INTRODUCING A NEW RESOURCE FOR WOMEN-OWNED BUSINESSES!
WHAT I'VE LEARNED IN MY FIRST YEAR AS A SUPPLIER DIVERSITY PROFESSIONAL
EXPLORING PARTNERSHIP OPPORTUNITIES WITHIN WBE COMMUNITY
CONTINUING THE LEGACY OF A FAMILY-OWNED BUSINESS AS A WOMAN IN A MALE DOMINATED INDUSTRY
Margaret Hudson, Burnbrae Farms
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MESSAGE FROM THE PRESIDENT
CONTINUING THE LEGACY OF A FAMILY-OWNED BUSINESS AS A WOMAN IN A MALE DOMINATED INDUSTRY
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Magazine Editorial Team
Silvia Pencak - President & CEO
Judy Carswell - Chief Editor
Alexandra Roy - Marketing Manager | Executive Assistant to the President
Contributing Writers
Margaret Hudson, Katie O'Brian, Jennifer Kelly, Rachael Radford, Shannon Walker, Lesha Van Der Bij, Jennifer He, Marisa Wong, Shannon Ballard, Jack Kulchitsky, Paul D Larson, Rebekah Streeter, Claire Hayek, Cynthia Watson, Jennifer Popowycz
Designers
Grassick Graphic Communications www.GrassickGraphic.com
WBE Canada Contact Details
Editorial queries and submissionsmagazine@wbecanada.ca
General queries - concierge@wbecanada.ca
WBE Certification - certification@wbecanada.ca
Corporate Membershipmembership@wbecanada.ca Partnerships - partner@wbecanada.ca
©WBE Canada, June 2023 https://wbecanada.ca
TheWBE Canada Magazine is a quarterly magazine designed to connect ourcommunities, empowerCanadianwomen entrepreneurs and inspireCanada’scorporateandgovernment organizations in theirsupplierdiversity initiatives.
To subscribe to the WBE Canada Magazine, click here .
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HOW TO USE THE CANADIAN WOMEN BRAND LOGO
WHAT I'VE LEARNED IN MY FIRST YEAR AS A SUPPLIER DIVERSITY PROFESSIONAL
EXPLORING PARTNERSHIP OPPORTUNITIES WITHIN WBE COMMUNITY
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WBE CANADA CERTIFICATION: Unlocking Your Business Potential
STANDING OUT, WHILE STANDING UP FOR SOMETHING MEANINGFUL IN TODAY’S JOB MARKET
WBE CANADA RECEIVES FUNDING FROM WOMEN ENTREPRENEURSHIP STRATEGY (WES) ECOSYSTEM FUND TO EMPOWER WOMEN-OWNED BUSINESSES IN SUPPLY CHAINS ACROSS CANADA
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THE POWER OF SAYING YES: Leveraging Opportunities for Success
ATLANTIC CANADA MENTORSHIP PROGRAM: The Power of Mentorship and Collaboration
DEFYING STEREOTYPES: Lessons from a Woman Engineer, SingerSongwriter, Entrepreneur, and Author
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NEWS & EVENTS
The Summer Issue of our Magazine is always bittersweet for me. While it’s exciting to head into the summer months with warm weather and maybe even some vacation time, it’s also the half-year mark and countdown to fall and year end.
At WBE Canada, this is the time when we start planning for 2024. We also shift focus to our Conference. As Speaker applications close we are able to start forming an agenda, and as always there is great anticipation as awards nominations and applications close and we look forward to selecting the winners of the 2023 Excellence Awards, Early Bird registration opens and sponsorships close. It’s a finely tuned process but most importantly we can’t wait to see our community in Toronto this November.
While there’s lots of work we’ll be tackling behind the scenes, this is also time for us to connect with our community. As fun as it was to see you all virtually, we’re excited to be heading to Halifax, Charlottetown, Moncton, Montreal, Toronto and Vancouver this summer, and potentially even more locations across the country. Keep an eye on our Events Calendar for the most up-to-date information.
And while we’re all celebrating summer - Holiday Shopping Guide applications and submissions are also happening. We look forward to featuring Canadian WBEs this September - just in time for holiday shopping! WBEs - check Toolbox for more information.
This issue brings together tons of inspiring stories, tips and recommendations from our community. On behalf of the WBE Canada team I hope you enjoy reading them and get inspired to continue making a difference through your work.
And if you have a story or tips to share, keep in mind that our next submission deadline is July 31, 2023 - we’d love to include your thoughts too.
Have a wonderful summer!
SILVIA PENCAK President & CEO, WBE Canada concierge@wbecanada.ca
shifted to poultry over the course of several decades. Burnbrae is now the largest integrated family-owned egg company in Canada with seven grading stations, three processing plants and five wholly-owned farms in five provinces, sourcing eggs from over 400 egg farming families across the country.
WBE Canada was excited to certify the first womenowned farm in Canada in summer 2022. During our 2023 Women’s Day event we had the privilege to introduce Burnbrae Farms and Margaret Hudson, its President and CEO to our community. The feedback was incredible with many letting us know that they are now inspired to intentionally support womenowned businesses as they shop for their business and personal needs. This is her story…
Burnbrae Farms is a six-generation Canadian family business. Margaret Hudson, President and CEO, is part of the fourth generation with seven family members from two generations active in the business full-time. The family has been farming at the original Burnbrae Farms in Lyn, Ontario for over 130 years. Margaret’s great grandparents were originally dairy farmers and the egg business developed through the efforts of Margaret’s dad and uncle who introduced 50 chickens through a high-school project over 80 years ago. The main focus of the farm
For Margaret and her siblings, their sustainability journey is very important. While their father got them into the egg business it was important for the current generation to put a sustainability stamp on the business including announcing Net Zero by 2050. Their focus is on five pillars of sustainability including the environment, animal care, health and wellbeing, safe nourishing food and community spirit. In 2017, the family established the Burnbrae Farms Foundation to support the charitable work of the company supporting many causes including food banks, breakfast clubs and community-based initiatives.
Margaret’s is a story of a woman in a male dominated business and a male dominated industry. It is a story that is very personal... a testament to how far women have come in terms of their influence in the world and specifically their influence in the business community. It is a story that demonstrates that women can step into an industry and a space normally dominated by men, that women can play a key role in not just leading the business but also helping to hold the family together,
which is the most critical part of a successful intergenerational transition of a family business.
Today, Margaret’s siblings are all part of the organization: Ted Hudson, her brother is Executive Vice-President, Business Development and Poultry Industry Relations; Ian McFall, her brother-in-law is Executive Vice-President, Foodservice and Industrial sales; Helen Anne Hudson, her sister is Senior Advisor, Corporate Social Responsibility and Poultry Industry Liaison, as well as Co-Chair of the Burnbrae Farms Foundation; Sue Hudson, her sister is Director, Communications and Digital Marketing, and Mary Jean McFall, her sister, acts as legal counsel for Ross Video and is also Co-Chair of the Burnbrae Farms Foundation.
The strength of the family and the Burnbrae Farms business is tied to their values – Be Humble, Dream Big, Work Hard, Do Your Bit, and Have Fun Together. Establishing and articulating a set of shared values has been an important process for them as a family. Their shared values support their alignment as a family, reinforcing why they want to own and work together in the family business.
At the time of publishing this article Burnbrae Farms is the only Canadian farm with WBE certification and the Canadian Women Brand™ logo on their products in your local supermarket.
We asked Margaret to respond to just a couple of the many inquiries from the captivated audience during the 2023 Women’s Day event.
WBE Canada: Can you share how your role in the family business evolved over the years and what led to your position today as President and CEO?
MH: When we were very young our parents expected my siblings and me to contribute to the work around the farm and do chores around the house, much like any other farming family. When we reached our early teens, we were all put to work on the farm helping to gather eggs, work in the layer and pullet barns as well as the grading station. My sisters and I also took a turn helping Dad in the office, doing typing and general office administration. We were very much encouraged to learn the business by doing more entry level jobs, but we were also able to explore other interests and I worked as a lifeguard at the Lyn Valley Recreation Area for a couple of summers and in Banff, Alberta for a summer season.
