Women supporting women. That’s a motto I’ve let guide me throughout my days as an entrepreneur, starting with my early days at Parkdale Centre.
When I launched our first Women Founders inaugural cohort back in 2019, this motto became something real. Women from across the GTA got the support and community they were looking for by joining our programs and being part of something bigger than themselves.
I’ve learned a lot over the years. More than anything, I’ve learned about power in this industry. Who has it, and who doesn’t. And for those who don’t, how that shapes the way they show up, the decisions they make, and how they perceive those who do. It’s an interesting dynamic to witness, and to be a part of at the same time.
I formed my board of directors for Parkdale Centre by connecting with people in our community who shared similar values. Running that board taught me a lot about what it means to lead a nonprofit at an early stage. It’s very different from a long-established organization. Your board is smaller, and you’re still deeply involved in everything. Operations, fundraising, sustainability. You’re not removed from it. You’re in it.
I found it difficult at times not to compare myself to organizations that had been around for decades. I wasn’t hired into a role. I started this. And that meant taking the lead, making decisions, and continuing to move things forward, even when things felt uncertain.
Now, with Canada Innovates growing into a national organization, things feel different, but also very familiar. The scope is larger, but many of the same questions still exist.
And as I think about building a board at this stage, I’ve been reflecting on what really matters when it comes to alignment.
I’m looking for people who understand the work. That can look like experience in a startup, finance, innovation, or tech, but also an understanding of how the ecosystem operates. At the same time, I value people who aren’t so embedded in it that they can’t question it. It’s important to have that balance.
I’m wary of people who have a hard time understanding what we’re building. Or those whom I have to work hard to convince of our strategic goals, “the why’s”, and mission. It can be draining to have these conversations with people who are supposed to be on your team. That’s not to say that people can’t hold a mirror to you and provide that feedback, but it’s important that there is a core belief and excitement behind the mission and vision, and clear understanding about the “why”.
Time commitment is usually one of the first things people ask about, but for me it’s less about hours and more about presence. Are you willing to engage, to think through challenges, to contribute when it’s needed? That makes a difference.
Access is another important piece. Not just in terms of who someone knows, but whether they’re willing to open doors. Whether that’s to funding, partnerships, or opportunities that can help move the work forward. People being accessible to communicate with, during these processes, and get the support needed can make a world of difference, than board members who are not present. Keeping the connection going, as well as continuously building the relationship with partners and funders strengthens the organization’s goals and outcomes.
And then there’s values. Not just what someone says they believe in, but how they show up. Who they support. Where they spend their professional time and energy will have an impact on our organization. And on me as a founder, and so we need to align culturally.
I’m not looking to build a large board, rather I’m looking to build an active one that helps us to shape the future of the organization. Starting with people who are aligned, who bring different perspectives, and who are willing to contribute in meaningful ways.
Because over time, I’ve come to understand that in addition community, access to decision-making spaces, and people willing to roll up their sleeves and do the work, matters just as much.
I learned that if we’re serious about supporting women in entrepreneurship, then I also have to think about who is part of those spaces, and how they choose to show up within them.
Are you a woman in tech looking to join a mission-driven tech organization? Feel free to reach out and say hello, I’m at rusul@canadainnovates.org
Inclusive Entrepreneurship 