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Powerful Women Magazine Waterloo-Wellington Edition

Ignite Your Passion for Success

Su mmer 2012

Personal AND work experience are key to business success

Piped dream becomes reality Page 12

Intimidating but well worth it

Is that me? Page 16

Share your knowledge

Calling for outside help

Page 10

Page 20

Page 4

Cover photo by one2one photography

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Help us give HOPE to families in need next Christmas and throughout the year by donating your pennies and other loose change. Please check website for events and locations where you can drop off your coins. Arrange to have us pick up your coins; contact us by email or by phone Penny at 519-848-5024 (for Wellington County) Kim at 519-824-2667 (for Guelph area) Andrea at 519-653-7702 (for Cambridge area) Sarah at 519-572-8404 (for Kitchener-Waterloo area)

Pennies collected will help us purchase PJs & housecoats; slippers & socks; bedding & quilts; bath towels & face cloths; knitted hats, mitts & scarves; and other much-needed items. 2 Powerful Women Su mmer 2012 $GVSRQVRUHGE\.D]'HVLJQ:RUNV‡ZZZND]GHVLJQZRUNVFD

Powerful Women Ignite Your Passion for Success


Youth vs Experience

What’s Inside

Most of the business women I network with are over 40 years old; in fact, a good percentage were over 50 when they started their businesses and are now in their 60s. From time to time, I meet women who, after long careers, retired from the working world but have since become business owners. With their maturity, most of these women have brought an assortment of skills and experience in their chosen field which they’ve used to create and build successful businesses. However, some are pursuing drea ms that differ completely from their previous career path, choosing their new route as a result of personal experiences. Learning new skills in their new-found vocation, along with all the skills needed to run a business, can be fraught with challenges. Occasionally, I have the pleasure of meeting a young entrepreneur who, still in her twenties, has already built a successful business and proved the nay-sayers wrong despite the inherent challenges that come with lack of experience—because youth has its advantages too. It was one of these young entrepreneurs who inspired me to choose a theme on youth vs experience for this issue. To some, starting a business can seem daunting, but for many it is a drea m they must follow. For any woman starting a business, no matter what her age and experience, demonstrating her skills to prospective clients and confidently proving she is the one for the job is certainly no easy task. But with the right help, a lot of hard work and a desire to succeed, both the young entrepreneur and the more experienced business woman can pursue her drea m to be a successful business owner. Karen Coleman, Publisher

Su mmer 2012

Intimidating but well worth it ..... 4 Beware of a generational divide .................................. 8 Should I hire youth or experience? ......................... 9 Share your knowledge ........... 10 Piped dream becomes reality .. 12 Build relationships to promote business ............... 14 Communicating through the generations .................. 15 Is that me? ............................ 16 Personal AND work experience are key to business success . 18 Calling for outside help.......... 20 I don’t need a website, do I? .. 22

Regular Features A k the Ask h Experts E .............. 7,11,21 7 11 21 Recipe for success ................... 6 To advertise or submit an article in the next issue of Powerful Women call 519-267-5050 or email Designed and published by Karen Coleman, Kaz Design Works

Available online at Publisher’s Note: The views and opinions expressed in this magazine are those of the individual writers. If you have any concerns about any of the content, please write to the publisher at

Su mmer 2012 Powerful Women 3

Starting a business at such a young age is...

Intimidating but well worth it By Erica Plante, ACE Swim School

As a nineteen-year-old nursing student, it had never crossed my mind to start a business. However, after working in an indoor pool for an entire su mmer, I felt the need to enjoy the sun and bring my work to the outdoors.


n May 2011, with the help of GuelphWellington Business Enterprise Centre through its Summer Company program as well as my amazing family, my sister and I were able to start our own business called ACE Swim School, teaching Red Cross swimming lessons in our backyard

pool. We had the privilege of teaching children from ages three to fteen every week of the summer. Our biggest accomplishment was to see the children improve their swimming skills and begin to feel condent in a popular sport and exercise. Also, parents

Erica Plante from ACE Swim School with one of her students, Maya. 4 Powerful Women Su mmer 2012

