Caribbean Women Entrepreneurs - 'Lean in' Tips to Attracting Angel Investment Introducing Cohort 7
Patria-Kaye Aarons
Welcome Message As the Chief Entrepreneurship Officer for the Branson Centre of Entrepreneurship – Caribbean, I am often asked how we support women entrepreneurs and whether or not they need any special type of support. Even after 4 years of working with all types of entrepreneurs, my answer is always the same. I believe that entrepreneurs need many of the same things, such as access to network, mentorship coaching and more. What varies is when they need it, how much they need and for how long. We have structured our programme to offer a comprehensive mix of support services that assists entrepreneurs at various stages of development. Many of the services have been cited by the World Bank and other organizations as critical to empowering women entrepreneurs in the Caribbean. In a country like Jamaica where almost 50% of the start-up population is female, we feel strongly that the services we offer can play a critical role in empowering this segment and further enabling our economy’s growth. This month the topic of gender equality and female empowerment was a hot point of discussion, as March 8th was International Women’s Day. We thought we would contribute a bit of our own ‘girl power’ in this issue by featuring some truly high-potential female entrepreneurs who are doing big things. None more so than our cover story, Patria KayAarons, whose leap of faith into manufacturing Caribbean fruit flavoured sweeties is a fitting example, of not just female empowerment, but also entrepreneurial empowerment. We couldn’t leave out the guys, though. We’ve included an inspiring highlight about an entrepreneur named Kevin Scott who’s in the throws of rebuilding a business that burned to the ground (literally). His strength and tenacity 2
is an example for anyone to follow. He is also a part of our newest cohort, Cohort 7, who is formally introduced in this, our first issue for the year. We’ve also included a special feature by Nelson Gray, an expert in angel investing who has important tips for business owners thinking about partnering for investment. From ‘livingfood’ to trendsetting, Information Technology & more, this issue shares stories of entrepreneurs who are leaders in the Jamaican start-up scene. We’re excited to have our readers, both male and female, feel inspired and empowered by their experiences and lessons-learned.
Lisa Lake Chief Entrepreneurship Officer www.bransoncentre.co
Content 4 8 10 14
3 to Watch Tips to attracting Angel Investors Sweet Success: Patria-Kaye Aarons Introducing Cohort 7: A New Generation
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Taking Entrepreneurship Learning into the Virtual World
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Caribbean Women Entrepreneurs 'Lean In'
20 Motivation Behind...Trendsetting: Stacia Davidson
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Through the Fire — Kevin Scott
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3 To Watch
Keep Your Eye on These Branson Centre Official Entrepreneurs Information Technology is a fast paced highly competitive global industry, and Gebre Wallace, is applying his entrepreneurial prowess to grab market share outside of his island’s borders. Sara Sanford’s bridal business is also expanding into the international market by catering to the locally consumed wedding dress purchase. Certified raw food consultant, Bena Nakawuki, returned to Jamaica from abroad and adopted a healthy new mindset and lifestyle, one that she has turned into a business that she hopes can help to also improve the nation’s health. NB: Branson Centre Official Entrepreneurs must first complete the Centre’s online training programme known as Launch Pad. This is where participants receive all of the technical knowledge and tools needed to structure and scale a business. This prepares them for Take Off, where they begin accessing local and international mentors, business coaching, networks, professional services and other resources. Following Take Off they go In Orbit, during which the Centre continues to work collectively and individually with them to strengthen their businesses, and have them ‘pay it forward’ by sharing their knowledge and experience with others.
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Fitting Change - Gebre Wallace Artuvic How do you establish yourself in one of the world’s fastest-growing industries?
ideal outsourcing partner for larger companies in the region and in North America.”
When Gebre Wallace set out to build Artuvic (which comes from the Latin ‘Artus’ and ‘Vicis’ - ‘Fitting’ and ‘Change’) IT solutions, he had no illusions about what it meant to be an entrepreneur. Growing up, he saw his father running his own business and learned firsthand what it means to chart your own course. “I can work ‘with,’ but not work ‘for,’” says Gebre. “I like independence and autonomy in what I do. I want to create value rather than sit down and take instructions.”
