We discussed 5 common strategies to increase profits in a previous blog, so in this post, we focus on increasing sales.

It’s not rocket science: you either need to sell to more people (a.k.a. increase your market share) or sell more to the same people (a.k.a. increase your wallet share).

So, let’s break down some questions you can ask to decide the strategy that works for you and your business.

1. Sell more to current customers

It’s easier to sell more to an existing customer than it is to get a new one, so think about better meeting the needs of the customers you already have.

• Is there an opportunity to increase the number of purchases customers make?
• How can you increase the size of each sale?
• Can you create a subscription service or membership-based option that encourages loyalty and increases engagement?
• Can you provide them with additional services? For example, you could not only provide software but also load it onto your customer’s systems.
• Can your product or service replace something they are currently purchasing from another supplier?

2. Sell to more customers

Consider whether you’re reaching all your potential customers in your current geographic area and whether you should enter new markets.

• Can you sell to new customers in your current market? What do you need to change to do this: for example, do you need to adjust your messaging, increase your marketing reach, and improve your operations (e.g. expand delivery)?
• Are you ready to find new customers in new geographic areas? This could be in another area of town, another city or beyond!
• Should you consider expanding your business internationally? Selling to customers in other countries creates the opportunity to increase your sales volume and may also offset seasonal fluctuations in your current market.
• What is your competitive advantage? Does your product fulfill export regulations? What is your export strategy? You will need to prepare your company before exporting, but there are many resources available – and we can help you access grants and programs to help you export.

3. Add new products or services to your business

This strategy may be like a combination of options 1 and 2, because it may help you attract new customers AND sell more to your current customers.

But, be careful: don’t add a product or service just because it seems like a good opportunity. It should be something that complements your current products. The more focused your products/services are, the stronger your business identity.

Here’s an example. A WeBC loan client, Francesca Galasso, has run Il Castello Pizzeria since 2014. She kept getting requests from customers who wanted to buy her dough balls for pizza night at home. In response to this demand, she launched Holy Napoli frozen pizza, and today her frozen dough and pizzas are available in grocery stores across Canada. Francesca took a product that was already successful and re-imagined how she could use it to increase sales!

• Are there products or services that complement what you already do?
• Is there anything your customers wish you offered? Here’s an idea: ask them! Maybe they love a specific brand of product you offer and would like you to offer more of the line.
• Are there products or services you could easily incorporate into your current offerings, so you can avoid a costly learning curve? Think about options that you already have some experience with.
• How can you incorporate new offerings in your current marketing so you don’t increase those costs?
• Think about what you do better than anyone else: What you are becoming known for and can do more of?
• Could you explore a strategic partnership with another business?

This is an adapted excerpt from the free downloadable Growing Your Business Guide by WeBC. View the guide >>

The post How to Increase Sales: Questions to Find Your Strategy appeared first on WeBC.

To be fair, these are good questions and good ideas! But they fall into a very common trap—they assume all you need to do to drive sales is to tell more people about your product and persuade them to buy. 

In other words, to advertise. 

But marketing is so much more than just advertising. Marketing is about understanding your customer, developing the right product, putting the product in the right place, and pricing it correctly. 

Promoting or advertising your product is just one tool in your toolbox, and sometimes, you need to take a more strategic approach. In this business skills post I’m going to write about how you can get out of the advertising trap and use all the tools in your marketing toolbox to reach your potential customers and (hopefully) get a sale.

Marketing Skills for Entrepreneurs: First, Marketing 101 

If you took Business 101, you may have heard of a target market, which is the segment of your customer base that you’ve decided to focus on marketing to. You may have also heard about the four Ps of marketing, (Product, Price, Place, and Promotion), a.k.a. the Marketing Mix. Think of these as the tools in your marketing toolbox that you can use to reach your audience.  

In a business textbook these concepts are about as exciting as doing your taxes, but when you thoughtfully combine knowledge of your target market with the tools of the four Ps, it’s a powerful combination to unlock new ideas for your business. 

Target Markets – Everyone is not your customer

Finding your target market starts with market segmentation. This means asking questions to understand the characteristics of the people you want to market to:

• What are their demographics? 
• How do they make spending decisions? 
• What are they interested in? 
• What is important to them? 

Sample: 

Using an eco-friendly skincare business as an example, you may end up with a target market description that looks like this: 

• Professional/working women aged 35-45 living in Canada.
• Household income of over $100,000.
• Values environmental and social causes.
• Likes to research a lot before making purchasing decisions.
• Likes to share on social media and stay up-to-date on trends.

To segment your market effectively, make sure to do your market research to back up your assumptions. Who is actually purchasing the most of your product? How much do they spend? Where do they live? Dig in and you might be surprised. 

If you’re like most businesses, you will come up with more than one target market. That’s fine, but try to narrow it down to just one or two segments for your marketing efforts. Don’t fall into the trap of saying that everyone is your target market. 

