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#WeAreYQQ

Bluebird Pads wins big at PitchFest2!

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photo © Amy Criss for LIFT

40 entrepreneurs packed The Prime Chophouse September 28. The sold-out crowd was there as part of the second annual PitchFest and #WeAreYQQ Party, hosted by LIFT Comox Valley.

Keynote Luke Aulin, CEO of Vancouver’s RTown online social media marketing business, talked about the importance of pitching. Aulin then joined on the judges’ panel, with Mina Haghighi of Futurpreneur, a youth-focused entrepreneur development program, and the owner Canada’s top Hyundai dealership in 2016, Sue Finneron.

PitchFest2 was sponsored by Duncan & Company CPAs and Pacific Coastal Airlines. Generous prizes were supplied by Douglas Magazine, 98.9 The GOAT, TRIO Magazine, and the LIFT organization. It’s the culmination of a year’s worth of businesses pitching at LIFT’s twice-monthly BizOnDeck workshops. LIFT’s Hans Peter Meyer calls these entrepreneurs the “new face of business in the region, the talent that’s changing everything.”

LIFT’s Hans Peter Meyer congratulates the entrepreneurs who pitched at PitchFest2: (front, left to right) Jordan Savard, Matthias Hansen, Denise Ropp, Pieter Vorster, Julian Rendell, (back, l-r) Andrea Postal, Jabin Postal, Danielle Farrant,
photo © Paul M Hansen

Seven entrepreneurs, pitching

Kicking things off was Pieter Vorster, setting a high bar with an enthusiastic description of the online magazine and community calendar at TideChange.ca. Jabin Postal had mouths watering as he garnered support for his already successful BBQ YouTube channel. Danielle Farrant wowed with her tight and cheeky pitch for Bluebird Pads: organic, locally-produced menstrual pads. Julian Rendell impressed with his description of Make it Zone as education and training for the workforce of 2020 and beyond. The growing health sector importance of cannabis and related services by Grow Wise Health was Denise Ropp‘s pitch. Jordan Savard and Matthias Hansen, winners of the Teen Entrepreneur Club “Tycoon Challenge” in June, reprised with an even tighter pitch for their Age-Sex-Location fashion line. Andrea Postal made a powerful pitch for doula services and In Bloom Births.

And the winners are…

The ASL team of Savard and Hansen, and Andra Postal’s In Bloom Births shared second place media advertising prizes. The grand prize, a $3600 package by LIFT that includes branding and photography by McKinnon Photography, digital marketing support by Mastermynde Strategy, PR services by 50th Parallel PR, print services by Sure Copy Courtenay, and content marketing by LIFT, went to Danielle Farrant and Bluebird Pads.

“I’m excited to be working with Danielle and Bluebird Pads,” says Karen McKinnon. “They’re the kind of positive, earth-friendly business that I think is representative of the values of our community here in the Comox Valley.”

As with all of LIFT’s five annual special events, PitchFest2 featured a #WeAreYQQ Party. The focus is on fun – and social media games with over $4000 in prizes, contributed by LIFT member businesses. One of these is The Waverley Hotel, a LIFT Community Partner.

“These kinds of events are an important part of building an entrepreneur culture in our community,” says Don McClellan, owner of The Waverley Hotel. “We need to encourage young entrepreneurs. The Waverley is proud to be part of a welcoming culture, through what we do as a venue for entertainment, and our support of LIFT and its activities.”

For more information about upcoming LIFT events, including the region’s annual Festive Cheer “entrepreneur holiday party” and fundraiser on November 24, see the online listings at LIFTevents.ca

Ready to make shift happen for your business or organization?

Join the LIFT community of entrepreneurs, and grow with over $4000 in membership benefits and perks, plus discounts with digital partners like RTOWN, Spring Activator, OfficeHours, Rebel, and more.

Or contact LIFT CEO and Founder, Hans Peter Meyer (aka HPM), at:

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Launching our 14-day free trial LIFT VIP membership

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Congratulations to Olivia of Lavish Engagements, Mary of Mary’s, and Atlas Café! Three of the businesses that were winners in our April #LIFTVIP promotion. In May, your #LIFTVIP shared selfie could win you and a LIFT VIP friend each gift cards to The Waverley Hotel. But this post isn’t about our current promotion. It’s about why I want entrepreneurs to try our new 14-day free trial LIFT VIP membership.
It’s a treat to create contests and give away prizes. But promoting and growing local businesses is only part of what we do with LIFT. I started this project in 2015, as The #WeAreYQQ Project. My intention, to inspire a grassroots movement of entrepreneurs in my community because I saw a need. Bear with me while I tell some of that story.

The 3-Rs and how they’re not the solution

I grew up in Black Creek, just north of Courtenay in the Comox Valley. That was almost 58 years ago. Like many Vancouver Island communities, ours was a logging and fishing-based economy. Things changed dramatically in the 1980s. Local governments scrambled to respond. But really, what can government do? (More on that later.)

