Please enjoy the February 2019 issue of Spotlight on Business Magazine
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FEBRUARY 2019 • SPOTLIGHT ON BUSINESS MAGAZINE
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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2019 2 www.StillDragon.com | 561-845-8009 | Riviera Beach, FL
EDITORIAL DIRECTOR Lee Ann Atwater MANAGING DIRECTOR Rod Gregg RESEARCH TEAM LEADS Alia Morash Ashley Tanner COMMUNICATIONS &
EDITORIAL TEAM Jamie Barrie Jordan Parker CONTRIBUTING WRITER Ceiledh Monk Dan Monk
CREATIVE DIRECTOR Carmen Fitzpatrick GRAPHIC DESIGNER Matt Erikson SPECIAL PROJECTS AND VIDEO PRODUCTION CONSULTANT Brian Cottam PUBLISHER Spotlight on Business Media
Denise Alison Jamie Barrie Janice Buckler Jody Euloth
ADMIN LEAD Calli Gregg
David MacDonald MEDIA CONSULTANT Tim Kohoot
F or the February issue we feature businesses that have made a connec- tion with the local culture and resources to build a successful company and brand connecting with customers as being true and authentic. It is that connection that attracts brand loyalty and customers demanding more and these businesses are more than happy to deliver. Connecting with customers is something that Sean Myles and Gina Haverstock of the Annapolis Cider Company have been very successful at doing for their brand. They are not located in a big city but nestled on Main Street in downtown Wolfville, a small town in Nova Scotia that is now equally known as the epicen- tre of the local food movement as it is for being the home of Acadia University thanks to Sean Myles and Gina Haverstock’s unique ciders that are gaining pop- ularity throughout Canada and beyond the border. We followed up with the Andrew Morrow and Bryan MacDonald, co-own- ers of the Breton Brewing Company, to talk about their continued growth in the market and to learn more about brewing beer on Cape Breton Island on Canada’s rugged East Coast, which is becoming known worldwide as much for its beers as it is for being home to some of the friendliest people on the planet. As Paul Kelly sat in his cubicle every day, the financier just knew he wasn’t living out his dream. Paul knew that he needed to make a change so, he turned his home brewing passion into a tangible business venture and his hobby became his full-time day job. With Kelsen Brewing, the Derry, NH, business has grown and expanded its taproom and distribution reach throughout the last four years. On the verge of outgrowing their current space, the viability of the business and success are no longer in question for owner Paul Kelly. He’s amazed at the way his beers have grown on the public and provides local flavour in a comfortable environment.
This month we celebrate 10 years of trusted professionalism for Monk Renovations. Dan Monk talks about how they have experienced continual growth and how they have built a solid reputation as a leader in the industry by doing these simple things; showing up on time, keeping clients informed, respecting the homes they work in and doing projects for the price they agreed upon. We hope you enjoy the issue and we would like to thank all our featured companies for sharing your challenges, successes and for inspiring others to follow their dreams and passion. We also thank all those involved in putting this month’s issue together along with our advertisers and readers as we look forward to telling more stories about successful businesses and the people behind making it all happen . Lee Ann Atwater Editor
P.O. Box 35007, Halifax, Nova Scotia, Canada B3M 0G3 P: 902 593 0533 E: info@spotlightbizmag.com spotlightonbusinessmagazine.com
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FEBRUARY 2019 • SPOTLIGHT ON BUSINESS MAGAZINE
Spotlight on Business followed up with Sean Myles and Gina Hav- erstock of the Annapolis Cider Company which is nestled on Main St. in downtown Wolfville, a small town in Nova Scotia that is equally known as the epicentre of the local food movement as it is for being the home of Acadia University thanks to Sean Myles and Gina Haverstock’s unique ciders that are gaining popularity throughout Canada. 46
As Paul Kelly sat in his cubicle every day, the finan- cier just knew he wasn’t living out his dream. But soon, his home brewing became a tangible business venture, and his hobby became his full-time day job. With Kelsen Brewing, the Derry, NH, business has grown and expanded its taproom and distribution reach throughout the last four years. On the verge of outgrowing their current space, the viability of the business and success are no longer in question for owner Paul Kelly. He’s amazed at the way his beers have grown on the public, and provides local flavour in a comfortable environment.
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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2019
02 SPOTLIGHT ON FEBRUARY 08 FEBRUARY INDUSTRY EVENTS 12 SPOTLIGHT ON INDUSTRY 14 MESH MEDIA NETWORK- THE
DYNAMIC SOUL OF SELLING In Sales trust is earned, no given 18 STRATIGRO- GROW YOUR BUSINESS WITH SOCIAL MEDIA! 5 bad social media habits to break in 2019 22 CONTRACTORS CORNER Taxes & fees in the home building & renovations industry 26 SPOTLIGHT ON BUSINESS 28 ANNAPOLIS CIDER COMPANY Premium Flavour encapsulated in valley cidery 38 MONK RENOVATIONS 10 years of trusted professionalism 46 KELSEN BREWING COMPANY From the bank to the brewhouse 50 BRETON BREWING COMPANY World-Class beer with local love 56 BUSINESS GROWTH Ways togrowyour business 58 DRIVEN AUTOMOTIVE We work hard in the customer’s best interest 66 SPOTLIGHT ON INNOVATION 72 SPOTLIGHT ON HEALTH 74 HOLISTIC HEALTH TIP FOR FEBRUARY BY JANICE BUCKLER Healing leaky gut
Spotlight on Business followed up with the co-owners of the Breton Brewing Company to talk about their contin- ued growth in the market and to learn more about brewing beer on Cape Breton Island on Canada’s rugged East Coast, which is becoming known worldwide as much for its beers as it is for being home to some of the friend- liest people on the planet. 54
For the second time in three years, Monk Renovations has been awarded Renovator of the Year at the Canadian Home Builders’ Association - Nova Scotia (CHBA-NS) Peter Kohler Peak Awards. This is no small feat as Monk Reno- vations has proven their ...
