Meet The McTasney Family
Meet the McTasney Family: Outfitting the Community with Moxie
Starting a business in a small town can be a challenge. it takes finances, support from the community, product and supply chain, marketing, word of mouth, and as Marissa McTasney will tell you, a lot of moxie. Eight years ago, Marissa tried to launch her business venture, but came across a number of barriers to cross.
MSN – 8 wacky Canadian entrepreneurs
There’s a big difference between men and women’s work boots, as Marissa McTasney found out. Her quest to find a pair of construction boots to fit her properly inspired Marissa to create and build her own company. Moxie Trades now markets construction wear especially for women.What: Moxie Trades sells work boots, gloves, tool belts and other gear for women, designed to fit women. And yes they come in pink and baby blue.How she got started: in 2006, after ditching her sales job at IBM to spend more time with her kids, she signed up to learn painting and carpentry. Unable to find a pair of construction boots to fit her properly, she ended up contacting a manufacturer in China thinking she’d get a pair made and import a few others to cover her costs.
Claim to fame: An appearance on CBC’s ‘Dragons’ Den’ led to an investment offer from Brett Wilson.
* Bing: Check out these groundbreaking women in construction
by Ian Harvey
Whitby CEO shows girls can be more than just pretty in pink
Businesswoman talks about her company and giving backWhitby CEO shows girls can be more than just pretty in pink. WHITBY — Marissa McTasney, CEO of Moxie Trades, talked to members of JCI Durham at Class Act Dinner Theatre about the ups and downs of owning her business, Moxie Trades, on May 3. May 3, 2012. Nathan Mackinnon / Metroland
WHITBY — Addressing a crowd from Durham Region’s business community from behind a podium in a Betsey Johnson tutu in multiple shades of pink, Marissa McTasney may not look like a typical CEO.But looking down a bit further, a pair of pink, ankle-high steel toe boots say everything Ms. McTasney needs to about Moxie Trades. That boot, called ‘Betsy’, is where it all started and was inspired by the women’s clothing designer who has an affinity for all things pink.The Brooklin resident became a dragon slayer when Brett Wilson invested in her idea on CBC’s reality show Dragons’ Den. Her company makes apparel, personal protection equipment, hardware and safety shoes specifically for women with a twist as bright as Ms. McTasney’s dress: they come in pink and baby blue.She was speaking at a Junior Chamber International Durham event at Class Act Dinner Theatre May 1 about her business, which she says has been a real rollercoaster of successes and learning experiences.Despite setbacks, which included problems with large retailers, Ms. McTasney says she has built a brand, which is more important than just making a product.Moxie Trades is in more than 400 stores across the country, from independent retailers like Mister Safety Shoes in Oshawa to larger retailers like Mark’s Work Wearhouse.The entrepreneur started in sales at IBM, but says she always felt something deep inside telling her to create.”I always knew there was something I wanted to do. I had that kind of entrepreneurial pain that you have. I’ve always had it and I didn’t know what to do with it. I still have it today. I’m sure that’s the reason I get up every day despite the day ahead of me,” said Ms. McTasney.There were some in the audience with that same feeling, and Ms. McTasney says it’s important to decide if it’s something to act on.”Figure out what it is. Then find out if the passion is there, because if you’re not passionate about it, it won’t work,” says Ms. McTasney.Her passions extend beyond her business to one of her core principles: give generously. On May 5, Ms. McTasney and a group she’s rounded up did some pro-bono renovations at Nova’s Ark in Brooklin.Nova’s Ark is a charity that provides therapy to children with special needs using interactions with exotic and farm animals.”We’re painting and renovating all of the animal enclosures, the barns the workshop and gardens as well as gardening for (the owner) Mary-Ann Nova.”Giving back just feels good. Can’t it be that simple?” asks Ms. McTasney with a laugh. “It’s the right thing to do, she’s certainly doing good things.
