Presidents’ Message

OWIT-Toronto is in the enviable position of having a strong and committed volunteer board, working to provide women with networking and educational opportunities in international trade.

As our organizational mission reflects:

The Organization of Women in International Trade-Toronto seeks to enhance the status and interests of women in the field of international trade through the establishment of a global network of business contacts.

We've been an extremely busy chapter since our inception in 2000, offering innovative programs and educational development for our members and developing successful partnerships with both the public and private sector. During the past year, we have continued to build on our strong foundation. Please visit our website to learn more about what we’ve been up to.

In 2007, we invite you to get involved in our chapter. There are many opportunities to join committees, to contribute to the growth of our chapter and to experience personal growth and development in addition to widening your network of contacts.

Amanda de Vogel and Susan Baka, Co-Presidents

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Government Relations/Public Relations:
Where We’ve Been

A quick summary of where OWIT-Toronto has been represented in the last few months:

• September 13-15, 2006 – OWIT’s International Conference in San Francisco, meeting Canada’s Consul General Mark LePage, at the Woman of the Year ceremony.

• October 23-24, 2006 – I.E. Canada 75th annual conference, meeting Minister of International Trade, David Emerson, and Ontario’s new Minister of Economic Development & Trade, Sandra Pupatello

• March 7, 2007 – Roundtable consultation on the challenges and needs of women exporters, hosted by Helena Guergis, newly-appointed Secretary of State for Foreign Affairs, International Trade and Sport

• March 8, 2007 – CBC Radio International show “The Link”, commemorating International Women’s Day

• March 8, 2007 – International Women’s Day event at the National Film Board, presented by Women in Film & Television, in partnership with the Department of Foreign Affairs & International Trade Canada.

• Spring 2007 – in Business in Trade newsletter, published by the Department of Foreign Affairs & International Trade Canada.

For full event listings and new events, please visit www.owit-toronto.ca regularly.

Why Mexicans Don't Drink Molson: What Canada Must Do to Be Successful Abroad

•May 30, 2007

5:30pm – 6:30pm: Wine & Cheese Reception and Networking
6:30pm – 8:00pm: Talk and Q&A

$20 for OWIT Members
$30 for Non-Members

Journalist Andrea Mandel-Campbell, author of the new book "Why Mexicans Don't Drink Molson" talks about why Canada has not been more successful in going global and what we should be doing about it to make sure our underestimated strengths and abilities are successful on the global stage.

Mandel-Campbell was the Mexico bureau chief for London's Financial Times as well as the Business Week correspondent in Argentina.

Visit our website for more information and to register for this event online.

OWIT-Toronto Annual JoAnna Townsend Award Ceremony

•September 18, 2007

OWIT-Toronto is proud to continue a tradition started in 2004 with its presentation of the JoAnna Townsend Award. The award recognizes an outstanding woman in Ontario who, through her business and personal networks, fosters opportunities that actively support women entrepreneurs to achieve success in international business.

This year's keynote speaker will be Kyle MacDonald, Director & CEO of London, Ontario-based Phoenix Interactive Design Inc. Established in 1987 and now employing 105 people, Phoenix Interactive Design Inc. began exporting its leading-edge ATM software solutions to the U.S., Australia, New Zealand, UK, Ireland, South Africa, and China in 1995. Export sales now account for 60% of the company's business.

Kyle has been honoured as one of Canada's top woman entrepreneurs . In November, she won the BDC Exporter Award at the 2006 RBC Canadian Women Entrepreneur Awards. OWIT-Toronto is thrilled to have her join us for this year's JoAnna Townsend Award Ceremony.

For more information about the JoAnna Townsend Award, including a nomination form, please visit our website.

Helena Guergis, recently-appointed Secretary of State for Foreign Affairs, International Trade & Sport, held a series of regional roundtables in March 2007 to hear the needs and challenges of women exporters in conducting business internationally. The purpose of the discussions included identifying gaps in the services and programs currently provided by Foreign Affairs and International Trade Canada (DFAIT) and connecting with business leaders in positioning Canadian businesses for success in a rapidly changing global economy.