Gebre’s goal is to build a world-class software development company with a committed team that works together to deliver value. He also talks about shedding the tech stereotype of being a loner, and learning to work with a team. Hiring new talent that is both skilled and passionate about their work was one of the first things he set out to do.
An experienced software engineer, computer programmer, and IT project manager who studied Economics and Computer Science in university, Gebre has a wealth of experience under his belt. Yet, growing a business takes time, especially in an industry that is still finding its footing on the island. Artuvik isn’t the first local software development company to set up shop, but many of them move to the U.S. or Canada, or get bought out by larger companies. Here, Gebre says, is Artuvik’s opportunity to flourish. “We are a small startup and so we can be more agile. We do not have the issues of deeply entrenched organizational processes and bureaucracies that are difficult to adapt to current technologies and best practices. We have the ability to deliver quality faster, and along with our location, this makes us an
“We want to hire talented people who will bring value, not just do ‘work.’ It’s not about how much work you put in, but the outcome you provide.” To this end, Artuvik has partnered with the University of the West Indies, Mona Campus, giving them first crack at the best and brightest emerging talent. Through Artuvik’s revamped internship program, they now have a new class of interns currently in training. Along his journey, Gebre has had to learn some lessons the hard way. For example, he admits that in the beginning he could have been wiser about financial management and better understood that cash flow is the lifeblood of the company. Then, of course, there’s the challenge that all IT companies face: “It’s about learning the new technologies before others. Assessing what will be the next big thing and capitalizing on it before it becomes ubiquitous across the industry.” They’re looking forward to bringing a gamechanging software system to market to generate more revenue for the company and attract more business for Jamaica’s fledgling IT industry. With Gebre’s passion, agile approach and forward thinking mindset, he’s ready to be a lead player in the game. 5
Living Food - Bena Nakawuki The Lotus Line Bena Nakawuki believes that the key to living well is living-food. The founder of The Lotus Line wants to encourage more people to be the best versions of themselves by introducing them to livingfood, more commonly known as raw food. It’s a change that may seem daunting, but Bena uses her own story to demonstrate how natural the transition can be. Her career brought her to Jamaica from England just over ten years ago, and the sudden change in climate brought about a gradual change in her diet. “I found that the lighter I ate, the more fresh foods I ate, the better I functioned. Eating more of the fresh foods available here optimized my mental and physical state.” Bena began attending and assisting at seminars, workshops, and yoga retreats where raw food played a big role. Seeing people heal, and the business potential in that healing process led to the creation of The Lotus Line— Bena’s one-stop-shop for products and services dedicated to helping people live healthier lives. From raw food recipes to body care products, the Lotus Line has a multi-faceted offering. Bena is a certified raw food teacher, mentored by raw food guru, Aris Latham. Jamaica’s only member of the International Association of Raw Food Coaches and Teachers, she is using the knowledge she gained through all of her work and volunteer experience to build her business. She runs seminars and events and facilitates meals for yoga retreats. Bena also flexes her media muscle as a regular contributor to the “Your Health, Your Wealth” section of the Jamaica Observer, and is a regular guest 6
on Television Jamaica’s morning show, Smile Jamaica. Currently, she is working with the Inter-American Development Bank to develop a staff lifestyle programme, which includes a workshop series to introduce the staff to living food meals. The bank is working on sustainable energy and energy management, which Bena says makes for a nice tie-in. “You save energy by eliminating the need for stoves and microwaves while getting more physical energy for yourself.” While The Lotus Line’s purpose is to inspire healthier living in individuals, Bena’s vision for her business is much bigger. She sees The Lotus Line as having the potential to impact the economic growth and development of the country. “I believe that healthy individuals create a healthy nation. This in turn equates to more productivity and a healthier economy.” Bena also describes how, poor health and disease leads to absence from work and school, which then hinders Jamaica’s business potential and the flourishing of its people. Bena is committed to raising awareness about disease prevention through healthy food and lifestyle choices, while giving fun and delicious meal advice at the same time. According to her, that’s the Lotus Line in a nutshell (no pun intended).
A Blissful Business - Sara Stanford Bliss Bridal No one ever tells the bride that a wedding requires two commitments.
