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INFORMED. ENTERTAINED. INSPIRED A W I N D S O R S TA R P U B L I C AT I O N I N PA R T N E R S H I P W I T H I N V E S T W I N D S O R E S S E X , S M A LL B U S I N E S S C E N T R E & E N T R E P R E N E U R S H I P CENTRE, TOURISM WINDSOR ESSEX PELEE ISLAND AND THE WINDSOR-ESSEX REGIONAL CHAMBER OF COMMERCE.
Celebrate small business
BDC Small Business Week, celebrated from Oct. 17-23 this year, is an annual celebration of entrepreneurship that the Business Development Bank of Canada (BDC) has organized for more than 42 years. Every year, close to 10,000 entrepreneurs gather to learn, network and celebrate the people building businesses across the country. This year’s week comes as the economy roars back to life. The BDC notes it’s become clear that the past 18 months “have fast-forwarded long-term disruption.” Growing labour shortages and the rise of remote work have become prevalent, as has the expansion of digital business and increasingly frequent climate events. “Canadian entrepreneurs will need to focus on innovation, inclusion and sustainability to maintain their growth amidst these changes,” the BDC notes. The BDC invites Canadians to join them in recognizing and celebrating the outstanding contribution of entrepreneurs and small and medium-sized businesses from coast to coast. “We encourage you to amplify our posts, create an original one using the campaign hashtag #BDCsbw or share one of the suggested posts on the platform of your choice.” For more details, visit the website bdc.ca/en/small-business-week.
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AUTOMOBILITY CITY
Windsor-Essex organizations have formed a partnership to develop a coordinated approach in growing and sustaining an automobility cluster. Check out the details in Invest WindsorEssex’s column. A12
Linking business to business ‘Bigger and better things to come’ K A R E N PAT O N- EVA N S
Local matters. The businesses, professionals, organizations and politicians contributing to the stability and advancement of Windsor-Essex County certainly understand this. That is why they represent a healthy percentage of the 211,000plus weekly readers gleaning useful information from community-focused articles published in the Windsor Star and Star Review. Upon recently learning the Star’s digital audience is significantly comprised of C Suite executives, the business elite and other corporate decision-makers, Amanda Reid had a lightbulb moment. “Our newspaper’s print and digital publications and social media are already reaching so many people in our community who want to know what their colleagues and competitors are doing. I determined we should create a new business-oriented publication that puts the information leaders’ value directly into their hands,” the media sales manager for the Windsor Star/Postmedia Solutions says. The result is this inaugural edition of Business WindsorEssex,
inserted into the hyper-local business section of more than 100,000 copies of the Windsor Star’s Oct. 14 print issue, as well as the digital issue at windsorstar.com. It is also being inserted into the Star Review. Highlights will be posted on the Star’s social media. “Please consider this first publication as an example of bigger and better things to come,” Reid says. Upcoming issues will be distributed on Thursdays on Jan. 13, April 14 and July 14. “Hold onto or bookmark these quarterlies as reference guides. They contain useful information, all in one, convenient space.” Being connected is key to overcoming challenges at any time and especially during the coronavirus pandemic. “COVID-19 cut down on face-to-face networking opportunities, where people naturally swapped stories in conversation,” Reid observes. “Our Windsor Star team has multiple touchpoints with local business owners, movers and shakers. We have firsthand knowledge of the innovative ways they have met hurdles, became creative and succeeded. Windsor-Essex is proving once again it is scrappy and knows how to get the job
LOCAL RESOURCES TO HELP WINDSOR-ES SEX BUSINES SES An informed entrepreneur can make informed decisions. Free, helpful resources are always available online to help locals like you. Business Development Bank of Canada ■ bdc.ca Free resources on the Business Development Bank of Canada’s website under articles and tools gives tips on recruiting, selling your business and more. City of Windsor ■ citywindsor.ca/business/Pages/ BizPaL.aspx Windsor’s BizPaL service helps entrepreneurs like you generate a personalized list of the municipal, provincial and federal business permits and licences you’ll need to launch and grow. citywindsor.ca/business/Economic-Development/Pages/Business-Incentives.aspx ■
done!” Tales of these savvy and determined organizations will be professionally researched and written in articles that comprise the heart of Business WindsorEssex.