Erica with her sister Celine, co-founder of ACE Swim School. enjoyed the fact that the lessons were specialized to their child and lessons were held outside. Obviously, the journey came with some obstacles. Teaching children, as well as emailing parents, managing taxes and expenses, writing report cards and progress reports became extremely time consuming and overwhelming. However, it taught me valuable time management skills and how to set priorities. This experience also taught me how to provide proper customer service while juggling the many responsibilities of starting a business. It was important for me to keep my patience and focus on my goal of offering individualized, outdoor, Red Cross swimming lessons. With this in mind, we were able to have one of the most amazing summer jobs ever, and I was able to say I started

my own company. What made me realize that we needed to continue running ACE Swim School this summer were the emails from parents stating that their children love to be outside and want to go swimming. My advice to any student or teenager who may not like their summer employment: start your own summer company! At rst, it was very intimidating to think of beginning a business at such a young age. There are a lot of responsibilities and roles involved in starting a business. However, with the right resources and an attitude for hard work, it was worth every bit of knowledge, time and thought. I was able to make a difference in children’s lives, work outdoors in my own backyard and control my own time throughout the summer. Su mmer 2012 Powerful Women 5

Kellee’s Zucchini & Mushroom Baked Omelette Recipe for Success by Kellee Ganci, Nutritional Consultant

Most people enjoy eggs but lately they seem to be afraid to eat them because of cholesterol. However, eating eggs in moderation does not affect your overall blood cholesterol. Eggs are a healthy and natural food.


enjoy eggs in many ways throughout the week. One way to enjoy them is in an omelette. Here is one of my favourite omelette recipes and it is very healthy too! One little egg is packed with several vitamins essential to your health: • Vitamin B2 (riboavin), which helps your body to break down food into energy • Vitamin B12 (cobalamin), vital for producing red blood cells • Vitamin A (retinol), which is great for your eyesight • Vitamin E (tocopherol), which ghts off the free radicals that can cause tissue and cellular damage, which may lead to cancer Vitamins A and B2 are also important for growth—so make sure your kids are eating eggs regularly too. The goodness of eggs is found in the yolk (containing over 90 percent of an egg’s calcium and iron) and the white (containing almost half the egg’s protein). Zucchini contains no saturated fats or cholesterol. Its peel is a good source of dietary bre that helps reduce constipation and offers some protection against colon cancers. Zucchinis are a moderate source of folates, consist of 24 mcg or 6% of RDA per 100 g. Folates are important in cell division and DNA synthesis. They

6 Powerful Women Su mmer 2012

are also a good source of potassium, an important intracellular electrolyte. Potassium is a heart-friendly electrolyte; it helps reduce blood pressure and heart rates by countering effects of sodium. Mushrooms contain good-for-yourbladder selenium and, like us, they produce vitamin D when exposed to sunlight. Oyster mushrooms are a good source of iron. Plus they’re low in calories. Garlic reduces the pain and inammation associated with some forms of arthritis and has proven to be helpful in battling colds and u. Onions are a rich source of chromium, the trace mineral that helps tissue cells respond appropriately to insulin levels in the blood, facilitating insulin action and controlling sugar levels in diabetes. Onions are also good in antioxidant vitamin, vitamin C. Ingredients and Method • 4-6 eggs (free range or omega-3 eggs) • 1 onion, diced • 8 mushrooms, sliced • 2 medium-sized zucchini, diced • 1/2 tsp. dried dill weed • a dash of garlic powder 1. Sauté onion in small amount of olive oil until translucent. Add mushrooms and zucchini, then the dill and garlic powder. 2. Beat 4 eggs in a bowl. 3. Add to pan and cook omelette in normal fashion until just cooked through. 4. Lay omelette on a baking sheet lined with baking paper. Bake in pre-heated oven at 350 for approximately 20-30 minutes or until golden-brown. (Serves 4.)

the E X P E R T S

Email your questions to:

Web Design


Q: I’ve been running a successful business for 30 years. I don’t really need a website, do I?

Q: Who has the edge when promoting your business – Youth or Experience?

Karen Coleman

I would disagree. Although you may have been running a successful business for 30 years, you may still be losing customers who only use the Internet to nd what they are looking for. There are several options for gaining a web presence, such as business listings and social media pages, and these are all useful marketing tools. However, without a website for people to view your products and/or services in detail out of business hours, potential customers may be going to your competitors who do have a website.


Janet Benedict

Youth have been raised with technology and have much more energy. They have an abundance of ideas, but do they know what to do with them? Experienced people may use traditional ways to promote themselves, in person, on the phone versus computer/social media. Energy may need dusting off, memory might slow them down, but they will put in the long hours required to get the job done. Youth vs. Experience? To me, both bring their own spin on promotion.

design works

for your evolving small business


Mortgages Q: You’ve been a mortgage agent since January 2010. What made you make this change in your 50s?

Gaynor Horn The timing was right for me. I was in my 25th year in banking and was ready for a change away from a branch environment. Becoming a mortgage agent has allowed me to use all of my experience and knowledge to focus on what I love doing most which is mortgages. I also wanted control over my work day and, as I am also an “empty nester,” I now have the freedom to set my appointments for the daytime, evening or weekends around my clients’ schedules which means they can be in the comfort of their own homes.

