An entrepreneurial journey that started at Gustavson

By Jennifer Ivanov

When Paige Cey (BCom '21) chose to leave her hometown of Saskatoon for UVic, she had never been to the campus and didn't know anyone in the city. What she did know was that she wanted a business education that would help her turn a lifelong interest in entrepreneurship into a career.

Looking back, she says it was one of the best decisions she ever made.

"I've always wanted to start my own business," says Paige. "Gustavson's entrepreneurship program was really exciting to me. I remember registering for Claudia Smith's Entrepreneurship 100 course and feeling inspired."

Today, Paige is the co-founder of Benny, a rapidly growing Canadian beverage company. While entrepreneurship may have always been her goal, she credits her Gustavson education with shaping her approach to building a business, while work term experiences offered by the school helped her apply those lessons in real-world settings.

Choosing Gustavson

Growing up in Saskatoon, Paige chose a different path than many of her peers.

"Not a lot of people leave," she says. "The University of Saskatchewan is a great school and it's kind of the expectation."

But Paige wanted an experience that would challenge her, broaden her perspective, and prepare her for a career in business.

"The co-op program was a huge draw," she says. "I wanted practical work experience while I was studying. It was a big part of why I chose Gustavson. I saw it as an opportunity to learn from founders and leaders—the experts in their fields."

While Paige was initially drawn to marketing and branding, she says Gustavson's BCom program gave her a strong foundation across all areas of business.

"It really is a cross-functional program," she says.

Now leading brand and marketing at Benny, she regularly applies knowledge from finance, accounting, and operations alongside her marketing expertise.

"The teamwork, presentations, and confidence to share your ideas are invaluable," she says. "Those are skills I still use every day."

For Paige, one of the biggest takeaways from Gustavson is that business fundamentals open doors across industries.

"Really, anything is a business," she says. "I can’t think of anything better than a business degree. It can set you up to pursue anything you want."

The co-op experience that changed everything

Paige's university experience was disrupted when COVID-19 arrived midway through her degree. One of her planned work term placements was cancelled, but the setback unexpectedly opened another door.

Paige was introduced to entrepreneur Dionne Laslo-Baker, founder of DeeBee's Organics. What began as an unexpected co-op opportunity evolved into a mentorship that continues today.

"Dionne has become an amazing resource for Benny," explains Paige. "She's now an advisor and investor. If I hadn't had that co-op, I’m not sure I would have even considered this business route."

The placement gave her an inside look at the realities of building a consumer goods company and provided valuable exposure to the demands of running a business.

"I really think that co-op laid the foundation for what eventually became Benny."

Building Benny

Benny was born from friendship and too much caffeine.

The idea first emerged through conversations between Paige and Benny co-founder, Julie Letizia, a University of Victoria economics graduate. While Paige had always wanted to start a company, Julie was focused on the development side of things.

"I was always someone who wanted to start a company and believed the idea would come," she says. "Julie was much more driven by solving a specific problem." 

United by the belief that there had to be a healthier way to fuel energy than caffeine, the pair set out to create an alternative.

"We just couldn't get the idea out of our heads."

After coming up with the concept, they each invested $5,000 and got to work. Julie focused on product development while Paige built the brand and community. UVic’s Innovation Centre offered unique ways to secure financing through the Futurepreneur program and pitch competitions like PlanIt. They shared their entire journey on social media.

A breakthrough came when a New York retailer offered to carry Benny, allowing the company to launch online and in stores simultaneously.

Today, Benny is sold across Canada and the United States, including recently launching in Target. But the mission remains unchanged: creating a healthier energy alternative and making it as accessible as traditional energy drinks.

"We want to have Benny available anywhere you can find Red Bull," says Paige.

Advice for budding entrepreneurs

For students interested in entrepreneurship, Paige’s advice is simple: make the most of Gustavson’s hands-on learning opportunities, from the mandatory work terms to the broader range of co-op experiences available throughout the program.

"You learn the theory in class, but then work terms let you see what it actually looks like in practice," she explains.

Many students, including Paige, choose to complete additional work terms to gain experience, expand their networks and strengthen their employment prospects after graduation.

Paige encourages students to stay open to unexpected opportunities. The co-op placement that had the greatest impact on her career wasn't one she initially planned to pursue, but it introduced her to mentors, ideas and experiences that helped shape her future.

Five years after graduation, she credits those experiences as a key part of her success.

"It’s the foundation that’s helped me in every stage of my career."