For entrepreneurs who are building their presence in a competitive market, this shift is a huge opportunity. AI doesn’t just provide a list of websites; it delivers direct answers, highlighting a few businesses that best match the request, and has now begun guiding users straight to specific webpages.

That means if your business information isn’t set up correctly, AI tools may skip over you. But the good news? With a few easy steps, you can help AI “see” your business and increase your chances of being recommended to potential customers.

What is the difference between a Google search and an AI search?

AI assistants work differently from traditional search engines. While Google scans millions of websites and shows you a list of options, AI assistants try to summarize the best answers for you conversationally.

For example, if someone asks: “What are the best women-led coffee shops in Vancouver?”

An AI assistant will not only consider Google results but also business directories, reviews, and trustworthy online mentions to create its answer. Businesses that appear consistently across platforms and show trust signals (like reviews, credibility, and local presence) are far more likely to be included.

How AI Chooses Which Businesses to Recommend

AI doesn’t “think” like a human, but it does weigh information from multiple places. Key factors include:

• Business Listings: Google Business Profile, Yelp, TripAdvisor, and local directories.
• Reviews and Ratings: Strong, recent, and authentic reviews across platforms.
• Website Content: Clear, relevant, and easy-to-understand text.
• Local Authority: Mentions in news articles, blogs, and local organizations.
• Consistency: Matching business name, address, and phone number (NAP) everywhere online.

This is why visibility isn’t just about having a website anymore. It’s about being findable, trustworthy, and consistent across AI’s data sources.

Step 1: Make Sure Your Business Basics Are Online and Accurate

Have you done the most elementary task of claiming your Google business profile yet? If you haven’t then this is your number one priority. AI assistants often pull data directly from Google Business Profiles. Make sure yours is:

• Verified and complete (business hours, address, website, services).
• Updated regularly (holiday hours, promotions, new photos).
• Engaging (encourage happy customers to leave reviews).

One key “mistake” that many folks make us to not keeping their information consistent across directories! If your website says “Suite 101” but Yelp/Google says “#101,” AI may treat that as two different businesses. Audit your listings and keep your Name, Address, and Phone number (NAP) identical everywhere.

Also, while you are at it, don’t forget to register in local and industry-specific directories. In British Columbia, valuable directories include:

• Local Chamber of Commerce directories (e.g., Vancouver Board of Trade, Surrey Board of Trade).
• Tourism BC directories if your business is in hospitality, food, or attractions.

These listings give AI multiple “signals” that your business is legitimate and active.

Step 2: Speak the Language of AI (and Your Customers)

The idea is to use natural language and FAQs on your website. AI tools are designed to understand everyday, conversational questions. That means your website should reflect the way real customers ask for information. An easy way to do this is by creating a simple FAQ page. Think about the common questions you hear from customers, such as:

• “What’s the process to book an appointment?”
• “Do you offer delivery or local pickup?”
• “How much does your service cost?”

By writing out these questions (and your answers) in plain language, you make it easier for AI to connect your business with someone searching for the same thing.

Beyond FAQs, aim to write blog posts, product descriptions, and even social media updates that provide clear, straightforward answers. For example, instead of saying: “We deliver holistic culinary experiences for local communities.”

You could say: “We provide healthy, ready-to-eat meal kits for families in Vancouver.” That kind of clarity makes your business easier for AI and people to understand.

Step 3: Optimize for Both Search Engines and AI Assistants

Here is another important question to ponder: does SEO still matter in the AI Era?

Even though AI is growing, it still relies heavily on traditional search engines like Google. That means basic SEO keywords, titles, and meta descriptions still matter.

Don’t overcomplicate your keywords. Think of keywords as the questions people ask AI or Google. Use natural, everyday phrases that sound like something your customers would type or say, such as:

• “Where can I find eco-friendly clothing in Nanaimo?”
• “What’s the best place to get freshly-baked croissants in Kelowna?”
• “How do I book a mobile hairstylist in Surrey?”

By weaving these kinds of real-world questions into your website and content, you help AI connect your business to the customers who are looking for exactly what you offer.

Another great idea for creating conversational content for chatbots is writing in a Q&A style. Imagine how you’d answer a friend’s question about your business and put that into words on your website.

Step 4: Build Trust Signals That AI Can Recognize

Did you know that customer reviews and testimonials are gold? Encourage satisfied clients to leave reviews on Google, Yelp, or Facebook. AI assistants scan these reviews, and a business with strong ratings is more likely to appear in results.

Look for opportunities to partner with local organizations and ask for a mention. Links from reputable local organizations are very helpful. If your business is mentioned on a university blog, nonprofit site, or government resource, AI considers you more credible.

Step 5: Keep Your Business Active Online

Posting regular updates on social media and websites goes a long way. AI tools look for signs that your business is active. An updated blog, a new Instagram post, or a recent news mention all help.

Continue to share educational content and success stories. Ensure to highlight customer success stories, tips for entrepreneurs, or updates about your industry. This positions you as an authority, which AI notices.

Some Common Mistakes to Avoid When Making Your Business AI-Searchable

• Ignoring your Google Business Profile.
• Using inconsistent business information across platforms.
• Writing only for humans, not for AI (forgetting to include FAQs or conversational content).
• Neglecting reviews and online mentions.
• Assuming a one-time setup is enough. AI prefers businesses that stay active

FAQs on Getting Your Business Found by AI

Q1: Do I need a website, or is a Google Business Profile enough?

A website gives you more control and credibility. Ideally, you should have both.

Q2: How do reviews impact AI recommendations?

Reviews are one of the strongest signals. More positive, recent reviews = higher chance of being recommended.

Q3: Is social media activity important for AI searchability?

Yes. Consistent, recent activity shows that your business is active and relevant.

Q4: Do AI tools cost money to list my business?

No. Most AI assistants pull data from existing free directories, search engines, and reviews.

Q5: How often should I update my business information?

At least quarterly or any time your hours, services, or location change.

Q6: Can small businesses really compete with big brands in AI searches?

Yes! In fact, AI often prioritizes local and specific results, which is a big win for small businesses.

Getting AI to find your business isn’t about complex technology; it is about being clear, consistent, and visible online. By keeping your information accurate, using conversational language, and staying active on trusted platforms, you give AI the right signals to recommend your business.

