It was late January 2011, and although Rachel De Marchi had gotten used to the long days of physical labour, she knew it was bothering her, and today brought her to a reality that she knew she would have to face. Since having founded her dog-walking service six years ago in Oakville, Ontario, this was the first time she had asked for help. She made a very embarrassing phone call to her father when she could not wrestle a dog into her car. What made the day even more frustrating was that she received three phone calls from potential clients, none of whom she could fit into her schedule. De Marchi knew that she was running out of capacity, both in terms of time and energy, and that something would have to change, but she wondered where to begin.