Powerful Women Magazine Summer 2012

Page 18

Powerful WomenWaterloo-Wellington Edition

Ignite Your Passion for Success Magazine

Personal AND workexperience are key tobusiness success

Is that me?Page 16

Page 4

Intimidatingbut well worth it

Cover photo by one2one photography

Summer 2012

Piped dream becomes reality

Page 12

Calling for outside help

Page 20Share your knowledge

Page 10

2 Powerful Women Summer 2012

Pennies collected will help us purchase

www.powerofhopeontario.ca

PJs & housecoats; slippers & socks; bedding & quilts; bath towels & face cloths; knitted hats, mitts & scarves; and other much-needed items.

Help us give HOPE to families in need nextChristmas and throughout the year by

donating your pennies and other loose change.Please check website for events and locations where you can drop off your coins.

Arrange to have us pick up your coins; contact us by email [email protected] or by phone

Penny at 519-848-5024 (for Wellington County)Kim at 519-824-2667 (for Guelph area)

Andrea at 519-653-7702 (for Cambridge area)Sarah at 519-572-8404 (for Kitchener-Waterloo area)

Summer 2012 Powerful Women 3

Summer 2012

Most of the business women I

network with are over 40 years old;

in fact, a good percentage were over

50 when they started their busi-

nesses and are now in their 60s.

From time to time, I meet women who, after long

careers, retired from the working world but have

since become business owners.

With their maturity, most of these women have

brought an assortment of skills and experience in

their chosen f ield which they’ve used to create and

build successful businesses.

However, some are pursuing dreams that differ

completely from their previous career path, choos-

ing their new route as a result of personal expe-

riences. Learning new skills in their new-found

vocation, along with all the skills needed to run a

business, can be fraught with challenges.

Occasionally, I have the pleasure of meeting a

young entrepreneur who, still in her twenties, has

already built a successful business and proved the

nay-sayers wrong despite the inherent challenges

that come with lack of experience—because youth

has its advantages too. It was one of these young

entrepreneurs who inspired me to choose a theme

on youth vs experience for this issu e.

To some, starting a business can seem daunting,

but for many it is a dream they must follow. For

any woman starting a business, no matter what

her age and experience, demonstrating her skills

to prospective clients and conf idently proving she is

the one for the job is certainly no easy task. But

with the right help, a lot of hard work and a desire

to succeed, both the young entrepreneur and the

more experienced business woman can pursue her

dream to be a successful business owner.

K aren Coleman, Publisher

Youth vs Experience

Designed and published byKaren Coleman,

Kaz Design Workswww.kazdesignworks.ca

Contents

Available online atwww.powerfulwomen.ca

Ask the Experts .............. 7,11,21Recipe for success ................... 6A k h E 7 11 21

Regular Features

What’s Inside

Publisher’s Note: The views and opin-ions expressed in this magazine are those of the individual writers. If you have any concerns about any of thecontent, please write to the publisher [email protected]

To advertise or submit an article in the next issue ofPowerful Women

call 519-267-5050 or [email protected]

Powerful WomenIgnite Your Passion for Success

Intimidating but well worth it ..... 4

Beware of a generational

divide .................................. 8

Should I hire youth or

experience? ......................... 9

Share your knowledge ........... 10

Piped dream becomes reality .. 12

Build relationships to

promote business ............... 14

Communicating through

the generations .................. 15

Is that me? ............................ 16

Personal AND work experience

are key to business success . 18

Calling for outside help .......... 20

I don’t need a website, do I? .. 22


In May 2011, with the help of Guelph-Wellington Business Enterprise Centre

through its Summer Company program as well as my amazing family, my sister and I were able to start our own business called ACE Swim School, teaching Red Cross swimming lessons in our backyard

pool. We had the privilege of teaching children from ages three to � fteen every week of the summer.

Our biggest accomplishment was to see the children improve their swimming skills and begin to feel con� dent in a popular sport and exercise. Also, parents

Intimidating but well worth it

As a nineteen-year-old nursing student, it had never crossed my mind

to start a business. However, after working in an indoor pool for an entire

summer, I felt the need to enjoy the sun and bring my work to the outdoors.

By Erica Plante, ACE Swim School

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

Erica Plante from ACE Swim School with one of her students, Maya.


enjoyed the fact that the lessons were specialized to their child and lessons were held outside.