The point of finding your target market is to identify your ideal customer. This is a person who will buy from you often, engage with your message, and hopefully, tell a friend! 

This helps your marketing efforts go further (saving you time and money). There are lots of tools online to help you refine your target market, so get started! Now that you’ve got your target market in mind it’s time to apply the marketing mix.

Product – You are not your customer

You may have heard this one before—“You are not your customer.”  This is especially relevant when it comes to product and product strategy. 

Often a business owner will start their business based on developing products and services that they themselves want or need. Maybe you created a product that you love, and think other people will love it too. 

Great! You identified a need!

But to make your business grow and thrive, you need to shift away from a product-focused mindset (people are going to love the awesome skin lotion I created) and towards a customer-focused mindset (what are the needs and wants of my target market and what products fill that need?) 

How can you do that? It’s relatively easy—ask your target market about their wants and needs, and then listen. What new products can you add or adjust? What products should you retire? Can you offer different varieties or packages?

Price – Your product is worth what someone will pay for it

Price sometimes gets overlooked as a part of marketing strategy—but it’s a crucial part of how a customer decides to buy from you. When it comes to pricing, there are some fundamental financial considerations that will constrain how much you can charge. You need to charge enough to cover your expenses and make a profit, but there are other variables to play around with. 

Build your marketing skills: Here are some things to think about:

• Try to understand your target customer’s willingness to pay. What is the most they will pay for your product, and at what point do you risk coming across as a lower-quality product compared to your competition? If you’ve identified that your customer values quality over price, trying to get more sales by undercutting your competition is probably going to backfire.

• Create a strategy for sales and markdowns. They say that everyone loves a sale, but is that true for your target market? If you use discounts and markdowns to try to improve sales, you may be training your customers to wait for sales. This can be a sound approach, but only if it’s tied to your overall business strategy and you can still make a profit while doing it. 

• Be strategic about shipping. Most businesses need to build shipping costs into their pricing strategy. What approach is best for your target market? Free shipping? Flat rate? Customer pays in full? Some customers will back out of the transaction if they have to pay for shipping, but others aren’t bothered in the least. What approach is best for your target market?

Place – Location, location, location!

The next element in the marketing mix, Place, is about more than just where to sell your product—it’s about all of the elements that come into play to get your product into the hands of your consumer in a timely and cost-effective way. 

Build your marketing skills: How can you re-think your Place strategy to better meet the needs of your target market?

• Consider your channel strategy. Some customers will prefer to buy your product through a direct channel—that is, directly from you. This may help make sure they have access to customer support and feel more confident in their purchase. Other customers may prefer an indirect channel, such as buying from an unaffiliated website or retailer. They may prefer this approach because it allows them to consolidate their purchases or because it’s just more convenient. The key is to determine what channel your target market prefers and incorporate that into your overall channel strategy.

• Help your customer find your product. Consider your target market when you design your sales environment. What kind of design elements and branding do they relate to? How can you organize your shop or website to help them find what they’re looking for? What purchasing support or nudges can you provide throughout the purchasing process? Some target markets will appreciate a hands-on sales experience, while others might just want to be left alone. Figure this out for your target market and think of how to execute on that approach. 

Promotion – Build relationships that last

We’ve arrived at the last “P,” Promotion, which is how this post got started. As I mentioned, many clients are quick to jump to advertising solutions when looking to drive sales, and sometimes, these solutions are expensive, time consuming, and questionably effective. 

But promotion is more than just advertising—it involves all the things you do to communicate with your target market and (eventually) persuade them to buy. 

Build your marketing skills: How can you use what you know about your target market to do promotion better?

• Build a relationship. Marketing communications is about building a relationship with your target market, not just trying to drive a transaction. Use your marketing communications to tell your brand’s story in a way that resonates with your target market. Tell a story about your product that aligns with their values, and incorporate that with other more sales-driven promotions. Think of it like planting seeds: each meaningful engagement you have with your target market has a chance of growing into a sale. Be patient and consistent with your brand to harvest sales down the road.

• Use the right kind of media. Your target market likely trusts messages from some sources more than others. How can you target those sources instead of taking a more scattershot approach (i.e. Facebook and Google Ads). Maybe you can approach micro-influencers in your area, set up a pop-up shop in a local boutique, or provide word-of-mouth referral bonuses to encourage people to tell their friends? If you had to get a sale tomorrow, what would you do? The answer to this question can give you a hint about how you can actually reach your customers. 

Your Target Market-focused marketing strategy

Trying to drive more sales to your business? Who isn’t! 

No matter where you’re at in your business, it might be worthwhile to take a step back and thoughtfully apply the marketing mix to your target market. Have an open mind and consider how your overall business strategy might benefit from some tweaks (or bigger shifts!) in how you approach Product, Price, Place, and Promotion. You can flex your marketing skills, and your target market will thank you!