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By putting a spotlight on your business, organization or com- munity with effective and inter- active media and advertising we will help you capture the interest of business leaders and potential clients, giving you an opportunity to promote your brand and grow market share through mobile, online, print, video and social media support, helping your business connect and stay engaged with your customers.
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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2019
Jason Barrett’s family has provided some of the finest men’s suit buttons that have closed suits worn by Presidents, Popes, Kings, and Businessmen the world over since 1922. So why did Barrett leave his family’s fourth generations business, his answer is clear and simple, “I was meant for a different path.” So, he broke tradition and started to make whiskey. The lessons he had learned in his family’s factory as a kid still guide him to this day; work hard, work with your hands, make your product the best on the market, and you can’t cheat time. Although he is now in a completely different business, his distillery...
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your products, and to conduct retail sales during designated consumer hours. If you are in the fiery foods industry you need to be at the hottest show on earth. For more information of the event: http://www.fieryfoodss- how.com/ Follow on Twitter: @WesternFair
Follow on Facebook: @hotsauceexpo Follow on Instagram: @heatwaveexpo
Follow on Facebook: @WesternFairDistrict
31ST NATIONAL FIERY FOODS & BARBECUE SHOW March 1st – 3rd, 2019 Sandia Resort and Casino Events Center – Albuquer- que, NM, USA The National Fiery Foods & Barbecue Show is the largest and longest-running trade show in the nation for fiery foods & BBQ. Whether you’re an estab- lished name in hot sauce, or a start-up looking for exposure, the Fiery Foods Show is guar- anteed to help boost your sales and make people aware of your products. Many of our exhibi- tors come back year after year, and they tell us repeatedly that our show is the best one of the year. The National Fiery Foods & Barbecue Show is a unique business opportunity, provid- ing both trade and consumer exposure. This show offers both volume selling to qualified wholesale buyers, as well as the chance to do market research, raise consumer awareness of
SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2019 For more information of the event: http://www.heatwaveex- po.com/ HEATWAVE HOT SAUCE EXPO March 2nd, 2019 Centennial Hall – London, ON, Canada Heatwave Hot Sauce Expo is Southwestern Ontario’s home of heat where you can enjoy hot sauces and spicy foods from over 40 international producers, with hundreds of hot sauces to choose from, it is a chile heads wonderland! Plus live podcasts, demonstrations, and competi- tions for those who wish to test their heat limits will take place during Heatwave. For fans of spice, Heatwave is the place to be as the event will be licensed with craft beer and spirits available to pair with the perfect sauce.
LONDON FARM SHOW March 6th – 8th, 2019
Western Fair District Agriplex and the BMO Centre London – London, ON, Canada The London Farm Show is cele- brating 80 years of this amazing event which is the largest Indoor Farm Show in Eastern Canada. This event brings leaders together, showcasing the latest industry trends and newest technology with over 370 exhib- itors and 300,000 square feet of show space, bringing together agri-business in preparation for the 2019 farming season. This event aims to provide com- panies an opportunity to display
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big brand equipment, provide insightful speaker programs and showcase the latest products and services in agriculture. For more information of the event: https://www.western- fairdistrict.com/london-farm- show Follow on Twitter: @WesternFair NATIONAL HOME SHOW March 8th – 17th, 2019 Enercare Centre - Toronto, ON, Canada The National Home Show is the largest North American display of innovative products, new ideas and great deals for all things home and garden with over 800 retailers and industry experts at the event. For more information of the event: https://nationalhome- show.com Follow on Facebook: @WesternFairDistrict
tureshow.ca Follow on Facebook: @SalonAventurePleinAir Follow on Instagram: @salonaventurepleinair
tage of exclusive golf packages, resort destinations, test your swing with the top equipment manufacturers and retailers with their newest technology. Plus, PGA seminars and tips from the Pros, contests for free golf and a daily golf auction. This is an event that no golfers want to miss. For more information of the event: http://atlantic.golfexpos. ca/ THE OUTDOOR ADVENTURE SHOW - MONTREAL March 16th – 17th, 2019 Palais des Congres in Montreal – Montreal, QC, Canada Québec’s largest showcase of outdoor gear and adventure travel experiences! See it! Do it! Live it! at The Montreal Outdoor Adventure Show! Get amazing pre-season deals on the best outdoor gear and travel experiences at this exciting event featuring over 250 exhibitors offering the latest camping gear, paddle sports, outdoor clothing, scuba diving & ultimate adventure travel destinations! Plus - over 50 adventure presentations from seasoned travelers and experts to help you plan your next adventure. For more information of the event: https://outdooradven- Follow on Twitter: @atlanticgolfexp
SEAFOOD EXPO NORTH AMERICA March 17th – 19th, 2019
