For University of Waterloo students Shatha and Jana, entrepreneurship started in their own kitchen.
As a mother-daughter duo with different dietary restrictions, they were constantly experimenting with ways to create food and drinks that worked for their needs. Jana is allergic to dairy and eggs, while Shatha follows a gluten-free and refined sugar-free diet. Those four restrictions became the catalyst for creativity and eventually, a business idea.
Their shared love of matcha led them to identify a gap in the market: finding a high-quality matcha drink that was both delicious and aligned with their values around clean ingredients and allergy-friendly options.
That idea became Hearty, a Waterloo Region-based pop-up concept offering handcrafted matcha drinks made with premium ingredients. What began as a personal solution quickly grew into a community-focused venture serving hundreds of customers across local events.
“Between the two of us, we had spent years perfecting our own drinks at home,” says Shatha. “The more we looked at what was available commercially, the clearer the gap became: most matcha drinks on the market fell short on both taste and quality. That gap is exactly what Hearty was built to fill.”
Turning a personal need into a business opportunity
Before launching Hearty, both Shatha and Jana had already developed a deep appreciation for matcha. Shatha had been drinking matcha for eight years, while Jana had been exploring different blends and recipes for three years.
Their love and experience of making matcha at home shaped the foundation of their business: creating drinks that prioritize quality, flavour and accessibility.
Since launching their pop-ups in November 2025, Hearty has hosted more than 45 events across studios, markets and community gatherings throughout the Waterloo and Kitchener region, serving more than 1,500 drinks.
The menu started with a simple goal: create the best possible matcha experience. Each drink is made with ceremonial-grade, first-harvest tea leaves, local pure maple syrup as a natural sweetener and gluten-free oat milk. The menu has since grown to include seven flavours, including fruit-based options made with house-made purées and syrups crafted from real ingredients, without artificial sweeteners or flavours.
Maintaining their commitment to allergy-friendly options has remained central to the business.
“We have kept every product allergy-friendly, free from any risk of cross-contamination, and grounded in clean ingredients that actually taste exceptional,” says Jana.
Behind every pop-up is an extensive amount of work that customers do not always see. From preparing ingredients and packing supplies to researching suppliers, testing flavours, managing social media and connecting with event organizers, Hearty operates as a full business, all while Shatha and Jana continue their studies.
Entrepreneurship education in action
Both founders brought entrepreneurial learning from the Conrad School of Entrepreneurship and Business into their journey.
Shatha is completing the Master of Business, Entrepreneurship and Technology (MBET) program at Conrad and is set to officially convocate in October. Through MBET, she gained access to entrepreneurial mentorship, current market perspectives and a collaborative community of classmates and fellow entrepreneurs who provided valuable support and encouragement throughout the development of Hearty.
“MBET gave me more than business knowledge, it connected me with mentors and a community of entrepreneurs who challenged my thinking, offered valuable feedback, and supported every stage of building our matcha business,” says Shatha.
Jana, a Mechatronics Engineering undergraduate student at Waterloo, took Conrad School's BET 300 course while Hearty was still in its early bakery stage. The course provided practical tools that helped her think more strategically about building the venture.
“BET 300 came at exactly the right time,” says Jana. “The business analysis, planning frameworks and lessons covered throughout the course helped lay a strong foundation.”
A highlight of the course was the opportunity to practice entrepreneurial communication and refine their vision. Through elevator pitch exercises and hands-on activities with the late Professor Wayne Chang, Jana developed a clearer understanding of what the business needed and these turned into skills she was able to apply directly when Hearty transitioned into a pop-up model.
Learning, adapting and growing together
The transition from idea to business required constant experimentation and adaptation. What started as a concept shaped by personal dietary needs became an opportunity to serve a wider community looking for better beverage options.
For Shatha and Jana, having entrepreneurial education on both sides of their partnership helped them approach the business with intention.
Their experience also highlights the value of combining different perspectives. Jana's engineering background brings analytical problem-solving, while Shatha’s MBET degree contributes business strategy and market insights, grounded in foundational lessons learned from her father’s lifelong career as an entrepreneur. Together, they have built a venture that reflects both creativity and disciplined execution.
Advice for aspiring student entrepreneurs
Building a business while completing a full course load is not easy, but Shatha and Jana believe the first step is often the biggest barrier.
Their advice for other student entrepreneurs is simple: start before you feel ready.
“Do not let the overwhelm stop you from taking the first step, because the first step is the hardest one,” they say. “Create the account. Make the first post. Trust us, once your idea is out in the world, the worries fade and the excitement takes over.”
For Hearty, that first step transformed a homemade matcha recipe into a growing venture, proving that entrepreneurial ideas can begin anywhere, even in a kitchen shared by a mother and daughter.
Want to try Hearty for yourself?
Shatha and Jana’s specialty matcha will be available at the Pearl Sullivan Engineering Building’s C&D shop starting Tuesday, October 27.
Stop by, pick one up, and support this Conrad-connected entrepreneurial venture! Follow Hearty's journey on Instagram at @hrty.co.