Special Canada Day: Supporting Entrepreneurial Newcomers
Newcomers are a vital part of the Canadian identity. The mix of cultures, experiences and beliefs make this country a truly wonderful place to live and to grow a business. Newcomers also bring new ideas to Canada’s entrepreneurial community. From Elle AyoubZadeh of Zvelle to Yashar Nijati of thisopenspace, the unique perspectives of Canadian newcomers allow for innovative and creative businesses that play an important role in the Canadian economy.
This Canada Day, we wanted to learn more about the newcomer experience and the entrepreneurial opportunities newcomers face. So we spoke with Sarafina Bonsu-Akoto, Futurpreneur Business Development Manager (BDM) for Ontario Newcomers, to discover more about Futurpreneur’s Newcomer Program.
- First, tell us a little more about you and you role.
As a BDM, my job entails encouraging and supporting entrepreneurs through the application process for our Newcomer and Start-up Program in Ontario. In supporting newcomer entrepreneurs, I am available to answer questions and inquiries on Futurpreneur, review business plans and financial documents and speak on business ideas or ventures. Another part of my role is to participate in events, presentations and workshops to engage prospective and current newcomer entrepreneurs. The goal is to help newcomers move forward in their business idea, providing them with the resources to start and grow a successful and sustainable business.
- In your opinion, what are the challenges that newcomers are facing once arrived in Canada?
Newcomers to Canada, of all cultural background, face various amounts of challenges upon arrival, such as: language barriers, employment, housing, transportation, cultural differences, isolation from family and friends and of course our weather. (Please know this one is a constant struggle for all Canadians, you’re not alone!) Thankfully, our government works to circumvent majority of these challenges through services such as free English as a second language courses, newcomer community centers and our open and understanding culture. When it comes to employment it can be hard for newcomers to find positions in their area of expertise with our competitive job market and sometimes strict qualification criteria. Where the option of becoming an entrepreneur comes into play as a way to gain income, a sense of accomplish and pride.
- Is it hard to start a business as a newcomer?
I would say this is a yes and no answer as starting a business as a newcomer is similar to starting a business as a Canadian citizen, but the key difference may be low capital due to a lack of credit in Canada. It can be difficult to gain financing from places such as banks and investors when newcomers do not have a credit history in Canada. Many Canadian citizens go through the same struggle as well with acquiring financing. Where Futurpreneur’s Newcomer Program comes into effect is in providing the resources necessary in starting a business.
- As the work is in constant evolution nowadays, do you think it is important for newcomers to know they can become entrepreneurs in Canada?
It is important for newcomers to know they can become entrepreneurs in Canada for many reasons. From wanting to find sources of income, to having a previous business in previous country and wishing to carry it over in Canada, there are various reasons for a newcomer to become an entrepreneur in Canada but don’t know there are resources there to help them.
- Can you tell us what the Futurpreneur Newcomer Program is?
The Futurpreneur Newcomer Program is for those who are new to Canada and don’t have a credit history. It’s there to help them launch their business by suppling newcomers with financing of up to $15,000 and one-on-one mentoring with an experienced entrepreneur. This program similar to our Start-up Program and is designed for those between the ages of 18-39 who have lived in Canada for fewer than 60 months (five years) and have obtained a Canadian citizenship or permanent resident. For the newcomer program, we’ve partnered with the Business Development Bank of Canada (BDC), who offers $7,500 of the $15,000.
- What are the benefits of this program?
The benefits of the program, apart from the financing, would be the mentoring. An eligible newcomer is matched with an industry-leading mentor for up to two years. Mentors are there to help gain insight and perspective, providing the ability to focus your thoughts and ideas on your business and shorten and strengthen the learning curve of not only becoming an entrepreneur but succeeding in your business.
- Why would you recommend it?
It’s a perfect space to start up. Through this program, newcomers get capital, mentoring and business planning tools which will allow them to grow. This program is designed for newcomers who have a business idea or those who have an existing business that is within in the first couple months of starting up. After receiving funds from Futurpreneur, newcomers are able to build their credit and business trust to go to a bank or private investor and show that “Yes, I am a newcomer I have received funding from Futurpreneur. Here is how much I have grown their funding and support. Please help me get to the next stage.”
- Is there anything else you’d like to add?
If you have a business endeavour in mind, Futurpreneur Canada is here to help, visit our website and see what we can offer you. If you have any questions, there is a Business Development Manager nearest to you that can be able to answer them.
