Opportunity to Expand Internationally – Save the Date for WBENC 2019!

Alberta Women Entrepreneurs is pleased to share an opportunity to help you enter and expand into international markets.

The Women’s Business Enterprise National Council (WBENC) National Conference and Business Fair is being held in Baltimore, MD on in June 25 – 27, 2019. If you’re looking to grow your revenue through international markets, then we invite you to join the Business Women in International Trade (BWIT) delegation.

What is the WBENC National Conference and Business Fair?

This event is the largest conference of its kind in North America with corporate and government buyers connecting with women business leaders from over 18 countries. Attendees will enjoy tailored Canadian programming and three days of speakers, executive workshops, matchmaking and networking opportunities, including the WBENC Business Fair– the largest of its kind with more than 300 exhibitors and procurement specialists.

This program is ideal if you:   

• want to grow your business via export

• have interest in or already have experience selling business to business

• have the capacity to manufacture or deliver products or services in larger volumes

How much does it cost?

The Early Bird rates for the full conference for a small business owner (not WBENC-certified) is $799.

There are grant opportunities to help cover travel and conference fees. Please connect with AWE before registering to learn more.

Why should I go with AWE and Business Women in International Trade (BWIT)?

You could attend the conference on your own, but when you attend with AWE and the Canadian delegation, you’ll receive additional support and guidance.

By joining our delegation you can:

• Tap into AWE’s knowledge and expertise of international markets

• Identify the right opportunities for you and your business

• Access personalized advice and support

When you are in unfamiliar territory, sometimes you need a tour guide. Our team has a wealth of experience and information on how to build strong connections and how to do business in the U.S. supplier diversity market.

We’ll start with a pre-conference meeting to get clear on your goals. Then at the event we’ll assist you to determine where to spend your time, and which activities are the most valuable.

Going alone to this massive conference can be very overwhelming, but we’ll be there every step of the way to make sure it’s productive and a valuable investment of your time.

Please let us know if you’re interested in learning more about the opportunity!

Client Feature: Claire Theaker-Brown

Claire Theaker-Brown is Owner and Founder of Unbelts, the progressively-made pant perfector. The company has recently undergone a rebrand and expanded into new markets.

Claire Theaker-Brown has had the entrepreneurial bug since she was a child. Always art focused, Claire started setting up tables and selling her drawings, even offering bulk discounts to her customers. While in university, Claire studied industrial design and Mandarin. Her business began in 2011 while she was living in Shanghai.

“My business started out of total desperation. I have always had a shape that meant jeans don't fit me properly. Belts were too bulky!”

The company’s original name, Flatter:Me Belts was changed in 2017. As Claire describes her choice to re-brand, “Flatter:Me Belts was a name from when I was thinking small. When I first started, I couldn't imagine that we would be selling beyond the Canadian market.

Our initial value offering was a flat belt. It became clear that the selling proposition was comfort and flexibility. Our company is totally non-judgemental about size and we're uniquely comfortable. I realized that we needed a name that would highlight the unbelts-ness of our products.”

As the company embraced its new name, they also began to embrace new markets.

“Right now we are expanding in a few different ways; geographically is one way. We had never really pursued wholesale outside of Canada because I knew Flatter:Me was trademarked in the United States. However, now that we are Unbelts, we are starting to partner with US-based retailers. The second way we are expanding is with our target customers. We have realized that our belts are perfect for those who play sports and require a belt.”

As an entrepreneur, building supportive community around you is essential.

“I belong to a mastermind group and have belonged to a few peer mentorship groups, including PeerSpark™. In the beginning, I found business owners I really clicked with in Shanghai and we met every single week for a brain slam. It was hard to lose that community when I moved to Edmonton. My first Canadian phone call was to AWE.

Between friends that own other businesses, the Venture Mentoring Service at U of A and AWE, I have built a great network of support. I really try to be brave about asking for help, but also offering it when it's asked of me.”

Learn more about Unbelts and their story at unbelts.com.

Contest: Share Your Business Challenge!

Are you facing a difficult challenge in your business? Share it with us! We’re looking for challenges to include in our Business Challenge round table sessions during Learning Day 2019. Chosen challenges will be worked on in small groups to come up with innovative solutions.

