In This Issue

SEPTEMBER 2015 Volume 8 Issue 9 www.cbj.ca

IN THIS ISSUE ► Who is Your Pay-for-performance Non-profits: Time to Chief Sales Officer? In PR is Growing Claim Social Enterprise THE BATTLE FOR 24 SUSSEX In World Business Class we’ll tune into your rhythm

You may cross one or more time zones during your journey. Whatever rhythm your body and mind are in, we accomodate our service to your sense of time. When do you want to sleep? When and what do you want to eat from our menu? Other wishes? We’ll get it just right for you. Visit klm.ca for more information. Editor’s NOTE

We are currently in the midst great vision – and action. There is also a plan on of the longest-running federal the table called CalgaryNEXT, which will include election campaign in more replacing the aging Saddledome where the NHL’s than a century and there are signs that voters Flames play. A new home for the CFL’s Calgary are considering a major shift from right-wing Stampeders, an amateur fieldhouse and a large conservatism to far left-wing socialism. Assuming venue for conventions is also being planned. the polls are even relatively accurate, Tom Mulcair Greece’s (former) Prime Minister Alexis Tsipras and the NDP are currently sitting in the catbird announced his resignation and immediately called seat. There is little doubt that the cumulative for an early election. Tsipras says he has a moral campaign is going to expand in intensity as we obligation to go to the polls now that a third head towards the big date on Oct. 19. Our cover bailout has been secured with European creditors, story takes a look at the four main party leaders following Germany’s lukewarm agreement. The and their platforms, which for the opposition overall bailout package is worth about $96 billion parties means focusing predominantly on the U.S. over three years. If Greece wants to remain in economy. Technically, Canada did descend the EU, it better get its financial business in order into recession after recording two consecutive on this third attempt – which will also be its last. quarters of negative growth. However, from a Next time there will be no Germany, France and IMF pragmatic standpoint it should be noted the leading a bailout brigade. declines were almost imperceptible and there Did you know? Amazon.com employees was in fact an uptick in June… just not quite spend two days every two years working at the enough to reach positive GDP growth for the customer service desk — even the CEO. The entire quarter. It’s something to consider when thinking is that it helps all workers to better confronted by those screaming RECESSION as understand the customer service process. In World Business Class loudly as they can. Other than the U.S., Canada has fared far better economically than most Angus Gillespie we’ll tune into your rhythm any other country during this entire global oil @CanBizJournal upheaval. It helps to keep that in perspective. The province of Alberta has been hit hardest by the drop in oil prices with 38,000 jobs being You may cross one or more time zones during your journey. Whatever rhythm your body and mind are in, we accomodate our service lost, but Calgary continues to show tremendous to your sense of time. When do you want to sleep? When and what do you want to eat from our menu? Other wishes? We’ll resiliency thanks to a diversified economic base get it just right for you. Visit klm.ca for more information. that extends well beyond resources. Mayor Naheed Nenshi has proven to be a leader with Cosmo Business Mannella Manager

Secretary- Luigi Treasurer Carrozzi

Joseph S. President Mancinelli

Vice- Carmen President Principato

The Labourers International Union of North America Robert Recording has been building careers and communities since 1903 Petroni Secretary

• Bricklayers • Cabinetmakers • Carpet Installers • Cement Finishers • Certiﬁed Welders • Concrete and Drain Formers • Concrete Masons Executive • Drywall Finishers • Forklift Operators• Formworkers • Front-end Drivers Jack Board • Front-end/Roll-oﬀ Operators • General Labourers • House Framers Oliveira • Licensed Mechanics • Painters • Plasterers • Roofers • Stone Masons Member • Tile and Terrazzo Setters• Aircraft Re-fuelers • Baggage Handlers • Cemetery Graveyard Diggers • Cleaners and Caretakers • Carpentry • Exhibit and Display Workers • Grader Operators • Health Care Workers • Factory and Processing Plant Workers • Food Service Workers Executive • Personal Support Workers • Hospitality Workers • Car Park Attendants Mike • Housekeepers and Laundry Services • Landscapers and Groundkeepers Maitland Board • Railroad Workers • Shipyard Workers & Dockhands • Sanitation Workers Member

With over 75,000 members across Ontario, Executive Jim LiUNA is committedto providing a better life, Board Member MacKinnon through highly qualiﬁed skills training

Labourers’ International Union of North America Ontario Provincial District Council 1315 North Service Road E., Suite 701 Oakville, ON L6H 1A7 Tel: (289) 291-3678 • Fax: (289) 291-1120 CBJ Team

Angus Gillespie | Editor-in-Chief | [email protected]

Vladimir Lukic | Creative Director | [email protected] Anisa Saeed | Jr. Ad Designer | [email protected]

Contributors | Mark Borkowski, Anthony Caliendo, Paul Eisenstein, Joe Connelly, Melonie Dodaro, Marsha Friedman, Dorothy Knight, Samita Sarkar, Brady Wilson

GEORGE MEDIA INC. #601 - 30 Eglinton Avenue West Mississauga, Ontario | L5R 3E7 CANADA Table of CONTENTS SEPTEMBER 2015 | VOLUME 8 | ISSUE 9 032

CBJ FEATURES WHO IS YOUR CHIEF SALES OFFICER? – By Joe Connelly 012 CONVERSATION: AN OPERATING SYSTEM TO TALK ABOUT – By Brady G. Wilson 018 MIXING THE PERFECT SALES COCKTAIL – By Anthony Caliendo 024 COVER: THE BATTLE FOR 24 SUSSEX DRIVE – By Angus Gillespie 032 PAY-FOR-PERFORMANCE TREND IN PR IS GROWING – By Marsha Friedman 042 NON-PROFITS: IT’S TIME TO CLAIM SOCIAL ENTERPRISE – By Paul Eisenstein 046 WHAT’S YOUR BRAND CHALLENGE? – By Mark Borkowski 052 CASE STUDY: SALES PIPELINE GROWS TO $1.45M IN SEVEN MONTHS ON LINKEDIN – By Melonie Dodaro 060 024

042

060 �la�Extended Stay Reimagined Productivity can’t be achieved without balance. That’s why we go beyond business tools to offer our guests what they need to stay whole, like bikes to borrow, spaces flooded with daylight, Relax evening wine receptions, healthy grab ‘n go meals and more. Discover the essentials of balanced travel. Space to live your life

Element Vancouver ● Element Vaughan Book now for 15% off elementhotels.com

Denver, CO ● Miami, FL ● Lexington, MA ● Hanover, MD ● Fargo, ND ● Omaha, NE ● Lebanon, NH ● Ewing, NJ ● Harrison, NJ

Las Vegas Summerlin, NV ● New York, NY ● Dallas, TX ● Houston, TX ● Vancouver, Canada ● Vaughan, Canada ● Frankfurt, Germany

© 2015 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved. Preferred Guest, SPG, Element and their logos are the trademarks of Starwood Hotels & Resorts Worldwide, Inc., or its affiliates. For full terms of this offer, please visit elementhotels.com

Element_CanadianBusiness_Fullpage_Ad.indd 1 4/22/15 2:46 PM Funny BUSINESS Table of CONTENTS SEPTEMBER 2015 | VOLUME 8 | ISSUE 9 Business in Action

070

EDUCATION TORONTO CATHOLIC DISTRICT SCHOOL BOARD An Inclusive Learning Community Rooted in the Love of Christ 070 THE CANADIAN ASSOCIATION OF UNIVERSITY TEACHERS The National Voice for Academic Professionals and Staff 084

AUTOMOTIVE BESTBUY DISTRIBUTORS The Power of Numbers 098

MUNICIPAL ATHABASCA COUNTY At the Centre of it All 112

CONSTRUCTION THE CANADIAN WOOD COUNCIL Ensuring Recognition and Acceptance of a Viable, Renewable Construction Choice 122 HUDSON RESTORATION Filling a Much Needed Niche Market 132

TECHNOLOGY BCS CONTROLS Nova Scotia’s Controls Provider of Choice 142

FOOD & BEVERAGE SOLO GI NUTRITION “A Different Way of Thinking about Food” 148 HERO CERTIFIED BURGERS Great Taste the Natural Way 158

MANUFACTURING BROOKS INDUSTRIAL METALS Steel Service Centre 166

SERVICES MARTYN BASSETT ASSOCIATES Recruitment Specialists 174 098

112

122

132 Who is Your Chief Sales Officer? By Joe Connelly

14 Who is Your Chief Sales Officer?

what they are responsible for. I always listen closely to our dialogue and in particular the remarks made over the early part of a conversation. Customer-focused Executives will always seem to find a way of mentioning something about their customer base in some manner. Maybe not explicitly mentioning customer names for confidentiality purposes, but certainly mentioning something that clearly highlights how important customers are to the organization. It’s quite easy to spot when you simply take the time to look and listen. But what does that really tell you about them, their culture and their approach to business? Joe Connelly I recall when I was a young VP of Sales and someone on our Board of Directors (a very sea- WHEN I AM introduced to a company for the first soned individual), asked me who was responsible time, I quickly try and figure out who is responsi- for sales. I thought it was a really obvious ques- ble for sales. It might sound like a simple question, tion and so I quickly answered “Me!” Then he but the answer, often complex, can highlight how asked who was responsible for revenues. That a company thinks about sales, revenues, and most was equally as easy and again I eagerly answered importantly about customers. It normally starts “Me again!” Then, since questions tend to come when I enter the headquarter premises, many of in three’s, he asked me who was responsible for which are incredibly grand. I look for telltale signs customers. I thought a bit longer about this but of end-customer thinking on the walls. Whether knew I was on a roll, and blurted out, “Well of it’s a mission statement that incorporates custom- course that’s me as well!” The seasoned individ- ers in a significant way, a customer-focused video ual looked at me, sizing me up, while I racked my playing on a monitor, or examples of customer brains in the deadening silence. He then said “It’s products on display, it doesn’t take long to sweep unfortunate that in a company of hundreds of the landscape for clues. people its only you who has responsible for sales, When inside the company, I am normally talk- revenues and customers. Maybe you are missing ing with one of the Executives. Sometimes it’s the some leverage and empowerment opportuni- VP of Sales and sometimes it’s another title that ties!” I just realized that in our mental joust, I had may or may not explain clearly what they do, or just lost all three rounds! 15 SEPTEMBER 2015 « The Canadian Business Journal

Organizations that understand the rules of the game use them in their favour and don’t try and fight them, will undoubtedly generate the highest profits.

Assuming that your company is setup to try and fight them, will undoubtedly generate the generate profit (as most companies are today), highest profits (amongst other key business met- then you are immediately constrained by what rics). Consider the following and see which ones I affectionately call The Rules of The Business you fight, which ones you accept, and which Game. These rules appear universal in nature, are ones your company has truly mastered: timeless in their application, and transcend size, 1. Everyone in a company has responsibil- type or location of the company. ity for sales, revenues and customers: internal The organizations that understand the rules meetings, employee appraisals, key performance of the game, use them in their favour and don’t indicators (KPI’s) and other mechanisms should 16 Who is Your Chief Sales Officer?

Customers can be re-won, but often at considerable expense, effort and time to the organization. Knowing this, it makes sense to do everything possible to fight to keep your existing customers.

bring out this fact time and time again. The more with a little brainstorming with your team you you focus on this point the more your customer will quickly come up with compelling reasons relationships will thrive! why this rule holds true. Once you get it, then it 2. Strategic customer relationships have makes sense to apply more resource and effort the ability to stand the test of time: and in fact to look after these accounts. become part of your foundation of revenues and 4. Every employee (if possible) should have profit. Protecting this foundation is key to long- some kind of customer metric as part of his or term company stability. her appraisal: and be positively held account- 3. Over time long-term customers are more able to it. With everyone in the company having profitable than short-term customers: even this acute customer focus, you will surely drive although you might not always have the metrics creative ideas, decisive action and through this a to prove it. But instinctively this makes sense and common internal rallying point. Wow! 17 SEPTEMBER 2015 « The Canadian Business Journal

5. Customers like to be recognized: since enough before you scale rapidly. they’re human! I always suggest you think of 8. Customers don’t always come back when customers as a group of individuals (humans), they leave: and therefore should be protected and we all know humans like to be recognized. from the eventuality. When you lose a cus- Use this inbuilt human need to positively recog- tomer for whatever reason, you are no longer nize your most important customers in ways that the incumbent. You become the outsider, the are meaningful for them. You’ll feel good about it ‘wanna-be’. The barrier to entry (or re-entry) is and they’ll feel even better! now higher than ever before. Customers can be 6. Synergistic customer relationships are re-won, but often at considerable expense, effort your biggest competitive differentiator: and can and time to the organization. Knowing this, it easily lock out your ever-hungry competition. makes sense to do everything possible to fight to When you are the incumbent supplier in a large keep your existing customers! account, then KNOW that your competition are Now in trying to answer the apparently sim- thinking, planning and doing things to knock you ple question of “Who is your Chief Sales Officer?” off that spot. By working with key customers in I will leave it up to you the reader to decide. And a synergistic and partnership way, you will drive of course there are many acceptable answers. your competition mad! Its just part of the game The one I like the best even although I was a of business after all! VP of Sales for many years and thought I should 7. Repeat business has the lowest cost of be the CSO, is this: “We are a customer-focused sales of any business: and is often the most prof- company and all our employees have clear respon- itable. As a VP of Sales I was astounded when I sibility for sales, revenues and our customers.” took the initiative to work out the actual cost-of- Now my esteemed Board member would sales for each of our accounts. I then worked out undoubtedly be happy hearing that I had at last the cost for repeat business versus finding and figured out a way to accept The Rules of The winning new business. To say there was simply Business Game and use leverage and empow- no comparison is a real understatement. erment to their maximum. Incidentally when So the morale of the story is - do everything I figured this out our revenues and profits possible to keep the customers you have - even increased accordingly. Now that must be a coin- although some of them might be a pain some- cidence surely! CBJ times. They are likely to represent a significantly lower cost-of-sales to you compared to the cost of finding a replacement. As I often coach, when building a skyscraper-size revenue business, make sure your foundation is secure and strong CONVERSATION An Operating System to Talk About

By Brady G. Wilson CONVERSATION An Operating System to Talk About

By Brady G. Wilson 20 Conversation: An Operating System to Talk About

Talking heads Let’s go a bit more “micro” and look at the human brain. Conversation is, essentially, our brain’s O/S. This is because every single message transmitted from one neuron to another enables us to see, hear, move... and think. If all those 100 billion neurons were to stop talking to one another, our bodies and ability to process information would cease to function. Meanwhile, science shows us that our own brains are significantly strengthened and enhanced by social conversations “between Brady G. Wilson brains.” This is our native wiring: and con- sequently, the perfect O/S that we need to You may not realize it, but your connect, understand and harmonize with others. organization is home to an incredibly So, as neuronal conversations are the way the powerful operating system (O/S). brain gets things done, employee conversations are the way that organizations get things done. THINK OUTSIDE THE realm of technology. What With this in mind, then, why do organiza- has the potential to engage and energize your tions not integrate conversation into their own employees, bring teams closer together, and cre- employee engagement initiatives? ate a high-performing workforce? It’s conversation. Conversation is the common denominator Ignoring conversation = behind “apps” like customer service, feedback, missed opportunities coaching, strategy and innovation. Conversation Using engagement surveys as an example, con- — that is, quality, meaningful conversation sider how organizations often deal with results. between leaders and employees — powers up all Rather than pause to consider the “why” the things that make a business successful. behind results, leaders will rush to create strate- Not sure you agree that conversation is your gies: one-size-fits-all, broad-brush strategies organization’s most mighty O/S? Consider what built on nothing but numbers. would happen without conversation. All those But employees do not respond well to global apps would crash and your business would fail. solutions. They want to know that they have 21 SEPTEMBER 2015 « The Canadian Business Journal

Conversation is essentially our brain’s operating system.

been listened to. Leaders who draft plans without conversation can deepen the leader-employee taking time to consider context or “backstory” relationship, energize employees, and power practically guarantee employee non-compliance those apps that make a business so successful. to any engagement initiative. Organizations that ignore the importance of conversation are missing out on a range of No time to talk? opportunities to create a higher-performing Don’t feel you have time to talk to your employees? workforce. Consider this: concerns that are unaddressed Here’s why: science shows that when you tend to fester and simmer. And then...they turn have meaningful, face-to-face conversations into “crucial,” “fierce” or “difficult” conversations that demonstrate value, respect and care, this — consuming multiples of energy, time and mind- boosts the brain’s processing power, forming a space from everyone in the organization. feel-good energy cocktail of connection, calm, Leaders save themselves a lot of headaches concentration, creativity and curiosity. Essentially, when they move beyond engagement as we 22 Conversation: An Operating System to Talk About

Organizations that ignore the importance of conversation are missing out on a range of opportunities to create a higher-performing workforce. 23 SEPTEMBER 2015 « The Canadian Business Journal

know it today, and honour how the brain works. And not only that: conversations don’t have to take up a lot of time. Short, simple “Energy Check” conversations are a proven and effective way to unlock insight and possibility in your employees’ minds. It can be as simple as asking employees what is energizing them at the moment, and what is depleting their energy. Done systematically, this technique can catch issues before they become calamity-based, saving time in the process.

Easy to install Conversation already exists in your organization. It’s simply up to leaders to embrace it as the key operating system that drives the business and shifting their mindset to include conversation in all engagement endeavours. This generates energy, fueling a great customer experience as well as business results. CBJ

Brady Wilson is co-founder of Juice Inc., a corporate training company that services organizations from Toronto to Los Angeles. This article is based on principles from Brady’s latest book, Beyond Engagement: A Brain- Based Approach That Blends the Engagement Managers Want with the Energy Employees Need. Follow Brady on Twitter (@BradyJuiceInc) or visit www.bradywilson.com.

