This text is part of the special Feminine Leadership notebook
Founder of the company Tuque & bicycle experiences, Émilie Pelletier has made a remarkable entrance into the world of entrepreneurship. At 24, she has just won a Tourism Excellence Award given by the Alliance of the Quebec Tourism Industry for the innovation and development of its offer, in addition to having won over the crowd during her acceptance speech. Not bad for “a girl from Quebec”, as she introduces herself, who swapped university for snow gear barely three years ago!
You just have to hear Émilie Pelletier talk about her projects to understand that instinct and passion are her main fuels. She adds kindness. Because for this top of the class who studied natural sciences at CEGEP Limoilou while following his tourist guide course at Champlain St Lawrence Regional College, it’s people first. “I was always told that I would go far in life,” she says. Because I got good grades, I associated success with college. I wanted to serve and create at the same time. »
She considered several options — from medicine to law enforcement — before diving into the business world. A discussion with her parents convinced her to follow her instinct. “I was accepted into law school. I even had access to an interesting scholarship, she says. In January 2020, I canceled my admission just before [le début des cours] and enrolled in an accounting course. A big part of me was telling me to throw a business. »
Focus on winter
It was after working as a guide in Old Quebec and seeing the multiple possibilities of cycling that Émilie Pelletier wanted a project that would focus on this means of transport… Winter. “Biking allows you to get off the tourist trails. Limoilou, for example, very accessible by bike, is very representative of Quebec life,” she emphasizes.
Through experiences, ideas become clearer, but also the culture of his future company. “I wanted to go micro instead of macro,” she explains. When meeting travelers who take part in dog sledding excursions, one observation emerges: people do not dress appropriately to enjoy outdoor activities. “Even the Quebecers! » adds the entrepreneur.
From one challenge to another
Rather than being discouraged by skeptics, Émilie Pelletier refines her proposal. “I called it “introduction to cycling” rather than “tour”. I opted for an easy route along the Saint-Charles River. And we put nails on the tires to prevent slipping,” she explains. Tuque & bicycle experiences was born in the middle of a pandemic, in December 2020.
Renting winter clothing quickly becomes essential in his project. Tourists can have the equipment delivered directly to their hotel, including Château Frontenac. “Renting winter clothing is a very big challenge,” says Émilie Pelletier. The customer can go to the store, but often chooses to have it delivered to the hotel. You have to make sure you have the right sizes. I now have the eye! »
By lending clothing well adapted to the climate (at no additional cost) to visitors who opt for a tour on oversized bicycles, the young entrepreneur is also betting that customers will want to rent them for the rest of their stay. And it works ! “We provide head-to-toe clothing as needed,” she explains.
To get her business where she wants it to be, the young woman limits certain expenses. She lives, for example, with her grandparents and doesn’t count her hours. “I choose to work 100 hours a week so that one day I can give back to those around me,” she confides.
Since June, Tuque & bicycle experiences has been established in Quebec and the company will soon also offer its services in the metropolis. Émilie Pelletier also bought the company HQ Services Touristiques and attends the Beauce School of Entrepreneurship, based on the transfer of experience from entrepreneur to entrepreneur. “What I found difficult when I started in tourism was not having any female role models,” laments the woman who wants to buy other companies “looking for succession, which are not to their full potential” and who share its values.
What makes a good leader, according to the entrepreneur? “Listen to your team and ensure that your business model is not an excuse for poor working conditions. For example, I think it is better to charge more [les clients] and pay its employees better,” she believes.
This content was produced by the Special Publications team at Duty, relating to marketing. The writing of the Duty did not take part.