Owning your own business can be intimidating, especially if it is grappling with ever-changing automotive technology. But at only 25 years old that is exactly what Siobhan Macdonald took on.
Now four years on and with five employees at Premium Diagnostics, Siobhan Macdonald shows just how far determination can take you on the journey.
At just 29 years old, Siobhan has claimed her space in the automotive industry. With a trusted, five star reputation for customer service, and numerous awards under her belt, Siobhan is living proof that you don’t need a mountain of experience behind you to achieve your goals, just a strong desire and determination to succeed.
Siobhan’s business, Premium Diagnostics is a tool wholesaler that specialises in car diagnostic scan tools. Based in Arundel, Queensland, Siobhan’s business is fuelled by her passion for cars, and the satisfaction of solving complex vehicle issues.
Growing up in a small town called Feilding on the north island of New Zealand, Siobhan found her passion for cars and motorsports. With no family ties to the automotive industry, or to a trade in general, Siobhan was the first in her family to be involved in the industry.
As soon as she was old enough to drive, Siobhan started buying, swapping and selling cars. With a clear passion for the industry, Siobhan jumped straight into a light vehicle mechanics apprenticeship as soon as she had finished high school.
At age 17, Siobhan made the leap and moved 6 hours away from Feilding to Auckland to undertake her apprenticeship.
After gaining her qualification and working in Auckland for a few years, Siobhan was after a new adventure and opportunities.
At 21 years old, and with her sights set on the Gold Coast’s sun and beaches, Siobhan moved across the ditch by herself, and secured her first job in Australia as a service advisor at Sunshine Ford. And the rest has been history.
Starting Premium Diagnostics
Owning her own business by 30 was never part of Siobhan’s plan. With little business experience, the organic way in which Premium Diagnostics was born, is a credit to Siobhan’s quick thinking and action.
Beginning the business in June 2020 while still employed full time, it took six months to go full time.
After four years of living and working in Australia, Siobhan noticed a glaring gap in the market while she was trying to source a scan tool.
“It all started when I needed a scan tool for my own car,” Siobhan says.
“I asked my boss at the time if I could take the scan tool home so I could use it on my own car and to no surprise he said no.”
“I called up places I thought would have them and no one really seemed to know much about them, and they were quite expensive too.”
From there, the cogs were set in motion for a new business venture that would fill a void in the automotive industry.
“I definitely saw a gap in the market,” Siobhan says.
“I ended up buying a scan tool and taught myself how to use it.”
With a drive and resilience to succeed and push through any initial obstacles in her way, Siobhan was determined to learn more about the equipment and take advantage of the scarce knowledge surrounding the equipment.
Initially, Siobhan sold the equipment on Facebook Marketplace and Gumtree while working full time as a service advisor. With success straight off the bat, Siobhan knew she was onto a winning idea.
“It got to the point where it was crazy. I was meeting customers in the car park after work and taking calls during my lunch break,” Siobhan says.
After six months of trying to juggle her full time job and her growing business, Siobhan took the leap and quit her job as a service advisor for Jaguar Land Rover and threw everything she had into the business.
The transition from a secure and stable full time job to a business owner proved to be an overwhelming undertaking.
“It was very scary to begin with. Having a stable income every week to the unknown was overwhelming at first,” Siobhan says.
“Initially I had lots of free time as all my energy was focussed on the business and not on juggling both of my jobs at the same time. I got to enjoy the beach and sun quite a bit, which I loved.”
With no financial backing or investors behind her to start a business, in the beginning Siobhan ran a mobile mechanical business on the side to fund Premium Diagnostics, as the equipment was too expensive to order before a purchase had been made.
The next step for Siobhan after a successful start on Facebook Marketplace and Gumtree, was creating her own website.
“It was really exciting when I knew I was onto something that would be a success,” Siobhan says.
The move to a website, however, didn’t come without some initial hesitation from the people around her.
“I had friends who laughed at the idea of starting a business and starting a website. When I told them about running ads and a website they started questioning how much I knew about running a business,” Siobhan says.
“Regardless of what other people thought, I knew in my heart it was the right thing to do.”
Doing business in a male dominated industry
Despite the male predominance in the automotive industry, Siobhan has worked hard to establish herself as an expert in the equipment she is selling. At times however, Siobhan finds herself having to prove her capabilities to her male customers.
“In this industry you have to work twice as hard to prove yourself as a female,” Siobhan says.
“In the beginning when I was answering all the calls myself, I would cop a lot of from older men who wanted to speak to ‘one of the boys’. They were completely unaware that it was my business.”
“Once I start talking, they often realise that I do know what I’m talking about, but I have to prove myself. They just assume that because I am a female that I have no idea.”
Even after four years in the business, Siobhan still has phone calls from men who instantly disregard her.
‘I have men who will straight away ask for a guy to speak with and they often say ‘I don’t think you will be able to help me’,” Siobhan says.
“I don’t even bother anymore I just say no worries and transfer the call.”
Overcoming obstacles
On a business level, Siobhan identifies the key obstacle she had to overcome as the challenge of letting go.
She says owning your own business is not about trying to control every aspect it on your own.
“The quickest way to burn out is by trying to control every little thing in each department. It is the fastest way to hate what you’re doing,” Siobhan says.
With more experience under her belt, Siobhan learnt to let go of many aspects and chose to focus on her strengths.
“I have learnt to delegate tasks that you aren’t good at or don’t like doing to other people,” Siobhan says.
‘It is a much more efficient way to operate a business.”
Recognition and awards
Siobhan’s success in the business world has not gone unnoticed. Winning the Gold Coast Girls in Business Young Entrepreneur Award for 2024, and the Gold Coast Business Awards in 2023, Siobhan has grown Premium Diagnostics into a recognisable business outside of the automotive industry.
“Both of those wins were really cool moments and a good time for reflection. Our strength is definitely our customer service,” Siobhan says.
At Premium Diagnostics, the business is centred around the customers and helping people find a resolution to their equipment issues.
“We love helping people and our reviews definitely reflect that,” Siobhan says.
“When an issue is really complex and the vehicle has already been to four other mechanics, and we log on to the scan tool remotely and are able to identify the fault that’s a great feeling.”
When not at work
With a hectic schedule and a thriving business to look after, Siobhan enjoys the slow life when she is out of the office. Living on an acreage outside of Arundel, Siobhan rehabilitates injured wildlife until they have fully recovered, and ready to enter the wild.
“Having an acreage has been really fulfilling for me. I have always loved animals,” Siobhan says.
Aside from spending time at her land, Siobhan’s passion for cars is never too far away. In her spare time, she also enjoys getting out on four-wheel driving adventures and spending time on the boat.
Future plans
Siobhan’s focus for the business in 2024 has been on establishing solid processes and procedures in place to ensure a smooth and effective business structure.
“We have grown so fast, so quickly that we need to implement a structure in place so we can grow bigger.”
For 2025, the plan for Premium Diagnostics will be to grow the product range and look towards the future of the industry and what it has in store.
“The EV and ADAS space is something we are taking note of. The industry changes so quickly and we want to be able to participate in it,” Siobhan says.
Siobhan credits the team behind Premium Diagnostics for being the most important assets behind her business.
“Everyone that has been on board so far has been great,” Siobhan says.
“The team we have built has been instrumental to the success of the business.”
