In this episode of Startup Sandwich, host Ric Phillips sits down with marketing expert, author, speaker, and lecturer Sanjay Dhebar to unpack what entrepreneurs often misunderstand about marketing.

Sanjay explains why going viral is not a reliable business strategy, why marketing is much more than social media, and why the best organizations are marketing-led and sales-driven. He shares practical advice on building a marketing plan, understanding your value proposition, identifying your target audience, creating consistent branding, measuring success, and knowing when to outsource support.

The conversation also explores Sanjay’s own entrepreneurial journey, from leaving a secure full-time role to building a business around teaching, training, consulting, and strategic planning. He shares honest lessons on partnerships, patience, grit, adapting in a changing economy, and using AI to improve business efficiency.

If you’re a founder, startup owner, side hustler, or entrepreneur trying to grow your business, this episode offers practical insights on marketing, sales, branding, and long-term business growth.

In this episode of the Startup Sandwich Podcast, Ric Phillips, communication specialist at YEDI, sits down with Abimbola Akinnuoye, Founder of Leading Ladies Connect and Co-Founder of Karisverse, to talk about the real challenges women entrepreneurs face when building and growing a business.

From visibility and storytelling to funding, confidence, community, and brand growth, this conversation explores why so many women in business still downplay what they do and why that can hold them back. Abimbola shares her perspective on women entrepreneurship, the importance of showing up and telling your story, and how women founders can build credibility, access opportunities, and grow beyond the “small business” mindset.

Abimbola is the Founder of Leading Ladies Connect https://leadingladiesconnect.com/ , where she builds spaces that help women grow, get visible, and access real opportunities, and Co-Founder of Karisverse, an experiential media and marketing agency focused on storytelling and brand visibility. She works at the intersection of community, entrepreneurship, and media, and has built a global network of over 12,000 women while curating high-impact experiences that connect women directly to funding, partnerships, and visibility.

Startup Sandwich podcast is powered by the York Entrepreneurship Development Institute (YEDI), a designated learning institution that helps aspiring and early-stage entrepreneurs build real businesses through practical education, mentorship, expert guidance, and a supportive entrepreneurial community. Learn more at yedi.ca.

Before you start a business, one critical question matters: is your idea actually viable?

In this episode of the Startup Sandwich Podcast, powered by the York Entrepreneurship Development Institute (YEDI), Rick Phillips speaks with Fabio Crespin from United Way about the reality of entrepreneurship, how to evaluate a business idea, and why a good idea alone isn’t enough to build a successful startup.

Many entrepreneurs start a business based on passion or inspiration, but without understanding whether there is real market demand. In this conversation, Fabio shares insights from years of working with entrepreneurs, nonprofits, and social enterprises to explain how founders can think realistically about business viability, market signals, and long-term sustainability.

In this episode we discuss:

• How to know if your business idea is viable
• Why most business ideas fail before reaching the market
• The importance of market demand and real market signals
• Balancing entrepreneurial determination with honest feedback
• What social enterprises are and how they work
• Real examples of businesses creating jobs for people facing employment barriers
• Why sustainable business models matter more than grants
• The role of mentors, communities, and support networks in entrepreneurship
• How automation and economic changes are shaping the future of work
• Why more people are turning to entrepreneurship and small business ownership

🎧 Startup Sandwich Podcast is powered by the York Entrepreneurship Development Institute (YEDI) www.yedi.ca , a global leader in entrepreneurship education and startup training. The podcast explores the real stories, challenges, and lessons behind building successful businesses and entrepreneurial ventures.

In this episode of the Startup Sandwich Podcast, Rick Phillips sits down with construction entrepreneur Patrick McCormick, founder of Demo For Your Reno, to discuss his journey from Ireland to Canada and the lessons learned from building and scaling a construction business over three decades.

Patrick shares how his entrepreneurial mindset started early, why hearing “no” is part of success, and how risk is not luck — it’s a skill developed through knowledge and experience. From spotting opportunity in unexpected places to growing a company in Canada’s competitive construction industry, this conversation explores the real thinking behind long-term entrepreneurial success.