Would you like to stop guessing what your customers want so you can connect with them better? Check out our free On-Demand SMART course, “Strategic Marketing: Build a Marketing Plan for Your Business.”

Focused Marketing Workbook

Do you feel tired and frustrated at the amount of money and effort this marketing requires? What if you could find a way to reduce the scatter, efficiently manage your time and get better results?

$20.00 – $40.00Price range: $20.00 through $40.00

Shop now

The post Marketing Skills for Entrepreneurs: How to use a targeted marketing strategy to work smarter, not harder appeared first on WeBC.

Join us on June 12 to hear from digital marketing expert and WeBC Mentor, Glynis Tao, who will share best practices to help you build, manage, and optimize your email marketing campaigns.

In this free WeCafé, Glynis will share how to:

• Attract, retain and segment subscribers
• Craft engaging emails that resonate with your audience, from attention-grabbing subject lines to persuasive calls to action
• Use data to refine your email campaigns for better results
• Ensure your email marketing practices are compliant with regulations like the CAN-SPAM Act

Join us to have your questions answered and gain provide practical tips to manage your list and create content that converts!

Free and open to everyone !

Facilitator: Cathy Burrell, Client Services Coordinator

Panelist: Glynis Tao, Apparel Business Consultant & SEO Specialist, Chase Your Dreams Consulting

Register Here >>>

The post Getting Started with Email Marketing appeared first on WeBC.

Does this sound like you? Maybe you’ve hired a marketer in the past and didn’t get the results you expected. Or, maybe you’re thinking about investing more in your marketing and you want to make the most of it.

A strong brand is the sum of all touchpoints with your customer. It may include those flashy campaigns, but there are many other factors you should consider. Taking the time to do the groundwork will help you get better results.

On May 21 we’re hosting a fireside chat with two experienced marketing professionals who will give you a glimpse of how marketers think, so you can improve your own marketing or give a stronger brief to a marketing firm.

• Fern Sabo is the Founder of Spring Creative, a marketing and design agency that specializes in graphic design, branding, digital marketing, and website development. In 2022, Spring Creative won two Gold Design Awards for their work with Kootenay businesses and community organizations.
• Victoria Levy is the Vice President of Client Services at Talk Shop, a North American communications agency with offices in Vancouver, Los Angeles, and Toronto. She began her career in journalism and then transitioned to communications in 2017. She spends her time at Talk Shop focused on client strategy, issues management, and speaker training. Victoria is also an adjunct professor at UBC’s Sauder School of Business, teaching in both the undergraduate and MBA programs.
• Kira Kelsie is the owner of Kasm Consulting and the only Certified Digital Marketing Expert in Western Canada. She is up for nomination for TechnoPreneur of the Year and Young Entrepreneur of the Year by the Canadian Business Magazine. Her business, Kasm Consulting, is listed among the Top 10 Digital Marketing Agencies to Work in Canada on Yahoo Finance! Kasm specializes in helping startups grow and scale with marketing under the pillars of Marketing Strategy, Digital Marketing and Advertising, and Online Optimization. Kasm serves as the preferred service provider or expert in residence for over 20 incubators, accelerators, and VC firms across Canada.
• Alyson Gourley-Cramer is the Principal & Founder of Monogram Communications. She brings over 18 years’ workplace experience as a PR professional. She specializes in community engagement, crisis and issues management, brand and web design, and major engagement projects. Alyson started her national firm, Monogram Communications, in 2019 and has grown it nationally to 20 team members, 90% of whom identify as women.

Join us to hear from these marketing professionals and ask your own marketing questions!

Free and open to everyone!

Facilitator: Fern Sabo, Founder of Spring Creative and WeBC Regional Ambassador, West Kootenays

Panelists:

• Victoria Levy, VP of Client Services, Talk Shop
• Kira Kelsie, Owner of Kasm Consulting
• Alyson Gourley-Cramer, Principal & Founder of Monogram Communications

Register Here >>>

The post Fireside Chat: Growing Your Business with a Marketer appeared first on WeBC.

This immersive workshop is tailored for business owners seeking to elevate their brand’s impact to be memorable and engaging. Discover the art of effective brand storytelling and the strategic elements that define your unique identity. Through fun interactive sessions and expert guidance, you’ll explore the power of having a unique value proposition, mission, vision and brand personality.

This package includes two live sessions. Participation in both sessions is required.

• Session 1 – January 16 from 4:30pm to 5:30pm – Virtual only
• Session 2 – January 23 from 4:30pm to 7:00pm – In-person only

Seats are limited in this hand-on workshop. Register today to secure your spot.

What Will I Learn?

• Understand the importance of branding and how it affects your business
• Describe who your audiences are and how to connect with them
• Define your unique value proposition
• Create the key elements of your brand: values, mission, vision and brand personality
• Develop an elevator statement

The post Branding Basics for Business Growth: An Entrepreneur’s Workshop appeared first on WeBC.