21st-century incarnation of good old-fashioned word of mouth—social media.
Of course, there’s the commitment to the groom. But just as you fell in love with him, you’ve got to fall in love with - and commit, to your dress. And just like any relationship, the road to “I do” isn’t always bliss.
“We’ve really penetrated the market,” she says. “We can go to our customer, at work, at home, on the phone. Established industry players know us based on what they hear from our brides on social media. In such a competitive market, that really makes me feel like ‘wow, I’m doing something good here!’”
That’s where Sara Stanford found her niche. In 2011, Sara was that eager bride setting out to find her perfect dress. Now happily married, she recalls her own bridal shopping experience—how it stirred the entrepreneurial spirit in her, and the birth of Bliss Bridal. “I was looking for a higher level of quality and service. I went to a few stores and had some experiences that were okay and others that were really bad. A wedding should really only happen once in a lifetime, and the shopping experience should be one of joy. When she gets that one shot, it should be everything that she’s dreamed of.” Sara, who was recently inducted into the Branson Centre Caribbean’s Cohort 7 group of Official Entrepreneurs, talks of how the bridal industry in Jamaica was getting complacent. It used to be that brides simply couldn’t find what they were looking for here at home and would have to go to popular shopping destinations like Miami or Atlanta to get that dream dress. With the opening of Bliss Bridal’s first storefront, Sara aimed to change the local bridal market and give brides real options, saving them the cost of the plane ticket by bringing boutique designer options and a high-end style of service. Three years later, the response to the brand has been overwhelmingly positive, so much so that Bliss recently opened its second storefront in Montego Bay. Sara attributes her success to the
Bliss Bridal is showing no signs of slowing down. An independent business owner for the last twelve years, Sara is always looking for the next challenge. A huge portion of Jamaica’s tourism revenue comes from couples flocking to the island to exchange their vows. Currently, Sara is in talks with several hotels and tourism stakeholders to market the Bliss experience to destination brides. She envisions a service where brides can rent their dress through the hotel, and Bliss handles the rest—even picking the dress up from the hotel after the ceremony. “It’s about that stress-free experience.” says Sara, “Brides who are looking for no hassle. We want a share of that market of women.” With hotel deals in the works and franchise opportunities on the horizon, Sara is living her dream— while making the dreams of others come true.
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Tips to Attracting Angel Investment By: Nelson Gray, Project Director of the Caribbean Business Angel Advisor programme – an initiative of InfoDev at the World Bank Group.
Something really exciting for entrepreneurs is happening. For the first time there is a real possibility of attracting Angel investment to help grow your business. The last few months have seen two Angel groups open for business in Jamaica, Alpha Angels in Montego Bay, and First Angels Jamaica in Kingston. Trident Angels of Barbados had their most recent meeting on the 17th of March, seeing pitches from promising new companies. And through funding from the Canadian Government, infoDev, part of the World Bank, is helping more new Angel networks start up. So what are the key messages to those hungry for finance? I always start by asking an entrepreneur if the type of funding being offered fits with their personal objectives and ambitions. If you want 100% control, a job for life and to never have to account for your actions – Angel investment is not for you. And that’s OK – the vast majority of sole traders and family businesses dont want to sell any part of the company, preferring a slower growth, funded by sales. If you are looking for high growth, say more than 25% every year, have international ambition, and are willing to take on (and occasionally actually listen to) a true business partner, then Angel investment may be the way to go. Google, Instagram, PayPal and so many
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more of today’s household names started with a few dollars of Angel cash. But the Angels did not just provide money. A good Angel will provide mentoring, contacts, experience, and the occasional good kick in the ass, leveraging that cash investment many times over. But, to be effective you have to be willing to embrace and value that involvement – not see it as “interference” or loss of control. The number one thing that Angel’s assess in a proposition is the quality of the management team, and the number one attribute they look at is the “coachability” of the entrepreneur. Angels dont want entrepreneurs that do as they are told – quite the contrary – they want strong leaders with a vision who will listen and consider advice, constructively debate alternatives and learn from all the mistakes the Angels have made in the past.
