Samantha Wills

What Samantha Wills does

Samantha Wills Studio Pty Ltd is an Australian private company operating a creator-economy education and personal-brand business founded in 2004 and headquartered in Sydney, with the founder currently based in New York. The company sells online courses, 1:1 mentoring services, books, and a free community platform aimed at creative entrepreneurs, predominantly women, who are building or scaling their own brands. Core products include the Masterclass: Creative Entrepreneurship Program (a 16-module, A$1,250 self-paced course), the Creat(iv)e Space 30-day workshop (A$59), the application-only Brand Mentoring Program (three-month 1:1 with Samantha Wills), The Creative Manifest, and the free Samantha Wills Institute membership that hosts the Member's Journal and downloadable resources. The technology stack is a Squarespace-based website integrating e-commerce, course delivery, and membership functionality; there is no mobile app, no public API, and no AI/ML components. The company monetizes through one-time digital course licenses, a small book royalty stream distributed via third-party retailers (Booktopia, Amazon, independent bookstores), and an application-gated professional services tier, while the free Institute membership serves as a top-of-funnel lead generation and community retention mechanism.

Name

Samantha Wills

Legal name

Samantha Wills Studio Pty Ltd

Website

https://samanthawills.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Samantha Wills Studio Pty Ltd is an Australian creator-economy business that sells online courses, application-only 1:1 brand mentoring, books, and a free membership community to creative entrepreneurs, primarily women building their own brands.

Ownership category

akta.pro rank

Product category

Creative Entrepreneurship Education

NAICS

Educational Support Services (61171), Professional and Management Development Training (611430), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Course Bundle Subscriptions & Learning Membership Marketplaces (EDAFAIAI)

akta.pro secondary industries

Certification & Credentialed Creator Programs (MPACALAI), Entrepreneurship Foundations & Startup Basics (EDAMAHAA)

Keywords

• Creative entrepreneurship education
• Brand mentoring services
• Online creative courses
• Founder coaching programs
• Author and speaker

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Digital Education Programs: One-time purchase access to online courses including the Creative Entrepreneurship Masterclass (A$1,250 single payment or A$625 x2 installments) and Creative Space workshop (A$59). Programs provide lifetime access to curriculum materials, templates, and community features.
2. 1:1 Brand Mentoring Services: Three-month intensive mentoring program with in-depth brand analysis, personalised Brand & Career Blueprint strategy document, and three 1:1 mentoring sessions with Samantha Wills. Offered at introductory price with limited availability.
3. Books and Writing: Bestselling memoir and children's literature titles sold through third-party retailers (Booktopia, Amazon, independent bookstores). Forthcoming book 'Dopamining' (Allen & Unwin, 2027) exploring distraction and modern addiction to immediate gratification.
4. Samantha Wills Institute Membership: Free membership offering premium resources, Member's Journal access, full archive, exclusive content, and priority access to new releases. Serves as lead generation and community retention mechanism for the business.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Samantha Wills sells digital education programs and 1:1 brand mentoring services aimed at creative entrepreneurs and founders, anchored by the 16-module Masterclass in Creative Entrepreneurship, the Creat(iv)e Space 30-day workshop, and an application-only Brand Mentoring program. The offering is reinforced by a free membership community (Samantha Wills Institute), books authored by the founder, and a Substack newsletter that funnels prospective customers into the paid programs.

Product overview

Samantha Wills operates as a multidisciplinary creative platform offering educational programs, mentoring services, and content for creative entrepreneurs. The core offerings include the Masterclass: Creative Entrepreneurship Program (a 16-module comprehensive course on brand building), the Brand Mentoring Program (personalized 1:1 coaching), The Creative Manifest (7-step manifestation process), and the Creat(iv)e Space workshop (30-day creativity program). These are complemented by the Samantha Wills Institute platform which provides free membership access to the Member's Journal, e-guides, and resources. Additional offerings include books (memoir 'Of Gold & Dust', forthcoming 'Dopamining'), children's literature, and a Substack newsletter. The portfolio spans educational programs, personal development tools, written content, and community resources for creative women building values-led brands.

