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, 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.
Impact
Since 2020, despite lockdowns, we have supported over 250 clients, including a contract for services with Depot Artspace (Wayfind Creative), 60; Kāhui Tū Kaha, 54 small business clients. Kāhui Tū Kaha (a Ngāti Whātua Iwi organisation); over 70 (WINZ) MSD clients. AS Good NZ has completed a mentor development programme for the Prince’s Trust. (now the King's Trust) in 2024.
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
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
Biography
Alison Steiner is a highly experienced business coach and entrepreneur with a career spanning 30 years. Her professional journey has included coaching and mentoring startups to established clients in business, retail, manufacturing, e-commerce, creative industries, and education.
Alison has spearheaded significant projects such as establishing an arts marketing business, co-owning an art gallery, and managing the growth of a ceramics business into a purpose-built studio and showroom. At The University of Auckland, she secured $6.5 million in scholarships and led strategic initiatives that contributed to institutional success. Other 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.
Today, Alison works with a wide range of businesses, from panelbeaters and e-commerce ventures to Māori handcraft practitioners and wellness instructors. She specialises in strategic planning, financial management, and business development, offering tailored solutions to empower entrepreneurs and small businesses. Her approach combines creativity, strategic insight, and a deep understanding of the challenges faced by diverse industries, ensuring sustainable growth and meaningful outcomes for her clients.
Education & Courses
2017-2020
Graduate Diploma in Arts
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Major Education, Social Justice and Economic Development.
1993
Bachelor of Commerce Degree
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Major Marketing and Economics at The University of Auckland.
1993
International Marketing Diploma
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Export Marketing.
Ongoing
Research projects/courses
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Project Management of Pasifika Festival.
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Arts Milieu: A report on the creative industries .
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Creating and Managing Brands: including the brand architecture of the Edge precinct (now Auckland Live) & Manukau City Symphony Orchestra branding and organisational structure.
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NZ Youth Mentoring Network, Foundation Course Mentoring Young People.
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Inspiring Communities: Collaborating in Community Led Change Workshop.
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Te Reo Māori Beginner Level.
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Toastmasters
Micro Credentials
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Mindlab’s Digital Skills for the Workplace.
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Tech Futures, Disruptive Technologies.
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AcademyEX, Leading Beyond Sustainability
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AcademyEx, Entrepreneurship
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 business 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.
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
Contact
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