Founder Feature: Building a Brand That Evolves With You with Lindsay Housman, CEO of Hettas

Welcome back to Small Business School! In this episode I am thrilled to share this conversation with Lindsay Housman, founder and CEO of Hettas, a new Canadian performance footwear brand that researches, designs and tests shoes from the female perspective. 

Together we discuss Lindsay’s journey, raising capital, social impact, and the importance of developing a brand that can grow and adapt over time. Let’s dive in!

Topics Covered:

• The initial vision behind Hettas and how it started with family goal setting and vision work.
• How foot health and the lack of female-focused designs in footwear spurred the creation of Hettas.
• The role of trusted advisors and mentors in shaping the brand’s development.
• How Hettas Focused on extensive research with Simon Fraser University to create a product that truly serves women.
• Challenges of raising capital and overcoming investor setbacks.
• The significance of consistent brand storytelling across all channels.
• Understanding brand archetypes and challenger brands in defining your identity.
• How a living brand evolves with your business, and why it’s important to revisit it.
• The challenges of raising capital.
• Lindsay’s vision for Hettas over the next five years, including community building and athlete sponsorship.

Lindsay offers valuable advice for business owners in the midst of scaling: be selective with advisors, avoid hiring too quickly, and take time to build a lean, committed team. Connect with Lindsay and Hettas using the links below!

Hetta’s Links:
Lindsay’s LinkedIn
Instagram
Website : Use code: ‘SBS20’ for 20% off!

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Staci's Links:
Instagram. Website.

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