Founder Focus Ep 5: Susannah George of Urban List

This week’s Founder Focus guest is Susannah George, Founder of Urban List. Urban List is a compass for those who live like it matters, and provides trusted recommendations in areas such as food and drink, entertainment, style, health and even pets.

Their trusted tips power billions in annual spend— serving 30,000 recommendations across Australia, New Zealand and Singapore every hour. Urban List was named Australian Media Brand of The Year in 2021 and 2023, and you’ll see why.

Susannah shares her early journey into entrepreneurship going to work with her father in the family business in Bundaberg. Finishing university, she headed overseas to Paris and LA, and Susannah shares how these experiences created the foundations for launching Urban List.

This episode is not just interesting lessons and stories, Susannah shares some really actionable ideas that founders can use to scale their own businesses. Susannah shares a framework she uses to create a culture and environment that supports finding the right people, and the organisational ingredients to bring them together to achieve their ambitious vision and mission.

This episode is also a master class in finding early product market fit, and the goals Susannah chose when setting out to confirm if she was on the right path or not. Susannah provides great insight into content marketing and customer acquisition strategies, and walks through creation content that drives action.

Susannah says it took 10 years to figure out her operating system and how to make each interconnecting flywheel spin faster, and there’s a lot we think founders from all walks of life can learn from her journey.

We hope you enjoy it as much as we did and as always, we welcome any comments and feedback.