P: 519-219-1119 C: 519-830-1187 Dominion Lending Centres



Q: I’ve left my 20-year career to home-school my children, but I have no experience. Where do I start?

Sandra Wilson

One of the best things I did when I rst started homeschooling was to link up with other home-school families. There are also online communities that provide resources, teaching ideas and support. One of the easiest ways to start homeschooling is to rst teach what you know. Share some of this knowledge with your children. Use your experience in the business world. It will create a great experience for your children that will benet them when they enter the working world.

Home Education Resource Emporium

Dominion Lending Centres The Mortgage Advisors Independently owned and operated #11304 Su mmer 2012 Powerful Women 7

Beware of a generational divide

Donna McCaw Author and Presenter

The Old Age Security (OAS) will not not be available until age 67 for the youngest of the Baby Boomers. Many pension plans are loading up contribution levels especially to new and younger employees. Lots of Boomers intend to remain working and are not paying off their debts.


ealth care costs for aging Boomers will present another challenge for our tax system. This is all fuel for a generational split. Career paths have changed for many employees who have less job security, fewer full-time jobs, fewer and poorer quality pensions, fewer benets and opportunities than the Boomer generation has or is perceived to have. That is the new reality for too many people. Costs of living including housing and child care have also gone way up. This “we-haveit-hard-compared-to-your-easy-street” perception can cause resentment between the generations. This generational divide is used by journalists for stories and politicians in divide-and-conquer scare tactics. Zoomer magazine polls its members for a voice for the older generation and can then lobby politicians on behalf of their members. They remind those politicians that these people actually do vote. It is difcult to nd groups of younger workers who have

such a voice as union membership falls. These generational divides do not serve anyone well. We need to stick together and work together to solve the problems these demographic realities create. We have an economy that is struggling to get back on its feet, many people dealing with high debt levels, couples juggling work and life balance, and families caring for someone with health problems. Too many of us are doing this on our own. We need to cooperate to better deal with these situations with understanding and compassion. We need various health care resources and options. We need policies and forward thinking to deal with the gray tsunami. We need hospice facilities, granny ats and granny nannies. We need to deal with paying off debt and living within our means. We need intergenerational solutions rather than nger pointing and blame games. Donna McCaw is the author of Retirement: It’s Your Time.

Powerful Women Magazine Ignite Your Passion for Success

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Should I hire youth or experience? Simply put, the answer is, it depends; neither is the correct answer. Both youth and experience have a place in the business world. This question is asked of me often in my field of expertise and it really depends on the organization’s needs.


inding the right person for a position is the key. Personality, energy, t into the corporate culture with the right mix of experience and qualications, or maybe experience is not the concern as they can be taught. Some organizations think that hiring youth when it comes to IT jobs is the way to go. Again it all comes down to experience, attitude, personality and corporate t. I do nd for myself that I can give an IT issue to my teen and she gures it out quicker and without the same level of frustration that I have – but IT doesn’t interest me the way it does her. Experience comes with longevity in an area of expertise and training. Someone fresh out of school would not have the same level of expertise that a twenty-year veteran would have in the eld. But the question comes down to what are your

Lynne Bard Beyond Rewards Inc.

needs, what does the position require of an individual as far as experience, technology, productivity expectations, competencies, personality, attitude and corporate t. If there is a young person who can meet the requirements of the job or that you can train to do the job the way you want it done, why overlook them! Alternatively, if there is someone with experience who can do the job, why overlook them! Energy is often associated with youth; this is stereotyping. Being hard working or lazy has little to do with age, but rather attitude. I know many older people who have more energy or drive to work than some younger people and vice-versa. It again depends on the individual. There are good arguments for both sides with equal weight. So to answer

Human Resource Services Safety & Health Training & Onsite Management Risk Management - Business Continuity & Pandemic Planning Training & Development - Custom & Online Training Toolkits & Guides Recruitment

Continued on next page 519-821-7440

Bill 168 became legislation on June 15, 2010 and was developed to protect women and men from workplace violence, harassment and bullying. Help sustain this legislation through compliance & support in its development in every workplace. Be alert, be focused, stay safe! Beyond Rewards will keep you compliant. Order your Toolkits, Complete your H&S Facility & Bill 168 Yearly Audits. Empower Women everywhere to be the best they can be! Su mmer 2012 Powerful Women 9

Share your knowledge Sandra Wilson Home Education Resource Emporium

If, like many women today, you started your fa mily after a lengthy career, you may feel you don’t have any experience to offer when it comes to homeschooling your children and may not know how or where to start.


ne of the best things I did when I rst started homeschooling was to link up with other home-school families. You may be surprised how many you nd! Most communities have a group of families that get together for drop-ins and support and some even run classes to help encourage parents who homeschool. There are also online communities that provide resources, teaching ideas and support. One of the easiest ways to start homeschooling is to rst teach what you know. After twenty years in a career you will have gathered much knowledge about work ethic, dealing with people or money, organization and scheduling skills and also the specic skill your career was based on.

