Special Features - Women in Business 2013

THE FREE PRESS Thursday, March 21, 2013

LOCAL WOMEN MAKING A DIFFERENCE

Women in Business Profiles of Notable Women in the Elk Valley

THE FREE PRESS ~ MARCH 2013

See the possibilities A career at Teck offers the chance to live and work in the Elk Valley, with excellent professional growth opportunities and challenging work assignments.

See yourself at Teck www.teck.com/careers

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THE FREE PRESS Thursday, March 21, 2013

LOCAL WOMEN MAKING A DIFFERENCE

Women leading the way as Canada’s new entrepreneurs

How to balance your career and family The biggest challenge many of us face is how to balance the demands of family, friends, and career

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hile we want happy and fulfilling lives outside of work, we have to make personal sacrifices in order to achieve our career aspirations. How do you balance those sacrifices so they don’t greatly interfere with your personal goals? How do you fit roles such as wife, mother, and friend into an already hectic schedule? Since time is precious, keeping a balance between the two worlds can be a challenge. Fortunately, with proper planning, balance is possible. It is possible to have not only a successful career, but a rewarding and enjoyable personal life as well.

Set Your Priorities Early

The first step to achieving balance is to get your family to agree on what the priorities should be.

Realize that business success often requires long hours and travel. In these instances, support from your family has to be there. Additionally, when children are involved, many people discover that they have to re-balance their lives so they have time to spend with the kids.

Consider What Is Right for You

Women entrepreneurs are one of the fastest growing segments of the Canadian economy... and represent a growing economic force according to recent findings. A report on Canada’s business scene by the Canadian Imperial Bank of Commerce shows a 50 per cent increase in the number of self–employed women in Canada over the last 15 years.

According to Statistics Canada there are now more than 826,000 women entrepreneurs in Canada who annually contribute in excess of $18 billion to Canada’s economy. The rate of growth of businesses run by women entrepreneurs is 60 per cent faster than those run by men, as 4 out of 5 new businesses are now started by women. ~ News Canada

When placed in identical situations, no two people will make the same choices. Each person has to evaluate the event and then make a decision based on what is right for her at the moment. Just because an outcome worked for one person, doesn’t necessarily mean it will work for another.

Prioritize “When placed in identical your own situations, no two people commitments.

Decide what is will make the same choices. most important to you. Where Each person has to evaluate do you want to the event and then make a spend your time and energy? How decision based on what is right important is your for her at the moment“ career in the scheme of your life? How do you define success?

Every day we hear of increasing numbers of people who reach the pinnacle of their careers and decide it’s time to embark on a new stage of life. They quit their jobs, start a family, change careers, or take an extended leave. Others start businesses out of their homes so they can be with their families.

Some companies are reluctant to support a person’s career advancement if they don’t know the person’s goals—both personal

Sparwood Office: 114 Centennial Square Phone: 250-425-2114 Toll Free:1-800-668-7729 Fax: 250-425-2204

Balance Points to Consider

Before you make any drastic changes to your personal or professional life, consider the implications of each decision and how you plan to integrate the changes into your schedule. For example: • What effect will having children have on your life?

• How much time do you want to take off when you have a child?

• Do you want to come back to work full time?

• What support systems exist to help you?

• Will leaving at 5:00 allow you to get your work done? If not, are you willing to take work home?

• How much control do you have over your workload?

Different jobs have different requirements. Study your field to see if it meets your goals and aspirations. If not, it may be time to consider a change.

What’s Your Balancing Decision?

We all make sacrifices to get what we want. Think about where you want to be in 10 or 20 years and what it will take to get there. What choices and sacrifices will you need to make today to achieve your goals tomorrow?

Other Services:

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and professional. Therefore, once you know what you want, communicate it to your management and get support. If the company will not support your personal goals as well as your professional ones, then it’s time to evaluate whether this is the right company for you.

