Indigenous-SME Business Magazine : July - August 2024

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DearReaders,

AsweembarkontheeleventheditionofIndigenous-SMEBusiness Magazine,coveringJuly-August,wearethrilledtobringyouavibrant collectionofstoriesandinsightsthatcelebratetheremarkable achievementsofIndigenousentrepreneursandsmallbusinessowners acrossCanada

Inthisedition,wedelveintothetheme"Tourism&FutureLeaders," highlightingthevibrantanddiversefacetsofIndigenousbusiness.

Thisissueisequippedwithinsightfulcontent,includingarticlessuchas NoStoryLost:PreservingFamilyMemories,thecoreofMoiraeChoquette’s entrepreneurialstrategyatTomatoWheels Wealsoexplorehow emergingtechnologieswillinfluenceCanada'seconomyin2024,and theRiseofIndigenous-ledTourisminCanadaoffersadeepdiveintothis growingsector Additionally,SeanRaylandsJourneywithRedRebel ArmourandHowEmailMarketingCanBoostYourBusiness&5Best PracticesforSmallBusinessesbyGeoffreyBlanc,GeneralManagerat Cyberimpact,providespracticalinsights

WealsofeatureinspiringstoriessuchasChelseyJune'smusicaljourney withTwinFlames,andLyleFabian'seffortstobridgethedigitaldividewith KatloTechCommunications Ourspotlightfeature,BusinessWomanofthe Month,highlightsChristalDuncanEarle,Founder&CEOofBraveSolesand Co-FounderofWholeHumanCoaching.

WeareproudtocelebratetheIndigenousEntrepreneuroftheYear award,proudlysponsoredbyXero Thisyear,theawardhonoredJenn Harper,founderandCEOofCheekboneBeautyCosmeticsInc,forher outstandingcontributions Jennhasskillfullycombinedher entrepreneurialdrivewithastrongmissiontosupportIndigenous communities,andoneofthehonoreesoftheEditor’sChoiceAwardfrom theCanadianSMESmallBusinessAwards2023,whichistheCanadian CouncilforIndigenousBusiness(CCIB),graciouslyreceivedbyTabatha Bull,President&CEOofCCIB,showcasesexceptionalleadershipdriving positivechangewithintheirsectors

Ourcommitmentremainssteadfastinempoweringyouwitheffective strategies,insightfultips,andpracticaladvicenecessaryforthrivingin today’sentrepreneurialworld

Tostayupdatedonthelatesttrendsandevents,weencourageyouto subscribetoourmagazineatwwwindigenous-smeca

Thankyouforbeingapartofourjourney Together,wecancontinueto createalegacyofinclusivity,innovation,andmeaningfulchange Warmregards,

wwwindigenous-smeca info@canadiansmeca canadiansme indigenousSME canadiansme canadiansme

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ChristalDuncanEarle

Founder&CEOofBraveSolesandCo-FounderofWholeHumanCoaching

ChristalDuncanEarlehasbeena lifelongsocialentrepreneur.Fromcofoundinganinternationalyouth humanitariancharity(LiveDifferent)to launchingherownsocialenterprisein circularfashion(BraveSoles),Christal hashadawiderangeofexperienceand entrepreneurialadventuresaroundthe world AsaMétiswoman,shealsohasa strongpassionforequity,community, andconnection,andadeeprespectfor generationalwisdomandpractices

Christalhasspokentohundredsof audiencesandhascoachedand mentoredmanyclientsoneonone.Her workisfocusedonhelpingotherstofind theirownresilience,uncovernewways ofthinking,andsupporttheirdreamsof socialchange Asaprofessionally trainedcoach,shehasworkedwith variousclientsincludingtheMétis NationofBritishColumbia,Almade SamanaintheDominicanRepublic, SpruceLab,andElizabethFry Foundation

Shealsoservesasanadvisorforthe SocialVentureZoneatTorontoMetro Universityandhasbeenan EntrepreneurinResidenceforthe FashionZone,amemberoftheCreative InnovationStudioatTorontoMetro University. Whatstartedoutasapassionforsocial equalityhasgrownintoalovefor peopleandtheplanet

Shewasfirstintroducedtolandfillworkersinvulnerablepartsoftheworld in2005,whileleadingLiveDifferent.In2017,asaresultofthatwork,she launchedBraveSoleswith$250,workingwithlocalartisansinthe DominicanRepublic Throughresearchandlocalpartnerships,she discoveredthatafashionbusinessmodelfocusedonmeaningfulwork, responsibleproduction,andwithinthereachofaverageconsumerscould helpinspireandcreatemeaningfulchange

Christallovesworkingwithandsupportingentrepreneursandsocial changemakerstogrowtheirideas,buildtheirbrands,andgetclearon whattheywanttocreateintheworld Shehasbeenafeaturedgueston numerouspodcasts,radioshows,magazines,andtelevisionappearances bothnationallyandinternationally.

Bridging the Gaps With Humane Sustainability

There’s no denying that Canadian Indigenous traditions have always upheld humanity and all life in high regard Each living entity is a means to connect to the higher power of the universe – a silent mantra that has run deep in the veins of all natives through thousands of years of inhabiting the Great White North While most Indigenous entrepreneurs are social activists in some capacity or another However, there’s one womanpreneur whose social activism has taken her beyond the borders of race, culture and the North American continent! Christal Duncan Earle, the Founder & CEO of Brave Soles and co-founder of Whole Human Coaching, is an embodiment of kindness and love for humanity that transgresses all borders, physical and mental

Her story not only evokes emotions but deeply inspires the young and the old to fight relentlessly to shrink the gap between the haves and the have-nots. This is why the Canadian Indigenous SME Magazine has decided to honour her contribution by recognizing her as the Business Woman of the Month for this month’s edition.

Transition from Non-Profit to Sustainable Fashion:

Christal’s social impact journey began in the early 2000s when she co-founded an international not-for-profit organization, Live Different Live Different is focused on leadership development with youth adults in high schools and invites them to partner with communities internationally for development projects And it was through the hands-on experience of working with unfortunate youth of Canada and beyond that the inspiration plus the idea to establish Brave Soles sprung up in her mind During her time volunteering in the Dominican Republic, Christal got the opportunity to work with a local community of garbage dump workers Surrounded by mountains of discarded tires, she saw a cumulative solution to two most devastating problems prevailing in the Caribbean continent. She helped the locals to set up small factories that use discarded tires to make the most basic human need –Shoes! A sustainable fashion industry model that would singlehandedly address both poverty and carbon footprint

From Adversity to Opportunity

Christal encountered a critical juncture in her life in 2010 when she was unable to decide between the Dominican Republic, where her adopted daughter resided, but was denied the ability to obtain a visa for her to join Christal in Canada where her career was situated Christal perceived this obstacle as a chance to reestablish her life with purpose During this period of transition, the concept of Brave Soles materialized Christal vowed to bring about positive change in the lives of others by integrating her fervour for sustainable fashion with the creation of handcrafted shoe soles from repurposed tires

In 2017, Christal officially launched Brave Soles, taking her passion for social impact to greater heights. This initiative helps the local artisans to earn well while exploring their creativity with the used tire leather, which has worked wonders for the communities

in the Dominican Republic!

Developing a Community of Agents of Change:

At the very core of Brave Soles is a dedicated team of local artisans who are driven by a single shared objective: to handcraft a product that authentically embodies their affection for both humanity and the environment This one idea has triggered a domino effect by inspiring many across the world, including entrepreneurs, activists, and artisans from the Dominican Republic So, how has Brave Soles really impacted the rest of the business world?

Christal’s resilience and relentless efforts to transform lives are a testament to the power of entrepreneurship to drive much-needed positivity Through Brave Soles, Live Different, Podcasts and her writings, Christal has truly paved the way to a new era of socially conscious business leaders

To learn more about her personal achievements and initiatives, click here or to check out the latest collection of shoes, click here.

Today, Christal continues to mentor aspiring entrepreneurs in their quest to actualize their personal aspirations for a more improved society. She encourages others to join the movement by amplifying her message of humane sustainability and social responsibility through her work as an author, podcaster, and professional speaker.
ImageCourtesy:Canva

eSupply Canada’s Impact on Indigenous Communities

StevenVanloffeld,theFounderandCEOof eSupplyCanada,detailedhismotivationand thefoundationalgoalsbehindestablishingan Indigenous-owneddistributorofbusinessand industrialsuppliesinhisrecentinterviewwith theIndigenous-SMEBusinessMagazine Drawingfromhisfirsthandexperiencesasan electedcouncillorfortheSaugeenFirstNation, Stevenwitnessedsignificantfinancialresources flowingouttonon-Indigenousentities,which sparkedhisresolvetocreateeconomic opportunitieswithinIndigenouscommunities. eSupplyCanada,underSteven’sleadership,not onlyfacilitateseasieraccesstoe-commerce forFirstNationsbutalsosignificantly contributestoeconomicself-sufficiencyby enablingcommunitiestoretainandreinvesta substantialportionoftheirearnings Steven emphasizestheprofoundsocialandeconomic benefitsofsourcingfromIndigenoussuppliers, whichnotonlysupportsoperationalneedsbut alsocatalyzessustainablecommunitygrowth anddevelopment.ThrougheSupplyCanada’s innovativeplatform,FirstNationscanlaunch digitalstorefrontsswiftly,ensuringadirect channelforeconomicdevelopmentand supportforeducationalandsocialprograms throughthereinvestmentofprofits.

