern with community development, the arts and social-cultural animation. She is passionate about working with people whose voices are often unheard – young people, women, migrants, the elderly, and people with disabilities. Her Curriculum Vitae demonstrates a breadth and depth of skills and experience which continues to inspire and enliven, and to ‘quicken’ community aspirations and goals.
Her work has been concerned from the beginning with a practice of empowerment, the provision of infrastructure and method which, while perhaps not always as visible as ‘product’, helps make for continuity and sustainability. This can be seen in the number of organisations she has established, which continue and thrive in the field.
Education: BA, UNSW – 1977


Dr Amanda Moffat is a proud ‘Edgie’ (the name our trainees use to identify their ‘tribe’). She is founder, director and head designer of Bowerbird Creative Programs, which engages art therapy and aligned processes towards a wholistic development of the person (including the ‘business-person’). She has experience as a copy writer, video producer, curriculum designer and facilitator at secondary, tertiary and VET (Vocational Education and Training) levels. She is an accredited arts therapist and has designed and facilitated in-service development programs for teachers. As an Edgeware facilitator she has worked with people in a wide range of sectors.
EDUCATION: 2015 – Doctor Creative Industries, QUT; 2012 – Certificate IV, Training and Assessment- Mountain View training (RTO); 2008 – Certificate IV, TESOL- Language Training Inst. (RTO); 2006 – Graduate Diploma Creative Arts Therapy- MIECAT; 2000 – Bachelor Education (secondary), QUT; 2000 – Bachelor Arts (drama), QUT



1. Training for leaders/trainers

18  hours (by negotiation – typically, its ‘residential’ format, 6 x 3 hr training/coaching sessions delivered to individuals or in small groups. Other delivery formats are available, mixing in-person and online delivery. Training typically takes place over 12-16 weeks)

Edgeware Toolset Training

  • Understanding and using the tools – individually and cumulatively
  • Professional development planning (including use of Edgeware support)
  • Planning and evaluating the Practice/Application stage
  • Toolset Delivery Manual

Edgeware Facilitation Training

  • The application and function of the Edgeware DNA in action: Make money, have fun, change the world (that is, financial viability, personal meaning and social responsibility)
  • Methodology:
    • Modular/constructivist pedagogy in practice (‘learner upwards’ rather than ‘curriculum downwards’) and flexibility/responsiveness (‘curriculum on the fly’)
    • Group size and group dynamics (including peer mentoring)
    • Solution Focus
    • Storytelling
    • The personal/affective dimension (including catering and conviviality)
  • Planning the use of the tools within an institutional setting
  • Planning and evaluating the Practice/Application stage
  • Edgeware Facilitators’ Manual

2. Guided Practice and Application

9 hrs (by negotiation)

Negotiated with each organisation. Application of ‘training stage’ learnings to the workplace (e.g. in ‘pilot projects’), prototyping and trialling, and practical market research and feedback. Includes attendance at deliveries (up to 6 hours) and ‘live’ feedback, plus 3 x 1 hour coaching sessions (in person or online). Development and negotiation of appropriate evaluation and self-assessment for final evaluation.

3. Licencing Agreement

  • Sharing and review of practice experiences
  • Advice on implementation of toolset and methodology


Edgeware provides limited ad hoc coaching and mentoring support through the process of training, guided practice and finally unguided practice. This is negotiated to fit need and context, and may include the organisation of GAS Groups. (GAS = Group Action Sessions)

4. Blended Delivery Models

The training and licencing process can be delivered in a variety of modes, mixing in-person and online delivery (using webinars and online coaching sessions). The training will also vary if our client wishes to gain recognised Australian accreditation for the Award to which our ‘Build Your Business’ program is mapped (the Edgeware toolset and One Page Plan). This is the Certificate III in Micro Business Operations. Please contact us for details. A broad overview can be downloaded here.

never give up
on what you really want to do.
the person with big dreams
is more powerful than one with all the facts