If you’re aged 18-39 and looking to launch or buy a business, Futurpreneur can help! Learn more about our Start-up Program or, if you’re new to Canada, discover our Newcomer Program.
Mentor Spotlight : Frederic Moreau, Founder of Facile.co
When entrepreneurs go through Futurpreneur Canada’s Start-Up Program, along with receiving financing and access to key resources, they are also paired with a mentor for two years.
While this mentorship is extremely valuable for our entrepreneurs, it also works both ways. Many of our mentors say that they learn as much from their mentees as their mentees learn from them.
Frederic Moreau, founder of FACILE.CO, a community of facilitators in business transformation, is one of these mentors.
Frederic fell into entrepreneurship when he was a teenager. Originally from a family of entrepreneurs, Frederic was quickly immersed in business.
“At 12 years old I started to help in the family business, in the warehouse to store and destock products,” says Frederic. “So I went quite naturally to studies in business and marketing.”
After spending more than a decade in marketing consulting and digital strategy, Frederic slowly specialized in business transformation in Luxembourg, before moving to Montreal eight years ago where he decided to set up his own business.
Through his activity as a trainer in personal agility, Frederic helps companies cope with sudden changes in modern society by offering support and learning activities.
“One day, I woke up from a long sleep to realize that the world had changed,” says Frederic. “So I went into the dance to evolve. Now, I help humans do the right thing to move easily in a turbulent environment and then change the world. And that for me is the best job in the world.”
It was, therefore, natural for Frederic to become a mentor.
“Sharing is one of my three motivators in life with helping and creating. It is also a form of advice very different from the posture of coach and the posture of consultant. Personal development also goes for me,” says Frederic.
And for him, mentoring is an essential part of starting a business.
“Anyone who starts an activity or takes on a new role in an organization should find a mentor to help them get started. […] I had several mentors in my career and they saved me valuable time that led me to lead teams early and create mine. A mentor is a guide who shares his experience, which does not have all the answers but which helps you find your way more easily,” explains Frederic.
But how can I be sure that the mentoring relationship works? According to Frederic, it is necessary for both the mentor and mentee to have, “courage, humility, curiosity.” He adds: “The courage to say that one does not know, the courage to recognize one’s mistakes.”
And if Frederic had one last thing to add, he would say “Congratulations to the entire Futurpreneur team for its commitment to help entrepreneurs realize their dreams, and to integrate the mentor into a role of support and development.”
And we thank him for being a mentor with us!
Interested in becoming a volunteer business mentor? Click here to find out how!
Written by: Charlotte Robert, Bilingual Copywriter, Futurpreneur Canada
Spotlight on Oh My Cheeses: Gourmet Grilled Cheese That Will Make You Melt
With her passion for science, Lisa LeShane of St. Johns, Newfoundland has always liked experimenting.
But it wasn’t until she started working in restaurants in university that her interests shifted from the lab to the kitchen.
She began working in the food industry during her undergrad as a bartender and server. Eventually, she moved into the kitchen and started playing around with different recipes.
“I’m not one to be idle, and I found myself with some spare time and berries,” says Lisa. “And there’s nothing quite like a grilled cheese for comfort food!”
Pretty soon, she stopped experimenting and started slinging her gourmet grilled cheeses under the name “Oh My Cheeses” as a side job at the St. John’s Farmers Market. Her sandwiches quickly became so popular that she decided to take her side hustle up a notch.
In 2017, she bought a food truck, moved her side hustle to the Port Rexton Brewing Co beer garden and the rest, you could say, is history.
It was a strategic decision to move her business from St. John’s to Port Rexton. The brewery is about three hours away from where she lives, but it’s a popular destination for tourists and locals alike. And what goes better with a pint of beer than a hot, gooey, grilled cheese sandwich?
Plus, Port Rexton’s craft beer works well with Oh My Cheese’s unique approach to the classic sandwich.
“We try to source local ingredients, such as blueberries, partridgeberries and chanterelles, pair them with a quality cheese and grill it on homemade sourdough bread,” says Lisa.
Some of their more popular offerings include a blueberry balsamic jam, cracked pepper and old cheddar sandwich and a pickled beets, goat cheese, prosciutto sandwich drizzled with a balsamic reduction.
