Susan Poole understands the realities of running a small business because she has lived them herself.
After a long career in the not-for-profit sector, Susan made a major life change and moved to Parry Sound to pursue a dream of owning a bed and breakfast. For more than 12 years, she operated 40 Bay Street Bed & Breakfast, gaining firsthand experience in everything from marketing and customer service to finance, operations, problem-solving and the challenges of running a seasonal business.
That experience eventually became the foundation for Next Steps Business Coaching, where Susan works with entrepreneurs and business owners across Northern Ontario who may feel stuck, overwhelmed or unsure of their next step. Rather than simply telling people what to do, she helps them step back, identify the real issue, explore their options and develop a practical path forward.
I recently had the opportunity to photograph Susan in my studio and wanted to learn more about her journey, the lessons she has learned as a business owner, and the approach she now brings to helping other entrepreneurs succeed. What follows is a series of questions and answers with Susan about her journey from hospitality to business coaching, the lessons she has learned along the way, and what continues to shape her approach to business and life.
What you’ll learn from Susan’s story
Susan’s journey offers some useful lessons for anyone running a business, or thinking about starting one. In the conversation that follows, Susan shares:
- Why being busy in your business can make it harder to see what your business actually needs
- How to recognize when the problem you’re trying to solve may actually be a symptom of something deeper
- Why taking a risk doesn’t have to mean taking a blind risk
- What more than 12 years of running a seasonal business taught her about customers, relationships and reputation
- Why asking for help and admitting you don’t have all the answers can be a strength
- How small changes and realistic next steps can help an overwhelmed business owner regain a sense of control
- Why, particularly in a small community, relationships can be one of a business owner’s greatest assets
Here is my conversation with Susan Poole of Next Steps Business Coaching.
Questions and Answers with Susan Poole
Looking back, what path led you to Parry Sound, and what made you decide to build your life and business here?
For most of my career, I worked in in the not-for-profit sector. I spent about 20 years in adult mental health, not working directly with clients, but supporting the staff, volunteers and programs from the leadership end. After that, I moved into international children's rights, where I had the opportunity to work with programs focused primarily on water and sanitation.
I loved both jobs because I believed deeply in the work. The downside was that I cared so much that I burned myself out twice. Looking back, I was always trying to help the organizations solve their problems so they could continue doing the important work they were there to do. It was rewarding, but I never really learned how to balance my passion with looking after myself.
After my second burnout, I worked with an outplacement counsellor who changed the direction of my life with one simple gift. She handed me a book called I Could Do Anything If I Knew What It Was and said, "You're going to keep doing this unless you find a better balance."
One of the exercises asked me to set a timer for fifteen minutes and write down sixteen things I had ever thought I'd like to do. When I finished and looked at the list, I realized that eleven of them could all happen under one roof if I owned a bed and breakfast.
That was my eureka moment.
I'd travelled extensively for work over the years and always chose bed and breakfasts whenever I could, so the idea felt surprisingly natural. My children still had about five years of school left, so I didn't rush into anything. I sat with the idea for two years to make sure it wasn't just a passing dream.
When I finally started looking, I knew two things. I wanted to live in a smaller community, and I wanted to be near the water.
For the next few years, I looked at properties in a number of communities. At one point I thought Owen Sound was where I'd end up. I even sold my house in Toronto, put my furniture into storage and planned to rent there for a while before buying so I could really get to know the community.
Then everything changed because of a tiny two-line classified ad in the Globe and Mail.
It simply read: "House on Georgian Bay. Suitable for bed and breakfast or art gallery."
I called immediately. While waiting a couple of weeks for the owner to prepare the property for viewing, I started researching Parry Sound. On the internet (as it was called then), it seemed to have many of the things I liked about Owen Sound: a strong sense of community, industry, a college, Georgian Bay and plenty of outdoor activities.
When I drove up for the first time, Highway 400 had just been extended to Bowes Street. I remember thinking, "This drive is so much easier than Owen Sound, especially in winter."
I had arranged for a Realtor to show me several properties, but when I arrived at the house from that little newspaper ad, I fell in love before I even walked through the front door. I actually had to tell myself to slow down because I hadn't even seen the inside yet.
Once I walked through the house, I knew.