Organizations that ignore the importance of conversation are missing out on a range of opportunities to create a higher-performing workforce. Mixing the Perfect Sales Cocktail By Anthony Caliendo Mixing the Perfect Sales Cocktail By Anthony Caliendo 26 Mixing the Perfect Sales Cocktail

these aspects align so they achieve the success and income that they desire and deserve. One factor in achieving sales success that is the absolute most essential but most frequently ignored is the “human factor.” The two most important and critical components to a successful sales process are you and your customer, no matter what you’re selling. As humans, we have different personalities, tendencies, habits, quirks that can simplify or utterly complicate sales. At the end of the day, salespeople must recognize that when you strip away all of the other variables in the sales process, the two constants that will always dictate sales success or failure are who is selling and who is buying. Once you accept this fact, then sales suddenly becomes Anthony Caliendo less complicated. Why? Because now, sales is all about your desire to sell, and their desire to buy. SALES CAN BE complicated. Whether you’re a With literally thousands of different sales career sales professional or just starting your first techniques and philosophies that salespeople sales job, being a good salesperson can be frus- attempt to master, we find ourselves using trial trating and complex. Different factors contribute and error, sampling and tasting until we think to sales complexity: we’ve mixed the right sales cocktail that will • being able to find the right lucrative increase our closing ratios. However, as a sales opportunity leader, coach, and the Ultimate Sales Assassin, I • having access to the right resources know that the most effective sales techniques to • selling the right product or service that produce results and achieve desired outcomes appeals to businesses and consumers focus on the human factor and the emotions • developing effective lead generating that drive desired behavior: techniques • make an impression • learning how to navigate through a com- • make connections plex sale • build relationships and build trust I’ve watched sales professionals expend an This requires that salespeople perfect enormous amount of energy making sure all the techniques that get you in front of your 27 SEPTEMBER 2015 « The Canadian Business Journal

With literally thousands of different sales techniques and philosophies that salespeople attempt to master, we find ourselves using trial and error, sampling and tasting until we think we’ve mixed the right sales cocktail that will increase our closing ratios.

potential customer, make you likable and product knowledge means nothing if you can’t above all, persuasive. even advance to the presentation. First and foremost, you have to think of yourself as your product. What attracts consum- Five Top Techniques ers to a product? The packaging, its features, its Sell Yourself. My one universal concept that never price, its guarantees. Manufacturers design and varies or waivers no matter if your sales business market their goods with consumer appeal upper- is B2C, B2B, retail, real estate, insurance, technol- most in their mind. As a sales person, you have to ogy, securities or manufactured goods: selling market yourself in the same manner. You are the is not about selling your product or service, it’s manufacturer of your product: which is you. about selling yourself. That doesn’t mean that Dress for success, channel confidence and you don’t need product knowledge or that you charisma from within, and attract your buyer to don’t need to create value to influence the close. you. You have to make an impression. Be unique. But consider this: having an A+ product with A+ Be distinctive. Be remembered or be forgotten. 28 Mixing the Perfect Sales Cocktail

Dress for success, channel confidence and charisma from within, and attract your buyer to you. You have to make an impression. Be unique. Be distinctive. Be remembered or be forgotten. 29 SEPTEMBER 2015 « The Canadian Business Journal

At trade shows, I’m known as The Suit. Even if the dress code is business casual, I show up in a suit because that’s how I want to be remembered: the guy who always looks professional and is ready to deal with the CEO or the door- man. You know the saying: “You only get one chance to make a first impression.” What first impression are you giving your prospects? Make Your Prospect Comfortable. Frankly, make them like you. There’s a fine line between confidence and arrogance, persistence and annoyance, being knowledgeable and being a know-it-all. You have to know where and when to draw that line. You have to make your customer want to engage with you and do business with you. Even with today’s online researching and buying trends they will not buy from you if they do not like you and trust you. Master “The Art of Asking Questions without Asking.” You must make a connection with your buyer. Learn how to get them off the defense and extract as much information as possible so you can assess their needs – without them even realizing it. The best advice I can give new salespeople is to learn how to open up the dialogue and then learn how to listen. Listening is a skill: not everyone is born with the ability to listen. But if you want to learn how to improve your sales skills, learn and practice your listening skills. Next thing you know you’ve gathered all the info you need for your closing arsenal. Now close. Remember: LISTEN and SILENT are spelled with the same letters. Think about it. Dress for success, channel confidence and charisma from within, and attract your buyer to you. You have to make an impression. Be unique. Be distinctive. Be remembered or be forgotten. 30 Mixing the Perfect Sales Cocktail

Don’t be so preoccupied with your own goal to reach the finish line that you fail to identify your potential buyer’s signals.

Isolate Your Buyer’s Hot Spots. Create actually important to them and then be prepared value, create need and create solutions for your to give them the solutions they are looking for, potential buyer. In today’s buying cycle the not the pitch you’ve been preparing for months. vast majority of buyers have done their online That’s not to say you shouldn’t have your big research before they ever speak to a salesper- pitch ready: a Sales Assassin is always prepared to son. They asked for recommendations, they’ve change course to meet the buyer’s needs. They Googled your company and you, and they have know their problem: but you have the solution. decided that they want to hear your pitch. A buyer may be very clear that he needs to Don’t waste their time: hone in on what is purchase ABC, but when you hear the problem a 31 SEPTEMBER 2015 « The Canadian Business Journal

pitching a product to your prospect to solve their problem – not to solve yours. So when your prospect is giving you clues as to what they may be thinking or feeling, you need to recognize that this is what drives them to make their final buying decisions. In reality, we all know salespeople do have to solve their problems: meeting quota, a family to support, a sales manager watching their every move. But that’s your problem: not your client’s. Once you make your problems the client’s, you’re sure to lose the relationship and the sale. So tune in and negotiate accordingly. Once you’ve solved the client’s problem, you’re their hero – and you’re their go-to sales rep. CBJ

Anthony Caliendo is a self-made man, entrepreneur, corporate visionary, leadership coach, and author of The Sales Assassin – Master Your Black Belt in Sales. Learn more at www.thesalesassassin.com.

Don’t be so preoccupied with your own goal to reach the finish line that you fail to identify your potential buyer’s signals.

good salesperson is prepared to explain why XYZ is the real solution to their need. Don’t confuse this with up-selling: cross-selling is solving problems the client may not even realize he has, or known that you could solve. Refer to point No.3: LISTEN. Recognize Emotional Drivers and Negotiate Accordingly. Don’t be so preoccupied with your own goal to reach the finish line that you fail to identify your potential buyer’s signals. You are THE BATTLE FOR 24 SUSSEX By Angus Gillespie 33 SEPTEMBER 2015 « The Canadian Business Journal

It’s often said the most important election in a country’s history is always the next one. With that being the case, October 19 will be a crucial date. That is when Canadians go to the polls to determine the direction the nation’s leadership for the next five years – assuming a majority government. If we are once again left with a government ruling in minority territory, it’s going to be an even crazier ride on Parliament Hill, and the strong likelihood of returning to the The Prime Minister’s official residence: polls yet again within 18 months – if 24 Sussex Drive in Ottawa. not sooner. Parliamentarians have a long history of not playing nicely When Prime Minister Stephen Harper asked together in the sandbox. Governor General David Johnston to dissolve government on August 2, it set off the longest FIGURES RELEASED BY Statistics Canada on federal election campaign in more than a century September 1 indicate the country technically and a battle to see who will reside at 24 Sussex reverted into recession, which is described Drive, the official residence of the prime minister. as two consecutive quarters of negative GDP At dissolution, the ruling Conservatives growth. However, it should be noted the had 159 House members; the NDP had 95; the downtick in the second quarter was a mere .1%, Liberals 36; Independents controlled eight seats; which in practical terms is virtually undetectable. while the Green Party, Bloc Quebecois and Additionally, the GDP in June was up .5%, Strength in Democracy each held two. Four of reversing the downward trend, but it wasn’t the seats were vacant. quite enough to take us completely out of In what has been the only televised debate negative territory overall for the second quarter. amongst the four main party leaders, the actual Economists point out that ‘the sky is falling’ reach was not from coast to coast. It was tele- credo definitely does not apply to our current vised on regional television leaving much of the economic situation, and in fact there are strong country in the dark. It also happened a mere indicators showing that the uptick in June will days after the election was called, when a good continue throughout the entire third quarter. number of Canadians were likely off somewhere 34 COVER FEATURE » The Battle for 24 Sussex

in their summer retreat, caring little about the As of our publication date, Mulcair and the politics of the day. NDP party had been leading in virtually every In any event, Prime Minister Stephen Harper, poll that had been conducted in previous weeks. Liberal leader Justin Trudeau, NDP leader Tom During the course of the campaign he has iden- Mulcair and Green Party leader Elizabeth May tified three main pillars in his party’s platform, stood together and debated the issues. In any unveiling promises of tax relief for small business election a certain percentage of voters will cast and manufacturers. In announcing that a New their ballot for one party and one party only. Democrat government would cut the tax rate They are dedicated core members. But it’s the for small businesses to 9% from the current 11% many thousands – if not millions – who are on has certainly been noticed. The plan would also the fence and need to be swayed. extend the accelerated capital cost allowance for Here is a rundown on each of the leaders machinery or equipment used in manufacturing and some of the key elements of their party’s for another two years, which is a tax break that is platforms heading into the election next month. scheduled to expire this year. Mulcair is also looking to create a tax credit to encourage manufacturers to invest in machinery, equipment and property used in research Tom Mulcair and development. NDP “With strategic investments and a concrete Born October 24, 1954 plan, we can provide the squeezed middle class Age: 60 with a stronger economy and better shock absorbers to ensure they weather the storm in the coming months and years ahead,” Mulcair said during an event at the Economic Club of Canada. Mulcair graduated from McGill University in 1977 The measures are part of a bid to show that with degrees in common law and civil law. In early New Democrats have a plan to kick-start the 2007, then NDP leader Jack Layton persuaded sputtering economy, which all party leaders Mulcair to run for the NDP in Quebec, where would agree has been spurred on by plunging the party had no seats. In April of that same year, global oil prices. Mulcair confirmed that he would run for the NDP Critics argue that while the measures sound in the next federal election. Mulcair won his riding great and look equally as impressive on paper, in Quebec and was sworn in on October 12, 2007. the problem is that governing in real life tends On March 24, 2012 he was elected as the party’s to be much more complex and so questions are new federal leader following the death of Layton. raised about how Mulcair would be able to afford 35 SEPTEMBER 2015 « The Canadian Business Journal

such lavish promises, especially in light of the this year if oil prices remain below $50 a barrel. aforementioned collapse of oil prices, which is Both the Conservatives and Liberals say stealing billions of dollars from the federal trea- Mulcair’s economic plan is nothing short of being sury and stunting economic growth. reckless. Conservative Jason Kenney says the Economists estimate that a reduction of the NDP’s pledges in their current form would cre- small business tax rate to 10% would immediate an $8-billion fiscal gap in the first year, which ately would cost $600 million a year, with the could only be covered by “massive” tax increases, final drop to 9% coming when finances permit. including a carbon tax. The innovation tax credit would cost about $40 “Canadians cannot afford the NDP,” says million a year, while extending the capital cost Kenney. “Tax increases to pay for the NDP’s reck- allowance would cost $1.2 billion over two years. less promises would wreck our economy.” Mulcair has repeatedly promised to get rid The Liberals were also quick to jump all over of the Conservatives’ income splitting plan and Mulcair’s ideas with former bank economist he’s also promised to reverse the Harper gov- John McCallum stating that the NDP’s spending ernment’s tax cuts for big business, bringing pledges would add up to a $28-billion shortfall. Canada’s corporate tax rate closer to the average of G7 countries — which would mean a hike of as much as 4.5 points from the current 15%. Mulcair has chided larger corporations for Justin Trudeau not paying their fair share of the tax load and Liberal says it’s the smaller businesses that create 80% of all new jobs in the country. Born December 25, 1971 The NDP leader is also promising to cre- Age: 43 ate one million new daycare spaces that can be accessed for no more than $15 per day — at a cost of $5 billion annually to the federal trea- Trudeau is the eldest son of the late Pierre sury, once fully implemented over eight years. Trudeau, the country’s long-serving former Mulcair has also been vocal about reinstating Prime Minister, and Margaret Trudeau. He was plans for a $15-per-hour federal minimum wage elected as the Member of Parliament for the and to restore the annual 6% increase in health riding of Papineau in 2008, and re-elected care transfers to the provinces, which could cost three years later. On April 14, 2013, Trudeau upwards of $30 billion over nine years. was elected leader of the Liberal Party of Recent figures indicate the federal govern- Canada. ment could run an overall deficit of $400 million Being the offspring of one of the most 36 COVER FEATURE » The Battle for 24 Sussex

charismatic prime ministers in Canadian history the Commons with only 40% support. has proven both beneficial and detrimental Under a Liberal government, a special, for Trudeau in his efforts to become the next all-party parliamentary committee would be leader of our country. In what has become a given 18 months to examine proportional rep- desperate attempt to forge his own unique resentation, ranked ballots and other possible identity, he has at times noticeably distanced replacements for the first-past-the-post voting himself from his father’s legacy. But the oppo- system. Trudeau promised to introduce legis- sition claims that without that legacy, he’d not lation to overhaul Canada’s federal electoral be where he is today. routine based on the committee’s recommen- In any event, Trudeau has laid out his plan dations. to recapture what was once a strong, proud NDP Leader Thomas Mulcair also favours Liberal party – one that not only challenged changing the workings of the federal voting the Conservatives, but often formed the coun- system. try’s government. One of his more effective “The Harper Conservatives have been in attack manoeuvres has been to challenge power for a decade,” Trudeau says. “And year Prime Minister Harper’s penchant for secrecy, after year, they have grown more closed off which Trudeau feels is undermining the integ- from Canadians. Stephen Harper promised us rity of Canada’s democracy. principled government. But he has delivered “Mr. Harper has broken Ottawa and we partisanship and petty politics.” need a real plan to fix it,” Trudeau said during a In recent weeks Trudeau has received a recent speech on the campaign trail. “We need boost in support with former Prime Minister real change.” Paul Martin riding shotgun. It was Martin who Trumpeting that well-known slogan of “real helped eliminate a large federal deficit during change,” Trudeau has unveiled several initia- his time as finance minister in the 1990s under tives that have touched on everything from Prime Minister Jean Chretien. He also drew open government, to revamping federal insti- attention in stating that a Liberal government tutions, to mail delivery. would invest a total of $2.6 billion in First If the Liberals take power after the vote Nations education over four years and $500 next month, Trudeau has declared it would million over three years in infrastructure for be the last federal election held under the First Nations schools. first-past-the-post electoral system. In a Restoring door-to-door mail delivery by winner-take-all system, there are those who Canada Post is also a priority for Trudeau. say the national results are distorted, making it possible for a party to win a majority of seats in 37 SEPTEMBER 2015 « The Canadian Business Journal

municipal priorities could provide a significant Elizabeth May new source of revenue to build better roads, Green Party safer bridges and cleaner water. We look forward to further details on this.” Born June 9, 1954 As proof the Party is gaining respect and Age: 61 moving closer to mainstream consciousness, it received almost one million votes in the 2008 federal election. Added to that, a recent poll indicated that 31% of the people surveyed Elizabeth May was elected as leader of The said they would consider voting Green in next Green Party of Canada on August 26, 2006, year’s federal election. So what would it take to winning on the first ballot. On May 2, 2011, she actually get the vote, and not just consider it? became the first member of the Green Party to “First and foremost people need to know be elected as a Member of Parliament. we’re not a one-issue party and not a one-per- May recently delivered a keynote speech son party,” May firmly states. to delegates at the Annual Conference of the May doesn’t believe it’s a matter of Canada Federation of Canadian Municipalities (FCM) in needing to put in more safeguards against Edmonton. Following the Party Leader’s state- another possible economic downturn, but con- ment, FCM president Brad Woodside released curs with the philosophy espoused by some of the following statement. other G8 leaders who opine it’s time for transac- “Earlier this year FCM called for a new tion taxes on the banks and time to make sure approach, a new era of cooperation between they and large corporations maintain funds so all orders of government focused on our that they’ll have their own cash reserves in a time country’s most pressing challenges: jobs, of a global economic meltdown. In other words, the economy and our quality of life. It’s very bailouts should not be the responsibility of federal encouraging to see all federal parties eager governments but rather the individual companies to pitch their platforms to Municipal lead- themselves. ers. It signals they are ready to work with “It’s time for the companies that create the municipalities as partners. This is a real win for problems to have to maintain funds so that they Canadians. can bail themselves out,” May bluntly states. “We This was evident in Ms. May’s strong used to have the IMF set currency rates but since expression of support for the critical role that stopped it’s opened the door to speculation municipalities play in building a stronger coun- around currencies. The Green Party favours bring- try. Her plan to commit 1 point of the GST to ing in the notion that the late Nobel Prize winning 38 COVER FEATURE » The Battle for 24 Sussex

economist James Tobin suggested a minute tax government from balancing the budget while on currency transaction in the order of 0.5%. following through on promises of creating tax “Canadians want a healthy economy, secure benefits for families with children. Within that long-term healthcare and a sustainable environ- mandate is a $2.4-billion-per-year income splitting ment,” May says. plan, which some critics say would benefit about The Green Party leader has stated that the 10% of the wealthiest families. country’s debt has increased by about $150 billion Recently, Harper and the Conservatives under Prime Minister Harper’s watch. have introduced a “family tax cut” that allows “We’re reducing the debt faster than the couples with children under age 18 to split up to Conservatives would,” she says. $50,000 of income; caps non-refundable benefit The Green Party has fought hard to be taken at $2,000. The government has also increased seriously as the fourth major federal party in the annual contribution limit for tax-free savings Canada, and the persistence seems to be paying accounts (TFSAs) to $10,000, up from $5,500. off. The Greens now have a growing membership Additionally, they’ve increased the Universal Child base, which has seen the party’s war chest expand Care Benefit to $160 a month for children under to more than $5 million. age six, up from $100; added new monthly benefit of $60 for children age six to 17; committed to reducing the small-business tax rate to 9% from Stephen Harper current 11% by 2019; and have reduced corporate Conservative tax rate from 22% to 15%. The passing of Bill C-51 has created a great Born April 30, 1959 deal of discussion and dissention. The Bill grants Age: 56 sweeping new powers to the Canadian Security Intelligence Service (CSIS) to expand surveillance and actively disrupt threats to national security. The bill makes it illegal to promote terrorism; Stephen Harper became prime minister in lowers the legal threshold required for police to 2006, forming a minority government. He is arrest and detain suspected extremists without the first prime minister to come from the newly charge; and allows more than 100 government reconstituted Conservative Party, which formed entities to exchange Canadians’ confidential after a merger of the Conservatives and the information if it is “relevant” to a potential or sus- Canadian Alliance. pected national security threat. Harper has been adamant that the drastic Harper has repeatedly warned that only decline in global oil prices won’t dissuade his a Conservative government is prepared to 39 SEPTEMBER 2015 « The Canadian Business Journal

For the average Canadian family about 42% of income went to taxes while less than 37% went towards basic necessities such as food, clothing and shelter.

confront the Islamic State, which threatens April. Harper says the Conservatives’ approach peace everywhere. to low taxes while balancing the budget helps “ISIS, left to its own devices, will create mil- families keep more of their money, in contrast lions, tens of millions of refugees and victims on a to what the other parties are proposing. monthly basis,” Harper says. Harper says the forecasts for the Canadian If his government is re-elected, Harper has economy “are very good.” pledged that the Conservatives would spend $9 “These are temporary effects,” he said at a million for a three-year program to help religious recent campaign stop. “We all knew with lower minorities being persecuted by ISIS along with oil prices, lower resource prices, there’s going accepting an additional 10,000 refugees from Iraq to be some temporary effects in some sectors and Syria over the next four years. of the economy. Analysts are predicting good Meanwhile on the economic front, the growth for the country into the future as long we department of finance’s monthly Fiscal Monitor stay on track.” reported a $5-billion surplus for the April-to- Despite Harper’s positive outlook, the June period this year, but about 40% of the Canadian economy recently recorded its fifth gain can be attributed to the government’s consecutive monthly contraction in gross one-time sale of General Motors shares in domestic product. 40 COVER FEATURE » The Battle for 24 Sussex

Finance Minister Joe Oliver says the “global economy is fragile” and that Canada “must stay the course” with the Conservatives’ plan for jobs and growth.

