Mentorship

It’s March 18th and the pink sky dances as the sun is coming down on a cold Orangeville, Ontario evening. We’ve been working all day; I’m tired, hungry and trying to calculate how many hours of sunlight I have left before the night creeps in. We’re in the middle of the forest, loading sections of a large-scale sculpture that’ll be exhibited in Union Station in a matter of days.

It’s by far my largest project that I have been working on out of a friend's garage and workshop on a large property. I stare at the tree line in the distance then turn my sight towards the workshop behind me. My technician, looking just as tired as me, looks down at a series of prefabricated wooden modules. I inhale then exhale deeply, I can see my breath.

“How long are the modules again?” I ask.

“Fourteen feet,” he responds.

“And how long is the truck again?”

“Thirteen feet.”

So why don’t the modules fit? I went over all the details and looked at the specs of the truck and there it was hidden in plain sight. 13 feet box, 2 feet mothers cabin. Right then and there, I learned the mothers cabin is the area above a truck’s cabin head. Now how are we going to get this to Toronto? How could we make such a mistake? With the sun setting and time winding down, I began to think of the mess I was in when it suddenly dawned on me: we are not in the art business, we are in the logistics business.

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This was a monumental artistic undertaking, literally.  Just two months before (working on this same project), my studio coordinator daringly placed an order for 2400 train porter hats to come in from Albany, New York. Seemingly a bizarre order, the supplier initially didn’t respond because they thought a prank was being pulled on them, like we were phoning in a fake pizza delivery. We communicated that the order was time sensitive and that a lot was depending on their timeliness. Staring down the barrel of the COVID-19 lockdown and unforeseen border restrictions, I waited 9 long days with minimal to no response from the supplier or the shipping company. It was torture. I felt like my work was in jeopardy and more importantly that I was about to let people down.

I woke up with calls and emails from curators and coordinators inquiring on status updates, and I relayed any worthwhile information I had. Yet, just as it appeared all hope was lost, a phone call from a soft spoken employee confirming my order let me sleep easy for the first time in a week.

So what could be learned from all this? Do all great artists and their studios have to go through this or was this just the problem of an emerging artist? I did some research and the answer was simple. It’s a universal issue.

Crating, packaging, shipping and warehousing are the key logistical considerations for any artist or creator to consider after the creation of something. There’s a harmonious balance of things that have to go right to complete a project, and through a few crash courses, I can now list the most important things you can do to help you avoid some pitfalls:
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1. Identify your timeline then cut it down by 1/4: Of course, you need to know the hard deadlines of your deliverables, but if you plan to have it done early, you’ll be better off. Something is bound to go wrong, so you need to have the cushion to make sure you can deliver on time. Look at it like you’re setting your clock 10 minutes ahead.
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2. Measure twice order once: When dealing with any physical product, knowing your dimensions are critical. In the case of logistics: time, space and weight is money. Know exactly what you need to transport your product, or you risk overpaying for it in the long run.
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3. Proper packaging matters: Spend the extra money if you have to, but nothing matters more than what you are seeking to deliver. You owe it to yourself and those you work with that everything arrives as expected. Don’t let your hard work go to waste.
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4. Communication is key: It’s all about the relationship you develop with the team handling your logistics. They understand deadlines and communicating your specific needs will allow them to make suggestions that’ll help you deliver your work. If you keep the lines of communication open, they will be more open and accountable to you. Treat them well and they will treat you well.
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5. You need experience and professionalism: Everyone has an uncle or cousin that can help them deliver on a job. You have to remember that your logistics team (big or small) is an extension of your work and your business. It's important that you find professionals who treat it as such.
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6. Research: Make sure you thoroughly do your research on who's handling your work. Make sure they have the resources and necessary equipment to handle your order. Not all companies are created equal.
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7. Follow Up: Keep track of your work and inventory on what has been delivered. If you’re not meeting the work being delivered at the location, ask for a quality check. Anything with your name on it is a representation of you.

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Back to the modulars that were too large to fit into the truck, it turns out fitting them on an angle was the only option. I learned then that it’s equally as important to be as creative in your solutions as you are in your professional practice. Delivering your work is like conducting an orchestra, and you alone are the conductor waving your baton around. The secret to having a beautiful symphony is having the right musicians that can deliver your work the way you want it.

