NLOWE Head Office2nd Floor, Regatta Plaza II84-86 Elizabeth AvenueSt. John’s, NL A1A 1W7 TEL: (709) 754.5555 FAX: (709) 754.0079TOLL-FREE: 1.888.NLOWE.11E-MAIL: info@nlowe.org

NLOWE I e-Newsletter I July 2015

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Send your feedback, inquiries and Spotlight Q&A forms to info@nlowe.org.

NLOWE offers services to women in business thanks to the financial support of the Atlantic Canada Opportunities Agency (ACOA) and the Government of Newfoundland and Labrador.

What’sInside

Stepping into the Spotlight

Regional Profile: Central

Spotlight: Barbie Drover

Talking with a Reporter

Join us on a Florida Trade Mission

Upcoming Events

The old saying goes, “No news is good news.” But if you believe that, you are missing out on a valuable opportunity to boost your business’s reputation. We watch it, listen to it, read it and go online to view it. The media plays an important part in our everyday lives, and it’s an ex-cellent vehicle to create awareness of the services you offer. Becoming a me-dia resource in your community is an ex-cellent way to showcase your expertise. It also is a smart business strategy in to-day’s competitive environment. Agreeing to participate in a media in-terview is a no-cost way to gain profile and is an excellent tool in the marketing strategy of any business. Positive media exposure can help increase a company’s visibility and reputation and can poten-tially lead to increased sales and profit-

ability. It a great way to let the public know about your products and services and builds your reputation person-ally as an expert in your field. While it may seem an intimidating task if you’ve never done a media interview before, it can be well worth your efforts. It’s not always easy or comfortable to put your-self out there for the public’s consump-tion. But the reach of a media interview can allow you access to a much broader audience than your current client base. Watching yourself on TV or listening to your voice on radio can feel uncomfort-able. You may find yourself saying, Do I really look like that, Do I sound like that, Do I use my hands when I talk that much?!

Continued on page 4

Stepping into the spotlightBoosting your business’s reputation through media interviews

Regional Profile: Central

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Adventure Central Newfoundland: Growing Tourism in Central

trails, boat tours, ATVing, river rafting, world class fishing and hunting, to an array of diverse cultural and heritage experiences. The success of the industry in the region has been from the vision and hard work of business owners and stakeholders who want to ensure the tourism industry thrives in the region. One of those stakeholders leading the direction of the industry is Adventure Central Newfoundland (ACN). ACN is the non-profit membership-based organization that was incorporated in November 2008 by a group of passionate tourism ambassadors who recognized a need for a Central Region Tourism Destination Management Organization. ACN’s staff and members play a criti-cal role in ensuring the tourism industry continues to grow as a premier destination in the province. ACN is the

primary non-resident marketing agency for the promotion of the region and strives to increase tourism visitations, spending and length of overnight stays in the region. ACN provides market readiness and product development advice and assistance to tourism operators and those closely connected to the industry. ACN has an assortment of members across the region (Baie Verte Peninsula, Buchans area, east to and including Terra Nova National Park, and south to and including the Coast of Bays) from private for-profit businesses, municipalities, and tourism associations to host communities, non-profit organizations, volunteer groups, and individual tour guides. Adventure Central Newfoundland is governed by a board of directors and currently has three staff employed in the main office in Grand Falls Windsor and a satellite office located at Gander International Airport. Together the board and staff work on regional and provincial initiatives with the goal of enhancing tourism revenues and growing a professional tourism industry. Currently, ACN is in the process of Club Meet-ups in 2014. These meet-ups are casual social gatherings for tourism stakeholders to discuss and celebrate components that directly impact tourism in their area and at their specific business level. The meet-ups have proven to be very popular and the concept has spread throughout the province. ACN has also been working with many tourism-based communities to arrange Local Familiarization (FAM) Tours. These FAM Tours expose stakeholders to the visitors’ journey and provide an awareness of nearby products, services, and business practices. Caroline Swan, Product Development Manager said, “Adventure Central Newfoundland is very excited to be

