Entrepreneur Feature: Shani Gwin

AWE Awards nominees are recognized for their resilience, innovation, and leadership in their communities. Though we’ve had to postpone our 2020 AWE Awards celebration, we’ve taken this opportunity to talk to nominees, exploring their journeys and the challenges they’ve overcome to build successful businesses in Alberta.

Shani Gwin keeps her heritage close and her family closer. She is a sixth generation Métis woman dedicated to elevating Indigenous voices in her community, which is what led her to start her own communications company, Gwin Communications, in 2016. 

Shani lives a block from her childhood home, in between her parents’ homes, who separated when she was in grade two. They have instilled in her a desire to help others, with both of her parents having been involved in the Indigenous community throughout their lives. 

“I have these amazing role models and I knew I needed to give back.”

Before starting her company, she worked with the City of Edmonton in the Indigenous Relations office. Shani provided support to First Nations communities, which is how she met Chief Tony Alexis of Alexis Nakota Sioux Nation. As they got to know each other, Chief Alexis began encouraging her that her skill set was needed in the Indigenous community. 

“I always had this thought of running my own business.” She considered her options and asked herself, “Could I actually make a go of this? Should I be working for Indigenous organizations and helping them navigate the media and helping them tell the stories that are never told?”

Her mind was made up when she was presented with a full-time contract opportunity she couldn't turn down. What she had started as a side gig officially became her career. 

As a mother to her nine-year-old daughter and two-year-old son, Shani says the challenges of owning her own business while managing a family can be overwhelming, especially during these unprecedented times.“These are things that women, specifically, who are business owners struggle with — these unsung pieces of motherhood.” 

As a small business owner, Shani says that each project she takes on feels like an achievement. “It’s amazing that people trust me and are happy with the work.”

Some of Shani’s career highlights include working with the Alexis Nakota Sioux Nation and helping to position Chief Alexis as a key contact for media inquiries on Indigenous issues and statements. “His successes are my successes because I feel like I have a small role in helping him shape that sort of media presence and that relationship.” 

Shani has been working with the Gord Downie & Chanie Wenjack Fund for a few years, and last October, the organization flew Shani out to Toronto to attend Secret Path live. The immersive multimedia show brought together artists to tell the story of Chanie Wenjack and the painful legacy of Canada’s residential school system. “It was an emotional evening.” Shani helped coordinate all marketing and promotions leading up to the event. 

As an AWE Award nominee, Shani says being recognized makes her proud of herself and the other women involved: “I'm so honoured to be a part of that growing list of women. It makes me emotional!”

“It's really important to acknowledge and recognize women and the amount of time and effort that they spend on making their dreams come true. I do believe it is so much harder for us to realize these dreams of ours.”

Shani has been able to find support from many women in her life, including her elders, her sisters, mother and her late grandmother. “I have a daughter who I learn from everyday — she's a huge motivator behind my success. I’m going to show her that she can do whatever she sets her little heart to.”

This year, Shani hired her first summer student, a First Nations woman from Ontario, which she says is “part of the dream;” having Indigenous women working together and supporting each other. 

“I know there are more challenges for Indigenous women, especially, to take that next step.” Shani says having that support is integral and encourages anyone looking for advice, or just wanting to talk, to reach out to her. You can connect with Shani and learn more here.

Entrepreneur Feature: Banyk Chia

AWE Awards nominees are recognized for their resilience, innovation, and leadership in their communities. Though we’ve had to postpone our 2020 AWE Awards celebration, we’ve taken this opportunity to talk to nominees, exploring their journeys and the challenges they’ve overcome to build successful businesses in Alberta.

Banyk Chia is the CEO of Alternative Legal Service Firm Inc. (ALSF), a bilingual firm with a team of paralegals, but she prefers the term “legal agents.” ALSF provides assistance in self-representation before the Alberta Provincial Court and organizations like the Alberta Human Rights Commission. Her firm also assists clients with legal drafting, family mediation, commissioning of oaths and immigration consulting services. 

Banyk, whose first language is French, came to Canada in 2014 from Cameroon with a background as a lawyer. “When I arrived, I was full of ambition of becoming a lawyer [in Canada]. I wasn't aware of all the challenges I would have to face. I didn't know where to start.”

After doing some research, she discovered she would have to take seven exams to practice law in Canada. The Federation of Law Societies of Canada gave her five years to complete her accreditation. In that time, she knew she needed two things: to learn English, and to find a job.