As part of the partnership with local businesses, the Windsor Star and Postmedia Network Inc. is organizing a three-part webinar series on How Search Drives Revenue: A Series on SEO and SEM. G E T TY I M AG E
The City of Windsor’s Economic Revitalization Community Improvement Plan provides financial incentives to encourage new investment in targeted economic sectors for the purposes of diversifying the local economy and creating and retaining jobs. Futurpreneur Canada ■ futurpreneur.ca Mentoring, low-interest loans and other supports are available to people ages 18 to 39 who are interested in being their own bosses, from side hustles to fulltime. Additional programs are designed for female, Black and Indigenous entrepreneurs. Government of Canada ■ canada.ca/en/services/business/start.html The Canadian government posts resources for anyone operating their own businesses, including self-employed ventures and immigrant
“Our goal is to support our business community, so they continue to thrive. We can achieve this through our in-depth editorial coverage, our close relationships with our business organizations – many of whom are participating in this feature – and our abilities as a national digital and print marketing agency,” Reid says. “Business WindsorEssex will be the leading publication for reach and content in the market for our B2B customers as well as businesses and organizations interested in showcasing their products and services to a business audience.” Invest WindsorEssex, Small Business Centre, Windsor-Essex Regional Chamber of Commerce, and Tourism Windsor Essex Pelee Island will frequently be showcased. “These organizations are important partners with vital information to share in future articles,” says Reid. Individual businesses and organizations have an opportunity to
THIS SPECIAL FEATURE WAS PRODUCED BY CONTENT WORKS, POSTMEDIA’S COMMERCIAL CONTENT DIVISION.
start-ups. Invest WindsorEssex / Small Business & Entrepreneurship Centre ■ webusinesscentre.com/en/whowe-are/who-we-are.aspx Offering guidance and complimentary professional advice, the Small Business & Entrepreneurship Centre helps local businesses from concept through expansion. Ontario Network of Entrepreneurs ■ ontario.ca/page/small-business-access Find funding opportunities plus business and legal advice on this Government of Ontario site. Windsor Public Library windsorpubliclibrary.com Human resources, marketing and networking advice are available in the library system’s business-focused books and magazines. ■
be featured in display profiles, custom-crafted by Business WindsorEssex freelance writers. The Business Community Calendar offers free promotion of local events, workshops, seminars and networking events. “I invite you to submit your future events for our next publications. Just send your information to bit.ly/3zb81qw,” Reid says. She is confident in the new publication’s ability to connect and deliver. The Windsor Star’s digital readers are 42 per cent more likely to be self employed professionals than the general Windsor population, while 34 per cent are more likely to be small business owners. “Our newspaper already has the readership that B2B and other organizations want to engage,” Reid points out. “Every one of us is helping to shape our community. Business WindsorEssex is telling how we are each leaving our own mark while supporting local.”
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These 10 small businesses in the Windsor area are at your service Support small business! With Covid-19 related restrictions loosening but still impacting us all, it is important to ensure that the local economy stays active and vital. These 10 local businesses rely on your continued loyalty and support. Auto Hut/ Simplicity Car Care Auto Hut/Simplicity Car Care is here to serve our Windsor Essex County clientele with two convenient locations. We are a one-stop service centre, here to serve you for all auto body repairs, mechanical repairs, routine maintenance, detailing, and more. As a certified and licensed auto body and mechanical centre, all repairs are completed in-house to the highest quality standards, to ensure maximum customer satisfaction. Our newly added dealership of Auto Hut Sales is now opened to serve the community. Voted the #1 BODY SHOP by YQG for years 2020 and 2021. Thank you, Windsor — your family is our family!
Address: 1558 Howard Ave., Windsor ON, and 6130 Morton Industrial Parkway Lasalle ON Phone: 519-977-0184 226-674-1116 226-675-0184 Hours: Monday to Friday: 8am-6pm, Saturday: 9am-4pm, Sunday: 11am-4pm Website: www.autohutclinic.com Facebook: www.facebook.com/Auto-Hut-Clinic-Collision-111484063844475/
Colonial Coffee Co. Ltd.
