Rochelle Hendricks moves fast.

In 2022, a decade after starting her insurance brokerage, she ventured into the siding industry by swiftly acquiring an Ideal Siding franchise in Ontario, Canada, in under two months. Over the following two years, she launched an additional three locations, eventually surpassing $1 million in annual revenue.

What truly matters to her, however, isn’t just the financial success. It’s how her business positively impacts her family. She’s turned her Ideal Siding franchises into a genuine family-run enterprise, involving both immediate and extended family members. Here, she explains how she gained momentum, how collaborating with family has been transformative, and offers advice to women eager to invest in themselves.

You opened your siding franchise in just six weeks. What made you move so fast?

My interest in the siding business was sparked by its visual appeal — the first thing people notice is a home’s exterior. A few years back, I entertained the idea of purchasing a business, but the opportunity I found was with an individual, lacking franchise support, so I decided against it. Once I learned about Ideal Siding and their marketing and lead generation support, my interest grew. Observing the passion at the head office made joining an easy choice, as I already had strong confidence in the brand.

What’s been the key to scaling your franchises?

Our growth wasn’t driven by aggressive sales, but by cultivating relationships and building trust with clients and partners. The expansion occurred naturally through collaboration with family and friends who share my enthusiasm for growth through quality and relationships.

What’s it like working so closely with your family every day?

I’m fortunate to be surrounded by my oldest son and other family members. My partner in the Cambridge area is the father of my daughter-in-law, while in Muskoka, my partner is my niece’s father-in-law. I aimed to establish a sustainable venture where quality and reliability are our hallmarks, knowing they share this vision.

How do you manage boundaries when your business is a family affair?

We maintain a clear boundary between our professional and personal lives. Business is separate from personal relationships. Our team gathers monthly to discuss challenges and find resolutions collectively. It’s important that everyone involved benefits, ensuring a win-win situation. This philosophy forms the core of our company’s culture and helps balance the personal and business aspects of our relationships.

Construction is still a male-dominated sector. Have you faced any pushback as a woman leading in this space?

When I first started, some people looked at me like I was playing at this. But it’s also worked as an advantage, because I’ve had clients tell me they’re happy dealing with a woman. If you have a passion and believe in it, just do it. I didn’t have any safety net, I just had that deep belief in doing things differently in the construction world — that we make sure there are standards and protocols in the industry — and that women can be valuable to this industry.

Are there any lessons you’ve learned while scaling?

In the beginning, I was hard on myself — mentally beating myself up because I expected to know everything in the beginning. I realize now it takes time to learn the business and best practices.

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