For entrepreneurs in BC, this is more than just a marketing trend; it’s a chance to make sure your business stands out, reaches new audiences, and competes on an equal playing field. The future of business discovery is here, and AI can be one of your strongest allies if you set yourself up properly.

The post Will AI recommend YOUR business? Here’s how to make sure it does. appeared first on WeBC.

As the situation continues to evolve surrounding tariffs, we know that our women entrepreneurs in BC will be hit hard. Rising costs, supply chain disruptions, and uncertainty are real challenges in an already difficult business environment.

Now is the time to prepare yourself and your business. Here’s what WeBC is doing in the coming days and weeks:

• Gathering & Sharing Resources – We’re working with our partners, experts, and advisors to provide up-to-date information, financial tools, and expert insights to help you adapt.
• Advocating for You – We’re actively engaging policymakers to push for urgent and targeted support for women entrepreneurs.
• Strengthening Local Networks – Now more than ever, supporting local businesses matters. Read your labels and make every dollar you spend count. WeBC will be amplifying ways British Columbians and Canadians can buy from BC women-owned businesses, helping ensure you have the visibility and support you need.

Stay informed, keep supporting Canadian businesses, and know that WeBC is here for you!

Resources to Help You Navigate Tariffs

• Startup Canada Tariff Toolkit
  • We’ve partnered with Startup Canada to provide this resource to assist you in understanding the complexities of tariffs and their impact on Canadian businesses. This page is updated regularly as situations change, and it offers an overview of relevant support organizations, tariff regulations, and their effects on supply chains and pricing.
• Export Development Canada | Exportation et développement Canada
  • FAQs: What Canadian exporters need to know about the impact of potential U.S. tariffs
• BDC
  • Resources to support you, including:
    • Canada Tariff Finder
    • Guide to Cashflow
    • Preparing your Finances for an Economic Slowdown
    • Cash Flow Calculator
    • Market Entry Strategy Tips

The post Tariffs: Resources and Support appeared first on WeBC.

There are some exceptions, but most entrepreneurs I speak to are not content for their business to stay just where it is. They want to grow their business! Maybe they want to expand to a new product line, enter a new geographical market, or open a new location.

To start, let’s go back to Business 101 and cover some of the main approaches you can use to grow your business based on the Ansoff Matrix – a classic business framework developed by H. Igor Ansoff in the 1950s.

According to this framework, growth strategies can be organized into a matrix, with products (what you sell) on one side, and markets (who you sell to) on the other.

So your strategy might be based on expanding existing products and existing markets (#1 – market penetration), existing products and new markets (#2 – market development), new products and existing markets (#3 – product development), or new markets and new products (#4 – diversification).

I’ll dig into each of these approaches one-by-one and provide some ideas for how to apply this strategy to your business.

Lastly, I’ll cover a few potential roadblocks you should look for when setting your growth strategy. After all, growth is good, but it needs to be sustainable.

Growth strategy #1: Market penetration – Grow sales of existing products to your current customers

An effective “low hanging fruit” growth strategy can be realized by building your relationship with existing customers to entice them to purchase more of your existing product. After all, your customers already know you, and presumably, enjoy your product. So how can you make that relationship even stronger?

Depending on your product, it can be quite effective to focus on simply getting your existing customers to purchase from you more often.

People probably have a limit to how much they can spend (I only need so many cups of coffee in a day or pairs of pants in a year) but in many cases you can try to earn a higher relative share of their purchases in that product category.

For example, let’s say someone has a budget of $100 per month to spend on clothes. Right now they spend $40 per month at your store. That gap of $60 represents potential additional revenues if you could just provide what they’re looking for.

Potential tactics to increase sales can include loyalty programs and promotions, VIP and early access sales, or even just focusing on providing top notch service!

In a previous post I provided some ideas for how to use marketing tactics to better reach your target market – so look there for ideas as well.

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Growth strategy #2 Market Development – Increase sales of existing products to new customers

If you’re a newer business, it’s essential to focus your early efforts in a very targeted way (to your target market, of course). But once you have a good handle on your product and are operating sustainably, maybe it’s time to develop new markets for your existing products.

Some new markets will be a simple extension of your target market. Maybe it will make sense to expand to a new geographic location, start an online store, or maybe even start exporting to another province or country. But you can also develop new markets for your existing product by discovering the value that other untapped market segments could get from your product.

For example, maybe your product can be sold directly to other businesses (B2B), instead of just to consumers (B2C). Perhaps there are institutional opportunities like selling to governments or getting involved in a supplier diversity initiative?

The key is to take a step back and think about the function of your product and who else might benefit from it? Maybe instead of only targeting new mothers for your baby store, you could also tap into the market of grandparents looking to spoil their grandkids. Same product, new market.

Once you’ve identified a new potential market, you’ll need to revise your marketing strategy accordingly—this is a new market, so they will need a targeted marketing approach.

Growth strategy #3 Product Development – Develop new products for existing customers

Next up in the matrix is to sell new products to your existing customers. Again, you already have a relationship with the customer, which makes it likely that they will consider new products from you as well.

New products can be an extension of your current products (such as offering new colours, designs, or flavours), and this can be a good approach for products that customers are likely to buy more than once.

For example, your customer might love your t-shirts so much they want one in every colour. Or they can’t get enough of your artisan strawberry jam, and they can’t wait to try more flavours.

New products can also be something that complements or accompanies your existing products. Perhaps your clients need a pair of shorts or a hat to compliment their t-shirt. Or they need artisan crackers to accompany your artisan jam. One thing to note, however, is to make sure that production and sales of this product fit within your business model.

You don’t want a hasty product expansion to negatively impact your existing (successful) business.

Growth strategy #4 Diversification – Develop new products for new customers

The most advanced (and risky) growth strategy involves diversifying into other businesses that will target new customers in new markets.

These new businesses may be related or unrelated to your core business. For example, if you operate a coffee shop, you could diversify into opening a bakery that supplies coffee shops with muffins. In this way, you are capturing more of the value chain.

Alternatively, you might diversify into an unrelated business as a way to balance out your other business.

For example, you could open an ice cream store. The ice cream store will be busy in the summer, which will make up for fewer people buying hot coffee. Large conglomerates are probably the best known examples of diversification, but you don’t have to be a billion dollar company to try it out.

One approach is to partner with a complementary business to develop a strategic alliance that benefits both parties. You can also purchase a complementary business, which allows you to take on the skills and institutional knowledge of that business without needing to build it from scratch.