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About the Author

Jordan Sook is a contemporary mixed media artist who works and resides in Toronto, Canada. Beginning his artistic career in 2015, he has since exhibited work throughout Canada in various shows, notably Union Station, Toronto (2021), Vancouver Convention Centre, Vancouver (2020) and The MacLaren Art Centre, Barrie (2017). His body of work ranges from acrylic paintings to sculptures and installations of recontextualized themes in pop culture. Sook’s distinctive personal style emanates youth and playfulness through colour, line, and form. His body of work invites us to view the world from a subjective innocence, as we experience a recollection of joyfulness and optimism relating to human infancy. Sook looks to change the landscape of Canadian art and broaden the framework and understanding of Black art as a whole.

Sook’s latest installation titled Harvest (2021) was held at the Toronto Media Arts Centre. The work explores sustainable placemaking, representation, and the future of media arts and technology among the creative space.

Learn more about Jordan Sook on Instagram at @jordansook

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Over the past decade, I have spent a lot of time learning about what it means to run my own business. I started a very small pet accessory company - DogDog Goose - in the fall of 2011 and have watched it change and grow more than I ever thought possible to where it is now — my passion and entire full-time focus. I never set out to start a business and stumbled into it by accident, but I have learned a few important lessons along the way that have helped me continue keeping myself on track and take things to the next level.

Starting out, I essentially knew nothing about launching or running a small business. My brand started as a small hobby that gave me a creative outlet and helped me get through university. I had been looking for a dog collar for our Dalmatian, Luci that looked great, was easy to use, and was durable and long-lasting. I was having trouble finding something like that in stores, so I decided to try my hand at making my own.

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I had no experience with Etsy or other online marketplaces, and I had never built an e-commerce website. I didn’t have connections or friends in the handmade community, so attending markets and events made me feel like a fish out of water. All the vendors seemed to know each other, and I tend to avoid ‘putting myself out there’ in new and uncomfortable situations. What I learned, however, is that most small business owners remember very well what it was like starting out and are happy to share some of their expertise with others around them. I also realized that there are plenty of online forums and social media groups for small businesses and makers filled with other like-minded entrepreneurs in every single stage of their businesses.

There were so many aspects of running a business besides just making the product that I had never thought of before:

• How should I attach prices and product information to my items and display them in my booth?
• What are my options when it comes to payment processors, and what are the reasons to help inform my choice of one over the others?
• When I begin to sell online, should I use an online marketplace or build my own website?
• What shipping services should I use, and can I offer my products internationally?

Lots of the answers to these questions I found out for myself through countless hours of online reading and a lot of trial and error. However, a lot of valuable information also came from fellow makers and artisans I met along the way, both in-person and online. No one can give you all the answers when it comes to your own business (nor should they), but having some trusted friends who you can bounce ideas off of or who may have a lead on a resource or contact goes a long way. Once I became a more seasoned market participant and had spent some time in the crafting community in my area, I made a point of being approachable to all makers in an effort to be the resource that I never felt I had when I started out.

Another thing I learned very quickly is that you can’t be afraid to fail — because you will fail, again and again, but that is an important part of the process. What matters more is what you learn from those failures and where you go next. Stepping outside of my comfort zone was the only way that my business has been able to grow and scale from a very small hobby to my life’s work. The entire reason my product was created was because I was trying to design a solution to a daily problem I was experiencing in my own life, and I try to apply those same principles to the day-to-day operations of my business.

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One of the biggest steps I took was when I made the decision to leave my engineering career to pursue DogDog Goose full time. It felt scary and uncertain, but the business needed more of my time in order to grow and that was the only way it was going to get it. Being able to dedicate my full attention to the business meant I could grow from having a very small product offering of leather collars to several product lines encompassing everything from collars, leashes, flannel scarves, and accessories to wellness tinctures and treats for pets and a complementary human clothing line. I understood that leaving my previous career path behind me was a potentially high-risk decision, but I trusted in my brand and my product enough to take the leap. Having the support of my family and friends (and that trusted maker community) also reinforced my decision.

Lastly, I decided very early on what mindsets and values were important to me and my business, and I have stuck strongly to those ideals throughout the entire journey so far. One of the qualities of my brand that is very important to me is that our collars and leashes are made by hand with great care in our home-based workshop, the same way they have been since the very beginning. The pandemic brought an unexpected surge in order volume at the beginning of 2020, and I found myself wondering how I was possibly going to keep up with the number of items I had to make. Rather than outsourcing the manufacturing of all our main products, we invested in bigger and more capable equipment so that I could produce more items in less time with even better consistency and higher quality than before. I was also able to bring my mom, Heidi onto the team as our full-time seamstress to handle all our textile goods, such as bandanas, flannel scarves, and waste bag carriers. The fact that we make each and every collar for our customers has always been important to me, and while we have brought on additional secondary product lines and add-ons made out-of-house to complement the brand over the years, that core value of hand making my collars will always remain the same.