While getting settled in her new home, she saw an ad on TV for a legal assistant program with CDI college. She soon enrolled in the one-year program, and was confident she could find work with a law firm and start her path to becoming a lawyer once again. 

“Things didn't happen the way I wanted and that is life!” After graduating as a legal assistant, Banyk was unable to find a job. “It was a challenge. No one wanted to hire me. That's when I started to get depressed.”

She applied to countless law firms. She didn’t have any connections and she knew nothing about networking. Banyk kept applying online and getting nowhere. She did that for three years. 

By the end of 2017, her husband was growing concerned, and asked her what she wanted to do. “I refused to give up on my dream.” She knew she needed legal experience, even if it was unpaid. She began volunteering within the Alberta court system. 

“That's how I found it was possible to be a legal agent and run your own business as a paralegal. I thought, ‘If I create my own organization of legal agents, I will have the experience of the legal system and I will have money to prepare my career as a lawyer.’ ”

That’s exactly what she did.

In 2018, Banyk incorporated her organization. “I'm so happy! It was the best choice in my life! But I still had challenges; I had to run an organization. As an immigrant, I didn't know how to make it happen. I had no connections.” She didn’t let that stop her. Banyk attended business classes for many months in order to learn how to set up her own firm.

Her journey to owning her own business wasn’t an easy one. Banyk’s inspiring resilience kept her on track: “I wanted to give up. You have to fight harder — triple time — just to reach your dream.” With limited English, no connections, and no knowledge of the Alberta court system, Banyk has done her fair share of fighting for her dream, and she hopes other immigrant entrepreneurs, especially women, are inspired by her journey. 

“The biggest challenge as an immigrant was credibility. Being an entrepreneur is a challenge; being an immigrant entrepreneur is more challenging because you have no connections. You need to build that credibility. You need to believe in yourself.”

Banyk is now continuing her studies to practice as a lawyer and hopes to start her own law firm. She has been nominated for the AWE Awards (2020) and the Afro-Canadian Best Entrepreneur (2019). She’s received this year’s award for Best Immigrant Entrepreneur from the Economic Development Council in Alberta.

Communicating During Times of Rapid Change

The importance of communicating with your customers frequently and openly has been made glaringly clear by the pandemic. As the stages of the quarantine progressed, customers needed to be updated on business closures and adaptive offerings, and now that Alberta has begun its phased reopening this is all the more true. Wherever you’re at - reopening, sticking to curbside pickup, or something else entirely - if your customers aren’t informed, they’ll likely find it difficult to support your business despite their best intentions to do so. Looking for inspiration to bolster your communication efforts regardless of your current state of operations? Keep reading!

If you are reopening…

• Communicate hours and expectations.

  Will your customers need to bring their own mask? What are you providing (hand sanitizer, disposable masks, etc.)? Are there new systems of operation? For example, will they be expected to wait in their vehicle prior to appointments? Are there social distancing markers in place? What forms of payment are you accepting?

• Outline how you’re doing your part.

  What are you doing to protect the health and safety of your patrons and your staff? Are you following guidelines set out for your sector by the Alberta government and/or recommendations from a professional association? Are there additional disinfection procedures you’ve been undertaking? We’re all facing so much uncertainty in almost every regard, so communicating your efforts to slow the spread and ensure the safety of your customers is paramount for rebuilding trust and consumer confidence.

• Inform your customers of price adjustments.

  If your prices have changed, be transparent and upfront. Customers are much more likely to respond positively if they are aware of the details and know that you’re being honest about pricing.

Remember, customer satisfaction is about meeting and exceeding expectations, so be sure to set appropriate expectations to begin with.

If you’re not opening…

• Let your customers know!

  Are you awaiting a certain time in the future? Is your business in a later phase of reopening? Loop in your customers so they know what to anticipate and when they might be able to stop by your location in the future.

• Keep communicating what you ARE offering.

  Are you directing customers to an online shop with curbside pickup? Are you doing deliveries or offering take-out orders? What about services available via telephone or video chat? Again, adapting your offerings to suit current restrictions won’t help your business to succeed if your customers aren’t aware of them.

Times are rapidly changing, and most customers are understanding of entrepreneurs altering their distribution channels. The key is letting them know where to find you.

If you have nothing to sell right now…

• Don’t stay quiet! There are multiple ways you can continue to engage with your customers organically, including:

  • Building out your email list for future email marketing opportunities.

