Skip to Main Content
The Review

How this startup aims to transform transgender care

Ideas

Category Archives: Blog Categories

How this startup aims to transform transgender care

The month of June is almost over, which means Pride Month is officially winding down.

For years, civil rights groups focused their efforts on guaranteeing that LGBTQ Canadians could marry, live and work without fear of discrimination. While there’s still more that needs to be done, 2017 saw a slew of long-awaited, and well overdue, civil laws enacted.

Earlier this month the federal government passed legislation that would protect transgender Canadians from gender-based discrimination. The law also expanded the country’s hate speech laws to make targeting someone based on their gender expression illegal.

Meanwhile the Canadian government is pushing forward with legislation that would pardon or expunge criminal convictions for thousands who were arrested — before same-sex relations became legal in 1969 — under the country’s gross indecency laws.

Maggie Bergeron and her co-founder Ellie Afif are using their Toronto-based startup called Embodia to help transgender Canadians in a new way. Their company which produces educational courses recently launched a new series aimed at helping pre- and post-surgery transgender Canadians. It’s the first of its kind in the country and a big step forward for transgender men and women across the country looking for online guidance.

The duo were inspired to launch the series after realizing there were few places that provided similar offerings, especially outside of major Canadian cities. The team behind the course worked with researchers, nurses, doctors and the transgender community to make sure the content was accurate and helpful.

“The course is meant to support the community who identify as transgendered or gender diverse and want to be aware of the best protocols and health available,” says Bergeron. “The video course is meant to help transgender people through the transition period through exercise and mindfulness training”.

Noah Hicks couldn’t agree more. The Niagara resident says his trans journey was largely aided by his laser-like focus on fitness and health and wishes something like this existed before he transitioned three years ago.

“Fitness was a big part of helping my mental well-being while dealing with gender dysphoria – it was such a positive outlet that helped me not only mentally, but physically, and I still continue to work out and enjoy it as a part of my regular routine.”

For Bergeron a gap in the market, like this one, is an opportunity for Embodia to make a difference. “Some healthcare providers wouldn’t have specific knowledge about how to empower people going through transition and give them a supportive community. Through Embodia there’s a forum for transgender Canadians and people taking the course, who then can choose to post anonymously and find specific exercises and track progress”.

Of course this is just the beginning for what the company plans to offer minority and LGBTQ Canadians in the future, she says. “It’s the beginning for us and the timing is good for creating this consumer facing course because we just launched another course on the cultural implications about minority groups, LGBTQ, religious groups, Judaism, Hinduism and Muslim and what you need to think about.”

5 essential tech-y Twitter accounts to follow

Like everything in life, success is often all about who you know, or in some cases who you follow. If you’re looking for advice on how to land your next VC or beat the mid-day energy slump, here are the people (and news organizations) you should follow to stay motivated and in the loop.

1. @TechCrunch

If you don’t already follow them, TechCrunch may soon become your go-to source for tech news. The tech blog has got your back when it comes to providing real-time breaking news.  Find out exactly what’s happening in Silicon Valley and around the world, plus read interesting analysis and opinions from the best in the industry.

2. @RyersonDMZ

Looking for the latest gossip the upcoming entrepreneurs or where you can find the latest accelerator programs? Then our online channel is a must follow and also includes exclusive news about new startup partnerships, programs across the globe, seminars and success stories. Craving more startup news? Check out our online magazine here.

3. @TheNextWeb

The Next Web caters to early-stage entrepreneurs by keeping readers in the loop about all the remarkable stories and updates taking place in the exciting world of tech. Widen your knowledge on tech news by reading opinionated perspectives and get access to exclusive TNW deals on the hottest gadgets and services, here.

4. @BetaKit

Rather than just giving you breaking news, BetaKit focuses on telling you only what you need to know about the Canadian startup landscape and why. BetaKit provides in-depth analysis of everything you want to know about the tech industry with a focus on the Canadian market. For more than 140 character tweets, check out their website.

5. @AnilDash

If you’re looking to learn more about venture capitalists, how to attract investors, diversity in Silicon Valley and abroad then Anil Dash is your guide. He offers knowledge on how to help people of colour break into tech and why it’s important to diversify the tech industry.