My siblings and I all took different paths, but all of us ended up working in the business during our adult lives at one stage or another. I personally started working full-time for the company in my third year of university and never left. I am still here 33 years
later. My full-time career started at the order desk at our Mississauga location, progressed from there to managing the distribution department and then into sales and marketing. During the 1990s I was part of a team that drove a lot of the innovation for the company; through the early 2000s, I led the sales and marketing department until I was named President in 2008. Recently I was promoted to President and CEO and have been leading the organization now for almost 15 years, supported by my brother and brother-in-law along with many valued colleagues - many of whom have worked alongside me for decades.
WBE Canada: Burnbrae Farms is a family owned and operated business which means lots of collaboration, unanimous decision making and no doubt many challenges. What is your key to maintaining effective leadership?
MH: Working together as family in a business and leading other family members is a particular skill set that is unique to each environment. One cannot underestimate the complexity of a role that requires you to lead the business, while also, as in my situation, being one of five siblings, and part of an engaged shareholder group. Unlike a leadership team that operates more at arm’s length, we cannot simply say what we want and expect other family members to follow. Balancing the skills and expectations of family and business colleagues outside the family is an important consideration and always top of mind. Ensuring that we have complementary personalities and skill sets that work well together is an important part of effectively managing the business. It takes
patience, listening and collaboration to be effective at leadership, decision-making and execution in a multi-generational family business environment like ours, even with a strength-based management approach. It is a lot of work!
WBE Canada: What is the most difficult decision you’ve had to make and conversely, what is your most memorable achievement as leader of the family business?
MH: Managing through COVID has been one of the most difficult times in our business. Adapting to the pace and magnitude of change was incredibly challenging and stressful, especially in the early days when things were so uncertain. Keeping our employees safe was our #1 priority while balancing that with continuing the supply of eggs to Canadian families. We were very aware of how important our role is in providing safe, affordable, nutritious eggs to Canadian families. These were unprecedented times. There was no playbook.
My biggest shining achievement is raising 2 amazing kids. I had a lot of help from a lot of people, especially as a working mom. I am very proud of them and so thrilled to see how they will change this world for the better. Working in the family business and helping to preserve this legacy for my kids, nieces and nephews and future generations is also a great source of pride. My generation is very proud knowing that we have carried on this legacy started by generations before us, and we are leaving the business and our family farm in better shape than we found it. We are proud of being part of shaping
As the President and CEO of Burnbrae Farms, Margaret is founded in 1891. Burnbrae Farms is recognized as a food industry
Margaret represents Burnbrae Farms on the GS1, FHCP and Pencil (2020), Grocery Business Hall of Fame inductee (2021) Brockville Chamber of Commerce in 2022.
Margaret holds a B.Sc. and an MBA from the Rotman School
To learn more about Burnbrae farm visit www.burnbraefarms.com
our family business and its direction. Last, we are proud of the fact that we have been able to serve Canadian families by providing them with eggs, a safe, nutritious, affordable source of the highest quality protein possible. As farmers, we have helped to nourish Canadian families for over 130 years. That is a source of incredible pride for me and my family.
WBE Canada: What is it like being the female leader of not just a family-owned business, but as the leader in a traditionally male dominated industry?
MH: Working in the business early on, I was under a lot of pressure; as a woman and as a family member I had to work harder and do more to get noticed and to prove myself, not just to others but also to my Dad and to my family, even to myself. It was not easy as my Dad worked very hard and did not often encourage a lot of work/life balance. He is an incredible man who has left us with this amazing family legacy. As time went on, I started to get recognized by my Dad and his peers as well as the broader food industry, and my father started to put me into roles of increasing responsibility. I have found that as individuals it takes a while to recognize the value in what you do, and to understand that others value your contributions and view you as a leader and look up to you. That came as a surprise to me at first, but leadership is something you must ‘own’ and ‘lean into’. It is a huge responsibility, and one needs to embrace and cultivate your role as a leader. You cannot feel self-conscious and apologetic, you have to step up and lead. People want to hear from their leaders and want them to be decisive and to set a clear path forward. They want you to reach
out and provide clear direction, and in turn, when they respond and contribute, they want you to notice and recognize them.
WBE Canada: What is the best piece of advice you have for a woman in a leadership role in 2023?
MH: In my estimation, one of the best things you can do as a leader is to provide positive reinforcement around the behaviours and activities that you want to see. Providing positive reinforcement that encourages others to grow as individuals and as leaders helps them succeed, and when others succeed, we all succeed, and the business moves forward in a positive way. As leaders we also need to redirect and discourage behaviours and activities that are undesirable and ultimately recognize that all individuals bring unique skills in areas where they are strong and others where they need to develop. I have always been a proponent of strength-based management, understanding your own capabilities and interests and that of those around you, and surrounding yourself and others with complementary skill sets. This applies to everyone - women and men, family and business colleagues outside of the family. We strive to find an individual’s passion and competence, encourage them to work in areas of interest and acumen and build diverse teams with complementary skill sets to fill in any gaps. This is how we thrive as individuals and as an organization, even as a family. No one person can bring it all, so we need to recognize that and support each other.
We are proud to support WBE Canada and their ongoing mission of empowering women-owned businesses to drive innovation and economic growth in communities across Canada.
The Canadian Women Brand® logo is a powerful tool that can be beneficial to Certified WBEs as part of your marketing toolbox.
• Increase brand recognition through association with a trusted and recognized brand
• Stand out in a competitive market and gain a competitive advantage
• Build a strong brand identity that resonates with your target audience
• Demonstrate your commitment to supporting women-owned businesses and promoting diversity
• Attract customers who actively seek out and support women-owned businesses
• Build customer loyalty through shared values and principles
• Establish credibility and trust with clients who value transparency and social responsibility
• Demonstrate your commitment to quality and excellence
• Build strong relationships with corporations who prioritize working with diverse suppliers
• Stand out in a crowded marketplace and differentiate your business from non-certified competitors
• Leverage the Canadian Women Brand® logo to communicate your business’s unique value proposition
• Establish yourself as a leader in your industry and gain a competitive advantage
Display on your website, social media platforms, and business cards
Add to your product packaging and promotional materials
Use in your email signature and marketing campaigns
Incorporate into your business’s brand identity
Certified WBEs: take advantage of the Canadian Women Brand® logo today. Log in to WBE Canada Toolbox now!
Corporations and supporters of women-owned businesses: Look for products and services that use the Canadian Women Brand® logo.
Last March, I (like many during the pandemic) made a significant career change. While I had previous experience in DE&I, my roles had been focused on supporting people within the organization by supporting employee inclusion and wellbeing.
In addition to stepping into the work of supplier diversity, this was also my first time working for a global private sector company. One of the highlights
of my role is the opportunity to ‘Canadianize’ a global program and leverage a best in-class global DE&I and procurement function.
After a year in this role, and the opportunity to learn from my colleagues and peers, I have a few takeaways and tips to share with others entering this space. Here are my top 5:
Advocacy groups are essential: I would be lost without the support provided by WBE Canada and their fellow Canadian Advocacy groups. The access to certified diverse suppliers, relevant education, and the opportunity to connect with peers across the country has made this transition easy and helped me get up to speed quickly!
Communication is key: Early on I realized that while I have influence, supplier selection lies with procurement and sourcing leads. Ongoing and transparent internal communication ensures that diverse vendors are top of mind when sourcing opportunities arise, and the work we are doing behind the scenes remains visible to suppliers.
Understand your data and set realistic goals: Before setting targets and goals, it is crucial to know where you are starting from. Having up to date data and reporting processes along with a solid understanding of regional and industry benchmarks will set you up for success.
Meet Suppliers where they are: Some smaller companies require mentorship to better align with client goals, tools and processes. Flexibility and development are key. In some instances, a diverse supplier may not be able to scale their business immediately. Focus on developing your supplier to position for future growth or look for tier two opportunities to support them.
Celebrate Success: Highlight diverse suppliers and the value they create for the organization helps build momentum and demonstrate the benefits of Supplier Diversity. This can be through internal channels such as presentations to sourcing teams, or by showcasing through external channels.
