Every Australian outlet that matters for this story — sorted by tier, with the specific journalist who covers this beat. The Tier 1 list is the campaign. Everything else is execution. Source: Vol 5 Ch 6. Drafted pitch letters from Vol 5 Ch 7.
The flagships. One placement here legitimises every subsequent placement.
Yolanda profiles emerging Australian founders. The "How I Made It" podcast is the single best long-form audio placement in the country. Lead with the legacy story.
Paul edits AFR's tech coverage. Pitch the hash-chain, the deterministic engine, the no-MLM, no-token, no-crypto stance.
Tess previously covered work & careers. Pitch the nurse / tradie / teacher case studies as the human side of the architecture story Paul Smith covers.
The Australian's commentary page is the second-most-read business opinion page in the country. By-lined piece by Mathew on the second-income economy.
Forbes Australia is hungry for genuine Australian founder stories. Magazine cover is in play if the visual is strong enough (and ours is).
BOSS profiles the founders of the next decade. The walking metaphor + the family-first story is exactly the editorial voice BOSS publishes.
Founder-community must-reads.
Startup Daily is the daily must-read for the Australian founder community. Pitch with the architecture brief.
Small business focus, perfect for the tradies / mortgage broker / accountants verticals.
Small-business founder slant.
Action: apply for FinTech Australia membership. Submit Flip 360 to the annual Finnies awards. Industry validation flywheel.
TV reach. Cost-of-living human-interest segments.
Live cross or studio interview, 6–8 minutes. Ross Greenwood loves a contrarian financial-wellbeing thesis.
The Business airs founder segments. News Breakfast loves a cost-of-living human-interest story.
Lead with the nurse case study. ACA and Today both run cost-of-living segments weekly.
Tradie segment. Sunrise routinely covers the "Aussie battler" angle.
Where the campaign actually compounds — 45-minute attention, not 45-second scroll.
600k+ Australian listeners. Founder-friendly. Long format (45–60min). Perfect for the architecture + legacy story together.
Bouris built Yellow Brick Road on essentially the same insight — "Australians need infrastructure, not advice." He will get Mathew within five minutes.
Different format from Straight Talk — more challenge-driven. Mathew goes in as the "founder solving the cost-of-living problem."
If Yolanda runs the AFR print profile, the podcast follows. Two-for-one placement.
Investor-literate audience. Pitch the architecture, the unit economics, the non-MLM stance.
Glen's audience is exactly the affiliate target: working Australians figuring out their finances.
Real estate / mortgage broker vertical. The audience is already thinking about long-term wealth.
Investor-grade. Crossover with Owen Rask's audience.
Specialist press in each of Flip 360's seven verticals. Small reach, enormous conversion.
The tradie case study. Photo, real numbers, real ute.
The nurse case study. Quote the ANMF (Australian Nursing & Midwifery Federation).
The teacher case study. Pre-empt union concerns by leading with a teacher quote.
Mortgage broker case study. Adjacent product cross-sell.
Real estate agent case study.
Hospitality professional case study.
Migrant professional family story. The Conversation will run a by-lined Mathew opinion piece if pitched well.
A generic press release will get archived. A personalised pitch letter, sent at the right time, referencing the journalist's own recent work, attached to a hero image they have never seen anything like — that is how the AFR profile actually happens.
Below are the three master pitch-letter templates. Each is adapted per journalist. The remaining 25 outlets follow these templates with journalist-specific personalisation (referencing their last published piece, their show's editorial voice, and the angle assignment from the pipeline above).
yolanda.redrup@afr.comYolanda,
I read your How I Made It episode on Jack Zhang last week — the line about "find what makes you happy" being the founder's hardest decision stayed with me, because I'm writing to you about someone for whom that decision wasn't ambiguous.
His name is Mathew Punter. He's launching Flip 360, a B2B referral commission platform built specifically for working Australians during the cost-of-living crisis — nurses, tradies, teachers, mortgage brokers. The architecture is interesting (hash-chained immutable ledger, no MLM, no token, ASIC-grade governance) but that isn't why I'm pitching you.