If your challenge is chosen, you will win a free ticket to Learning Day on May 14, 2019 (and you might just walk away with the answers you’ve been looking for!). You’ll also have the chance to be introduced at the event (optional).

Contest closed on March 1, 2019.

Client Feature: Crystal Janvier

Crystal Janvier is the CEO and Owner of Sun Dance Enterprises Ltd., a facility integrity and quality assurance consulting business operating primarily in the oil and gas sector. Crystal participated in the NextStep to Success Business Planning Series in Edmonton.

Crystal Janvier did not always have aspirations of being an entrepreneur, but her determination to achieve her goals is nothing new. Starting university when her son was just 10 days old, Crystal was focused on her education, completing a Bachelor of Arts Honors degree, and following it up with her Masters of Science in Public Health.

Her interest in owning her own business came later, after a career in consulting and working with Indigenous youth to help them get into trades careers.

In the early days of her career, Crystal admits that she did face some of the stereotypes that come along with being a young woman in business. “They called me the kid, because I was the youngest field director at that time. I had to prove myself.”

Crystal began her own oil and gas consulting business in 2009, and then launched Sun Dance Enterprises Ltd. with her husband in 2013.

Prior to joining the NextStep to Success program, Crystal had started writing a business plan but was looking for additional knowledge and resources to finish it. Crystal says she would definitely recommend the series to others.

“Before you invest time and especially before you invest finances towards something you’re not 100% certain about, it will help you determine how feasible it’s going to be. It gives you an ability to analyze your risk.”

In the future, Crystal is planning to expand her business and hire additional contractors. For now, Crystal is happy doing what she loves.

“Success to me means feeling fulfilled and happy with where you are in your life. I don’t really separate work and home life too much. To me, if you are doing something you love, it doesn’t feel like work.”

How to Stand Out From the Crowd with Branded Design

by Rivet Management

If you’re a business owner, you know how important the word differentiation is. You likely started your business after experiencing some gap in your market and thought, “we could do this better.”

While your business model may be different from your competitors, we see many entrepreneurs take a like-minded approach when it comes to the design and overall look and feel of their commercial spaces. Why is that? Well, for starters, it’s easy.

Many businesses reach out to the same commercial designers to support their renovations, which is why you see so many dental and medical offices that look the same. To truly live your brand, you need a space that reflects who you are, what you stand for and why your customers should choose you over the competition.

Here are three ways to help you stand out from the crowd with branded design.

1. Know Your Target Market

Your target market isn’t anyone and everyone. Be specific when it comes to your target market and give them a brand persona. Ask yourself the following questions:

●     What does my ideal client need from my company?

●     What frustrations does my client deal with?

●     What challenges does my client deal with?

●     Does my space align with my client’s expectations?

For example, your target audience could be women from 35-45 years of age from Sherwood Park who are mothers. Are 35 year old mothers and 45 year old mothers the same? No. Do they have different frustrations and expectations? Maybe. Think specifically of Martha who is 37 with three kids in full time school and a part-time job.

This is also important to your space. A 35 year old mother may have younger kids with different needs than the 45 year old mom with teens needing charging stations and free wifi in your waiting room. What does Martha, your ideal client, need from you to make her experience memorable?

2. Create Conversation Pieces

Let’s be honest, a TV cannot be your focal point of conversation in your waiting room. It may seem like the easiest option, but it’s by far the most generic piece of technology we see in every other office space. Find a way to stand-out and create something that keeps your clients talking, even after they’ve left the building.

Conversation pieces could include:

●     Artwork;

●     Selfie wall or photobooth;

●     Fish tanks;

●     Charging stations;

●     Mirrors; or

●     Treadmill desks.

3. Keep Your Brand Experience Consistent

Lack of consistency is what can kill your brand. If you’re walking into a fast food restaurant that charges $15.00 for a burger versus $3.00 for a burger, you probably have a different level of expectation when it comes to how the restaurant looks and feels. Think back to your ideal client, what do they expect when they visit your space? If you’re charging a premium price, your client likely expects a premium experience. How can you add value to their time at your place of business?