StevenVanloffeldistheFounderandCEOofeSupply Canada,anationale-commercedistributorof businessandindustrialsupplies Hisworkcentreson empoweringIndigenouspeoplesandcommunities whilepromotingunderstandingandreconciliation betweenIndigenouspeoplesandCanadians Priorto embarkingonhisentrepreneurialjourney,Steven servedasanElectedCouncillorforhiscommunity, andalsohelpedtotransformIndigenouschild welfareinOntarioasExecutiveDirectorofthe AssociationofNativeChildandFamilyService AgenciesofOntario.

As the founder of eSupply Canada, what inspired you to start an Indigenous-owned distributor of business and industrial supplies? How do you see your business supporting other Indigenous entrepreneurs?

Before I started eSupply Canada, I was an elected councillor for my community, Saugeen First Nation In that role, I saw millions of dollars being drained and going towards big box retailers, simply because we didn’t have enough Indigenous-owned businesses to source supplies or services from This sparked a realization that in order for economic reconciliation to advance, urgent change was needed

Combining my passion for community empowerment and fostering self-sufficiency, I founded eSupply Canada as a dropshipping and procurement solution specifically tailored for First Nations. We’re supporting them by making e-commerce simpler, as it often comes with numerous obstacles that delay the process of starting their online presence and generating revenue First Nations’ local governments leverage our platform to quickly set up their digital storefront and launch their supplies business right away

You advocate for businesses to procure from Indigenous suppliers. Can you elaborate on the economic and social benefits that such procurement practices bring to Indigenous communities and the Canadian economy at large?

Businesses need supplies in order to operate Sourcing them from Indigenous suppliers not only fulfills those operational needs, but they’re also taking the necessary steps towards creating sustainable economic opportunities for First Nations

eSupply Canada is only one example, in which First Nations that use our platform would net back 10% of the profits from each transaction. For a $907,000 supply order, $90,700 would return to their community which can be put towards job creation as well as local infrastructure or social development programs.

Every dollar that is spent on First Nations businesses creates a multiplier effect that fosters accelerated growth for their local economy As Indigenous businesses continue to grow, they actively invest back into their communities through the creation and maintenance of jobs, skills development, and other local programming

The investment also generates further spending within their First Nation and beyond, promoting selfsufficiency and increasing their participation in Canada’s economy

Additionally, we donate a portion of each sale to the Future Leaders Scholarship Program, which supports Indigenous students pursuing postsecondary education in the fields of business, economics, law, and the trades

For Indigenous leaders, embracing social impact and giving back is woven into the fabric of our ethos, ensuring the prosperity of our communities for generations to come

ImageCourtesy:Canva

How can government procurement policies be improved to better support Indigenous businesses like eSupply Canada? What changes would you like to see to foster more inclusive procurement practices?

The federal government has mandated a five per cent Indigenous procurement target for its departments and agencies, and it is a good step in the right direction However, an expanded, collaborative approach is needed to further accelerate the impact of supporting Indigenous businesses We encourage all levels of government (provincial and municipal) and private businesses to establish their own mandated targets for partnering with Indigenous suppliers.

Public procurement demands significant time, effort, and investment from the supplier/entrepreneur Senior officials in public departments and agencies can support this process by setting clear objectives, offering internal training and communication on Indigenous procurement, incentivizing staff to achieve these goals, and transparently reporting on the progress of meeting those targets

Could you explain how eSupply Canada’s new revenue generation platform works and its expected impact on minimizing revenue leakage for First Nations communities? What success stories can you share since its launch?

The revenue generation platform, or their branded portals powered by eSupply Canada, functions as a dropship, e-commerce storefront that allows communities to earn revenue through the sale of product to community members, governments, or anyone who simply wants to support the community

Independently starting a dropshipping business is a significant undertaking that comes with a set of challenges. From finding the right inventory supplier, website builder, and customer support, it is a demanding endeavour

With eSupply Canada, not only can they delegate inventory management, they also have access to over 1 million products for their inventory as well as end-to-end customer support so they don’t have to hold products in their spaces or directly address a customer concern

ExpertAdvicefrom

LouiseSouthallonThriving AmidstEconomicShifts

In a detailed interview with CanadianSME Small Business Magazine, Louise Southall, Economist & Small Business Specialist at Xero, explored the implications of the recent Bank of Canada's rate cut to 4 75% on small businesses across Canada Louise emphasized that while the rate cut is a positive signal, its immediate impact on small businesses might be minimal due to the lag between rate changes and their effects on economic activity However, she noted the potential for an "announcement effect" that could boost consumer confidence and, subsequently, spending Focusing on sectors like hospitality and personal services, which are sensitive to economic fluctuations, Louise pointed out these areas might see more immediate benefits from increased consumer spending. Despite the uncertainties, she advised small businesses to leverage digital tools and work closely with financial advisors to navigate the changing economic landscape effectively. This strategic approach could help stabilize and potentially grow their operations amidst ongoing economic volatility.

Economist and Small Business Specialist at Xero

Louise Southall is Xero’s Economist Louise joined Xero in mid-2020 as part of the Xero Small Business Insights (XSBI) team The XSBI program uses anonymized and aggregated data from the Xero platform to inform decision-makers about the latest trends in the small business economy in order to support small businesses

She has almost 30 years of experience in economics and business advocacy working with multiple business organizations, councils, government agencies and charities. Her work has covered a broad range of economic and business-related policy issues, membership projects and thought-leadership research. She has a Masters of Economics from Macquarie University and a Bachelor of Economics (hons) from the University of Newcastle.

As Xero's Economist, how do you anticipate the Bank of Canada's recent rate cut to 4 75% will affect the operational and financial strategies of Canada's small businesses in the near term?

The Bank of Canada’s decision to cut interest rates will be welcome news for many Canadian small businesses, particularly given rates had previously been held at a 22-year high on six consecutive occasions since July 2023 That said, the decision represents a single cut after an extended period of record-high rates, and we know that rate cuts can take between 12 and 18 months to fully flow through to consumers and small businesses As a result, small businesses may not feel a huge direct impact in the near term

There are likely to also be positive "announcement effects" from the interest rate cut that may give some businesses a slight bump Consumers often respond positively to the start of rate-cutting cycles, which is likely to provide a confidence boost to both small businesses and their customers

Overall, this decision should start to at least ease the squeeze on both household budgets and small businesses and hopefully, it will mean that Canadians will soon have a bit more available to spend in their local businesses.

Following the rate cut, what kind of immediate financial relief can Canadian small businesses expect? Are there particular sectors that might benefit more than others?

As mentioned, many small businesses will not experience an immediate lift following the decision and will need to wait for consumer spending to catch back up in the coming months However, this rate cut is likely to benefit some sectors more than others

The decision will be particularly beneficial for small businesses selling discretionary products and services (i e non-essentials) These types of businesses tend to be more sensitive to interest rate hikes and will be hoping that customers now have a bit extra to spend in their business Examples include hospitality businesses, arts and recreation, and personal services such as hairdressers and beauticians.

With the latest XSBI data indicating some struggles but also signs of resilience among Canadian small businesses, how might the recent rate cut shift the economic outlook for these businesses over the next few months?

It's true that the latest Xero Small Business Insights data showed some stabilization of sales, despite ongoing challenges Canadian small business sales fell 3 8% year-over-year in the December quarter and have been lower than the same month in the previous year for nine consecutive months (i e April 2023 - December 2023) However, the sales decline was less than in previous quarters, a signal that positive growth could be on the horizon

It’s too early to speculate on how this rate change will impact the overall economic outlook for Canadian small businesses in the future However, now that the Bank of Canada has kicked off a rate-cutting cycle, we will be keeping a close eye on the impact of this rate cut on future Canadian small business sales data to see if it has an impact on their bottom line. In any case, a cut of any size is likely to have a direct positive impact on small businesses as it relates to their own borrowing costs, which will be encouraging for many companies

When cash flows are tight, small businesses should take every opportunity to encourage faster payment times from their customers. This could look like including additional accepted payment methods or easy-to-use payment systems that work in tandem with invoicing software. When consumer spending is low, tactics that get more customers through the door, like loyalty programs or special discounts, can also help boost short-term revenue and customer loyalty.

What long-term financial planning strategies should Canadian small businesses consider to safeguard against similar economic fluctuations in the future?

When dealing with an unstable market with shifting conditions as a small business owner, we always recommend working with an accredited accountant or bookkeeping professional who can review your business’s financial data and provide an expert

recommendation based on your particular case in realtime. A savvy accountant can give you strategic advice tailored to your specific business needs and the current market conditions, and help identify opportunities to save money or boost revenue They can also help introduce digital accounting and tax tools, so you have full visibility of your books at all times and can help remove or automate administrative tasks that distract you from your core business

Preserving Family Memories

Amidst the technological storm of digital, somewhere in the middle, emotions and humaneness are lost.