Among the recommendations presented by OWIT-Toronto President Susan Baka were:

• Reinstate PEMD (Program for Export Market Development) which many women-owned businesses utilized in the past to break into new markets by assisting them with international marketing (eg: trade show exhibiting).

• Allow non-sectoral and regional associations access to PEMD.

• Increase support for trade missions for women since these missions are valuable for building much-needed networks in new markets and since a great deal of the work for such missions is currently shouldered by volunteers in businesswomen’s organizations.

• Provide consistent regional assistance programs across the country that match the breadth and depth of service currently provided by groups like Western Economic Diversification (WD) and the Atlantic Canada Opportunities Agency (ACOA)

• Continue to profile successful women exporters in communication vehicles since they serve as powerful role models to aspiring and growing women entrepreneurs and to young women.

• Enhance level of Trade Commissioner Service expertise to better assist SMEs and service-based companies.

A report on the cross-country roundtables is expected from DFAIT this spring.

Incoming Trade Mission to Introduce New Market Contacts

Interested in expanding your business in Asia, Africa or South America? The International Trade Centre (ITC) in Geneva, an agency of the World Trade Organization and the UN, has selected 20 professional businesswomen in the service sector from developing countries to explore opportunities with potential partners in Canada during an International Business Services Forum to be held in Toronto on May 15-16, 2007. Whether you are looking to outsource services or expand your business in new markets, this Forum will introduce you to key contacts who can provide you with insightful information about their markets. In addition to attending their presentations, you will have an opportunity to meet with them one-on-one, as well as with a group of international consultants who will provide individual advice on the successful international marketing of services. The event also includes a networking reception and trade fair.

There is no cost for qualified participants. For more information on eligibility and registration, contact Andrina Lever, Lever Enterprises, at 416-920-5114 or aglever@rogers.com

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Celebration of Champions of Women in International Trade
Event Write-up by Bogumila Lapinski

On December 4th, 2006, OWIT-Toronto celebrated its holiday event with two inspirational guests: The Honourable Sarmite D. Bulte, winner of the 2006 Joanna Townsend Award, and Andrina Lever, OWIT’s 2006 Woman of the Year. After a few opening remarks by OWIT-Toronto Co-Presidents Susan Baka and Amanda de Vogel, Ms. Bulte and Ms. Lever took the stage in an informal Q & A.

A few questions from the audience invoked the two women to reveal their accomplishments and insights regarding women in international trade. Ms. Bulte described her many years of fighting for opportunities for businesswomen and entrepreneurs through her role as volunteer and politician, resulting in the seminal Task Force Recommendations to the federal government in 2003. Ms. Lever, a long-time advocate for the advancement of female entrepreneurs in developing countries, shared her experiences of working with women in over 25 countries.

As the two guests spoke about their various projects and travel tales, the audience became very involved in the discussion. Inspired by the speakers, members suggested ways to foster growth and opportunity for women in international trade and the need for champions for the cause. Before taking their leave, both Ms. Bulte and Ms. Lever challenged the women in the room to join together to make their voices heard and invited OWIT members to the 10th Anniversary Women’s Trade Mission to Washington, D.C. in November 2007.

What’s Hot in Emerging Markets
Event Write-up by Susan Baka

The hottest trends in some of the world’s key emerging markets were the focus of a recent interactive OWIT-Toronto’s “What's Hot in Emerging International Markets” panel discussion, held on February 28, 2007 and sponsored by I.E. Canada and Trade Partners . Presenters included: Kim McArthur of McArthur & Company Publishing Limited , Binni Rana of Eckler Partners Ltd. , Anooshka Khazaeie of Phancorp Inc. , Gail Morris of Trade Partners , and Carla Kearns of TLI - The Mandarin School .

Here are some of their insights into these emerging markets:

Kim McArthur on Russia:

• Business Culture: Important to meet heads of companies and make personal connections and relationships; culturally very alive, vibrant and passionate.
• Caveats: Exercise caution when making deals because there is no way to do credit checks; be sure you get a good interpreter.
• Opportunities: Luxury goods represent enormous business potential.