Branding your space is more than just plastering your logo on everything. It’s incorporating design elements that speak to your ideal customer while ensuring your brand’s values are properly reflected.

Join Alberta Women Entrepreneurs and Rivet Management for two workshops in early 2019 as we cover:

●      How you can maximize your dollars

●      How you can create a space that both you and your customers love

●      How to increase your overall revenue while providing an awesome experience

Register for Edmonton’s session on January 24, 2019.

Register for Calgary’s session on February 21, 2019.

About the Author

Rivet Management is an Edmonton and area based firm focused on creating unique and branded spaces. We specialize in commercial spaces including dental/medical clinics, restaurants and more! Learn more about us at rivetmanagement.com

Holiday Greetings from Marcela Mandeville, CEO

In an earlier message, I asked “what is holding you back?” Now I wonder, “how are you feeling about your progress?” Moving through change is a challenge, but as I have been reminded, especially this year, bringing in support, being open, and listening offers great opportunity. As we bring 2018 to a close, I look back on this year as an incredible journey with an amazing team of Board members, staff, and partners, all of whom are committed to supporting women entrepreneurs.

This year, in addition to offering our Let’s Build Your Business Plan Series and Performance Learning Series, we launched a new program called Digitally Solid, which focuses on building digital marketing strategy and tactics in a world of rapidly changing technology. We also continued to expand existing programming such as our NextStep to Success program for Indigenous women and our PeerSpark program for women with emerging growth ventures.

Late in November members of our team traveled to AWE’s PeerSpark retreat, which brought together both the new PeerSpark cohort as well as PeerSpark Alumni. The retreat was a chance to reflect and refresh. The conversations and connections made over the weekend showed that great things can be achieved when you bring together entrepreneurs who are eager to learn and share their knowledge.

As I wrote about earlier this year, having a mindset of abundance and understanding that opportunities are not finite is important. At AWE, our experiences throughout the year have shown that by sharing opportunities we create more pathways to success and create better connections. As we move into 2019, we are looking forward to continuing to help women entrepreneurs seize opportunities and move toward achieving their aspirations.

On behalf of our team, I wish you a safe and happy holiday season. Thank you for being a part of our community.

Always with gratitude,

Marcela

Client Feature: Deidra Helmig

Deidra Helmig is the Founder and Senior Consultant with Boreal Services Group, a safety and construction engineering company. Recently, Deidra has embraced change on her entrepreneurial journey, and started a brand new venture: Trivas International.

Deidra Helmig always knew she wanted to be an entrepreneur. After working in her family business, she ventured out on her own in 2013 and founded Boreal Services Group, which she is still at the helm of today.

While working in the occupational health and safety space, she saw a new opportunity that could not only transform her business, but also create a new scalable company. In 2018, the idea for Trivas International became a reality. Trivas provides an online program that allows organizations within any industry, of any size, to develop and implement customized psychological health and safety programs.

“With so many abuse stories and movements, including #MeToo, I realized that there are no programs to support employees and their psychological health in the workplace. I feel like Trivas is not just my business it is my rallying call. If people went into work every day and believed in what they were doing and felt respected in their company, the world could be a better place and businesses and individuals would be more successful.”

Deidra has been involved with AWE since 2015, participating in PeerSpark™ and the loan program. Most recently, she attended AWE’s trade mission to the Women's Business Enterprise National Council (WBENC) Conference in Detroit, MI.

It was there she discovered that if she wanted to expand internationally, she would need to make some changes to her business model. While Boreal’s work is often defined by health and safety legislation, Trivas has the ability to have an international reach.

“Psychological health and safety is a global problem, but it’s not insurmountable. While I’m still exploring which international markets I will target, I have been very connected to WEConnect International and I am now a certified women-owned business. This network has allowed me to connect with thousands of people all over the world.”

When asked about what is next, Deidra says it comes down to launching Trivas International, which heads into BETA testing this year.

“Trivas has made me realize how important it is to follow your passion, and that passions can change. AWE has been so supportive and valuable to me in re-defining my business path with their advising and support.”