Share some of this knowledge with your children, allow them to ask questions and discuss the answers together. Now you have successfully taught your rst lesson! If you have older children, why not try creating a home-based business with them? Find out what they are interested in and see how you could apply it as a business: pet-sitting, lawn care etc. Or create a fund-raising plan for a charity that involves your children craft making, selling baked goods, or garagesale items, or collecting bottles in a bottle drive. By using your experience in the business world, you can create a great experience for your children that will benet them when they enter the working world.

Continued from previous page

tion to grow productively? Many of you, small or large, will probably say, “No, I don’t have time” or “No, why would we?” So I ask: “How important is growth within your organization (protability)?” If you answered extremely important, then an assessment of your organization’s HR requirements needs to be addressed. Tomorrow is another day. Today means action!

the question, it really does depend on the organization’s needs, short term as well as long term. This is where the organizations miss the mark; what are the longterm goals for the organization and the positions within the organization? Have you completed an HR Audit of the positions in the organization to identify change required in order for the organiza10 Powerful Women Su mmer 2012

the E X P E R T S

Email your questions to:

Event Management

Sickness Benefits Q: When buying sickness benets, should I deal with an insurance broker who is mature and has insurance experience to offer?

Valerie Meyer

Many people say “yes” to working with a mature insurance broker. In fact, the more years experience the better. Many of my clients have commented that they would not want someone 20-30 years younger dealing with their hard-earned money. For myself, I have found that my maturity and life experiences also offer a lot of credibility when dealing with my prospective and current clients. In this business, maturity and experience wins!

Q: I need to plan a grand opening for my new business but I have no experience. Roblynn Where do I begin? Hunnisett Plan and book your location early. If it is an outside event, consider the weather. Sending invitations should occur 6-8 weeks ahead. Consider the day and time of the week, your program, and the food. Getting a guest speaker not associated with your company adds credibility in your audience’s eyes. Choose someone who will host and emcee the opening. A business grand opening is a lot of work. Make sure you give yourself enough preparation time so you can make changes if a problem should arise. Roblynn Hunnisette


Writing/Editing Q: I’m thinking of starting a new career as an editor. I’m in my late 40s. Is it too late Carolyn to start? Wilker Chances are that you’ve thought carefully about your new career, assessed your abilities and prepared yourself, whether by self-study or accredited training in the editing eld. The hard part of starting a new business later in life, especially if you are supporting a family, is the time it takes to build your business and networks, and for people to recognize your skills. Plan carefully; keep your regular job, do some part-time editing until you build clientele, then jump in.

FINEtuneEDITING t carolynWILKER t writerEDITORstoryteller

519 767-5632


Q: My family thinks I’m too young to start a business. I’m 20. How can I show them they’re wrong?

Carol Glover

I believe that age has little to do with entrepreneurial spirit; passion is what really counts. There’s also a difference between starting a business and creating a successful business; I think this is what your family is nervous about. Your key will be to create a plan, have it reviewed by a professional and demonstrate that you have a strong network to call upon for help. Don’t worry about showing them that they’re wrong; prove to yourself that you’re right!

FIREHORSE C O N S U L T I N G INC 519 570 9595

Ph: (519) 635-4224 Su mmer 2012 Powerful Women 11

Piped dream becomes reality By Elaine Elias, Nature’s Nurtures

Imagine a wedding cake—a multi-tiered chandelier hanging upsidedown from a tall stand—the bride and groom eager to serve it to their guests. Or visualize a baked creation rising topsy-turvy, stacked as three toy blocks, disarrayed like child’s play. Chrissie Boon, the Kitchener cake artist of “Too Nice to Slice” does just that and takes her customers on flights of fancy.