This is why the significance of preserving family stories and legacies has never been more critical than it is in an era where digital distractions are abundant This is where No Story Lost, a unique and innovative venture co-founded by cousins Andrew Hall and Jeremy Bryant, enters the picture Their personal experience underscored the value and challenges of recording their grandfathers life story, which motivated them to develop a service that could help other families do the same

The Origins of No Story Lost

Interestingly enough, No Story Lost's journey began with a deeply personal quest: documenting their grandfather's life story The experience was enriching and illuminated the potential for this endeavour to be timeconsuming and labour-intensive without the right tools and support Fueled by this realization, they established No Story Lost, a company committed to assisting families in preserving their histories through professionally written, designed, and printed memoirs.

In fact, Andrew Hall, the co-founder of No Story Lost, shares a deep love for storytelling and a profound understanding of the human value that these projects hold Outside of work, Andrew enjoys travelling, sports, and spending quality time with friends and family His personal experiences and interests have significantly shaped the company ' s approach to making the preservation of family memories both meaningful and accessible

A Shared Vision and Diverse Expertise

In fact, Jeremy Bryant's path to co-founding No Story Lost includes a job change motivated by a desire for greater influence Starting out as an auditor at a Big Four accounting company, Jeremy partnered with his cousin Andrew and co-founded Mealshare, a nonprofit supplying approximately 6 million meals to underprivileged youngsters His experience with Mealshare, along with a sabbatical spent designing and building a home, provided Jeremy with the skills and vision required to co-create No Story Lost

What’s more, Jeremy, who resides in Edmonton, Alberta, with his wife, Emily, harmoniously balances his professional pursuits and his passion for the outdoors He frequently embarks on hikes in the Rocky Mountains His dedication to purpose and passion has been the impetus behind No Story Lost's mission to assist families in preserving their loved ones ' most meaningful stories, memories, and advice.

Personal Connections and Impactful Storytelling

Manifestly, No Story Lost offers a distinctive experience that resonates profoundly with families who are interested in preserving their legacies A personal anecdote shared by a client who utilized their service to compose a memoir for their father, Herb Tyler, a cinematographer with a distinguished career in broadcast news, serves as a testament to the influence of their work The culmination of this project was a cherished coffee table book that resulted from extensive recorded audio interviews, the curation of photos, press credentials, and special memories from colleagues

The journey of writing this book for Herb and his daughters was emotional, therapeutic and an illuminating experience of delving deeper into the life of their father The initiative not only captured the spirit of Herb Tyler's career, but it also helped him connect more deeply with himself as a 71-year-old reflecting on his life, and bring new connection, perspective and to his daughters, partner and admiration for his former colleagues and peers in his field This anecdote demonstrates the enormous influence that No Story Lost can have on its customers

Herb Tyler says, "Initially daunted by the idea of documenting my travel tales and cherished memories, the prospect of writing a book seemed overwhelming and unfamiliar It wasn't until a friend mentioned No Story Lost, that everything fell into place With my daughter Ashley's initiative, I connected with their team, where a dedicated producer guided me through weekly interviews, shaping my experiences into structured chapters With the support of a dedicated writer, and the invaluable assistance of my daughter Jacqueline, we transformed drafts into a final printed memoir after meticulous collaboration This concept is fantastic as everyone has a story, big or small that needs to be preserved for their family With the team, and my daughters efforts, we now have memories for years and years to come that are permanently etched in print I was blown away with the finished product "

AndrewandJeremy's businesspartnershiphas receivedsubstantial attention,including appearancesonDragons' Denandbeingonthe backuplistforAmazing RaceCanada.Their commitmenttoassisting hundredsoffamiliesin preservingtheirlegacy demonstratestheir convictioninthepowerof narrative.Ultimately,they havebuiltNoStoryLostto encapsulatethepastinto long-lastingtreasures, promisingthatnostoryis actuallylost.

“Abigsurprisewe’vehadwiththebusinessistherangeof clientsthatwe’vealreadygottentoworkwith.Wewrotea bookaboutatwo-year-old(throughinterviewswithhis parents)andhavealsoworkedwithpeopleintheirlate 90s.We’vehadclientsfromAustralia,tomiddleAmerica, theMiddleEast,Africa…everycontinentactually!In additiontotheCanadiancustomerswesetouttoservein thefirstplace,”Andrewsays.“Thattellsusthereisn’t reallyawrongtimetocapturestories.Ifthere’sa milestonebirthdayoranniversary,that’sgreat-butany timesomeonehasstoriesandgreatexperiences,there’s ameaningfulbookthere.”

WHAT HAVE YOU LOVED MOST ABOUT WORKING WITH YOUR CUSTOMERS/HOW YOU ARE HELPING THEM?

Andrew and Jeremy’s favourite part of running No Story Lost (aside from doing strategy sessions together as best pals), is when they get a chance to give feedback on a book and get to read the amazing, funny, heartwarming and intriguing stories that their clients have shared It helps them remember that every person really does have valuable stories to share

ANY ADVICE FOR AN ENTREPRENEUR?

Andrew is also a life coach, a practice in which he helps entrepreneurs be happier and get more of what they want. He shares insights from his coaching certification in addition to countless lessons learned from his career, which he has encapsulated in a self-published book

Intrigued? Check out their website here for more information

CanadianSME Magazine is a valuable treasure trove of entrepreneurial knowledge Click here to subscribe to our monthly editions for updates on Canadian businesses. Follow our handle @canadian sme on X to stay current on all current business trends and developments.

Indigenous Entrepreneur of the Year Award 2023

Jenn Harper

FounderandCEO, CheekboneBeautyCosmeticsInc

The Indigenous Entrepreneur of the Year award, proudly sponsored by Xero, was presented by Soukaina Mkhanter, Senior Partnerships + Product Marketer at Xero This year, the award celebrated Jenn Harper, founder and CEO of Cheekbone Beauty Cosmetics Inc , for her outstanding contributions Jenn has skillfully combined her entrepreneurial drive with a strong mission to support Indigenous communities, establishing a successful brand that not only excels in the cosmetics industry but also promotes significant social impact. Her commitment to sustainability and community empowerment is a beacon of inspirational leadership.

MoiraeChoquette'sjourneyfrombrand partnershipsandinfluencermarketing atcompanieslikeJobberand GoodMorningcomtofoundingTomato Wheelsisataleofcreativereawakening andstrategicinnovation Inaninterview withIndigenous-SMEBusinessMagazine, Moiraesharedhowherinitialroles nurturedherinnovativespirit,settingthe stageforherentrepreneurialleap.The shiftfromemployeetofounderwas sparkedbyheraspirationtoharness creativityforsocialgood,leadingtothe establishmentofTomatoWheels.The company,whichbeganasacreative outlet,hasevolvedintoanichemarket leaderforhigh-qualityLambrusco, reflectingMoirae'svisionofcombining businessacumenwithapassionfor communityconnection Herapproach leveragesherextensiveexperiencein experientialmarketingtoengage customersauthentically,fosteringa loyalcommunityaroundanenriched wine-drinkingexperience.

TheCoreof MoiraeChoquette’s EntrepreneurialStrategy atTomatoWheels

MoiraeChoquette,aCanadianIndigenousentrepreneurandpublic speaker,thrivesattheintersectionofpassion,creativity,business, andinnovation.With12yearsofexperienceinthepublicservice industryandaknackforelevatingtechande-commercebrands throughinnovativeprogramming,Choquetteisknownforher journeyofempowermentandunapologeticliving

In2022,shemadeasplashwiththelaunchof"Tomato WheelsLambrusco,"whichpromptlysoldout Today,itstandsasone ofCanada'sfastest-growingLambruscocompanies Moirae's entrepreneurialspiritdidn'tstopattheborder shesuccessfully negotiatedadealtotakeTomatoWheelsLambruscointernational, breakingintotheMexicomarket

Choquette'slifejourneyandherconfidenceintakingleapsoffaith resonatewithheraudienceasshereflectsonthe"how"behindliving authenticallyandfreefrommasksandcorporateconstraints.Her innovativeapproachtomarketinghasearnednationalrecognition, withtheGlobeandMailcommendingTomatoWheelsforspreading joythroughinnovativeLambrusco.

Asatrailblazingmarketingdisruptor,Choquettehasforgedan emotionallyevocativeandengagingpathforconsumers,bucking thetrendofoverwroughtwinemarketing

Moirae'saccoladesincludebeinggrantedascholarshiptocookwith chefDavidChang,recognitionasoneofCanada'sWomen EntrepreneursRoleModelsbyNACCAin2023,andcoveragein prestigiousmediapublications,suchasNuvoMagazine,TheGlobe andMail,andFuturpreneur

Beyondbusiness,shechampionsclimateactionandfoodsecurity.As aproducerofthepodcast"CEO’s&Self-DrivingCars,"sheshinesa lightoninnovativeclimateactionstrategies.Moirae's"Nudesfor Nood[le]s"annualcalendarprojectcelebratesbodydiversityand directsproceedstowardfightingfoodinsecurity.Shestandsasa symbolofempowerment,creativity,andpositivechange.

CEO & Founderof Tomato Wheels

Could you share your journey from working in brand partnerships and influencer marketing at companies like GoodMorning.com and Jobber, to founding Tomato Wheels? What inspired the shift from employee to entrepreneur?

I never planned to become an entrepreneur I genuinely loved my roles at Jobber and GoodMorning com, where I felt truly in my element At Jobber, I had the incredible opportunity to build brand partnerships programs from scratch, allowing me to infuse creativity and authenticity into every project The company was still in a startupphase, so I really had a space where I could innovate and explore new ideas freely.

