Making a Case For Entrepreneurship

Brief Agenda

  1. ETHOS - Introduction and experience
  2. Workshop Goals
  3. Government Response and Entrepreneurship
  4. Industry Response and Entrepreneurship
  5. Entrepreneurship in Canada
  6. Shifting the Paradigm- Inclusion Groups
  7. The Case for Entrepreneurship
  8. Changing the Mindset- WorkBC Centres
  9. Conclusion and Recommendations

Deborah Bromley - CEO

ETHOS Career Management Ltd.
  • Based out of Nanaimo, offering services in BC and Alberta
  • Delivering employment and entrepreneurial training for 18+ years

Tamara Cameron

Learning Specialist

  • Interested in the design, and development of instructional technology
  • Creation of targeted training to conceptualizing blended learning programs
  • Determining direction, vision and strategy
  • Currently the Director of R&D and LIT Team Lead

Resurrection of our...

ETHOS- R&D Department

  • Resurrected Department
  • Tamara Cameron as Director

LIT Team

(Learning Innovations and Technology)

  • 4 person team of Tamara Cameron, Chris Oaten, Mike Bromley, Megan Hamlet

ETHOS Self-Employment


  • Business WorksCentral Alberta – Red Deer, Camrose, Lloydminster and areas
  • Business Works for Youth Entrepreneurial Program – Victoria, Cowichan, Nanaimo areas
  • Calgary Entrepreneurial Workshops – “Entrepreneurial Exploration” and “Entrepreneurs in Action” – workshop facilitation
  • Calgary Entrepreneurial Workshop revisions – blended learning model put online- 1st set of online services for Alberta, combined with the new BWYC Program
  • WSBC Business Feasibility Studies – Vancouver Island, other BC when needed
  • WCG/Canadian Veteran ‘s Vocational Rehabilitation Services (CVVRS) – self-employment viability studies and business coaching – Island
  • LMS SE Program online – external request
  • TechWORKS for Youth – SE component – Mid-Island


  • Business Works Self-Employment Program – Mid-Island (Community Coordinator)
  • FoodWORKS Agricultural Accelerator Pilot Program – BC - wide
  • Youth Mean Business Entrepreneurial Programming – Victoria
  • Experience Works Entrepreneurs – Mid-Island (Older Worker)
  • Calgary Entrepreneurial Workshop – development of new workshops
  • Entrepreneurial Bootcamp – Webinar [Small Business Week]
  • Experience Works TIOW – SE component
  • Five (5) CARE Employment Centres – SE Workshops
  • Deborah – Former Program Officer with Service Canada – had SE file for years

Workshop Outcomes:

  1. Not everyone is destined to be an employee.
  2. Considering entrepreneurship/ self-employment and their differences
  3. Important difference between skill sets required for employment services versus entrepreneurship/self-employment services
  4. Discover more about entrepreneurship through the lens of ETHOS Business Coaching Learning Management System


1. Entrepreneurship

  • Runs a small business and assumes all the risk and reward.
  • Business leader and innovator of new ideas and processes.
  • Entrepreneurship: the pursuit of opportunity without regard to resources currently controlled

2. Intrapreneurship

  • Inside Entrepreneur or an entrepreneur within a large firm, who uses skills without the risks associated with those activities
  • Employees within a company assigned with special ideas or projects to develop
  • Think and behave like owners

3. Self - Employment

  • Act of generating one's income directly from customers, clients or organizations
  • Majority of small business owners fall into this category
  • Talent Pooling: offering services or products as part of a group of self-employed people with common interests and different talents.

Government Response to Entrepreneurship

Labour Shortage? Fill with the unemployed
Those who start their own businesses do not need our help
Lack of knowledge and understanding

Underfunded for Clients

  • Ministry of Advanced Education, Skills & Training - youth entrepreneurship only to point of writing a business plan
  • Central Alberta SE - allotted 26 weeks only
  • WorkBC Centres - 48 weeks+ and more for disabilities. This is realistic.

Underfunded Agreements

  • Service Canada (SE Component) - Budget cut by 60% from submission
  • Central Alberta SE - 26 weeks - Budget cut by 40% from submission

No Funding

  • Service Canada YSL - No to province- wide SE
  • Service Canada Ops Fund - No to province - wide SE
  • Ministry of Social Development and Poverty Reduction - Comparing proposed project to employment - "Internal researched shows gamification platforms and gamification of training in general is not untried and untested."

