Small Business BC – Local Leaders Fraser Valley
Date: May 5, 2016
Name: Small Business BC – Local Leaders Fraser Valley
Presenters: Sandee and Alf Krause, Emma Jane Davison, Sam Waddington, Diane Morrison
The power of connection with local industry influencers is important for local entrepreneurs. Moreover, entrepreneurs have the opportunity to build meaningful business relationship with local communities. Local Leaders event, hosted by Small business BC, invites Sandee and Alf Krause, the Founders of Krause Berry Farms and Estate Winery, Emma Jane Davison, the Owner and the Marketing Director of Golden Ears Cheesecrafters, Sam Waddington, the Founder of Mt. Waddington’s Outdoors, and Diane Morrison, the Owner of Wendel’s True Foods. In this presentation, all presenters will share their valuable experience with all local entrepreneurs. In addition, entrepreneurs will gain inspiration from these top business frontrunners in the local community.
What makes a successful agri-tourism business?
Sandee and Alf Krause are the Founders of Krause Berry Farms and Estate Winery. They want to invite local communities to gain food experience in their farm.
In 1974, Krause started their raspberry farm with the U-Pick model. Over the time, their land had increased over 200 acres. In 1977, Krause had improved the ability of water system to grow more vegetables.
In 1981, Krause implemented the integrated PEST management system, which is the key system of their business growth. They are able to control the 95% shipping of processing planted food. In 1995, Krause build another small barn and introduced the concept of U-Pick to the community.
Within the next couple years, Krause included crop diversification into their farm business. They changed their business name and expanded another new service line involving with making product in the kitchen. Krause shifted the business to their desired direction by buying out their brothers’ shares. Krause started to tackle new market and extended the seasons.
“Know your strength, put passion into career”
In 2007, Krause enhanced the standard operating procedure. Other industries players, such as BC raspberry Council, BC Veg Board, and Strawberry Growers Associations, are involving more into the industry. In 2010, Krause announced the extension of seasons. Krause received the Top Farmer of the year award in 2011 and decided to diverse into new market. Krause invited community leaders to experience the procedure. Krause believes the business can be a fundamental for students to learn customer and ethic skills.
“Through challenges come great things”
In 2013, Krause opened the Estate Winery. Their continued commitment to sustainability and providing consulting to help others will never stop. Currently, they are expanding new area to encourage family to experience the farm. Krause believes people should not be in business for themselves. Every commitment leads to responsibility. Moreover, Krause suggests entrepreneurs to take care of themselves and find the balance between work and family life.
Strategies for marketing and promoting a local artisan products
Emma Jane Davison, the Owner of Golden Ears Cheesecrafters, mentions idea of cheese came from her mother. The company is owned by herself and her sister. By splitting the responsibility, Davison takes care of the marketing. Davison shares her perspective of the perfect marketing strategy.
Davison believes entrepreneurs need to know the importance of focus and what it means. Focus is the difference between business that grows profitability and on the does not gain momentum. Entrepreneurs must make their mark in their industry with focus. Focus stands for “Follow One Course until Success”.
By creating a clear and concise marketing strategy statement, Davison believes there are 4 questions entrepreneurs need to answer.
The first question is “Who is your narrowly defined target customer?” Entrepreneurs need to know who their target audiences are. Davison suggests entrepreneurs to use “plenty of fish” technique, which is to fill the form with questions that helps entrepreneurs to filter out the right crowds. The more narrow the search, the smaller the pond. Davison believes entrepreneurs need to narrow the market in 1-2 years and do not sell them that do not fit within.
“Do not take every sale”
“The more narrowly defined market, the more you can focus on best serving those that can best serve you; the more effective your business will be”
The second question is “What is your unique benefit?” Entrepreneurs need to list all the benefit that they can provide to their customers. They need to pick one or two features that are unique. Focus on these key features so customers can understand and remember.
The third question is “Who is your real competition?” Entrepreneurs need to find out what set them apart from competition. They need to define their real competition. Their customers are ready looking to solve problem, so entrepreneurs need to figure out the best option for their customers.