The tourism industry plays an import-ant role and contributes significantly to the overall economic success and future growth of the Central region. There are 86 municipalities and many service districts within the Central region that spread out from the Dorset Trail in the west, across the Exploits Valley, down the Coast of Bays and stretching out to the Kittiwake Coast that provide endless opportunities to explore the natural landscape and experience the cultural heritage. Visitors exploring the region can choose from over 100 accommodations ranging from small bed and breakfasts, cottages, rustic cabins, campgrounds all the way to 100 + room hotels with capabilities to host large groups of travellers. The region offers a vast line up of summer and winter festivals, dinner theatres and is teaming with adventure from the iconic Iceberg Alley, hiking / biking

All images courtesy of Adventure Central Newfoundland, adventurecentralnewfoundland.ca

Central ContactsLindsay Mercer

Business Start-up AdvisorPhone: 709.489.0218

Toll-free: 1.888.489.0218E-mail: lmercer@nlowe.org

Betsy SaundersBusiness Growth Advisor

Phone: 709.533.9486Toll-free: 1.888.533.9486

E-mail: bsaunders@nlowe.org

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working with NLOWE to assist female entrepreneurs and business owners in achieving their goals to develop and provide exceptional visitor experiences. ACN and NLOWE are both enabling organizations that provide professional support and together can connect females with exceptional networking opportunities.” Currently, sixty percent of Adventure Central Newfoundland members are female business owners or operators, four of which are on the board of directors. Peggy Hamilton, Manager of the Mount Peyton Hotel and Suites is the outgoing Chair of Adventure Central from December 2012 - May 2015, and they are hoping to have more female members lead the organization in the future. Recently Adventure Central Newfoundland handed out their Bergy Awards on May 13 at their annual general meeting in Grand Falls Windsor. Two of the recipients of these awards were women business owners from Twillingate - Wavey Cutler owner of Hillside B&B and Angela Pelley owner of Outport Weddings and Things.

Regional Profile: Central

Register on Supplier Diversity NL Any woman-owned business interested bidding on work in the natural resources sector should register as a supplier on Supplier Diversity NL. Visit the website at supplierdiversitynl.com to register in the supplier database. The site also contains resources and information on supplier diversity, as well as provide links to corporate supplier diversity programs and notices for procurement opportunities.

NLOWE

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The deadline for submissions for the next issue of NewsLink is Wednesday, July 29th. Member news may be submitted to info@nlowe.org. NLOWE reserves the right to edit and/or decline submissions.

But realize you will be your own worst critic. Others don’t pay as close atten-tion to your quirks, perceived flaws and gestures as you do. So step in to the spotlight and consider taking the plunge to engage with media. To prepare for a media interview I rec-ommend the following:• Do media training with a profes-

sional business communicator prior to your first media inter-view. They can provide you with the training and practice to make any interview a breeze.

• Become familiar with the news outlet and the reporter

• Identify the goal of the interview. Is it to inform, educate, engage, influence, or inspire?

• Develop your main message or theme – think of it as the head-line of the story

• Prepare up to three supporting points to illustrate and validate the main message including background information, data, anecdotes

• Anticipate and prepare for likely and dreaded questions media may ask

• Finally practice, practice, practice – practice out loud or in front of a friend. This will help you get comfortable with your message.

Gaining some publicity through me-dia takes some effort on your part but it can position you as the go-to per-son on a particular subject or service and is a great way to gain credibility for you and your business.

“Stepping into the spotlight...” con’t

Why would a reporter want to talk to you?Easy - You have a wealth of factual information on your products and services that may be useful to a reporter .

Why should I do a media interview? You are the expert in the eyes of the audience! It raises your profile in the com-munity and helps cement your reputation as a knowledgeable professional. Being quoted in articles also helps promote your business.

