Business Hub Volume 1, Issue 1

Ontario Learning Development Foundation Inc.

BUSINESS
HUB

VOLUME 1, ISSUE 1 | FALL 2022

Business Hubis a Bi-Annual magazine that © 2022 OLDF Inc.
is published by OLDF Inc., Toronto, ON
Canada. Editorial matter may be reproduced only by
stating the name of this publication, date of
ISSN: 2816-8283 the issue in which material appears, and by
the byline, if the article carries one.
Publisher
Ontario Learning Development Foundation To contact the editors:
Inc. [email protected]
416-628-3786
Executive Editor
Sheri Adekola PhD Ontario Learning Development Foundation
Inc.
Managing Editor 87 Irondale Dr 2nd floor, Suite 200,
Haeley DiRisio North York, ON
M9L 2S6
Copy Editor
Laura Bourbonnais Website
www.thebusinesshub.info/
Contributing Editor Facebook
Melanie Lennon @businesshubinfo
Instagram
Creative Editor @businesshubinfo
Aisharja Chowdhury Twitter
@businesshubinfo
Contributors
Drucilla Gary All images presented in this issue of Business
Eliot Gilbert Hub are from the collection of the Ontario
Grace Nelson-Gunness Learning Development Foundation Inc. unless
Kyle Quilatan otherwise indicated.
Rebecca Benitez-Berona
Business Hub is published bi-annually online.
Social Media Coordinator
Danny Vo

Web Developer
William Voung

Sponsors

PROMOTE . MOTIVATE . MENTOR

Business Hub is an online magazine that
aims to promote business excellence and
highlight stories of interest for current or
new small business owners. It releases bi-
annually, with each issue focusing on stories
surrounding business.

Business Hub is made up of young writers
that have an interest in all avenues of
business f rom marketing to technology
to finance. Business Hub seeks to create
stories that are helpful for business owners
and address important issues within the
business world, it is a hub for all things
business.

MEET THE TEAM Haeley DiRisio Laura Bourbonnais Melanie Lennon

Managing Editor Copy Editor Contributing Editor

Aisharja Chowdhury Drucilla Gary Eliot Gilbert

Creative Editor Reporter Reporter

Grace Nelson-Gunness Kyle Quilatan Rebecca Benitez-Berona

Reporter Reporter Reporter

LAND ACKNOWLEDGEMENT

Business Hub acknowledges the Indigenous land on which we
work that has been inhabited by Indigenous Peoples since the
beginning.
As settlers, we’re grateful for the opportunity to meet here and
we thank all the generations of people who have taken care of
this land — for thousands of years and for those who fought to
conserve their land.
We recognize that our work here would not be possible
without the contribution of the Indigenous communities. We
wish to acknowledge the traditional territory of many nations
including the Mississaugas of the Credit, the Anishnabeg, the
Chippewa, the Haudenosaunee and the Wendat peoples and
is now home to many diverse First Nations, Inuit and Metis
peoples. We also acknowledge that Toronto is covered by
Treaty 13 with the Mississaugas of the Credit. We recognize
and deeply appreciate their historic connection to this place.
As settlers, this acknowledgment is a small step to making the
promise and challenge of Truth and Reconciliation real in our
communities and to bring justice for missing and murdered
Indigenous women and girls across the country.

CONTENT SMALL BUSINESS

08 Celebrating differences
12 Pursuing a small business in a tough economy

FINANCE

14 Turning a profit on trading cards
18 A guide to grants for small business owners

SUSTAINABILITY

22 Eco-friendly shipping for small businesses
24 The importance of food scraps
26 Beyond the buzzwords

CAREERS

30 Five lesser-known business careers
32 Hiring help

SOCIETY

34 The future of Canada depends on female
entrepreneurs

LEADERSHIP

38 Becoming a better leader

MARKETING

42 Marketing on a budget
44 Crunching the numbers
46 Getting the message across

LETTER FROM EDITOR

Dear readers,
Welcome to the f irst ever issue of Business Hub! We are excited to share the fall
issue, which our team has been working hard to complete.
I’m Haeley DiRisio, the managing editor for Business Hub, the newest publication
created by the Ontario Learning Development Foundation.
Business Hub is a magazine we have launched in hopes of acting as a hub for
all things business. We hope our stories are helpful for those starting businesses
and interesting for those already involved in the business world.
Our articles in this issue focus on everything from sustainable business practices
to useful marketing techniques. Business Hub is a great resource for business
owners and enthusiasts alike.
When starting the magazine, our team of writers worked hard to ensure each
article covered a different topic within areas like tech, f inance, careers and more.
I would like to introduce the Business Hub team and thank them for making this
magazine possible. Our staff writers: Eliot Gilbert, Rebecca Benitez-Berona, Grace
Nelson-Gunness, Dru Gary and Kyle Quilatan. Along with our editors Melanie
Lennon and Laura Bourbonnais. And our creative editor Aisharja Chowdhury,
social media coordinator Danny Vo and web developer William Vuong. Each and
every one of you played a huge part in making this possible.
So, with that, I present Business Hub’s fall issue and hope you enjoy reading all of
our articles while learning something new along the way.

Thank you,

Haeley DiRisio

Celebrating differences

The importance of a diverse workforce on a
business and human level

Written by GRACE NELSON-GUNNESS
Photo Courtesy FEXELS

8 Small business

Diversity has become an even more relevant topic businesses with above-average diversity levels had
when discussing the development of a work team. 19 per cent higher innovation revenues.
Many young business owners are busy playing
catch-up because amplifying diverse voices wasn’t Innovation revenue refers to the revenue that
prioritized until recently. results from new practices, procedures or products.
Examples include changes in packaging, using
Diversity represents differences in race, religion digital technology and hiring a diverse team.
and gender identity. Differences in those pillars of
identity promote diversity. However, Sciencedirect Employing a diverse workforce is a profitable and
stated that diversity also means a distinction in age, ethical business practice. Yet, only 40 per cent of
physical abilities, cultural background, language and Canadian businesses in 2022 have implemented
sexual orientation. diversity and inclusion policies. That number is five
per cent higher than the 2020 statistic. However,
Harvard Business Review adds onto what is more than half of the country’s businesses are
considered workforce diversity by including still missing out on a profitable way to increase
employees who have diverse career paths, industry productivity.
backgrounds and education levels.

Workforce diversity is an essential business strategy. “Achieving a diverse
In fact, it increases respectful employee dynamics
by empowering underrepresented employees and workforce should
appreciating different talents and abilities.
not work like a
In a space where diverse employees excel, diverse
clientele is exposed to different talents and skills. checklist.”
This elevates their experience from the moment
they walk through the door. This may be due to businesses being influenced by
possible collaborative issues.
An example of this is the ability to speak different
languages. Sciencedirect confirms that when Sciencedirect says that although diverse employees
multicultural employees speak different languages can bring different ideas and perceptions to the
and have different cultural understandings, they table, this may cause disagreements with colleagues
can better connect with customers. They do so by or management. However, conflict resolution in this
eliminating language barriers. scenario requires looking for similarities, respecting
differences and listening to find a middle ground.
These critical skills extend to operations behind
the scenes. Diverse workforces easily become Consistently implementing ethics regarding
knowledgeable in problem-solving due to the diversity and inclusion is necessary. In fact,
chance of sharing alternative perceptions and workplace discrimination against gender, race and
interpretations of an issue. In meetings or team religion are often to blame in collaborative conflicts
gatherings, diverse workforces can voice additions with diverse employees.
to day-to-day procedures or company policies to
better accommodate the needs of marginalized This implementation can be easier for small
customers. businesses. They typically don’t have a large

Such improvements in business operations benefit
businesses long term. Harvard Business Review
found that businesses that welcomed diversity
in their workforce were more innovative. In fact,

Small business 9

10 s m a l l b u s i n e s s

number of employees. Regardless, this quality is an
advantage when it comes to enforcing diversity in
the workplace.