Laura moved from England to the resort town of Revelstoke, BC, and fell in love with the mountain lifestyle, deciding to make it home. Enjoying the autonomy of working her own hours and being her own boss, Laura built Revy Web Design around her passion for technology and her tight-knit community.  

Six years later, I’m “Revelstuck,” as they say, married to the best chef in Revelstoke and operating my business in a community that I love.

Laura’s business is a collective of professional creatives who help local businesses and individuals create polished custom websites, and is largely community-driven. She is dedicated to building up other invested professionals to help Revelstoke thrive.

Running my business is what really fuels me. I value the connections that I make with clients-turned-friends.

Looking for the opportunity to build out her network with like-minded individuals, Laura participated in Discovery Foundation’s Leadership (EM3) Program, presented by WeBC in 2021. As a mentoring program, it is designed to support women entrepreneurs to build and grow their tech-focused or tech-enabled businesses.

The program was an excellent opportunity for me to meet and network with individuals also in a similar industry to me. I have become more confident in how I present myself in terms of body language, my speech and the language that I use. This has helped me in both my professional and personal life. Especially in how I inspire and lead my team.

Q. What is one thing you learned that you were not expecting? 

Our mentor was excellent, and she inspired me in several ways. The program taught me how to look at myself and my business as others perceive it. 

My biggest takeaway from the program was that I have developed more confidence in speaking. In particular, how I speak about my business and speak with my team.

Q. How has the program helped you to form a plan of action for the future? 

Not specifically an action plan but it has made me more intentional. It has inspired me to take my work/life balance more seriously. 

I have become more consciously aware of how I present myself; how I speak in both my professional and personal life.

Q. Do you intend to stay connected with the other program participants? 

I will stay connected with one other participant as I can relate to her; she also operates a small business like mine. The other participants ran larger organizations, but I still found listening to them insightful.

Connect with Laura White and Revy Web Design:

revywebdesign.ca 

Facebook: @revywebdesign 

Instagram: @revywebdesign 

Phone: (250) 814-8685

The post Laura White, Revy Web Design, Revelstoke appeared first on WeBC.

As we celebrate Pride Month this June, we want to foster an inclusive community where everyone is empowered to lead a fulfilling life and business.

So, we caught up with some incredible LGBTQIA+ women entrepreneurs who are fostering inclusive communities to ask what community means to them, and what it has meant for their business.

Samantha Panter, Founder, K’waahlgahla (Changing the Tide) 

Q. What does it mean to be a part of a community?  

Before I started reaching out to professionals that I was inspired by, I was feeling lost and alone. This allowed self doubt to flourish and strengthened obstacles to prevent me from changing or reaching other levels of success.

Connecting with WeBC was a huge turning point, listening to webinars, speaking with the incredible staff, and attending training events was a game changer. Knowing and engaging with inspiring people that are excited for you and willing to connect you to resources you didn’t know were available. 

I connected to professionals from all diverse and minority groups including, but not limited to, First Nations entrepreneurs, and LGBTQIA+ and Two Spirited entrepreneurs.

You are the average of the 5 people you spend the most time with.  

Jim Rohn

This quote has shown me the impact of who I choose to surround myself with, both personally and professionally. Connecting to a community, network, and a group of positive and uplifting peers is truly priceless.

Q. What’s the biggest lesson you have learned on your entrepreneurial journey?

Connecting with community, networking within that, and having positive peers is the most valuable resource you can ever acquire personally and professionally. 

I am so grateful to all my communities. If you feel you don’t have one, or belong to one; build yours.  Start with reaching out and asking for help, or take someone out for coffee. You’ll see the opportunities and resources that are available that you were previously unaware of. I guarantee you will find your community, and feel at right at home.

Learn more & connect with Samantha Panter (Two-Spirited Cultural Ambassador), K’waahlgahla (Changing the Tide):  

Facebook – @k.waahlgahla 

Sabrina Roc Founder, Wojack Productions

Q. What does it mean to be a part of a community?  

Being part of a community gives me strength, courage and a sense and security of having a voice. I am the community, and the community is me.

I am proud to be Polyamorous and Pansexual. Sometimes I don’t like the label as it leads to more stereotypes. However, I use it to inspire young people, and to let them know that it is possible to be themselves and to create the life they want.

Q. What has that meant for your business?

For my business it means that I can dare to think differently and bring stories to life in a different matter.  As a storyteller, it is important to me to get big-screen original content that celebrates diversity—I never  saw myself on tv, or in the movie industry! 

Learn more & connect with Sabrina Roc (she/her/they): 

Website – wojackproductions.biz   

Ariss Grutter and Tess Gobeil, Co-Owners, Awl Together Leather

Q. How has your community played a role in your business’ success?

Our community has played a huge role! To us, a community is a group of individuals with similar values, who care for each other’s well-being and enact change to better all our outcomes. 

Our community of LGBTQIA+ people, other business owners, and environmentally-conscious consumers helped launch our business through our Kickstarter campaign last year.