It needed a lot of renovation, but that didn't scare me. I'd tackled renovations before and was comfortable with the process. I found a wonderful local contractor whose team treated me as a partner. Whenever challenges came up, we worked through them together, and that made the whole experience enjoyable.
I took possession on February 1, and the standing joke in my family was that not only had I sold the family home and moved away, I'd rented out the kids' bedrooms so they couldn't come back home.
Owning a bed and breakfast turned out to be about much more than welcoming guests. Overnight, I became the marketer, bookkeeper, renovator, customer service representative, housekeeper, tour guide and strategic planner. Every day brought a new challenge to solve, a new decision to make or a new opportunity to improve the business because there were several realities of running a business in a seasonal economy that I had never anticipated. Looking back, I can see that those years brought together everything I had learned in my earlier career which included leadership, problem solving, planning, finance, marketing and working with people. I didn't realize it at the time, but I was developing the practical business experience that would later become the foundation of my coaching work.
I ran 40 Bay Street Bed & Breakfast for more than twelve years and loved every minute of it. Eventually health issues led me to sell the business. I moved back to Toronto for a short time because that's where the rest of my family still lived.
Within a year I realized something important.
Toronto was no longer home.
Parry Sound was.
So I came back, and I've been here ever since.
I love the water, the forests, the wildlife and the feeling of living in a community where people genuinely care about one another. Looking back now, I didn't just find the right business here, I found the place where I belonged.
Before becoming a coach, you spent years running a bed and breakfast. What first drew you to hospitality, and what did you enjoy most about that chapter of your life?
People used to tell me how lucky I was to own a bed and breakfast, and I always agreed. Then I'd joke, "For the first time in my life, I actually get paid to cook, clean and do laundry. How can it get any better than that?"
The truth is, what I loved most wasn't the hospitality itself. It was helping people have the best experience possible while they were in Parry Sound. I wanted them to leave feeling they had done everything they hoped to do and maybe even discovered a few things they never expected. I took great pride in matching people with the right restaurants, hiking trails, boat tours, festivals and hidden gems based on what they enjoyed.
The best compliment wasn't a five-star review. It was when guests came back year after year, whether it was for the Festival of the Sound, an anniversary, a birthday or simply because they loved the area. Some of those guests have become friends, and we're still in touch today. To me, that's what hospitality was really about making people feel welcome and helping create memories they wanted to come back to.
Running a bed and breakfast means welcoming hundreds, perhaps thousands, of people into your home. What did those experiences teach you about people?
One of the things I learned fairly quickly was that I didn't have to say yes to every booking. Once I became comfortable saying no to the people who weren't a good fit, I attracted the kind of guests I really enjoyed spending time with. They were intelligent, curious and interesting. They had travelled, had a wide range of experiences and were genuinely interested in learning from other people.
My favourite part of every day wasn't making breakfast, it was what happened afterwards. Once everyone was close to finishing eating and I'd restored some sort of order to the kitchen, I'd pour myself a cup of coffee, sit down at the dining room table and join the conversation.
Sometimes the conversations took off on their own. Other times there would be someone a little quieter, and I'd help draw them into the discussion. We generally stayed away from politics and religion, but everything else was fair game. People shared stories about where they lived, what they did, where they had travelled and what they had learned along the way. I learned just as much from my guests as they probably learned from me.
One morning, two couples who had never met before were chatting across the breakfast table. Before long they discovered that their sons were actually roommates at university. It was one of those wonderful "small world" moments.
Those breakfasts reinforced something I still believe today: people are far more alike than they are different. When you create a welcoming environment and people feel comfortable, they're remarkably willing to share their experiences, listen to one another and learn from each other. Those conversations were easily my favourite part of running the bed and breakfast.
Is there a guest, conversation, or moment from your years in hospitality that has stayed with you and why?
When I think back on those years, it isn't one particular guest or one unforgettable conversation that stands out. It's a conversation that happened over and over again.
Guests would often ask me what it was really like to own a bed and breakfast. Some told me it had always been their dream. Others thought it might be something they'd like to do when they retired. They were curious about what was involved in creating a successful bed and breakfast.