Proud to be locally owned and operated. With over 57 years of coffee roasting and food distribution, we’ve sourced the best coffee and food products and made them available to everyone at home. Aside from its great taste and the endless ways one can enjoy a cup of coffee, coffee is also a great value. Did you know that, on average, you pay less than a dime for each cup of coffee you prepare at home? We offer a full range of blends and single-origin coffees that satisfy preferences across the roasting spectrum including Arabicas-Single-Origin, Arabicas-Blends, Decafes, Fair Trade/Organics. Address: 3110 Marentette Ave, Windsor, ON N8X 4G2 Phone: 519-966-9733 Hours: Monday to Friday: 9am - 4pm, Saturday: 9am - 3pm, Closed Sundays Website: www.buycoffeecanada.com Facebook: www.facebook.com/colonialcoffeeco
Joe Schmoe’s Eats N’ Drinks
Locally owned and operated, Joe Schmoe’s Eats N Drinks has been serving area favourites since 2007. We strive to make the best burgers, wings, sandwiches and salads we can with fresh quality ingredients. We believe in giving our customers choices with over a dozen Big Mouth Burgers, Stacked Sandwiches, Signature Wing Sauces and Super-Sized Salads — we are sure to have something for you. Maybe you are in the mood for a delicious Reuben or if you love a good challenge, you could take on our Fat Schmoe burger to try and land your mug on our wall of fame! We also carry an assortment of beers, wines, and spirits at great prices. Address: 5881 Malden Road, LaSalle, Ontario N9H 1S5 (behind Rexall) Phone: 519-250-5522 Hours: Monday to Thursday: 4-8 pm, Friday and Saturday: 4-8:30 pm, Closed Sundays Website: www.eatatjoes.ca Facebook: www.facebook.com/JoeSchmoes
ShopEco ShopEco is your destination for high-quality, Canadian, independent self-care brands that celebrate nature’s gifts. It’s a shop that does the thinking for you, so you can relax, indulge, and feel good about your selections. Visit our welcoming boutique and knowledgeable staff in Tecumseh, or place your order online for pickup, delivery throughout Windsor and Essex County, or Canada-wide shipping.
Address: 1141 Lesperance Rd, Tecumseh, ON, N8N 1X3 Phone: 519-735-2200 Hours: Monday to Friday: 11am-7pm, Saturday: 10am-5pm Website: shopeco.ca Facebook: www.facebook.com/ShopEcoCanada
Sun Parlor Honey
Sun Parlor Honey has been family owned and operated by the Congdon family since 1916. With three generations of Congdon’s active in the daily business, quality is kept to the highest standards. Nutritious, healthy, and tasty! Sun Parlor Honey produces honey both in Essex County and in North Wellington County. With production areas that are very different they have a large variety of floral sources. Sun Parlor Honey carries a fresh supply of award-winning honey in liquid, creamed and comb honey, as well as honey products including beeswax, bee pollen, honey garlic sausages, candles, skin creams and Christmas baskets. If you can’t visit the Cottam farm, look for the label of Congdon family’s “Sun Parlor Honey” available in local stores
Address: 238 E County Rd 14, Cottam, ON N0R 1B0 Phone: 519-839-4000 Hours: Monday to Saturday: 9 am to 5 pm Website: www.sunparlorhoney.ca Facebook: www.facebook.com/SunParlorHoney
The Suit Shop Co. Ltd. We specialize in wedding packages and custom-tailored suits, tuxedos and shirts. As well we have a variety of ready-made suits, shirts, ties, pocket squares and suit accessories.
Address: 593 Erie St. E. , Windsor ON Phone: 519-903-1300 Hours: Tuesday and Wednesday: 10am-5pm, Friday: 10am-6pm, Saturday: 10am-4pm. Will accommodate after hour appointments Website: www.thesuitshopco.com Facebook: www.facebook.com/thesuitshopco
Little Foot Foods
Ure’s Country Kitchen and Mini Golf
We make artisanal pierogi, cabbage rolls and more! We are a local, independent business located at 1404 Tecumseh Rd. E. at Moy Ave. We pride our business on using high-quality ingredients and ensuring high-quality service, time and time again. This is handmade, feel-good food that even mom would love! Pick four for $35! Any four menu items for $10 or less. Our weekly menu is posted every Wednesday so we can start taking pre-orders for Friday when the menu kicks in. The menu is posted on Facebook, Instagram, and our website littlefootfoods.ca. Fresh cabbage rolls and stuffed peppers are made Fridays and are available through Saturday. (Tuesday- Thursday frozen ones are generally in stock.) Curbside Pick-up or Delivery through Jubzi.
Ure’s Country Kitchen is a familyowned and operated ice cream parlour, restaurant, convenience store, gas station, AND NOW MINI GOLF COURSE! Established in 1988 by Randy and Laurie Ure, there truly is something for everyone at Ure’s. Come on in and experience the relaxed friendly atmosphere while you devour a delicious home cooked meal, enjoy a friendly round of mini golf, or pick out your favourite hand-scooped ice cream. You will always find a friendly smile, a great story, and amazing service at Ure’s.