So, having embraced the concept of a partnership relationship, what are the key tips for making the pitch? First, pitch a business, not just a product. Talk about customers, showing you really understand their needs (and demonstrate that you have lots of them who are willing to pay money for what you are going to deliver). Second, don’t just talk about what you promise to do in the future, show what you have already achieved – a working prototype, hired the best people for your team, contracted with suppliers, engaged with real customers, sold something (the best way to get attention!). Show off the achievements you are proud of. Third, show that you have the skills to deliver the plan. Investors
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are far more interested in hearing how many people you have managed in the past and your work experience than the qualifications you have. Fourth – this is an investment, not charity or a grant - so show how the investor, and you, are going to make money at this. Junior market IPO? Google going to buy you? All good, but you better have some hard evidence to back up your claims. An emerging Caribbean Angel market provides a fantastic opportunity to grow some great business, if you are willing to embrace it, and do the hard work needed to convince the investors you really are an opportunity they must not miss.
Sweet Success: Patria-Kaye Aarons It all started with a blue raspberry. Patria-Kaye Aarons laughs when asked to recall the story of how she became one of Jamaica’s only confectioners. It was her goddaughter, Rochelle, who at the tender age of 4, read the label of a sweetie she was about to eat and asked the question that would change Patria’s life: “Auntie, what’s a blue raspberry?” It’s the kind of question that can only come from a child. A question that is simple, but layered with deeper meaning. A question that is obvious, and yet complex, because as Patria says, “I’m pretty sure that in Jamaica we don’t really have raspberries, and I’m positive that the ones we do have aren’t blue.”
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Patria may not have known what a blue raspberry was, but that was neither here nor there. The real question was, where were the fruit flavors her little goddaughter would recognize? Where was the candy in mango, jackfruit and june plum? And in the instances where she could find a mango-flavoured sweet, why was it being imported from faraway lands instead of being produced right here at home? With all these questions, Patria could only see one answer. And so, in the middle of a fragile economy, she gave up her steady salary and much-sought-after position at Grace Kennedy, to start Sweetie Confectionary—and revitalize the business of producing candy in Jamaica.
“I don't have to look to the heights—I just look next door and see that Jamaican women are doing amazing things with almost nothing."
“People thought I was nuts,” she says. “I was giving up my job, a good job, to go into an industry that I knew nothing about.” But as much as she wanted to give her sweet Rochelle a sweetie that she knew, Patria had seen the bigger picture, and the impact she could have on her beloved homeland. “The truth of the matter is, I am a Jamaican first and always. I don’t want to be part of a generation that sees a problem and sits back and complains and does nothing about it. For me, an import bill of $7.5 Million US for candy is a problem that someone has to do something about. I intend to be that person.” A veteran of the corporate marketing and communications industry, Patria is no stranger to the business world and some of the perceptions surrounding the workingwoman. Although the road of an entrepreneur is quite different to being employed with an established conglomerate, Patria feels that her experiences have prepared her for this moment. “I spent 18 years in the corporate world and I never felt any limitations due to being a woman. I subscribe to the idea that you make 11
your own destiny, and there are some kick-butt women out there. What they put out speaks for itself.” Further, Patria finds inspiration all around her, drawing upon what she calls the spirit of the Jamaican woman: the single mothers earning minimum wage who run their own households and raise their kids to success. “I don’t have to look to the heights—I just look next door and see that Jamaican women are doing amazing things with almost nothing.” Her convictions notwithstanding, $7.5 million is a daunting number to take on in the best of scenarios, even if you have an established brand, financial backing, and a steady industry behind you. Patria had none of these things, but she didn’t let that deter her. She funneled her own money into the business, taking from her pension and her savings. Still, she didn’t secondguess herself once, saying that with the risk she took, failure was simply not an option. “I believe that failure and success come down to the person, and how much you’re willing to strive. The days are long, there’s a vast amount of learning and the industry is new, but that’s okay. I do what I have to do in order to make sure the business is a success.” To help navigate her way through this new industry, Patria completely disregarded what she calls one of the “first rules of business school,” and sought out the advice of her competition. Paul Lue-Yen is the owner of Miel, one of only three confectionary companies to ever be established in Jamaica. Of those three, his is the only one left standing. LueYen took Patria “down the rabbit hole” of sweetie making, showing her the ropes of the business and even going as far as letting her use his factory to produce her sweeties. It’s a relationship that’s proved mutually beneficial, 12