Show us the Money
Canada NewsWire
TORONTO, March 14, 2012
TORONTO, March 14, 2012 /CNW/ – “When you do the math and understand your figures,” advised financial expert Jacoline Loewen, “then you will do well in business.” Loewen, a partner with Loewen & Partners and author of Money Magnet, was talking to over 120 women business owners who were gathered together to celebrate International Women’s Day.She highlighted several successful women entrepreneurs who had not only done well in their business ventures, but sold them for millions and encouraged the women in the audience to think big, to believe in themselves and pursue growth.And the panel of women entrepreneurs who followed had done just that. There was a common theme in their stories – each had just leapt in and followed her passion, not always knowing what they didn’t know, but confident that they would obtain the knowledge they needed to succeed.Neither Chioma of AMOI magazine nor Marissa McTasney of Moxie Trades were shy about pursuing someone who could help them, and when they had successfully tracked down the right person, and won them over, it was as if the doors opened and nothing could hold them back.Marilyn Sinclair of WordCheck and iContent, on the other hand, was a serial entrepreneur, with over four businesses to her name, including one she had recently sold. When she reflected back on her finances, she admits that she had difficulty getting a line of credit in the early days, and that one bank had required her to have her father’s signature. As she said, had she been married at the time, likely it would have been her husband’s consent that was needed.Times have changed, but we still have a long way to go. The first step, recommends Loewen, is to do your homework and determine the type of investor who would most suit your financial needs. Next is to know your figures; to present yourself in a competent, warm but professional manner, and be able to articulate your unique value proposition. She also suggested that women focus on growth, not on the actual product, as that could change.The Honourable Brad Duguid, Minister of Economic Development and Innovation (MEDI) gave the opening remarks at Become a Money Magnet which was organized by Company of Women, EMDA, Enterprise Toronto, Microskills and WEConnect Canada, and hosted by Ernst & Young. “We wanted to focus on women and money, because while more and more women are entering the world of entrepreneurship, their rate of growth is lower when compared to their male counterparts.” shared Mary Anderson of WEConnect Canada. “And a lack of financial literacy, confidence and knowledge of what is available are all part of the problem.”This International Women’s Day event was one of 25 held across the province that was funded by MEDI.
Read more: http://www.digitaljournal.com/pr/623517#ixzz2JWKoj9Ly
Women in construction share experiences on Construct Canada panel in Toronto
Seen from left are Elisabeth Araujo of Etobicoke Ironworks Ltd., Marissa McTasney of Moxie Trades, Martha George of the Grand Valley Construction Association, Mary Lawson of Dalerose Country and Lyn Hardy of Etobicoke Ironworks.
Women in construction share experiences on Construct Canada panel in Toronto
PATRICIA WILLIAMS
staff writer
On the surface, Martha George, Mary Lawson and Marissa McTasney might not appear to have a lot in common.
But they have all made their mark in construction. George is president of the Grand Valley Construction Association; Lawson is vice-president and general manager of homebuilder Dalerose Country Inc.; and McTasney is founder and president of Moxie Trades Ltd., which designs and distributes women’s work wear.
The three women shared their experiences and dispensed career advice at a recent Construct Canada session, organized by Elizabeth Araujo, marketing communications coordinator at Etobicoke Ironworks Ltd. and Lyn Hardy, sales manager for the company’s miscellaneous ironworks division.
The title was: “Three women who will change your life: a panel on the increasing role of women in the construction industry.” The session was believed to be a first of its kind at the conference.
McTasney started her company six years ago after ditching the high heels of the corporate world for work boots.
Her “aha moment” occurred when shopping for safety boots while enrolled in a skilled trades program. McTasney found that only men’s boots were available. Her entrepreneurial instincts kicked into high gear and Moxie Trades was born.
In 2008, McTasney appeared on the CBC’s Dragons’ Den, a reality television show in which aspiring entrepreneurs pitch business ideas to a panel of venture capitalists.
She subsequently partnered with oil and gas tycoon, investment banker and philanthropist Brett Wilson who is now a part owner of Moxie Trades.
Last year, McTasney sold about 6,000 pairs of her trademark pink boots, part of a product line which also includes apparel and various styles of footwear.
“It is really about finding your passion and pursuing it,” she said.
Lawson, the first female president of the Canadian Home Builders Association, launched her career in construction in the 1960s installing aluminum siding on houses for her then husband’s firm.
“While nailing aluminum siding on houses may not seem glamorous, I was developing an understanding of business and construction,” she said.
“I learned to run the sales, marketing and financial side of things. Certainly, the skills I was learning on the business side would prove invaluable as my life progressed.”
Lawson later found herself in Calgary, selling condominiums. This eventually led to a senior sales and marketing job with a large homebuilder in that city.
She subsequently landed a position as the national marketing manager for American Standard before joining Dalerose, a custom builder/renovator in the Orangeville and Caledon area.
“The bottom line today is that the choices are absolutely endless so long as you keep your options open and take advantage of opportunities as they arise,” she said, noting that networking is critical to business success.
“Never close any doors. Allow your true passions to guide your decisions. It is so much easier to be successful if you love what you do. Make choices that are best for you. There are great rewards for those of us who venture into fields previously only occupied by men.”
