feminist branding Archives - LiisBeth https://liisbeth.com/tag/feminist-branding/ ¤ Field Notes for Feminist Entrepreneurs Mon, 28 Feb 2022 02:41:38 +0000 en-US hourly 1 https://wordpress.org/?v=6.6.1 The OPS Collective – One Woman’s Vision, Many People’s Opportunities. https://liisbeth.com/ops-collective-one-womans-vision-many-peoples-opportunities/ https://liisbeth.com/ops-collective-one-womans-vision-many-peoples-opportunities/#respond Sat, 26 Feb 2022 13:16:09 +0000 https://liisbeth.com/?p=20554 For Moore, keeping overheads down by designing and implementing a frictionless, flow-based business model and finding clients are critical factors for a successful business.

The post The OPS Collective – One Woman’s Vision, Many People’s Opportunities. appeared first on LiisBeth.

]]>
Image of young black woman with long hair sitting on an off white couch. She is wearing off white sweater.
Nana Moore, founder, The Ops Collective-Photo by Sevven at Mint Studios.

Nana Moore loves being creative.

However, her Ghanaian upbringing compelled her to do something more ‘traditional and stable’. Now as a CPA and professional finance director, her ‘traditional’ work couldn’t be further from creativity.

But once afflicted with the creative itch, it stays there, eager to resurface at the slightest opportunity. So it should come as no surprise that Nana found a way to channel her creative energy by starting her own enterprise. That  was a nerve-racking and scary decision for this thirty-something year-old sole proprietor.

 The Ops Collective, founded in 2016, is an online, virtual business management and marketing services company that helps build brands via the creation and management of high impact content for social media. Their specialty? Creating content and amplifying brands on Instagram and TikTok.  “Even though I have held big leadership roles for corporations, I’ve always been behind the scenes,” says Moore. Now that she has found an outlet for her creative energy, she feels more alive. Her own business allows her to socialize with others on a different level than in her current role as finance director.  Plus, creating virtual enterprise is relatively easy. “The Internet has changed the way you can build your business. “The internet has changed the way you can build your business. It’s no longer about just handing out flyers or posting random billboards. Businesses with a zero-marketing budget can now build an online following of loyal customers through social media and brand influencers.”

Minimum overheads, maximum reach

For Moore, keeping overheads down by designing and implementing a frictionless, flow-based business model and finding clients are critical factors for a successful business. Moore launched her virtual business management enterprise on Facebook and found it was a fast and easy way to line up clients and find exceptional contract talent, no matter where either lived in the world. ““Fortunately, an online service business doesn’t need much money upfront”, says Ms. Moore. “I’ve never taken out a loan or brought in investors. I’ve used the money earned from my corporate roles to fund my business and continually reinvest revenue generating back into the company.”

 The Ops Collective is based on horizontal leadership, empowered by the collective energies and talents of its core team. To ensure everyone operates on the same page, Moore makes sure they are clear on the mission, vision, operating values and work ethic expected of them. When there is a spike in the workload, she takes on additional operational, financial and leadership work.

Moore also reaches out to her peers for support. This includes participating in coffee chats with other online business managers, exchanging insider information about onboarding talent, setting up proposals and hiring business coaches.

Women helping women 

Moore works to provide income opportunities for other women whenever possible. She is clear in her definition of feminism—for me it’s about the ability to be financially independent. “I run my own business, many of my clients are women and I hire other women.” The majority of her women clients came to her through referrals. “When you do good work your clients will tell other people about you.” Moore also works with talented women lawyers who have introduced her to their networks, opening new doors for her. Her clientele is almost entirely based in the U.S.

Managing Growth

As the company took off, she realized early on that she was holding the company back because everything came back to her, slowing down the entire process. She was overwhelmed with client calls, strategizing, dealing with subcontractors and liaising with various people. She realized she needed to reassess how she wanted her business to run. So, she applied to-and was accepted-by Canada’s first feminist accelerator program for women in digital media operated by the Canadian Film Centre. Mentors at Fifth Wave helped her pivot to design a more sustainable model. She also focuses more on strategy and creative vision as a founder—no more micro-managing. “This year was all about spreading the autonomy, re-pivoting and changing the business model.”