as Sweetie’s production generates more revenue for the Miel factory, and gives Miel employees more work. This is a huge relief because building a factory from scratch would not have been financially viable. What’s more, she gets to keep her production based in Jamaica. Speaking of financing, Patria has a lot to say about the options available for entrepreneurs in Jamaica. She laments that it’s easier to get a car loan than to get start-up capital for a business. “Jamaica is risk-averse when it comes to startups and entrepreneurship. There’s a lot of rhetoric that entrepreneurs will be the change, move the island into self-sufficiency, but we need to put our money where our mouth is.” Still, Patria is doing well. Through the Branson Centre Caribbean, she has begun to pitch her business to potential angel investors, and has recently launched
a crowd funding campaign on GoFundMe. With the product’s new retail packaging, and the positive response to the flavour profile (mango, guava, jackfruit, june plum and pomegranate), Sweetie is gaining momentum—and the woman behind the business couldn’t be more proud. “I take selfies in the grocery all the time, pointing to Sweetie on the shelves,” she says. She may soon find it difficult to make time for selfies, with flavor expansions in the works over the next two years and merchandising deals being negotiated with some of the island’s biggest grocery chains. Patria is also looking to take Sweetie internationally, with a goal of bringing a taste of home to the 9 million people in the Jamaican diaspora worldwide. Hence the sweetie’s tagline, “a little piece of paradise”
Nonetheless, Patria says her proudest moment was handing Rochelle her first guava Sweetie. “Seeing her face light up, that alone was a measure of my success.”And that success was sweeter than any blue raspberry.
Introducing Cohort 7- A New Generation The Branson Centre of Entrepreneurship – Caribbean (BCoEC) has long anticipated the introduction of its virtual training. It took more than a year of preparation and hard work to launch Branson Centre Caribbean online on March 3, 2015. In the evolution of its training model, one very special group led the way for a new generation of Branson Centre Official Entrepreneurs. In the last quarter of 2014, Cohort 7 was the first group to experience BCoEC’s new hybrid model – a combination of virtual training and coaching with in-person networking and community building. After 12 weeks of intensive weekly webinars and coaching sessions, 24 out of 48 entrepreneurs made it into the Centre’s Official Entrepreneur programme. Their enthusiasm and spirit of engagement have not disappointed. Even from behind their screens and inboxes, they have managed to create a sense of community and camaraderie that is so crucial to a thriving entrepreneurial ecosystem. Top Row (standing) L-R : Raphael Satchell, Bliss Desserts Ayanna Dixon, ASD Clothing Mark Scott, Academic Journies Marcus Sewell, Technology Innovators Kevin Scott, Kimochii Villa Amitabh Sharma, Synapse Communications Glenton Daley, Daley’s Mini Mart Mervin Kerr, Island Integrators
Middle Row L-R: Tonisha Farquharson, Ganzi Clothing Jo-hanna Taylor, Envi Designs Andrea Wilson–Green, With Ease Magazine Marc Laird, Strictly Events Jamaica Limited Janielle Todd, The A+ Generation Adriel McKay, Concept Promotions
Front Row (seated) L-R: Veneita Tarrant, WOW Moments Tena Marie Bernard, TMarie Designz Dianne Plummer, True Shade Cosmetics Jovan Evans, AquaFlow Products & Services Sara Stanford, Bliss Bridal Boutique Wendy Jumpp, Wendy Jumpp Company Limited Nicolette Bennett, Earth Essence Ja
Not in Picture:
Marsha-Rae McBean, Little Oasis Treasures
Neil Chambers,
Charlene Chevannes-Chambers, NC3 Events
20/20 Vision Productions
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They make up a diverse group with an average age of 34 years. Women make up more than half of the group (46% male and 54% female), and 83% of the cohort already runs operational businesses. These businesses represent a number of industries, including fashion, technology, marketing and more. As they
move into the next stage of the programme, they are now accessing the BCoEC’s other support services, including our sophisticated mentorship matching. The entrepreneurs of Cohort 7 demonstrated a passion, openness and dedication that helped the BCoEC further refine and deliver its new online training platform. For this we thank them, and look forward to partnering with them along their entrepreneurial journey.