High Tax Rates while 36.6% went to basic necessities. This repre- According to a report by The Fraser Institute, the sents a marked shift since 1961, when the average average Canadian family spends more on taxes family spent 33.5% on taxes and 56.5% on food, than on food, clothing and shelter combined. clothing and shelter. “Over the past five decades, the tax bill for the “With growth in the total tax bill outpacing average Canadian family has ballooned, and now the cost of basic necessities, taxes now eat up the amount of money going to taxes is greater more family income, so families have less money than what’s spent on life’s basic necessities,” said available to spend, save or pay down household Charles Lammam, director of fiscal studies at the debt,” Lammam said. Fraser Institute and co-author of the Canadian Even after accounting for changes in overall Consumer Tax Index, which tracks the total tax bill prices (inflation) over the 54-year period, the tax of the average Canadian family from 1961 to 2014. bill shot up 149.2%. In 2014, the average Canadian family (including unattached Canadians) earned $79,010 and paid $33,272 in total taxes compared to $28,887 Interest Rates on food, clothing and shelter combined. Leaders of the opposition parties were quick to In other words, 42.1% of income went to taxes pounce after Stephen Harper’s phone call to the 41 SEPTEMBER 2015 « The Canadian Business Journal

governor of the Bank of Canada Stephen Poloz, resulted in any significant contagion,” it said. saying that it was an admission by the prime “Timely policy action should help to manage such minister that he is not properly dealing with the risks if they were to materialize.” management of the economy. However, Harper Meanwhile, the Conference Board of Canada quickly shot back that it is in fact his job to keep a now predicts the national economy will grow by close watch on the economy and if his opponents 1.6% this year, Canada’s worst showing since 2009. have a problem with that, they shouldn’t be run- In May, it forecast growth of 1.9%. The economy ning for the prime minister’s job. grew by 2.4% in 2014. For 2015, the Bank of Canada is forecasting Finance Minister Joe Oliver responded to the growth of 1.1%, down from its earlier forecast of IMF report by stating that the “global economy is 1.9%, while 2016 is expected to see growth of 2.3%, fragile” and that Canada “must stay the course” down from 2.5%. with the Conservatives’ plan for jobs and growth. “The facts have changed quite quickly actu- “As the IMF said, the Canadian economy will ally in the last two to three months,” Poloz says. grow this year. But with greater global economic He points to several factors regarding a return to instability at our shores, Canada must continue growth in the third quarter. with our plan to growth,” Oliver says. “Exports are projected to return to solid To keep things in proper perspective with growth, supported by continued improvements in respect to the dreaded “R” word – the Canadian U.S. demand and a rebound in automotive exports economy shrank a miniscule 0.15% in the first following temporary shutdowns for retooling at the quarter of 2015. The smallest movement that can beginning of the year,” he says. “Business invest- be measured is 0.10%, so while it did retract, the ment will remain a source of drag, however, as the amount was virtually undetectable. But by the letter energy sector continues to adjust to low oil prices.” of the law, it was technically a decline. A recession The International Monetary Fund recently is defined as two consecutive economic quarters downgraded its forecast for Canada to just 1.5% of decline. At the very least, it’s safe to say the compared with its earlier prediction of 2.2%. national economy has been stalled for the better The U.S. economy, meanwhile, will grow 2.5% part of 2015. this year, the IMF predicts, though that’s down Canadians have a lot to ponder when they from its previous estimate of 3.1%. Growth will then go to the polls on October 19. The result of the reach 3.0% in 2016, it says. election will have a direct impact on the path the The IMF report noted the debt crisis in Greece, country takes both nationally and internationally but said that development had not changed its for the next five years. CBJ outlook for the global economy. “Developments in Greece have, so far, not Pay-For-Performance Trend in PR Continues To Gain Ground

By Marsha Friedman Pay-For-Performance Trend in PR Continues To Gain Ground 44 Pay-For-Performance Trend in PR Continues To Gain Ground

Friedman sees evidence that more clients and PR professionals recognize the value of pay for performance than she saw back then. “I spent years experimenting with different ways of charging for services to come up with a way that made sense both for the clients and my company,” she says. Even today, not every pay-for-performance firm bills the same way. For example, some use a tier system to bill clients for coverage in print publications. Charges vary based on whether the client

Marsha Friedman was mentioned in a sentence, a paragraph or was the subject of an entire article. Some pay-for-performance firms charge Becoming known as an expert in your based on carrying out specific services, such as a field remains as important as ever for flat fee for writing a press release. But they don’t promoting a product or service, but guarantee the release will result in media exposure. many businesses and professionals “If you are hiring a public relations firm, it’s crit- want to make sure they achieve their ical to know how the fees are structured, regardless public relations goals without busting of whether the firm is a traditional agency or pay the publicity budget. for performance,” Friedman says. She offers these additional tips for any business THAT OUTCOME-ORIENTED APPROACH is help- or professional exploring whether to contract with ing fuel a growing trend of pay-for-performance a PR firm: public relations firms that bill only for services • Your message and the media. Understand the successfully rendered, unlike the traditional model medium or media the public relations firm in which agencies charge a monthly retainer or specializes in and make sure that medium is a hourly fees. match for your message. Some clients work “For any business or individual looking for a PR well in any medium, whether it’s print, radio, TV firm, pay for performance has advantages because or social media, Friedman says. But some mes- there is accountability,” says Marsha Friedman, one sages are better suited for print than radio, for of the pioneers of the pay-for-performance model. example. Sometimes the reverse is true. She founded EMSI Public Relations (www. • Check the firm’s track record. See what kind emsincorporated.com) in 1990, and today of recent coverage the firm has gotten for 45 SEPTEMBER 2015 « The Canadian Business Journal

sales. Public relations is earned news coverage designed to get visibility. “I would argue with any PR firm that tells clients the value of public relations is in sales,” Friedman says. “It’s not.” The value, she says, is the credibility that comes from the media’s implicit endorsement of the client. A journalist or radio talk show host’s decision to interview the client indicates that this is someone whose views have merit. That helps develop a positive, trustworthy image that can be used to attract new customers and facilitate sales. “But if a PR firm tells clients that they can expect a big boost in sales as a direct result of being featured in the media,” Friedman says, “they are setting up the wrong expectations.” CBJ

Marsha Friedman is a public relations expert with 25 years’ experience developing publicity strategies for celebrities, corporations and media newcomers Even today, not every pay-for-performance alike. Marsha is a sought-after speaker on PR issues firm bills the same way. For example, some use and strategies and shares her knowledge in her a tier system to bill clients for coverage in print publications. Charges vary based on whether Amazon best-selling book, Celebritize Yourself. the client was mentioned in a sentence, a paragraph or was the subject of an entire article.

clients. Also, find out how long it took to get that coverage. Retainer firms have an incentive to take longer, Friedman says, but pay-for- performance firms have a vested interest in getting a placement quickly. “And timing is everything in PR,” she says. • Publicity is not advertising. Advertising is paid for and is intended to lead directly to Non-profits: It’s Time to Claim Social Enterprise By Paul Eisenstein Non-profits: It’s Time to Claim Social Enterprise 48 Non-profits: It’s Time to Claim Social Enterprise

SEA states that a social enterprise must have “commercial activity” as a “strong revenue driver.” Pardon me, but why is commercial activity as a strong revenue driver a must? This sug- gests that the vast majority of non-profits, which exist to solve our most pressing social needs, don’t qualify because their revenue comes from philanthropic or government sources. As a non- profit guy, I’m not against non-profits finding new revenue streams. I just don’t see how “commercial activity” is worthy of the social enterprise litmus test. Here are a few reasons why all socially- Paul Eisenstein driven non-profits deserve to be in the social enterprise Circle of Trust: The term “social enterprise” is everywhere these days. And it’s no surprise. While there’s been a long Non-profit provides 99% tradition of social impact work in the impact non-profit sector, there’s a growing Early in my career I worked for the Big Brothers wave who want to see the social Big Sisters mentoring program. Big Brothers Big impact stretch beyond the traditional Sisters, founded in the early 1900s, has bettered confines of the non-profit space. the lives of hundreds of thousands of children across the U.S. Big Brothers Big Sisters is driven THIS IS A good thing. But if there’s a Circle of by philanthropic and government dollars – not Trust that encompasses the social enterprise commercial activities. sector, the vast majority of non-profits are sitting I did a little digging and found that there are outside it. nearly 170,000 human-services non-profits in The Social Enterprise Alliance (SEA), a the United States. That’s not even counting tiny thought leader in the movement, describes organizations (less than $200K) that don’t have social enterprise as the “missing middle” sector to complete a full Form 990 with the IRS, or the that straddles the area between the business, hundreds of thousands of healthcare, arts and government and non-profit sectors. While social education-focused non-profits. enterprises can be for-profit or not-for-profit, Compare that with 1,300 B Corps and 200 49 SEPTEMBER 2015 « The Canadian Business Journal

Non-profits are required to identify their Board of Directors and highly compensated employees.

Social Enterprises counted in a preliminary cen- shareholders seeking ROI and every penny of sus. Clearly, there are more than 200 companies profit must be re-invested into the mission. that self-identify as social enterprises, but what- Further, since non-profits in the U.S. are tax- ever the actual number, it pales in comparison exempt, there are tight regulations surrounding to the number of non-profits with a dedicated transparency and uses of funds. social purpose. Non-profits are also required to identify their Board of Directors and highly compensated employees. Further, the Better Business Bureau Purest form of social and major foundations expect non-profits to enterprise undergo an independent audit. And websites The beautiful thing about 501(c)3 non-profits is like Guidestar provide a window into non-profit that they are mandated, by law, to exist solely finances and management practices. to serve their charitable purpose. There are no For-profit social enterprises have virtually 50 Non-profits: It’s Time to Claim Social Enterprise

Non-profits play a key role in ensuring government safety net obligations are distributed into communities.Photo Credit: Barry Blackburn / Shutterstock.com none of these obligations to transparency. Since vision of ensuring that returning military veterans we’re talking about the Circle of Trust, non-prof- were welcomed home as civic assets. its would be the most trustworthy in the Circle. Non-profits also play a key role in ensuring The best “commercial activity” is often philan- government safety net obligations are distrib- thropy or (gasp!) government funding. uted into communities. It’s not practical for the During my four years at The Mission government to reach every vulnerable citizen in Continues we grew rapidly – from $250K in 2008 every community, so non-profits serve as a key revenue to $7 million in 2011. We didn’t earn a partner. But still, I get it. dime from commercial activities. Our growth was SEA and other “commerce for good” move- made possible by philanthropists who shared our ments are on to something important. The firm I 51 SEPTEMBER 2015 « The Canadian Business Journal

models of the past and benefit from a good kick to spur innovation. I’ve been amazed by Goodwill’s success in selling discount clothing to help people find jobs. And I don’t think I’ve ever passed by a Girl Scout Troop without buying five boxes of Samoas. I love the innovation in the social sector. But please don’t tell me that a non-profit isn’t a social enterprise because it’s not selling a product or service. I propose a big-tent definition for social enterprise: A social enterprise is any entity that exists with the sole purpose of benefiting humanity. This includes for-profit companies that exist to fulfill a social purpose as well as commercially- driven non-profits. But it also includes the hundreds of thousands of donation and government-fueled non-profits working to solve our most pressing social challenges.

Paul Eisenstein is the Social Enterprise Practice Non-profits play a key role in ensuring government safety net obligations are distributed into communities.Photo Credit: Barry Blackburn / Shutterstock.com Leader for Y Scouts, a leadership search firm that helps non-profits, social enterprises and work for, Y Scouts, is a registered B Corp and an innovative companies find exceptional leaders. active contributor to the Conscious Capitalism movement. For-profit companies often have fewer constraints to provide innovative social good. Our world will continue to improve with more for-profit social enterprises. And non-profit social enterprises need to continually find new and sustainable funding/ revenue models to increase their impact. Non- profits sometimes are too ingrained in funding WHAT’S YOUR

CHALLENGE?

By Mark Borkowski MUNICIPAL

WHAT’S YOUR

CHALLENGE?

By Mark Borkowski 54 What’s Your Brand Challenge

CCC Investment Banking (Canada) reviewed The Brand Challenge and spoke with the editor (Kartikeya Kompella) of this book which is a compilation of thought-leaders’ wisdom on branding. It draws on knowledge from some of the world’s leading experts in this field: Allen Adamson, Tony Allen, Al Ries, Peter Fisk, Jeremy Hildreth, Thomas Meyer, Jonathan Paisner, Mike Symes and 12 others. The book is well-written, has many practical examples and gives a good overview of branding. Topics and industries covered include branding focus, identity and innovation as well as branding in luxury, retail, B2B, media, financial services, non-profits, fashion, urban development, technology and sports! Boris Tsimerinov shared some of Prolific Mark Borkowski Wisdom’s takeaways from The Brand Challenge:

Are you in the process of creating or managing a corporate or a personal brand? Do you want to learn as Some Facts about Modern much as possible to succeed? Branding: We spoke with Boris Tsimerinov, a • The Battle for Your Mind: It is a misconcep- seasoned investment banker and tion that branding is only about market share a member of the Advisory Panel of as it really deals with emotional attach- Prolific Wisdom, a Harvard Alumni ment, respect and “mind share”. Brands work Business Book Club about this topic. to align with people, their values and their psyche. It is all about creating mental associa- SEVERAL MEMBERS OF Prolific Wisdom tions which takes. (including Mark Brooks, CEO, Courtland Brooks • Top 2 or 20% Dominate: Many markets are (Malta); Andre Lamontagne, Research Manager, dominated by two leading brands. 20% of the Servomex (UK), Hena Rana, Operations Manager, brands often attract 80% of the profits. Beca (New Zealand) and Boris Tsimerinov, • Local First: In most cases, brands develop 55 SEPTEMBER 2015 « The Canadian Business Journal

Playing the best of...

B.B. King, Rolling Stones, Janis Joplin, Muddy Waters, Van Morrison, Jack de Keyzer, Howlin’ Wolf, Led Zeppelin, Eric Clapton, Black Keys, Stevie Ray Vaughan, Colin James... and much more! We’re rockin’ the blues! Listen online at www.dawgfm.com

www.calabogieblues.com

locally, acquire heritage and prove them- of using media to drive the brand. It is also its selves, before spreading globally. own profit center. • You Can’t Hide: Consumers share faster and • Brands Working For Good: See the new in greater quantities than ever. Brands must B Corporation for a new kind of corporation be nimble to adapt and prosper. that focuses on principles over profit. • Marketing Gets Technical: Gartner predicts • Unconventional Bank: Find inspiration in that by 2017 Chief Marketing Officers will the Umpqua Bank from Oregon. It serves as spend more on IT than Chief Information a coffee shop, hosts book clubs, “business Officers. therapy sessions” and have local bands play there on Friday nights! Their experimental branch has a bowling alley. Umpqua aims to How Have Others Done It? be interesting, when most banks are boring. • Media Engine: See the amazing Red Bull • Affiliation Branding: The Economist wants Media House (http://www.redbullmedia- readers to feel like they are part of an elite house.com/) which runs the Red Bulletin club, yet anyone can join. NY Times also con- (http://www.redbulletin.com) as an example tinues to do well as a powerful media brand 56 What’s Your Brand Challenge

Many markets are dominated by two leading brands. About 20% of the brands often attract 80% of the profits.Photo Credit: Mejini Neskah / Shutterstock.com

people are willing to pay for. They are strong Once the fashion is over, it’s deeply dis- leading brands. counted. • Luxury Is Incomparable while Fashion is Fleeting: The goal of luxury brands (Hermès, Patek Philippe and Rolls-Royce) is to create What Should One Consider in incomparability and timelessness. Fashion Their Branding? is distinct, but not luxury. Luxury brands • Use Actual or Verbal Visuals: “Focus on a avoid simple feature/benefits vs. pricing single visual and then use it to hammer your trade-offs. Luxury is about art, indulgence words into your consumers’ minds.” The and culture. It is based on implied superior- leaning tower of Pisa sees more visitors than ity and does not acknowledge competition. the Pantheon in Rome. It’s a simple message Fashion is fleeting, and not necessarily to tell someone visually or by creating a visual expensive, quality is less of an imperative. image with words. Also, think about engaging 57 SEPTEMBER 2015 « The Canadian Business Journal

Brands can become a reflection of customers uniquely shared values.

senses other than sight - some highly effec- by analyzing competitors and identifying as tive branding is done by engaging hearing, many gaps as possible. Now, it is believed smell or touch. better to focus a brand and/or it’s messaging • If They Go Right, You Go Left: If you are not to be narrow and then expand, if necessary the market leader, be the complete opposite (e.g. Volvo / Safety, BMW / Driving Experience, (e.g. Redbull vs Monster – standard energy Subaru / 4 wheel drive vehicles.) drink vs. an extra large out-sized can; iOS vs • Trademarks Are Identity Beacons: Great Android - closed system vs. open system). trademarks are the tips of great identity Some will love It, some will hate it - that’s icebergs. They need to be distinctive when OK: be prepared to alienate some people in conceived, continue to make sense and me reaching out to your key demographic. carefully managed over time. • Focus: brand managers used to apply USP • Brands Can Inspire: Brands can become (unique selling points) to position the brand a reflection of customers uniquely shared 58 What’s Your Brand Challenge

Before extending your brand, carefully consider the brand innovation journey, the sequence of which can ensure success or failure.

values. Brands can encapsulate an irresist- What Else Should One ible idea and help channel it: (e.g. Nike Consider? swoosh is about confidence). Brands exist • Consider David Aaker’s Dimensions of Brand outside of for-profit-business. Brands have Equity: Awareness, Image, Perceived Quality the power to change the world, not just to and Loyalty. sell products and make profits. • How Does the Brand Help People Do Better? Rationally - What does it enable customers to 59 SEPTEMBER 2015 « The Canadian Business Journal

resonance by telling stories that are relevant and timely to engage people during and beyond their purchase point and drive advocacy. • Be Careful With Brand Extensions: Before extending your brand, carefully consider the brand innovation journey, the sequence of which can ensure success or failure. • Evaluate: What do you do better than anyone else to deliver value and impact? Define your unique leadership position and set out your promise. What do you do you do best now and what can you do best in the future? How are you different from competitors? What space could you own? What do key audi- ences and stakeholders value? Boris Tsimerinov Recommends the Following Further Readings on the Topic: • The Brand Challenge • The Edge: 50 Tips from Brands that Lead by Allen P. Adamson • Focus by Al Ries • Brand Relevance: Making Competitors Irrelevant by David Aaker Before extending your brand, carefully consider the brand innovation journey, the sequence of which can ensure success or failure. • The Definitive Book of Branding, edited by Kartikeya Kompella CBJ

do? Comparatively - Why does it enable them Boris Tsimerinov is Vice President with CCC to do it better? Emotionally - How do people Investment Banking. He can be reached at feel about the brand as a result? Connect [email protected] these three to your purpose for your brand and articulate it in a memorable way. Mark Borkowski is president of Mercantile • Don’t Interrupt! Tell Stories: Interruption Mergers & Acquisitions Corp advertising is dead. Now you need brand www.mercantilemergersacquisitions.com

Case Study: Sales pipeline Grows to $1.45M In Seven Months on LinkedIn

By Melonie Dodaro 62 Sales pipeline Grows to $1.45M In Seven Months on LinkedIn

a point where she knew she needed to ratchet- up her outreach and tell her story to more of the high-level (and hard to reach) senior executives who needed her consulting skills. “I looked around for someone to help me with my LinkedIn strategy and I actually talked to three different people but I ultimately decided on Melonie for two reasons: she was very professional and she immediately understood what I was after in terms of focusing on prospects in large companies,” Lori said. Like many of Top Dog’s clients, Lori described herself as a savvy LinkedIn user before she began work with Melonie on Top Dog’s

Melonie Dodaro “LinkedIn Domination” strategy. Melonie said that’s common with her clients – many of whom have been on the platform for years but haven’t Lori Carr didn’t have to think long been using it as a true lead generation engine. about the impact that Top Dog “Most people who come to me think they Social Media and Melonie Dodaro are savvy LinkedIn users but I can tell you hardly have had on her sales efforts. “I any of them fit that description because they are keep track,” Lori said. “I’ve had 26 missing so many components,” Melonie said. “I conversations with qualified leads, I specialize in LinkedIn for B2B clients because it have $1.45 million in my pipeline, I’ve is, hand’s down, the number one tool you can had four in-person meetings and I’ve use. If you use it correctly, you don’t have to closed two deals. In my world, that’s worry about Twitter, Facebook, Pinterest – it’s really good stuff in terms of lead LinkedIn that can position you as a credible generation and I attribute it directly authority.” to the consulting I received from Melonie says recent research proves Melonie.” LinkedIn’s worth for B2B businesses: LinkedIn is 277% more effective for lead generation than ARMED WITH AN already-enviable list of brand Facebook or Twitter. name clients and a proven track record, Lori, “That stat astonishes me because most president of Lori Carr & Associates, had come to people who use LinkedIn are using it ineffectively 63 SEPTEMBER 2015 « The Canadian Business Journal

Recent research proves LinkedIn’s worth for B2B businesses: LinkedIn is 277% more effective for lead generation than Facebook or Twitter. so if we can increase proficiency, imagine what “Your profile is an essential part of your per- we can achieve. Also, people are two times more sonal brand. Also, LinkedIn has really powerful likely to trust what they read on LinkedIn than search rankings. So, you must understand that they are Facebook or Twitter.” when people Google your name, what they will often see first is your profile so it becomes your first online impression.” Power of the Profile As with many clients, the profile is where The key to unlocking leads on LinkedIn and Melonie started her work with Lori. Many LinkedIn building your brand as a thought leader and an users make their profiles too “bio-like” and miss an authority starts with your profile. “I always talk opportunity to speak to their prospects. “My pro- about laying the foundation for your success on file was all about me,” Lori said. “Now, it’s about LinkedIn by having a really professional profile,” those client personas that I’m trying to reach. That Melonie said. was a major change that Melonie made for me, 64 Sales pipeline Grows to $1.45M In Seven Months on LinkedIn

Many people are drawn to LinkedIn because of its various affinity and professional groups that can offer networking opportunities. 65 SEPTEMBER 2015 « The Canadian Business Journal

which I think has made a big difference. She said ‘let’s use your profile to draw those people you are seeking and, in order to draw those people you need to define their personas and speak to their specific problems, etc.” Melonie explains that the profile should always be less about you and more about your prospects: “People don’t care about you or me, they care about how we can help them and if the profile doesn’t convey that message it won’t be very effective.”

