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Winter 2014 | Issue 44

Here We Grow Again

A New Year, A New Look!

President’s Message A New Year, A New Look. A New Year and a new look for Acclaim. As a member benefit we want to bring you great content and a platform for your stories and business success. This publication has long been a “members only” benefit, but we don’t want to keep it a secret anymore. We encourage you to share this publication with your network, your friends, and your associates. CAWEE is one of the longest running business women’s organizations in Canada and we continue to change and improve to respond to the needs of our members. Founded in 1976, it was created to support issues facing women in executive positions. This was reflected in the guiding principles, such as “Provide the power of many to influence and be leaders in business, government, and the community.” Initially founded as the Canadian Association of Women Executives, the name was changed in 1985 to add “Entrepreneurs” in recognition of the growing number of members who are business owners. 2

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Today our Value Proposition is: “CAWEE offers a networking opportunity for future business, and is a resource for quality professional services. CAWEE offers a welcoming community of peers, mentors, and advisors.”

CAWEE offers a networking opportunity for future business, and is a resource for quality professional services. I would like to thank our Director of Communications, Kerry Cathers, and Krista Downey for bringing a fresh look and great content to Acclaim. I hope you enjoy this issue, please feel free to share this on your social networks; don’t keep it a secret. Warm regards,

Helga Teitsson, President


New Year’s Resolutions


The Year of the Kitchen

What’s your Kitchen Character?

Keeping the Promises You Make to Yourself

by Anne Bergman BA, MPH

by Anne Brunelle


A Woman’s Legacy


Encouraging Women to Believe in Themselves

Impagination Got CARDED


Just in Time for the Holidays by Laural Carr

by Kerry Cathers


Exit Strategy What to Ask for When and How and Why by Marnie Walker


The Fine Art of Business Relationships

Tips for Establishing Effective Communications by Amy Brassert

CAWEE Monthly Breakfast Club 16 October Breakfast: Contracts by Denise Robertson

CAWEE Lunch and Learn Series 18 Using Email and Social Media to Grow your Business by Javed Khan

CAWEE Upcoming Events 21 See page 21 for details or visit our website at

New Year’s Resolutions Keeping the Promises You Make to Yourself By Anne Brunelle It’s January, the beginning of 2014. Did you make New Year’s Resolutions this year? Did you make any last year? Were you able to keep last year’s resolutions? No? You are not alone; according to only about 8% of people actually keep their resolutions.

Only 8% of people actually keep their New Year’s Resolutions.



2014 Choose your resolutions carefully Make the resolutions tangible and measurable. Reward Yourself. Keep Yourself Accountable.

New Year’s Resolutions are promises you make to yourself, which makes them harder to keep. How do you improve your chances of success?

DO Start by choosing your resolutions carefully. Do not try to change your whole life in one sweep – this may be a New Year and you may want to create a New You but start slowly. Keeping your list short also helps. You have other responsibilities; do not set yourself up for failure by taking on too much too soon.

DO Make the resolutions tangible and measurable. If you want to lose weight, phrase your resolution as: “I’m going to give up deserts.” Or if you want to save money, state your resolution as: “I’m going to give up my daily Starbucks coffee.” And give yourself the right to ease up on things without completely falling off the wagon. Maybe you will only have deserts when you have dinner out. Or only have the Starbucks coffee on Fridays. Knowing you can cheat occasionally helps make it possible to keep those promises.

Write down these carefully chosen and tangible resolutions. Putting them on paper makes them real, makes them concrete, but it does not mean they are written in stone; they can be changed as your life changes. Putting them in writing gives them power. Also, make sure you can see these promises; do not hide them in your lingerie drawer.

DO It is also important to reward yourself for keeping your resolutions. Create a Caring for Myself Journal where you state what you did each day that brings you closer to your goal(s). And give yourself a treat for being so good to yourself. A hot bath or a long walk with your sweetie will not break your resolutions, but will make you feel good about yourself.