Are media interviews hard to do?Not usually. You know your business better than anyone. Reporters are looking for your expertise to share with their readers/viewers. Be prepared and be confident. Know that the reporter is talking to you because you are an expert.

What does the reporter need from me? First, the reporter needs a timely response. Tell the reporter as quickly as possible whether you can do the interview. They are on deadline and will have to seek help elsewhere if you can’t do it. Second, give answers the readers/viewers can understand. When I do an interview, what should I remember?• Keep it simple. Avoid technical jargon and spell out acronyms to ensure they

understand. Approach it like a conversation with your neighbors who want to know about your area of expertise

• Know what two to three key points you want to make. • Be clear and concise. • Use your company’s name when appropriate. Don’t overdo it on the sales

pitch.• Personalize and humanize your points with examples and analogies, if ap-

propriate. Tell a story. Telling stories to reach people’s hearts and minds. Brain scans reveal that stories stimulate and engage the human brain, helping the speaker connect with the audience and making it much more likely that the audience will agree with the speaker’s point of view. Facts and figures are not personal but they can be made more impactful if you tell a story. Stories con-nect us. Tell more of them.

Talking with a Reporter

Members

Chartered Professional Accountant, Barbie Drover, owner of Drover’s Accounting Solutions offers accounting and bookkeeping services including government remittance, including payroll and HST, along with financial statement preparation, computerized accounting setup, business set up advice and personal and business income tax preparation and E-filling. Having 17 years in the accounting field, Barbie had the strong desire to run her own business and be her own boss. Upon graduating from University with a Bachelor of Commerce (Co-operative), Barbie began working as an accounting technician at an accounting firm. She then continued to work in the accounting field and held various positions but decided to start her own business in 2013. “Actually taking the steps to own your own business requires a lot of effort, self discipline and patience,” said Barbie. “I am thankful that I started my company because it has given me a great work/life balance. I can see my business growing each year and I always know that I can be there when my family needs me and I still get to do a job that I love!”

Spotlight

Barbie has taken steps to help create a routine. “I’ve designed a room for my home office – only my work computer and anything work-related goes in there – and nothing else. Each day I designate a certain number of hours for my work. I also take time everyday to exercise. It’s important to clear my mind and provided a healthy break when I need it. It certainly works for me.” “Starting a business without having any clients can be very nerve-racking and this is exactly what I did,” she explained. “I joined NLOWE and availed of all of their resources and began attending social events to try and get my name out there. I’m kind of an introvert so social settings aren’t really my strong point, however, the NLOWE staff have always made me feel very comfortable when attending their events. Eventually I got that first client and it’s been uphill since then. Word of mouth has been a great marketing tool for me.” To contact Drover’s Accounting Solutions, call: (709) 548-2894 or email: barbiedrover@gmail.com.

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Barbie DroverDrover’s Accounting Solutions

“Accounting and numbers are intimidating for a lot of people in business which is why I like to develop personable and professional relationships with each of my clients and learn as much about their business that I possibly can,” said Barbie. Working from home can sometimes be a challenge due to distractions. In order to increase her productivity,

Congratulations Newfoundland novelist, Caighlan Smith just signed a book deal with UK publisher Curious Fox, for Children of Icarus, the first book in her Fey Bell trilogy of Young Adult (YA) mythopoeic fantasy novels. Caighlan is a 21 year old novelist who published her first novel Hallow Hour, the first in her Surreality Series of YA fantasy novels. It was released in September 2013 by Boulder Publications. Book two in the series New Year, was released in May 2014, making it her second novel published while still a teenager! Book three in the series, Firefly, and book four, The Black, was released during the winter of 2015. Caighlan is an English major at Memorial University and is currently doing the summer writing program at Yale University.

Member Mentions Welcome to our new members!Lori Barron, Hello Interactive Media & Design Inc.

Jeannine Chaulk, North Paw Bookkeeping and Consulting

Charlene Combdon, Rock Solid Diesel Inc.