Growing Sustainably: Are you good to grow?

When your business is new, it’s very tempting to want to take over the world. After all, if people love your product, what’s the harm in trying to grow? Well, if you don’t plan your expansion carefully, it can actually set you back! Here are some roadblocks to look out for:

• Does this move fit with your overall business goals? Some opportunities can be hard to pass up. But before you expand, revisit your overall business goals and make sure the new opportunity is actually a fit.
  Is this something you could succeed at? Your growth strategy must consider the core strengths of you and your team. If you try to jump into a completely new business or product, you might struggle to ramp up.
• Is there enough demand for an expansion? Just because you have one busy coffee shop doesn’t mean that opening a second location will automatically be successful. Take your time and do some primary market research to see if the market can handle it.
• Can you test the market first? For example, you could open a pop up shop or try a short term lease. If that works, you can have more confidence in your plan.
• What is your capacity to expand? Many businesses have an optimum production capacity. Maybe your kitchen can only make 2,000 muffins a day. In that case, you’ll be limited in how much you can grow—at least until you’re ready to invest in new production capacity. Similarly, you may currently be underutilizing your production capacity. In this case, take this excess capacity as a hint for where to focus your growth efforts.
• Can your supply chain handle it? No one likes to have to wait for product, but if you’re in a period of growth, there’s a good chance your supplier is going to let you down at some point. Keep a clear line of communication with them about your expected order volumes. Play out a few scenarios with them to understand potential wait times. Then, be honest with your customers as soon as delays impact your service standards.
• Do you have the cash to grow? Cash flow timing is probably the number one barrier to growth faced by smaller businesses. You’ve implemented your growth strategy, and suddenly you have more orders. Great! But now you need to order more products to keep up—and your supplier wants to be paid in full. Now you have accounts payable piling up, and not enough cash to cover it. This is why your growth strategy needs to be accompanied by a thoughtfully prepared cash flow projection. Look at your cash needs for the next six months under the new strategy compared to your projected inflows (and be conservative about the timing of those inflows!). Is there a shortfall? Now is the time to talk to your lender about a term loan (such as WeBC!) or make sure your Line of Credit can handle it.

If you’re looking to grow your business, you have options! When you break it down it can be easier to find the growth strategies that will work for you. And if you’d like support from a Business Advisor as you develop your growth plan, just get in touch with us—it’s free!

Get More Business Growth Tips in Our Free Resource Guide

The free WeBC Growing Your Business Resource Guide provides an overview of the important factors you should consider when growing your business, so you can decide where to strategically invest your time and money. Get your free copy >>>

The post Are you Good to Grow? Growth Strategies for Your Small Business appeared first on WeBC.

What is the purpose of FTAs?

The chief goal of FTAs is to make life easier for you, the exporter or importer, by removing barriers to international trade. While the primary focus is on eliminating tariffs, it also impacts non-tariff barriers, for example, quotas, intellectual property, competition policy, etc.

Why should you care about it?

It not only creates more opportunities for your products and services but also creates a level playing field with your competitors. For example, if you plan to get a foothold in the Asia–Pacific market, you can benefit from the Canada – South Korea Free Trade Agreement (CKFTA), which came into effect on January 1, 2015. If you are a seafood exporter, CKFTA has eliminated tariffs on lobster (frozen) and Pacific and Atlantic salmon (fresh/chilled/smoked) from a rate of 20 percent. Earlier, Canadian fish and seafood exporters faced tariff highs up to 47 percent. Several BC exports including forestry, natural resources, fishing, agriculture and manufacturing benefit from the CKFTA.

Canada has 15 free trade agreements that cover 49 countries and negotiations are going on for many others. Below are two examples of how FTA’s have changed the exporting landscape.

On November 30, 2018, Canada, the United States and Mexico signed the new Canada-United States-Mexico Agreement (CUSMA), on the margins of the G20 leaders’ summit in Buenos Aires. This superseded The North American Free Trade Agreement (NAFTA), which came into effect on January 1, 1994, and created the world’s biggest free trade block. The agreement’s objectives include:

• elimination of barriers to trade in goods and services,
• promotion of fair competition,
• creation of suitable opportunities for investment, and
• establishment of systems and procedures to settle trade disputes.
• Elimination of barriers to trade in goods and services,
• promotion of fair competition,
• creation of suitable opportunities for investment, and
• establishment of systems and procedures to settle trade disputes.

CETA: The Canada–European Union Comprehensive Economic and Trade Agreement (CETA), entered into force on April 1, 2021—preserving preferential market access for both Canadian and UK businesses. The agreement provides positive opportunities to Canadian entrepreneurs including:

• access to new markets,
• reducing the cost of doing business with EU because of streamlined procedures,
• opportunity to bid on EU Government contracts,
• finding it easier to invest in EU, and
• avoiding unnecessary regulatory requirements.

How to use FTAs

If you have decided to export to a specific region, check if Canada has an FTA with that country. Here are a few questions that you should explore:

• Does the tariff removal impact your specific product or service?
• Has the FTA addressed non-tariff barriers such as quotas, etc.?
• Does it allow access to their Government’s procurement program?
• Is the movement of business professionals easier?
• Does it simplify origin procedures?
• What rules have been designed to protect intellectual property, copyrights, etc.?
• What processes have been set up for dispute resolution?

FTAs are very comprehensive and can be complex to understand. It is important to use professional advice to navigate through these rules. There are several resources to help, once you decide to expand and grow your business into the international market.

Export Development Canada
Canadian Trade Commissioner Service
Global Affairs Canada
Canada Border Services Agency
Export Controls

FTAs should not be the only reason for you to decide on a market. You have to research your market to decide if there is a demand for what you are selling and then decide on your market entry strategy. Having an Export Plan is critical; it’s like a roadmap for your international business.

Some of the important questions you should answer include:

• Who is your target market? For example, if you plan to export to the EU, which country is your target market?
• What is your market entry strategy? Are you going to work with an agent or a distributor?
• What primary product or service are you planning to sell in the international market? Has it been adapted as per the local market dynamics?
• What is your time line for venturing into international markets?
• Who are the key people in your organization who will lead the export venture? Who is your contact/partner in the local market?

If you are interested in learning more about Free Trade Agreements, are currently exporting or even in the initial stages, then check out the on-demand recording of our WeCafé: Your Step-by-Step Guide to Navigating Canada’s Free Trade Agreements on our YouTube channel at youtube.com/c/WECBritishColumbia.

