6 Things to Ask When Getting a Loan

You’ve written your business plan, you’ve done your research, and you’ve decided that your business is ready for financing. You are on your way to starting or expanding your business! This is an exciting time, but it is important to do your due diligence when deciding what type of lender is the best fit for you.

There are a numerous options out there when it comes to financing your business, and it is important to ask the right questions before you get too far along in the process. We have compiled a list of six key questions that you should ask when inquiring about a business loan.

1. Am I eligible?

Before you can decide if a lender is right for you, you first find out if you meet their basic requirements for eligibility. At AWE we have the following basic requirements for our loan program:

• At least 51% of the business must be owned and operated by a  woman (or women)

• You reside in the province of Alberta

• Minimum credit score of 650

• You contribute a minimum or have contributed a minimum of 25% owner equity on total project costs

• You contribute a minimum of 30% security on the loan. This amount differs depending on the size, risk, and purpose of the loan.

Every lender is different, so be sure to ask them what their minimum criteria is. Just because you meet the basic criteria, does not necessarily mean you will get the loan (at AWE our lending decisions are strongly tied to our assessment of the viability of the business), but it will give you an idea as to whether or not you should invest your time in the application process.

2. What is the interest rate?

Not only do interest rates vary depending on the lending institution, but they can also differ based on the type of business (e.g. a start-up vs. business expansion). Our interest rate is ranges from Prime +2% - Prime +4%, and that rate stays constant throughout your repayment term. This means that even if the Prime rate changes during your loan term, you’ll continue to pay the same interest rate as initially agreed upon for the term.

3. What are the repayment options?

How long are the loan terms? Can you pay out at any time? At AWE our loan terms are up to 5 years, and we offer flexible repayment options. There is no penalty fee if you decide to pay out your loan early. This is not the case with every lender, so it’s important to ask about the repayment options before you go ahead with an application.

4. What fees are involved?

Nothing is worse than being surprised by fees you were not expecting. Ask about application fees, as well as loan administration fees, annual fees, or any other fees that could be associated with your loan.

For AWE’s loan program, there is a $100 loan application fee. There is also a loan administration fee of 1% of the amount loaned (up to a maximum of $500).

5. What limitations are there on how I use the money?

There will almost always be restrictions on what expenses can financed. AWE cannot finance:

• Owner’s salary

• Re-financing existing debt

• Commission-based businesses, independent agents, or commissioned salespersons

• Pyramid-based businesses including network or multi-level marketing programs

• Franchise fees

• Speculative ventures (i.e. Purchase of land for resale, unpublished books, etc.)

• Business purchases that are solely share purchases

• Intangible goodwill (i.e. business name or reputation)

• Research and development

• Purchase of stocks, shares, or other non-productive investment

Once again, restrictions will vary based on the lender so ask up-front what they can and cannot finance.

6. What other support do you provide for entrepreneurs beyond financing?

Depending on the lending institution, they may or may not offer additional supports for entrepreneurs. AWE has many programs and services to help business owners, including free business advising and various training opportunities. We are happy to say that many of our loan clients have had a long-term relationship with AWE – whether it be through advising, peer mentorship, or participating in training seminars.

This list is not exhaustive, and you will likely have many questions during the loan process (and the lender will have questions about you).

Connect with an AWE Business Advisor to learn more about our loan program requirements and discuss if it is the right financing option for you. 

4 Reasons You Need to Have a Digital Marketing Plan

Blogging, SEO, social media, email marketing, Google Ads – the world of digital marketing is full of possibilities. It can be overwhelming even for a seasoned marketing professional, even more so if you are an entrepreneur wearing multiple hats on a daily basis!

The good news is that many digital marketing tools are easy to use and relatively low-cost. The hard part is using them effectively. Too often entrepreneurs dive right in to using the latest platforms and technology, but haven’t aligned their marketing tactics with their business goals, or an overall digital marketing strategy. It can be hard for small business owners to find the time to work on the business and not just in the business, but it is incredibly important to have a plan before you start executing marketing tactics.

