small business support experts
meet your team
We are here to show you that there is a better way!
Modus Operandi is a small business support studio that helps small business owners bridge the gap between DIY and done-for-you services through bespoke business consulting, marketing expertise and hands-on business management.
We leverage our collective experience to build cost-effective solutions that transform your small business into a tool that cultivates time and financial freedom. Together we’ll craft a personalized roadmap that delivers the tangible results you need to achieve your goals in 2026 and beyond.
“We cannot solve our problems with the same thinking we used when we created them.”
ALBERT EINSTEIN
Amber Roy
co-founder + vision architect
In 2018, Amber was involved in 2 serious car accidents in the span of one month. It was a wake up call. At the time she was working 100 hours a week, desperately trying to pull herself out of the burnout blackhole she had created. She was on the Tim Horton’s diet (because it was close to her business), and practically living at work. It was so bad, that she was actually using the dog grooming bays to “shower” before staff arrived on site in the mornings and kept clean clothes hidden in a filing cabinet in her office. Yikes! She had absolutely no time for friends or family, and her relationship of 6 years came to an end. She was in a constant state of stress, and losing herself in the process.
One day, she decided to try something different. She knew deep down that there had to be a better way. Not all business owners suffered from burnout! She went to a business workshop, and it was then that the real journey began.
Amber learned that the solution to finding her way out of the burnout blackhole meant that she would need to take proactive approach to building and managing her business.
Now, we use the strategies, systems and resources that we’ve accumulated throughout our collective entrepreneurial experiences to passionately guide, empower and support small business owners.
If you are feeling burnt out and ready to throw in the towel, don’t give up yet! Schedule a discovery call and let’s see if we can turn the ship around.
Marika Ydenberg
co-founder + Chief Optimizer
Marika has been building businesses since she was 15 years old, when she launched her first venture selling horseback rider apparel and accessories. That entrepreneurial spark never left, eventually evolving into a deep fascination with how businesses grow, attract clients, and build systems that actually work.
Her journey into digital marketing began in 2005 while working in the travel industry, where she discovered the power of online visibility, strategic messaging, and well-built websites. What started as helping businesses improve their online presence eventually became a specialization in website development, SEO, and digital optimization.
Marika has a natural ability to see the hidden opportunities inside a business’s online presence. She looks beyond aesthetics to focus on what really matters: structure, visibility, performance, and strategy. A beautiful website is nice, but a website that consistently attracts the right clients is better.
As the agency’s Optimization Strategist, Marika leads the technical side of the business, overseeing website builds, SEO strategy, audits, and digital performance improvements, to help businesses become more visible and more profitable online.
When she’s not analyzing websites or refining strategy, Marika is a wife and mom of three who values building a business that supports family life rather than competing with it.
Her goal is simple: help businesses build an online presence that works for them long after the workday ends.
“Ideas are easy. Implementation is everything.”
JOHN DOERR
Our Talented Team
Amber Roy
co-founder + vision architect
A true multi-passionate at heart, there’s always more than meets the eye with Amber!
Marika Ydenberg
co-founder + chief optimizer
Entrepreneur and optimizer, Marika turns good ideas into systems that work.
Mariana Espejo
administrative assistant
Mariana has been a part of Modus Operandi since the actual beginning. (Back when it was CTRL Lab)
Accolades
Our Guiding Principles
Communication
Clear, intentional, respectful and honest communication with our clients, between our team members and within our community is important to us. When good communication is woven into the fabric of a business, it reinforces a healthy, productive and positive work environment.
Wellbeing
At Modus Operandi we believe that wellbeing is a carefully curated balance of physical, emotional, social, spiritual, intellectual and economical elements. By nurturing, developing and improving these key components of our life, we can experience a better quality of living. We aim to empower and support our clients, team and community to make lifestyle choices that positively affect their overall wellbeing.
Continuous Improvement
As self-proclaimed ‘improvement junkies’, we are passionate about learning and not afraid to make mistakes along the way. We are human, after all!
There is always an opportunity to improve. We not only seek constructive criticism and feedback from our clients and team members, we have created a culture that empowers them to offer improvements and solutions. When we recognize an opportunity for improvement, the feedback, advice or recommendations we provide will be honest and based on individual needs or circumstances.
Collaboration
We operate using an abundance mentality. We are optimistic cheerleaders that want to celebrate the successes of our fellow small business owners. We have worked hard to build a community of like-minded individuals, and love working alongside partners that share our values and align with our purpose. We use the resources available to us, as well as our past experiences, creative thinking and problem solving to create something that we know will be wildly successful for everyone involved.
Community
Our team believes in the collective good of the communities we create and serve. We strive to build an inclusive, positive, productive and engaged community culture through meaningful connections. We aim to build an ecosystem that commits to and supports the continued success of the communities we belong to. We know that an aligned and united team provides many unique advantages and opportunities. Volunteering and communal acts of service on a local, regional, national and global level are important to us.