Rocket Fuel Ep #10 – Building Your Dream Team: Hiring for Startup Success

In this episode of Pitch Please, Mike Thibodeau explores one of the most crucial aspects of startup growth: assembling your dream team. Joining him is Farial Karbasi, founder and CEO of HRXconnect, a seasoned expert in hiring and team-building for startups. Together, they dive into the strategies, challenges, and frameworks that can help founders hire their first employees, attract top talent, and retain them to scale their ventures.

With insights drawn from over a decade of experience, Farial shares actionable advice for startups navigating the early stages of hiring, from defining roles to ensuring cultural alignment. They discuss key considerations like when to hire generalists vs. specialists, how to leverage contractors, and the importance of building an environment where employees thrive.

In This Episode, You’ll Learn:

• Early-Stage Hiring Tips: How to define roles, avoid misalignment, and set the foundation for a strong team.

• Generalists vs. Specialists: Deciding which type of hire is best for your startup’s current needs.

• Attracting Top Talent: Practical strategies for standing out as a startup and competing for the best candidates.

• Employee vs. Contractor: When to hire full-time employees, work with contractors, or outsource.

• Retention Done Right: How to onboard and keep employees motivated, even in a fast-paced, ever-changing environment.

Chapters

00:00 - Assembling the Dream Team

02:30 - Defining Roles and Expectations

04:17 - Qualities to Look for in Hires

07:35 - Avoiding Unrealistic Expectations

11:31 - Hiring Employees vs. Contractors

15:12 - Clarity and Communication in the Hiring Process

18:58 - Transitioning from Founder-led Hiring

21:30 - Choosing Between Employees, Contractors, and Outsourcing

26:08 - Attracting and Retaining Talent

29:02 - Avoiding Pitfalls in Retention

33:00 - Taking Care of Mental Health

35:42 - Continuous Iteration for Success

More About Farial Karbasi

Farial has always been passionate about helping businesses thrive by creating stronger, higher-performing and more engaged teams and cultures. She has spent the past 8 years building the proven frameworks and strategies to achieve this and decided to launch her own business, HRXconnect, to really help more businesses who are looking to significantly improve their HR strategies, grow their business, and improve overall company culture but don't have this expertise internally.

More About HRXconnect

HRXconnect works with owner-operated businesses that have grown to the point where building a solid HR foundation is essential to attract and keep top talent, strengthen their team and culture, and achieve long-term success. Relying on finance or other departments to manage HR is no longer practical. Many of these businesses don’t have the time or expertise to create a proper HR function, so they hire us to not only design and manage an HR strategy that fits their needs but also to act as their HR team.

Whether it’s navigating complex employment issues, developing workplace policies, or fostering inclusive environments, HRXconnect provides hands-on support and strategic guidance. Our goal is to empower organizations with the tools and expertise needed to build a thriving workforce while focusing on long-term, sustainable growth.

Want to Connect?

Farial: https://www.linkedin.com/in/farial-k/

HRXconnect: https://www.linkedin.com/company/hrxc/

Want to Learn More?

Struggling to build your dream team? HRXconnect offers personalized hiring and HR solutions to help startups navigate early-stage growth. From defining roles to implementing retention strategies, their team works with you to create the foundation for long-term success. Visit HRXconnect to learn more about their startup-focused services.

In this episode of Pitch Please, Mike Thibodeau sits down with Paige and Julie, co-founders of Benny, a health-driven brand reimagining energy drinks. Unlike conventional options, Benny’s products combine yerba mate and adaptogens to deliver a steady, jitter-free boost. Paige and Julie share how they transformed their passion for wellness into a purpose-led brand, creating a product that not only energizes but also supports focus and overall health. They discuss the realities of launching a beverage startup, from navigating ingredient sourcing and Health Canada regulations to developing a strong co-founder relationship and scaling Benny’s retail presence to over 500 stores in Canada within the first year. This episode provides a behind-the-scenes look at CPG innovation, brand-building, and standing out in a competitive market. In This Episode, You’ll Learn: - Health-First Innovation: How Benny’s unique ingredients deliver clean energy without the crash. - Building a Beverage Brand from Scratch: Key lessons on product development, ingredient sourcing, and regulatory compliance. - Strengthening Co-Founder Dynamics: The importance of a balanced partnership and mutual trust as young entrepreneurs. - Retail Success: How Benny quickly secured retail space at stores like Healthy Planet and expanded its footprint. Takeaways - Paige has always been interested in startups and entrepreneurship. - Julie started a plant-based food blog during COVID, which sparked her entrepreneurial journey. - Both founders faced health challenges that influenced their product development. - Benny aims to provide a nourishing alternative to traditional energy drinks. - Yerba mate offers a sustainable energy boost without jitters. - Adaptogens help the body adapt to stress and improve cognitive function. - The founders emphasize the importance of collaboration in entrepreneurship. - They started recipe testing in a home kitchen before scaling up. - Benny's product line focuses on flavor and efficacy. - Continuous improvement is key in product development. Things don't have to be perfect when starting a business. - Jumping head first into challenges can lead to valuable learning. - Navigating food regulations can be simpler than expected. - Asking questions and seeking advice is crucial for founders. - Brand evolution is essential to connect with consumers. Chapters 00:00 - Introduction to Benny and Founders' Backgrounds 03:04 - Julie’s Journey: From Plant-Based Food Blog to Benny 05:54 - Paige’s Entrepreneurial Spirit and Early Career 08:50 - The Reconnection: How Paige and Julie Became Co-Founders 12:00 - The Birth of Benny: Concept and Development 14:57 - Understanding Yerba Mate and Adaptogens 18:01 - From Kitchen Experiments to Product Launch 20:59 - Benny's Product Line and Future Innovations 27:41 - The Journey of Product Development 30:10 - Navigating Regulations in Food and Beverage 34:35 - Brand Evolution and Market Positioning 38:46 - Highlights of the Founding Journey 41:35 - Where to Find Benny and Future Plans 45:55 - Advice for Aspiring Founders More About Paige and Julie Paige and Julie co-founded Benny with a mission to create a clean energy drink powered by yerba mate and adaptogens. Dedicated to health and wellness, they’re challenging the norms of the energy drink market with a focus on sustainable, plant-based ingredients. About Benny Benny is a health-focused energy brand offering clean, plant-powered drinks made with yerba mate and adaptogens. Designed to provide lasting energy without jitters, Benny products are available online and in over 500 stores across Canada. Discover more at DrinkBenny.com. Want to Connect? Paige: https://www.linkedin.com/in/paige-cey/ Julie: https://www.linkedin.com/in/julie-letizia-297102150/ Experience a new kind of energy! Visit DrinkBenny.com to find Benny in a store near you or shop online. Follow Benny on Instagram and TikTok for updates and wellness tips.