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Come see for yourself Mon – Sat 9:30 – 5:30 Sun 12 – 5 692 2nd Ave, Fernie 250-423-4620

THE FREE PRESS Thursday, March 21, 2013

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LOCAL WOMEN MAKING A DIFFERENCE Women in Business

ELKFORD FEATURE

Cindy Hirsch

Branch manager EK Credit Union Elkford, Vice President of the Elkford Chamber

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hat is your job?

Branch Manager, East Kootenay Community Credit Union, Elkford Branch

How did you get into it?

After I was married in 1982, we moved to Coronach, Sask.

When we opened our accounts at the local Credit Union, they asked if I was looking for a job! I had always dealt with a credit union and thought it would be a terrific opportunity to get to know the community. Since that time, I have worked as a Teller, Receptionist, Supervisor, Lender, and Manager.

When we moved to Elkford in 1989, there was no credit union branch. Four years later, the local bank closed its branch and Cranbrook Savings Credit Union opened one. I was excited, applied immediately, was hired and have been here since. It has been an incredible experience witnessing the growth and the support from the community. EKC now has branches in all three Elk Valley communities.

What do you enjoy most about it?

Without a doubt, it would be the members. I’ve met so many awesome people and developed great relationships over the years. Working with our members through different life stages has been truly rewarding. I also like and appreciate the values of my employer. We attract employees with the same values which means I have had the opportunity to work with many great colleagues over the years. When you have an office of seven employees, you spend a lot of time together and become very close-knit. We have lots of laughs too.

What challenges are there?

Regulations and managing risk. Unfortunately, fraud and money laundering is on the rise so new rules and regulations are continually being introduced for protection purposes. I think anyone in business right now would say their jobs have become more complex. Also, there is always the challenge of dealing with stress, both personally and professionally. Some days, I deal with it well and other days, not so much!

Do you feel there are still challenges being a woman in business?

I don’t. We have two adult daughters who feel they have no limitations if business is the path they choose. I was raised in a family business. My parents owned the local service station in small town Saskatchewan. My Mom helped with everything - customer service, accounting, marketing, sales, inventory - all while raising four children in the attached home. It was like the TV show Corner Gas except way more work!

How do you continue to evolve your business?

There has to be a constant evolution. If we don’t grow, expand on our services to meet needs as they change, improve on our brand and attract committed employees, we won’t survive.

Do you plan to stay in this role?

Yes I do. My husband and I are planning to stay in Elkford after retirement so I plan to be here until that happens!

Do you have advice for women thinking of starting their own business?

If I was starting a new business today, the first thing I would do is speak to all my successful friends and associates. Their experience and advice would be invaluable. My own advice would be to make sure it is something you are good at, it is something you would enjoy doing for a long period of time and you are 100% committed. And, of course, having a good business plan is critical.

How is working in a small town different to the city?

I have always lived and worked in a small community.

The credit unions in Saskatchewan were involved in the communities as they are in BC. Through my work, I meet a lot of passionate people who are committed to helping make Elkford a great place to live. When you live in a small town, it’s easier to see how much impact one person or one small group can have on a community. It’s hard to beat small town camaraderie!

Women in Business

Ellen Fyfe

Footloose Enterprises

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temming from a passion for helping people, Ellen Fyfe founded Footloose Enterprises in 2003.

Footloose Enterprises offers residents, mainly seniors, of the Elk Valley with nursing/diabetic foot care.

“companies that have women on their boards generate value to their corporations by broadening market vision, enhancing board dynamics, inspiring female stockholders and improving corporate reputation” Female entrepreneurship has already played and continues to play an important role in modernising societies and changing public attitudes towards women. This is a great time to be a Canadian woman in business. More Canadian women are selfemployed than ever before and BC has the highest percentage of firms that are half-owned by women.

There are a great number of resources out there specifically aimed to support women in business – call the Chamber today 250 423 6868 for more information

With 17 years experience as a Licensed Practical Nurse, Ellen has spent three years working in the Elk Valley Hospital and the Sparwood Health Care Facility. “I love my profession, and I really wanted to spend more time with people, rather than just tending to their immediate needs,” said Ellen. “It’s really nice to be able to know my clients on a personal level and build relationships with them. Unlike when they are ill in the hospital, at home they are well, and taking on day-to-day activity.