How Knix Wear founder shipped a million undies around the world

When Joanna Griffiths decided to quit her job at the ripe, ol’ age of 28 she never thought her split decision would one day lead her to launch Knix Wear , a Toronto-based lingerie startup, let alone net her over $2 million in sales, she admits.

But that’s exactly what it did and four years after starting the company on the floor of her living room she’s now shipping her high-tech, leak-proof underwear to women across the globe—everywhere from South Africa, to the U.S. and Afghanistan.

While her garments have garnered powerful praise from influencers since its 2012 launch—Metro News Canada, the Wall Street Journal  and New York Times, to name a few—Griffiths’ entrepreneurial journey is far less sexy, she confesses. The now thirtysomething encountered her fair share of problems during the startup’s early years and worked non-stop to get the business off the ground.

“It was scary,” she explains. “Being an entrepreneur is like a series of trade-offs, you’re always evaluating resources versus reward. The more prepared you can be for that type of lifestyle, the more you can think it through and know what your life will look like. I worked 24 hours a day and never stopped.”

The entrepreneur’s startup story is groundbreaking simply because through it she managed to create an apparel category that had never existed: leak-proof garments. Knix Wear was one of the first to market underwear to women who suffer from incontinence (light leaks), with company offerings later growing to include activewear clothing and period-proof panties for teens and adults.

A look at the breakthrough product that pushed Knix Wear into the limelight:

Her secret to success lies partially in capitalizing on the needs of what she felt was an underserved community. “I remember talking to women, who had kids, that would pick up Depends underwear because it was the closest thing they could find at the store and that resonated with me.”

Although her crowdfunding skills haven’t hurt her company’s overall success either. Since the company’s launch Knix Wear’s team has launched three online campaigns that have exceeded their crowdfunding goals. Her most recent campaign featured the company’s eight-in-one bra and raised more than $1 million on Kickstarter; the largest amount for any fashion project.

Despite her success, she’s quick to warn entrepreneurs about the perils of raising capital online.

“What I’ve seen happen is an expectation amongst entrepreneurs that if you put your product up it will sell like crazy. They underestimate the work it takes,” she says. “It’s probably the hardest work you’ll do in a 30-day period in your life.”

For instance weeks before the company’s latest campaign launched she and her team worked tirelessly to promote the company’s products, line up orders and respond to customers around the world within tight time frames.

In fact, if possible, she suggests new entrepreneurs avoid crowdfunding altogether until they have the capacity to fill large orders on demand. “We’ve learned the hard way from our early campaigns,” she says. “We had this amazing pre-market sales and momentum, but then spent the next nine months just trying to catch up and fill orders. People have to think long and hard about it. It’s not easy as everyone thinks it is.”

While the startup landscape has changed drastically since she launched her business, Griffiths is proud that her team has remained in the city she was born. Toronto entrepreneurs shouldn’t be too quick to leave the city behind these days, she adds. For anyone hoping to mimic her rise to the top she believes flying across the border is a must, but relocating isn’t necessary anymore and encourages entrepreneurs to explore options at home.

“There’s really nice growing and robust ecosystem that’s emerging [in Toronto]. There was definitely a time one-to-two years ago where we thought we had to move to the U.S. because I was getting that feedback from potential investors and now I’m not hearing that as much.”

Life lessons: Confessions from an entrepreneur who sold his startup

Life after an acquisition can be complicated.

For most founders, the possibility of landing a big exit is a good thing. It usually means a decent amount of cash and, in most cases, the chance to stick around as an employee or consultant long after the contract ink has dried.

While some end up missing the hustle and bustle of entrepreneurship, many find that working at a big company—after years of living the startup life—gives them time to regroup and tap into resources they could only have dreamed of when they were going at it alone.

No matter the outcome, the decision to sell a company can be an intensely personal and a difficult one to make. Robleh Jama, DMZ alumni and founder of Toronto-based app studio Tiny Hearts, knows the process all too well. The entrepreneur’s startup was purchased by Shopify in 2016.

