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Success Stories

The following are a collection of profiles and practical advice from successful Canadian business women who have taken their products and services to new markets.

Should you have a success story you would like to share, please contact us!

Please also check out Tips and Advice where business women in trade share their insight on developing foreign markets.

Training to Exports
Name: Pernille Fischer Boulter, President & CEO
Company: Kisserup International Trade Roots Inc.
City: Halifax, Nova Scotia
Phone: 902-405-3880
Email: pfb@kisserup.com
Web: www.kisserup.com
Year Established: 1998
No. of Employees: 5
Years Exporting: 11
Export Sales: 40 %
Export Markets: over 45 countries

  • Avoid Giving Full Credit to Distributors. "Get money or bank transfers before you ship the product. Unless distributors are meeting a certain volume first, don't give them a territory, because you'll be cutting yourself short."
  • Protect Your Research and Development (R&D). "Don't give away your trade secrets. If you've invested in R&D and outsource the manufacturing of your products, have a non-compete clause with the manufacturer."
  • Keep a Balance. "Never forget you are a woman, because that's a great sales tool in a man's world in terms of exporting. If you respect yourself and who you are, others can only respect you, too."
  • Participate in Your Industry Trade Shows. For Kutoka, involvement in gaming and educational software trade shows from the start enabled them to introduce their titles and make critical contacts. Now they attend the big shows, in places like Los Angeles and Cannes, every year.
  • Protect Your Sales to Foreign Buyers. Insure one of your most important business assets - your accounts receivable. Working with EDC gave Kutoka a secure foreign footing when it started exporting.
  • Do Your Homework to Find the Right Foreign Partners. "Our goal is to choose licensees who are going to be as passionate about our product as we are."
  • Be Distinctive. "To succeed in global markets, you absolutely have to be distinctive to differentiate yourself, especially when you're up against giant competitors."
  • Get 'Intelligent' Advice before You Tackle Exporting. "Make sure that your research is with experts in the industry."
  • Select Agents or Representatives Carefully. "Find out who their current clients are and how many product lines they carry; if it's too many, they won't have time for you. Determine how well they can listen and also how convincing they are in telling you about other lines they represent. Remember, they are the face of your product, so they have to look the part."
  • Know Your Prices and How to Turn Them into U.S. Dollars. "It's important to get the right information on tariffs and duties on your product, and then put this into a neat little package so that buyers understand what they are paying for. It's best to factor duties into your price for the U.S. market."
  • Keep a Watchful Eye on the Bottom Line. "A good accounting system is critical to track your profit margins and ensure that any rising costs such as shipping and freight can be passed on. Stay on top of all those little things that add up to dollars and cents."
  • "Exporting is the only way to really grow your business. I want to become known as a brand, so I have to be in the United States. After you've dealt with one part there, it makes the country seem smaller."
  • Start small and keep your risk exposure low. "You can be lured into things that seem to have potential, but just remember that if something sounds too good to be true, it probably is."
  • Before you jump in, take advantage of the many trade education programs and conferences and the knowledge of trade commissioners.
  • Tap into government programs that help offset the cost of travelling. "These kinds of programs are a must, because the marketing and travel costs associated with bidding on projects can eat up your margins quickly."
  • Network. "In the early days, cast your net wide and then try to focus on your strengths, your niche. Rub shoulders with those who export and eventually you'll find an area suited to your expertise and product or service."
  • Form alliances and partnerships with large firms or public organizations for whom you represent a strategic asset if you are small. Eventually, you will be able to do it on your own. Forge domestic alliances with those who have contacts and expertise internationally or become sub-contractors to larger firms. "It's important to be proactive and check bidding services like Merx and call potential bidders to offer your expertise and team up. It's a good way to learn from others and to build your own expertise. Eventually you build a reputation and become recognized in your own right. It then becomes possible and less risky to go solo."
  • Choose your partners carefully. "Only do business with those who reciprocate and share your values. Establish trust with partners. If you have to put everything in writing, it probably won't work."
  • Look at the potential client's ability to pay. "We only deal with governments and institutions that are internationally recognized, but that depends on the market you're in."
  • Give value-added to clients to develop the relationship. "We try to go that step further and give our clients contacts or business leads that would be good for them. In return, our clients have been our biggest promoters; 80% of our business is from their referrals."
  • Do volunteer and pro-bono work in your market. "Once you become known, it feeds on itself and people will start calling you."
  • Keep an open mind. "Exporting has been associated with manufacturing and software primarily because they are so tangible. But we live in a knowledge economy and there are many opportunities for knowledge transfer across borders."