We’ve identified four key reasons to have a digital marketing plan.

1. It helps you look at the big picture

   Two common mistakes we see with entrepreneurs’ digital marketing efforts are: they either try to do everything all at once, or they put all their eggs in one basket and over-rely on a particular channel or tactic. Before you can decide what marketing tactics to use you need to think carefully about who your customers are (age, gender, profession, etc.), where they are online (Facebook, LinkedIn, Pinterest, etc.) and what your marketing objectives are (brand awareness, engagement, or purchases). Knowing these key things, and writing them down in a marketing plan, will help you determine what social media platforms you should be on, if it makes sense for your business to have a blog, and where you should spend any digital advertising dollars.

   Looking at the big picture will also help you identify potential gaps in your marketing. Relying exclusively on a third-party platform for your digital marketing is risky for your business. Third-party platforms such as Instagram, Google, or Amazon can change their rules and their algorithm at any time. As Avery Swartz notes in the Globe and Mail, platforms come and go, but “the tried-and-true method of building your own digital presence, that you can control, always wins in the end.” Having a clear digital brand with a multi-faceted strategy, will help ensure that your digital presence can prevail, even if platforms make changes.

2. You will be able to use your time (and dollars!) more effectively

   Haphazardly posting to social media when you have a spare moment might seem like a fast and easy solution in the short-term, but it is not an effective strategy in the long-term. It is important not to waste time on marketing activities that don’t help you achieve your marketing goals in some way. The first step to doing that is determining what those goals are.

   Additionally, planning ahead can actually reduce the amount of time you spend on digital marketing. There are many tools out there that allow you to schedule content in advance, so instead of having to post every day, you can sit down once a week, decide on what content to share, and then automate! Just remember to still check on your social media platforms and website regularly in case there are customer comments.   

3. It provides you with greater accountability

   Consistency is so key with digital marketing. If you have not posted to social media in over a month, or you have outdated information on your website, your customers might think you have gone out of business! Having a plan allows you to be accountable for executing the things you say you are going to do – whether that means sending out an e-newsletter every month, or posting to Facebook every day. It also makes it easier for a business partner or employee to assist you if things are written down. A publishing/editorial calendar can really help with this.

4. Evaluating your results will be easier

   John Wanamaker once said “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” A lot has changed in the hundred years since he said that, and we now have the ability to measure marketing ROI better than ever before. Instead of trying to guess how many of your customers saw your ad in a flyer, you can now see how many people clicked on your ad and went to your website, and even how many of them saw your ad and then made a purchase.

   The relatively low cost of digital marketing allows for lower barriers to entry for advertising, and allows you to experiment with different channels and ad copy, with fairly low stakes. However, you can’t effectively measure your results, if you don’t set objectives first.  Once you set your goals, then you can work on executing them, and decide on the best tools for analyzing the results.

Taking the time to develop your digital marketing strategy now, will have benefits for you and your business in the future. If you are not sure where to start, Alberta Women Entrepreneurs can help! Our Digitally Solid program is designed for entrepreneurs who want a more strategic approach with their digital marketing but haven’t taken the time to plan. You will also learn how to use technology to execute your strategy, and walk away with optimized digital platforms, content ideas, a publishing calendar, and much more!

Client Feature: Laura Asham

Laura Asham is the Founder behind Asham Creations, an award-winning company that sells puppets for educational purposes. After getting her entrepreneurial start creating beadwork projects, Laura saw a market opportunity for educational puppets and embraced the potential for a new business concept .

Laura Asham has been beadworking since she was seven years old. After learning the art from her mother and sister, Laura found a love for the craft. In 2008, she began designing various beadwork projects as a part-time business while she finished her education in social work.

“Beading was a hobby, but something I am very passionate about. I love making things that people enjoy. I have sent beadwork as far as New Zealand, and created medallions for three Ministers of Canada.”

