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Sam Jockel

CEO & Founder at ParentTV

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Sam Jockel

About Sam Jockel

Sam Jockel is the founder of ParentTV, an on-demand video service offering parenting advice from Australian and international experts for families with children from birth to the teenage years. It sells to parents and to organisations such as schools, childcare centres and libraries.

She started the Facebook community ALDI Mum in 2010, then in 2012 co-founded the social media agency Good Funny Smart and set up the online community School Mum, before launching ParentTV in 2017. She co-wrote a book drawing on advice from 35 parenting experts and has been entrepreneur in residence at the University of Queensland. In 2025 she worked with filmmaker Hailey Bartholomew on Seen, a documentary about how mental health and childhood experience shape parenting.

She told her founder story on The History of the Australian Startup Ecosystem interview series in 2022.

Talks about
Startup Lessons

In conversation.

2 episodes

Start hereSam Jockel shares her story and why it is so important to trust yourselfHer own interview: building ParentTV after ALDI Mum and School Mum, and why she learned to trust her own judgement.

Documentary: The History Of The Australian Startup Ecosystem

The History Of The Australian Startup Ecosystem - Part 5

With Mark Pesce, Steve Grace, Eloise Hall, Isobel Marshall, Darryl Lyons, Megan Sebben, Phil Ireland, Wayne Gerard, Samantha Finnegan, Arthur Sinodinos, Peter Devine, Tim Fung, Peter Tippett, Trevor Folsom, Dean McEvoy, Moira Were, Kate Jones, Daniel Flynn, Mick Liubinskas, Peter Bradd, Rachael Neumann, Chad Renando, Annie Parker, Aaron Birkby, Rachel Yang, Melissa Widner, Sarah Pearson, Colin Kinner, Lauren Capelin, Bruce Tulloch, Matt Barrie, Kate Cornick, Cheryl Mack, Andrea Gardiner, Niki Scevak

Go straight to the good bits.

Key moments from Sam Jockel shares her story and why it is so important to trust yourself.

  1. 0:10Overview of the Podcast's Purpose
  2. 0:31Meet Sam Jockel
  3. 0:59Sam's Background and Journey into Entrepreneurship
  4. 1:24ParentTV Overview
  5. 2:10Market and Audience Insights
  6. 3:14Sam's Experience Starting Multiple Businesses
  7. 4:20Transition into the Startup World
  8. 4:51First Exposure to Startup Concepts
  9. 6:01The Start of ParentTV
  10. 7:00Pitching for Capital

In their own words.

“If you don't believe yourself, don't go in and talk to anybody, because they're never going to believe you.”
Sam Jockel — Sam Jockel shares her story and why it is so important to trust yourselfThe History of the Australian Startup Ecosystem - Interview Series · 30 August 2022

The path so far.

  1. Now

    CEO & Founder · ParentTV

  2. From 2012 · Startup

    Co-founder · Good Funny Smart

  3. From 2010

    Founder · ALDI Mum / School Mum (parenting communities)

Sources: womensagenda.com.au

ParentTV on Day One

ParentTV is an Australian video platform with hundreds of on-demand videos, courses and bootcamps on raising children from birth to the teenage years, presented by more…

1 person · 2 episodes
ParentTV

Across the network.

Spot something wrong? Suggest a correctionUpdated 29 October 2026

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