MrKeating
Yes, it’s an anagram for ‘Marketing’ – I’m that kind of nerd.
About Mr Keating
Sometimes it is the people no one imagines anything of who do the things that no one can imagine. I’m Paul Keating; a Business Solutions Developer. I build systems to solve complex, real-world problems, and almost everything I do can be traced back to two powerful forces: a lifelong fascination with how things work, and my mum.
The First Lessons: Carboots, Rescue, and Seeing Value
My first mentor was my mum. Some of my earliest memories are of carboot sales, not just as a customer, but setting up a pitch. She worked for a dried flower company and, with her boss’s blessing, we’d sell bouquets on weekends to raise a little extra. It was my first taste of the hustle, the thrill of the find, and the simple maths of buying and selling.
Those lessons continued in our garden, a haven of blooms she grew herself. She taught me how to spot a bee in trouble—drowsy or drowning—and to cup it gently and place it on a flower. “Just help it get back to its job,” she’d say.
As I grew older, our carboot adventures evolved. My fascination with old things became a proper pursuit. Mum was my partner in it all, helping me sand and restore forgotten furniture, curate boxes of vintage treasures, and run pitches at vintage trading warehouses.
She taught me to see the story and the potential in what others overlooked. She was my constant, right from the start.
The Spark: From Memory to Mission
Years later those childhood lessons snapped into sharp, adult focus. The crisis was real. So, together with my lifelong friend Ed, I co-founded ISCA Brands. Our first project was Revive a Bee, a direct translation of my mum’s simple garden rule into a brand. And who was our most dedicated, fastest pair of hands assembling the early kits? Mum. To this day, she still holds the piece-rate record.
The Deepest Pivot: Personal Experience as Professional Purpose
In October 2025, I lost my mum. Navigating the immense responsibility and emotional weight of clearing her home was a profound, painful education. It was the ultimate complex problem: a mix of logistics, emotion, legacy, and care. In that process, every skill she’d taught me—the eye for value, the respect for history, the systematic clearing—became my most crucial tools.
From that experience, Next Chapter Property Care was born. The Legacy Transition service isn’t just a business package; it’s a promise built on hard-won, personal understanding. It’s the promise of handling someone’s most precious things with the same care I learned from her—with compassion, clarity, and a system that lets families focus on what matters.
My mum’s strength, her quiet determination, and her practical wisdom are the bedrock of everything I build. She taught me how to save a bee and how to spot a treasure. Life taught me how to honour a legacy. Now, I build businesses that do both.
My Business Ecosystem: Understanding, Organising, Transforming
This blend of personal history and professional skill forms a unique, interconnected system:
ISCA Brands: Building purposeful brands that Inspire Sustainability, Cultivate Awareness, protect and nurture.
Next Chapter Property Care: Applying systematic care, a keen eye for value, and deep empathy to property and life transitions.
MrKeating Tech: Developing the custom tools (calculators, booking systems) that make these services precise and scalable.
Vintage Reselling: The foundational skill. A trained eye for value, history, and story, honed over a lifetime and directly fuelling every clearance and curation project.
The thread is constant: Understand the true nature of a problem, Organise a clear, compassionate plan, and Build or Transform to create a better outcome. Whether it’s a brand, a home, or a line of code.
Let’s Build a Solution
Never do anything the person standing in front of you can’t understand. If you have a challenge that needs a mix of strategic thinking, systematic building, and a deep understanding of what truly matters, let’s talk.