Boston Convention and Exhibi- tion Center – Boston, MA, USA Seafood Expo North America/ Seafood Processing North America is North America’s largest seafood trade exposition. If you are a professional seafood buyer, you do not want to miss this event. The exposition features over 1,340 exhibiting companies from more than 50 countries. Exhib- itors supply nearly every type of fish, seafood, and seafood-relat- ed product or service. For more information of the event: https://www.seafoodex- po.com/north-america/ Follow on Twitter: @bostonseafood Follow on Facebook: @seafoodexponorthamerica
Follow on Twitter: @HomeShowsTO
Follow on Facebook: @Torontohomeshows
ATLANTIC CANADA GOLF EXPO 2019 March 15th – 16th, 2019 Cunard Centre – Halifax, NS, Canada Your season starts here at Atlantic Canada’s only consumer golf show. Spend your day interacting with the golf courses, take advan-
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FEBRUARY 2019 • SPOTLIGHT ON BUSINESS MAGAZINE
NOVA SCOTIA SPRING IDEAL HOME SHOW March 29th – 31st, 2019 Halifax Exhibition Centre – Halifax, NS, Canada Atlantic Canada’s largest home show features a wide range of exhibitors, with everything from basic home improvements and maintenance projects to major renovations and new construc- tion. From kitchen and bathroom, to living room and home décor, get inspired for your next project here. This spring, the Ideal Garden & Patio Show returns to offer visitors a taste of summer with a feature garden at the main entrance, plus expertise and advice to create your perfect outdoor space. This is a must-see event for anyone interested in starting a landscape project – whether it’s a major outdoor overhaul or just some recommendations on types of flowers to plant.
For more information of the event: http://www. springideal.ca
Follow on Twitter: @NSHomeShow Follow on Facebook: @SpringIdeal
Old St. Augustine Gourmet Foods
WORLD HOT SAUCE AWARDS
Most Awarded Datil Pepper Products in the Nation
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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2019
Pouring Perfect Pints
Did you know that an estimated 10 million Canadians drink beer as their alcoholic beverage of choice? Draught beer is the freshest of these beers, as it does not go through the same distribution channels as canned or bottled beer. It is produced, kegged and delivered fresh to pubs and restaurants. As a draught system technologist, BeerTech’s number one goal is to ensure that draught beer be dispensed to consumers as the brewer intended. It all starts with system balance. Whether it is a short draw system (direct draw from a fridge below the towers) or a long draw (from a cooler located somewhere
in the building and driven to the tower and faucets at the bar), it is imperative that the system be balanced. Cooler temperature, beer temperature, gas pressure and calculations on the route the beer will travel (distance, any gravity or lift the lines will travel, restriction caused by hardware such as tubing size and hardware within the towers) must be correct. The result will be a perfectly poured pint; cold, properly carbonated and with a nice head on the beer. It is critical after a proper install that the BeerTech system is maintained regularly. Temperatures should be monitored and the lines, couplers and faucets should be kept clean. As well, the cooler in which the beer is stored should be kept clean.
Serving quality draught beer requires time and technique. Select the proper glassware for the style and brand of beer you are offering. When pouring draught, the glass should never contact with the faucet. Hold the glass at a 45 degree angle until reaching ¾ full, then straighten and lower slightly to allow for the head to form. Beer, much like wine, has a nose. The glass should be served with the logo or label facing the customer and, whenever possible, on a coaster from the respective brewery. Follow the steps above and you are ready to enjoy a fresh, perfectly poured pint every time! Please enjoy responsibly! Ken Greer Owner Technician BeerTech Draught Systems Technologies
BEERTECH PROVIDES CONSULTING, DESIGN, INSTALLATION, CLEANING & MAINTENANCE SERVICES
HAPPY CLIENTS CHRISTOPHER REYNOLDS, ANDREW CONNELL AND LAURA MACDONALD - OWNERS OF STILLWELL BEER BAR
CUSTOM TAPS
KEGERATORS
BEVERAGE DISPENSE GAS
BULK CO2 SYSTEMS
FEBRUARY 2019 • SPOTLIGHT ON BUSINESS MAGAZINE (902) 431-BEER (2337) www.BeerTech.ca
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INCREASING RISK OF FINANCIAL INSOLVENCY FOR CANADIANS A survey conducted for insolvency firm MNP Ltd. in December also found that 31 percent of Cana- dians say they don’t make enough to cover their bills and debt payments, was up 7 percent from their September poll. The poll also showed that the number of Canadi- ans who are $200 or less away from financial insol- vency at month-end has jumped to 46 percent, up from 40 percent in the previous quarter. The poll showed that insolvency concerns rose across the country, with the exception of Atlantic Canadians, with Saskatchewan and Manitoba residents most likely to be near insolvency, at 56 percent, up 8 percentage points followed by Alberta residents at 48 per cent, up 8 percent- age points. Ontario and Quebec followed at 46 percent each, up 6 and 5 percentage points, respectively. Among residents surveyed in Atlantic Canada, 45 percent said they were $200 or less away from the financial brink, but that marked the only decrease in the poll, as numbers decreased by 4 percent- age points from the September survey.
