Nicole Baranowski is a Western University graduate with a BSc in Kinesiology. She is also a graduate of the Master of Science program at Ivey Business School. Baranowski has created a scrunchie hair company, ‘Hairstrong’.
How did you balance rowing, a job and your schooling? Did this help set you up for the busy balancing act of entrepreneurship?
Baranowski created her schedule with a mindset of ‘no choice’. It was not a simple option of ‘what I am going to fit in my schedule’ but rather ‘how am I going to make this work’. So, she prioritized what mattered to her: fitness (rowing), her education and making money (in her job and eventually with her business). The culture in rowing is characterized by trying to be the best and the fastest, which taught her how to achieve in other avenues of her life. She knew she needed to make her schedule work, which meant giving up relaxing or going out. Though, she doesn't regret this choice and rather has thrived in it. Baranowski said the key to achieving in this hectic lifestyle was surrounding herself in an environment, among others, that were striving to be their best. She learned how to do it, rather than if she should.
When entering university, was it ever a thought that you would have created a business? Explain your time at the Ivey Master of Science program. What did your time with Ivey teach you about entrepreneurship?
Entrepreneurship was not a first thought for Baranowski. Like many other students, upon entering university she had no idea what she wanted to do with her life. While in her undergraduate career, Baranowski became the captain of her rowing team, providing experience in a leadership role. In her final year of her Kinesiology degree, she discovered the Master of Science program at Ivey, knowing that she did not want to go a traditional route in terms of her career.
During this program she learned how to think like an entrepreneur, eventually leading to the creation of Hairstrong. The first question the Professor asked was ‘what biggest problems do you face?’. Immediately, Baranowski thought back to her rowing and athletic experiences, realizing that her hair could not stay up in the traditional hair products she was using. Once she made her prototype for class and allowed others to test it, Hairstrong was born. The Ivey program allowed her to create manageable steps from idea to product.
When entering a competitive market, such as hair products, how have you found your competitive advantage?
Baranowski entered the market as a consumer with a viable pain point -- her hair wouldn’t stay up while she was working out. She wanted a product that was functional, which is exactly the niche that was lacking in the space. With her background in athletics, she had many connections to current and former athletes, along with people who loved fitness, which was a competitive advantage. On a personal level, she wanted to keep fitness and sport within her life. Being a lifelong customer of her own product allowed her to clearly identify pain points while making a product that she can truly love and endorse.
When is the right time to ‘jump into entrepreneurship? When does it make sense to make it a full-time gig?
It will never feel like the ‘right time’ to jump in, so don’t prolong it. Always have a moving goal post that you can identify and clearly hit. Having manageable steps can make the move seem less daunting. Above all, bet on yourself. One of her key momentum builders in business was to believe in herself and have standards for her work. Personally, Baranowski always loves being ‘on’; balancing multiple things and wearing many hats is the main job of an entrepreneur. She was able to align her values in life with her work: entrepreneurship is a vessel for said values.
How did you grow Hairstrong to be worn in the Olympics? How has the athletic sector, along with athletes themselves, affected your growth?
Through her time with the Western Rowing team, Baranowski was able to meet many elite rowers. At this time, the national team was still training out of London, which was a prime spot to market and share Hairstrong. As the rowing team enjoyed her products, they reached out to other athletes, creating a word-of-mouth marketing system. When these connections were exhausted, Baranowski used traditional cold outreach. Her mentality when reaching out cold, which can seem daunting, was to think: I built something that can help you… why wouldn’t they want that? The worst that a person can do is not respond. Through her connections, she was able to get Canada Soccer, Rowing, USA Volleyball, along with others, to wear her products in the 2024 Olympic Games.
Talk about NEXT and how an entrepreneurial hub works…
NEXT is an entrepreneurial hub which connects entrepreneurs from across Canada to work and collaborate with one another. Baranowski participated from January 2024 to August 2024. Her first four months involved online training, and in May she was able to attend in-person in Toronto. With her cohort of around 35 people, she was able to realize that the entrepreneurial lifestyle she was living was normal. In this environment, she was able to connect with like-minded founders and strive bigger than she had previously imagined. The NEXT program allowed Baranowski to connect with likeminded individuals and do what was required to succeed.
Hairstrong was created into an Ivey case study. What was that experience like?
Ivey has a strong community of support, notably bringing alumni back into the community to showcase the change and impact they have made. Baranowski sent in her company’s information almost two years ago, where she had the chance to make a video to the 1220 Business Foundations class. While reading her case over, she was able to view how much she and her business have grown over the last few years. The case had a direct impact back to the community that started her entrepreneurial journey only a few years earlier.
Future of Hairstrong and your entrepreneurial ventures …
Baranowski has the audacious goal to sell 1 million units of her products. To reach this metric, she wants to expand her product line. Not only marketing to athletics, but she also wants to create a hair product line that will elevate your life for whatever activity you may do. Hairstrong’s main philosophy is to make sure your hair is never a nuisance. As she expands her product line, she plans to keep marketing through online content and word-of-mouth in fitness and athletic spheres.
Advice for students who are looking into entrepreneurship
Be super curious. Don’t have preconceived notions on what we have or where we grew up. Also, put your ego aside and ask questions, you won’t know everything. Above all, at least try entrepreneurship! It may not be for everyone, but if it’s for you, you’ll be able to align your values and life to your own standard. Time is the most valuable resource we have. So, use it to become the best version of yourself.
Check out Hairstrong and Nicole:
Website: https://hairstrong.ca/
Instagram: @hairstrongbrand