Firstly, management can ensure diverse voices
are being heard by approaching marginalized or
underrepresented employees. This allows them to
get their input on business decisions. It ensures that
they are not overshadowed by other employees’
voices. The ability to have these important
conversations are easier with a smaller team.

Furthermore, smaller businesses need to make an
effort to put marginalized employees on track to
management positions. This can be done through
the development of leadership programs or
promotions.

For small businesses in the hiring process, it is
essential to let marginalized workers know they
are welcome and wanted. That should be done
from as early as the job description. This can be
achieved through inclusive language, which uses
gender-neutral terms and gets rid of discriminatory
vocabulary.

Ensuring visible minorities are welcomed within
the workforce of a small business requires action.
For one, owners and recruiters should push existing
employees to refer minorities for available positions.

Lastly, once small businesses establish a diverse
team, managers and owners need to keep up with
religious and cultural holidays. Those in charge
can plan how to celebrate such holidays in the
workplace and avoid scheduling meetings on such
days.

Achieving a diverse workforce should not work
like a checklist. Workforce diversity is beneficial
for business but it is also about providing
underrepresented and marginalized individuals with
the opportunity to feel supported in professional
settings.

Photo Courtesy ALENA DARMEL

s m a l l b u s i n e s s 11

Pursuing a small business
in a tough economy

It may be more beneficial than you think

Written by MELANIE LENNON
Photo Courtesy CRAIG ADDERLEY

12 s m a l l b u s i n e s s

It’s no secret that small businesses affect the hand. With fewer looking to pursue startups, there’s
economy. In fact, the Business Development Bank of no need to worry about new businesses leveraging
Canada (BDC) released statistics on it. the same position as you. Instead, you can focus
your efforts on standing out against the established
According to the BDC, small- and medium-sized competition.
businesses alone contribute 54 per cent of Canada’s
gross domestic product. They also account for 98 However, pre-existing businesses will be struggling
per cent of the country’s businesses, employing far more than those just starting out. Those
more than 8.4 million Canadians. businesses face budget cuts, layoffs and possible
shutdowns. Meanwhile, there’s plenty of room for
But, when the roles are reversed, what affect does new business owners to steal the spotlight. Layoffs
the economy have on small businesses? Many allow you to recruit experienced employees, and
people looking to launch their startups may feel customers of businesses that closed down will be
worried doing so when the economy is down. searching for a replacement.

However, economic slowdowns don’t mean you As long as you’re dedicated and have a competitive
have to press pause on your business plans. In fact, edge or niche, you’re at an advantage.
pursuing your small business in this economy has its
upsides. The market will improve

Here’s why you shouldn’t let tough economic times The economy will bounce back. Times of economic
discourage you from fulfilling your goals. hardship don’t last forever. When things improve,
you’ll reap the benefits. Although you may face
Lower startup costs challenges or limitations when starting out, like
stricter budgets or lower profits, they will eventually
Despite assumptions, starting your business when pass. Once they do, you will begin to see an increase
the economy is down is often cheaper than doing in sales and overall revenue. Things will even out
so in a healthy market. Economic challenges of any over time. When they do, the cost-efficiency of
kind are bound to impact most businesses. starting while the economy is down will pay off.

But this can be beneficial for those just starting Customer loyalty
out. An economic slowdown allows you to take
advantage of cheaper prices from suppliers and The customers you gain during this time are more
manufacturers, according to the BDC. You may likely to stick around. In fact, you can prove to
also find that overhead costs are lower. This allows your current clients that you are dependable and
aspiring business owners to cover the costs of rent, resilient when faced with sudden change. Doing so
advertisement and materials at a lower price. will make them more likely to stay loyal once the
economy improves.
Saving money is important for a few reasons. For
example, your business may not work out. If so, your While your competitors are struggling, you can
overall loss won’t be as big as it would’ve been if you attract potential clients. In times like these, people
started during an economic boom. are looking to save money however they can. If
your business can offer prospective clients more
Also, spending little in the early stages of affordable options than your competitors, they’re
your business leads to fewer concerns around more likely to stick around long-term.
profitability. Since you spent less, you won’t need to
make as much money to support both you and your So, before putting away your business plans,
business. remember it’s possible to find success during
challenging economic times.
Less competition

People are more likely to start their businesses when
the economy is doing well. This gives you the upper

s m a l l b u s i n e s s 13

Photo Courtesy ERIK MCLEAN

14 f i n a n c e

Turning a profit on
trading cards

Should investors enter the collectibles
market?

Written by ELIOT GILBERT

The buzz around investing in collectibles market. In fact, the shoe resale market was
has been on the rise. recently valued at$10 billion US.

Trusted sources have been quick to Understandably, some people get excited
celebrate the earning-potential of this about unique investing opportunities.
alternative investment. Guinness World It can be tied to a type of investing-
Records recently validated a record- specific fear of missing out (FOMO). Some
breaking $5.275 million US Pokémon card investors are upset about having missed
sale by YouTube personality Logan Paul. out on early opportunities to invest in
cryptocurrency such as Facebook and
In another recent account, a private Amazon. Collectibles can represent the
investor paid $2 million US for a copy of same type of FOMO.
Super Mario Bros. It was for the Nintendo
Entertainment System. This FOMO has led to many collectible
markets collapsing or never taking off.
An article published on Entrepreneur An example is the infamous Beanie Baby
Media explains that collectibles are sure to fever of the 1990s. Known as the “strangest
increase in value. Additionally, the market speculative mania of all time,” most
is easy to navigate. These are bold claims, investors were left with nothing but an
and the opposite may be true. excessive amount of stuffed animals.

Do collectibles always In a more niche market collapse, 2007 saw
increase in value? the sudden crash of the pu-erh tea market
among tea collectors. In this market, driven
Pokémon card scandals have been a new by speculation, a normal pu-erh tea cake
phenomenon. In a recent case, thieves jumped from $760 to $4,190 in a year.
stole$200,000 US worth of cards. In Today, one can purchase the same tea cake
another, an investor used$57,000 US in blend for roughly $30.
government loans to purchase a single
card. These scandals are a sign of the Collectible investing does not always go up
important demand for Pokémon cards. in value. What makes collectible investing
risky is that the market is speculative. It is
Sneakers are another example of a soaring based on the moods of investors, rather
than the actual value of an item.

finance 15

“By thinking of Is the market easy to navigate?
collectible items solely
as a way to make The idea that the collectible market is simple to
money, an investor navigate may be partly true.
risks losing a lot of
money” For example, the Black Lotus Magic: The Gathering
card has slowly increased in value over time. There are
Photo Courtesy JONATHAN VOOPER many similar stories across the market. This is because
collecting is based on the perceived value of objects. If
16 f i n a n c e collectors see the value as high, then it is.

In reality, most people can’t actually invest like this.
These treasured collectible pieces are often too
expensive for most people. So, even though the card
increased in value, an investor needs $12,000 US to
purchase it.

There may be an urge to compromise. An investor
may not be able to purchase a $420,000 US Charizard
Pokémon card. But they can purchase a different
Charizard for cheaper. Maybe the returns won’t be as
dramatic, but there will still be a return. This way of
thinking is understandable but may be misguided.

