SpotlightJuly2018

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

EDITORIAL TEAM John Allaire Jamie Barrie Janice Buckler Denise Alison Jody Euloth Ceiledh Monk Dan Monk

CREATIVE DIRECTOR Carmen Fitzpatrick GRAPHIC DESIGNER Matt Erikson COMMUNICATIONS & ADMIN LEAD Calli Gregg

EDITORIAL DIRECTOR Lee Ann Atwater

MANAGING DIRECTOR Rod Gregg

SPECIAL PROJECTS MANAGER David MacDonald

CONTRIBUTING WRITER AJ Sauve

RESEARCH TEAM LEADS Alia Morash Ashley Tanner

PUBLISHER AIDACA Media

MEDIA CONSULTANT Tim Kohoot

W e hope all our readers, features and advertisers had time to enjoy the Canada Day and Independence Day holidays with friends and family. Many have told us that they use this time to reflect on the first part of the year, celebrate accomplishments and set new goals and targets for the remainder of 2018. I thought that was a great idea, so we wanted to look back at some of our great features from previous issues to move forward with more amazing stories about Business, Industry, Innovation and Health in the coming issues. It was not to long ago that we spoke with Jonathan David Blum former YUM! Brands Chief Public Affairs Officer, Senior Vice President and Vice President of Public Affairs now Founder and Owner of Bad Martha Beer from his Bad Martha Farmer’s Brewery in Edgartown, Massachusetts on Martha’s Vineyard. Blum trav- elled all around the globe with YUM! Brands and always asked for the local beer, no matter where he was, so when he heard of a brew pub for sale on Martha’s Vineyard, Blum’s passion became a flowing business. When we spoke with Darrell Jennings, Roger Horneff and John Farrell, Co-own- ers of American Music Furniture, we learned first-hand how a guitar tragedy for Jennings started a meaningful dialogue and lead to an innovative new brand called American Music Furniture. In 2011, Brooke Crowell was at a crossroad. He was well-into a physically demand- ing career and wanted a job that was more in-line with his age that would still pay the bills. Speaking with Crowell, we learned how after a year of introspection and research lead to a backyard business and how Timberlea Tire has become a leader in their market organically.

of Communications for the CityFolk and learn how the festival has come a long way and also celebrated 25 years since its original incarnation as the Ottawa Folk Festival was launched back in 1994 offering an end of the summer music event for everyone in Canada’s capital city. We hope you enjoy the issue and we would like to thank all those involved in putting this month’s issue together along with our readers as we look forward to telling more stories about successful businesses and the people behind the scenes making it happen. Lee Ann Atwater Editor

In this month’s issue, we also had the opportunity to chat with AJ Sauve, Director

P.O. Box 35007, Halifax, Nova Scotia, Canada B3M 0G3 P: 902 593 0533 E: info@spotlightbizmag.com spotlightonbusinessmagazine.com

JULY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE

Jonathan David Blum’s CV is impressive. According to Bloomberg, he earned his undergraduate degree from George Washington University. Then he earned his JD (Juris Doctor or Doctor of Law degree) fromWestern New England College, School of Law. In March of this year he retired from YUM! Brands – which operates Taco Bell, KFC, Pizza Hut, and Wing- Street around the globe – after serving as the Chief Public Affairs Officer and Senior Vice President for nearly nineteen years. He was also the Vice President of Public Affairs at Taco Bell for almost twenty-three years and the Global Nutrition Officer for four years. He’s currently serving as a Director of The Advertising Council, Inc. and as an Independent Director of Kindred Healthcare Inc. for seven years – eight in December. All he told me was that he brews damn good beer.

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

02 SPOTLIGHT ON JULY

08 JULY INDUSTRY EVENTS

10 SPOTLIGHT ON INDUSTRY 12 MESH MEDIA NETWORK- THE DYNAMIC SOUL OF SELLING Why Consistent Sales Coaching is Imperative, even for your experienced reps 16 STRATIGRO- GROW YOUR BUSINESS WITH SOCIAL MEDIA! The Most Important Social Media Post 18 CONTRACTORS CORNER Do you Employ trades or sub-trades? 20 GB MILLWORK High-tech and traditional can get along 26 CITYFOLK FESTIVAL 25th Anniversary Celebration 32 SPOTLIGHT ON BUSINESS 36 BAD MARTHA BEER Good Suds on the Vineyard 40 AMERICAN MUSIC FURNITURE Keeping the real guitar stars out of the sun 46 PEKOTA Those who dine together, design together 52 TIMBERLEA TIRE Determined to get our clients the most affordable prices 58 SPOTLIGHT ON INNOVATION

In 2011, Brooke Crowell was at a crossroad. He was well-in- to a physically demanding career with Efficiency Nova

Scotia and wanted a job that was more in-line with his age that would, in his words, “pay a decent wage.” After a year of introspec- tion and research, Crowell was his own boss: the private owner of Timberlea Tire in Timberlea, Nova Scotia. It was a practically organic transition for Crowell: “I have been changing tires on-and-off since I was 15-years-old, so I took the plunge and it paid off.”