Kimberly Crosbie, enVision Consulting

Andrea Devine, Brassy Lassy Inc

Susan Fitzgerald, Fitz’s Mobile Welding Inc.

Lynn Hindy, Universal Corporate Wear Inc.

WaterWerks Communications

Renée Safrata, VIVO Team

MooresWoodland

Happy Birthday! Congratulations to Millie Foley, of Baystar Catering who celebrated her 3rd year in business in June. Way to go Millie! Keep up the good work.

We would also like to congratulate Arlene Gibbons, owner of The Travel Agent Next Door who recently celebrated her 1st year anniversary in business. Great job! Share Your Accomplishments If you are a member of NLOWE and would like to share your recent accomplishments with our membership and the business community, then send it in to Judy Raske, Office Manager, at jraske@nlowe.org for inclusion in our next edition of Newslink!

Events & News

HEAD OFFICEPaula Sheppard, Chief Executive Officer

Kristy Martell, Chief Operating Officer

Tammy Hapgood, Business Start-up Advisor, Avalon

Deborah Inkpen, Marketing & Communications Coordinator

Deborah Moores, Business Growth Advisor Avalon

Judy Raske, Office Manager

Melissa Wheeler, Supplier Development Coordinator

Deborah Youden, Export Consultant

REGIONAL STAFF

Colette Crosbie, Business Start-up Advisor, Eastern

Paula Flood, Business Growth Advisor, Eastern

Joanne Gillis, Business Start-up Advisor, Western

Lindsay Mercer, Business Start-up Advisor, Central

Betsy Saunders, Business Growth Advisor, Central

Marvella Wells, Business Growth Advisor, Western & Labrador

BOARD OF DIRECTORSAlison Stoodley, President

Bernice Walker, Vice-President

Paulette Fudge, Executive Member

Renee Attwood, At Large Director

Hilda Broomfield-Letemplier, Labrador Director

Eddi Kenny, Avalon Director

Cathy Martin, At Large Director

Pauline Pennell, At Large Director

Andrea Sharpe, Eastern Director

Mandy Woodland, Appointed Director

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Join us on a Trade Mission to Florida this September

September 16-17: Go For the Greens Trade Mission, Florida

NLOWE will be taking a group of businesswomen from Newfoundland and Labrador to participate in business meetings and a conference in Orlando, Florida, September 16-18, 2015.

The trade mission includes business to business pre-arranged matchmaker meetings and participation in the business development conference for women entrepreneurs, Go for the Greens. This is a boutique event offering business opportunities and support from a wide variety of organizations including Women’s Business Enterprise National Council (WBENC), Women Presidents’ Organization (WPO), The International Alliance for Women (TIAW), and Walt Disney. www.goforthegreens.org. The golf component is optional.

For more information contact Deborah Youden, NLOWE’s Export Consultant at dyouden@nlowe.org or 709.754.4272 or 1.888.NLOWE.11.

Email Etiquette Communicating effectively with others can be tricky sometimes, so in order to avoid confusion and misinterpretation in your business emails, follow these simple rules:

• Be concise and to the point• Be aware of the tone of your email (emails are open to misinterpretion ie., hu-

mour or sarcasm can be misunderstood)• Use proper spelling, grammar & punctuation (use spell check)• Use proper structure & layout• Do not write in CAPITALS (this appears as if one is shouting)• Respond in a timely manner to others emails • Do not attach unnecessary files• Do not overuse the high priority option• Avoid, where possible, using email to discuss confidential information• Use a meaningful subject heading (this will help the recipient understand the

nature of your message)• Never respond immediately to emails that cause an emotional reaction• Don’t send or forward emails containing libelous, defamatory, offensive, racist or

obscene remarks• Keep your language gender neutral• Use caution when using the ‘Reply to All’ function in Outlook• Confirm who you are sending the message to• Only reply to email when necessary - ie., It is not necessary to reply with “Thanks”

to every email – use this sparingly• Finally, re-read your email before you send it