When I moved on to GoodMorning com, the environment was different solely driven by research and data While I thrived in this data-centric role, I missed the creative freedom I once had I needed an outlet for that creativity, and that’s how Tomato Wheels began It started as a small side project, born from a desire to generate some revenue with the ultimate goal of using business as a force for good I wanted to create somethingthat would make the world feel more connected, even in a small way

At Tomato Wheels, you ' ve successfully tapped into a niche market for high-quality Lambrusco. What inspiredthis focus, and how did your previous experiences influence your market research strategies?

I had just launched my kitchenware line, and I was grappling with how to compete with the big players in the industry. I needed substantial resources for digital marketing to become a formidable competitor, and I was open to shifting the direction of Tomato Wheels I was actively strategizing the next steps and thinking aboutthe brand's evolution It was duringthis time that a pivotal moment happened

One night at 3:00 AM, I had a vividexperience It was as if something woke me from my sleep, and I felt incredibly awake A singleword repeated in my mind:"Lambrusco " It was as clearas day I rushed to my computer, still halfasleep, and started researching Lambrusco I remembered discovering this delightful Italianwine in Italya decade ago It was challenging to find in Canada, with only a few restaurants carrying it, while liquor stores had limited knowledge of it

At that moment,I knew I had to create my own Lambrusco I started divinginto research at 3:00 AM, gathering information about the Canadian market, the number of Lambrusco SKUs compared to other red wines, where it's made, and the possibility of producing it in Canada

That's when I began writingthe business plan for this new venture

With your strong background in experiential marketing, how have you integrated these practices into Tomato Wheels to enhance customer engagement and build a loyal consumer base?

I am incredibly grateful for the time I spent building, developing, and executing programs for other companies During this period, I learned so much about launching, testing,and iterating One key lesson that stood out to me in every campaign, project, and strategy was that authenticity always wins Especially then, in a world where consumers were bombarded with influencer marketing and countless unboxing videos, there was a craving for genuine connection

This is where my creativity found its purpose figuring out how to communicate with customers and audiences through a lens of authenticity to cut through the noise In doing so we often outpaced our competition

When I transitioned to working on Tomato Wheels full time, this focus on authenticity came naturally As I built the brand, I shared all the behind the scenes of the journey on my social channels The community saw the launchof our first product iteration spices and all the ups anddowns that came with it They followedalong as I received a scholarship to cook, meet, and study with David Chang, only for it to be canceled due to the pandemic. Through it all, I shared honestly about the challenges and pivots

I think people were connecting and resonating with the realness of trying something new, experiencing setbacks, and sometimes finding success This transparency allowedme to build a community that valued and supported our journey

Can you discuss how your approach to influencer partnerships and brand development at Tomato Wheels differs from your strategies at your previousroles? What lessonshave you carried over and what new tactics have you employed?

One valuable lessonI learned from one of my mentorsis the importance of takingthe time and getting to know people we want to work with and being genuinely curious Asking the right questions often reveal everything one needs to know about whether or not the relationship is the right fit This approach has allowed us to foster authentic relationships that go beyond just business transactions We look for collaborations wherewe can equally support anotherperson or company in achieving their goals, while they do the same for us

As TomatoWheels continues to grow, what are your long-term goalsfor the brand?How do you see your role evolving as the company expands into new markets or product categories?

We have many exciting projects on the horizon One that I am particularly excited about is a collaborative programwe are developing with universities in Canada and Mexico, set to launch in early 2025 This initiative aims to provide students with valuable international, hands-on experience by working on real-time projects

In Canada, we are focusing on Indigenous studentsstudying international business This program will not only offerthem learning opportunities but also a platform to share and celebrate our Canadian heritage and culture.

Tabatha Bull Editor’s Choice Awards 2023

PresidentandCEO,CanadianCouncil forIndigenousBusiness

The Editor's Choice Award ceremony stood out as a significant highlight Presented by our editor, SK, alongside Hon Nina Tangri, Associate Minister of Small Business, the awards recognized exceptional contributions to communities, industries, and the Canadian economy The recipients, chosen after meticulous consideration by the editorial panel, included leaders and organizations demonstrating outstanding leadership and commitment to driving positive change within their sectors. Canadian Council for Indigenous Business (CCIB)was one of the honouree of this prestigious accolade, graciously received by Tabatha Bull, the President & CEO of CCIB

Over the course of 2024, Canada's technology environment is changing dramatically What’s more, pacing up with these emerging trends is essential for companies aiming to not only survive but also thrive in the fiercely competitive global market This gives clear indications that generative AI is poised to play a crucial role in IT spending, alongside other significant tech trends that are reshaping industries and impacting business decisions nationwide

The Emergence of AI and Machine Learning

Interestingly enough, Artificial Intelligence (AI) and machine learning are at the forefront of technological progress and are on the cusp of revolutionizing business strategies in 2024 The growing recognition of AI's transformative potential in boosting efficiency, elevating customer satisfaction, and enabling smarter decision-making is leading to a substantial increase in investments in AI technologies Fusing AI with other pioneering technologies, such as edge computing and 5G, will significantly amplify its influence across various industries

As a matter of fact, integrating AI into company processes has many advantages, but one way AI is changing the game is by automating mundane jobs. This means humans can focus on higherlevel, more strategic endeavours Plus, machine learning algorithms are capable of sifting through mountains of data in search of patterns that might inform more informed business choices Gaining not just a competitive advantage but also providing greater goods and services to clients is within reach for companies that properly use AI

Data Governance

and

Quantum Computing

Once thought only possible in science fiction, quantum computing is finally going to happen in the year 2024 With uses in artificial intelligence, cloud computing, encryption, and financial modelling, this ground-breaking technology is set to rule the roost of large-scale computing Thus, problems that have so far proven impossible for conventional computers to solve can be quickly and easily handled by quantum computers. This revelation will make possible new avenues of inquiry in areas as diverse as medication development and climate modelling

Data governance is set to become a linchpin in the widespread adoption of AI. The effective operation of AI systems hinges on accurate, consistent, and secure data, all of which can be ensured through robust data governance. As the volume of data generated by AI applications surges, businesses must establish strong data governance systems. This includes compliance with regulatory standards and the implementation of rules and processes for data collection, storage, and usage, providing a sense of security and control in the face of technological advancement.

Embracing Web 3.0 and the Metaverse

Truth be told, the third iteration of the World Wide Web, often called the "semantic web" or the "decentralized web," is when the network will undergo its last stage of development In contrast to earlier versions that concentrated on linking people and information, Web 3 0 aims to create a more intelligent, connected, and decentralized Internet environment This change is predicted to gather even more momentum, creating opportunities for new technology and ways of doing business in 2024.

The Metaverse, a virtual world where users can interact with one another and digital environs, is also expected to have a major impact With the advent of this fully immersive digital world, companies now have more ways than ever to connect with consumers, creating virtual experiences that leave a lasting impression Using the Metaverse, businesses can set up virtual storefronts, host events, and deliver interactive experiences that go beyond the scope of conventional advertising

Prioritizing Sustainable Technologies

Enterprises prioritize sustainable technology in response to a tough Environmental, Social, and Governance (ESG) environment. Consumers are increasingly concerned about the brands they support, professionals want to work for firms that share their values, and investors assess organizations based on how they handle ESG risks To achieve their environmental objectives, businesses must understand their sustainability journeys and make educated choices

In 2024, businesses will continue to invest in data-driven ways to publicly track their success This entails employing sophisticated analytics and reporting tools to monitor sustainability KPIs and find opportunities for improvement Companies should become more data-driven to make better choices, lessen their effect on the environment, and show their dedication to sustainability

Conclusively speaking, the technological trends that will significantly alter Canada's business landscape in 2024 are expected to have a profound impact on various sectors. From artificial intelligence and quantum computing to Web 3.0 and sustainable technology, these innovations provide both possibilities and difficulties for companies. By keeping ahead of these trends, businesses may position themselves for success in the continuously changing technology world.

The Indigenous-SME Magazine is an invaluable resource for Canada's small Indigenous companies, both nascent and established To view our magazine, please visit the following website here To remain up to date on the latest news, please consider following our X account by clicking here We encourage you to join our community of people interested in business

ChiefMentalHealthOfficeratTELUSHealth

Dr Matthew Chow from TELUS Health discussed with CanadianSME Small Business Magazine the significant issue of employee burnout in Canada, as highlighted by the TELUS Health Mental Health Index The survey shows that 42% of Canadian workers experience mental or physical exhaustion daily, with younger employees under 40 feeling the effects more acutely This has major implications for small and mediumsized enterprises (SMEs), which may lack the resources of larger corporations to address these challenges effectively. Matthew emphasizes the potential of AI in mitigating workplace mental health issues by offering personalized support and reducing administrative burdens, particularly in high-stress sectors. For SMEs, leveraging AI and fostering a supportive, flexible work environment are key strategies to combat burnout and enhance overall workplace well-being

TELUS Health's Latest Survey Combating Burnout in SMEs:

Strategies from

Dr Matthew Chow is Chief Mental Health Officer at TELUS Health, a global health care leader and one of the largest providers of physical, mental, and financial wellbeing services in the world

By the time he was forty, Dr Chow had served as founding medical director of e-Mental Health Services and Strategy at BC Children's Hospital He had also co-chaired the BC Specialist Services Committee to improve medical, surgical, diagnostic, and mental health services in a partnership between government and physicians. Dr. Chow has overseen more than $3 billion in annual public health care spending as a member of the Medical Services Commission of BC and has led 14,000 physicians through the challenges of the COVID-19 pandemic and a year of unprecedented climaterelated disasters as President of Doctors of BC.