The Right Groups Many people are drawn to LinkedIn because of its various affinity and professional groups that can offer networking opportunities. While Lori was active with this feature, Melonie helped direct her with a different strategic approach. “The other thing that made a real difference for me was Melonie’s advice on joining groups,” Lori said. “I was already in lots of groups but they were in my area and with people who do what I do — like customer experience, customer service, etc. Melonie said no, get out of those groups and join the groups where your prospect personas are. So I started getting into groups where my prospects were, and then she taught me some techniques to prospect within those groups. “LinkedIn provides you with un-gated access to the top decision makers of companies of all sizes. We also know that almost every person manages their own LinkedIn account — which Many people are drawn to LinkedIn because of its various affinity and professional groups that can offer networking opportunities. 66 Sales pipeline Grows to $1.45M In Seven Months on LinkedIn

Most every person manages their own LinkedIn account (as opposed to an assistant) — which means you have a level of direct access to that individual that you can’t get anywhere else.

means you have direct access that you can’t get receive step-by-step instructions including how anywhere else,” Melonie says. and when to connect and reach out to prospects in order to generate leads. “I did everything she outlined,” said Lori. Working the System “When she said to send out 10 customized invi- In the end, Lori credited the very regimented tations a day, I sent out ten invitations a day. She and recipe-like approach of Top Dog’s LinkedIn said when they accept your invitation – send the Domination strategy with providing the discipline next LinkedIn message the following day etc. I and the roadmap for success. Melonie’s clients was so regimented about that process. The only 67 SEPTEMBER 2015 « The Canadian Business Journal

is that even someone like Lori, who doesn’t have time to do all the implementation, can easily delegate it to someone else.”

Full pipelines are the key to growing business “It’s absolutely vital that you keep your pipeline filled and that’s why lead generation strategies like this are so important,” Lori said. “It’s been a great change for me and I know the reason that I have the pipeline that I have now is because of Melonie’s process. For professional service providers like me, it’s such a relief that there’s a solution out there like this. We’re good at what we do. In my case, I’m excellent at customer experience strategy and maximizing that for company growth. But when it comes to reaching out to people I don’t know and then making a sale – that just wasn’t my key area of expertise. Melonie helped me to find those people and become an expert on LinkedIn and so I could Most every person manages their own LinkedIn account (as opposed to an assistant) — which means you have a level of direct access to that individual that nurture relationships with it.” CBJ you can’t get anywhere else.

Melonie Dodaro is founder of Top Dog Social time I deviated was if I got a response from a Media that helps brands and businesses, use company that was too small to be a good pros- social media marketing and social selling to pect for what I offer.” boost visibility, attract new customers and Melonie explained that “we’ve literally increase revenue. Melonie is also the author of created a paint-by-numbers method but the The LinkedIn Code. To learn more visit client still has to implement it and Lori has been www.TopDogSocialMedia.com. one of the best implementers we’ve seen. And, since we’ve also created a step-by-step tutorial that walks clients through the system, the beauty BUSINESS IN ACTION BUSINESS IN ACTION Angela Gauthier, Director of Education at TCDSB, with students.

TORONTO CATHOLIC DISTRICT SCHOOL BOARD An inclusive learning community rooted in the love of Christ EDUCATION

TORONTO CATHOLIC DISTRICT SCHOOL BOARD An inclusive learning community rooted in the love of Christ 72 EDUCATION » TCDSB

The Toronto Catholic District of the day. With an annual budget of $1.2 billion, School Board is an inclusive learning the TCDSB is one of the City of Toronto’s largest community rooted in the love of employers with 13,000 full and part-time staff. As Christ, educating all students to grow the largest publicly-funded Catholic school sys- in grace and knowledge and lead tem in the world, it provides education to almost lives of faith, hope and charity. 100,000 students in 201 school sites, representing nearly 500,000 Catholic ratepayers. ORIGINALLY KNOWN AS the Metropolitan Currently, the TCDSB is midway through an Separate School Board upon its incorporation in unprecedented five-year, $403 million capital 1953, the Board existed prior to that in smaller, investment program to improve learning envi- segmented formats dating back to the early ronments for students through the construction 1840s. The name was officially changed to the of new schools as well as renovating, expanding TCDSB in 1998 as a result of the Fewer School and improving older facilities. Boards Act, legislated by the Ontario government The Canadian Business Journal recently 73 SEPTEMBER 2015 « The Canadian Business Journal

Go Beyond Agenda Day with eScribe…

Are your board, council or committee meetings drowning in paper?

Are you constantly chasing sta for missed deadlines and late reports?

Do you spend hours managing agendas, minutes and tasks?

Do you feel like follow up and action items are falling through the cracks? Learn what eScribe can do for you Are you meeting transparency and accessibility requirements to www.escribecorporate.com 1-888-420-9053 your stakeholders? [email protected] eScribe – more than agenda management, its meeting automation, and that’s better!

spoke with Angela Gauthier, who was named the the lines of communication open with parents. Director of Education at the Toronto Catholic As much as we serve the student, it’s the parent District School Board in August, 2013. Prior to who is truly the client; they speak on behalf of her appointment, Gauthier served as the TCDSB’s the students – and they are the stakeholders.” Associate Director of Academic Affairs for over Gauthier staunchly believes it is essential for five years beginning in 2008. During her two parents to know exactly what is transpiring with years as the Director Education of one of the their child’s education and to understand that country’s largest school boards, she has focused there is always an open door of communication, on the Board’s 21st Century Learning strategy from the frontline office staff and teachers at the and improved access to technology for both stu- local school level, to the principal – right up to dents and teachers. the executive office, should that be necessary. “Our end goal is to provide the best learning As a Catholic school system, this core phi- experience possible for our students,” Gauthier losophy is extended to all partners of the TCDSB, begins. “The most important relationship is the including parishes and members of the community. one-to-one connection between the student Beginning with the 2015-16 school year, the and the teacher, and to that end we also keep TCDSB is embarking on a three-year pastoral 74 EDUCATION » TCDSB

plan that focuses on harmonizing the different “We make sure that we provide the best strengths of the school board by bringing professional development possible for our together three key community elements: the teachers,” Gauthier emphasizes. “We’re moving family, the school and the parish. both out of necessity and philosophy away from “We are celebrating that harmony among a heavily centralized model to a more decen- the three partners with our pastoral plan and tralized model where the teacher, the principal recognizing that our success depends on that and the local superintendent are in a position to bond—speaking together with one voice,” says determine what the teacher needs from the per- Gauthier. “At the crux of it all is the quality of spective of professional development.” teaching within the classrooms as a key driver of In what is a dedicated agenda to provide student success.” the best educational experience for all of its 75 SEPTEMBER 2015 « The Canadian Business Journal

Miller Thomson is proud to provide legal services to The Toronto Catholic District School Board.

Added experience. Added clarity. Added value.

Miller Thomson LLP millerthomson.com

vancouver calgary edmonton saskatoon regina london kitchener-waterloo guelph toronto markham montréal

CanadianBusinessJournal_TCDSB_SponsorshipAd_7.75x4.75.indd 1 9/4/2015 9:55:38 AM students, the TCDSB always aims to custom- who didn’t speak English, she understands the ize its efforts towards the specific needs and importance of providing supports and services requirements of each localized community. This for newcomers. can be a challenge in a large city of close to 3 This immigrant experience has shaped her million people, with diverse regional, economic, perspective as the Director of Education at the cultural and language needs to operate a uni- TCDSB, in terms of how leaders can make a dif- fied school system that provides a high level of ference in the lives of people they lead. Gauthier essential services to all jurisdictions. is currently sharpening this concept of “servant “We work hard to ensure that every child can leadership” through her reading of a recently build a good relationship with their teacher, their published inspirational book about Pope Francis social worker, educational assistant or their child called Why He Leads the Way He Leads. It has youth support worker,” she says. provided her with a great deal of motivation and Gauthier has spent most of her life within food for thought as she carries out her duties. the board she now leads: first as a student, then “It’s a perfect fit with what I believe is a good as a teacher and later in various executive roles. style of leadership,” she reflects. “It speaks about Arriving to the Board as an immigrant student a servant type of leadership, ensuring that it’s not 76 EDUCATION » TCDSB

about the power or authority but about the service what it is today. The Toronto Catholic District you want to provide to the organization. It’s not a School Board is well aware of the ever-changing leadership that is embodied by any one person; it’s dynamics in daily life and is providing swift action a leadership that’s shared and spread through all and immediate responsibility for addressing the levels of the organization. We are all leaders. We business needs of the future through the educa- are just doing it from different positions.” tion of their students. “We’ve created a department called 21st Century Learning,” Gauthier reveals. “It’s a tem- 21st Century Learning porary department until we are satisfied that the and Specialty Academic awareness around the skills for the 21st century Programs are really widely spread across the system and It is often said that the workplace of tomor- fully integrated at all levels of learning.” row will quite likely be vastly different than The primary focus of the 21st Century Learning 77 SEPTEMBER 2015 « The Canadian Business Journal

department is to ensure that the message is heard where families are quite affluent and there are loud and clear. While technology is an enabler, other areas where the gap needs to be closed,” education is not just about technology; it’s about Gauthier remarks. “We work with community the soft skills people that require in order to be partners such as the TD Bank, which has pro- successful in the workforce, which includes the vided a number of refurbished computers to ability to work in teams, having flexibility and needy schools. We continue to explore partner- invoking effective communication standards. It’s ships with companies like IBM and APPLE for the blending those integral soft skills with hard skills benefit of our schools.” while living in a rapidly evolving technological era The TCDSB currently has a number of that, if executed correctly, results in the highest exciting innovative programs, including three standards being attained. But doing things the right International Baccalaureate® (IB) Diploma way comes with a price. Programme centres in secondary schools. The IB “There’s never enough money to go around, Diploma Programme is designed as an academi- so the challenge is to ensure that all the gaps are cally challenging and balanced programme of closed through various ends of the city because, education with final examinations that prepares being a large urban centre, we have some areas students, normally aged 16 to 19, for success at 78 EDUCATION » TCDSB 79 SEPTEMBER 2015 « The Canadian Business Journal

university and life beyond. The success has been so overwhelming that these schools regularly turn candidates away. Meeting this growing demand and improving program access in the central core of the city has been acknowledged by trustees and staff as a priority. Last year, St Mary’s Catholic Secondary School in the heart of one of the most diverse areas adjacent to downtown Toronto was granted IB status. Ongoing expansion of these types of high-demand specialty programs will be embarked upon where financing permits. “There is also an interest amongst our trustees and within the community to expand our French immersion programs. We have a number of schools that offer Advanced Placement (AP) courses, which are all highly populated,” Gauthier says. “I’ve always been a big supporter of experiential learning which gives our students exposure to practical experience while exploring new pathways.”

Corporate Governance In order to achieve maximized success in the private sector, the development of effective corporate governance is absolutely essential. Governance structures and principles identify the distribution of rights and responsibilities amongst the various contributors. It is an area that Gauthier believes must be drastically improved upon to take public education to an even greater level. “We have struggled with governance in the past,” she candidly admits. “Education governance 80 EDUCATION » TCDSB 81 SEPTEMBER 2015 « The Canadian Business Journal

as a whole needs to be revisited. We continue to work very hard to overcome these challenges by providing opportunities for staff and trustees to explore effective models of governance, to receive training in that area, and to take ownership of the governance model.” The TCDSB has invited Parliamentarians and specialists to support efforts to update bylaws and policies so that they are relevant and meaningful.

Working Together Gauthier is extremely proud of the TCDSB and the positive contribution that Catholic schools make to the wider community. She is especially quick to praise the excellence and dedication of the entire staff, which has seen standardized test scores improving in some areas, and keeping pace with provincial trends in others. “We come together as a team and work for the greater good to sustain the organization. We’ve come through a tough financial year but have banded together and are rebuilding and ensuring that we provide the best Catholic education possible,” she says. “I can honestly say that we remain focused on growth, and will continue to work together to address student needs. I’m very proud of the spirituality that I see present in our Board. We are a system that cares deeply about human beings. We want everyone to succeed and will go the distance for that.” Meanwhile, the TCDSB and its students are constantly involved in a number of community 82 EDUCATION » TCDSB 83 SEPTEMBER 2015 « The Canadian Business Journal

initiatives, including the support of charitable position so that plans can be made into the organizations. Community involvement is deter- future,” she says. “Secondly, I would like to see mined at the local level because it’s different for a more equitable distribution of the most cur- each community. rent technologies and close the gap between “All of our schools engage in fundraising with what some teachers and students have to work the agencies they connect with. We do a lot of with. Thirdly, I’d like to see a good, functioning work with official charitable organizations within governance model. Working with politicians is the Archdiocese of Toronto such as ShareLife, exciting and challenging. I want to break down Development and Peace and our own Angel the barriers between us and them – the bureau- Foundation for Learning which provides break- crats and the politicians.” fast programs and nutrition breaks for students. Before retiring, Gauthier would also love Our students also act independently when they to see the implementation of an exit survey of see a need – for example they raised close to the TCDSB’s graduates to engage them in a $200,000 in just two weeks for Typhoon Haiyan conversation as to where improvements and relief to a devastated Philippines. We are active enhancements can be made, with the focus from the point of view of student involvement. remaining on student achievement and well- Politically and policy wise we have a social justice beings. After all, it is today’s students who are the committee that is near and dear to the hearts of leaders of tomorrow, spearheading the success the trustees,” Gauthier says. of their communities through divine faith, hope “I personally like to get involved and go to and love. CBJ a lot of functions because I think it’s critical to provide that presence. It’s not me personally but www.tcdsb.org what the role of the directorship says about the Board. I’m out there representing the Board, not Angela Gauthier.” It’s an exciting and busy time for the Toronto Catholic District School Board, where innovative ideas and opportunities continue to be explored, all in the name of providing the best possible Catholic education for students. Gauthier has a clear vision for the next three to five years. “The first thing that comes to mind is to have the Board in a solid, balanced financial THE CANADIAN ASSOCIATION OF UNIVERSITY TEACHERS The National Voice for Academic Professionals and Staff EDUCATION

THE CANADIAN ASSOCIATION OF UNIVERSITY TEACHERS The National Voice for Academic Professionals and Staff 86 EDUCATION » CAUT

Established in 1951, the Canadian reactive decision to set up its first investigatory Association of University Teachers committee, which ultimately changed the course was created with a primary mandate of the association forever, and for the better. It of supplying the national voice for was a case that garnered widespread attention academic professionals and staff right across the country on the issue of academic nationwide. Furthermore there was freedom for staff in academic institutions. an incentive to develop a collective Now, 64 years later, the Ottawa-based associ- capacity to deal with issues such as ation stands strong in uniting 68,000 professional salaries, tenure, pensions, income educators and protecting their rights in the tax policy, sabbaticals and academic workplace at 122 universities and colleges, with freedom. an annual budget of more than $7 million and admirable representation across all 10 provinces. A CATALYST THAT unified efforts in expand- The CAUT robustly defends academic freedom ing the authoritative reach of the CAUT centred as the right to teach, learn, study and publish free on the firing of a professor at United College of orthodoxy or threat of reprisal and discrimi- in Winnipeg in 1958 and the CAUT’s immediate nation. Academic freedom includes the right to 87 SEPTEMBER 2015 « The Canadian Business Journal

constructively criticize an educational institution by the employer. Member associations also must and the right to participate in its governance. have provisions stipulating that they are genuinely The Canadian Business Journal recently spoke committed to the principles of academic freedom. with the current CAUT President Robin Vose, who “We do not allow membership from an asso- is based in Fredericton, New Brunswick where ciation that would require, for example, a faith test he works in the History department at St Thomas or an ideological test of its membership,” Vose University. A president’s term is for one year with explains. “There are religious colleges that ask for a elections being held at Spring Council at the end faith test of their professors, which is the employer of April. There is a term limit of three years that imposing that. We would still allow the association any one person can hold the position. in if they believe they should have academic free- The CAUT is a voluntary association so it’s dom, and are committed to striving for it.” really a matter of who wants to join. However, In the early 1950s, when the CAUT was certain criteria must be met regarding accep- still in its fledgling formative years, a profes- tance for membership. The CAUT only grants sor’s position was very highly regarded by the acceptance to associations that adhere to a general public and viewed as being quite gentle- democratic constitution, and are not controlled manly. While there was a desire on behalf of 88 EDUCATION » CAUT