It was incredibly heartwarming to see the community come out for us, and made a big difference in our starting momentum. 

Since launching, we have helped 1,428 customers, 940 of whom became repeat customers, and we have completed 6,694 individual repair jobs—which means thousands of items kept out of a landfill.

Q. What important role does your business play in your community?

We aim to provide a safe employer, for people to enter our industry who otherwise wouldn’t. The support of our community has enabled us to expand our staff to a team of 6, most of whom identify as queer or trans. 

As young, queer entrepreneurs, it has been important for us to be visible and disrupt our largely male-dominated industry. One of our goals is to train a new wave of Female, Queer, Trans and/or BIPOC Leatherworkers so that they can open shops and the industry can grow and flourish. 

We are able to rent space to shoemaker Amy Slosky, who now runs her shoe making business out of ATL. Amy offers a skilled service that is difficult to find and we’re very grateful to both boost her business and have our own enriched by it.

For our customers, it’s our hope that we can provide classes and services (specifically leather alteration) that can’t be found anywhere else in Vancouver, taught by unique Leatherworkers. It’s important for us to connect with people in that way. 

We feel strongly that there is more room for skilled people in this industry and we hope to provide training that is equitable and valuable. We look forward to seeing more industries shift to having marginalized folks reach positions of leadership and power, and for those leaders to enact change that sustains all our related communities and our environment.

Learn more & connect with Ariss and Tess: 

Website – awltogetherleather.com

The post Celebrating Pride Month: Building an Equitable and Inclusive Community appeared first on WeBC.

After fleeing their home in Uganda in the 1970’s, Umeeda at 15 years old, and her family arrived in Canada as refugees to start a new chapter. Over the years, Umeeda’s mother “mamajee” would use cooking as a way to keep the stories of their home alive, while instilling in a strong sense of social responsibility in both Umeeda and Nareena. 

It was in Belize that Umeeda first came across the highest quality turmeric she had ever seen. Volunteering with the Belizean government through CUSO International she was sharing her business skills with youth, when she met one farmer who showed her the turmeric that grew wild on his land.

Umeeda spent months experimenting with recipes, testing the product with her friends and family. She finally came up with the perfect recipe, for the world’s first wildcrafted, whole root turmeric paste: Truly Turmeric.

Nareena recognized the opportunity to be a part of something incredible and quit her job. Together, the mother-daughter team founded Naledo Foods and Beverages Inc in 2015. 

From day one, Naledo has been a social enterprise, founded on the principle of being a better business for better lives.   

We decided to build a social enterprise that would support growers to earn extra income, employ youth, improve health around the world, and produce products sustainably.

Working tirelessly to ensure their business benefits the environment and the communities they partner with, Naledo Foods and Beverages Inc became a Certified B Corp™ in June 2020. (B Corp certification is to business what Fair Trade certification is to coffee or USDA Organic certification is to produce.) 

However, as with many other international enterprises, Naledo was adversely affected by the global pandemic. Experiencing a global glass bottle shortage, double or triple the cost to ship goods, and orders that took months to arrive at their destinations, they turned to WeBC for assistance. Their loan, paired with WeBC’s business advice, training and support wrap-around services, enabled them to survive the challenging times and move forward.   

WeBC services helped us to figure out when we would be ready for outside investment and solve cash flow challenges. They also helped to inform us of loans and grants available.

Over the next five years, Umeeda and Nareena would like to expand their product line, exports, and positive impacts. 

Both Umeeda and Nareena are excited for the future of their business. Nareena is considering an Executive MBA to further her ability to lead Naledo. Umeeda is looking forward to continuously inspire young women on their business journey. 

We asked them to share some of what they have learned in their own entrepreneurial journey:

Q. What’s the biggest lesson you have learned on your entrepreneurial journey?

Firstly to create a product and test the market to see if it is viable.

One of the more important lessons we have learned in our journey at Naledo is to start small. Cash flow is so important for a new business, so ensuring that you are not over purchasing supplies, or making too much inventory etc. is vital. 

Especially as BIPOC women entrepreneurs, it is hard to get larger lines of credit or loans from banks.

Q. Has your community played a role in your business’ success? If so, how?

Yes, our communities have really been there to support us. From our growers and team in Belize to our family, friends, and customers in Canada. 

We recently became a Certified B Corp and the community there is incredible. Business is really at the end of the day about connecting us. We especially enjoy the friendships we develop at industry tradeshows! 

I have some good friends I have made who are also women in the food industry and we are able to get together, talk shop, and find ways to support each other or collaborate.

Q. How do you give back to your community through your business? 

As a B Corp giving back is a vital aspect of being a better business for better lives. 

We regularly speak at events, mentor other entrepreneurs, give product donations, and hope one day to set up a scholarship fund to send young Belizeans in the Toledo district to post-secondary schools with a focus on agriculture. 