60 SPOTLIGHT ON HEALTH

Early in 2016, Kurt Russell made headlines around the globe by violently destroying museum property. No, the star of Tombstone didn’t deliberately walk into the Smithsonian’s Air and Space Museum and set ablaze Lindbergh memorabilia – or anything of that nature. He smashed – well his character, John Ruth, smashed – a 145- year-old Martin guitar on-loan to the prop department of Quentin Tarantino’s most recent film The Hateful Eight. It was, of course, an on-set accident captured and immor- talized on the silver screen which, inevitably, stirred-up the usual muddled...

62 HOLISTIC HEALTH TIP FOR JUNE BY JANICE BUCKLER Low Stomach Acid (Hypochlorhydria)

JULY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE

A IDACA MEDIA understands that small and medium size enterprises and businesses are key to the successful growth of any economy and just as import- ant as big businesses to the global economy as a whole. By putting a spotlight on your business, organization or commu- nity with effective and interactive 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 and social media support, helping your business connect and stay engaged with your customers.

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

What’s your ridingstyle? Is it cruisinganddistancepaddling? Is it racing?Surfing?Whitewater?Windsurfing?Maybeyoga?Whatever it is, Red PaddleCo has an inflatable stand-uppaddleboard (SUP) for you. And if you’re a committed volleyballer or a Frisbee tosser, a shell collector or a photographer, the family from out of town or the girl’s weekend sort of beachgoer you’re forgiven if you, until now, have been confusing SUPs with surfboards andwindboards. You should know that there’s a big difference – literally. Stand-up paddleboards are, in the words of CNN’s Health & Wellness editorial director David Allan, “something of a hybrid between a surfboard and a Venetian gondola.” Ideally for the typically-statured 180 pound male rider, a surfboard should be approximately seven feet in length while a windboard shouldmeasure eight-and-a-half feet. The average SUP, on the other hand, is 10-and- a-half feet in length – and for those yoga and Pilates-style riders out there upwards of three-to-four feet wide. Red...

JULY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE

NYC MAC SHOW July 31 st August 1 st , 2018 Russo’s on the Bay | Howard Beach, NY, USA In 1946, a small group of New York City salesman started an organization to serve the sales representatives as well as the retailers. This organization is presently named the Men’s Apparel Club of New York City. This trade show now has over 150 members. Each show is represented by 110 dif- ferent exhibitors making this a great place for buyers to shop under one roof. During these shows between 400-500 retailers attend each event, making it the the premier show of its type. GLOBAL SUPPLY CHAIN EXCELLENCE SUMMIT August 2 nd – 3 rd , 2018 Ronald Tutor Campus Center| Los Angeles, CA, USA The purpose of this event is to connect leaders and create transformation through supply chain excellence. Youwill be able togain access to unpar- alleled networking opportunities with top business leaders and companies. Learn how to manage high perform- ing supply chains through insights developed from industry experience and applied research. Learn to recruit top supply chain management talent in a relaxed and engaging setting at the Industry Network Connect Net- working Reception. Showcase your company as a sponsor to our 80,000+ and growing USC Marshall global network and 450+ attendees and recognizing industry best practic- es through supply chain excellence awards. This year’s theme is; Visibility, Trans- parency & Cooperation. If you are a men’s fashion retailer, you do not want to miss this event. For more information of the event: http://nycmacshow.com/

Follow on Facebook: @lvmarket

LOS ANGELES FASHION MARKET July 30 th – August 1 st , 2018 California Market Center (CMC) | Los Angeles, CA, USA LA Market Week, also known as LA Fashion Market, is a trade event in which contemporary brands and showrooms debut their collections for the upcoming season. Along with the LA Fashion District’s permanent showrooms, various trade shows par- ticipate in market week throughout the year. For a full list of participat- ing brands, see their Lines Directory, which is updated prior to each market week. Market week is a trade-only event. You must own or work for a licensed retail business to purchase whole- sale. There are six main showroom build- ings participating in LA Market Week – California Market Center, Cooper Design Space, The Gerry Building, The New Mart, The Lady Liberty Building, and Academy Awards Clothes Showroom Building. The buildings are located at 9th and Los Angeles Streets. For more information of the event: ht tp://fashiondistric t.org/whole- sale-business/la-fashion-market/ Follow on Twitter: @LAFashionDist Follow on Facebook: @LAFashionDist