The post Free Trade Agreements: What’s in it for you? appeared first on WeBC.

Now what?

As a small business owner, deciding to expand your business by exporting your products or services can be daunting. However, the virtual world has made it easier than ever before to connect to new customers. When opportunity knocks you’ll want to have to toolset to answer!

Did you know that only 0.06% of the world’s population reside in BC? Choosing to export your goods or services beyond the domestic market is a great growth strategy that can dramatically boost your business.

So, how do you know if exporting is right for your business? You can start by answering the following questions:

1. STRENGTHS: What is unique about my business that I want to share with the world?

You started your business to fulfill a need. Meaning that, for a section of the market, you provide a solution to their problem.

What is your business’ unique selling proposition? In other words, what makes you different from your competitors? How can you use this to your advantage when looking to expand your products to new markets?

Look at your most popular products or services. Consider the size, volume, profitability, popularity etc. This will help you determine which of your offerings might be best suited for export.

Take, for example, a food processing company offering products with a 30-day shelf life and products with a year-long shelf life. They should look at exporting the products with the longer shelf life. This results in better quality control, and decreases the potential for products to expire before the customer receives it.

2. OPPORTUNITIES: Are there gaps in the market that I could fill?

Exporting doesn’t have to be limited to goods or services you’re currently offering. Perhaps you’re aspiring to develop new offerings that could be exported. You also don’t have to re-invent the wheel; you can always adapt or expand your current offerings to new customer segments.

Look at markets where your competition is minimal, allowing you to own the market share and be very successful.

Whether you’ve already done the brainstorming or not, this is a great exercise to do. Take some time to sit down and think about what communities and countries could benefit from your products and services.

Inspiration strikes where we least expect it; keep this top of mind when planning your next vacation or exploring a new destination. You might be surprised what you uncover.

3. ASPIRATIONS: What do I want my future business to look like? What do I want to achieve through exporting?

It’s important to consider what you want the future of your business to look like. What goals do you hope to achieve in the next 3, 5, and 10 years? If growing your business or increasing your sales are some of your goals, exporting is a great option to consider.

Expanding your local customer base and reach can be tough. You most likely have an established target audience for your goods or services, and it can be difficult to increase your clientele if you’re just looking locally. Exporting is a great way to grow your business exponentially and reach new customers that are in your target audience. It’s a win-win!

4. RESULTS: How will I know that I’m succeeding in exporting?

As a business owner, it’s important to set goals and key performance indicators (KPI’s). This data enables you to track progress and evaluate whether your efforts are contributing to your overall business success. This, of course, applies to you exporting plan as well.

For example, if you’re hoping to increase your sales by 20%, how many products/services do you need to sell? Do you have the capacity to create these products without sacrificing quality and current production? It’s important to be patient. Growth takes time, it’s not always easy to tap into new markets and it may take a while to see results.

By looking at what your business’ Strengths, Opportunities, Aspirations and Results might look like will help you determine if exporting is a good fit for you.

If you are interested in learning more to add or deepen your knowledge of the functional areas and skills required to run a successful business then check out our business training opportunities.

From marketing to Cash Flow Forecast, operations to exporting, our interactive workshops and online learning are packed with information and designed by industry experts so every session is time well spent.

The post SOARing into new markets: 4 questions to ask yourself before exporting appeared first on WeBC.

Standing still in the business world allows other companies to step in and fulfill consumer needs.

To ensure you stay ahead of the pack, here are a few tips on how to uncover growth opportunities for your business:

1. Self Evaluation

It is extremely important to first evaluate the existing business.

Examining each service or product from its bottom line allows the business to understand what appeals to its customers and what it is doing well. The process also allows you to recognize the “stragglers” and phase them out to make room for new opportunities.

A SWOT analysis allows you to identify your business’ Strengths, Weaknesses, Opportunities and Threats in an organized manner. You can leverage your strengths to capture the opportunities.

2. Understand Market Trends

A business must stay on top of the current trends in its industry in order to uncover new business opportunities. For example, the current trend toward sustainable business practices has created a huge market for “Green” products and services that have little or no impact on the environment.

Market trend analysis doesn’t need to be scary. Simply put, it’s the comparison of industry data over a set time period, designed to recognise any consistent trends or results that could be used to map your business strategy – aligning it with the general direction of your industry.

With the increase of online consumers and more businesses adopting e-commerce, social media is a powerful tool to keep track of industry developments. Try looking at, and tracking, influencers in your industry and consider their points of view to remain part of the conversation. Another helpful tool is the The Beginner’s Guide to Business Research, which can be found via the UBC Small Business Accelerator Program

3. Identify Gaps in the Market

Most successful businesses don’t follow the crowd; they innovate and break new ground in order to stand out from the noise. However, identifying potential new products and services takes dedication as well as effort. Consider the following for review when looking for gaps in your industry:

Customer Conversations

Listening to what your customers are saying will help you to understand whether your business fulfills their needs. Don’t be afraid to ask your customers directly. Look at what is being said in online reviews and social media.

And keep your ears open for verbal cues—they may already be asking for something you can provide!

Competitor analysis

Be aware of what your three closest competitors are up to. Have a look at their website, customer reviews and social media channels. This will give you a good idea of their market position and if they are acting on any emerging trends.

Digital Analytics

Make the most of digital tools and analytics to assess industry behaviour. There are some extremely useful tools out there to help you discover what consumers are searching for online. For example, Google Analytics gives you a look at what users are doing on your website and Google Trends shows a long-term overview of niche trends while, Answer the Public uses search engine data to display what people are asking about.

Entrepreneurs are visionaries by nature, and while you might be ready to grow your business with new opportunities, just remember where you started.

Developing a growth strategy that is sustainable requires a new set of skills and strategies—it’s not an option to simply work more!

Remember, you’re not alone and there are many resources to help you and WeBC are here to support you at every stage of your business journey – take a look at what we have to offer!

This article is based on information provided by Sandy Huang, President at Pinpoint Tactics Business Consulting, Vancouver.

The post 3 Steps to Uncover New Business Opportunities appeared first on WeBC.

I’ve been in international trade for over a decade, both as a business owner shipping goods and as an advisor, assisting women entrepreneurs. In the pre-pandemic world, in-person meetings and tradeshows were key strategies to meet buyers and expand your networks.

Now, more than ever before, online selling offers incredible opportunities to reach new customers all over the world!