  • Providing value-added content by sharing your expertise, such as tutorials, informative blogs, behind the scenes material, sneak peeks of upcoming products/services, showcasing your employees, the list goes on!

  • Building out your social media profiles; brainstorming, writing, scheduling content that you may not have had time for in the past will help generate buzz for when you are ready to begin selling again.

Just as your customers trust you to provide them with a superior product/service, trust that the community you’ve built will stick around through tough times like these, so long as you continue to connect with them!

Methods of Communication

Yes, social media is a big part of communications in 2020, but don’t forget about other important lines of communication!

• Your Website

  When you have a question, where do you turn? Google! As the most important source of information, your website should be a priority to inform those actively looking. Update your website frequently with your current hours of operation, offerings, and other pertinent information.

• Email

  Sending out a newsletter to your customers with valuable updates ensures that information is sent straight to their inbox. Just be careful to review and segment your mailing list - no one needs another COVID-19 related email from a place they got an oil change five years ago. If you’re looking for tips, Campaign Monitor has some relevant best practices here.

• Phone

  If you offer appointment-based services, this is a very beneficial method. When scheduling or rescheduling appointments, it is convenient and effective to contact your clients directly and outline any new processes or expectations. Other options could include recording a greeting message with important things to note, or an updated voicemail message if your doors are still closed.

• Social Media

  In addition to the above, social platforms are an effective method of disseminating information. Nonetheless, don’t assume that all your customers are seeing your social posts, be sure to use other methods of communication in conjunction. Furthermore, social media can be quite the black hole of information, so do your best to cut through the clutter rather than add to it. You may also consider advertising on social networks to spread the word about new online offerings, or your reopening.

The current landscape for business owners has been changing rapidly for months, and it will likely continue to do so for months to come. Accordingly, communicating with your customers is a necessary and worthwhile endeavour. Most importantly, you want to be open and honest about the situation your business is facing. Managing times like these well, you can end up farther ahead in positive perceptions and customer loyalty while showcasing the humanity behind your brand. 

Still not sure where to start with your communication efforts? We’re here to help! AWE offers advising services to assist with communications, business strategy, managing cash flows, and more. 

Entrepreneur Feature: Janessa Marshall

AWE Awards nominees are recognized for their resilience, innovation, and leadership in their communities. Though we’ve had to postpone our 2020 AWE Awards celebration, we’ve taken this opportunity to talk to nominees and highlight how they’ve adapted their businesses to weather the pandemic. This month, we interviewed Janessa Marshall, entrepreneur and owner of Red Deer’s The Forum.

The Forum can be considered a physical fitness centre, but owner Janessa Marshall explains that it is so much more than that. Established in 2016, The Forum is dedicated to helping people find their best versions of themselves while prioritizing movement. Its mission revolves around community and lifelong education, with people coming together to share knowledge, passion, and play. 

Janessa’s passion began as she started looking for ways to find more joy in life and pursue what is interesting, valuable, and exciting. 

“I kept coming back to movement. The concept was: what if there was more possible with our bodies than we give ourselves credit for? The more I took training, the more I started to see that maybe there could be something else.”

Throughout this venture, Janessa sought to reach out to her community and ask, ‘What do you have to share?’ Creating synergies between vocational certifications and lived experience, The Forum allows for a collective of shared passions and social connection. When the pandemic hit, it became clear that this community could grow into something beyond in-person experiences.

“We asked ourselves, ‘What is the core of what we do and why do we do it?’ That's not confined to a space. When we converted online, we were committed to continue providing the foundational skills, the development, the routine, and the structure that people are seeking. We're just doing it online now. People meet with us one-on-one through video conferencing and other mediums. We chat about how people are doing, where we need help, where we need more support, and how we can show up more for each other. We also offer online group classes in an extensive schedule.”

That isn’t to say that the transition was easy. Converting to online distribution involved building a completely new website that could accommodate members logging in and accessing content that was normally provided in a live setting. Since then, the process has involved listening to community members and asking questions like: What’s working well? What could be better? What are you struggling with? Then, they can continue to tweak the system in order to accommodate those needs.

As for maintaining her own wellbeing, Janessa emphasizes the importance of connecting with other people and the simple necessity of being outside. 

“Getting outside, being outdoors, is a must-do for me everyday. Usually when we go to work, we go grab coffee, we go do this or that, and we're outside for a cumulative two hours or more. In this situation, when you have to intentionally do it, it's hard! But we need it. And then, connection with people. Intentionally reaching out to people to connect and having that vital human interaction.”