Services Exported: International trade training and export development to help companies maximize their profits in the global marketplace. Kisserup’s new Export Development Immigrant Directory, www.intltraderoots.com, pairs up immigrants with companies looking to do business in their countries to provide cultural and business etiquette tips.

Profile: A trailblazing woman in IT, Pernille ran a computer company in Europe before coming to Canada from Denmark in 1998 and began consulting for companies looking to export to Denmark and Greenland. Realizing her skills and ability to speak five languages were marketable, she established Kisserup. “My first contract was on a skulldragger in Lunenbourg reviewing an IT system!” Pernille also served on the Small and Medium Exporters (SME) Federal Advisory Board from 2002 – 2008, reporting to the Minister of International Trade and Foreign Affairs.

Honours: 2007 Canadian Progress Club Women of Excellence Award (Halifax Cornwallis) for making a difference in the community and internationally. “As a woman, an immigrant from Denmark and a small business owner, I felt very honoured by this.”

Exporting Insight: “It’s so important that you understand the culture of the people with whom you want to do business. That’s where so many companies fail. You can take courses to prepare but actually doing it yourself opens up a whole new world.”

Recommended Resources: Trade Commissioner Service (“Excellent on-the-ground help.”); the Virtual Trade Commissioner (“Great because it offers 24-hour access to very useful market reports and news on trade shows for expansion purposes.”) Exportsource (“A phenomenal online diagnostic tool for assessing your export readiness.”) and Strategis (“Very effective for researching and accessing timely data on any product or competitor in any country.”)

Advice: “Be fearless and take risks. Use all the resources out there to help in whatever markets you choose to expand.” Finding the Healthcare Delivery Niche.

Cosmetics Excellence: More than Skin Deep
Name: Manon Pilon, President
Company: Europe Cosmétiques Inc.
City: Saint-Laurent, PQ
Phone: 1-800-263-8888 or 514-333-8282
Email: manon@derme.ca
Web: www.derme.ca
Year Established: 1992
No. of Employees: 36
Years Exporting: 14
Export Sales: 35%
Export Markets: U.S., Singapore, China, Saudi Arabia
Products Exported: The company sells high-end skin-care products to spas and medical spas around the world through exclusive distributors. Brands sold include Nelly De Vuyst, manufactured in Belgium, Physiodermie from Switzerland, and ActivaDerme from Canada.
Profile: An esthetician and spa owner at 18, Manon opened several more salons and also sold three franchises before starting Europe Cosmétiques. Passionate about educating her industry, she also established a private esthetics school in Montreal, has led conferences and seminars around the world to share her advanced clinical and business expertise with estheticians and medical professionals, and has written a book. A true motivator, Manon continuously gives back to the esthetic, spa and medical communities.
Honours: Multiple awards, including the 1992 and 1996 Business Woman of the Year from Réseau des femmes d'affaires du Québec.
Exporting Entry: Manon broke into the U.S. market by participating in trade shows and advertising in industry magazines.
Lessons Learned: “It’s important to have a physical presence in the U.S., especially if you are selling products. That’s why we have a warehouse facility in New York. In Asia, they value integrity and relationships, so learning the culture is key.”
Biggest Benefit: “Exporting does not make you dependent on a single market – it softens the impact of currency fluctuations.”

Moving Technology Forward – and Abroad
Name: Suhayya (Sue) Abu-Hakima, Co-Founder, President/CEO
Company: Amika Mobile Corp.
City: Kanata, Ontario
Phone: 613-599-4445
Email: suhayya@amikamobile.com
Web: www.amikamobile.com
Year Established: 2007
No. of Employees: 12
Export Sales: 70%
Export Markets: India, Europe, U.S.
Products/Services Exported: A wireless startup and hi-tech pioneer in the delivery of key content to mobile phones, Amika Mobile specializes in sending critical e-mail alerts, ideal for applications such as public safety. Its mobile content solutions are independent of device, platform or carrier. Its products are sold through distributors, system integrators and platform vendors.