“Remember 1951 – McCarthy – Red Scare. You had professors like Bertrand Russell in the U.S. being fired for not conforming to Christian standards. There was still have a lot of religious orthodoxy being imposed even in mainstream universities,” Vose reveals. The termination of professors who were critical of their school’s presidents or spoke out with different opinions about religion or politics is what ultimately incentivized a movement. Vose says that academic freedom is by far one of the top pillars of decent working conditions, without which it becomes virtually impossible to properly do one’s job as an educator. The CAUT takes on a number of cases of academic freedom violations every year, where professors have been either disciplined or terminated for their speech or research, angering the wrong people. Through advocacy and threats of censure, the association has successfully managed to resolve, positively, almost 100% of the CAUT President Robin Vose cases where they’ve defended academic freedom. “I’m very proud of our record on academic the association to ensure fair and equitable freedom,” Vose says, with due reason. remuneration, monetary compensation was not the primary reason for its existence. The back- bone is that the faculty as a whole has always Membership staunchly believed that you cannot have a free Any association of academic staff who work in and effective university system that does not a university, and who meet the criteria of being have academic freedom. The ability to conduct democratic and independent, will be permitted real research is merely ideology and doctrine to join as members. In practice, the CAUT has without academic freedom and it’s that inherent most of the faculty associations in Anglophone belief which remains the CAUT’s guiding prin- Canada. In addition to professors, the associa- ciple to this day. tion also represents librarians, clinicians and 89 SEPTEMBER 2015 « The Canadian Business Journal

various support staff, including part-time faculty employees. The relationship with Quebec is an interesting and historical one. Since the 1980s, QualityOPSEU-White Education some Francophone universities in Quebec for a chose to have their own independent national Strong Future association. “We work very closely with all our faculty allies in Quebec, both those who are members of CAUT (such as Laval) and those who are members of our sister organizations such as FQPPU and FNEEQ,” Vose tells us. It is the direction of the full council that decides all corporate policy with each organization having the right to send representatives to the CAUT council, which meets twice a year. The council takes votes on matters of policy, which are then upheld by the executive team. Between two annual meetings, Vose and the rest of the elected executive members congre- staff who are poorly paid and who have no per- gate at least five times in Ottawa in addition to manency, so they can be terminated from one sharing ongoing telephone and email commu- semester to the next,” Vose says. nication. The vast majority of the day-to-day work is conducted by staff members in Ottawa, including research for campaigns and develop- Funding and Governance ing media information, which is overseen by the Research funding is another critical area that allows executive branch. They will also provide feed- professors to properly carry out the tasks they were back and direction within the confines of the hired to execute. It includes the need for access to policy statement. One of the major concerns proper facilities, including lab space and access to right now focuses on fair compensation and a computers. Research and teaching also has to be level of job security. free of restrictions, and peer evaluated as opposed “This is a huge concern for us right now to being determined by an outside force. because there is a real push on to eliminate or “We’re very much against corporations cut back on tenure track full-time time jobs and or governments tying research funding to an to replace professors with part-time or contract expected outcome,” Vose declares. 90 EDUCATION » CAUT 91 SEPTEMBER 2015 « The Canadian Business Journal

The CAUT strongly endorses the belief that a post-secondary education working climate for its members suffers greatly if there is not accessibility to higher education for all students. It’s important that everyone not only be able to attend university from a financial standpoint but that they are equally treated once they get there. “We focus on women’s rights and minority rights. Traditionally, the university has been a bastion of male white privilege. Our workplace suffers if we are exclusive and keep out huge swaths of our creative, intelligent population, so we’re very much advocating for accessible and equitable higher education,” Vose adds. Collegial governance in the university is para- mount to achieving maximized academic freedom. The CAUT wants professors to be an integral part in the decision-making process regarding the direction the university takes in moving forward, including programs and curriculum. “As an example, we don’t want the university telling us they’ve decided not to teach history anymore and that economics is all that really matters, so history is being terminated – thank you very much,” Vose says. Federal and provincial support for universities and colleges needs to be fortified according to Vose in order that tuition fees can be lowered, class sizes reduced, and research programs and projects expanded. He and other members of the CAUT actively lobby the federal government to increase its contributions to the provinces in support of post-secondary education and for more adequate funding of basic research. Over 92 EDUCATION » CAUT 93 SEPTEMBER 2015 « The Canadian Business Journal

the past two decades, governments have noticeably meandered out of the business of funding universities to the extent they did in the past, leaving universities and colleges to find other sources of revenues, which essentially comes down to tuition fees charged to students, as is plainly evidenced by the direct correlation between increased university tuition fees and a lack of government funding. “When I went to university in the early 1990s tuition was still something that was affordable for somebody who worked over the summer,” Vose recalls. “We’re at the point now where my daugh- ter can’t afford to go to university and I’m still repaying my student debts. When I started it was affordable but by the time I finished my PhD in 2004, it was not. It’s become a generational issue.”

Lobbying Efforts Lobbying the government is a big part of the CAUT’s mandate, and specifically that of Vose as president along with the executive and council. At the November council meeting the CAUT traditionally has a Parliament Hill day, where Vose, as president, and other representatives of the association from across the country will make appointments to lobby their MPs and ministers to push for a greater awareness of higher education issues. The federal government is not directly responsible for university education, so dialogue in that regard tends to focus more on policies at the national level. “What we typically ask them to think about 94 EDUCATION » CAUT 95 SEPTEMBER 2015 « The Canadian Business Journal

is having a dedicated post-secondary education being made at the CAUT and is optimistic that transfer to the provinces, like we have for health,” the association is making excellent strides and Vose explains. “Right now, each province gets to provides a positive influence within the industry. decide what chunk of the provincial transfer they The big push right now is the ‘Get Science Right’ are going to earmark for university education and campaign which sends a direct message to the all other infrastructure they are responsible for, public and the politicians advocating that best but health has a dedicated envelope. We believe practices be incorporated to benefit all of soci- that would really help universities to set stable ety as opposed to merely finding superior ways funding goals.” for corporations to maximize their bottom line. The CAUT also lobbies for federal research It’s about funding basic curiosity-driven, peer- funding. There are three such funding agen- reviewed research. cies that funnel monies into individual research “Sometimes that research fails to generate projects or collaborative university projects. profits but in the aggregate it pushes science Unfortunately, its upkeep has waned and has in forward and that benefits everybody,” Vose says. fact been in decline for the past several years. “’Get Science Right’ has been a big focus for us “We have to get away from targeting research and I’m very proud of it. It’s led to us partnering money towards corporate partnerships,” Vose with other associations for public scientists who states. “There is a place for that as long as it’s work for the federal government and it’s given transparent and fair but we are really concerned us a certain amount of media coverage because that should not become the norm. We still need people care about science.” basic research that gives us scientific innovation.” Vose is also exceptionally proud of the efforts There is a level of frustration from the aca- that have been made to fight for the rights of demic community in that even when funds are contract academic staff – people who don’t made available for research, there is too much have full-time, permanent employment— but he outside interference on how the money should admits there is still a long way to go. be spent. Vose would like nothing better than to “I’m proud of our efforts, but I can’t say I’m have the experts determine where the funding proud of all our results so far,” he candidly states. would be used most efficiently and appropriately. “We continue to fight for fairness for all faculty members but it’s a really steep road to go up. The CAUT also boasts an impressive inter- Future Plans national presence. For the first time in history, Despite a number of hurdles and roadblocks Education International‘s World Congress met along the way, Vose feels extremely proud in Canada this past July. This is an organization about the excellent work and achievements that represents teachers from pre-kindergarten 96 EDUCATION » CAUT 97 SEPTEMBER 2015 « The Canadian Business Journal

to post-secondary education around the world, the past there has been much discussion and with more than 30 million members. The CAUT problems have been identified, but Vose says co-hosted the event in Ottawa, where nearly two it’s time to actually put words into motion and thousand delegates from around the world were apply those thoughts and ideas into real life, on hand. Topics included everything from dete- practical initiatives. rioration of working conditions and labour rights “I would highlight the role of Indigenous to privatization of schools in Africa and elsewhere knowledge and Aboriginal education in univer- around the globe. sities,” he says. “It’s time to take action on our “CAUT made a point of standing up for con- woeful history of excluding and marginalizing tract academics and passing resolutions directing Aboriginal peoples from the academy.” the international community to make it a prior- Vose also hopes to see a higher level of ity to work towards fairness for all professors engagement and participation and by extension a and teachers in giving them job security and fair feeling of ownership of the CAUT by all member wages,” Vose says. associations so everyone is made aware of the The achievements and successes of the excellent work being spearheaded. It’s a desire CAUT are impressive and even more so when to have everyone feel that the CAUT truly is an doing a direct comparison with similar organi- association for everyone who has membership. zations in other countries, including the United “All society should have an interest in making States. Vose has colleagues south of the border sure that education is accessible and equitable who have spoken out against their administra- and free to pursue the best new ideas in science tions and they’ve paid the price in losing their and culture,” Vose says. “It’s about collaborating jobs. Academic freedom is much more robust to improve knowledge.” CBJ in Canada than just about anywhere else in the world, and it’s significantly due to the ongoing Photo credits: Paul B Jones efforts of CAUT. In the next three to five years Vose wants www.caut.ca to see the CAUT continue with its core efforts pertaining to academic freedom and protecting the working conditions for all staff, which includes better equity for faculty and students, where women and minorities feel welcome and can fully participate. This fall the CAUT will host an Aboriginal forum in Winnipeg in an effort to keep issues in that regard front and centre. In BESTBUY DISTRIBUTORS The Power of Numbers AUTOMOTIVE BESTBUY DISTRIBUTORS 100 AUTOMOTIVE » Bestbuy Distributors

Bestbuy Distributors is a member- “THERE’S POWER IN numbers,” explains owned auto parts distribution President Jeff VandeSande. “We’re stronger company that services the together than individually. We’re able to pull the automotive aftermarket. Their main purchases together from our various different warehouses are in Mississauga, shareholders and are able to negotiate the best Ontario and Edmonton, Alberta. possible program for them and provide the best Bestbuy Distributors’ unique business branded product. It’s not just about price. It’s also model, in which profits to go back about supply, delivery, the brands that the con- to the shareholder members, is sumer is looking for and the latest applications different from their public company out there. Because we have this buying power competitors and allows for greater and these warehouses to store the inventory, we buying power than if their individual are able to negotiate some pretty good deals for members were to go it alone. our members.” Mevotech-Bestbuy-Revolution-Aug28-2015.pdf 1 2015-08-28 12:16:03 PM

101 SEPTEMBER 2015 « The Canadian Business Journal

CMY

K 102 AUTOMOTIVE » Bestbuy Distributors

The Canadian Business Journal featured of about a hundred new part numbers a week. Bestbuy Distributors in December 2012, but We are not able to remove the same amount of much has changed with the company since then. obsolete parts, so you end up getting substantially growing inventories, which is an issue that plagues our industry,” remarks VandeSande. Expansion and Growth To address this issue, Bestbuy Distributors The automotive industry experiences a signifi- ensures that they always have the right parts on cant amount of parts proliferation. the shelf for when shareholders need them. “Essentially that means that every year there “Our building in Mississauga had over 70,000 are more cars, which need different parts. Car square feet of warehouse space. About two parts are like bunny rabbits: they just keep pro- years ago we started a project to expand this liferating. We add into our inventory an average facility, which just completed this year. We added 103 PARTSSEPTEMBER FOR2015 « The Canadian Business Journal EVERY CAR

ALTERNATORS

BRAKING STARTERS FUEL PUMPS FILTERS SPARK PLUGS

OXYGEN SENSORS

WIPER BLADES

DIESEL SENSORS

INJECTORS

IGNITION PARTS BATTERIES

Leading Global OE Supplier for Domestic, Asian and European Vehicles

Learn more at www.PartsForEveryCar.com

another 35,000 square feet. We also expanded some of the stuff that was being sold in the field our freestanding catwalk system by another that we didn’t have space for before. Now we’re 25,000 square feet,” VandeSande says. able to service both our members as well as our Bestbuy Distributors is also constantly receiv- outside warehouse account customers much bet- ing new line opportunities. Often, when vendors ter because of the expansion we’ve undertaken,” carry a line of auto parts that starts selling more VandeSande tells us. and more in the field, the demand starts to grow In addition to expanding their warehouse and after a certain point the products need to be facility, Bestbuy has also expanded the range of stocked in inventory in the Distribution Centres. programs that they offer to their shareholders, “We were getting to a point about two years which include (but are not limited to) market- ago where there were several line opportunities, ing programs, training programs, and sales tools, but we frankly just didn’t have the space! A good including a commodity catalogue for non-applica- example is with exhaust products. This year, we’ve tion parts, which the company launched last year. added exhaust products into the distribution “How auto parts distribution works in the centre. We’ve also added several other products, aftermarket is that there’s massive online cata- including coated rotors, and mid-grade friction; logues that are attached to the management 105 SEPTEMBER 2015 « The Canadian Business Journal

UCI-FRAM AutoBrands is among North America’s largest and most diversified companies servicing the vehicle replacement parts and car care market. Its industry leading businesses include, among others:

Brands that drive the automotive aftermarket. Brands with an unparalleled heritage of quality,innovation and trust.

GREEN IS MORE THAN OUR COLOR, IT’S OUR STANDARD

Enjoying a reputation for top-quality products, business innovations and consistently reliable service, Interstate Batteries is the No. 1 replacement brand battery in North America.

Four lines of business make up our enterprise, employing more than 1,400 team members BIGGERTHAN nationwide: BATTERIES Interstate Batteries and Our Distributor Network

Interstate All Battery Center

PowerCare and Service Solutions, Inc.

Interstate Batteries Recycling, Inc.

Visit us on our website: www.interstatebatteries.com 106 AUTOMOTIVE » Bestbuy Distributors

systems in the distributors’ businesses. You do a Dedication to the lookup if you’ve got a specific vehicle, say a 2010 Community Ford Taurus that you needed an oil filter for. You’d Bestbuy Distributors recognizes that success go onto the catalogue and find the part number, depends on both attracting new members and brand and price. It catalogues and inventories ensuring continued satisfaction of their exist- all of the products in the aftermarket. It doesn’t ing membership. To offer something more for catalogue all of the commodity products, like their members, Bestbuy hosts annual meetings tools, shop towels, gloves and brooms. All those and events, the major ones being their Buy & Sell commodity products are non-application parts. event in September, and their Annual General We need to be able to tell our customers and Meeting in February. shareholders we’ve got it. So, we came up with a The Buy & Sell event consists of one-on-one commodity catalogue that shows them all of that. meetings between wholesalers and suppliers, It’s been a massively successful sales and market- and is held at a different location every year. ing tool in the field. Last year was the first year we “It’s kind of like speed dating,” VandeSande introduced it, and we’re working on next year’s analogizes. “We select our top 45 vendors, and already,” explains VandeSande. we get them hotel rooms. They take the beds 107 SEPTEMBER 2015 « The Canadian Business Journal 108 AUTOMOTIVE » Bestbuy Distributors 109 SEPTEMBER 2015 « The Canadian Business Journal

out and put a table in all the rooms on a given floor of the hotel. Every shareholder distributor THE RIGHT SOLUTION gets 20 minutes. They go into every meet- for premium chassis parts and control arms ing room and discuss the opportunities with WORLD PREMIERE that vendor. It could be a new product line, AT AAPEX 2015! See the new definition an ongoing maintenance issue or updates on of premium Visit MAS in booth #6316 new programs or applications. From a vendor’s we offer perspective, we’ve got over 150 stores across better quality Canada, and for them to call on all of their locations is very expensive. If you can get the bulk of better coverage those distributors together and have a chance to meet with them all, it’s a massive cost savings better cataloging and a benefit to both the vendor as well as to our Speak today with a MAS Industries expert shareholder.” for more information about our products. Buy & Sell is a two-day event. On the sec- Call 1-800-472-0815 or visit mas-industries.com ond day, Bestbuy organizes a golf tournament or a local tour of wherever the event is held. The proceeds raised during that activity go to the Toronto SickKids Hospital, an organization to which Bestbuy has donated over $650,000. The February AGM, which is always held near Pearson International Airport, in Toronto, Impressive. provides an opportunity for members and management to sit down together to review the previous fiscal year’s financials, the sales and marketing initiatives, product line changes and operational upgrades. Bestbuy also invites keynote speakers to discuss the economy and overall market. During an evening gala din- Blue Streak is proud to be a part of your driving force in the marketplace. ner, a vendor of the year or individual who has given Bestbuy exceptional service is recognized with the Horace J. Pratt award, and long-time members are also awarded for their service. The dinner ends with a presentation and donation to 110 AUTOMOTIVE » Bestbuy Distributors

Toronto SickKids Hospital. The next day, Bestbuy hosts a trade show in the Toronto Distribution Centre, which gives shareholders an opportunity to see the operational side and basically what is stored in the warehouse.

The “Be Car Care Aware” Campaign Bestbuy Distributors appreciates the importance of car care for the end-users, and are proud sup- porters of the nationally branded “Be Car Care Aware” campaign, which is driven by the Automotive Industries Association (AIA). The AIA is an association that unites all the aftermarket distributors, warehouses, as well as the vendors. 111 SEPTEMBER 2015 « The Canadian Business Journal

COOLING SYSTEM PARTS EXPERT TO EXPERT FUEL DELIVERY SYSTEM PARTS Our industry leading support ENGINE services just got MANAGEMENT even better. SYSTEM PARTS

REPXPERT, Schaeffler’s new service brand, is your complete resource for diagnostic, product and training expertise. For more information: www.repxpert.ca Email: [email protected]

REPXPERT is a service brand of Schaeffler Group USA Inc.

ad_Canadian_Busines_Journey.indd 1 2015-08-25 16:19 VandeSande likens the necessity of car to demonstrate their service commitment to the repairs to trips to the dentist: community. “When you go to the dentist, the best way “The business that we’re in is very personal. to avoid cavities is preventive maintenance: People buy from people. It’s not just about price brush and floss everyday and get cleanings on or brand. People deal with the distributor that a regular basis. Taking care of a vehicle is not they like to deal with, who services them as best that different in the sense that the better you as they can. We’re very focused because each care for it, the longer it will last. Repairing a of our distributors is independent. There’s no vehicle has always been a grudge purchase. But obligation for them to buy from Bestbuy, and although it may cost more in the short term, we have to earn every penny of business we get you’re not undertaking large, costly repairs or from them. We’re very customer-service oriented buying a new car every couple of years, and it when it comes to dealing with the aftermarket,” will save you in the long term” he says. says VandeSande. CBJ Whether it’s with their member owners, vendors, the organizations they support or the www.bestbuydistributors.ca end consumers, Bestbuy Distributors continues ATHABASCA COUNTY At the centre of it all MUNICIPAL

ATHABASCA COUNTY At the centre of it all 114 MUNICIPAL » Athabasca County

With several major transportation homesteading throughout the region which routes and the Athabasca River developed the strong agricultural sector and winding throughout the municipality, communities the County still enjoys today. Athabasca County has the best of both worlds: prime corridors for business growth and space to enjoy Connection to the an affordable rural lifestyle. Oilsands Northeastern Alberta’s oilsands is providing ben- THIS IS WHY the area was first settled in the efits to the communities that lie along commuter late 1800s – the Hudson Bay Company saw the routes that lead to them. The two largest com- advantages that a water route afforded. Athabasca munities within Athabasca County are The Town Landing (known today as the Town of Athabasca) of Athabasca and the Village of Boyle. Athabasca was a key stopping place for prospectors heading has 3,000 residents and lies only 90 minutes north and a trading and shipping centre for those north of the capital region along Highway 2 in the fur trade. Over the years, travellers began and boasts a trading area of more than 10,000 115 MelewkaSEPTEMBER 2015 « The Canadian Business Journal Structures & Design

Your Local Authorized Dealer SERVICES:

Construction Management Let Melewka By hiring Melewka Structures & Design for your construction Structures management services, you’ll receive cost eciency, quality control and representation of your best interests. & Design

Design-Build bring your vision to life. By coordinating directly with a project design team, we can combine the design and build functions to maximize communication, minimize confusion and put Servicing Central your entire project on the fast track to completion Northeast Alberta, General Construction Commercial We utilize the most skilled trades and foster superior safety performance to keep your project on time and building needs on budget.