Moore’s lived experience and background in finance and operations sets her apart from other service providers in this space. This enables her to look at the big picture, while also being detail oriented. Further, The Ops Collective doesn’t only look at social media opportunities for clients; they also identify gaps and suggest ways to improve operations across the entire ecosystem of a company.

Activism makes for better business

Due to the pandemic, domestic violence and homelessness have been on the rise. “As a brand we have a critical role to play in tackling domestic abuse and homelessness in Toronto. I want us to be known as a company focused on creating educational programs with a heavy emphasis on community building.”  

Currently, she is working on a course which will allow her to offer virtual assistance to women in shelters and help them make money online. “Often women who experience domestic violence can’t leave because of money. If we can show them how to manage their money, it can help them in their dark times.” She wants to use the profits generated for programs and sponsorships for abused and homeless women. “That’s the reason why I started the company. My calling is to help people and impact lives on a more meaningful and deeper level than my corporate roles permit.”

As a mother with a young son, Moore also wants to support programs for boys because she believes that young boys can get lost in today’s world and are in urgent need of mentorship. 

She believes today’s youth look for instant gratification, making patience a much-needed virtue for this demographic.  What is her advice to restless Gen Z? “Just start. Try to avoid the comparison trap. Believe that you are worthy of achieving great things. From there, just keep providing value year after year. Keep at it. Persist. You’ll get to where you’re looking to go.”

Her own life lessons came from her mother, whom she considers to be her biggest influence and inspiration. Her mother’s advice has been invaluable: “When confronted with animosity, don’t fight evil with evil” and “You can’t be the same as your White counterparts; you need to be better. You need to be perfect.”

However, life has taught Nana that the relentless pursuit of perfectionism can slow you down, and she wants to change that. “The need for everything to be perfect holds you back,” she says. However, she will continue to pursue excellence.  Being black, she was raised to have a sense of excellence. This has compelled her to work harder and learn more. “I used my multifaceted ethnic and cultural background to my advantage”.

The future is packed with plans

Topping the to-do-list is the need to market intensely to bring in more clients. She also wants to bring in more freelancers to work on a consistent basis and provide them a better contract and higher rates. Plan No. 2 is to put her finance background to better use by starting courses to help others get a better understand of finances. Metrics are important to her, so she will measure the number of women participating in free programs along with the dollar amounts collected and donated to community initiatives like women’s shelters.”

“I’m a busy brain person,” says Nana. Yet, she also realizes you can’t get better at something when pulled in different directions. “This year, I am also thinking about how to further build our own online presence. The business has thrived for years off referrals but to take it to the next level we’ll need to be more proactive in marketing the brand online – like we do for our own clients.”

She also makes time to read. A book she highly recommends is Stealing Fire: How Silicon Valley, the Navy SEALs, and Maverick Scientists Are Revolutionizing the Way We Live and Work by Steven Kotler. She’s also trying to find time to read the other two books currently vying for her attention: Venture Deals and Traction. Despite her vigorous schedule, she’ll make the time. No doubt. 

Follow @OpsCollective on Instagram. 


Publishers Note: The OPS Collective is a part of the Fifth Wave, a year-round program offered by CFC Media Lab and its partners to support the growth and development of women entrepreneurs in the digital media sector in southern Ontario. All enterprise founders in the Fifth Wave community are selected for both their potential and commitment toward weaving intersectional feminist ideals of equity and fairness into sustainable and scalable business growth strategies. Fifth Wave Initiative is committed to 30% participation by members of underrepresented groups. The Fifth Wave is a LiisBeth ally sponsor at the Lighthouse level. Applications for Cohort 4 are open.  Apply her

Related Reading

This Woman Rocks

A mining company tried to force Sabrina Dias out. Rather than leave the sector, she set up her own shop, determined to help a laggard industry have a more sustainable future.

Read More »

The post The OPS Collective – One Woman’s Vision, Many People’s Opportunities. appeared first on LiisBeth.