Address: 1404 Tecumseh Rd. E., at Moy Website: littlefootfoods.ca
Pure Nature Nutrition Centers Pure Nature Centers has been taking care of the health and wellness needs of our community for 25 years. We provide an extensive selection of natural health products, vitamins, herbs, sports nutrition, weight management products, natural beauty care and healthy snack foods. Our mission is to empower people to live their best life by providing exceptional customer service and knowledge that goes above and beyond to find what our customers are looking for and help them on their wellness journey. Our six locations throughout Windsor-Essex are here to support your health.
Addresses: 3174 Dougall Ave. , Windsor • 519-967-9865, 316 Talbot St. N., Essex · 519-776-8241 11400 Tecumseh Rd. E., Windsor · 226-782-2100, 5841 Malden Rd., LaSalle · 519-972-8696 400 Sandwich St. S., Amherstburg · 519-730-0010, 25 Amy Croft Dr. Lakeshore · 519-979-7632 Hours: Monday to Friday: 10am-8pm, Saturday: 10am-5pm, Currently Closed Sundays Website: www.purenaturenutrition.com/ Facebook: www.facebook.com/purenaturenutriton/
Address: 6000 County Road 20, Harrow, ON Phone: 519-736-7555 Hours: Store and Mini Golf: Monday to Saturday: 7am- 8pm, Sunday: 7:30am-8pm Restaurant: Monday to Sunday: 8am-2pm Website: www.ureskitchen.ca/ Facebook: www.facebook.com/UresCountryKitchen/
Whiskeyjack Boutique Whiskeyjack Boutique is an independent woman-owned boutique nestled in the heart of downtown Windsor, which features carefully curated Canadian-made gifts, homewares, stationery, provisions, jewelry, apparel, and more. All items are ethically sourced from quality makers in Essex County and from coast to coast. Shop in-store, or browse our entire inventory online, and choose from available international shipping, curbside pickup, or free local delivery for orders over $50 in Windsor, LaSalle, and Tecumseh. Address: 55 Maiden Lane West, Windsor ON N9A5V9 Phone: 519-252-1818 Hours: Wednesday: 12pm-5pm, Thursday and Friday: 10am-6pm, Saturday: 8am-4pm, Sunday: 10am-3pm Website: www.whiskeyjackboutique.com Facebook: www.facebook.com/whiskeyjackboutique
Businesses looking to participate in this feature can contact Amanda Reid at areid@postmedia.com or 226.280.3978 THIS CONTENT WAS PROVIDED BY MULTIPLE ADVERTISERS FOR COMMERCIAL PURPOSES.
BUSINESS WINDSORESSEX TWEPI
Moving Forward Together – YQGStandsStrong
GORDON ORR
During this difficult time, Windsor-Essex businesses – and in particular those the tourism and hospitality industry – have stayed afloat by adapting to consumer demand, safety protocols and governmental regulations and supports. By being able to come together as a strong and resourceful business community, we already have a good understanding of the path forward and how we will get through this pandemic. The positivity each and every business has been able to exemplify over the last year and a half, and continues to do so, is critical in keeping our destination relevant – not only to our residents, but to visitors and relocates. And for this, Tourism Windsor Essex Pelee Island would like to say thank you to all of the local businesses that have played a role in promoting our destination and also the local citizens, who at a time when we needed it the most, continue to buy local. Being able to support local and work with our organization has been paramount in aligning Windsor-Essex towards a favourable post-pandemic outcome. In that vein, we have seen some positive indicators: · engagement in the digital copy of our Official Visitor Guide, appropriately called “Staycation in Windsor Essex Pelee Island,” is at an all-time high, with more than 28,000 visits this summer alone; · website traffic at our site, visitwindsoressex.com, has doubled in both visitors and page views; · beyond local, interest in our destination from southern Ontar-
io, including the Greater Toronto Area, Hamilton and Kitchener-Waterloo, has never been higher; our tourism partners, who have witnessed visitation from those coveted geographic markets, are also echoing this. We have also had successful marketing campaigns targeting locals at first and, when it was safe to do so, southern Ontario as well. The “Summer of the Staycation” campaign was hyper-local focused, calling out to businesses and experiences within Windsor Essex, informing residents of what to see and do in their own backyard. The “Windsor Essex Road Trip” campaign’s objective is to drive
We already have a good understanding of the path forward and how we’ll get through this pandemic. visitation and overnight stays from markets within the Greater Toronto Area down through Chatham-Kent. We are very appreciative of local businesses stepping up and doing their part to promote our campaigns and alert residents and visitors alike about exploring all of the tourism assets we have in Windsor-Essex. Playing an integral role in strengthening our communities is crucial in the long-term recovery of our districts, attractions, food and beverage, retail, festivals and events. Continuing to remain optimistic and innovative, while supporting #YQGStandsStrong, is the best way to strengthen and maintain partnership engagement here in Windsor Essex.
