"I don’t believe customers buy products because the company represents a good cause - this can depend on the product, however for example one of our partners when I first approached her, began by acknowledging the important work we are doing, however followed up by saying bottom line is we have to see the benefit for us if we’re going to invest."

"Getting to know your industry in-depth is really essential, particularly as a startup. You need to be aware of technology trends coming in, and what else is currently available. From there you identify the gaps and try and build something new and valuable. You can’t afford to waste resources solving problems that someone else has already solved."

Being social entrepreneurial is something that can be part of everyone's life from CEO of big company to every teacher to doctor or a professional hockey player. We can all work to create innovative solutions to not only create new businesses but shape businesses, to think about creating wealth not just for our shareholders but for everybody."