After the buyout he and a few of his colleagues stayed on to join Shopify’s special project department where they now make experimental apps for new audiences. At the time of Tiny Hearts’ acquisition, Jama’s small, yet thriving, company had nine full-time employees and three part-time associates.

Before Shopify approached him about a potential acquisition he had never really considered selling the business. “It wasn’t really an idea I thought about,” he says.

His plan was to always grow with the company long into the future but as time went on, he noticed that scaling it would take more resources than his team had at their disposal. Shopify—an Ottawa-based company with offices in Toronto, Montreal, Waterloo and San Francisco—had connections around the globe to push his ideas to the next level.

“The acquisition was very organic,” he said. “[Shopify and Tiny Hearts] started off as a working relationship first and then grew from there. It was the best way to do it.”

Not everyone will find themselves in the same situation as Jama, but there’s nonetheless a few crucial things entrepreneurs should understand before taking an all-out company buyout, he explains.

Here’s his advice for entrepreneurs considering an exit and what they should know before signing on the dotted line.

Get your company ready by doing good work



A big payoff should never be the end goal for any entrepreneur, but if you’re looking to partner with or be acquired by another company you should make sure to create something of value on a regular basis, he says.

“It all starts with and ends with producing great work,” he explains. “You’ve got to think what value does a company want or look for. It’s better to think about it that way instead of reverse engineering an acquisition. That won’t work,” he explains.

At Tiny Hearts, creating great products meant making sure his company always stayed on top of new trends in the mobile industry and applied them whenever possible to upcoming projects. It also helped Jama, he admits, that he was personally invested in learning as much as he could about mobile-based applications in his free time.

Another piece of advice? Make sure to network with as many people in your industry as you can and stay grateful. “We met people at the DMZ that are still friends of mine to this very day and connected me with other people in the field.”

Wait for the right partner



Just because a company makes an offer doesn’t mean you have to take it, he explains.

Jama and his team worked with Shopify on several projects beforehand and were well acquainted with the company’s products and, more importantly, how they could help each other elevate the work they were already creating.

He also knew how he would personally fit into its company culture as an employee. A fact that he says founders shouldn’t be too quick to overlook. “I knew what they were like. I don’t think I could work at a company that wasn’t Shopify. I was looking to level up and learn to build products at scale and they were the ones that could do it.”

Not to mention that he’s also happy with the work he’s doing. Any role you or your team take on post-acquisition should be discussed in detail before any contracts are signed, he explains.

“Working at Shopify is like a honeymoon that doesn’t end because the team I work with is autonomous and doing what we used to do at Tiny Hearts—pumping out mobile products. We’ve been given the resources to do what we’re most passionate about so we can just focus on creating  innovative and experimental products.”

Seek out legal help ahead of time


There’s no shame in asking for help, especially if it involves money. Exits can mean a host of new problems, which can sometimes include doling out money or company shares to employees and should be taken seriously.

The best thing for companies to do is find someone who can help lay everything out in black and white and take emotions out of the picture, he says. “Find someone you trust and go from there.”

Last, but not least: Do your homework



Jama and Shopify executives made sure the buyout process went slowly. It took almost a year between initial talks to a contract signing.

“The idea was floated, casually, when we started working together, but we didn’t want to rush into. We said let’s continue to work together to see how it goes. After we worked with the team on an app called Frenzy we realized that Shopify was what Tiny Hearts could become if it were on steroids and were on board.”

Luckily over the years Shopify had acquired several local companies before Tiny Hearts, which made the process that much easier for Jama and his team. “Shopify had done this a handful of times of times so they made the process super smooth from the conversation to getting the deal done to transitioning, but we made sure to talk to people [clients, staff, industry professionals].”

How the DMZ is helping Toronto startups crack the U.S. market

For Canadian entrepreneur Ami Shah finding a space in New York City to call home while she networked with local business leaders and pounded the pavement in town was never really an option. Sky-high office fees, a weak loonie and the city’s competitive rental market meant finding something long-term was almost impossible.