]]>
https://liisbeth.com/ops-collective-one-womans-vision-many-peoples-opportunities/feed/ 0
A More Accessible Future https://liisbeth.com/a-more-accessible-future/ https://liisbeth.com/a-more-accessible-future/#respond Tue, 26 Oct 2021 12:35:44 +0000 https://liisbeth.com/?p=18595 It took a global pandemic to expose the dire need to improve digital accessibility for people with disabilities. Closed Caption Services is helping address the gap.

The post A More Accessible Future appeared first on LiisBeth.

]]>
A mature indigenous woman with blond hair smiles over her shoulder. She is wearing large hoop earrings and a lavender blouse
Brooke Wobodistch, president of Closed Caption Services. Photo provided.

Imagine this: It’s May 2020. You are in the middle of lockdowns and stay-at-home orders caused by the novel coronavirus. There is no vaccine yet, and much of your life is online — especially on Zoom. 

In one such Zoom meeting, you start seeing what speakers are saying appear at the bottom of the screen. They’re being typed by one of the participants in the call in real-time.

The text you are seeing is called a closed caption. Closed captions aren’t always typed out by volunteers. Sometimes it’s automatically generated and sometimes it’s done by artificial intelligence (AI), but the accuracy of such services vary. For real-time transcription, ideally these captions are created by employees of companies that provide closed captioning — companies like Closed Caption Services (CCS). 

CCS is a Canadian family-owned business whose mission, according to its president Brooke Woboditsch, is “to build better accessibility in media.”  

This mission has gained momentum over the past year and a half as around the world, organizations and communications have moved online during the global pandemic.

Says Woboditsch: “By the time fall 2020 came around, I would say we must’ve had over 30 new clients in those last six months … There was a massive rush for people to put their businesses online — especially a lot of businesses where there’s multimedia content [like] film festivals, educational institutions, artists’ presentations and talks, museum exhibits.”

Strengthening the Family Business

Woboditsch’s father Larry Gavin was a broadcaster, and Woboditsch grew up helping her dad in his work. 

In 1994, Gavin started Closed Caption Services (CCS), providing fast and reliable services in closed captioning, offline captioning, live captioning, web captioning and audio-described video.

CCS started by providing captioning services to the now-defunct Canadian media company CHUM Television’s new CityTv stations and network of ‘A Channels.’ CCS then began working with Rogers, CTV (now Bell), NewCap, S-Vox, Cogeco Television), Maple Leaf Sports and Entertainment, Pattison Group, TVO and more.

Woboditsch, who is Indigenous and was adopted at birth, also dabbled in television production in her late teens and early twenties. Working at the Aboriginal Peoples Television Network (APTN), she learned more about her Indigenous culture and history. 

She said it was “always the plan” to take over the company from her father one day. 

“We didn’t discuss transition or the future of the company. It was just that I was ‘the future’ and the company would go to me someday.” 

That day came in 2016. With the decline of her father’s health and after 10 years as the general manager, Woboditsch took over as president of CSS. 

Come 2020 Woboditsch would be called on once again to lead a company. Only this time, it would be in the middle of a pandemic while the world — still not accessible — was moving online.

The Business Case for Closed Captioning

Disabilities occur when people who have impairments confront inaccessible environments, prejudiced attitudes, or other situations where their needs for participation are not met. 

According to the Accessibility for Ontarians with Disabilities Act (AODA), different types of disabilities include but are not limited to mobility, vision, and hearing impairments, visible and invisible disabilities, episodic disabilities, intellectual and learning disabilities, neurodivergence, chronic illnesses, mental illnesses, and limb and facial differences.

According to a 2018 article by the Web Accessibility Initiative, at least one billion people, or 15 per cent of the world’s population, have a recognized disability. 

In Canada, a 2017 estimate by Statistics Canada found that 6.2 million Canadians have one or more disability, with disabilities related to pain, flexibility, mobility, and mental health being the most common disability types.

Captions play an important role in improving digital accessibility for people with disabilities and those who do not speak English as their first language or are not comfortable doing so. 