Dr. Chow's personal mission is to enable people to make their highest and best possible contribution to their communities This aligns with TELUS Health's strategic intent to be the most trusted wellbeing company in the world by empowering people to live healthier lives

Dr Chow and his colleagues weave together 'high touch' and 'high tech' a global team of compassionate human beings empowered by digital technologies to create remarkable wellbeing experiences for people worldwide

Could you discuss some key findings from the TELUS Health Mental Health Index survey, particularly regarding burnout among Canadian employees? How do these trends vary among different age groups?

The TELUS Mental Health Index revealed burnout is a big issue in the Canadian workforce So much so that 42 per cent of workers feel mentally or physically exhausted after their workday, with excessive workload being the leading cause of burnout. This trend is concerning as it affects mental wellbeing significantly

Wehaveobservedthroughthisreportthat burnoutisnotdistributedevenlyacrossage groups;forinstance,workersunder40are nearlytwiceaslikelytostrugglewith motivationcomparedtothoseover50, indicatingthatyoungeremployeesmaybe moresusceptibletofactorsleadingto burnout.Thesefindingsareconcerningfor companiesofallsizes,withsmaller companiesusuallystrugglingmoreasthey havelessresourcestodealwiththefalloutof burnoutinemployees.

What implications do the survey ' s findings have on small and medium-sized enterprises? How might these businesses be uniquely affected by the trends observed in the survey?

Given their size, SMEs often have closer-knit teams, meaning the impact of burnout can be more acutely felt across the organization The loss of productivity and the potential for increased turnover can be particularly disruptive Additionally, SMEs may not have the same level of resources as larger corporations to have other team members jump in to support gaps in productivity due to a lack of motivation and burnout

Given the challenges highlighted in the Mental Health Index, what specific strategies can smaller companies implement to combat employee burnout and to effectively introduce AI tools that support mental health?

Encourage regular check-ins and open communication about workload and mental health.

Offer flexible work arrangements to help employees manage personal demands and work-life balance

Provide access to mental health resources, such as the TELUS Health Employee Assistance Program (EAP) which offers personalized support and counselling with 24/7 access in whichever way they prefer

Be open with employees about how the business will use AI and encourage a culture of experimentation so colleagues feel they can learn to use it without the fear of making mistakes

How do you envision AI contributing to solving challenges related to workplace mental health? What are some examples of AI-driven initiatives that TELUS Health is exploring or has already implemented?

AI has the potential to play a transformative role in addressing workplace mental health challenges By leveraging its capabilities for advanced data analysis and pattern recognition, AI can provide personalized support and predictive insights that are essential for early intervention and prevention of mental health issues, including burnout AI is particularly relevant in high-stress environments such as healthcare, where it can reduce the administrative burden on professionals, allowing them to focus more on patient care and less on paperwork Yet using AI to do more admin-type tasks is something businesses across industries can embrace

AtTELUSHealth,weareactivelyexploringand implementingAI-driveninitiativestosupport mentalhealthintheworkplace.Onebeingthe TELUSHealthWellbeingplatform,whichis designedtohelporganizationscultivatea healthy,engagedandproductiveworkforce.The platformprovidesuserswithawellbeingscore, alongwithgamifiedchallenges,socialtools,and awealthofhealth-relatedcontentwhich encourageactiveemployeeengagement. Further,theWorkplaceStrategyIndexforMental Healthenablesorganizationstoassessand enhancetheirmentalhealthsupportstrategies. Thisindexisatestamenttoourcommitmentto identifyingandpromotingthemosteffective actionsforworkplacementalhealth,anditis currentlyavailableatnocosttobothclientsand non-clientsofTELUSHealth. Theenthusiasmfor AIamongworkersunder40,asindicatedbythe Index,isapromisingsignthatthefuture workforceisreadytoembracethese technologies.AtTELUSHealth,weareexcitedto beattheforefrontofthistransformation, ensuringthatourAIinitiativescontribute positivelytoworkplacementalhealth.

What opportunities do you see for employers, especially in smaller-sized companies, to leverage these insights to enhance their worrkplace environment and support their employees' mental health and overall well-being?

Employers in smaller-sized companies can leverage these insights to enhance their workplace environment by:

Implementing AI tools that can help manage workload and provide mental health support

Creating a culture that values continuous learning and upskilling, particularly in AI to keep employees engaged and motivated

Utilizing platforms like TELUS Health Wellbeing to engage employees in their health and wellbeing actively

Embracing Heritage:

The Rise of Indigenous-led Tourism in Canada

The growth of Indigenous-led tourism is a major force altering Canada's tourist scene, which is why this industry is gaining momentum as a part of the country's history, economy, and culture Meanwhile, this also demonstrates the strength and resourcefulness of Indigenous peoples Thanks to the government's heavy investment in the sector, the Indigenous tourist industry is poised to thrive, providing genuine cultural experiences and fostering sustainable development

Investing In Indigenous Tourism

The federal government's strategic tourism plan strongly emphasizes Indigenous-led tourism, with a substantial CAD 25 billion allocated to this sector This strategy involves partnering with Indigenous-led groups and devising growth strategies to promote Indigenous attractions The Indigenous Tourism Association of Canada (ITAC), established in 2009, plays a pivotal role in these efforts ITAC's network of twenty industry groups nationwide fosters collaboration among associations, governments, and industry leaders, ensuring the development of authentic Indigenous tourist experiences

Canada’s strategic tourism strategy has larger goals that align with ITAC’s aims. By supporting these collaborations, ITAC contributes to elevating Indigenous culture within Canada's tourism sector, which in turn improves the experience for tourists, boosts the economy, and helps preserve Indigenous traditions. Rebuilding infrastructure, providing healthcare, housing, education, and sustainable development are all parts of the Canadian government's plan to help Indigenous communities thrive, in addition to tourism.

How it is Impacting Society and the Economy

Indigenous-led tourism brings numerous benefits to First Nations, Inuit, and Métis communities It not only fosters reconciliation and self-determination but also drives economic prosperity By 2030, the industry is projected to contribute significantly more to economic output, add 85,000 jobs to the Canadian economy, and elevate the country's position on the World Economic Forum's Global Travel and Tourism Development Index This growth is more than a statistical trend; it signifies a paradigm shift in how Indigenous people are recognized and valued in Canada.

A Path to Reconciliation and Sustainability

Indigenous-led tourism is a route to reconciliation and long-term sustainability It goes beyond being just a commercial concept This field contributes to the development of more robust communities by fostering an appreciation for Indigenous culture and providing economic possibilities It helps people learn about and value the heritage of Indigenous peoples in Canada

Indigenous tourism is flourishing, with some great examples being Wass Tours, Voyageur Wilderness Canoe Tours, Thrive Sault Ste. Marie Tours, Brantford Woodland Cultural Centre, and Chatham Ojibwe Spirit

Horses. These businesses offer visitors one-of-a-kind chances to learn about and experience Indigenous peoples' rich history and culture. Activities ranging from traditional performances and interactive museum displays to guided canoe trips and educational seminars provide a more in-depth look at Indigenous history.

What’s more, recognizing the importance of reconciliation and sustainable development, the Canadian government has pledged to encourage Indigenous tourism Rising numbers of Indigenous-led tourism provide an example of how this industry can benefit both Indigenous and non-Indigenous peoples.

Canada's tourist business is undergoing a transformation thanks to indigenous-led tourism, which is fostering sustainable development while offering genuine cultural experiences This industry has the potential for tremendous development because of large investments and smart alliances, providing a one-of-a-kind chance to honour and celebrate Indigenous culture

Take Wass Tours on Manitoulin Island as an example. They take tourists on an immersive experience, revealing local tales and history while they marvel at the Canadian Shield and Lacloche Mountains breathtaking natural splendour Voyageur Wilderness Canoe Tours in Northern Ontario offers canoe tours that respect traditional teachings, mixing adventure with cultural education Winter snowshoeing is only one of the many outdoor activities offered by Thrive Sault Ste Marie Tours, where Indigenous guides share their wisdom and customs with guests throughout the year

The Indigenous-SME Magazine is an invaluable resource for Canada's small Indigenous companies, both nascent and established To view our magazine, please visit the following website here. To remain up to date on the latest news, please consider following our X account by clicking here. We encourage you to join our community of enthusiastic people about business.