“I try to find inspiration from what I can access locally, but also from recipes handed down through my family,” explains Lisa. For example, Oh My Cheeses recently added a moose donair to the menu as Lisa used to hunt with her family growing up and developed an appreciation for game meat. They’ve also expanded their menu to include fancy fries.
While the business has grown immensely in just a few short years, Lisa has also faced her fair share of challenges. For example, her decision to move her business so far from her home means the long travel times can be wearisome. However, she’s recently hired more staff, which she hopes will ease her commute.
Additionally, thanks to Futurpreneur’s Start-Up Program, she has had the support of business mentor to guide her through the first few years of owning a business.
“I had a great mentor that allowed me to bounce ideas off of them, and gain insight due to their experience,” says Lisa.
She’s been fortunate to have the support of her local community as well, which has seen a boon of new business open in just a few years.
“The Bonavista Peninsula is a mecca for young entrepreneurs, having seen over 30 businesses open in the past five years, most by young entrepreneurs, many of whom are female,” says Lisa. “My first year, I was given advice I didn’t even know I needed. It kept me going.”
Nevertheless, at the end of the day, what has inspired her the most to keep growing her business are her many satisfied customers.
“I love that people love our food,” says Lisa. “People often look at the menu and are shocked that a grilled cheese could be so adventurous. Sometimes, they are a little hesitant to step out of their comfort zone, but it is always rewarding to see them come back just to say how much they enjoyed it.”
If you’re thinking of starting a business like Lisa, she has these final words of advice:
“Ask for help and be prepared. That sounds cheesy – see what I did there – but it’s true. I spent three years making grilled cheeses at local markets before I made the decision to expand. It wasn’t something that was done on a whim, but it was something that I fell in love with and wanted to continue on a larger scale. I try not to keep the menu stagnant, so I never get bored, nor do the customers! If you have a great idea [for a product-based business], testing it out at Farmers’ Markets or local fairs is a great way to find out if other people think it’s a great idea too!”
Written by: Jasmine Williams, Social Media and Content Specialist, Futurpreneur Canada
Spotlight on Sherabo Organics: Ugandan-Born, Canadian-Made Skincare
Olivia Mbabazi started her business because she wanted to solve a problem.
She wanted a moisturizer that was strong enough to protect her skin from the harsh Canadian winters but also used high-quality organic ingredients.
After searching and failing to find what she needed, she decided to create her own products using ingredients from her native country, Uganda. Pretty soon, Sherabo Organics was born.
“‘Sherabo’ is a Ugandan word meaning ‘Gift’, says Olivia. “Sherabo seeks to share one of Uganda’s natural most precious unique gift: Nilotica Butter.”
Nilotica Butter is a unique type of Shea butter that is not available in Canada and not as commonly used in skincare products as other variants.
“The entrepreneur I am, I saw a business opportunity for Ugandan Shea butter in Canada as well as our Shea-based skincare line,” says Olivia.
Additionally, as a single mom, childcare costs can be a huge financial challenge. Self-employment gives Olivia the flexibility to work around her seven-year-old daughter’s needs and time.
Today, Sherabo Organics is a sole proprietorship that retails, wholesales and distributes fair trade certified organic unrefined Ugandan Nilotica Shea butter and Shea Oil. Products include face oils, body butters, hair moisturizers, hand creams and more.
Since starting her business a year ago, Olivia has already passed some major milestones. She has exhibited at three major Vancouver events – Make It Show, the Zoomer show and The Wellness show – and Sherabo Organics products will be in selected retail stores by the end of the year.
However, Olivia faced a number of challenges before getting to this point. Firstly, she needed to commit to self-employment full-time.
“It takes a lot of work and time to start and run a business. I needed to commit 100% to see the business take off,” says Olivia.
Since she didn’t have a lot of savings, jumping into full-time entrepreneurship also meant that she needed starting capital.
“Eight months into the business, I was privileged to qualify for Futurpreneur funding that has helped the business grow,” says Olivia.
Furthermore, Olivia needed to learn about the different aspects of running a business in Canada, as well as overcome some of the social challenges of starting a business as a newcomer.
“There are a number of challenges we face as immigrants [like] the fear of being accepted and assimilating in society,” says Olivia. “I am confident about the value and benefits of our products so I had to face my fears and doubts and put our products in front of customers through different community farmers markets and events.”
It helped that she was paired with a mentor through the Futurpreneur Start-up Program, who advised her on how to scale her business and list her products on eBay.