Captions refer to text on a television, video screen, or other visual display that transcribe oral speech or dialogue as well as capture background audio. Captioning increases the accessibility of media for a variety of people — including people with disabilities and people who speak different first languages — by communicating all audio sounds that may otherwise be missed by some viewers, including sound effects and other non-speech elements.

Along with helping businesses interact with existing customers who may be people with disabilities, Woboditsch says closed captioning in particular also helps businesses expand their audiences by capturing new customers. 

Disabled Canadians are estimated to control $6.9 trillion in annual disposable income and more than seven million Canadians report their mother tongue is neither English nor French. 

CCS believes that high-quality accessibility services help to increase the reach of your content to at least 10 per cent of your audience. 

An article from UK-based Zen Elements from earlier this year says that three in four disabled people and their families have walked away from a UK business citing poor accessibility and/or poor customer service. 

In a similar vein, a 2019 survey by Scope, a UK-based charity trying to improve digital accessibility, found that half of the people surveyed who experienced problems buying goods or services through a website, app, or in-store machine did not purchase the product. Another 48 per cent found a different provider and purchased their products elsewhere.

Captioning also helps businesses meet compliance standards like those put forth by the Canadian Radio‑television and Telecommunications Commission, which require that 100 per cent broadcast content must be captioned and that Primetime shows be audio described, and Bill C-81, which is an act to ensure a barrier-free Canada. 

The bottom line, Woboditsch says, is to normalize accessibility as an essential part of providing high-quality and equitable services to all audiences. 

”We want people to think of accessibility when they’re putting any content out there. If I’m going to have a meeting, if I’m going to sell a product — whatever my business is [doing] online.”

The team at Closed Caption Services (CCS). Screenshot via CCS's website.

Finding Community and Improving Services for Underserved Communities

“Entrepreneurship can be a lonely place; you’re alone in your world when you’re at the top and it’s hard to ask advice from the people who are working for you,” says Woboditsch. “It’s hard to be vulnerable or show doubt, even though I do … to be able to have some people who have a variety of experiences in different areas of business, whether it be financial management or feminist business models, things like that.”

But the Fifth Wave accelerator program was different from the other entrepreneurship programs she’s been a part of in that it gave her the opportunity to take a second look at her business and figure out “where it is in the world today.” 

“I really asked myself, what do you want in life? And then I worked backwards to how I [was] going to get there with my business.”

For Woboditsch, the need for increased accessibility is clear: her company gained over 30 new clients in the first six months of the pandemic, 99 per cent of whom have become returning clients. 

The support she has received from the accelerator program has ultimately helped her move towards a future where high-quality accessibility services are provided to underserved communities. 

“I want people to remember that there’s a wide variety of people out there who use various forms of accessibility services, more than just the ones that I’ve been talking about today. American Sign Language (ASL) is one of them, and multiple languages as well,” Woboditsch says. 

“I want accessibility not to be driven just by compliance or doing it because we have to. I would like to see a world where people are choosing to provide high-quality services that improve accessibility.”


Publishers Note: Closed Caption Services is a part of the Fifth Wave, a year-round program offered by CFC Media Lab and its partners to support the growth and development of women entrepreneurs in the digital media sector in southern Ontario. All enterprise founders in the Fifth Wave community are selected for both their potential and commitment toward weaving intersectional feminist ideals of equity and fairness into sustainable and scalable business growth strategies. Fifth Wave Initiative is committed to 30% participation by members of underrepresented groups. The Fifth Wave is a LiisBeth ally sponsor at the Lighthouse level. Applications for Cohort 4 open Nov. 22nd! Apply here

Related Reading

Breaking Bad Silence

Cherry Rose Tan created a forum for entrepreneurs to talk about what they thought unspeakable—the mental health struggles of entrepreneurs.

Read More »

The post A More Accessible Future appeared first on LiisBeth.

]]>
https://liisbeth.com/a-more-accessible-future/feed/ 0
When the Obstacle Becomes the Way https://liisbeth.com/when-the-obstacle-becomes-the-way/ https://liisbeth.com/when-the-obstacle-becomes-the-way/#respond Wed, 15 Sep 2021 12:28:54 +0000 https://liisbeth.com/?p=17924 New to Canada but not new to business, Hermine Mbondo turned her obstacles into opportunities.