Profile: A two-time hi-tech company founder and innovator, Sue is one of very few women technology CEOs and a trailblazer in practical applications of artificial intelligence. She has developed 20 international patents in messaging and content analysis. Part of her first company, Amika Now!, which specialized in automatic email analysis for mobile users, was sold to Entrust in 2004. A prolific writer, speaker and mentor to many, Sue also teaches at the University of Ottawa.

Honours: 2007 Sarah Kirke Award as Leading Woman Entrepreneur &Technology Innovator from CATA WIT Forum.

Export Focus: “Going to India may seem like going to the moon because it is so far and potentially fraught with risk, but the market is exploding and can’t be ignored – three to four million mobile phones are sold per month there.”

Biggest Challenge: “It’s hard to find the right partners – in our case, productive distributors who move fast. There’s no magic bullet. Interviewing people and finding the right cultural fit are key.” Export Insight: “It’s easier for many small tech companies to break into the Canadian market after they’ve sold something in the U.S.”

Sports Entertainment Proves a Winner
Names: Debra Belinsky and Cheryl Benson-Guanci, Principals
Company: The DCB Group
City: Winnipeg, Manitoba
Phone: 204-992-2314
Email: info@thedcbgroup.com 
Web: www.thedcbgroup.com
Year Established: 1994
No. of Employees: 4
Years Exporting: 14
Export Sales: 70%
Export Market: U.S.

Debra Belinsky and Cheryl Benson-Guanci, Principals The DCB Group Winnipeg, Manitoba 204-992-2314  1994 4 14 70%U.S.Debra Belinsky and Cheryl Benson-Guanci, Principals The DCB Group Winnipeg, Manitoba 204-992-2314  1994 4 14 70%U.S.Debra Belinsky and Cheryl Benson-Guanci, Principals The DCB Group Winnipeg, Manitoba 204-992-2314  1994 4 14 70%U.S.

Products/Services Exported: The DCB Group creates and produces broadcast identities for professional sport teams and also creates integrative and innovative promotional entertainment packages for use during commercial time-outs, intermissions and play stoppages in sporting events. These packages are developed as season-long promotions on a rotational basis and generate substantial revenue for teams. Clients have included sports organizations and professional teams from all professional leagues in North America. Current clients include the MLB Tampa Bay Rays and the Toronto Blue Jays.

Profile: When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport.

When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport. When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport.

When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport. When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport. When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport. When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport. When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport. When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport. When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport. When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport. When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport. When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport.

When Debra – a former basketball athlete – and her business partner, Cheryl – a former choreographer – attended a Winnipeg Jets hockey game in 2004, they spotted a need for entertainment during commercial “time-outs” that would be engaging for the paying fans and respectful of the integrity and traditions of the game. They snagged their first contract with the Mighty Ducks of Anaheim and, since then, have established offices in Manitoba, California, Florida and Ontario, working with clients in every sport.

Honours: Woman Entrepreneur of the Year International Trade Award (2004) from Women Business Owners of Manitoba, Winnipeg chapter. “As such a niche-oriented company, it was fantastic to be recognized.”
Exporting Insight: “It’s a different business climate in the U.S. Decisions are made quickly, so you have to be prepared to act and deliver fast. Once you’ve done work in the U.S., you’re almost guaranteed respect in Canada.”

Biggest Benefit: “Exporting opens the doors to new contacts, networking and opportunities that are vast.”

Finding the Healthcare Delivery Niche
Name: Kathy Kastner
Title: CEO
Company: The Health Television System Inc.
Location: Toronto, Ontario
Phone: 416-656-2402
Email: kathyk@healthtvsystem.com
Web: The Health Television System Inc.
Year Established: 1993
Export Sales: 60%
Biggest Export Market: U.S.