Q. If you could give one piece of advice based on what you have learned/experienced, what would it be? 

Resilience and hard work are the foundations of entrepreneurship. It is not easy. 

Every day is a dizzying mix of inspiring and challenging. So don’t give up (unless it is clear the ship is sinking, then getting out early is vital). We would not be where we are as a company today without perseverance and finding a way to overcome obstacles. 

Oh… and always get things in writing! Learn what an NDA/Non-Circumvent/Non-Compete contract looks like and get them signed, even by mentors.

Connect with Naledo Foods and Beverages Inc

naledo.com

Facebook: @naledotrulyturmeric

Instagram: @truly.tumeric

The post <strong>Umeeda and Nareena Switlo, Naledo, Vancouver</strong> appeared first on WeBC.

While working as a waitress, a chance encounter with a customer landed her a sales position at a chocolate factory. This led her down the path to chocolatier and, ultimately, entrepreneur.

Deciding to take the leap and venture out on her own, Shelley bought Hagensborg Chocolates in 2007, later rebranding to Truffle Pig Chocolate. In doing this, she has succeeded in building an ethical business to be proud of. 

I was looking for change and to prove to my young children that you can do anything you put your mind to. I believed in what I created and wanted to give the brand my 100%. It was like diving into the deep end of the pool without a life jacket!

However, the road to ethical chocolatier was not a smooth one. Shelley felt strongly that it was important to lead by example and show transparency in the company’s supply chain. Her research into the industry supply chains led her to discover the true horrors of the cacao industry; the trafficking of children. 

How can we say we are sweetening the world while supporting these horrors? It was clear that we needed to source our cacao directly from farmers with strong human values and pay them a premium above world market prices.

Driven by purpose, and a loan from WeBC, Shelley was dedicated to ensuring that Truffle Pig Chocolate, used only the highest quality, ethically sourced ingredients. The result? 100% sustainable cacao; slave-free, directly traded and sourced from small high-quality Central American farmers with strong human values.

WeBC provided me with working capital loans, informational seminars and a network of like minded women. The working capital was crucial in helping us complete our transparent and traceable supply chain and importing our ethical chocolate.

However, with the global pandemic came worldwide supply chain issues with importing and exporting being adversely affected in Canada. It was around this time Shelley discovered WeBC’s Passion & Grit: Build Your Resiliency Toolkit program. Feeling that it resonated with her on a personal and business level, she signed up. 

Q. What’s the biggest lesson/take away you have learned during Passion & Grit: Build Your Resiliency Toolkit program? 

A reminder to focus on what we are really good at. Sometimes you think you are doing this but you get caught up in the everyday.

Q. What are your major successes, since participating in this program? 

We increased our revenues by entering into the East Coast!

Q. What other successes have you experienced as an entrepreneur?

There have been many points that I felt successful but there is one that stands out the most. 

Before I started in the chocolate industry I was a waitress. I wanted my children to grow up knowing that you can do whatever you want in life and I didn’t feel I was doing it as a waitress. My children, who were 3 and 5 years old when I started in the chocolate industry, are now almost adults. They recently said to me that I had proven this to them and they were inspired to achieve their personal goals! 

When you can inspire change in future generations, I feel that this is true success.

Q. How has WeBC helped you in your business journey? 

WeBC has granted us a few loans and has been super flexible throughout the pandemic. The webinars allowed me to look deeper into certain aspects of the company. The networking has brought some great lifelong friendships. 

Q. What does your future look like? 

I plan to continue to advance in my leadership journey by learning from my mistakes, focus on what I am good at and take time to reflect.

There are so many things to learn being an entrepreneur, but if I had to pick one piece of advice to pass on it’s that you will make mistakes, it’s ok.  It’s what you do with them that matters.

Connect with Truffle Pig Chocolate

trufflepigchocolate.com

Facebook: @TrufflePigChocolate

Instagram: @trufflepigchocolate

The post Shelley Wallace, Truffle Pig Chocolate, Vancouver appeared first on WeBC.

In honour of Valentine’s Day, we’re shining a spotlight on the creative, resilient women in the industry. So, we asked five women entrepreneurs to share just how their community has banded together to positively impact their business, and ways you can show your love for them, too!

We want couples to know we’re not waiting, that as an industry, we’ll help them make arrangements for their beautiful BC weddings, and as individual photographers, we’ll capture their authentic moments beautifully and truthfully. 

Anastasia Chomlack, Anastasia Creative, Whistler

Nicola Adam, Nicola Adam Floral, Vancouver

Q. How has your community played a role in your business’ success?

I think community, however you choose to define that, has always played a part in my business’s success. When I first started, having friends and family support me, and spread the word about my business was really helpful. So never underestimate the power of word of mouth!

When I opened my first storefront in Kerrisdale, the community gave me a warm welcome and I developed a group of loyal local customers. Some of which have followed me to my new studio location in Marpole through placing phone or online orders.

