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.

In this episode of Pitch Please, Mike Thibodeau teams up with Will Greenblatt, co-founder of OutLoud Speaker School, to unpack the art of pitching that takes founders from an elevator pitch to a successful exit. Will, with a background in acting and coaching startup founders, has helped companies raise millions by honing their storytelling and delivery skills. In this episode, he shares insider tips on how to captivate investors, build confidence, and avoid common pitching pitfalls.

Will’s insights come from years of experience working with entrepreneurs in top accelerators like Techstars and Founder Institute, where he's helped founders raise over $350 million in funding. This episode breaks down the elements of a perfect pitch and how to develop stage presence that gets results.

In This Episode, You’ll Learn:

• Creating a Compelling Founder Story: How to craft a personal story that resonates with investors and creates emotional buy-in.

• The Perfect Pitch Structure: What information you should include in your elevator pitch, and how to expand it for longer investor presentations.

• Body Language and Vocal Tone: How your physical presence and vocal delivery can influence an investor’s decision.

• Answering Investor Questions: Strategies to handle tough questions and maintain control during the Q&A session.

Takeaways

• Not all pitches are crafted equal; understanding this is crucial.

• A pitch should be a conversation, not a monologue.

• Your voice, face, and body must tell the same story.

• Investors are often investing in the founder, not just the idea.

• Simplicity is key; avoid overwhelming your audience with information.

• Your unique story is your greatest asset in pitching.

Chapters

00:00 - Introduction to Crafting Successful Pitches

03:05 - Will's Unique Journey to Entrepreneurship

06:43 - The Art of Pitching: Teaching vs. Acting

08:32 - Key Components of a Powerful Pitch

10:23 - The Importance of Delivery in Pitching

12:10 - Engaging Your Audience: The Role of Energy

13:28 - Building Connection Through Storytelling

16:29 - The Founder Story: Why It Matters

19:43 - Investors and the Human Element

23:31 - Common Pitfalls in Pitching

27:30 - Preparation and Presentation: The Day of the Pitch

34:19 - Overcoming Stage Fright and Building Confidence

39:51 - Audience Engagement Techniques

42:36 - Handling Q&A: The Importance of Authenticity

53:58 - Final Thoughts and Key Takeaways

About Will

Will Greenblatt started acting in film and TV at the age of seven, starring in The Homecoming with Oscar® winner Anne Bancroft. He graduated from the National Theatre School of Canada in 2010, but the toxic environment of the program left him jaded, so he quit acting. He moved to Spain where he discovered his love for teaching English, and then dived into the world of entrepreneurship, co-founding a startup in China. He founded OutLoud Speakers School in 2017, teaching public speaking & communication skills to entrepreneurs and executives. He has repeatedly spoken and coached at Google, Wayfair, Boston Dynamics, TechStars, Founder Institute and Ericsson, as well as providing coaching to over 4500 individuals virtually worldwide.

Will’s clients have won numerous pitch competitions, got deals on Dragon’s Den, and raised over $350 million USD in investment. He’s also a nominee for both “Newcomer of The Year” by the Speaker Awards & “Highest Rated Mentor” (Global Startup Mentor Awards) and he was called “Canada’s best pitch coach” (Jordan Jocius, Founder Institute Waterloo).

About Speaking Heroes (OutLoud)

Speaking Heroes (formerly OutLoud) is a community for solopreneurs to develop their storytelling & communication skills with expert coaching, homework assignments, & peer feedback.

Want to Get Involved?

Speaking Heroes community: https://www.skool.com/speakingheroes/aboutWill's LinkedIn: https://www.linkedin.com/in/willgreenblatt/Will's newsletter The Greenblast: https://greenblast.beehiiv.com/

In this episode of Pitch Please, Mike Thibodeau sits down with Michelle Choi, founder of Bov Active, to discuss her inspiring journey of launching a women's golf athleisure brand from scratch. With no prior experience in fashion, Michelle turned her passion for golf and fashion into a business that’s empowering women to embrace the sport and feel confident on the golf course.

Michelle shares the unique challenges of building a physical product in a tech-dominated startup world, how she discovered gaps in the market for women’s golf wear, and the community-first approach that sets Bov Active apart. From pop-up events to the creation of Sip and Swing, Michelle dives into the strategy behind her brand’s growth, her mission to make golf more inclusive, and how she’s working to expand her reach through wholesale.

In This Episode, You’ll Learn:

• From IT to Athleisure: How Michelle transitioned from IT project management to building a fashion brand.

• Identifying Market Gaps: The lack of stylish and functional golf wear for women in North America and how Bov Active fills this void.

• Community and Empowerment: The role of events like Sip and Swing in fostering a supportive community for women in golf.

