Following on from a BA in Media, Benedict Appleby pursued his creative ambition as an independent film writer/director for many years in Melbourne, Australia. Finally, after 5 films and a lot of sleepless nights, he realised that the life of a misunderstood creative genius was not for him and used his skills to good effect as an advertising account executive with Sensis (Yellow Pages).

During this time, Appleby developed a passion for small and medium business, speaking with literally thousands of Melbourne businesses and listening to their trials and triumphs and above all their experience with the local consumer. He began to realise that in spite of Sensis’ movement towards online publication, the stranglehold of traditional advertising providers was weakening and local businesses would soon be spending their budgets with different providers in the online market.

Realising that being a middle-man would never suit his entrepreneurial style, Appleby left Sensis and joined a software training company with a small business focus. Staff training was a key focus of this company and it was there that he developed a thirst for IT knowledge, especially in emerging technologies that he could then pass on to business students as a consultant.

Having mastered web development both as a student and educator, Appleby felt the time was right to setup a boutique web agency with a local internet focus. Out of a perfect marriage of his technical experience, local marketing savvy and creative expertise, Stockstreet was born.