successful entrepreneur now in her tensive kitchen renovations to suit a cake late twenties, Chrissie began her un- business. She also needed more than just usual career with the humble cookie in baking cakes to succeed; she required 1999. In grade nine she baked Christmas staff, brand recognition, focusing on a cookies, selling them to high school staff, specic passion, which for her is cake students and employees in surrounding design and decorating. She played with businesses, and to this day these people different logos that would incorporate her are still her cookie customers. Following business direction. Chrissie has since her own trail of crumbs, her road to moved to her second locashe entered the University of Waterloo taking psy- success has not tion, another store front, this one has ve thouchology courses but was always been but sand square feet. Too Nice diverted by a cake decorating course at a local craft sugar coated to Slice now has greater latitude to function. On the store. She got hooked. Shortly afterward, Chrissie demon- premises are two kitchens, Chrissie’s own strated at her rst wedding show and for the business and a rental one for engarnered sixty-four future bookings from trepreneurs in the food industry needing that one event. Barely twenty at the time a facility. Near the front window she sells and with no provable business experi- her cake-making supplies and displays ence, it took tricky bank negotiating to intriguing samples of her work, includland a business loan as nay-sayers told ing the chandelier and topsy-turvy cakes. her the concept wouldn’t work in any In the rear are the cooking areas, and in location, the objections from nancial in- between there is a huge open room with stitutions coming in fast and furious. Dis- rows of stainless steel tables for teachheartened but never caving in, Chrissie ing classes and practising the art of cake nally secured her desired nancing and decorating and sugar inspiration. A guest opened a store front that demanded ex- teacher, Courtney Clark, known from

12 Powerful Women Su mmer 2012

television, globally and through other who inspired Chrissie early on, even media, is one of many who are booked before the Christmas cookie caper and into Chrissie’s classes and sold out al- helped her follow her heart. They’ve learned of business awards and recognimost overnight. But her road to success has not always tion she earned through reading magazine articles with been sugar coated. her interviews or As with many ennewspapers about terprises, nancing her theatrical openhas been the hardest ing-night cakes and struggle, but she is competitions where careful that money Chrissie has been a issues do not impact judge, nation-wide on family. Chriswinner and comsie strives for stable petitor on a Slice TV business growth but reality show. They balances that against know that monthly home life. Self-emshe donates a cake ployment allows her to charitable organito choose the time zations and has travspent with husband elled to three U.S. Justin (pictured with Chrissie Boon, whose cake states to promote her Chrissie on the covcreations are Too Nice to Slice craft, and in Michier) and their daughters, Emma, seven, and Saralynn, three. gan, attended ICES (International Cake Even then, a good entrepreneur will still Exploration Society) which is visited have their nger on the pulse and good globally. There, and in Toronto, she has help from her staff was her way around led demonstrations of her skill and taught that. Her uncle is the shop handyman; classes as a guest instructor. If this is how far she has her sister runs the store come in a few short years, on Saturdays, freeing a judge, she still has further to go. up Chrissie for business nation-wide Her sights set on England or family matters. Her winner and and across the channel to father, a mechanical engineer, designs product competitor on Europe, she intends to be “that name” that will sell packaging, cake display a Slice TV out a class. Her teachstands and lighting, inteing mentors have shown grating his brand of inreality show Chrissie that there is no novation everywhere; her mother caters meals for Chrissie’s large limit to success and recognition in her teaching classes, and Justin is her teach- eld. Her business experiences have ing assistant, business operator and chief since evolved into advice for those seeking their own goals. Chrissie says, “Be coach from the cheering section. This arrangement of workers benets strong and true to your passion and don`t customers who know Chrissie’s family, be stopped––by anyone. Stay on course. the connection building on their trust, Become a person of vision––this world condence, continuity and her honesty in needs future visionaries.” the business. They know of her mother Photo courtesy of Pamela Wideman Photography. Su mmer 2012 Powerful Women 13

Youth vs experience...

Build relationships to promote business Janet Benedict The Canadian Networker


When it comes to promoting oneself both youth and experience have advantages. Youth have been raised with technology and have many other benefits of youth. Experience often comes with a different work ethic as well as knowledge.

outh vs experience is a question not restricted to any one profession. No matter what profession you pursue, all are graced either by your newness and naivety or embraced by a wall of passion and compassion that enables you to go home at day’s end. Youth will use the technology they are familiar with to promote their businesses. They will use social media such as Facebook, Twitter and LinkedIn to market themselves, along with newsletters, online yers and QR codes. Does all this really work? How many emails and tweets do you get every day? Do you read them all? The more experienced business owner will possibly use the same technology if they are familiar with it; however, they will turn to more traditional means of advertising such as print and media. While I wholeheartedly support both forms of

communication to promote your business, it should not end there. Networking is also becoming more popular, and without a doubt word-ofmouth and relationship-building go a long way to promote your business no matter what age. Attending networking events is how you get known. Depending on which circles you wish to align yourself and your business with, you can easily nd several in your area that are a good t for you. This is something both young and more experienced business owners can benet from. Make it a point to nd out about others at these events, but do not leave it there. Get their business cards and follow up within two days if you see a potential alliance. Arrange to meet for coffee and nd out about their business and they will likely reciprocate Continued on page 17

Laura Cornell, B.Comm


Tailored specifically for you to reflect your goals and aspirations.