IMF CUTS FORECAST FOR 2019 ECONOMIC GROWTH The International Monetary Fund has cut its forecast for world economic growth this year, citing heightened trade tensions and rising U.S. interest rates behind the cuts. The IMF expects 3.5 percent global growth this year, down from 3.7 percent in 2018 and from the 3.7 percent it had forecast for 2019 back in October. U.S. growth this year was unchanged at 2.5 per cent but for Canada, the IMF’s estimate for growth in 2019 would be lower at 1.9 percent, down from its forecast in October for growth of 2.0 per cent. As for the Chinese economy, which is the world’s second largest, is expected to grow 6.2 percent this year, down from 6.6 percent in 2018 and the slowest China has seen since 1990.
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ECONOMY ADDED JOBS ON BOTH SIDES OF THE BORDER IN JANUARY
According to Statistics Canada, private sector businesses created 66,800 net new jobs in January.
In the data from the agency’s latest labour force survey, more people also searched for work last month, which pushed the unemployment rate up 0.2 percent to 5.8 percent from its 43-year low of 5.6 percent in December. Economists had expected the addition of 8,000 jobs and an unemployment rate of 5.7 per cent, accord- ing to Thomson Reuters Eikon. So, the addition of 59,000 jobs with only a 0.1 increase in the unemploy- ment rate is welcome news. South of the border, the U.S. Labour Department shows that last month’s partial government shutdown didn’t affect job growth as 304,000 jobs were added, the most in nearly a year and the U.S. has now added jobs for 100 straight months, the longest such period on record.
TARIFFS TAKE TOLL ON U.S. SPIRITS EXPORTS Retaliatory tariffs caused a sharp downturn in American whiskey exports in the last half of 2018 as distillers started feeling the pain from global trade disputes with the U.S. Exports to some key overseas markets grew rapidly for U.S. producers of bourbon, Tennessee whiskey and rye whiskey products in the months leading up to the tariffs as larger distillers stock- piled supplies, the Distilled Spirits Council said. Other categories including vodka, brandy and rum also had strong overseas sales, but all cate- gories would have been much higher without the additional tariffs as the U.S. negotiates new trade deals with its economic partners. “For the first time, data can demonstrate the negative impact of retaliatory tariffs on what had been a booming export growth story,” said Chris- tine LoCascio, the council’s senior vice-president for international affairs. “The tariffs are making it more difficult to be com- petitive in key markets,” she added, confirming fears among industry leaders that tariffs would depress overseas sales for distilled spirits.
Some large American distillers gained a short- term cushion from trade disputes by stockpiling whiskey supplies in countries ahead of the tariffs. But as the trade disputes continue, they are being hit, too. Smaller distillers didn’t have the luxury of stockpiling and were affected immediately.
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Jody Euloth is the CEO of The Mesh Media Network and Founder of The Dynamic Soul of Selling. She helps entrepreneurs, business and sales professionals and creative visionaries get over their fear of selling so they can generate more revenue and make a bigger impact in business.
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By Jody Euloth Y ou’ve heard the saying…‘People buy from people.’ And yes, this is true. So, what if all the salespeople have a solution that is going to help fix or solve the problem? Who will get the sale? Most likely, the sale will go to the person/ business who has spent time building trust with their buyer. Trust is an important factor in business and it always will be. It is a critical component of sales success and is something that the top leaders rec- ognize and work on. The sad part is that, in Edel- man’s annual Trust Barometer, it was founded that ‘trust in business is below 50 percent in half of the markets examined.’ Further to that, research firm Mintel founded that ‘just 36 percent of shoppers say they trust large companies to do what’s right.’ Trust is earned, not given. Period. So, in business, how do we gain and build the trust of our consum- ers? These three factors contribute to building trust – capability, dependability and authenticity: CAPABILITY Demonstrating your capabilities as the expert in your field is necessary. Being an advisor for your clients and really knowing your stuff goes a long way in proving you are more than capable to help solve their problem and support them through the buying process. This doesn’t stop just at product knowledge. It incorporates knowledge of your industry, your prospects’ needs, the marketplace and your competitors. In addition, clearly demon- strating how you will provide a return on their investment and deliver a positive impact will be a great start in gaining trust. DEPENDABILITY Dependablemeans being trustworthy and reliable. If someone is dependable, you can have confi- dence that they will always act consistently and sensibly, in turn nurturing trust. If, as a business or a salesperson, you do not do what you say you are going to do, you will lose any trust you have built with your prospect. Not being dependable, will
almost guarantee you will not get the sale.