Taking on a DE&I role with additional responsibility for Supplier Diversity was just the challenge I was seeking. I quickly realized that while an understanding of procurement processes is key, cultural competency is just as if not more critical. If you can understand and appreciate the diversity of cultures, backgrounds, perspectives, and experiences of your diverse suppliers you will be better equipped to be an advocate in your organization and beyond.
CBRE’s Global Supplier Diversity approach focuses on three primary components:
• Outreach – where we proactively advocate with our partners, diversity councils and communities to engage diverse suppliers, and champion the supplier diversity value proposition
• Opportunity – by requiring at least one diverse supplier in sourcing and work order opportunities
• Development – where we strategically invest in mentorship, sponsorship and/or capacity building for high potential diverse suppliers
To learn more about CBRE’s Supplier Diversity program please visit – Please visit our website.
To register as a diverse vendor - Welcome to the CBRE Supplier Portal (smartsheet.com)
CBRE Group, Inc. is the world’s largest commercial real estate services and investment firm, with the #1 global market position in leasing, property sales, property management, occupier outsourcing and valuation. Additionally, our development business (Trammell Crow Company) is the largest in the U.S. and we operate one of the largest investment management businesses (CBRE Investment Management) globally.
CBRE’s supply chain function manages one of the largest third-party spends in the commercial real estate industry through hundreds of professionals on four continents. The company's global supplier DE&I program aims to create an equitable procurement and contracting process, which encourages diverse supplier participation, enables the growth of diverse businesses in the communities to strengthen CBRE's supply chain, and helps clients achieve their own diverse supplier goals.
As Manager, Supplier Diversity and DE&I, Katie is responsible for the delivery and development of diversity, equity and inclusion programming for Canada, including the execution of the newly launched Indigenous Reconciliation Action Plan. Additionally, as a member of the Global Supplier Diversity Team, Katie has played a key role in increasing engagement with businesses owned, managed and controlled by underrepresented groups, to support participation of diverse suppliers in sourcing and work order opportunities.
Prior to joining CBRE, Katie was a Senior Consultant, Wellness, Diversity and Inclusion with Canadian Blood Services and spent ten years with the Conference Board of Canada, as a Researcher and Relationship Manager. Katie has a B.A. in Canadian and Indigenous Studies from Carleton University and a Certificate in Adult Education from St. Francis Xavier University.
Supplier diversity is a business strategy that ensures a diverse supplier base in the procurement of goods and services for any business or organization. It opens up access for women-owned and other diverse businesses to engage in opportunities traditionally not available to them, allowing them to access new markets, gain valuable experience, and build relationships with larger organizations that can help to take these businesses to the next level.
At WBE Canada, we provide certified Women Business Enterprises (WBEs) with access to a range of benefits, such as listing in Canadian WBE Database for increased visibility, training and development programs, even invitations to closed-door opportunities. WBE Certification also helps women-owned businesses build relationships with potential buyers and partners.
This last benefit is traditionally misunderstood by women-owned businesses. With strong focus on doing business with large corporations and the government, many times they miss the opportunity of doing business with other WBEs. As WBE Canada celebrates a new milestone of 500+ Certified WBEs in Canada, we are excited to share stories about how Canada’s highly capable and innovative women-owned businesses are forming partnerships, working together and building strong alliances that are also benefiting corporate and government supply chain expansions.
As the African proverb tells us, “If you want to go fast, go alone. If you want to go far, go together.”
If you apply this thinking as a WBE to the potential partnerships and client/supplier relationships with other WBEs, the opportunity seems ideal. Working with other WBEs means that you are supporting your own company supply chain in a diverse manner and working with another company who shares these values. With WBE Canada just crossing the 500 WBE member mark, there are more like-minded, womenowned businesses to work with than ever before. But how do you start?
I’ve been a WBE since 2016 and have had the opportunity to work with many other WBEs as partner, client and supplier. They have all been good experiences to grow the business, to learn from and to contribute to mutual growth and business success.
Here are a few tips that worked for me when getting to know and successfully working with other WBEs.
Attend events open to WBEs. This is how you’ll meet and learn about other WBEs, and they will have the opportunity to meet you. If attending a Zoom virtual event, it can be harder to strike up a conversation due to the set-up of the call, so make sure you make note of all attendees and cross reference the companies by looking up their websites or checking them out in the WBE database. Send an introductory email explaining you were both at XYZ WBE Canada event and would like the chance for an introductory call. This way you’ll have an opportunity to get to know the other WBE and her business one-on-one. At the end of the call, make note to keep in touch by scheduling your next “touch base” call into the future. This way you can start to get to know each other over time. The idea is to build your network and to get to know and get known within the WBE community. This does take time and effort and is worth it.
Just like in any community, while you may share the values and the ideals of the organization, you may not be an ideal match to work together. This is normal and to be expected. Not all WBEs are meant to work with you and that is okay.
Once you get to a point where it seems like a good match and hiring another WBE company as a supplier or partnering with them on a project or accepting their offer to become a vendor, I’d recommend doing an inaugural fast, real, small and paid project as your own “trial” project. The purpose of this is that:
• You’ll quickly see if you like working with this WBE. I would recommend the project not go longer than 30 days.
• The pressure is on as this is a real project, so you’ll get to see how both of your companies work together professionally.
• Keep the project small in scope with well-defined deliverables as both companies will be coming up the learning curve.
• Ensure the project is paid, this keeps it as a priority to both the WBE paying and the WBE getting paid.
This concept of “test-first” is used by many companies and was discussed in Dan Martell’s latest book Buy Back Your Time as a method to contribute to the growth of your company.
If the trial project was successful, this is great news as you both can discuss ongoing opportunities and start to work together on larger initiatives. Hopefully this will give you both the needed boost to branch out and find other WBEs to work with now that you have this success under your belt.
If the trial project was not successful, this is good news too. You both just saved yourselves a huge headache down the road. Part ways as professionally as possible and if it is possible to debrief together, do
so. If not, debrief internally with your team and look at why the project didn’t go as well as expected. The clarity found during this step will help you structure your other deals and trial projects differently based on this experience. Don’t let this experience stop you from working with other WBEs in the future. By understanding, communicating, defining, respecting, aligning, adapting, and cultivating, WBEs can make the most of the opportunity to work with their 499 other WBEs (and growing!), who are likeminded supplier diversity supporters to drive their businesses to new heights. The key is to approach every potential partnership with an open mind and a focus on mutual growth and success. Remember, the goal is to create a relationship that benefits both businesses.
Working with other women owned businesses is an inspiring and satisfying partnership. The 2022 WBE Canada National Conference introduced us to many cutting-edge businesses led by other WBEs, businesses we are thrilled to partner with. We met with dozens of leaders last November and have had a chance to work with several of them after learning about what they’re trying to achieve.
A common challenge businesses face is how to leverage technology, safely and affordably. It’s a big part of the conversation we had with WBE Canada and other businesses alike and a focus at Meira Consulting. But partnering with a technology consulting firm can be expensive. That’s where the Canadian Digital Adoption Plan (CDAP) grant program really helped! CDAP covers up to $15k for companies to work with a Digital Advisor, like Meira Consulting, to create your technology strategy, removing cost as a barrier.
Jennifer Kelly leads New Initiatives Marketing Inc. (NIM) a certified WBE since 2016. NIM is always looking to partner, support, hire and be subcontracted to other WBE organizations. NIM specializes in B2B marketing for technology, industrial, manufacturing, and professional technical services companies across North America. We provide strategic marketing plans + the supporting marketing team to implement and execute the plan as your marketing department or by supporting your current in-house marketing team who may be at capacity.
One project we would like to share was the work we delivered for Gowan Consulting, a fellow Certified WBE. Acting as their Digital Advisor through the Canadian Digital Adoption Plan (CDAP) grant program, Meira developed a custom Technology Strategy for Gowan, aligning their technology stack with their growth and customer service vision.