According to a recent report, “As a result of marked shifts in consumer behavior during the COVID-19 pandemic, digitization has accelerated even further: 40 percent of consumers are buying more online than they had previously done.” Global e-commerce is expected to grow about $5 trillion in 2021. Mobile commerce is on the rise and is expected to reach $275 billion globally by 2025.

So if you’re looking to expand your customer base, e-commerce is an immense opportunity to get into international markets.

Now don’t get me wrong—just like any business start-up, international e-commerce has its challenges and you need to prepare well to maximize digital opportunities. Remember, anytime goods and services cross borders, you have to follow the trade rules and regulations.

But you have to start somewhere, and you don’t want to leave all those potential customers hanging, so what do you need to consider? Here, I share 8 factors to think about, and if you’d like to explore more then join me this July for a webinar series: A Beginners’ Guide to Exporting!

1. eCommerce makes it easy to connect across the world

Creating an online store is a less complex market entry strategy. If you have a well-designed web store it is easier to access potential customers in foreign markets.

I worked with a client who used her website and Instagram as her major marketing platforms for her cosmetic business. She was pleasantly surprised when her BC-sourced and manufactured products found a market in Asia.

Though her foray into international markets started with a couple of queries from potential buyers, she followed it up with a sound business plan focused on e-exports. Her business is an example of growing internationally even without opening a single brick and mortar office in Asia.

Women’s Enterprise Centre has put together several free digital marketing resources that can help your online store shine and reach new customers with SEO and social media tips!

2. Digital marketplaces bring the people to you

There are a number of online marketplaces such as Alibaba, e-Bay, and Amazon where you can sell. As they already have a wide customer base, it’s easier to reach more clients in foreign markets.

You can use their fulfillment services or decide to do it on your own. Fulfillment process is fee-based, but it can help in keeping your business competitive. Fast delivery, storage, inventory management, and easy returns are a few of such benefits. If you decide to do it yourself, it may be difficult to compete with such efficient processes. Determine what works for you based on your business capabilities.

Did you know that there is Canada store on Amazon’s India platform featuring several Canadian products? Canada’s Trade Commissioner Service (TCS) in India worked with Canadian companies and Amazon to create this store. This is a win-win opportunity for BC based businesses as e-commerce sector is growing rapidly in India.

According to a report, the market value of this industry is expected to grow to US$200 billion by 2027. You can also find Canada Pavilion on Alibaba, which provides access to consumers in China. The Trade Commissioner Service’s guidebook, An Introduction to e-Commerce in China can help you understand the local online commerce ecosystem.

3. 24/7 selling means you make money while you sleep

Global markets are typically in different time zones. So, even when you are offline, you can still be selling!

Targeted advertising, SEO, quality content on social media channels such as Facebook and Instagram are your go-to marketing tools to provide enhanced customer experience round the clock.

I recently worked with a client who sells arts products and was researching potential foreign markets. Her research showed potential customers in Australia. A well-researched and targeted social media campaign geared towards customers in a different time zone market helped her tap into new customers.

4. Are you ready for e-exports?

It is important to look at your business model and assess your international e-commerce readiness. This will involve asking a lot of questions:

• Is online selling a major part of your business plan?
• Do you have an e-commerce growth strategy as part of your export plan?
• Do you have a fully operational e-commerce website? If not, how and where do you begin? If yes, which foreign market do you start with?
• Have you assessed your supply chain capabilities?

This article on “10 questions to ask if you plan to export” will help you get started, and my upcoming exporting webinar series will answer three big ones: Are you ready to export; where will you export; and how will you export?

5. Can you adapt your product or service to the local markets?

It is important to assess your product or service suitability for international trade. Some products may require changes including labelling, packaging, translation or features to meet safety requirements.

You may need to provide language options on your website for your target international market. If you are specifically targeting a couple of foreign markets, consider creating landing pages in the local languages.

Browsing your website in the local language makes it more attractive and comfortable for a foreign buyer. Creating a Frequently asked questions (FAQs) page and your customer care information in local language will also add value.

Use professional companies for translation work so that your business message is not “lost in translation” and is culturally appropriate. Here is an interesting article on how overlooking this can lead to marketing blunders and create a mess.

6. How will you accept payments?

Will it be in US dollars or can the payment be made in any currency? Think about it from the customer’s perspective.

No matter where you sell, it’s important to make the payment process easy and secure. There are several options available, including integrating the payment process directly into your website, using third party payment providers, and accepting e-transfers.

Research popular e-payment tools in your target market. Digital wallets are a popular method of payment in some countries.

7. How will you ship?

Often when we talk about international trade, this is the first thing people think of: huge shipping containers crossing the globe. In fact, exporting can be as small as mailing an envelope to Ontario or doing consulting work for a company in California.

Either way, you have to comply with rules and regulations in your target market, so it’s best to do the research up front.

Are there any specific rules related to your products such as labelling, safety requirements, and documentation? Certain products may require specific permits and licenses before you ship them. Consider working with professionals such as freight forwarders and customs brokers to avoid unnecessary delays and wastage of money. Our Business Advisors can help you do the research to understand which regulations apply to your products or services, and the support is free!

8. How will you maintain your website?

A sophisticated and professional website will attract customers. Do you have access to IT professionals and resources to create and maintain your online store?

Now what?

E-commerce can be a lower-cost method of entering foreign markets but you need to plan well to succeed. The good news is, you don’t have to go it alone!

There are a ton of free resources and programs available, including my upcoming Export series for beginners. During the series, we’ll show you how to develop a well-researched plan to sell your goods or services across the world.

You’ll get a free downloadable resource to work through these different factors, then you can connect with a Business Advisor for free one-on-one support to answer your specific questions and find your next steps. Learn more or register today >>

The post Selling online? 8 factors to consider if you ship outside of BC appeared first on WeBC.

Ahead of our Exporting Webinar Series this July, we sat down with the series facilitator Alpana Sharma, our Business Advisor at Women’s Enterprise Centre, who has been through the exporting process more than a few times! Alpana has operated her own import business successfully for several years and is a Forum for International Trade Training (FITT) professional.

We asked Alpana to shine some light on exporting and what she’s learned over the years.

Q.1 How long have you been in exporting?

I have been in international trade for more than a decade, and I’m always learning!

My current business supports new exporters/importers and existing exporters/importers who are looking into expanding to a new market. My focus regions are Asia and the US. We are now also exporting services.