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Taking Entrepreneurship Learning into the Virtual World Entrepreneurship has always been at Virgin’s core. Entrepreneurs have the power to spark economic growth, create jobs, drive progress and create businesses to solve some of the world’s greatest problems, becoming a force for good. This is precisely why Richard Branson opened the Branson Centre in South Africa back in 2005 and then the Caribbean Centre (BCoEC) in 2011, to provide training, advice and mentoring to entrepreneurs who may otherwise not have access to the resources they need to propel and grow their businesses. Since opening, the Centre has trained 105 entrepreneurs and accepted 85 entrepreneurs into its broader programme. Of those 85 entrepreneurs, the BCoEC has supported over 200 jobs, helped to create an additional 200 jobs and seen an average revenue increase of 309%.1 As well as this, entrepreneurs tell us that that the training, support and access to community that the Centre provides has had a hugely positive impact on their overall confidence and abilities as business owners. With this success, we wanted to be able to offer support to more entrepreneurs across the Caribbean at varying stages of their businesses’ development to further spread the power of entrepreneurship. This is why Virgin Unite and the Branson Centre of Entrepreneurship - Caribbean (BCoEC) worked in partnership to create an online platform (Branson Centre Caribbean Online) that uses clever algorithms to accurately match mentors to entrepreneurs and also provide the tools and knowledge from
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By: Anoshe Waheed, Virgin Unite
BCoEC’s inhouse training programme, making it easily accessible online. The virtual platform will help the Centre expand its reach and scale support, with 254 entrepreneurs already registered to access the platform, enabling us to more than exponentially increase the amount of entrepreneurs we’re able to train at a given time – and more widely reach those around the island and soon around the region! So how does it work? The platform is essentially an online portal packed with practical and useful articles, videos and tools grouped as “missions” to help entrepreneurs along their entrepreneurial journey. These missions range from the basic start-up questions, such as “How to Build a Team” to those focused on a company’s more long-term growth plan, like “Preparing for Investment.” The platform also uses technology to intelligently match mentors with entrepreneurs, and provides a community where entrepreneurs can network and ask each other questions or seek advice from one another. The creation of the platform has taken more than a year of hard work and testing, but it has definitely been worth it. We now have a great product, which we hope will change the entrepreneurship landscape in the Caribbean for good and reach as many entrepreneurs as possible. The platform officially launched on 3rd March and both Virgin Unite and the BCoEC are incredibly excited to see the results from our first few weeks!
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Data as of December 2014.
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Caribbean Women Entrepreneurs ‘Lean In’ By: Melissa von Frankenberg, Branson Centre of Entrepreneurship - Caribbean
It is no secret that gender equality is an ongoing issue in the Caribbean and around the world. There are a number of economic and societal challenges that women still face in obtaining the same opportunities that men do, but a recent study seems to show that Caribbean women, especially in Jamaica, are breaking through these barriers. According to the International Labor Organization (ILO), just under 60 percent of Jamaica’s management force is female, the highest level in the world. St. Lucia comes in third, and even the Bahamas falls within the top ten. (The United States, for example, is 15th on the list.) When it comes to ‘leaning in’ and stepping into leadership positions, Caribbean women are doing something right overall, but is this trend consistent with women starting businesses and ‘leaning’ into entrepreneurship? According to a 2013 online article from infoDev; a global innovation programme in the World Bank, women entrepreneurs in the Caribbean suffer from a number of factors that can restrict their abilities to thrive as entrepreneurs; including lack of business connections and networks, few entrepreneurial female role models, concerns about work/life balance and of course, access to finance. As an accelerator programme focused on supporting and developing Caribbean entrepreneurs, we at the Branson Centre of Entrepreneurship – Caribbean (BCoEC) know about these challenges all too well. They are valid and must be addressed. Yet, at the same time, we also see women ready to take on entrepreneurship endeavors - almost 50% of our Branson Centre Official Entrepreneurs are female. This is consistent with the findings of the Global Entrepreneurship Monitor (GEM), which states in a 2014 Policy Brief for Jamaica that the gender gap in early-stage entrepreneurial 18