AUTHENTICITY In a study done by Boston Consulting Group ‘cus- tomers identified authenticity as one of the top qualities that would attract them to a brand.’ And according to Bonfire Marketing Agency, ‘nine- ty-one percent of customers want brands they follow to be authentic in their social media posts.’ Being authentic means being genuine and trans- parent. This means understanding your strengths and the value you have delivered to existing clients. Testimonials can go a long way in building trust, because your value is being demonstrated by a third party. Without authenticity from your company and your salespeople, you will not earn trust. Taking the time to deliver and nurture all of the above will make the sales process much easier. And food for thought, understanding and playing the long-term game is the best approach. Some- times, you may deliver on all of the above factors and still lose the sale. But there is an opportuni- ty for you to maintain trust by being positive and always being available as a resource. Your prospect just might be back a year or two down the road. Play the long-term game, earn the trust and close more sales. For more, sales tips and strategies, sign up for ‘The Dynamic Soul of Selling’ Newsletter at www. meshmedianetwork.ca/dynamic-soul- of-selling/ For a free 15-minute sales consultation to deter- mine if you would benefit from ‘The Dynamic Soul of Selling 90-minute Strategy Session’ email jody@ meshmedianetwork.com JodyEuloth is theCEOof TheMeshMediaNetwork and Founder of The Dynamic Soul of Selling. She helps entrepreneurs, business and sales profes- sionals and creative visionaries get over their fear of selling so they can generate more revenue and make a bigger impact in business.
Social handles @jodyeuloth www.meshmedianetwork.com
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By Jamie Barrie A irlines for America, formerly known as Air Transport Association of America (ATA), is an American trade association and lobbying group that represents the largest U.S. carriers, including American Airlines, JetBlue Airways and Alaska Airlines and the International Air Transport Association, which represents most of the world’s airlines which transport more than 90 percent of U.S. airline passengers and cargo traffic recently approved standards for nonbinary passenger identification. The changes aim to bring airlines in line with non- binary identification cards so that travelers’ reser- vations match their IDs. Several states including
California and Oregon offer nonbinary options on identification cards and other documents. United Airlines has also said that that it will soon offer travelers the ability to choose from four options when they book their tickets: male, female, undisclosed and unspecified. Travelers who do not identify with a gender will be able to use the tile “Mx.” Other airlines that are not part of the Airlines for America group like, Delta Air Lines and Southwest Airlines along with others are planning on follow- ing this needed industry movement and add a nonbinary gender ticket option for travelers to use when booking.
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By Jamie Barrie A mazon Studios is a television and film pro- duction distributor that is a subsidiary of Amazon which specializes on developing bold and innovative television series and films to customers all around the world is planning to cast a wider net with its film strategy after seeing several investments flop after moving into self-dis- tribution. Amazon Studios was active at the recent Sundance Film Festival where they secured distribution rights to a number of high-profile films featured at the festival, but it appears as though the company may be making a significant shift when it comes to their feature film release strategy. After failing to break even on several major invest- ments over the past year and a half, Amazon has decided to take a different approach to film lead by Amazon Studios head, Jennifer Salke.
At the 2017 Academy Awards, Amazon Studios became the first streaming service to win Oscars for Manchester by the Sea (Best Screenplay, Kenneth Lonergan and Best Actor, Casey Affleck) and The Salesman (Best Foreign Film). However, Amazon Studios says that they plan to refocus on a variety of movies, some of which will go straight to its streaming service, Prime Video, rather than limit itself to films it hopes they will receive critical acclaim by having them released exclusively to the theaters 90 days before moving them to their streaming platform. Amazon Studios will continue to seek exclusive theater runs for about 10 movies a year. However, it will consider offering the exclusivity to theaters for shorter periods as competition for streaming numbers are ramping up. It appears Amazon Studios aims to put its focus on increasing Amazon Prime membership by enticing viewers with exclu- sive content and bringing movies to its streaming platform more quickly.
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Denise Alison empowers business owners to build relationships and connect with their potential custom- ers on social media, and through live video.
By Denise Alison A s a social media marketer, there are a lot of bad habits I observe online. Sometimes they are habits of some of my own clients, entre- preneurs that I speak to, or people that I follow on social media. But the point is, they frustrate me – and more impor- tantly, they could be preventing you from growing your business more effectively. I want to help you make sure you are not con- tinuing with any of these bad habits into 2019, so that you can have your most impactful year yet!
HERE ARE 5 BAD SOCIAL MEDIA HABITS TO BREAK IN 2019:
1. WINGING IT
The first bad habit I want to talk about is winging it. And I’d say most of us are guilty of having done this at one point or another. And this is what happens when you don’t create a social media marketing strategy to guide all your efforts. The great thing about creating a social media strategy, whether it’s with a social media marketer, such as myself, or even on your own, is it forces you to make sure that you are looking at the big picture and planning your content and presence strategically. What happens when you don’t have a strategy is you say, oh, I haven’t posted to social media for a few days, better do that now. Then you log in, stare at the blank post box, and nothing.