Sean Rayland's Fashion for Freedom:

Journey with Red Rebel Armour

SeanRayland,founderofRedRebelArmour,sharedhis transformativejourneyfromex-gangmemberandaddict toavisionaryentrepreneurinaninterviewwith Indigenous-SMEBusinessMagazine SeanestablishedRed RebelArmourtotacklethehighrecidivismratesamong IndigenouspeoplesinManitoba,inspiredbyhisown experiencesandthestarkstatisticsindicatingIndigenous overrepresentationinprisons Thestreetwearbrandnot onlyservesasavehicleforculturalexpressionandsocial justiceadvocacybutalsoembedsIndigenouswaysof knowingintoitsoperations fromprocurementtohuman resources.Sean’scommitmenttosustainabilityisreflected intheuseofeco-friendlymaterialsandamade-to-order businessmodel,resonatingwithIndigenousvaluesof respectfortheenvironment.Throughon-the-jobpaid trainingprograms,RedRebelArmoursupportsindividuals reenteringthecommunityfromthecriminaljustice system,promotingsuccessfulreintegration.Looking ahead,Seanaimstoexpandthebrandinternationallyand enhanceitssocialimpactwithnewinitiatives,including theWahbanungEmploymentServiceandleveraging recentadvancementssuchasCAMSCcertificationand supportfromtheFirstPeoplesEconomicGrowthFund

SeanRayland(he/him)istheownerofRedRebelArmour, anIndigenous-ledstreetwearbrandwithasocialmission Itaimstoreducerecidivismbyofferingpaidon-the-job trainingtothosereenteringthecommunityfromthe criminaljusticesystem.Thisinitiativehassignificantly aidedformerlyincarceratedindividualsinrebuildingtheir lives,fosteringhealingandempowerment.

RedRebelArmourintegratesAnishinaabeculture intocontemporarystreetwear,formingauniqueand impactfulstylethatcelebratesIndigenousidentity andpride.Thebrandnotonlyfocusesonfashionbut alsoonsocialimpact,helpingcommunitymembers overcomingbarrierstoemploymentpostincarceration Itappealstothosewhovalue Indigenousculture,authenticity,socialresponsibility, andartisticexpression

Offeringadiverseclothinglinethatfuses Anishinaabemotifswithstreetweardesigns,Red RebelArmourcollaborateswithIndigenousartists, designers,andactivists Thesecollaborationsresult inlimited-editioncollectionsthatelevateIndigenous voicesandgenerateeconomicopportunitieswithin Indigenouscommunities.

Founder of Red Rebel Armour

Can you elaborate on the inception of Red Rebel Armour and what motivated you to focus on reducing recidivism through your streetwear brand?

I’m and ex-gang member and addict, and I wanted to reduce the barriers our relatives face when looking for the good life after incarceration Having been through many barriers myself I knew I had to create something to make the process easier, coupled with the fact Indigenous peoples represent nearly 80% of the prison population in Manitoba and only 18% of the people in this province, we need solutions fast.

How do you integrate Indigenous ways of knowing and worldviews into the daily operations and overall mission of Red Rebel Armour?

We incorporate Indigenous ways of knowing in our procurement processes, our production process, human resources, and the way we carry ourselves at work, we ’ re professional and on-time, and make decisions based on our mission, vision and values Also, in our artwork we aim to create cultural appreciation and advocate for social justice through our symbols and messaging

Could you share some success stories or key outcomes from the on-the-job paid training programs you offer to individuals reentering the community from the criminal justice system?

Success for us looks like relatives completing programs with justice such as probation, being reunited with their families and finding independence

So far we ’ ve had two successful individuals do just that!

Your brand emphasizes eco-friendly materials and a made-to-order business model. How do these practices align with Indigenous values, and what impact do they have on your business sustainability?

The practices align with who we are by reducing our eco footprint by not over producing and wasting inventory, ecofriendly products means safety for our staff and the environment, and the made-to-order business model allows us to stay lean, test new products, and have better control over cash flow

What are the long-term goals for Red Rebel Armour in terms of growth and continued social impact? Are there new initiatives or expansions you are planning to implement to further your mission?

The long term goal is to expand our business internationally and create more employment opportunities through our Wahbanung Employment Service. We recently made it to the semi-finals for MITs Solve Global Challenges we ’ re hoping to win this, it will help us reach our social goals faster

For the brand, we’ll be dropping some new products and designs We recently received funding through the First Peoples Economic Growth Fund, allowing us to upgrade our equipment and warehouse, and optimize our operations

Last if this can fit, we just became a CAMSC certified supplier, we hope this will help increase our expansion efforts

As a small businessowner, you need to find a way to attractnew customers and retain the existing ones. Lack of time, money and resources are often limiting factors in finding a solution that will bring the desired results

Email marketing is known to be the solution that gives the best ROI (return on investment) It is also an effective solution that allows you to reach your customers anywhere in the world, as long as they have internet access to check their emails

Email marketing is a greatway to promote offers,build brand loyalty,and create excitement among your audience By sending targeted promotions and personalized content, you can keep your brand top-of-mind and encourage repeat business. It’s a costeffective method that reachescustomers directly in their preferred communication channel Additionally, it offers the advantage of mobile reach, ensuring your messages are accessible anytime, anywhere

Understandingyouraudienceiscrucial,andemail marketingprovidesvaluableinsightsthrough metricslikeopenandclick-throughrates.These metricshelptailoryourcontenttomatchsubscriber preferences,drivinghigherengagementand conversions.Theabilitytotrackandmeasure resultseasilymeansyoucanrefineyourstrategies andachieveimmediateimpact,particularlywith time-sensitivepromotions.

However, not all campaigns are set up for the same levelof success To ensure that you capitalize on all the benefits that email marketing can bring to your business, it’s important to integrate these key practices into your strategy:

Segment Your Audience

Divide your email list into segments based on criterialike age, location,and interests This allows for personalized and relevant content, which improves engagement and conversion rates

Some examplesof segments include:

New subscribers

Non-purchased subscribers / purchased subscribers

Inactive subscribers (those who have not been interacting with campaigns)

Subscribed email contacts who opened any of your last 5 emails Contacts who live in a certainlocation Contacts who spent more than $500 in your connected store

User Automation

Leverage automation tools to send timely and relevant emails based on user actions Automated welcome emails, purchase confirmations, abandoned carts, and birthday greetings enhance the customer experience

Optimize for Mobile

Ensure your emails are mobile-friendly with responsive designs Test your emailson various devicesto make sure they look good and are easy to navigate on smaller screens

Craft Compelling SubjectLines

Your subjectline is the first thingrecipients see Make it compelling and relevant to increase open rates Avoid spammy words and focus on creating curiosity or urgency

This subject line includes zero information about the contents of this email to help encourage subscribers to open it over the many other emails they likely have in their inbox Emojis are overused, and there is no preheader copy to providefurther information All caps are also too pushy and come off as a bit desperate

Example #1

Example #2

This exampleshows the risk of havinga lengthy subjectline After 4-5 words, your subject linesget cut off in certain email clients and on mobile devices It is important to make a statement in the first few words that will incite your subscribers to open, and this example copy is very generic and not very exciting, blending right into the rest of the emails in an inbox

Example #3

By using the contact'sfirst name to make the subject more personalized to the individual, using exciting language, a preheader to offer a bit more context and urgency, and one emoji to help the email stand out in the inbox without going overboard

Test and Analyze

Regularly test different elementsof your emails,such as subjectlines, images, and the desiredcall-to-action. Use past performance statistics to glean insights into your campaign’s performance, and don’t be afraid to make changes accordingly A couple of key tips to keep in mind when analyzing and comparing the success of your email marketing campaigns are:

Set Specific Goals: Determine what you want to achievewith the test,such as higheropen rates, click-through rates, or conversions.

Develop Hypotheses: Use past performance data and audienceinsights to form hypotheses about what changes might improve results.

Monitor Results: Track relevant metricssuch as open rates, clickthrough rates, conversion rates, and unsubscribe rates.

Record Keeping: Document your tests, including objectives, hypotheses, methodologies, and results This helps you track progress and learn over time

Investinginemail marketingisa strategicmovefor businesseslookingto enhancecustomer relationshipsand drivegrowth.By followingthesebest practices,youcan maximizetheimpact ofyouremail marketingeffortsto attract,engage,and retainnewand currentcustomers.

Geoffrey Blanc is the General Managerat Cyberimpact, a Canadianemail marketing solutiondesigned to make your life easier. He has been in the IT sector for 15 years, navigating many different avenues, including business management, finance, human resources, business, and product development

Geoffrey’s passionfor digital transformation allows him to help companies develop this aspectand equip themselves with tools and methodologies to support their growth

ChristiBelcourt: AnArtistandAdvocatefor IndigenousCulturewithaVision

Artisnotjustanexpressionofemotions butalsoareflectionofanartist’ssoul andspiritualprowess.Andwhatbetter sourceofinspirationtodrawfromthan theIndigenouscultureandpast?Thus, oneIndigenousartistandleaderwho’s onthejourneytoaccomplishmany featsisChristiBelcourt–aremarkable businessleaderwhoexcelsinvarious fields.She’shighlyskilledasavisual artist,designer,communityorganizer, environmentalist,andsocialjustice advocate,andshehasearnedherwelldeservedacclaim.Theartist'sprofound reverenceforthecustomsandwisdom ofhercommunityisevidentinher artwork,whichskillfullyblendsthe wondersofnaturewiththerichtapestry ofIndigenousheritage.