Obviously, the journey came with some obstacles. Teaching children, as well as emailing parents, managing taxes and expenses, writing report cards and progress reports became extremely time consuming and overwhelming. However, it taught me valuable time management skills and how to set priorities.

This experience also taught me how to provide proper customer service while juggling the many responsibilities of starting a business. It was important for me to keep my patience and focus on my goal of offering individualized, outdoor, Red Cross swimming lessons.

With this in mind, we were able to have one of the most amazing summer jobs ever, and I was able to say I started

my own company.What made me realize that we needed

to continue running ACE Swim School this summer were the emails from par-ents stating that their children love to be outside and want to go swimming.

My advice to any student or teenager who may not like their summer employ-ment: start your own summer company!

At � rst, it was very intimidating to think of beginning a business at such a young age. There are a lot of responsi-bilities and roles involved in starting a business. However, with the right re-sources and an attitude for hard work, it was worth every bit of knowledge, time and thought.

I was able to make a difference in children’s lives, work outdoors in my own backyard and control my own time throughout the summer.

Erica with her sister Celine, co-founder of ACE Swim School.


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

Most people enjoy eggs but lately they seem to be afraid to eat them because of

cholesterol. However, eating eggs in moderation does not affect your overall blood

cholesterol. Eggs are a healthy and natural food.

I enjoy eggs in many ways throughout the week. One way to enjoy them is in

an omelette. Here is one of my favourite omelette recipes and it is very healthy too!

One little egg is packed with several vitamins essential to your health:

• Vitamin B2 (ribo� avin), which helps your body to break down food into energy

• Vitamin B12 (cobalamin), vital for producing red blood cells

• Vitamin A (retinol), which is great for your eye-sight

• Vitamin E (tocoph-erol), which � ghts off the free radicals that can cause tissue and cellular dam-age, which may lead to cancer

Vitamins A and B2 are also important for growth—so make sure your kids are eating eggs regularly too.

The goodness of eggs is found in the yolk (containing over 90 percent of an egg’s calcium and iron) and the white (containing almost half the egg’s protein).

Zucchini contains no saturated fats or cholesterol. Its peel is a good source of dietary � bre that helps reduce constipa-tion and offers some protection against colon cancers. Zucchinis are a moderate source of folates, consist of 24 mcg or 6% of RDA per 100 g. Folates are important in cell division and DNA synthesis. They

are also a good source of potassium, an important intracellular electrolyte. Po-tassium is a heart-friendly electrolyte; it helps reduce blood pressure and heart rates by countering effects of sodium.

Mushrooms contain good-for-your-bladder selenium and, like us, they pro-duce vitamin D when exposed to sunlight. Oyster mushrooms are a good source of

iron. Plus they’re low in calories.Garlic reduces the pain and in-

� ammation associated with some forms of arthritis and has proven to

be helpful in battling colds and � u.Onions are a rich source of chromi-um, the trace mineral that helps tissue

cells respond appropriately to insu-lin levels in the blood, facilitating insulin action and controlling sugar levels in diabetes. Onions are also good in antioxidant vitamin, vita-min C.

Ingredients and Method• 4-6 eggs (free range or omega-3 eggs)• 1 onion, diced• 8 mushrooms, sliced• 2 medium-sized zucchini, diced• 1/2 tsp. dried dill weed• a dash of garlic powder1. Sauté onion in small amount of olive oil until translucent. Add mushrooms and zucchini, then the dill and garlic powder.2. Beat 4 eggs in a bowl.3. Add to pan and cook omelette in normal fashion until just cooked through.4. Lay omelette on a baking sheet lined with baking paper. Bake in pre-heated oven at 350 for approximately 20-30 min-utes or until golden-brown. (Serves 4.)


the EXPERTSEmail your questions to: [email protected]

Education

One of the best things I did when I � rst started homeschooling was to link up with other home-school families. There are also online communities that pro-vide resources, teaching ideas and support.

One of the easiest ways to start homeschooling is to � rst teach what you know. Share some of this knowledge with your children.

Use your experience in the business world. It will create a great experience for your children that will bene� t them when they enter the working world.

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

Wilson

www.educationfun1.com

HomeEducationResourceEmporium

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

Mortgages

The timing was right for me. I was in my 25th year in banking and was ready for a change away from a branch environment.

Becoming a mortgage agent has allowed me to use all of my experience and knowledge to focus on what I love doing most which is mortgages.