Phone | 780.689.1770 www.melewka.com E-mail | [email protected] 116 MUNICIPAL » Athabasca County

available in the community. Not only do they offer more services to the travelling public, but they provide local people with more employment opportunities and dining options. “We are very happy to report this growth,” says Tourism/Economic Development Officer Laura Barfoot. “It shows the business sector has confidence in the future.” The potential for growth in Athabasca County lies in its location. With proximity to the Athabasca Oilsands area and Fort McMurray, logistical and warehousing support businesses are a great possibility. Services offered in communities are anticipated to grow along with the business sector. “We know it’s not going to happen overnight, but the hope is that we will see the number of residents grow in our hamlets as well,” says Athabasca County Reeve Doris Splane. “These people. Boyle has 916 residents, is the same dis- communities are already established and have tance from Edmonton along Highway 63 and has the necessary infrastructure in place to see a trading area similar to that of Athabasca. investment in terms of commercial and residen- Northeast of these two communities are tial developments.” the hamlets of Wandering River and Grassland. Growth statistics in Athabasca County remain They are also experiencing growth due to positive: the County has approved 162 devel- the increased need for commuter and com- opment permits up to the end of July 2015 at mercial trucking services along Highway 63. a value of $57,210,620. This compares to 2014, The numbers don’t lie: according to Alberta when 262 permits were approved over the Transportation numbers, Wandering River, a course of the year valued at $91,250,823. community of approximately 100 people, has weekly traffic flows of 35,000 plus vehicles. Two franchise restaurants have recently established a Industry presence in Wandering River, while the hamlet of The Athabasca region is fortunate to have the Grassland will soon see a new hotel to comple- advantage of a relatively diverse local economy. ment the variety of traveller services already While the oil sector does have a positive impact, 117 SEPTEMBER 2015 « The Canadian Business Journal

agriculture remains a key component. In the municipalities. They also connect the County to 2011 Census of Agriculture, Athabasca County’s the capital region and are part of a vital network gross farm receipts were estimated at nearly of highways for industry, business and residents $84.5 million and the County ranks second in to interact with each other. With 55% of Highway north central Alberta for total crop acreage. 63 between Grassland and Fort McMurray now Forestry is also a key industry; Alberta-Pacific twinned, and the rest slated to open in 2016 – Forest Industries is the region’s largest employer road transportation has become safer and more and operates Canada’s newest and North- reliable. A well-maintained network of secondary America’s largest, single-line bleached kraft pulp highways is used on a daily basis to access ser- mill. Millar Western Forest Products, located in vices and amenities. Boyle, also operate lumber and pulp facilities to The Athabasca Regional Airport is another support the industry. important piece of the transportation puzzle. It Post-secondary institutions like Athabasca as seen many improvements in recent years and University provide opportunities to many who wish continues to be a valued resource within the to further their education. The university is the larg- County. The well-maintained 4,000-foot runway, est employer in the Town of Athabasca, with the new pilots’ lounge, and 24/7 self-serve Avgas employees contributing an estimated $30 million system are a few key benefits. An LED Precision to the local economy annually. Portage College Approach Path Indicator (PAPI) light system, has opened an innovative Heavy Equipment Wide Area Augmentation System (WAAS), Aircraft Operator and Pipeline Training campus outside Radio Control Aerodrome Lighting (ARCAL), and of Boyle that provides both simulated and practi- Runway End Identifier Lights System (REILS) are cal experience for those looking for work in oil critical safety features, particularly for STARS Air and gas, construction, or road building industries. Ambulance and many provincial bodies who use Northern Lakes College also has a local campus, the airport on a regular basis. which offers popular programs in administration, “Pilot safety is our number one priority,” says trades, and human services along with continuing Norm De Wet, Airport Administrator. “We also education and corporate training courses. want to offer a facility that provides good customer service, which is why we are willing to accommodate pilot needs whenever possible.” Transportation One of the needs identified is lease lots for pri- While the days of transporting goods along the vate or commercial development. The County Athabasca River are now gone, Highway 55, responded by developing six lots in 2015, one of Highway 2, and Highway 63 provide access to all which has already been leased. regions of Athabasca County and neighbouring 118 MUNICIPAL » Athabasca County

Partnerships Ryan Maier. “We can see the long-term benefits Athabasca County sees the benefits of strong to providing services to our communities, and partnerships, and seeks opportunities to work we continue to find ways to make partnerships with other organizations to support develop- like this happen.” ment in the region. A prime example of this is Athabasca County’s Tourism/Economic cooperation with the Town of Athabasca to Development Committee is another example build a new pool adjacent to the jointly funded of the two communities working together. Athabasca Regional Multiplex. Plans are also Earlier this year, the committee launched a new underway for an expansion to the fitness centre regional tourism website – visitathabasca.ca – at the Multiplex to better serve the community which helps connect tourism to local business. and provide new opportunities for the region. “The new website is becoming an important “Partnerships like these are key to the source of information,” explains Barfoot. “The growth of our region,” says County Manager Athabasca region has a lot to offer and we see 119 SEPTEMBER 2015 « The Canadian Business Journal 120 MUNICIPAL » Athabasca County

this as an opportunity to showcase the variety Recreation of recreation amenities, events and businesses One of the region’s strengths is its proximity to that we have to offer – not just to visitors, but the capital region and its abundance of lakes and to the local community as well.” campgrounds, with over 750 camping sites avail- This cooperation is also evident in the able. A short drive out of the city and you could regional water system. The project involved be in nature’s playground, with trails, fishing and the Town of Athabasca and the Village of Boyle boating, snowmobiling, and riding ATVs at your working with the County to support water doorstep. Three golf courses, an active snowmo- infrastructure development in the hamlets of bile club that maintains over 240km of trails, and Colinton, Rochester, Grassland, and Wandering many more summer trails provide a wide range of River. The award-winning initiative now serves activities for the whole family. residents and businesses along the route. Residents of the region enjoy a variety of urban 121 SEPTEMBER 2015 « The Canadian Business Journal

amenities to accompany the charms of rural liv- development is currently underway in the Town ing. Two hospitals, many health care professionals, of Athabasca, which will be home to local busi- four grocery stores, two RCMP detachments, two nesses who have expanded and a number of new school boards, various social services, three post- additions to the region. Business owners also secondary institutions, and hundreds of businesses have the opportunity to purchase suitable parcels adds to the spectrum of services one would expect of land in the County, or in one of our Hamlets, to find in larger centres. to provide them with room to expand outside of town limits. The Athabasca region has largely avoided the Residential and Business boom-bust cycle that plagues many communities Growth in Alberta. “Growth in the region has mostly been For those seeking primary residences, there are quite sustainable, which is advantageous,” Barfoot many choices to meet your quality of life expec- continues. “It’s a manageable pace that balances tations, including single family homes; country continued commercial development with the residential acreages; farm properties; and year preservation of a peaceful lifestyle. That’s why we round lake living at any one of the eight Summer see people continue to start lives and businesses Villages or country residential subdivisions here. It really is the best of both worlds.” CBJ located on various County lakes. Business owners interested in relocating www.athabascacounty.com to Athabasca County have the same diversity of options to choose from. New and established industrial parks are currently available in the region, providing business owners with lots of varying sizes. A brand new commercial Mountain Equipment Co-Op building in North Vancouver, BC. by FProscenium Architecture and Interiors Photo Credit: KK Law

THE CANADIAN WOOD COUNCIL Ensuring Recognition and Acceptance of a Viable, Renewable Construction Choice CONSTRUCTION

THE CANADIAN WOOD COUNCIL Ensuring Recognition and Acceptance of a Viable, Renewable Construction Choice 124 CONSTRUCTION » The Canadian Wood Council

TD Place Stadium at Lansdowne Park, in Ottawa Ontario by Architect CannonDesign. This project won a Citation award in the 2014 Wood Design & Building Awards. Photo: Architect CannonDesign / Doublespace Photography

Wood WORKS! - it’s a simple representing manufacturers of Canadian catchphrase that sums up an wood products that are used in all types of increasing level of momentum and construction. The primary function of the acknowledgment that wood products Council is to expand market access and increase and systems are in fact a very viable, the demand for Canadian wood products cost-effective and exciting option for through work in codes, standards, regulations the design and building industry in and education. The CWC is a national association Canada and throughout the world. made up of many associations in the wood Wood is also a responsible choice as products industry with typical members being a renewable building material which the likes of lumber associations such as the can address climate-change and Ontario Lumber Manufacturers Agency, the urbanization issues of the 21st century. Québec Forest Industry Council and British Columbia’s Council of Forest Industries. SPEARHEADING THE ADVANCEMENT of Wood products and systems sold in North wood use in Canada is the Canadian Wood America offer a plethora of advantages in terms Council (CWC), the official national association of material, construction and costs – both 125 SEPTEMBER 2015 « The Canadian Business Journal

Grizzly Paw Brewing Company by Lloyd R. McLean Architect with Russell and Russell Design Studios. Photo: Steve Nagy Photography 126 CONSTRUCTION » The Canadian Wood Council

economic and environmental, in comparison to other mainstream structural and architectural materials. Building with wood, either custom or prefabricated, is fast and efficient, and can be undertaken year-round in any climate. Wood provides cost benefits in terms of building performance and enhanced occupant health, as natural materials such as wood demonstrate positive impacts on employee productivity and well-being. Wood fits an array of project types and applications, from small civic structures to mid-rise residential to larger and taller commercial buildings. It is suitable for both a finish material, bringing warmth and natural beauty to interior and exterior applications, but also as a strong structural material, making distinctive and Michael Giroux, CWC President iconic structures possible. Advanced technology and modern building codes are expanding opportunities for wood products and systems, its members as well as the design and construc- demonstrating that wood use is integral to inno- tion professionals. vative architecture, design and engineering. The Canadian Business Journal recently The CWC supports innovation and pro- had an opportunity to speak with CWC vides leadership on the use of wood products and President Michael Giroux and Etienne Lalonde, systems in design and construction. CWC also VP, Market Development and Wood WORKS! provides expert technical and knowledge-transfer National Director, who are both based in services relating to all aspects of the construction Ottawa. A priority for the CWC is to provide process from start to finish. Ongoing commu- evidence that wood products do in fact meet nication is a top priority for the CWC in order to the core objectives of the building code, which be at the forefront of industry requirements and include health and safety. expectations within Canada and beyond – with “We have a model national building code 40 per cent of wood products exported to global and we have, with one exception for the City of markets. Partners of the CWC include science Vancouver, related provincial building codes,” providers such as FPInnovations and the National Giroux explains. “The provinces are responsible Research Council, the wood products industry via for regulating construction, so their codes 127 SEPTEMBER 2015 « The Canadian Business Journal

Things are looking up for the wood industry!

Have a look at where we’re going… When it comes to information about wood/wood products, trust the experts with over 50 years of experience at the Canadian Wood Council.

www.cwc.ca

SAIL Vancouver, BC Rositch Hemphill Architects

are the actual lawful tools and within these, same specifications as similar structures made CWC needs to ensure that wood products and from competing materials will often perform to building systems are always fairly represented. a higher standard in terms of operational energy Innovative new technologies and building and carbon footprint – both important climate systems have enabled longer wood spans, change mitigation objectives. Light-frame wood taller walls and higher buildings, and continue and massive timber construction also have, once to expand the possibilities for wood use in built, a proven safety and performance record for construction. It’s a constant process to make fire protection. It’s important to note that building sure that wood is fairly represented and that an codes require all building systems to perform to equal playing field, when compared to other the same level of safety, regardless of the material construction choices, exists.” used in construction. In fact, wood meets and in When considered over its entire life cycle some cases exceeds code requirements. In non- from the point of harvesting raw materials residential and residential mid-rise applications, through manufacturing, transportation, instal- the installation of sprinkler systems and fire-resis- lation, maintenance and disposal or recycling, tance-rated wall, floor and ceiling assemblies are primarily wood-based structures built to the often implemented to expand the allowable size of 128 CONSTRUCTION » The Canadian Wood Council

wood-frame structures. A high strength-to-weight ratio, high energy-absorption capacity and ductile behaviour also make wood a building material of choice for excellent seismic performance. One of the main initiatives at the forefront of the CWC is what’s known as its Wood WORKS! program, which has a vital role of expanding wood’s use in design and construction. The CWC and its members champion the Wood WORKS! program with staff and consultants situated in five regions across the country. The aim of the program is to provide inspiration, education, training and technical expertise to building and design professionals and local governments. Wood WORKS! has worked with design teams, owners and contractors, delivering wood Etienne Lalonde, VP, Market Development and Wood WORKS! product and system knowledge, cost-effective solutions and benefits to help realize warm, beautiful and human-centered environments and cost objectives with reduced environmental that people love. impact. Wood is a cost-effective material and a “It’s about market expansion, first and fore- renewable resource that can help achieve that most and exploring new opportunities for wood desired equilibrium. Architects, engineers and products and systems,” Lalonde says. “In the past governments are pushing harder all the time for wood was mostly used for residential construc- a future that is lower carbon and lower energy, tion. The Wood WORKS! program is really about which further enhances the appeal of utilizing increasing the use of wood in the multi-family wood as a core product. and commercial construction markets.” The CWC staunchly promotes innovative Wood is the only major building material that wood products and systems and works diligently grows naturally and is renewable, which serves as with industry, science providers and govern- important points in the wood industry’s promo- ments. This relationship not only allows for the tion of its products in construction. Heightened deployment of current products but it also allows pressures to reduce environmental impacts for the introduction of new engineered wood mean that Canadian communities are increas- products that can be used in construction and ingly being called upon to balance functionality building systems. Giroux says it’s helping position 129 SEPTEMBER 2015 « The Canadian Business Journal

When it comes to wood in construction, we’re here to help you meet your goals! Building pride in our wood culture through awareness & education since 2000 - Wood WORKS!

www.wood-works.ca

Image provided by MGA wood-based innovation to serve architects, engi- Canadian Commission on Buildings and Fire neers and builders in their efforts to meet current Codes late this year, will be published in 2016. and future societal needs. “Up to six-storey wood mid-rise buildings In early 2015, Ontario introduced significant is great news for communities with residential alterations to its provincial building code to allow intensification objectives and for builders and light-wood-frame and massive timber buildings developers, who previously could not obtain the to increase from the then limit of four storeys to return on investment needed to construct these up to six storeys. This welcomed move followed buildings at lower heights. In the end, this also in the footsteps of British Columbia, which was works out to increased affordability for home the first province to take the initiative forward in buyers and an exciting new dimension in our 2009, Quebec who did so in 2013, the City of built environment,” stated Giroux. Calgary in 2014 and the Province of Alberta in Objectives of the Council were substantially May 2015. This Ontario initiative also mirrored modified in 1965 when there was a conscien- much of the work that was well underway for tious move to emphasize building codes and the 2015 update of the model National Building standards development rather than promo- Code of Canada which, once approved by the tion, with an increased focus on education and 130 CONSTRUCTION » The Canadian Wood Council

North Bay Regional Health Centre Photo: Photo: Ed Eng, www.edeng.net

communication. It was also during that time broad audience,” Lalonde says. “You have the when the official name of the CWC was changed code regulators and policy makers, the builders, from The Canadian Wood Development Council, the architects and engineers, fire officials and which had been founded six years earlier as a insurance companies. It’s a whole slew of folks federation of 18 forest products associations and groups that need to engage and educate. from coast to coast. Many are just not familiar with the use of wood “Our mission today is not a whole lot differ- outside of residential construction. ent than it was 50 years ago,” Giroux says. “It’s “There is the reality that most builders and essentially to ensure fair recognition of wood developers won’t be interested in our building products and building systems in Codes and solutions if they aren’t cost-competitive,” Giroux Standards and to educate construction sector candidly remarks. “Yes, cost is a key driver but stakeholders about the numerous opportuni- with climate mitigation and adaptation becoming ties for the use of wood products and systems. more important, attention to operational energy Education in fact, is a key focus of the CWC’s and carbon footprint reduction as well as building Wood WORKS! program.” resilience is becoming increasingly important – in “Wood WORKS! efforts are targeted at a particular for government public works projects. 131 SEPTEMBER 2015 « The Canadian Business Journal

It often takes a painstakingly laborious architects, engineers, builders and developers amount of time for the construction sector to are equipped with the information they need in adopt innovative new products and construction order to build wood structures. There are about processes. Builders are acclimated to expediting 30 engineering schools at universities through- tasks in certain ways, which along with cost, is out Canada but only one or two of them actually one of the main reasons why the residential con- teach wood technology in a program of its own, struction industry has largely continued to use and a few more incorporate wood into their civil wood products. In the reverse, these are the hur- engineering courses. dles that the wood industry needs to overcome “We want to see more colleges and universi- to be more successful in the non-residential and ties teaching about wood products both from an tall building markets.” Giroux says. engineering and an architectural point of view,” “It’s all about changing perceptions and edu- Lalonde says. cating people,” Lalonde continues. “There is “We’re entering a remarkable opportunity resistance to change and it’s not just from compet- phase where there is heightened interest and ing materials but also from important stakeholders resulting market demand for existing and like firefighters. We need to make sure all of the innovative new wood products in non-traditional issues groups like that bring up are dealt with fairly.” residential and non-residential markets. Whether Giroux and the CWC team lament the fact our products are lumber, engineered wood, wood the building codes remain overly prescriptive. fiber in concrete or any other hybrid solution, I In the future they can envision a time when the think that we will soon see a broader curriculum association in cooperation with other indus- inclusive of wood technology offered in both tries and construction sector stakeholders will college and university programs” Lalonde adds. work with the National Research Council’s Code Giroux, Lalonde and others at the CWC Centre to successfully migrate building codes to invest considerable time and resources into being performance based. working with various jurisdictions across the “In 10 to 15 years from now I see our industry country to ensure that best practices are adopted increasingly providing wood products and build- and enforced at all times for building construc- ing systems to help architects meet the social tion. It’s cost effective, safe, and secure. Wood challenges of the time including climate change really does work! CBJ mitigation and adaptation.” Giroux says. “We will continue to position the Canadian wood products www.cwc.ca industry to be a solution provider in that future.” @CdnWoodFacts The CWC is in the process of implement- ing a detailed road map in order to ensure future HUDSON RESTORATION INC. Filling a much needed niche market CONSTRUCTION

HUDSON RESTORATION INC. Filling a much needed niche market 134 CONSTRUCTION » Hudson Restoration Inc.