Products/Services Exported: With innovative television networks, The Health Television System Inc. (HTS) has two branded content streams, Healthtv and The Parent Channel, available 24/7 to deliver patient education via bedside TVs in over 80 teaching hospitals across North America. The content, produced by HTS and peer-reviewed, addresses after-hospital care, disease management and compliance issues. The company also installs playback equipment and provides staff training and support materials.

Profile: With experience in advertising copywriting, television production and on-camera reporting, Kathy started the business when she was an entertainment reporter and pregnant at the time. "The prenatal instructor in the hospital recognized me and asked if I could direct her to A/V support material for her educators. I thought, yes, me!"

Road to Export Growth: Kathy has expanded her company's U.S. market penetration from three teaching hospitals a decade ago to 43 today, spanning 15 states. HTS's programming, produced in Canada, is sold directly to hospitals. Kathy has a freelance U.S. representative to find sponsors and advertisers for the programs.

Doing Business in the U.S.: "The U.S. healthcare sector is very businesslike and upfront, with greater emphasis on customer satisfaction, marketing and return on investment. Potential clients want to know how my products will benefit them from a business point of view, increase their presence in the marketplace and, in turn, benefit their own clients."

Biggest Exporting Challenge: "Funding full-time representation in the U.S."

Greatest Reward: "The overwhelming positive reaction from our stakeholders, including hospitals, the sponsors and advertisers who are primarily in the pharmaceutical industry, patients, and large American standards setting organizations in this area that recognize the initiatives I've spearheaded. This recognition as a thought leader is my greatest joy."

Lesson Learned: "One of the biggest hurdles I had to overcome was apprehension that a little Canadian firm would have a chance in the big, arrogant U.S. market. The 1997 Trade Mission to the U.S. boosted my confidence enough to shift my inner view from 'How am I going to tackle this gigantic market?' to 'They're going to love this product because it's superior.' Rather than apologizing for being Canadian, I could go in proudly and capitalize on the respect that exists for Canadian products, certainly in the healthcare market."

Exporting Tip: "Approach U.S. trade publications in your industry for contacts to source potential partners or reps."

Export Plans: To concentrate on expansion in the U.S. "The market there has opened up well beyond hospitals and extends to insurance, HMOs, and disease management organizations so there is still much to be done that is geographically close to home."

Innovative Technology Reduces Smog
Name: Jill Anderson
Title: President
Company: Aecometric Corporation
Location: Richmond Hill, Ontario
Phone: 905-883-9555
Email: JAnderson@aecometric.com
Web: Aecometric Corporation
Year Established: 1978
No. of Employees: 50
Export Sales: 90%
Biggest Export Markets: U.S., Japan, China, India, Saudi Arabia, South America

Products/Services Exported: A designer, manufacturer and supplier of industrial combustion equipment and systems worldwide, Aecometric captured the 2006 Ontario Global Traders Gold Award for Innovation for its high intensity fuel burner that reduces nitrogen oxide emissions by more than 90% and improves air quality by reducing smog.

Profile: Educated in the Fine Arts, Jill - who had worked in accounting for Aecometric - took the helm in 1983 after her husband, Larry Anderson, suffered a stroke. "I had a choice of selling or taking it over. Necessity is the mother of invention." Larry had started the company as a burner manufacturer 30 years ago, becoming an expert in combustion engineering and always moving forward in innovation and R&D.

Honours: 2006 Gold Award-Innovation, Ontario Global Traders.

Export Goals: "To keep our new China plant that we opened in November 2006 on target, to not only sell but produce in India and the Middle East, particularly Saudi Arabia, and to continue rebuilding our U.S. sales (which had plummeted after 9/11) with our solutions for the growing ethanol industry."

Competitive Edge: Aecometric's energy-efficient burners use up to 40% less fuel, so are cost-effective and pollute less.

Key Success Factors: Quality products, confidence and commitment to building and maintaining strong relationships in global markets. "Rather than hire agents to represent us, we used seasoned employees with East Indian and Chinese backgrounds to enter markets like India and China." Aecometric then hired in China to staff its new plant there.

Biggest Export Challenge: "Financing rapid global growth and sourcing strategic partners and sub-vendors in countries like Saudi (Arabia) and India where so many suppliers are already at their limit due to all the refinery work being done."

