Elizabeth Aris

MOSH : From Sydney based Executive at Telstra to Digital Startup in NYC – AWNY Startup Stories

Elizabeth Aris a former Telstra Executive responsible for Strategy and heading up two business units made the move to the US from Australia in 2013 with an idea and a bunch of Powerpoint Slides. Read more to find out about her journey.

Tell us about MOSH and what inspired you to come to the USA.

MOSH. is a digital platform purpose built for Brands to engage with their customers / fans / audience by sharing any form of content – video, live stream, words, pics, podcasts, magazines etc, have a social interaction and gain detailed customer data, to monetize their customer base. It overcomes the serious limitations of existing social platforms and traditional marketing.

I moved to the USA to start MOSH. I stopped in San Francisco for the first few weeks but people I spoke with didn’t really understand the concept. I made a few trips to NYC and almost everyone I spoke to understood it completely. I guess it is the major market for media, brands, agencies etc so in hindsight it makes sense. I found investors here, built the platform, launched it, found brands to use it and are now building the traffic. We are doubling traffic each month.

FacebookMosh Hi Res FB Ad

What has been your ‘Ah Ha’ / ‘I’ve made it in the USA moment’

I haven’t had it yet, but doubling traffic each month tells me we are on the right track.

What have been the hardest lessons in starting a business in New York and how does it differ to Australia? 

I moved here without a network or any support and found people here to be incredibly supportive and willing to take a risk.  I tried to raise seed capital in Australia and despite having a broad network, couldn’t get off the ground.  The lesson is in NYC you have to get out there and meet people and you never know where help will come from.

Where have you been most successful in marketing your business?

MOSH. is purpose built for Brands to engage and monetize their customers, and we work closely with them to build traffic and engagement. They promote MOSH. in a range of different ways depending on how they can best communicate. We have a wide range of Brands on MOSH. like former CNN News Anchor Rick Sanchez who posts content to MOSH. and then tweets about it as he has a large twitter following. He does it because he is limited to 140 characters on Twitter but there are no content limits on MOSH. including video which he posts every week exclusively to MOSH. And he knows he gets all of the customer data so he can use that for many other marketing purposes.


Photo: Rick Sanchez

Other Brands like Ms Beautyphile, aka Trina Espinoza, has 2M YouTube followers, but again, no one ever make any money on YouTube and she understands that to build her brand she needs to get the customer data.

Other Brands are travel bloggers, Sports publishers, Music Artists and Merchandise companies, Playwrights, video series and soon to the TV show Justice Woman (think an edgier Dora the Explorer), Artist Peter Eastman, Not for Profits, Professional Organizations and more. The platform is as varied as the Brands that use it.

Ms Beautyphile Brand Logo

Photo: Ms Beautyphile

We also use other social platforms to promote MOSH., ironically. It serves us and the Brands on MOSH. very well. We have world class expertise at both paid and organic social media and know how to drive strong traffic at a very low cost. This is something the Brand’s on MOSH. appreciate and most don’t know how these platforms really work, so we get a lot of stories of Brands trying Facebook advertising for example, and running up unexpectedly large bills. We don’t have those problems.

Do you have any mentors, and how have people been with sharing information and their networks?

My mentor is my Chairman, Sol Trujillo.  I have worked for him for around a decade now on a range of projects and deals, since time as an executive at Telstra.  He is a visionary who values innovation and sees opportunity and knows how to go after it.

People here are amazing at sharing their networks.  I have had friends proactively call or email other people they know asking them to meet or help me without my even knowing about it.  That level of support from friends is not uncommon in NYC and it is of course invaluable.

What advice would you give someone thinking about starting a business?

Have a really strong POV on what your business is and how you will put it in to practice, and then just try stuff.  You never know exactly what will work and what won’t but try things out at a small scale until you figure out the formula.

What is next for MOSH?

More Brands signing up to use MOSH. more people coming to engage with the Brands, more interesting content from Brands.  Lots more growth – I hope!