LAS VEGAS MARKET July 29 th – August 2 nd , 2018 World Market Center | Las Vegas, NV, USA Las Vegas Market sets the pace for what’s cool and cutting-edge, in a cross-category showcase that spans furniture, home decor and gift. The Las Vegas Market Show is the only home furnishings market in the west. It is unarguably the fastest growing gift & home décor market in the nation. Quite popular in west USA, Las Vegas Market specialises in the Furniture and Gifts in Home Furnishings & Home Textiles industries. It has a dedicated casual/outdoor and housewares/gourmet showrooms and show spaces. Las Vegas Market offers efficient access to furniture, bedding, lighting, flooring, accessories and gift resources as well as signature west coast introductions on an easy-to- shop campus at World Market Center. For more information of the event: https://www.lasvegasmarket.com/ Follow on Twitter: @LasVegasMarket

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

For more information of the event: https://globalsummit.uscsupplychain. com/ Follow on Twitter: @USC_GSCM Follow on Facebook: @USCSupplyChain

August 3 rd - 4 th , 2018 University of Quebec at Montreal| Montreal, QC, Canada

The International Conference on Computer Science Networks and Information Technology, organized by the Innovative Research Publication will take place at the University of Quebec at Montreal in Montreal, Canada. The conference will cover areas like Algorithms and techniques, artificial intelli- gence, circuit implementation for fuzzy systems, circuit modelling and scientific computing, component based development and many more.

INTERNATIONAL CONFERENCE ON

E-BUSINESS, MANAGEMENT & ECONOMICS (ICEME 2018) August 2 nd – 4 th , 2018 Wilfrid Laurier University| Waterloo, ON Canada An important part of IEDRC’s broader efforts is to play an influential role and promotes developments in economics theory and applications in a wide range of ways. Themission of IEDRC is to foster and conduct collaborative interdisci- plinary research globally, in the state-of- the-art methodologies and technologies within its areas of expertise. These conferences are aimed to providing researchers, scientists, engineers, scholars and students an opportunity to exchange and share their experiences, new ideas, and research results, and discuss the prac- tical challenges encountered and the solutions adopted. IEDRC has held similar conferences in the past with very impressive and positive results. The IEDRC seeks to encourage regional and international communications and collaborations; to promote professional interaction and lifelong learning procedures; to recognize outstanding contributions of individuals and organizations; and to encourage researchers to pursue studies and careers in developments of theory and applications.

For more information of the event: http://www.iccsnit.org/

METRO SHOW August 8 th – 12 th , 2018 Multiple Venues | Vancouver, BC, Canada

The METRO Show is a one-of-a-kind industry buying show held four times a year in Vancouver, British Columbia. If you are a Retailer, Buyer or Owner of a bricks & mortar shop or online store, then our show is for you. The Retailer/Buyer has over 130 apparel, footwear, accessories, children and gift agencies and retail-related businesses to choose from, located in multiple venues either in permanent or temporary showrooms. It is the “fashion walk-about” trade show!

For more information of the event: https://www.metroshow.ca/ Follow on Twitter: @MetroShowVan Follow on Facebook: @MetroShowVan

CANADIAN JEWELLERY EXPOS TORONTO (TORONTO CJ EXPO) August 12 th – 14 th , 2018 The International Centre | Mississauga, ON, Canada Annually in Canada’s largest city, Hall 5 of The International Centre fills with excitement as world class manufacturers present Canada’s largest jewellery displays. North America’s pre- eminent artisans, exclusive discounts to buyers and an air of design excellence prevails.

CJ Expos is a recognized leader in the jewellery exhibition scene and introduces the latest in trends by the very best exhibitors. Count on the unique.

CJ Expos is co-located in the same facility as the Toronto Gift Fair. These are the two largest business to business jewellery and retail gift shows in Canada and buyer attendance approximates 12,000 annually. Qualified Toronto Gift Fair buyers may attend CJ Expos.

For more information of the event: http://www.cjexpos.com/ Follow on Twitter: @cjexpos Follow on Facebook: @cjexpos

For more information of the event: http://iceme.org/

4TH INTERNATIONAL CONFERENCE ON COMPUTER SCIENCE NETWORKS AND INFORMATION TECHNOLOGY (ICCSNIT)

MAY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE

CANADIAN HOME SALES SO RECOVERY IN JUNE J une saw Canadian home sales increase for the first time this year however, average selling prices were still slightly lower than they were a year ago. According to The Canadian Real Estate Association there were 4.1 percent more homes sold in June than there were in May. That’s the first time in 2018 that sales have increased from month to month, as the market continues to digest the new federal mortgage “stress test”rules that were implemented at the start of this year. While home sales saw month over month growth, it was not all good news as numbers show it was the slowest June for home selling in five years with 11 percent fewer sales in June 2018 than there were in the same month a year earlier. Sales were up in June, but the selling price was down. Nationally, the average price of a home that sold in June was $496,000, down 1.3 percent from where it was a year ago, making it the fifth straight month that the national market has posted yearly declines.