For her part, George launched her career in construction in 1989 when she started a masonry contracting firm with her husband Doug after stints at a local radio and television station and at a management personnel recruitment firm.
“My husband and I worked very well together,” George said. “His expertise was in the masonry end; mine was in the business end.”
George took courses, joined professional organizations, volunteered on boards “and read everything I could about the industry.” Along the way, she became active in the Council of Ontario Construction Associations and the Canadian Construction Association (CCA), among others.
George served as chair of the GVCA in 2000. Six years later, she was named president.
The association, which now represents close to 700 companies, won the CCA’s member association award of excellence in 2009. The following year, it was recognized by CCA for championing Gold Seal certification.
“I have a board that has never said no to me,” George said. “The reason they haven’t is that I come prepared, I know what I am talking about and I deliver results. The day I stop delivering, I guess, is the day I’m gone.”
While construction has traditionally been a male-dominated industry “and getting ahead in any industry as a female is not easy,” George said the key “is to establish your credentials early in the game, find your fit, search out opportunities, educate yourself and get connected.
“If you want to move into a management position, don’t just wait to be discovered. Express your interest. Find out what you have to learn to get there. Show how you can add value to the company. If you hear of an opportunity, apply for the position. As a female applicant, you will probably get an interview. You’ve got nothing to lose.”
Truro Daily News – America’s Moxiest Work Woman
On weekends, I kick off the heels for work boots and a tool belt’
TRURO – Are you America’s Moxiest Work Woman?
If you ask Tatamagouche native Maggie Stewart, the answer would be a resounding yes.“It was a bit of a shocker,” said Stewart, a 27-year-old who now lives in Windsor Junction. “It’s still a bit surreal that I actually won.”Stewart, who stands at 5’2″, discovered on Thursday that she won the Moxiest Woman contest she entered through Moxie Trades, a company that specializes in work apparel for women. She found out after ‘liking’ the Moxie Trades page on social media network Facebook and saw it posted.“I didn’t know what my competition was, so I didn’t know what my chances were. I was feeling confident in myself, but sometimes we often doubt ourselves.”Following her high school graduation in 2002, Stewart moved to Halifax to attend university.
She bought her first home, in Truro, just two years later.
That’s where Stewart’s story begins.“I was sort of forced into it,” she said of learning how to do renovations and fix things. “I knew that I had wanted to take on a project and when I was looking at buying a house, I realized that’s where the opportunity lies.”Working for Rogers Communication during the week left only weekends for Stewart to delve into her renovation project.“I wear high heels from 9 a.m. to 5 p.m. Monday to Friday and on weekends, I kick off the heels for work boots and a tool belt.”Stewart’s introduction into the company was when she bought a pair of pink Moxie Trades work boots.“I had been wearing them for a while and didn’t really think anything of it, but then I went online and started researching Moxie Trades.”She said learning about the company’s owner hit close to home, with Marissa McTasney sounding much like Stewart.“She worked at an office job. When she had kids, she realized she wanted to make a change and go into construction.”While learning about McTasney and the company, Stewart came across the Moxiest Work Woman contest. She originally thought it was for Canada, however, the contest was open to all of North America.Stewart then called one of her best friends for assistance in making an entry video.“I made my own script of all the things that were important to me, why I do what I do and why I love it.”Stewart’s video talks about proving people wrong when they doubt her.“As a woman and I walk onto a construction site, men look at me and don’t know what to think,” she said, laughing, adding she likes to defy stereotypes.“This is something you’re born with,” she said, about the ability to do what she does. “It may be scary and intimidating, but you do it. I love ripping something about and figuring out how to put it back together once it’s apart.”Working mainly for friends and family right now, Stewart is in the process of setting up her own company. Her contest winnings, including some money (to be split with the friend who helped with the video) and tools, will go toward the startup.She will also be featured in Moxie Trades’ 2012 catalog, which Stewart is looking forward to.“I’m also looking forward to inspiring other women. This is what gets me going. I don’t want women to feel like they have to wait until a man gets home to do any renovations,” she said, adding women in skilled trades aren’t as common as men, and she wants that to change.“Women have a real aptitude for skilled trades. We have the patience, the attention to detail, the organization and the time management.”To view Stewart’s video, visit www.moxietrades.com, and click on the ‘Tradeswomen’ menu item.
rtetanish@trurodaily.com
November 10 Product Spotlight
Moxie Trades, safety footwear made exclusively for women, has expanded its product line to include a complete collection of women’s safety gear. Items include the original pink work boot, metal-free athletic runners, oxfords, light duty work boots, winter safety boots, and an apparel line including denim overalls, carpenter pants, coveralls, hard hats, tool belts, safety glasses, and uniform pants.