When looking at the current Charizard market, the
cards range in price from $0.25 US to $28,000 US.
There are more than 30 collectible Charizards, all with
different editions. The market is complex and requires
niche expertise.

Additionally, the collectibles market has a problem
with counterfeiting. From video games and sports
memorabilia to wine, fake items are a common issue for
collectors.

What’s the best way to invest in
collectibles?

If collectibles are a risky investment and difficult to
understand, what’s the best way to enter the market?

Becoming genuinely interested in having a collection is
a good solution. By thinking of collectible items solely
as a way to make money, an investor risks losing a lot of
money. They also risk getting scammed. If an investor
immerses themselfin a community and enjoys it, the
risks and rewards will be easier to accept.

This advice is often given to wine collectors. When a
wine collector buys a bottle of wine they do not enjoy,
revenue loss is that much more painful. If an investor
purchases bottles they enjoy drinking, at worst, they
have a bottle of wine they like to drink.

The same advice can be applied to all collectibles.
Otherwise, an investor risks losing both time and
money.

Photo Courtesy MARCO GARBI

finance 17

A guide to grants for small
business owners

You may be eligible for these government
grants without repayment

Written by REBECCA BENITEZ-BERONA
Photo Courtesy BONNIE KITTLE

Navigating the early stages of starting a business you are operating an innovation project to develop
as a Canadian business owner can be challenging. your rural community in Southern Ontario.
One of the first steps in your financial plan should
be applying for federal and provincial grants. Yearly, It can be overwhelming if you don’t know about the
small- to medium-sized enterprises (SMEs) play different types of grants or how to assess your needs.
key roles in the growth of Canada’s gross domestic It can also be difficult when you aren’t sure which
product (GDP) and employment rates. As necessary grants to apply for. Below is a simple list to help get
assets for the country’s economy, the government you started.
has continued to invest billions of dollars into
grants. These can help you to begin or expand your To better prepare yourself, keep in mind the tight
business. deadlines, competitiveness, terms and conditions.
You should especially pay attention to whether
In 2021, the government released the Canadian the incentive allows ‘stacking.’ This involves a
Key small business statistics. It reported that combination of grants and loans to fund a business.
small businesses alone contributed to the GDP Some funding may or may not be available if this is
by 37.5 per cent by the private sector. Medium your strategy. So, it’s important to read carefully and
businesses contributed by 14.4 per cent. In 2020, treat grants competitively!
small businesses employed more than seven
million workers in the private sector. As for medium Types of federal small business
businesses, they employed more than two million. grants

Online, you can find grants available to fund all Non-repayable
types of businesses. The Ontario website has made
this easy by creating a list, search engine and guide Free grants require no repayment or contribution,
to support your needs. unlike a loan. However, these funds often have very
specific criteria depending on what the business
Depending on the scale of your business, you may needs. If your business fails to use the funding as
be eligible for up to $1,000 in grants for personal required, your grant may turn into a loan.
protection equipment to as much as $5 million if

18 f i n a n c e

Partial contribution Some grants that cover these areas and work on an
ongoing basis include:
With matching contribution grants, you must
provide half the amount of your desired funding. The Canada-Ontario Job Grant Program
other half is fully covered by the government, and
if eligible, no repayment is needed. But depending This grant helps business owners with hiring and
on the type of business, the amount of partial training new employees. You may be eligible for 50
contribution can differ. to 83 per cent of non-repayable funds if you need
assistance. That includes access to business training
Conditional repayable programs.

As the name suggests, these funds must be repaid This grant helps employees stay up-to-date with
fully or by as little as 10 per cent. That is the case only the current knowledge and skill sets wanted for a
when certain conditions are met. For example, a few growing and competitive economy.
conditions may look like:
Note, if an employer has less than 100 employees,
No repayment until the business has met a they are required to cover one-sixth of all training
profitable margin costs. To apply or learn more, you can visit http://tcu.
Partial repayment after a set amount of years of gov.on.ca/eng/eopg/cojg/.
profitability
Only 10 per cent of the grant is to be repaid Government of Ontario Apprenticeship
Completion Employer Bonus
Grants to consider for SMEs in Canada
This grant provides $1,000, no repayment required if
To start, SME grants generally cover hiring, training, a for-profit. That is under the condition that the SME
capital investment, research development and hires and trains an apprentice from one of Ontario’s
market development. 27 trades. Its purpose is to improve apprenticeship
registration and completion, address skill shortages

finance 19

and reduce training costs. The first requirement is up to $15,000. To be eligible, businesses require one
the apprentice’s certification. The second is proof to 499 employees with annual revenue of $50,000 to
that the business has not received more than $2 $100 million.
million in funding.
For more information:
To apply or learn more, contact your local https://www.canada.ca/en/innovation-science-
Employment Ontario apprenticeship office. economic-development/news/2022/03/
backgrounder--the-canada-digital-adoption-
Canada Digital Adoption Program (CDAP) program.html.

SMEs who need assistance obtaining new Government of Ontario Summer
technology for better efficiency can receive up Company
to $15,000 in grants. They can also receive up to
$100,000 in a no-interest loan. The loan covers Youth may be eligible to receive $3,000 to start their
new or updated IT equipment, installation of new business in the summer, if the SME owner is aged
technologies and staff training for technology 15 to 29 and still enrolled in school. Applicants must
equipment. It also covers material and support apply between May and July and not own a business
services related to technology. yet. On top of the grant, owners will receive free
advice and mentorship from local business owners.
It comes with two elements in the form of sub-
grants that you can apply for together or separately. To send an application and learn more, visit:
https://www.ontario.ca/page/start-summer-
The first grant of $2,400 helps SME owners who company-students
need to grow their business online. They also
provide guidance from third-party organizations. Starting a business is challenging, and for SMEs, the
Additionally, they developed a network of youth biggest barrier to taking that first step is access to
e-commerce advisors to help SME owners get funding. Exploring the grants or loans available is
started. always a great start to get your business running. It
may just be the opportunity you need to transform
According to the Government of Canada page, the your business and yourself into a successful leader.
second grant is for “boosting your technology” with
updated technology and software. Funding can be

Photo Courtesy STEVE JOHNSON

20 F i n a n c e

21

Eco-friendly shipping for
small businesses

Reduce your environmental impact while
cutting costs

Written by DRU GARY
Photo Courtesy MATHILDE LANGEVIN

22 s u s t a i n a b i l i t y

The average consumer is becoming more The packaging of the product itself can also be
concerned about the environmental impact made more sustainable by eliminating unnecessary
of their consumption habits. Small businesses plastic packaging.
could benefit from looking into different ways
to reduce the environmental impact of shipping Nestlé Canada joined the Canada Plastics Pact
their products to customers. Sustainable business (CPP) on January 27, 2021. The CPP is a Canadian
practices are not only necessary for a more livable initiative. It rethinks the way that plastic is
world, but can also be very cost-effective. designed, used and reused and is implementing
more sustainable plastic usage by 2025.
One way to practice sustainable shipping is by
using recycled and repurposed materials to Many businesses are working to reduce the plastic
package and ship products. included in their packaging and shipping methods.
Companies like Glossier even allow the customer
Many small businesses receive products in boxes to choose a lower-waste option for their order. The
and then break down and dispose of those boxes. It option has less plastic filler within the packaging.
is both cost-effective and sustainable to keep these The product is also shipped with the lowest amount
boxes and reuse them to ship out orders. There is of packaging possible to keep it safe.
no new waste created using this shipping method,
and there is no need to buy boxes. Using recycled There is also an important move towards
boxes benefits the business and the environment. biodegradable or compostable packaging.

