Based in North Vancouver, Monique Zizzy supports businesses in the Sea to Sky corridor and the Lower Mainland as an Export Advisor. With a background spanning marketing, entrepreneurship and community work, plus firsthand experience as an exporter, she brings both practical insight and empathy to the role.

What kinds of businesses do you mainly work with?

I work with early-stage startups still figuring out their model to medium-sized companies that are well established domestically and ready to take the next step, and those already exporting but looking to pivot or expand into new markets.

My territory is wonderfully diverse, which makes this role so unique. I see technology companies, consumer packaged goods brands, professional services firms, manufacturers, and everything in-between.

I also have a natural connection to food and beverage clients, thanks to my experience as a co-founder. I launched and ran a beverage company for six years and understand what it feels like to build something from the ground up.

That experience doesn’t limit me to one sector, however. Running a business is running a business, and the fundamentals translate across industries. Having lived it myself means my clients know I’m not just speaking theoretically.

What is your professional background, and how did that prepare you to work as an Export Advisor?

My career has been anything but linear, and I think that’s exactly what makes me effective in this role.

I started with a BA from the University of Victoria, and then worked at a cancer foundation, which gave me insight into the nonprofit sector. From there, I moved to telecommunications in a fast-paced marketing environment with high expectations around branding and execution, and then onto event production and media.

I also trained to become a certified holistic nutritionist and started a beverage company with my best friend when we both had young children. We worked around the clock to build something creative and meaningful, but it was also genuinely hard. We grew the business nationally and exported to the U.S. I came out of that experience with a deep, real understanding of what entrepreneurship looks like.

Burnout is real, and it’s not talked about enough. Part of my role now is helping clients recognize when they’re heading that direction, and supporting them in building something sustainable, not just successful.

What do you look for in a business to determine if they are ready to grow beyond B.C.?

Export readiness isn’t just about having a great product, though that’s important. I look at the whole picture.

Does the business have a clear value proposition that would translate in another market? Do they have the operational capacity to meet increased demand? Is the leadership team genuinely ready for the complexity that comes with exporting — the logistics, the compliance and the cultural differences?

I also look at financial readiness. Exporting takes investment before it pays off, so businesses need the runway to do it properly. And mindset matters. The businesses that succeed internationally tend to be curious. They’re genuinely interested in understanding a new market and customer, not just trying to offload product.

What are some early steps a business can take to become ‘export-ready’?

Start by really understanding your business at home. Know your numbers, know your customer and know what makes you different. If you can’t clearly articulate your value proposition in B.C., it’s going to be even harder in a new market.

From there, do your research. Don’t assume what works here will work elsewhere. Look at your target market carefully. What are the regulations, the competition and the customer expectations?

And connect with the resources that are available. Export Navigator is free and provides access to programs, education, events and the right people to help make things happen. Getting an advisor involved early can help you avoid costly mistakes and move faster.

Why should a business work with an Export Advisor?

Because you don’t know what you don’t know. In international business, that can be expensive.

Beyond expertise, an Export Advisor brings something harder to quantify, and that is real understanding. I’ve been an entrepreneur. I know what it’s like to feel overwhelmed, uncertain and still needing to make decisions.

Sometimes what a founder needs most isn’t more information. They need someone to listen, ask the right questions and help them move forward with confidence.

Another huge advantage is the network. Export Navigator has a team of advisors with diverse experience. We collaborate, share knowledge and support each other’s clients. That kind of connected support is rare and incredibly valuable.

How would you describe your advising style/approach to working with clients?

I would describe myself as an empathetic connector, and above all, a listener.

I meet with clients where they are. Some need encouragement early on, while others come in with a clear plan and need help navigating the system. I tailor my approach to each person and situation. I stay up to date with programs, policies and market changes so I can provide relevant, practical guidance. And I am always honest, even when that means asking tough questions or challenging assumptions.

My goal is to help clients cut through the noise and leave with clarity.

What’s your best advice for aspiring entrepreneurs?

Find your community early. Entrepreneurship can be lonely, and having people you can turn to, such as a mentors, a peer group, or even just one trusted advisor, makes a huge difference. And know your customer. You can build something beautiful but if it doesn’t solve a real problem for a real person, it will struggle.

Reach out

Export Navigator offers free, one-on-one support to help B.C. businesses explore new markets and grow with confidence. Get it touch today to learn more.