Industry Response and Entrepreneurship

Industry Standards related to CCDP

In BC, entrepreneurship information and training is limited

In Alberta there are no courses related to self-employment

Ministry leadership insists that career practitioners with CCDP Certification is qualified to deliver entrepreneurial training

Lack of understanding in difference between employment and entrepreneurial services

Frustration for those with specializations in entrepreneurship

Experience in entrepreneurship is required

Facilitator Handbook and the requirements to deliver entrepreneurial workshops:

One must have (among other requirements)

  • Facilitators are currently, or have been self-employed, to demonstrate understanding of the mindset necessary for success in small business
  • Have an understanding of current legal requirements for registering business licenses, name search, GST/PST/HST – must be able to direct participants correctly
  • Some knowledge of taxation for individuals and businesses
  • Some knowledge of bookkeeping and accounting/financial statements
  • Have a passion for their own business and a belief in the freedom and flexibility of contract work as an option
  • Small business sales experience, with a strong and realistic knowledge of the limited budgets and sales training new entrepreneurs must work with
  • Experience in creating sales strategies, campaigns and scripts
  • Experience working with novice entrepreneurs

Employment Counsellor

  • Employment/ career counselling through career planning and development, occupation selection and work search strategies.
  • Main priorities are counselling, referring clients, workshop facilitation including online applications
  • Requires post-secondary education in career or employment development, vocational rehabilitation, social work, psychology, sociology, human services, counselling, education, human resources or related
  • Training in Employment Counselling theories and processes and career assessment tools

Business Coach

  • Guides new entrepreneurs in developing business plans for success
  • Assists in all areas of business planning, provides ongoing supports, advice and monitors business growth
  • Post-secondary degree or diploma in commerce, business management, economics and/or financial planning or related
  • 5+ years in business concept and plan analyzing
  • Extensive experience in building partnerships
  • Currently or previously self-employed

Separate and distinct, with different required skill sets.

Entrepreneurship in Canada

Facts and Figures

"The Canadian environment and culture for entrepreneurship is healthy."
  • Country of small entrepreneurs
  • Canada is second only to the U.S. in levels of entrepreneurial activity

1. Aging Population

  • 40+ crowd represents 73.9% of all new business start-ups - 5 times more than 39-
  • Work Experience, industry contacts, and financial means

2. Male Predominance

  • Accounts for 65% of all start-ups
  • *Female start-ups stay in business longer on average

3. Immigrants

  • In Canada for 10-30 years have private incorporated business ownership rate of 5.8% - higher than the 4.8% Canadian born
  • Newcomers have a 7% failure rate
  • Numerous barriers
  • Few settlement support programs, while playing a crucial role in the community

4. Canada is 15% Self-Employed

Projected to be 45% SE by 2020
  • More educated than the average population and previous entrepreneurs

5. Canadian Business is Small Business

  • 98.2% small business
  • Backbone of the Canadian Economy
  • 130,000 new businesses each year
  • Account for 60-80% of job creation
  • 51% Canada's GDP

6. The Gig Economy

  • 41% work to supplement their regular income
  • 47% are SE for greater flexibility
  • Youth prioritizing work-life and Baby Boomers slowing down

7. Service- Oriented

  • Majority of Canadian businesses operate in the service-producing sector compared to the goods-producing sector
Fastest- Growing Exports
  1. Financial and insurances services
  2. Management services
  3. IT services

8. Business Failure

  • Thousands exist the market every year
  • Country can support 150,000 net new businesses- accounting for those that fall

Survival Rates:

  • 96% of small businesses survive for 1 year
  • 85% survive for 3 years
  • 70% survive for 5 years
Approximately 7,000 small businesses go bankrupt every year in Canada

Demographic Trends and the Changing Landscape

The Canadian business landscape is changing in profound and unprecedented ways.

Shifting demographics and increasing digital technologies: Six trends to transform the way companies operate

1. The Aging Workforce

Baby-boomers are retiring

Working age population is slow in growth or shrinking

2. The Rise of the Millennials

Half the work force by 2020

3. Diversifying Population

Immigrants will account for 80% of population growth by 2032

Technology Trends

Growth of e-commerce, process automation and data analytics in Canada

1. Expansion of the Virtual Marketplace

Rapid growth in Canada

Platforms to sell products and services globally


2. Automation of Business Activities

Canadian manufacturers fall behind in robotics

Industrial robot demand booming

3. Rise of the Data Economy

Data optimizes operations

Competitive Edge

Shifting the Paradigm

Inclusion Groups

Client Inclusion Groups / Vulnerable & Underrepresented Groups (not all)

1. Immigrants

2. Youth

3. Older Workers

4. Persons with Disabilities

5. Indigenous Peoples

The Case for Entrepreneurship

Vital for our communities and economy

1. Small Business is the Basis of the Canadian Economy

  • Small business is the foundation
  • Developing new industries, new technologies and new solutions

2.Unemployed Status

  • Canada is a haven for those seeking financial opportunity, freedom from oppression and self-realization
  • Diverse, accepting and tolerant
  • Entrepreneurial sectors provide optimism