DO The last, and often most important thing, is keeping yourself accountable. Your Caring for Myself Journal can help you be accountable to yourself, but it is even better if you make yourself accountable to another person. It is much easier to stay on your chosen path if you know you have to admit to someone else when you have strayed. Make a friend your “accountability partner� and meet at least once a week to inform each other if you have kept your promises. Or you can hire a coach, putting your money where your mouth is, so you prove to yourself how important it is to keep the promises you made to yourself. Winter 2014 | Issue 44


Host Comedienne Jessica Holmes of Royal Canadian Air Farce was our emcee. She mixed music, comedy, and improvisation to entertain us between speakers, opening the show as Liza Minnelli singing Beyoncé’s “All the Single Women”. She entertained us with her trademark impressions, singing, and dancing.

Business Innovation Laural Carr, Helga Teitsson, Kerry Cathers

By Kerry Cathers

The setting was sparse, but the speakers more than made up for it. A Woman’s Legacy, an empowering one-day exposition of impressive and eclectic women, was held at the Toronto Convention Centre on November 21st. They were dynamic speakers who had overcome hardship and doubt to become influential in their fields and each is working to bring about change. Their speeches educated, entertained, and inspired us.


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Amanda Lang, co-host of Lang and O’Leary, talked about innovation and how when an old idea meets a new one, it brings about change. Today’s work culture is built on conformity which “disengages” people from their jobs, lowering productivity. But some companies are cultivating an environment for curiosity, encouraging their employees to make suggestions, said Lang. It’s these companies that are the leading innovators in their fields and changing the way we do things. Lang also said that women need to believe that they have good ideas. To do that, she said, women must give themselves permission to ask questions and be innovators so we can begin thinking bigger picture and solve larger problems.

Wealth Mastery Real estate broker Kimberly Marr encouraged the more than 1,000 women at the event to take control of their finances, mourning the lack of financial education available both in schools and at home. She argued this led to women making poor decisions, or worse, no decisions at all. Unfortunately, her advice was sandwiched between two advertisements and negated all that she said. Doing this made her presentation an infomercial rather than an educational talk. It would have been more valuable if she had provided the information she claimed was lacking rather than concentrate on real estate and her seminar.

Motivation The afternoon began with Roxana Saberi, an American journalist imprisoned in Iran for espionage. She talked about how her search for meaning led her to become a journalist, specifically to write a book about women’s issues in Iran. With Mahmoud Ahmadinejad’s election the rights of women and journalists were curtailed and many female writers fled. But Saberi arrived when restrictions were being eased. Unfortunately, her interviews brought her to the attention of the government and she was arrested. Being in prison taught her the importance of remaining true

to herself. She learned that the hardest path to take is the path to your own truth. Other imprisoned women taught her that she had the power to control her attitude and that challenges could become opportunities. She said that what matters most is how we manage adversity.

Roxana learned that the hardest path to take is the path to your own truth. What matters most is how we manage adversity. Inspiration Singer Jan Arden was the most entertaining. She talked about her humble beginnings and despite supportive parents, how she struggled not only to make it in the music business, but to become her greatest cheerleader. There were others who told her what to change and how but her own voice was the most critical. But one person taught her the importance of staying true to who she was, to her passion, and to persevere. Failure no longer frightens her because it means she is trying. She kept true to her passion and to herself. When she began believing in herself, others did too and success followed.

Leadership Julia Gillard, former Prime Minister of Australia, talked about finding our passion and following it through to success. She told of her family’s move to Australia from Wales so she and her sister could have access to an education. When the Australian government proposed cuts in university funding, Julia led the protests and had her first taste of politics. Student unionism and a career in politics followed. “Do not make self-belief hostage to what others say,� she encouraged. She also advised that women not get lost in the unimportant things but to schedule time for what we believe in despite critics who can deflect us from what we want to achieve.

These women create and inspire change. Perhaps more importantly, for women, this day taught us to believe in ourselves, to encourage ourselves, and to know that if we stay true to ourselves and our passions we can accomplish anything.

Leadership The event ended with writer Susan Cain, author of Quiet: The Power of Introverts. Cain said creativity does not come from gregariousness, but from solitude and collaboration. While the trend is toward communal workspace, she praised companies that see the error in this and have, instead, created a balance between private and public space. Cain encouraged women to find time for solitude to work through the challenges they face, to create new ideas, and to be innovative. She ended by providing advice about working with our opposites and appreciating the strengths of both. Legacy brought together an impressive collection of speakers for this celebration of women. It was inspiring and encouraging. Each had come through hardships and struggles that tested their aspirations to emerge successful. These women create and inspire change. Perhaps more importantly, for women, this day taught us to believe in ourselves, to encourage ourselves, and to know that if we stay true to ourselves and our passions we can accomplish anything.