Another method to reduce waste and shipping Friendly Mailer is a supplier dedicated to making
costs is to send out products in their original 100 per cent biodegradable, eco-friendly mailers
packaging. that are just as durable and tough as traditional
mailers. Friendly Mailer is based in Caledonia, Ont.,
Instead of unpacking the product and repackaging but ships its mailers to businesses worldwide.
it to send it out to customers, you can recycle
on behalf of the supplier and use the original Regardless of your business, there are many small
packaging. This is also a time-saving practice ways to reduce the environmental impact of your
because it reduces the need to unpackage shipping and packaging practices. Whatever the
products after their arrival. right eco-friendly method for your business may
be, more customers are looking for businesses that
This method eliminates the need for small are environmentally-aware and conscious of their
businesses to buy packaging materials for shipping. impact.
It also reduces an important amount of waste.

s u s t a i n a b i l i t y 23

Photo Courtesy TOM FISK

The importance of food scraps

A guide for businesses to reduce food
waste cutting costs

Written by GRACE NELSON-GUNNESS

There is a serious imbalance in food distribution in amount of food needed is known to cut costs.
North America.
Of course, there is also a significant environmental
Within Canada, 58 per cent of the food produced is benefit to cutting down on food waste. Food waste
wasted. Eighty-six per cent of that number comes represents 21 per cent of municipal solid waste.
from food establishments such as restaurants, By decreasing the amount of food going into
grocery stores and small businesses. landfills, the amount of methane released into the
atmosphere is also reduced.
It’s no surprise that businesses hinder the
environment more than individual consumers. Lastly, reducing food waste by donating it to the
However, it is shocking how food businesses don’t less fortunate helps the community. It can bring
see the benefits of reducing their waste. more balance to how food is distributed. As a result,
the gap is reduced between businesses with an
Firstly, there’s a cost-benefit. Restaurants, for abundance of food and individuals who don’t have
example, save seven dollars for every dollar invested enough.
in reducing food waste. Only purchasing the

24 S u s t a i n a b i l i t y

Below are some ways for food businesses to reduce programs will still take perishable food if they have
their food waste. been stored properly. However, these precautions are
different for each organization.
Develop a waste audit
Food can also be given to employees if they are
This is an organizational tool every food business willing to take it home with them.
can use. A waste audit analyzes a business’s waste.
The audit is also helpful in determining which type of Consider signing contracts with food
waste goes to the landfill the most. inequality organizations

Conducting a waste audit only requires a business Signing contracts with food inequality organizations
team to follow a few steps. They establish a team, makes the previous step much more organized. It
selecta date and ask services to hold off on taking also serves as a win-win situation for the business and
out the trash that week. Afterwards, the team would organization.
sort the trash into different bins. Then, weigh all the
bins. Lastly, divide the amount of food waste by the An article by Sciencedirect states that by signing
combined amount of waste to get a percentage contracts, soup kitchens will know exactly when and
number. what they are receiving. This helps soup kitchens plan
what food to make for the community. Businesses
Upon understanding their food waste percentage, a also become more organized with transporting
business can make small, necessary changes. Doing goods and knowing that their surplus will have a
so will help avoid contributing to the food waste crisis. proper home.

Menu changes Any business can practice sustainability, regardless
of its size or how established it might be. Businesses,
There are a variety of changes that can be made to especially those that produce food, need to take the
restaurant, food truck and bakery menus. Too Good time to understand their place in the environmental
To Go recommends adding soups to a menu. In fact, crisis. They must take steps towards working with the
they can be made from potato skins, carrot shreds environment and community instead of against it.
and other food scraps. That way, a business can
provide more food options to increase customers and
profit but avoid wasting food.

Other creative menu changes that lead to less food
waste are turning stale bread into croutons. Or using
leftover fruit for dessert toppings.

Lastly, being conscious of portion size and what food
products tend to be left over by customers is crucial.
This can signify what needs to be cut from the menu.
One example includes decorative garnishes.

Find where to donate

Ontario’s Donation of Food Act and the Good Photo Courtesy SARAH CHAI
Samaritan Act allow anyone to donate leftover food, if
it’s safe. Before any businesses donate the food, they
must ensure it has not been tampered with and has
been stored properly.

Food banks and shelters need non-perishable food
that can be stored for decent periods of time. Due
to inventory miscalculations, restaurants may have
extra root vegetables or bakeries may have leftover
muffins. In these cases, they can go to food banks
or shelters. Some soup kitchens and rescue food

S u s t a i n a b i l i t y 25

Beyond the buzzwords

How to become better prepared for future legislation and a better
certified in sustainable brand image, according to Sage’s Georgina Lavers.
business
There are many benefits to incorporating
Written by ELIOT GILBERT sustainability into a business. However, making
false claims about sustainability can damage one’s
Consumers are progressively seeing the value of reputation and lose customer trust.
sustainability.
So, how do businesses become more sustainable
IBM Institute for Business Values (IBV) released without being accused of greenwashing? One
a report this year. According to it, 49 per cent method growing in popularity is certification from
of consumers paid a premium on products and an external third party. There are many certifying
services branded as sustainable in 2022. This is a 59 bodies on the market, so it is important to use the
per cent increase in their findings from just a year right ones to add value. Though there are many, the
before. Three out of five consumers reported that three below are well-respected and attainable for
socially-responsible or sustainable products made businesses of all sizes.
up at least half of their last purchase.
Bullfrog Power
Beyond consumer demand, sustainable practices
can lead to better funding. It can also lead to being The demand for renewable energy is rising. Deloitte
provided a recent analysis demonstrating the large
and resilient growth of the renewable market over
2021 and 2022. The report showed that renewables
are one of the most competitive energy sources in

26 S u s t a i n a b i l i t y

Photo Courtesy MART PRODUCTION

key areas. achieved by paying Bullfrog Power to purchase
renewable energy for the power grid on a business’
RBC Capital Markets echoes the demand for behalf.
renewable energy in Canadian markets. They are
quick to warn, however, it will be challenging to A business can work with Bullfrog Power. In doing
switch over completely. That is due to fossil fuels so, they can say their electricity is certified by an
being a large part of the Canadian economy. external body to be renewable and carbon neutral.
That said, the report highlights the importance of The company is quick to say that they are not a
adapting to renewable technology to reach net zero utility. Instead, purchasing electricity in this way
CO2 emissions by 2030. directly supplies renewable energy to the power
grid. The electricity is purchased at wholesale cost,
This presents a complicated problem. The national so it is attainable to businesses of any size.
demand for clean energy is growing, yet the
Canadian economy uses fossil fuels. If a business B Corp
wishes to be powered by renewable energy, how
would that be achieved? For businesses ready to take the next step in
becoming sustainable, a B Corp certification may
One solution is Bullfrog Power, a third-party energy be the right call. B Lab, the non-profit company
company that purchases renewable electricity providing the certification, measures and scores a
to make businesses carbon neutral. Installing company’s entire social and environmental impact.
solar panels for a business can be expensive and If the company scores higher than 80, it can be B
unrealistic, which makes it unattainable for many. Corp certified.

