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has been a part of the Compass North accelerator program which is offered through the WE-CAN project led by Queen’s University since May 2020.

ARoots was launched by Paulette Guelph in June 2014 with the goal of developing, manufacturing and marketing effective solutions for hair and scalp problems.

In 2000, Paulette and her husband developed a severe case of dry flaky, itchy scalp. They were referred to various medical and naturopathic experts who prescribed various shampoos, conditioners and scalp treatments, but nothing helped.

Frustrated, Paulette began to develop her own herb-based product. In the process, she developed a formula that also addresses other skin conditions such as pimples, rash, eczema and burns.

A hair stylist by trade, Paulette has been using her product in her own in Kingston since 2002.

The impact of COVID-19 on ARoots has been both negative and positive. On the one hand, Paulette was forced to shut down her hair salon and cease face-to-face sales which was initially a financial shock. During the same time period, Paulette was accepted into WE-CAN’s Compass North accelerator program, offered by Queen’s University and L-SPARK, to women entrepreneurs leading tech or science-based companies in the Kingston region.

“The timing was great since I was able to fully engage the process,” says Paulette. “It is exactly what my business needed to gain traction and growth. Prior to this opportunity, I felt stagnated, not sure what the next steps ought to be or even how to structure a workable plan. I felt alone and often wished I could find some support to help me strategize or validate my thought process or plans. I did not have the resources or the support mechanisms in place. I knew I needed help, but I didn’t know where to get the help and support to develop and execute a plan. Frankly, I felt stuck.”

“The WE-CAN project is a fantastic initiative for any business struggling to define itself or in need of focus and direction. Did I say the support is beyond amazing? I have never met a group of people so vested in the success of others. From webinar training to sharing and support, I have been provided every opportunity to engage and develop to my fullest potential.”

Paulette adds that the Compass North mentorship has played a significant role in her progress since May.

“I was fortunate to be paired with the best mentor for me,” she observes. “Lauren not only motivates and encourages me, she makes me feel like she wants to be part of my success story and nothing is too much to ask of her in support of my agenda. Somehow, she always knows what I need before I ask for her assistance, and she is always willing to go above and beyond to ensure that I am fully equipped and empowered to deliver on all expectations. For this, I am incredibly grateful.”

Through the WE-CAN Compass North initiative, Paulette was able to identify her pain points and create solutions.

“I have gone through a complete rebranding process, changing everything that is necessary to pivot and redirect to gain traction,” she says. “Lots of changes were made, including the business name, website, packaging, social media and all the collateral pieces attached to the process. I have defined specific channels of distribution for my products and mapped out the various steps required to activate each channel including digital marketing, social media, influencer, online, email campaign, Amazon etc.”

Paulette was also able to hire a marketing/branding intern and is looking to keep him on with the company after the accelerator has been completed.

Concludes Paulette, “It is the first time I feel my business has a chance to reach the level of success I dream is possible.”