CANADA CUTS MUSTARD FROM RETALIATORY TARIFF LIST W ell for ages people have debated on ketchup or mustard for a hot dog. Well Canadian top dogs in Ottawa have made it clear American-made ketchup does not cut the mustard in Canada. Mustard was on the proposed list of U.S. products for retaliatory tariffs, but the federal government dropped it just before the tariffs took effect July 1, cutting Canadian mustard seed farmers a break. Several industry groups petitioned Ottawa to get certain items taken off the government’s tariff hit list, but were not so lucky. Given that Canada is the world's largest producer and exporter of mustard seed it should come as no surprise that it was cut from the list as in 2017, Canada sold $120 million worth of mustard seed abroad, more than half of it going to the U.S. Plus, Canada is home to just a handful of boutique mustard makers however, Canada does have a large-scale ketchup production in Canada.

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

DELL 2.0, GOING PUBLIC AGAIN D ell recently announced a $21.7 billion deal to exchange shares of a tracking stock with a new class of publicly listed Dell stock. ell created the tracking stock, Dell Technologies Class V, in 2016 as part of its merger with EMC, which gave it a con- trolling stake in the virtualization software maker VMWare. The Class V shares track the performance of Dell’s stake in VMWare.

With the share swap, public market investors will be able to trade stock that “reflects the full value of the Dell Technologies family of businesses,” rather than primarily VMWare, according to a company statement.

The move paves the way for Dell to resume trading on the public market, five years after going private in a high-profile gambit to overhaul the business.

Company chairman and CEO Michael Dell said in a statement Monday that he is “proud to lead this great company into its next chapter as we continue to evolve and grow to the benefit of our customers, partners, investors and team members.”

DEFINITION OF BEER IN CANADA COULD BE CHANGING A mendments to national beer standards are being considered by federal government that would widen the number of ingredients permitted in a pint and force brewers to list every ingredient on a can or bottle. The changes would mark the first major overhaul of Canadian beer standards which were introduced more than 30 years ago. Some craft brewers look for a new strategy in a crowded market and those in the industry say the proposals would help regulations catch up with expansion that has happened in the industry with brewers, styles and types of

beers now available in the industry. The Canadian Brewing industry has seen the number of breweries jump from 62 to 750, while the number of beer brands available has gone from about 400 to more than 7,000 since 1990. The government is proposing a two-year implementation period starting in 2019. Between then and 2029, the gov- ernment expects the new rules to cost the beer industry in Canada about $5.48 million. Statistics Canada reported in May that Canadians spent $9.1 billion on beer between April 2016 and March 2017 — about 40 per cent of all alcohol sales over that fiscal year.

JULY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE

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.

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

By Jody Euloth R ecently, I was speaking with a business owner who was frustrated that a new hire, coming to the company with lots of sales experience, was underperforming. She continued to say that there were high expectations for this sales executive to produce results, and with only six months in, she was questioning if she made the right decision in bringing her on board. When we dove into the conversation further, I asked how much time she, or the sales manager, has spent with this new hire since joining the company. I continued to ask how often the sales team gets together and what their sales meetings look like. All I can say is that her reply was predictable, and one I hear all the time from business owners and com- panies I work with. She said that the sales manager meets at the beginning of every week with the sales team. They talk results and productivity from the previous week and forecast what business will close in the upcoming weeks. She also said that the new hire received ‘training’ within the first few days of joining the company and that everyone is so busy that anything above and beyond this gets overlooked. These common mistakes can be detrimental to the success of any employee new or a seasoned sales profes- sional. 1. Culture - The old-school, traditional sales team meetings of stern and stressful results talk, must come to an end. Strictly focusing on results, with every rep taking their turn to spew off how much was produced last week and what’s closing in the next couple of weeks, is not doing anything to create a positive sales culture. Yes, you must know the numbers, and yes productivity is key, but consider changing the approach. Those things can be done quickly, or on a one-on-one basis. Instead, a better use of time can be to have each rep talk about one challenge they are having, one account they’d like to close and talk through solutions and ideas as a team, which helps in the times of challenge. This encourages creativity and infuses a collaborate approach which can ultimately have a positive impact on your sales culture. 2. Motivation - Mindset is everything in sales. Too often, sales reps dread coming to a meeting that is filled with tension, interrogation and with the fear of being put on the spot in a negative way. They will inflate productivity numbers to appease their sales manager’s stress, which is too often relayed onto the team. It’s a dreadful, demotivating way to start out your week with a negative undertone. Consistent coaching, with a positive approach, produces the right mindset for optimal selling. 3. Continued Education - Even though a sales rep is experienced and has received training when joining your company (which typically only focuses on your company’s policies and best practices) doesn’t mean that you welcome them to the team and then throw them to the wolves. So much information can be shared on a regular basis that will improve your reps’ chances for success. Things like industry trends, background on client relationship statuses whether they are good or bad, a company’s visions and goals, and sales practice refreshers are needed on an ongoing basis. Without this constant and consistent sharing of knowledge, the reps on your team will become stagnant, feel isolated and underperform in delivering sales results, ultimately having a negative impact on their results and on your business. For more, sales tips and strategies, sign up for ‘The Dynamic Soul of Selling’ Newsletter at www.meshme- dianetwork.ca/dynamic-soul- of-selling/ For a free 15-minute sales consultation to determine if you would benefit from ‘The Dynamic Soul of Selling 90-minute Strategy Session’ email jody@meshmedianetwork.com 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. Social handles @jodyeuloth • www.meshmedianetwork.com Here’s three reasons why consistent sales coaching, even for experienced sales reps, is imperative for business growth:

JULY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE

By David MacDonald I t was signed, sealed, and delivered on June 29. It was addressed to US Commerce Secretary Wilbur Ross. And it was also posted online in an effort to demonstrate to tax payers on both sides of the border that it was a decla- ration to defend jobs and consumer prices. That’s accord- ing to Bloomberg’s David Welch, Christopher Condon, and Maciej Onoszko, who outlined in their pre-tariff date article how Magna International, one of the biggest of the big automotive giants in North America, views the Trump administration’s latest tryst with tariffs. James Tobin, Magna International’s CMO, penned the letter which emphasized that “tariffs or other trade barriers on imported automobiles and/or automotive parts would weaken the US economy and threaten to undermine the entire US automotive industry.” The plea from the Southern Ontario-based Magna is in chorus with appeals from Ger- man-based BMW, South Korean-based Hyundai, and American icon General Motors, not to mention the EU. The European Union warned the Trump administration of “severe disruption” just days after the President signed sweeping measures in early May designed to reformNAFTA and “enhance US national security,” a claim Canadian Prime Minister Justin Trudeau, among other world leaders, has questioned and even repudiated.

ident’s mid-July tour of Europe during which he labelled the EU “a foe” as well as the now historically-infamous Trump-Putin summit in Helsinki, Finland which left Angela Merkel’s top diplomat Heiko Maas in a position not familiar to Germans since 1945. “If the American president identifies the European Union as a ‘foe,’ this unfortunately shows once more how wide the Atlantic has become in political terms.” Now, if legitimate historical precedent and concerns from the automotive industry aren’t enough for the President to change his mind maybe this will be: according to CBC News, US beer drinkers are now paying more as aluminum tariffs aimed at Canadian steel manufacturers hit cans of every size and description. The CBC’s Duncan McCue spoke with Isaac Showaski, the CEO of Octopi Brewing out of Waukanee, Wisconsin who said that “It’s terrible. It’s hitting our bottom line… we probably could have hired almost two people full-time. We have all these big plans to invest and hire more people. But when we get these extra costs, we just can’t do it.” For now, at least, it seems like Tobin’s sentiment is a univer- sal one whether it be big business or a family-owned and operated dream come true.

Each of these aforementioned newsbytes predate the Pres-

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

By David MacDonald A s the face of business gets younger and younger the vernacular seems to change every other day. But you should know that those aren’t teenage collo- quialisms you’re hearing and it’s not excessive geek speak, either. And some of it you need to know. Internet marketing has really stirred the alphabet soup of the business world over the last two decades and the two terms that get confused the most when the bowl is near empty are native advertising and content marketing. While often part of the same conversation, they are not at all alike aside from the fact that your favourite websites are their medium.

looks like this:

You’ve finished reading an engaging article on your smart- phone and you scroll down to find related media to feed your thirst for knowledge only to see a “sponsored” adver- tisement featuring an improbably large marine mammal that has purportedly “stunned scientists” in your local area. It’s positioned tactfully so as to not act as an impediment to your normal scrolling speed which is often catalogued to determine the visitor’s overall engagement with a particular webpage. But let’s be honest. Some of us click. I’ll admit I’ve hit the ‘next’ button on 26 well- known pictures of 20 th century historical figures just to see one picture of Amelia Earhart I thought I had never seen before. So, what I’m saying is it works. It’s a part of a stream of content marketing known as “content discovery” and it’s a $12 billion USD and growing industry controlled by three platform giants: Taboola, Outbrain, and Yahoo Gemini. A click is reportedly worth between $0.03 and $0.06 USD – and ad blockers don’t keep native advertisements at bay.

They can be generally distinguished as such:

• Native advertising is singular, specific, and targeted. • Content marketing is a general term in advertising used to talk about content distribution.

If you function better on specifics, then native advertising

JULY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE

Denise Alison empowers business owners to build relationships and connect with their potential customers on social media, and through live video.

By Denise Alison I f I visited your social media pages, would I know who is behind the business? The big mistake I see so many social media profiles make is not making it crystal clear who the person (or people) behind the business is! One of the fundamental rules of business is that people do business with those they know, like, and trust. To start that relationship, your future customers need to know who they are interacting with, beyond a logo! That means making sure that you are regularly sharing photos of you, the business owner, and the team that creates the experience for your cus- tomers. How will sharing more about yourself on social media help you? People love seeing the faces of people they know Posting a photo with you, your employ- ees, or anyone that your audience recognize will always get you a lot of

engagement. In fact, photos of people get 38% more engagement than those without!