OR, weeks go by, and you haven’t posted anything, and you think
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tickets now. Enrollment is now open for my course, buy today. You know when you check your mailbox, and you get a bunch of flyers or coupons, or letters prom- ising better internet? And then, if you are like me, you proceed to dump all of that into the recycling bin beside the mailboxes? Well, when I open up my social media, I don’t want to see promotions like that. Spamming your audience with daily promotions is a quick way to the unfollow bin. A good rule to follow is the 80/20 rule. And this means that you are sharing 80% valuable content, such as tips, stories, personal things etc, and then 20% can be on the promotional side. 5. CONTENT DUMPING The last habit I want to discuss is content dumping. As for a definition: content dumping. Verb. The phenomenon of publishing content and wishing for engagement, but not sticking around long enough to respond to comments or questions. This term can also extend to mean not engaging with any other posts either. Ok, I made up that definition. I used to like that game Balderdash. But the point is – if you are looking for engage- ment, it’s a give and take kind of situation. If you are expecting your audience to comment on your posts, you need to be there to respond to that. This builds more trust. If you prompt them to ask a question, and you never answer it or respond, then you lose trust. Take the time to respond to any comments. Even something as simple as a thank you can go a long way (although bonus points for something more specific). And while you are there. Take the time to comment on the posts of others. Social media is a 2-way street. Its important to show others that you care if you want them to return the favour.
you need to post something, so you post some- thing crappy just to say you did. 2. HIDING BEHIND YOUR PRODUCTS AND SERVICES Your potential customers need to know what you offer, and how you can help them accomplish their goals. That’s a given. But to move your audience from potential customer, to paying customer, they need more than just that. Your audience has options – there are lots of companies out there offering the same thing, or something similar. This is where it’s important to share about yourself beyond what you sell. This helps your audience connect with you, start building a relationship with you, and you will eventually gain their trust. That connection point is far too often overlooked by entrepreneurs. Most of us could do a better job when it comes to this – myself included. 3. NOT BEING CRYSTAL CLEAR ON WHO YOU ARE TARGETING In your business, it’s important to be clear and specific about who it is you want to work with. And really, this is your decision, you can work with whoever you want to work with. BUT you can’t work with everybody, and even less so, you can’t target everybody. When you try to target everybody, or if you are generally too broad in whom you are trying to attract, your message gets diluted, AND your content is much less effective. Your audience will be more inclined to work with you when you are talking directly to them. But the broader you try to go, the less people feel like you are talking directly to them. So, specific is always better. 4. BEING A DIGITAL BILLBOARD
Turkey sandwich, 8.99. Upcoming event get your
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FEBRUARY 2019 • SPOTLIGHT ON BUSINESS MAGAZINE
By Jamie Barrie T he California-based streaming giant Netflix is setting up a dedicated production hub in Toronto, which film and TV creators hope will provide new opportunities for local talent and a much needed boost to the Canadian Film and TV Production Industry. The company has announced that it is expanding its presence in Canada by leasing two studio spaces. One at Cinespace Studios where Netflix is leasing four new sound stages, which are currently under construction and set to be operational this summer along with spaces for office and support work total- ling approximately 164,000 square feet. The other location is at Pinewood Toronto Studios where Netflix is going to lease four sound stages and adjacent office space totalling 84,580 square feet. Pinewood said Netflix will move a production onto one of its sound stages in the next couple of weeks. The four sound stages being leased are
separate from a Pinewood Toronto Studios’ pre- viously announced planned for expansion at the studios. Netflix said the commitment will provide jobs for up to 1,850 Canadians per year, and that the leases are “multi-year” agreements. It also leases British Columbia’s Martini Film Studios and production sites across Canada on a case-by-case basis. Speculation of a Toronto hub started swirling last month when Mayor, John Tory, who has been making annual trips to Los Angeles to lure film and TV projects to the city told The Canadian Press he had “a very high level of confidence” that Netflix would open one up. Tory’s words drew positive reaction from local screen talent who said they hoped it would foster Canadian projects and it looks as if his attempt has worked with the recent Netflix announcement.
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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2019
By Calli Gregg A s average housing prices fall and sales increase, it is simple supply versus demand for the Canadian housing marketing these days and although the market is down as an average in Canada, it really depends on where you are in Canada and what is happening in your market. The Canadian Real Estate Association recently released data showing that the average price of a Canadian home has fallen by 5.5 per cent to $455,000 over the past 12 months, while National Home Sales increases 3.6 percent for the same time period. The Canadian Real Estate Association states the reason behind the slow down in the market is because of new stress-test rules that have been implemented on mortgages, making it harder to get a mortgage, thus less buyers causing a sales slump that persists.
Average falling house prices can be misleading as the typically more expensive markets like Toronto and Vancouver skew the average price higher than it would be otherwise if these markets were not included. So, to better gauge what is happening in your housing market it is better to look at the Home Price Index, which The Canadian Real Estate Asso- ciation calculates by adjusting for the size of differ- ent housing markets and types of homes. In the Greater Vancouver, the Home Price Index has fallen by almost five per cent in the past year, with Calgary, Edmonton, Regina and Saskatoon seeing similar decreases in these markets. However, prices have not dipped in all markets as housing prices have increased by more than nine percent in the past year on Vancouver Island with increases of up to seven percent for the Ottawa, Guelph and the Niagara Region area markets.
