Susan Groeneveld

At Promotex, we strive to serve missions that go beyond individual interests. A prime example is our unique partnership with The Leukemia Society of Canada, which organizes nationwide walks to support individuals fighting blood cancer. Their symbolic use of lighted balloons, differentiated by color to signify different stages of the battle: Red for individuals currently battling cancer. White in remembrance of those who have passed away. Gold to celebrate triumph over the disease. Before our collaboration, the Society had used traditional lighted balloons for years. However, recognizing the need for an environmentally sustainable alternative, Promotex embarked on a meticulous development process. Months of intensive research and development culminated in creating a sustainable, environmentally friendly illuminated lantern. Iterative prototyping ensued until the definitive design was achieved, ultimately gaining approval from The Leukemia Society of Canada. Yet, the narrative doesn't conclude here. The innovation transcended borders, extending to The Leukemia Society of the United States. Our lanterns illuminate countless events, generating hundreds of millions of dollars to support cancer patients in Canada and the U.S. to this day. This exemplifies the essence of our work at Promotex — facilitating esteemed organizations in realizing their vital missions through innovation and commitment to excellence.

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In case you missed it, in this clip, Richelieu Dennis , Founder, Sundial Brands & Founder/Chair, ESSENCE Ventures, New Voices Foundation and New Voices Fund asks some poignant questions for both investors and founders to consider as we set out to create and support thriving and relevant businesses. As a founder, have you crafted your business model with your purpose in mind? What is your North star and how is that reflected in your business? #Foodforthought #PurposeAccessCapitalExpertise #purposedrivenbusiness

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The Venture Capital Association of Alberta (VCAA) is excited to share an upcoming two-part webinar series hosted by Michael Ho, Founder & CEO of The Priority Map. If you're a founder preparing for your Series A or refining your fundraising strategy, these sessions are packed with valuable insights you won't want to miss! 💡 Meet Michael Ho With a track record that includes raising venture capital, leading product for a company, being part of a sales team from zero to $100M, achieving two successful exits, and working as a VC, Michael now focuses on helping founders build a winning narrative and secure multiple term sheets. 📅 Session 1: Building Your Narrative from Seed to Series A When: September 26, 2024 from 4 - 5 pm MT Where: Virtual - Register here 👉 https://lu.ma/cqcgtld0 📅 Session 2: How to Run a Fundraising Process When: October 17, 2024 from 10 - 11 am MT Where: Virtual - Register here 👉 https://lu.ma/cqwz0m29 🎯 Key Takeaways from Both Sessions: 1. VC Expectations: Understand what venture capitalists are looking for in today's market. 2. Milestones & Roadmap: Learn essential steps to unlock Series A funding and attract multiple term sheets. 3. Investor FOMO: Discover how to create urgency among investors and secure term sheets. 4. Best Practices: Gain insights into key strategies, metrics, and timelines for a successful fundraising process. Join us for expert guidance on navigating the fundraising process! #venturecapital #fundraising #startupfunding #seed #seriesA #VCAA #startups

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Build Something That Stands Tall Through Time When the CN Tower was built, it was more than just a radio tower. It was a statement. A beacon of innovation that transformed a practical necessity into a symbol of Toronto’s identity. What if we built our companies and brands with the same vision? Not just to solve today’s problems like ‘give me MORE PROTEIN’ … but to become timeless icons. To take what’s functional and turn it into something that is timeless. To inspire pride and identity. All of the world class brands do this. Just like the CN Tower wasn’t merely a structure but a revitalization for a city, our businesses can be more than products or services—they can redefine what it means to stand tall through time. So my question going into the weekend for all of us is … How will you build your legacy? #cultureFIRSTleadership 🎥 … running & exploring Toronto this morning. 👇🏼

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Is your IR strategy stuck in the 90s? Meetings for the sake of meetings and the same old programming doesn’t cut it anymore. We’re just days away from launching our new brand, and I couldn’t be more excited about what’s coming next. With irlabs now part of Alliance Advisors, I’m proud to say we have the best team in the industry – backed by unmatched business acumen, insights, data, relationships, and a level of hustle you’ve never seen before. Very proud of our team. Stay tuned for some big news next week! #investorrelations #brandlaunch #capitalmarkets

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This past weekend, I had the incredible opportunity to speak on a panel at the University of Toronto on "Building Sustainable, Resilient Food Systems Through Agri-Innovation and Collaboration." It was surreal being able to share the journey of UfarmX ® and discuss the critical need for increased farmer productivity. Bridging the gap between Africa and the global west is crucial, especially considering the aging American farming population (avg age 57yrs) and the loss of 550,000 acres of farmland annually over the past two decades. With nearly 70% of the world’s remaining arable land located in Africa, the continent will inevitably play a key role in feeding the global population. As urbanization continues to shrink available farmland, Africa’s agricultural potential must be harnessed to ensure global food security. A big thank you to Tapfuma Musewe, MBA and Afrifursa for having me—I’m excited to see what impactful initiatives emerge from these conversations. #AgriInnovation #SustainableFoodSystems #UfarmX #GlobalImpact