The forth question is “How are you clearly different from your competitors?” Davison believes entrepreneurs need to compare their company to what their real competitions have to offer. Entrepreneurs will need to select one or two things that are different that their customers are going to base their decision on.
Entrepreneurs can use the answers from all 4 questions to formulate their marketing strategy statement. Entrepreneurs need to be active and get noticed. They need to offer something to their customer that will create trust, loyalty and retention.
“Focusing on a clear marketing strategy is not what companies do after they get big; it is what small companies do to grow and get bigger in first place”
Stimulating local tourism and making a positive impact on community
When Sam Waddington, the Founder of Mt. Waddington’s Outdoors, was young, their parents fueled him with action and outdoor adventures. Waddington lived in an alternative lifestyle of sailing boat and traveling around the world. He got on a backpack and traveled over 35 countries to see many diverse things during his high school years. He learned an important concept, which was “how he should share the world with people”.
Waddington had a balanced life. He worked in tree plants and travel to different places. He even did some photography job in Africa. When he came home, he realized his home town Chilliwack was a wonderful backend for people. Everything he was looking for was already there. He then discovered his calling to open his very own outdoor store.
Waddington never worked in the retail, so he needed to start from scratch. He loved to sell and love to learn how to sell. Waddington wanted people to see what he loved. He set his goal and approached friends for help. Waddington mentions some of his business sponsors became good friends.
“Falling in my passion and hope dollar will follow”
Waddington believes Chilliwack is an authentic place for people. The importance is to know the strength and figure out how to channel that to the world. Moreover, people come to Chilliwack and get the outdoor experience. The reason behind Waddington’s work is to integrate the community and feed the people around the world. Waddington provides guiding course to view the community in a different way.
Waddington ran for City Council because Chilliwack is where his life lives the best. He believes business is a tool for change or to push. By accommodate in house adventures, Waddington can inspire people with his action. He wants people to see the real Chilliwack community.
Waddington suggests entrepreneurs need to do what they love and channel it through their businesses. Until they see their passion, they need to be proud of their community because the community creates who they are. Entrepreneurs can sacrifice everything for their business, so Waddington asks all entrepreneurs if they are ready to risk everything.
Listening to customers for new product development opportunities
Diane Morrison is the Owner of Wendel’s True Foods. Morrison started her first bookstore business from her passion of reading books. When she discovered everyone has a coffee in his or her hands while vising the bookstore, Morrison seek the opportunity of selling coffee in her bookstore. The bookstore started with 5 staffs and faced many difficult challenges.
Morrison indicates the bookstore evolved because customers ask for breakfast. Morrison began the gluten free business. Currently the business has over 100 people.
Morrison mentions she chooses gluten free because there was a boy standing and crying in front of her bookstore one day. Morrison gave him a cookie, but his parents rejected because of allergy. Morrison went back to the bookstore and found a recipe to make gluten free cookies for him. Morrison realized the need and began to sell.
Gluten free options are everywhere and customers want convenience. Morrison distributed her cookies to different stores, such as Urban Fair. As the business grew, Morrison decided to move out of Urban Fair and opened up another facility.
“We are listening to what customers want”
The business offered 3 types of cookies and clearly it was not enough. Morrison went back to the customers and tried to understand what they want. She discovered people want something the whole family can enjoy. Morrison identified the key that lead to her passion.
Morrison faced many challenges, especially the shipping due to preservative. Morrison suggests 3 kinds of method to reduce costs.
- Buy large volume and sell the rest to local stores
- Co-packing option to keep equipment busy
- Automated process
The biggest mistake Morrison did was not having the plan to grow or do not have the plan to continue to grow. Another mistake was purchasing too much ingredients and the store does not have enough shelf space. Luckily, Morrison was able to buy out her neighbor’s space.
Morrison suggests entrepreneurs to have a business grow plan. Entrepreneurs need to analyze the problem and understand the capacity. Customer experience is the key. In every business, there must have a team. Without a team, success will be difficult. Service is the driver of business growth.
Entrepreneurs should not worry about mistakes because mistakes can be fixed. The important thing is to know if customers are satisfied with the service. Products give people hope and it is necessary to exceed the experience for customers.