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No matter what stage of your business you’re in, the next steps will always come with nerves and uncertainty. Whether I was just starting out and trying to decide whether to invest in $100 worth of supplies or deciding to move into my first official dedicated workshop space to develop new product lines and order exponentially larger shipments of raw materials, I remind myself that those feelings of anxiety are a normal part of the process. They reinforce that I’m dedicated and mentally invested in the success of my business. Over the past decade of operation, I have learned more lessons than I can possibly count on two hands, but these main takeaways have really helped me take my business to the next level. Having some form of community — whatever that means to you — is so important. Being able to brainstorm and collaborate with others, especially when you’re stuck on a problem or in a rut, is a very valuable experience. Secondly, you can’t be afraid to take risks because failure is an important experience in business. And finally, once you know your core values, you can use them to guide you in all your decisions moving forward, knowing that at the end of the day, you are staying true to yourself and to your business, no matter what stage of the journey you’re in.

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About the Author

Lauren van Keulen was born and raised in Calgary, AB before moving to Edmonton to complete her education in engineering. Lauren worked in her field for four years before taking DogDog Goose full time in 2016. Currently, she and her husband, Brady live in Lumby, BC with their two dogs in their home-based workspace for DogDog Goose. Their products are sold online and through a growing list of retailers and are shipped internationally. Lauren looks forward to continuing the expansion of DogDog Goose by developing new product lines and innovative designs.

Learn more about Lauren Van Keulen at dogdoggoose.ca or on Instagram at @dogdoggoose

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Even in the digital-first world of today, a brick-and-mortar store can be a great way to grow your small business. As a tangible touch point for consumers, a retail space is the backbone of offline commerce, and, when designed effectively, can help you attract new customers. A visually appealing storefront will draw eyes, bring people in the door, and tell customers what you sell and what your brand is. A consciously designed interior will inspire customers to explore and make purchases.

I’m an Interior Designer specializing in retail spaces for small businesses. I help business owners realize a part of their dream, building beautiful spaces that inspire sales. Good design can turn browsers into buyers, and watching my clients grow their local businesses into International brands is a thrill.

As online shopping and shipping get simpler and simpler, some businesses ignore their in-house brand in favour of an exclusively online presence. But there’s really no substitute for a storefront, and these design tips will help you grow your in-person sales.

Staying On Brand

Before you start to design your store’s interior, make sure you know how your business’ brand works both on the page and in person. Shop owners often skip branding when designing their stores. This can lead to a disconnect between their spaces and their products and packaging.

Customers will feel a connection to your branding and to the aesthetic of your store. When these two elements are in harmony visitors will want to spend more time in your shop, enjoying the way the experience makes them feel. This extra time spent is key to inspiring more purchases and repeat visits.

Aligning your space and your brand helps to attract your business’ ideal customers by giving them a clear ideology and purpose to connect with. Making people feel connected and comfortable helps you to foster brand loyalty that will turn browsers into long-time customers, and inspire your fans to tell their friends. A brand and shop that work together lead to better word-of-mouth, a priceless form of marketing. A concise brand experience inspires customers to become unofficial brand ambassadors, and curating every touchpoint makes it easy for them to do so with pride.

To that end, when coordinating your brand with your points of sale, don’t forget your website. Not only is your online store a great touchpoint for customers who’ve already been drawn into your physical store, but it lets those same customers refer friends who may not be local, potentially turning your word-of-mouth buzz into international sales.

While you’re thinking about how your brand looks in your space, don’t overlook the written side of your brand’s identity (what we often call Brand Voice). You can teach customers more about your brand with tablets, touch screens, and other story-telling pieces that communicate your brand’s origins, missions, and goals. Bonus points for connecting these in-store story-telling devices to your online presence and closing the loop between the in-person and online sides of your business before a customer has even left.

Here are some things to keep in mind when planning your store design and squaring it with your brand identity:
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• What kind of customers do you want to attract?
• What kind of space would inspire this type of consumer?
• Which design elements will draw people in and inspire them to stay?
• What materials will you use, and do they match your brand’s colour palette?
• Where are the best spots in your store to share your story?

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Going From Selling to Merchandising

Once you’ve got your storefront designed and built, and your doors are open, you’re ready to start selling. But why not go one step further and start merchandising? Visual merchandising is the strategy by which you curate what products you display where so that they sell themselves.

Solid visual merchandising can also tell the story of how products can be used or paired together. The layout of your store and design of your displays dictates how your customers interact with your products, making your offerings more desirable and encouraging larger or more costly purchases.