So many women entrepreneurs are driven by a passion to solve a problem, so it’s so rewarding to help my clients connect with new people who can benefit from their product or service. And I find it fascinating to learn about new markets and solve the puzzle of how to connect with them.

Q2. What do you wish someone had told you about exporting before you started out?

I wish I knew about the support available to exporters and importers. As a newcomer to BC, initially I did not tap into helpful programs and services and ended up wasting time and some money.

My advice to new exporters is to research export resources. You’ll be surprised at how many of them are FREE!!

Q3. What is the biggest misconception about exporting?

Many small business owners think that exporting is something that only big businesses do. This is the biggest misconception.

I have worked with small and medium-sized enterprises (SMEs) who are successful exporters. They have succeeded because they planned and prepared well before launching into new markets.

Your exporting journey can start with a simple eCommerce site, so many of my clients are interested to learn that selling online outside of BC can be a great way to test new markets and get your feet wet in the exporting world.

Q4. Has the pandemic changed exporting?

Yes. Things are getting better slowly but the pandemic disrupted supply chains which resulted in delays and increased costs. Canadian SMEs are resilient and many clients turned to eCommerce to make the best of such a situation.

I want to share the example of a client who has transitioned to selling on Amazon.com.  She has found it easier to enter the US market by selling through this online marketplace.

Q5. How can someone get started?

Don’t go it alone! There are many wonderful resources to support BC women exporters including Women’s Enterprise Centre of BC, Small Business BC, Export Navigator, the Trade Commissioner Service, the Trade Accelerator Program and Export Development Canada, and we all work together to connect you with the right resource for your export readiness and experience level.

I also recommend you talk to people who are selling outside of BC and ask them about their experiences. How did they decide where to export? What are the pros and cons? What were the nasty surprises that you can avoid? What has been a helpful resource or tool that made the process easier? Most people are happy to share their experiences!

Women’s Enterprise Centre Summer Exporting Series webinars begin July 15, 2021. This series of three webinars give you a chance to hear from other women entrepreneurs’ about their exporting journeys and what they have learned from these experiences.

The post Export Q&A with Alpana Sharma: Where do I start? appeared first on WeBC.

Immigrants also diversify international markets as they are inclined to export beyond the United States and focus more on emerging markets. A report by the Conference Board of Canada found that 12 percent of immigrant-owned businesses are exporters that sell goods and services to non-U.S. markets compared with 7 per cent for non-immigrant businesses.  Another report found that a majority of immigrants were entrepreneurs. Recent immigrants are also more likely to strengthen Canada’s trade connections with their country of origin.

Here are a few reasons why immigrants may have a competitive advantage in being successful exporters:

• Risk takers: Moving to a new country and setting up roots in a new place is not an easy experience. One of the barriers immigrants face is recognition of their educational degrees in their new home country. This challenge usually turns into a motivator for them to consider entrepreneurship as a viable career option. Living in different places helps them adapt and innovate in their professional lives.  Generally, immigrants tend to be more resilient and natural risk-takers.

• Leveraging experience: Many professional skills are portable. For example, good communication, technological expertise, and sales proficiency are a few of the skills that can be profitably employed anywhere. It is especially true in the case of international trade. For example, consider a tech immigrant entrepreneur who has moved to Canada from a developing country and has set up her own innovative educational device firm that can help educate children from low income families in developing societies. Her local networks, professional experience, and cultural understanding can help this entrepreneur overcome several barriers if she decides to export to her country of origin and to other developing societies.

• Cross Cultural connections: Bicultural competencies provide competitive advantage for immigrants as they get into international markets. Ties to the country of origin can be very productive, especially for newcomers who maintain strong connections to their personal and professional networks in their country of origin. Knowledge of the local business culture, customer trends, and local language in their country of origin provides them an edge as an exporter. Dealing with different cultures also makes immigrants comfortable in identifying global business opportunities and expanding to more international markets.

• Communication: Immigrants are linguistically more diversified which helps if you are negotiating with clients in an international market. If you know the language of you target international market, it is easy to negotiate as you understand the nuances of the local language. According to Stats Canada, “In 2016, nearly three quarters (72.5%) of immigrants had a language other than English or French as their mother tongue, compared with 50.7% in 1971. Similarly, an increasing proportion of immigrants speak an “other” language most often at home.” From my personal experience as an importer, I experienced firsthand how knowing the local language gave me an advantage when negotiating with my suppliers.

• Networks: Immigrants can easily connect markets because of their networks and associations in the local communities in their country of origin. In any business, developing relationships with customers and suppliers takes time. Immigrants have a competitive advantage because of their existing networks in international markets, especially their country of origin. Such connections can also solidify effective partnerships in the target market, provide valuable market intelligence, human and social capital and can help in taking effective international trade decisions.

Women’s Enterprise Centre clients Mahsa Arbabi and Silvia Pogolsha are examples of successful immigrant entrepreneurs and how they have leveraged their skills and networks into business success after they moved to Canada.

Do you have questions about exporting? We can help. Email us at inquiry@womensenterprise.ca.

The post Leveraging Immigrant Experience for Global Business Success appeared first on WeBC.

Canada, the United States and Mexico form a tight-knit trade community. The roots of this relationship are in geographical proximity, people-to-people connections, and a strong desire for the economic prosperity of the region. Since 1994, the North American Free Trade Agreement (NAFTA) helped create export opportunities and a more level playing field for its member countries by gradually eliminating tariffs and other trade barriers. It has now seamlessly transitioned to (CUSMA).

What is CUSMA?

You may hear the names CUSMA, USMCA and MUSCA for this agreement. All three names refer to the same agreement. While in Canada it is known as CUSMA; in the US it is called United States-Mexico-Canada Agreement (USMCA) and in Mexico, it is referred to as MUSCA. CUSMA is a modernization of NAFTA and provides improved procedures to make it easier for goods to move across Canada, USA and Mexico borders.

So, what has changed?

While a lot remains unchanged from the original NAFTA or has been updated to better project how international trade currently works, there are some significant changes too. Below are a few highlights:

Certification of Origin

Unlike the NAFTA certificate of origin, CUSMA does not require a prescribed format. Certain data elements regarding certification of origin can be included in commercial invoices or any other documentation. The minimum data elements should include information about the exporter/importer/producer, description and tariff classification of goods, origin criteria, and blanket period(for multiple shipments of identical goods for a specified period of up to 12 months). This certification may be completed by the exporter, producer or importer of the goods. It may be submitted electronically. You can find more information on the certificate of origin and an example of the certification here.

