Aimee Schulhauser, a serial entrepreneur in Regina, Saskatchewan, was contemplating how best to regrow her original trio of culinary businesses to their pre-COVID profitability levels. Her early successful entrepreneurial business decisions were led by a combination of gut instinct, watching trends, and seizing opportunities, but her more recent start-ups in 2018 and 2020 were more calculated business decisions that ultimately failed. In June 2023, the original trio of “sister businesses,” as she referred to them, were improving in both sales and profitability, but it had not been easy. Customers’ buying behaviours had changed significantly, and with six months before the federal government’s Canada Emergency Business Account loan was due to be paid, Schulhauser’s focus had shifted from growing through new businesses to how best to regrow the core businesses.