March 2012
Member in the Spotlight:
Crystal Saulnier
Beating the Winter Business Blues
Starting a seasonal business in the Maritimes can be a challenging endeavor, especially when your business is focused on the summer season. For Crystal Saulnier, owner of SunMe Swimsuit Spa, she recommends that you don’t rely on just one thing to generate revenue and keep your options open. “SunMe Swimsuit Spa is a new concept that I wanted to bring to the table,” says Saulnier. It is a combination of swimsuit retail and spa services for travelers as an all-in-one destination. Crystal felt like this concept was lacking. “Shopping for swimsuits needed to be a more intimate event instead of the ‘fluorescent light-retail atmosphere’. I wanted to make it a more relaxed beauty experience.”
At SunMe Swimsuit Spa, they don’t simply rely on the sale of swimsuits to get through the colder seasons. Along with the retail aspect, the Spa also offers esthetic and airbrush tanning services that are becoming increasingly popular as a healthier alternative to achieve that summer glow. So how do new business owners deal with the responsibilities of owning a business? “Being an entrepreneur is a lot like giving birth and becoming a mother. It’s this thing you’ve created and you have to nurture it, grow it and take care of it.” Crystal says that being a mother has definitely helped her prepare to wear all of the different hats that come with being an entrepreneur. “You have to be flexible.”
When thinking about entrepreneurship Crystal recalls one of her favorite quotes, “If you want a new outcome, you must be willing to try things in a new way.” She says that being an entrepreneur is very empowering and a great experience, something that she had wanted to do for a long time but never did the right things to get her there, until now. Crystal realizes that being an entrepreneur isn’t for everyone but says that for those who want it, you just have to go for it.
SunMe Swimsuit Spa is targeted towards a wide range of women, from 26-96. Saulnier credits a lot of her marketing to the social media tool, Facebook, saying that it’s been a great way to reach new and existing clients. The Spa has been getting great media attention with various articles in the Chronicle Herald as well as a feature on CTV’s Live @ 5 showcasing an in-store fashion show. “We’re continuously trying new and unique things,” Crystal says. This includes their ‘Bikini Girls’ [bikini-clad SunME Swimsuit Spa models] who have been out promoting to the drive-by traffic on the Bedford Highway during special holidays like Christmas and Valentine’s Day.
Located at Sunnyside Towers in Bedford, Crystal says that her vision for SunMe Swimsuit Spa is to expand. She wants more locations and to be able to offer a wider range of products. Crystal attributes a lot of her success to the many connections she has made to other women business owners. “Making connections through the Centre for Women in Business’ networking nights has made a huge difference.”Along with being a member of the Centre, Crystal also belongs to Momcafé and the Bedford Business Association. “The experiences that I’ve had through these groups and making the connections has taught me a lot more than any program could. Everyone wants to share their experiences and they’re all very helpful and supportive of one another.”
Crystal says that networking and learning from other people is very important. The experiences that she’s had and the knowledge she has gained have helped both her and her business. SunMe Swimsuit Spa has gained more clients by being a part of this supportive community of women business owners, who enjoy spreading the word about this fantastic new beauty experience for women.
February 2012
Member in the Spotlight: Sheila Nunn
Growing on Your Own Terms
Growing a business can be both rewarding and challenging. Sheila Nunn, Director of Marketing and Business Development at the East Coast School of Languages (ECSL), understands these challenges all too well. The business, founded in 1998, is operated by Sheila and her two partners, Donna-Lynn LeBlanc and Cecily Burnard, who all share a passion for teaching.
ECSL, based in Halifax, is an English as a second language school for international students, most of whom are in their early 20s and have a goal of attending a North American university. Their length of study ranges from four weeks to one year and the school arranges home-stay families to fully immerse them in Canadian culture. To guarantee every student has a wonderful overseas experience, ECSL also offers social activities.
“We didn’t expect to be this large,” Sheila says when discussing how much ECSL has grown since it opened. She says that not starting with all of the skills you would acquire with a business background has made for a strong learning curve. Another obstacle that ECSL faces is marketing abroad. In a business like theirs she says, “You not only have to sell yourself and your business, but you have to sell Nova Scotia and Halifax as a destination for people to live and learn, as well.” She claims that this can be a huge hurdle as many people overseas have never heard of Halifax or even Nova Scotia.
As the business has grown, Sheila and her business partners rely on the expertise of others when they need help. They align themselves with organizations like EduNova and the universities in Halifax to jointly promote education in Nova Scotia. Developing partnerships is key in a business like international education and ultimately, you sell better when you sell together.
“The Centre for Women in Business has always been there,” says Sheila, and workshops like the Advance Program have aided Sheila in becoming a better businesswoman and thus contributed overall to the growth of ECSL. Sheila elaborates “Whenever something arises that we don’t know how to deal with, we can just pick up the phone and the Centre is there to help.”
Sheila’s tips to fellow women business owners include being aware of what can happen when you create a business out of a personal passion you have. While her passion is teaching, for example, her focus on running the business no longer allows her time to teach. Also, entrepreneurial success does not happen overnight, and Sheila advises fellow women business owners to ask for outside help. Having someone come in to review your business can be extremely beneficial, as it can help assess the strengths and weaknesses of the business and point to areas of potential growth. “You think you know your business until someone comes in and tells you what they see”, Sheila says.