Exit Strategy Getting the Offer You Cannot Refuse By Marnie Walker In 1990 I was working for a large corporation, divorced, with a huge mortgage, and $500 in the bank. Fourteen years later, I was the owner of Student Express, a multi-milliondollar school bus company with 250 buses and 300 employees. The company was profitable and growing. Loving what I was doing, I had no plans to sell. But after receiving an offer that was too good to refuse, I sold Student Express. So how do you create an exit strategy when you neither wanted to sell nor have to? To get an offer you cannot refuse,and to be able to capitalize on it, you must build the value into your company that a buyer would want. The value proposition that will get you a premium price and attractive terms include:

Revenue and profit growth, both historical and future.

Independent operation; if the company does not run without you, there is no value for the buyer.

Customers to reduce the risk if one is lost and to provide multiple opportunities for growth

Company Brand; you can recover from a bad financial year easier than you can rebuild your brand.

Management team that is strong.

Once you have a valuable company to sell, you need a motivated buyer; better yet, you need several motivated buyers. The best way to do this is to get to know your potential buyers. Let them know that you are open to opportunities including selling the business, but only if the price and the terms are right. When someone contacts you, meet with them. By doing so, you learn who the potential buyers are, what they value, the market price, structure of recent deals, and why they want to buy you. Most importantly, you build relationships and became part of their network.

When you get that offer that is too good to refuse, make certain it actually is. When you get that offer that is too good to refuse, make certain it actually is. Decide what terms are best for you both financially and personally. Take charge and negotiate yourself. Remember your advisors are just that: advisors. The sale is all about what works for you and the buyer. Be Prepared. Have all your due diligence materials organized so that, when that offer comes, you are able to capitalize on it. Being ready for the unexpected offer takes years of preparation, building your customer base, and creating a business that will work just fine without you. It does not happen over night. Winter 2014 | Issue 44


The Fine Art of Business Relationships Tips for Establishing Effective Connections By Amy Brassert Directly or indirectly, we are all in relationships all of the time. It is at the heart of what CAWEE is; “Forget Networking: Try building Relationships” is our tagline. For us to succeed, in business and in life, it is important that these relationships be effective connections. If reciprocal, they benefit both people by enhancing both lives and livelihoods. Preparation plus opportunity equals luck. Being prepared when entering a new situation, such as a networking event, allows you to recognize opportunities that are present. Plan ahead, even before signing up for an event. Ask yourself questions: Why am I interested in this event? What is my purpose? Who am I as a business woman? How would

others describe my business style? What am I trying to accomplish? Even if you have been attending networking events for years, it is helpful to check-in with yourself. What you were looking for five years ago might not be what you are looking for now. Before walking into a networking event, breathe. Seems obvious, right? And yet, so often we find ourselves breathing shallowly or not at all. Notice your breath or breathe deeply five to ten times. Repeat either exercise as often as necessary to relax your body. You will be much better able to focus and take in your surroundings. Stop, look, and listen are not just for children’s safety. Slow down as you walk into a meeting or event. What do you notice about the environment of the meeting? Who else is there? Is it conducive to the kinds of business relationships you are looking to build and maintain? Pay attention through all of your senses. To experience others through all of our senses enhances our discernment process. When interacting with another attendee, get curious. Try not to jump to conclusions; stay open. It can be easy to make judgements and then assumptions based on those judgements. Ask clarifying questions such as: What do you mean? That sounds


Winter 2014 | Issue 44

interesting, can you tell me more about that? The key is to ask questions in a manner that will promote free and open flow communication and idea-generating. Another way to clarify, and learn more about another person, is to find out more about what a word means to them. We often use words assuming the person understands what we mean. And this assumption can go both ways. Take the word integrity. What do you associate immediately with this word? Ask others the same thing. Notice the differences. We all have different associations with words we use every day. This can make it really easy to misunderstand or misinterpret each other. Clarity creates a strong foundation for your relationships. Research suggests that we remember between 25 and 50 percent of what we hear. When making new business connections, we need to make a conscious effort to hear, not only what is being said, but to understand the complete message being sent. Active listening is an art. It involves all of your senses. Be aware of eye contact, body language (both yours and theirs), and your reaction to the other person. Rachel Naomi Remen encapsulated active listening. “The most basic and powerful way to connect to another person is to listen. Just listen. Perhaps the most important thing we ever give each other is our attention...A loving silence often has far more power to heal and to connect than the most well-intentioned words.” Be certain to follow-up with people in a meaningful way.