The foundation of The Forum comes from supporting people in movement, which is why they’ve expanded their offerings to include free access to live classes online for everyone, everywhere. Additionally, they have free offerings for frontline healthcare professionals, including unlimited access to live classes and recordings of those classes.

“Frontline healthcare workers are showing up so much right now for us, that we wanted to be able to give back and say ‘We see you. We want to show up for you, too’. We wanted to make sure that when they wanted or needed that workout, when they needed that time for themselves, that it was available at whatever time of day.”

And finally, as our province begins its phased reopening, Janessa underlines that her current aim is concentrating on the now and how they can serve their community today. Further building out this online platform, The Forum can expand beyond a physical space while continuing to offer clients the flexibility they’ve been enjoying with an at-home offering.

At the end of the day, her ultimate goal is to remind people that they are worthy. When schedules are busy, when life brings so much uncertainty, and when others need our support, it is absolutely necessary to prioritize our own wellbeing. 

“We are worth spending the time on ourselves. It's in times like these that we downgrade our own worth and say, ‘I'm just going to show up, I have so many people I have to support, I have to show up for them. I don't have time. I don't have energy.’ And those are the moments that we really need to show up for ourselves, so that we have the ability to be there for everyone else. Especially as women, we show up for our family, we show up for our friends, we show up for our business, for all of these things we show up, but we always put ourselves last. And if we can't get up, who's going to show up for everyone else?”

To learn more about what other AWE Awards nominees are doing to adapt to the new business environment click here. 

A Message from our CEO, Marcela Mandeville

This month marks AWE’s 25th anniversary as an organization. Since 1995, we have been focused on supporting women’s entrepreneurial dreams. Today, our purpose remains the same, but how we accomplish that has certainly changed over the last 25 years. It has also significantly changed in the past two months.

It’s been over nine weeks since I announced that AWE would be indefinitely postponing in-person events and programs. Our programming has shifted to be entirely virtual with workshops becoming webinars, and advising appointments being done via video or telephone calls.

In the weeks since then, I have felt moments of fear, grief, joy, and calm (sometimes I experience all four in one hour). As I reflect on the past nine weeks, I am grateful that AWE has been able to continue our work with women entrepreneurs across the province, especially in this challenging time.  I am also incredibly grateful for our team’s commitment, adaptability, professionalism, and kindness.

We sent out a survey a short while ago to check in on how our community is doing and how we can best support women business owners. The impacts of COVID-19 have been far reaching, and many of you shared that your businesses are experiencing decreased revenues and you have faced difficult decisions, and are trying to find the best path to manage through crisis and recovery.

The survey also indicated many entrepreneurs have shifted their businesses to provide products or services online and 38% have come up with new products to address market needs. It has been amazing to watch women entrepreneurs pivot their businesses and step up for their teams, their families, and their communities.

We understand the responsibilities of being a business owner, as well as a friend and family member are weighing heavily on many of you. Our survey revealed that many who responded have high confidence that they are supporting their teams during this time, however, only half have high confidence that they are equipped to manage their own mental wellbeing.

As we see many business owners work incredibly hard to survive and find ways to thrive, I am reminded that “you can’t pour from an empty cup”. Your business is important, and so are you. I hope you are taking care of yourself, and I encourage you to reach out if you need support. 

A strong community that supports each other has never been more important. In this time of rapid innovation and digital transformation for many businesses, we have been working with partners across Alberta and Canada on how to best support entrepreneurs through these challenges and opportunities.

Last week, AWE participated in the Women’s Enterprise Organizations of Canada (WEOC) Virtual Symposium, which brought together to bring expertise from across the country to reach a national audience of women entrepreneurs. I am excited about the future opportunities that will exist because of new technologies and a strong desire to digitally transform our organizations.

As Alberta begins our phased reopening, we know that there is still a lot of uncertainty about what the future will hold, and we would like you to know that you are not alone. AWE is just one of many organizations here to support you, to advocate for you, and to listen to you. If you are looking for support or have feedback to share with us, please reach out.