At first, I'd simply answer their questions. But the more we talked, the more I realized that many people were looking at it as a lifestyle rather than a business. There's nothing wrong with wanting to open your home and make a little extra income, but that's very different from building a profitable business that can support you.
Those conversations eventually led me to create The B&B Coach. I developed courses and worked with people who wanted to open their own bed and breakfasts. Some went on to build successful businesses that are still operating today, and I still keep in touch with several of them.
Just as importantly, some people realized that owning a bed and breakfast wouldn't bring them the satisfaction they wanted after all. I've never considered that a failure. If I helped someone avoid investing their savings into a business that wasn't the right fit for them, then I consider that a success.
Was there a particular moment, conversation, or realization that inspired you to transition from hospitality into coaching?
The transition into coaching wasn't one defining moment. It happened over time.
When I sold my bed and breakfast because of some unexpected health issues, I wasn't ready to let go completely. I stayed in touch with many of the people I'd coached through The B&B Coach. As their businesses grew, our conversations shifted from opening a bed and breakfast to running one. We talked about marketing, systems, pricing and all the day-to-day realities of operating a business. A few of those clients are still in touch today, although now it's more of a quarterly check-in than regular coaching.
After taking several years away from work because of family circumstances, I returned to Parry Sound and started reconnecting with the community. As I utilized local businesses, I'd often end up chatting with owners during quieter moments. They'd share some of the challenges they were facing, and I'd find myself asking questions, offering ideas and helping them see opportunities they hadn't considered. It happened so naturally that I eventually realized I was coaching again.
Looking back, though, I think the real turning point happened years earlier while I was still running my own bed and breakfast.
By my third year, the business I'd dreamed about no longer felt like the business I owned. I was working incredibly hard, and it felt as though things like the weather, gas prices and the realities of a seasonal economy were controlling my future instead of me.
One day I stopped and asked myself a simple question: "If one of my former colleagues came to me with these same problems, what advice would I give them?"
So I coached myself.
That forced me to step back from the day-to-day pressures and look at my business objectively. I realized there were opportunities I'd been too busy to see. I made changes, regained control and built a business that was not only more successful but far more enjoyable to own.
That's still the foundation of how I coach today. Every business owner faces challenges they can't control, but they almost always have more choices and more opportunities than they realize. Sometimes they just need someone to help them step back, see the bigger picture and move forward with confidence.
What do you enjoy most about helping entrepreneurs and business owners navigate challenges and opportunities?
The most rewarding change I see is that people leave with their shoulders no longer hunched up by their ears.
When people first come to me, they're often overwhelmed. They're carrying the weight of every decision themselves, and it can feel like they're stuck. By the end of our work together, I want them to feel lighter. I want them to know they have a plan that's realistic, manageable and moves them forward one step at a time.
Sometimes that's just one small change, but it's a change they can actually implement and see results from fairly quickly. I think that's important because small successes build momentum.
I also want my clients to know they're not being judged. My job isn't to tell people what to do. It's to listen carefully, ask good questions and help them see opportunities they may have overlooked. Sometimes they already know the answer, they just need someone to help them trust it.
Ultimately, I want people to become better decision-makers, not dependent on me. One of my core philosophies is that I want to teach people a process they can use long after our coaching relationship ends. My goal isn't to create lifetime clients. It's to help business owners develop the confidence and skills to solve future challenges on their own.
To me, that's real success.
Many people reach a point where they feel stuck, uncertain, or overwhelmed. What are some of the common themes you see when people first come to you for coaching?
Most people don't come to me because they want a coach. They come because they have a problem they can't seem to solve.
On the surface, it's often about revenue. They need more income so they can hire staff, spend less time doing everything themselves, or invest in marketing. Sometimes they think the problem is marketing. Sometimes it's staffing. Sometimes it's simply that they're exhausted after working seven days a week through the busy season.
What I usually discover is that those are symptoms rather than the real issue.
Many business owners started with a vision they were excited about. Over time, the day-to-day demands take over, and instead of owning the business they dreamed of, they feel like the business owns them.
They're so busy working in their business that they don't have time to work on it.
My first step is always to make sure we're a good fit. If we decide to work together, I help them identify the real root cause of what's holding them back. Once we understand that, we can explore possible solutions and they choose the one that feels right for them.