Bullfrog Power claims that by purchasing their The benefits of becoming a B Corp are mainly
electricity, a business’ electricity is green. This is

S u s t a i n a b i l i t y 27

in marketing to like-minded customers and Sustainability Excellence Associate (SEA) certificate
employees. The B Corp name has become from the International Society of Sustainability
recognized as a leader in sustainability certification, Professionals (ISSP) may be a good option.
so this may be a good choice.
The ISSP offers the SEA certification for individuals
B Lab does not measure or prioritize any single issue who want a solid understanding of the foundations
within a social and environmental context when of sustainability. The SEA certificate is not only
doing assessments. Every company, regardless tailored to entrepreneurs, but professionals of
of size, can be assessed by B Lab. That said, B Lab all kinds. Its benefits include having a respected
states their process is thorough. This certification is professional credential, marketing and learning
mainly for businesses that are ready to be assessed about sustainability in business.
in depth.
The SEA certification requires candidates to pass
The first step in becoming a B Corp is to take the an exam of 75 multiple-choice questions. The study
B Impact Assessment. The Impact Assessment materials consist of a study guide, more than 300
measures a company’s overall practices on flashcards and 42 practice questions.
governance, workers, community, the environment
and customers. From there, a business must After someone has been SEA-certified, they
make a legal commitment to be accountable to can pursue the ISSP’s Sustainable Excellence
all stakeholders. This accountability takes different Professional certification if they wish.
forms depending on the business structure. In all
cases, though, the legal accountability is towards Want to be sustainable? Get
“workers, communities, customers, suppliers, and certified.
the environment - not just shareholders” according
to B Lab. Consumers increasingly see the value of sustainable
businesses. If a business does not meaningfully
Finally, a company must sign an agreement with incorporate sustainable practices, they may be
B Lab. This agreement outlines performance accused of greenwashing. A recent example is BP’s
standards, transparency guidelines and massive pushback against the fossil fuel giant’s
commitment to the legal requirement. green energy campaign. Another is H&M’s fast
fashion greenwashing in a recent lawsuit.
Some businesses are eager to earn B Corp
certification but are not ready yet. It is also possible As a business, when it comes to marketing,
for small businesses to become pending B Corps. greenwashing scandals can be worst case scenarios.
So, to avoid these scandals, some companies are
Sustainability Excellence Associate choosing to certify themselves to earn consumer
trust as well as meaningfully lessening their impacts
Some businesses or professionals see the value on the environment.
of sustainability but feel they lack expertise. The

Photo Courtesy PIXABAY

28 s u s t a i n a b i l i t y

29

Five lesser-known business
careers

Knowing your options stay within budget. They also give cost estimates,
hire staff, manage ticket sales and social media,
Written by LAURA BOURBONNAIS meet with event committees, clients and sponsors.
Illustrated by AISHARJA CHOWDHURY
They may report to a director of events, a marketing
When thinking of careers in business, some imagine or public relations team, company owners or
starting a business or chief executive officers general managers. Event planners have strong
leading meetings in conference rooms. In reality, management skills and
many sectors, departments and roles are available can work for convention
within the business field. centres, professional
associations, governments
It’s important for youth considering careers in and tourist organizations.
business to know their options. Below is a list of Some are self-employed,
lesser-known careers to consider. contractors or company
employees.
Donor relations manager Entry-level event planners
need two to five years
According to Chai Lifeline Canada, United Way and of event coordination
Zip Recruiter, a donor relations manager assists experience. Many roles
companies and organizations with fundraising. They require years of experience
brainstorm ways to increase donations and manage in hospitality, tourism,
projects with community partners and volunteers. management or public
relations as well.
They find donors, cater to community needs and
lead marketing initiatives and fundraising and Some positions require
donor recognition events. business or hospitality
administration degrees.
Networking, research and writing skills, fundraising However, less senior
and project and event coordination experience are positions only require a
required. high school diploma with
similar experience.
A degree in adult education, communications,
marketing or public relations or a college diploma There are many
are preferred. event planning and
management and
Event planner hospitality and tourism
certification programs
to choose from across
Ontario.

As per Indeed, an event planner plans, promotes Forensic
and monitors events, creating reports for future accountant
events.

They select vendors, venues and entertainment, According to Indeed and
negotiate prices, ensure attendee satisfaction and the Association of Certified

30 c a r e e r s

Fraud Examiners, forensic accountants provide Many coaches have a degree in psychology,
investigative accounting and litigation support. education or management. An accredited non-
They perform forensic research, prepare accounting profit leadership coaching course is a good start to
reports and data for testimony and litigation, trace coaching, and there are a few available in Canada.
funds and identify recovery assets. Volunteering and working part-time for training
institutions that handle leadership coaching can
Most positions require one to three years of help gain experience, as does training with mentors.
accounting experience. A bachelor’s in accounting,
forensic accounting or in a related field is required. Leadership coaches can be self-employed or work
A master’s in forensic accounting is beneficial. as contractors, consultants or for organizations.
Education in law enforcement or criminal justice Some may start their own coaching business. Upon
due to collaboration with legal professionals and law becoming a coach, one can stay up-to-date through
enforcement is also helpful. coaching books and conferences.

Companies usually require getting a Certified Public Sustainability program coordinator
Accountant, Chartered Accountant or Certified
Internal Auditor licence. As per Environmental Science and Eco, a
sustainability program coordinator implements
Chartered Professional sustainability programs, developing design
Accountants of Canada guidelines within organizations and projects.
offers the Certified in
Financial Forensics with They perform sustainable strategy and healthy
the American Institute materials research and support project construction.
of Certified Public They create, help improve and update process
Accountants. It is only templates, publicize, develop, document and
granted to professional collaborate on sustainability policies, priorities and
accountants with standards.
significant expertise in
forensic accounting. These program coordinators prepare sustainability
and corporate responsibility reports and may design
Forensic accountants awareness campaigns on policy changes. They are
can pursue additional usually the liaison between departments, perform
certifications such as the social media outreach and website updates and
Certified Fraud Examiner publish newsletter columns.
credential.
They are primarily employed within the federal
Leadership coach government, the private sector, education and
technical consulting.
According to Indeed, a
leadership coach guides The demand for sustainability coordinators should
clients personally and increase by 15 per cent between 2020 and 2030 as
professionally. Coaches green alternatives gain traction.
help create better, more
productive leaders Ontario college management programs are
who achieve their potential starting points for those looking to expand
goals by working on their business knowledge and work in the field.
their weaknesses and
interpersonal skills. Some may be set on working a specific role for
which they’re currently ineligible. If that’s your case,
Leadership coaches have identify the role’s academic, volunteer and/or work
strong communication requirements. Apply to programs that satisfy them
skills and are empathetic, and to related entry-level roles.
patient and self-aware.