Always with gratitude,

Marcela

Reading Break: 9 Inspiring Books for Women Entrepreneurs

In one way or another, we’re all dealing with added pressure as a result of the pandemic, whether it’s due to new uncertainties as an entrepreneur, bored children pulling you in all sorts of directions, or just plain old cabin fever.  Now more than ever is it important to take time for yourself - prioritizing mental wellness and giving your brain the break it likely needs. Braving the storm that is COVID-19, many entrepreneurs are indulging in new and past-neglected endeavours to stay optimistic and cope with stress. Reading can be one such activity to take a break from your work (and your screen). We asked some AWE team members what inspiring, entrepreneurial books have been open on their nightstands as of late. If you’ve been dipping your toes into the literary arts and are looking for more, be sure to check out these recommendations!

Thrive by Arianna Huffington

“Thrive by Arianna Huffington redefined what it means to be successful in our fast-paced and modern world. This book made me realize that I needed to prioritize my well-being, sense of wonder, inner wisdom and compassion, so that I can not only survive but truly thrive.” - Nicole Cayanan, Financing Specialist

Girl, Stop Apologizing by Rachel Hollis

“I like it because it is a no-nonsense, easy read that all women business owners should read, reminding themselves of the important things to keep themselves and their businesses running. The personal and the professional should drive. It is a confidence booster that takes you back to the basics.” - Kandis Neth, PeerSpark Facilitator

Brave, Not Perfect by Reshma Saujani 

“I loved it because it’s relatable to many women who are struggling with striving for perfection in all areas of their lives, due to societal ideals, and letting that get in the way of being able to truly follow their dreams because of their fear of being perceived as anything less than perfect. This book offers great insights and motivation to help women live their dreams fearlessly.” - Kiran Sagoo, Program Specialist

No Filter by Sarah Frier

“This book walks through the story of Instagram and the $1B dollar sale to Facebook. It is interesting to me how the brand grew so quickly, and the fact that they had a server devoted to Bieber's followers. I would recommend it to anyone that ever felt their idea would never amount to anything.” - Amber Hall, Business Advisor

Good to Great by Jim Collins

“This book was assigned reading for a class I took on change management and it delved into the seven characteristics that companies that transition from being good to being great have. I really enjoyed how the concepts in this book were backed by real-life examples which made it so much more interesting to read. I’d recommend this book because there are some really good nuggets of information that women entrepreneurs can apply in their own businesses.” - Fatima Mohamed, Marketing Assistant

This is Marketing by Seth Godin

“I believe great marketing comes from understanding your niche audience first and foremost. In this book, Seth Godin focuses on creating success through stories, great products/ services, and treating customers like people, not numbers. Marketing doesn’t have to mean shouting, scamming, and being manipulative. You can do marketing that's ethical, generous, and effective. This book is not a checklist, but rather a marketing manifesto for long term success. It's one of those books that needs to be savoured like a bar of decadent chocolate, small pieces. Here's to less hustle, more humanity.” - Jenifer Horvath, Business Advisor

4 Hour Workweek by Timothy Ferris

“This book is about adopting a new mindset completely toward your work/life balance.” - Eliana Salazar, CFO

Brotopia by Emily Chang

“Brotopia focuses on Silicon Valley and the tech industry, but I think the topics explored by Emily Chang can be applied beyond that. This book really changed the way I think about the concepts of meritocracy or hiring for culture fit, and challenged a lot of my initial assumptions about why women are underrepresented in certain industries.  Ultimately Chang addresses the question of ‘How did we get here and how do we fix it?’” - Devonne Kendrick, Marketing Coordinator

Radical Candor by Kim Scott

“I read this book on the advice of women entrepreneurs I greatly admire. Kim Scott offers a practical, honest approach to communicating and creating relationships built on trust by caring personally and challenging directly. I love the focus on guidance: giving it, receiving it, and encouraging it. “ - Marcela Mandeville, CEO

Without a doubt, these circumstances have been challenging, and all of us are eagerly awaiting a return to normalcy. Nevertheless, we persist, and hold tightly the activities and habits that fill our cups and connect us to the world and each other. Perhaps one positive takeaway from this crisis is the importance of interests outside of work - the little things we do to fuel our souls that so often get pushed aside. And maybe, once this storm blows over, we can continue to make them a priority when our busy lifestyles and hectic schedules recommence.

Entrepreneur Feature: Phoebe Fung

AWE was graced with the opportunity to speak with Phoebe Fung, owner of Calgary’s Vin Room - a wine and tapas bar with three locations, including one in the Calgary International Airport - and long standing client of Alberta Women Entrepreneurs.

Amidst all of this uncertainty, she is committed to remaining positive despite the challenges presented to the hospitality industry by the pandemic. 