I’ve watched as we’ve poured millions of taxpayer dollars into supporting the development of what I call a “3-Rs economy” of retirement, retail, and recreation services. All good stuff. But somehow missing the point of what my community is really about: talented people, passionate about this place.
And how are our 3-Rs doing, a generation after the decline of fishing and forestry as sources of jobs and wealth? Two years ago we lost 200 young families. To me that means the 3-Rs are failing to provide the incomes and opportunities we once enjoyed with our resource sector economy. 

I’m betting that talent, however, is the solution

I’ve been doing community economic development work on Vancouver Island off and on since 1994. During that time I’ve both ignored the problem, and complained about how our tax dollars are being spent. In late 2014, frustrated at what I saw as a failure of imagination in local agencies and government, I decided to stop complaining. I was going to do something about this economic problem.
That “something” was, and is, to focus on talent as the solution. I’d bring speakers in who inspired me. I’d invite entrepreneurs and creatives to come together to grow businesses and jobs. To celebrate the local talents that I think will grow our “next economy.”

Just getting started!

I’ve made it my job to generate visibility for the businesses I work with, the businesses that have become charter members of LIFT. I call them LIFT VIPs. They’re special, because in a region that is very lifestyle focused and old-school (even sleepy) when it comes to business, they’re growth oriented. Open to new ideas. Open to help each other make economic shift happen. One of my first initiatives was to launch the #WeAreYQQ tag as a “talent brand” for our region, for anyone to use. Ever since launching the #WeAreYQQ my focus has been on getting more attention for local business – locally, regionally, and beyond. It’s starting to pay off. 
Smart and talented people make LIFT shift happen. The list is long. We’ve now got over 100 entrepreneurs involved, mostly from the Comox Valley, but some from Campbell River. This Spring we’ve come up with a few new ideas. These will fuel changes. They will accelerate the marketing momentum we’ve generated – and help LIFT VIPs grow their businesses. We’re also going to be streamlining and restructuring our membership model. That means more great benefits for LIFT VIPs.  

This month: Free trial memberships

I want Comox Valley, Campbell River, and Qualicum businesses to benefit from what we’re doing. I’m focused on this region because I think we have a lot in common, including rapidly aging population, a need to attract and retain young families, and – paradoxically – a growing “talent” population. Entrepreneurs and creatives who aren’t afraid to do business in a new way.
I also want to touch every one of these young (and some, not so young) talents. I want them to try what we have to offer, and see if it helps them grow their businesses. To that end, I’m inviting any business in the region to enjoy a free 14-day trial LIFT membership. If you like the idea of being part of a dynamic, growth-oriented entrepreneur network, contact us via this form – or better yet, give me a call at 250-792-1408 and let’s make that shift happen for you today!

Grow your businesses. And vote

Back to my comment earlier, about what can we expect from government. Government is not entrepreneurial. But it can do things to help startups start and grow. Help small businesses become medium-sized businesses. Keep the big businesses from monopolising the marketplace. As entrepreneurs, perhaps the biggest thing government can do for us is support grassroots initiatives and experiments. As entrepreneurs, the best thing we can do for our governments is vote. I’m writing this on the eve of a provincial election. I urge every entrepreneur to get out and vote.
I won’t tell you how you should vote, or how I’m going to vote. But I will tell you that I think we need to see voting and the exercise of our democratic powers as one of the things we do to ensure the success of our businesses. Just like inventory or taxes. Not necessarily very exciting. But necessary.
Finally, LIFT is an experiment. A unique experiment in grassroots business and community economic development. I’m doing this because I believe talent in business, the arts, non-profits, and more are the solution to economic challenges in my community. The 100+ LIFT VIPs are doing this for a number of reasons, most of which are about growing their businesses and growing a supportive entrepreneur community. We’re making shift happen.
If you’ve got ideas about how we can make LIFT even better, better, please be in touch. If you’d like to become part of the LIFT VIP community, check out our events. If you’re ready to come on board as a LIFT VIP, please use this contact form – or call me at 250-792-1408. Let’s make this shift happen – now!
hpm
Hans Peter Meyer, Founder & CEO, LIFT.GROUP @LIFTstartups on Twitter and Instagram
ps. Coming up soon to LIFT your biz…

#LIFTVIPs shared selfies: win with Atlas Café, The Waverley Hotel, and Gladstone Brewing!

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We love our LIFT Community Partners – and we love the support they give us as we promote entrepreneurs on Vancouver Island. We also love the LIFT VIPs who are the heart of our entrepreneur community. So this month we’re hosting a “shared selfie” contest that’ll win someone – and the LIFT VIP they choose – each a $25 gift card at Atlas Café (April), The Waverley Hotel (May), and Gladstone Brewing (June).

How to win

  1. Find a LIFT VIP (there are almost 100 of them today, with more coming on board every week – maybe you this week? Call meat 250-792-1408. It’s time to grow your business – and be featured in someone’s shared selfie!)
  2. Post a shared selfie with them to Twitter, Instagram, and/or Facebook.
  3. Be sure to include a note about this particular LIFT VIP, as well as the #LIFTVIP#WeAreYQQ tags
  4. That’s it! You and your LIFT VIP could each win a $25 gift card to Atlas Café, The Waverley Hotel, or Gladstone Brewing. Yum!