The post When the Obstacle Becomes the Way appeared first on LiisBeth.

]]>
Hermine Mbondo, founder of B4brand, a bilingual branding and marketing agency in Toronto. Photo provided.

Storytelling transformed Hermine Mbondo’s life and continues to shape her work to this day. 

Born in Cameroon into the Bassa tribe and raised in France, Mbondo now lives in Toronto. She fondly remembers her childhood and all the stories she heard when she visited her grandmother’s village. Back then, every night Mbondo would gather with all of the other kids in the family to listen to stories told by her grandmother and her aunts. 

But these stories were not ordinary fairy tales.

“When you are a child, you don’t realise [right away]. But then slowly, you realise the stories were not just fairy tales,” Mbondo says. “It was really about either warning us about things or teaching us about something.” 

One of the stories Mbondo remembers vividly is a different interpretation of the story of the tortoise and the hare.

In Mbondo’s version, the hare tells the tortoise that both of them should kill their mothers because there was a poor harvest and everyone in the village is going hungry. The hare says they can use their mothers for a feast. The tortoise is tricked by the hare and kills its mother, but the hare does not. 

Mbondo says the moral of this story is to choose your friends wisely and be careful about who you trust. She says the stories she heard as a child, while sometimes scary, were always meaningful and were meant to teach life lessons.

Flash forward many years and Mbondo is now sharing her own meaningful stories through B4brand — a branding and marketing agency she founded in Toronto in 2017. 

An Accidental Marketing Agency 

Like many women entrepreneurs, Mbondo didn’t start out thinking she wanted to be a business owner someday. Within a few months of job hunting after moving to Canada in 2016, she realized that as a newcomer, landing a job and pay cheque that matched her level of experience was going to be impossible. 

“I was still able to do a lot of things but it wasn’t at the level of what I was doing — or earning — in France. I was the head of marketing there,” she says. “[Work I was hired for in Canada] wasn’t challenging enough. There was nothing to justify [staying] — plus I didn’t have the same kind of salary. After a year, I was starting to think, ‘What can I do next?’” 

Around the same time, a company that Mbondo had worked for back in France asked if she would be interested in moving back to lead their marketing department.

But Mbondo didn’t want to move back to France. She knew the job being offered to her would return her to the same position of working for someone else, on their terms, with no room for growth. By this time, she knew she wanted to call the shots and work “with” the company instead of “for” it. Pitching the idea of being an independent contractor led to her landing her first client as a solepreneur. They worked out an arrangement that allowed Mbondo to have more autonomy in her work, and in late 2017, she officially launched B4brand, which now operates as an incorporated marketing agency. 

Marketing with Purpose 

In a competitive industry like brand management, B4brand stands out in three distinct ways: 1) it focuses on people-driven branding, 2) it has the capacity to work seamlessly in both of Canada’s official languages, and 3) it makes innovative use of Bassa storytelling culture. 

Mbondo says that while all three aspects of her enterprise are important, the emphasis on people-driven stories is the foundation that grounds her and her business. Engaging with clients whose values align with her own has led her to work with brands that focus on the needs of people rather than the features or benefits of a given product. 

“I’ve seen different things in marketing — I’ve seen the good, the bad, and the ugly. Marketing can be used to trick consumers into purchasing products or services. I wanted to do things differently,” she says. 

Mbondo wants consumers to connect with brands that align with their own ethics and principles so that ideally, they make purchasing decisions based on shared values. 

“I talk with the business owners, get to know them, and try to understand not just what they’re doing, but why they are doing it,” she says, “because for me, it’s very important to understand the ‘why.’” The conversations are litmus tests that help her choose brands that, in her words, truly “have a greater purpose.” 

For example, when an opportunity came her way to work with an entrepreneur who was looking to launch a new line of spices from Western Cameroon, Mbondo first researched to find out if they operated in an ethical manner. She sealed the deal after learning the company was paying their employees fair wages and creating a safe working environment for women in western Cameroon.