The discussion covers:
• Starting over as an immigrant entrepreneur in Canada
• The reality of entrepreneurship in the construction industry
• Why informed risk-taking separates successful founders
• Lessons learned from 30+ years in business
• Hiring without resumes and testing real-world skills
• Innovation in construction and demolition practices
• Leadership, resilience, and continuous improvement (lean methodology)
• Why opportunity favors those already in the game

Whether you’re a startup founder, trades professional, business owner, or aspiring entrepreneur, this episode offers practical insight into how successful entrepreneurs think, adapt, and grow over time.

Most entrepreneurs attend networking events hoping to meet investors, partners, or clients — yet leave with business cards and no real opportunities. Why?

In this episode of the Startup Sandwich Podcast by the York Entrepreneurship Development Institute (YEDI) https://yedi.ca/ , we speak with Karen Fox https://www.linkedin.com/in/kerenfox/ , founder of OhHi https://www.ohhi-global.com/ , a relationship-building technology designed to turn chance encounters into meaningful professional connections. Instead of focusing on introductions, Karen explains why trust, follow-up, and deeper conversations are what actually open doors in business.

We explore:
• why networking often feels pointless for founders
• the difference between contacts and relationships
• how shallow conversations block business growth
• building rapport and trust in professional settings
• how entrepreneurs can create real opportunities from events
• the psychology behind memorable conversations and follow-ups

If you’re a startup founder, small business owner, or aspiring entrepreneur struggling to get results from networking, this conversation will change how you approach business relationships.

About YEDI
The York Entrepreneurship Development Institute helps Canadian entrepreneurs launch and grow successful businesses through hands-on training, mentorship, and practical startup education. Our programs support founders at every stage — from idea validation to scaling and fundraising.

Explore our entrepreneurship programs and resources:
👉 https://www.yedi.ca

The global beauty industry is a multi-billion dollar market, projected to reach over $677 billion by 2025, with skincare leading at 40%. How do you break into this billion dollar industry without big money or big investors? In today's episode, we talk with Flavia Zhamo, who pulls the curtain back on how beauty brands make it to the shelves and fighting founder burnout.

Flavia Zhamo is the founder of Everyday Chemist, a boutique skincare brand, and EC Studios, a cosmetic R&D lab. With a background in cosmetic chemistry and startup strategy, Flavia blends science, storytelling, and sustainability to develop high-performance beauty products. She’s now building Noun, an AI-powered platform revolutionizing how consumer products are developed and manufactured democratizing access to top-tier labs, suppliers, and manufacturers for indie brands and global companies alike.

In today's episode, we learn how Eitan Rachlis connects companies with the top 1% of talent in tech, finance and the nonprofit sectors across the U.S., Canada, and Europe. With over 15 years of experience in recruitment, Eitan specializes in placing the top 1% of talent in high-demand engineering and tech fields. His expertise covers robotics, software, engineering, cybersecurity, and IT serving startups, Fortune 500 companies, financial institutions and the non-for-profit sectors.

He launched Telescope Recruitment to redefine elite hiring, combining deep industry knowledge with a tailored approach to connect organizations with transformative professionals. Known for precision in matching niche skill sets, he's built a reputation for solving complex hiring challenges where excellence is non-negotiable.

To learn more visit: https://telescope-recruitment.com

In today's episode, we learn how Latchmi Raghunanan used her background in product development and public sector leadership, to make fertility treatment more compassionate, accessible, and pain-free. Entrepreneurs will learn the trials and triumphs of bringing med-tech to market.

Maman Biomedical is developing the world’s first needle-free microneedle patch for fertility treatment. The flagship product, Maman Patch, will deliver sustained-release hormones through dissolvable microneedles - delivering the same drugs, with fewer risks, and none of the needle trauma. Maman's approach reduces pain, improves compliance, and helps patients feel more in control of their reproductive care.

For more information, visit mamanbiomedical.ca