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By Dan Monk I n Nova Scotia and in particular the greater Halifax (HRM) area, when building and reno- vating homes, the public is becoming increas- ingly burdened with taxes, fees and development charges. In Nova Scotia unlike British Columbia, Alberta, Ontario and Quebec there are no licences required for anyone to build or renovate a resi- dential home; nor is there a governmental require- ment for a warranty. So, in Nova Scotia and HRM anyone can build a home for themselves or others with-out taking any responsibility for their actions or providing a safe work environment. Many new home and renovation projects are complete for cash only and indeed cut into the
basic tax structure of the province. Known as the “underground economy,” this billion-dol- lar industry pays no taxes. It is an unregulated and unorganized buyer beware situation, yet the public are competitively attracted to the ‘pay less’ tax free discounts and end up having a new home or renovation that has issues down the road. There is no protection against these thieves, which can turn into a nightmare. As amember of theCanadianHome Builders Asso- ciation – Nova Scotia (CHBA-NS), our membership is a strong association of dedicated housing pro- fessionals who are well trained in building science, construction technology, building code require- ments and occupational health and safety. A shortage of skilled labour means an ever-increas- ing payroll to provide competitive, good paying jobs, not to mention costs for ongoing training, to keep employees in Nova Scotia. We pay our statu- tory remittances, business taxes, WCB levees’ and pay attention to what’s required. But more impor- tantly we take responsibility for our actions, we are professional builders and renovators. The material costs of building a home are and have maintained a relatively constant value over the years. Commodity items such as lumber and plywood have been up and down. The lower price of oil has led to consistent pricing for vinyl, plumbing and roofing products. The only issue we
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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2019
have is imported products where the currency exchange is higher, but basically the materials used haven’t increased substantially over the past 10 years. We have seen increased costs for labour and increased overhead cost for what we have to provide to assure our due diligence. As profes- sional builders and renovators we are concerned as housing afford- ability has become a major issue for the residents of Nova Scotia and HRM. Fees for building lot development, capital cost charges on land, sub- divisions fees of 5% of land value, permits fees (plumbing permit, development permit, lot grading permit, solid waste charge, blasting permits, demolition permits, streets and services permit and building permits). Then there are regional development fees where new con- struction pays towards upgrading existing services for wastewater and water. Then there is the HST (15%) and for new homes a 1.5% deed transfer tax. For new homes these additional fees can be as high as 20% of new home purchase costs. New development, homes and ren- ovation projects, provide critical tax revenue to our province and city, via property taxes as well as direct and indirect jobs. It is important for all governments to remember the value of our professionally run industrywhen consideringextra cost or raising development charges. The costs are placed on the home building and renovation sector as well as the purchasing public, and if the government is not careful, they may just “cook the goose that lays the golden egg.”
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both helpful and informative. My goal is to help educate and make the public more aware of the significant skill, professional- ism and organization that is required to be a Trusted Professional in the renovation and new home building industry. Dan Monk is a Professional Engineer (P.Eng.), Red Seal Carpen- ter and the Owner of Monk Renovations. Dan and the team at Monk Renovations can provide you with an outstanding home renovation experiences regardless of the size of your project. Twitter @monkrenovations Facebook & Instagram @monkreno www.monkreno.com
I hope you have found this article
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FEBRUARY 2019 • SPOTLIGHT ON BUSINESS MAGAZINE
Office-sharing titanWeWork, which is an American company that provides shared workspaces and services for entrepreneurs, freelancers, startups, small businesses and large enterprises has founded a shared-living brand WeLive in the United States which have share spaces accommo- dations that range from studios to four-bedroom units that come fully furnished and decorated, in a building stocked with the kind of conveniences normally found at Silicon Valley tech campuses. In the same way that WeWork provides the infra- structure needed to do your job, WeLive takes care of the many hassles that come with finding and setting up your own home. WeLive is also connected, giving residents an app that keeps them informed about events happening in WeLive neighbourhoods. For those who opt in to this untraditional life- style, co-living operators like WeLive will provide one particularly alluring amenity: a community of like-minded people with the bonus of these co-liv- ing accommodations typically costing less than similar accommodations in the neighbourhood. Many look at this as not only a new vision, but as a solution for how people will soon live in expensive urban areas.
By Calli Gregg T he movement started with people moving from hotels to Airbnbs and now more and more people are looking for alternatives to traditional accommodations such as houses and apartments and turning to co-living spaces instead of these more traditional living accommo- dations and it make sense for a lot of reasons. It is kind of the off-campus college or university lifestyle but for adults looking to share a common space, but all have different lifestyles and needs. It works very similar to sharing office space, but for living arrangements not work-related ones. The idea of co-living has been around for a while, but it is attracting more and more attention from potential customers and investors looking to cap- italize on this new opportunity.