Lesson Learned: "Breaking into new markets like China is a long haul. We had done installations through large engineering companies but our first direct Chinese sale took months of making contacts and travelling widely to small plants in the petrochemical industry. Then it took five years to establish our own plant there."

Resources Used: Export Development Canada (EDC) pre-shipment financing, bonding and export insurance and Canada's Trade Commissioner Service for market intelligence about India and Saudi Arabia.

Major Export Benefit: "Exporting gives you a bigger market. And with downturns in the economy, you're not at the mercy of a single market." Jill's decision to expand to China came when the after-effects of 9/11 hit her business hard. Ironically, the U.S. market has rebounded in the past two years, especially in the ethanol industry, where Aecometric is becoming a world leader in developing solutions. "The ethanol market has become the first major user of the advancements we made to our high intensity burners for which we received the award."

Best Moment: "Our best moment has come with the realization that we, as a small Canadian company have gained world recognition as the leader in the energy sector. Opening our own shop in China was very gratifying."

Exporting Advice: "Respect whatever country you are in and be committed to servicing, rather than just making the sale and leaving. If you can't have your own people there, use the EDC and Canadian embassy to lead you in the right direction and help you find a good agent, rep or, even better, an established company similar to yours that can represent you. One of the best things you can do is use the tools available."

On Winning Exporter Award: "We've been doing R&D work in fuel savings and environmental concerns for many years, so it's great to be recognized. The Award is a good morale booster for all our employees and it attracts good new talent as people see how exciting working in an innovative atmosphere can be."

Global ATM Software Solution
Name: Kyle MacDonald
Title: Director & CEO
Company: Phoenix Interactive Design Inc.
Location: London, Ontario
Phone: 519-679-2913
Email: kmacdonald@phoenix-interactive.com
Web: Phoenix Interactive
Year Established: 1987
No. of Employees: 105
Years Exporting: 1995
Export Sales: 60%
Biggest Export Markets: U.S., Australia, New Zealand, UK, Ireland, South Africa, China

Products/Services Exported: Revolutionizing the retail banking industry, Phoenix is the only company in Canada, and one of only three worldwide, that competes on a global level in the ATM software solution market.

Profile: Kyle always had a vision to do business globally. With a business degree and 10 years of direct experience in the banking and self-service industry, she started Phoenix to improve self-service banking technology and fearlessly took on an oligopoly. Today, Kyle criss-crosses the globe regularly, enjoying international recognition for her bold initiatives.

Honours: In 1999, National Post and Chatelaine magazines honoured her as one of Canada's top woman entrepreneurs, and in 2006 she clinched an RBC Canadian Woman Entrepreneur Award (Exporter Award category).

Competitive Edge: Developed the first ATM software that could run on any ATM hardware.

Export Goals: "To increase export sales to 80% of revenues by penetrating new markets like China, India and South America but, at the same time, to keep all our IT investment in Canada."

Key Success Factors: Deep knowledge of customer needs combined with nimbleness in meeting those needs; and a team of gutsy, talented pros who routinely raise the bar with world-class software solutions.

Biggest Export Challenge: To compete successfully and profitably against big global competitors with deep pockets.

Resources Used: Scientific Research and Experimental Development (SR&ED) Tax Incentive Program to help fund some product development; and the Canadian Trade Commissioner Service when entering new markets to help add credibility. "One of the must-do's is making connections with the trade commissioners when we go into a new country. We want them to know who we are and what we do."

Lesson Learned: "World domination is a full-time job - requiring lots of guts, determination and confidence. References are everything when cracking into new markets. How can another country have confidence in your product if your own customers at home do not? And if you make a promise, keep it. In geographically remote locations, promises that you deliver on will earn you some of your best references."

Best Moment: When Phoenix beat out a $6 billion corporation to snag its first international contract - with the Bank of New Zealand (member of National Australia Group) in 2000.

Greatest Export Rewards: "Outperforming very large competitors worldwide as well as experiencing how Canadians are so warmly welcomed as potential suppliers around the globe."

Exporting Advice: "Be prepared to travel in order to develop solid client relationships and play up the fact that you're from Canada because people love our country. Take Canadian gifts and flags and build relationships socially and personally. We tend to be telephone/e-mail people in North America, but other countries are not. It's important to get your arms around the cultural differences."