I also wanted control over my work day and, as I am also an “empty nester,” I now have the freedom to set my appointments for the daytime, evening or week-ends around my clients’ schedules which means they can be in the comfort of their own homes.

Gaynor Horn

Dominion Lending CentresDominion Lending Centres The Mortgage Advisors

Independently owned and operated #11304

P: 519-219-1119

www.gaynorhorn.caC: 519-830-1187

Web Design

519-267-5050www.kazdesignworks.ca

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

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

Coleman

azKfor your evolving small business

design works

Promotions

519-893-7744www.tcnw.ca/janetbenedict

Youth have been raised with technology and have much more energy. They have an abundance of ideas, but do they know what to do with them?

Experienced people may use traditional ways to promote themselves, in person, on the phone versus computer/social media. Energy may need dusting off, memory might slow them down, but they will put in the long hours required to get the job done.

Youth vs. Experience? To me, both bring their own spin on promotion.

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

Benedict


Donna McCawAuthor and Presenter

Beware of agenerational divideThe Old Age Security (OAS) will not not be avail-

able until age 67 for the youngest of the Baby

Boomers. Many pension plans are loading up con-

tribution levels especia lly to new and younger em-

ployees. Lots of Boomers intend to remain working

and are not paying off their debts.

Health care costs for aging Boomers will present another challenge for

our tax system. This is all fuel for a gen-erational split.

Career paths have changed for many employees who have less job security, fewer full-time jobs, fewer and poorer quality pensions, fewer bene� ts and op-portunities than the Boomer generation has or is perceived to have. That is the new reality for too many people. Costs of living including housing and child care have also gone way up. This “we-have-it-hard-compared-to-your-easy-street” perception can cause resentment between the generations.

This generational divide is used by journalists for stories and politicians in divide-and-conquer scare tactics. Zoomermagazine polls its members for a voice for the older generation and can then lob-by politicians on behalf of their members. They remind those politicians that these people actually do vote. It is dif� cult to � nd groups of younger workers who have

such a voice as union membership falls. These generational divides do not serve

anyone well. We need to stick together and work together to solve the problems these demographic realities create. We have an economy that is struggling to get back on its feet, many people dealing with high debt levels, couples juggling work and life balance, and families car-ing for someone with health problems. Too many of us are doing this on our own. We need to cooperate to better deal with these situations with understanding and compassion.

We need various health care resources and options. We need policies and for-ward thinking to deal with the gray tsu-nami. We need hospice facilities, granny � ats and granny nannies. We need to deal with paying off debt and living within our means. We need intergenerational solutions rather than � nger pointing and blame games.Donna McCaw is the author of Retirement: It’s Your Time.

Read past issues online at www.powerfulwomen.ca

Powerful Womenf lf l

MagazineIgnite Your Passion for Success


Lynne BardBeyond Rewards Inc.

Simply put, the answer is, it depends; neither is the cor-

rect answer. Both youth and experience have a place in

the business world. This question is asked of me often

in my f ield of expertise and it really depends on the

organization’s needs.

Should I hire youth orexperience?

Finding the right person for a position is the key. Personality, energy, � t into

the corporate culture with the right mix of experience and quali� cations, or may-be experience is not the concern as they can be taught.

Some organizations think that hiring youth when it comes to IT jobs is the way to go. Again it all comes down to experi-ence, attitude, personality and corporate � t. I do � nd for myself that I can give an IT issue to my teen and she � gures it out quicker and without the same level of frustration that I have – but IT doesn’t interest me the way it does her.

Experience comes with longevity in an area of expertise and training. Someone fresh out of school would not have the same level of expertise that a twenty-year veteran would have in the � eld. But the question comes down to what are your

needs, what does the position require of an individual as far as experience, technology, productivity expectations, competencies, personality, attitude and corporate � t. If there is a young person who can meet the requirements of the job or that you can train to do the job the way you want it done, why overlook them! Alternatively, if there is someone with experience who can do the job, why overlook them!

Energy is often associated with youth; this is stereotyping. Being hard working or lazy has little to do with age, but rather attitude. I know many older people who have more energy or drive to work than some younger people and vice-versa. It again depends on the individual.

There are good arguments for both sides with equal weight. So to answer

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Empower Women everywhere to be the best they can be!