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Open Streets returns
Downtown Windsor BIA ■ Downtown Windsor Arts Fair Oct. 17, 2021 downtownwindsor.ca/artsfair A component of Open Streets 2021, the Downtown Windsor Arts Fair features over 60 local artists, crafters, artisans and exhibitors along with demonstrations and live entertainment. City of Windsor ■ Open Streets Windsor 2021 OpenStreetsWindsor.ca Open Streets Windsor returns this October to connect our diverse neighbourhoods and people across the community. The popular out-
door event returns with enhanced safety measures on Sunday, Oct. 17, 2021, from 10 a.m. to 2 p.m. This FREE community event will see an eight-kilometre route along Sandwich St., Riverside Dr. W., University Ave. W., Wyandotte St. E. and Drouillard Rd. temporarily closed to cars. #OSWindsor Windsor Star / Postmedia Network Inc. ■ How Search Drives Revenue: A Series on SEO and SEM info.postmediasolutions.com/ howsearchdrivesrevenue Special guests in this three-part exclusive webinar series include Mariah Parrish from Google and insights from industry expert Tom Tsinas from Postmedia Solutions. Future-Proofing Your Business on Oct. 19 at 1 p.m. with a special guest from Google, Mariah Parrish. Learn how you can optimize your marketing strategy with paid search. Introduction to Search Engine Optimization (SEO) on Nov. 2 at 1 p.m. with industry expert from Postmedia Solutions, Tom Tsinas. Learn what SEO is, why it matters and all the basic must-knows to get started! Hands-on Intermediate SEO
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Workshop on Nov. 16 at 1 p.m. with industry expert from Postmedia Solutions, Tom Tsinas. Learn how to leverage industry tools to implement organic and paid search strategies to drive traffic, boost brand visibility, and support business growth!” WEtech Alliance
MedHealth Matchmaking Mixer Oct. 22, 2021, 8 a.m. medhealthinnovation.org/medhealth-matchmaking-mixer The MedHealth Matchmaking Mixer brings together hundreds of attendees for virtual matchmaking and discussions on how we can overcome healthcare challenges together. ■
Downtown Windsor BIA Downtown Windsor Flea Market Oct. 24, 2021, 10 a.m. downtownwindsor.ca/fleamarket Located at the Pelissier Street Parking Garage, flea market vendors invite you to shop their treasure trove of vintage goods, clothing, jewelry, art pieces, books, home décor and more. ■
2 Great Chamber Programs 2 ways we are supporting local business
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Keep your workplace safe & open with our free COVID-19 rapid tests
WWW.WESTAYSAFE.CA
Gordon Orr is CEO, Tourism Windsor Essex Pelee Island.
How much should you be spending on SEM? How much should you be spending on search engine marketing? It’s a question every business owner asks when exploring SEM to reach new customers. SEM is marketing through search engines or paying to show up when an interested customer searches using keywords relevant to your business. It works like an auction. You bid on keywords that will get your ads in the most prominent positions possible. When you use pay-per-click (PPC) advertising you only pay when someone clicks on your ad.
How is my SEM budget spent? You control what you spend on SEM by creating budgets for
each campaign you manage. This means you can run separate campaigns targeting different key searches. You can set maximum amounts per month and monitor ad spending, pausing when or if needed. An auto dealership might have different campaigns for each vehicle brand it sells. It might have one for sales and another for services, each with its own budget. Google Ads is the most common platform for SEM and provides resources that show how Google ad costs and quality are determined. Fore more details, visit the website postmediasolutions.com/blog/ how-much-should-you-be-spending-on-sem.