When she and her team would travel to Silicon Alley they would have no choice but to work out of crowded coffee shops. In most cases hopping from one table to another in an effort to find a working outlet or in some cases just huddling around a computer, often with luggage in tow, trying to broker deals or hold conference calls.

“It was a nightmare,” the successful co-founder of education software company Peekapak explains. “I was always moving between coffee shops; buying just enough coffee so I could use their Wi-Fi. Have you ever had to rely on a coffee shop to livestream a meeting while someone in the background blends coffee or yells on the phone beside you? It’s not good.”

In the past, a lack of office space was a headache-inducing barrier for Canadian entrepreneurs, like Shah, looking to put down roots in the U. S. or dip their toe in an international market close to home. But all that will soon change. As part of a collaboration between the DMZ and Primary, a New York-based coworking office, entrepreneurs affiliated with the DMZ accelerator or its network of partners across the country will get 10 desks on site to use in NYC anytime, free of charge.

dmznyc-blogmapfinal

Companies that apply and chosen to take part in the program will get access to desks at Primary’s 25,000 square foot facility in lower Manhattan and a combination of wellness and startup services, like free fitness classes, tickets to weekly in-house events, private offices and concierge services. DMZ startups will get up to four free months and non-DMZ companies up to 30 days.

Such a collaboration will open up huge doors for Canadians in the booming city and give entrepreneurs a chance to make vital connections with local talent, broaden their investor pool and, more importantly, meet future clients.

For a successful entrepreneur like Shah, this space’s real value lies in its strategic location and it’s not hard to see why. The city is already home to several venture capital firms—attracted by the city’s booming tech industry—and headquarters for educational companies like Scholastic and Pearson, an education and publishing company.

The DMZ news also couldn’t come at a more fortuitous time for her. Peekapak left the DMZ in June for a brand new office in Toronto’s west end and earlier this year was invited to attend an influential meet-and-greet in New York City with the city’s local tech influencers. Cementing any relationships she’s made at the event will take time and a dedicated place where she can bring potential clients will help.

The upside of having a DMZ-branded office in New York isn’t lost on Addo Smajic, co-founder of Reportin either. He plans to take advantage of the Primary’s offerings later this summer.

In fact, the entrepreneur, who counts Microsoft and Google as startup supporters, is already well acquainted with how important the New York scene can be for a startup’s prospects. He’s made valuable connections during his time in the U.S., met investors that back his products and even managed to finagle his way into getting his very own 2-1-2 area code.

 “You have to put in the work to be an entrepreneur, but you also have to be in the right spot as well,” he says. “This, the DMZ, will put you in the right spot.”

We’ve picked our six for the Aviva Insurtech Accelerator program

How big is the insurtech market? A report by marketing magazine Business Insurance found the burgeoning sector secured a whopping $3 billion in new investments in 2015 and it hasn’t gone unnoticed. A few of today’s biggest players in the space, like Aviva Canada, are proving how legacy companies can adapt to digital disruption in the field and thrive in the process.

Comparable to the way fintech startups transformed the banking world, ‘insurtech’ companies have set their sights on disrupting the insurance industry. Our friends at Aviva Canada are showing their support for new-age businesses in the industry by sponsoring a new program that will help six startups at the DMZ grow through our very first insurtech accelerator.

Although many applied for a coveted spot in the program only a few were accepted. The following six startups made the cut and we’re very proud to announce our very first cohort, which will spend four months perfecting their products and improving their services with access to sales support, mentors and a chance to pitch to a £100M fund. At the end of the program each company will participate in an industry ‘Demo Day’ where they’ll have the chance to pitch their company to executives at Aviva Ventures for an investment opportunity.

EatSleepRide Motorcycle GPS

Inspired by the versatility of the Swiss Army Knife, EatSleepRIDE Motorcycle GPS app helps motorcyclists get the most out of their seat time with native social features, free motorcycle roads and telematics combined with CRASHLIGHT safety built-in to automatically detect a crash and notify contacts of the rider’s location.

FormHero

This company helps turn internal paper-based processes into highly converting, customer-friendly experiences. “Smart forms” act as a personal assistant: creating unique paths for each customer by removing or adding questions only when they’re relevant. Once the information is captured, FormHero automatically finds, fills out and delivers an organization’s existing paperwork.