Continued on next page


If, like many women today, you started your

family after a lengthy career, you may feel

you don’t have any experience to offer when it

comes to homeschooling your children and may

not know how or where to start.

Share your knowledge

Sandra WilsonHome Education

Resource Emporium

One of the best things I did when I � rst started homeschooling was to

link up with other home-school families. You may be surprised how many you � nd!

Most communities have a group of families that get together for drop-ins and support and some even run classes to help encourage parents who home-school. There are also online communi-ties that provide resources, teaching ideas and support.

One of the easiest ways to start home-schooling is to � rst teach what you know.

After twenty years in a career you will have gathered much knowledge about work ethic, dealing with people or mon-ey, organization and scheduling skills and also the speci� c skill your career was based on.

Share some of this knowledge with your children, allow them to ask ques-tions and discuss the answers together. Now you have successfully taught your � rst lesson!

If you have older children, why not try creating a home-based business with them?

Find out what they are interested in and see how you could apply it as a busi-ness: pet-sitting, lawn care etc.

Or create a fund-raising plan for a charity that involves your children craft making, selling baked goods, or garage-sale items, or collecting bottles in a bottle drive.

By using your experience in the busi-ness world, you can create a great expe-rience for your children that will bene� t them when they enter the working world.

the question, it really does depend on the organization’s needs, short term as well as long term. This is where the organiza-tions miss the mark; what are the long-term goals for the organization and the positions within the organization?

Have you completed an HR Audit of the positions in the organization to identify change required in order for the organiza-

tion to grow productively? Many of you, small or large, will probably say, “No, I don’t have time” or “No, why would we?” So I ask: “How important is growth with-in your organization (pro� tability)?” If you answered extremely important, then an assessment of your organization’s HR requirements needs to be addressed.

Tomorrow is another day. Today means action!

Continued from previous page



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

Efficiency

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

C O N S U L T I N GINC

FF HIREIRE ORSEORSE

Ph: (519) 635-4224www.� rehorseinc.ca

CarolGlover

Writing/Editing

Chances are that you’ve thought carefully about your new career, assessed your abilities and pre-pared yourself, whether by self-study or accredited training in the editing � eld.

The hard part of starting a new business later in life, especially if you are supporting a family, is the time it takes to build your business and networks, and for people to recognize your skills. Plan carefully; keep your regular job, do some part-time editing until you build clientele, then jump in.

Q: I’m thinking of starting a new career as an editor. I’m in my late 40s. Is it too late to start? Carolyn

Wilker

FINEtuneEDITING carolynWILKER writerEDITORstoryteller

www.carolynwilker.ca519 570 9595

Sickness Benef its

519-888-8361www.sicknessbene� ts.com

Many people say “yes” to working with a mature insurance broker. In fact, the more years experience the better.

Many of my clients have commented that they would not want someone 20-30 years younger deal-ing with their hard-earned money.

For myself, I have found that my maturity and life experiences also offer a lot of credibility when deal-ing with my prospective and current clients. In thisbusiness, maturity and experience wins!

Q: When buying sickness bene� ts, should I deal with an insurance broker who is mature and has insuranceexperience to offer?

ValerieMeyer

Q: I need to plan a grand opening for my new business but I have no experience. Where do I begin?

EventManagement

Plan and book your location early. If it is an out-side event, consider the weather. Sending invitations should occur 6-8 weeks ahead. Consider the day and time of the week, your program, and the food. Getting a guest speaker not associated with your company adds credibility in your audience’s eyes. Choose someone who will host and emcee the opening. A business grand opening is a lot of work. Make sure you give yourself enough preparation time so you can make changes if a problem should arise.

RoblynnHunnisette

www.touchstoneevents.ca519 767-5632

RoblynnHunnisett


Piped dream becomes reality

A successful entrepreneur now in her late twenties, Chrissie began her un-

usual career with the humble cookie in 1999. In grade nine she baked Christmas cookies, selling them to high school staff, students and employees in surrounding businesses, and to this day these people are still her cookie customers. Following her own trail of crumbs, she entered the University of Waterloo taking psy-chology courses but was diverted by a cake decorat-ing course at a local craft store. She got hooked.