activity in the country is relatively small. Over the past few years, women have accounted for about 45% percent of the adults either trying to get a business started or owning a new business. According to the same GEM study, though, women are still not reaching their full potential as entrepreneurs. Although holding their own in startup activities, they are not on an equal footing when it comes to the quality of the businesses they start. The study shows that their level of confidence in their skills and abilities to run a business are lower than men, and they have a greater fear of failure. In addition, a larger percentage of female entrepreneurs than male entrepreneurs start a business out of necessity rather than for a good market opportunity; and further analysis also reveal that women-owned businesses report lower job growth aspirations for their companies and are less likely than men to hire employees. So, how can we push the envelope and translate to entrepreneurship the same success that Caribbean women seem to be having in acquiring leadership positions in the work place? The BCoEC believes that economic growth will happen when companies scale – attract investment, create jobs and generate revenue, and like those featured in this issue of our eZine, we have a number of examples of strong women entrepreneurs doing just that. We have found that services do not need to be specific to women, in order to benefit women. Seeing more women entrepreneurs as role models, whether through mentorship or simply connecting with like-minded peers, can be tremendous
in making women less risk-averse. Another key is promoting the benefits of opportunity entrepreneurship. We cannot always change the current economics, especially in a country where the unemployment rate is debilitating, but demonstrating the difference between selfemployment and real entrepreneurship helps to change mindsets and break down internal barriers. Over time, this WILL change the economics. We urge women entrepreneurs to see themselves as growth drivers, business leaders and change-makers and, just like men, put in the necessary time and work needed to build high-potential start-ups. They are already applying their leadership prowess to the corporate world, in the home and even in government (based on the ILO data, we shouldn’t be surprised that Jamaica has a female Prime Minister). With women comprising almost 50% of our entrepreneurial force in Jamaica, its time for more women to embrace their full potential as entrepreneurs. As equally as men do, they have a special part to play in creating opportunities in a nation with a debilitating unemployment rate, and we believe they will.
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Motivation Behind…Trendsetting B Inspired sat down with Branson Centre Official Entrepreneur, Stacia Davidson, whose signature re-worked pieces and unique style evolved from a personal creative expression in university to a fullfledged business. Now, as the creator of Yaad Trendz, she’s in the business of changing looks and lives. B Inspired: What’s the story behind the name “Yaad Trendz,” and how does it represent you and your line? Stacia: Yaad Trendz came about while I was on campus at the University of the West Indies, and my hall used to put on many fashion shows and events. We showcased my line and several others, and “Yaad Trendz” was the name of one of the last events I was a part of, so I went with it when I started my business. B Inspired: When one thinks entrepreneurship, fashion isn’t usually the first thing that comes to mind. What’s your experience in the industry been like so far, as an independent designer? Stacia: I don’t really think getting into fashion is that different from getting into any other business. Fashion is a multi-billion dollar industry and people are catching onto that. Hence why, every day, someone wants to get into the business. There’s potential. The Branson Centre helped me realize that my best move would be to come up with a product that is identifiable for the brand. B Inspired: Fashion has come under fire for some of its representations of women. Do you think that having more women on the business side of things will help counter that? 20
Stacia: Well currently, there are lots of women who own brands in our industry, and I do sense a change. I’ve seen more and more campaigns that embrace fuller body types, so it seems like the representation of women is changing. Understand, however, that the use of thin models is also a financial decision. Smaller sizes simply use less material, and as fashion entrepreneurs, it’s more financially viable to use less. People tend to look at the emotional aspect of it and not necessarily the business position. B Inspired: Yaad Trendz’ mantra is “Create. Innovate. Empower.” How do you use your line as a vehicle for empowerment? Stacia: We want to empower women, and people in general. Feeling good about your look gives you confidence in who you are. I also want to expand the business so that I can offer jobs to young artists and designers - empowerment from the financial side as well. B Inspired: One of your signature pieces, “Neckstaz,” are all made from t-shirt fabric. Why t-shirts? Why do you think that particular piece has gained such popularity? Stacia: I was at the point where I was thinking, “what’s next?” I knew I needed that distinctive product, where people would see it and say “that’s from Yaad Trendz.” I felt divinely inspired. I saw examples of the necklace concept online, but what I created was something totally different, and I instantly knew that this was it. B Inspired: Can you discuss a project you’re working on currently? What’s your next move in terms of the business?