“I have been blessed to connect and learn from my mentor, Kelvin Lee,” says Olivia. “He has given me information about cross-border warehousing, shipping and order fulfilment.”
Overall, Olivia had a great experience working with Futurpreneur and is excited about the future of her business.
“The team at Futurpreneur is extremely awesome! I have had an amazing experience interacting with the team. They are approachable, they guided me through the business planning process and the financial application.”
Written by: Jasmine Williams, Social Media and Content Specialist, Futurpreneur Canada
Spotlight on El Habanero and Churrobar: Toronto’s New Buzzworthy Spot for Cuban Cuisine
It takes a lot to stand out in Toronto’s food scene.
With restaurants popping up every day, culinary entrepreneurs need to bring a lot to the table to be successful. To start, you need to be creative, authentic and have a whole lot of flavour.
Fortunately for new Toronto hotspot El Habanero and Churrobar, they have all that and then some. The new Cuban restaurant serves up traditional dishes and gourmet churros like no-one else in the city.
After moving to Canada from Havana, Cuba, Michelle and her husband Angel decided that they wanted to create something unique. More specifically, they wanted to break down the misconceptions around Cuban food and serve ‘the real deal.’
With Angel’s 15 years of culinary arts experience working in some of Cuba’s most exclusive five-star restaurants, and Michelle’s business acumen and media background, they knew they also had the skill set to make it happen.
They first started with a catering company, El Habenero Catering, which was followed by a mobile churro dessert bar. They had their sights set on a physical location, but getting the capital they needed to start was a huge challenge.
“The biggest issue was money,” says Michelle. “We had already been catering, had a plan but no money. I went to the banks for help and it was a ‘no’ every time.”
Fortunately, Futurpreneur was able to give them the ‘yes’ they were looking for. Through our Start-Up Program, Michelle and Angel were able to access financing, mentoring and key resources that set their business up for success.
While Michelle says finding a mentor took some time, she was eventually matched with the perfect one for her business.
“She is helpful and genuine about helping us succeed in this process,” says Michelle. She says it has been useful to have someone who sees things from a different perspective; someone who notices things you may have never even thought about and ‘nudges’ you in the right direction.
In only a few short months since opening their physical location, El Habenero and Churrobar has already achieved some impressive milestones. They have been featured on Narcity and nabbed the number two spot on blogTO’s ‘Best Churros in Toronto’ list. Michelle also recently won an award for young women entrepreneurs.
https://www.instagram.com/p/BjDAfUdHQZV/
“We have come so far in such a short period of time and really made things happen,” says Michelle.
If you’re interested in starting a business, Michelle has the following advice: “Start small. Make a plan and set goals. Think about the big picture and project where you want to be six months to one year ahead. Also, set smaller milestones within that time to get you where you want to be. There should always be some sort of growth.”
Want to be your own boss? Learn more about our Start-Up Program!
Written by Jasmine Williams, Social Media and Content Specialist, Futurpreneur Canada
Spotlight on Tycoon Event Planning & Promotions: Bringing Dreams to Life
Even as a young child, Eryne Sarabin had a passion for curating experiences and finding unique, interactive and engaging ways to bring people together with storytelling.
“As far back as I can remember, I was always keen on setting out to take on the world with new ideas, zany business propositions and a flair for creativity,” says Eryne Sarabin.
Naturally, these interests drew her to a career in marketing and communications. However, when she stumbled into the world of event planning, it felt like the stars had aligned.
“It was the perfect way to combine both areas of specialty for me,” says Eryne.
However, like most entrepreneurs she wanted to do more and dream bigger.
“Having been mentored by many small business owners over the years and knowing the industry quite well, that fateful morning came when, rather than thinking about setting out on my own, I took action and did something about it,” says Eryne.
And so, on February 1, 2015 she officially launched Tycoon Planning & Promotions.
Based in Edmonton, AB, of Tycoon Events is an award-winning, full-service event planning company. They specialize in corporate event planning, special events and conference management services.
While the Eryne’s guiding purpose is to create events that are moving, inspiring and thought provoking, she says that her team, “also loves to throw a good ‘ol fashioned party as well and do a darn good job at it!”
Today, Tycoon Events boasts an impressive list of accolades and a client roster that includes ATB Financial, United Way, the University of Alberta School of Business and The Little Potato Company. However, Eryne faced her fair share of challenges when starting the business.