Some of my favourite visual merchandising tricks:

• Aim lights at products on walls and table displays.
• Create visual hierarchy with risers and stacked products
• Group items that can be used or consumed together
• Add QR codes to displays to link to more product info
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These visual merchandising tips will have your customers thinking about your store and your products long after they’ve left, bringing them back another day or leading them to buy from your online store.

Get creative and be prepared for more sales and even more shipping parcels as your visual merchandising strategy drives sales growth.

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How the Right Layout Plays Out

When designing your store you want to make sure you create pathways that invite customers to explore your entire space, and dwell longer around certain products. Your layout can strategically guide customers through your entire store, past the products they need—and a few they don’t know they need—right to the cash desk!

Anticipate customer behaviour and you’re well on your way. For example, studies show that customers veer right instinctively when they enter a store. Placing your high margin or most enticing products on the right side of the store plays to this fact, and ensures everyone sees the products you want to highlight first.

Additionally, putting your most popular or in-demand products at the back of your store is a great way to lead customers past other items that might inspire an unplanned purchase.

People gravitate to items at eye and waist level. Consider showcasing high-margin products in vertical layouts and wall displays.

Leave customers space to browse. Make sure your aisles are wide enough for comfortable browsing (I recommend 42” wide aisles).

Not all layouts work for all stores. Decide if you want to lead customers through your store on a set path or let them wander freely. The best way to do this is to take the time to imagine your customers walking through your store (and don’t forget to imagine lots of clients).

Once you’ve got your customer’s pathway set, make sure you’ve got room for everyone to do their jobs. Organizing your store by product categories can help if you have limited storage space, and a well-organized back of house can make restocking far easier. An organized space creates workflow efficiencies that help everyone with their daily tasks.

Process tip: start your planning with the functional aspects of your store and then move on to the aesthetic and creative elements.

As small business owners, you have the opportunity to create the stores of the future by imagining spaces that will make the lives of your consumers better — and make their shopping experience more fun.

If you stay true to your brand, work on your visual merchandising, and plan your store layout properly I assure you that it will help turn window shoppers into customers and help your business grow from local favourite to international destination.

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About the Author

Nickeisha Lewis is an interior designer turned retail designer. She started her business NOLA Designs to help small-female-owned businesses to take their retail space to the next level so they can compete in the retail industry. You can learn more about her business here.

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Formula 1® is the definition of high octane sport, with a combination of expert precision, daring speed, and cutting-edge technology that has been thrilling fans since 1950. You might be surprised to know that DHL has been the logistics partner of F1® for nearly 40 years, and we’ve learned a lot in our history together that can help kick your small business into gear. But to get to the finish line, you need to get to the starting line — that’s where DHL comes in.

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Before the Rubber Meets the Road

Weeks before race day, when the Ain-Diab Circuit in Casablanca or the Monaco road circuit are just stretches of asphalt or public roads without the cameras, crowds and cars, DHL is on the ground.

We’ve had the honour of delivering the cars, the fuel, the equipment and the electronics from every corner of the world that makes every race possible. Alongside the cars, we’re also responsible for delivering the media broadcast equipment that brings the race to viewers all over the world, and the hospitality equipment that helps make race weekend so exciting.

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From the Track to the World

By the numbers, every year we deliver up to 2,000 metric tons of race cars, fuel and equipment – usually between 40 and 50 tons of freight per team (each car weighs a whopping 795kg!) – to 22 countries, across 5 continents.

We’re Formula 1’s trusted logistics partner for a reason: because we know how to deliver freight in record time. We keep things running quickly behind the scenes so that every F1® team can worry about their pace and the race, and every small business can worry about their growth rather than their logistics.

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Shared Values, Shared Successes

The technologies, the speed, the size, and the scale of F1® evolve year-over-year, and so do the opportunities for logistical improvements. That’s why we’re so proud to offer our expertise in green logistics to help Formula 1® achieve their sustainability goals, working toward net zero carbon by 2030.

Working with a partner that’s been at the forefront of innovation, spearheading advancements in composite materials, safety, aerodynamics, and energy recovery inspires us to innovate in every way. From what we offer to how we offer it, we’re dedicated to pioneering more sustainable journeys for all of our deliveries – and to finding the best, fastest, and greenest solutions for all of our customers.

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Run Your Best Race

If we’re able to deliver the world’s fastest cars safely and quickly around the globe, just imagine what we can do for your small business.

Just like a Formula 1® event, our support starts before the race does. We’ll help you identify what logistical supports your small business needs and help you put a plan in place. Whether you’re opening up shop, expanding, starting to ship internationally, or need a reliable shipping partner to help reach your global clients, we’ve got the international presence and expertise to fuel every step.