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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2019
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FEBRUARY 2019 • SPOTLIGHT ON BUSINESS MAGAZINE
NETFLIX JOINS MPAA AS 1ST STREAMING MEMBER With the Motion Picture Association of America (MPAA) about to lose one member this year when 20th Century Fox is acquired by the Walt Disney Co. comes the announcement from the MPAA that Netflix will join its ranks, becoming the first streaming service to do so. The other sitting members of the MPAA are the six major studios; Walt Disney Studios, 20th Century Fox, Paramount Pictures, Sony Pictures, Universal Studios and Warner Bros.. One of the MPAA’s chief goals is to combat privacy, which is a concern for Netflix as it contin- ues to expand its production footprint at home in the U.S. and abroad.
PRINCE EDWARD ISLAND OPENING ITS BOARDERS TO BOOZE The P.E.I. government is removing personal exemption limits for alcohol being brought into the province as MLA’s head back for the spring sitting of the legislature that will allow people to transport any amount of alcohol into P.E.I. for personal use. Currently the personal exemption limits are nine litres of wine, three litres of spirits and 24.6 litres of beer or three 24s. The limits were in place to encourage residents to shop in their own provinces, thus paying taxes and contributing to provincial revenues at home. However, with the craft brewing and distilling marketing on the rise, brewers and distillers thought Atlantic Canada would welcome the change as it allows their products to free flow from one province to the next and maybe create some new market opportunities for everyone in the adult beverage industry.
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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2019
MORGAN STANLEY TO ACQUIRE SOLIUM CAPITAL
American multinational investment bank and financial services company, Morgan Stanley has signed a deal to buy Calgary-based Solium Capital Inc. in a cash deal valued at about $1.1 billion. Under the agreement, Morgan Stanley will pay $19.15 per share for Solium, which helps companies manage employee stock plans.
Solium CEO, Marcos Lopez says the company’s leadership team is expected to remain in place. The deal is subject to the approval by a two-thirds majority vote by shareholders.
MOVIE GOERS SHOWING NO SIGN OF SUPERHERO FATIGUE If the U.S. box office’s record-breaking 2018 is any indication, it is safe to say that superhero movie fatigue doesn’t exist with movie goers and Hollywood is all in expecting the trend to continue for 2019. Movies hauled in close to $12 billion domestically as movie goers hit the theaters to view last year’s blockbusters, especially superhero films as four of the top five highest-grossing films in 2018, four were in the superhero genre. Audiences also want to see these big-budget, action-packed films on the big screen and will pay to do so. Disney’s “Black Panther” garnered more than $700 million domestically and an additional $646.8 million internationally, during its run-in theaters, making it the third-highest-grossing movie in U.S. history. Continued interest in superhero flicks bodes well for Disney, which is slated to release two more Marvel films in 2019; “Captain Marvel” next month and “Avengers: Endgame” in May of this year. All of the directors of Solium, who collectively control 19 per cent of the company, have agreed to support the purchase with of course subject to regulatory approval, once given the deal is expected to close in the second quarter of 2019.
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Spotlight on Business followed up with Sean Myles and Gina Haverstock of the Annapolis Cider Company which is nestled on Main St. in downtown Wolfville, a small town in Nova Scotia that is equally known as the epicentre of the local food movement as it is for being the home of Acadia University thanks to Sean Myles and Gina Haverstock’s unique ciders that are gaining popularity throughout Canada.
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By Jordan Parker S ean Myles & Gina Haverstock have been involved with Annapolis Valley food and bev- erages for years. They moved to the valley in 2007, with Gina -- the inspiration for Gina’s Red, sold at NSLC -- working as the winemaker at Gaspereau Vineyards. Myles himself works for Dalhousie University in Kentville, N.S., with a focus on apple breeding. It was their love of wine, beer and apples that bore their business, the Annapolis Cider Company. “We always kind of had that entrepreneurial itch. We saw wineries cropping up and bene- fiting Wolfville, and then we saw the craft beer movement explode. We felt uniquely suited to start something,” said Myles. “To do cider made a lot of sense because of my research and understanding of the apple supply chain. My wife’s expertise in fermentation was also a key factor.” The two began looking for a little space, as cider was the fastest-growing local product at the NSLC. “In April 2016, we opened our doors. We had spent two or three years visiting all the production facilities we could in Atlantic Canada, and even out west in Oregon,” he said. “We felt we were well-equipped to head into the market, and got a tiny space downtown.” The cidery is different, in that they believe in the premium nature of the brand. “Increasingly, we feel confident saying ‘no’ as opportunities present themselves. We could put our product in a 500 ml package to compete with others in volume, but that doesn’t speak to the nature of our brand or our relationship with our customers,” he said. “Our ultra-premium product stands out, and we package in a 750 ml bottle. We’re a wine-like product, and we love to focus on what makes us different.”
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About half of the cider sold at the NSLC, accord- ing to Myles, is made up of Nova Scotian ciders. “We have a stronghold on cider here, and cider sales are growing faster than craft beer and local wine,” he says. However, while wine and beer present enormous markets, Myles says cider is still “a relatively small pie.” “In total for 2017, cider sales were $10 million, wine was $87 million and beer was $280 million. So, with about half of this cider being produced in Nova Scotia, our local cider industry is capturing a huge portion of the overall cider industry. Craft beer makes up only about 5% of beer sales and Nova Scotia wine makes up less than 10% of wine sales, but their pies are huge compared to ours. For example, beer sales are 28 times greater than
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