Ce lebra tinign Wo men e ss Bu sin

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Ellen applies holistic principals to create a caring, alternative approach to health and wellness. Her certification as a Ellen Fyfe, LPN cell: 250-430-7378 foot care specialist provides services to enhance health and lifestyle for those in need of foot care. For people, and those with diabetes especially, nursing foot care helps improve circulation, and helps prevent potential infection. “It is so nice that she just comes to my home and helps me. It is so much easier than me always having to go out,” said one of Ellen’s foot care clients.

Her costs for nursing foot care are based on individual needs.

Ellen extends her helping hands to those in need in the Elk Valley and hopes that she will be able to grow Footloose Enterprises while creating lasting and meaningful relationships with clients.

To speak more with Ellen on her services she can be reached at 250.423.7650 or 250.430.7378.

www.facebook.com/ElkValleyBC

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THE FREE PRESS Thursday, March 21, 2013

LOCAL WOMEN MAKING A DIFFERENCE Women in Business

FERNIE FEATURE

Chantel Souliere

Owner of Freyja Lifestyle Fashion, Director of Marketing, Wapiti Music Festival

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hat is your job?

I own and operate a women’s clothing boutique in Fernie, Freyja Lifestyle.

How did you get into it?

Out of necessity really, I was looking for a professional job in Fernie that worked with my skill and interests, turns out I had to open my own business!

What do you enjoy most about it?

I enjoy the customers the most. I have a great satisfaction when they leave my store feeling great and confident because they have the right outfit.

Do you feel there are still challenges being a woman in business?

If you don’t have confidence, then yes, you will have challenges.

“If I can only share one piece I’d say, stay positive. I know it sounds cliché, but all the successful women I have learned from, were positive big thinkers. Surround yourself with positive happy people, ditch the downers.“

How do you continue to evolve your business?

Freyja has evolved so much over the last 6 years, it’s always changing and reinventing, I’m not sure how we do it exactly, I suppose it’s my nature. But I do think its important to read your customers, stay on top of trends -fashion and tech wise and welcome new information. Just when you think you have figured it out, you gotta roll with the rest of the world.

Do you plan to stay in this role?

Professionally I am always growing. I am always meditating on opportunity, I’m open to anything.

Being stagnant is a fear or mine.

Do you have advice for women thinking of starting their own business?

That’s kind if a loaded question. In all aspects of business and doing business in Fernie I have advice, and I’m sure I still have much more to learn . If I can only share one piece I’d say, stay positive. I know it sounds cliché, but all the successful women I have learned from, were positive big thinkers.

What challenges are there?

Mainly the out of town shopping. I offer great products, great service and a shopping experience that outshines the bustling mall or hassle of cross boarder shopping. We are successful at it!

Surround yourself with positive happy people, ditch the downers.

How is working in a small town different to the city?

You may lose your sense of anonymity. Bad manners or bad life choices outside of work may haunt you later.

However, doing business in a small town is wonderful, we all work together and support each other. Networking is key!

Women in Business PROFILE

The Free Press Why women belong in our newsroom

By Angela Treharne It was International Women’s Day on March 8, a day when we consider how far women have come in achieving equality with men, and how far they still have to go.

In The Free Press office, there are a disproportionate number of women.

There are, in fact, six women who work in the office every day, compared to only one man.

In an industry still very much considered to be “a boys’ club,” this makes me very proud.

A UK group called Women in Journalism recently did a study and found that 74 per cent of national news journalists are men and that men also dominate political and business journalism.

Somewhat less surprisingly, just three per cent of sports journalists are women.

Even less surprisingly was the finding that out of all the national newspapers

in the UK, The Sun, famous for still having a “Page Three” topless girl every day, has one of the lowest numbers of female staff of all the newspapers.