Through her work, Mbondo wants to challenge the idea that industries like brand marketing can only be made more inclusive by hiring diverse employees. While this is important, she says it limits the possibilities of human resources. What she wants to see instead is an emphasis on the diversity of products and services as well as the diversity of people. The international spices are an example of this because they bring “diversity to the shelves” of mainstream grocery stores. While the spices have not yet been launched officially, another client of Mbondo recently launched. 

“I think for me, the way I see diversity and inclusion is in the everyday things, and food is part of that [when] we go grocery shopping.” 

Passion Projects Helping Build Community

Another passion project of Mbondo’s is the Global Impact Hub — a one-stop learning hub for social entrepreneurs to connect, educate and amplify diverse voices.

Mbondo has partnered with several organizations over the past few years to provide bilingual entrepreneurship training to fellow entrepreneurs and small business owners. During the COVID-19 global pandemic, she found that many such organizations didn’t have the tools, resources, or knowledge to transition online. 

Mbondo explains, “[Entrepreneurs and small business owners] usually wear many hats and they are overwhelmed. Sometimes, all they need is the little push, especially since the road to running a successful business while making a difference can feel difficult and lonely. So, I decided to support them by offering a place to develop supportive relationships with fellow game-changers as well as access marketing tools and resources.”

The Global Impact Hub aims to combat this overwhelm by creating space for entrepreneurs to work it out together. 

“Through this membership-based online platform, social entrepreneurs will be able to sharpen up their marketing skills from anywhere and at any time through valuable content [like] marketing resources, tools, workshops and meaningful ways of connecting.”

B4Brand's Global Impact Hub.
B4Brand's Global Impact Hub.

Finding Community Through Shared Experiences 

As a newcomer and female entrepreneur, Mbondo’s participation in startup business development and accelerator programs played an important role in helping her build B4Brand. 

After starting the enterprise on her own, she learned valuable resource management skills in a program for newcomers to Canada called the Newcomers Entrepreneurship Hub alongside others who were also starting their own businesses. The Fifth Wave feminist accelerator program for women in digital media, operated by the Canadian Film Centre’s MediaLab, showed her how to hire and manage independent contractors whose values aligned with her own on a per project basis. Today, she has the structures in place to contract like-minded freelance graphic designers and copywriters to create campaigns that everyone feels good about. 

Three years into running her own business, Mbondo says that financing growth continues to be a struggle. Growth accelerator programs however, have helped her to connect with other business owners and funders who make her feel less alone and boost her confidence, helping her to keep going even when things are difficult.

“Everybody’s going through the same struggle — on different levels, obviously, but we’re going through the same things so it gives some reassurance to be like, ‘Okay, I’m not the only one,’” Mbondo says. 

Marketing at its core is a form of storytelling. What motivates Mbondo to show up for work every day is the opportunity to combine her love of people-driven stories rooted in culture, history and tradition with the personal values she shares with her clients.  

“I still love stories. I also learned that as an independent business founder, you can be choosy about the clients you work with and I’m supporting causes with my work,” Mbondo says. “I somehow managed to do well by doing what I love and wanted to do as a child.”

Last year, Mbondo was listed as one of Canada’s Top 100 Black Women to Watch in Canada. 

This year? B4brand is a finalist for the 2021 Toronto Star Readers’ Choice Awards in the Best Advertising/Marketing Agency category. Voting continues until Sept. 19, 2021.


Publishers Note: B4brand is a part of the Fifth Wave, a year-round program offered by CFC Media Lab and its partners to support the growth and development of women entrepreneurs in the digital media sector in southern Ontario. All enterprise founders in the Fifth Wave community are selected for both their potential and commitment toward weaving intersectional feminist ideals of equity and fairness into sustainable and scalable business growth strategies. Fifth Wave Initiative is committed to 30% participation by members of underrepresented groups. The Fifth Wave is a LiisBeth Media partner and ally. Applications are OPEN! Apply here

Related Reading

The post When the Obstacle Becomes the Way appeared first on LiisBeth.

]]>
https://liisbeth.com/when-the-obstacle-becomes-the-way/feed/ 0