Keep notes during or shortly after meeting to personalize you correspondence. Ask how they prefer to be contacted; by phone, text, email, or some other method. When making notes, ask yourself the following questions: What do you recall about the person? What do you have in common? What else do you want to know about the person? What are you curious about? All these questions make contact more meaningful and more successful. Building meaningful relationships is at the core to success. By being prepared, paying attention to your surroundings and those around us help us feel comfortable in new surroundings. Being curious and actively listening makes any connection we create a meaningful one. When we follow-up in a meaningful way, it is the start of relationship rather than a business encounter.

“The most basic and powerful way to connect to another person is to listen. Just listen. Perhaps the most important thing we ever give each other is our attention. A loving silence often has far more power to heal and to connect than the most well-intentioned words.” Rachel Naomi Remen

The Year of the Kitchen What’s your Kitchen Character? By Anne Bergman BA, MPH January is a time when people often look at their food and kitchens with a critical eye. It is a time when we review diets, time management strategies, and finances. We also contemplate big changes and events such as kitchen renovations and health issues. The kitchen takes central stage for many people in the New Year. Do you know how you will implement your plans and resolutions? Do you know what your Kitchen Character is? Are you ready to take charge of your kitchen, food, and meals? Are you ready to be the director of your kitchen? Food is very personal, so it is essential to know what your biological needs are, what values you have around food, what your skills are. Planning, deciding and changing can be tough. Each of us has different skill sets, interests, resources, and styles. There is no single solution. As The Kitchen Director, I hear many people’s stories and have solved many kitchen struggles. I have identified seven archetypes, or Kitchen Characters. Identifying your Kitchen Character allows you to tailor a plan to implement your food and kitchen changes that are suited to you, your resources, your values, and needs. Allowing yourself to take control of your food, your meals, and your kitchen means you have become the director of your kitchen.

You will likely find yourself in one of the Characters. You may have different styles depending on the cooking event – daily lunchbox versus annual party. There is no “best” character that you should strive to be; this is not about judging and criticizing. The objective is for you to be aware of your Kitchen Character and be confident within your style, so that you are in control. What is your Kitchen Character? How does your planning and cooking style reflect that? Whatever challenges or resolutions you are working on, successful planning will only work when you acknowledge your Kitchen Character. Each character appreciates a plan, but the planning style must be matched to the personality. The most important thing is being content when you eat. Whether this means changing your kitchen space, your food and meal planning, or your kitchen skills, strive to enjoy your meals. Are you satisfied with your breakfast, lunch, and dinner foods? Do you enjoy your meals, regardless of where they happen? Is your kitchen organized and laid out to your satisfaction?

What do you need to do to take charge and become director of your kitchen in 2014?

Nervous Nelly

The Master Chef

This person may excel at organizing

Keen to experiment and master

and planning in other parts of their

recipes and techniques, the Master

life, but in the kitchen confidence is out the window.

Chef may spend more hours with their meals than

Some believe they do not know how to cook, while

most people. Aesthetics, depth of flavour, novelty

others chase an ideal that does not resonate with

of ingredients all inspire this person. Beautiful meals

their values or skills. They have never been shown

appear when there is enough time; meals are

how to cook, but they believe they should “just

less inspired when things are busy. The kitchen

know” how to. Boiling water for pasta may elicit

becomes all-encompassing and sometimes

mild panic attacks. In some cases, experienced

overwhelming for the Master Chef and other

cooks may fall into this category when there is

members of the family.

a life transition, such as marriage and kids.

The Guilty One Some clients say their children criticize their cooking; that it is not as good as their friend’s mom’s cooking. This Character is nervous about trying anything new, fearing criticism. Their creativity and ability to organize their kitchen and meals is profoundly shaken. They feel guilty that their efforts are insufficient, or that their efforts are insufficient, or have a nice family dinner, they do not believe they can do it. They feel sad and small.