Then there’s the wedding and event industry community; getting to know other vendors and having great working relationships with them has always been helpful.

Q. What’s the biggest lesson you have learned on your entrepreneurial journey?

The biggest lesson I have learned and am probably still learning is to ask for help when you need it. When you are starting out, there is a tendency to want to try and take everything on by yourself. Get to know your strengths and stick with those and ask for help with the other stuff.

It’s really beneficial to partner up with someone, or do a little bit of outsourcing to another entrepreneur. Also chatting with others in your industry or other small business owners can be really helpful.

Learn more & connect with Nicola Adam Floral: 

• Instagram – @nicolaadamfloral
• Website – nicolaadam.com

Sunny Caitlin, Enchanted Cake Studio, Surrey

Q. How has your community played a role in your business’ success?

Our community has played a huge role in our success. In the beginning all our customers came from family and friends who visited our shop and recommended our services.

We had to close during Covid for the safety of our guests and staff. During this closure period we reflected on our business and have new and exciting things planned for 2022!

If it wasn’t for our local community, we would not be where we are today. For that we are so grateful.

Q. What’s the biggest lesson you have learned on your entrepreneurial journey?

To always believe in yourself and your business partners when times are tough; never forget why you started this journey and to always remember the passion you have for your business. 

Learn more & connect with Enchanted Cake Studio: 

• Instagram – @ecscakeandtea
• Website – enchantedcakestudio.com 

Bonnie Lewis, Sweeping Beauty Concierge, Victoria

Q. Has your community played a role in your business’ success?

My community absolutely has played a role in my business success. I’ve reached for support from other business owners, and they reach for me. We are a group that understands each other and the ups and downs of being in service.

Q. What’s the biggest lesson you have learned on your entrepreneurial journey?

Business, and the life of a small business owner, is always changing and evolving. Stay curious and open. 

Q. What is the best way your community can support you right now?

By supporting and elevating my business. That could mean hiring, sharing my advertising on socials, and cheering me on. 

Learn more & connect with Sweeping Beauty Concierge: 

• Instagram – @sweepingbeautyconcierge
• Website – sweepingbeautyconcierge.com/

Morgan Churla, The Wednesday Wedding Company, Vancouver

Q. What’s the biggest lesson you have learned on your entrepreneurial journey?

I am learning every day to ask for help, and it still doesn’t come easy if I’m honest. I know my company would not be where it is today without the patience, guidance, and expertise of so many.

Owning my strengths, and admitting my weaknesses has ultimately led me to a place of personal and professional achievement that I owe to my community.

Q. Has your community played a role in your business’ success?

Not a role, but the reason. Being a new business owner while navigating cancellations, postponements, and health risks throughout the pandemic has been the most difficult challenge of my life. Without the support of my fellow colleagues and WeBC, I know my little company would not have survived.

I am thankful every day for the BC wedding industry, sustained predominantly by women whose small businesses are their lifeblood. Their grace and perseverance in the face of adversity is endlessly inspiring.

Learn more & connect with The Wednesday Wedding Company: 

• Instagram – @wednesdayweddingco
• Website – wednesdayweddingco.com/

Anastasia Chomlack, Anastasia Creative, Whistler

Q. What’s the biggest lesson you have learned on your entrepreneurial journey?

Showing up authentically. Share your truth is the tagline of my branding company, Anastasia Creative, and it really grew out of my experience with wedding photography.

This responsibility of being fully present to witness people’s truth leads to the deeper importance of knowing that you are enough just as you are; that all of it is worth photographing and remembering. 

Q. Has your community played a role in your business’ success? If so, how?

Word of mouth has always been the Whistler Wedding Collective’s greatest asset. Being in the industry for 16+ years has integrated us deeply within the community, and we have been fortunate enough to be highly recommended and supported.

Our value has always been collaboration within our collective, and this year we truly saw the industry collaborate and support each other by creating community social media pages to share information about the COVID-19 pandemic.

Q. What is the best way your community can support you right now?

By sharing our resources and networks and by promoting and using each other’s services when we can.

Support from the community would look like: getting the word out that we are open for weddings. That BC is still one of the safest and most beautiful places to host an event, and being supportive of people choosing to get married in BC.

We want couples to know we’re not waiting, that as an industry, we’ll help them make arrangements for their beautiful BC weddings, and as individual photographers, we’ll capture their authentic moments beautifully and truthfully. 

Learn more & connect with Anastasia Creative: 

• Instagram – @anastasiachomlack
• Website – anastasiacreative.com/

WeBC is here to support your small business journey. For information about our offerings head to we-bc.ca/what-we-offer

The post The Power of Community: Showing Love for the Weddings and Events Industry appeared first on WeBC.

Did you know that persons with disabilities are the third largest economic power in the world, after the US and China? While there is an increasing awareness around physical spaces there isn’t as much around online spaces.

Accessing the internet every day, 70% of persons with disabilities will leave a website instantly if it is inaccessible.

