CanadianSME Small Business Magazine - April 2025 by CanadianSME

CANADIANSME

HospitaityPartner

DearValuedReaders,

AswewelcometheApril2025editionofCanadianSMESmall BusinessMagazine,weareexcitedtoshineaspotlightontwo keyareasthatareshapingthefutureofCanadianbusinesses: E-CommerceandSustainability Thismonth’sissuedelvesinto thelateste-commercetrendsinCanada,offeringessential insightstohelpbusinessesadapttotherapidlychangingdigital landscape Inparallel,wetakeacloserlookatthegrowing importanceofsustainabilitywithinthee-commercesectorand howbusinessescanintegrateeco-friendlypracticesintotheir operationstonotonlyreducetheirenvironmentalfootprintbut alsodrivelong-termsuccess.

Thismonth,wearehonoredtofeatureShaunaLenius,President ofFreshco.ca,asourBusinessWomanoftheMonth Shauna’s remarkableleadershipandinnovativespiritoffervaluable lessonsforentrepreneursacrossCanada,provingthat perseveranceandadaptabilityarekeytosuccessintoday’s competitiveenvironment

Wealsoexploretheimportanceoffraudprotectionforsmall businesses,withexpertadvicefromRBConlow-costmeasures tosafeguardyouroperations.AmandaParker,General ManagerofConstantContactCanada,sharesinsightson navigatingeconomicshifts,whileAmberMac,Presidentof AmberMacMedia,highlightslessonsfromCanada’ssmallbusinessheroesintheinnovationeconomy

Inaddition,thiseditionfeaturesaspeciallookathowAIis revolutionizingfraudprevention,apressingtopicforbusinesses strivingtostayaheadinthedigitalage Wealsoexplorehow Trackunitisdoingmorethanjustbuildingtechnology theyare strengtheningcommunitiesandfosteringcollaborationin London,Ontario

Asalways,ourgoalistoempowerCanadianSMEswiththetools, knowledge,andstoriesthatinspireinnovation,resilience,and growth Wehopethiseditionprovidesyouwithpracticalinsights thatwillhelpdriveyourbusinessforwardin2025andbeyond

Thankyouforyourcontinuedsupport,andenjoythismonth's inspiringcontent!

Warmregards, ShaikKhaleeluddin(SK) Editor-in-Chief,CanadianSMESmallBusinessMagazine

wwwcanadiansmeca info@canadiansmeca canadiansme canadian sme canadiansme canadiansme

ISSN2562-0657(Online)

PublishedbyCmarketingInc 2800SkymarkAvenue,Suite203, Mississauga,ON Canada L4W5A6

ThecontentsinCanadianSMEMagazinearefor informationalpurposesonly NeitherCmarketingInc,the publishersnoranyofitspartners,employeesoraffiliates acceptanyliabilitywhatsoeverforanydirector consequentiallossarisingfromanyuseofitscontents

IsYourBusinessPrepared?

Today’strendsinbusinessfraud

The most common fraud attacks in play today are largely not new Rather, fraud tactics have evolved in step with technology and in response to business’ enhanced vigilance and prevention processes Here are the top trends in business fraud:

BUSINESS EMAIL COMPROMISE (BEC):

Business Email Compromise is when a fraudster attempts to trick a financial decision-maker into transferring funds or revealing sensitive data that can in turn lead to financial losses “BEC is no longer new, but it definitely continues to be one of the underlying trends over the last 12 months,” Argast explains He adds that losses tend to fall within the $100,000 – $250,000 range, representing a major hit to a SME’s bottom line

There have been a few high-profile incidents in the news this past year, where Artificial Intelligence (AI) was used to impersonate a senior executive, resulting in significant financial losses Perhaps most notably was when an employee of a Hong Kong company received a request from their Chief Financial Officer to make a confidential transaction During a follow-up video call, an AIgenerated deepfake of the CFO validated the transaction, which resulted in the firm losing more than $25 million USD.

While small and medium-sized business owners may think they’re not targets for sophisticated attacks, AI tools have made it easier for fraudsters to go after more businesses, including smaller ones “Sophisticated mechanisms are cheap enough and available enough that it has become easy for cyber criminals to impersonate executives There is definitely a rise in the use of by intermediate-

w, Argast explains l times, there l misconduct “We er fraud – things continue to be financial periods, many wed best busier, it’s easier duals to handle is creates an re likely to occur ” s noted that organizations are n (MFA) – a sers to provide to access an bad news: While it is not the silver ieve it to be

“It is important for employees and users to understand that Multi-Factor Authentication can be phished. While it reduces the risk of being compromised, attackers can phish those credentials at the same time as they collect your username and password, which allows them to get in through the back door,” cautions Argast

Chequefraudcontinuestobearisk

Not all fraud is digital! While electronic and card payments make up the bulk of business transactions, many businesses still use cheques – and cheque fraud remains pervasive in Canada Be sure to do your due diligence when accepting cheques –question any that arrive earlier or for a larger amount than expected – and keep your business cheques in a secure location

Howbusinessesare handlingtoday’s fraudrisks

There’s no question that Canadian business owners are making fraud prevention a priority The Canadian Federation of Independent Business (CFIB) conducted a recent survey that found that half of Canadian businesses are implementing stricter payment verification processes, 36 percent have increased their investment in cybersecurity, and more than a third have enhanced employee training

This increased vigilance matches what Argast is seeing firsthand in his discussions with business owners In addition to the widespread adoption of MFA, Argast has found that businesses are more diligent in creating backups of their data, which is reducing the instances of ransomware Tip! Cheque mitigation services such as RBC Payee Match can act as a reliable line of defense With Payee Match, organizations meeting certain criteria provide RBC with the details of the cheques they intend to use Any cheques that do not match those details will be flagged as exceptions, which allows businesses the option to pay or return the cheque

5 min Read: Top 3 Fraud Scams: Keeping Your Business Safe When Making or Accepting Payments

Argast has also seen a change in behaviour across businesses, where more and more often employees are conducting outbound verification after receiving a message to change a payment process or account “Three years ago, people did not have the habit of picking up the phone when they received an email We do see that behaviour now being enacted by most businesses ”

Despite this progress, common gaps in fraud prevention practices continue to make businesses l erable Below are suggestions on how to er your business’ defenses

Buildpre-establishedverificationprocesses

fundamental way to protect your business is t up reverse-direction verification processes policies – this is when an employee receives quest on one channel (i e , through email) they verify it through another (i e , a Slack sage or phone call) Argast believes nesses should take it one step farther and pre-established outbound verification nels.

“Don’t make the employee figure out the best way to verify a message – instead, have a pre-defined communication channel so it’s easy ”

Beconsistentwithverificationpractices–anddocumentthem

Argast explains that a lack of consistency in verification practices is the downfall of many businesses “Even if you have a policy in place to do reverse direction verification, it’s important to go beyond that policy and document what’s been done – that is critical to driving consistency Because when there is inconsistency, fraudsters can usually find a way to take advantage of human behaviours.

Pushbackonout-of-the-ordinaryrequests

The advancement of AI has made it harder to validate virtual requests, as fraudsters have been able to successfully achieve video and voice impersonation

Argast therefore emphasizes the need to assess whether the request seems reasonable “You want your employees to have the confidence to push back and use their reason to question something that feels out of the ordinary ”

Focusontrainingyourfinancialstaff

While fraud training and education should apply to all staff, it’s crucial to ensure those team members who handle financial transactions and decisions are up to date on the latest fraud trends and tactics – and are well-versed in antifraud policies Consider enrolling critical staff in awareness and prevention training programs with industry professionals like Kobalt.

Don’tforgetaboutyoursuppliersand outsourcedfinancialsupport

If you outsource sensitive tasks (such as accounting or data management) to a third party, be sure that they have sufficient training and adequate policies in place to defend against fraud attacks “If you ’ re dealing with a bookkeeper who has the authority to make payments on your behalf, you should ask them about their verification practices If they don’t have a good answer for that, then you might want to select a different bookkeeper,” says Argast

Consideramonitoringservice

Round-the-clock monitoring of your IT ecosystem can help prevent cyberattacks “The sooner you spot a cybersecurity threat, the faster you can respond and recover, ” says Argast

If you ’ re one of the many business owners who has boosted their fraud prevention strategies and tactics, you ’ re on the right track to defending your company from fraudsters By staying up to date on the latest fraud trends and tactics, you can be in a better position to keep your business safe

We are pleased to highlight Shauna Lenius as our Business Woman of the Month. She is the President of Freshco.ca, representing the essence of entrepreneurship and leadership within Canada’s Facilities Management & Construction sector Leading an acclaimed, woman-owned company with over three decades of experience, Lenius has driven Freshco’s expansion while promoting community growth and advocating for the skilled trades Her journey is characterized by resilience, creativity, and a commitment to empowering others

Hailing from Regina, Saskatchewan, Shauna was ambitious from a young age She often told her parents, "I don’t know what I’m going to do yet –but I know it will be something great " Her unwavering confidence in her abilities not only influenced her personal growth but also laid a robust groundwork for her future successes

Freshco.ca was established in 1995 as a specialized facilities management firm focusing on multi-site maintenance and project construction Located in Ontario, the company has transformed into a leading force in North America under Lenius’s guidance Freshco has earned certification as a woman-owned and LGBTQ2+ business, emphasizing its dedication to diversity and inclusion

Lenius joined Freshco to expand its operations and expanse Under her management, the firm has developed partnerships with significant Fortune 500 clients throughout Canada and the United States This impressive growth path has generated jobs and strengthened the Canadian trade sector

Shauna's leadership style is founded on collaboration, promoting innovation, and a dedication to questioning traditional norms. She strongly contends that women leaders can thrive in construction when they are allowed to lead and present new ideas free from bias Her style of leading is paralleled with her love of sports, often referring to her style as “head coach”

BuildingNewAgeFrontiersinConstruction

Shauna has upped the game in the construction industry, which has long been characterized by gender imbalances By strongly advocating women ' s empowerment and guiding them towards achievements, she has opened a new way for inclusivity to thrive within Freshco, where diversity and open communication are fundamental tenets

Shauna aims to motivate more women to not only join but also excel in the construction industry By participating in mentorship programs and being involved in influential women-focused business networks, she commits to fostering the growth of aspiring women entrepreneurs Her leadership goes beyond her own achievements; it focuses on paving the way for other women to thrive

AdvocacyforSkilledTrades

One of the fundamental principles of Lenius is promoting skilled trades, an essential area in Canada’s economy. Through Freshcos activities, she has led efforts that create substantial employment opportunities in communities throughout North America Her leadership excellence lies in spreading harmony with the organization’s goal to foster growth in the trade sector, guaranteeing that skilled workers are acknowledged as crucial participants in economic progress

Currently, as the President of Freshco, Shauna has not only fulfilled that childhood dream but is also pushing boundaries in the construction sector, an industry where women are often underrepresented Her vision for Freshco is driven by a desire to create significant transformation both within the organization and throughout the industry at large.

SpreadingtheWingsofCommunity EngagementandPhilanthropy

Apart from her accomplishments in the corporate world, Lenius is strongly devoted to community service Freshco's alliances with Canadian organizations have bolstered local projects that make a significant difference in the nation’s economy For instance, through partnerships such as Amazon’s “Together, We Give” initiative, Freshco aids social causes that resonate with its principles

Lenius's personal experiences contribute an element of inspiration to her achievements in her career Her son Brayden Lenius recounted her sacrifices during difficult periods, highlighting how she triumphed over challenges to care for her family while establishing a thriving career. These life lessons have influenced her compassionate style of leadership Daughter Marea speaking of her ability to truly connect with people being a significant trait in her legacy

AGuidingLightforWomenEntrepreneurs

Shauna Lenius symbolizes not only achievement in business but also the core of empowerment and bravery that every woman entrepreneur can aspire to Her journey stands as a compelling reminder that with the appropriate mindset, relentless determination, and a solid support network, any objective can be reached

In her very own words, Lenius says it all, "We get one shot here, so wait for what The journey won’t always possess clarity and definitely not easy, but that doesn't diminish your capacity for greatness or the fire that stirs inside Surround yourself with individuals who genuinely believe in your vision, I can’t reiterate that very statement enough "

As the President of Freshco ca, Shauna Lenius exemplifies the highest level of entrepreneurial achievement in Canada Her efforts have gained her acknowledgment as a groundbreaking leader in facilities management & construction RecognitionasaBusinessLeader

By promoting inclusivity in her business and championing skilled trades, she serves as a role model for other women entrepreneurs aiming for greatness in their industries

LeavingaFootprintofInspirationandExcellence

Shauna Lenius’ journey serves as an inspiring tale of personal growth, incredible perseverance, and a relentless quest for elitism As she continues to overcome obstacles and reach new heights in the construction sector, her path stands as a powerful testament to the strength and potential of women entrepreneurs to transform industries and redefine leadership.