People stop scrolling when they see the face of someone they recognize. And in the world of social media, where getting people’s attention is your biggest challenge, that can be really useful to the growth of your business. Your business goes beyond the actual product or service you offer There are way too many pages out there that just keep pumping out posts of their product or service. Here’s the thing. You aren’t the only person who offers what you offer – you have competition in one way or another. And to you, there might be a huge difference in what you offer, the results, the products, the process and so on, but in the eyes of your potential customers, they don’t see that distinction as clearly as you do. You need to set yourself apart by helping your future customers connect with you on another level. Your goal should be to build relationships with them through meaningful conversations, and let them get to know who you are, other than the tiny percentage that makes up what you sell. People will always buy from the person they know. That’s how business goes. People want to connect with you on a personal level Yes, we need to know what you can do for us and what you offer, but that should only be one part of the total package that you put out there.

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

For thousands of years businesses have been built on relationships.

This hasn’t changed. Yes, it might feel like social media came in and changed the way the world works. But it hasn’t. It just amplifies everything. You can reach more people, you are in constant communication with them, and everything can happen faster, but these basic principles haven’t changed.

People still buy from those they know, like and trust.

It’s important not to forget that even with social media, the basic rules of business still apply.

You need to step out from behind your screen and connect with your audience as a person with something that can help your ideal customer solve their problem.

People don’t want to connect with businesses, brands or logos, they want to connect with other people! Make that easy for your future customers by ensuring that you show up regularly in your feed!

JULY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE

By Dan Monk, P.Eng. / Red Seal Carpenter Owner – MONK Renovations I get asked regularly, do you have your own crew or do you use subtrades and the answer is “yes.” Speaking from experience, most renovation contractors have a combination of their own staff and subtrades. It is important to note, that subtrades are often independent businesses with no direct connection to the renovation contractor other than relationship, however the relationship is critically important. Subtrades who have a great working relationship with the renovator will ensure they are looking out for each other and the client to ensure the project is completed according to the National Building Code, and no corners are cut. Subtrades could be plumbers, elec- tricians, insulators, roofers, siders, drywallers, tile setters, floorers, painters, etc. all playing a roll in the completion of the renovation. Many commercial or new home construction projects are completed by a General Contractor, who manages the logistics of the project and scheduling of materials and subtrades. Typically, a General Contractor does not have many or any trades as employees. However, a high percent- age of residential renovations and additions are completed by a Renovation Contractor who has a combination of their own staff and trusted subtrades. The renovator looks after the logistics, which includes their staff and subtrade sched- uling, materials, as well as communications with the client.

skill/talent in a given professional field. Commonly, trades people start with a basic education in the trade of choice, with college or “on the job” training, which allows them to be called an “apprentice.” As an apprentice completes more hours of experience and becomes more knowledgeable and capable in the various aspects of their trade they become a “journey person.” The next step in a trades persons progress is to achieve the expe- rience necessary to allow them to write their Interprovincial Red Seal Exam, which demonstrates a level of knowledge and experience which has been tested and demonstrated to allow them to use the “Red Seal” designation. Regardless, if the work is completed by employees/staff trades or subtrades, all good companies maintain a consis- tent and detailed communication with the client, to ensure they are well informed and to maintain an open and honest dialogue. This will typically be handled by the owner or one of their project managers to ensure clients remain fully informed of the progress of the project, who will be on the site, and the future schedule of events to see their project to completion. the renovation functions, including demolition, framing, insulation, drywall, trim, possibly tile and painting as well. However, these well-rounded trades people are becoming fewer as our work force changes. We are noticing that there are more specialists and fewer generalists, therefore more subtrades are required to complete projects. The key to using more subtrades is to ensure each trade is competent, professional, and communication (written and verbal) is clear and accurate so everyone knows what is to be done. Often a Renovation Contractor will have a staff of carpen- ters who are capable of completing most of

Both styles of operation work depending on the scope of work and the skills of project manager responsible for the project.

To add explanation to this topic, trades are made up of various progressive levels of knowledge and

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

I hope you have found this article both helpful and informa- tive. My goal is to help educate and make the public more aware of the significant skill, professionalism and organiza- tion that is required to be a Trusted Professional in the ren- ovation and new home building industry.