3. Entrepreneur Mindset

  • Job creation as a viable option
  • Need to foster an entrepreneurial mindset for success
  • Government support is key
What we need is an entrepreneurial society in which innovation and entrepreneurship are normal, stead, and continual

4. Labour Market Development

  • Resources for entrepreneurship are misallocated to traditional strategies
  • Placing unemployed workers into existing companies

5. Education for Labour Market Development

  • Not all are "Born" to be entrepreneurs, rather many "Become" through experience
  • Experiences need to start early
  • Build up skills and attitudes over time
  • K-12 education, that prepares for a changing world

6. Community

  • Creating entrepreneurial mindsets
  • Assisting in the development of young people
  • Initiatives

How can we "Change the Mindset"

New approaches to assist unemployed to entrepreneurship

Recognizing missed opportunities and creating a foundation

WorkBC Centre Model

1. Approach and Induction Practices - Centres have traditionally designed and delivered programs that meet the needs of existing businesses.

Standard Service:

  • Initial Assessment
  • Resume/ Cover Letter Assistance
  • Job Interviewing
  • Job Search Planning
  • Staff Assisted Job Match
  • Job Referrals
  • Job Development
  • Employment Referral

Adding Self-Employment Focused Services:

  • Provide introductory letter that suggests local experiences
  • Using a self-employment assessment or entrepreneurship checklist
  • Send those interested for an information interview
  • Provide a list of community resources and websites

2. Embracing the Self-Employment Option

Unemployed do not often see the WorkBC Centre as a source of assistance for implementing business ideas

  • Employment Centres work as an employer support system
  • Funders and industry leaders are influential
  • Develop polices and laws that encourage entrepreneurship
  • Entrepreneurial mindset should permeate WorkBC Centres and community

3. Local Staff Motivation

  • Train Staff to Value and have a Vision of Entrepreneurship as a Viable Option
  • Starting a business = to seeking a job with another business
  • Knowledge of local region and contributions to the economy
  • Provide data and relevant facts

Successful small business not only helps the individual but the region as a whole.

4. Placement Success Factors

  • Self-employment seen as a viable career choice

Performance Indicators:

  • Sustainable Employment
  • Employment
  • Cumulative Employment
  • Continued Employment
  • Substantive Education or Training (3 months)
  • Substantive Education or Training or Combination (3 months)
  • Satisfaction for participants
  • Satisfaction for employers

Entrepreneurial measures must become a part of the system.

Additional self-employment performance indicators:

  • Entrepreneurial intake assessment process
  • Participation in training, mentoring, and coaching
  • Participation in double major programs
  • New business starts: New business license and registration, lease/ deed for place of business, validated business plan, business financial records, self-certification of hours spent on business, and list of customers
  • New business starts supported by external investors
  • Clients move from collecting government support to taxpayers as business owners

5. Tools for Assessment

  • Technical skills but lacks entrepreneurial skills

Five Stages of advancing a business idea:

  1. Exploration and Discovery
  2. Concept Development
  3. Resourcing
  4. Implementation and Actualization
  5. Harvesting
  • Helpful assessments that differentiate help required for each stage

6. Training, Coaching, and Mentoring Entrepreneurs

  • Coordinating efforts of existing training and support agencies
  • Wealth of partnership opportunities
  • Maximize impact by sharing information, best practices, resources and expertise
  • Innovate through shared and negotiated project goals to meet needs

Conclusions and Recommendations

Entrepreneurship is the fuel for keeping Canada Strong

We ask how the unemployed are treated as they seek to become employed again?

We encourage leaders to consider the following actions to bring entrepreneurship fully into Provincially funded programs:

  1. Pass Updated Legislation
  2. Build a partnership at the Provincial level that integrates entrepreneurship as a career option
  3. Provide focused on-going self-employment leadership in Provincial agencies
  4. Change Provincial policies to include performance indicators and success factors that focus on changing economic conditions and recognizes the value of entrepreneurship
  5. Organize WorkBC Centres and such to participate in professional development to enhance heir orientation and understanding of entrepreneurship and small business
  6. Modify intake systems for the unemployed to focus on interests, skills, experiences, and needs
  7. Encourage partnerships between local organizations that support the unemployed who choose entrepreneurship
  8. Help new entrepreneurs to establish their businesses as sustainable and tax-paying

We believe these recommendations will lead to vigorous growth for entrepreneurs, communities and the Canadian Economy as a whole.

Ditching Training Workshops: Building Online Coaching Capacities in New Ways

What's Wrong with Workshops?



Conclusions- Where to Next?

  • Continue to refine self-paced courses
  • Developing workshop design and teaching online supports


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