Keeping up with your industry means holding yourself to its highest standards, learning from all of the data available to you and delivering your best. Like a race crew, we know that you’re always studying and looking for new ways to get ahead. Our ever-evolving mentorship resources are designed to inform and inspire when you turn the corner. Our experience can be your competitive edge.

When you’re ready to go global, we’re already in place to deliver. Once your global network is in place, it’s time to start innovating. We want to partner with you to find new ways to do business.

Take our collaboration with Formula 1® toward being net zero carbon as inspiration – when you bring us in on your journey, we’ll find new ways to deliver as your logistics partner.

You don’t have to run the world’s fastest racing series to know the value of speed, precision, and cutting-edge technology. At DHL we know that every business — big or small — needs to have their shipping needs met quickly and carefully. That’s why we treat every package with the precision and expertise we bring to Formula 1®.

To learn more about how DHL helps keep Formula 1® running, click here. And for more small business tips and advice from us and other small business experts, check out DHL Mentorship.

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When my brother, sister and I took our brand Triarchy offline in 2017, we had one goal: Find a better way to make jeans. We gave ourselves 6 months; instead, we took 18-months collectively learning about all sorts of sustainable practices, tools and rigours we could apply to our brand. And that’s what we did. We relaunched Triarchy and set it off in a shiny, new, sustainable direction.

Fashion has always had seasons. And just like fast fashion that hits store shelves as quickly as it does landfills, the word sustainability became the ‘must-have’ accessory of the season. It turns out that the actual sustainability work Triarchy and other independently-owned fashion brands were doing ended up being lost in the pile. “Sustainability” was losing its integrity just as we were pivoting to our mission of responsibly and ethically made denim.

From rituals of self-care to limiting food waste, the pandemic made it clear that responsible consumption is here to stay. You’ve likely felt it yourself, especially when your customer asks about the origins of what you’re selling. Brands responded — either by doubling down on making their businesses better or by amplifying minimal efforts to look like sustainability is their entire ethos.

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Reveal the camouflaging of greenwashing by asking questions

Greenwashing happens easily because it’s labour-intensive to put a lens on every brand. It’s like seeing the ‘low-sugar’ sticker on a box of cereal — maybe it is! But unless you’re going to read the nutritional label, a lot of people, as well as the people making supply chain decisions, are going to take these claims as “facts” at face value. These get passed on to the buyers, and how we spend our dollars end up perpetuating this cycle by giving these brands a pass. We need to be asking harder questions.

If something is too good to be true, it probably is. I realized that by not asking tough questions. If I don’t know the truth behind what I’m passing along to our customers, then I can’t operate a business. With that revelation, I discovered that Triarchy’s entire sustainability journey would be a tasting menu to the regular buyer, but it’d be up to me to define it, shape it and tell that story.

Give your buyers a crash course in your responsible practices

There are few governing bodies or certified labels and certifications out there that buyers can rely on to do the hard work and measure a brand’s commitment to sustainability. Sadly, vendors often misrepresent themselves and tell designers one thing, which can lead to splashy marketing campaigns that attract a customer’s eye. Once someone sees this plastered all over their website or bricks-and-mortar store, the common thought is, “hey, this is amazing!” But we want to be pushing them to think: “that’s interesting, I want to know more.”

For example, when you see a claim that a fabric’s stretch comes from recycled water bottles, that’s great. But what’s added to it to give it a new life? Is the process still producing microplastics in our water? Is recycled plastic just making new garbage from old garbage? At its end of life, will this sit in a landfill for 200 years, just like regular plastic?

Why ask these questions? Well, I bought into the recycled water bottle stretch story at one point, but I knew something didn't feel right. I needed to do the critical work and suss out whether this technology I claim to be responsible and sustainable is actually responsible and sustainable! If I don’t, I risk damaging Triarchy’s brand, as well as my own commitment to being a responsible, professional and personal citizen.

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The responsible work.

The most sustainable thing you can do, as a small business, is hire a third party auditor. We work with Greenstory and Retraced to do just this. Greenstory investigates our manufacturing practices and Retraced, our supply chain. Businesses like theirs can vet your practices and your products and then report back to you how sustainable you really are. This does a couple things:

1. It puts your money where your mouth is when discussing sustainability
2. It provides a framework to work within that highlights where you can be better, giving you a clear understanding on how to improve your practices.

Seeing actual metrics for every product Triarchy makes in real time is inspiring to us and easy to understand for customers. It’s a win, win for everybody, even when you don’t like the report, because that’s the only way to make the report better. To me, that is running a business responsibly.

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Think responsibly. Think sustainably.