Ph. (519) 886-2360 Cell (519) 651-9873

Investors Group Financial Services Inc.

14 Powerful Women Su mmer 2012

Cambridge, Kitchener, Waterloo & Guelph

Communicating through the generations Have you ever wondered why communicating with other generations is so difficult?


he technology each generation has been exposed to denes how they communicate. These differences may lead to communication challenges. Understanding the different styles of each generation can help to communicate with each other. Gen Y – born between 1981-1999. This is the rst generation to grow up with technology around them. They acquire most of their information and media through the Internet. Most communication is in a digital format such as texting, email and instant messaging (IM). Technology is just an extension of who they are and how they communicate. Gen X – born between 1960-1980. They grew up knowing about technology but may not have had access to it until later. This group tends to adapt more easily to technology than the Baby Boomers. This generation is the transition generation. Some Gen X’s feel more at home with technology than others. Baby Boomers – born earlier than 1960. This group typically has had very little exposure to technology until recently. Baby boomers tend to nd technology intimidating and a little scary. But this is also the group that is growing the fastest on Facebook.

Sharon Bennett Bennett Business Connections

Does this mean the baby boomers are not technically savvy? Absolutely not. One of the fastest growing demographics on Facebook is the 50+ group and in most countries the majority of this group is female. How do we communicate between the generations? Tips for Gen Y • Tailor your communications to include non-digital messages • Technology may not come as easily to some of the Gen X and the baby boomers • Just because someone is 50+ does not mean they don’t understand or use technology • Help the older generations embrace and enjoy technology Continued on page 17

Providing professional, timely IT services to small and home-based business owners in Guelph & surrounding area.

Sharon Bennett

Microsoft Small Business Specialist

519.993.0223 Su mmer 2012 Powerful Women 15

Is that me? Eve Harding Image by Designs


Does that woman you see reflected in the window reflect the character and purpose you wish to portray? When you are your business, that self-presentation is para mount to your success and yes, it always matters!

ven if you are just dashing out to get light these in their presentations to ensure printer ink or simply picking up the the skill and integrity of their services. kids, you are always making a personal One of the main programs I offer to this statement. group is communication development. Do you need to be perceived, at all Not only must they convey readiness, but times, as though ready to meet a client? they must also communicate it. No. No matter your age, you need to have More mature entrepreneurs often have a sense of yourself that alfewer family demands and lows you to select a basic greater exibility that can organize a wardrobe that comfortably be used to their advantage. represents you—the self wardrobe that Experience brings with it youconsistently reveal. enhances your natural efciency, expandThe entrepreneurial spirit ed networks and a broadbest self is alive in both the young ness of vision that fosters and the more experienced integrity. Identifying and women whose originality allows them to adapting to a unique and qualitative marbuild a home-based business. ket can be a challenging objective. While the persona of each is affected Dressing accordingly requires valuing by varying factors, the basic elements of the “sense of assurance” that undergirds creating a niche that will fulll the needs it. of their unique markets are the same. Ultimately, being an entrepreneur reYoung women today bring with them quires that you be your best—not that the essentials of idealism, vitality and you reinvent your persona. Organizing rmness of purpose; they learn to high- a wardrobe that enhances your best self

16 Powerful Women Su mmer 2012

Photo by Mike Huska

Eve Harding, reflecting on whether that’s her in the mirror. favours self-reliance; when meeting potential clients, one grooms oneself according to the circumstance! Finance-based companies look for tailored suits and low-key accessories. Education, recreation, and transportation– based companies prefer a more relaxed

business-casual dress such as chinos pants or skirts, cotton shirts, loose-tting sweaters and low heels or lace-ups. In a photo, in person, or in a store window, you should “see and sense” the qualities that are the hallmark of today’s professional woman. That’s YOU!

Build relationships to promote business

Communicating through the generations

Continued from page 14

Continued from page 15

and ask you about yours. This is one of the best ways to promote yourself. Start every relationship with a positive impression and it will be a lasting one. Promotional products seem to be more favourably among the younger entrepreneur. The more mature business person usually feels his/her experience is enough and, while that might be the case, nothing says I appreciate your business more than some token of customer appreciation that is useful or decorative.