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The Hidden Risks of Rapid Growth: What Every CEO Needs to Know I've seen countless businesses scale to impressive heights, only to come crashing down just as quickly or simply plateau. Why? Because they fell into the trap of what I call "growth debt." Growth debt encompasses everything you don’t do as you scale fast. Here are four typical dimensions of growth debt: 1. 𝗧𝗵𝗲 𝗥𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗧𝗿𝗮𝗽: You're celebrating your skyrocketing revenue, but you fail to look closely at retention. Those new customers from your latest marketing push might not behave like your loyal base. Six months down the line, you face a retention crisis that erases all your gains. 2. 𝗧𝗵𝗲 𝗗𝗮𝘁𝗮 𝗗𝗲𝗳𝗶𝗰𝗶𝘁: As you scale, your need for granular, real-time data increases exponentially. The spreadsheets that got you to $1 million won't cut it at $10 million, let alone $100 million. Without proper visibility, you're flying blind—and the bigger you become, the higher the risk. 3. 𝗧𝗵𝗲 𝗕𝗿𝗮𝗻𝗱 𝗕𝗮𝗹𝗮𝗻𝗰𝗲: Some early-stage companies might rush into brand building, pouring money into campaigns that are hard to track and optimize—and often justify. Others might totally disregard their brand and invest solely in performance marketing. Both are wrong—you need to build the right balance at the right time. 4. 𝗧𝗵𝗲 𝗘𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻 𝗜𝗹𝗹𝘂𝘀𝗶𝗼𝗻: New markets, whether through product extension or market extension, can entice you with promises of exponential growth. However, expanding too quickly can defocus your team and drain resources from your core market. Ask yourself: Do you have the infrastructure to truly support expanded operations? Is it just a panacea to solve a problem you haven’t found a solution to yet? So, how do you scale smart instead of fast? Here’s my recommendation: 𝗜𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆. Create systems that provide real-time insights into customer behavior, retention rates, and marketing effectiveness. Don't just track top-line growth—understand the quality of that growth. 𝗕𝗮𝗹𝗮𝗻𝗰𝗲 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗮𝗻𝗱 𝗯𝗿𝗮𝗻𝗱. Start with measurable, high-intent channels with your marketing dollars. At the same time, focus on your product-market fit, build a community around your early adopters, and strengthen your core values. As you grow, strategically invest in brand building to open up your funnel and create sustainable growth. 𝗘𝘅𝗽𝗮𝗻𝗱 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝗳𝘂𝗹𝗹𝘆. Before entering new markets, ensure you have the resources and focus to do it right. Sometimes, the best growth strategy is doubling down on what you do best in your core market. Remember, sustainable growth isn't just about going up and to the right on sleek-looking charts and graphs. It's about building a foundation that can support your ambitions without crumbling under its own weight. Do you have a strategy to turn growth debt into growth capital? I’d love to hear what’s worked for you.

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Brilliant article on TheoryMesh that explains in few words both the company and why #foodtraceability is important, and should be simple. To learn more about what TheoryMesh can do for you, whether a farm, food manufacturer or retailer, don't hesitate to reach out. #foodtech #sustainability #meaningfulbusiness #fieldtofork Thanks North Forge Chris Bunio Stephanie Westdal

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I had a ton of fun digging into marketing, social media, and brand positioning. Finding your 'why' is more important than every in today's noisy landscape! #marketing #foodbusiness #cpg #cpg #foodbranding #marketing

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Francis Hall and Tom Rothmeier, the team behind Urbanistic, a cannabis education and quality grading company based in BC, recently launched a study looking into how cannabis is affected by the e-beam remediation process, not just immediately after remediation but also several months later. While there have been studies done on the effects of irradiation on cannabis, those results were only looking at the immediate impacts, not long term, says Hall. He and his partner Rothmeier wanted to better understand how that process can change cannabis after it’s sat on shelves. Hall says the idea is one he has been looking at for a while, and it finally came together once they found the right partners, with both a local producer providing cannabis samples and a local lab to test those samples. The unnamed producer is providing two 160-gram samples from the same lot/batch, one that will go through a standard e-beam remediation process and one that will not. Those samples will then be shared with analytical cannabis testing lab Northern Scientific, also in BC, which will test them for things like cannabinoid and terpene levels, as well as microbes like mould and mildew. Those samples will be tested right after the e-beam remediation process, done at a facility in BC, and again after three, six, and, ideally, nine months. This will give a better real-world look at how the e-beam process impacts both product quality and shelf stability for microbials. 