The Gypsy Inspiration guides the gypsy, not the clock. This style resists planning and organizing in the conventional sense. Though they may be quite satisfied with the results, others may be frustrated. They may cobble a meal together which dos not fit conventions, such as soup for breakfast and cake for dinner. This free flowing nature allows for wonderful experimentation at all hours. Some people may get hungry before inspiration strikes and this can lead to stress. Winter 2014 | Issue 44


The Control Freak Tumbling three-week meal plans, alphabetized spices, and automated grocery lists make this person glow. Excellent planning and management skills ensure that all household financial and nutritional needs are

Flustered and Feisty

met. Farmers’ markets, coupons, the slow cooker, and the latest recipes are brought together so that

This person knows how to cook,

dinner may be served precisely at 6:15. Many

has confidence to get through just

people feel intimidated and shy in the presence

about any meal, but chronically runs short on time,

of the Control Freak; dinner invitations are rare.

key ingredients, and is frustrated by the cycle.

Family members may leave the kitchen, feel they

Regardless, they plough through the recipe. Stress

are not good enough, or that their help will not

is often associated with their meal making; because

be appreciated.

they are too flustrered to delegate, they do it all which might make them resentful. Cooking results can vary from curious to amazing. Some people go through this stage when they have to work through a dietary change or when given additional care responsibilities (elder care and child care, for example).

The Cool Cat Nothing fazes this person. They are resourceful, self-assured, and have reasonable expectations of themselves in any given situation. The Cool Cat knows when to ask for help.


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Impagination got CARDED Just in Time for the Holidays. By Laural Carr A wonderful event took place in the greeting-card universe: last year the first art and design exhibit devoted to Canadian greeting cards was held. Esther Shipman, CARDED curator, reached out to artists, designers, and architects requesting submissions. They collected the best pieces from the over 300 who answered the call and put together the exhibit at the Design by Riverside Gallery in Cambridge, Ontario.

wonderful, quirky, remarkable and unique exhibition paying tribute to Canadian artists and designers and, of course, the tradition of delightful great greetings!” These one-of-a-kind, limited edition greeting cards were part of the exhibition, with many also available for enthusiasts to purchase.

Impagination’s 25th anniversary greeting (designed by Laural Carr) was one of the 246 pieces from 34 artists, selected for the exhibition. Laural, owner and Creative Business Development Director, was enthusiastic about the event. “We were delighted and honoured to be part of this

See Laural’s award-winning greeting cards at and participate in Impaginations’ Great Greeting™ Survey http://tinyurl. com/ojelmlr to win some of their favourite designs.

Breakfast Club


Developing Contracts that Suit Your Business Needs By Denise Robertson Writing, reading, or negotiating contracts can be intimidating for some. Despite any intimidation, using contracts is a professional way to carry on business. People worry that pressing for certain terms or clauses might cost them clients. They might forego a contract in order to work with a particular client and end up regretting it later on when problems arise. Contracts ensure that both parties have the same expectations and that there is clarity in the working relationship. They clarify and confirm the scope of services, the fees, and many other issues that might arise. A legal agreement does not have to be a long cumbersome document full of legalese. Agreements should be tailored to the situation so smaller projects might only require a three to four page letter of agreement. A letter of agreement is just as binding as a formal contract; however, it can be friendlier and less daunting for the other party. In terms of wording, clarity trumps

complexity so it is important to write what you mean, and mean what you write. To create an agreement that protects both parties there are some provisions that should generally be included. Below are some sample provisions for a consulting contract. Proper Identification of Parties If your company is incorporated, the agreement must be in your Company’s name – not your personal name – to ensure you maintain your limited liability. Just as important is ensuring your Client is properly identified. Scope of Services/Additional Services The Scope of Services is the provision that describes the work you will complete. The scope must be defined clearly and detail what you are committing to. Remember, even though you provide similar services to all clients, the specific scope changes; give this section extra care before signing an agreement.