careers 31

Hiring help

Essential roles for any business

Written & Illustrated by KYLE QUILATAN

32 c a r e e r s

Small business owners often run most of their business continues to grow. At this time, it may
operations independently and focus on local be beneficial to also hire a COO. This individual is
customers. A small group can usually take on the the second-in-command to the CEO and reports
work. However, if a business wants to start growing, directly to them. They handle the internal affairs of
it’ll need a bit more help to ensure it still runs a business. They look after its daily functions and
smoothly. implement business plans created by the CEO.
However, hiring a COO may not be necessary for a
The question is, who should be hired first? smaller business. That is, if the CEO is still capable of
Resources can be tight and it’s ideal to avoid hiring fulfilling both roles.
people whose skills may not benefit the business.
Human resources (HR) manager
Sites like Indeed, Socialnomics and The Small
Business Site have different ideas of which roles As the name suggests, the HR manager is there
are more important. That said, most agree that to support employees in many different ways.
the following roles are essential for any growing They are quite literally a human resource. They are
business. responsible for recruiting employees, forwarding
suitable applications to a hiring manager or
Accountant even handling hiring themselves. They schedule
interviews, handle paperwork and onboarding for
An accountant’s job is to keep a business’ finances new employees and process payroll.
in order, keeping track of aspects such as income
and expenses. They also ensure all records comply The HR manager also maintains positive relations
with laws and regulations. Some tasks for this between employees. They ensure everyone is
position include ensuring the accuracy of financial following safety regulations and maintaining
documents. Other tasks include preparing and business standards. They also help resolve conflicts
analyzing financial reports and preparing tax between staff and help update policies. They help
returns. to improve employee performance by creating and
directing programs for staff.
While mostly looking after a business’ financial
past, accountants are also in part responsible for a Marketing manager
business’ future. They give advice on risk aversion
strategies, appropriate budgets and ways to reduce The marketing manager is in charge of generating
costs and control unnecessary expenses. customer interest through various forms of media.
They act as a bridge between a business and its
Chief executive officer (CEO) and audience. They develop and execute strategies to
chief operations officer (COO) connect with a business’ customer base. That may
involve identifying and reaching out to a target
ACEO is sometimes thought to be synonymous audience and monitoring industry trends. It may
with the business owner or founder. However, this also mean determining the profitability of new
is not always the case. This employee is the highest- products/services, researching market trends and
ranking executive and in small to medium-sized managing budgets for marketing campaigns.
businesses, often takes on several roles. Briefly, they
are responsible for a business’ growth. They are They are also in charge of a business’ public
in charge of important decision-making, driving image and, to some degree, its reputation. Many
profitability and planning and implementing long- businesses are now increasing their use of social
term strategies for expansion. They are also involved media platforms. That said, the marketing manager
in the day-to-day activities of a business and often helps to build a brand voice to increase customer
serve as its public face. It is possible for a business engagement.
owner/founder to also be the CEO. However, it isn’t
always ideal, especially if they do not have much The needs of every business can vary depending
business experience. on their current situation and future goals, and this
includes the types of employees needed. However,
While a CEO can oversee daily operations, these filling out the roles outlined here can set a good
tasks may prove overwhelming for them as a foundation for any business’ growth.

careers 33

Photo Courtesy RFSTUDIO

The future of Canada depends on
female entrepreneurs

Investing in women-led to resources and funding to even start planning a
businesses can increase profit business.
and transforms the country’s
connection The report also found that women tend to start
businesses at twice the rate of men. Yet, they have
Written by REBECCA BENITEZ higher chances of failing or not achieving the same
growth. This was found to correlate with less access
Yearly, an average of 41 per cent of small businesses to capital. It also correlates with less likelihood to
are reported to contribute to Canada’s gross seek debt and equity financing and little promotion
domestic product. 12.8 per cent of medium among Canada’s supplier chains. Women-owned
businesses contribute to it. small- and medium-sized enterprises make up less
than five per cent of suppliers within all levels of
However, women are less inclined to start a business, Canadian public sector corporations.
taking up only 16 per cent of entrepreneurs. Women
from racialized and disabled groups are even less ELLA is a leading women’s-based research initiative
inclined to do so. In fact, they have limited access from York University. They estimated that by closing
the gender gap, Canada could see financial growth
of as much as $150 billion. In 2018, the government
followed through with a new initiative called the
Women Entrepreneurship Strategy (WES). The plan
is to invest more than $6 billion in women-owned

34 S o c i e t y

“We focus more on confidence.

the journey than In her journey with WE-Hub, Mohamad also saw
the need for a new perception of entrepreneurship.
the result. A failure Traditionally, the word has cemented a specific
image of a white male in a fancy suit who leads a
is just as much as a large corporation with an aggressive personality.

success” “My goal is to help redefine the word ‘entrepreneur,’”
said the project manager. “The young woman in her
businesses, federal innovation, community-based cheap Scarborough apartment trying to start up her
programs, research and mentorship. candle business—that’s an entrepreneur as much as
anyone else.”
The strategy is the first of its kind. It partners
with Toronto Metropolitan University’s Women A new future for business
Entrepreneurship Knowledge Hub (WEKH), which inf rastructures
comprises over 300 organizations. Over 100,000
female entrepreneurs have already received access
to these resources.

Redefining ‘entrepreneur’

Ayaa Mohamad is the project manager for Scadding
Court Community’s Women Entrepreneur Hub
(WE-Hub), an organization involved with WES.
Since the first cohort of 2018, the program has built
many female leaders through customized support,
training and mentorship.

Unique to WE-Hub is market testing, where
participants get to try out their business ideas
in risk-free controlled environments. Every year,
it varies from collaboration with other market
organizers or temporary access to a co-working
space with other vendors. Participants get real
interaction with customers and mentoring from
experts.

Beyond their goal of starting a business, Mohamad
stressed the need for holistic approaches to building
female leaders. Mohamad said unconditional social
support for the journey is vital in building confident
entrepreneurs. Rather than preparing women
through a technical and competitive environment
similar to a post-secondary program.

“We focus more on the journey than the result. A
failure is just as much as a success,” she said. “When
you have that community of support, you are more
likely to try and gain clarity of your life in general.”

Despite lacking business education, through years
of helping female entrepreneurs, Mohamad felt
inspired to start her side hustle: Papaya Petals.
Helping facilitate a safe space for women to learn,
interact and grow their business ideas improved her

Photo Courtesy TIM DOUGLAS

society 35

In facing multi-faceted barriers, female leaders are more
likely to innovate new policies for management, structure
and problem-solving. Also helping create these innovators
is My Start-Up, with the Elizabeth Fry organization in
Toronto. The program engages participants in university-
level classes and one-on-one training with experts from
the industry they’re interested in. It also provides the ‘social
work’ part of the training.

Project and employment coordinators Meera Umasuthan
and Halyna Vinnichenko use their experiences in the social
services to help female entrepreneurs.

They use their knowledge to help women navigate their
unique intersectional identities. They do so through wrap-
around support, such as access to employment or child
support.

“A lot of the women that come in face obstacles in
receiving an education or simply do not have the time
as single parents,” Umausuthan said. “We address those
challenges for free to make their goals more accessible.”

Umausuthan and Vinnichenko have already witnessed the
benefits of supporting women interested in business. As
they formed close relationships, the entrepreneurs were
always passionate about giving back to the community.
They did so either through donations or as mentors
themselves.

“Unlike huge conglomerates, small businesses focus on
human relationships, and that will always be healthy for
the economy,” said Vinnichenko.

An example she mentioned is advocacy for more
emergency funding for female entrepreneurs and gender-
specific services.

“When I worked with men, I never had to advocate for
emergency services because no one was assaulted,”
Vinnichenko said. “As we move forward with diversity
inclusion, these needs have to be met.”

Umausuthan added that these needs are opportunities
to improve Canada’s workplace policies and historically
discriminative business structures against women.

“There’s a lot of value in adding women’s experiences,” she
said. “They always bring new perspectives for resources
and opportunities.”

Starting a business is difficult enough. But by empowering
diverse small business leaders through each small effort,
the process can lead to building agents of change. Female
entrepreneurs are continuing to prove that anyone can
become a transformative leader, one small business at a
time—with the right support that is.

36 s o c i e t y

Photo Courtesy ANDREA PIACQUADIO

FOOTER 37

Becoming a
better leader

Cost-effective ways to
promote your small business

Written by LAURA BOURBONNAIS

The Oxford dictionary defines leadership as the act
of leading, which is a necessary skill in business.

Yet, there’s a misconception about the ideal leader
being authoritarian and extroverted.

In fact, good leaders can vary in terms of leadership
style and personality. They can be transformational,
delegative, transactional or participative leaders.
They may also be ambiverts or even introverts who
listen more than they talk.