In 2010, Laura’s daughter was entering a princess pageant at her school and needed a talent to compete. “I suggested that she use a puppet to showcase Blackfoot words. Me being the person I am had to go above and beyond. It took me two days and 11 hours to create one puppet. I ended up having extra material left over, so I decided to create a native set for the elementary school on my nation.”

Her newfound hobby quickly shifted into her greatest business opportunity. She started selling puppet sets to schools across a variety of First Nation communities in Alberta. Since then she has had requests from schools as far as Peguis First Nation in Manitoba where they had a school-wide naming ceremony for the characters.

“It has been so good to see that the puppets are not only bringing joy to people, but they are teaching children how to speak Blackfoot. Many schools on the Siksika Nation are now teaching full immersion programs.”

Laura participated in AWE’s NextStep to Success Program for Indigenous Women this past year. She said it was great to have the assistance she needed to create her business plan.

“As I plan to expand my business and build-out a commercial space, I knew that I needed to get my business plan together. The NextStep program was very helpful to me.”

Laura is in the process of finishing her business plan and securing funding to open her first commercial space.

“Right now I have been so focused on my local market and keeping up with that. I hope that in 10 years time we have covered Canada and moved into international markets.”

New Women Entrepreneurship Fund Announced

Exciting news for women entrepreneurs in Canada!

Last week, the Honourable Mary Ng, Minister of Small Business and Export Promotion announced that the Government of Canada will provide direct funding to women-owned and women-led businesses through the Women Entrepreneurship Fund. The fund will invest $20 million over two years, and will provide up to $100,000 in non-repayable funding that women can use to grow their businesses. The fund is part of the larger Women Entrepreneurship Strategy, which also includes an ecosystem fund created to strengthen capacity within the entrepreneurship ecosystem.

In order to be eligible the business must be:

• Women-led and women-owned

• A for profit organization

• Up to 499 employees

• In business a minimum of two years

Priority will be given to entrepreneurs in one of these applicant groups:

• Diverse women entrepreneurs (such as women with disabilities, Indigenous women, women in rural or remote regions, recent immigrants, visible minority women, women from Official Language Minority Communities)

• Businesses with products or services related to one of the Economic Strategy Tables sectors

• Projects seeking to pursue market opportunities abroad

The funding can be used for a variety of things, but you should note that it cannot be used to refinance debt, purchase assets above fair market value, land acquisition, the cost of amortization, or goodwill.

Applications are being accepted online and the deadline to submit is November 15 at 11:59pm PST. The detailed criteria and information on how to apply can be found on the Government of Canada website.

Client Feature: Nicole Matos

After years of working in the construction space as a project manager, Nicole Matos made a major change in her professional life. She branched out on her own and became CEO and Founder of Rivet Management, a firm that creates unique and branded spaces for commercial and residential clients.

While many businesses saw economic challenges in 2009, Nicole Matos saw opportunity.

“I focused on project managing tenant improvements at a local construction company, but in 2008, we really started to feel the economic slowdown. I knew this was the perfect time to start working on building my own business.”

When Nicole was laid off from her job, it could have been devastating, but she embraced the change head-on. Nicole launched Rivet Management, and never looked back. What started as a one woman show has turned into a team of four full-time employees, and many subcontracted trades, with the intention to hire an additional two to three staff this year alone.

While her business has significantly grown, Nicole still has the same values as those early days.

“I am not a believer that business is just business. People are behind the business and I do business with those people, not just those businesses. I still use the same electrician from back in the day at my first company. I know his entire family now. The same goes for my employees. I value them and ensure they feel respected.”

Nicole admits that the male-dominated construction industry can be slightly old-fashioned at times. “I’ve been to meetings where people assume that I am the Interior Designer and my husband is the Owner of the company. People are surprised when they learn that I managed all our construction for 8 years before my husband joined and although I do the design, I actually have more education and experience on the construction side of our business.”

