What is your name?
Lara Pienaar
What is your title?
Founder
What is your business name?
True Local Heroes
What is your website URL?
www.truelocalheroes.com
What is your Instagram handle?
@truelocalheroes
What is your LinkedIn URL?
linkedin.com/in/lara-seven-pienaar
Where are you based? How did you end up there?
Winchester, MA. Originally from South Africa, moved to Cleveland as a student, then Woburn, and finally Winchester.
Tell us more about your company! What do you do and what pushed you to start?
True Local Heroes is a platform where service providers—freelancers, side hustlers, or small business owners—can create free listings and get discovered by local customers. I started it because I saw talented people struggling to get noticed; big platforms either charge high fees or take large cuts. I wanted to make it simple: connect local talent with neighbors and strengthen communities.
How have you grown personally and professionally due to your business?
I became incredibly resilient, learned to prioritize health and relationships, and value teamwork over going solo. After running out of money and letting my team go, I raised funds for the first time, rebuilt my team, and strengthened my leadership skills. I learned the importance of staying mission-driven, even when it challenges the old paradigms of profit-at-all-costs.
What is your definition of success? How do you know when you’ve reached it?
Success isn’t about money—it’s about doing your best despite adversity, helping others, and creating positive impact in the community. I realized this one day observing a grocery store cashier who embodied dedication and warmth despite challenges.
Tell us about your most transformational moment as an entrepreneur?
When our first paid member signed up for a full year—it validated that what we built mattered and was worth the effort.
What was one of your biggest challenges in business?
Overcoming my tendency to people-please and learning to make decisions confidently as a leader.
How has being a Boston Business Women Inner Circle member positively influenced your life + business?
I’m just starting with BBW and am inspired by women at every stage of business development. It motivates me to dream about supporting other women entrepreneurs through scholarships, incubators, or grants.
Tell us about your most proud moment in your career.
When my original team returned to work after I couldn’t pay them, showing shared belief, love, and commitment to the business.
Who is the woman behind your business? What does she like? How does she spend her free time? What does she value?
I’m introverted but playful and optimistic. I care deeply about people, communities, and local businesses. I love reading under a tree, camping, and spending time outdoors. I value healthy communities, relationships, and meaningful experiences.
What makes you stand out from others in your field? What do you do differently?
I believe in truly sharing success. Everyone contributing to True Local Heroes earns equity through FlexUp credits and tokens, ensuring the team is rewarded for their effort and faith in the company.
Where can we keep up with you? What social media platforms do you use the most?
I personally am not very active on social media but plan to engage more on LinkedIn and Instagram, supported by my team.