Tips for Baby Boomers • Learn to use the computer the kids got you last Christmas • Join Facebook and connect with friends and family • Communicate using Skype; this will automatically up your “cool” factor with your grandkids Have fun with technology. By following these simple tips communicating with others, no matter what the age, will be easier. Su mmer 2012 Powerful Women 17

Personal AND work experience are key to business success By Ruth Thompson, Nutrition Consultant

How does working in non-profit jobs and raising children prepare you to run your own business? I suspect most people would answer: “not very well.” After all, non-profit work is not focused on ‘making a profit.’ Raising children is not generally considered good business skills training either. Nevertheless, this was my background prior to having a successful business. A total of twenty seven years in government services and the non-profit sector, and raising two children (now 26 and 23) were the prerequisites to my nutrition consulting business.


here may be challenges in changing careers later in life, but I believe that my age and experience have been essential not only to my success over the past eight years, but in loving what I do. Personal experience played a critical role in my entry into nutrition consulting. In 1998, my twelve-year-old daughter developed a lingering illness that deed medical diagnosis. She was sick off and on for four years before we found solutions through alternative health and nutrition. Today she is a healthy twenty-sixyear-old woman. Based on my clinical experience since then, I rmly believe she would have signicant health problems today had we not persisted in looking for answers. This was my primary in-

18 Powerful Women Su mmer 2012

spiration for going back to school to train in holistic nutrition. Having different work experiences has been critical to my success in business. It also helped that my work has all been in the helping professions. My government and non-prot experience included welfare casework, community development and social planning. In my social planning career, I learned to fundraise for projects and to advocate for social needs in the community. This promotional work provided valuable experience and easily translated into marketing myself as a nutritionist. Holistic nutrition is a relatively new health profession which means I had to educate the public about what I do and how I can help people. Because nutrition

consulting is not covered by government health care and by only a few group insurance plans, marketing is needed more than in other professions. After doing waged work, I did have to get used to the way money is earned in business. This conversation I once overheard illustrates the issue well: The waged worker said to the entrepreneur: How can you stand not knowing what you will earn each month? The entrepreneur replied: “How can you stand knowing what you will earn each month? It is all about your perspective. In a job, often someone else decides how much the job is worth. Personal work performance is not always related to wages earned. In business, your income is more directly related to your efforts and performance. There is something truly gratifying about being paid for a job well done. For me this is an important motivator to excel in my business.

I applaud the young entrepreneurs who succeed in their own businesses in spite of such challenges Could I have had business success as a young person? I doubt that I had the same initiative to run a business in my twenties as I do now. There was also the nancial risk of being self-employed. After graduating from university there were student loans to pay off. I was not married and needed a steady income. Later in life, I had more nancial support (an employed spouse and supportive family) to keep me going during the early years in business when prots were low. Financial risk makes business ownership a distinct challenge for the young person. I applaud the young entrepre-

Ruth Thompson uses personal AND work experience to create business success as a Nutrition Consultant neurs who succeed in their own businesses in spite of such challenges. I have found my career calling in nutrition consulting. My former career and personal experience fuelled my desire to help people and gave me valuable business tools. Nutrition consulting has fullled that desire. Most of the time my “work” doesn’t even feel like work. When you can look forward to each work day instead of dreading it, you know you are in the right business.

Su mmer 2012 Powerful Women 19

Calling for outside help By Andrew Doney, Nurse Next Door

Being a business owner has always had its challenges and running your own business today is no easy task. With new communication gadgets being introduced at rapid speed, more competition than ever, and with the demand for quick answers from clients, suppliers and employees, there never seems to be enough time in a day.


omen who run their own businesses are facing another challenge that will continue to grow with our aging population. Women are often expected, or feel obligated, to provide care for aging parents and even in-laws. Ask any senior home care company provider and he or she will tell you that it is not usually seniors but rather their forty to sixty-ve-year-old daughters who are calling. The caregiving daughter is running her business and she is also trying to be the primary caregiver for her parents. The aging mother, father, or both are not willing to go into a retirement home despite needing more support in order to age in place. Without some outside help, they may be at risk for a mishap or pos-

20 Powerful Women Su mmer 2012

sibly miss out on the daily essentials for healthy living. There are government-funded agencies such as the CCAC that do offer care, however, depending on the nancial status of the senior and the available family support, there may not be enough publicly funded support to ease the daughter’s mind. Alternatively, there are private homecare options that are increasingly bridging the gap. These services can dramatically make seniors’ lives better and allow both the daughter and her elderly parents to enjoy life again. Caregiving daughters nd that even a few hours a week of professional caring can ease their burden and still enable aging parents to live at home.

the E X P E R T S

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Q: I have been a hairstylist for two years. Is it better to open a salon now or wait until I am older?