Auto Sector

The revised rules focus on maintaining a large North American content in the auto sector. The total North American content in vehicles has gone from 62.5% (Under NAFTA) to 75%. 70% of all steel and aluminum used in auto production needs to originate in North America. 40% of a passenger car (45% in the case of a light truck) must be produced by workers paid an average labour wage of USD $16/hour.

De minimis threshold

De Minimis duties and taxes have changed for shipments under CUSMA. Canada has agreed to $150 for customs duties and $40 for taxes. This rule only applies to goods shipped from USor Mexico to Canada by courier.

Dispute Settlement

The dispute settlement chapter details the mechanism for resolving disputes between the member countries. Disagreements are to be resolved via cooperative means such as consultations. However, if these do not work out, the agreement provides for arbitral panels.

Agriculture

The agri-food sector is a key element in the Canadian economic story and it has seen incredible growth in the past two decades in North America. Canada has protected the supply management system for dairy farmers. New USA market access has been provided to Canada for refined sugar and sugar-containing products, as well as certain dairy products. The USA has been provided new access to the Canadian market for dairy, poultry, and egg products. If you export agricultural or agri-food products and are interested in finding out more, you can find details here.

Digital trade

The digital landscape has changed during the past few years with the increase in e-commerce activities. CUSMA reflects the present digital trade realities. Customs duties, fees, or other charges on or in connection with the importation or exportation of digital products transmitted electronically will not be allowed. It also protects against forced disclosure of proprietary source code and algorithms.

CUSMA includes a formal review of the agreement every six years. While the agreement will terminate after 16 years, the Parties to CUSMA can agree to extend it for a further 16 years after each regular review.

The North American trade bloc offers immense opportunities to women exporters. USA and Canada have a unique trade relationship because of several factors including a common language and shared connections. These shared commonalities have encouraged and supported close trade connections. About 75 percent of Canadian exports are to the USA. Several USA states such as Michigan, Illinois, California, and New York have close economic ties with Canada. For example, Michigan annually imports about $45.2 billion in goods from Canada. Mexico is also a priority market for Canadian exports. In 2018, Canada exported goods about $8.2 billion to this market. CUSMA is a step in the right direction and provides momentum to Canadian exporters by facilitating the trade process.

You can learn more about the agreement here.

Questions about exporting? We can help. Email us at inquiry@we-bc.ca

The post CUSMA: What You Need to Know appeared first on WeBC.

On September 14-20, Women’s Enterprise Organizations of Canada helped to organize an incoming trade mission of about 20 women business owners from VdU, the association of German women entrepreneurs, to Edmonton and Vancouver.

To round out the end of their trip, Women’s Enterprise Centre (WEC), in collaboration with national and regional partners, Export Development Canada, the Trade Commissioner Service and the Vancouver Economic Commission, hosted the delegation for “Building Bridges,” a series of international networking and learning events.

As the WEC Export Advisor, I joined the WEC team in welcoming German and Canadian delegates who represented various business sectors including life sciences, digital technology, transformative learning, consulting services, recruiting services, food products, electrotechnical engineering and software services.

These meetings and events are so important to help women entrepreneurs make personal connections with their counterparts in other countries – both to make business connections and also to decrease the intimidation factor of trading internationally.

Here are my impressions of the events.

SETTING THE STAGE: AN INTIMATE GATHERING

On September 17, Canadian and German delegates met at the beautiful private residence of Lois Nahirney, CEO of dnaPower. It was a chance for the Canadian and German women entrepreneurs to connect over dinner and share their entrepreneurial experiences while admiring the view of Vancouver.

I could feel the excitement in the room as delegates were busy introducing themselves and learning about each other. It was a fun-filled, relaxed environment providing excellent opportunities for delegates of both countries to learn about their counterparts’ business cultures and make personal connections.

CREATING CONNECTIONS: A DAY OF NETWORKING+LEARNING

September 18 was a day of micro-meetings, connections, learning, and networking.

Nailing elevator pitches

Every participant was given an opportunity to pitch their business. People were making notes, and I could see its impact in the networking that followed later, as women entrepreneurs got busy connecting with those businesses that they found were good matches for their business growth.

Panel on empowering female investors & female investment

Next, we dove into an informative panel featuring Jill Earthy of Female Funders, Bonnie Foley-Wong of Pique Ventures, Gordana Apic of Cell networks GNBH and Claudia Grobe-Leege, VDU and German W20 representative.

In an interactive discussion, moderated by Lois Nahirney of dnaPower, the panellists spoke about barriers faced by women entrepreneurs and why it’s important to have a diversity of perspectives in investment.

Here are some of the takeaways:

There is a cultural style barrier that makes investors’ expectations unrealistic. Realistic projections by women are ignored by such investors.

• An internal barrier is the feeling of impostor syndrome. Many women feel that they do not belong and do not deserve to be successful.
• The systemic issues are enormous. Women get paid less and the work environment is not flexible. It’s not that women are not asking, but the system has not been adequately designed for them.
• Women are risk aware, more astute, and want to understand the investment lingo and the process so they can make sound decisions and see better returns.
• It’s important to de-mystify investment. There are different financing models, even for smaller investors. There are mechanisms in place now to make investing easier.
• We are gradually seeing a shift as there is more awareness about diversity in investing. Better decision-making happens and opportunities are created when there is a diversity of investors.

Meeting their match

The networking and B2B matchmaking sessions that followed the panel discussion were buzzing with impactful conversations.

I spoke with many delegates at the event. It was so great to know that while many Canadian delegates were actively pursuing expanding to the EU specifically Germany, German women entrepreneurs were keen to develop business connections in North America.

It was indeed a win-win situation as the networking and matchmaking opportunities made such business connections possible for women exporters in both countries.

It was an exciting day, but we weren’t done yet! The post-event dinner was a great way for everyone to unwind after the eventful day, and an opportunity to exchange last-minute contact information and stay connected.

The world needs more of Vancouver

We look forward to participating in such opportunities to support BC women entrepreneurs in international trade and promote BC as a place to do business.

As Catherine Warner, CEO of the Vancouver Economic Commission said in her welcome address “the world needs more of Vancouver… Vancouver is a city whose progressive values of sustainability, diversity, equality are the values that great businesses around the world aspire to.”