Through her noteworthy accomplishments, Shauna not only enhances Freshco's reputation but also confronts entrenched societal expectations about women in leadership positions She is a true trailblazer, and her uplifting story will surely continue to inspire and empower women entrepreneurs for many years to come

Your role in staying updated is integral to our shared mission of fostering a community of innovators CanadianSME Magazine is a valuable treasure trove of entrepreneurial knowledge. Click here to subscribe to our monthly editions for updates on Canadian businesses. Follow our handle @canadian sme on X to remain updated on all business trends and developments Your support is crucial to our mission

Disclaimer: This article is based on publicly available information intended only for informational purposes CanadianSME Small Business Magazine does not endorse or guarantee any products or services mentioned Readers are advised to conduct their research and due diligence before making business decisions

SafeguardingCanadianBusinesses: TheAIRevolutioninFraudPrevention

By CanadianSME

As Fraud Prevention Month comes in March 2025, Canadian businesses face a constantly changing financial risk landscape Over the last decade, Canada's fraud cases have nearly doubled, from 79,000 in 2012 to 150,000 in 2022 This worrying increase emphasizes the urgent need for effective fraud prevention measures Fortunately, advances in artificial intelligence (AI) are transforming how businesses detect and prevent fraud, providing a potent deterrent to increasingly sophisticated frauds Canadian firms can keep ahead of fraudsters by implementing AI-powered solutions that ensure financial security and safeguard customer trust in the digital economy

Canadian financial institutions and technology companies are leading the way in the use of AIpowered fraud detection solutions Mastercard, a worldwide payment technology company, has been using AI to improve its anti-fraud solutions Amisha Parikh, Vice President of Security Solutions at Mastercard Canada, emphasizes the company ' s commitment to "infuse trust into every interaction to help protect Canadians and their businesses."

AI's strength in fraud detection is its ability to evaluate massive amounts of data in real time, discovering patterns and abnormalities that human analysts may miss Bell Canada is an excellent example of this, having successfully developed an AI-driven fraud detection system

ImageCourtesy:Canva

Since its inception in November 2020, the company ' s fraud detection efficiency has increased by 10%, thanks to a calibrated machine-learning-based fraud risk score. More importantly, Bell Canada has increased the speed with which fraud losses are detected by 150% and the identification of new fraud schemes by 200%

Rapid detection of fraudulent actions allows organizations to take preemptive measures, resulting in significant cost savings and increased consumer trust AI's ability to constantly learn and adapt to new fraud strategies makes it useful for Canadian businesses wanting to stay ahead in the battle against financial crime

EducatingEmployees:TheHumanFirewall ImplementingAIFraudDetection:Strategic Considerations

While AI offers a significant technological edge, staff education is still an essential component of any comprehensive fraud prevention plan The Canadian Anti-Fraud Centre highlights the necessity of awareness and alertness regarding AI-powered fraud operations Employees must be trained to identify standard red signals, such as:

Realistic-looking movies of public persons proposing bogus investment possibilities

Unusual body or lip motions in recordings suggest possible deepfake manipulation

Strange phrasing or discrepancies in written or spoken communication

Websites that closely resemble legitimate organizations

Unexpected phone calls, emails, or text messages expressing urgency or panic.

Businesses can construct a "human firewall" to supplement AI-powered fraud detection technologies by cultivating an awareness culture Regular training sessions, phishing simulations, and company-wide awareness efforts can all considerably improve an organization's security against fraudulent activity

For Canadian organizations considering implementing AI-powered fraud detection systems, numerous strategic factors must be addressed:

Data Quality and Integration – AI systems require high-quality data to detect fraud accurately. Ensuring data sources are credible and well-integrated gives a complete picture of potential fraud concerns

Customization – AI models should be designed to address industry-specific hazards A fraud detection system built for banking institutions may not be appropriate for an e-commerce platform, necessitating distinct risk assessment methods

Regulatory Compliance – Businesses must comply with Canadian privacy laws and regulations governing data usage and AI adoption in order to avoid legal ramifications

Continuous Learning and Adaptation – AI systems should be capable of learning and adapting to new fraud patterns Machine learning algorithms allow systems to evolve and remain effective despite constantly evolving fraud methods

Human Oversight – While AI increases speed and efficiency, human experience is still required to analyze results and make final judgments. Businesses should use AI to complement human analysts rather than replace them

By taking these factors into account, businesses can develop a comprehensive and successful AIpowered fraud protection system that meets their individual operational requirements

Leaders in internal audit are essential to guaranteeing the efficacy of AI-powered fraud detection techniques Their duties go beyond standard auditing, including risk management, ethical supervision, and AI governance Internal audit teams should concentrate on the following areas:

Evaluating AI Model Performance – AI systems should be regularly assessed to guarantee accuracy and effectiveness in fraud detection. Regulatory Compliance – Ensuring AIpowered fraud prevention strategies comply with industry rules and Canadian regulatory frameworks

Ethical Considerations – Evaluating the moral implications of AI use, particularly questions about algorithm bias and fairness in fraud detection results

Monitoring for Bias – Identifying and mitigating any biases in AI models that could end up in discriminatory decision-making

Encouraging Cross-Department Collaboration

– Promoting communication between the risk management, compliance, finance, and IT departments to guarantee a comprehensive strategy for preventing AI fraud

Internal audit teams can assist firms in developing transparent, dependable, and efficient AI-driven fraud detection frameworks by proactively addressing these factors.

LookingAhead:TheFutureofFraud PreventioninCanada

As AI technology progresses, its function in fraud prevention will become more complex and pervasive In the future, Canadian businesses can expect increasing collaboration among financial institutions, technology companies, and regulatory agencies to improve AI-powered fraud detection tools

The future of fraud prevention is a multifaceted approach that combines AI with human expertise, regulatory compliance, and ongoing education. As fraudsters develop more sophisticated techniques, firms must stay agile and adaptable in their response measures

One of the most exciting advancements is the combination of AI with blockchain technology to improve transaction security and reduce fraud in digital payments Furthermore, advances in biometric authentication, such as facial recognition and behavioral analysis, are projected to impact fraud prevention efforts substantially

As Amisha Parikh of Mastercard Canada puts it, the goal is to "stay one step ahead of fraudsters to protect businesses and their consumers. " In an age when digital risks are growing more prevalent, AI provides a ray of hope for Canadian businesses seeking to retain financial security and consumer confidence

Canadian organizations could boost their defense against the ever-changing world of financial crime by integrating AI-driven fraud detection with robust regulatory frameworks, ethical oversight, and staff education The key to success is proactive investment in AI technology, ongoing learning, and a determination to remain ahead of fraudsters in an increasingly digital world

Your role in staying updated is integral to our shared mission of fostering a community of innovators CanadianSME Magazine is a valuable treasure trove of entrepreneurial knowledge Click here to subscribe to our monthly editions for updates on Canadian businesses Follow our handle @canadian sme on X to remain updated on all business trends and developments Your support is crucial to our mission

NavigatingEconomicShifts

In an exclusive interview with CanadianSME Small Business Magazine, Amanda Parker, General Manager of Canada at Constant Contact, shares invaluable insights on how small and mediumsized businesses (SMBs) can navigate the evolving economic landscape With a deep passion for empowering entrepreneurs, Amanda discusses the power of technology, AI-driven marketing, and customer-centric strategies that are helping SMBs stay resilient amid economic uncertainty

Amanda Parker is General Manager of Canada at Constant Contact, a small business marketing solution that makes marketing easy and effective for small businesses and nonprofits around the world Based in Toronto, ON, Amanda brings her deep passion for small businesses to Constant Contact’s Canada team, championing their growth through powerful online marketing tools

How do you see early-stage SMBs navigating the current economic landscape, particularly with slower GDP growth and inflationary pressures? What strategies do you recommend for maintaining stability?

“Small businesses are no strangers to uncertainty With inflation and slower GDP growth posing ongoing challenges, many are prioritizing stability over expansion To stay resilient, they’re optimizing operations, cutting costs, and strengthening customer relationships We’re also seeing a growing push toward local support, with many businesses embracing the “Buy Canadian” movement to strengthen community ties and boost visibility in Canada

According to our latest Small Business Now report, 51% of small businesses cite customer acquisition as their biggest challenge this year To overcome this, 40% plan to learn new marketing tools, skills, and strategies. By leveraging technology to improve efficiency and prioritizing digital marketing, small businesses can adapt and thrive despite external pressures ”

Historically, how have SMBs leveraged technology to navigate economic uncertainty? Can you share any successful examples or strategies that have helped businesses thrive during challenging times?

“Technology has always been a lifeline for small businesses 88% of new Canadian entrepreneurs agree that tech has been essential to the growth and success of their businesses We’re also seeing more and more entrepreneurs turn to AI tools to enhance their digital strategy, streamline operations, automate tasks, and enhance marketing efforts Nearly 70% plan to use AI for marketing this year, with 27% focusing on increasing efficiency This has been a game changer for small business owners By using AI, small businesses can personalize customer interactions, automate content creation, and track trends more effectively

This allows them to make their marketing more efficient and cost-effective while also – and just as importantly – delivering more tailored content that strengthens both new and existing customer relationships By tapping into these strategies, businesses can stay agile and respond to shifting market conditions with greater speed and precision.”

As we move into 2025, how do you see SMBs utilizing marketing and technology tools to mitigate the economic fallout? Are there specific trends or innovations that you believe will be crucial for their success?

“Marketing is critical to reaching your community and staying top of mind for your customers, and technology plays a crucial role in helping newer entrepreneurs find ways to improve efficiency, focus on customer retention and loyalty, and invest in strategies to capitalize on the surge in local support for buying Canadian We’re seeing more businesses embracing AI to automate and personalize marketing efforts, particularly when it comes to content creation, customer engagement, and data analysis

Constant Contact’s Small Business Now study also revealed that social media will remain a top channel for customer interaction However, we expect that savvy businesses will also start to diversify their marketing mix by incorporating email and SMS marketing to build stronger, more direct customer relationships

Additionally, AI-driven data and analytics are helping SMEs better understand consumer behaviour, allowing them to refine strategies and stay ahead of the competition By adopting these tools, both early-stage and established small businesses can work smarter – not harder –despite economic challenges

There is a growing trend toward AI-powered marketing. How do you think SMBs can effectively adopt AI without losing control over their marketing strategies? What benefits or challenges do you foresee in this adoption?

“AI can significantly enhance marketing efforts, but it should always be seen as a tool to enhance, not replace, human creativity and judgment Our data shows that of early-stage Canadian entrepreneurs planning to use AI for marketing this year, 40% intend to leverage it for content, campaign, and idea generation, followed by data analysis (32%)

By using AI for tasks like content generation, customer segmentation, and campaign optimization, small businesses can streamline efforts and save time, allowing them to focus on strategic decision-making Of course, it’s important to ensure that any AI-generated content you ’ re incorporating into your marketing mix aligns with your brand and remains authentic.

My advice: Find the right balance between automation and a personal touch This ensures your marketing remains relevant, engaging, and personalized for your community and your customers ”

As a leader in helping SMBs grow and succeed, what final thoughts or advice would you offer to small and medium-sized businesses looking to thrive in the current economic environment? How can they best position themselves for longterm success?

“Despite the tough economic environment, Canadian small businesses, especially those early-stage entrepreneurs who were built in times of adversity, have shown incredible resilience and adaptability To thrive, I recommend focusing on stability first optimize your operations, find new revenue streams, and prioritize customer relationships

With a strong focus on customer centricity, this year ’ s marketing efforts must be more efficient, targeted, and laser-focused on attracting new customers while keeping current ones engaged Embracing digital tools like AI and tapping into more marketing channels, such as social media and email, can help streamline processes and enhance audience engagement.

Remember, long-term success comes from staying agile, learning from market shifts, and staying connected with your customers As we continue throughout this year, those who invest in innovation, prioritize relationships, and adapt quickly will not only weather the storm they’ll come out stronger on the other side ”

Disclaimer:

CanadianSME Small Business Magazine is committed to providing insightful and actionable advice to small and medium-sized businesses The views and opinions expressed in this interview are those of the guest and do not necessarily reflect the views of CanadianSME or its affiliates"

LESSONS ABOUT THE INNOVATION ECONOMY FROM CANADA'S SMALL-BUSINESS HEROES

I recently moderated an innovation roundtable with some of Canada's most innovative smallbusiness owners, recipients of the Mastercard x Pier Five Small Business Fund. This year ’ s fund recipients were exceptional women smallbusiness owners from across Canada who were awarded $10,000 each and the opportunity to gather for a Priceless experience that included a goal-setting workshop session, roundtable discussions on common small business challenges, and networking and mentorship opportunities Throughout the afternoon, one thing was very clear to me: The critical role small businesses play in driving innovation and economic prosperity It reminded me just how important it is to continue supporting these businesses, especially right now

For me, there were many takeaways, but here are three insights in particular that defined the day’s discussion

The Canadian innovation opportunity belongs to everyone.

Whether you ’ re a lifestyle company, a tech company or a social impact company, you ’ re one of this country’s innovators and your stories matter because innovation is everywhere Its not just about Silicon Valley startups or disruptive technologies It's happening every day in small businesses across Canada

As Andrea Grand from Barbet so perfectly put it, "It doesn't have to be sexy " For small business owners, innovation takes many forms, from developing a unique product to implementing a clever marketing strategy, streamlining operations or finding creative ways to connect with customers It's about finding solutions that work for your business and your community

Canada’s small-business owners are today’s economic heroes and the heart of the innovation economy.

They are the risk-takers, the problem-solvers and the job creators, representing the ingenuity and resilience of small businesses across Canada While big businesses tend to get the most attention, the small-business owners who received this Fund represent what it takes to build a business today And collectively, they are the backbone of this country, driving our economy forward one innovative idea at a time

Canada needs to level the playing field for all entrepreneurs and support small-business owners to foster a thriving innovation economy.