Male journalists also people areas that researchers regard as “traditional subjects that women might have been expected to dominate.” So 49 per cent of lifestyle reporters are men and 70 per cent of arts reporters are also male.

It was also clear from the study that women are less likely to be in senior positions, with eight out of the top 10 newspapers having almost twice as many male editors as women editors.

That gender divide penetrates the whole newspaper industry with women making up just 30 per cent of all newspaper journalists in the UK. The numbers of male and female journalism college graduates are very similar, so why does the same balance not exist in the workplace?

While there are no such statistics

Kaitlyn Haarstad, Bonny McLardy, Andrea Horton, Angela Treharne, Nicole Liebermann and Val Luznar-Purdy

available for Canada, I’m sure the findings would be similar to the UK. This should be a concern to all women, not just those in this industry.

With such gaping under-representation in hard news, business and politics, it’s likely the absence of women is affecting the content and slant of our news.

It also is a clear indication that women’s rights still have a long way to go.

342 - 2nd Avenue, Fernie • 250-423-4666• advertising@thefreepress.ca • www.thefreepress.ca

THE FREE PRESS Thursday, March 21, 2013

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LOCAL WOMEN MAKING A DIFFERENCE Women in Business

SPARWOOD FEATURE

Patsy Boivin

Rocky Mountain Meats

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hat is your job?

My husband Richard and I are the owners of Rocky Mountain Meats. I wrap and cut the meat and I’m the secretary.

with the customers.

What challenges are there?

The challenge here is to keep our business up to date, serve the customer properly, and make sure they come back.

How did you get into it?

Do you feel there are still challenges to We came to this small little town of Sparwood from Quebec and we saw this meat being a woman in business?

I would say so, but my shop for sale, that job is pretty good. I get to was years ago, speak to the people, which back in 1974. We decided to move “I just love to deal with the I enjoy. out here because public and I like talking and How do you continue to the mountains evolve your business? were so beautiful. having a conversation and We do a lot of So we did buy it in advertising.

We advertise in jokes with the customers.“ Cranbrook and 1978 and now we the whole have been here for Elk Valley. We sell to 35 years.

Lethbridge, Ft. McMurray, Vancouver, all over really, because people that What do you enjoy most about it? dealt with use before, moved away, and so I just love to do it. I always look back years now they buy their meat by phoning in their ago, back in Quebec, I was always wrapping orders. meat, but since we got our own shop here I do the wrapping and the cutting. What I like Do you plan to stay in this role? the most about it is the people that support Right now we’re actually trying to sell the us. I just love to deal with the public and I like business because we’re getting to the point talking and having a conversation and jokes where it’s time to retire. It’s going to be very

hard for us to leave because we just love it here and we love the people. It’s going to be hard to leave when the day comes to leave.

Do you have advice for women thinking of starting their own business?

For me, I’m a very good worker and I work very hard because we had to work very hard to build this business up.

I work sometimes six days a week, seven days a week. It was a long, long haul to get here, but we did. So my advice to another woman would be that she must follow the same routine and put in the same amount of effort that I have.

To come up to the level that we are at, that is what she’s going to have to do.

How is working in a small town different to the city?

We learned a lot in Quebec and it was a big city, but then we came here and I like small towns better than big cities. There is less competition. Overwaitea is close to us but they don’t really hurt us. They just help us because sometimes you have to have a bigger store to help a smaller business.

Women in Business

Jill Barclay

Mountains of toppings and an avalanche of taste

t Take-ou or Delivery

Goldstar Cleaning Services The Difference is Taste

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hat kind of business do you have?

I own and operate a commercial and residential building services company. I established Goldstar Cleaning Services Ltd in 2003.

The company provides an array of cleaning services throughout the Elk Valley including janitorial, residential, strata and vacation home cleaning, floor care and carpet cleaning, and dry-cleaning.

How did you become a business owner?