With eight years under their belt, Rivet Management is preparing for rapid growth in 2018. A new commercial space is in the works, and Nicole hopes to become part of a community.

Working with AWE’s Business Advisors regularly, Nicole has been able to define her marketing strategy, gain valuable advice and find a support network. “As we started to grow, I realized I wanted to align myself with other women entrepreneurs. As a Métis woman, I wanted to ensure that we started building relationships with the right types of groups, including AWE. AWE has been such an amazing resource for me and my company.”

To learn more about Nicole and Rivet Management, visit rivetmanagement.com

Building Export Markets in Europe and the U.K.

by Nancy Brommell, Women’s Enterprise Centre of Manitoba

What: An exciting trade mission!

Who: Canadian women business owners who want to expand their business via export

Where: Germany and England

When: November 4-10, 2018

How: email the BWIT team to sign up

Business Women in International Trade  (BWIT) is part of the federal government Trade Commissioner Service (TCS). The team is made up of federal government trade commissioners who specialize in helping Canadian women entrepreneurs internationalize. Trade commissioner Lynne Thomson (third from right), attended SHEday 2018 in Winnipeg and connected with export-oriented women business owners Cindy Boissonneault (second from the left), owner of Poco Inspired and Pina Romolo (third from the left), owner of Piccola Cucina.

One of the primary ways that BWIT helps business women expand internationally is by organizing informative trade missions, like this upcoming one to Europe. With stops in Hamburg and Stuttgart, Germany and London, England, this trip will feature a series of events designed to open new markets in Europe for Canadian women business owners.

Why Europe?

With the renegotiation of NAFTA currently in process, we hear a lot these days about international trade agreements. In recent months, Canada signed the Comprehensive Economic and Trade Agreement (CETA) with Europe.

In general, it is an advantage to you as an export-oriented business when Canada has a trade agreement with the country to which you want to export. As explained on the Government of Canada Export Market Research web page, “trade agreements help to eliminate or reduce tariffs on Canadian exports, which can increase your competitiveness in foreign markets.”

A trade agreement does not create excitement about export opportunities, but trade missions do! If you choose to invest and participate in this upcoming BWIT trade mission to Germany and England, you will benefit from on-the-ground market research, making business connections, learning the nuances of the market place, and having a better understanding of how your business could penetrate that market.

For more information on this exciting trade mission to Europe, email bwit@international.gc.ca or visit the BWIT website.

The four women’s enterprise organizations, Women’s Enterprise Centre in BC (WEC-BC), Alberta Women Entrepreneurs (AWE), Women Entrepreneurs of Saskatchewan (WESK) and the Women’s Enterprise Centre of Manitoba (WECM) work collaboratively with each other and with BWIT to support women business owners who are interested in exporting. All organizations are members of the Women’s Enterprise Organizations of Canada (WEOC).

About the Author

Nancy Brommell is a Business Advisor with the Women’s Enterprise Centre of Manitoba. Blog post originally published September 2018 at www.wecm.ca

Fall Message from Marcela Mandeville

“A rising tide lifts all boats”, is an expression I have heard and said a lot lately. It applies to so many things, to business, to entrepreneurship, to inclusivity, and in the case of the words used by the Hon. François-Philippe Champagne while on a recent trade mission to Detroit, international trade.

Anyone who knows me knows I love international business. Over the course of my professional career, I have worked to build relationships and business success across borders. AWE’s participation in trade missions has fuelled this passion and showcased the exceptional ideas and talent that can be shared to build innovative, viable solutions to challenges around the world. This year’s Business Women in International Trade mission to the WBENC Conference and Business Fair brought me back to Detroit, which holds a special place in my heart after living there for too short of a time. “Lifting all boats” was especially meaningful when I looked across the Detroit river at our Canadian flag in Windsor and thought about all the trade that moves across the busy border between our two countries.