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Keep our local businesses alive by participating in our Support Local campaign
www.wesupportlocal.info www.windsoressexchamber.org
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Invest WindsorEssex
Small business Windsor-Essex, services to the Automobility navigate path to Capital of Canada entrepreneurship INVEST WINDSORESSEX
Organizations across the Windsor-Essex region have partnered to develop a coordinated approach to grow and sustain an automobility cluster. This includes fostering an entrepreneurial network and advancing the development of technologies and infrastructure.
Entrepreneurial Support Networks in Automobility As part of this approach, the Invest WindsorEssex Automobility and Innovation department aims to support new and existing businesses by offering resources that help companies achieve their goals. One of the critical support networks that helps foster excellence in the connected and autonomous vehicle development industry includes the Autonomous Vehicle Innovation Network (AVIN) which allowed for the establishment of the Invest WindsorEssex Virtual Reality (VR) CAVE. As a proud partner of AVIN, Windsor-Essex hosts a Regional Technology Development Site, focusing on cross-border technologies and cybersecurity. Through this partnership, AVIN capitalizes on automotive technologies and mobility solutions and enables infrastructure networks across Ontario to adapt to this evolution. AVIN provides a competitive advantage allowing Ontario (including Windsor-Essex) to reinforce its position as a North American leader in automotive technologies. Windsor-Essex is also home to Canada’s largest publicly accessible VR CAVE which serves as a training and research tool to support connected and autonomous
vehicle development through virtual reality and prototyping. This resource is accessible to companies throughout the Windsor-Essex region and helps to expand their research and testing capabilities. Invest WindsorEssex has received financial investments to help promote this entrepreneurial ecosystem. In June 2018, the Ontario Centre of Innovation selected Invest WindsorEssex to manage a $2.6-million initiative to advance connected and autonomous vehicle technologies through AVIN. Since 2019, FedDev Ontario has invested $12.5 million in the region to stimulate a next-generation automobility cluster and establish Canada’s first world-class automobility accelerator. These investments have helped transition the local economy, attract new investments, and create jobs of the future. Furthermore, Invest WindsorEssex provides support to entrepreneurs across all sectors including automobility and technology through the Small Business and Entrepreneurship Centre (SBEC). SBEC is a one-stop source of resources, programs and information that provide guidance and professional advice. The SBEC business advisors help companies make the right decisions and develop the skills and access to networks needed to succeed.
The Future of Windsor-Essex! Invest WindsorEssex continues to support and promote the Windsor-Essex region as a leader in automotive technologies while maintaining its title as the “Automobility Capital of Canada.” Whether you are gearing up to start a new business or growing your company, Windsor-Essex has the right resources to ensure your success. To learn more visit investwindsoressex.com.
How to make your Facebook advertising stand out Optimize the best strategies to make your Facebook advertising stand out to keep driving customers to your business and reach your goals. Looks matter. It’s a simple and undeniable truth. In marketing, visual impact is just as important as focused targeting. When it comes to promoting your brand on Facebook, the best way to stand out and leave a good first impression is to deliver great creative. This goes beyond inspiring content, strong images and vibrant colours. It requires cohesive, engaging design that captures your target audience’s attention and relays your brand’s key message in just a few seconds. This is becoming even more challenging as a growing number of businesses tap into the reach of
Facebook and increased mobile device use changes how people consume content. Fast fact: People consume content 41 per cent faster from a mobile news feed than from a desktop news feed. They also recall the mobile content at a significantly higher rate. Postmedia Solutions has pulled together six best-in-class Facebook creative ideas for small business to help you stand out. Visitpostmediasolutions.com/ blog/ how-to-make-your-facebook-advertising-stand-out.
NATA S H A M A R A R
Apply your passion and expertise, be your own boss, earn more and make a difference in your community. These are just some of the benefits to entrepreneurship. But for many aspiring entrepreneurs, launching and growing a small business is a challenging task. There are 1.2 million small businesses in Canada, of which 97.9 per cent are small businesses, according to the Government of Canada. There are 11,356 businesses with 1-99 employees in Windsor-Essex alone. These figures demonstrate the importance of small businesses as drivers for the local economy. Since 1992, the Small Business & Entrepreneurship Centre (SBEC) has supported thousands of people in reaching their goals of managing their own business. The centre, a division of the non-profit organization Invest WindsorEssex, helps entrepreneurs and existing small business owners start and grow their businesses in the Windsor-Essex region – from ideation and concept, through startup and operation, to the early growth and expansion stages of business. SBEC works in partnership with the Province of Ontario’s Ministry of Economic Development, Job Creation and Trade. It’s also part of Small Business Centres Ontario, a network of offices that serve Ontario’s small business community. Despite the challenges to businesses brought on by the COVID-19 pandemic, SBEC continues to see a growing number of business inquiries and new startups in Windsor-Essex. In 2020, the centre helped facilitate the startup of 140 new businesses, expansion of 97 businesses and creation of 440 jobs locally. SBEC also delivered more than $1.2 million in government funding to small and medium-sized businesses in Windsor-Essex and throughout southern Ontario last year. SBEC supports individuals by providing advisory services, business resources and information, seminars and workshops, funding and a network of mentors. These are the keys to success, and success starts at SBEC. Many people access resources through the SBEC website on topics such as business planning, human resources, marketing, business law and taxation, wealth management and succession planning. The website also features a community events calendar, free downloadable business guidebooks and an interactive tool that provides insight into available commercial properties and local market research.
