From doing deliveries to self-publishing and freelance writing, that's the journey of Anna Ceguerra, the founder of A Whim Away PTY LTD. After leaving her academic job, Anna started her venture into the world of publishing, and now specialises in self-publishing her own novellas, consulting others on their own self-publishing, and freelance writing.

What was the biggest obstacle Anna faced when starting A Whim Away? The answer may surprise you!

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Tell us about yourself? I reside in Sydney, Australia with my beloved dog, Patchy. After spending many years building a career in science and software development, I now love weaving futuristic themes into unique and exciting stories, drawing inspiration from my previous careers and the people I know. Throughout my life, I have had three careers. I began as a computer programmer before transitioning into academia, specialising in materials science and microscopy. Though highly technical fields, I found inspiration in my work and experiences that are now incorporated into my writing. Today, as a self-published author, I am in my third career iteration and I continue to explore new and exciting creative avenues. I am the owner and director of A Whim Away, a Sydney-based boutique publishing house dedicated to providing unique and diverse voices in literature. Our mission is to support emerging and established writers from around the world , and to create literary works that celebrate the richness of human experience. We provide consultancy services for authors who wish to self-publish their works of fiction. A Whim Away is committed to fostering a community of readers and writers who share a love of storytelling. Tell us your background and connection to the Inner West.

I came to Australia when I was seven with my immediate family. When people ask about my heritage, I want to say, "I am genetically from the Philippines, but culturally, I identify strongly as Australian." But it's too long, so I usually just say, "Philippines, but I'm Australian now."

My connection with the Inner West began when we moved to Australia, and I've been living in Ashfield ever since. I've been in the same house for over 30 years, which is a rarity nowadays. Despite my career taking many turns, I've had the stability of residing in the Inner West. I wouldn't want to live anywhere else. How did A Whim Away get its start? A Whim Away's origin story is quite the adventure! I started A Whim Away when I left my academic job. It started off very difficult. I was doing deliveries! Through hard work, I have been able to shift my focus to self-publishing my novellas, freelance writing, and working with other authors in promotion and self-publishing for themselves. What was the biggest opposing force that you encountered when setting up A Whim Away and how did you overcome it?

"The biggest obstacle I faced when starting A Whim Away was myself."

For years, I thought that starting a creative business would be too difficult, but I realised that there are many parts of the process that are straightforward. For instance, registering my company on ASIC and the Australian Business Register, obtaining an ABN, setting up a bank account, and using Xero were all easy to do. However, it's also easy to make mistakes, so it's crucial to seek good advice, especially when you don't have much cash flow. I'm lucky to have a close friend, Billie, who runs her own business and has always been there to answer my questions. Additionally, I have an excellent accountant who provides free accounting advice to clients. I also completed a Cert III in Entrepreneurship and New Business with MTC Australia and received marketing mentoring from Realise Business, both of which are free of charge. What would be your advice to any emerging creatives wanting to start their own business? It’s easy to get overwhelmed by information! As someone who has gone through the process of starting my own business, I've learned a lot, but I know it can be overwhelming to take everything in at once.

"I think the best way to start is to figure out your obligations (to customers, the tax office, ASIC, etc) and get those sorted out first."

The rest you will learn as you need it.

Do you have any events or projects coming up? I have upcoming events where I'll be sharing a stall with other authors. The first is at the Sydney Royal Easter Show 2023 on April 15th. The second is at the Flour Mill Markets in Summer Hill on the first Sunday of May 2023, with quarterly appearances thereafter. I am also planning to attend Book Fair Australia in October 2023, held at the Sydney Showgrounds. In terms of projects, I really want to finish and self-publish my third novella. It’s a sci-fi rom com about a time traveller sabotaging dates. Learn More about Anna and A Whim Away

• Website
• Email: info@a-whim-away.com