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Meet Assel Beglinova, Co-Founder and CEO of tech start-up, Paperstack

Laid off during the pandemic, she decided to launch a company.


Assel Beglinova is the co-founder and CEO of Paperstack, a platform that provides working capital for e-commerce sellers. At 18, she moved to Canada from Kazakhstan as an international student without any connections. She went to school to study accounting, and pursued a career in the banking industry. When Assel got laid off during the pandemic, instead of looking for another job, she decided to take everything she learned and launch a company. She met her co-founder, Vadim Lidich, at Tea Club Toronto — a community Assel founded to help other founders with startup challenges. In the first year, the pair closed a pre-seed round of funding, and in the span of a few months, they were accepted into three prestigious tech programs: Google for Startups, Communitech’s Fierce Founders, and Techstars.


My first job ever was… as a volunteer at a student association. I remember it being so hard to get my first job because I didn’t have any experience and I just arrived in Canada — plus, my English wasn’t great at that time. My responsibilities were simple, like promoting upcoming events and handing out flyers, but it was so much fun, and it pushed me to speak English with so many strangers! I am so grateful that I had this opportunity.

I decided to be an entrepreneur because… I wanted to build an amazing product that will empower millions of people around the world. I couldn’t imagine doing anything else! I knew the stats and data were against me — less than 3% of VC funds go to women, plus I am an immigrant. I knew from the beginning that the journey will not be easy and there will always be wins and losses, but I have such a supportive community that has my back. I am so grateful for such tremendous support!

I founded Paperstack because… I love helping e-commerce founders succeed! I felt like they deserve better and more flexible solutions. It is so humbling and thrilling to receive messages from our customers who tell us how we are helping them meet and exceed their goals — that is success to me.  

I’m passionate about the tech industry because… It unlocks so many opportunities and options for many people from many different backgrounds. I think it’s amazing how you can build a solution in North America and somebody in a different part of the world will integrate it into their day-to-day operations. Tech also allows us to discover talented individuals around the world and build something powerful with them.

My proudest accomplishment is… being able to take steps to make my dream a reality: Moving from Kazakhstan to Canada, and changing my career from banking to a tech entrepreneur without a computer science background. It wasn’t easy; living thousands of miles away from family is very hard! Of course, I miss friends and family, but I’m so grateful for tools like Whatsapp that bring me closer to those most important to me.  

I was laid off exactly one year before we closed our pre-seed round of funding. That experience taught me that life can be a roller coaster — hang tight and enjoy the ride!

My biggest setback was… I didn’t have any connections in Canada when I started. I had to build my network from scratch! It was a lot of cold calling and outreach — I’m so grateful to networks like Women of Influence and so many more who bring together dreamers and doers!

I overcame it by… reaching out to people every day. I remember setting the goal of 10 calls per day. I remember printing my resume and going to 10 places with it every day in Toronto, or sitting in the library and applying to 10 jobs every day. After many attempts, one person said ‘yes,’ which led to our first customer and the first investor!

My advice for aspiring entrepreneurs is… learn how to not let one ‘no’ affect the rest of your day. Another thing I think is important is to filter the advice you follow by considering whether or not the person has done it themselves. 

The one piece of advice I give that I have trouble following myself is… not letting every ‘no’ get to me — I’m not a robot! There are, of course, people I really want to work with; when I don’t get that ‘yes’ it can be disappointing, but I’m pretty resilient. 

The thing I love most about what I do is… connecting with people everyday: Our amazing team at Paperstack, our valuable customers, our supportive investors, our advisors, and our champions in the ecosystem.

If I were to pick one thing that has helped me succeed, it would be… the ability to move forward no matter what, even if 10 people told me not to do it.

If you googled me, you still wouldn’t know… I was laid off exactly one year before we closed our pre-seed round of funding. That experience taught me that life can be a roller coaster — hang tight and enjoy the ride!

I stay inspired by… listening to podcasts and meeting with strong people who were able to overcome obstacles in their lives.

The future excites me because… I can create it by doing something today.

My next step is… being relentlessly focused on how I can continue to bring even more value to my customers every day. This is what I think about when I wake up and until I go to bed!