As small business owners, we have to work harder to maintain the integrity of the word, sustainability. At Triarchy, we did a simple exercise. We took the definition of “sustainability” (“Avoidance of the depletion of natural resources in order to maintain an ecological balance”) and applied it to what we were doing. We took stock of our industry — a lot of brands were leaning into sustainability but all with very different comprehension of the word. This is where greenwashing comes into play. It’s also where we saw an opportunity to forge a new path — instead of touting our sustainability, we were leaning into our responsibility.

If we’re going to throw the word sustainability around, then we need to start thinking about its intended meaning. Start asking questions. And start acting responsibly. Responsibility is a word I want to stand behind because it offers a framework to operate a brand within when trying to make jeans better, and therefore, better jeans.

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About the Author:

Adam is the Co-Founder and Creative Director of Triarchy, a sustainable denim brand whose mission is to conserve the planet's most important resource by reducing the massive water consumption of the planet's most beloved piece of clothing, jeans. Learn more about Adam and Triarchy here.

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Hurdles are inevitable. They are a part of life and a part of business. Some are small and some can knock the wind out of your sails. Knowing there will be different types of hurdles in your entrepreneurial journey is a good mindset to adopt. As you grow your business, some hurdles will become easy to overcome, and you’ll look back and think, ‘wow! remember when that happened?!’ But also as you grow, some hurdles will seem difficult to get through, but they’re not impossible.

Just remember these 5 Things To Do When You Hit a Hurdle in Business:

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Remember Your Why

This is what keeps you going, what started it all and what lights the fire. When x, y, z isn’t going according to plan, you’re putting out new fires every day, and it all just seems a bit chaotic? Remember why you started. This will pull back the blinders, give you some clarity and refocus your thoughts. Bring it back to basics, back to why you do what you do, back to why this piqued your interest. Reflect on your why to refuel through the hurdles.

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Find And Connect With Community

Entrepreneurship doesn’t have to be a lonely road anymore. Reach out, find people in your niche but those outside of it too. Connect with like-minded people with passions and drive that aligns with your own. These are your people you can vent to, seek guidance from if they’ve been in a similar scenario, and feel rejuvenated in your hustle when faced with an obstacle.

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Get Feedback

Have people in your corner that you can turn to. The ones you trust to have your best interests at heart but also give it to you straight. These are your personal board of directors. You build them as you grow, so make note of who you value the opinion of and gravitate towards in high times and low times. If you have 2-4 people that you can talk through a challenge or hurdle in your business, you can gain new perspectives, get honest feedback and plan your next move with support.

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Schedule Creative Time & Brain Dumps

Sometimes you’re a creative first, and the business and problem-solving comes second. It’s easy to feel pulled toward your strengths while other priorities fall to the wayside. To be proactive in creating less hurdles or tackling them while they feel manageable, be disciplined in your time management. Carve out time for you to be creative and brain dump ideas when you want to, not when you need to.

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Walk Away

It’s so easy to get caught up in the go-go-go and the, “okay, what’s next?” Your business is your baby. Sometimes it’s hard to take a moment and reconfigure your thoughts. Sometimes you need to walk away — not permanently or a huge duration of time — but just for a breather. Assess if you need to unplug and shift your mind to something else instead of trying to wrack your brain trying to problem solve. Switch up the content you’re consuming to find new inspiration. If instagram is your go-to, try pinterest or podcasts to trigger new ideas.

As humans we’re conditioned to want to fix the problem or jump over the hurdle we face right away. And some of the tips mentioned above might seem counterintuitive to do — but try one or two that seem reasonable to what you are facing at the moment. Remember: the day you plant the seed is not the day you eat the fruit. These hurdles might take some time to get through, and perhaps a combination of small steps incorporating these tips just might be the perfect solution.

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About The Authors

Sarah and Teri created the community of Females Who Side Hustle (FWSH) to connect with like-minded, motivated females through open conversations and shared experiences in order to change the narrative of entrepreneurship being a lonely road. Their mission is to bring more women to the table, ditch the competition, and lift each other up. A year after FWSH started and the incredible reception they received, they launched Save Her Seat Podcast where listeners can join the honest conversations Sarah, Teri and sometimes a special guest have amongst each other — real and insightful shop talk about the success and struggles of entrepreneurship.