The Mastercard x Pier Five Small Business Fund does exactly this, by providing small-business owners with much-needed funding, mentorship and community-building opportunities. At a grassroots level, this fund helps level the playing field and empowers small-business owners, especially women, to succeed When small businesses win, we all win By connecting smallbusiness owners with their peers and experts, Mastercard is connecting communities to unlock opportunities for small-business owners to share their experiences, gain insights from expert mentors and grow their businesses

So, now more than ever before, let's do our part as Canadians to support small businesses and the innovation economy That means shopping local, amplifying their stories and advocating for change that helps them thrive Their success is always going to be our success

This content was created in partnership between Mastercard and Amber Mac Media Inc.

Amber Mac is President of AmberMac Media, Inc , an award-winning content development agency, an award-winning podcaster (This Is Mining and The AI Effect), and a bestselling author She is also the co-host of the awardwinning emerging technology radio show and podcast #TheFeed on SiriusXM In 2024, Amber was named as one of DMZ’s Women of the Year for her work driving innovation and progress in the tech industry In 2021, Amber was named one of the Bay Street Bull Women of the Year for her leadership in the technology sector In 2016, she co-wrote the Amazon bestseller, Outsmarting Your Kids Online, just a few years after she wrote the Globe & Mail business bestseller, Power Friending.

RevolutionizingCanadianRetail:

By CanadianSME

As we approach 2025, Canadian retail is experiencing a seismic transformation, fueled by rapid technological improvements and changing consumer expectations Artificial intelligence (AI) is ushering in hyper-personalized experiences, sustainability is becoming a crucial corporate imperative, and the convergence of physical and digital retail also known as phygital commerce is changing how people purchase These innovations are more than just trends; they are transforming the whole character of retail, ensuring that companies remain relevant in a fiercely competitive landscape This article looks at how AI-powered personalization, sustainable retail practices, and seamless physical integration are shaping the future of Canadian retail

Hyper-Personalization Using AI Algorithms

for Tailored Customer Interactions

Retailers can now offer highly customized experiences at every touchpoint thanks to artificial intelligence (AI), which is revolutionizing customer engagement Canadian shops can predict customer preferences and actions with amazing accuracy by utilizing AI-driven data analysis

This enables companies to provide tailored discounts, dynamic pricing, and personalized suggestions to each customer

Retail giants such as Indigo Books & Music Inc have already adopted AI-powered recommendation engines that recommend books and other products based on previous purchases These clever technologies evaluate browsing history, previous purchases, and demographic information to produce a shopping experience tailored to each customer As a result, customer happiness and loyalty are considerably raised, which leads to higher sales conversions

Consumer demand reinforces the impact of hyper-personalization, with 71% wanting personalized encounters AI enables this through various channels, including email campaigns, chatbots, and dynamic website interfaces that adapt in real time to user preferences

Personalized shopping experiences are no longer just based on previous behavior Still, they can include contextual aspects such as time of day, seasonality, and emotional sentiment analysis based on consumer interactions

Additionally, AI-powered automation simplifies inventory management, ensuring businesses stock products that meet consumer demand. Predictive analytics assists organizations in reducing overstock and understock issues, enhancing profitability and sustainability As AI technology advances, Canadian merchants who fully utilize its potential will gain a competitive advantage by providing customers with an intuitive and highly personalized purchasing experience

Sustainable and Eco-Friendly Retail Practices

Sustainability is no longer an option but a requirement in modern shopping Consumers increasingly value ethical consumption, driving Canadian retailers to develop environmentally friendly business models By 2025, sustainability will be firmly integrated into supply chain operations, product procurement, and shop management.

One of the most noticeable trends in sustainable shopping is eco-friendly packaging Companies are moving away from plastic and toward biodegradable or recyclable materials, lowering their environmental impact Many brands employ compostable mailers and waste-free packaging to appeal to environmentally aware customers

Energy-efficient shop spaces are increasingly gaining popularity Companies such as Simons have pioneered zero net energy storage, which uses solar panels, geothermal heating, and LED lighting to reduce energy use These solutions not only decrease carbon emissions, but also result in long-term benefits for merchants

Initiatives promoting the circular economy are another key trend Retailers use buy-back programs, resale marketplaces, and upcycling activities to extend product lifecycles and reduce waste. Brands such as Lululemon have established trade-in programs that allow customers to return used items in exchange for shop credit, promoting sustainability while maintaining profitability

Ethical sourcing is becoming an increasingly important aspect in consumer decision-making Shoppers actively seek products that support fair trade standards, cruelty-free production, and transparent supply chains Retailers who work with sustainable suppliers and prioritize ethical labor practices earn customer trust and loyalty

Beyond environmental sustainability, social responsibility is becoming essential in retail operations Many Canadian firms invest in community-focused programs, dedicating a portion of their income to environmental and social concerns. These efforts resonate with customers who prefer to support companies that share their beliefs

The transition to sustainable retail is more than just meeting consumer expectations; it also has regulatory ramifications Government laws are pushing for higher environmental standards, so shops must remain ahead of compliance obligations Those who actively adopt green initiatives will be well-positioned for long-term success in an increasingly environmentally concerned market

Integrating Physical and Digital Retail Experiences

The distinction between e-commerce and physical stores no longer defines Canada's retail sector Instead, phygital retail a seamless combination of physical and digital experiences is changing how people connect with companies

Augmented reality (AR) is at the center of this change By 2025, 75% of the worldwide population is expected to use AR shopping tools. Canadian stores are using Augmented Reality to allow shoppers to digitally try on apparel, accessories, and cosmetics before making a purchase Companies such as Sephora and IKEA have launched AR-powered apps enabling customers to visualize things in their area, eliminating ambiguity and returns

Smart in-store technologies are also transforming traditional retail Interactive mirrors in fitting rooms offer style tips, while RFID-enabled smart shelves update inventory in real time Mobile applications with location-based services direct users through stores, providing personalized discounts and product recommendations as they browse

Unified commerce platforms ensure consistency across all purchasing channels Consumers want a smooth transition from online to offline buying, and businesses are responding by integrating inventory, payments, and consumer data across different touchpoints. A consumer may research a product on their smartphone, sample it in-store, then make the purchase at a self-checkout kiosk an experience that seems seamless and connected

Retailers are using experiential marketing to improve their omnichannel strategies Pop-up stores, immersive brand activations, and digital showrooms are becoming increasingly popular, attracting tech-savvy buyers looking for engaging retail experiences

The ability to combine convenience and sensory engagement enables companies to develop more extraordinary emotional relationships with their customers

The move to physical commerce is being driven by changing customer behavior Today's customers want flexibility, efficiency, and a sense of urgency By merging the most significant aspects of online and offline retail, Canadian firms can create a dynamic shopping environment that meets modern expectations while maintaining brand loyalty

What the Future Holds

AI-driven personalization, sustainability, and the seamless integration of physical and digital experiences are shaping Canada's retail future As we approach 2025, firms that capitalize on these advances will gain a substantial competitive advantage, providing consumers with a more engaging purchasing experience AI enables retailers to provide hyper-personalized interactions, sustainability programs cater to an increasingly environmentally sensitive market, and phygital retail assures a consistent customer experience across all touchpoints. By adopting these revolutionary trends, Canadian retailers may not only adapt to shifting consumer demands, but also thrive in a rapidly changing market scenario

Your role in staying updated is integral to our shared mission of fostering a community of innovators CanadianSME Magazine is a valuable treasure trove of entrepreneurial knowledge Click here to subscribe to our monthly editions for updates on Canadian businesses Follow our handle @canadian sme on X to remain updated on all business trends and developments Your support is crucial to our mission

The Energy Economy: Rethinking Food, Productivity and Health

How Intermittent Fasting and Nutritional Timing Boost Energy, Productivity, and Long-Term Health

By Layo Obidike

For decades, we ’ ve been conditioned to believe eating three square meals daily is essential for health and energy But what if this belief is more cultural than biological? What if our bodies thrive when we eat less frequently?

As someone who balances multiple roles entrepreneur, creative thinker, mother, and wife I’ve realized that energy is my most valuable resource Managing it well requires deeply understanding how food, metabolism, and productivity intersect

The Science Behind Energy Optimization

Our bodies are designed to switch between two metabolic states:

The Myth of Constant Eating

Modern eating patterns are largely shaped by convenience and industry influence rather than biological necessity Historically, our ancestors didn’t have constant access to food They ate when food was available, often fasting for extended periods This natural cycle allowed the body to store and use energy efficiently, relying on fat reserves rather than constant glucose spikes (Mattson et al , 2017)

However, today’s food industry thrives on keeping us in a perpetual state of consumption The idea that breakfast is the "most important meal of the day" was largely popularized by food companies looking to sell more products (Hobbs, 2009) Meanwhile, snacking culture has led to a global rise in obesity, metabolic disorders, and inflammatory diseases all fueled by a cycle of excessive eating and insulin spikes (Ludwig & Ebbeling, 2018)

Glucose Metabolism:

Fueled by frequent eating, this state keeps the body reliant on sugar for energy, often leading to energy crashes and cravings.

Ketosis (Fat Metabolism):

A state where the body burns stored fat for fuel, leading to more stable energy, improved mental clarity, and better metabolic health (Paoli et al , 2014)

To achieve sustained energy levels, the body needs periods of fasting, allowing it to reset, repair, and optimize energy production. This process is largely driven by the mitochondria, the energy factories of our cells Research shows that intermittent fasting improves mitochondrial function and reduces oxidative stress, both crucial for long-term health and productivity (de Cabo & Mattson, 2019).

Addressing Common Concerns

Some argue that skipping meals leads to fatigue or poor concentration However, studies indicate that after an initial adaptation phase, intermittent fasting actually enhances cognitive performance and mental clarity (Maalouf et al , 2009) Additionally, fasting may not be suitable for everyone, particularly those with underlying health conditions or high-caloric demands, such as athletes or individuals with certain metabolic disorders Consulting a healthcare professional before making drastic dietary changes is always advisable

Intermittent Fasting as a Productivity Tool

Intermittent fasting (IF) isn’t just about weight loss its about energy mastery By reducing meal frequency, the body learns to tap into its energy reserves rather than depending on constant food intake. This leads to:

More focus and mental clarity: Without the sluggishness of sugar spikes, productivity improves (Anton et al , 2019)

Better digestion and gut health: The body has time to repair instead of constantly processing food

Reduced inflammation and disease risk:

Extended fasting lowers inflammation, reducing the risk of chronic conditions such as diabetes and cardiovascular disease (Patterson & Sears, 2017)

Many high-achieving individuals use fasting to sustain peak performance Entrepreneurs like Jack Dorsey and biohackers such as Dave Asprey have publicly credited intermittent fasting for improved productivity, focus, and energy (Asprey, 2014).

In my household, we practice a 16-hour fasting window, where the last meal is around 5 or 6 PM, and the next meal is around 10 AM This schedule allows for optimal digestion, better sleep, and sustained energy throughout the day

Energy and Wealth: The Connection

There is a direct link between energy and productivity and, by extension, wealth. The ability to create, innovate, and build requires more than just time it demands consistent, reliable energy If food choices dictate energy levels, then mastering nutrition is an essential part of success

Yet, the health and wellness industry often overlook this reality Instead of prescribing real solutions for energy optimization, we are encouraged to consume more more caffeine, more sugar, more quick fixes But real productivity comes from training the body to function on less dependency and more efficiency

A Paradigm Shift in Eating

We need to move away from the idea that constant eating equals sustained energy. Instead, we should adopt a model that aligns with biological efficiency, supporting brain function, metabolism, and longevity Whether through intermittent fasting, ketogenic nutrition, or meal timing adjustments, small changes can have a profound impact on performance

Health is wealth, and mastering energy through nutrition is an investment in both For those looking to improve productivity, focus, and overall well-being, it’s time to rethink the way we eat not just for our bodies, but for the sake of our work, our creativity, and our long-term success

References

Anton,S D Moehl,K,Donahoo,W T,Marosi,K,Lee,S A, Mainous,A G, &Mattson,M P (2018) Flippingthemetabolic switch:Understandingandapplyinghealthbenefitsoffasting Obesity 26(2) 254-268

Asprey,D (2014) TheBulletproofDiet:Loseuptoapounda day,reclaimenergyandfocus,andupgradeyourlife Rodale Books

RdeCabo,R,&Mattson,M P (2019) Effectsofintermittent fastingonhealth aging,anddisease NewEnglandJournalof Medicine,381(26),2541-2551

Ludwig,D S,&Ebbeling,C B (2018) Thecarbohydrate-insulin modelofobesity:Beyond“caloriesin,caloriesout” JAMA InternalMedicine 178(8) 1098-1103

Maalouf,M,Rho,J M,&Mattson,M P (2009) The neuroprotectivepropertiesofcalorierestriction,theketogenic diet andketonebodies BrainResearchReviews 59(2) 293315

Mattson,M P,Longo,V D,&Harvie,M (2017) Impactof intermittentfastingonhealthanddiseaseprocesses Ageing ResearchReviews 39 46-58

Patterson,R E,&Sears,D D (2017) Metaboliceffectsof intermittentfasting AnnualReviewofNutrition 37 371-393

Layo Obidike

Founder of Thriveon Entrepreneur

Layo Obidike is an author, entrepreneur, and independent scholar with a passion for business development, creative writing, and psychology research She is the founder of Thriveon Entrepreneur, a business incubator that has helped develop ventures such as LO Publications and God's Treasury Cooperative Layo has authored several children's books, educational resources, and faith-based journals She is also dedicated to promoting literacy through homeschooling and creating early learning materials Beyond writing and business, she is committed to research on energy flow, waste, and human productivity, exploring how value functions as an economy of energy to drive happiness and wealth. She is also on a personal journey to maintain a ketogenic lifestyle and optimize her health through fasting and nutrition. Location Ottawa, Canada Website