The Chronicle Herald
Marissa McTasney has conquered the Dragon’s Den and survived the recession.
Her next big challenge comes next week when she sits across the boardroom table from Irving Shipbuilding Inc. executives.
The Moxie Trades founder, an Ontario company that designs work and safety gear for women, is on a mission to outfit working women coast-to-coast.
Since 2008, the company has grown from the bold beginnings of a pink work boot to more than two dozen products, including tool belts, hard hats and winter boots. Each combines safety and comfort but not at the expense of design and fashion.
As the brand has grown so too has the interest from Atlantic Canadian women working in the trades, McTasney told The Chronicle Herald Wednesday.
“We’ve noticed an increase in sales activity out east and in women from there just contacting me by email, looking for advice and just wanting my opinion,” she said. “I’ve never ventured (to Atlantic Canada) personally or professionally and given the huge ships contract in the region, it felt like the right time to come out.”
McTasney will pitch her product line to Irving representatives next week. Given the thousands of jobs the contract will eventually require and the growing number of women interested in a career as a tradesperson, McTansey remains confident the upward trajectory of her niche business will continue to climb.
Her products currently sell through Mark’s Work Wearhouse and various retailers all over North America.
“Fifty per cent of women are working and 50 per cent will need workboots at some time,” she said. “When I first got into the industry I couldn’t understand why we were all wearing men’s workboots. Not only are they different in terms of design and ergonomics but they can be a safety hazard, too.”
Six years ago, while feeling the urge to ditch the nine-to-five office routine, McTasney quit her job selling data management software for IBM to go back to school to learn the skilled trades. Inspired by U.K.-designer Debbie Travis, McTasney had ambitions to become a house painter but soon saw the gap in the market — the women in her class were wearing ill-fitting men’s work wear — and her business plan changed.
“When I started researching this it was amazing. It was what I thought and now it’s what I know,” she said. “Women had been getting injured, ….. female welders were getting their fingers cut off because their gloves were too big and they were getting snagged. Others had back issues because their shoes didn’t fit and they were wearing three pairs of socks to make them fit.”
McTasney pitched her business on the CBC’s Dragons’ Den in 2008 and partnered with oil and gas tycoon and philanthropist Brett Wilson, who offered her $600,000 in cash and shareholder loans for 50 per cent of her company in return.
toolreview.ca – The Moxie Movement Takes over the Safety Industry for Women in Canada
| Toronto, ON. Moxie Trades, the maker of the infamous pink work boot, expands its product line, offering complete safety for women in Canada. From it’s humble beginnings as a small Canadian start up, the company has pivoted to industry leader in safety gear aimed to keep women protected from head to toe, fashionably.Moxie’s focus for 2011 includes launching its complete line of women’s safety gear, known to be practical, durable, comfortable and stylish. The safety footwear line includes the Moxie Trades icon “Betsy” (the original pink work boot). Adding to the mix is a metal-free athletic runner, a static-dissipating athletic runner, slip-ons, oxfords, light duty work boots and in the fall, winter safety boots and eight inch work boots.The apparel line includes Moxie denim overalls, carpenter pants and work pants and for those in the field; coveralls and uniform pants. Hard hats, tool belts, safety harnesses and safety glasses are also available.“I’m proud to be able to provide women with safety gear that is 100 per cent certified, made for a woman and has a flare of style to it,” says Marissa McTasney founder of Moxie Trades. “Women deserve the very best quality, the very best fit and the very best style. When I started out in the industry I couldn’t find a work boot made for a woman, and wasn’t willing to compromise my own personal style for safety so I took the boot by the horns and created one.”With an established position in the marketplace, Moxie Trades’ safety footwear, apparel and personal protection equipment has built a product line that satisfies the gap in the market for women’s work wear. Moxie Trades’ products are designed by McTasney who tests the items herself for quality and utility. She also rallies development feedback from her colleagues, customers and social media outlets such as Facebook and Twitter.Moxie’s customers work on factory floors, rough outdoor terrain, and dangerous construction sites, in the field, and in our homes and Moxie Trades wants to keep her safe.
