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Episode Summary:

In this episode of Unfunded, host Joan Westenberg delves into a conversation with Sheree Rubinstein, the founder of One Roof. Sheree shares her journey from corporate law to founding a co-working space dedicated to women-led businesses and the subsequent pivot to a digital business membership platform post-Covid. The episode explores the challenges, successes, and insights gained from bootstrapping, fundraising, and making difficult decisions as a founder.

Sheree’s experience exemplifies the importance of adaptability, community building, and resilience in navigating the ever-changing landscape of entrepreneurship. Listeners are treated to a candid discussion on the trials and triumphs of building a business from the ground up, offering valuable lessons and inspiration for aspiring entrepreneurs.

Key Takeaways:

  • Sheree’s innovative approach to testing the concept of a co-working space through pop-up locations and the pivot to a digital membership platform post-Covid demonstrates the power of adaptability in entrepreneurship.
  • Building strong community relationships and fostering collaborations have been instrumental in the growth and success of One Roof, highlighting the significance of networking and community engagement in business development.
  • The decision to return capital to investors during challenging times showcases Sheree’s commitment to the long-term sustainability and growth of the business, emphasizing the value of honest and transparent leadership.
  • Embracing a sales mentality and being actively involved in sales efforts as a founder is essential for building relationships, exploring new opportunities, and driving revenue growth.
  • Sheree’s focus on creating an “elephant business” centred on sustainable, steady growth, and profitability over a “unicorn” startup model underscores the importance of building a resilient and long-lasting business foundation.

Notable Quotes:

  • “Entrepreneurship is an incredible pathway for women to create their own workplaces, build businesses on their terms, and address diverse needs.” – Sheree Rubinstein
  • “Building an elephant business works well for me. It’s about sustainable growth and profitability, not just being the best in the industry.” – Sheree Rubinstein
  • “Every business decision I’ve made comes from seeking advice and feedback from those around me. Building relationships is crucial.” – Sheree Rubinstein


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