Things change. During the relationship, the service you are supplying may be amended or added to. Ideally, this should appear in a revised agreement, but this is not always practical. At a minimum, send an email confirming all conversations regarding changes and ask the client to confirm by reply email. Remember: always take lots of notes. Pricing Structure You can charge for services in a variety of ways including flat fee, hourly rate, or some combination of the two. A good approach is to obtain an initial retainer deposit from the Client when the agreement is signed. It can be held by you until the contract is complete, and then applied to your final invoice. Outline who is responsible for which expenses or disbursements, if HST is payable, and if there is interest on outstanding accounts. Client Responsibilities If you must rely on information provided, or actions taken, by the Client or third parties, such information and actions must be outlined in detail in the agreement. Representations and Warranties Limit representations and warranties to what you can control and to what you know to be true. Do not make any representations or warranties about the quality or timeliness of work conducted by third parties. If there is a delay, a defect, or incompetence by a third party, the Client should look to the supplier of the goods or services and not to you for legal remedy. Independent Contractors When working as a consultant, your agreement should include a provision that you are an independent contractor retained by the Client to provide services and not an

employee of the Client. Clearly state that the agreement is not exclusive and you have ongoing work for other clients. Treatment and Suspension of the Agreement To protect both you and your Client, include provisions describing how the agreement may be terminated or suspended. For example, if the Client fails to pay, if you fail to perform the services, or if either party becomes bankrupt. Include a detailed description of what happens upon termination, ensuring that it includes rendering your final invoice for unbilled fees and expenses and payment by the Client within a certain time period. Consider including a termination on notice provision to release you from an agreement once the necessary notice is given. Services may need to be suspended for a period of time. Include a provision detailing what happens in such circumstances. Insurance and Liability Agreements may state the amount of insurance to be carried by you. Unless you have agreed otherwise, any additional insurance the Client requires should be obtained and paid for by the Client, not you.

“The Client agrees to release the Consultant from any and all liability that the Consultant may have to the Client for any amount in excess of the Fees paid by the Client to the Consultant or the amount payable under the Consultant’s insurance policy, whichever is less.� (cont. on pg. 20) Winter 2014 | Issue 44


Lunch and Learn

Engagement Marketing Using Email and Social Media to Grow Your Business By Javed Khan Social media has turned traditional marketing on its head. Emphasis is no longer on finding customers, it’s on keeping them. It is not enough to reach your customers, you have to engage them. If using social media you have to do than link them through to your Facebook Page or Twitter feed. Engaging means getting both your customers and your members to connect and interact with you. True, you want them to “Like” your Page and to follow you on Twitter, but to be successful, you need to do more; you need to inspire them to have conversations with you and with fellow customers on Twitter, to share their stories and opinions on your Facebook Page, and to share your content with their own social network. This dispersion of information by third parties is the key piece of engagement marketing. Who knows your next best customer better than your current customers and members? Current customers who enjoy your products, services, or what you do for the community, are more likely to tell friends, family, and colleagues about you.


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Word-of-mouth is still a key marketing tactic, it’s just done a little differently now.

You light the fire in your email, then, with social media, you fan the flames to full intensity. Your email list is comprised of customers and members who want to hear from your organization; they have given you permission to market to them. Your job is to provide engaging content that keeps them opening your messages, clicking on the links within, and sharing your content with others. How do you engage readers? First, use your email content to start a dialog. Then ask people to comment and to share their experiences either on Facebook or Twitter. Once they are engaged, foster the conversation by participating in it. You light the fire in your email, then, with social media, you fan the flames to full intensity. Remember that this is marketing without marketing. Ninety-percent of your content

of content should be non-promotional should be non-promotional. That means only 10% is directly promoting your company. The content has to be what matters to them and if it’s all about marketing, you will soon lose your followers. It is not enough to sit back and watch the conversations happening in and around your social media sites. Be a part of that conversation by adding your thoughts and asking questions. Be part of the conversation by adding comments and questions

Close the Acquisition Loop The advantage of social media is that conversations happen in the open. As customers and members interact with you on Facebook and Twitter, their friends and followers see the activity and, hopefully, will be persuaded to contact you. How many times have you seen a mention pop up when a friend “Likes” a business on Facebook and followed suit because you enjoy that same group or because you trust your friend’s judgement? Have you ever joined a conversation that bubbled up in your Twitter stream simply because it interested you? These are the activities you want happening for your company.