To learn more about Deidra, visit borealservicesgroup.com or trivasinternational.com

'Tis the Season to Go Shopping

The lights are twinkling, the music is playing, and the stores are packed. Love it or hate it, we are in the midst of the holiday shopping season. It’s a busy time for many Canadians, but especially so for many small-business owners.

There’s no doubt that in a world of rapidly changing technology, increasing consumer comfort with online shopping, and the influence of American shopping habits (looking at you Black Friday), the way Canadians shop has changed dramatically in the past decade. However, sometimes the things that stay the same can come as a bit of surprise!

We’ve rounded up a few facts on holiday shopping to keep mind this season:

1. Online isn’t everything

   With the constant talk about growing e-commerce businesses, it is easy to assume that most consumers are migrating online for their gift purchases. While it is true that online shopping has become mainstream in Canada, most shoppers still plan to visit brick-and-mortar stores in 2018. In fact, according to a PwC Canada survey, 63% of Canadian consumers consider brick-and-mortar retail to be their primary holiday shopping channel, and 98% of shoppers expect to visit more than one store this season.

   However, more than half of Canadian consumers like to do their research online to get ideas for gifts and to check prices. Retailers who have both a strong digital presence and offer a great in-store experience have an advantage when appealing to these omni-channel consumers.

2. Millennials enjoy tangible items

   The flexibility and convenience of gift cards have made them popular in recent years, but most millennials actually prefer to receive physical gifts. Only 21% of Canadian millennials plan to buy a gift cards for others (compared to 38% overall), and only 30% would like to receive them as a gift (compared to 43% overall).

   If you expect to be a gift-destination this holiday season, make sure your staff are well-versed in the products or services you offer and that they feel comfortable making recommendations if shoppers need some guidance. As well, a digital gift guide with some options for different price ranges can be a great addition to your email marketing.

3. Holiday spending is not limited to just gifts for family and friends

   Gifts for our furry friends are big business too! The average Canadian pet-owner will spend $65 on gifts for their animals.

   Additionally, holiday spending goes beyond gift-giving. Travel makes up a big part of holiday spending, as well as food and entertainment.

4. Shopping happens throughout the year

   This may come as a surprise to all the procrastinators out there, but a 2017 study by Accenture revealed that 24% of consumers randomly purchase holiday gifts throughout the year. There are still plenty of last-minute purchases though, with 28% of consumers shopping right up until Christmas.

5. Big sales are not for everyone

   Boxing Day sales are a well-established shopping tradition, and Black Friday and Cyber Monday have crept into Canadian shopping culture as well in recent years. While a lot of spending does happen on these big discount days, not everybody partakes. According to the 2017 Accenture study, there is a growing trend of Canadians being less likely to shop during Boxing Day and Black Friday than previous years.

   What does this mean for retailers and service providers? You should carefully consider who your customer base is, and whether or not it is worthwhile to offer big deals during Boxing Day and Black Friday. Depending on your customers’ price sensitivity, as well as your profit margins – you might be better off skipping it and instead focus on conveying your value proposition.

   If you are going to offer big deals during Black Friday or Boxing Day, think twice before announcing it ahead of time. Shoppers who were planning on paying full-price might delay their purchases if they know a big discount is coming.

The holiday shopping rush can be overwhelming for small business owners, but it can also be lucrative if you play your cards right! Remember to always consider who your target market is when planning your holiday promotions. Do they need a sale to motivate them? Or are they willing to pay full-price for excellent value and great customer service? Are they going to purchase a gift card or are they going to be looking for gift recommendations at various price points? It’s also key to consider customer experience during the shopping frenzy – both online and in-store (if applicable). Being thoughtful about your commercial space, making staff training and knowledge a priority, and ensuring your website is up-to-date and optimized for success is a great place to start.

If you’re looking for help with things such as market research or digital marketing – AWE can help! Check out our calendar of upcoming workshops and training.

Happy shopping season and more importantly, Happy Holidays!  

Sources:

2018 Canadian holiday outlook

A very Canadian omnichannel Christmas 2018 holiday insights report

Study predicts online shift for 2017 winter holidays in Canada

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!