Jauntin’

This AI-backed, on-demand insurance platform makes obtaining travel insurance quick and easy. Signing up takes less than two minutes and coverage can be turned on or off anytime, meaning users only pay for what they use.

Knote

This app redacts, compares, and automatically summarizes any text document, saving clients time.

NXCARTECH

Creating the world’s largest connected vehicle services platform, the company’s technology schedules service reminders and diagnostic alerts to encourage best practices for staying-up-to date with maintenance issues, reducing claim severity monitoring mileage, which determines warranty liability, improves risk management and reduces claim processing costs.

Sumo Insurance Brokers

An AI-powered digital platform that responds to and manages highly repetitive conversations between customers and brokers. With their trained digital assistant, Sumo automates and simplifies the process of buying and servicing personalized insurance policies.

Breaking the mental health taboo

The heavy toll business ownership can take on one’s mental health is a dark secret rarely shared. A fear of failure, constant pursuit of greatness and long days followed by even longer nights can push even the most ambitious entrepreneur to their breaking point.

In today’s world where the trials and tribulations of even fictional founders are idolized, it should come as no surprise that psychological health is often all but ignored. In fact, a recent study found that a whopping 72 per cent of entrepreneurs self-reported as having mental health concerns, not a surprise for many in the startup community that have already come face-to-face with high rates of Founder’s Blues.
However it’s one that Abdullah Snobar knows all too well. The executive director of the DMZ at Toronto Metropolitan University — the number one university-based incubator in North America and third in the world — and founder of TEDxRyerson is someone that many could easily describe as “successful” and ironically a strong proponent of (surprise, surprise) mental health services. More importantly, he knows how useful it can be for people like himself in the startup industry where appearance can sometimes trump reality.

“There’s a misconception that people who are Type-A and successful are free from mental health challenges. If a person has a busy, fulfilling life and looks accomplished and happy from the outside, they must not struggle with mental health issues,” he says in an op-ed originally published in the Globe and Mail.

“It’s a misconception that’s reinforced every time I browse my Instagram feed, LinkedIn profile and even walk past the sea of smiling faces at various conferences. Everywhere I look, I see no obvious signs of mental health stresses. And herein lies the problem.”

Enter: TranQool, a Toronto-based startup that connects patients with therapists for video chat sessions. The goal? By reducing physical barriers, costs and stigma that accompanies mental health counselling, the startup wants to give anyone the ability to seek out the help they need no matter where they are.

A lot of times we [entrepreneurs] actually hide ourselves in the work that we do and avoid the reality of life by working extra hours, which sometimes leads to burnout and depression,” said Chakameh Shafii, the company’s co-founder and CEO

Through the company, Canadians can set up a free customizable profile that lets them detail their concerns. Afterwards, patients are then matched with a therapist within five minutes.

Not everyone may feel comfortable with seeking out therapy online, but it’s a unique technological solution to a problem that has long plagued the startup space. For those who don’t have a personal self-care plan simply recognizing how crucial mental health wellbeing is to long-term success is the first step and a smart way to combat the dreaded Founder’s Blues before it ever takes hold.

If you’re a DMZ entrepreneur looking for more ways to improve your mental health, you can access the free counselling sessions the DMZ is providing through our community partner TranQool – an online tool connecting you with accredited cognitive behavioural therapists.

For other individuals looking for local mental health services there are a variety of local resources offered by the following institutions and the city of Toronto.

Mental Health Helpline
Information about mental health services and supports in your community and across Ontario.

Distress Centres of Toronto
Telephone call centre for people needing emotional support, crisis intervention and suicide prevention.

Community Resource Connections of Toronto
Search directory for addictions and mental health programs, housing, crisis services, and basic needs services.

Oolagen Community Services
For youth 13-18 years of age and their families who live in Toronto that require mental health assistance.