“We have a lot going for us compared to many parts of the world. But I think the most important thing is that we've learned how to be flexible. Learned how to adapt. Who would've thought that in 48 hours, I would have turned my dine-in restaurant into a take-out delivery service, turned my managers into delivery drivers, and created a brand new menu and brand new website? It's just the new normal. The good that has come out of it is that we've really gotten closer and created deeper relationships and collaborations with our local providers.”

The adaptations she has implemented in her business include offering takeout and delivery from a “Date Night In” menu, alongside several grocery packages available, all delivered within an hour of ordering. At the click of a button, customers can order delicious meals that can be reheated and served for an elevated, gourmet dinner at their very own home, best accompanied by a bottle of wine from Vin Room.

“There's no doubt that you can never replace the customers, the revenue, that you had before. The new normal is, ‘How do we provide things that people want, at a price point people need?’ We’re creating little packages for people who are stuck at home that we can offer and deliver to them within an hour's time. We’re really becoming your local grocer and takeaway all in one.”

For Phoebe, like many entrepreneurs, there are silver linings in the face of this crisis.

“I'm really proud of our partnerships. Now I talk to our local suppliers more than I ever did, and we're coming up with things together that could be win-win that will help them support their businesses too. I do believe that we, as a community, will have to survive this as a community. It's not competition, but collaboration.”

However, she is realistic about the challenges that come with enduring this unprecedented event. With obstacles around every corner, managing the human aspect of the situation is key. Phoebe is trying to keep staff or those who are temporarily laid off, up to date on programs that are available to them, as well as checking in on them and their well-being. Additionally, she acknowledges the stress that comes with trying to manage cash flow in one’s business, while trying to adapt in what is a daily changing environment.

Nonetheless, Phoebe offers some words of encouragement to her fellow entrepreneurs to return to the same courage that led them to business ownership initially. Her four pieces of advice?

Remember why you got into it in the first place. - “I think that it's easy to be disheartened and to give up, and at the end of the day we've all gone through ups and downs, but you've got to remember why you started. Get back to your own passion on why you pursued entrepreneurship. Sooner or later, this all will pass, like the flood did, just like the recession did. Don't lose hope.”

Access your network. - “You'd be surprised how deep your network is, and how new relationships can happen when you are free to think outside of your comfort zone.” 

Don't be afraid to ask for help. - “Whether it be from your bank, your lenders, from the government, from your fellow peers, don't be afraid to ask for help.”

Finally, don't strive for perfection. - “It's okay to have ‘good enough’ in today's environment.”

As a business owner, she is taking particular efforts to support her staff and the Calgary community at large. Firstly, by keeping her managers employed while frequently updating them on the situation at hand. Secondly, at the onset of the pandemic, they began a promotional campaign where a dollar of each entree sold is donated to PALS Pet Therapy. Lastly, Vin Room has deliberately priced their offerings to be affordable with a quick response time, so that people can get what they need without waiting days for it. 

She challenges individuals to do what they can to support local businesses in their communities.

“Find local businesses to support. Find ten friends that you can recommend a local business to. Recommend that local business (one you've used in the past), and ask your ten friends to consider trying it. If they like it, challenge them to recommend it to ten of their friends. I think this is the best way to support fellow local entrepreneurs and really pay it forward.”

Not sure where to start? Check out our list of 2020 AWE Nominees that have adapted to new COVID-19 restrictions and are still open for business. We applaud all business owners, Phoebe included, who are taking significant steps to overcome the challenges brought about by the pandemic.

Entrepreneur Feature: Mary Coghlan-Tibbetts

Last week, AWE asked the 2020 AWE Awards nominees to share how the pandemic is changing the way they do business. We sat down (virtually) with Mary, owner of Funky Petals North Edmonton, to discuss how her business has adapted to continue operating in a world where “business as usual” is no longer an option.

Mary Coghlan-Tibbetts was at her local grocery store a few weeks ago when she saw something that didn’t sit well with her.

“There was a customer who was acting very rude to one of the ladies working behind the counter. I was like, ‘Seriously?’ These workers don’t get to just go home like everybody else.”

After going home and thinking about it, she quickly moved into action, sending flower arrangements to all the workers at the store.

“We did up 20 arrangements, as well as some single flowers. And then we went and gave them to everyone who works at the Sobeys by my house, just to say thank you for being awesome.”

Around the same time, Mary was making the difficult decision to close her business to the public. She had been contemplating it for about a week before deciding that closing was the best thing to do for her customers’ safety, as well as her own.

