Starting a business for the first time can feel overwhelming, especially when confidence is still growing and the path forward isn’t always clear. For Brenda Schultz, co-owner of Paws in the City in Red Deer, Alberta, the journey into entrepreneurship came with uncertainty, but also a passion to create high-quality, all-natural products for dogs and their owners.

 Through the Rural Alberta Entrepreneurs with Disabilities Program (EDP), Brenda found the guidance, encouragement, and practical tools she needed—not only to grow her business, but to believe in it.

From Uncertainty to Confidence

When Brenda began, confidence was one of her biggest hurdles. Through personalized coaching, that began to shift. With support from her coach, Stephanie Markakis-Plouffe, Brenda and her business partner learned to recognize the value of their work.

“She taught us how to feel confident at markets, with customers, and when selling our treats to stores… We now feel confident about our product and our worth.”

A Collaborative Support System

Brenda’s progress was supported by a strong partnership between herself, her coach, her EDP Coordinator Nancy Bownes at Community Futures Central Alberta, and the Rural Alberta EDP program. That thoughtful connection made a difference from the start.

“This is wonderful that she got so much value and confidence from her coaching. I knew Stephanie would be a perfect coaching match for Brenda.” — Nancy Bownes

“Working with Brenda and Angie was an absolute pleasure. My joy through the process of coaching is seeing them become confident in their business and understanding that even if they make a mistake that it's ok. Move on, learn from it and most importantly have fun while doing it.” — Stephanie Markakis-Plouffe

Together, this team created an environment where Brenda could build both her skills and her confidence.

Coaching That Works for You

As well as appreciating the flexibility of the coaching sessions, with Stephanie’s guidance, Brenda developed practical skills that brought clarity to her business.

“She helped us learn the cost of everything—from ingredients to packaging to labour—and how to put it into spreadsheets so we could really see what we were spending and earning… She taught us how to do a business plan from beginning to end, which I would never have known how to do on my own.”

Support Every Step of the Way

For Brenda, coaching went beyond business advice—it was consistent encouragement and problem-solving. That support made it easier to stay motivated and keep going, even through challenges.

“She listened to our concerns, celebrated our wins, and was there when things weren’t going well. She helped us figure out why and how to move forward.”

A Strong Foundation for the Future

Today, Brenda’s biggest accomplishment is having a clear, complete understanding of her business.

“The biggest takeaway was developing and finalizing our business plan and going over all of our numbers right down to the penny—and really understanding what it all means.”

She and her partner continue to grow Paws in the City with confidence and purpose.

A Recommendation from Experience

Brenda’s experience with the EDP is one she strongly recommends.

“I would definitely recommend this program to anyone with a disability who is considering entrepreneurship.”

About Paws in the City

Based in Red Deer, Alberta, Paws in the City creates homemade, all-natural dog treats, grooming products, and pet accessories designed to support the health and happiness of dogs. You can learn more about them on their website: https://www.pawsinthecityrd.com/

Thinking About Starting Your Own Business?

If you’re living in rural Alberta and navigating a disability, long-term health condition, or other barrier, the Entrepreneurs with Disabilities Program offers personalized coaching and support to help you build a business that works for you.