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Nicole Troster (MBET ’18) is helping women-led service businesses scale with clarity, confidence, and customer-centric strategy. After more than 15 years supporting entrepreneurs and co-founding ELLA, Nicole launched Coeurage Labs to fill a growing gap in Canada’s entrepreneurship ecosystem.

Inspired by her own family’s journey and driven by a commitment to empowering founders, Nicole combines evidence-based frameworks with deep customer understanding to help entrepreneurs build sustainable, scalable companies. 

Are you curious about Waterloo’s entrepreneurial community?

Did you know the Conrad School offers entrepreneurship education for all Waterloo students?

This spring term, take a course at the Conrad School to jump-start your entrepreneurial career and enhance your degree!

Working as a communicator in a health care setting, Seun Adetunji could see the impact medical jargon was having on people with English language barriers and disabilities. During repeated interactions with doctors and medical staff, she could see that patients and caregivers were overwhelmed hearing medical language and instruction.

Seun decided to do something about it. She created MedInclude, an AI-based data processing platform that can help health-care providers transcribe patient notes into lay terminology in real time.

It was a question from a rural farmer in Ghana that planted the seed of a new business in Lydia Konlan's head. "How do I find markets for my products?"

This led her to create FarmicleGrow (formerly Rural Agrihub), a business that uses demand data to understand customer and wholesale business needs that can be shared with rural farmers so they can successfully bring their products to market.  

Adedayo Adefarakan already had a successful ice production company back home in Nigeria before he came to the Master of Business, Entrepreneurship and Technology (MBET) program. You can find his ice products - like dry ice, packaged ice tubes and ice blocks - in commercial locations all over the federal capital territory.  

Having nailed the domestic space, Adedayo wanted to scale his operation internationally but also wanted to explore more education before scaling his operation internationally. He looked at the Master of Business, Entrepreneurship and Technology program.

Kelly Zheng, a driven and ambitious entrepreneur, has been named one of Forbes’ 2024 Top 30 Under 30 for her ground-breaking work in the field of clean energy.  

It was only just over a year ago that Zheng embarked on a new academic journey when she was awarded the prestigious Entrepreneurial PhD Fellowship which allowed her to take her Master of Business and Technology part-time, alongside her PhD studies. Read on to learn how she did it.