When Sarah Chen opened the doors of her digital marketing agency, Compass Creative, on a modest stretch of Ruthven Street five years ago, she had $12,000 in savings and a conviction that Toowoomba's businesses deserved better than outsourcing their online presence to Sydney or Melbourne firms.
Today, Compass Creative employs 23 people across two floors of a heritage building in the city's CBD, serves clients across three states, and recently recorded a turnover exceeding $2.8 million—a remarkable trajectory for a region often overlooked by the national business press.
"The biggest misconception about regional entrepreneurship is that you're limited by geography," Chen said during a recent visit to her office, where the team manages campaigns for everyone from local hospitality venues on Margaret Street to agricultural exporters operating from the Gatton region. "We've proven that Toowoomba's talent pool and cost structure actually give us a competitive advantage."
The pathway hasn't been without friction. Chen's early years coincided with the 2020 economic shock, forcing her to pivot from traditional advertising toward e-commerce solutions—a decision that ultimately positioned her ahead of competitors who clung to older models. Within two years, e-commerce represented 60 per cent of her revenue.
What sets Compass Creative apart is its commitment to mentoring. The agency runs quarterly workshops at the Toowoomba Chamber of Commerce and partnered with the University of Southern Queensland's business school to offer internships. Chen has also become an informal advisor to a dozen startup founders working from co-working spaces around Herries Street.
Recent national data suggests Australia's median wealth ranks among the world's highest, yet small businesses across regional centres often struggle to access the strategic expertise typically reserved for larger cities. Chen's model—combining local knowledge with sophisticated digital capabilities—addresses that gap directly.
The expansion hasn't gone unnoticed. The agency was shortlisted for a national award in the SME Innovation category last month, and Chen has received approaches from larger firms interested in acquisition. She's declined them all, citing her commitment to keeping the operation rooted in Toowoomba.
"Regional cities need founders who stay," she reflected. "Not everyone wants to chase the bright lights. Some of us believe there's something worth building here." With plans to open a third location in Warwick by 2027 and ambitions to double staff within 18 months, Chen appears intent on proving that conviction isn't just sentiment—it's a viable business strategy.
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