New around here? Meet our founder.

Pru Chapman
OC Founder + Head Hustler

Pru Chapman is the Founder + Head Hustler at Owners Collective, a dedicated digital community and global online resource hub for early-stage entrepreneurs. Pru gets giddy supporting business owners to create meaningful, sustainable + profitable business. She loves nothing more than bulletproof coffee, her pooch Maverick, and an empty mountain hiking trail.

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Latest One Wild Ride Podcast:
Generating New Ideas: How to Inspire Innovation and Lead Creative Teams with Nicole Velik

With our climate in crisis and governments slow to act, the time is now for future-thinking founders to step up and use business as a force for good. 

But sustainability isn’t just about being ‘green’…

It’s about creating a more resilient, cost-effective, and future-proof business that speaks directly to today’s conscious consumer and creates a positive impact from the inside out. 

The best part?

Being ‘good’ in business is very good for business.

Introducing the Sustainability Starter

Get ready to transform your business into a powerful tool for change.

The Sustainability Starter program will walk you through the history, foundations, and frameworks that you need to begin using your business as a powerful tool for positive change. 

Together, we’ll future-proof your business, introduce you to the new conscious consumer, help you attract and retain the best talent, drive customer loyalty, and contribute to a healthier and more sustainable planet. 

With purpose at the core of your business, everyone thrives.

Who is this for? 

Purpose-Driven Founders

You’re smart, savvy, and established in business and know that the consumer landscape is changing fast. Now is the time to implement a best-practice sustainability framework into your business to future-proof your operations.

Sustainability-Led Startups

If you’re in the first 18 months of your business journey you’re in exactly the right place to get your sustainability foundations set up right. This will make you unstoppable in your quest to positively impact the planet.

Change-Making Employees

You want to champion change from the inside, and we’re right here behind you. This is your chance to stand out and make waves both within the organisation and for the planet. Get started here so that you can confidently make the moves to create epic positive change. 

Did you know?

Purpose-driven businesses are growing three times faster than traditional businesses. This is being driven by Gen Z who now make up 40% of global consumers, and nine in ten of them believe companies have a responsibility to address environmental and social issues.

Conscious business is the future of business.

A tidal wave of consumer change is coming.

Are you ready? 

63% Of consumers prefer to purchase from purpose-driven brands (Accenture). 

71% Said they’d buy from a purpose-driven company over the alternative if cost and quality were equal (Porter Novelli).

86% Of customers trust in a brand that leads with purpose (Porter Novelli).

One-third of global consumers would abandon even their favorite brand if it doesn’t align with their personal values (IBM).

Here’s what we’re covering:

  • Training Topic 1: Business for a Better Future
    As business folk, we’re uniquely placed to shape a brighter future.  We’re smart, nimble, and can respond quickly to crises and so this video will identify why the time is NOW for you to step into action. (15 mins)
  • Training Topic 2: People, Planet, Profit Origins
    Understanding the history of the people, profit, planet concept, and the UN Sustainable Development principles will be foundational to your success – so we break it down and make it super easy to understand. (9 mins)
  • Training Topic 3: Purpose-Driven Business Framework
    Starting your sustainability journey can be overwhelming so in this video we’ll identify the 5 key impact areas in your business to set you up with a simplified framework to start making positive change. (17 mins)
  • Training Topic 4: You = Change Agent
    There are many ways you can positively impact the world, but the most powerful will be through identifying your strengths and superpowers so that you are creating change from the place of your highest potency. (16 mins)
  • Training Topic 5: Setting Your Sustainability Goals
    This is where the rubber hits the road as we set the goals that will guide your path to becoming a better brand.We’re covering the necessities like energy, water, and waste as well as your BIG goal of how you’re going to change the world. (14 mins) 
  • Training Topic 6: Define Your Impact Statement
    A brand of tomorrow has a clear goal for the future they’re creating and in this video, we’ll set you up with a powerful statement so that you nail your true north. (6 mins)
  • Training Topic 7: Stepping into B Corp Certification
    Take a step-by-step walkthrough of the B Corp process so that you know exactly what you’re in for complete with tie frames, costs, and insider tips from our exact experience of getting certified. (21 mins)
  • Training Topic 8: Meet the Conscious Consumer
    The consumer marketplace is radically changing with Gen Z driving change in what they expect from brands in the marketplace. This is a must-learn to future-proof your business. (14 mins)
  • Training Topic 9: Messaging, Marketing & Greenwashing
    You need a fresh approach to your marketing and messaging to connect with the conscious consumer based on values-aligned action – we give you the low-down here as we’ll as a deep dive into greenwashing and how not to get caught out. (37 mins)
  • BONUS: Make it Profitable
    You’ve done the work now get the reward. In our final video, we’ll cover positioning, pricing, and profitability basics so that you’re uniquely placed to serve and sell to the tidal wave of conscious consumers coming through your door. (32 mins)