JULY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE

According to IBISWorld, “Canada’s richest source of business and industry information,” their 2016 market research report on millwork in Canada comes to one inescapable conclusion: “As the domestic housing market slows down, industry revenue will decline.” For many owners of the 1,634 millwork businesses registered in Canada, it’s time to reluctantly clear their throats and practice their “Bah! Humbug!” to keep at bay wanting workers during what IBISWorld says will be a slow five-year climb back to profitably. But Greg Boutilier, founder and owner of GB Millwork in Windsor Junction, Nova Scotia, doesn’t find himself begrudgingly tightening his purse strings before his employees’ eyes. In fact, Boutilier and his team just completed what was their largest project, financially, to date. By David MacDonald W hat gives GB Millwork immunity from the growing housing bubble in Canada is all in the business strategy. “Our vision of millwork is commercial cabinetry, wall panelling, wood door frames, trim work, solid surface manufacturing – it’s an abundance of things,” Boutilier explained. “It’s basically anything wood in a commer- cial building.” That’s not to say that GB Millwork isn’t a residential competitor. There is a Residential tab in the Projects menu at gbmillwork.ca that features photographs of kitchen cabinets and countertops of varying complexity and design. “We take-on residential projects – mostly kitchens. We never turn these jobs away, but it’s not our focus.” Boutilier is a man who knows a thing or two about focus. Before the advent of GB Millwork in 2005, Boutilier had been sweeping floors for a construction company. “I got laid off and went to work for a local millwork company and really started to enjoy the industry,” he said.

The path became clear for Boutilier.

“I attended the Atlantic Woodworking Centre of Excellence in Campbellton, New Brunswick from 2002 to 2004. I didn’t know anybody in Campbellton, but I booked a boarding house and bought a train ticket.” At the time, Boutilier

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

JULY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE

recalled, there was little in the way of Computer-aided manufacturing (CAM) and Computer numerical control (CNC) software training in Halifax. “Around here, there was a great cabinet-making course that focused more on hand tools and table saws but not necessarily current industry practices.” “Our vision of millwork is commercial cabinetry, wall panelling, wood door frames, trim work, solid surface manufacturing – it’s an abundance of things. It’s basically anything wood in a commercial building.”

millwork manufacturer in Halifax County. After six years, Boutilier decided he wanted more. He wanted, as he emphasized to me, “One hundred percent.” Since becoming an independent millwork manufactur- er, GB Millwork has made a name for itself as a kind of one-stop shop. Ninety percent of Boutilier’s 13-man team’s work is done in-house at their 10,000 square feet facility. Design, construction, and fabrication are spearheaded by Shop Foreman, Tim Page, Designer and CNC Software Specialist, Larry Redden, Site Supervisor, Chris Martingell, and Boutilier, the General Manager and Estimator. “My team is one that I’ve developed,” Boutilier said. “They’re all my peers and good men that I’ve worked with in the industry here in Halifax. Our turnover rate is very low; with the exception of the occasional labourer. Our skilled labourers – both our in-house guys and our guys doing installations – have almost all been with us from the start and plan to stay on board. Our draftsman and lead designer, Larry Redden, his experience is second to none. We work very well together; we put in a lot of extra hours to accomplish what we do with these high-end projects.” When Boutilier says high-end, he’s not being hyperbolic. GB Millwork has worked on the college campuses, hotels,

The CNC process, according to Boutilier, has many advan- tages including speed, accuracy, and waste reduction.

After he gained his CAM and CNC software certification, Boutilier “came right home and went to work.”

GB Millwork started as a subcontract company for a local

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

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 STILLWATER BEER BAR

CUSTOM TAPS

KEGERATORS

BEVERAGE DISPENSE GAS

BULK CO2 SYSTEMS

(902) 431-BEER (2337) www.BeerTech.ca

JULY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE

and piers that make-up the historic fabric of Halifax, a city founded by the British in 1749.

manufactured filler-free product like hardwood and then installed in a commercial building. This responsible point- to-point system gives the end user what’s called ‘LEED Credits’ towards a green building.” “I didn’t know anybody in Campbellton, but I booked a boarding house and bought a train ticket.” According to the Canada Green Building Council, LEED, or Leadership in Energy and Environmental Design, “certifi- cation provides independent, third-party verification that a building, home or community was designed and built using strategies aimed at achieving high performance in key areas of human and environmental health: sustainable site development, water savings, energy efficiency, mate- rials selection and indoor environmental quality.” Halifax, the capital of Canada’s Ocean Playground, was once named the nation’s “ultimate college town” by The Globe and Mail and for good reason: It’s home to six uni- versities and dozens of colleges. Dalhousie University, with the largest campus enrollment in the city at more than 18,000 students, has been like a second home to GB Millwork and Boutilier thinks his company’s FSC certifica-

But it wasn’t all ballrooms and dining halls at the begin- ning. Boutilier detailed an extended period of relying on the low bid tactic just to get the GB Millwork name out in the business community. His persistence led to some- thing invaluable. “We’ve done many jobs for the Nova Scotia Liquor Com- mission, the NSLC,” Boutilier explained. (One of GB Mill- work’s more quirky projects for the NSLC involved working with reclaimed wood from apple boxes and ladders.) “A few years back we were bidding on a job at their Port of Wines location on Larry Uteck Boulevard and quickly came to realize that it was only open to FSC [Forest Stew- ardship Council]registered companies. We were the low bid and took advantage of the year-long construction of the building to obtain our FSC certification. There’s a lot to learn about the Chain of Custody – that’s what the actual tracking of the product is called.”