From there, we break it down into manageable steps with realistic timelines. I provide accountability along the way, not to tell people what to do, but to help them stay focused, celebrate their successes and, if necessary, pivot when something isn't working.
I believe that once people understand the real issue, they're much more capable of finding the right solution than they often give themselves credit for.
What values guide the way you work with clients and live your life? Have those values changed or deepened over time?
For as long as I can remember, I've tried to live by a simple thought from Ralph Waldo Emerson: "To know even one life has breathed easier because you have lived."
That has guided me throughout my career, regardless of what I was doing.
When I worked in mental health, it was to create the supports that people struggling with mental health problems get the help they needed.
When I was working overseas, it was creating systems that allowed for more money to flow for programs that provided things like clean drinking water and education about sanitation.
When I owned my bed and breakfast, people came looking for a comfortable place to stay. What they often left with was a better experience because I'd helped them discover things they might otherwise have missed.
When I became The B&B Coach, I was always honest with people. Owning a bed and breakfast isn't easy, and I never wanted someone to invest their savings in a dream without understanding the realities. Sometimes the best outcome was helping someone realize it wasn't the right path for them.
Today, I bring those same values to my coaching. I've lived the challenges of running a business in a small community with a seasonal economy, where relationships matter and your reputation is one of your greatest assets. I understand how overwhelming it can feel when the business you've worked so hard to build no longer feels like the one you imagined.
If, through our work together, I can help someone breathe a little easier, feel more hopeful and move forward with a plan that works for them, then I feel I've done my job.
Starting and running a business often requires courage and resilience. Can you share a time when things did not go according to plan and what you learned from the experience?
There certainly wasn't just one time when things didn't go according to plan. Running a bed and breakfast meant there was always something unexpected. The internet would go down when it was time to process credit card payments. Guests would arrive with food allergies or dietary restrictions they had forgotten to mention. Every day seemed to bring a new challenge.
What surprised me most was how people responded.
When the internet was down, guests would write a cheque or stop at the bank and bring back cash. If breakfast wasn't going to work because of a dietary restriction, they'd often help me come up with something else using ingredients I already had. Instead of getting upset, they became part of the solution.
The biggest lesson I learned was that most people genuinely want you to succeed. If you're honest, take responsibility when something goes wrong and focus on finding a solution, people are remarkably understanding. Nobody expects you to be perfect.
That lesson has stayed with me. Whether it's in hospitality or coaching, I think people respond to honesty far better than perfection. When something doesn't go according to plan, it's usually the way you handle it that people remember.
What advice would you give to someone who has a great idea but is hesitant to take the first step?
When people tell me they have an idea for a business but aren't sure where to start, I always tell them to start at the beginning.
Do your research. Talk to people who are already doing something similar. Don't believe everything you hear or read. Most business owners genuinely want others to succeed, and they're often surprisingly generous with their advice, even if you might eventually become their competition! They'll tell you what worked, what didn't and what they wish they'd known when they started.
That's exactly what I did before opening my bed and breakfast. I researched, asked lots of questions and developed a plan that I felt comfortable with before I moved forward.
One thing I've learned over the years is that taking a risk doesn't mean taking a blind risk. Whenever I'm making a big decision, whether it's in business or in life, I always want to know what my options are if things don't go according to plan.
Before you make the leap, ask yourself, "If this doesn't work the way I hope it will, what's Plan B?"
Knowing you have options doesn't mean you expect to fail. It gives you the confidence to move forward because you know you're not trapped if circumstances change.
I think people make better decisions when they prepare well, rather than letting fear make the decision for them.
Small communities offer unique opportunities and challenges for entrepreneurs. What do you think makes running a business in a place like Parry Sound special?
I love living and working in Parry Sound because it's a community where relationships really matter.
When I opened my bed and breakfast, the local tourism operators, restaurants and attractions were incredibly supportive. Businesses like Georgian Bay Airways, the Island Queen and many of the local restaurants recommended my bed and breakfast to their customers, and I was always happy to return the favour by recommending their businesses to my guests.
That's one of the things I love about smaller communities. People genuinely want you to succeed because they understand that when one local business does well, it benefits the whole community, even if you might turn out to be their competition.