Shortly afterward, Chrissie demon-strated at her � rst wedding show and garnered sixty-four future bookings from that one event. Barely twenty at the time and with no provable business experi-ence, it took tricky bank negotiating to land a business loan as nay-sayers told her the concept wouldn’t work in any location, the objections from � nancial in-stitutions coming in fast and furious. Dis-heartened but never caving in, Chrissie � nally secured her desired � nancing and opened a store front that demanded ex-

tensive kitchen renovations to suit a cake business. She also needed more than just baking cakes to succeed; she required staff, brand recognition, focusing on a speci� c passion, which for her is cake design and decorating. She played with different logos that would incorporate her business direction.

Chrissie has since moved to her second loca-tion, another store front, but this one has � ve thou-sand square feet. Too Nice to Slice now has greater latitude to function. On the

premises are two kitchens, Chrissie’s own for the business and a rental one for en-trepreneurs in the food industry needing a facility. Near the front window she sells her cake-making supplies and displays intriguing samples of her work, includ-ing the chandelier and topsy-turvy cakes. In the rear are the cooking areas, and in between there is a huge open room with rows of stainless steel tables for teach-ing classes and practising the art of cake decorating and sugar inspiration. A guest teacher, Courtney Clark, known from

By Elaine Elias, Nature’s Nurtures

Imagine a wedding cake—a multi-tiered chandelier hanging upside-

down from a tall stand—the bride and groom eager to serve it to

their guests. Or visualize a baked creation rising topsy-turvy, stacked

as three toy blocks, disarrayed like child’s play. Chrissie Boon, the

K itchener cake artist of “Too Nice to Slice” does just that and takes

her customers on f lights of fancy.

her road tosuccess has not

always beensugar coated


television, globally and through other media, is one of many who are booked into Chrissie’s classes and sold out al-most overnight.

But her road to success has not always been sugar coated. As with many en-terprises, � nancing has been the hardest struggle, but she is careful that money issues do not impact on family. Chris-sie strives for stable business growth but balances that against home life. Self-em-ployment allows her to choose the time spent with husband Justin (pictured with Chrissie on the cov-er) and their daugh-ters, Emma, seven, and Saralynn, three. Even then, a good entrepreneur will still have their � nger on the pulse and good help from her staff was her way around that. Her uncle is the shop handyman; her sister runs the store on Saturdays, freeing up Chrissie for business or family matters. Her father, a mechanical en-gineer, designs product packaging, cake display stands and lighting, inte-grating his brand of in-novation everywhere; her mother caters meals for Chrissie’s large teaching classes, and Justin is her teach-ing assistant, business operator and chief coach from the cheering section.

This arrangement of workers bene� ts customers who know Chrissie’s family, the connection building on their trust, con� dence, continuity and her honesty in the business. They know of her mother

who inspired Chrissie early on, even before the Christmas cookie caper and helped her follow her heart. They’ve learned of business awards and recogni-tion she earned through reading maga-

zine articles with her interviews or newspapers about her theatrical open-ing-night cakes and competitions where Chrissie has been a judge, nation-wide winner and com-petitor on a Slice TV reality show. They know that monthly she donates a cake to charitable organi-zations and has trav-elled to three U.S. states to promote her craft, and in Michi-

gan, attended ICES (International Cake Exploration Society) which is visited globally. There, and in Toronto, she has led demonstrations of her skill and taught classes as a guest instructor.

If this is how far she has come in a few short years, she still has further to go. Her sights set on England and across the channel to Europe, she intends to be “that name” that will sell out a class. Her teach-ing mentors have shown Chrissie that there is no

limit to success and recognition in her � eld. Her business experiences have since evolved into advice for those seek-ing their own goals. Chrissie says, “Be strong and true to your passion and don`t be stopped––by anyone. Stay on course. Become a person of vision––this world needs future visionaries.” Photo courtesy of Pamela Wideman Photography.

a judge,nation-widewinner and

competitor ona Slice TV

reality show

Chrissie Boon, whose cakecreations are Too Nice to Slice


Build relationships to promote businessWhen it comes to promoting oneself both youth

and experience have advantages. Y outh have

been raised with technology and have many

other benef its of youth. Experience often comes

with a different work ethic as well as knowledge.

Youth vs experience is a question not restricted to any one profession. No

matter what profession you pursue, all are graced either by your newness and naivety or embraced by a wall of passion and compassion that enables you to go home at day’s end.

