Imposter syndrome is already asking why I should be giving advice on this. But the evidence is hard to ignore—even I have to admit that after nine years of running a business, I’ve learned a few things worth sharing.

Starting Is Starting

I almost started with the tired cliché, starting is the hardest part. But that’s a lie. Starting is just starting—there’s no easy part. But you have to do it. Whether it’s jotting the idea on paper, starting an Instagram handle, diving into the Strategyzer series—you just have to do it. Jump in. Or have someone push you.

That’s what happened to me. I honestly don’t know if I’d be here today if it weren’t for a very specific sequence of events. The short version goes like this: I was working at an app startup, and we were doing a press interview. Somehow—probably inappropriately—I must have mentioned Alternative Routes. At that point, it was just an idea and a first draft of a business plan. The interviewer got intrigued and asked for a follow-up.

That led to my boss telling me it was a good idea and that I should probably go pursue it. He even found me a funding program that would support me for a few months while I got started.

Be Prepared (Even If It Looks Spontaneous)

Have a plan. Even though it felt like things happened overnight, the truth is, I had been working on my business plan for a long time. I developed the concept, took online and in-person courses, and slowly gathered the tools I’d need if and when the time came.

A lot of small business owners I know don’t have a business plan. And honestly, I think that’s what separates businesses that grow from businesses that stall. If you want to move forward with intention, you need to know where you’re going.

Your business plan is a reference; it’s a map of where you want to go and where you’ve been. It should evolve just like you and your business. It’s also a place to store your business’s content. Need an employee bio? Copy and paste from the plan. Designing a poster? Check for your brand colours. Hiring a new marketing manager? You should be able to hand them the plan and go on vacation for two weeks. JK. Wishful thinking.

But I think you get where I’m going.

Use the Futurpreneur Business Plan Builder, it’s perfect to get you started.

Bootstrap When You Can (and Be Cautious With “Free Money”)

Especially if you’re like me and had a lot to learn about the financial side—bootstrapping can be your best bet early on.

There’s no such thing as “free” money. I could write a whole blog on how terrible most grant programs are. Many will only match what you’ve already spent or come with so many strings that they’re barely worth it.

That said, take advantage of what’s out there—free classes through employment programs, small grants, training subsidies—just don’t rely on them.

You don’t need the fanciest equipment and you don’t need to execute your entire plan at once. Dream big (that’s what got us here), but also figure out the absolute minimum you need to get going. Start there.

Full transparency—because nobody talks real numbers—Alternative Routes was started with:

a $25,000 loan from the credit union
a $10,000 loan from Futurpreneur
$7,000 in personal investment and a Bay of Fundy’s worth of sweat equity

I’d heard of something called a friends and family round, but as far as I know, that’s just a rumour.

With that money, we paid for a van, insurance and licensing, legal fees, and a website.

Don’t Count on the Banks

An email I got this year slapped me hard enough to finally understand my biggest mistake: expecting to get all the financing I needed from traditional banks.

Banks aren’t built for risk-taking. I’ve had slightly better luck with my local credit union—they seem to value integrity a bit more—but the truth is, financial institutions want guarantees. They want everything secured.

And I’ve realized that this mindset has been the biggest obstacle to our growth.

Despite building a successful business and employing anywhere from 4 to 6 people, banks always wanted me, a person with almost no assets, to personally guarantee any money they gave us.

That stunted our growth in two ways:

To guarantee payments, I had to keep a secure job, which meant I couldn’t go all-in on the business.
It restricted funding to capital purchases—when what we really needed was a bit of runway.

It took Dragon’s Den knocking on my door to make me realize: I don’t need more loans. I need venture capital. I need someone who believes in me and is willing to take a risk.

Choose the Right Partners

One reason I was hesitant about venture capital? I didn’t want to give up any of the business.

A lot of people don’t know I started Alternative Routes with a partner. The idea was all mine, but I wanted someone to balance me out. Someone level-headed. She was risk-averse—which is actually why I chose her. I gave her 40% of the business.

It seemed fair at the time: I’d handle marketing, customers, and employees. She’d handle finances.

That’s not what happened. She bailed before our first summer.

So I managed everything. Successfully. For the next seven years. Even through a pandemic, I paid off our loans and grew the business. A business she still owned 40% of.

Not anymore. But it wasn’t easy.

Starting a business with someone is like a marriage. Make sure you can communicate honestly, that your expectations are clear, that you’re equally committed, and get it all in writing.

Delegate. Automate. Repeat.

In a new business, everyone has to be willing to take risks—even your first employees. They’re leaving security to help build your dream. That’s not nothing. Make sure they know they’re appreciated.

Hiring your first employee might be one of the hardest decisions you’ll make—but once you do, it’ll change your life.

Like in romance, the perfect person doesn’t exist. Stop trying to find them. Train them. Give them tools. Then trust them to do their best. And only expect back what you’re willing to give.

Small teams are hard. It gets personal. But if you want loyalty and respect, you need to offer the same. Your employees are human beings—with lives, emotions, and dreams. Play accordingly. And pay accordingly.
#LivingWageEmployersUnite

When and where you can—automate. There are so many services now you could practically run a business on autopilot. Cough… TripAdvisor… GetYourGuide…

It’s tough for us because we’ve always promised real human hospitality—but we still automate what we can. We use AI. Honestly, ChatGPT is better than any personal assistant (and therapist) I could imagine.

Will I use it to write our blogs? No.
Will I use it to edit this one? Absolutely.
(Why is anyone still paying for Grammarly?)

Entrepreneurship Is Lonely (and No One Talks About It)

You will be busy. Especially at the beginning. Every dollar counts, and you’ll have little time for anything else. Most people won’t understand what you’re going through.

Not having anyone to talk to about work is isolating. Trying to solve every problem alone is exhausting. And people are surprisingly secretive about their businesses—the real mistakes, the real money.

So you fumble. From one step to the next. Figuring it out as you go.

Celebrate your successes—even the tiny ones. You’ll need all the support you can get… and I’ll be honest, it usually isn’t much.

The line I’ve repeated to myself, especially when I don’t think I’m doing enough?
“But it’s working.”

Not writing enough blogs. Not answering emails fast enough. Not staying on top of bookkeeping.

No matter how much I try to convince myself I’m doing a terrible job, I just have to remember—
it’s working.

Alternative Routes Blog