All-in-all, I’d say this was a very successful few days. Over half of the Canadian delegates have said they followed up with a German business owner since the event.

And one delegate shared “I really enjoyed the event and would recommend it to others. I would definitely consider participating in a Canadian Trade Mission to Germany in the future.”

If you would like to grow your business and participate in opportunities like these, please get in touch with me!

The post Vancouver Plays Host to Germany: Trade Mission Recap appeared first on WeBC.

Curious, I did some research and found that, in 2019, Germany will host 15 groups of 15-20 journalists and sector experts from around the world. They meet with their German counterparts and share experiences and ideas in their roles as thought leaders and ‘multipliers.’

I was honoured to attend the Women in Business – Female Entrepreneurs tour, which took place during the last week of June 2019.

WHY ME? MY PROFESSIONAL BACKGROUND

I’ve led Women’s Enterprise Centre (WEC) for the past 15 years, and am proud of the work our team does to support women entrepreneurs with business loans up to $150K, training, advisory services and mentoring.

I’ve been very involved with encouraging collaborations of women’s business groups over the years, as a co-founder of the WEB Alliance in BC, and as a founding member of the national association, WEOC. I’ve also represented Canada on women’s economic empowerment internationally, as part of the G20, G7 and APEC.

Canada is a small country population-wise, yet we’re currently playing an important role internationally in this area. However, I’m also aware that our women’s entrepreneurship ecosystem still has room to improve, despite the support it has received from the federal government over the past few years.

ADDRESSING MY OWN CONSCIOUS & UNCONSCIOUS BIAS

I was honoured to be asked to participate in this program and was excited to meet my counterparts from around the world. But I was conscious that I had some attitudes about the country, and likely some unconscious bias as well. But WEC delivers unconscious bias workshops, so I have some tools to deal with that.

I confess that some of my memories of past times in Germany were mixed. I lived there for a year as a teenager and crossed through Checkpoint Charlie on my first visit to Berlin. That was the first time I had ever had a gun aimed at me (but not the last, though that’s another story!).

My year as an exchange student was spent in the Ruhr Valley, a region which housed some of Germany’s heavy industry, and was heavily bombed during WW2. I had also spent six months or so in Frankfurt in the 1980s, and I didn’t enjoy my job (I worked for JP Morgan as an investment banker until I quit and moved back to France).

My other experiences in Germany were from the early 1990’s when I was living in the UK and was in charge of business development for a telecom equipment manufacturer. Part of my job involved trying to find a manufacturing facility in former East Germany.

I would fly into Berlin with a couple of engineers, rent a car and drive through the East German countryside, visiting factories and meeting local businesses and economic development representatives. After 40 years of separation, Eastern Germany was poor, dirty and frankly, a bit depressing.

THE ADVENTURE BEGINS

Using my tools to offset unconscious bias, I set off for Berlin with an open mind, despite my former impressions. I attended the W20 in Berlin in 2017 and was aware of some of the changes that the last 25 years had brought to the city.

I know that, as a signatory to the Canada-European Union Comprehensive Economic and Trade Agreement (CETA), Germany has become a land of opportunity for trade with Canadian businesses. But I was eager to speak with practitioners and women business owners in the country to gain their perspectives.

The Tour began on a Sunday evening. I met the other guests, amazing women from South America, Africa, Asia, the Middle East and Eastern Europe.

Several were young women who were creating change for women entrepreneurs and their people in their countries. Some, like me, had been in the field for many years.

I’ve never felt such a strong bond develop between people so fast as with this group. I was so impressed by the work many of them were doing – in Kenya, Palestine, Pakistan and India, Kyrgyzstan, Moldova, Brazil and in many other places.

The tour was organized by a delightful young woman named Julia, whose parents were Austrian and Taiwanese. She put together a series of meetings with people from social enterprises, the federal and local governments, business associations and women’s business groups, as well as elected officials, big business and women entrepreneurs.

Over the course of the five-day tour, I learned more than I had ever imagined about Germany. Here are some examples:

• It is a role model in social innovation. We visited two innovative cooperatives started by visionary women, which included small businesses, social agencies, housing and industry training facilities.
• We learned about federal and state government initiatives to support female founders and encourage investment in women-led businesses.
• We had discussions with representatives from the German Chamber of Commerce and the impressive VdU, the national association of women entrepreneurs.
• We visited the German parliament and had lunch in the International Club at the Federal Foreign Office, a beautiful building which has been home to Germany’s central bank and was the former headquarters of the state council of the DDR.

MY IMPRESSIONS

We had open conversations with everyone we met, and I was impressed by how humble and earnest the people we spoke to were. I was struck by how willing they were to share and support their guests.

I was deeply inspired by the women who created the cooperatives, such as Weiberwirtschaft and Schokofabrik, which now house and employ hundreds of people.

I was impressed by (and a bit envious of) the strength and depth of the German Chamber of Commerce and Industry and the VdU. Canada’s entrepreneurial ecosystem does not have nearly the same strength and depth.

I left Berlin at the end of the week-long visit with a deep sense of gratitude and hope.

I was grateful to have experienced the strong bonds that developed between the participants in such a short time. I was deeply moved by the spirit of generosity and playfulness that we shared. I feel I would be welcomed into their homes as a good friend, and I would do the same for them.

My hopefulness came from seeing so many excellent examples of innovation and support for women entrepreneurs, and from witnessing the willingness to share those best practices across borders.

Through my visits to the Holocaust memorial, the New Synagogue, the remnants of the Berlin Wall, the German Parliament exhibition and other cultural and historical attractions, I developed a deep respect for the way Germany has dealt with its past and is approaching the future as a conscientious, powerful, and caring nation, that values fairness, innovation, sharing of ideas and having fun.

My week in Berlin turned out not an Information Tour, but an Inspiration Tour! Many thanks to Natascha, Julia and the German Foreign Office for the opportunity.

AUF WIEDERSEHEN IN CANADA

This September, Women’s Enterprise Centre will host a delegation of German women business owners from the VdU for two days of learning and events, in partnership with our national association, Women’s Enterprise Organizations of Canada (WEOC.ca).

I look forward to returning to the hospitality and sharing more about Canada’s entrepreneurial ecosystem with our guests!

The post From Information to Inspiration: New Perspectives on Germany appeared first on WeBC.