Remove the
People Bottlenecks
Slowing Growth.
LustraEX helps Canadian startups build the people infrastructure required to scale, without breaking culture or momentum.
People Infrastructure Designer for Scaling Startups
I help scaling startups design the internal systems that support fast execution and strong teams.
Before launching LustraEX, I served as the first HR hire at two Canadian founder-led startups: Fonolo, where I built the HR function as the company scaled toward acquisition, and TuesdayAfternoon Media, where I established HR from the ground up to support growth.
Complimentary 30-minute call for founders navigating growth.
Scaling Exposes What Wasn’t Built to Scale
In the early days, companies run on speed, trust, and founder intuition. But once teams grow beyond 25–40 people, the cracks begin to show:
- Communication fragments
- Managers struggle to lead effectively
- Founders get pulled back into day-to-day decisions
Most companies try to solve this by hiring more people or adding more meetings. But the problem grows. The real issue is missing people infrastructure.
Scaling companies need operational clarity.
When people know what success looks like, how decisions get made, and where information lives, execution speeds up.
I help startups design and build the internal systems that make that possible.
| THE PROBLEMS | THE SOLUTIONS |
|---|---|
| Founders get pulled back into operational decisions. | Role and decision clarity so teams can move without constant founder involvement. |
| Managers struggle to lead growing teams. | Manager enablement that helps managers align teams and drive execution. |
| Communication becomes fragmented across teams. | Strategic communication systems so information moves and decisions don’t stall. |
| New hires take too long to ramp. | Structured onboarding so employees integrate quickly into how the company operates. |
| Execution slows as the company grows. | Performance architecture with clear expectations, feedback loops, and accountability. |
Complimentary 30-minute call for founders navigating growth.
Trusted by Founders Scaling Their Companies
“Founders often underestimate the complexity and risk of managing people.
At Fonolo, HR quickly became something we couldn’t handle effectively on our own. Andrea changed that. She built our HR function from the ground up and gave us the structure of a larger company while preserving the agility and culture of a startup, allowing us to stay focused on building the business.
Hiring her was one of the best decisions we made.”
Jason Bigue
Co-founder, Fonolo – acquired by Verint
“Andrea is equally passionate about the success of the company as a whole.
She understands the pivotal role that HR plays in driving organizational growth and development. Through her strategic thinking and proactive approach, she has implemented numerous initiatives that have positively impacted the company culture, employee engagement, and overall performance. What sets Andrea apart is her ability to balance the needs of both people and the organization.”
Daniela Puzzo
VP Marketing, Fonolo – acquired by Verint
What Works at 10 People Breaks at 40
As companies grow, the informal systems that once worked begin to slow them down. Teams expand, communication fragments, and decision-making becomes harder. Without intentional structure, execution loses speed.
The companies that thrive are structured differently. They operate with:
- Fast decision loops
- Empowered teams
- High trust and accountability
- Multidirectional communication
In other words, they function more like intelligent human systems than rigid hierarchies. My work helps startups build those systems early, before complexity slows them down.
Complimentary 30-minute call for founders navigating growth.