Stacia: I’m working on a line I’m calling the “Team Spirit Collection.” With Boys & Girls Champs coming, I wanted to create something that represents loyalty and healthy competition and fun. I’ll be using country colours and colours from the high schools and working them into bangles, headbands, and other accessory pieces. I’m hoping to market them at home and also abroad. I see teams wearing them for football championships, the Olympics and more. Right now though, the primary focus is the high schools and reaching the young people. Stacia truly believes in the mantra of “Create, Innovate, Empower.” She says everything she does needs to incorporate at least one aspect of that, but of course, she’s striving to achieve it all. She’s got some personal goals for Yaad Trendz as well—she keeps a list of women she admires and would love to see wearing her pieces. That list includes local names such as Lisa Hanna, Kaci Fennel, Tessanne, and ShellyAnn Fraser-Pryce, as well as international stars like Rihanna, Gabrielle Union, and Keke Palmer. For someone as talented and driven as Stacia, it’s only a matter of time.
We want to empower women, and people in general. Feeling good about your look gives you confidence in who you are.
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Through the Fire — Kevin Scott There’s a saying that goes, “hope for the best, but prepare for the worst.” For Kevin Scott, “the worst” came to pass in early January 2015, when he learned that his business, Everyday Auto Parts and Service Centre, had been gutted by a massive fire. Two other businesses on the block suffered damages as well, but Everyday Auto took the brunt of the blow, losing the building itself and nearly 95% of its inventory. One might say that there are no words to describe that kind of loss, but Kevin disagrees. His response? A simple thank you. He’s thankful for his upbringing in a family where cars were a shared passion, where he had the opportunity to work with and build cars from a very young age. He’s thankful for the realization from very early on that he wasn’t a fan of the nine-to-five life. “I was something of a loan shark in high school,” he says, laughing. “I call that my first business.” Kevin’s also thankful for the opportunity to train at the
Branson Centre Caribbean. Oddly enough, the fire happened while he was completing the training program and gaining the skills that he says have helped him to forge ahead despite the set back. “Working with the Branson Centre left me charged with enthusiasm. We were ready to sort of re-launch in January, and that’s when the fire happened. Of course it’s easy to focus on the bad, but I see the good in it too. It’s the perfect opportunity to start over and present the business even better.” More than anything, Kevin is thankful for the encouragement from friends and customers who have rallied together in support of Everyday Auto. Kevin projects that by the end of May, they’ll be up and running at about 80%. The business specializes in used parts and automotive services particularly for Japanese models, which have the largest market share in terms of numbers in Jamaica, according to Kevin. Thus, there is definitely a demand for their services and the Everyday Auto family isn’t going to let that market slip away from them. Rebuilding really is just the beginning. Kevin is working on revamping his warranty processes and policies, updating the service centre, and bringing in new installations. His goal is focused and singular: “Everyday Auto will be the number one used auto parts supplier in Jamaica,” he says with conviction. To other entrepreneurs, Kevin offers these words of advice: when it comes to adversity, your emotions will get the better of you. Still, you have to detach yourself, be rational, objective, and above all, positive. Step back and analyze. Never doubt yourself. He quotes Warren Buffett, saying, “when you find yourself in a hole, stop digging.”
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Team: LISA LAKE
LISANDRA RICKARDS
SHARON JARRETT
DONNELLE CHRISTIAN
ANDREA NOBLE
CHELAN SMITH
MELISSA VON FRANKENBERG
FAYANN HENRY
KERRIE-ANN RICHARDS
SHADWAYNE GORDON
Chief Entrepreneurship Officer Entrepreneur Relations Manager Operations Manager Partnerships & Communications Manager Entrepreneur Development Manager
Entrepreneur Programme Manager Relationship Manager
Communications Assistant Team Administrative Assistant Accounting Manager
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