Facebook: Your startup is probably doing it wrong

If you didn’t already know, Facebook is pretty much considered a diamond in the rough of the world that is social media. In Q4 of 2016, Facebook reported an active user base of 1.6B accounts (that’s a lot of memes). So do you start when your company is only a couple of months old with a tiny budget and a ton of social media channels to invest in?
When it comes to social media, most businesses (especially the small ones) think of Facebook. And rightfully so. Yet, most startups struggle to use Facebook to its full advantage. In this post we’ll go over what and how to post on Facebook.

This will be a long one, so buckle in!

Which type of startups can Facebook help?

 
If you’re a B2C startup where your customers use Facebook as their preferred social network (e.g., e-commerce sites, lifestyle products, etc.), then Facebook is the place for you. If you’re a B2B startup, Facebook isn’t going to be the place you magically rake in those new leads. Simply put, Facebook is casual. The purchase intent would (in most cases) be a lot lower since it’s an important business decision. Does that mean you shouldn’t have a Facebook page? Although some B2B startups may disagree, I would still recommend having a Facebook presence because without it your startup will lose the edge in many instances (searchability on Google, advertising, check-ins… the list goes on).

The major challenges you’ll face on Facebook

 
First, let’s talk about the Facebook Edgerank Algorithm which drastically affects your posts’ visibility (super serious).

Ever wonder why your Facebook post reach is going down even though you publish top-notch content? Blame the Edgerank algorithm. Facebook only shows customized content to people even when they’ve liked your page.

Users that don’t engage will never see your new status updates

That’s thanks to the millions of Facebook pages also fighting for attention. Think of it like babysitting 1.6B 10 year olds (it’s okay, we’re just pretending.) Mark Zuckerberg knows this and introduced Edgerank to make sure that people only see content they care about ( they also need to make money by encouraging companies to invest in ads and increase reach, but that’s neither here nor there).

So the major challenges your startup might face may include:

  • Declining post reach because of the new algorithm (don’t get surprised if only 5% of followers see your post)
  • Confusion in understanding which type of content/posts work best for you and at what time.

Post reach

 
This problem can be solved if more people interact with your posts (duh). Here is how to do it.

Show what’s happening inside and hear people out
Promoting transparency and openness always sends a positive message and helps people connect with your company on a deeper level. This also gives people a chance to tell what they think of your company (yay, free user feedback.) Johnny Cupcakes is a great example.

Post at non-peak times
Since everyone is trying to publish at the same time (say 6 p.m.), try posting at a non-peak time. That way you’re competing with fewer accounts for attention. You can check the peak and nonpeak times in your Facebook Insights. I find that 11:43 a.m., 3:24 p.m., and 8:54 p.m. work great for DMZ accounts (this won’t be the same for you.) Overall industry stats show that the best time to post is between 1 and 3 pm and Thursday’s, Friday’s and Sunday’s see the most engagement.

Use more of pictures and videos
Various ‘studies’ have shown that pictures, video and live posts have higher weightage than status updates and links.

Content

 
Evidence shows that picture, video and live posts perform 43% better than any other posts. The optimum resolution for pictures is 940 px * 2048 px. Topical articles (good or bad) always perform better, so check what’s trending on Facebook (fake news… what fake news?) Also, posts that are optimized with Open Graph perform 64% better (more in the final tips section)

Final tips

 
Your content is great, your page is on fire and you’re getting leads like it’s Christmas morning. Before you celebrate, here are a few tips on adding that final touch to make sure you don’t look amateur.

Open graph


When you add a link to Facebook, it auto generates a preview at the bottom of your post. When this happens you’re free to delete the link from your post (neat, eh!) From here you can change the article title, description and even add in your own picture. You know your audience best, so take the time to customize each post to better engage and attract them.

Hashtags DON’T always work


I get it, you love hashtags. Your team just scored a large lump sum of funding and you want to let everyone in the world know. Considering what we discussed above (the Facebook Edgerank Algorithm), users aren’t actually going out there and looking for hashtags on Facebook. One hashtag is enough, but treat your business page in this case like your personal one. You’re having a one-on-one conversation with each user. Studies show that posts without hashtags (formatted properly) will do 7% better than ones with. Something is better than nothing.