Youth will use the technology they are familiar with to promote their businesses. They will use social media such as Face-book, Twitter and LinkedIn to market themselves, along with newsletters, on-line � yers and QR codes. Does all this re-ally work? How many emails and tweets do you get every day? Do you read them all? The more experienced business own-er will possibly use the same technology if they are familiar with it; however, they will turn to more traditional means of ad-vertising such as print and media. While I wholeheartedly support both forms of

communication to promote your business,it should not end there.

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

Janet BenedictThe Canadian

Networker

Investors Group Financial Services Inc. Cambridge, Kitchener, Waterloo & Guelph

Tailored specifically for youto reflect your goals and aspirations.

Laura Cornell,B.CommConsultant

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

[email protected]

Continued on page 17

Youth vs experience...


Sharon BennettBennett Business

Connections

Have you ever wondered why communicating

with other generations is so diff icult?

Communicating through thegenerations

The technology each generation has been exposed to de� nes how they

communicate.These differences may lead to commu-

nication challenges. Understanding the different styles of each generation can help to communicate with each other.

Gen Y – born between 1981-1999. This is the � rst generation to grow up with technology around them. They acquire most of their information and media through the Internet. Most com-munication is in a digital format such as texting, email and instant messaging (IM). Technology is just an extension of who they are and how they communicate.

Gen X – born between 1960-1980. They grew up knowing about technology but may not have had access to it until later. This group tends to adapt more eas-ily to technology than the Baby Boom-ers. This generation is the transition gen-eration. Some Gen X’s feel more at home with technology than others.

Baby Boomers – born earlier than 1960. This group typically has had very little exposure to technology until recent-ly. Baby boomers tend to � nd technology intimidating and a little scary. But this is also the group that is growing the fastest on Facebook.

Does this mean the baby boomers are not technically savvy? Absolutely not. One of the fastest growing demograph-ics on Facebook is the 50+ group and in most countries the majority of this group is female.

How do we communicate between the generations?

Tips for Gen Y • Tailor your communications to include

non-digital messages• Technology may not come as easily to

some of the Gen X and the baby boom-ers

• Just because someone is 50+ does not mean they don’t understand or use technology

• Help the older generations embrace and enjoy technology

Sharon BennettMicrosoft Small Business Specialist

Providing professional, timelyIT services to small andhome-based business ownersin Guelph & surrounding area.

[email protected]

Continued on page 17


Eve HardingImage by Designs

Even if you are just dashing out to get printer ink or simply picking up the

kids, you are always making a personal statement.

Do you need to be perceived, at all times, as though ready to meet a client? No. No matter your age, you need to have a sense of yourself that al-lows you to select a basic wardrobe that comfortably represents you—the self youconsistently reveal.

The entrepreneurial spirit is alive in both the young and the more experienced women whose originality allows them to build a home-based business.

While the persona of each is affected by varying factors, the basic elements of creating a niche that will ful� ll the needs of their unique markets are the same.

Young women today bring with them the essentials of idealism, vitality and � rmness of purpose; they learn to high-

light these in their presentations to ensure the skill and integrity of their services. One of the main programs I offer to this group is communication development. Not only must they convey readiness, but they must also communicate it.

More mature entrepreneurs often have fewer family demands and greater � exibility that can be used to their advantage. Experience brings with it natural ef� ciency, expand-ed networks and a broad-ness of vision that fosters integrity. Identifying and

adapting to a unique and qualitative mar-ket can be a challenging objective.

Dressing accordingly requires valuing the “sense of assurance” that undergirds it.

Ultimately, being an entrepreneur re-quires that you be your best—not that you reinvent your persona. Organizing a wardrobe that enhances your best self

Does that woman you see ref lected in the

window ref lect the character and purpose you

wish to portray?

When you are your business, that self-pre-

sentation is paramount to your success and yes,

it always matters!

Is that me?

organize a wardrobe that enhances your

best self


favours self-reliance; when meeting po-tential clients, one grooms oneself ac-cording to the circumstance!

Finance-based companies look for tai-lored suits and low-key accessories. Edu-cation, recreation, and transportation–based companies prefer a more relaxed

business-casual dress such as chinos pants or skirts, cotton shirts, loose-� tting sweaters and low heels or lace-ups.

In a photo, in person, or in a store window, you should “see and sense” the qualities that are the hallmark of today’s professional woman. That’s YOU!

Photo by Mike Huska

and ask you about yours. This is one of the best ways to promote yourself. Start every relationship with a positive impres-sion and it will be a lasting one.