These Ontario-based leaders prove just that through
their unique leadership styles.

Leadership roles

Maya Vukov is a York University bachelor of fine arts
in film production graduate and master’s student.
She was Winters College Council’s (WCC) director of
finance and of social and cultural affairs.

As a young film director, she said you’re doing
something you created and, as a result, it’s very
similar to “starting a small business.”

Leanne Connor is pursuing a bachelor’s of fine arts
in theatre and found a home in WCC. She worked
in social and cultural affairs, as a speaker and is now
president.

She’s accepted that sometimes leading means
leaning on others.

“I had to let go of all the prejudice that I had to
handle everything and I couldn’t ask for help,” she
said.

As president, she said it’s crucial to acknowledge
that “you’re not alone” while learning to delegate.
She’s also learned to trust her instincts and resolve

38 l e a d e r s h i p

Photo Courtesy KAL VISUALS conflicts.

As a 2022 Toronto Theatre Fringe Festival stage 39
manager, she stood her ground, not implementing
last minute directorial changes.

And as a Bath and Body Works key holder, she was the
liaison between new employees and management.
She relayed information and helped mediate
problems.

Amédé Fontaine is completing a University of Ottawa
bachelor’s of accounting. He is planning to become a
Chartered Professional Accountant, presently a BDO
junior accountant.

Since starting university, he’s been a social media lead
for health services, guiding co-workers and helping to
create content.

As an intramural volleyball referee, Fontaine helped
players and referees improve.

Yearly, he’s shared his business case competition
experience with students.

Personality, values and leadership
style

Vukov described herself as a quiet introvert.

Having attended many leadership retreats, she’s still
working to be a transformational leader.

She said, “You want to inspire people with your
mission, and then empower them to work with
you and not feel like they’re constrained creatively
speaking.”

She added that film leans towards authoritarian
leadership, which can be problematic.

However, she’s also struggled with others “trying to
take over” instead of servicing her vision.

Vukov’s leadership style reflects her personality.
Valuing perseverance, she works with those “in it for
the long run.”

She values trust, communication and honesty, still
working on trusting others.

Connor sees herself as an ambivert who loves
socializing while also enjoying time alone.
Growing up around introverts, Connor has introverted
tendencies but has opened up more since going to
university.

leadership

“You want to inspire people room for improvement.”
with your mission, and then
empower them to work with She added that fostering passion and trust is
you and not feel like they’re important. Something she’s trying to do through
constrained creatively WCC training and team building activities.
speaking.”
For Fontaine, leadership skills have come naturally
and with practice, having needed to practice his
public speaking and conversational skills.

However, he’s “always been at ease” to step in as a
leader, though he can still improve.

She’s a participative and transformational leader, Leadership advice
leaning towards “the collaborative and creative
process.” Vukov has found reading helpful.

Connor’s leadership style reflects her personality. “Reading fiction helps with empathizing with
She leads with honesty and clear communication. another person’s experience and the world,” she
The latter, she said, is necessary to achieve any goal. said.

She also uses punctuality as “a professional working According to her, a leader’s most important quality
standard.” is “being a good listener.”
She also said it is important to discover your values
Fontaine described himself as an introspective “and live as true as possible” to them.
ambivert.
Connor shared that leaders should be patient with
He likes his quiet time but also enjoys meeting new themselves.
people and experiencing new things.
“There’s this sense of ‘It must go the way that I
He’s a delegative and transformational leader, planned it in order for it to be successful,’” she said.
delegating work and promoting the values he
believes are “important” to those around him. He But added that it’s alright for things not to go
personally values empathy, kindness and positivity, according to plan though she still strives to make
seeing his work teams as family. a positive impact, namely through the events she
hosts.
His empathy and kindness translate into knowing
others’ needs. Connor said that it is strong to realize you need help.
She’s reached out to past WCC presidents for help
Developing leadership skills herself.

Vukov’s leadership skills are a “work-in-progress.” Fontaine emphasized the value in learning from
other leaders and implementing what you liked
She’s working on navigating opposing viewpoints about their leadership into your own.
and on having more confidence in her vision, which
she said “younger, first-time directors struggle with Having worked various jobs, he realized what he
a lot.” liked in leaders, which has allowed him to come up
with his own leadership style.
She added the importance of setting an example.
Good leadership can look different with every leader
“If everyone sees how passionate you are, it’s easier and evolve.
for them to connect with the project,” she said.
She added that it’s “really important for people In fact, Fontaine maintains that people can be
to feel like the work they’re doing is valuable and various types of leaders throughout their lives as
acknowledged.” their personalities change.

Connor said it’s important for leaders to recognize Developing your existing skills might be more
that, regardless of training, “there will always be beneficial than trying to fit into the stereotype of a
‘good leader.’

40 l e a d e r s h i p

Photo Courtesy CHRISTINA WOCINTECHCHAT

l e a d e r s h i p 41

Marketing on a budget

Cost-effective ways to promote your small
business

Written by DRU GARY
Photo Courtesy of DIEGO PH

Marketing is an important part of building a your followers. This information can guide your
consumer base and creating interest in your small next move. You can see what genders are most
business. New small businesses especially need interested in your content. You can see age groups
some level of marketing to get the word out and let and regions as well, which can help with making
people know it exists. business decisions.

Traditional ways of marketing can be expensive Social media sites like Instagram and Facebook also
and it is important to use your money wisely when allow you to post sponsored posts. These posts are
building your business. shown to users who are not following you, allowing
your business page to reach more people.
Commercials or billboards are expensive. They
also aren’t the most effective ways to market your You can choose the budget for your sponsored
business in today’s world. posts, which allows for a more cost-effective
approach. You can spend as little as five dollars
People spend a lot of time online scrolling through to push your post out to a larger audience. This
social media. So, it makes sense to advertise where method is flexible in terms of cost and a good way to
people will see it. widen your reach.

Social media marketing is the most cost-effective Influencer partnerships are another way to increase
method of marketing. If done right, it has the engagement. These can be quite pricey if you
potential for the largest reach. decide to partner with someone who has a large
following. It is more cost-effective to partner with
Stats Canada released a report in 2021. According a local influencer with a smaller following. Getting
to the report, 97 per cent of Canadians under 50 them involved with your business would be a small
and 93 per cent of Canadians 50 to 64 are internet investment that could lead to large rewards.
users. Facebook is the social media website most
commonly used by Canadians, followed by YouTube, Another cost-effective method of building buzz
Instagram and TikTok. Making accounts for your around your business would be sending free
small business across different social media websites products. These would be sent to people within your
could help reach a lot of potential customers. niche who have a dedicated following.

The first step would be to make these accounts. For example, if you are an up-and-coming skin care
From there, begin consistently posting and brand, you could find someone local with a skin care
engaging with online communities through account. You could send them your products and if
hashtags. A hashtag is a way to organize digital they like them, they will post about it. Allowing your
content, making it more accessible by social media business to reach new accounts. Though maybe
users. counter-intuitive, the small production cost can earn
huge profit gains if new customers start flowing in.
Most social media websites also allow you to have
a “business” profile rather than a regular personal It can be challenging to build a consumer base on
profile. Business profiles allow you to view your a budget. Luckily, there are many ways to market
analytics. These include how many people your your business and products online that are low-cost,
posts are reaching and the demographics of effective and high reward.

42 m a r k e t i n g

43

Crunching the numbers

Understanding social media analytics

Written & Illustration by KYLE QUILATAN

Social media analytics can be very useful for
business owners, offering relevant information
about their audiences. Each platform presents its
analytics in a different way. It’s best to explore each
one in order to maximize the effectiveness of social
media marketing. Instagram, Twitter and TikTok
provide rundowns of their respective analytics pages
on each of their websites.