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I tuned into BDC’s Small Business Week Seminar today. It reinforced that Canadian small business needs are ever-changing, particularly during these slower economic times. From the lens of a Webflow and branding agency, there are a few simple things your business can integrate to help sustain and support business growth and development: ✨ Understand your customer's problems and implement meaningful business solutions and experiences. Prioritize their needs. ✨ Make sure your messaging is strategic, concise, and consistent. ✨ Know who you are talking to and mirror their language in your marketing. ✨ Know your audience's pain points and immediately address them with your solutions on your homepage. ✨ Be different. This could mean strategically turning your differences into positive spins. Lean into it with both your messaging and visuals. Want to see a great example of this? Google Liquid Death water and see how leaning into differentiation grew their market share to 1.4 billion dollars. ✨ Integrate a chatbot. This takes the pressure off internal teams and supports your customers immediately. ✨ Invest in a website platform that has an easy-to-use CMS. This will empower your team to make website changes internally without the bottleneck of a developer. Remember: the faster you can implement changes in your business, the better you can serve your customers. ✨ Invest in and integrate a CRM platform into your website. This will not only give you a higher level of analytics to make savvy business decisions, but it can also streamline your internal and external affairs. ✨ Lean into automation. If there is a task that is being repeated, analyze it. This could be as simple as integrating a Calendly calendar on your website. Investing in branding and technology streamlines and improves both internal and external experiences. During staff shortages, this will support your business's nurturing of customers while facilitating staff retention, positively impacting your brand and business growth. #branding #smallbusinessweek #canadiansmallbusiness #smallbusinessbranding

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Whether you are a B2B or B2C company, the cost of making the wrong media investment is endless. As you embark on those investments, ensure you have the structure in place to manage, control, and understand the impact. It is extremely expensive to be wrong. Here’s what that leads to: • (𝗡𝗼𝘁 𝗦𝗼) 𝗛𝗶𝗱𝗱𝗲𝗻 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝘀𝘁: Rapid scaling means more activity for sales and operational teams, impacting established processes. Sending the wrong leads or customers into the system will cause aggravation and a loss of focus on your best customers. • 𝗨𝗻𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 𝗚𝗿𝗼𝘄𝘁𝗵 𝗠𝗲𝘁𝗿𝗶𝗰𝘀: These inflated growth figures create tough comparables for future quarters. Even if some are good customers, having a leaky bucket will make it extremely expensive to replace them. • 𝗪𝗲𝗮𝗸𝗲𝗿 𝗙𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻: You're essentially throwing money at a problem, and the company will not have the financial capacity to sustain it as you experience cash burn without return. Worse, it will create a lack of trust for future investments. • 𝗗𝗲𝗹𝗮𝘆𝗲𝗱 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗲 𝗜𝗺𝗽𝗮𝗰𝘁 𝗼𝗻 𝗘𝗻𝘁𝗲𝗿𝗽𝗿𝗶𝘀𝗲 𝗩𝗮𝗹𝘂𝗲: The true cost of this strategy sometimes doesn't surface for 3-6 months - by which time, you've already doubled down on the wrong approach, decreased your cash position, and are in a weaker spot to pivot. Having full visibility of that investment and how to optimize, is critical for long-term sustainable growth. What's your experience with balancing rapid growth and sustainable metrics? I'm curious to hear your strategies.

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Here are a couple of photos taken live at the recent Circle Networks event! 📸 It was an honour to share my experiences with such a captive audience and like-minded individuals. Remember, success is twice as special when shared! 💥 Always push yourself beyond boundaries and break barriers! #salessuccess #entrepreneurship #salescoach #entrepreneurmindset #coaching #lifecoach #growthmindset

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So far we've helped small business owners in British Columbia receive over $15k in grant funding. Your business may also be eligible to recieve government grant funding of up to $2400 to improve your marketing. Every small business owner feels the stress of trying to stay on top of digital marketing AND run their business. These are things like email marketing, lead magnets, funnels, online sales and SEO. Marketing is more than an essential skill, it’s a business superpower to sell your products, programs and services. If you're a small business book a discovery call and let's see if you are eligble for funding!

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When you connect deeply with consumers they ask for your products by name. You'll build more consistent sales with less work! Join me in this free webinar to learn what it takes. ➡️ Get details at www.phenologic.ca/webinar ✔️ Doors close May 7 so register today! . #craftcannabis #cannabisindustry #cannabisbusiness #phenologic

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Is blogging going to be big again? If you haven’t watched this video from Coco Mocoe yet (link in comments), it’s a good glimpse into a trend I’ll dub DTA or Direct to Audience. A remix of the DTC model from the 2010s we saw in eCommerce now being borrowed by the creator economy. A tilt toward an audience publishing model that was supposedly “dead.” (Rule 1 in social club: never say something is dead!) Which points us in a direction where creators leverage a platform but aren’t beholden to it. This has got to keep executives of these networks up at night. What would happen if the top 1% of creators went direct just like retailers and top artists have done the past few years? It would tip the scales in a new direction. One not beholden to a FYP. One where creators make things for their audience and not to soothe a system in order to be actually seen. One that’s easier to support creators financially. And if you tie this in with SMS content updates, you have an entire niche alternative subcultural version of what exists now.

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ONLY for growth minded entrepreneurs in Toronto (GTA) One of my favorite Canadian entrepreneurs is coming to the big city to record his 60-second pitch sessions next week. If you're world-class, then you should consider applying. Not that Mike doesn't have a big enough reach, but this is really cool. #storytelling, #personalBranding, #publicSpeaking, #business, #demoReel ____________________________________________________________ Hi, I'm Cam. I make demo reels for 6 and 7-figure speakers that makes event planners go WOW!

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