That doesn't mean you simply expect people to support you. You have to earn their trust, build relationships and look for ways to support others too. It isn't always a direct exchange, but I've found that when you contribute to your community, that support comes back in ways you never expected.
In a small community, your reputation is one of your greatest business assets.
People get to know you, not just your business. To me, that's what makes running a business in a place like Parry Sound so special.
Over the years, you've had a front row seat to many people's journeys. Is there a lesson you've learned from your clients that has also influenced your own life?
One of the biggest lessons I've learned from the people I've worked with is that most people genuinely want to help.
Over the years, I've seen it again and again. Whether it was guests at my bed and breakfast, other business owners or coaching clients, if people see a way they can help you succeed, they're usually happy to do so.
Ironically, that's a lesson I've had to learn myself.
Growing up, I was encouraged to be very independent. Asking for help wasn't something that came naturally to me. Owning a business, and later coaching other business owners, showed me that asking for help isn't a sign of weakness. It's often the quickest way to learn, solve a problem or see something you've missed.
It's still something I have to remind myself of on a fairly regular basis. But I've learned that most people are far more generous with their time, knowledge and encouragement than we sometimes give them credit for.
Who or what has had the greatest influence on the person you have become?
People might expect me to name a mentor, a book or someone from my career, but the greatest influence on the person I've become has been my children.
As a single parent, I wanted to raise them differently from the way I had been raised in some respects. That meant I was constantly learning. As they grew, their needs changed, our relationship evolved, and I had to adapt right along with them. They taught me to listen more, to be flexible and to recognize that what someone needs today may not be what they need tomorrow.
Looking back, I think they've shaped me more than anyone else.
Today, they're both wonderful men, and I couldn't be prouder of the people they've become. Watching them build their own lives has been one of the greatest joys of mine.
What accomplishment are you most proud of, either personally or professionally?
I've been very fortunate because I've had many accomplishments that I'm proud of. My career in the not-for-profit sector, raising my two sons, coaching business owners and seeing people succeed have all been deeply rewarding.
But if I had to choose one, it would be building 40 Bay Street Bed & Breakfast.
It wasn't just that I created a successful business. It was that I created the business I'd dreamed about, and in many ways it exceeded those dreams. It gave me the opportunity to combine everything I enjoyed meeting people, creating memorable experiences, running a business and living in a community I loved.
More than anything, it proved something to me. It showed me that I could take an idea, turn it into reality and build something that made a positive difference in other people's lives.
Looking back, that's probably the accomplishment I'm most proud of.
What is something people are often surprised to learn about you?
Most people are surprised to learn how much I love playing bridge.
If there are four people in a room and everyone knows how to play, you can count me in! I love the strategy, the partnership and the fact that you're always learning. No two games are ever the same, and I enjoy the challenge of trying to figure out the best way forward with the information you have.
It's also a wonderful excuse to spend time with good people and have a few laughs along the way.
What has living in Parry Sound taught you about community?
Living in Parry Sound has really reinforced for me that community is built on relationships, not transactions.
In a small town, you don’t just “do business” with people, you get to know them, you see them at the grocery store, you support their kids’ fundraisers, and over time there’s a real sense of connection and mutual respect. I’ve learned that when you show up consistently, treat people well, and genuinely care about others’ success, that creates a strong foundation for everything else.
It has also taught me that community support is something you both give and receive. There were many times when I was starting or growing my business that I relied on the goodwill and encouragement of others. In turn, I’ve always tried to be that same source of support for someone else.
At its heart, Parry Sound has shown me that a strong community isn’t just about geography, it’s about people choosing to look out for one another.
When you're not working, what activities, hobbies, or simple pleasures help you recharge?
When I’m not working, I really value simple, quiet moments that let me slow down and reset.
I love being near the water, whether it’s sitting by Georgian Bay, going for a walk along the shoreline, or just taking in the view. There’s something about the lake that immediately puts things into perspective for me.
I also enjoy reading, especially anything that lets me learn something new or just get lost in a good story. And of course, playing bridge is still one of my favourite ways to unwind and connect with others at the same time.
More than anything, though, I recharge by spending time with people I care about. Good conversation, laughter, and shared meals are some of the simplest but most meaningful ways I restore my energy.