People often ask me what I love about the Motor City. It really is simple, I loved the people I called friends and the determination, scrappiness and resiliency of a city that continues to fight to rise from the ashes of very difficult economic times and reinvent itself. As someone who has experienced dark times in Alberta during busts in our economic cycle, I can appreciate the importance and difficulty of facing this challenge. The Detroit I admire is a proud, resourceful city full of a beautiful mix of diverse, hard-working, and innovative people who work hard to improve their community because they love where they live, similar in many ways to Alberta, the place we call home.

Working together to achieve goals is something we live everyday at AWE; whether it is through our relationships with entrepreneurs, partners, volunteers, funders, or amongst our team. There is such value in building meaningful connections to achieve success. For example, on the trade mission I witnessed and participated in an incredible amount of inspiring and informative conversations from which you could feel the energy created, and see relationships and opportunities being formed.

It is impressive to see how a community gathers to support each other, to learn, to make new connections, and to embrace change and opportunities. I hope you’ll join me in continuing to work together to lift all boats, especially those with women entrepreneurs at the helm, to build success for Alberta businesses and our community.

Always with gratitude
Marcela

Client Feature: Ellen Christopherson

Ellen Christopherson is the CEO of clearGRID. clearGRID is focused on data collection and analysis to solve business problems for utility companies. By using technology to replace manual activities with automation, Ellen is paving the way for significant change in the utility industry, one meter at a time.

Ellen Christopherson is proof that age is just a number. At 31 years old she has started two successful companies, earned her private pilots license, and completed her Master’s Degree in Sustainable Energy Technology in Holland.

“After graduating from my Master’s program, I decided to stay in Holland and work in the utilities industry. My job was focused on data and custom software solutions and from there I was able to really understand how the utilities industry works.”

After some convincing from her dad, Ellen decided to move back home to Canada where she started Elevated Robotics, a company that provides UAVs (drones) for surveying, mapping and inspections. The use of these aerial images and video found Ellen back to her utility roots, and she quickly realized that she had a new business solution on her hands.

In 2015, Ellen launched clearGRID. Rather than using drones, clearGRID uses their fleet of aircraft and pilots to fly at 4,500 feet above ground to read utility meters.

Financing from friends and family helped clearGRID get off the ground, however, in 2017 they realized they would need more capital in order to reach new heights.

“It has been hard to find financing for the business if you don’t want to give up everything right away. With most private equity companies and angel investors, you quickly find that everything is owned by someone else. I was strict that I wanted to stay in control of clearGRID. That’s when I came to AWE."

Since receiving a loan from AWE, clearGrid has continued to grow, and has secured a contract with their biggest client, ATCO. They are now working with them to read over one million utility meters per month across the province.

With international expansion on the horizon, clearGRID is showing no signs of slowing down. They now have a team of 20 people, and Ellen plans to expand extensively across North America in the next three to five years.

“My advice to anyone just starting out, especially in the innovation space is that sometimes it takes 100 no’s to get a yes. Keep trying and re-invent your business model with feedback. Everything you do in business is an experiment, not a failure."

To learn more about Ellen and clearGRID, visit cleargrid.io

Why You Should Take Branding Seriously

by Jocelyn Davis, The Virtual Effect

It took courage didn’t it? You needed to be courageous enough to believe in your business idea and maybe even more challenging was to find the courage to believe in yourself. To believe that you are more than capable of making this happen. To believe that you are enough to make your dream a reality. It isn’t always going to be pretty and glamorous like many social media feeds lead us to believe it is, but when you are doing what lights you up it will absolutely be worth it.

Now that you have made the decision to go for it your to do list grows exponentially and the overwhelm sets in. With all that you need to do why is branding so important and why does it deserve your resources?