You can only do that if you are engaging your customers. When prospective customers and new members join the conversation, start following you on Twitter, “Like” your Facebook Page, or become the Mayor of your location on Foursquare, direct them back to your email list. There are three ways to do this: regularly promote your email options; tease them about upcoming newsletters; and, make them aware of the content and the information available to subscribers. The more people joining your list, the more people are engaging in future conversations. This, in turn, continues the acquisition cycle. Grade Your Campaign How do you know if it is working? You have to measure it. To do so, you have to have a response in every marketing campaign. Have them fill out a form or a survey, email ideas, or sign up. Fine tune you execution based on what is working and what your customers are responding to. Experiment with the time of day or the day of the week that you send your emails or newsletters. When do you get the most response? Tuesday afternoon? Or Thursday over lunch hour? Remember to avoid Mondays and Fridays after 11:00. Once you find out your “optimum response time,” send your campaigns out at this time every time. To grow your business, you have to engage your customers. Integrate email and social media into a larger engagement marketing strategy. Doing so allows you to fuel customer acquisition, growth, and sales. Interesting content and social interaction with your customers and members will grow your business.

Developing Contracts that Suit Your Business Needs (cont. from pg. 17) For more protection, consider including a statement limiting liability. For example: “The Client agrees to release the Consultant from any and all liability that the Consultant may have to the Client for any amount in excess of the Fees paid by the Client to the Consultant or the amount payable under the Consultant’s insurance policy, whichever is less.� This helps prevent the Client from being able to successfully sue for more than what was paid under the agreement. The release may not be enforceable if you were negligent or fraudulent in the performance of the services.

remedy in the appropriate forum. Once the terms of the agreement are finalized, make certain you sign the contract. It might seem obvious, but you would be surprised at the number of parties who fail to do so. If it is not signed, it is difficult to enforce. Contracts need not be intimidating. When your next contract looms, use the guidelines above to produce a contract that protects all parties involved. This article is a summary of a CAWEE breakfast seminar presented on October 10, 2013. This article is not to be considered legal advice relating to specific facts or situations. If you have specific concerns or questions, please contact:

Ownership of Intellectual Property Unless otherwise agreed, copyright belongs to you for any works you create for the Client. Mark your work accordingly for easier identification in the event of a dispute. For extra protection, and to avoid any Denise E. Robertson, Mills & Mills LLP claims in the copyright by the Client, it is (Telephone: 416-682-7139 or Email: essential that ownership of copyright be clearly stated in the agreement. Dispute Resolution A provision that defines an escalating process from negotiation through to mediation is often the most effective dispute resolution. It provides both parties with the option to pursue a

Visit for the latest news and upcoming events. Forget Networking. Try Relationship Building Many networking events are impersonal and intensely sales driven. You may leave with a lot of business cards – but no real connections. CAWEE is different. We are dedicated to helping you build valuable, lasting relationships that will strengthen your business now and

in the long-term. As a diverse, welcoming collective of successful professional women, CAWEE enables you to build your resource base, improve your networking skills, and make valuable connections that last.

Upcoming Events After Work Networking - Tuesday, January 21, 2014 January 21, 2014 at Boccone Deli & Pizza 1378 Yonge St. Toronto, ON M4T 1Y5, 5:30 pm to 8:00 pm Education Series - Wednesday, February 19, 2014 February 19, 2014 at The Hot House Cafe 11:30 am to 1:30 pm

International Women’s Day Gala March 5th, 2014 The Holts Cafe at Holts Renfrew 50 Bloor Street West Toronto, ON 5:30 pm to 8:30 pm

Winter 2014 | Issue 44


Forget Networking. Try Relationship Building. Editor in Chief Kerry Cathers Art Director Krista Downey Assistant Editor/Writer Susan Yellin Contributors New Year’s Resolutions: Keeping the Promises you Make to Yourself by Anne Brunelle A Woman’s Legacy by Kerry Cathers Exit Strategy by Marnie Walker Fine Art of Business Relationships: Tips for Establishing Effective Connections by Amy Brassert The Year of the Kitchen: What is your Kitchen Character? by Anne Bergman Impagination got CARDED: Just in Time for the Holidays by Laural Carr Developing Contracts Suited for your Business Needs by Denise Robertson Engagement Marketing: Using email and Social Media to Grow your Business by Javed Khan Anne Brunelle, Transition Coach “My job is helping you keep the promises you made to yourself.” Serial entrepreneur, Marnie Walker is the owner of 401 Bay Centre, a managed office facility located in downtown Toronto. It offers furnished offices, meeting rooms, phone, mail and office services and is WEConnect certified. Prior to starting 401 Bay Centre, Marnie founded and grew a school bus company from a start up to a multi-million company with a fleet of 250 buses which she sold. Her entrepreneurship prowess has been acknowledged in various awards including: Top W100 Canadian Women Entrepreneurs in Canada and Canadian Women Entrepreneur of the Year. She teaches Entrepreneurship at the Schulich School of Business, is a Co- Founder of Maple Leaf Angels investment group and sits on boards of several high growth entrepreneurial companies.