Mox-ie, [mok’se] n. Slang. The ability to face fear with spirit and courage. Skill, know-how, adventurous, audacity, backbone, boldness, brave, determination, fearless, fortitude, guts, nerve, tenacity, toughness, valor. Do you have Moxie? Moxie Trades is launching a nationwide contest for women “with moxie,” in search of Canada’s Moxiest Work Woman. Judges include CBC’s Dragon’s Den investor, philanthropist, and co-owner of Moxie Trades, W. Brett Wilson; Canada’s Top Female Handywoman, comedienne and Toolgirl, Mag Ruffman; Bryan Baeumler, President & CEO, Baeumler Quality Construction and Renovations Inc. and Host of HGTV’s: Disaster DIY and House of Bryan; and Canada’s Chief Work Boot Wearer, Marissa McTasney. To learn more go towww.facebook.com/MoxieTrades About Moxie Trades Moxie Trades was founded in Spring 2006 and successfully launched the world’s first line of CSA approved coloured work boots and accessories for women. Moxie Trades know-how has even landed them one of the biggest deals ever with CBC’s popular show the Dragon’s Den. Moxie can be found coast-to-coast in some of the most successful safety retailers in Canada including Mark’s Work Wearhouse, Work Authority, Mister Safety Shoes, Sears and other top safety retailers across the country. Moxie Trades is also enjoying business across the border in retailers such as Lehigh Outfitters and Sears. The Hamilton Spectator : MompreneurWhile businesses run by moms explode, a debate has been sparked about whether the term ‘mompreneur’ has had its day Marissa McTasney created Moxie Trades to fill a hole in the market for workwear targeted towards women. Yvonne Berg/Torstar News Service
Sidebar
SAVVY MOM’S ENTREPRENEUR OF THE YEAR A Burlington mother who launched an online community for parents has won the 2011 Mom Entrepreneur of the Year Award sponsored by SavvyMom Media. Ann-Marie Burton, who started Momstown.ca in 2007 to help mothers like her connect with one another, was named winner on Thursday. SavvyMom has held the annual competition for five years to honor mom-run businesses. Burton, who has three children, was chosen from 141 candidates, who were narrowed to 10 finalists through online voting. The top 10 were then judged by a panel including The Star’s Andrea Gordon, who evaluated them based on criteria such as innovation, revenue and impact on community. Businesses vying for the title included the creator of a literacy, music and play program, a nutrition service, an infant clothing designer and a firm that makes medical alert jewelry for kids. Burton, 35, will receive a cash prize of $5,000 and a year of professional services including a workplace productivity assessment, online marketing consultation, coaching and mentorship. In the past four years Momstown.ca has expanded to 18 cities across Canada and runs 400 events a month for members and their young children. The first words that pop up on entrepreneur Marissa McTasney’s website are part resumé, part rallying cry. In pink letters. I am a mom I am a wife I am brilliant I am strong I can build sh*t McTasney, 36, has two children and runs her company from her home north of Whitby. This mother can build stuff alright, and so can her female customers. And we’re not talking about sandcastles. After the birth of her second child six years ago, McTasney quit her IBM job and went back to school to learn the skilled trades. She renovated her house. She also spotted a void. Women in construction were stuck with men’s safety gear that didn’t fit. So she launched a business that makes women’s workboots, toolbelts, and hard hats and now sells through Home Depot and ships all over North America. As founder of Moxie Trades, McTasney almost always deals with men across boardroom table or on construction sites. But as a mother and a business owner, she embraces the phrase “mompreneur” because loosely translated it means “we make humans and we can run a company.” She knows many women will shudder at this. They will find it demeaning, patronizing, or irrelevant. And they probably didn’t appreciate her first product either — a pink work boot. “But the whole point is to be who you are,” she says. “I can wear the pink or the black boots.” (She sells both.) Fifteen years after two entrepreneurial mothers from Scarsdale, N.Y., coined and trademarked the term “mompreneur,” the numbers of moms launching businesses is swelling faster than a pregnant belly. They sell organic baby food, nursing bras and toys. But they also run book stores and travel networks, offer legal and accounting services and make erotic films. Female entrepreneurs are a force to be reckoned with, holding a stake in 47 per cent of small and medium-sized businesses in Canada, controlling 17 per cent, and accounting for more than a third of all self-employed workers. According to RBC Group, they are one of the fastest growing groups, contributing more than $18 billion a year to the Canadian economy. About half are mothers. So with that kind of record, do entrepreneurs with children still need a category of their own? • MORE: Dadpreneurs want their due Only if it’s a useful marketing and networking tool that doesn’t marginalize them, says Barbara Orser, faculty member at theUniversity of Ottawa’s Telfer School of Management, and Deloitte professor in the management of growth enterprises. She says the term “mompreneur” risks evoking an outdated portrait of women dabbling in a micro home-based business as a lifestyle choice and a substitute for child care, when that is not the reality. “Fine