Calm down, someone’s already beat you to the punch


Facebook isn’t like any other platform. You shouldn’t be posting six times a day (or everyday for that matter). Of course this all depends on your industry, audience and type of content, but Facebook is the most used platform out there. Users will usually have 20 minute sessions on the platform, 6-10 times a day. So if you’re posting too often, you’re spamming. Listen to your audience and track what posts do better on what day and time. Rinse and repeat from then on.

Key terms

 
Impression: How many times your post was seen.

Reach: How many individual accounts/people your post made it to.

Likes: ‘I agree with what you shared so I’m going to like this post’

Shares: ‘I super agree with what you shared! My friends need to see this’

Comments: ‘Great picture, Sheila!’

Conclusion

 
Knowing when, how and what to do with Facebook can be tough. But if done properly, the returns are well worth it. Some B2C companies out there understand this and sell more inventory through Facebook than on their website. Listen, learn and adapt. The right content strategy and approach can save you a lot of time, money and worry.

Steps to building a diverse startup

For more information on how your startup can build a truly diverse and inclusive company, check out the #ChangeTogether Diversity Guidebook, a collaboration between TechGirls Canada and TWG.

Below are some tips for building diversity and creating an inclusive environment for everyone.

Make it a priority… from the beginning

Building a diverse team is always easier when you start from the beginning. Take a look around you or on the team page of your website even if you’re part of a team of four or five. Ask yourself ‘how many women are there on my team?’ or ‘how many people of colour are there?’ These ratios can seem insignificant when you’re part of a small team, but it will be harder to attract and retain talented staff of various backgrounds, genders, sexualities and identity groups when you’re a rapidly growing team of eight and your plan to have a more diverse team results in a token hire.

Look outside your network

Are you in the middle of hiring and not seeing a diverse pool of applicants? Chances are you haven’t looked outside your circle. When growing your startup, it’s understandable that you don’t have time to play hiring manager, but you shouldn’t rely on asking a few friends if they know anybody. This only creates a higher chance of teams that look or think the same.

One of the ways to go outside your circle is by expanding where you advertise. Set a goal to post an upcoming position to at least five or more job portals. Before advertising this new position, make sure you review the language in the job description for inclusivity. The TechGirls Canada and TWG ‘Diversity Guidebook’ suggests adding an inclusion statement in the description. For example, “we encourage applications from candidates of colour, women, queer candidates, candidates with caregiving responsibilities, immigrant candidates, transgender candidates, and candidates with disabilities.” This can help you cast a wider net of applicants.

Values over quotas

An inclusive startup isn’t about filling quotas and following affirmative action initiatives. It’s about building a team that extends beyond what your startup sets out for its customer base. And when you foster diversity and inclusion, you bring a range of perspectives that can help encourage creativity and better connect to your clientele.

The #ChangeTogether Diversity Guidebook suggests creating strategies for increasing legitimacy within your startup. This can include creating safe spaces for discussion among marginalized employees and training a staff member to serve as a key source of support for your team.

Seek partners

Implementing steps to improving diversity and inclusion doesn’t have to be a solo effort for your startup. Organizations like TechGirls Canada work to breakdown silos and advocate for resources and funding to catalyze inclusivity. Their ‘Portraits of Strength’ initiative features women who’ve helped break down barriers for underrepresented groups in the tech sector. Many of these women are available to mentor other entrepreneurs who are looking to turn their inclusivity plans into actionable items.

3 tips on making Instagram your most powerful social media platform

In this series, I’ll share some quick tips on how to succeed online and how you can best leverage the internet’s most popular communication platforms (Instagram, Facebook, Twitter, LinkedIn and Snapchat) to better connect with your audience, build lasting relationships and create a strong and engaging digital brand.

If you ask anyone with a decent online presence what their most profitable social platform is, chances are they’ll say Instagram. That’s where we’ll start this series.

Your Instagram crash course

 
Instagram currently has over 600 million users, and each user spends on average three hours each day on the platform (you do the math.) Seriously high engagement rates (4.21%) show that Instagram actually matters to a brand’s audience. In fact, one high quality Instagram post will drive on average 50x the engagement of a Facebook post and about 120x the engagement of a follower on Twitter.