We met weekly to dig into the unique needs of their business and the challenges getting in the way of smooth operations and an even better customer service experience. The Gowan team helped us understand their business and the value they deliver to individuals, teams, communities, and businesses in the mental health space. That holistic view of their business today and their vision of tomorrow provided the context for a holistic technology strategy and action plan, allowing them to expand their footprint and serve an even larger community.
Working with Gowan also helped us understand the incredible value they offer to employers and employees alike. Meira is now looking to engage Gowan in helping us! It’s a wonderful partnership.
Our biggest takeaway in working with other WBEs is ‘Leverage each other!’ WBE businesses solve problems and they do it quickly and effectively. Meira helps you make the most of technology and other WBEs help us solve our challenges. We would love to work with more WBEs, reach us here to start collaborating!
Story published with permission by Gowan Consulting, a WBE Canada certified company.
RACHAEL RADFORD
Owner, Meira Consulting Inc.
Rachael Radford is the founder and owner of Meira Consulting Inc. Meira exists to help businesses get the most out of their technology, operations and people to help drive new business, deliver exceptional customer service and reduce risk. Meira supports organizations with Technology Strategy, Technology Selection & Adoption, and IT Project Management. Meira is an approved Digital Advisor for the federal Canadian Digital Adoption Plan grant program
Most of us join WBE Canada with the goal of landing contracts with large corporations. Those contracts can be elusive initially and take time. A strategy within the WBE universe that should be considered is to prioritize working with other women owned businesses. Not only does it provide multiple procurement channel opportunities for goods and services, it also promotes innovation and creativity, shows your company’s commitment to working with other diverse organizations and can open the door to other introductions and contracts.
Identifying potential women-owned business partners requires careful research and consideration to ensure alignment with your company's values and goals. Here are five tips to help companies partner with women owned businesses.
Take the time to thoroughly review an organization's website, leadership profiles on LinkedIn and any other social media platforms. Investigate the company’s story, product offerings, and values to ensure they align with your own, paying close attention to their mission, vision, and overall business philosophy. Understanding their background and values will help you determine if they are a good fit for your organization.
It makes sense to connect with women-owned businesses where you find synergies that target the same industries and internal decision-makers as your organization. This helps create a strong foundation for a successful partnership. Consider the demographics, geographic location, and size of the target audiences of both organizations to ensure compatibility.
Many women entrepreneurs start their businesses to address specific needs in the market or to advocate for issues they are passionate about. Assessing their commitment to social responsibility, sustainability, and ethics is crucial in identifying potential womenowned business partners. Look for alignment in core values such as diversity and inclusion, environmental sustainability, and ethical business practices. Shared values can create a strong bond and foster a longterm, mutually beneficial partnership.
A designated internal champion, who is responsible for reaching out and researching these opportunities, should have a clear understanding of your organization's goals and values, as well as knowledge of the women-owned business landscape. By conducting research, reviewing websites, and leveraging social media platforms to identify potential partners, they can proactively connect with women entrepreneurs and business owners, effectively communicate your organization's values and offerings, and build meaningful relationships.
Networking and participating in monthly calls can be an excellent way to build a supportive community and share your story with other women owned businesses. WBE Canada provides a platform for you to connect with like-minded entrepreneurs, share experiences, learn from each other, and create business relationships based on mutual trust that foster a sense of community and optimize your business growth.
Identifying potential women-owned business partners does require research and commitment, but the rewards can be immense. The goal is to establish meaningful partnerships with other like-minded women owned businesses and develop successful collaborations, while having a positive impact in your industry and community.
Shannon Walker is the founder and president of WhistleBlower Security Inc.. She frequently speaks around the world on whistleblowing, ethics, corporate culture and diversity. WhistleBlower Security is WBE Canada certified, making them the only woman-owned and managed certified ethics reporting business in North America.
Lesha Van Der Bij is a lawyer with 20+ years of experience in employment and pensions law. While at a national law firm, she developed a deep understanding of how legislation works and how to make it accessible to those outside the legal profession. As the CEO of Compliance Works, she develops the company's strategy and product road map. Lesha is a regular speaker at Ontario Bar Association, Lancaster House and CPHR webinars and conferences.
By Marisa Wong, MW Experiences & MWE Wellness and Jennifer He, Voya Business Design & Management
The collaboration between two WBE members Marisa Wong, Chief Experiences Officer of MW Experiences and Jennifer He, Founder of VOYO Consulting is a true testament to the power of women supporting women in business. Thanks to WBE Canada, these two female entrepreneurs were able to meet and have joined forces to create innovative solutions to exceed their clients' expectations.
MW Experiences is renowned for its dedication to finding and curating the best sports and wellness experiences that leave a lasting impact on their clients. Their commitment to creating unforgettable moments is unmatched, and it's no surprise that they are a leading global brand in their industry.
VOYO Consulting's vision is to be the world's top cross culture human-centred innovation destination. They help organizations and individuals maximize their growth opportunities, and their impact is felt across borders and cultures.
By each bringing their unique expertise to the table, Wong and He have been able to support each other's goals, strengthen their brands, and expand their reach in the industry.
PROBLEM:
Many organizations are facing a decline in membership numbers. They need new ideas or ways to attract members. What makes their organization different and unique compared to other similar organizations?
FOCUS:
Be proactive in retaining and acquiring new members to counter the aging generation of members.
SOLUTION:
Individuals are looking for communities, human connection with like minded individuals. They are looking for activities to do, places to go, they want to learn and connect. Organizations need to add more value to the membership offering. They need to include experiences for their members to share and do together. Experiences that are unique and accessible only to their members. Members feel privileged to have this access and tell their friends and network.
RESULT:
Member-based organizations who engage in our services benefit from organic membership growth and increased member participation. .
MARISA WONG Founder & Chief Experience Officer, MW Experiences & MWE Wellness
Marisa Wong is an expert experience pioneer & curator, certified Yoga Instructor, PADI Master Scuba Diving Instructor and Breathwork Instructor.
MW Experiences (MWE) has a mission to inspire 1 million people to live extraordinary lives. MWE is a leading global brand that gets you access to world class sports and wellness experiences. They bring extraordinary world-class VIP services to the global event planning industry with programs ranging from championship sporting events like the Super Bowl, The Masters, Waste Management Open, F1, Wimbledon to tropical wellness expeditions in Mexico and Bali. With global success and divisions in Canada and Asia, Marisa is an inspiration to everyone who wants to break the mold and follow their dreams.
JENNIFER HE Founder & Managing Partner, VOYO Business Design & ManagementTogether, these two businesses are creating a ripple effect of change in the membership based organizations, and their success is proof that when women support each other, incredible things can happen. Thanks to WBE Canada's efforts in promoting women's entrepreneurship, we are witnessing the rise of female-led businesses that are making a real difference in the world. Our partnership is proof that when women support each other, anything is possible.
Jennifer He is a designdriven innovator, senior marketer and business strategist with 25+ years international experience. Clients benefit from her high pedigree of services, diversified experiences and vast network of top notch management professionals she can call on to problem solve. She can work with budgets of all sizes, typically works with scale-ups and corporate teams, helps business leaders discover new innovative ideas, create and build new competitive advantage, commercialize their brilliance, connect West to East and vice versa. Jennifer holds an MBA from Rotman School of Management at University of Toronto, and a BA from Shanghai International Studies University.
By Judy Carswell and Jennifer Popowycz, WBE Canada
If you’re like many women business owners, you may believe that larger supplier opportunities with corporations and the government are out of reach. But what if we told you that not only are these opportunities available to you as a woman–owned business, but that working with larger organizations could be the key to unlocking the success you've been working so hard for?
At Women Business Enterprises Canada Council (WBE Canada), we know that working with large organizations can be a game-changer for women-owned businesses. Understanding the opportunities, including the challenges of working with larger organizations and truly knowing if your business is ready to take advantage of those opportunities in the corporate and government procurement space is the first step,
What are the benefits of working with larger organizations? Here are a few for you to explore:
Access to larger contracts - larger contracts with larger budgets mean more revenue
Improved Cash Flow - larger organizations have more significant resources and more predictable payment scheduled which help manage cash flow
Longer-term contracts and recurring revenue
- help you better plan for your business growth and make investments in resources, people and infrastructure to help you scale
Increased credibility - can improve your business’s reputation and credibility
Inclusion and diversity support - many larger corporations are committed to supporting DEI in their supply chains. Working with these organizations can help further these goals and make a positive impact in your industry category.