Amy Greenleaf Brassert RSW is a psychotherapist and relationship coach. With over 20 years experience, she is both fascinated by and passionate about how we relate to ourselves and each other. She owned and operated a private practice as a psychotherapist in Seattle, WA before relocating to Toronto in 2004. Amy believes her role is to people “re-assemble” their relationships in new, creative and innovative ways that support health and growth. Amy works with individuals, couples, business partners and any two people who want to “re-assemble” their relationships in new, creative and innovative ways that support health and growth. She believes that strong, healthy and vibrant relationships take care and attunment. usan Yellin is a former reporter turned S public relations and communications professional, bringing strategic thinking and media know-how to proactive communications projects. Susan’s forte is taking complex issues and making them into compelling and interesting pieces aimed at specific target markets. She has an in-depth background of the investment management and insurance industries and their issues, but has also written for members of the legal profession and St. Michael’s Hospital and is game for new projects in any field. Contact Susan at 647-218-3241 or at


Winter 2014 | Issue 44

ith a Masters in Public Health and a W passion for international markets and food preparation skills from different cultures, Anne Bergman calls herself “The Kitchen Director”. As The Kitchen Director, Anne provides one-on-one coaching, group seminars, workshops, videos and a variety of other tools and management skills for people looking to become the directors of their own kitchens. Using her breadth of experience she helps people take a leading role in managing their kitchens. You can contact her at: or on social media at:, or Impagination’s series of fully customized strategic workshops help professionals and service businesses to differentiate their offering, resulting in an easy to implement marketing plan supported by a solid platform. We help identify a step-by-step action plan that captures the business and reflects its key message. This proven process leads to powerful growth. Impagination’s award winning campaigns help businesses differentiate their products and services by leveraging current success and shortening sales cycles. Custom sales tools include print, web, multi-media and one-ofa-kind promotions as well as special events. Kerry Cathers is a writer and copy editor with over twenty years experience. After receiving her doctorate in England, she returned to Canada and worked with a number of companies creating and editing a variety of documents. She worked in-house with an academic publisher before going freelance. Kerry works with small- and medium-sized businesses to improve their communication. EditorsPlus provides a range of services to produce clear, concise, effective documents. This includes writing, copy editing, proofreading, and plain language services. Contact Editorsplus at 647-461-7767 or at

enise is a lawyer with the law firm D Mills & Mills LLP. Her practice is focused on private business, corporate and regulatory law. Denise acts for business owners on matters relating to; Contract Drafting and Review, Contractor and Employment Agreements, Business Formation including: incorporations, partnerships or setting up sole proprietorships, and buying or selling a business. Mills & Mills LLP is a full service law firm established nearly 130 years ago. In addition to her own practice, Denise has access to legal assistance in a variety of areas, including real estate, family, intellectual property, litigation and estates. Denise Robertson 416.682.7139 Javed S. Khan is the founder and President of Empressions, a marketing service company. He works collaboratively with business owners to manager their marketing communication strategies from goal identification through to delivery. They specialize in bringing out each business’s unique story and translating that to their marketing programs. He is an event speaker working independently and with Constant Contact. He teaches best practice as it relates to social media, email, and online marketing. Contact Javed at or 416-889-6069.

Krista Downey, Graphic Designer Creative Problem Solver “Great design makes for great marketing.” Working with you to cultivate your brand, product or idea with effective visual communication.


Contact Us! 401 Bay Street, Suite 1600 Toronto, Ontario, Canada M5H 2Y4 TEL/FAX 416-756-0000 (please leave a message) EMAIL

Cawee Acclaim Issue 44  

CAWEE - Canadian Association of Women Executives and Entrepreneurs Many networking events are impersonal and intensely sales driven. You ma...

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