Colour Light Therapy for a Sense of Well being, Beauty and Spirituality
Name: Julianne Bien
Title: Founder
Company: Spectrahue Light and Sound Inc.
Location: Toronto, ON
Phone: 416-340-0882
Email: julianne@spectrahue.com
Web: Spectrahue
Year Established: 1997
Years Exporting: 11
Export Sales: 60%
Biggest Export Markets: United States, Mexico, Asia and Europe

Products/Services Exported: Spectrahue designs, manufactures and distributes colour light therapy products that are primarily used by wellness professionals, acupuncturists, massage therapists and spas to promote relaxation and harmonious health. Its LumaLightTM series range from a hand held unit to a portable desk model (often used by individuals suffering from Seasonal Affective Disorder and mood-related disorders) used in spas, health-care facilities, reception areas and even corporate 'quiet rooms' to create soothing, colour light tonations. In 2001, Julianne developed and produced a five program training series on colour therapy in video/DVD format, entitled: Energetically Correct: A Journey into Color Harmonics. In 2004, she published her discoveries of advanced color light therapy applications in Golden Light: A Journey with Advanced Colorworks and facilitates certification courses of her colour harmonics system for professional and home use. In 2006, she published her second book on colour and light Color: Awakening the Child Within. "The whole theory of colour therapy for healing has been around for a long time; it is a beautiful adjunct to traditional and alternative therapies."

Profile: In some ways, starting Spectrahue was a spiritual quest for Julianne. She began the company after looking into alternative therapies of a gentle and non-invasive nature to cure her own chronic back pain. She discovered colour therapy, which is popular in Europe and uses colour frequencies to promote healing. Initially, she imported equipment from Germany, but, soon, she recognized the need for a higher-quality product and decided to manufacture in Canada.

Export Goals: "To grow quickly, go global and set up more distributors who will attend trade shows and do speaking engagements at conferences." Biggest Export Benefits: "Sharing my work outside the country broadens my horizons. I tend to be a humanitarian, so seeing how much I've touched people's lives by giving them a pain-free existence is the most encouraging part. Also Americans love Canadian-made products! They perceive Canadians as being very honest."

Defining Growth Moment: "Strategic marketing. i.e., learning the mentality of customers in different regions and adjusting my marketing materials accordingly."

Solutions: Julianne has accessed advice from the Trade Commissioner Service in massaging her business plan. She used the Program for Export Market Development (PEMD) to participate in U.S. trade shows and to help her to develop U.S. marketing materials. "I went to New York on PEMD and tripled my sales. In addition, the Business Development Bank of Canada has been wonderful in providing a loan to help finance my video series."

Best Moment: "When people contact me from other countries after reading one of the many articles I have written for magazines, and thank me for my product. That's what really keeps me going."

Exporting Advice:

Entertainment that Educates
Name: Tanya Claessens
Title: President
Company: Kutoka Interactive
Location: Montreal, Quebec
Phone: 514-849-4800
Email: tclaessens@kutoka.com
URL: Kutoka Interactive
Year Established: 1995
No. of Employees: 25
Years Exporting: 9
Export Sales: 55%
Biggest Export Markets: United States, Europe and Asia

Products/Services Exported: Started by Tanya and Chief Creative Officer Richard Vincent, Kutoka is a developer and publisher of award-winning, interactive "edutainment" programs on CD-ROM for children. The Mia series has won more than 100 awards internationally, including the Gold Prize by Parent's Choice Magazine, and five-star reviews in USA Today and the Washington Post. Mia and other Kutoka products are sold through licensees in 42 countries, in 14 languages.

Profile: Tanya and Richard were working for a small ad agency in Montreal in the early 1990s, when Richard, a technology buff and musician, attended a trade show to market a music CD he had produced. There, he learned that publishers were avidly seeking game developers. He and Tanya worked nights and weekends, developing concepts for games and demos. In early 1995, they took their designs to the multimedia industry's biggest show, E-3. Things exploded from there: they granted their first licence for one of their games to Compaq/Fisher-Price and met a contact from Ottawa-based Corel, which licensed two games. "Those first two and half years were just crazy," Tanya laughs.