So how do you take advantage of these benefits? Most larger corporations and government organizations at all levels, implement supplier diversity programs to support diversity and inclusion, but also to tap into a wider pool of ideas, perspectives, and expertise that can lead to new and innovative solutions to business challenges. Additionally, promoting supplier diversity can demonstrate an organization's commitment to social responsibility, which can enhance their reputation and brand value.
To support supplier diversity, many organizations establish supplier diversity programs that set goals and strategies for increasing the number of diverse suppliers in their supply chain. These programs may include creating a system for identifying and recruiting diverse suppliers, and providing training and support to diverse suppliers to help them succeed.
Fact: Less than 5% of corporate and government contracts are awarded to women-owned businesses.
By becoming a Certified Women-Owned Business with WBE Canada, you gain access to our network of corporate members and government buyers actively looking to add more women-owned businesses to their supply chains, along with support in learning how to navigate the procurement process and do business with larger organizations, including mentorship and networking events.
Here are some of the top reasons you may want to consider certifying your women-owned business:
Enhanced visibility: Certification can help a women-owned business stand out to potential customers and partners who actively seek to work with diverse suppliers.
Access to new opportunities: Certification can make a womenowned business more competitive in bidding for supplier opportunities, potentially opening up new markets and revenue streams.
Inclusion in supplier databases: Many larger organizations maintain supplier diversity databases and may actively seek to include certified diverse suppliers in their supply chain.
Networking opportunities: Events and networking opportunities can be a great way to connect with other business owners, potential customers, and partners to learn about new business opportunities and establish mutually beneficial relationships.
Professional development: Training and support resources help certified businesses improve their skills and knowledge, access larger opportunities, and ultimately grow and succeed.
Credibility and reputation building: Certification can improve your business's credibility and reputation by demonstrating that you have met rigorous standards to qualify as a diverse supplier.
Additional benefits to WBE Canada Certification include access to:
✔ Toolbox, Training and Education Resources
✔ More than 70 Large Corporations and Government Organizations in Canada
✔ Upcoming Events, RFP Opportunities
✔ Support Network of Partners and Champions of Women Owned Businesses
✔ Network of more than 500+ like-minded womenowned businesses
✔ Mentoring programs
WBE Canada certifies, develops and promotes Canadian Women-Owned Businesses. WBE Canada Certification helps Canadian women-owned businesses shortcut marketing processes and directly access corporate and government buying opportunities in organizations in Canada, the US and internationally.
Not ready for Certification? Then our Pathfinder Program is ready to help you get prepared for Certification and level up your business to work with larger corporate and government clients by providing access to business tools, training workshops and growth resources that will help you scale up your business and expand your network.
No matter where you are in your business cycle –let’s have a conversation. Contact us: certification@wbecanada.ca
Introducing a new resource for women-owned businesses!
✔ Annual National Conference, Tradeshow, Excellence Awards, Speaking Opportunities
✔ WBE Canada Magazine and Holiday Shopping Guide, feature articles and sponsorships
✔ Meet The Buyer sessions with Member Corporations
✔ Networking, Matchmaking, Roundtables
✔ And so much more
WHAT ARE YOU WAITING FOR? APPLY FOR WBE CANADA CERTIFICATION TODAY!
wbecanada.ca/quickguide
• Out of Reach? Why many women-owned businesses don’t pursue contracts with larger organizations
• Doing Business with larger Corporations and the Government
• Are Your Ready? How to assess if your business is prepared to become a supplier to larger organizations
• Supplier Diversity: Opening up opportunities for women-owned businesses
• Yes! I Want to Pursue Supplier Opportunities with Larger Organizations… What Are My Next Steps?
supplier diversity.
With a shifting labour market that’s tilted in favour of workers, many employers are finding it difficult to attract and retain talent. Statistics show that unemploymentto-job-vacancy ratios are decreasing in every province in Canada. As such, it’s incredibly important for businesses to establish ways to stand out from the competition. For our team at Jan Kelley, having a positive culture and environment with a commitment to diversity, equity and inclusion—supported by our Women Business Enterprise Canada (WBE) certification—has played a pivotal role in our successful workforce.
At Jan Kelley, our WBE certification is an integral part of our agency. It allows us to strive beyond our designation and provide access to resources and career opportunities for our team members. With our predominantly women leadership team, we also know firsthand the challenges of juggling familial responsibilities and career ambitions, and the importance of balancing both. This is why we’re adamant about maintaining a strong and caring community built by trust, integrity and empathy.
By Shannon Ballard
To support this, we’ve implemented mentorship programs, a flexible hybrid working model, self-managed teams, volunteer days and wellness days. We offer courses and workshops to nurture and help our team members. There are also communication channels dedicated to parents and an intentional back-to-work onboarding process for team members who take paternity or maternity leave.
With a changing job market, businesses that offer good wages, health benefits, positive working conditions and flexibility in time off are finding more success in the hiring process. For us, our leadership approach and WBE certification help communicate certain beliefs to applicants and give them confidence in the company they are pursuing.
According to Dunia Badawi, our most recent digital marketing coordinator hire, her recruitment and onboarding experience with us has been positively different from her past experiences.
“Though I haven’t been here long, I’ve already felt the warm, welcoming climate it has. From having regular check-ins with leadership to gaining access to a likeminded mentor and growth opportunities,
When it comes to retention, our team members feel inspired to be led and encouraged by our women leaders because we urge and challenge them to reach higher goals and celebrate their accomplishments.
“The ownership team demonstrates every day how leaders can be professional and composed under constant pressure, while also being open, genuine and vulnerable,” shared Terri Cameron, director of Media Strategy, who has been with Jan Kelley for 13 years.
“As a woman and a mother, I feel like having female leadership makes me feel more understood as I've progressed throughout my career while also raising a family. I also feel like our female leadership has helped cultivate young women who are confident, ambitious and collaborative.”
FUN FACT: Recently, our WBE certification proved to be beneficial as Jan Kelley was recognized for the 2022 PPG Excellent Supplier Award, which rewards diverse suppliers for their performance based on PPG’s requirements that include accuracy, quality and reliable service, sustainability, and innovation, among others.
“Jan Kelley encourages women to not only continue to push their way into the workforce but also take on leadership roles, speak up in the workplace and make their thoughts and voices heard” - Dunia
The most important part of the designation and being a women-owned business is telling people about it— yes, it’s that simple. Once we’re able to communicate the importance of being a Certified WBE and what that means for how we operate as an agency, it’s clear where we stand as a business and the priorities we bring to our team members. It’s time to get louder in the job market.
Shannon Ballard is the Chief Strategy Officer and part of the ownership team at Jan Kelley, one of Canada’s leading digital creative agencies. Jan Kelley is a fully independent, WBE certified, Canadian owned business. The agency is a two-time winner of the Waterstone Most Admired Culture Award 2019 and 2022, has won the Canadian Business Excellence Award 2022 and in 2023 and has been globally recognized for its work in performance digital, creative and digital experience. To celebrate its 110th anniversary in 2023, Jan Kelley launched its Humanology For Good Initiative, donating agency services to advance the causes of deserving charities.
TORONTO, ON – April 11, 2023 – Fast-Track to Supply Chains: Women Business Enterprises Canada Council (WBE Canada), a national nonprofit organization connecting Canadian womenowned businesses to corporate and government supply chains, receives funding from the Women Entrepreneurship Strategy (WES) Ecosystem Fund at ISED (Innovation, Science and Economic Development Canada) to address barriers faced by women-owned businesses. In partnership with Paul D. Larson, Ph.D. at the University of Manitoba, and Jack D. Kulchitsky, Ph.D. at the University of Calgary, the “Fast-Track to Supply Chains” project addresses practical gaps identified by previous research.
The announcement was made by the Honourable Mary Ng, Minister of International Trade, Export Promotion, Small Business and Economic Development, during WBE Canada’s Women’s Day event on March 8, 2023.