FSC affiliation has been a boon to Boutilier ever since.

The FSC is committed to sustainable forestry practices, “Including,” Boutilier detailed, “tracking materials from the time they’re harvested in the forest then turned into a

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

tion has something to do with it.

In 2014, GB Millwork won the AWMAC Atlantic Gold Award, or GIS (Guarantee and Inspection Service) Award, for their work at Howe Hall, a well-known Dalhousie Univer- sity residence on Coburg Road. These peer-voted awards are not only prestigious amongst those in the architectural woodwork world, they are also hard-earned promotional tools – and companies and institutions know it. In what can only be described as a poetic twist, GB Millwork was since part of the team that renovated the Chrysler Canada Pavilion at historic Pier 21, Canada’s Ellis Island, where the AWMAC Atlantic Awards are handed out every two years. “The HFX Sports Bar & Grill was one of my favourites. It was the kind of job that comes around once in a lifetime. To me, it’s one of the best decors in a sports bar that you’ll ever see – it’s by far the best on the Atlantic Canadian coast.” GB Millwork is currently working on a job that Boutili- er describes as “The next big thing I wanted.” It’s the redbrick landmark built in 1928 on South Park Street over- looking the Public Gardens. “The Lord Nelson project is on-going. We’ve actually invested in a lot of new equipment just to take this one on. We’re actually manufacturing, in-house, all the doors that separate the ballrooms throughout the hotel; so we’re manufacturing 5-panelled, 12-feet high doors that are actually, when broken down, about 30 pieces in total. I knew with the right equipment, we could handle it. We reached out to our machine supplier, CNC Auto- mation, and they were more than happy to help us take on such a beast.” “The bulk of our success can be attributed to the hard work that has built great relationships with general con- tractors and notable business owners in the Halifax Regional Municipality.” “We’re very fortunate to be involved in so many high-end projects,” he explained.

“It’s helpful when it comes to bidding on jobs for institutions of higher learning. We’ve done a lot of work for Dalhou- sie University and it’s great to go home and realize you’re doing something for people who are forward thinking.” GB Millwork recently completed a two-year contract that saw them take part in the renovation of the Dalhousie Student Union Building on the corner of University Avenue and Seymour Street. “We just turned over the Grawood Bar to the owner in early September. It was probably the largest project, financially, that GB Millwork has ever been involved in.” “We were also involved in a year-long project at the Col- laborative Health Education building on Dalhousie Uni- versity campus and wouldn’t have been eligible to work on that building if we weren’t FSC certified. We did the full five floor set-up, millwork wise. It’s open now and it’s a state of the art facility. Future nurses and doctors will see our work every day.” As a member of the Architectural Woodwork Manufac- turers Association of Canada (AWMAC), GB Millworks adheres not only to moral standards, but to quality control as well. “AWMAC and the Construction Association are very important. AWMAC is actually a group of millwork com- panies across Canada – it sets our standards. AWS [Archi- tectural Woodwork Standards] is the American equiva- lent. There’s a manual that we all follow and are tested on periodically. There are three different grades: Custom, Premium, and Standard. These are the three different grades that architects consider when they look at specs. They’re more than just plans because they detail and describe the materials as well as the work. They say a lot about a company. Being an AWMAC registered company means you are allowed to bid on certain jobs. This ensures that the end user is getting what they should be getting: A qualified millwork manufacturer, rather than a random backyard company.”

JULY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE

CityFolk has come a long way and marks its 25 th year since its original incarnation as the Ottawa Folk Festival was launched back in 1994 by Max Wallace (Station Manager of the communityradio station CKCU-FM). Wallace was the festival’s Director for its first two years of operation, (1994 & 1995). First held on Victoria Island (Ottawa River), it moved to Britannia in 1995 where it remained until 2010. The team behind Ottawa Bluesfest began to produce the festival in 2011 and from 2011–2014 the festival was held at Hog’s Back Park in central Ottawa. In 2015, Mark Monahan, who is the the current executive and artistic director and his team re-branded the Ottawa Folk Festival as the CityFolk Festival and re- located it to the beautiful and far more accessible facility at Lansdowne Park. By AJ Sauve N ow, a multi-genre event, CityFolk has increased attendance from hundreds daily to tens of thousands for festival goers taking in this end of summer music festival in the Nation’s capital of Ottawa. Featured acts have included Van Morrison, Bon Iver, Kendick Lamar, Lorde, Avett Brothers, J. Cole, Vance Joy, James Bay, Vampire Weekend, Jack Johnson, and Post Malone, among others making CityFolk a true festival come back success story thanks to the hard work and efforts of Mark Monahan and his Ottawa Bluesfest team.

It looks like 2018 will see the continued success of this amazing event with yet another stellar lineup for CityFolk that includes the inimitable David Byrne; the voice of the Doobie Brothers

SPOTLIGHT ON BUSINESS MAGAZINE • JULY 2018

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