Biggest Challenge: By 1997, the gaming industry was changing rapidly. Mattel had bought Fisher-Price and wanted to develop games for its own brands such as Barbie; troubled Corel was retrenching. Tanya and Richard had to decide whether to take the giant leap from just being developers to publishing and marketing their games on their own. With their background in advertising, they were confident they could succeed, even though, as Tanya observes, "With globalization, it's becoming a world of big names and best sellers. If you're not a Disney, it's hard to get shelf space."

Biggest Challenge: Publishers themselves now, Kutoka needed to ensure that they'd get paid for the product they shipped, especially to the United States. In other countries, where they were marketing through licensees, they were concerned with making the right choice. "If the company was too large, we'd be just another product in a big catalogue," Tanya explains. "Too small, and it might not have the resources to market our products effectively."

Exporting Advice:

Urban Fashions Explode from the East
Name: Karen Pottle
Title: President
Company: Exploits Design Inc./RigorTM
Location: St. John's, Newfoundland
Phone: 709-579-1234
Email: kpottle@rigor.ca
URL: Rigor
Years Established: 11
No. of Employees: 9
Years Exporting: 6
Export Sales: 10%
Biggest Export Market: United States

Products/Services Exported: Committed to the design and manufacturing of high-quality fashionable outerwear, Exploits Designs Inc. produces 100% waxed cotton water-resistant coats and hats, blending traditional utilitarian history with modern urban designs. All garments are expertly finished and tailored with meticulous attention to detail. They are sold in high-end specialty and/or gift boutiques and small retail chains, under the 'Rigor' trademark. Since 'Exploiting the weather' has become fashionable, Rigor is a dependable style for all your weathering needs.

Profile: After 15 years of costume cutting and fashion-design experience in the film industry, Karen started her own business to produce a line of coats using an oil-waxed, cotton fabric. The inspiration came while she was designing for a theatre show and doing research on the Maritime oil slicker.

Best Moment: "That first phone call for a reorder, when the U.S. buyer said: 'We love it and sold it all, and we want to double our next order.' You think, 'Oh my gosh - I've arrived!'"

Worst Moment: "When a new U.S. client saw a flaw in a shipment that I had missed and had to pack it up and send it back across the border. There are so many quality-control details to be on top of, but I always try to keep in the human factor, so I offered to give them a discount. They really appreciated that."

Exporting Advice:

Forming Alliances Key to Success for Service Exporter
Name: Aldéa Landry
Title: President
Company: Landal Inc.
Location: Moncton, NB
Phone: 506-859-8731
Fax: 506-855-1646
Email: landal@landalinc.com
URL: Read Landal Inc.
Year Established: 1992
No. of Employees: 5
Years Exporting: 5
Export Sales: 15%
Biggest Export Markets: France, Africa and Indian Ocean

Products/Services Exported: Management, training and consulting

Profile: A lawyer who had been a civil servant, a founding partner of a law firm, a Cabinet Minister and Deputy Premier of New Brunswick, Aldéa started Landal, and shortly thereafter was joined by a partner, Liane Roy, who shared her interest in international cooperation. Landal Inc. offers integrated services in organizational development, Francophonie and international cooperation including marketing and business development for the IT sector, youth international internship programs, mediation and labour arbitration and the organization of conferences and seminars on e-commerce, advanced learning and health technologies as well as human capital. The firm has particular expertise in matters relating to La Francophonie, with a network of contacts in 30 countries where it has undertaken many youth and gender related projects in the area of information technology, technical and professional training and governance.

Exporting Advice:

Mexican trade mission a success

A women’s trade mission to Monterrey, Mexico, spearheaded by the Toronto chapter of the Organization of Women in International Trade, opened the door to quality, high-level business and government contacts. Read more.

Outstanding women honoured

Marcy Grossman, Canada’s Consul General in Miami, received a  Special Ambassador’s Award from the South Florida Chapter of the Organization of Women in International Trade. She was among a number of outstanding women who were honoured for their work in the international trade arena by a variety of women’s business organizations during annual Awards ceremonies late in 2008. Find out who they are.

Date Modified: 2010-02-09

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