• Fashion as a Business: The challenges and successes Michelle faced in navigating supply chains, manufacturing, and marketing for a physical product.

Takeaways

• Michelle always aspired to be an entrepreneur, influenced by her parents.

• The pandemic highlighted a gap in the golf fashion market for women.

• Bov Active aims to empower women to participate in golf.

• Community building is essential for the brand's success.

• Michelle had no prior experience in fashion or marketing.

• The first batch of products was overproduced, leading to challenges.

• Finding the right manufacturer was crucial for product development.

• Versatile and timeless fashion is key to sustainability.

• Lower minimum order quantities (MOQ) can help test products effectively.

• Storytelling and personal connection are vital for brand growth.

Chapters

00:00 - Introduction to Bov Active and Its Mission

03:02 - Michelle's Journey from IT to Entrepreneurship

06:02 - Identifying Market Gaps in Golf Fashion

08:57 - Building a Community Around Golf for Women

11:53 - The Challenges of Starting an Athleisure Brand

15:11 - Navigating the Fashion Industry Without Experience

17:51 - The Importance of Versatile and Timeless Fashion

21:11 - Future Plans for Bov Active

24:13 - Key Takeaways for Aspiring Entrepreneurs

About Michelle

Michelle Choi is the founder of Bov Active, a women’s golf athleisure brand redefining golf and tennis wear for the modern, active woman. After a career in IT project management at one of Canada’s Big 5 banks, she turned her side hustle into a full-time passion. Featured in the media as a golf fashion expert, Michelle has experience running storefronts and hosting pop-up, while fostering a community of women through events and collaborations. Bov Active’s mission is to make golf more approachable and enjoyable, offering versatile, confidence-boosting designs that empower women on and off the course, while building a supportive and inclusive community around the sport.

About Bov Active

Bov Active is a women’s golf athleisure brand offering versatile, fashion-forward pieces that effortlessly transition from the golf course and tennis court to everyday wear. Our mission is to empower women by providing stylish, functional apparel that boosts confidence in a traditionally male-dominated sport. We aim to inspire more women to take up golf, embrace an active lifestyle, and feel confident in their game, on and off the course.

Want to Connect?

Michelle: https://www.linkedin.com/in/michellechoi-bovactive/

Bov Active: https://www.linkedin.com/company/bovactive/

Website: https://bovactive.com/

Want to get Involved?

Follow along our journey on Instagram, TikTok @bovactive

Shop with the code "PITCHPLEASE" to get 15% off your order

In this episode of Pitch Please, Mike Thibodeau speaks with Ellyn Winters, co-founder of AskEllyn.ai, about her incredible journey from facing a breast cancer diagnosis to creating a groundbreaking AI companion for others going through the same experience. After undergoing treatment, Ellyn turned her personal experience into something positive by developing a platform that provides emotional and practical support for breast cancer patients. AskEllyn.ai offers real-time advice and empathy, making it easier for patients and caregivers to navigate their journey.

In This Episode, You’ll Learn:

• Accidental Foundership: How Ellyn’s personal cancer battle inspired her to build a life-changing AI companion without any technical background.

• Bridging the Emotional Support Gap: Why the emotional trauma of breast cancer goes largely unaddressed and how AskEllyn.ai provides much-needed emotional care.

• Non-Medical, Lived Experience: Ellyn explains how AskEllyn.ai gives users a sense of real companionship, blending AI technology with the nuances of her personal cancer journey.

• Scaling the Impossible: The challenges of scaling a nonprofit healthcare solution while keeping it free for users and balancing compassion with business growth.

Episode Takeaways

• Ellyn's journey from cancer diagnosis to creating AskEllyn was unexpected.

• The emotional support aspect of cancer care is often overlooked.

• AskEllyn provides a unique blend of AI technology and personal experience.

• The AI companion is designed to be a safe space for users.

• Ellyn emphasizes the importance of lived experience in healthcare solutions.

• The project aims to remain free for users to ensure accessibility.

• Feedback from users highlights the impact of AskEllyn on their journeys.

• Ellyn's story reflects resilience and the power of community support.

• The future of AskEllyn includes potential partnerships with healthcare providers.

• Ellyn encourages others to share their stories and support the initiative.