Promotional products seem to be more favourably among the younger entrepre-neur. The more mature business person usually feels his/her experience is enough and, while that might be the case, nothing says I appreciate your business more than some token of customer appreciation that is useful or decorative.

Eve Harding, reflecting on whether that’s her in the mirror.

Tips for Baby Boomers• Learn to use the computer the kids got

you last Christmas • Join Facebook and connect with

friends and family• Communicate using Skype; this will

automatically up your “cool” factor with your grandkids Have fun with technology. By follow-

ing these simple tips communicating with others, no matter what the age, will be easier.

Continued from page 14 Continued from page 15

Communicating through thegenerations

Build relationships topromote business


Personal AND work experience

are key tobusiness success

There may be challenges in changing careers later in life, but I believe that

my age and experience have been essen-tial not only to my success over the past eight years, but in loving what I do.

Personal experience played a critical role in my entry into nutrition consulting. In 1998, my twelve-year-old daughter developed a lingering illness that de� ed medical diagnosis. She was sick off and on for four years before we found solu-tions through alternative health and nutri-tion. Today she is a healthy twenty-six-year-old woman. Based on my clinical experience since then, I � rmly believe she would have signi� cant health prob-lems today had we not persisted in look-ing for answers. This was my primary in-

spiration for going back to school to train in holistic nutrition.

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

By Ruth Thompson, Nutrition Consultant

How does working in non-prof it jobs and raising children prepare you to

run your own business? I suspect most people would answer: “not very well.”

After all, non-prof it work is not focused on ‘making a prof it.’ Raising

children is not generally considered good business skills training either.

Nevertheless, this was my background prior to having a successful

business. A total of twenty seven years in government services and the

non-prof it sector, and raising two children (now 26 and 23) were the

prerequisites to my nutrition consulting business.


consulting is not covered by government health care and by only a few group in-surance plans, marketing is needed more than in other professions.

After doing waged work, I did have to get used to the way money is earned in business. This conversation I once over-heard illustrates the issue well:

The waged worker said to the entre-preneur: How can you stand not knowing what you will earn each month? The en-trepreneur replied: “How can you stand knowing what you will earn each month?

It is all about your perspective. In a job, often someone else decides how much the job is worth. Personal work performance is not always related to wages earned. In business, your income is more directly related to your efforts and performance. There is something truly gratifying about being paid for a job well done. For me this is an important motivator to excel in my business.

Could I have had business success as a young person? I doubt that I had the same initiative to run a business in my twenties as I do now. There was also the � nancial risk of being self-employed. After gradu-ating from university there were student loans to pay off. I was not married and needed a steady income.

Later in life, I had more � nancial sup-port (an employed spouse and supportive family) to keep me going during the early years in business when pro� ts were low.

Financial risk makes business owner-ship a distinct challenge for the young person. I applaud the young entrepre-

neurs who succeed in their own business-es in spite of such challenges.

I have found my career calling in nu-trition consulting. My former career and personal experience fuelled my desire to help people and gave me valuable business tools. Nutrition consulting has ful� lled that desire. Most of the time my “work” doesn’t even feel like work. When you can look forward to each work day instead of dreading it, you know you are in the right business.

Ruth Thompson uses personal AND work experience to

create business success asa Nutrition Consultant

I applaud the young entrepreneurs who

succeed in their own businesses in spite of

such challenges


Calling for outside help

Being a business owner has always had its challenges and running your own

business today is no easy task. With new communication gadgets being in-

troduced at rapid speed, more competition than ever, and with the demand for

quick answers from clients, suppliers and employees, there never seems to be

enough time in a day.

Women who run their own business-es are facing another challenge

that will continue to grow with our aging population.

Women are often expected, or feel ob-ligated, to provide care for aging parents and even in-laws. Ask any senior home care company provider and he or she will tell you that it is not usually seniors but rather their forty to sixty-� ve-year-old daughters who are calling.

The caregiving daughter is running her business and she is also trying to be the primary caregiver for her parents. The aging mother, father, or both are not willing to go into a retirement home de-spite needing more support in order to age in place. Without some outside help, they may be at risk for a mishap or pos-

sibly miss out on the daily essentials for healthy living.

There are government-funded agen-cies such as the CCAC that do offer care, however, depending on the � nancial sta-tus of the senior and the available family support, there may not be enough public-ly funded support to ease the daughter’s mind.

