why dewin co exists

We're the support between “winging it” and hiring full-time

Dewin Co exists to support the kind of businesses that are doing well but starting to feel the strain of growth. Most healthcare and service-based teams reach a point where they need structure, clarity, and support, but not enough to justify hiring a full-time operations manager.

That’s where I come in.
I help you build practical systems, map out clear processes, and create calm behind the scenes so your business can keep growing without losing what makes it great.

Who's behind dewin co.

Hey, I'm Whitney

I help businesses run smoothly, without losing their heart.

I’ve spent years inside healthcare and service businesses, seeing how easily good intentions get tangled in messy systems. I love helping owners step back, see what’s really going on, and build simple structures that bring calm, consistency, and confidence back to their teams.

Think of me as the canary in your mineshaft, spotting the cracks before they turn into chaos.

I'm fueled by strong coffees (plural!).

My brain loves a good flowchart almost as much as a good story.

I’m an operations strategist with AuDHD, which means I see both the chaos and the order in everything. I can spot an operational bottleneck faster than I can find my keys.

Real world experience, practical insight

I’ve spent two decades inside growing businesses, from healthcare franchises and clinical sales teams to creative service providers. I’ve seen what happens when growth outpaces systems, and how the right structure can bring calm back to the chaos.


My background in national operations, learning design, and customer experience means I understand both the business and the human sides of scaling. Today, I help service-based teams turn messy, ad hoc operations into simple systems that support sustainable growth.

Led national operations across multiple healthcare locations

Built internal communication and learning frameworks for growing teams

Supported service-based businesses through CRM design and workflow alignment

Designed customer and patient journeys that improved retention and referrals

Real projects. Practical results.

In Practice

Every clinic and business I work with has its own rhythm, but the goal is always the same: calm, clear, consistent operations that make growth sustainable. Here are a few examples of how I’ve helped teams bring order to the chaos and create smoother experiences for their patients or customers, team, and owners alike.

PROJECT

IQ Medical: Streamlining Sales Team Onboarding

  • The challenge
    IQ Medical, a medical device distribution company, was growing quickly and needed a consistent way to onboard new salespeople. Each manager had their own training approach, and valuable product and sales knowledge was scattered or undocumented.

  • The approach
    I worked closely with the leadership team to capture and structure everything from their product suite to their selling style and company ethos. We transformed this knowledge into a complete online onboarding framework housed within a customised learning management system (LMS). The program included videos, interactive quizzes, and step-by-step modules designed to reflect how IQ Medical actually sells.

  • The outcome
    New salespeople can now complete onboarding independently with minimal input from management. Every team member starts with the same foundation, creating consistency across the business and freeing up leaders to focus on growth instead of training.

PROJECT & FRACTIONAL OPERATIONAL SUPPORT

Reel Optics: Building Strong Systems from the Start

  • The challenge
    Reel Optics is a new optometry practice with plans to expand into a franchise model. The owner understood his own limitations and recognised that being in the business made it difficult to work on the business. He wanted structure, consistency, and systems in place early to support long-term growth.

  • The approach
    I began by learning what motivated the team to open Reel Optics, what set them apart from competitors, and what they envisioned for the future. Together, we documented clear SOPs and mapped the full customer experience from the patient’s perspective. In a competitive healthcare market, understanding every touchpoint of that journey was essential. We built systems that automated key tasks such as confirmations, follow-ups, and communication, then set up ongoing processes to track both financial and experiential metrics and adjust based on customer feedback and real-world results.

  • The outcome
    Reel Optics launched with a strong operational foundation and a consistent, patient-focused experience. Automation reduced the team’s manual workload, and data insights helped guide smart, ongoing improvements. The owner gained confidence that the business could grow sustainably, with systems in place to support future franchise plans. I continue to work alongside the team in a fractional operational support capacity to maintain and strengthen those systems as they expand.

Businesses who've trusted us

FRACTIONAL operational support

When you need someone inside your business, not just looking at it from the outside

Sometimes you don’t need another consultant; you need someone who actually understands your business, your people, and your rhythm. I work closely with your team, getting to know your systems, people, and pain points, I then guide improvements from the inside. You stay focused on growth and delivery, while I make sure the back-end of the business quietly holds it all together.

Whether it’s refining workflows, improving communication, or helping you plan for what’s next, I’m your calm, consistent partner inside the business, keeping things steady so you can focus on leading. Some examples of the many ways I can help you as a Fractional Operation Manager are:

  • Translating strategy into clear workflows, priorities, and accountability

  • Reviewing performance data to spot gaps and opportunities early

  • Managing projects and systems improvements without adding another full-time salary

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