I'm pitching you because the founder story is the cleanest "How I Made It" arc I've seen in twelve months. Mathew watched his own family hop — one income, then two, still failing — and decided the problem wasn't wages, it was infrastructure. He bet two years building a referral economy that earns while Australians sleep. He calls it "earning passive while you earn active income." It's not a side hustle pitch. It's the opposite.
Three things I can offer you:
1. An exclusive 60-minute interview with Mathew before any other outlet runs the story.
2. The hero image (attached) — shot to magazine cover standard. Yours under embargo.
3. Three verified affiliate case studies (a Western Sydney nurse, a Geelong tradie, and a Melbourne teacher) with real commission figures, willing to talk to you on the record.
If this is something How I Made It would consider, I can have Mathew on a call with you this week. Embargo is [DATE] at 06:00 AEST.
Press kit, hero film (90 seconds) and technical architecture brief at: flip360.com.au/press
Warm regards, [PR Lead Name] · On behalf of Mathew Punter, Founder, Flip 360
psmith@afr.comPaul,
Quick pitch on a fintech launch that I think is worth your time specifically because it's not the usual category.
Flip 360, launching [DATE], is a referral commission platform that has gone to considerable lengths to differentiate itself from the wave of "passive income" platforms that get filed under MLM or crypto-adjacent. Three architectural decisions worth covering:
1. Immutable hash-chained event ledger. Every commission event is SHA-256-chained to the prior event. Causation is cryptographically provable. Settlement is deterministic, not promissory.
2. No recruitment commission. Affiliates earn exclusively on customer transactions. There is no pay-to-join, no downline economics, no token. This was an explicit design constraint to clear ASIC and NCCP without exemption.
3. Edge-deployed on Cloudflare Workers with D1, KV and R2 — global edge runtime, sub-30ms commission calculation, full Australian Privacy Principles compliance via region-pinned data residency.
The founder is Mathew Punter, an Australian who has spent two years building this in stealth. He is engaged with Carla Oliver (CoSai CFO Services — ex-Capgemini/Accenture/Deloitte) as fractional CFO and Your Digital Team as marketing partner.
I can offer you the technical architecture brief, a code-level walkthrough with the engineering team, and a 30-minute call with the founder this week.
Press kit: flip360.com.au/press · Embargo: [DATE] 06:00 AEST.
Best, [PR Lead Name]
hello@equitymates.comHey Bryce, Alec,
Long-time listener. The episode you did on "passive income vs side hustles" earlier this year is exactly the conversation I want to bring you a guest for.
His name is Mathew Punter. He's a founder, he's Australian, and his single insight is the cleanest version of what your show keeps circling: a side hustle isn't passive income. It's a second job. And the country can't compound exhaustion.
Mathew's just launched Flip 360, a referral commission platform that's deliberately not MLM, not crypto, and not a course. It pays working Australians (nurses, tradies, teachers) on real customer transactions, with the kind of hash-chained ledger your audience will actually appreciate hearing about.
What I think makes the episode great:
• The "earn passive while you earn active income" framing — he can articulate it in 30 seconds and your listeners will remember it for a year.
• Real numbers. He'll share unit economics on air. He's an open-book founder.
• The story behind why he built it — watching his own family hop on two incomes while his parents built a life on one. It is the cost-of-living conversation Australia is having, but with a founder solving it instead of complaining about it.
45–60 mins. He's based in [LOCATION], can do in-studio if Sydney suits, or remote. I can also send you the hero film (90 seconds, beautiful) to play in your intro.
Let me know if there's interest — happy to book a time this fortnight or next.
Cheers, [PR Lead Name] · On behalf of Mathew Punter, Founder, Flip 360
flip360.com.au/pressR (Responsible): Corrina McGowan — workstream lead, owns the pitch list, the sequencing, the journalist relationships. A (Accountable): Mathew Punter — Founder, endorses the embargoed messaging and approves Tier 1 placements. C (Consulted): Carla Oliver — PMO Director, surfaces share-of-voice + attribution metrics in the fortnightly sprint review. I (Informed): All five other workstream leads (legal-investor, product, ops, partnerships, finance).
Pipeline status (open · pitched · interviewed · published · declined) is reported into the CoSai-managed PMO control system fortnightly. Direction of flow: workstream → PMO → Founder — never reversed.