After moving to Fernie in 2000 and working various seasonal jobs I was looking for a way to maintain year round employment within the valley. In December 2003 I was presented with an opportunity by a local property management company to take on the responsibilities of cleaning a new inventory of vacation rental homes they had recently acquired. I was working full time for another business at the time and so immediately had to hire a supervisor along with the first 10 employees of Goldstar (and many helping hands from friends). Everything else happened very fast after that as we jumped in to cleaning during the Christmas holiday season, the hospitality industry’s busiest time. As the first season drew to a close I began to really focus on formalizing the processes and procedures, hiring and training practices and sales and growth strategies and next thing I realized I was a business owner!

How many people do you employ?

Goldstar Cleaning currently has a core team of 10 cleaners that work within a residential and commercial setting. Based on seasonal or project demands we bring on additional staff as required.

Our office which is located in Fernie is staffed Monday to Friday and this is often where you can find me.

What’s unique about the service you provide?

What we do is give people and organizations time back in their day. From the moment our customers make that initial inquiry to our office, to creating a custom service package based on their needs, to our 7 day a week scheduling and our trained and committed staff we provide a streamlined, reliable and professional service. Our customers can then focus on and spend time doing the things in life or business that they want to do.

What future plans do you have for the business?

Our floor care program which includes floor finishing and carpet steam cleaning has been growing steadily through the past year. This spring we will be expanding our carpet steam cleaning with the arrival of some larger equipment. This will give us the ability to provide carpet cleaning to larger apartment and condo buildings. We have seen significant growth in our Sparwood market and this spring we will be adding a second crew to serve the residential cleaning schedule. I am excited to see Goldstar grow in to a full building and home services company.

1591 10 Ave Fernie • 250-423-4029 www.goldstarservicesgroup.com

on Like u Fac s ebo ok

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THE FREE PRESS Thursday, March 21, 2013

LOCAL WOMEN MAKING A DIFFERENCE

The Importance of having a plan Know your business vision, mission and beliefs training. In addition include the risks and contingency plans with your approach to here are two types of business insuring your business. plans, one for start up companies Your marketing which contains plan is an essential additional supporting part of your overall documents needed “In general, a business business plan. Your for financing and one marketing plan will plan precisely def ines your for existing ongoing you; Assess companies known business, identif ies your goals help the needs of your as an operational or and acts as your company’s customers and strategic plan. develop a product In general, a business resume. It helps you allocate or service to meet plan precisely defines resources properly and make those needs; your business, Communicate the good business decisions.“ identifies your goals attributes of the and acts as your product or service company’s resume. It to the customers helps you allocate resources properly and and establish distribution channels to get make good business decisions. the products/services to the customer Despite the critical importance of Before you develop your marketing a business plan, many entrepreneurs plan, you must first research the potential procrastinate when it comes to preparing market for your product or service. Use a written document. numbers, facts and findings of market There is no single formula for developing research to back up statements in your a business plan. However, some elements marketing plan. are common to all business plans. Your Indicate the business’ vision, mission plan should start with a statement of statement and beliefs (this should align your business purpose and include a with your target market and the core section about your business idea. Then values and goals of the business and its describe your business, tell how you plan owner(s). You need to detail how your to market it, review your competition, product or service is unique or how it is describe the operating procedures and better than models that already exist. plans for employees including hiring and

By Dave Hamilton

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Before you begin selling something, you need to know who you are selling to. So you need to identify your target market to find out who your customers are through research, identify the age group, gender, lifestyle and other demographic characteristics of the people who have shown interest in your product or service.

Also from your research, provide statistics, analysis, numbers and supporting facts that there is a demand for your product or service.

When developing a general profile of your customers you should define them by their demographic characteristics, such as: Age, Sex, Marital status, Location of

household, Family size and description, Income, especially disposable income, Education level, Occupation, Interests, purchasing profile, Cultural, ethnic, and racial background.

Once you have defined your target customers, you can then learn about their needs and preferences. To develop a profile of your customers and understand their needs, you will have to do some market research.

