November 4, 2024
Alexandra Kapelos-Peters
Founder and CEO | Cansulta
Today, we’re excited to chat with Alexandra Kapelos-Peters, founder and CEO of Cansulta, a platform that connects small businesses and startups with vetted consultants.
Alexandra’s journey started with her own challenges, and she turned those into an innovative solution that now empowers both businesses and consultants.

In this interview, Alexandra shares what inspired her, how she’s fostering workplace culture, and the strategies that have helped her navigate the ups and downs of entrepreneurship.
Can you share the story behind Cansulta? What inspired you to start this journey?
Cansulta really came out of my own struggles. I was running a small consulting business with partners, and we desperately needed expert advice. But the level of expertise we needed was just too expensive for a small business like ours. At the same time, as a consultant myself, I found it tough to get clients, especially without the backing of a big brand. I quickly realized that there was a gap—there wasn’t a platform for small businesses to access top-tier consultants affordably, or for consultants like me to connect with the right clients without constantly hustling.
That’s when the idea for Cansulta hit me. I thought, why not create a platform that bridges this gap? One that gives small businesses access to expert advice when they need it, without the long-term contracts or massive fees, and helps consultants find clients more easily. My goal was simple: to make quality consulting services accessible to businesses that are often overlooked and to help consultants grow without the constant struggle. I didn’t set out to build a company, but once I saw the need, I couldn’t ignore it.
How do you approach fostering a positive workplace culture within your company, and what are the key elements that contribute to it?
Workplace culture is so important, and at Cansulta, we take it seriously. For me, it’s not just about talking about culture—it’s about living it. Our culture is built on three things: empowerment, trust, and community.
Empowerment means giving people the freedom to manage their own time and work. We hire talented people for a reason, and we trust them to deliver without being micromanaged. That trust is key. We trust our team to take ownership of their work and reach out if they need support. In return, they trust that we’re here to support them.
Since we’re fully remote, we’ve had to be very intentional about creating a sense of community. We’ve always been remote, even before the pandemic, so we’ve developed strong communication tools and regular check-ins to keep everyone connected. Our team is spread across different locations, but we make sure that everyone feels included and engaged. That sense of belonging is so important when you’re working remotely.
Lastly, recognition is a huge part of our culture. We don’t offer traditional cash bonuses, but we celebrate our team’s successes in other ways—such as public shout-outs or promoting their work, both inside and outside the company. It’s all about showing appreciation for their hard work and making sure they know their contributions matter.
What challenges have you faced while growing your business, and how have you overcome them?
There have definitely been challenges, and I’d say the three biggest ones have been around defining our position in a competitive market, maintaining quality as we scale, and managing limited resources. When we first started, there weren’t many competitors, but as the “gig economy” grew, the marketplace became much more crowded. This made it harder to stand out and explain what makes us different. We’re constantly refining our messaging to make sure it resonates with potential clients.
Scaling has also been a challenge. When we had 20 consultants, it was easier to maintain quality. Now, with nearly 200 consultants, we’ve had to refine our processes to ensure that we still meet our own high standards. It’s an ongoing process, but we’re always evolving to keep up with the growth.
Finally, like most startups, managing resources has been tough. There’s always more we want to do than we have the time or budget for. We’ve had to make strategic decisions and prioritize what’s most important. It’s about finding that balance between what needs to be done now and what can wait, while also being smart about where we invest our energy.
How do you stay ahead of emerging trends in your industry, and what innovations are you most excited about implementing?
We’ve always been early adopters of AI and automation at Cansulta. Even before they became buzzwords, we were using them to streamline research, vetting and video interviews, and even onboarding. These technologies have made our processes more efficient and have helped us provide better services to both our clients and consultants.
What’s really exciting now is how much further we can take these technologies. AI and automation are constantly evolving, and I see so much potential in how we can integrate them into our platform even more. But for me, it’s all about balance. While technology is great, I never want to lose the personal connection and human expertise that makes Cansulta special.
Another trend I’m excited about is the rise of fractional work and the so-called “gig economy”. More companies are becoming comfortable hiring experts for specific projects rather than full-time roles. It’s a big shift, and it aligns perfectly with what Cansulta offers. I think there’s a huge growth opportunity there for us.
What strategies would you recommend using to attract and retain top talent in today’s competitive job market?
Attracting and retaining talent is all about creating an environment where people feel valued, empowered, and connected. Flexibility is key—people want control over their schedules and workloads, and they want to know that their expertise is trusted. At Cansulta, we give our team and consultants the autonomy to manage their own work, and I think that’s something that really sets us apart.
Building a sense of community is also important, especially in a remote environment. We’ve been remote since the beginning, so we’ve always had systems in place to keep our team connected. Regular communication and open channels for collaboration help maintain a strong team dynamic, even when we’re spread out. And we’re always looking for new ways to keep everyone engaged and connected: last month we launched a virtual matchmaker to introduce consultants to each other, and our virtual book club is on its way!
Lastly, recognition is huge. People want to feel that their contributions are valued. While we don’t offer traditional bonuses, we go out of our way to celebrate individual and team achievements—both internally and publicly. It keeps people motivated and shows them that their work is making an impact.
What advice would you give to other business leaders looking to build a resilient and motivated team in this ever-changing business landscape?
As we head into our fifth year, approaching 200 consultants and with 90 people who have been a part of the internal team and our journey, my biggest piece of advice is to lead with trust and transparency. A resilient team is one that feels trusted to do their work without constant oversight, and they need to know that leadership has their back. At Cansulta, we emphasize trust by giving people ownership of their roles and the freedom to manage their work.
Transparency is just as important. Being open about challenges, goals, and the company’s direction helps keep everyone aligned and working towards the same objectives. Clear communication builds motivation and makes it easier for the team to adapt when things change.
And of course, don’t forget recognition. Celebrate your team’s wins—big or small. Publicly acknowledging their efforts boosts morale and shows them that their contributions are essential to the company’s success.
You also host a podcast called “And So, She Left”. Could you tell us more about its vision and how it supports women entrepreneurs.
We created And So, She Left in 2023 to celebrate Women’s History Month and International Women’s Day, sharing authentic conversations and stories from exceptional women entrepreneurs. We feature guests from around the world with varied backgrounds, each carving a unique path and often leaving behind the comfort and stability of successful corporate careers to pursue extraordinary ventures.
After producing 56 episodes and winning several prestigious industry awards, we’re currently on hiatus, seeking the right corporate sponsor to help us continue our storytelling in a third season. If you know an organization committed to supporting women entrepreneurs, get in touch at podcast@cansulta.com.
We want to thank Alexandra for sharing her journey and thoughts with us. Her leadership, based on trust, empowerment, and building community, shows that success isn’t just about hitting business goals—it’s about creating a space where people feel valued and supported. Alexandra’s approach reminds us that investing in people is key to long-term success.
If you’re interested in sharing your story and becoming part of our HR Connect series, please reach out to us at info@focusimagepro.com.


Dilara Cossette
Founder
Dilara Cossette is the founder of Focus Image Pro, a boutique demand generation agency specializing in helping HR tech companies accelerate growth. With extensive experience in the industry, she partners with marketing leaders to craft strategies that drive demand, boost pipeline, and elevate brand presence. Dilara is passionate about fostering meaningful connections and sharing insights from HR tech innovators through the HR Connect interview series.