From a mate's garage to a Waikato Award

About this episode

What does it really take to back yourself, build a business from scratch, and keep going when things don’t go to plan?In this episode of the Growing Kiwis Podcast, Claire sits down with Jean Krielen, founder of SignLogic, to chat about her journey from working in the signage industry to building her own business from a mate’s garage into an established team of five — recently recognised with a Waikato Chamber of Commerce Small Business Award.Jean shares the reality of starting a business with limited savings, being turned down by a bank, taking on high-interest lending, and learning to put herself out there even when it felt completely outside her comfort zone. Her story is a reminder that you don't need to have everything figured out before you start — sometimes you just need to take the next step.We also get into the lessons that come with growing a team, learning to lead, and recognising when you're the one who needs to change. From embracing mistakes and building better systems to surrounding yourself with people who genuinely understand the challenges of business ownership, Jean shares some refreshingly honest insights into what growth really looks like.And beyond business, Jean opens up about the experiences that have shaped her — from growing up on a farm and developing a strong work ethic to finding perspective in the mountains and learning to live by one simple question: Will I regret not trying?In this episodeJean’s journey into the signage industry and how her years of experience led her to start SignLogic.Taking a leap of faith, securing funding and starting a business from a mate’s garage.Why backing yourself sometimes means getting uncomfortable and putting your name out there.The reality of business growth — including tough years, setbacks and learning to reframe what success looks like.How making mistakes can build confidence, accountability and better leaders.Building a team, documenting processes and learning to let go of the things that aren't your strengths.Why surrounding yourself with other business owners can change the way you think about what's possible.Finding your own leadership style and creating a team culture where people feel safe to learn.The importance of family, resilience and staying true to who you are.Jean’s advice for anyone sitting on an idea and wondering whether they should give it a go. Chapters00:38 – Getting to know Jean Krielen05:03 – Growing up on a farm and learning resilience08:48 – Finding her way into the signage industry10:33 – From working in signage to starting SignLogic18:00 – How business ownership changed Jean20:05 – The value of a supportive business network23:29 – Leadership, mistakes and learning to trust your team27:30 – Building systems that allow a business to grow33:26 – Finding the right customers for SignLogic40:14 – What people don't understand about the signage industry42:36 – The challenges of growing a team49:05 – Recognising your strengths and finding your superpower51:53 – The mindset shift that changed how Jean sees challenges55:44 – Finding perspective in nature and the mountains58:14 – Jean’s advice for anyone wanting to start a business01:02:45 – What people might not know about Jean01:04:08 – Looking back and imagining the next 10 yearsAbout Jean KrielenJean Krielen is the founder of SignLogic, a Waikato-based signage business helping bring brands and spaces to life through quality signage, vehicle graphics, installations and more.After years of experience across the signage industry, Jean took a leap of faith and started SignLogic with a printer, a laminator and a workspace in a friend’s garage. Today, she leads a close-knit team of five, with a focus on great communication, reliable service and delivering quality results for her customers.Jean is passionate about continuous learning, backing herself and building a business that works for both her team and her customers. Her journey is a powerful reminder that growth doesn't always look like a straight line — and that some of the biggest lessons come from the moments when things don't go to plan.LinksSignLogic: WebsiteSignLogic on Instagram: InstagramSignLogic get in touch: info@signlogic.co.nz