if it helps in business-to-business networking. But if it contributes to that antiquated stereotype, then it’s had its day.” There are many supports to help women launch businesses these days, but Orser says the bigger challenge is providing the supports and services to help them expand and boost profits. The notion of stereotypes reared its head in another way last month on Twitter, when U.S. technology writer Jolie O’Dell tweeted: “Women: stop making startups about fashion, shopping, & babies. At least for the next few years. You’re embarrassing me.” The notion of a pink collar ghetto sparked prickly debate between those outraged that women and baby products be seen as less serious than smart-phone Apps or men’s sporting gear, and others who thought she had a point. Entrepreneur Jennifer Greenberg is among those who believe it’s important for women to keep forging into non-traditional realms, even though it would have been a whole lot easier on her family life if she had launched a startup in the mom and baby sphere. Instead, the mother of four has spent the past five years roaming oil and gas fields of northern British Columbia, providing mobile first-aid units through her company Phoenix First Aid. Greenberg, 39, who has a degree in biochemistry and paramedic training, expects to have 10 units operating by the end of the year. It’s important that women keep “plowing into male-dominated territory and saying ‘we can do it too, here we are,’ ” she said in an interview from her Dawson Creek, B.C. home. Social media marketing and the growth in mompreneur trade shows and awards have showcased businesses offering products and services to moms and babies. But there is no reliable breakdown that indicates how many women entrepreneurs cater exclusively to that market. Mompreneur is useful because it “very quickly crystallizes the idea that this is a person who has a business and a family,” says Frances Wright, publisher of Calgary-based Mompreneur magazine andthemompreneur.com. “But the majority are not in baby products.” She hears mostly from women in IT services like web development or social media marketing, health products, communications or who offer professional services like legal, accounting or coaching. Many also become self-employed in direct sales, few of which are associated with child or maternity products. But she is also quick to cite success stories like Sandra Wilson’s home-based Robeez baby shoes, which turned into an international empire; B.C. mom Elaine Comeau’s Easy Daysies magnetic schedules for kids, which sparked a bidding war on CBC’s startup show Dragon’s Den; and Mabel’s Labels, a multi-million dollar company created by GTA moms. The whole discussion is a lightning rod among businesswomen, says Reva Seth, a lawyer who worked in corporate public relations and launched her own consulting business after her first child was born five years ago. Seth, 35, has interviewed more than 100 working mothers while researching a forthcoming book on career success after motherhood. “Inevitably the question of the term mompreneur comes up,” she says. Opinions are divided between those who embrace it as a marketing and networking moniker, those who consider it demeaning when it’s still an uphill battle to find financing and be taken seriously, and others who say it’s only intended for women selling mom and baby products. Melissa Arnott of The BabyTime Shows doesn’t identify herself as a mompreneur, even though motherhood prompted her to launch her business seven years ago. Like most savvy entrepreneurs, the mother of two built it by spotting a niche, making a business plan and putting in long hours. Her twice-a-year shows have grown from 60 to 250 exhibitors, with attendance of 36,000. But Arnott, 40, says she’s benefitted from the mutual support between women in similar circumstances. So in that sense, the category may have helped create marketing and social media clout. “All of a sudden I think we are taken seriously.” Helping women connect, support and mentor each other was one of the main reasons Ellen Parlapiano and Patricia Cobe came up with the word in their 1996 book Mompreneurs: A Mother’s Practical Step-by-Step Guide to Work-at-Home Success. “We used it to empower women, not to demean them,” says Parlapiano, 53, who runsmompreneursonline.com from her home in Scarsdale. “We’ve spent a long time telling women think of yourselves as serious businesswomen. We’ve never told them to play Lego in the home office.” But she says it’s possible that women entrepreneurs have evolved enough that the category is no longer necessary. Robyn Green-Ruskin is one example of how women entrepreneurs can defy categories. A decade ago she started Movies for Mommies, which runs matinees exclusively for mothers toting young babies, on the ground floor of the mompreneur movement. But guess what? She wasn’t one. She was 30, single, a film grad who had lost her job in event marketing and happened to notice a mom at the movies trying to quiet her infant. Now she has franchisees and 15 locations across the country. Green-Ruskin, who operates from her Thornhill home, now has two kids. She has no problem being identified as a businesswoman who happens to be a mom. “I approached my business differently after having kids. You know what, women have babies. But we do many other things, too. I think it’s more important to just make peace with who you are.” Torstar News Service The National Post, Thinking PinkMoxie Trades is the home of the original pink work boot for women, and