Check them out at Females Who Side Hustle or on Instagram at @femaleswhosidehustle

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‍Artificial Intelligence

With ChatGPT and its competitors the hot topic of conversation in recent months, it’s only natural we start by exploring the transformational potential of the latest developments in AI. In 2021, a study by McKinsey found AI had helped businesses improve their logistics costs by 15%, inventory levels by 35%, and service levels by 65%. And with the technology evolving so quickly, those numbers will likely have increased already. The ways in which AI can help SMEs optimize their logistics operations are vast – from demand forecasting to final-mile delivery. Let’s take a look at a few examples:

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Analytics

Big data will play a crucial role in helping businesses optimize their logistics. One example includes dynamic pricing. Here, smart software driven by AI and machine learning enables businesses to create pricing policies based on competitors and sales data. It can then automatically adjust their products’ pricing depending on market demands. AI allows this to happen in minutes, rather than every quarter, helping businesses increase their revenue. Analytics can also help businesses identify weak spots within their supply chains – such as underperforming employees or machinery.

Automated Warehousing

A report by supply chain organization MHI forecast that by 2026, the adoption of AI-powered warehouse solutions by businesses will increase by 60% over 2020. Examples include indoor mobile robots to more accurately pick and pack products; computer vision technology to identify damaged goods; and inventory management software which can predict future demand to reduce the risks of under- or overstocking. All of which means increased productivity, speed, and quality control.

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Customer Service

The potential for AI to transform customer service features is particularly exciting. Let’s take chatbots, for example. Thanks to AI, chatbots on your e-commerce website can now understand your customers better, and respond more accurately – even to complex queries. They can offer personalized recommendations to customers based on their previous browsing history, and will tap into machine learning algorithms to continuously improve their accuracy in understanding customer intent. These chatbots can support your customers across the world, in different time zones, 24/7. Furthermore, data collected from these customer interactions can help you improve the customer experience, increase engagement rates, and better understand their likes and dislikes.

Supply Chain Visibility

For start-up businesses (in fact, any business), managing supply chain processes can be time-consuming. But with AI, they have better end-to-end visibility across tasks. The technology can sync up all data touchpoints along the supply chain to inform them instantly when there is an issue – such as a delayed shipment from a supplier, or low stock levels. Knowing this information, in real time, allows them to take steps quickly to reduce the impact to customers.

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Green Logistics

Sustainability is an increasingly important issue to consumers, so more and more businesses are looking at how and where they can reduce their carbon emissions. Some of the green logistics solutions set to grow this year are:

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Reverse Logistics Management:
Around 30% of all online orders are returned – that’s a lot of extra logistics emissions. Yet, by implementing a reverse logistics system which promotes the recycling, repurposing, and repairing of products, businesses can divert substantial amounts of waste from ending up in landfill. Furthermore, there’s money to be saved! It’s estimated that returns cost businesses a staggering 66% of the product’s original price, but repairing and refurbishing products means they can then go on to be resold.

Micro-Fulfillment Centers:
Some larger e-commerce businesses are now investing in micro-fulfillment centers to reduce their delivery emissions. This strategy involves enlisting a network of smaller fulfillment centers located closer to customers. A report by Accenture estimated that micro-fulfillment centers will reduce last-mile carbon emissions by 17-26% by 2025.

Alternative Fuel:
Whilst electric vehicles will be on the radar of most eco-conscious businesses already, innovations in fossil fuel alternatives should be too. Earlier this year, DHL Express launched GoGreen Plus, which helps businesses reduce the carbon emissions associated with their shipments through the use of Sustainable Aviation Fuel – a biofuel that is produced from renewable sources such as vegetable oils and animal fats. The initiative is helping enterprises of all sizes improve their sustainability credentials.

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Last-Mile Delivery

From drones to electric planes, this is an area of logistics that is constantly innovating in order to meet the number one priority of most e-commerce businesses: getting products to customers quickly and on time. Some of the last-mile delivery trends to watch out for this year include:

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Predictive Analytics:
On average, last-mile delivery accounts for 53% of the total cost of shipping for e-commerce businesses, making it a key focus for any start-up with a tight budget. But businesses can leverage predictive analytics to reduce costs. One example is route planning software. Driven by AI, this technology can map out the best routes for deliveries based on real-time traffic analysis and even weather conditions. It takes all the hassle out of planning multiple deliveries – the software will automatically calculate the optimal order of the deliveries to maximize time. According to a study by the National Institute of Standards and Technology, the use of route planning software can reduce transportation costs by up to 20% – making it a necessity for your start-up in 2024.

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Autonomous Delivery Vehicles:
Self-driving cars – though largely still in the testing stage – have the potential to completely transform the delivery stage of e-commerce. Customers have come to expect On-Demand Delivery as standard. Add in autonomous vehicles, unrestricted by human labor hours, and 24/7 delivery could soon be a reality.