Rocket Fuel Ep #9 – Unlocking Non-Dilutive Funding with SR&ED Credits

In this episode of Pitch Please, Mike Thibodeau dives into the world of non-dilutive funding with Kevin, co-founder and CEO of Humi, and Ali, an expert in SR&ED (Scientific Research and Experimental Development) credits. For Canadian entrepreneurs, SR&ED credits are a game-changer—allowing companies to unlock cash flow, extend their runway, and reinvest in innovation without sacrificing equity. Kevin and Ali break down how founders can leverage SR&ED and other non-dilutive funding options, which have fueled thousands of businesses across diverse industries.

With insights drawn from years of experience, they cover everything from funding through customer dollars to SR&ED eligibility criteria and documentation requirements. They discuss common mistakes, how to streamline the SR&ED process, and why proactive planning can maximize funding and minimize operational strain.

In This Episode, You’ll Learn:

• Types of Non-Dilutive Funding: Why customer-funded revenue and SR&ED credits are often better alternatives than equity or debt financing.

• SR&ED Eligibility Explained: What qualifies as eligible R&D activities and why companies from diverse sectors—tech, food and beverage, manufacturing, and more—can benefit.

• The Documentation Process: Essential steps for successful SR&ED claims, including employee tracking and expenditure documentation.

• Working with SR&ED Experts: Tips for selecting the right partner to streamline the process and maximize your refund.

• Customer Funding vs. SR&ED Credits: Kevin and Ali explain how customer dollars and SR&ED refunds work as non-dilutive funding sources to drive growth without diluting ownership.

Chapters

00:00 - Unlocking Cash Flow: The Essence of Startup Funding

02:46 - Understanding Non-Dilutive Funding and Customer Outcomes

05:56 - The SR&ED Program: A Canadian Advantage

08:55 - Eligibility and Scope of SR&ED for Businesses

14:54 - Navigating the Application Process

23:35 - The Importance of Trust in Consultancy

26:51 - Essential Documentation

30:51 - Proactive Strategies for Funding

33:02 - Navigating the SR&ED Landscape as an Entrepreneur

35:54 - Understanding Refund Timing and Budgeting

38:39 - What Expenses are Covered?

43:05 - Final Thoughts and Resources

More About Ali

Ali Afshar is Humi's SR&ED director with extensive experience in navigating Canada’s SR&ED (Scientific Research and Experimental Development) tax incentive program. With a solid engineering background, Ali brings a unique technical perspective to the field, helping companies in various industries maximize their tax credits and funding opportunities. Throughout his career, Ali has successfully guided hundreds of companies and projects from initial assessment to claim submission, ensuring compliance while optimizing benefits.

More About Humi

Humi is the leading employment platform for Canadian businesses. We know running a business is more than just paperwork and tasks – we make it easy to care for businesses and those who bring them to life. We’re the best choice for supporting Canadian businesses in being better employers with payroll, HR, benefits and SR&ED. To learn more about Humi, visit humi.ca

Want to Connect?

LinkedIn: ⁠https://www.linkedin.com/company/humi-hr/⁠

Website: ⁠https://www.humi.ca/

Ali: https://www.linkedin.com/in/alireza-afshar-1401a514a/

Kevin: https://www.linkedin.com/in/kkliman/

Want to Learn More?
Looking to maximize your SR&ED tax credits? Humi offers a comprehensive SR&ED solution to help Canadian businesses unlock up to 64% of their R&D spend. From technical reports to audit protection, Humi’s team of SR&ED experts ensures every claim is accurate and optimized for the best possible return. Visit Humi’s SR&ED page to learn how they can streamline your SR&ED process, integrate seamlessly with your payroll and HR, and support your growth with non-dilutive funding.