As a result, you could be losing potential customers because of something as simple as website design.

Besides the fact that eighty percent of persons with disabilities rate accessibility above price when choosing where to purchase, creating a more accessible website helps to create a more equitable world. 

On August 19, 2021, Women’s Enterprise Centre hosted Kale Gosen, Co-Founder of Humanize Consulting, for a WECafe session where she shared her expertise about creating accessible online environments.  

Here are some key insights from her session to help you make your online presence more accessible:

What is accessibility?

Accessibility refers to the design of products, devices, services or environments for people who experience disabilities. 

Why does accessibility matter?

In the western world these days, you might be hard pressed to find a person who doesn’t access the internet daily. 

This is acutely true for people who’s disability affects their ability to leave their home. Using the internet widely, they not only access products and services but also use it as a platform to share voices, tackle isolation and connect with their community.   

How do people with various disabilities access the internet?

There is some very cool assistive tech out there that helps to convey information on a website in different ways. For example, screen reader software and magnifiers, to name a couple. 

How you set up your website will directly affect how well this tech is able to read and convey the information presented.    

Types of barriers, and how you can minimize them

For most people, if you can’t navigate a website or find what you want within the first few minutes, you leave.  

Here are some things to consider to avoid common accessibility barriers:  

Website design

• Be mindful of your headings and subheadings – Screen readers will differentiate between H1, H2, H3 etc. allowing the user to skip through and navigate the website efficiently. 
• Pick a responsive design – Your web pages will automatically render to suit the user’s device for a better user experience.
• Use simple language – it is easier for people to understand your message and for assistive technology to convey.  

Colour Scheme 

• Use high contrasting colours for text and background – This will benefit people with low vision. It will also help people to battle eye fatigue.
• Be aware of colour blindness – when certain colours are next to each other, they might not be visible for some people. For example, text on a call to action button.
• Use high contrast images – they’re easier to see and help to distinguish text and non-text elements.

Pop-ups 

• Do not use them – They are not accessible. Instead, try an obvious button; people will sign up if they want to, regardless of whether you use a pop-up.

ALT Text 

• Use it! – It provides a short description that will show if an image is not able to load (e.g. in case of a poor internet connection or if the image blocker is activated). It can also be read by assistive tech.    
• When to use it – Any image on your website including pictures, banners, logos, icons, links and buttons.
• How to use it – Describe the context of the image. Try to use 30 words or 125 characters for readability and user experience. 

Other things to consider

• Social media Hashtags – CapitalizeEachWord, this makes it easier for everyone to read each word without running on, including assistive tech.
• Survey forms – provide an email as surveys are not always accessible.

And remember:

The power of the web is in its universality. Access by everyone regardless of their disability is an essential aspect.  

Sir Tim Berners-Lee, Inventor of the internet.

Watch the Recording

Gain more tips for your website in the full webinar recording!

The post Small Changes, Big Impact: Creating an Accessible Website for All appeared first on WeBC.

We have all heard the post-COVID19 “new-norm” hype – that the way of the future is for all businesses with a storefront to abandon it and get online. And to be fair, introducing new ways to make your business more accessible and expanding your reach to connect with new customers is never wrong.

But it’s time for a reminder that customers are why you started your business. Here are a few things to think about as we start to ramp business back up:

#1. Your ‘OLD’ Customers will always be your BEST customers

These customers already have experience with your product or service. The happy customers probably told a couple of friends. They also probably returned to your business. A few times.

Have you taken the time to reach out? An e-mail? A phone call? Something just to say Hi. To find out how they are. To let them know you made it, and perhaps to remind them that you value them (and maybe consider a small gift or discount when you see them next).

#2. Yes. Online fatigue is real.

Back-to-back Zoom meetings, online shopping, online study, and facetime with family and friends we can’t be with in person. We’ve all been through a lot over the past many months. But a familiar voice makes all the difference and genuine connections are noticed.

When you think about your customers, and you look around your shop do you see something for them? Maybe their favorite color is green. Or you know they always loved a certain style of top. Think about how you can add value to their next visit. You are here for them after all.

#3. Kindness is Key

Be good to yourself, and to your customers. If you can put yourself in their shoes…what would you like someone to do for you?

Celebrate your resilience with your customers! Know who your top 20 or 200, or 2000 customers are. And celebrate them! They deserve a medal, too.

If you are interested in learning more about how to best connect with your customers, check out our new Marketing series “Maximum Marketing, Minimum Effort: Build a Strategy Specific to Your Business.”

In this 3-part series Cathy Burrell will teach you how to use different marketing tactics to build relationships with your ideal customer. This series is designed to help you connect with the right customers and give you the building blocks to create a strong marketing strategy that will set up your business for success!

Learn more and register for the series at go.we-bc.ca/MktgSeries

The post Customer Service in the New Normal: Nothing Has Changed. appeared first on WeBC.