the brainchild of Marissa McTasney, who happens to be full of moxie. As a woman working in construction, Marissa needed boots to keep her safe on the job. Being fashion conscious, she went looking for pink steel-toed boots, but couldn’t find any. She quickly saw an opportunity to cater to the growing number of women trades. Established in 2008, Moxie Trades products are designed for women, by women, combining the best of comfort, safety, design and fashion. The Den Deal $600,000 for 75% equity Before Marissa came into the Den, she already had business and retail partners, and strong sales. She was a confident presenter who knew the value of her business. In real time, her pitch was 2.5 hours, and one of the most interesting negotiations ever in the den. On air, Robert and I offered $600,000 for 75% of the business. It was an animated discussion that hinged on the valuation. Given the strength of her sales, Jim told her not to take the deal. She listened, and turned us down. No hard feelings, we hugged and I said, “Call me, I’ll help you.” The Real Deal $600,000 for 50% equity That night, she called. She knew that dealing with partners like Mark’s Work Wearhouse, Wal-Mart and Zellers would require a larger investor to help manage inventory and logistics. We had breakfast the next day and shook on a deal. I bought 50% of the company from another shareholder with a combination of cash and shareholder loans totaling $600,000. Why I did it Marissa has fantastic energy and a natural sales ability. Her passion and business sense had me from, “Hello dragons.” Marissa’s challenges Moxie Trades had $1-million in gross revenue in its first two years in business. Then 2009 hit. Marissa found out how difficult it can be for a startup to provide the best marketing, price and customer service to large retailers. Fines for late inventory can kill a small business. Logistics to support supply is critical. At the time, she was doing it all herself. She lost Wal-Mart and Zellers. Her biggest clients became her biggest competitors, selling their own line of work wear for women. Devastated, she had to start all over again. After losing her biggest retailers, she thought she was done. We encouraged her to stay the course. She revamped the product line, hired staff and pre-booked sales – she didn’t put anything into production until the sales were booked. That worked so well that in 2010 she ran out of inventory. She went from $150,000 in sales in 2009 to $1.5-million in 2010. She was still having trouble forecasting sales, so she partnered with a distribution company to take over logistics and inventory. They’d worry about bringing in the product from China, delivery, and accounts payable, and pay Moxie Trades a commission in the form of a royalty. Using a distributor has freed up Marissa to do what she’s really good at: sales and marketing, and managing her main accounts – including a strong relationship with one of Canada’s largest retailers, Mark’s Work Wearhouse, which now carries her products in 130 stores nationwide. How Marissa Felt “I was prepared to walk away from my company in 2009, but Brett believed in me more than I believed in myself. “Working with a distribution company really saved me. I resisted it at first. I wanted success on my terms. But Brett saw that I was only getting three to four hours sleep a night. He said, ‘I’m scared you’re going to get divorced and kill yourself.’ Using a distributorship forced me lay off staff, which was hard. Then I read a book called Double Double that talked about creating a dynasty with zero full-time staff. It gave me a new vision. Now I’ve embraced my new reality. I could still work 24 hours a day, but I don’t have to. I can have dinner with my kids every night. I’m a better wife and mother now. “My company just hit the five-year mark. I’ve learned so much, and I’m proud that I’ve survived this long and have built something strong and stable. It’s just about growing now. My original loan from the BDC is almost paid off and my personal liability is going down, which feels great. Brett’s shareholder loans grew way beyond his original commitment and thankfully he’s patient and believes in me. I hope that one day I can make him proud and give him all his money back. “In the past five years, I’ve also found a platform for giving back. I volunteer my time and raise money for Habitat for Humanity as an Ambassador. As great as it is to be a receiver, giving is even better.” Outcomes and Forecast Marissa still has her ups and downs, but she’s learned a lot about the cyclical patterns of the footwear industry. She has six regional reps in Canada and four in the United States who market to retailers and end users. With regional reps in place, it’s just about building. She’s discovered that working with independent retailers, such as privately owned safety stores, is a more reliable business model because their needs are easier to meet. She’s working on building a network of suppliers across North America so that if she loses one, it won’t cost her the entire business. – W. Brett Wilson is one of Canada’s most successful businessmen and innovative philanthropists. You can follow him at @wbrettwilson. BOTTOM LINE Posted in: Getting Started Tags: Brett Wilson, Columnists, Marissa McTasney, Moxie Trades, pink steel-toed boots, W. Brett Wilson, work boots Healthy Living Magazine – Keep Safe in Style!Moxie Trades, the maker of the pink work boot, expands its product line and offering to ensure complete safety for women in Canada. From