Binni Rana on India:

• Marketplace: Stable, with political and economic reforms that began in the 90s and all regions developing aggressively; government is aware of the need to operate in a global market, but there is some protectionism in certain sectors (eg. insurance).
• Huge potential exists due to prevalence of English language, young population (50% are under 25) and middle class purchasing power. India is a brand-conscious society with a lot of people becoming affluent quickly.
• Opportunities: Need for financial products (especially micro-financing and insurance) and education/training ( York University and University of Waterloo currently setting up campuses)

Anooshka Khazaeie on Middle East :

• Marketplace: Heavy raw materials exporters, processed goods importers.
• Caveats:
• Markets are not stable because of politics, wars, sanctions, which can affect whole region (especially oil prices).
• Be careful of contracts/payment agreements – even though time-consuming, a Letter of Credit is the most reliable method
• Opportunities: Currently moving from closed to open markets throughout region, with most foreign products welcome.

Gail Morris on Brazil:

• Marketplace: Stable and ripe for bilateral trade; very competitive because it’s a low-cost centre; particularly interested in exporting their products (eg. their coffee, shrimp); vibrant culture and great people.
• Opportunities: Huge emphasis on biofuels; specialty products (eg. ice wine) more welcome there than mass-produced type products.

Carla Kearns on China:

• Marketplace: One billion plus consumers representing a huge retail market, particularly because of an increase in the middle class. China is the #3 purchaser of luxury retail goods.
• Caveats:
• Legalities and regulations pose challenges – over 3,000 business laws and regulations, many of which have changed since China’s entry into the World Trade Organization (WTO) so it’s hard to know the true rules and regulations.
• It’s difficult to validate companies as partners. "Due diligence takes on a whole different meaning."
• Brand perceptions are different than in North America – Intellectual Property rights pose a problem.
• Although huge, China is a volatile market.
• Opportunities: Foreign countries tend to have a "brand" association. Canada is perceived as a strong country that is clean, pristine and green. Canadian high tech environmental solution products are well received. Education has big market potential – most Chinese families have only one child and will spend on education.

Member Profile:
Anne Sportun / Experimetal Jewellery

Company: Experimetal Jewellery

Toronto, Ontario, Canada
www.annesportun.com

Year Established: 1987
Number of Employees: 25

Description: Anne Sportun / Experimetal Jewellery manufactures hand-made original jewellery, designed by Anne Sportun. The company also sells its jewellery to retail stores across North America as well as to customers via its own retail store and website.

How it Started: Anne Sportun began experimenting with jewellery in the basement of her childhood home where her father, a high school shop instructor, had a workshop full of tools. In 1987, Anne registered her company "Experimetal Jewellery Works", but still held odd jobs to make ends meet. Fortunately, while she was working part-time at an architect's office, she met Barbara Kelly. They became fast friends and soon started to work together developing Experimetal. Barb represented the work at international trade shows while Anne remained busy designing and making her pieces in the studio. Ten years later, Barb and Anne became business partners.

Path to Growth: Growing slowly while expanding your market share is an important factor towards success. Anne made sure to establish the Experimetal name in Canada before entering the United States. Also, hiring the right people to manage the various departments as the company grew was a major key to success for Experimetal.

Export Sales: 85%

Export Market: United States

Export Goals: To eventually start exporting to Europe and Japan once Experimetal receives greater representation in the United States. As well, establishing Canadian-made products abroad is an important goal for the company.

Help Accessed: EDC and InfoExport were a big help for Anne and Barb. InfoExport was especially useful when the company was looking into various means of marketing in the United States.

Benefits: Anne and Barb feel that free help is great, especially when you are starting out and don’t have a large budget for advertising and information gathering.

E-Commerce Strategy: Originally, Experimetal’s e-commerce strategy was directed towards supporting the company’s wholesaling side of the company. As time went on, they started developing it as a retail tool where customers could order off Experimetal’s website directly from the company’s Toronto location.

Biggest Challenge: Leveraging cash flow in order to accommodate increased sales orders, as well as dealing with uncertainty with commodity prices.

Anne’s Export Tips: Stay organized and triple check everything. Also be sure to have insurance to cover shipping out to customers as well as shipping coming in from customers due to repairs and returns. Always ensure you maintain quality and speed as you grow and try to only deal with reliable suppliers.

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