Entrepreneurs can also tap into SBEC programs which provide in-depth training, mentorship and funding opportunities. Current programs offered in 2021-2022 include Starter Company PLUS, Summer Company, Digital Main Street, Foodpreneur Advantage and Growing Creative Careers. These programs support entrepreneurs of different industries, ages and business life cycles. Starting or growing a business can be a daunting task, especially if you’re unsure where to begin. By using the resources available from SBEC and guidance from its team of advisers, you won’t hesitate with how to get started any longer. SBEC is currently providing virtual training and advisory services as well as site visits to businesses. In the coming months, the centre hopes to welcome back clients to its offices in Windsor and the Town of Essex. October is Small Business Month in Ontario and SBEC is proud to highlight its services, clients and opportunities through various marketing campaigns, giveaways and events. Follow SBEC on social media and visit its website for details on this year’s initiatives. Connect with SBEC online at webusinesscentre.com, by calling 519-253-6900 or emailing info@ webusinesscentre.com. Natasha Marar is manager, Marketing & Entrepreneurship Programs, at the Small Business & Entrepreneurship Centre.
BU S I N E S S WINDSOR ESSEX COMMUNITY CA L E N DA R
Invest WindsorEssex ■ Emerging Technologies in Automation Virtual Conference Oct. 26, 2021, 8:30 a.m. emergingtechnologies.ca This is a free event where participants will learn how made-in-Canada automation can help their businesses become more efficient, more productive and more innovative. The COVID-19 pandemic has changed forever how many businesses will function, making remote working and remote facility operation the new normal and highlighting the need to provide a safe and secure work environment. Join Invest WindsorEssex to see how the automation industry, including the large cluster in the Windsor-Essex Region, can help companies in their recovery and resiliency efforts. Hear from leading companies with cutting-edge technologies, many of which were developed during the pandemic, as well as expert speakers discussing how Industry 4.0, robotics, cybersecurity and more will shape many industries. WEtech Alliance Founders Week (beta) Nov. 8, 2021, 10 a.m. wetech-alliance.com/foundersweek Six days packed with free (virtual) workshops, fireside chats, networking opportunities, health and wellness sessions, awards, swag, and more! ■
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BUSINESS WINDSORESSEX
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How to work from everywhere (forever) Pressure to offer remote work comes with responsibilities
fith offers some cautionary advice. “Hybrid worries me the most,” says Griffith, who mentions that many people have moved to new cities during the pandemic and could be disenfranchised by an unnecessary switch back to working from the office part-time. To make the hybrid scenario a success, Griffith says company leadership should take special care to model the policies they put in place. “If leadership is going into the office every day even when it’s not company policy, it’s going to take a whole lot of effort to convince
N I C O L E E DWA R D S SPECIAL TO POSTMEDIA NETWORK
With the initial shock of working from home long behind us, remote work is now something many businesses plan to do long term. And as more Canadians get vaccinated, the desire to work remotely is still high. Some companies, like Shopify and Amazon, made the switch to working remotely for good early in the pandemic. To remain competitive, other future-focused companies are following suit by setting up long-term work-from-home strategies. The major question is how to determine which tools, systems and practices should be permanently woven into the company’s fabric, and how to determine their feasibility over time. “Business leaders have to step back and say, what have I learned during this challenging time about our company, and what has [staff ] learned individually about how we work under this circumstance?” says Terri Griffith, Keith Beedie Chair in Innovation and Entrepreneurship at Simon Fraser University and author of The Plugged In Manager. Griffith has studied virtual teams since 1984, and feels
Will employees ever return to the office full-time?
