Janice Waugh, Founder of Solo Traveler and co-founder of the nonprofit organization Northstar Startups, is no ordinary entrepreneur.
From a personal journey of loss to creating spaces for solo travellers and supporting people on the margins of employment, Janice's entrepreneurial story is both inspiring and practical for anyone considering starting their own business and a must-listen episode of The Unsure Entrepreneur Podcast.
Solo travel is more than an adventure; it's a movement, and Janice saw an opportunity to make it accessible. After her husband's passing, she transitioned from traveling with family to traveling alone and discovered a lack of resources that didn't cater to hookups or quick getaways. This gap inspired her to create Solo Traveler, a community and resource platform for people traveling alone.
Community of 275,000 travellers on Facebook
"I realized another voice was needed," she shares in the podcast. Now, the platform has over 60,000 email subscribers and 275,000 followers on Facebook, catering to people who seek adventure, empowerment, and self-discovery through solo travel. "Solo travel came from a personal place for me, but it became something much larger," comments Janice.
For Janice, Solo Traveler also means advocacy. She’s taken on the travel industry’s "single supplement" fees, a surcharge that solo travellers face on tours and cruises. "When I started, 100% supplements were common," Janice explains, "But we've influenced companies to offer lower or no supplements." Her unique approach includes partnering only with companies that align with this mission which is helping travellers affordably explore the world on their own.
A few insights from the podcast:
Focus on your passion and niche. Janice's dedication to solo travel has carved out a unique space in the market.
Listen to your customers. User feedback on pain points shaped Janice’s business model and her success.
Diversify income streams. Direct sale advertising, online courses, and content partnerships fuel Solo Traveler's revenue.
Beyond Solo Traveler, Janice’s mission extends to Northstar Startups, a nonprofit she co-founded during the pandemic to empower people facing food and financial instability through self-employment. In her volunteer work at food banks, she noticed individuals with skills and talents but limited opportunities in traditional employment. Partnering with Bryson Dodge, an MBA and accountant, she created Northstar Startups to provide mentorship, resources, and community for these aspiring entrepreneurs. "We focus on Scarborough to build a local community where entrepreneurship is not common," Janice says.
Building confidence in entrepreneurs
The Northstar program doesn't just aim to replace employment; it’s about building confidence. "What we hear most from participants is not about financial support, but the confidence they gain," Janice adds. Her work highlights a key aspect of entrepreneurship: the opportunity to redefine success based on personal goals and passions.
Janice believes that entrepreneurship should serve the individual, not the other way around (and I couldn't agree more). "Make your business what you want it to be," she says in the podcast.
Her advice to aspiring entrepreneurs is straightforward: Stick with it. Keep pushing forward, even if it feels like you're rolling a ball uphill. She emphasizes the value of resilience and planning, using her networks and resources to stay motivated and informed. And above all, she advises: “Know what to do when there's nothing to do. Use downtime to plan and grow.”
Through both Solo Traveler and Northstar Startups, Janice proves that entrepreneurship is more than a business — it's a path to personal fulfillment, community support, and meaningful impact.
“Entrepreneurship should feed you and serve you; make it what you want it to be," believes Janice.
Be sure to listen to this episode of The Unsure Entrepreneur Podcast.
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[Photo caption: Janice Waugh]
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