The Starter Company award is presented to the Starter Company business that has demonstrated personal growth and development, good business planning and positive financial trending in their business.
Serenity Wellness Centre offers counselling and support services to individuals managing the effects of depression, anxiety, grief, trauma and life transitions. Cassidy approached the Small Business Enterprise Centre in July, 2015. She is one of those clients you don’t forget as she came to our meeting with a first draft of a business plan.
One of the challenges of her business model is there are organizations that offer similar services for no charge. She was competing against publicly funded businesses. When her business plan was reviewed by the Starter Company grant review committee, this came up as a potential red flag. Fortunately for Cassidy, she has a great understanding of the private versus public offerings. Based on her knowledge and understanding, she was able to carve out a niche market for her business.
She created referral relationships with other wellness businesses, including the Thames Valley Health Team and lawyers. She identified funding options that allowed her to offer workshops surrounding mental health and wellness to the general public, which provided her with great exposure to potential clients. Leveraging social media to market Serenity Wellness, she shares content that is relevant and engaging.
A favourite quote of mine by Simon Sinek is “People don’t buy what you do, they buy why you do it”. Cassidy does a great job of authentically and honestly sharing why she does what she does and this resonates with people.
Her model and approach is working. In her first year of operation, she is generating a profit and is viewed as an expert in her industry. Congratulations Cassidy.