“This International Women’s Day, we’re celebrating the incredible talent and achievements of women and the concrete action our government is taking to make sure every woman counts. Time and again, Canadian women have proven themselves to be hard-working and dedicated entrepreneurs, yet many still face barriers to reaching their full entrepreneurship potential.
Today’s announcement marks another big step toward ending gender bias and helping women from all walks of life bring their talents and skills to market for the benefit of all Canadians.”
- The Honourable Mary Ng, Minister of International Trade, Export Promotion, Small Business and Economic Development
Working with Larson and Kulchitsky, WBE Canada will utilize WES funding to drill down to understand the barriers preventing women-owned businesses from accessing supply chains more completely – and create tools to address these barriers to support economic growth in local, regional, and Canadawide communities. WBE Canada will be working closely with its membership community as well as partner organizations to compile relevant supply chain information and share newly developed tools and recommendations with the buyer and supplier communities.
“This support will create a much-needed boost to our existing efforts and create a lasting impact on the Canadian women business community and we greatly appreciate it,” said Silvia Pencak, President & CEO, WBE Canada during her remarks at the 2023 Women’s Day event hosted by WBE Canada.
“I am tremendously inspired by this opportunity to merge traditional supplier certification, which focuses on capabilities, with diversity certification, which focuses on empowering women and other important communities, such as Indigenous Peoples, LGBTQ+ people and visible minorities.” Paul D. Larson, Ph.D., Professor of SCM, University of Manitoba
“A critical aspect of this project is to create awareness of the social and economic benefits accruing from reduced competitive barriers for traditionally underrepresented supply organizations including womenowned enterprises.” Jack D. Kulchitsky, Ph.D., Associate Professor of Marketing, University of Calgary.
The WES Ecosystem Fund supports projects that deliver business support to women entrepreneurs and contribute to their business development and growth.
Innovation, Science and Economic Development Canada (ISED) collaborates with Canadians across all sectors of the economy and regions of the country to foster investment, enhance innovation, increase Canada’s global trade presence, and establish a fair, efficient, and competitive marketplace.
Women Business Enterprises Canada Council (WBE Canada) is a Canadian nonprofit organization with a mandate to empower and facilitate the success of women-owned businesses with equitable access within supply chains to drive innovation, social value and economic growth in communities across Canada. WBE Canada’s activities include accelerating supplier diversity, development and maintenance of the Canadian WBE database and empowerment of women-owned businesses. We have a fast-growing network of over 500 certified Canadian Women Business Enterprises (WBEs) and 70 Corporate Members – organizations that are committed to supplier diversity. Our network represents womenowned businesses of all sizes, backgrounds, categories, industries and intersectionalities (BIPOC, 2sLGBTQ+, etc.) across Canada. We connect WBEs to companies and organizations in automotive, construction, finance, food & beverage, government, tech, telecom and other sectors.
The University of Calgary was established in 1944 as the Calgary Campus of the University of Alberta and instituted into a separate autonomous university in 1966. The campus hosts fourteen faculties, 55 departments, and 85 research institutes and centers. Twelve research centers are hosted within the Haskayne School of Business, including the Canadian
Centre for Advanced Leadership in Business, the Hunter Center for Entrepreneurship and Innovation, and the Canadian Centre for Advanced Supply Chain Management and Logistics.
The University of Manitoba is western Canada’s first university, established in 1877. Three years later, in 1880, Canada banned Indigenous cultural practices, under the so-called Potlatch laws. These disrespectful laws were finally repealed in 1951. At the U of M today, we recognize that our campus is located on original lands of Anishinaabeg, Cree, Oji-Cree, Dakota and Dene peoples, and on the homeland of the Métis Nation; moving forward in a spirit of reconciliation and collaboration with Indigenous communities. From 2006 to 2009, the U of M supply chain management department, led by former Head, Paul D. Larson, created and wrote a new C.P.P. curriculum for the Purchasing Management Association of Canada (PMAC). Since then, the C.P.P. has been re-labeled SCMP, and PMAC is now called Supply Chain Canada.
WBE Canada, in partnership with researchers at the University of Manitoba and University of Calgary, released two reports in 2021, focusing on supplier diversity (SD) from the perspective of suppliers1 and buyers.2 The leading motivator for suppliers to pursue WBE certification was “to increase sales and profit.” However, over 90 percent of the respondents reported gaining at most a “small amount” of new business due to certification.
This previous research confirmed that large corporations and governments across Canada are interested in SD, but significant barriers remain. The two biggest barriers for buyers interested in increasing their diversity spend were: (1) difficulty identifying qualified diverse (e.g. women-owned) suppliers; and (2) concerns about suppliers’ ability to meet requirements.
Diversity certification and buyer/supplier networking opportunities offered by WBE Canada help take down the first barrier. And now, a new collaborative effort between WBE Canada and the academics (Larson and Kulchitsky) - the “Fast-Track to Supply Chains project”3 - will address the second barrier, by expanding certification to include supplier qualifications and capabilities. The project has a particular focus on business/professional services, an important area of strength for women entrepreneurs in Canada.
WBE Canada certifies businesses that are majority owned, managed and controlled by women. WBE certification opens doors by making women-owned businesses eligible for corporate and government SD programs and opportunities. It also gives these businesses a listing in the WBE Canada database utilized by corporations seeking to engage more women-owned businesses. However, WBE certification does not guarantee that new business will be gained. Ultimately, suppliers’ capabilities determine success in the competitive marketplace.
Thus, the ISED project will broaden supplier certification to go beyond WBE certification, to include verification of capabilities. In 1998, the authors discovered that corporate buyers use supplier (capability) certification to improve product and service quality, reduce costs and build closer buyer/supplier relationships.4 Traditionally, supplier certification programs were created in-house by large corporate buyers, focused on components being purchased as manufacturing inputs or for resale – as opposed to services.
According to Brown, “A certified (service) supplier is one who, based on history and objective evidence,
is found to be capable of performing at a level of service that no longer requires any verification activities” by the buyer.5 Brown also notes several characteristics of services vis-à-vis physical products. Services are performances and they tend to be intangible. Services are also heterogeneous, i.e. each customer may have unique needs – and each supplier may have unique capabilities. There also tends to be a certain inseparability, as buyer and supplier come together to create the service experience. These traits have important implications in terms of developing relevant criteria for certification.
As noted above, the ISED project focuses on business/professional services, an area of strength for women entrepreneurs. It also has a Canada-wide reach, with special inclusion of Canada’s Northern Territories. Supplier certification tools will be developed and introduced to buyers and suppliers in workshops across Canada, to support business development and growth of WBE entrepreneurs. In matters of supplier certification; diversity opens doors, but capability closes deals.
1. Larson, Paul D., Jack D. Kulchitsky and Silvia Pencak (2021), The State of WBE Certification in Canada, WBE Canada, Toronto, June, (https://wbecanada.ca/research/ wbecertification2021/), ISBN 978-1-7779857-0-7, 28 pages.
2. Larson, Paul D., Jack D. Kulchitsky and Silvia Pencak (2021), The State of Supplier Diversity Programs in Canada: The Buyers’ Perspective, WBE Canada, Toronto, September, (https://wbecanada.ca/research/sdprograms2021/), ISBN 978-1-7779857-1-4, 38 pages.
3. The project is being supported by the Women Entrepreneurship Strategy (WES) Ecosystem Fund at Innovation, Science and Economic Development (ISED) Canada.
4. Larson, Paul D. and Jack D. Kulchitsky (1998), “Single Sourcing and Supplier Certification: Performance and Relationship Implications,” Industrial Marketing Management, 27(1), 73-81. https://doi.org/10.1016/S0019-8501(97)00039-4
5. Brown, John O. (1998), “A practical approach to service-supplier certification,” Quality Progress, 31(1), 35-36+.
Paul D. Larson, Ph.D. is CN Professor of Supply Chain Management (SCM) at the University of Manitoba, where he was Head of the SCM Department and Director of the Transport Institute, 2005-2011. He is also a HUMLOG International Research Fellow at Hanken School of Economics in Helsinki. Larson has published in several leading logistics journals, such as the International Journal of Logistics Management. Currently, Professor Larson studies logistics and supply chain sustainability, with active projects on food waste, human migration and supplier diversity. He has delivered lectures and executive programs in Australia, China, Colombia, Finland, Sweden, Trinidad and Tobago, and several other countries. On February 18, 2017, Larson ascended to Uhuru peak, Mt. Kilimanjaro, Tanzania.