The next step is to know your competitor.

Who else is selling to your customers? Make a list of your own strengths, weaknesses, opportunities and threats (SWOT) with

Continued on page 19

Judy Garrett, Owner • buckwheat hull pillows

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Women in Business

Maren Esch Barkside Pets

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aren became a business owner out of necessity, Fernie needed a pet store and Maren needed full-time employment, it was a combination of formal education (as a veterinary technician) and a passion for animals that led Maren to open Barkside Pets. Barkside specializes in the sale of natural pet foods and treats, as well as a wide variety of outdoor gear. The fact that there are a large number of women in business in the Elk Valley who are willing to share their experiences or give advice when approached has helped Maren immensely. Barkside currently employs five amazing people and is hoping to expand their product lines and services.

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THE FREE PRESS Thursday, March 21, 2013

19

LOCAL WOMEN MAKING A DIFFERENCE

Know the true value of a plan Continued from page 18

those of your competition.

Next, plan how you will get your message to reach potential customers with 1) advertising (TV, radio, print publications, online publications, websites, billboards, business cards) 2) Publicity (signs, stationary, branding, testimonials, referrals) 3) Listings (business directories, telephone directories, online listings, association listings 4) Sponsoring (community events, local charities, sports) 5)Networking (Local Business Mixers, Chamber Meetings etc. 6) Promotions (mail outs, samples, freebies, discount coupons, sales, displays) Internal marketing (employee rebates, sales incentives, referral incentives) Determining the right price is another aspect of marketing. If your price is too high, you may alienate customers, and if it’s too low, you may give the impression that your product or service is cheap and below standard.

Next, you’ll want to provide detailed financial data, including a list of the equipment and supplies you will need and how much they will cost, a balance sheet showing your assets and liabilities, an analysis of what it will take for you to break

even, and a three year projection of your Equity means ownership. With equity business’ income, including anticipated investment, an investor makes money profits and losses. In addition you should available for use in exchange for an include detailed projections of cash flow, ownership share in the business. If you costs and income, organized month-by- use equity investment, be sure to consider month. It is important to write out your how much ownership you’re willing to assumptions, in which your projections give up, and at what price. Once you sell are based.

51 percent of your shares, you lose control One reason for the failure of many small of your company. businesses is that they undercapitalize their There is two kinds of debt financing business. Therefore, i n c l u d i n g it is important that G o v e r n m e n t “The bottom line is, you know how traditional however, that the true value and much money you commercial loans. will actually need to of a business plan is what you Government start and to run your Funding (grants) is put into it.“ business. You should typically the most ask yourself; How sought-after type of much money do you need to start this financing because it’s free money that you business? How much of your own money don’t have to pay back. Unfortunately, do you have? Do you already own any of a grant might not be an option for your the assets needed to start? Do you have business because not only are there very family, friends, acquaintances, or others few grants available, most are geared who are willing and able to invest? Do towards specific industries or groups you have a strong personal credit rating or of people such as youth, women, or lines of credit available? aboriginal owners.

Once you answer the above questions Many lenders will look for the four you can then decide between equity and “C’s of Lending” when evaluating a debt financing or a combination of both. loan application including Cash flow,

Collateral (Your house or other assets).

Commitment. (How much of your own money you are willing to put into your business. Character. (Your personal credit score) The difference between a private lender and a government program is the relative importance of these four C’s. A bank might place more importance on “collateral” and “commitment”, whereas a government program can often decrease the need for these by providing a government guarantee to the lender.

There are many people who are more than willing to help you develop a business plan. The bottom line is, however, that the true value of a business plan is what you put into it. Use your research skills to locate information on how to write a business plan. You could also speak to Chartered Banks/Credit Union, Accountants, Lawyers, Community Colleges, Business Consultants and/or visit the flowing helpful websites www.smallbusinessbc.ca www.bcstats.gov.bc.ca www.onestop.gov.bc.ca www.canadabusiness.ca www.bdc.ca

Est. 1898