You know who you are, you know what your business is about, what you stand for, and the impact you want to make on your clients, but the question is, do you know how to effectively and consistently communicate this? You may fear choosing the path and focus that is authentically you as it might drive people away and you’re right, it will. But this is nothing to fear, this is what you need to embrace as it will draw in the right clients and elevate the overall experience.

Branding is the foundation from which this authentic communication of what you do, who you are, and what you stand for is built. Branding is far more than just a logo, it includes other elements such as:

 Logo
 Fonts
 Colours
 Graphic elements
 Brand Believer (my coined term for
your ideal client)
 Brand voice
 Social media handles
 Website address
 Email address
 Customer experience map
 Imagery style guide
 Vision statement
 Mission statement

Some of the above are considered tangible branding elements, some are intangible. The biggest intangible, and the indication of branding success, is how a client’s interaction with you made them feel. You want their experience with you to elicit all of the words you associate with your brand and in order to achieve this you need to do all of the above and more on brand. When you are consistent it builds trust and people will begin to believe what you say and feel like they are getting to know you. And we all know that people do business with people they know, like, and trust.

Here is a quick checklist you can use to assess where you are at in your branding
journey and what might need your attention:

Answer Yes or No to the Following Questions

Do you have a vision and mission statement?
Have you detailed out your ideal client?
Do you have brand colours you consistently use?
Have you identified your brand voice?

If you have answered yes to the above take it to the next level and evaluate your website and social media with the above details in mind. Be objective and don’t be afraid to ask others for their opinion.

If you answered no to most of the above set aside some time to go through the branding process, either on your own or with a professional. By establishing this foundation your communication and decisions become a lot easier.

Happy branding!

About the Author
Jocelyn Davison is the founder of The Virtual Effect. The Virtual Effect provides event
planning and branding services to startups, small, and medium sized businesses.
Impact and experience is at her core as she makes the connection between vision and
image for business owners.

Client Feature: Perla Pereira & Myrna Saramago

We sat down with AWE Loan clients, Perla Pereira and Myrna Saramago to learn more about their new business, Oh My Dog Spa located in Edmonton, AB.

Myrna and Perla were both born and raised in Brazil, however, in 2013, the two met for the first time in Edmonton. 

Perla was temporarily living in the city, while Myrna had re-located to Edmonton full-time with her family. Myrna, a Business graduate and Perla, an Engineer had no idea five years later, they would be opening their own dog grooming salon in Edmonton.

"My family and I moved to the Windermere area and realized very quickly that there were no grooming solutions similar to Brazil. In Brazil, the pet industry is second in the world. Every week you take your dog for a grooming. Here in Canada, it's every four to six weeks. After testing out a number of groomers, we realized what we had in Brazil would be amazing to bring to Edmonton."

While Myrna conducted her market research, Perla worked on obtaining her visa. They found their location and knew that this was going to be the spot for them.

"The builder only had two spots left in this development. He asked if we had a business plan for us to hold the space. I said yes, but I didn't even have it completed yet (laughs). After we had the space I worked non-stop to secure the financing and obtain all the required licenses and certifications. We opened our doors in April 2018."

Securing financing as a new business can be challenging for many entrepreneurs. The two found out about AWE through their personal banker and were able to secure financing with both AWE and ATB to open their business.

"The AWE loan has provided us with the working capital we need to grow the business and maintain our operations. Our Business Advisor has been great to work with and very supportive."

When asked what advice the partners would share to anyone looking to open their own business, both unanimously said: "do what you like and what you're passionate about. If you're doing something just for the money, the chances of it lasting long-term is slim." The two also added that being prepared to work long days in the beginning is essential as is completing market research prior to opening.

"The demand needs to be there. Do your market research and see who and where your competitors are. Location is key, especially as a retail business."

The goals for Oh My Dog Spa in the coming year is to keep operations running smoothly while hiring new employees and grooming 420 dogs per month.

To learn more about Oh My Dog Spa, visit their website or follow them on Facebook.

To learn more about the AWE Loan Program, visit our financing page and our requirements.