A safe place to start: Inside Business Playbook’s winter cohort

The Hunter Hub for Entrepreneurial Thinking’s Business Playbook is back for its winter cohort, offering participants tailored mentorship, community and the tools to turn ideas into viable businesses.  

Designed with traditional businesses in mind, Business Playbook is an eight-week co-curricular program for University of Calgary undergraduate and graduate students, postdocs, staff, faculty and alumni who want to bring their ideas to life.   

“It’s truly a low-risk way to learn how to start a business,” says Tara Linsley, executive assistant to the executive director at the Hunter Hub and a coach in the program. “Even if the business you start doesn’t end up being the one you carry on, it’s an opportunity to learn and start something.” 

A safe space to learn, fail and grow 

Participants often enter the program with strong ideas, but limited clarity around execution, says Sanjeevani Uppal, BComm'25, Venture Programs Specialist and lead of Business Playbook.

“People come in with a really solid idea,” she says. “What they struggle with is clarity; how to organize their business, understand finances, create an effective marketing plan and actually execute.” 

During the course of the program, participants develop their value proposition, ideal customer, customer discovery and revenue model, with dedicated time each week to focus on their business. 

“Everything is broken down throughout the eight weeks,” Uppal says. “It helps participants get past the mental hurdle where it feels like there are a million tasks to do to get started. Each week, we narrow the focus.” 

By the end of the program, participants leave with a business plan, validated learning from real-world conversations and increased confidence. 

“They’ve done this in a structured environment,” Uppal says. “They know how to safely fail, and they’re able to go out and have those conversations.

“It’s about taking action every single week and continuing to build as you learn.” 

Getting in the right room with the right people 

Community underscores the Business Playbook experience. Participants move through the program as a cohort, learning alongside others who are navigating similar challenges. 

“If you’re hitting roadblocks, chances are the people in your cohort are, too,” Uppal says. “That shared experience creates a strong network, whether that’s your cohort, the coaches or the expert speakers who come in.” 

This sense of community is reinforced through mentorship. Alex Titov, a mentor in the program and community manager at the Hunter Hub, says that the appeal of Business Playbook lies in both its structure and its people. 

“I really love helping people and learning what drives them,” says Titov, BComm'17. “This program meets people exactly where they’re at and gives them tools they can use, no matter what stage of business they’re in.” 

Rather than giving answers, mentorship focuses on building confidence in participants’ own thinking. 

“A lot of the time, that means asking questions instead of giving answers,” Titov says. “I want them to feel supported and safe, but also confident enough to challenge themselves and test their assumptions.” 

Linsley, who runs her own marketing and communications business, echoes the sentiment.  

“As a mentor, I try to be really curious," she says. "I’m not here to tell participants that they’re doing something wrong or that something is not working. It’s about asking good questions and encouraging their growth. Before we begin, I’ll ask, ‘What do you need?’ This helps inform the way I approach our sessions.”  

Confidence as the biggest shift 

By the end of the program, Titov, Uppal and Linsley all agree, the biggest change is mindset. 

“At the start, many teams are unsure of themselves,” Titov says. “By the end, that hesitation turns into belief.” 

One moment that stood out was seeing a participant sign their first real clients. 

“They suddenly understood how much work it takes to land a customer,” Titov says. “But also how exciting and validating it is when someone believes in your idea enough to pay for it. By the end, participants are taking ownership. They’re asking better questions, taking initiative and showing up excited to share progress.”  

For Linsley, it’s rewarding to see women activate their confidence as entrepreneurs.  

“I’ve worked with a lot of women who don’t feel like they can call themselves CEOs and I’m always asking, ‘Why?’” Linsley says. “Women tend to undervalue themselves, and part of the work is helping them recognize that.”  

Getting started with Business Playbook 

For those unsure if they’re ready to apply, the program’s mentors agree: readiness comes through participation. 

“It’s a safe, supportive space,” Titov says. “You don’t need to have everything figured out. You just need to be open to learning.” 

Business Playbook is about starting, not perfection, says Linsley. 

“Don’t stay stuck,” she says. “Give it a try.” 

Applications for Business Playbook are open until Jan. 18th.  Those interested in taking part can apply here.  

Meet the winners from the fall cohort 

The fall cohort’s progress was celebrated through a series of awards recognizing growth, engagement and peer support.  

Best Pitch: Strongest overall pitch using clarity, structure and a convincing ask: 
QAISSA  – Sabah Ud Din Ahmad, Faculty of Science, Master of Science 

Clearest Development Trajectory: Awarded to the team with clear and realistic next steps for product or business development:
AMALNA – Hana Saleh and Maleeha Naveed, Cumming School of Medicine 

People’s Choice:
MUNCH 
– Mohammad Amin Saba and Muhammad Jahanzaib Iqbal, Schulich School of Engineering

Most Coachable: Awarded to the participant who is engaged with their coach, capable of being easily taught, and takes initiative to advance their venture: 
Holden Beaupit, Haskayne School of Business 

Most Engaged: Awarded to the participant who is most engaged in the Business Playbook program through frequent attendance, participation in sessions, and engagement with coaches and other participants: 
Casey Blais, UCalgary staff 

Best Peer Support: Awarded to the participant who best supports and encourages other participants, especially during the discussions: 
Drew Williams, Haskayne School of Business 

Best Development: Honours a participant whose business, skills or direction improved substantially through dedication, applied feedback and continued effort:
Dr. Narges Atrak, PhD, Schulich School of Engineering, Postdoc