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Watch this space…

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You’re on the internet trying to buy car insurance. You’ve been struggling with the company’s site for a while – you simply can’t find what you’re looking for. It’s frustrating, but just as you’re about to leave, a little box appears in the corner of the screen. “Hi, my name is Jack …”

Live Chat is a function within your website that visitors can activate and be immediately connected – via a chat window – to a live representative from your company. They can begin a conversation, there and then, in real time.

Not surprisingly, the benefits of this are numerous. First and foremost, Live Chat gives your digital business a human voice. Think of it as an online ambassador for your company, ready at the click of a button: a super-available customer service feature.

It’s worth noting that most Live Chat conversations are conducted principally by robots. If they are asked something they can’t answer, they will defer to a human, so your business will have to provide adequate human backup at all times. We'll be looking into the issue of staff training and helping your employees embody your brand in a later article, so sign up for our newsletter and you'll be the first to know.

Live chat in action

Humans and robots, working together

“The majority of web chat solutions start with an automated greeting,” says Paul Ives, Senior Strategy Consultant at customer services technology company Now Interact, “but the next interaction will typically be from a human.”

The technology behind Chatbots is developing rapidly and becoming ever more skilful at convincingly simulating human interaction. Thanks to sophisticated Natural Language Processing systems, and by looking for keyword triggers and pulling related replies from a database, based in part on a company’s Frequently Asked Questions page.

But does it actually work?

“From a service perspective, chat is a great tool,” continues Now Interact’s Paul Ives, “it reduces cost-to-serve; can help solve low level customer service issues; negates the need to wait in the dreaded telephone IVR queue (interactive voice response), and you the customer get what you want much quicker.”

“Chatbots really shine when it comes to low level service issues – they can attempt to answer the most simple issues, then detect if a resolution hasn’t been achieved and bring in a Live Chat agent.”

Indeed, Forrester research found that 44% of online consumers say having questions answered by a ‘real’ person while in the middle of an online purchase is one of the most important features a website can offer. If the customer is looking for extra help and information about a product or service, they are going to have questions. Live Chat allows you to intervene at a crucial time and positively influence the purchasing decision.

The 'human' touch

Live Chats rise to the challenge of communicating with a diversity that feels human, using Artificial Intelligence to adapt, so they can resolve specific queries that will answer the customer's question, or defer seamlessly to a human. Research from 'Defining the Human Age: A Reflection on Customer Service in 2030' by professor James Woodhuysen, has found that nearly two-thirds of users (63%) are happy to be served by a chatbot, as long as the chatbot can escalate to a human when needed. The human touch is vital: three-quarters (76%) want human contact to remain part of their customer service experience.

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Live Chat can also flag when customers you have previously interacted with return to your website, so you can continue conversations. After all, software will remember a returning customer better than the most skilled shop assistant.

Through Live Chat conversations, the software will recognize customers’ recurring pain points. They can feed back these problems to your business, which in turn allows you to make changes and improve. For startups in particular, fumbling their way through new territory and learning exactly what their customers want, such information is invaluable.

Get to know your customers

By adding a registration step to your Live Chat function, you can acquire some basic characteristics about your customer, e.g. age, gender, location. The chat representative can see this information and tailor their conversation accordingly. It’s no wonder an Emarketer survey found that 63% of customers are more likely to return to a website that offers Live Chat.

This customer demographic data can be saved to help you build up a wider profile of your visitors, their buying habits and behaviors – invaluable data that will help your business succeed. By knowing your audience and what they want, you can create products and services that answer their needs.

It’s a surprisingly cost-effective technology. For example, LiveChat, one of the industry’s leading hosts, charges from US$16 a month per seat (seat being a logged in agent) for Live Chat software, which allows automated greetings, pre-written responses and chat customization. Naturally, adding extra features and seats increases the price, but a basic model is still an affordable investment for businesses with even a modest budget. Further cost efficiencies are driven by multi-tasking – Live Chat agents can deal with several conversations at once, which isn't possible when you’re interacting by phone.

Conversation is key

Make chat count

Once you’ve integrated Live Chat into your e-commerce website, you’re no doubt going to want to measure the success of it, in terms of sales generated. Many Live Chat platforms offer analytics tools that give you a breakdown of the results, such as the number of greetings that led to conversations and the number of conversations that led to sales. This information will show you which sales techniques were the most effective, so you can alter your strategy accordingly.

But for anyone looking to increase conversion rates, here’s a salutary reminder from Paul Ives at Now Interact that Live Chat is all about service: “We’ve found Live Chat doesn’t compare as well to telephone when it comes to conversion. At the end of the day, people still like to talk. But Live Chat is a great services channel.”

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