When growing a business it is important to determine your target audience and decide how to best reach them. ECSL has developed a strong internet presence, fosters excellent relationships with recruitment agents around the world, and also sends representatives four to five times a year to their target destinations. Realizing that word of mouth is the way most of their new students find out about them means a strong focus on ensuring each student has a positive life-study experience.
ECSL will celebrate their 14th year in business on February 2nd. This labour of love has grown from a small space with only a few students, largely through word of mouth, to a new location today with over 200 students, 25-30 staff members and 19 classrooms. It’s safe to say that ECSL has certainly done something right!
They are proud of the skills they give their students and the employment they create for their staff. Their vision is to stay as they are. They want to continue to offer high quality services and they feel that growing much larger would jeopardize that goal. As Sheila says, business growth and success can go hand in hand without requiring growth in size.
January 2012
Does your business have a New Year's resolution to travel the world?
It’s 2012 and there has never been more opportunity for Canadian businesses to reach markets across the globe.
Your business was started in your area and that is where it has developed and grown. You have become comfortable with your market and know your customers well.
But don’t get too comfortable, your business may be in a perfect position to explore foreign markets. Although this can be a daunting task, it provides tremendous opportunity for your business to grow and your revenues to climb.
You’re not alone if merely the word exporting is enough to make your business bones shudder. But those fears can be calmed with the right questions to find out if your business is ready to leap borders.
Foreign Affairs and International Trade Canada lists the advantages to exporting as increased sales, higher profits, global and domestic competitiveness, reduced vulnerability and new knowledge and experience. The disadvantages however include paper work, increased commitment, language and cultural challenges, accessibility, competition, and increased costs.
Do the pros outweigh the costs for your business? This is an important question that may be better answered with help from an existing exporter. The Centre for Women in Business is a community of supportive women business owners, some of whom export their products and services. Attend CWB networking nights and don’t be afraid to ask for advice and help from your business peers.
If you have questions about growing your business through exporting contact us to speak with a business advisor (902) 457-6449.
December 2011
Growing Together: Watch Us Grow 2011
The annual ‘Watch Us Grow’ conference gives women the tools and knowledge to grow their business Wearing a bright purple jacket, Jody Steinhauer’s keynote presentation was as colourful as her ensemble. Morning speakers Judy Thomson and Gayle Hallgren-Rezac gave us many good reasons to get out of our seats and talk to each other. Combine that with an afternoon panel of inspiring women business owners and an afternoon talk about how social media strategies aren’t a ‘one-size fits all’ approach, and you’ve got yourself a learning experience worth talking about.
This year’s annual ‘Watch us Grow’ conference was a success, and had something to offer for everyone. Many benefitted from the morning session about networking, listened closely as Jody Steinhauer spoke about her passion and how she turned it into a business. Her talk on giving back to the community rang true to everyone.
In the afternoon, the panel of women business owners moderated by Lisa Drader-Murphy, owner of Turbine Clothing answered questions and gave advice to attendees. The last speaker and lone man in the crowd, Carman Pirie, Principal of Kula Partners, gave sound advice on social media strategies for any business. His points on marketing and the impact that human behavior has on a business’ marketing plan left people laughing and taking notes.
Hosted by Lite 92.9 FM’s Katey Day, Lisa Blackburn and Stephanie Wall, a special thanks to the partners and sponsors for the ‘Watch Us Grow’ conference: Mount Saint Vincent University, Atlantic Canada Opportunities Agency (ACOA), Minuteman Press, Blossom Shops, Lite 92.9 FM and Quality Inn and Suites Halifax. The Centre would also like to thank those who helped out during the event and our panelists. We’re looking for committee members for next year’s conference. If you’re interested in being a committee member, call us at 457-6449 or email us at cwb@msvu.ca.
Member in the Spotlight
Aleksandra O'Connor
By Melanie MacDonald
“One Christmas wreath made with natural brush from a tree can take 30 per cent of the living material of that tree.” says Aleksandra of Sustainable Landscape Design. She specializes in landscaping and design in the warm months and smart holiday decorating in the winter. The two complement each other nicely.
Aleksandra has many ‘smart’ decorating tips for your home and business:
• Fill a glass vase with chestnuts you found outside and dried berries, place on your dinner table.
• Fill a glass vase with water, freeze it, and place a lit candle inside. “Your guests will be very impressed as they see these beautiful lights on your outdoor steps” says Aleksandra.
It is simple sustainable ideas like these that have turned Sustainable Landscape Design into a year round venture. When asked why Aleksandra decided to enter the Christmas market she replied “I had 35 staff to pay, I needed to make money.” Seasonal enterprises are very difficult to manage in their off season. Owners have to become more creative in order to maintain cash flow.
As part of her Christmas service Aleksandra will set up a consultation with the business or home owner and take inventory of what decorations they have. She uses the decorations they have as well as plants and trees growing around their house to make sure that nothing is wasted. Aleksandra recommends spray paint as a cheap and easy way to keep your original decorations and follow the trends. This year’s trendy Christmas colour is blue. Spray paint some of your bulbs blue and add them to your tree!
Aleksandra has a lot of fun with her Christmas venture and has since been expanding it to offer custom corporate gifts as well. As an entrepreneur she must continue to be innovative and creative to make her business work for her. If you own a seasonal business you know about being extra resourceful, planning and finding a niche market in the off season. Take pointers from Aleksandra and find something you love.