Self-employment is a little tricky. You would in general need to provide the following types of info: - references from suppliers & customers - financial or taxation documents - invoices & bank statements showing payments - statutory declaration from yourself explaining what you have been doing, plus hours worked per week (must be at least 20 for send migration).
You also need to be careful with Australian work experience - you can only count Australian work experience if you had a substantive visa during the period of work and you were working in accordance with the visa conditions. We'd need to know what type of visa you had whilst in Australia...
In terms of STNI-SIR, these are not in the same clbutt of visa so it's not in general possible to change from one to the other after lodgement. Only proviso to this is that if you lodge an STNI and meet the pool mark, you can be invited by the Minister to apply for an SIR.
Not sure which occupation you are nominating, but I don't know of any state-territory governments nominating marketing managers for STNI. You could also consider skills matching (it's a free application), which would allow nomination for a skills matching visa (via state-territory government) or RSMS (employer).
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