Jack D. Kulchitsky, Ph.D. is Associate Professor (Marketing) in the Haskayne School of Business. Dr. Kulchitsky’s research interests focus on business analytics in buyer/supplier relationships and supply chain management. Jack has presented his research at the annual conferences of the American Marketing Association, the Academy of Marketing Science, the Council of Logistics Management and the Institute for Operations Research and Management Science. His research has been published in Marketing Letters, Journal of Supply Chain Management, Industrial Marketing Management, and the International Journal of Physical Distribution and Logistics Management.
Keep moving your business forward with our flexible financing solutions and expert advisory services. Learn more at: bdc.ca/women
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1-888-INFO-BDC
ACCESS to local, national and global supplier diversity programs creating market advantage, opening doors to greater success
GROWTH through access to WBE Canada Toolbox, valuable resources, mentorship opportunities and development programs
SUPPORT network including partners, champions, events and opportunities designed to create opportunities and important connections
wbecanada.ca/certification
As entrepreneurs, we are constantly presented with opportunities to grow and succeed. However, taking advantage of these opportunities requires us to step out of our comfort zone and say YES. In my experience as a Certified WBE and a participant in the CWB Atlantic Canada Supplier Diversity Mentorship Program, I have been reminded that saying yes to opportunities is the key to success.
Saying yes to opportunities has allowed me to forge valuable connections and partnerships. By attending events, networking with other professionals, and actively seeking out opportunities to learn and grow, I have built a strong network of contacts that have opened doors for me and my business.
Take this opportunity for example. Writing isn't comfortable for me, and I sometimes doubt my value, but I aspire to establish a connection with other WBEs, particularly those who are new to the community, and aid them in succeeding by building relationships and being open to new possibilities,
cultivating connections and saying "yes."
Of course, saying yes does not mean blindly accepting every opportunity that comes your way. It's important to be selective and discerning, and to say no to opportunities that are not aligned with your values or goals. Toxic relationships or partnerships that do not serve your best interests should be avoided, as they can drain your energy and distract you from your goals. I'm here to emphasize that you should never feel guilty or regretful for saying "no" to anything that contradicts your principles.
But when you say yes to opportunities that do align with your values and goals, magical things can happen. I have found that the connections I made six months to a year ago are now coming to fruition, as I took the time to foster them and help them grow. Like a living thing, relationships and partnerships require time, attention, and care to flourish.
As women entrepreneurs, we often face unique challenges in the business world. But by saying yes to opportunities and actively seeking out ways to connect with other women in business, we can overcome these challenges and achieve our goals. The power of saying yes lies in our ability to create a supportive network of like-minded individuals who are invested in our success. As an entrepreneur, saying yes to opportunities is not just important, it's a powerful tool that is essential for success. By having an open mindset, being receptive to new experiences, and actively seeking out opportunities for learning and growth, we can lay the foundation for building a robust network of
contacts and partnerships that will propel us forward on our entrepreneurial journey. So, it's crucial to say yes to opportunities, take that leap of faith, reach out to like-minded businesses, utilize your WBE toolbox, and attend events even when you feel unprepared. So, let's embrace the power of saying yes and unlock the doors to success.
Meet Rebekah Streeter, the unstoppable force behind Voda Retreats. As the co-founder and creative director of this flourishing wellness business, Rebekah brings her passion for self-care and wellness to everything she does. A former professional dancer and hotel owner, Rebekah has channeled her life experiences into creating a thriving business that helps people prioritize their health and wellbeing. Having personally experienced burnout, Rebekah understands the importance of self-care and is dedicated to sharing its benefits with others.
Through Voda Retreats' wellness kits and innovative products, such as the self-care travel journal, Rebekah is committed to empowering individuals to achieve balance and rejuvenation in their lives. Her unwavering belief in the transformative power of selfcare has inspired countless individuals to prioritize their wellbeing and live their best lives. Join Rebekah on her mission to make self-care accessible to all and unlock the full potential of your mind, body, and spirit.
By Centre For Women in Business, Nova Scotia (CWB)
Ingrid Deon, founder and CEO of word-craft, an organic social media marketing agency headquartered in Yarmouth, Nova Scotia has taken part in many programs offered through the Centre for Women in Business.
In 2021 Ingrid joined the Atlantic Canadian Women in Growth Partnership Mastermind program, in 2022 she attended the Atlantic Canadian Trade Mission to Jamaica, and most recently the Centre for Women in Business and WBE Canada’s Partnering to Build Capacity, Atlantic Canada Mentorship Program.
“All of my experiences with the Centre for Women in Business have had a significant impact on my business' growth, from networking to implementing systems to signing new clients” shared Ingrid. “I had heard about supplier diversity and WBE Canada and the Mentorship program linked me to the wonderful staff at WBE Canada to finish my application, get certified and join the cohort!”
CWB and WBE Canada’s Mentorship program pairs
eligible Women Business Owners, who are diverse suppliers with a corporate mentor and a WBE Canada experienced WBE certified mentor. Through this program, participants learn the process required to find, bid on, and win contracts, helping them gain a foothold in the supply chains of large corporations and governments.
Through the Mentorship program Ingrid had the opportunity to work with two mentors.
“I clicked with both right away and they were so easy to talk to. Our conversations always flew by, and they had insightful answers to all my questions. I was thrilled to meet Marte in person at the WBE Canada conference in November 2022. She has been cheering me along through all my business' successes ever since we first chatted,” said Ingrid.
“It was refreshing to see Ingrid take what she was learning and immediately apply it to her business in the best possible way.” ~
Marte Belisle, Somm Events WBE MentorDuring the WBE Canada conference in 2022, Ingrid was truly inspired by one of the speakers and worked up the courage to wait in line to meet her, as our facilitator says, “to stay open to the magic.”
“I was the last person in line and our conversation and follow up meetings/calls led to my business signing a contract with a corporate partner in organic social media across 3 countries,” noted Ingrid.
“Ingrid had pre-determined subjects to address. Some were precise and practical and some about long-term business strategy. I feel she took the time between mentoring sessions to reflect and provide feedback on results.” ~ Vincent Laperriere, Lead Category Manager, Cogeco Communications Inc,
“During our sessions and with my corporate mentor, I realized I wanted to develop more as a business leader. Being a part of the Atlantic Canada
Mentorship Program, has contributed both to the growth of my business and myself.” ~ Ingrid Deon, Founder & CEO, Word-craft Inc.
The Centre is also excited to announce that Ingrid has been accepted into their Greater Heights of Growth program for its upcoming cohort.
Next Cohort of the Atlantic Canada Mentorship Program will be starting in September 2023. If you would like to learn more about this or any other programs offered by the Centre for Women in Business, visit their website at centreforwomeninbusiness.ca
For more information on the Atlantic Canada Partnering to Build Capacity Supplier Diversity Program with CWB and WBE Canada, contact CWB ASDAC Lead, Judith.richardson4@msvu.ca
By Claire Hayek, MSP Teambuilding
As a woman who wears many hats, I have faced countless challenges and obstacles throughout my career. I have defied stereotypes, shattered glass ceilings, and carved out a path for myself in the male-dominated fields of engineering, music, entrepreneurship, and writing. And yet, despite all of my successes, I know that there is still work to be done to ensure that women have equal opportunities and representation in all industries.
My journey started as a young girl with a passion for music and a fascination with science. I pursued both of these interests, earning a degree in metallurgical engineering and taking numerous music lessons. After graduation, I landed my first job as an engineer, but my love for music never waned. In my spare time, I began writing songs and performing at local venues which eventually led to gigs across Canada and abroad.