Cash flow, identifying customers and determining the company’s place in the market were all big struggles for Eryne at first. But she soon discovered that there is no “right” way to run a business.
“It’s all in what works for you!” says Eryne.
Now that she’s a full-fledged business owner, she’s proud of the team she’s built as well as the opportunities she’s been able to curate for herself. However, she didn’t do it all on her own. Through Futurpreneur Canada’s Start-Up Program, she was matched with a business mentor that helped guide her through the early years of her business.
“My mentor, Dr. Mark Morpurgo, was the perfect mentor for me – someone who comes from a business background, a professor who excels in coaching and communication and someone who genuinely wanted to invest in me and see me succeed,” says Eryne.
She adds: “My experience with Futurpreneur Canada has been extremely positive and I cannot thank both the program and my mentor enough for the tools, resources and professionals that I have been given access to. When I think of the program and my experience, I am most thankful for my mentor and for the program being there to support me and hold me accountable.”
Being an entrepreneur can be a rollercoaster ride of unimaginable highs and nerve-wracking lows. Every day can be full of new challenges – but that’s exactly what makes it such an exciting and rewarding adventure.
For aspiring entrepreneurs who are looking to make the leap and become their own boss, Eryne has the following advice:
“Be flexible, be ready to pivot, be open to suggestions and constructive criticism, and be comfortable with saying ‘no’.”
Written by: Jasmine Williams, Social Media and Content Specialist, Futurpreneur Canada
Spotlight on Kanevas: Disrupting the Handbag Industry
A handbag can be the perfect accessory to complete your look and store all of your stuff. However, the experience could be quite tricky: with so many factors to consider – the color, the size, the price, and the quality – finding the true one can be a real headache.
Thanks to Kanevas, the nightmare is over. This Quebec-based company allows you to design the bag of your dreams. Bu who is behind this great concept?
Two women who simply couldn’t find their own perfect bag, so they decided to create their own and help other women like themselves.
Meet Mylène Cusson and Marie-Hélène David.
“It all started when Mylène was looking for a bag big enough to carry her big laptop,” says Marie-Hélène. “She was looking for something classic, quite professional and she couldn’t find it.”
Since Marie-Hélène had been sewing from a very young age, she offered to design the bag for Mylène.
“It was not long after we thought, ‘why not allow each woman to design their perfect bag?’ It is from this promise that Kanevas was born,” says Marie-Hélène.
While the two had a lot in common, they also have different strengths that complemented each other well. For instance, they both worked as accountants and were passionate about their business, however one was more focused on creativity, the other more so on logistics.
After agreeing on their business plan, the two entrepreneurs decided to make their dreams come true. But, they soon discovered that it’s not that easy to change your life.
“At the launch and the months before the launch, we both had full-time jobs. One of the challenges was starting a business while working. We could have dropped our jobs from the start, but in the beginning, we often invested our profits into the development of the company. There is, therefore, little room for pay,” they explain.
And this is not the only difficulty they encountered.
“For both of us, it was important to start a family. We felt that doing it early in our business was the best way to focus on growth. It was not easy, though. We launched the company in May and the same month Mylène was giving birth,” says Marie-Hélène. “Seven months later, it was my turn.”
And getting funding wasn’t easy either. As Marie-Hélène points out, when you start out in fashion, without necessarily having experience in the industry, it can be difficult to apply for loans.
“We worked hard to show them that our business model was innovative and different from our competitors. We had to be creative about how to finance ourselves. […] Futurpreneur was the first to help us, but we also did socio-financing in order to pre-sell products and get cash,” says Marie-Hélène.
Despite the obstacles, the two entrepreneurs did not give up and now the company has just celebrated its first year.
“We are proud to have founded Kanevas without specific skills in the world of fashion, production or design. We knew how to surround ourselves and work hard to acquire the skills we lacked,” they say.
For aspiring entrepreneurs, Marie-Hélène and Mylène give the following advice:
“It’s cliché, but be well surrounded and don’t hesitate to seek advice. We can’t know everything and often we do not have enough perspective on a situation.”
They continue: “Starting a business is a roller coaster. There are incredible highs as there can be lows. There are often big decisions to make that affect our business as well as our personal lives. Our mentor allows us to take a step back from a situation, identify the elements that we would not have thought of on our own and ask the questions that lead us to walk.”
Ready to be your own boss? Learn more about our Start-Up Program!