Since 2010, Hudson Restoration has filled SINCE THE CANADIAN BUSINESS JOURNAL Ontario’s insurance restoration industry’s first featured the company in February 2013 void for contractors that could service and again in September 2014, the property loss higher end residential and commercial and damage restoration company has opened a clientele that had suffered insurance new office in Markham to service north Toronto property damage. The company also and the cottage country. After only five years in handles Heritage restorations. Generally, business, the fast-growing company now has Hudson Restoration is business-to- four locations in the Toronto area and Golden business, working with insurance Horseshoe region. companies to repair accidental or “We have expanded our client base consid- environmental damage for their insured erably to include higher end insurers, which are clients. However, in a few cases, Hudson recognizing the need for a higher end contrac- Restoration has worked directly with the tor,” says co-founder Steve Hudson. end consumers. 135 SEPTEMBER 2015 « The Canadian Business Journal

Over 40 Years of Experience Furnace King is proud to partner with Hudson Restoration Heating Air Conditioning Indoor Air Quality Maintenance Tankless Water Heaters Phone: 905-564-5464 www.furnaceking.ca

A higher level of service in these cases, which many other contractors “When I worked for a major insurer, I discov- would actually prefer to avoid due to the liability ered there was a big void for that type of client and the high service levels required. However, that was more demanding and expected a Hudson Restoration understands the need for higher level of service, given the fact that they the protection of those items, and goes to great owned a multimillion dollar home, a couple lengths to cover and protect these valuable items of cottages, boats or multiple vehicles. The above and beyond the capabilities of a standard insurer typically has preferred contractor lists insurance contractor. that includes contractors that appeal more to “We’re doing much larger claims than some the masses than for individual high end cli- of our competitors because we are servicing ents,” Hudson tells us. that level of client. When somebody in a five High end insurance claims require a greater million dollar home has a problem, it tends to level of protection of the contents within the be a lot more expensive because of the level of residence, which can include very expensive art- finishes. It just requires a much more concen- work or furniture. Hudson Restoration specializes trated effort on everybody’s part,” Hudson says. 136 CONSTRUCTION » Hudson Restoration Inc.

Helping the customer to get back on track Hudson Restoration has what it takes to help their high end commercial or residential clients recover their facilities while taking into account any special circumstances that require extra attention to detail. For instance, a recent insurance claim involved a client with paintings worth millions of dollars in her home, which required special care during the restoration. “It was a very expensive home on Forest Hill Road in Toronto, which is a very well-known area. The insured had over $2 million worth of paintings in her home. She didn’t want them to leave her home because the areas where the paintings were kept were climate controlled. We had to build containment to cover and protect the paintings while we did the restoration in her home. Just the level of protection that was required for that claim was very expensive, but needed,” Hudson recalls. In order to further improve their service, Hudson Restoration is also currently developing an after hour’s program specifically for insurance brokers. This will allow the insured to have access to Hudson Restoration’s high quality services even when emergencies strike during inconvenient times. The company is dedicated to being there for the insured in their time of need. “Don’t forget, nobody’s invited us into their home. We’re there because there’s a problem, and we’re trying to solve that problem,” Hudson clarifies. “We’re starting from a negative, because we’re dealing with an insurance loss. From there, 137 SEPTEMBER 2015 « The Canadian Business Journal 138 CONSTRUCTION » Hudson Restoration Inc.

we’re trying to not only rebuild their home at Communication is key least equal to what it was before — usually it’s a Hudson knows that restoration can be a stress- little better — but we’re trying to be the least dis- ful experience for the insured, especially when ruptive possible through our process so they can there is a lack of communication between try and maintain some semblance of sanity while the insured and the contractor. Each case is this is going on because often it just turns their unique, and the company makes sure that the life upside down. They need somebody that’s insured always remains informed about what going to come in, take charge and help them get the contractor plans to do and when they back on track.” plan to do it. In this way, they maintain strong 139 SEPTEMBER 2015 « The Canadian Business Journal 140 CONSTRUCTION » Hudson Restoration Inc.

relationships with their clientele, who appreci- know what our timeline is for the repairs and ate their transparency. what we expect to happen at certain stages. If “We have daily to weekly site reports to the we deviate from that at all, that is communi- client to let them know what’s coming up and cated as early as possible,” Hudson remarks. what to expect. We call it a ‘critical path,’ and To facilitate matters for the insured, Hudson we give these out to all the insured to let them Restoration also assigns a dedicated project 141 SEPTEMBER 2015 « The Canadian Business Journal

This corporate culture of open communication is not only evident in Hudson Restoration’s dealings with the insured, but also within the company itself. “We have weekly team production meetings wherein we discuss all the claims we have going on, just so that everybody can remain aware of everything that is happening and ways that we can be proactive instead of reactive. That’s our mantra, and the more we stay on top of communication and attention to detail, the more proactive we can be,” Hudson reasons. In addition, Hudson employs website technology that allows anyone, owner, adjuster, management and employee, to address any concern directly to the president in real time, anonymously or by name. By exceeding their competition’s commitment to customer service, Hudson Restoration has earned its place as a highly regarded insurance contractor servicing a market niche. “We have a lot of satisfied customers, and it’s because we’re paying attention to communication, to detail, to supervision. We make sure we’re delivering what we promise,” says Hudson. CBJ

www.hudsonrestoration.com manager for each project, who functions as the go-to person for that claim to streamline the communication through one channel. “The more we can communicate to the homeowner, the less stressful it is for them,” Hudson states. BCS CONTROLS Nova Scotia’s controls provider of choice TECHNOLOGY

BCS CONTROLS Nova Scotia’s controls provider of choice 144 TECHNOLOGY » BCS Controls

BCS Controls began operations in TO PUT THEIR aggressive growth rate into per- June of 2005. The Waverly, Nova spective, when we first featured BCS Controls in Scotia based automation controls 2012, they had completed around 500 projects. solutions provider has grown Three years later, they are now at the 900 mark. significantly since they were first covered by The Canadian Business Journal in May, 2012. They proudly Providing service the province’s commercial environmentally building sector, working directly with efficient solutions developers, specifying engineers and BCS’s motto is “taking energy management to mechanical or general contractors. the next level,” and “efficiency controlled” is their They have recently celebrated their brand promise. BCS’s solutions can reduce a tenth anniversary. building’s energy usage by 20%, via a number of 145 SEPTEMBER 2015 « The Canadian Business Journal

different techniques, such as: setpoint adjust- ments, scheduling, outside air reset and utilizing www.lecruickshanks.com carbon dioxide sensors to control ventilation on a demand basis to ensure great air quality (IAQ). The company has completed a number of LEED projects (Leadership in Energy and Environmental Design, an international rating system for green building). For example, BCS recently remodeled the Heat Pumps Projects Intact Insurance building in Dartmouth, Nova Ventilation Projects for Major Developers in HRM Scotia, to meet increasing demand for energy Saint Mary’s University Applied Science Building Stainless Work efficiency and monitoring, tenant comfort and Condominium and Apartment Buildings Design / Build flexibility of facility operations. The five-story office Hotels Specialized tower now features full control of fresh air via an Long-term Care Facilities Employees HRV fan system with fresh air volume delivery Commercial and Industrial Projects Custom Metal according to occupant load and carbon dioxide Work Jobs from $25.00 to $10,000,000

3378 Kempt Road, Unit #1 Halifax, N.S. B3K 4X5 levels. BCS collaborated with the New Brunswick Air Conditioning [email protected] 902.453.6122 based Greystone Energy Systems Inc. to custom design an electronic thermostat to meet the building’s engineering specifications. The building also Ravine Centre Two (a LEED Gold certified build- has power meters that are integrated with the ing in Clayton Park, Nova Scotia); the Kings Wharf BACnet communications protocol for load shed- Development in Dartmouth, Nova Scotia; the ding and demand limit and has BACnet lighting Citadel Halifax hotel redevelopment; and new control for both the tenant and retail areas. When construction of the Membertou School in Nova the building is resuming power under emergency Scotia’s Sydney area. load, there is a special demand limit sequence that protects critical operations equipment. BCS has also provided the client with preventive mainte- Keeping on top of nance services, remote management, email alerts industry trends and customized training to allow full monitoring of BCS’s impressive growth rate and competitive the system by the building’s property managers. advantage is partly due to their ability to keep up Other recent projects include Killam S2 (the to date on market trends and products. second LEED certified residential apartment build- “There’s been a shift in the market. ing in Halifax, Nova Scotia); Sun Life Assurance’s Customers do not want to pay for and maintain 146 TECHNOLOGY » BCS Controls

Cecil Hutt

expensive OWS software and on site computer of control system. It can communicate with hardware anymore, so all of our systems are almost any platform of control system avail- now web-based, so you don’t need a specific able. Because mechanical equipment can have software program or computer to access them. its own communication protocol and controls You just go to an internet browser and you can built in, the line helps BCS to get the data from access your buildings control system remotely equipment and present it to the customers on and receive email alerts. There’s a lot more ease a graphical display to easily control their equip- of operations for the facility and maintenance ment and buildings. staffoperating the buildings,” Hutt explains. At the field control level, BCS uses Neptronic BCS has a couple of new product lines. products. Neptronic is a Canadian company with To move forward in the web-based world, a product line that includes room controllers, BCS has picked up VYKON by Tridium. This VAV controllers, valves and actuators. product is a versatile interface that connect- “We want to continue to grow in the industry. sthe company’s systems to almost any type With these new product lines, we can hit more 147 SEPTEMBER 2015 « The Canadian Business Journal

of the market and inform engineers about what and can provide service contracts on controls these control systems can do and how efficiently for buildings that are not equipped with they can do it,” Hutt states. maintenance staff. “We’ve been able to grow while maintaining our customer base. We’ve got a good group with Taking pride in high a lot of experience, and that goes a long way quality workmanship with the customers,” says Hutt. At the end of the day, Hutt claims that simply Providing intuitive energy efficiency solutions having a great staff and providing a high level for clients throughout Nova Scotia, BCS’s mission is of service is what has made BCS so successful. to always build on their foundation of quality work- BCS’s staff is highly trained for the installation manship and the pride they put into their projects, and operation of systems. Their construction no matter the size, from start to finish.CBJ projects are completed as quickly as possible. They also offer a 24-hour emergency service, www.bcscontrols.com SOLO GI NUTRITION “A Different Way of Thinking about Food” FOOD & BEVERAGE

SOLO GI NUTRITION “A Different Way of Thinking about Food” 150 FOOD & BEVERAGE » SoLo GI Nutrition

Are you ready to be part of a healthier slow-carb revolution?

LEADING THE CHARGE is an innovative company from Vancouver called SoLo GI Nutrition, which is gaining widespread notoriety for its efforts to promote a healthy consumer shift towards better eating and exercise habits, enhanced by nutrient content. Saul Katz, Founder and CEO of SoLo GI Nutrition is on a mission to educate the public about the benefits of blood sugar management through food and exercise. As a food industry visionary, he is promoting a consumer shift to consider the blood sugar impact as well as the nutritional content, when selecting a food or beverage. “After 30 years in functional food research and development, I have come to the conclusion Saul Katz that a simple, yet fundamental shift is needed to help address “Diabesity” and the energy shortfall,” says Katz. “As an industry, we need to develop physiological spike, crash and crave. food products to help consumers keep their Because blood sugar management is key blood sugar and insulin levels in check.” to weight management, sustaining energy and At the forefront of the blood sugar manage- living vitally, since its introduction, the low gly- ment movement, SoLo’s low glycemic product cemic and gluten-free line of SoLo GI® Energy formulations are disruptive by design to the Bars has been embraced by consumers, health snacks and energy bars that are contributing to professionals, research scientists, sports teams the interlinked epidemics of obesity, diabetes and and Olympians. the human energy deficit. SoLo recently won silver for the 2014 Alive High in protein, fiber and slow-release carbs, Consumer Choice Award – Best Fitness and SoLo GI® Bar is the ideal snack to bridge the Weight Management product in Canada. between-meal-gap, providing nutrients, promot- “We’re proud of being recognized by con- ing satiety and sustaining energy without the sumers for developing a superior product,” says 151 SEPTEMBER 2015 « The Canadian Business Journal

Saul Katz with Chantel Popoff, Director of Marketing, SoLo GI Nutrition, Canadian Health Food Show, April 2013

Katz. “It’s also quite an accomplishment being Twenty Years of Science named finalist in the top product awards in Covered in Yogurt and Canada, out of the gate.” Chocolate SoLo was a finalist in the Retail Council of SoLo GI® Energy Bars represent the platinum Canada, “Grand Prix Award” for Best Snack in level of science in the food industry. SoLo GI Canada and the Rogers Media “Product of the Nutrition was created by Katz’s drive from his Year Award” for the Best Energy and Nutrition Bar. passion and commitment to undo the damage 152 FOOD & BEVERAGE » SoLo GI Nutrition

Alive Magazine Consumer Award Dinner, January 22, 2015; President Ryan Benn and Account Manager Karla Gursche, Alive Publishing Group; SoLo GI Bar awarded the 2014 Silver Consumer Award for the Best Fitness and Weight Management product in Canada.

being caused by the modern diet and lifestyle. research and development company to “raise “At the age of 40 I was at the top of my the bar” in the food industry, developing foods professional career,” says Katz. “I had two law to promote health, prevent disease and enhance degrees and was General Counsel and Vice performance. His work was made possible President of the Triple Five Group of companies, through a joint venture with the University developers of West Edmonton Mall and Mall of of Alberta Hospitals and Industrial Research America. I was deeply inspired to leave my life Assistance Program grants from the National legacy and to help humanity.” Research Council of Canada. In 1993, Katz established a functional food In working with the country’s top health 153 SEPTEMBER 2015 « The Canadian Business Journal

professionals and food scientists, Katz and his RBC Dominion Securities Inc. team understood that too many foods today contain processed carbohydrates that are rapidly Your Future digested and spike blood sugar and insulin lev- s In ood ands els prematurely. This process can contribute to I G H insulin resistance, obesity, type-2 diabetes, cardiovascular disease as well as poor productivity and At the Hymers Wealth Management Group of RBC Dominion Securities, we’re focused on people energy. like you—professionals who value security and a Research has shown more than 60% of trusting relationship with their financial advisors. Rhonda Hymers and her hand-selected team of Canadians to be overweight or obese, and life- experts work to create a customized portfolio style diseases such as heart disease and cancer tailored to suit your needs in the short and long term. Included are the added benefits of tax, estate, remain leading causes of death and disability. and financial planning, along with other services The Canadian Diabetes Association reports that such as business succession planning. 20 people per hour are newly diagnosed with With our discretionary portfolio management service, we take the load off your shoulders and give pre-diabetes or diabetes. It is projected that one you peace of mind—no matter what the future may in three children will develop diabetes during bring. Rhonda and her team work daily with high and ultra-high-net-worth clients to bring them peace of their life time. mind and make their lifetime goals achievable. Armed with this knowledge and backed by “Achieving your life’s goals takes a real working scientific research, Katz was convinced that the commitment. There is nothing more rewarding to me than listening to a client’s vision for the future and then seeing pervasiveness of high glycemic carbs in the food that vision take root over the years.” – Rhonda Hymers supply was causing metabolic chaos and one of For a complimentary second opinion on your the solutions to addressing diabetes, obesity and portfolio, contact us today. the energy deficit was to introduce low glycemic product alternatives on grocery shelves. Rhonda hymeRs, cim, fcsi, ciwm Vice President, Portfolio Manager “I approached the inventors of the Glycemic & Wealth Advisor Index at the University of Toronto,” Katz says “to hymeRs wealth management gRoup of RBc dominion secuRities apply their low glycemic protocols in our devel- Suite 1100 – 1708 Dolphin Avenue Kelowna, BC V1Y 9S4 opment of a pioneering line of low glycemic Phone: 250-712-2148 | Toll-free: 1-877-308-4766 energy and nutrition bars.” SoLo GI® Energy www.rhondahymers.com Bars are the first line of clinically validated and certified low glycemic energy bars in Canada. In addition to being low GI (glycemic index of

RBC Dominion Securities Inc.* and Royal Bank of Canada are separate corporate entities which are 23-35), SoLo is also certified gluten-free by the affiliated. *Member-Canadian Investor Protection Fund. RBC Dominion Securities Inc. is a member company of RBC Wealth Management, a business segment of Royal Bank of Canada. ®Registered trademarks of Royal Bank of Canada. Used under licence. © RBC Dominion Securities Inc. 2015. All Canadian Celiac Association of Canada. rights reserved. 15_90832_VFW_001 154 FOOD & BEVERAGE » SoLo GI Nutrition

Saul Katz and Matthew James, CEO, Purity Life Health Products, distributor of SoLo GI Bars, Canadian Health Food Show, October 2014 155 SEPTEMBER 2015 « The Canadian Business Journal

Move from Low-Carb to Slow-Carb “Carbohydrates are arguably the most misun- derstood nutrient of today. It is important to remember that carbs are the essential and preferred fuel for your brain, central nervous system and muscles. All carbs, including starches and sugar, are converted to glucose, which is blood sugar. It is the rate at which your body converts carbs into glucose that matters,” says Katz. “The lower and slower your body raises blood sugar and insulin levels, the better for managing your weight, sustaining your energy and preventing disease.The solution is not to eliminate carbs, but rather to manage them.” (CHIP) and was recently used by McGill with “When looking at a nutritional label, consum- the Canadian military in a weight loss and fit- ers should equally consider what the potential ness challenge with the results presented at the blood sugar impact is of that food,” adds Katz. Canadian Cardiovascular Congress in Vancouver Many convenient snack foods such as granola October 26, 2014. bars and most energy bars are loaded with SoLo Bar has also been used in peer- rapidly digested, high glycemic carbs. Other low- reviewed, low GI published clinical studies by carb options are formulated with non-caloric leading scientific institutions including: Harvard alternative sweeteners such as aspartame and Medical School, Children’s Hospital in Boston, sugar alcohols, which don’t appeal to many National Institutes of Health and the Fred health conscious consumers and don’t supply Hutchinson Cancer Research Center. carb energy for today’s fast-paced lifestyle. It is also a top choice of energy that sus- tains for professional sports teams across North America (including the Blue Jays and Toronto Validation, Recognition Raptors), NCAA universities in the U.S., elite and and Future Plans Olympic athletes like Kelsey Serwa, Canadian SoLo GI® Nutrition has been embraced by health Olympic medalist at Sochi. professionals and the scientific community. The big food companies have not incor- SoLo is the only bar recommended by McGill’s porated low GI into their product development Comprehensive Health Improvement Program process. It takes innovative companies to raise Saul Katz and Matthew James, CEO, Purity Life Health Products, distributor of SoLo GI Bars, Canadian Health Food Show, October 2014 156 FOOD & BEVERAGE » SoLo GI Nutrition 157 SEPTEMBER 2015 « The Canadian Business Journal

the bar in the food industry. SoLo appears poised for rapid growth and Katz is interested to source expansion capital to grow the low glycemic food category with better-for-you low GI alternatives under the SoLo GI brand, as a substitute to the problematic products on grocery shelves. “It’s all about creating balance. Getting away from the addictive cycle of spike, crash and crave, and shifting towards grazing on low glycemic snacks to achieve steady blood sugar and energy levels throughout the day,” says Katz. SoLo Bar is available across Canada through all channels including grocery, pharmacy, natural food, sports, convenience and food service. If taste rules in the food industry then SoLo GI® Bar is king. If the consumer can feel the benefit of the promise (sustained energy and satiety) without sacrificing taste such as with SoLo, they convert. “Whereas most energy bars don’t meet taste expectation, SoLo Bar exceeds consumer expectation with eight deli- cious flavours in its line up including: Chocolate Mandarin, Peanut Power, Pineapple Coconut and Apple Cinnamon with Quinoa, and other delec- table delights.” “How can something that tastes so good, be good for me too? That’s what I love to hear.” Saul Katz, CEO of SoLo GI Nutrition CBJ

www.soloenergybar.ca

For more information please contact SoLo Gi Nutrition at 250.491.1720 or [email protected]. HERO CERTIFIED BURGERS Great Taste the Natural Way FOOD & BEVERAGE HERO CERTIFIED BURGERS Great Taste the Natural Way 160 FOOD & BEVERAGE » Hero Certified Burgers