If you could sit down with your younger self for an hour, what advice would you give her?
I think I would tell my younger self to trust herself more and worry less about getting everything “right.”
I spent a lot of time early on trying to prove myself or make sure I was doing things perfectly, when in reality most of the important lessons come from experience, not perfection. I would remind her that it’s okay to make mistakes, they’re not setbacks, they’re part of the learning process.
I would also tell her not to be afraid to ask for help. For a long time, I thought independence meant doing everything on my own, but I’ve learned that real strength often comes from knowing when to lean on others.
And finally, I would say: enjoy the journey more. Life and career don’t unfold in a straight line, and some of the best opportunities come from the unexpected turns.
Looking back on your life and career so far, what experiences have shaped you the most?
There are a few key experiences that have really shaped who I am today.
Raising my two sons as a single parent was probably the most formative. It taught me patience, resilience, and the importance of adapting as life changes. It also taught me to listen more carefully and to lead with understanding rather than control.
Building and running my bed and breakfast was another major influence. It challenged me in ways I never expected and showed me what I was capable of when I committed fully to an idea. It also deepened my appreciation for hospitality, connection, and the impact you can have on someone’s experience.
And finally, working with business owners through coaching has been incredibly meaningful. Seeing people grow, gain confidence, and succeed has reinforced my belief in the importance of support, encouragement, and community.
All of these experiences together have shaped not just my career, but the way I see people and the world around me.
What do you hope people remember about the impact you've had on others?
More than anything, I hope people remember that I made them feel supported and capable.
Whether it was through my bed and breakfast, my coaching work, or simply conversations along the way, I’ve always tried to encourage people to see what’s possible for themselves. If I’ve helped someone feel more confident, more hopeful, or more willing to take a step forward, that would mean a great deal to me.
I also hope people remember that I genuinely cared about their success, not just in business, but in life. For me, impact has never been about big, dramatic moments. It’s about the small, consistent ways you show up for people and help them move forward.
If that’s what people remember, I would consider that a life well lived.
After years of welcoming guests into your bed and breakfast and now helping people through coaching, what have you come to believe is something that almost everyone needs, but few people talk about?
After all these years, I think I've come to believe that one of the hardest things for people to admit is that they don't know the answer.
Whether you're running a business, raising a family or simply trying to navigate life, there are times when you don't know what to do next. We often think we should have all the answers, especially if we're the one everyone else depends on.
I've been there myself, and if I'm not careful, I can still fall into that way of thinking.
What I've learned is that it's okay not to know.
It's okay to ask for help, to admit you're stuck and to seek other perspectives. In my experience, that's not a sign of weakness, it's usually the first step toward finding a better solution.
I think it happens to all of us much more often than we'd ever like to admit.
What are you still curious about? What continues to inspire or challenge you today?
I've always been curious, and I hope I never lose that.
I love learning. Whether it's about business, building stronger communities, understanding people or discovering better ways to help entrepreneurs succeed. Every conversation, every article and every new experience has the potential to teach me something.
What continues to inspire me is seeing the difference that one idea, one conversation or one small step can make in someone's life or business.
My biggest challenge is probably the same one it's always been: reminding myself that I don't have to have all the answers. I just have to keep asking good questions, stay open to learning and keep moving forward.
Looking ahead, what does the next chapter look like for Susan Poole?
I hope the next chapter gives me the opportunity to keep learning and growing, both as a person and as a coach.
I also hope it gives me the freedom and good health to travel, especially to spend time with my two sons, who both live overseas, and my grandchildren. Those moments together are becoming more and more precious.
And, of course, I hope there will always be time to play bridge! It's one of life's simple pleasures, and I intend to enjoy it for as long as I can.
If I can continue helping people, keep learning, spend time with the people I love and appreciate the beautiful community I call home, I'll consider myself very fortunate.
Where can you find Susan
Know someone interesting in Parry Sound? A leader? Changemaker? Unsung hero? Let me know for my People of Parry Sound project.
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- Kathleen McGill | Therapist Serving Parry Sound and Muskoka
- Nicole Boyd | Parry Sound Real Estate
- Wood and Heart Design
- Kaila Stevenson, Sound Wealth Financial
- Pamela Newall, Officer of the Order of Canada