Chapters

00:00 - Introduction to AskEllyn and Its Creator

02:04 - The Journey of Writing a Book

05:52 - The Emotional Impact of Breast Cancer

10:02 - The Birth of AskEllyn

12:42 - The Role of AskEllyn in Patient Support

19:53 - The Unique Features of AskEllyn

23:39 - Future Aspirations for AskEllyn

25:29 - Challenges of Foundership

35:34 - Memorable Experiences and Feedback

38:29 - Looking Ahead: What's Next for AskEllyn

About Ellyn

Ellyn Winters-Robinson is an in-demand speaker, women’s health advocate, professional communicator and a globally recognized health rebel. She is the author of the best-selling book "Flat Please Hold the Shame," a girlfriend’s companion guide for those on the breast cancer journey. She is also the co-creator of AskEllyn.ai, the world’s first conversational AI companion for those on the breast cancer journey. With Dense Breasts Canada and award-winning photographer Hilary Gauld, Ellyn also co-produced I WANT YOU TO KNOW, a celebrated photo essay showing the diverse faces and stories of 31 individuals on the breast cancer journey. Ellyn’s story and AskEllyn.ai have been featured in People Magazine, Chatelaine Magazine, the Globe and Mail, CTV National News and Your Morning, and Fast Company.

About AskEllyn.ai

AskEllyn.ai is the world’s first AI companion for those on the breast cancer journey. Blending the power of OpenAI’s knowledge of the world with the lived experience of a breast cancer survivor, AskEllyn is there at 2 am in the morning, and in any language to offer support. She is non-medical, completely private, and will always be free forever to those who need her.

Want to Connect?

Visit and chat with AskEllyn at http://www.askellyn.ai

Follow Ellyn on Instagram @flatplease

Partner with us to bring AskEllyn to the world https://askellyn.ai/partner-to-keep-askellyn-free/

Connect with Ellyn directly ellyn@lyndallproject.com

From Burnout to Balance: Mental Health Tips for Entrepreneurs and Startup Teams – In this special episode of Pitch Please, Mike Thibodeau sits down with Mike Stroh, founder of Starts With Me, to tackle the critical issue of managing mental health in high-pressure, fast-paced environments like startups. With World Mental Health Day approaching on Thursday, October 10, 2024, this conversation offers practical insights for entrepreneurs, founders, and professionals working in demanding roles.

Mike Stroh, who has overcome personal struggles with addiction and mental illness, shares his journey from battling his own challenges to founding a company that helps organizations support employee mental well-being. He discusses the importance of maintaining a balance between work and personal life, recognizing burnout, and how leaders can foster a culture of compassion and responsibility.

In This Episode, You’ll Learn:

• Understanding Burnout and Balance: Mike explains what burnout is, how it manifests, and the importance of finding your baseline for mental well-being.

• Signs of Burnout: Learn how to identify physical, emotional, and behavioral signs of burnout, both in yourself and your colleagues.

• Practical Mental Health Strategies: From sleep and exercise to managing internal dialogue, Mike shares actionable steps for improving mental health and preventing burnout.

• Company Culture and Mental Health: Hear Mike’s advice on how companies and leaders can create a supportive environment for employees while balancing business demands.

Key Takeaways:

• Self-Compassion and Honesty: Mike emphasizes the importance of being honest with yourself about your limits and practicing self-compassion to avoid burnout.

• Finding Your Baseline: The idea of establishing a personal baseline for stress, sleep, and well-being is central to maintaining mental health.

• Creating a Culture of Support: Leaders and founders can set the tone by fostering a culture that values both compassion and responsibility.

Chapters

00:00 - Introduction to Mental Health in Fast-Paced Environments

07:20 - Understanding Burnout and Balance

15:22 - Identifying Signs of Burnout

19:04 - Strategies for Maintaining Mental Health

30:59 - Implementing Change for Better Mental Health

49:13 - First Steps Towards Mental Wellness

More About Mike

Over the last 10+ years Mike has presented to over 100,000 people in live audiences discussing workplace mental health, k-12 education, and how to create mentally healthy teams that are connected, effective and purpose driven.

He is regularly featured on Canadian National News discussing a variety of mental health and addiction related topics. In 2019 Mike received the innovative Exemplary Practice Award in Student Leadership and Mental Health from the Toronto Catholic District School Board and was chosen by Arc'teryx as one of their distinguished Global Problem Solvers for his use of design thinking in k-12 education and workplace mental health.

Over the years Starts With Me has worked with some of the world's biggest brands like Amazon, Hyundai, McKesson, the City of Toronto, and Canada's largest school boards.

Mike has a masters in counselling psychology, is a registered psychotherapist and works as a therapist in private practice.

Want to Connect?

Website: startswithme.ca

Personal Website: mikestroh.com

Email: mike@startswithme.ca

Resources for Founders

• Compassion vs Responsibility at Amazon Toronto HQ

• Why Empathy is Bad for Workplace Mental Health

Want to get involved?

Learn more about Starts With Me and their mental health solutions for organizations. Watch Mike’s insightful discussions on mental health and burnout on YouTube and follow him on LinkedIn for more tips on balancing mental health in the workplace.