Instagram where followers’ are from. It also tracks age
ranges and times followers are most active on
Instagram requires users to have professional Instagram.
accounts before accessing the analytics page. An
account must be public to switch to a professional Content You Shared
account. Analytics will only be provided for content
posted after the switch is made. This section is split into subsections for all types
of content on Instagram: posts, stories, reels,
The analytics tab on Instagram is labelled as videos, lives and ads. (Posts can be boosted into
Insights. It is split into two major sections: Insights ads through a daily payment for a set amount of
Overview and Content You Shared. time chosen by the user.) Content of the selected
type can be sorted through metrics such as reach,
Insights Overview number of comments and number of likes. Metrics
can be tracked from a minimum of one day to two
This is further split into three subsections. Each can years.
be tracked for a minimum of seven days up to a
maximum of 90 days: Twitter

• Accounts reached: tracks the number of The full analytics dashboard is only available to users
unique accounts who have seen a user’s on a computer with an account at least 14 days old.
content. It provides demographic information It includes three main sections: Home, Tweets and
on these accounts, including top locations More.
and age ranges.
Home
•
• Accounts engaged: tracks the number Twitter provides an overview of a user’s activity over
the past 28 days. It includes tweet impressions,
of unique accounts who have interacted profile visits and followers gained/lost. There is also
with a user’s content. It provides the same a monthly performance review with the following
demographic information as accounts metrics:
reached.
• • Top tweet: the tweet that received the most
• Total followers (requires at least 100 followers):
tracks follower information such as growth
(followers gained/lost) and top locations of

44 m a r k e t i n g

impressions (the number of times a user’s Metrics in this section can be tracked for a minimum
content was displayed to other users.) of seven days to a maximum of 60 days.
•
• Top mention: a tweet that tagged the user Content
and received the most impressions.
• A user’s video posts are shown in order from newest
• Top follower: the account with the most to oldest. Following this, an overview of a user’s
followers that followed the user that month. trending videos is shown. It’s listed in order of most
• to least views over the current seven-day period.
• Top media tweet: the tweet with a photo and/
or video attached that received the most Followers
impressions.
This section shows a demographic breakdown
Tweets of a user’s followers, including their genders, top
locations and active times on TikTok. There is also
This section provides a graph showing all of a a graph displaying a user’s follower growth with
user’s tweets over the current 28-day period. It followers gained/lost. All metrics in this section
also shows the total number of impressions each are based on the time period set in the Overview
one received. Below this is a chart split into the section.
categories of Top tweets, Tweets and replies and
Promoted. (Promoted tweets are set up similarly Live
to boosted posts on Instagram.) For each category,
the number of impressions, engagements and the This section focuses on a user’s live-streams on
engagement rate (number of engagements divided TikTok. It provides information on their total number
by impressions), are shown. of lives, total views, total live time, new followers and
unique viewers. These metrics can be tracked for a
More minimum of seven days to a maximum of 28 days.

There are three subsections of the More tab. Videos Using analytics
are the same as Tweets but for any videos uploaded.
Conversion tracking measures a user’s return on There are many ways social media analytics can be
ad spending. It does so by reviewing the actions beneficial to businesses. More basic metrics such
other users take after seeing or engaging with as likes and comments are the simplest example
their promoted posts. Events manager is similar to of this. They’re useful for determining which kinds
Conversion tracking, performing the same task for of posts are more attractive to the public. Business
web-based content posted outside of Twitter. owners can use this to help build a brand voice that
best connects with their audience.
TikTok
As another example, a user’s top follower locations
Similar to Instagram, TikTok requires a business and active times help create posting schedules. If a
account to access the analytics page. Here, the main user knows when their followers are active, they can
sections are Overview, Content, Followers and Live. establish the best times to post during the day.

Overview If used to their full potential, social media analytics
can be a powerful tool for businesses. They can
This section displays a user’s content engagement help to better understand their customer base and
over a certain number of days. It includes video appeal to them more effectively.
views, profile views, likes, comments and shares.

m a r k e t i n g 45

Getting the message across

How to develop a mission statement that
attracts a target audience

Written by GRACE NELSON-GUNNESS
Photo Courtesy NATALIYA VAITKEVICH

46 m a r k e t i n g

Mission statements are commonly known as The International Journal of Business offers advice
organizational tools for employees. However, not to integrate the steps below and make a customer-
enough professionals have been recognizing oriented mission statement. They say to keep it
mission statements as potential marketing tools. under 100 words while being clear and concise.

Consumers want to understand a business’ Although mission statements are short, they still
intentions and goals before becoming loyal require critical thinking. They need to be broad
customers. Mission statements can communicate enough to encompass business goals but still
this to conscious consumers and draw in the target specific enough to resonate with consumers.
audience if written effectively.
Below are some aspects to consider and questions
In simpler terms, mission statements define what to ask oneself. That is, while creating a mission
a business is, its goals and how it will achieve those statement that attracts a target audience.
goals.
Identify a target audience and the products or
An International Journal of Business, Marketing, services they need.
and Decision Sciences study outlines the key
makings of an attention-grabbing mission While businesses explain their goals in a mission
statement. According to them, it needs to include an statement, they can overlook mentioning their
explanation of products, philosophies, competitive target audience and products. Anyone can be a
edge, expansion plans and the target audience. consumer of a business’ goods or services, even
if they don’t align with the target audience. But
The same study emphasizes the importance of pinpointing a target audience can be like talking
mission statements forming an emotional bond directly to them, which helps eliminate competition.
with consumers. The bond increases the probability
of people spreading the word about how much they Speaking directly to a target audience gives them a
resonate with a business’ ethics, services and more. sense of how a business’ products can help them.

Mission statements are appropriate for all businesses For example, if a business sells homemade pastry
at any stage, whether it’s a new small business or a products, they may say: “Our customers are health-
large establishment. They can be developed at any conscious people who enjoy fresh and organic
stage. But earlier is better as it clarifies business baked goods.”
aspirations and ethics for employees and the target
audience. State the business’ competitive
edge
There is no pressure to get a mission statement
perfect the first time. In fact, it’s best to check back Stating a business’ competitive edge is another
on a mission statement and revise it depending on way to reveal how they differ from other similar
economic changes. businesses. It is a smart way to highlight additional
services that can be useful to the target audience.
The length of mission statements varies, but
professionals recommend making them at least one Using the same type of business model above, an
sentence long. example may be: “We provide vegan and gluten-free
products.”

m a r k e t i n g 47

Photo Courtesy FAUXELS

48 m a r k e t i n g

Asking oneself how the business is accessible to
more consumers can help identify competitive
advantages.

Outline the company philosophy

Consumers are more likely to resonate with a
mission statement that outlines the business’ ethics
and contributions. A business should state if they
donate, practice sustainability or acknowledge
inclusion. This information draws customers with
similar morals.

Using the above-mentioned business type, an
example may be: “Our company works towards
eliminating food scarcity by donating leftover
products to shelters in the local area.”

Asking oneself what problems the business aims to
solve can help clarify a company’s philosophy.

Get employees involved in the
development process

Reevaluating the mission statement gives
employees the opportunity to contribute to it.
Entrepreneurs suggest that management write
a sentence describing the company and then ask
key employees to do the same. That way, more of
the team can deliberate on what best reflects the
company.

Sitting down to write a mission statement may seem
like a challenging task. However, completing it will
lead to a stronger bond with loyal customers.

marketing 49