In Sustainability Starter you will learn how to:

Future-proof your business in a radically changing consumer landscape

Implement best practice social and environmental principals into your business

Set meaningful sustainability goals that will get everyone onboard

Identify and speak directly to the new conscious consumer

Communicate your messaging in a way that you won’t get caught greenwashing

A little bit about Pru

Meet Pru, Founder and Head Hustler at Owners Collective.

A client once told Pru that working with her is like hauling your business through an intense Crossfit session followed by a double espresso and a lazy triathlon after that.

With over 15 years experience in business strategy, psychology and leadership development, Pru is passionate about helping people find more purpose, freedom, and fulfilment in the work they do.

She’s now worked with thousands of entrepreneurs across all industries, from start-ups to early stage entrepreneurs to big business.

Pru is dedicated to using business as a force for good she uses her podcast One Wild Ride to showcase forward-thinking founders from brands including Patagonia, Thankyou, Who Gives A Crap, Koala, TOM Organic, Xero, Sendle, Afends. 

Her compamy Owners Collective is 100% female-founded and run, B Corp Certified, Carbon Neutral, and a proud member of 1% For The Planet.

How it works

Instant access to all program content

We know that you’re super excited to get started so we don’t want you waiting around.  As soon as you sign up you get instant access to ALL program content.

Access to your private coaching portal

Our custom-designed portal is where all the course materials are delivered. Here you’ll find your video content available on desktop, tablet, and mobile. 

Ten easy-to-follow training videos

We teach in a style that is fun, real, and super practical so you can expect actionable advice in the training videos ready for you to implement straight away. 

Inside the program you’ll find everything you need to:


  • Kickstart your Sustainability Journey
  • Set Sustainability Goals that matter
  • Nail your key Impact Statement
  • Step into B Corp Certification
  • Market to the New Conscious Consumer
  • Avoid Greenwashing (and keep out of trouble)
  • Make it Profitable through Premium Positioning and Pricing

Ready to dive in?

One off investment of $395

Includes GST for Australian customers. Lifetime Access. Never worry about falling behind. You’ll get access to everything all at once.

*Please note that price will increase in November 2023*

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Got questions? Good! Here’s a few FAQ’s

Is Sustainability Starter just for established businesses?

We’ve created this program so that it is suitable for both startups and scaleups either at the beginning or early on in their sustainability journey. We’re not teaching you how to do your job, we’re teaching you the fundamental principals and frameworks that you need to implement more sustainable practices across your business, and therefore it’s perfect for anyone embarking on this journey.

How do I get access to the education materials?

Access to the course materials is via a personalized online website portal, that makes the program available on desktop, tablets, and smart phones.  

Is the program better for product or service-based industries?

We love products and services! We welcome both and have been careful to ensure that the course is not skewed to one or the other. You’ll learn in a way that applies sustaibable business principals to both industries and across all operations. 

Can I learn at my own pace?

Absolutely, and we’re giving you lifetime access to all course materials so that you have plenty of time to watch, listen, and implement the content.

Do you offer a guarantee?

We guarantee the quality of the education we provide, however, your results are up to you. For this reason, we don’t offer any guarantee. Building sustainability into your business practices takes dedication, hustle and plenty of heart, and if you’re willing to do the work you will be successful.

What's your refund policy?

Because you receive immediate access to all course content, we do not permit refunds. All sales are final.

Owners Collective

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