Fortifying Canadian SMEs: Essential Cybersecurity Best Practices for 2025

By CanadianSME

As we approach 2025, Canadian small and medium-sized organizations (SMEs) will face a more complex digital threat scenario Cybercriminals are constantly evolving their techniques, targeting organizations of all sizes with phishing scams, ransomware, and data breaches For SMEs, strong cybersecurity measures are no longer optional, but rather required for operational continuity and trust This paper delves into three essential cybersecurity best practices for Canadian SMEs: employee phishing and social engineering training, data encryption and safe backup solutions, and developing and testing incident response plans

Employee Training in Phishing and Social Engineering

Social engineering assaults, particularly phishing schemes, are still among the most common risks to Canadian organizations Cybercriminals use human psychology to gain unauthorized access to sensitive data, therefore staff education is a crucial protection strategy

A well-structured employee training program should include the following critical components:

Recognize Red Flags: Employees should be trained to recognize common phishing indicators, such as unsolicited emails, unexpected attachments, and urgent requests for sensitive information Phishing attacks usually spoof reputable companies or trusted contacts to deceive victims

Avoid Unknown Sources: Employees should be instructed to check the legitimacy of emails, links, and files before engaging with them. Encouraging a "zero-trust" strategy, in which staff validate requests through alternative communication channels, can significantly reduce risk

Regular Simulations: Organizations should undertake regular phishing simulations to enhance training. These exercises should be designed to simulate real-world social engineering approaches, allowing staff to develop instinctual responses to questionable messages

Tailored Training Programs: Training should be tailored to the specific dangers of a sector Cyber risks differ by industry, making industryspecific guidelines more effective in raising security awareness

Continuous Education: Cyber risks are constantly evolving, demanding regular training upgrades Businesses should incorporate cybersecurity awareness into their corporate culture by providing refresher courses and regular security briefings

By investing in rigorous staff training programs, Canadian SMEs may equip their personnel to serve as a powerful first line of defense against social engineering and phishing threats

Data Encryption and Secure Backup Solutions

To reduce the risk of data breaches and loss, Canadian SMEs should emphasize data encryption and safe backup plans These safeguards ensure that sensitive information is secured even when unwanted access occurs

Key strategies include:

Data Encryption: Strong encryption algorithms safeguard data at rest and in transit

Encrypting sensitive files, emails, and communication channels ensures that data is unreadable by unauthorized parties

Secure File Sharing: Businesses should use encrypted file-sharing platforms with strong security features like access limits and audit logs to protect data exchanges.

Regular Backups: Organizations should set up automated backup systems to save copies of vital corporate data Regular backups reduce the effect of cyberattacks, unintentional deletions, and system failures

Cloud-Based Solutions: Cloud-based backup services, such as AWS, Microsoft Azure, and Google Cloud Storage, offer off-site data protection and quick recovery choices These services provide scalable, cost-effective solutions for SMEs seeking to increase their resilience

Test and Verification: Regular testing of backup systems assures data integrity and accessibility Businesses should test data restoration scenarios to ensure that backup solutions are functional in the case of a cyber disaster

Canadian SMEs may protect their precious data assets and ensure operational continuity despite cyber threats by employing strong encryption and secure backup mechanisms

Incident Response Plan Development and Testing

Canadian SMEs must have a well-defined and often tested incident response plan in order to manage and mitigate cybersecurity events effectively.

Key components of an effective incident response strategy include:

Plan Development: Organizations should have a detailed incident response plan that details the steps to take in the case of a security breach This strategy should contain escalation methods, internal and external communication tactics, and recovery procedures

Team Formation: Businesses should form an incident response team with clear roles and responsibilities Assigning dedicated individuals ensures a coordinated reaction to cyber problems

Regular Testing: Tabletop exercises, simulations, and penetration testing can help organizations validate their response plans. Testing enables firms to detect flaws and fine-tune their strategy based on real-world scenarios

Continuous Improvement: Incident response plans should be evaluated and revised regularly, taking into account the lessons learnt from tests and actual security incidents. Keeping the strategy current with evolving risks improves preparation

External Partnerships: Collaboration with cybersecurity firms, legal consultants, and law enforcement authorities improves an organization's ability to respond to security breaches

External assistance might give specific knowledge and regulatory compliance advice

SMEs may improve their resilience, reduce financial and reputational harm, and ensure a quick recovery from cybersecurity disasters by designing and testing incident response strategies on a regular basis

As cyber threats evolve, Canadian SMEs must implement proactive security measures to protect their business operations SMEs may dramatically improve their cybersecurity posture by emphasizing employee training, deploying data encryption and secure backup solutions, and creating comprehensive incident response strategies

These best practices not only protect against cyberattacks, but they also build trust with customers, partners, and other stakeholders. In an increasingly digital economy, investing in cybersecurity is more than just preventing data breaches; it is also about ensuring Canadian organizations' long-term prosperity and viability

Your role in staying updated is integral to our shared mission of fostering a community of innovators CanadianSME Magazine is a valuable treasure trove of entrepreneurial knowledge Click here to subscribe to our monthly editions for updates on Canadian businesses Follow our handle @canadian sme on X to remain updated on all business trends and developments Your support is crucial to our mission

ImageCourtesy:Canva

Sleeping Towards Success

In an exclusive interview with CanadianSME Small Business Magazine, we sit down with Nuno Bamberg, Senior Vice President of Brand & Marketing at Sleep Country Canada. A visionary brand strategist and business builder, Nuno has been instrumental in reshaping the way Canadians think about sleep elevating it from a basic necessity to a vital pillar of health and well-being

Nuno Bamberg is a business builder, brand strategist, and creative force shaping how some of Canada’s most iconic and global brands connect with people As SVP of Brand & Marketing at Sleep Country Canada, he leads with a bold vision: to make sleep a top priority in people’s lives and turn a legacy brand into a culture-driving powerhouse

With over 20 years of experience leading global brands and building category leaders across industries, Nuno blends sharp commercial thinking with a deep understanding of what drives people and performance.

His career began in creative writing and evolved into a path that’s taken him from the idea room to the boardroom with measurable impact at every step.

Before joining Sleep Country, Nuno spent nearly a decade at Publicis Groupe Canada, where he led The Pub, the agency’s content and production division Under his leadership, The Pub became a powerful growth engine, helping drive a near doubling of the agency’s size

Nuno Bamberg

Senior Vice President, Brand & Marketing Sleep Country Canada

How does Sleep Country incorporate the importance of sleep for overall health into its marketing campaigns, and what role does this play in your long-term strategy?

For over 30 years, at Sleep Country, we ’ ve proudly championed the importance and power of sleep, knowing it plays a vital role in overall health and well-being Sleep is foundational to both physical and mental health, yet in today’s fast-paced world, it’s often pushed aside

We believe that even small improvements in sleep can make a meaningful difference in people’s lives That’s why we focus on removing friction offering better products, expert advice, and accessible solutions that meet Canadians where they are

Campaigns like Stop Sleep Shaming were designed to challenge the idea that rest is something to feel guilty about Instead, we encourage Canadians to give themselves permission when they can to choose sleep and recovery without compromise

This approach isn’t just campaign thinking it’s long-term brand strategy As we continue to grow, were focused on leading the sleep retail category by combining trusted expertise, a portfolio of beloved brands, and a customer experience that puts consumers first

By keeping sleep at the centre of everything we do, were not only strengthening our position in the market we ’ re helping Canadians unlock the everyday benefits that come with sleeping better

Can you elaborate on the strategy behind the 'Stop Sleep Shaming' campaign? How do you measure its impact on changing perceptions about sleep in Canadian culture?

The strategy behind our Stop Sleep Shaming campaign was clear: challenge the guilt many Canadians feel around rest and reframe sleep as something to be proud of not apologetic for In a culture that often glorifies hustle and burnout, we set out to shift how sleep is perceived and talked about

We brought this message to life in a fun, engaging, and light-hearted way using relatable moments to spark conversation and encourage Canadians to see rest as a powerful part of everyday wellbeing The campaign wasnt just about awareness it was about driving a mindset shift, helping people view sleep as something worth prioritising.

To ensure that message was landing, we built measurement into the campaign from the start

We consistently measure impact through a combination of consumer research, brand health tracking, digital performance and more

That includes monitoring sentiment, brand favourability, and how our messages show up in organic conversations We also track recall and resonance across key customer segments to ensure the story continues to connect

Stop Sleep Shaming wasn’t a one-off It marked a bold stance and one we’ll continue to build on as we champion the importance and power of sleep in Canadians’ lives

Sleep Country has been innovating with multibrand stores and integrating online brands into physical environments. How do these strategies enhance customer experience and contribute to the company ' s growth?

The integration of multi-brand stores into our physical locations is yet another demonstration of our unwavering commitment to offering Canadians a seamless and personalized shopping experience

People are looking for flexibility in every aspect of their lives now including how, where, and when they shop and we want to meet them where they are

Our multi-brand stores allow customers to explore a curated selection of world-class sleep brands under one roof, giving them the ability to touch, feel, and compare products before they decide. By bringing our brands into physical environments, we remove friction from the path to purchase while strengthening brand trust and awareness

This strategy not only elevates the customer experience it also drives strategic growth It allows us to unlock synergies across our portfolio, increase foot traffic, and capture a broader range of customers who might not have previously walked into a Sleep Country store It’s a win for the customer and a win for the business

As a leader in consumer-centric strategies, how does Sleep Country ensure that its products and services meet evolving customer needs, especially in a competitive retail landscape?

At Sleep Country, we ’ re constantly evolving to meet the changing needs of our customers because what matters to them, matters to us We take a deeply consumer-centric approach, fuelled by data, feedback, and meaningful interactions at every touchpoint

We gather insights through brand health tracking, post-purchase feedback, in-store consultations, and digital behaviour all layered with broader market intelligence

These insights don’t just sit in a report they directly inform our product innovation, service enhancements, and customer journey design In a competitive and fast-moving retail landscape, agility is key

Whether it's launching new sleep solutions, introducing more flexible delivery options, or expanding our offering, we act quickly and decisively based on what our customers are telling us explicitly or implicitly

It’s that sharp focus on listening, learning, and acting that allows us to stay ahead while building lasting trust and loyalty

As a seasoned business leader, what advice would you offer to small and medium-sized businesses looking to enhance their brand visibility and customer service while navigating today's fast-paced market?

Focus on what makes you different and make it matter In a fast-paced, crowded market, small and medium-sized businesses don’t need to be everything to everyone They need to be meaningful to the right people Start by understanding your customer deeply what they value, how they behave, and where they spend their time and build your brand around those insights

From there, consistency is key. Whether it’s your store experience, website, social channels, or customer support, every touchpoint should reflect your brand You don’t need big budgets to show up well you need clarity, creativity, and care

Customer service is a powerful brand builder Be responsive, be real, and be accountable People remember how you make them feel more than what you sell

And finally, stay agile Test, learn, and evolve quickly What works today might not work tomorrow, so build a culture that embraces change without losing focus

In the end, visibility without credibility doesn’t go far But when you ’ re clear on your values, consistent in your delivery, and connected to your customers, you’ll build a brand that earns trust and keeps it

Disclaimer:

CanadianSME Small Business Magazine aims to provide insightful interviews that highlight the success stories and strategies of small and medium-sized businesses The views expressed in this interview are those of the interviewee and do not necessarily reflect the opinions of the magazine

Building more than tech

How Trackunit is strengthening communities in London, Ontario

Businesses don’t operate in isolation they are part of the communities they serve Trackunit believes that technology should not only drive efficiency and sustainability in the construction industry but also create lasting impact beyond the jobsite From supporting local charities to fostering the next generation of tech talent, our commitment to giving back is woven into our everyday practices.

At its core, Trackunit is a global technology company transforming the construction industry through connectivity With over 3 million assets connected worldwide and offices in Denmark, Canada, United States, Singapore, Sweden, Norway, France, the Netherlands, Germany, UK, Australia, and Japan, it is on a mission to eliminate downtime, drive efficiency, and create a more sustainable future for the construction industry Offering a wide range of solutions and integrations, Trackunit provides Internet of Things (IoT) and other technology solutions to help construction sites improve operational efficiency by tracking machine maintenance, providing realtime data to enhance workflows, and understanding equipment usage

But its contributions don’t stop at the jobsite From supporting local charities to fostering the next generation of tech leaders, Trackunit believes that businesses thrive when communities do.

Supporting London community’s well-being

Community support starts with action That’s why Trackunit has partnered with Anova House, a lifeline for individuals seeking refuge and new beginnings Through a holiday drive collecting essential feminine hygiene products and a $2,500 donation to Anova’s annual gala, the global contech is helping sustain critical outreach programs during a time when support services are needed more than ever.

Trackunit’s dedication to community support extends beyond financial contributions, as seen in its partnership with Habitat for Humanity Along with Trackunit’s $6,000 pledge to the Heartland Ontario chapter, its support for this initiative also entails hands-on involvement from the team, working alongside volunteers to provide affordable housing solutions in London, Stratford, Brantford, and Norfolk County With the region’s current housing and homeless prevention plans, it is evident that housing is a fundamental pillar and matter of utmost importance to our community, and Trackunit is actively ensuring that more people have access to safe and sustainable living spaces

The spirit of giving back is not limited to human welfare; Trackunit also extends its generosity to our four-legged companions

Proceeds from the company ’ s internal IT auction go directly to the London Humane Society, helping provide care and shelter for animals in need.