As of March 17th, Funky Petals has moved to contactless free delivery and curbside pickup. Getting the logistics in place was relatively easy given that they were already set up for delivery and online orders. The harder part? Making sure people know that although they are not physically open, they are still open for business.

“The first step was social media—lots of social media to get the word out and to let people know. I do videos on Facebook and Instagram. We have signs up all over the shop.”

The move to no-contact service also requires some extra communication.

“The process is very different. We always call people when we deliver to make sure they’re going to be home. Now we have to walk them through what we’re going to be doing. The driver will show up: he’ll ring your doorbell, put your order on your step, step six feet away to make sure you get the flowers, and once you receive the flowers, he’s going to leave.”

She also recommends finding ways to interact with your customers, even if it has to be virtually. For instance, two weeks ago, she offered a virtual class on how to make a personal terrarium.

“I don’t sleep a lot. I came up with this idea at midnight. I put the packages together with everything they would need, and we delivered it all out to the participants for free.”

Mary plans to do more of these virtual classes for people to learn about plants and flower arrangements.

“It’s just about interaction again. You’ve got to make sure that you’re interacting with people even if you can’t touch them, or hug them, or go out with them. As long as you still get to talk to people and see people, I just think it helps a little bit more.”

She also isn’t the only one in her industry looking to reach out to the community. When Funky Petals Fort Saskatchewan reached out to her to suggest donating flowers, she said yes immediately.

“We joined forces with Superior Floral and Funky Petals Fort Saskatchewan to donate flowers to the ladies staying at WIN House and Compassion House. They are already going through so much that the added stress of our new reality is overwhelming.”

Throughout it all, Mary is focused on staying positive and bringing joy to others. In a time of social distancing, flower delivery still has the ability to feel personal.  

“Here’s the thing – flowers aren’t necessarily an essential service. They’re not. But they do spread joy, and love, and cheer.”

To learn more about what other AWE Awards nominees are doing to adapt to the new restrictions click here.

Alberta Women Entrepreneurs’ Response to COVID-19

Alberta Women Entrepreneurs (AWE) has been closely following the global situation in regards to COVID-19 and the potential impacts in Alberta. The health and safety of our staff, our clients, and our community is our top priority. As such, we have made the difficult decision to postpone any scheduled in-person events, workshops, and meetings until further notice.

Additionally, AWE team members will not be attending any in-person events or meetings during this period. Any previously scheduled commitments will be conducted remotely where possible. Your AWE contact will email you directly to make alternate arrangements.

The situation around COVID-19 is changing rapidly, and the World Health Organization has announced that the outbreak is a pandemic. Most people with COVID-19 recover without needing special treatment but it can cause serious illness in some cases.

Health authorities have stated that the risk in Alberta is low at this time, however, we have decided to take precautions to safeguard the health and safety of our employees and the public. Social distancing can be an effective tool in preventing the spread of the virus.  

We are dedicated to continuing to support women entrepreneurs in Alberta and will proceed with delivering webinars and online programming, remote advising sessions, and answering inquiries via email and telephone.

If you are currently registered for any in-person AWE events, you will be receiving further communication regarding refunds. Thank you for your patience and understanding at this time.

Please email info@awebusiness.com if you have any questions or concerns. 

Marcela Mandevillle

CEO

Alberta Women Entrepreneurs (AWE)

The Importance of Storytelling in Marketing

Let’s be real. When was the last time you weren’t exposed to marketing communications in some shape or form? In the 21st century, advertising is everywhere: sprinkled through social media feeds, at the top of our google search results, and even in our bathroom stalls. There appears to be very few limitations when it comes to companies trying to reach us in any way possible, and we keep working harder and harder to block out the noise.

For entrepreneurs, the consistent bombardment of advertising has interesting implications. On one hand, as an individual you can likely concur that your attention towards and perception of advertising is not overly positive. On the other hand, you recognize that you, too, need to market your business in order to continue fueling your passion. The dilemma arises--how can you reach new and current customers, create conversations, and build relationships without contributing to the clutter?

Contemporary marketing also has to incorporate goals more extensive than simple brand awareness. It’s not enough for your target audience to merely know your name. To build long term relationships with your customers, an emotional connection is certainly a prerequisite. So--how can entrepreneurs a) gain the attention of their target audiences, and b) create an emotional connection? The answer lies in storytelling: a content marketing essential that is so much more than a buzzword.

What is it?