Written by: Charlotte Robert, Bilingual Copywriter, Futurpreneur Canada
Spotlight on Les Saj: Authentic Syrian Cuisine That Tastes ‘Like Home’
When Adham Tayfour emigrated from Syria to Winnipeg seven years ago, opening a restaurant was a natural next step.
With his extensive experience in the service industry and his passion for cooking, it only made sense. Plus, he noticed that there was a gap in the market.
“We believe in good food. We thought that Winnipeg could use a real authentic Middle Eastern place,” says Adham.
And he was right. Today, Les Saj is one of the city’s go-to Middle Eastern restaurants, serving up fresh and delicious food with generous portions and great pricing. The restaurant has also come to be known for its unique way of baking their namesake saj flatbread right in the restaurant.
“When you see all the happy customers, both returning customers and new faces … and when we see the great reviews and feedback in social media, we feel proud,” says Adham. “We feel that we are doing something right and that’s what keeps us going every day.”
However, the road to their grand opening was a rocky one.
“No matter how much we thought we understood the challenges, there were more than you can ever expect,” says Adham.
From construction delays, to permit issues, to a lack of capital, all of the bumps along the way almost got the best of Adham.
“You get to the point that you are not sure if you want to do this anymore,” says Adham.
However, by hanging on to his dream, finding alternatives and remembering that things will only get better, he was able to push through the hard times. Additionally, Futurpreneur Canada was a huge source of support for Adam and Les Saj.
“I don’t think Les Saj would even exist without Futurpreneur Canada,” says Adham. Through Futurpreneur’s Start-Up Program, Adam was able to access much-needed financing and online resources like the Business Plan Writer.
“It’s a great tool that we still use to this day,” says Adham about the Business Plan Writer.
He adds: “We couldn’t be more grateful to Futurpreneur. They believed in us and our idea when others didn’t.”
For those looking to start their own business, Adam offers the following wise words of advice:
“Be ready to have a long journey. It will be very difficult at the beginning and it will take longer than you think to see the result that you are hoping for. Study your market very carefully and have all the sources that you need, especially access to funds, before you even start the paperwork.”
Ready to be your own boss? Check out our Start-Up Program!
Written by: Jasmine Williams, Social Media and Content Specialist, Futurpreneur Canada
Tips & Tools: 3 Ways to Earn Media Attention for your Product-Based Business
You’ve invested your time, money and energy into creating the perfect product for your business. Now, you want to share your product with the masses. But where do you start?
If you’ve dreamed of seeing your product in the glossy pages of a magazine or talked about on television, read up on these three tips to earn media attention for your product.
1. Ensure your brand is as strong as your product
When media outlets decide on what to feature, the brand matters just as much as the quality of the product.
The media showcases the newest and most innovative items on the market in order to engage their audience and branding plays a pivotal role in this. In fact, your brand often makes the difference between featuring you over your competitor.
Start by taking a look at your packaging. Is it clean, fresh and modern? Is the design eye-catching? If your product looks busy (i.e. too much text, cluttered design) on its own, that means it will look busy in print or on screen too – a big deterrent from being featured.
Next, take a look at your social media channels. Are they fun and engaging? Do they tell a story? Media outlets are going to want to check you out online (and often, social media is how they find out about the latest buzzworthy products in the first place).
Ensure your feeds are up-to-date, active and cohesive. Not only will this help you earn media appeal, but it’s likely the first thing potential new customers will look at after your product is featured, so you want to make that first impression count.
2. Give without expectation
Now that your brand is strong enough to catch some buzz, it’s time to catch the eye of your target outlets in a creative way.
One of the best ways to do this is through media gifting. Getting your product in the hands of on-air personalities, producers, writers and editors allows them to fall in love with it personally, which will entice them to feature you on their shows or in articles.
This process requires a little bit of research. To start, you need to figure out who makes the decision to feature products like yours. These people are typically in ‘editor’ roles for print publications, or producers if you’re looking to be featured in a television segment.
To find people to reach out to, you can browse an outlet’s staff directories or look who receives the most bylines for media that mirrors how you’d like to be featured. Once you have a list of names, you will need to find their contact and mailing information. Sometimes, the outlet provides this on their website. However, you might have to call them to find out.
When gifting your product be sure to make it fun. They receive complimentary products on a daily basis, so ask yourself how you can you make yours stand out.
