In an exclusive interview with CanadianSME Small Business Magazine, Beverlee Rasmussen, MA, CEC, PCC, founder of Systems Business Coach Inc. and author of Small Business Big Opportunity, delves into her mission to support small business owners globally. Drawing from her experience as a single mom turned successful entrepreneur, Beverlee highlights the importance of systems thinking in overcoming challenges like financial mismanagement, scaling difficulties, and loss of freedom.
Her innovative approach integrates neuroscience and appreciative inquiry, offering practical tools to help owners build sustainable, profitable businesses. Beverlee emphasizes the value of asking for help early, fostering resilience, and creating a balance between personal and professional growth. Her dedication to small business sustainability inspires owners to thrive, transforming local economies and communities along the way.
Beverlee Rasmussen, MA, CEC, PCC, is the Founder of Systems Business Coach Inc., an international coaching and training company dedicated to empowering small business owners. An ICF Professional Certified Coach with a Master of Arts in Executive and Organizational Coaching, Beverlee is a thought leader in small business sustainability and author of two books, including the Amazon #1 Best Seller Small Business Big Opportunity. She equips coaches, consultants, and organizations to effectively coach small business owners, driving positive economic impact worldwide.
Your journey began with a bold step as a single mom launching your first business. Can you share how that experience shaped your vision for Systems Business Coach Inc.?
Yes, I was a single mom with no business experience, and it was hard. There were endless things to learn and master—hiring, firing, leasehold improvements, taxes, payroll, marketing, communication—all on top of being a great travel agent. I could have easily ended up on the wrong side of the 50/50 failure rate. But with no child support and my house remortgaged, I had no choice. At first I worked 20-hour days, and through it all, I discovered the power of systems. Within 18 months, I had the business running profitably independent of me—a model essential for business sustainability.
It shouldn’t be this hard for small business owners.
After selling my business, I took a contract position where, over four years, I met with more than 3,300 struggling small business owners. Every single one of them said the same thing: they felt trapped. They had lost their freedom—the very reason they started their businesses in the first place.
When I left that position, I made a promise to myself and to those business owners: I would use what I had learned, and keep learning, to tackle the problem of small business failure. It’s too big a price to pay—for the owners, their families, their employees, and their communities. That promise became the foundation for Systems Business Coach Inc.
Why do you believe the small business failure rate has remained unchanged for over 30 years, and how does your approach address this persistent challenge?
The small business failure rate has remained unchanged for over 30 years because we either provide no support or the wrong kind of support. Many helping professionals, like bank managers or economic development agencies, focus on their own objectives—approving loans or ticking off a completed business plan—without addressing the long-term sustainability of the business or the well-being of its owner.
Most small business owners are passionate technicians—great at their craft but lack the skills to manage and grow a business. The hardest years, typically between years 3 and 8, are when owners face challenges like hiring, managing finances, scaling sustainably, and handling external pressures such as inflation or supply chain issues. These aren’t failures of effort; they’re failures of support.
My approach draws on systems thinking, helping owners see how all aspects of their business are interconnected. This allows them to build a business model that works on time, every time, exactly as promised. I also integrate appreciative inquiry, which focuses on building strengths rather than just solving problems. Combined with the 52 core business competencies outlined in my 0, this approach provides practical, actionable steps. Using a coach approach, I focus on having confidential conversations where owners feel supported and empowered, helping them build a sustainable and profitable business that they are proud of.
How does neuroscience support the effectiveness of the ‘coach approach’ in fostering sustainable growth for small business owners?
Neuroscience shows that people learn and grow best when they feel safe, supported, and in control of their decisions—this is the foundation of the ‘coach approach.’ Unlike traditional consulting, which often involves telling people what to do (“You should fire that guy”), coaching asks thoughtful questions that engage the brain in problem-solving and self-discovery (“What steps could you take to transition that employee out of your business?”).
This method activates the prefrontal cortex, responsible for strategic thinking and decision-making, while calming the limbic system, which handles stress and emotions. By reducing stress and promoting clarity, coaching creates a space where business owners can think more creatively and strategically.
Positive coaching interactions also release dopamine and oxytocin, which boost motivation, trust, and learning. Instead of feeling overwhelmed or judged, business owners feel empowered to take ownership of their decisions. Over time, this builds confidence, resilience, and the ability to achieve sustainable growth. The ‘coach approach’ isn’t just about solving immediate problems; it’s about rewiring how business owners think and approach challenges, helping them build stronger, more sustainable businesses.
Can you share an example of how your systems-thinking approach has helped a business overcome a major challenge and achieve measurable success?
A great example of how my systems-thinking approach has driven measurable success involves a gift manufacturing company that had been operating for five years without ever making a profit. Don’t believe the myth that it takes five years to make a profit! Despite holding a high-profile national contract with a major department store and selling more than a million in products, the business was struggling. To keep it afloat, the shareholder loan had ballooned to half a million dollars.
We started by implementing systems to address two critical areas: financial tracking and decision-making. First, we ensured the bookkeeping was 100% up to date, eliminating the months-long delays caused by inconsistent reconciliation. Then, we introduced a financial reporting system that gave the owner clear, timely insights into the company’s cash flow and profitability. Using this data, we identified opportunities to cut costs by 42% and streamlined operations by closing an unnecessary administrative office out east.
Within six weeks of working together, the owner saw her first profit—proof that the right systems can turn even a struggling business into a sustainable one. By focusing on accurate data and efficient processes, we built the foundation for smarter decision-making and long-term success. Systems like these ensure owners can control their outcomes instead of reacting to problems after the fact.
If you could leave one piece of advice with small business owners striving to achieve both personal and professional growth, what would it be?
My one piece of advice for small business owners is this: ask for help sooner rather than later. The moment you lose money and don’t understand why, reach out. There’s no shame in not knowing, and seeking guidance early can save you from bigger challenges down the road. Keep asking until you find someone who truly listens to you and treats you with the respect you deserve. You don’t have to figure it all out alone—help is there if you’re willing to ask for it.
