How a Burned-Out Corporate Worker Built a Business Between Diapers and Deadlines
Shawn Asselin launched Willie Wagtail while balancing a full-time corporate job, a newborn and wedding plans. His journey began after experiencing burnout in his previous role, where he worked on projects that never materialised. Determined to build something meaningful, he carved out time in the early mornings, late nights and weekends to grow his small business ideas.
The transition wasn’t easy, but Asselin relied on discipline, external support and a clear vision to keep moving forward.
Asselin’s corporate career left him frustrated. He spent years on projects that were shelved, draining his motivation. The desire to create something tangible led him to start Willie Wagtail—even as he prepared for fatherhood and marriage.
Time was scarce, so he worked during commutes, lunch breaks and after his family went to bed. To avoid burnout, he set boundaries, prioritised walks and gym sessions, and resisted overanalysing decisions. His entrepreneurial mindset kept him focused: he believed in his product, sought customer feedback and joined an ecommerce community for guidance.
Financial and advisory support played a key role. He accessed KOMPASS funding, which covered up to 90% of his further education costs, strengthening his small business ideas. Chambers of commerce, regional founder initiatives and grants like Gründungszuschuss also eased the financial strain. These resources helped him balance work, energy and family commitments.
Now, Asselin’s routine extends beyond the traditional 9-5, but with more control. He spends weekends with his family and is building scalable systems to manage growth. Hiring contractors for essential tasks and improving efficiency protect his time, health and personal life as the family dollar expands.
Willie Wagtail grew from a side project into a sustainable business, shaped by Asselin’s resilience and strategic choices. With scalable systems in place and a focus on time management, he now enjoys greater flexibility. His story shows how discipline, support and clear priorities can turn a demanding start into long-term stability.
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