Monthly Mentorship Session: Rural Ambassador Edition

Rural Mentorship Push

Women Entrepreneurs of Saskatchewan (WESK) introduced its Rural Ambassador Program in 2024, funded by Prairies Economic Development Canada (PrairiesCan), to tackle the documented gender gap in rural entrepreneurship. Rural women business owners often operate in areas with sparse networks, limited access to funding, training, and peer support, exacerbating isolation compared to their urban peers.

The program recruits accomplished rural women entrepreneurs as ambassadors who facilitate mentorship, host networking events, provide advisory support, and bridge gaps to WESK's broader resources. The second cohort was named in mid-2025, with ambassadors like Lisa Haynes from Biggar renewing their roles to extend reach across the province.

These efforts respond to structural barriers: vast distances in Saskatchewan hinder in-person connections, while economic pressures from agriculture-dependent economies add volatility for rural startups. Without intervention, rural communities risk losing talent and economic diversification as women entrepreneurs struggle or relocate.

Monthly virtual mentorship sessions, including ambassador-led editions, offer interactive Q&A and real-world insights, helping participants navigate these challenges. The timing aligns with the program's maturation phase, as ambassadors build on initial rollout experiences to deepen impact before potential funding renewals or shifts in federal priorities.

Tensions exist between broad provincial economic goals and targeted gender-focused initiatives, with some arguing resources should prioritize general rural development; yet data on lower female entrepreneurship rates in rural Canada justify the specialized approach, avoiding one-size-fits-all solutions that often overlook gendered barriers.