it’s humble beginnings as a small Canadian start up, the company has pivoted to industry leader in safety gear aimed to keep women protected from head to toe, fashionably. Moxie also has a complete line up of apparel including denim overalls, carpenter pants, work pants and more. The company is currently running a nationwide contest for women “with moxie,” in search of Canada’s Moxiest Work Woman. To learn more go to www.facebook.com/MoxieTrades. To purchase Moxie gear visit your local Marks Work Wearhouse store or visit www.moxietrades.com. Toronto Star, Making your home, safe, homeThere’s a long-standing story – possibly apocryphal – that circulates among our family about a certain Aunt Edna who, being safety minded, tethered herself with a long rope to the door handle of a car in the driveway before climbing on to the roof to fix an antenna. Shortly after, another family member got in the car and drove off on an errand. The ending of this yarn is funny, rather than tragic. But it points to one of the most under-reported issues in the area of home renovation and maintenance – how to keep ourselves safe while doing chores and reno work. It’s a message the Canadian Safety Association, a not-for-profit organization that tests and certifies all manner of consumer goods, wants to hammer home (www.csa.ca). To get off to a safe start, they suggest homeowners always use CSA-approved products and be wary of items with unrecognizable brands names, missing instructions, prices that are “too good to be true” or that contain CSA logos that look even a little bit off. They may be counterfeit. When it comes to tips, some of the CSA suggestions are so clearly no-brainers that it’s shocking that they even need repeating. Should anyone really need to be told never to clear an obstruction on a running mower? Just keep in mind that doing so can cause injuries or amputation, the result of 16 per cent of accidents involving lawn mowers, according to the Canadian Hospitals Injury Reporting and Prevention Program, which analyzes injuries to people (mainly children) at the emergency rooms of 14 Canadian hospitals. Look for more information on counterfeit products, and get more general safety tips from www.csasafetytips.com. In olden times, this article would have been directed more or less exclusively to men. That was before women began not only doing more DIY around the home, but entering the construction trade in numbers. As they did, they often found that safety apparel was not designed with them in mind. “When it came to footwear, they used to just take a men’s work boot and add extra padding,” says Marissa McTasney, founder of Moxie Trades, which makes safety gear for women. “But men’s and women’s feet have a different shape, so you actually need a different last (form).” McTasney, who initially built her reputation on a stylish pink work boot for women, has recently expanded her footwear offering to include athletic runners, slip-ons, oxfords and light-duty work boots. More styles will arrive in the fall. I recently tried wearing the lightweight (and surprisingly attractive) Vegas from Moxie ($140) for a full day of reno work. Lo and behold – after seven hours – my feet did not feel like ground beef, or my legs like logs. For more information about the line, go to www.moxietrades.com. For more about McTasney, go to my blog at www.thestar.blogs.com/onthehouse. It’s not just about comfort, says McTasney. “The wrong gear can get you hurt. I’ve heard, for example, of gloves being too big for a woman and getting snagged in equipment. And if you’re working all day in things that don’t fit properly, there can be repetitive strain problems.” One of McTasney’s unbreakable rules is to wear safety glasses while working – either on a job site or around the home. She sells CSA-approved safety glasses made with lightweight polycarbonate lens that filter out 99.9 per cent of ultraviolet radiation. They come with three different types of lens; vermillion, which blocks glare, clear for indoor work, and a mirrored finish that works indoors or out. The first two sell for $20, the latter for $10. 3M also has Tekk Protection safety glasses that have both anti-fog and anti-scratch coating and can be adjusted to fit. A pair sells for about $10 at Lowes www.lowes.ca. It’s a good idea to pick up a few pairs and stash them close to where you may need them – in the tool box, in a closet leading to an attic and in the tool shed. Use mate less-socks as covers to prevent scratches. McTasney also stresses the importance of keeping the work environment clear, whether it’s the tool room or the backyard. CSA agrees, reminding people that before doing outdoor yard work, the area should be swept for objects that could be tossed by the rotating blades of a mower or string from a trimmer. It’s never a good idea to breathe in large amounts of dust or particulates, including those produced when sanding drywall and prepping walls for paint. What stops many DIYers from donning a mask is that they can be hot and itchy. That’s less of a problem with 3M’s 8511 particle respirator (about $7 at Lowe’s and Home Hardware www.homehardware.ca), which has a small exhalation valve that keeps the user more comfortable when grinding, sanding, sweeping, or bagging dust. For more info, go to www.3m.ca. Contact Vicky Sanderson at vswriter@sympatico.ca and follow her on Twitter @vickysanderson. Credit: Vicky Sanderson Special to the Star Contact Vicky Sanderson at ; vswriter@sympatico.ca and follow her on Twitter @vickysanderson. |