small businesses are actually better positioned to successfully transition to remote work than bigger ones — albeit, with some caveats. “With small businesses, you may assume that everyone agrees, which of course may not be true. What’s best for the team needs to be an ongoing, fluid discussion.” The permanent switch to remote work is about much more than having a company Zoom account. It requires a calculated effort to create a sense of camaraderie among teammates, especially among staff who were hired during the pandemic, and may have never met their coworkers in person. As small business leaders pre-
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pare to have the conversation about how they’ll work with their team, Griffith suggests using the “Five T’s” as a starting point. They include your talent, your tech, your techniques for bringing those two things together, how they’ll align to meet your target and, lastly, the times we’re in and how that influences any decisions. “Mapping out learnings around those five T’s is an eye-opener for many companies. It helps identify who the stakeholders are, how this will affect customers or clients — all the different moving parts. I encourage businesses to get all those pieces on the table, and say: ‘Given what we learned, what’s the
way forward and how could different people benefit?’” Griffith says that companies that don’t spend money on office spaces might consider allocating some of their budget to company retreats where the team can bond in person. “Lots of companies who have been remote long-term don’t spend on real estate, and so they’re able to spend on get-togethers once or twice a year, wherever it’s convenient for them, so they can spend some time getting to know each other face-to-face.” For small business owners considering a hybrid scenario, where employees have the option to work from the office if they so choose, Grif-
What’s best for the team needs to be an ongoing, fluid discussion. the rest of staff that remote work is fine.” Above all else, Griffith encourages business owners to be open about the fact that their remote work systems are still a work in progress. “It’s kind of like we have a honeymoon period. No one thinks what you’re doing right now is what we’re going to do forever. We’re still going with the flow and doing what’s best for the times — one of the five T’s! There are no absolutes at this moment. It is fine to vocalize that.”
How to convert website visitors into sales Postmedia has identified eight ways to ensure your website is set up to convert. Make conversion analysis part of your marketing strategy This is one of the best ways to manage the ROI of your campaigns. Begin by setting specific conversion goals. Then measure and track your conversion rates. We’re focusing on sales here, but conversion goals can also include visitors taking other actions, such as filling out a form, attending a webinar, requesting an estimate or spending a specific amount of time on your site. Be clear about who you are and the value you bring What makes you stand out from the competition? Why should buyers trust you and your products? Craft an elevator pitch that is com-
pelling and to the point, and will resonate with your target buyers. Include this key messaging in all your branding initiatives, on your home page, on social channels and in product descriptions. Build an email database and segment your email audience Email marketing is a proven and effective way to drive traffic to specific pages on your website. It can take the form of a simple update or reminder about a product or service. Or it can involve regular email newsletters designed to keep your brand top of mind by pointing readers to relevant articles and promotions on your website. Promotional emails can turn the spotlight on special events and sales. Use the data you’ve collected about your customers to segment your email audience by purchase
history, interest, demographics and where they are on their buying journey. Develop landing pages that link to and align with your pay-per-click campaigns AdWords campaigns will help improve your ad quality score which will in turn improve your ad and website rankings. That’s because Google rewards relevance and these are important indicators of relevance for the search engine. Build your credibility on social media It has never been easier for customers to get loud about what they like and what they don’t. When it comes to building trust in your brand, happy customers sharing reviews and testimonials on social media can carry the same weight as recommendations from friends.
Turn your website into a great customer experience Your website is the face of your brand. It’s what will help you stand out in a growing e-commerce environment – if you prioritize it and make it a place your customers want to visit. Make sure it provides the information customers want and need to move through their buying journey in the way they want to receive it. Use high-quality product images and video, relevant articles, and engaging product copy that tells your brand story and how the product will help customers. Keep it fresh with regular updates. Create a blog and post new content regularly This is a great way to bring added value to your customers by an-
swering their questions and addressing their pain points. It will also help build trust in your brand. Leverage live chat Adding a live chat feature to your site will allow you to immediately answer a visitor’s questions while they are on your site. This type of relevant engagement drives conversions. Research shows that shoppers are 4.6 times more likely to convert after engaging with an online chat support service. Plus, a buyer who uses live chat will likely spend 60 per cent more on their purchases. Driving traffic to your website is table stakes in today’s growing ecommerce marketplace. Now it’s time to ensure those clicks convert into sales. This is what will allow you to grow your business.
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