As I progressed in my engineering career, I realized that I had a talent for HR and team building. After completing an executive MBA, I started MSP Teambuilding to provide creative workshops and coaching to businesses looking to improve their team dynamics and communication. Through MSP Teambuilding, I found a way to combine my engineering expertise with my passion for music, earning a certification as a CPHR.
Of course, building a successful business is never easy, especially as a woman in a male-dominated field. I faced countless obstacles, from securing funding to finding clients who took me seriously, not to mention having to re-invent our services during the pandemic. But I refused to let these challenges defeat me. Instead, I leaned on my passion, my skills, and my determination to overcome these obstacles.
Along the way, I collaborated with many talented women entrepreneurs who were facing similar challenges. Together, we supported each other, shared resources, and lifted each other up. Through these collaborations, I realized the power of women supporting women. It's not about competing with each other, but rather lifting each other up and working together towards a common goal.
With MSP Teambuilding recently certified by WBE Canada, the timing couldn't have been more perfect as this certification symbolizes what we believe and stand for. I know that my story is just one example of what women can achieve when they tap into their courage and determination.
I hope that my journey inspires you to step out of your comfort zone, and to pursue your dreams, no matter how unconventional they may seem. The path may not be easy, but it is certainly worth it. With hard work, determination, and collaboration, anything is possible.
Whether it's through mentorship, or simply spreading kindness and positivity, you have the power to make an impact. So let’s get out there and be empowered, and empower others along the
way. As Mother Teresa once said, "I can do things you cannot, you can do things I cannot; together we can do great things."
CLAIRE HAYEK’s life story is nothing short of extraordinary. Born in Lebanon, she moved to Montreal, Canada as a teenager, a shift that significantly impacted her worldview and enriched her perspective. Claire's multi-faceted career has seen her excel as an engineer and musician, two seemingly disparate fields that she has seamlessly integrated. Her deep connection with people and natural leadership abilities led her to success in team and project management, further motivating her to channel her talents into entrepreneurship. The result was MSP Teambuilding, a company that reflects her passion for people and music, and harnesses the power of human connection to foster a supportive and productive work environment, Claire embodies the essence of a go-getter, living life to the fullest and striving to make a positive difference in the world around her. She is a testament to the power of resilience, adaptability, and a ceaseless quest for knowledge.
With the lockdowns and closures being over, many firms are now moving employees back to the office, mainly because leaders have failed to grasp the potential of remote work and implement the right systems and processes. The Power of Remote: Building High-Performing Organizations That Thrive in the Virtual Workplace distills a decade’s worth of lessons learned running a highly successful virtual consulting firm that helps companies sell more, grow faster, and be more productive in and out of the office. The book could be the remedy to this reversal, and we look forward to discussing it with WBEs and helping them leverage the advantages of our increasingly virtual business landscape.
The book provides a comprehensive roadmap for managing remote work environments, aiming to help firms boost productivity, cut costs, expand talent pools, protect against disruption, improve morale, and curb their environmental impact. We highlight all the best practices for building a virtual workforce that’s cohesive, engaged and highly
productive. After reading our book, you should know how to:
✦ Hire people who are right for remote and provide training and onboarding that ensures success.
✦ Establish robust communications and goaloriented collaboration among remote teams.
✦ Host meetings and retrospectives that result in optimal deadlines, goals, and improvements.
✦ Ensure remote managers and employees are engaged and aligned with your vision.
✦ Execute even the most complex remote projects.
This is just the tip of the iceberg, which might explain why in March 2023 The Power of Remote became an Amazon #1 bestseller in multiple categories, including Human Resources and Workplace Behavior.
Cynthia Watson outlines what you can expect from her visit to WBE Canada BookClub:
“We are honoured and delighted that WBE Canada has decided to feature our book as part of its BookClub series. As leaders of a wholly virtual, WBE Canada certified business, empowering women
across Canada, particularly in smaller cities and remote communities, has always been a key element of our vision. By establishing a robust remote-work culture and offering flexible telecommuting options, we’ve been able to build a thriving, high-performing workforce that never needs to brave the harsh Canadian winter to reach their desks.”
WBE Canada BookClub is designed for company owners. Limited seats are available, assigned on a first come first served basis. Cynthia Watson and Shane Spraggs will be joining the WBE Canada Team July 20, 2023 for this highly anticipated deep dive into “The Power of Remote: Building High-Performing Organizations That Thrive in the Virtual Workplace”.
To purchase your copy click here.
To register please email community@wbecanada.ca
Press Release: click here.
Cynthia Watson is the Forbes Books co-author of The Power of Remote: Building High-Performing Organizations That Thrive in the Virtual Workplace. She is Executive Chair of Virtira, a completely virtual consulting, services and training company that focuses on remote team performance and whose client list includes Fortune 100 companies. She wrote her 1993 master’s thesis on telecommuting, then went on to build a career around the concept – running and advising a variety of companies while traveling the world. Watson’s previous book was How to Work From Home And Actually Get SH*T Done: 50 Tips for Leaders and Professionals to Work Remotely and Outperform the Office.
Shane Spraggs is the Forbes Books co-author, with Cynthia Watson, of The Power of Remote: Building High-Performing Organizations That Thrive in the Virtual Workplace. He is the CEO of Virtira and an industry leader in implementing project-based solutions that ensure sustainable success. He has brought his insights to a variety of firms ranging from Disney to software start-ups. Shane leads a team of consultants who implement remote productivity training, services and workflows so companies can drive performance and revenue.
April - June 2023 - The Emotionally Strong Leader: An Inside-Out Journey of Transformational Leadership
WBE Canada’s “BookClub” launched this spring with a 5-part virtual series with Carolyn Stern: The Emotionally Strong Leader. We have had some incredible discussions on identifying positive leadership skills that enhance how we can connect emotional intelligence and leadership. It is about learning to be other-focused as opposed to selffocused to enhance your teams performance. The series ends this June.
by Sheryl Sandberg “Lean In: Women, Work & The Will to Lead”.Space is limited, register early.
July 2023 - The Power of Remote: Building High-Performing Organizations that Thrive in the Virtual Workplace
BookClub continues this summer with Cynthia Watson and Shane Spraggs as we dive into their book “The Power of Remote: Building High-Performing Organizations That Thrive in the Virtual Workplace”.
June 2023
While “The Emotionally Strong Leader” series registration is now closed, WBEs are invited to join WBE Meetup hosted by WBE Supplier Advisory Committee (SAC) on June 20th to discuss the book
To participate in any of these meetings, you will need to purchase your own book and register for the program.
WBE Canada launches its newest resource for Canadian women-owned businesses
The Quick Guide to Becoming a Supplier for Large Organizations as a Canadian WomenOwned Business: How To Leverage Supplier Diversity Initiatives and WBE Certification To Grow and Scale Your Business
2023 WBE Canada National Conference
Early Bird registration opens July 5
Call for Speakers
Applications close June 30
Call for 2023 Excellence Award Nominations
Awards Nominations close June 30Nominate a deserving individual, business or organization
Awards Applications close July 31Nominees will have to submit their application. Selfnominations are also accepted.
WBE Canada celebrates an important milestone 550+ Certified WBEs in Canadian WBE Database
Holiday Shopping Guide
To be included in the Fall issue of WBE Canada Magazine
July 17 - Halifax - SDAC in partnership with CWB
June 20 - WBE Meetup: BookClub (virtual)
July 17 - WBE Meetup: Halifax (in-person)
July 18 - WBE Meetup: Montreal (in-person)
July 18 - WBE Meetup: GTA (in-person)
July 27 - WBE Meetup: Vancouver (in-person)
July 18 - Charlottetown - SDAC in partnership with CWB
July 19 - Moncton - SDAC in partnership with CWB
July 27 - Supplier Diversity Day: Vancouver, BC
June 15 - Meet the Buyer: Cogeco
July 13 - Open Office Call
Aug 9 - Meet the Buyer: SaskPower
Aug 10 - Open Office Call
Sept 12-13 - Supplier Diversity Toolkit Workshop
Oct 4 - Matchmaker (Save the date!)
Oct 19 - Saskatchewan (save the date!)
Nov 8-9 - WBE Canada National Conference (Save the date!)
