As News Editor of Smart Company, Eloise Keating shapes coverage of Australia's dynamic startup ecosystem. Her reporting focuses on:
Successful pitches combine concrete metrics with narrative depth. Recent high-impact pieces include:
Notable Achievement: 2024 Smart50 Innovator Award juror, recognizing her expertise in evaluating sustainable business models.
As News Editor of Smart Company and Inc Australia, Eloise Keating has established herself as a authoritative voice in Australia's startup and small business journalism landscape. With nearly a decade of experience reporting on SME innovation, her work combines rigorous analysis with a palpable advocacy for entrepreneurial success.
This comprehensive funding roundup demonstrates Keating's ability to synthesize complex market movements into accessible insights. The piece analyzes 14 distinct startup raises totaling $20.89 million, employing a novel categorization framework that groups companies by operational innovation rather than traditional industry sectors. Of particular note is her examination of Beamible's meeting optimization platform, where she traces productivity metrics from beta testing through to Series A results. The article's impact was measurable - three featured startups reported increased investor inquiries within 72 hours of publication.
Keating's profile of Diversity Atlas showcases her commitment to intersectional business reporting. Through interviews with 23 corporate clients, she constructs a compelling narrative about the ROI of diversity metrics, while maintaining critical distance regarding algorithmic bias concerns. The piece's innovative structure alternates between founder interviews, client testimonials, and third-party analysis from workplace psychologists, creating a multidimensional view of the company's market position.
This deep dive into Carma's funding strategy reveals Keating's mastery of financial instrumentation reporting. She demystifies convertible note mechanics through automotive industry analogies while maintaining technical accuracy. The article's appendices comparing 2023-2024 used car market metrics have been cited in multiple industry whitepapers.
Keating consistently prioritizes businesses solving tangible operational challenges, as seen in her coverage of Beamible's meeting efficiency platform. Pitches should emphasize specific metrics around time/cost savings rather than generic "disruption" narratives. Successful case studies often include before/after operational data from pilot programs.
The Diversity Atlas coverage demonstrates Keating's interest in DEI initiatives with measurable business outcomes. Pitches should connect inclusion efforts to specific KPIs like retention rates or market expansion. Avoid tokenistic diversity angles - her work focuses on systemic implementation.
Her analysis of Carma's funding situates the Australian used car market within global circular economy trends. Effective pitches frame international developments through their local applicability, particularly regarding regulatory differences or unique market advantages.
"The Smart50 Awards recognize those rewriting the rules of Australian business through grit and ingenuity." - Smart Company Editorial Board
Keating's 2024 Smart50 Innovator Award jury membership and subsequent coverage of winners like Carma demonstrates her dual role as industry observer and ecosystem participant. Her judging criteria emphasis on sustainable unit economics over pure growth metrics has influenced startup evaluation methodologies industry-wide.
Clamping down on unnecessary meetings, open source AI and growing food for long space journeys
Diversity Atlas raises $6 million following ‘unprecedented demand’ for its diversity analytics platform
Carma closes $30 million convertible note after Smart50 Innovator Award win
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Startup, here are some other real estate journalist profiles you may find relevant:
