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About Us

Alison Mellsop Steiner founded AS Good NZ, in 2020, providing coaching and mentoring services to nurture entrepreneurship and facilitate sustainable income for sole traders and small businesses. Recently, she developed a mentoring program tailored for young entrepreneurs for The Princes Trust Aotearoa New Zealand.

Alison's career  has encompassed roles within private enterprises, community initiatives, tertiary education sector, and partial ownership of creative practices.

With a Bachelor of Commerce degree obtained in 1993 and a Graduate Diploma in Arts earned in 2020, focusing on economic development and social justice in education, Alison has a diverse skill set. Her experience encompasses project managing art expos, conducting feasibility studies, participating in tradeshows and specialises in small business planning and implementation across sectors like the creative industry, fashion, engineering, and export.

Alison’s personal and business philosophy includes whanaungatanga (connection) and manaakitanga (respect, unity) with authenticity and integrity.

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Since 2020, despite lockdowns, we have supported over 160 clients, including a contract for services with Depot Artspace (Wayfind Creative), 56; Kāhui Tū Kaha, 54 small business clients. Kāhui Tū Kaha (a Ngāti Whātua Iwi organisation); over 50 (WINZ) MSD clients.    AS Good NZ has recently completed a mentor development programme for the Prince’s Trust


We have supported people from the Te Ao Māori, Pasifika, and/or Migrant cultural perspective alongside and supported by Kāhui Tū Kaha, to guide and advise where needed. Previously Zoom and inperson programmes with Kupenga Ora included women of multi ethnicity including Māori, Pasifika, Asian and Muslim migrant and refugee backgrounds, assisted by staff who translate.


Operating as a social enterprise, AS Good is committed to supporting and developing te tangata, the people of Aotearoa New Zealand for economic and social prosperity.  We currently donate time to selected clients, the development of a bespoke business tool for sole traders, supports local community hubs, and as a mentor for Business Mentors New Zealand.

Worked with

MBIE Regional Partner

Support young entrepreneurs - The Prince’s Trust Aotearoa New Zealand

Registered Provider - Regional Business Partnership Network

Authorised Business Mentor - ​Business Mentors New Zealand

Flexiwage Self Employment Business Coaching and Mentoring - Ministry of Social Development

Kāhui Tū Kaha (a Ngāti Whātua Iwi organisation)


Alison's journey in the arts and business world began with the establishment of an arts marketing business and partial ownership of an art gallery. Her innovative approach led to projects like the Artex Art Show, which showcased local talent and explored the potential of the visual arts sector, alongside a feasibility study for an International Visual Arts Festival. Transitioning from Artex, Alison's entrepreneurial spirit flourished, leading her to freelance consultancy work and roles at The University of Auckland.


At the university, Alison's expertise in business development and fundraising resulted in securing approximately $6.5 million in scholarships and funds. Her impactful contributions extended to her previous part ownership (now sold) of Steiner Ceramics, where she played a pivotal role in transforming the business from a home-based enterprise to a purpose-built studio and showroom.  Alison's achievements include negotiating commissions like Air NZ’s 75th commemoration, and the Auckland War Memorial Museum Poppy Project, challenging copyright infringements, undertaking bank negotiations, facilitating the relocations to accommodate growing demand, and managing multiple commercial leases and loan agreements.

Why 'AS Good'?

 ‘AS’ means firstly and obviously, ‘Alison Steiner’ but more importantly, ‘A Social Good NZ’, ‘A Sustainable Good NZ’, the list of good possibilities is endless.

Education & Courses


Graduate Diploma in Arts
  • Major Education, Social Justice and Economic Development.


Bachelor of Commerce Degree
  • Major Marketing and Economics at The University of Auckland.


International Marketing Diploma
  •   Export Marketing.


Research projects/courses
  • Project Management of Pasifika Festival.

  • Arts Milieu: A report on  the creative industries .

  • Creating and Managing Brands: including the brand architecture of the Edge precinct (now Auckland Live) & Manukau City Symphony Orchestra branding and organisational structure.

  • NZ Youth Mentoring Network, Foundation Course Mentoring Young People.

  • Inspiring Communities: Collaborating in Community Led Change Workshop.

  • Te Reo Māori Beginner Level.

Micro Credentials
  • Mindlab’s Digital Skills for the Workplace.​

  • Tech Futures, Disruptive Technologies.

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The AS Good NZ Approach

AS Good's approach to business coaching and mentoring is tailored to meet the unique needs of each client. Founder, Alison Steiner, works closely with clients, providing guidance, support, and accountability throughout the entire process with specialist advice when required. 

Our aim is to develop sustainable busine
ss practices to help clients secure regular and increasing income.

Why 'AS Good'?


 ‘AS’ means firstly and obviously, ‘Alison Steiner’ but more importantly, ‘A Social Good NZ’, ‘A Sustainable Good NZ’, the list of good possibilities is endless.

My Approach

The Circular Economy

Although the circular economy is not new, the topic was presented in layman’s terms through the work of Oxford University academic Kate Raworth, author of Doughnut Economics, presented at UCL’s Institute for Global Prosperity. See this link which includes the Doughnut Economics model and the indigenous (NZ Maori) model.

The teaching of the circular economy seems to be ignored within the economics discipline in favour of classical, neoliberal economics of supply and demand which generally excludes the economic impact on social, environment and cultural aspects of society. These exclusions lead to inequity and inequality that are often referred to in sociology, education and politics courses, although only alluded to in (and sidelined in) economic development courses.

AS Good NZ is committed to promoting and practicing transformative ways to improve outcomes for creative practice and people on benefits and/or low income.

Alison believes our personal and business philosophy ought to combine authentically, including whanaungatanga and manaakitanga


"Alison truly cares about her mentees and wants them to succeed. Her action-focused yet understanding approach has been very helpful and made me gain more confidence in my creative practice.


Her critical thinking caused me to define my goals more specific and has given me a better outlook on the things I need to focus on. I really appreciate having had the opportunity to be mentored by her and would highly recommend working with her to anyone."

Mirjam Leutwiler


Get in touch to learn more about AS Good's services and how we can help you succeed on your business journey.

We offer a half hour obligation-free introductory session.

Tel: +64 21-142-0968

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