According to HubSpot, “storytelling is the process of using fact and narrative to communicate something to your audience.” It uses the basic elements of narratives that we learned back in high school (i.e. a beginning, a crisis, and a resolution) in order to communicate valuable information about a brand, a product, an idea, a person--basically any kind of offering that’s being put forth--and frames that offering as the protagonist of the story.

Google’s Year In Search campaign is a great example of storytelling--using cultural events and other familiar moments with Google as a central feature in order to communicate their inherent benefits, all the while inspiring viewers to continue searching for heroes in their own lives. Note that storytelling can be used through various media, video especially!

Why does it work?

Experts in psychology and marketing alike have outlined numerous reasons why storytelling is an effective form of communication! Here are just a few:

1. “Human memory is story-based.” - Roger Schank

   A story contains and presents cues for the audience that can trigger both awareness and emotional connection/understanding. When we hear stories, we connect and compare our own experiences with that of the narrative in order to better comprehend it. The more connections we have between the story and our own experiences, the more the story is retained in our memory, and the more we can relate the brand/offering to ourselves.
   

2. Stories build communities

   Hearing stories, we can access universal truths: familiar themes relevant to most audience members that are often underlying in classic literature, religious texts, old wives’ tales, and so on, that transcend cultural contexts. Tales of the hero, or of heartbreak, as examples, unite listeners/viewers and build community through its collective appeal, connecting the audience despite individual differences.
   

3. Stories give clarity

   Stories are useful to solidify abstract concepts, such as the inherent benefits of an offering, and  they effectively communicate the intangible factors that a brand might bring to the table. Consumers aren’t only seeking functional benefits such extensive tech specs or specific services. They have underlying needs, such as self-expression or belonging, that your offering can also fulfill. Outlining those inherent benefits through storytelling communicates them clearly--without sounding like a sales pitch.
   

4. Stories work as treasure maps

   Why do people consume anything at all? To move from a state of need to one of satisfaction. Stories map out the path to a better state, outlining how customers might achieve their goals with the help of an offering, which acts as an inspiring and motivational point of reference for customers on their journey.
   

5. Stories are told and retold

   What is by far the best and most trustworthy form of marketing? Word of mouth. As customers ourselves, we tell our own stories to our friends and loved ones about our experiences (positive and negative) with brands. Not only that, but we also share stories of all varieties to engage with pop-culture. Therefore, as stories revolve around conversations, they can be very effective in spreading the word. 

How do I tell a good story?

Storytelling takes practice--multiple drafts, revisions, creative stamina, etc., but it’s important to remember that it is a skill to be learned, you don’t have to be born with it!

First, consider your target audience. This can be a smaller subsection of your overall target market, like non-users, or brand loyals, for example. Ask yourself who will benefit the most from the story you’re telling, who will it resonate with, and who will be most likely to respond? Defined target audiences are absolutely essential in any marketing activities--so be sure to nail this!

Also, all marketing campaigns should have an underlying goal. With this story, are you working to build community, educate your audience, motivate them to act, convey your brand values, or something else?

Next, good stories often follow a formula of a status quo that’s interrupted by some form of an inciting incident: something that occurs to shake things up in the protagonist’s world. This could be applicable in your brand story itself--what happened in your life that encouraged you to pursue entrepreneurship, or enter the industry that your business is in? Or, it might involve status quo in the sense of the gap your offering exists to fill, and the inciting action that urged you to fill that gap.

Your story might then outline all the conflicts you underwent in pursuing entrepreneurship, or it might refer to the pain points common in other offerings. The quest to resolution is never smooth in real life, nor should it be in your story. Though conflict evokes feelings of strain and struggle, that’s what keeps things interesting, exciting, and real.

Finally, the resolution of your story should involve the protagonist (i.e. you, as an entrepreneur, your offering, or even the customer) chasing action, or continued action in the face of conflict, in order to achieve a desire or restore balance, thereby creating a new status quo.

Remember the key elements of storytelling that make the process worthwhile! The best stories must be entertaining, educational, universal, organized, and memorable. At the end of the day, if your story isn’t interesting to you, it certainly won’t be for your target audience. Keep practicing, incorporating storytelling into your marketing efforts big and small, and keep writing your company’s story as you go--through growth, the ups and downs of business ownership, and the community you’ve established, you are the protagonist of your very own story.

Learn more about digital storytelling and content marketing through AWE’s program, Digitally Solid. Registration for the Spring 2020 cohort is open now!