Promoting physical well-being and curbing emissions in the region, Trackunit encourages employees to participate in a We Bike to Work initiative, where Trackunit offices across the globe bike to work in support of global causes Following the tradition, this May, Trackunit’s London office exceeded expectations, raising over $3,200 while collectively cycling 8,313 km in 388 hours From initiatives that support research into multiple sclerosis to providing infrastructure development for clean water, a single ride, in this case, became a global movement of generosity and impact In the process, the team also saved 1 tonne of CO₂ the equivalent of 50 trees growing for a year

Supporting local economies

Trackunit’s presence in London, Ontario, plays a vital role in strengthening the local economy. Reviving the downtown core from Richmond Row to Old East Village has been a key goal in reestablishing the area as a cultural, civic, retail, and economic heart of the city

“Some companies have moved away from London’s downtown core, but Trackunit chose to invest in it,” said Brad Kriter, Sr. Director of Revenue Strategy at Trackunit. “Our 20,000square-foot office at Talbot and York serves as a hub for 120 hybrid-work employees in Southwestern Ontario, alongside frequent visitors from Denmark and the U.S., all contributing to the local economy.”

From employing talented individuals and supporting local catering businesses with daily lunches to welcoming international colleagues, Trackunit’s presence benefits hotels, restaurants, and other small businesses Its commitment to the downtown core not only fuels technological progress but also drives economic growth in the region

Creating spaces for innovation and collaboration

While any form of volunteering or donation is valuable, support can have the greatest impact when a company leverages its core expertise to drive meaningful change Recognizing the power of education and mentorship in shaping the innovators of tomorrow, Trackunit has proudly been supporting the Western Aero Design Team, a student-led initiative at Western University, for the past three years Through this initiative, the innovative venture shared Trackunit’s insights on the latest technologies, including IoT applications, in the construction industry Trackunit also helped the student-led team in the design review for its recent competition, yielding a best competition finish in the last five years.

Continuing its mission of fostering innovation and creating spaces for knowledge exchange, the Trackunit team hosts Code Tracks, a bi-monthly gathering of tech enthusiasts, bringing together industry experts to discuss everything from AI applications to API advancements, all in a relaxed setting

Recently partnering on this initiative with TechAlliance, the company has expanded its network and gained more engagement, as evident from its last tech meetup, which garnered a crowd of more than 60 tech enthusiasts In a rapidly evolving digital landscape, platforms like Code Tracks are essential in ensuring that knowledge is shared, ideas flourish, and the local tech community remains connected and engaged

Creating an equitable industry

Trackunit remains committed to promoting diversity and inclusion in the technology sector

Realizing the long path forward to achieving true diversity and inclusion, Trackunit supports various women-led initiative as proud sponsors Programs, conferences and resources that aim to empower women in technology and break barriers, such as All Women L E A D and the SheHacks program, help this innovative venture take tangible steps toward fostering an industry where talent, rather than gender, determines opportunity

As part of its commitment to fostering a more inclusive industry, Trackunit hosted an Inclusivity in Tech conference at its London office, where employees shared their experiences as diverse identities in the construction tech industry The event featured a panel discussion followed by an open Q&A, creating a space for meaningful conversations on representation, equity, and belonging in the sector

At the heart of Trackunit’s mission is the understanding that technology is most powerful when it serves people Whether through supporting local charities, fostering the next generation of innovators, or driving economic growth, Trackunit’s impact extends far beyond construction sites By leveraging its expertise, resources, and global reach, the company is helping to create stronger, more connected communities.

“At Trackunit, giving back isn’t an afterthought it’s a core part of who we are, ” said Lærke Ullerup, Chief Product & Marketing Officer at Trackunit “Our commitment to community outreach, education, inclusion, and economic growth reflects our belief that businesses don’t operate in isolation; they are an integral part of the societies they serve

“In an age where technology is reshaping industries and daily life, were reminded that true innovation isn’t just about advancing machinery and data it’s about advancing people and communities ”

About Trackunit

Trackunit is a global technology company that connects construction through one platform to create a living, evolving ecosystem that delivers data and insights to the off-highway sector With more than 3 million visible assets connected, it uses technology to eliminate downtime, improve safety, and help customers improve the bottom line in a sustainable, cost-effective way Find out more at: https://trackunit com/

CloudComputingforaGreenerTomorrow: CanadianInnovationsinSustainableBusiness Practices

By CanadianSME

Cloud technology is quickly becoming a crucial driver of sustainable development for Canadian small and medium-sized organizations (SMEs) as they navigate the altering economic landscape in 2025 Aside from enhancing operational efficiency, businesses are using cloud-based solutions to minimize emissions, optimize energy use, and promote environmentally responsible practices With sustainability becoming a higher concern, cloud computing provides a strategic opportunity to incorporate environmentally friendly efforts into business operations. This article looks at how Canadian organizations can use cloud technology to drive sustainability, with a focus on cloud-based smart building management solutions and the usage of the Internet of Things (IoT) to improve environmental conservation

Utilizing Cloud-Based Smart Building Management Solutions for Energy Efficiency

Cloud-based smart building management technologies are changing how Canadian businesses control their energy usage. By utilizing real-time data analytics and AI-powered automation, these systems can improve the efficiency of HVAC systems, lighting, and security infrastructure, resulting in decreased energy usage and operational expenses

Cloud-based smart building management technologies offer several key advantages, including:

Real-time Energy Monitoring: Cloud solutions enable businesses to track energy usage in real time, allowing fast modifications to optimise consumption

Predictive Maintenance: AI-powered analytics can detect probable equipment breakdowns, avoiding wasted energy and lowering repair costs

Automated Energy Adjustments: Smart systems can optimize energy consumption based on occupancy, time of day, and weather conditions

Integration with Renewable Energy Sources: Cloud platforms provide seamless integration with solar panels and other renewable energy sources, maximizing their use in company operations

Data-driven Sustainability Improvements: Continuous monitoring delivers meaningful insights that help firms improve their energy strategies over time.

A number of Canadian businesses have already recognized the advantages of cloud-based energy management For instance, Tridel, a real estate developer based in Toronto, has integrated innovative building management systems into its residential and commercial buildings Tridel has improved sustainability initiatives and drastically decreased energy waste using data analytics and automated adjustments This program sets a standard for other companies to follow by guaranteeing that structures are both economical and ecologically friendly

The following actions should be taken into consideration by Canadian companies in order to deploy cloud-based smart building management solutions properly:

Conduct an energy audit: To find areas for improvement, evaluate the energy usage already occurring

Select a scalable cloud platform: Verify compatibility with future expansion requirements and the building's current systems

Invest in IoT sensors and smart meters: Enable real-time energy tracking and automated adjustments

Train facility management staff: Equip teams with the skills to interpret and act on energy data

Regularly review and refine energy strategies: Drive continuous improvement by leveraging insights from cloud analytics

Businesses in Canada can increase their commitment to sustainability, cut their carbon footprint, and save energy costs by implementing these solutions

Leveraging IoT and Cloud Computing for Innovative Sustainability Initiatives

The combination of IoT and cloud computing enables Canadian enterprises to launch cuttingedge sustainability projects. Businesses that use real-time data collecting and analytics can enhance resource management, reduce waste, and contribute to environmental conservation initiatives

The key uses of IoT and cloud computing in sustainability are:

Smart Water Management Systems: Water usage is automatically monitored and controlled to reduce waste and improve efficiency

1 Waste reduction and recycling optimization: AI-powered analytics enable businesses to track trash patterns and create effective recycling plans

2 Sustainable supply chain management: Cloud technology enables organizations to analyze and improve the sustainability of their supply networks

3. Environmental monitoring and conservation: IoT sensors monitor air and water quality to enable proactive ecological protection actions

4 Renewable energy management: Cloud-based solutions enable the integration and optimization of solar and wind energy sources

5 The effort by international facilities management company BGIS is a shining example of how IoT and cloud computing are promoting sustainability in Canada. Using AWS IoT Core, the company created a Smart Water Filling Station Solution that greatly minimizes plastic waste and encourages the usage of reusable water bottles This project demonstrates how cloud-based technologies may improve corporate efficiency and the environment

Canadian companies should take the following actions to optimize the advantages of cloud computing and IoT for sustainability:

Identify key environmental challenges: Identify the operational elements that have the most effects on the environment

Create an IoT deployment strategy: Describe the goals and the part that linked devices play in sustainability initiatives

Select a robust cloud platform: Ensure that it provides powerful data analytics and AI capabilities for actionable insights

Implement pilot programs: Before implementing solutions widely, test them on a small scale to determine their efficacy

Foster a culture of sustainability: Motivate staff members to participate in and support sustainability projects

Businesses can improve their environmental footprint, innovate within their sectors, and generate new value-driven opportunities by utilizing cloud computing and the Internet of Things.

Cloud computing is a potent tool for companies trying to lessen their environmental impact as Canada continues its transition to a more sustainable future Businesses can save a lot of energy, reduce waste, and encourage responsible resource management by using cloud-based smart building management systems and IoT for sustainability projects

These cloud-driven tactics enhance operational performance and cost-effectiveness in addition to supporting sustainability objectives Businesses that adopt these innovations will be better positioned for long-term success in a greener economy, as sustainability continues to be a crucial differentiator in the corporate landscape

Your role in staying updated is integral to our shared mission of fostering a community of innovators CanadianSME Magazine is a valuable treasure trove of entrepreneurial knowledge Click here to subscribe to our monthly editions for updates on Canadian businesses. Follow our handle @canadian sme on X to remain updated on all business trends and developments. Your support is crucial to our mission

TechStacks Decoded:Whatto UseandWhy-by OrangeStackInc.

Explore the most popular tech stacks used by real-world companies, learn when to use each, and get ballpark estimates for development and hosting costs - so you can build smarter from day one.

MERN Stack (MongoDB, Express, React, Node.js)

Used by: Uber Eats, Instagram Web

Best for: Real-time dashboards, modern web apps

Dev Cost (MVP): $25k-$50k

Hosting: $25-$150/month

Why: End-to-end JavaScript. React ensures a fast UI, Node js handles async backend beautifully, and MongoDB scales horizontally

MEAN Stack (MongoDB, Express, Angular, Node.js)

Used by: Google Ads, Lego

Best for: Enterprise apps, admin portals

Dev Cost (MVP): $30k-$60k

Hosting: $25-$150/month

Why: TypeScript-based frontend with Angular's structured ecosystem and robust backend with Node

Designer & Founder, Orange Stack Inc

LAMP Stack (Linux, Apache, MySQL, PHP)

Used by: WordPress, Wikipedia

Best for: Blogs, CMS-driven websites, quick launches

Dev Cost (MVP): $10k-$25k

Hosting: $5-$30/month

Why: Time-tested stack, easy to deploy, budget-friendly

Django + React

Used by: Instagram, Disqus

Best for: Data-driven apps, internal tools, dashboards

Dev Cost (MVP): $30k-$55k

Hosting: $25-$100/month

Why: Python + Django is great for data-heavy backends, while React gives a sleek, modern UI.

Soumya Singh

Flask + React or Vue

Used by: Netflix (internal tools), Airbnb (ML APIs)

Best for: Lightweight APIs, ML-powered tools

Dev Cost (MVP): $20k-$40k

Hosting: $25-$75/month

Why: Minimal, modular, and great for microservices or ML integration

.NET Stack (C#, ASP.NET, SQL Server)

Used by: Stack Overflow, Microsoft Teams

Best for: Enterprise-grade internal or client-facing apps

Dev Cost (MVP): $40k-$80k

Hosting: $50-$200/month

Why: Reliable, scalable, and integrates seamlessly with Microsoft products

JAMstack (Next.js, Gatsby + CMS)

Used by: Nike, Smashing Magazine

Best for: Static sites, SEO-first content, marketing pages

Dev Cost (MVP): $10k-$30k

Hosting: $0-$50/month

Why: Lightning-fast load times, excellent for SEO, and free-tier-friendly

Ruby on Rails

Used by: Shopify, GitHub, Basecamp

Best for: Marketplaces, SaaS tools, MVPs

Dev Cost (MVP): $20k-$45k

Hosting: $25-$75/month

Why: Convention over configuration = fast development with great defaults

Java + Spring

Boot

Used by: LinkedIn, Amazon, Netflix

Best for: Large-scale enterprise systems

Dev Cost (MVP): $50k-$100k

Hosting: $75-$200+/month

Why: Super scalable, battle-tested in the enterprise world

Serverless (AWS Lambda, API Gateway, DynamoDB)

Used by: Netflix, iRobot, Coca-Cola

Best for: Event-driven apps, automation tools, cost-efficient backends

Dev Cost (MVP): $15k-$40k

Hosting: $5-$50/month

Why: Auto-scaling, low cost, perfect for modern cloudnative apps

Choosing the right stack isn’t about whats trending it’s about what fits your product’s needs, timeline, team skills, and budget. A fast-growing startup may love MERN, while a fintech platform might need Spring Boot or NET for enterprise compliance

If you ’ re planning your own build and want help evaluating the best stack, feel drop a comment below or visit us at www orangestackinc com

Let’s build smart Soumya Singh Designer | Founder Orange Stack Inc

Dr. Roberta Bondar:

From Space Pioneer to STEM Leadership Visionary

As the first female astronaut from Canada and the first neurologist in space, Dr Roberta Bondar has revolutionized leadership in the fields of science, business, and environmental advocacy

Since her historic Space Shuttle Discovery flight in 1992, Roberta has inspired STEM innovation and empowered future leaders by utilizing her neuroplasticity and space medicine knowledge Her work offers business executives timeless lessons by bridging the gaps between scientific discovery, entrepreneurial tenacity, and environmental care. Beyond her time in space, her love of learning and adventure has shaped industries and impacted the next generation of entrepreneurs

From Space to Science: Innovative Studies on Neuroplasticity

Roberta conducted over 40 studies on the effects of microgravity on the human body's biological and physiological processes during the eight-day mission aboard Discovery (STS-42) Her research provided new grounds for information about the physiological effects of space flight on humans:

● Physiological adaptations and spinal elongation:

Spinal elongation of up to 4 cm, fluid movements that result in back pain, and alterations in vision are all common for astronauts in microgravity Scientists have improved rehabilitation methods for people with spinal injuries and disorders like scoliosis by better understanding these consequences

● Neuroplasticity and Recuperation:

Roberta's research into neuroplasticity, or how the brain adapts to changing circumstances, has had a substantial impact on the assessment of Parkinson's disease, strokes, and age-related neurological decline Her research has produced significant insights into how the nervous system rewires itself in response to trauma and disease

●

Long-term health consequences of space travel:

After leaving NASA, Roberta led teams worldwide to investigate the long-term effects of space flight She observed similarities between astronauts' adaptation to microgravity and terrestrial neurological problems, suggesting that space science directly affects Earth-based health Her research involves institutions such as Harvard Medical School, with the goal of developing medicines for osteoporosis, muscle atrophy, and cognitive decline

Roberta's research emphasizes the importance of cross-disciplinary collaboration and R&D investment in addressing challenging situations. Cross-sector collaboration can promote innovation in any area, just as spaceflight has contributed to medical advances

Building a Legacy: Advocacy, Education, and Environmental Stewardship

Beyond the lab, Roberta is an advocate for diversity and sustainability Her post-astronaut career has focused on inspiring future generations through education, lobbying and environmental initiatives:

● Roberta Bondar Foundation:

This non-profit organization connects youngsters to nature through photography and practical learning, instilling environmental awareness Roberta enables young minds to discover and enjoy nature by merging science and art, thus encouraging creativity and healthy scientific curiosity

● STEM Career Development Programs:

Recognizing the systemic challenges that women and nonbinary people encounter in STEM professions, Roberta established a mentorship and networking program to increase diversity in the science and technology sectors. The program offers professional development opportunities, hands-on experience, and support networks to help underrepresented groups flourish

● Leadership at Trent University:

From 2003 to 2009, Roberta served as Chancellor of Trent University, where she promoted flexibility, lifelong learning, and the value of interdisciplinary teaching methods She promoted programs emphasizing critical thinking and problem-solving abilities, ensuring students were equipped for the changing employment market

Roberta’s Bondar Challenge collaborates with EcoSchools Canada to enable children to discover ecosystems while earning certificates Roberta's programs continue to empower the next generation of scientists and changemakers by stimulating curiosity and raising environmental consciousness.

Her philosophy "We all have that need to be curious and supported" motivates her dedication to overcoming structural barriers in STEM and promoting equitable opportunity for all.

Roberta's career provides tangible recommendations for entrepreneurs and business executives who want to negotiate volatility, inspire creativity, and develop resilient organizations:

● Embrace the Risk:

Roberta's career demonstrates the value of taking measured chances Citing her journey from astronaut to scholar and advocate, she suggests it's better to welcome change than to be afraid of it Because of her willingness to take risks, she has made ground-breaking contributions in several sectors

● Curiosity-Driven Innovation:

Her distinctive combination of photography and neurology work exemplifies how creative thinking can lead to novel solutions Roberta demonstrates the value of multidisciplinary problem-solving by combining art to raise environmental consciousness and research to push the frontiers of human knowledge

● Resilience Through Preparation:

Her astronaut training taught her to anticipate obstacles and devise backup plans, a skill applicable to crisis management and strategic pivots in business Organizations that plan for numerous situations can better navigate unforeseen interruptions

● Inclusive Collaboration:

Roberta's STEM projects value different perspectives, which aligns with Canada's push for gender equity in technology and leadership Her conviction in the power of inclusion emphasizes the competitive advantage that varied teams and viewpoints bring to creativity and corporate growth

Roberta's story highlights the value of flexibility, ongoing education, and utilizing funding opportunities such as the Canada Digital Adoption Program for SMEs to grow sustainably Her experiences show how important flexibility and lifelong learning are in today's quickly changing work environment

Honours & Ongoing Impact

Roberta's long list of honours attests to her influence in various fields She is well known worldwide for her contributions to science, education, and environmental advocacy:

● Her 28 honorary degrees, including the Order of Canada and the NASA Space Medal:

Her significance in the public and scientific domains

● Inducted into the International Women's Forum Hall of Fame, the Canadian Medical Hall of Fame, and a Star on Canada’s Walk of Fame:

Honoured for her leadership, space research, and medical contributions

● 2025 Initiatives:

By growing the Bondar Challenge, pushing for more financing for neuroplasticity research, and creating new programs to assist aspiring scientists and environmentalists, Roberta is still bringing about change

Her continued efforts ensure that her exploration, education, and innovation legacy continues to influence future generations

What the Future Holds

Dr Roberta Bondar's legacy extends beyond space exploration By combining science, leadership, and creativity, she demonstrates how curiosity and resilience drive progress a model for entrepreneurs looking to create and inspire

Her ability to apply space flight lessons to business, education, and environmental stewardship exemplifies the unlimited possibilities that arise when vision, flexibility, and teamwork come together

Her narrative serves as a compelling reminder to corporate executives that embracing change, instilling curiosity, and investing in future generations are essential for success

Your role in staying updated is integral to our shared mission of fostering a community of innovators CanadianSME Magazine is a valuable treasure trove of entrepreneurial knowledge Click here to subscribe to our monthly editions for updates on Canadian businesses Follow our handle @canadian sme on X to remain updated on all business trends and developments Your support is crucial to our mission

The Precision Effect Why Specificity Sell

Ben Wise & Darren Chiu Co-FoundersofCaptivate(Authors)

Have you ever noticed how a precisely worded statement seems more credible than a vague generalization? Or how a specific number, down to the decimal point, feels more convincing than a rounded figure? This is the Precision Principle at play

The Precision Principle describes our tendency to perceive precise information as more accurate and trustworthy Our brains crave certainty, and precise details create an illusion of knowledge and expertise. A precisely worded statement suggests the speaker has a deep understanding of the subject matter, while a vague statement leaves room for doubt and uncertainty A price of $24 73 seems more thoughtfully determined than $25 00 A "37% success rate" appears more credible than "about 40% "

Details & Examples:

Here are three easy and practical ways to start using the Precision Principle in business

Strategic Pricing

Consider the humble software subscription While competitors cluster around $99 per month, one company opted for a price of $97 43 The latter, despite being marginally lower, creates an impression of cost-based pricing rather than arbitrary markups One tech firm reported a 12 7% increase in conversion rates after shifting from rounded to precise pricing - a delightfully specific statistic that itself demonstrates the principle at work

Product Claims

If you are convincing someone of the virtues of your product or service, the more precise the better

Instead of saying a car is "fuel-efficient," state its average litres per 100 kilometres.

Rather than claiming a cleaning product "kills germs, " specify the percentage of nasty pathogens eliminated

This bias isn't limited to numerical values; it extends to language and storytelling A vividly detailed anecdote feels more authentic and persuasive than a generic account The Precision Principle highlights the power of specificity in shaping perceptions and influencing decisions

Rather than rounding up to "99% customer satisfaction" give the exact results: "97 3% customer satisfaction based on 1,842 surveys conducted over the past quarter "

Each of these are specific enough to be believable, and impressive enough to make an impact

Internal Communications: Monthly Challenge:

When communicating with your team, use precise language to convey your vision and expectations Here are a few common examples:

Instead of saying "We need to improve our performance," set specific goals: "Our goal is to increase sales by 15% in the next quarter by implementing a new customer outreach strategy and streamlining our sales process. "

Instead of "enhancing customer satisfaction," outline specific initiatives like reducing customer support wait times by 20% or implementing a new customer loyalty program

Don’t promise to deliver a project “in about three weeks”, specify that it will be done in “15 business days” or by “end of day on X date ”

Each of these will make your claim seem more credible and boost your personal brand as someone that has complete control over their business

This month, embrace the power of precision

Identify a goal: Whether it's closing a deal, motivating your team, or delivering a presentation

Add specificity: Incorporate specific details and precise language into your communication Use vivid descriptions, quantify your claims, and set measurable objectives

Observe the impact Does the precision enhance your message and influence your audience?

Want to Learn More? Check out these great resources:

For a broad overview, some of our favourite books touch on the Precision Effect and how it portrays credibility and reliability Pull out your well-worn copies of Thinking, Fast and Slow by Daniel Kahneman and Made to Stick by Chip and Dan Heath

If you are looking for some primary research, check out this paper from Marketing Science which covers 5 different studies showing the power of precision in pricing

Why Custom Branding Still Matters in an AI-Driven World

In today’s digital landscape, artificial intelligence has revolutionized the way businesses approach marketing, content creation, and even design AIgenerated templates and branding tools promise quick solutions, but at what cost? While these tools offer convenience, they often lack the originality, storytelling, and emotional depth that define a truly impactful brand

The Limitations of AI-Generated Branding AI tools can analyze trends, generate logos, colour palettes, and design assets in seconds. They promise convenience, speed, and affordability, making them an attractive option for businesses looking to establish a brand quickly However, while AI can replicate patterns and predict what “works” based on past data, it cannot create a brand that truly connects with an audience on a deeper level Here’s why:

Generic & Repetitive Designs: AI pulls from existing data and trends, often producing similar-looking visuals that fail to create a unique brand identity

No Emotional Connection: Strong branding is built on storytelling and emotional resonance

AI lacks the human ability to understand nuances, cultural relevance, and the deeper mission behind a business

Limited Creative Strategy: AI can generate assets, but it doesn’t develop a brand strategy that considers positioning, differentiation, and long-term business goals

Inflexibility for Growth: A brand isn’t static, it evolves over time with your business Custom branding ensures adaptability and consistency, something AI-generated designs often lack

The Power of Human-Led Branding and Design

Branding Is Built on Emotion, Not Just Aesthetics: A strong brand doesn’t just look good, it makes people feel something Human designers understand how to craft identities that spark trust, loyalty, and emotional resonance AI, on the other hand, operates on patterns and data, but it can’t intuitively capture the heart of a brand.

Storytelling Creates Lasting Impact: A brand is more than visuals, it’s a narrative that unfolds across every touchpoint Human-led branding draws from culture, psychology, and personal experiences to craft compelling stories that give businesses a unique voice AI lacks the ability to weave these intricate, authentic narratives

Adaptability Is Key to Long-Term Success: Markets change Consumer expectations evolve Trends shift Human designers ensure brands remain dynamic, adjusting strategies to stay relevant AI-generated branding, by contrast, tends to be rigid, offering designs that lack long-term adaptability

Human Creativity is second to none: AI generates branding based on existing patterns, often resulting in repetitive and formulaic designs Human designers bring originality, ensuring brands stand out rather than blend in A distinct identity isn’t just a luxury, its a competitive advantage that only human creativity can deliver

Collaborative Process & Client Involvement: Working with a creative agency allows for discussion, feedback, and collaboration throughout the branding process This ensures the final product aligns with the business’s vision, something AI lacks the flexibility to accommodate.

The Future of Branding: AI as a Tool, Not a Replacement

AI is a powerful asset in the design world, but it should be seen as a tool rather than a replacement for human creativity The best brands will be built at the intersection of technology and expert craftsmanship leveraging AI for efficiency while relying on human designers for originality, strategy, and storytelling Businesses that recognize this balance will create brands that are not only visually compelling but also deeply meaningful and enduring

Ready to build a brand that stands out and resonates deeply with your audience? Contact LRO Solutions today and together, let’s create a powerful, meaningful brand for your business that drives lasting success

At LRO Solutions, we stand out through our people and data-driven approach to digital marketing We collaborate with you to create tailored strategies that address your unique challenges and drive measurable results.

Beyond the Sale: How Employee Ownership Keeps Your Business and People Together

Building Resilience in an Uncertain Economy

By: Courtney Yanta, Firefly Insights

Courtney Yanta is an employee-owner at Firefly Insights, a Canadian company specializing in Employee Ownership We take a human-centered approach to design custom succession solutions and engagement strategies that protect legacies, keep businesses rooted in their communities, and ensure lasting success

Succession planning is daunting and far too often delayed A 2023 CFIB study found that only 9% of Canadian business owners have a formal succession plan, even though 76% plan to exit within the next decade The challenges are significant: 54% of owners struggle to find a suitable successor, and family transitions face an even steeper uphill battle with only 30% of family businesses surviving into the second generation, a figure that drops by more than half for the third generation

There’s a promising shift underway. In the UK, Employee Ownership Trusts (EOTs) are becoming a key component of succession plans, and in 2024 Canada introduced new legislation to support them empowering businesses to thrive under the leadership of those who know it best: their employees

Employee Ownership remains an underutilized succession strategy but it doesn't have to be Whether implemented as a standalone plan or combined with a family transition, it transforms succession from a compromise into a strategic move that preserves your legacy and ensures continuity This approach empowers those who know your business best to lead it into the future

What is Employee Ownership?