Alternatively, there are private home-care options that are increasingly bridg-ing the gap. These services can dramati-cally make seniors’ lives better and allow both the daughter and her elderly parents to enjoy life again.

Caregiving daughters � nd that even a few hours a week of professional caring can ease their burden and still enable ag-ing parents to live at home.

By Andrew Doney, Nurse Next Door



F inancia l

Sarah YetkinerFinancial Security Advisor &Investment Representative

[email protected]: 519.572.8404

Don’t wait! Time is your biggest ally when it comes to building

a nest egg for your future.The power of compound interest means that a

twenty-� ve-year-old who contributes $50 a month for 40 years will have more at age 65 than a thirty-� ve-year-old who contributes $100 a month for 30 years and earns the same rate of return.

Plus, starting the saving habit early makes it much easier to continue making saving a priority as your income (and expenses!) increase.

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

Yetkiner

Beauty

226-444-8488www.thewigsandhairstudio.com

Owning a business takes a lot of dedication. Young salon owners may � nd it dif� cult, as I did, to juggle children, a household and the pressures of a business.

I have owned a salon in my 20s and one now in my 40s. With more life experience and 30 years in the trade, I feel I relate better to my clients now.

However, if a younger clientele is your goal, being young yourself may help as clients may feel you are more current with your hairstyling techniques.

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

Bertolas

Wigs & HairThe gStudio by Suzanne

Organization

519-669-1377www.anewleaforganizers.ca

In 1955 Cyril Northcote Parkinson wrote: “Work expands so as to � ll the time available for its comple-tion.”

As you age, you learn time disappears quickly. So why don’t you accomplish as much as you would like on a quiet day? Parkinson’s Law suggests you might take all day to complete a task which should take three or four hours. Realistically estimate how long you think a task will take—create a deadline. Then set a timer and get started!

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

Mendler

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

Online Marketing

First, take a deep breath and then realize this may be an opportunity, not an obstacle.

At your age, you’ve gathered life experiences and skills. What about starting your own business? You’ll � nd a lot of information available online.

We all have expertise that we take for granted, yet others would love to know. Spend some time reading how people your age have used the Internet to begin a new occupation.

You’ll be amazed and encouraged by all of the op-tions available to you.

www.carolbremner.com519-222-5136

CarolBremner

Online Success


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

Without a website, you may be los-ing potential customers who only

use the Internet to � nd what they are looking for. Since 78.6 percent of North Americans were using the Internet by the end of 20111, that could amount to a sub-stantial loss of business.

There are several other options for gaining a web presence, such as free or paid business listings in online phone or business directories, or social mediapages on Facebook, Twitter and LinkedIn.Whilst these are all useful marketing tools, for the most part, you are not in control of how the information about your company is gathered or presented and your target audience may be limited.

Having your own website, especially one that is professionally designed and developed, means you can be in full con-trol of your company’s brand.

Without a website where people can view your products and/or services in de-tail, out of business hours, you could be losing potential customers to your com-petitors who do have a website.

Your website does not have to be ex-pensive; a static website with a few brochure-style pages that include your company information, a list of products and/or services offered along with your contact information and location may be

all that you need. If you have a print brochure, product

catalogue, monthly � yer or coupons, dig-ital versions could be uploaded to your web space with a link from a page on your website for customers to view on-line at their own convenience. Most peo-ple these days want access to information now. If they have to wait till you are open to request a print copy of your catalogue and then wait several more days for it to arrive in the mail, you have already lost them to your competitors.

Also, newcomers to your area may not already know about your business and its good reputation. Since they won’t know anyone to ask for a referral, they will use the Internet instead. If all they can � nd is a business listing, they won’t be able to learn about your company and what you offer. A website will help you gain cred-ibility with these potential customers. By including your company bio and a few testimonials from satis� ed customers along with your product and/or service offering, they will see that you not only provide what they are looking for but that you also have a good reputation.

These are just a few of the reasons why I believe you do need a website, no mat-ter how long you have been in business.1 Source: www.internetworldstats.com/stats.htm

I don’t need a website, do I?

Karen ColemanKaz Design Works



procrastinating

Phone: 519-267-5050Email: [email protected]

for your evolving small business

STOP

When you hire us, we will help you:

www.kazdesignworks.ca

It’s time your small business had a professional website

BPW CambridgeOntario, Canada

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Documents

Powerful Women Magazine Summer 2012