For example, this Vancouver boutique linen store had the goal to be featured in Canada’s most popular home décor magazines. But, not only would it be expensive to send out complete bedding sets, it wouldn’t be the most engaging gift to receive. Instead, they encouraged recipients to have a good night sleep by gifting milk and cookies to have before bed, alongside a nice new pillow sham for them to lay their heads down on. The campaign was a hit!
Alongside your gift, be sure to also include a personalized note and media kit so your recipients know all they need to know about your brand in order to fall in love. And don’t forget to include your contact information for when they want to reach out about featuring you.
3. Build your connections
Building meaningful relationships is critical – it’s what media relations is all about. Before and after you send out your media gifts, make sure the recipients know your brand name through authentic and genuine relationship-building techniques. The secret to this is often social media.
Not only should you be following the media outlets and the influential figures who work there, you also need to engage with them. Like and comment on their Instagram posts, share their work through Twitter and keep up-to-date with what’s happening in their lives by monitoring their feeds.
Then, when you do reach out with a pitch, use this information to your advantage. Compliment their latest work or mention how cute you think their pet is. A little flattery can go a long way in building a lasting and productive relationship.
Finally, when all your hard work comes to fruition and your product has been featured, don’t forget to thank your contact. Send them a personalized email and share the piece on all of your social channels, tagging the editor or journalist that made that feature happen.
A lot of work goes into having your product featured in the media and earned media exposure is never a guarantee. Still, with the right techniques, a strong brand and a quality product, your product will soon be making headlines across the country!
Written by: Megan te Boekhorst, Futurpreneur Canada
Spotlight on Cineflair Productions: From Passion Project to Full-Time Business
Amro Maghrabi has been playing around with photography and video production for as long as he can remember.
But it wasn’t until he attended the Art Institute of Vancouver’s Digital Film and Video Program that he started pursuing his hobby professionally.
Still, while he had the passion and the talent, his time post-graduation wasn’t exactly picture perfect.
“It was a challenging year for me following film school, working the odd shoots for no pay and trying to find a way into the film industry,” says Amro.
Things took a turn when he started working as a street and experiential marketing rep. This role introduced him to the world of public relations and marketing, which lead him to pursue a PR diploma at Grant MacEwan University and start building a career in the field.
“Following my time at MacEwan, I took on roles as a public relations coordinator in non-profit and public sector organizations over the span of four years, meanwhile pursuing passion projects in video and film,” says Amro.
Eventually, he turned his side hustle into his main gig and founded Cineflair Productions in 2014.
Based in Edmonton, Alberta, Cineflair is a video marketing and production agency that helps businesses, brands and organizations engage their audiences using video. They service clients across North America and abroad.
“Our team is made up of strategists, marketers and passionate storytellers who are obsessed with all aspects of video, all the way from concept to distribution,” says Amro.
He was inspired to start his business when he saw the growing popularity of online video content.
“I believed that my unique combination of skills in both video production and communications was a good value proposition in itself when working with businesses and organizations with communications challenges,” says Amro.
And he was right. Today, Cineflair is a thriving business with a team of five full-time staff.
“I’m most proud of the team I’m surrounded by today,” says Amro. “They’re so talented and hard-working – and we all share similar passion and vision. It’s incredibly exciting to think about what we’ll achieve together in the future.”
To get Cineflair off the ground, he turned to Futurpreneur Canada for financial support.
“There were a lot of hurdles, but I think the most intense ones were the financial ones,” says Amro about the early days of the business. “It was key for me to be smart about every spending decision I made, but also securing financial help through Futurpreneur helped with important investments in new equipment.”
He’s also extremely grateful for the support of his Futurpreneur mentor. His business management, finance and accounting advice was critical.
“Futurpreneur did a great job matching me with Randy Fries of Fries Financial Consulting,” says Amro. “He is worth his weight in gold. When I felt stuck or unsure about approaching an important business decision, his perspective was usually what I needed to feel confident about making those decisions.”
He continues: “The impression I always got from all my interactions with Futurpreneur is that you guys just get it. You understand the challenging journey that aspiring entrepreneurs are about to take on and do so much to arm them with the resources they need to start. All of that was so important for me to feel more empowered about what I was doing, and I owe a big part of where we are today to the help I got from you.”