An Expert in the Art of Visual Storytelling

As a matter of fact, Christi's artistic mastery is strongly influenced by her Métis heritage, specifically the exquisite floral beadwork that has been cherished and handed down through generations Her artwork showcases a distinct painting technique that beautifully captures the intricate dot patterns found in beadwork, resulting in captivating pieces that pay homage to the wonders of nature The artist frequently explores profound aspects of human existence through her work, using various subjects as powerful metaphors She delves into themes like environmental conservation, biodiversity, spirituality, and the preservation of Métis culture

What’s more, her work has been displayed in many esteemed public and permanent collections throughout North America, including the National Gallery of Canada, the Art Gallery of Ontario, the Gabriel Dumont Museum, the Thunder Bay Art Gallery, and the Minneapolis Institute of Art Interestingly, Christi has received numerous prestigious awards that include the Aboriginal Arts Laureate by the Ontario Arts Council in 2014, the Premier's Arts Award, and a Governor General’s Award for Innovation in 2016

Advocate and Community Organizer

Aside from her significant contributions to the visual arts, Christi has pivoted numerous community-based projects on a national scale What’s more, she recently spearheaded one called "Walking With Our Sisters" (2012-2021), a poignant nationwide tribute to the lives of Murdered and Missing Indigenous women, girls, and twospirit individuals As such, this project garnered significant attention to an urgent matter and created a meaningful environment for solace and commemoration

Another one of her recent endeavours to serve the community is Nimkii Aazhibikong – a land-based learning environment that teaches Indigenous languages and traditional arts all year round, and it is the result of their combined efforts

Unwavering Commitment to Revitalizing Culture

As a reflection of her commitment to cultural revitalization, Christi has worked with Nimkii Aazhibikong, a community camp that aims to preserve and revitalize the Anishinaabemowin language, traditional arts, and sustainable living practices What’s more, Christi donated all funds she received from her collaborations and awards between 2017-2022 directly to Nimkii Aazhibikong so they could continue doing its important job

All in all, Christi Belcourt's contributions as an artist, activist, and organizer have greatly impacted Indigenous and non-Indigenous communities She proactively tackles important environmental and social problems while honouring and preserving Métis culture, leaving an indelible mark on society via her art and activism and motivating and empowering future generations

Click here to learn more about Christi’s artwork and community programs.

The Indigenous-SME Magazine is an invaluable resource for Canada's small Indigenous companies, both nascent and established. To view our magazine, please visit the following website here. To remain up to date on the latest news, please consider following our X account by clicking here We encourage you to join our community of enthusiastic people about business

ChelseyJune: MakingwaveswithTwinFlames

Music is one of the best therapies anyone can ask for; what’s more, it is an expression of innermost sophisticated emotions Traditionally, music is also considered very significant in the Indigenous culture and tradition One Indigenous leader who uses music to share Indigenous culture is Jaaji from the band Twin Flames Behind the scenes and on the stage, he is accompanied by his biggest fan Chelsey June – a remarkable and driven individual who has made a distinct mark in the music industry as the co-founder of Twin Flames Honing her skills for more than ten years, Chelsey has not only perfected her artistic abilities but also established a successful music company with Jaaji Her remarkable transition from a federal government employee to a highly influential figure in the music industry is a testament to her unwavering dedication, boundless creativity, and profound commitment to nurturing Indigenous culture through the power of music

A Decade in the Music Industry

Truth be told, Chelsey has dedicated over a decade to her musical career, refining her talents as a self-sufficient artist Through her own determination and the guidance she received from team members in the music Industry, she has acquired a diverse set of skills that she now utilizes to support the growth of fellow artists Chelsey's extensive network of contacts and strong relationships in the industry showcase her remarkable talent for connecting individuals and fostering collaborative opportunities

Owing to Chelseys diverse background in the arts and entertainment industry, along with her extensive experience in administrative and executive-level support, has provided her with a comprehensive understanding of managing and promoting musical talent With her impressive command of both English and French, as well as her exceptional communication skills, she excels at connecting with a wide range of audiences and stakeholders

President at Twin Flames Music

Transition From Government to Music

Interestingly enough, Chelsey June worked for the Canadian government for ten years before entering the music business Building Twin Flames from the ground up required her to draw on her management, communication, and administrative abilities, all of which she had honed in her prior positions Chelsey's adaptability and persistence are on full display in her ability to bring her knowledge from the public sector to the creative business

It is now a given that Twin Flames resounding success is in part due to her wealth of knowledge in the fields of communication, media, graphic design, website development, branding, and social media marketing. In fact, Chelsey's dedication to the arts community is evident in her work with different organizations, such as ArtsCan and the Ontario Council of the Arts, where she has served on boards and juries Her extensive experience working with school boards and non-profit organizations highlights her commitment to nurturing creative development and promoting cultural understanding

Promoting and Celebrating Indigenous Cultures

Chelsey June's deep dedication to Indigenous cultures fuels her work with Twin Flames Although she does not identify as Indigenous, she does have both settler and Indigenous heritage and is seen as a faithful ally She has given numerous years to performing in remote Arctic communities with Jaaji, bringing the joy of music and culture to individuals who may have limited opportunities to experience live performances Twin Flames' music beautifully reflects their deep connection to Indigenous heritage, seamlessly incorporating traditional elements and themes

All in all, Chelsey’s exceptional social skills and dedication to cultivating relationships have played a vital role in creating a nurturing and cooperative atmosphere for artists and clients Chelsey and Twin Flames are making a valuable contribution by championing Indigenous music, language and culture, ensuring Indigenous peoples' vibrant heritage is preserved and celebrated

Chelsey's story is a testament to her unwavering dedication, relentless pursuit of excellence, and genuine care for her craft and community

To learn more about Twin Flame’s music and upcoming events, visit their website here.

The Indigenous-SME Magazine is an invaluable resource for Canada's small Indigenous companies, both nascent and established To view our magazine, please visit the following website here To remain up to date on the latest news, please consider following our X account by clicking here. We encourage you to join our community of enthusiastic people about business.

Chelsey June is the lead female voice and songwriter for multi-awardwinning, chart-topping Indigenous folk duo Twin Flames. Chelsey is a public figure, published author, poet, model, MC and actress. She cohosted the Canadian Folk Music Award alongside Benoit Bourque in 2022 and 2023. She also hosted the Capital Music Awards with Jaaji in 2023. She is involved in many community outreach programs and charitable organizations. She is fluent in both English and French. Chelsey is a proud mother.

Chelsey June was raised in Ottawa and Gatineau by her mother. Chelsey’s mother originates from the small town of Maniwaki, QC.

From a young age, Chelsey discovered her true passion for music, and it became a pillar of comfort and a sense of belonging in her life.

Her soul-stirring vocals and songwriting prowess unveil a tapestry of emotions that captivates all who listen. In 2013, she unveiled her debut album, "Seize the Day," followed by her first EP, "Finding Me," in 2014. Prior to joining forces as Twin Flames, Chelsey June and Jaaji had already established successful individual music careers. Their paths serendipitously crossed on the set of APTN's Talent Autochtones Musical, setting the stage for their remarkable musical journey together.

Chelsey is passionate about promoting mental well-being, fostering healthy relationships, and embracing a sober lifestyle..

FromLawEnforcementtoTechLeader:

DenisVilleneuve's

JourneytoFosterIndigenousTalent

Cybersecurity & Resilience Practice

Leader - Canada at Kyndryl

Indigenous-SMEBusinessMagazinerecentlyinterviewed DenisVilleneuve,theCybersecurity&ResiliencePractice LeaderforCanadaatKyndryl Denissharedhisjourneyfrom lawenforcementtoapivotalroleintech,emphasizingthe importanceofboostingIndigenousrepresentationinthe cybersecurityfield HediscussedthestrategiesKyndrylis implementingtofosteradiverseandinclusiveworkforce, includingpartnershipswitheducationalinstitutionsand communityoutreachprograms Denis'sworkwithKyndryl's IndigenousWorkingGroupandhisadvocacyfor organizationslikeIndspireunderscorehiscommitmentto empoweringIndigenousyouthintech.Hiseffortsaimto bridgethegapbetweenIndigenouscommunitiesandthe techindustry,ensuringdiversityandinclusionareatthe forefrontofcybersecurityinnovations.

DenisVilleneuve(pronounced“vilnuv”)istheCybersecurity &ResiliencePracticeLeaderforCanadaatKyndryl Denis hasworkedinthesecurityindustryforover15years, deliveringcomplex,multi-yearsecuritysolutionsand servicesforsomeofthelargestandmostdiverseclientsin Canada HeholdsanHonoursBachelorofCommerce degreeinMarketingfromtheUniversityofOttawaandisa CertifiedInformationSystemsSecurityProfessional(CISSP)

How has your journey been within the tech and cybersecurity field and what inspired you to take on the role of Cybersecurity & Resilience Practice Leader for Canada at Kyndryl?

My journey within tech and cybersecurity has been a transformative experience, driven by a passion for innovation and a commitment to security. My family background is in law enforcement, but I took the cybersecurity route instead My first introduction to cybersecurity was straight out of university in my role with a major database and technology company where I’d bring concepts and points of view around Maximum Availability Architecture and Maximum-Security Architecture to the Government of Canada Public Safety, Justice and Transportation accounts

As the world's largest IT infrastructure services provider, Kyndryl modernizes and manages mission-critical systems in Canada and around the globe I was inspired to take on the role of Cybersecurity & Resilience Practice Leader for Canada because of the opportunity to lead a team dedicated to protecting our Canadian digital infrastructure and empowering businesses through resilient technology solutions and services.

Can you elaborate on the importance of increasing Indigenous representation within the Canadian tech and cybersecurity landscape, and what strategies are you advocating for at Kyndryl?

