Ever wondered what happens when a self–proclaimed “recovering corporate ladder climber” decides to ditch the old–school hustle and build something radically new? Meet April Hicke—co–founder of Toast, innovator, and all–around champion for inclusive entrepreneurship. This International Women's Day Month, as part of our VSW Monthly Feature series, we connected with April to dive into what sparked her bold move, how she balances the rollercoaster of startups (and motherhood!), and why surrounding yourself with a hype squad isn’t just optional—it’s everything.
Please note the responses below have been lightly edited for brevity.
Q: Can you share a bit about your background and what inspired you to take the entrepreneurial leap?
A: "I like to call myself a recovering corporate ladder climber. I’ve worked in several industries, always leading change, but I saw how underrepresented voices were sidelined in systems that weren’t designed to include everyone. Real progress felt incremental at best. Eventually, I realized that if we want true change, we have to build new tables, not just ask for seats at old ones. After leaving my last corporate job, I felt totally misaligned and really struggled to figure out my next step – so I took the leap."
Q: Was there a defining moment or turning point that pushed you to start your own venture?
A: "There wasn’t a single lightning–bolt moment, but rather a series of quiet realizations. Feeling like I wasn’t aligned and looking for my next role, meanwhile, my co–founder was already building away at Toast. I asked her a handful of times if she’;d have me as her co–founder, and I am nothing if not persistent. She eventually conceded and I jumped in with both feet – the rest is history."
Q: What unique challenges have you encountered as a woman in the startup world, and how have you navigated them?
A: "I surrounded myself with a network of other women leaders who remind me everyday of the power we carry. I think there are unique struggles to being a woman founder, but I find I am bullish enough to have my voice heard. We just are not meant to do it alone, find your hype squad."
Q: Could you describe a significant setback you faced and the strategies you used to overcome it?
A: "I have suffered a few bouts of burnout while building. It happens when I am not taking care of myself. My mentor pushes me to get outside, take my shoes off, and put my feet on the bare earth. I need to have others around me who can recognize when I am pushing myself too hard and not doing things for me – especially hard when I am also a mom of two kids."
Q: What key lessons from these experiences have shaped your approach to business and leadership?
A: "One major lesson: clarity of purpose is your most powerful asset. When your mission is crystal clear – when it’s embedded in every decision, every product, every conversation – it becomes a compass during the messy, uncertain parts of building. Make sure you are taking care of yourself. The business is only as healthy as the founders are – you need, need, need to make sure you are taking time for yourself and taking care of your brain. It’s imperative. It’s a marathon, not a sprint."
One major lesson: clarity of purpose is your most powerful asset.
Q: How have mentorship, community, or support networks influenced your journey?
A: "Honestly, I wouldn’t be here without them. Community is everything. From my mentors who offered a roadmap when I felt lost, to peers who held me accountable to my values, to the broader ecosystem of women in tech who constantly share knowledge and uplift one another – it’s that web of support that’s helped me keep going. That’s also part of why Toast exists – Marissa and I met when we were both searching for a community outside of our workplaces. We want Toast to be that support system for others navigating the same terrain."
Q: What advice would you offer to aspiring women entrepreneurs looking to forge their own path?
A: "Start before you feel ready. Build before you have permission. And surround yourself with people who support you relentlessly. You need people to push you forward. Get yourself a co–founder (mine’s the best, but you can't have her) and hammer out the hard stuff early on. Your lived experience is not a limitation – its fuel. Trust it. Lean into it. And don’t let the traditional definitions of success box you in. The world needs businesses –and leaders – who are willing to do things differently."
If April’s tenacity and passion have you fired up, trust us—you’re not alone! Her journey is proof that sometimes you’ve just gotta leap before you’re “ready” and build the table you want to sit at.
*Bonus! * *Are you ready for a sneak peek of something epic? If you missed last year’s infamous Men in Tech Panel, you basically missed the most talked about event of the week! Don’t sweat it though—we’ve got your back. We’re bringing April back for Men in Tech 2.0 to wrap up this year’s edition on Friday, May 23rd
So grab your calendar, block out that day, and stay tuned for more details—trust us, you won’t want to miss this one! Keep following along for more conversations, more connections, and plenty of “Yes, you totally can!” moments at Vancouver Startup Week. Stay bold, founders!