Is there anything else you’d like to say here?

Come and sign up at MOSH.US and follow your favorite Brands.  If you have a Brand or a business and would like to use MOSH. find out more at MOSH.US/Why-MOSH/

Do you have an offer or promo code you would like to share with AWNY members?

MOSH. is offering Special Introductory Pricing right now.  Find out more at MOSH.US/Why-MOSH/

Follow MOSH on social media to keep up to date with this wonderful business. 




Love this AWNY Startup Story? Want more?

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Are you an Australian female who owns a business in New York?

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Event: PsychoBarn Rooftop Drinks at The Met, September 9, 2016

AWNY Event: PsychoBarn Rooftop Drinks at The Met


Join AWNY on the roof of the MET for drinks and fabulous views of this year’s roof art installation, PsychoBarn by Cornelia Parker.

Event Details

Date: Friday, September 9, 2016
Time: from 5pm
Location: Roof Garden Bar at The Metropolitan Museum of Art, 1000 5th Ave, Manhattan, New York 10028. Access the rooftop on the Fifth floor via the elevator in the European Sculpture and Decorative Arts galleries.
Cost: Admission fee to the museum, plus cash bar for your own drinks. The museum has a suggested admission fee but visitors are free to pay what they wish.
How to find us:
Look for Sally in an orange dress near the entrance.
Let us know you are coming on our Facebook event page.


See you there!


Join us for rooftop drinks
RSVP here on Facebook
AWNY Guide_KindySchool_650x250

AWNY Mums & Dads Update: Start your engines NOW for 2016/2017 Kindergarten applications!

Written by Sally Bertouch


Last month we wrote about nursery school admissions to try and clear-up some of the confusion (like do I really need to write essays!!?)

This month we’re graduating to Kindergarten – where there are three different approaches depending on whether you are looking at Kindergarten at private, public, or gifted and talented schools.

Private Schools

Kindergarten at a private school is a whole other ball game – and your nursery school will help you with everything you need. So this part will be brief. But if you’ve just moved and you’re looking to start at a private school – the best thing to do is find a consultant. The city is full of them and they know all the schools (and the schools mostly know them). A quick assessment of your family’s needs will help them guide you to the right places. They’ll also know where it might be possible to get in. This is one – http://www.nyadmissions.com/ – but there are plenty of others if you google them.

Luckily, if the process, cost and everything else that goes with it isn’t your thing, most of the city has fantastic public schools.

Public Kindergarten

Last year Ella Colley of Inside Schools wrote us as An Inside Guide to NYC School Applications. Not a lot has changed in 12 months, and Inside Schools is the best website that goes into great detail on each school. They have photos, great details and all the stats – ranging from how the kids do in tests to how much the parents and teachers recommend the head of the school.

The most popular public schools (like PS 234 in Tribeca and PS 41 in the west village) have very strict zoning laws and large and involved parent groups. But there are lots of schools outside these zones that are equally fantastic – some of them recently opened to deal with the overflow from those two schools in particular. And they come with a new and vibrant parent community working to make their local school the next PS 234.

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Kerry Minchin

Faces of AWNY: Our Patron – Kerry Minchin

Kerry Minchin moved to NYC from Adelaide when her husband Nick commenced as the Consul-General at the Australian Consulate in New York. She is also the Patron of our group Australian Women in New York. We sat down with Kerry recently to hear about her thoughts on life in the Big Apple.

How long have you been here? And how long will you be staying?
We are two years into a three-year term, and will leave mid-2017 sometime.

Where are you living?
Midtown east, on the East River above the UN Building. It’s a wonderful 1929 Art Deco apartment building that looks straight out on to Freedom Park on Rooosevelt Island.