Differentiator

Problem solved

Functional benefit

Brands

• The Samantha Wills Institute: A platform for creatives offering programs, resources, and mentoring to help creative women build meaningful, values-led work
• Brand Mentoring
• Masterclass: Creative Entrepreneurship Program
• Creat(iv)e Space
• The Creative Manifest

Products and services

• Masterclass: Creative Entrepreneurship Program A signature 16-module online program teaching creative entrepreneurship and brand building, led by Samantha Wills. Covers visual storytelling, brand DNA, marketing, business operations, pricing, packaging, production, consumer psychology, and global expansion. Includes video lectures, written lessons, 14+ hours of audio content, a 100-page Creative Compendium workbook, Brand Bibles, templates, business tools, and lifetime access to the alumni Brand Directory.
• Creat(iv)e Space 30-Day Workshop A self-paced 30-day workshop for creativity seekers, exploring ways to create space for creativity and tackle blocks such as procrastination and imposter syndrome. Requires 15 minutes per day across four modules (energy, emancipation, emergence, enchantment) with lifetime access for the duration the course remains online.
• Brand Mentoring Program A three-month intensive 1:1 mentoring experience combining in-depth brand analysis, a personalised Brand & Career Blueprint strategy document, three mentoring sessions with Samantha Wills, and three months of email access. Application-only with very limited availability and offered at an introductory price.
• Samantha Wills Institute (Free Membership) A platform offering programs, resources, and mentoring to help creative women build meaningful, values-led work. Includes free membership with access to Member's Journal, e-guides, downloadable tools, and exclusive content.
• Member's Journal An archive of articles and insights for creative founders, small business owners, and multi-hyphenate creatives. Features content on creativity, branding, entrepreneurship, imposter syndrome, intuition, and storytelling. Included free with Institute membership.
• The Creative Manifest A 7-step process program designed to help creatives get clear, take action, and align with their goals. Positions manifestation as a practical process rather than magic.
• Of Gold & Dust Samantha Wills' bestselling memoir exploring creativity, identity, and what it means to build a life that feels true, featuring raw vulnerability and grounded insight. Sold through third-party retailers including Booktopia, Amazon, and independent bookstores.
• Dopamining (Forthcoming Book) Forthcoming book by Samantha Wills (Allen & Unwin, 2027) exploring distraction, overstimulation, self-sabotage, and the modern addiction to immediate gratification.
• The Creative Process (Substack Newsletter) A Substack newsletter offering behind-the-scenes content about creative career and life, including exclusive articles and insights. Runs concurrently with the Member's Journal on the Institute platform.

Quantifiable outcome

• One marketing idea from Brand Mentoring nearly doubled investment in services within eight weeks
• +1 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves3 records

Expansion highlights6 records

Emerging players

• Ali Abdaal: Creator educator offering courses on productivity, creativity, and building a business as a creator. Compares on solo-founder-as-instructor model targeting aspiring creative entrepreneurs, with YouTube-led funnel.
• The Brand Strategy Shop: Brand strategy education for creative entrepreneurs and designers. Compares on specific niche of brand-building curriculum for creative practitioners, though narrower in scope and scale.

Broad incumbents

• MasterClass: Premium creator-led video learning platform featuring celebrity instructors. Comparable high-ticket course model and creator-led pedagogy, though broader in topic coverage and institutionally funded at scale.
• Skillshare: Subscription-based online learning community with creator-led courses across creative and business categories. Comparable in serving creative entrepreneur upskilling, with broader catalog and lower-priced subscription model.
• CreativeLive: Online education marketplace focused on creative skills (business, design, photography). Comparable audience overlap with creative founders, though CreativeLive aggregates many instructors rather than centering a single founder.
• HubSpot Academy: Free and paid online training for marketing, sales, and business operations. Comparable on the professional/business development training side, especially relevant to the 'CALM Business Framework' and marketing curriculum.

Direct peers

• Jenna Kutcher: Creator educator offering courses and podcasts aimed at female creative entrepreneurs. Comparable audience (creative female founders), course-plus-community model, and personal brand-led GTM motion.
• Marie Forleo: Creator-led entrepreneur education business offering B-School and MarieTV. Closely comparable: founder-as-instructor model, premium digital courses targeting creative/female founders, and integrated community/membership funnel.
• Bossbabe: Female founder education and community platform with paid programs and a membership funnel. Directly comparable ICP (female entrepreneurs) and premium digital course offerings with community retention layer.

Others

• Squarespace: Website and commerce platform underlying Samantha Wills' e-commerce and course delivery. Listed as an enabler/ecosystem participant—the technology stack on which the entire digital distribution and product delivery is built.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/samanthawills
• LinkedInlinkedin.com/company/samantha-wills-pty-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Samantha Wills