Transforming Women Led Businesses Through Digital Innovation: Introducing the EDGE Initiative

At the Centre for Women in Business (CWB), we are committed to evolving alongside the needs of women entrepreneurs in Nova Scotia. Our newest program, the EDGE Initiative, offers unique support for how non-tech businesses can understand and utilize the power of digital transformation. EDGE is about supporting growth, resilience, and innovation in an ever-changing economic environment. 

EDGE builds on the foundation laid by a previous program, Grow Now for Tech Founders, which focused on supporting women-led tech startups. “We saw that the skills they were learning could be applied to businesses being run by women entrepreneurs that were not in the tech field.” says Nora Perry, Manager of Programs and Special Projects at CWB. 

In 2023, CWB launched a pilot project to test this idea with non-tech women founders. “In the early stages, the concept was straightforward: understanding a business and suggesting digital tools to help it scale. But we quickly evolved toward something more strategic. Rather than applying a one-size-fits-all tech solution, we began focusing on how companies could think and operate like agile startups—experimenting, iterating, and implementing strategies grounded in real growth frameworks,” says Heather Simmonds, one of EDGE’s co-creators — alongside Rob Kenedi both of whom have worked extensively in the startup ecosystem. Heather brings over 15 years of experience, from leading startups to supporting accelerators, incubators, and founders directly

Nora explains that “EDGE will simplify digital transformation, by streamlining workflows through the adoption of automation and other digital technologies to increase productivity and use data analytics and digital tools to provide personalized and improved customer interactions. It will provide tailored, cost-effective solutions that address the specific needs of non-tech founders, guiding them in adopting digital tools like automation, data analytics, and digital marketing.”  

Ultimately, the project fosters a mindset of experimentation and continuous improvement, ensuring long-term competitiveness and sustainability in the post-COVID digital landscape. 

“While tech startups often have strong support systems, many traditional businesses don’t receive the same practical, strategic guidance,” Heather shares. “This program fills that gap with actionable advice that’s rooted in real-world challenges.” 

EDGE is tailored for established, growth-oriented women-led businesses in Nova Scotia that are open to innovation. To be eligible, businesses must: 

• Be registered and operating in Nova Scotia for at least two years 

• Generate a minimum annual gross revenue of $100,000 

• Operate within a B2B or B2C model (excluding B2G) 

• Not be primarily focused on technology 

• Be open to exploring innovative techniques 

• Be able to commit 2–3 hours per week to the program 

“If you’re asking, ‘What’s next?’ or ‘How do I make this work?’, you’re probably a great fit,” says Heather. “The only requirement is being a willing innovator, someone ready to question assumptions and try new approaches.” 

Participants leave with a playbook of experiments, success metrics, and a clear action plan, not just theory, but traction. 

Each component of the EDGE framework plays a distinct role: 

• Experimentation: Discover new opportunities and strategies through an experimental approach. 

• Design: Create innovative business solutions. 

• Gain: Build knowledge, skills, and market advantage. 

• Evolve: Adapt and grow for long-term success. 

“We’re reframing digital transformation for small businesses,” Heather explains. “It’s not about having the latest tech, it’s about finding smart, sustainable ways to grow using tools that make sense for you.” 

EDGE isn’t a tech incubator, but it borrows the best of that model; practical, forward-looking strategies built around real-world needs. By the program’s end, participants will gain knowledge by adopting modern tools and strategies to enhance operations and drive sustainable growth, develop an experimental mindset which will allow participants to innovate and adapt their strategies over time, staying responsive to changing market conditions while exploring and expanding into international markets by leveraging digital platforms and tools to reach global customers. 

“We want participants to leave with confidence, clarity, and a plan,” Heather shares. “They’ll have tools to move forward and a framework to revisit as they grow.” 

As EDGE evolves, it remains a powerful example of what’s possible when women entrepreneurs are equipped with the right tools and support to thrive in the digital economy. 

We would also like to gratefully acknowledge the support of the Province of Nova Scotia and the Atlantic Canada Opportunities Agency (ACOA). Their investment in this initiative and their continued support of women entrepreneurs continues to drive real economic progress in Nova Scotia and beyond. 

Learn more about the EDGE Initiative here.