Increasing Indigenous representation within Canadian tech and cybersecurity is crucial for fostering a diverse and inclusive industry. This is important because diverse viewpoints and capabilities enable us to look at different ways of solving the issues at hand. We can look back at examples in history where Indigenous communities lent their unique skills in support of a shared goal, like when Navajo code talkers helped send secret communications on the battlefield in World War II You never know when an opportunity or a strength like that can be leveraged or a new point of view could help solve a complex problem

At Kyndryl, we advocate for strategies that support Indigenous talent development, such as partnerships with educational institutions and community outreach programs, to ensure that Indigenous voices are heard and valued. For example, Kyndryl Canada recently sponsored the Indigenous team at the CyberSci National Finals in Ottawa and I had the great pleasure of seeing young Indigenous cybersecurity talent compete at a high level

What programs or initiatives have you found most effective in supporting Indigenous youth, and what role do you play in these initiatives?

From my perspective, programs that focus on mentorship, skills development, and providing access to technology often prove to be most effective in supporting Indigenous youth My role as Co-Chair of Kyndryl Canada’s Indigenous Working Group allows me to look for opportunities to support and collaborate with organizations that are already doing this work The position also gives me an opportunity to actively participate in the initiatives we develop, offering guidance to the participants, and ensuring they have the resources they need to succeed in the tech industry

I’ve personally been a big supporter of Indspire, an organization that is committed to educating, connecting and investing in Indigenous youth so they will achieve their highest potential Kyndryl also supports Indspire, providing scholarships to Indigenous students to pursue higher education and careers in STEM and IT

From your perspective, what are the key benefits of fostering a diverse range of perspectives and voices in corporate tech environments, particularly in cybersecurity?

The tech industry is no different from any other industry. Diversity in perspectives, voices, and experiences leads to more creativity and innovative solutions, a better understanding of different customer needs, and a stronger, more resilient industry It's about bringing together varied experiences to create a holistic approach to problemsolving

What are some of the most significant challenges you face in your efforts to promote diversity and inclusion within the tech industry, and how do you address them?

We know that women, racialized communities, neurodivergent people, Indigenous peoples, and people with disabilities are underrepresented in the tech workforce in Canada as a result of intersectional and systemic barriers to entry and advancement One of the biggest challenges we face in promoting diversity in tech is overcoming those systemic barriers that limit access to education and employment opportunities for underrepresented groups. This results in a very small pool of diverse candidates for the positions we ’ re hiring for.

To address this, collaboration is key Public-private collaborations and partnerships with post-secondary institutions can play a vital role in creating more opportunities and pathways for diverse talent in the tech sector These partnerships can leverage the combined resources and expertise of the group to design and implement policies and programs that create real impact when it comes to diversity and inclusion initiatives, such as mentorship, training, scholarships, and grants Systemic change doesn’t happen overnight - we need to work together to foster a more inclusive tech industry that reflects the diversity of Canada

As you continue your work in advancing these causes, what future projects or goals are you most excited about, and how do they aim to further enhance Indigenous participation and success in tech?

Looking to the future, I am most excited about projects that aim to bridge the gap between Indigenous communities and the tech industry. These include initiatives to promote IT and cybersecurity skills development, as well as programs that support economic development and reconciliation efforts I also look forward to cultivating a level of trust and confidence with Indigenous communities where we can work together toward creating and investing in successful Indigenous-owned and Indigenous-led companies, whether onreserve or not Especially as many communities move toward the creation of urban reserves with office space, I see enormous potential for integration with IT and tech through satellite offices and offsite hubs

The goal is to create pathways across Canada for Indigenous participation and success in tech, ensuring that everyone has equal opportunities to contribute to and benefit from technological advancements.

About Kyndryl

Kyndryl (NYSE: KD) is the world’s largest IT infrastructure services provider serving thousands of enterprise customers in more than 60 countries. The company designs, builds, manages and modernizes the complex, mission-critical information systems that the world depends on every day For more information, visitwww.kyndryl.com.

LyleFabian: BridgingtheDigitalDividewith KatloTechCommunications

Raising the Status of Northern Communities

Communication and networking are the backbone of a business that helps optimize information transfer from one department to another. This Indigenous company allows Indigenous businesses to attain proficient digital integration with fibre optic networks The forward-thinking proprietor of KatloTech Communications Ltd (KTC), Lyle Fabian, is devoted to offering Indigenous communities stateof-the-art broadband solutions This Northern Indigenous-owned enterprise in Yellowknife uses wireless and fibre optic technology to provide worldclass telecommunications services Lyle's broad knowledge and devotion to the community drive KatloTech Communications' success

What really sets KatloTech Communications apart is their unique mission: to use cutting-edge telecom to foster economic growth in northern towns Under Lyle's leadership, KTC is committed to meeting the specific demands of northern companies and communities by developing innovative and reliable network solutions. By prioritizing fibre optic and wireless technologies, KTC ensures these regions have the high-speed connection necessary for contemporary economic development and sustainability

Lyle's commitment to his community goes beyond business Consistent access to the internet can have a profound impact, especially in underdeveloped and rural areas By establishing KatloTech Communications, Indigenous and northern communities can overcome the digital gap and access the resources they need to succeed in the modern digital economy

Proficiency and Accreditation

With over 16 years of experience in the information technology field, Lyle Fabian is an invaluable asset to KatloTech Communications His professional certifications, such as CCNA from Cisco and CFOT from the Fibre Optic Association (FOA), demonstrate his technical expertise and dedication to excellence These qualifications enable Lyle to create and execute cutting-edge network solutions that meet the highest industry standards

Lyle has learned everything from hands-on experience and holds certifications for using heavy equipment, bucket trucks, zoom booms, and working from heights He has collaborated with many businesses throughout the North and has contributed to numerous Indigenous projects

Lyle's extensive knowledge of IT infrastructure and practical expertise are actively applied to resolve the specific issues that Indigenous and Northern communities face His adaptability and expertise in creating and executing innovative network solutions demonstrated through his work with First Nation communities and the mining sector, instill confidence in KatloTech Communications' ability to meet the unique demands of each community through customized service plans

Encouraging Long-Term Success

Promoting long-term economic development is key to KatloTech Communications' purpose Northern towns can fully engage in the digital era thanks to KTC's reliable network solutions, which promote their long-term growth Businesses in the area benefit from this strategy, and people have easier access to healthcare, education, and other necessities

Beyond technical solutions, Lyle has grand plans for KatloTech Communications He aims to inspire creativity and tenacity in the people he serves Through its investments in local talent and infrastructure, KTC lays the groundwork for longterm economic growth, giving northern and Indigenous communities a fighting chance for successful independence.

LyleFabian'sleadershipof KatloTechCommunications demonstratestheimpactof Indigenous-ledtechnologyefforts. Hisdedicationtodigitalinclusion andsustainabledevelopment showshowtechnologycanimprove underprivilegedareas.Lyle continuestosupplyworld-class communicationssolutionsvia KatloTechCommunications, helpingnorthernandIndigenous communitiesfulfilltheirpotential.

Our Projects

KatloTech Communications has undertaken numerous projects aimed at enhancing digital infrastructure in Northern Canada Below are some of the notable projects:

Fiber Optic Backbone Network

Expansion: Providing robust fiber optic network to connect remote communities, fostering economic growth

Community Broadband Initiatives:

Bridging the digital divide by offering affordable broadband services to Indigenous and northern communities

Collaborations with Telecom Providers: Partnering with leading providers to deliver comprehensive telecom solutions

Environmental and Social Governance Projects: Implementing sustainable practices to promote environmental stewardship

Technological Innovations: Integrating cutting-edge technologies to ensure communities have access to the latest advancements

Future Goals in Raising Project Awareness and Investment

KatloTech Communications is planning to provide world-class, next-generation telecommunications solutions through the use of fiber optic and Modular Data Center technologies The commitment is to provide broadband solutions that will support all business ventures, communities, and governments in the Northwest Territories and beyond The main goal is to innovate the North by ensuring net neutrality, with no limits, no caps, and no slowdowns through the use of fiber-optic networks and Data Center technology.

The next-generation fiber optic network infrastructure aims to connect the Northwest Territories to global markets, offering wholesale broadband access to providers and resellers. The network will host services such as the Internet, cloud services, IP telephone services, cellular, and digital TV services.

Fiber Optic Network

KatloTech Communications will offer leasing options for fiber optic backbone, data centers, and wireless networks to provide faster, cost-effective, and sustainable broadband access The project includes constructing a 1,200 km fiber optic cable linking remote communities throughout Northern Alberta, BC, Yukon, NWT, and Alaska KatloTech will invest in eight Network Operating Centers (NOCs) with attached environmentally friendly data centers to offer state-of-theart transport and cloud-based services

Data Center Real Estate Investment Trust (REIT)

KatloTech plans to launch a Data Center REIT, an incomeproducing opportunity by leasing rack space, cohosting services, and leasing properties for placing client data center plots The data center will house North American big data information and cloud services in the North, with plans to expand to multiple locations. The data centers will be cooled nine months out of the year with ambient air, leading to significant savings. These centers are safe from natural disasters such as flooding, earthquakes, and tornadoes

Investment and Economic Development

KatloTech has completed feasibility studies and business plans and is currently raising investment capital to launch this innovative venture The project aims to generate long-term revenue streams through data center technologies and create healthy competition in the North and potentially throughout Canada

Take a tour of KatloTech’s official website to learn more about their solutions.

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