What do you like/dislike about your area?
I love the East River traffic, everything from the daily working tugs and barges to the jetskiers circumnavigating Manhattan at the weekend to the floating gin palaces draped with beautiful people that pass by. Our building has a fun and interesting community, whom we mostly meet in the gym in the early morning! Midtown east itself is quiet, safe, and I suppose a little dull, by comparison with the rest of Manhattan! We are always heading up or down the island, but the West still feels like a foreign country.

As the C-G’s wife can you describe any specific responsibilities that you have?
My role is to support Nick in his tasks, which involve pretty much whatever the Australian community here – and those passing through – require! Yesterday, for example, we visited Aerofarms in Newark, where a young Australian is at the cutting edge of tomorrow’s agriculture (I’ve tasted the future! Look it up on Google), then checked out Liberty State Park for a possible exhibition match for an Australian sports team, then in the evening we went to a thinktank talk. So lots of visits, help as needed, receptions, lunches, dinners, pretty much whatever comes our way.

How is your life different in NYC to Adelaide?
Where do I start…! I had a teenage daughter still in school, a big garden full of fig and other fruit and nut trees and a veggie garden, which I loved but which took time; I refereed basketball and helped run Norwood Flames, Adelaide’s biggest basketball club. I also worked long and hard on getting support for building a new basketball stadium in the east of Adelaide constructed; in fact the ARC in Campbelltown opened this month, very satisfying to me. I do miss my basketball community.

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From Melbourne to New York – Caz Little of Dashing Hounds is Styling Men and Women all over the City: AWNY Startup Story

Caz Little started Dashing Hounds 4 years ago in Melbourne and 12 months ago, she moved herself and the business to New York.

Dashing Hounds is a one-on-one personal shopping service originally for men but now also women which I call Dashing Dames! It’s a service provided to New Yorkers who are time poor and need help to find the right wardrobe pieces for work, pleasure or a special occasion. I help people with everything from red carpets to weddings and anything in between. As well as finding them the right outfit for their occasion, I save time by pre-shopping and pre-arranging discounts and/or champagne service in stores with my inside connections! Some of my services include a New York lunch and a pampering session such as a hair trim or wet-shave!

How long did you have the idea for this business and why did you decide to start Dashing Hounds?

Dashing Hounds is a business I began 4 years ago in Melbourne. At the time I was a denim designer and had been working in the Australian rag trade for over 12 years. I also have a diploma in Fashion Design. I designed menswear for some of Australia’s best known fashion companies like Lee Jeans, Austin Group, Elwood and RES Denim. During that time, I also taught fashion students at RMIT. I decided it was time to help men shop rather trying to redesign the wheel.

You get to go shopping and play dress up every day – It sounds like a dream! Is the reality as great as our visual?  

Helping people is something that comes naturally to me. As a kid, I was always down for playing dress ups. I loved going through my parents’ clothing and trying on everything. I’m always looking at how I can tweak someone else’s outfit to help improve their look. Since moving to New York I’m steadily building up my clientele. I hope to be helping people every day of the week because this is my dream job for sure!

Do you think men in New York are more style conscious than their Australian counterparts? 

Hmm? That is a good question. I think Aussies make an effort in their style most defiantly! We have and export some of the best designers in the world, so there is no excuse! The one thing that I think is different is perhaps the enormous brand offering here in New York compared to Melbourne. There are way more people in New York and so many great brands to choose from.

The weather plays a huge part in style also. Layering for below 0 temps and having more options for textured and warmer fabrics, as well as different silhouettes suitable to the climate. They are investment pieces which are not normally needed in the warmer Australian climate. I personally will never do a Melbourne winter again without my Uniqlo heat tech thermals!

Photograph by Sarah Anderson

What has been your ‘Ah Ha’ / ‘I’ve made it in the USA moment’ 

For me I don’t ever feel like I have ever had an “I’ve made it” moment. It’s an ongoing life goal. Happiness and being content with what you have is making it. Though the other day I had an “I’m a New Yorker” moment when I told someone to get out of my way…..I have never done that before.

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