Confronted with a higher cost of living than previous generations, a wave of young adults in Saskatoon is charting a pragmatic course to entrepreneurship. They are bypassing flashy, high-risk startups in favor of what online forums often call 'boring businesses'—reliable, essential services with proven demand.
The Path to a Proven Model
For 28-year-old Caleb Smith, the journey began with two months of intensive YouTube research in late 2023. His goal was clear: to start a business without accruing debt. By February 2024, he had launched a website for True Blue Cleaning Solutions, securing his first customer lead before he even owned a vacuum cleaner.
"I wanted to start a business, but I didn't want to have any debt," Smith recalled telling his then-fiancée. His rationale for choosing cleaning was straightforward: "Cleaning is kind of like a haircut. Everybody needs it eventually."
Building a 'Well-Oiled Machine'
Now nearly two years into his venture, Smith's company has grown to include four employees, serving both residential and commercial clients in Saskatoon. For him and others in this movement, the appeal lies not in glamour but in operational mastery.
"A lot of people who run boring businesses, that's how they're wired," Smith explained. "They like making the... the machine really well-oiled and work really well, and then just run with it from there." This involves focusing on backend operations: optimizing customer acquisition, ensuring satisfaction, and managing cash flow.
Why 'Boring' Means Lower Risk
Jason Aebig, CEO of the Saskatoon Chamber of Commerce, acknowledges the strategic sense behind this trend. While cautioning that no business is entirely recession-proof, he notes the inherent stability in these models.
"There's no doubt that these types of businesses are lower risk because of the essential services and stability that they provide," Aebig stated. "Notwithstanding the state of the economy... these businesses are needed and required by the local market to deliver a product or service."
The formula for success, as demonstrated by Smith, combines selecting an in-demand service with minimal competition and maintaining a strong online presence for marketing and client referrals. Even when some clients reduce spending, a solid referral network can help sustain growth.
This practical approach offers twentysomethings in Saskatchewan's largest city a tangible, lower-barrier entry into business ownership, proving that sometimes, the most reliable opportunities are found in the everyday necessities.