Employee ownership is, at its core, the sale of part of a business to its employees It doesn’t automatically transfer decision-making power or alter the existing governance structure; rather, it creates an environment where employees become both financially and emotionally invested in the company ’ s success Just as a rental car is treated differently from one that is owned, this subtle shift in perspective can significantly boost engagement and commitment Moreover, it allows for a fair valuation of the business at the time of transition

In Canada, there are three primary models of employee ownership:

Employee Share Ownership Plans (ESOP)

Under an ESOP, employees directly buy shares in the company This type of plan can often take the form of a management buy-out, and is highly customizable Owners can choose to sell as much or as little of the company as they wish, making ESOPs ideal for those who want to retain key employees while not completely stepping away from the helm

Employee Ownership Trusts (EOT)

Introduced in Canada with legislation passed in June 2024, EOTs follow the successful model established in the UK In an EOT, employees do not directly hold shares Instead, a trust becomes the majority shareholder (holding at least 51% of the company), and employees are designated as beneficiaries. This eliminates the need for employees to personally finance the transaction, and instead the trust is established via a bank or vendor take back loan For owners looking to exit, the EOT offers a compelling incentive a $10 million Lifetime Capital Gains Exemption, available if the sale is completed before the end of 2026

Hybrid Models

An emerging approach combines the benefits of ESOPs and EOTs In these hybrid structures, owners enjoy the tax incentives of an EOT while also providing an ESOP typically for senior employees to acknowledge their significant contributions This model can even be used alongside family succession, offering an opportunity to preserve a legacy while transitioning the business in a sustainable way

Each of these models offers a distinct pathway to sustainable succession planning, ensuring that the transition not only protects the business legacy but also protects the company for the challenges of the future

Building

a Stronger Business through Employee Ownership

Employee ownership is often implemented as part of a succession strategy, yet its benefits extend well beyond leadership transitions It serves as a powerful tool for enhancing both retention and engagement

Employee owned companies in the US boast significantly higher retention rates than nonemployee owned counterparts

Similarly, research in the United Kingdom shows that after adopting employee ownership, businesses experience up to a 20% performance boost and revenue increases as high as 43% Employees who have an ownership stake are more invested in the company ’ s success, which can lead to stronger performance and long-term growth

Moreover, employee ownership provides a valuable safeguard against external economic pressures. A study by Rutgers University revealed that during the pandemic, employee-owned companies demonstrated remarkable resilience retaining jobs at a four-to-one rate compared to other businesses, and maintaining stable salaries and hours In an increasingly volatile economic environment, employee ownership could be the solution to building a more resilient business

What Makes a Strong Employee Owned Business

Is employee ownership the secret sauce of success? Perhaps but it requires several key ingredients Financially, there must be something to sell - that means the business should have healthy cash flow and relatively stable revenue Culture, too, is critical; employee ownership is no remedy for a toxic environment Any serious cultural issues need to be resolved before considering this approach. Conversely, when implemented well, employee ownership can enhance company culture but only with dedicated efforts to educate employees and foster transparent, open communication

While starting succession planning may seem daunting, employee ownership presents a unique opportunity to both preserve a legacy and futureproof the business Embracing alternatives beyond traditional mergers, acquisitions, or family transfers can transform succession planning from a reluctant obligation into a strategic advantage empowering those who built the business and securing its long-term success

Navigating Tariff Turbulence

In an exclusive interview with CanadianSME Small Business Magazine, Andrew Perkins, Senior Vice President leading NFP’s North American Trade Credit and Political Risk practice, sheds light on the financial risks Canadian SMEs face amid new U S tariffs With three decades of expertise in trade credit and political risk, Perkins provides crucial insights into the secondary effects of tariffs, the most vulnerable industries, and how businesses can safeguard their financial stability From common misconceptions about trade credit insurance to strategies for mitigating risks and securing financing, this conversation is a must-read for business owners navigating today’s complex trade environment.

Andrew Perkins is the senior vice president leading NFP's North American Trade Credit and Political Risk practice Before joining NFP, Perkins served as vice president and commercial director for Atradius CYC's Canadian branch He brings 30 years of experience in the trade credit and political risk market, having held senior leadership positions in sales, underwriting, account management, e-commerce, and product development at leading underwriters of trade credit and political risk insurance

With the recent implementation of U.S. tariffs on Canadian imports, what secondary effects should small and medium-sized businesses be most concerned about beyond the direct impact of increased costs?

Immediately, most businesses are likely to be concerned with renegotiating their contracts with their US-based customers or US-based suppliers to account for the tariffs or counter-tariffs However, the medium-term secondary effects of these tariffs could include a reduction in revenue or an increase in costs for Canadian businesses if the tariffs can’t be passed along the supply chain or to the end consumer of the product.

Andrew Perkins

Senior Vice President leading NFP's North American Trade Credit and Political Risk practice

The same may be true for US businesses that import goods from Canada. Canadian corporate bankruptcies are already increasing, with an approximate 30% increase in 2024 versus the prior year These tariffs will very likely increase the risk of corporate bankruptcies further, meaning that Canadian companies selling to other companies, either within Canada or to the United States, are at increased risk of suffering bad debts in their accounts receivable Trade Credit Insurance can protect companies from bad debts due to their customers’ bankruptcy or insolvency reasons

Given your extensive experience in trade credit and political risk, what industries do you see as most vulnerable to the financial risks posed by these new tariffs? How can businesses in these sectors best prepare?

There is no easy way to predict which will be most affected by the tariffs as they could have unintended and unforeseen consequences for many industries With a Trade Credit Insurance program in place, companies don’t need to guess how the tariffs will affect the financial condition of their customers

Desjardins recently issued a report that identified industries they determined will most likely be affected Among the top five were primary metals, food and beverage, chemicals, machinery and aerospace parts, followed by pulp, paper and wood products A full list can be found here

Many business owners may underestimate the importance of trade credit insurance. What are some common misconceptions about this risk management tool, and how would you address them?

There are several misconceptions. The first misconception is that if a company hasn’t had a large bad debt in a couple of years that this product is not necessary However, like other forms of insurance, it is common to have a few years without a potentially catastrophic loss, but there is always a significant risk that a company will eventually have a large or multiple losses in their accounts receivable due to customer insolvency Trade Credit Insurance protects against the unforeseen bad debt losses

A potential second misunderstanding is that Trade Credit Insurance is only for larger companies With the right specialist to guide a company, trade credit insurance is an effective tool for SMEs

The third mistaken belief is that Trade Credit Insurance is only for export sales, but we can design a program that protects against losses for both domestic and export sales with one of the many excellent underwriters that we place business with

You mentioned a client who avoided financial difficulty because trade credit insurance covered unexpected losses from longstanding clients. Could you elaborate on how trade credit insurance can protect businesses against unforeseen bad debts while providing other benefits, such as improved financing?

Improved financing is one big benefit Financial institutions generally feel more comfortable providing a loan using the accounts receivable as security when they are insured, possibly increasing the company ’ s credit line

Another is the third-party financial vetting and monitoring of a client’s customers Once a program is in place, the underwriters will review customers' financial profiles to issue a credit limit for that customer for the policy They will also monitor and regularly review the customer’s financial profile for early warnings of financial distress This serves as a valuable support tool, enhancing the client's existing credit management practices.

As we wrap up, what practical advice would you give Canadian business owners looking to safeguard their bottom line in the face of these new trade challenges? How can they leverage tools like trade credit insurance to mitigate risks and potentially grow their businesses?

Due to the tariffs, Canadian businesses may be considering new clients within Canada or other parts of the world such as the UK, EU, Mexico, and Asia Trade Credit Insurance is an excellent tool for this sales expansion as companies will be selling to new clients that they are not familiar with Trade Credit Insurance can help companies vet these potential new clients so they can be more confident when expanding their customer base

Disclaimer:

CanadianSME Small Business Magazine publishes this interview The views and opinions expressed are those of the interviewee and do not necessarily reflect the official position of CanadianSME This interview is intended for informational purposes only and does not constitute legal, financial, or business advice

Beyond Burnout: Building Resilient Teams for Long-Term Success

In an exclusive interview with CanadianSME

Small Business Magazine, Aanchal Vash, Mental Health Speaker, High-Performance Wellness Expert, and 5x Bestselling Author, shares her insights on achieving success without burnout After the tragic loss of her twin brother to suicide, Aanchal dedicated her life to breaking mental health stigmas and helping individuals and organizations develop resilience. As the founder of Reach Out Together, she has impacted countless lives through mental health education and wellness training. In this conversation, she discusses the importance of mental fitness, strategies for preventing burnout, and how leaders can foster a workplace culture that supports both well-being and peak performance

Aanchal Vash is a Mental Health Speaker, HighPerformance Wellness Expert, and 5x Bestselling Author on a mission to help people achieve success without burning out After losing her twin brother to suicide in 2016, she made it her life's work to break the stigma around mental health and teach people how to build resilience. She founded Reach Out Together, a nonprofit that provides mental health education and wellness training, and has worked with corporations, schools, and communities to help people develop real strategies to manage stress. She's been featured in SiriusXM, CBC, Yahoo Finance, Thrive Global, and Women Entrepreneur India, and speaks on mental fitness, leadership, and avoiding burnout

Aanchal Vash

High-Performance Wellness Expert | Mental Health Speaker | Author

How do you believe training mental fitness can lead to long-term success, especially in highpressure environments, and what strategies do you recommend for implementing this approach?

Mental fitness is just as important as physical fitness especially in high-pressure environments Without it, stress accumulates, decision-making suffers, and performance declines Training mental fitness helps individuals develop emotional agility, resilience, and the ability to adapt under pressure, ultimately leading to long-term success

A key strategy is proactive mental conditioning, which involves daily habits that strengthen emotional endurance, much like a workout strengthens muscles I recommend the 3R Framework: Recognize, Reframe, Release recognizing stress triggers, reframing negative thoughts, and releasing tension through movement, mindfulness, or professional support

For organizations, mental fitness should be embedded in leadership development and workplace culture. This means providing mental health first aid training, integrating microbreaks and recovery strategies, and normalizing conversations around stress Leaders who model these behaviors set a standard that helps teams sustain high performance without sacrificing wellbeing

You often discuss how top performers are particularly vulnerable to burnout. Can you elaborate on why this is the case and share some practical advice on how they can break this cycle?

Top performers are wired to push limits. They thrive on achievement, often tying their self-worth to productivity This "high-performance trap" creates a cycle where success leads to more responsibility, leaving little room for recovery Over time, stress compounds into burnout; making it difficult to sustain excellence

To break this cycle, top performers must redefine success to include sustainability I advise them to follow The 4P Method: Pause, Prioritize, Protect, and Perform:

Pause – Regular check-ins on stress levels prevent burnout from creeping in

Prioritize – Not every task requires urgency; focus on high-impact activities.

Protect – Set non-negotiable recovery time (e g , digital detox, sleep, movement)

Perform – A well-rested, mentally fit individual outperforms an exhausted one

Organizations must also shift from a "always-on" culture to performance cycles balancing intensity with strategic recovery This ensures longevity in success rather than short bursts followed by burnout

What steps can leaders take to create a work culture that supports both performance and well-being, and how do you see this impacting business outcomes?

A culture that balances high performance with wellbeing is not a luxury it’s a business advantage Companies that prioritize mental fitness see lower absenteeism, higher engagement, and stronger innovation L d l i l l i thi t f ti

They must:

Lead by Example – Model healthy behaviors, such as taking breaks and setting boundaries. When leaders prioritize their wellbeing, it normalizes self-care for employees

1. Train for Mental Resilience – Equip teams with mental health first aid training to recognize and address stress before it escalates

Redefine Productivity – Encourage focused, high-impact work over long, draining hours Performance thrives when recovery is built into the process

Foster Psychological Safety – Create spaces where employees feel safe discussing challenges without fear of stigma or repercussions

The impact? Stronger retention, increased creativity, and a workforce that doesn’t just survive but thrives

Your work is deeply personal, inspired by your brother’s struggles. How has your personal journey influenced your approach to mental health advocacy, and what lessons do you hope others can learn from your experiences?

Losing my twin brother, Tushar, to suicide in 2016 was a turning point in my life I witnessed his struggles with self-harm and untreated stress, and it made me realize how many people suffer in silence

His passing ignited my mission to break cultural stigma around mental health and advocate for proactive intervention One of the biggest lessons I’ve learned is that stress and mental health struggles don’t always look the way we expect them to Tushar was charismatic, intelligent, and outwardly successful yet he was suffering internally

That realization forced me to look inward, and I discovered that I, too, was coping with stress in unhealthy ways masking emotional pain through overworking

Now, I focus on recovery strategies for individuals and organizations to prevent others from reaching a breaking point My message: You don’t have to wait for a crisis to prioritize mental health Prevention is the best intervention

As a mental health advocate and wellness expert, what final advice or insights would you like to share with small and medium-sized businesses looking to prioritize mental fitness and resilience in their operations?