It’s hard to believe more than a Hero Certified Burgers is a quick service decade has passed since John restaurant chain that came into existence largely Lettieri opened the inaugural because Lettieri astutely recognized a critical Hero Certified Burgers store in void in the competitive burger industry, whereby Hazelton Lanes in Yorkville. Since a substantial segment of the general public was the grand opening of that first being overlooked; specifically those people who location, the increasingly popular prefer their food products from restaurants and all-natural restaurant chain has vendors that adhere to those aforementioned firmly established itself as a favourite all-natural, sustainable practices. dining choice for many people in the “There really wasn’t any premium hamburger Greater Toronto Area – and beyond – retailer in the city (Toronto) and I felt there was with a tasty food menu that adheres the market for a natural product,” Lettieri tells us. to strictly sustainable practices from “It’s important that people know where their food start to finish. is coming from. We are able to deliver that at Hero. Ten years ago that was almost an impos- THE LETTIERI FAMILY name had been synony- sible thing to do.” mous in the cheese business for decades prior to John Lettieri opening Hero Certified Burgers. He’s also Swiss educated as a Dairy Specialist and is a Traceability Equals cheese maker by trade, so opening this particular Accountability franchise chain was a natural progression based on Lettieri and his team have continued to devise many of his past experiences and successes within new plans for adding greater volume to the the food industry. stores. Through intense networking with experts “We’ve had food in our family and extended within the industry, he was able to source out family all our lives,” he begins. “We’ve been in the a group of ranchers in Alberta that adhere to cheese business and then when my father sold all-natural programs, i.e. hormone free with that, I got into the retail business with Lettieri full traceability while also understanding the Espresso Bar Café and we’re also considering metrics of the macro environment, including starting another brand as we move forward.” sustainable practices. Each of these aspects is of In the years prior to Lettieri taking the helm of critical importance to Lettieri and Hero Certified his own business, his father always demanded top Burgers. quality from all of the food products he used and “It’s about the welfare of the land, the ani- endorsed. It’s an inherent generational philosophy mal and the rancher,” Lettieri states. “It came that has been seamlessly passed on to his son. at a premium, and we were willing to pay 161 SEPTEMBER 2015 « The Canadian Business Journal

John Lettieri

that premium. Three years into Hero Certified the thriving restaurant chain continues to evolve Burgers we were able to have this separate further into the mainstream consciousness as product exclusively to us.” more and more consumers are opting to bet- It’s been proven through the immense suc- ter educate themselves about what they eat in cess of Hero Certified Burgers that there is in fact an effort to promote a lifestyle that adheres to a a significant portion of the general population healthy diet. that does care about where their food originates “The difference between us and everybody and the route it takes before ultimately ending else is that it is Canadian and we understand up in front of them as a meal. Although the all- how the animals are raised, how and what they natural idea began as more of a niche concept, are fed and treated along with the welfare of 162 FOOD & BEVERAGE » Hero Certified Burgers

the environmental stewardship. It is a specialty As a major promoter of all-natural foods, a product. It is not a commodity – it’s a premium,” preeminent point for Lettieri is that Hero Certified Lettieri says. Burgers uses 100% Heritage Angus Beef, which adheres to sustainable agricultural practices. The beef contains no preservatives or additives. Cattle The Dining Experience are grass-fed in a free moving, open environment, Fare includes hamburgers and veggie burgers, and no antibiotics or growth hormones are used. poultry and wild Alaskan salmon sandwiches, The beef is seasoned during its preparation in poutine, Ontario-grown greenhouse toma- the restaurants. Indeed it often leads to higher toes and a number of gluten-free selections. costs, but the vendor partners of Hero Certified The company uses only fresh cut French fries, Burgers have won numerous awards for their and offers real cheese, including Gorgonzola, critically-acclaimed sustainability practices. smoked provolone and Brie. Many Hero “We deal with the ranchers,” Lettieri Certified Burgers locations have Coca-Cola offers. “I think beef is going to become more Freestyle machines as well. and more a specialty like it is in Europe. It’s a 163 SEPTEMBER 2015 « The Canadian Business Journal

WWW.MUCCIFARMS.COM / MUCCIFARMS

growing market. Before it was the tenderloins post-industrial/post-consumer recycled paper. and New York Strips that were expensive, now The result is the use of up to 70% less paper it’s even ground beef that is hitting that level. than traditional forms of fast food packaging. Vegetarian and gluten options are a big part of Hero Certified Burgers, which have become increasingly necessary for a number of Commitment to people with today’s more targeted dietary pro- Excellence grams. It’s a segment of the market that Lettieri Upholding the highest standards begins with sees growing with each passing day. traceability, which is tantamount for Lettieri, “Gluten free is definitely big,” Lettieri agrees. who believes it is essential that consumers In addition to having a genuine concern know where their food is coming from, includ- about the quality of food their customers ing the conditions of the farms where the cattle eat, Hero Certified Burgers was also the first is raised. A passionate desire to follow through Canadian restaurant chain to use a new type on plans to be a company that can tout such of packaging that is produced from 100% top-quality sustainable practices is it at the very 164 FOOD & BEVERAGE » Hero Certified Burgers

core of the company’s mission. Lettieri sums up consciousness as opposed to health conscious- the company’s success this way. ness. “The key word is commitment,” he offers. “But that’s going to change – it’s genera- “It’s commitment to the staff, the stakehold- tional,” Lettieri asserts. “We’re not in for a quick ers, the franchisees, the brand, the food and run; we’re committed to the business.” the integrity of what we’re doing alive and real, There are soon to be more combinations which is our day to day job. I believe in an open available to consumers within the burger and book concept so everybody knows what we perhaps soups and side auxiliary dishes, but need to do to be successful and make the dif- outside of that, Hero Certified Burgers wants to ference.” keep a focus on the primary food products that Creating this unique space amongst other are now being sold. burger giants is a long, arduous and more Hero Certified Burgers is also the official expensive process, but one that Lettieri and hamburger of the NHL’s Toronto Maple Leafs, Hero Certified Burgers have made a firm com- the AHL’s Marlies and NBA’s Raptors. mitment towards. One of the main obstacles “We felt that the Leafs, Raptors and Marlies, still to overcome is that many consumers between those three brands they hit most to still tend to attach greater emphasis on price everybody in the province. Rather than do 165 SEPTEMBER 2015 « The Canadian Business Journal

traditional radio or billboard ads, we decided keen to see more people understanding what it is instead to associate with those strong brands.” that Hero Certified Burgers is doing for the health Lettieri and Hero Certified Burgers are and well-being of those consuming the food also known for their involvement with chari- while adhering to robust, proven sustainable ties and organizations that desperately need methods, which includes using non genetically ongoing support. modified organisms. “It’s about giving back to the community,” “It’s a challenge to get non GMO,” he says. he notes. “We’ve given lots of food to shelters “We just changed our bread; we’ve taken some and support the B.A.D. Ride, (Bikers Against things out and put olive oil in so you can get an Distress), which is a very important centre in all natural burger at Hero, which doesn’t really Toronto that helps people as well as SickKids exist elsewhere. We want people to look deep and the Humber River Hospital. When you give into what we’re doing and follow our Social Media back it’s helping the community at large.” links from our website and to understand where our beef is coming from and take it from there.” Hero Certified Burgers allocates prominent Expansion Plans importance on building long-term relationships Throughout its 10-year history, the corporate with suppliers and customers alike. Canadian plan has been to grow Hero Certified Burgers consumers are returning the favour by showing at a pace that will not impede or compromise confidence and gratitude in having a tasty, all- quality. With 56 stores currently operational, natural option by visiting the restaurant chain in expansion is in the works in the near future, growing numbers. It’s not just about how they including the first store in the United States just bring food to your table, but just as importantly, across the border in Buffalo, NY. But Lettieri how it gets there. CBJ makes it abundantly clear he won’t stray from the methodical, well crafted business plan that has www.heroburgers.com garnered so much success. “We were a success on our first store,” he remarks. “We have to keep our feet grounded. We’re probably going to do eight to 10 stores this year and eight to 10 are planned for next year. We’re going to continue growing the brand in areas where it doesn’t exist.” With this being a franchise model it is driven largely by an appetite for expansion. Lettieri is BROOKS INDUSTRIAL METALS MANUFACTURING

BROOKS INDUSTRIAL METALS Steel Service Centre 168 MANUFACTURING » Brooks Industrial Metals

Brooks Industrial Metals is a want to understand your unique business chal- southeastern Alberta-based full service lenges. Our knowledge staff will understand your steel centre company that supplies an business, its goals, and challenges that together extensive range of steel products. we can tailor solutions for you. In today’s globally competitive markets, keeping our customers sat- BEGINNING IN 1966 as a small radiator repair isfied and winning over new business is not easy, business with a side scrap metal recycling yard, but through helping you better your business, we Brooks Industrial Metals has grown into an can better ours.” 11-acre operation employing a team of nearly Over the years, the company added a larger 50 staff, ideally situated in a serviceable loca- fabrication shop to its existing office, used today tion to the booming Alberta oil and gas industry. to offer a variety of added-value services, includ- Through this growth, the company has held its ing shearing, bending, and water jetting, as well unwavering commitment to consistently offer as bandsaw, plasma, and laser cutting to per- the greatest quality products and service, all at form more accurate metal cutting. The company a competitive price. also retails a wide range of welding supplies, As the company website summarizes, “We which gives customer an ‘all in one’ location to 169 SEPTEMBER 2015 « The Canadian Business Journal

Kristian Electric Ltd.

years strong.

Established in 1964, Kristian Electric Ltd. has been providing Alberta with parts and service for the welding and material handling industries. We provide factory trained technicians who are ready to supply, install and service all makes and models of welding machines, plasma cutters, induction heating equipment, manual chain hoists, electric chain hoists, and wire rope bridge cranes up to 100 ton capacity.

Thank you for 50 years of success!

4215 64th Ave SE Calgary 403-292-9111 | kristian.ca | 14236 121A Ave Edmonton 780-444-6116 170 MANUFACTURING » Brooks Industrial Metals 171 SEPTEMBER 2015 « The Canadian Business Journal

purchase their product needs. a niche of offering everything you need all under John Duenk, President of Brooks Industrial one roof. The concept behind Brooks Industrial Metals, whose father founded the company, told Metals and a key reason for its business success is The Canadian Business Journal, “I have always its commitment to always offering the best suite enjoyed building things. We bought a small shear of products and services to the customer. to offer value-added services, but we designed “Steel itself has become so competitive that and built our first brake for bending steel in the you have to have all the value-added services early years. Several years later, we then bought for the customer,” Duenk explained. “We work our first piece of brand new equipment, a larger for tighter margins, as it is difficult to compete shear and then a larger brake.” with the big chains and the steel yards across the country that have the big buying power, similar to the big box retail chains, but we also have very Customer Commitment loyal clientele.” In offering these added-value services, Brooks Brooks Industrial Metals recognizes that Industrial Metals has distinguished itself in the its dedication to service is a key factor that marketplace, where the company has established keeps the company competitive with the large 172 MANUFACTURING » Brooks Industrial Metals 173 SEPTEMBER 2015 « The Canadian Business Journal

The company’s commitment to customer service was even more crucial through the economic downturn, when diminished commodity values grinded the industry to a halt, particularly with scrap metal. Brooks Industrial Metals Parts,Parts, Sales Sales and and Service Service Come to Peak Equipment for all your truck accepts recycled ferrous and non-ferrous scrap Come to Peak Equipment for all your truck needs, we are your complete truck dealership. needs, we are your complete truck dealership. metal materials from casual customers and large, Parts Manager: Chris Van Ryckeghem Parts Manager: Chris Van Ryckeghem long-time clients, but through the recession the Service Manager: Shawn Johnson Service Manager: Shawn Johnson General Manager: Al MacAulay low value of steel left the company to stock pile General Manager: Al MacAulay these recycled materials.

“All of a sudden we got signs of the recession, where in order for us to sell material, we would have to sell it for nearly half of what we originally paid for it, so we had no other choice BoxBox 1630,1630, 140 140 – 15th – 15th Ave W.Ave W. but to stock pile, and we ended up doing that for Brooks,Brooks, AB AB T1R T1R 1C4 1C4 Phone:Phone: (403) (403) 501-5687 501-5687 Fax: (403)Fax: 501-5684(403) 501-5684 about a year,” Duenk summarized. “That period changed the world, where it made prices come down to a more realistic level. In 2007, the year conglomerates within the steel industry. At before the recession, we had our best year ever, Brooks Industrial Metals, customers appreciate when the prices were going through the roof, the familiar faces of the long-term staff and their but then the whole world had a correction.” value as a customer, where they are treated as a As Brooks Industrial Metals plans for the person, not simply a client number in a database. road ahead, the company will continue to offer “As a one stop shop, customers can come the best value-added services and pursue new in and pick up all the supplies and materials that added services to attract new clients as the com- they need, whereas a lot of the big boxes in the pany grows its space in the industry. As Duenk steel industry are more boxed in with full length concluded, “Our business is helping customers sheets and large volumes,” Duenk detailed. “My succeed in producing a better product.” CBJ father always told me, ‘Even though we have some big accounts, don’t forget the little guy.’ www.brooksindustrialmetals.com It is the small town community atmosphere and our approach toward personal service where we know everybody by name that separates us from the major players and our competition.” MARTYN BASSETT ASSOCIATES Recruitment Specialists SERVICES

MARTYN BASSETT ASSOCIATES Recruitment Specialists 176 SERVICES » Martyn Bassett Associates

Martyn Bassett Associates specializes “We understand the marketplace, the trends, in sales and marketing recruitment. and we speak their language. Collaborating with clients in the “Instead of a generic recruiting call, or the software sales business segment, recruiter who works across multiple sectors, our Toronto-based Martyn Bassett clients know that they’re working with someone Associates is a leading organization who knows what they’re looking for and who in sourcing top talent. truly understands their marketplace.”

WITH MORE THAN 30 years of industry experience, Martyn Bassett Associates delivers the top Marketplace Specialist candidates to meet its clients’ business needs. Early stage software companies excel in prod- The company has established its niche in work- uct development and in establishing a small ing alongside early stage software companies, customer base, but typically struggle to build where it sources revenue-generating talent customer and market knowledge. These startup – meaning the best candidates in professional organizations require a capable sales team to sales, marketing, and product management. drive their business to the next level, and that’s “We’re very knowledgeable about a specific where Martyn Bassett Associates comes in. marketplace and it’s why we recruit top tal- Clients look to Martyn Bassett Associates to ent effectively,” Martyn Bassett, Founder and attract the industry’s top performers to their President, told The Canadian Business Journal. organization. 177 SEPTEMBER 2015 « The Canadian Business Journal

Given its strong marketplace knowledge, match organizational needs. Every organization Martyn Bassett Associates is not your typical has specific requirements and set criteria for recruiting conglomerate or human resources their search, and this is where Martyn Bassett professional. Associates rises to the top. “It’s about supply and demand, and the “If you’ve got a problem with a specific area, supply of strong sales talent is small,” Bassett you’re going to find someone who special- explained. “Because of the reputation [of strong izes in that area. It’s no different than picking sales talent], they typically have a lot of options a lawyer or a doctor; the same thing applies and should be identified as desirable people to to recruiting,” Bassett explained. “The biggest have on your team.” misconception of the recruitment business is It’s a difficult task to persuade top sales pro- that we have a rolodex of great talent and that fessional to leave their current position. Martyn it’s just a matter of finding the right person. Bassett Associates highlights the importance Someone could say ‘I have 100 people,’ but that of positioning a compelling case to attract top doesn’t mean that those 100 people will look at sales professionals to make a shift. As such, it’s that opportunity.” important to sell the message of the interested organization and why it positions better against others in the same segment. Road Ahead Martyn Bassett Associates’ proactive recruit- Moving forward, Martyn Bassett Associates will ing process identifies qualified candidates that continue to work alongside early stage software

179 SEPTEMBER 2015 « The Canadian Business Journal

Martyn Bassett Associates also looks to venture capital backed companies that have We are secured intelligent investment because there is high confidence that they will succeed. markETing. “We’re looking at growth areas, organizations which may not have even started yet THE GLOBAL MARKETING SAAS LEADER but are in the minds of engineers,” Bassett Connecting the world's best brands with their consumers explained. “There will be opportunities for new through the digital channels they use most: email, mobile, social, and the web. products and we will look to help build the teams of these organizations. They will need to find great talent to be successful and that’s where we come into place.” In the diverse recruitment industry, Martyn

With an unwavering commitment to client success, we're Bassett Associates prides itself on providing honored to celebrate our 1-year IPO anniversary with meaningful value. “Recruitment isn’t about hav- clients and partners around the world. ing a rolodex or database of talent,” Bassett Visit exacttarget.com/marketing concluded. “It starts with research, identifying the people you want to talk to, and it is about being relentless in pursuit of great talent.” CBJ companies and is excited to be part of the constantly growing IT market. www.mbassett.com “The market continues to surprise. Just when you think that it has plateaued or tapped out, along comes entirely new levels of technology,” Bassett summarized. “We’re seeing analytics play a huge part, as well as mobile to mobile software technologies.” Martyn Bassett Associates recognizes that emerging technologies will in turn create opportunities for its clients, plus new organizations, driving the demand for top sales performers. As a result, this will then increase the opportunities available to Martyn Bassett Associates. Be FEATURED... Be FEATURED... Be NOTICED... Be NOTICED...

The Canadian Business Journal (CBJ) is constantly on the lookout for compelling, inspiring and successful enterprises to be profiled within our “Canadian Business in Action” section. If selected, your company will be prominently featured in our highly-respected monthly online publication and CBJ website. As a bonus, you’ll be provided a free professional digital brochure to promote your print marketing initiatives.

With an expansive global reach, CBJ routinely attracts several hundred thousand readers each month, most of whom are decision-making C-level Canadian executives, including: CEOs, CFOs, presidents, vice presidents and general managers.

If your business is a success story that should be told, then share it with CBJ and the word will spread like wildfire.

To markedly enhance your company’s public profile, contact The Canadian Business Journal today.

Angus Gillespie Editor-in-Chief

Click to learn more

SERVICES COMMUNICATIONS EDUCATION FINANCE SERVICES 080 NAUTEL 162 PRAIRIE WEALTH MANAGEMENT Making your financial and retirement dreams a reality

068 112 A World Leader in Manufacturing AM, FM BRENTWOOD COLLEGE Redefining Education THE EMPLOYMENT SOLUTION and Digital TV Broadcast Transmitters THE EMPLOYMENT SOLUTION