Q: Do you value your time differently than you did when you were younger?

Suzanne Bertolas

Owning a business takes a lot of dedication. Young salon owners may nd it difcult, as I did, to juggle children, a household and the pressures of a business. I have owned a salon in my 20s and one now in my 40s. With more life experience and 30 years in the trade, I feel I relate better to my clients now. However, if a younger clientele is your goal, being young yourself may help as clients may feel you are more current with your hairstyling techniques.

Cathy Mendler

In 1955 Cyril Northcote Parkinson wrote: “Work expands so as to ll the time available for its completion.” As you age, you learn time disappears quickly. So why don’t you accomplish as much as you would like on a quiet day? Parkinson’s Law suggests you might take all day to complete a task which should take three or four hours. Realistically estimate how long you think a task will take—create a deadline. Then set a timer and get started!


Wigs g & Hair Studio by Suzanne 226-444-8488

Online Marketing

F inancial

Q: I’m in my early 20s. Is it best to start saving now or wait until I can contribute more each month?


Sarah Yetkiner

Don’t wait! Time is your biggest ally when it comes to building a nest egg for your future. The power of compound interest means that a twenty-ve-year-old who contributes $50 a month for 40 years will have more at age 65 than a thirty-veyear-old who contributes $100 a month for 30 years and earns the same rate of return. Plus, starting the saving habit early makes it much easier to continue making saving a priority as your income (and expenses!) increase.

Sarah Yetkiner

Financial Security Advisor & Investment Representative

Tel: 519.572.8404

Q: Help! I’m fty years old and recently was laid off after 25 years’ service. What can I do at my age?

Carol Bremner

First, take a deep breath and then realize this may be an opportunity, not an obstacle. At your age, you’ve gathered life experiences and skills. What about starting your own business? You’ll nd a lot of information available online. We all have expertise that we take for granted, yet others would love to know. Spend some time reading how people your age have used the Internet to begin a new occupation. You’ll be amazed and encouraged by all of the options available to you.

Online Success 519-222-5136 Su mmer 2012 Powerful Women 21

I don’t need a website, do I? Karen Coleman Kaz Design Works


Many business owners still believe they don’t need a website. However, I would disagree. Whether your business is a start-up or you’ve been running it successfully for several decades, I believe you still need a website to stay ahead of your competition.

ithout a website, you may be losing potential customers who only use the Internet to nd what they are looking for. Since 78.6 percent of North Americans were using the Internet by the end of 20111, that could amount to a substantial loss of business. There are several other options for gaining a web presence, such as free or paid business listings in online phone or business directories, or social media pages on Facebook, Twitter and LinkedIn. Whilst these are all useful marketing tools, for the most part, you are not in control of how the information about your company is gathered or presented and your target audience may be limited. Having your own website, especially one that is professionally designed and developed, means you can be in full control of your company’s brand. Without a website where people can view your products and/or services in detail, out of business hours, you could be losing potential customers to your competitors who do have a website. Your website does not have to be expensive; a static website with a few brochure-style pages that include your company information, a list of products and/or services offered along with your contact information and location may be 22 Powerful Women Su mmer 2012

all that you need. If you have a print brochure, product catalogue, monthly yer or coupons, digital versions could be uploaded to your web space with a link from a page on your website for customers to view online at their own convenience. Most people these days want access to information now. If they have to wait till you are open to request a print copy of your catalogue and then wait several more days for it to arrive in the mail, you have already lost them to your competitors. Also, newcomers to your area may not already know about your business and its good reputation. Since they won’t know anyone to ask for a referral, they will use the Internet instead. If all they can nd is a business listing, they won’t be able to learn about your company and what you offer. A website will help you gain credibility with these potential customers. By including your company bio and a few testimonials from satised customers along with your product and/or service offering, they will see that you not only provide what they are looking for but that you also have a good reputation. These are just a few of the reasons why I believe you do need a website, no matter how long you have been in business. 1


STOP procrastinating the E X P E R T S

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It’s time your small business had a professional website When you hire us, we will help you: ‡'HWHUPLQH\RXUQHHGVDQGJRDOV ‡&UHDWHDZHEVLWHXQLTXHWR\RXUEXVLQHVV ‡*LYH\RXDSURIHVVLRQDOZHESUHVHQFH

for your evolving small business Phone: 519-267-5050 Email: Su mmer 2012 Powerful Women 23

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Powerful Women Magazine Summer 2012  

The Summer 2012 issue of Powerful Women features young female entrepreneurs who took the bold step to start their own companies with very ve...

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