SMBs are the backbone of the economy They often operate in high-pressure environments with limited resources This makes mental fitness a critical investment, not just a "nice-to-have " A resilient workforce leads to higher retention, increased innovation, and sustainable growth Here’s my advice for SMBs: Start with Leadership Buy-In – If leaders prioritize mental wellness, employees will follow

2. Train Teams on Mental Fitness – Mental health first aid, stress management workshops, and peer support systems can make a measurable difference

Implement Small but Impactful Changes –Flexible work hours, clear communication, and structured recovery time can prevent burnout.

Create a Culture of Psychological Safety –Employees should feel safe discussing challenges and seeking help without fear of repercussions

Measure Impact – Track wellbeing indicators just as you would performance metrics A mentally fit team is a high-performing team

Stress Awareness Month is a perfect time to make these shifts not just for April, but for longterm business success

Disclaimer:

CanadianSME Small Business Magazine is committed to sharing insightful stories and strategies from successful entrepreneurs and thought leaders The views and opinions expressed in this interview are those of the guest and do not necessarily reflect the views of the magazine or its affiliates"

Entrepreneurship &InclusiveGrowth

In an exclusive interview with CanadianSME Small Business Magazine, Alexander Paul Burton, entrepreneur and advocate, shares his unique approach to blending business innovation with social impact With expertise spanning health promotion, nonprofit leadership, and the creative industries, he has successfully built ventures that prioritize accessibility, agility, and inclusivity. As the driving force behind FORTIS Medical Legal and the OUTLINE Awards, Alexander leverages real-time data, predictive analytics, and strategic outreach to bridge gaps in legal, medical, and artistic spaces In this conversation, he discusses the power of adaptive business strategies, the role of technology in fostering inclusivity, and how small businesses can create meaningful impact while scaling for success

Alexander Paul Burton is a dynamic entrepreneur with a diverse background spanning marketing, health promotion, nonprofit leadership, and the creative industries. With a keen eye for digital strategy and brand development, he has worked across multiple sectors, bridging business innovation with social impact. His expertise in strategic growth and communication has positioned him as a leader in both corporate and artistic circles

You have a diverse background in health promotion, nonprofit work, and the creative industries. How do you leverage your experiences across these sectors to inform your business strategies and marketing innovations?

My background in health promotion, nonprofit work, academia, and the creative industries all feed into how I run FORTIS Medical Legal The medical-legal world, especially when it comes to motor vehicle accidents (MVAs), is a mess for most people, but it’s even worse for those who are marginalized

Alexander Paul Burton

Tremolo A

Tiempo

- Toronto Based Composer and Pianist

Too many fall through the cracks, either getting bad legal advice or missing out on the medical care they actually need I’ve seen it happen firsthand

That’s why everything I do with FORTIS is rooted in research and real community needs. My background in academia and health promotion means I don’t just guess what works I build strategies backed by data, public health research, and policy insights. If it doesn’t help real people, it’s not worth doing. My nonprofit work keeps me focused on accessibility and advocacy, making sure no one’s left struggling through bureaucracy alone And the creative industries? That’s where I learned how to actually communicate and connect, making complex systems simple

At the end of the day, FORTIS isn’t just a business it’s about making sure justice and care aren’t just for the privileged

The OUTLINE Awards aim to amplify LGBTQ+ voices in music and the arts. Can you discuss how your work in advocacy and entrepreneurship intersects, particularly in creating opportunities for marginalized creatives?

The OUTLINE Awards exist to amplify LGBTQ+ voices in music and the arts not just as a token gesture, but in a way that actually creates real opportunities For me, advocacy and entrepreneurship aren’t separate things; they feed into each other If you ’ re trying to change the industry, you can’t just talk about it you have to build something that makes a difference

My background in advocacy, nonprofit work, and business gives me a unique perspective I’ve worked on the ground with marginalized communities, understanding the barriers they face, whether it’s financial, systemic, or just not having the right connections That’s why OUTLINE isn’t just an award it’s a platform, a network, and a way in for LGBTQ+ creatives who might otherwise be overlooked.

‘

At the same time, my work as an entrepreneur means I know how to create sustainable models that actually support artists long-term Visibility is great, but real change happens when we give people the resources, funding, and mentorship to thrive that’s what I’m building with OUTLINE

At FORTIS Medical Legal, you emphasize the use of real-time data and analytics to stay ahead in legal marketing. How do you see this approach evolving, especially in making legal services more accessible to marginalized communities?

At FORTIS Medical Legal, real-time data and analytics aren’t just about marketing they’re about accessibility and impact The legal industry has been slow to adopt data-driven, responsive outreach, but we use keyword analysis, trend tracking, and predictive modeling to ensure people get the right information at the right time

For instance, we monitor weather patterns, accident reports, and community-specific trends to predict spikes in motor vehicle accidents (MVAs). If a snowstorm is coming, we don’t just react we proactively create and distribute content so people know their legal rights and medical options before they even start searching

This approach is critical for marginalized communities, who often face language barriers and lack access to reliable legal resources

From the start, we built multilingual accessibility into our model My previous work securing funding for Chinese-language suicide helplines at Distress Centres of Greater Toronto reinforced the importance of language-specific services in crisis situations More recently, data from the past few years has guided us in expanding content in Arabic, Mandarin, Spanish, and other key languages, ensuring that legal support reaches those who need it most before they even ask for it

You highlight the importance of agility in business growth. How do you balance structure and flexibility when navigating different sectors, from legal to creative industries?

Agility in business isn’t just about moving fast it’s about knowing when to pivot and where to stay grounded At FORTIS Medical Legal, we balance structure and flexibility by using datadriven prioritization In the legal-medical space, responsiveness is everything a delayed response in an MVA case can mean missed care, lost income, or unnecessary suffering.

That’s why we ensure the clinics we work with are not just qualified but also proactive and responsive, providing timely assessments and treatment for those who need it most

At the same time, structure is non-negotiable We work within strict legal and medical frameworks, but we also know that bureaucracy shouldn’t slow down recovery That’s why we use real-time data and predictive analytics to prioritize high-need cases, ensuring that clients are connected to clinics that won’t leave them waiting

It’s a bit like jazz music you need a solid framework to hold everything together, but the magic happens when you improvise within it And in our world, agility isnt just a buzzword it’s the difference between getting clients the right care, fast, or leaving them stuck in the system longer than a TTC delay in rush hour.

As a leader in both business innovation and social impact, what advice would you offer to small and medium-sized businesses looking to integrate agility, inclusivity, and technology into their growth strategies?

Take chances If you ' re a small or medium-sized business, your biggest advantage is agility youre not a giant corporation bogged down by bureaucracy If one marketing strategy isn’t working, pivot, test something else, and keep the data I love comparisons track what works, spot trends, and refine your approach instead of doubling down on what’s failing

For inclusivity, don’t treat it as an afterthought embed it into everything you do We prioritize the decolonization of language barriers, ensuring information isn’t just available but accessible and digestible Legal and medical marketing is full of gatekeeping dense terminology, convoluted processes so we strip out the jargon and disseminate information in a way that’s actually useful to people Whether it’s multilingual content, culturally relevant outreach, or simply making resources clear and actionable, accessibility isn’t a checkbox it’s the foundation of trust

Technology is a scalability tool, not a replacement for human connection Use automation, AI, and analytics to stay agile, but don’t automate yourself out of relevance

Think of it like cooking for a diverse group if you only use one spice, you’ll lose half the table. Adapt, refine, and serve something that everyone can actually digest

Disclaimer: CanadianSME Small Business Magazine aims to provide insightful and engaging content that celebrates the achievements of small and medium-sized businesses The views and opinions expressed in this interview are those of the guest and do not necessarily reflect the views of the magazine

Scaling Success in Canada

In an exclusive interview with CanadianSME

Small Business Magazine, Liz Klein, Director of Regional Sales at Samsara, shares how the company is revolutionizing fleet management and logistics in Canada. Leading a highperforming sales team, Liz works with some of the nation’s most recognized businesses to enhance operational efficiency, safety, and sustainability With a deep understanding of Canada’s unique challenges spanning diverse regulations, extreme weather conditions, and evolving industry needs Samsara has positioned itself as a trusted technology partner In this conversation, Liz discusses the power of AI-driven innovation, the importance of building strong customer relationships, and how businesses of all sizes can leverage technology to scale, adapt, and thrive in an ever-changing landscape.

As the Director of Regional Sales at Samsara, Liz leads a high-performing sales team servicing thousands of Canadian customers nationwide. She oversees both the Mid-Market and Commercial segments, working with some of Canada’s most recognized fleet and logistics companies to enhance their operational efficiency and drive important business outcomes

With extensive experience in the technology industry, Liz has a proven track record of building and scaling successful sales teams from the ground up in Emerging Markets

Liz Klein

Director of Regional Sales in Canada, Samsara

You've emphasized the importance of building strong relationships in Canada. Can you share more about how you ' ve adapted this approach, and how it has contributed to Samsara's success?

In markets like Canada, our success isn’t just about providing a product, it’s about building genuine partnerships with our clients We’ve prioritized building local teams across key provinces to deeply understand their unique regional challenges and work closely with our customers to gather direct feedback to build better products. Our customer feedback loop allows us to rapidly develop and deploy new features each year that address the evolving needs of Canadian businesses

To further strengthen these partnerships and stay close to our customers, we are actively expanding our presence at local events This includes hosting events in major customer hubs, participating in local association conferences, and showcasing our solutions at larger trade shows A few months ago, we hosted a Samsara User Group event in Toronto, where we brought our customer community together to share ideas, tackle challenges, and explore how Samsara can make operations even better for our customers We've also hosted events in cities such as Edmonton, Calgary, Montreal, and Vancouver to ensure were gathering first hand insights to foster a deeper understanding of our customers' specific needs and challenges

As a leader in a male-dominated industry, how does Samsara support and uplift women both within the organization and in the industries it serves? What initiatives or strategies have been most effective?

Samsara is deeply committed to supporting and uplifting women, both internally and across the industries we serve. Internally, our Women of Samsara [WOS] employee resource group provides mentorship programs, leadership opportunities, and essential resources to empower the women who are vital to our success We also foster an inclusive culture where everyone can bring their whole selves to work As our Diversity, Equity, and Inclusion report highlights, we actively track and report on our progress to ensure a diverse and equitable environment

Externally, we actively champion women in logistics through partnerships with organizations that promote their advancement This includes providing scholarships and sponsoring industry events, such as our recent Women in Operations webinar, where we brought together women across different industries for a powerful discussion on leadership, career growth, and the safety innovations shaping their fields We believe that empowering women is not only the right thing to do, but also essential for driving innovation and long-term success within Samsara and throughout physical operations

How does your vision for Canada differ from other international markets?

Physical operations organizations across Canada face some very specific challenges that we partner to solve; our country's vast geography, diverse regulatory landscape across provinces, and varying industry needs from the oil sands in Alberta to the trucking routes in Ontario requires our strategy to adopt a regionalized approach, with dedicated teams in key hubs to provide localized expertise and support

Our vision for Canada goes beyond simply deploying technology; we aim to be a trusted partner in helping Canadian businesses improve safety, efficiency, and sustainability This means tailoring our solutions to address specific Canadian challenges, such as extreme weather conditions and remote operations, which differentiates our approach from other international markets.

We're really excited about the positive outcomes we ' ve seen with customers like Sobeys, a top Canadian grocery retailer They utilize our platform to maintain the integrity of their cold chain, ensuring perishable goods are delivered in optimal condition across their extensive network In a country with such varied climates and long distances, this is crucial By deploying our temperature monitoring and real-time tracking solutions, Sobeys has been able to reduce spoilage, improve delivery reliability, and maintain the highest standards of food safety

Reflecting on Samsara's decade-long journey, what have been the most significant technological advancements or innovations that have helped the company adapt to changing industry needs in Canada?

Over the past decade, several technological advancements have been crucial Our AI-powered dash cameras have significantly improved driver safety and retention, a key concern in Canada's challenging driving conditions and driver shortage

Our recent State of Connected Operations Report: Building for the Next Generation: Workforce Trends in Physical Operations, found that Canadian leaders rank cameras as a top technology for improving recruitment and retention, driven by younger workers' emphasis on safety

More recently, we ’ ve introduced Samsara Intelligence, an expanded suite of AI offerings designed to help our customers in Canada discover insights, automate tasks, and make better decisions This includes innovations like the Samsara Assistant, a generative AI tool that provides instant answers to complex operational questions, and Intelligent Experiences, which embeds AI-powered insights, recommendations, and actions directly into our applications

These advancements are not only optimizing operations and improving decision-making, but also helping Canadian businesses in industries like construction to reduce emissions and enhance sustainability By leveraging data-driven insights to optimize operations, equipment use and vehicle emissions, Samsara is optimizing complex supply chains and building for a more sustainable future for Canadian industries

As Samsara celebrates its 10th anniversary, what advice would you offer to small and medium-sized businesses looking to scale and innovate in their respective markets? How can they leverage technology to drive growth and sustainability?

My advice to SMBs is to embrace technology strategically, recognizing its transformative potential Start by identifying key operational challenges and then seek out solutions that can provide clear return on investment A key advantage for SMEs is that solutions like Samsara’s are highly flexible and can scale to meet fleets of any size From small operations with a handful of vehicles, to large-scale fleets, it’s never been easier for SMEs and companies of all sizes to streamline their operations, improve efficiency and enhance the customer experience to drive business growth

Disclaimer:

CanadianSME Small Business Magazine aims to provide insightful and engaging content that celebrates the achievements of small and medium-sized businesses The views and opinions expressed in this interview are those of the guest and do not necessarily reflect the

ImageCourtesy:LizKlein