Breaking the fourth wall is totally okay

 
Rule # 1: Don’t be a robot. Sell your story. Instagram specifically isn’t only about racking up likes or followers, it’s also about promoting the journey of your brand and giving your audience a glimpse into who your startup is and what it’s all about. You want your audience to relate to your business. Rather than feeling the NEED to engage, you want to create an environment that makes them WANT to like, share or comment. So what do you post to be human, relevant and transparent? Here are a few examples:

  • Just hire a new staff member to your awesome team? Post about it.
  • Attending a sweet conference on behalf of your startup? Post about it.
  • Going out for a tasty team lunch? Post about it.
  • Launch a brand new service on top of what you already offer? Post about it.
  • Just publish a quality blog post on how startups should use Instagram? … You get it.

Your content should allow anyone to see what it’s like to be on your team. Lifestyle over any product or service is an easier sell. Just be sure to develop a consistent theme for all of your pictures (from style to colour palette to filter.) It’ll help you create a wholesome experience and will guarantee that your followers are genuine and engaged.

And while you’re at it, be sure to establish your own hashtag (yes, hashtags matter). If anyone wants to see what you’re all about, having a branded hashtag (like #TeamDMZ) will allow them to get a glance with one click.

Build friendships. Not leads

 
With Google Adwords bids skyrocketing in price, Twitter ads being completely and utterly useless and Facebook billing you for breathing on their platform, Instagram is the next best thing (and will only charge you time).

Building relationships on @Instagram is very different from what you’d normally think to do.

Follow, like, comment, repeat

 
The best and most cost effective way to get your brand known on Instagram is to engage as much as you can. While most businesses wait for consumers to come to them, Instagram favours those who take the first step. So get on your phone, search for the most relevant hashtag for your startup (e.g., #fintech) and get to work. I find that on average 40% of the accounts you engage with follow you back.

Re-engage. Over and over and over

 
Now that you have the followers and audience, you need to consistently engage and peak their interest. Make sure you’re posting high quality and relevant content between one to three times a day. As you post, you may see your audience engaging at different times. Be adaptable and change the frequency of your posts based on performance (Instagram’s built-in analytics options are a great way to gauge).

Also, make sure you’re replying within 30 minutes of someone commenting on your post. You want to reply to a user during the (short) timeframe they’re active on the platform. This keeps your metrics in the green and forces users to come back to your profile to reply (easy, but often overlooked).

Use #hashtags

 
We’ve all seen it… the massive wall of hashtags that looks horrendous, but gets the job done. Its purpose? To reach into as many topic buckets as possible. But try and keep the hashtags relevant to the content (e.g., #GoNorth – Google’s tech conference). You’re going to want to attach those hashtags as a separate comment after posting your picture (read: avoid looking too foolish).

Don’t know what hashtags to post? You can go retro and do some grunt work and research, but luckily technology has advanced far enough for an app to do all the work. Check out Focalmark for all your Instagram hashtag needs.

Like any relationship, building trust and loyalty takes time. And just like acting, my other true calling, social media is about reacting. Listen, engage and don’t expect users to immediately jump onto your profile. Slow and steady definitely wins the race here.

Succeeding on @Instagram means forgetting the need and creating the want.

Finally, never force your content. If you don’t know what to post or don’t think you should post something, don’t. The most successful brands are ones that act, post and engage as people – not businesses. Don’t overthink it and have fun.

Bonus: Get the right tools

 
Before you jump into the world of In
 stagram, here are the five tools that will make your content look and feel a lot more exciting than it may be (#nofilter is no longer cool).

VSCO: Simple, intuitive and necessary. This camera app will allow you to edit your picture in ways Instagram won’t.

Ultralight: If VSCO cam is just too mainstream for you.

Boomerang: Instagram’s own app which lets you capture your moment in a GIF format when a picture or video just won’t cut it (if it moves, it’s more interesting).

Hyperlapse: Timelapse for Instagram (everything moves faster).

Followers+: Track your accounts’ followers ratio and see who unfollows you, doesn’t follow you back or blocks you (great to gauge content types).

« Older Entries

Newer Entries »