For any aspiring entrepreneurs, Amro has the following advice:
“Find something you’re passionate about to start a business in. Believe me, it will make the suffering you’ll endure as a starting entrepreneur more tolerable. But also, find someone who’s going through similar experiences as you to bounce ideas off of and vent to – it’s a great form of therapy. Better yet, find a mentor who’s already gone through it all and can give you valuable insight on how to deal with tricky situations.”
Ready to be your own boss? Learn more about our Start-Up Program!
Written by: Jasmine Williams, Social Media and Content Specialist, Futurpreneur Canada
Valerie Crisp and Daniela Kelloway: Making the Most of Mentoring
Finding your perfect mentor match is a little bit like dating.
After all, just like a romantic partner, your ideal mentor is usually someone who shares your values, but also offers a unique perspective that helps you see your goals in a new light. And like a first date, it’s always a good sign when your first meeting goes overtime.
This was definitely the case for entrepreneur Valerie Crisp and mentor Daniela Kelloway. Valerie has a background in fashion design and worked as costumer before founding her backpack company, Watson, a year ago. Daniela is a serial entrepreneur and the founder of ClutchPR, a client-focused public relations agency with clients in a variety of industries.
While the two come from different professional backgrounds, they realized right away that their skillsets and personalities complemented each other well.
“We met for breakfast and talked endlessly, getting to know one another and sharing experiences,” says Valerie about their first meeting. “Daniela struck me as creative, unafraid to take risks and knowledgeable about all things entrepreneurship and PR. Within the first hour, I was already learning how to look at situations through different lenses.”
Daniela was similarly impressed by Valerie: “She struck me as professional, assertive, thoughtful and prepared. All things I really value,” she says.
From that first meeting onward, their relationship has continued to blossom into a truly productive pairing – and the two have only been working together since January!
For Valerie, what she appreciates most about working with Daniela is her ability to pinpoint the key areas she needs to work on and help her think more strategically about her business.
“Every time I speak with Daniela, she gets right to the heart of the matter,” says Valerie. “She sees the overarching themes and offers a holistic view when I’m a bit stuck in the weeds. I really enjoy brainstorming and riffing together and I always leave our calls energized and full of ideas.”
Additionally, Valerie’s experience is proof that mentorship is not a one-way street. Mentors can gain just as much knowledge and insight from their mentees.
“Every time I talk to Val, I feel I learn something new,” says Daniela. “She has a strong vision for her company and a real understanding of her product and the unique value proposition she brings to the world. I love when I can mentor someone and they teach me things.”
Of course, it hasn’t been entirely smooth sailing for the two of them. Scheduling biweekly meetings between two busy entrepreneurs is not always easy. Fortunately, both of them know that strong communication, co-operation and commitment are big components of a successful mentoring relationship so they do their best to make it work.
Plus, for both Valerie and Daniela, the benefits of mentoring far outweigh the cons.
“I decided to become a volunteer mentor because there is nothing greater in life than the feeling that you’re able to help someone with something they’re working on,” says Daniela. “Giving is living and with each new business I mentor, I get the opportunity to learn about that business and to grow with that entrepreneur. It’s a beautiful journey.”
Valerie’s company will be launching their flagship product this spring and after only a few months of working with her mentor, she feels more confident and focused than ever. With her branding and mission more aligned under Daniela’s guidance, she knows she’s ready to take the Canadian backpack market by storm.
“Daniela has seen many types of businesses and offers a birds-eye view of how my mission fits into the world and all the different ways that can be crafted,” says Valerie. “This relationship has already blown my mind.”
What about you? Who’s your mentor? We want to know! Share your story with #FuturMentor and #NVW2018 on Twitter and Instagram!
Written by: Jasmine Williams, Social Media and Content Specialist, Futurpreneur Canada
Celebrating Mentorship with Vincent Gagnon and Paul Ross
It’s National Volunteer Week! From April 16th-20th, we’re celebrating mentorship by recognizing our almost 3,000 volunteer mentors and their commitment to Canadian entrepreneurs.
And because we recognize the value of a good mentor match, what’s better than a video of mentor and mentee sharing how their mentoring relationship helped them achieve business success?
Meet our Futurpreneur Vincent Gagnon, founder of M2GO and his mentor, Paul Ross, founder of Technologie Reptile Inc., talking about their valuable relationship.
What about you? Who’s your mentor? We want to know! Share your story with #FuturMentor and #NVW2018 on Twitter and Instagram!
Written by: Charlotte Robert, Bilingual Copywriter, Futurpreneur Canada