We’ll be announcing the April winner in early May.

Today’s list of LIFT VIPs

As of April 15, 2017 the current list of list LIFT VIPs (if you’d like your name on this list we can make that shift happen right now via email or telephone me at 250-792-1408):

Solution Sponsors:
Adil Amlani, Leif Jason, Sue Finneron, Lee-Ann Dixon-Phillips, Jabin Postal, Chrissie Bowker, Nazaneen Dizai
Community Partners:
Daniel Sharratt, Sandra Viney, Don McClellan, Ron Pogue, Karen Milstein McKinnon, Paul Hansen, Bob Wells, Danny Zanbilowicz, Leanne Zdebiak-Eni, and Shane Philip
Champions and Ambassadors:
Carmen & Glen Wakeling, Kayla McDonald, Joyce Francis McMenamon, John Bonner, Curtis Scoville, Max Oudendag, Pieter Vorster, Rahel Mashruky, Mary Veronneau, Chelan Schwindt, Arrow Gonsalves, Amie Webster & Jeff Webster, Sarah Pocock-Hill, Sara Baxandall, Sarah Day, Staysea May & Megan Griffiths, Jen Burt, Amy Englemark, Shelley LaPerriere, Dustin Whiteside, Kevin Wilson, Jani Martinius, Luciano Rollin, Amy Criss, Vivian Vaillant, Brooke Ferguson, Jace Pierson, Dyan Spink, James Flawith, David Frisch, Wendy Nixon Stothert, Tracy Freeman, Cleo Tetrault, Monica J Parkin, Julian Rendell, Allyson Hamilton, Shane Philip, Heather Mackenzie, Kory Wagstaff , Wendy Johnstone , Maureen Olsen , Taryn Goodwin, Steve Morgan, Ewa Nowicka, Ali Roddam , Sonya Marie Jenssen, Ivan Loubier, Rob Kelly, Maggie Mah, Debbie Lynn Bowman, Gaynor Bereza, David Stapley, Carl Sidl, Nancy Farey, Mary Crowley , Aly Bird , Step Carruthers & Robin Kay, Chantal Stefan, Janice Bailey, Jodi Einarson, Nick Ward, Danielle Farrant , Denise Ropp, Greg Chadwick, Re Bastien, Vanessa Raven-Vipond, Marty Douglas, Shelley Nickerson, Megan Penny, Annie L Danko.

hpm
Please call me at 250-792-1408
Want to chat in person? Please set a time/date via my online calendar

CVFM: Growing farmers – and the local economy – for 25 years

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LIFT (as hanspetermeyer.com) sponsored social media marketing at the Comox Valley Farmers’ Market from 2012-2016. Why? Because I’d been writing about food since 2004. Writing about the Farmers’ Market was a “feel good” thing to do. I thought that writing about farmers would me more interesting and wholesome than writing about restaurants.
I did a lot of farmers’ profiles. (You can watch them here.) And, over those 40+ interviews it sank in: the Market isn’t just about local and fresh and “local food” cool. The Market is about the economy.
I’d interviewed Vickey Brown, CVFM Executive Director, a number of times over the years. We’d had a great time, helping tell the story about farms and food in the Comox Valley. But I recently interviewed about something different: the bigger picture. I asked her about the role of the Market in the local economy, a role that many of us take for granted or don’t understand.
INTERVIEW (April 2, 2017)
HPM: You’ve described the Market to me as a “business incubator.” What does the Market do that helps grow food businesses?
Vickey Brown (VB): We were started in 1992 by farmers, for farmers, so this is our 25th anniversary year of doing what I call “growing farmers,” and helping farmers sell their food. Even with our processors and concessions, are required to use locally grown ingredients as much as possible.
At the most basic level, the Market recruits customers with our marketing. We provide farmers with an opportunity to introduce products, test flavours, and hear directly from customers. We also provide a number of opportunities for farmers to meet a variety of customers, in a variety of locations. For example, during the peak season, we have three weekly Markets: Wednesday in downtown Courtenay, Saturday at the Exhibition Grounds, and Sunday in Cumberland.
The Market also connects farmers with organisations like the North Vancouver Island Chefs’ Association, local restaurants, Lush Valley, to name a few.
At another level, the Market provides an educational service. People need to know who our producers are, and why they do what they do. And, importantly, we’re here to educate people about the realities of local food economics. It’s difficult to make a living farming. The Market plays a role telling the story about the value of local food, beyond simple price.
Most farmers work in isolation, not only from customers, but from each other. So l, the Market is also a place where farmers learn from and support each other. It gives them a place to talk about farm and business issues, like how they’re doing irrigation, pest control, etc. It’s a learning place.
HPM: How many businesses are currently active in the market?
VB: Just under a 100. Vendors come and go, but that’s number’s been fairly steady since I started working here in 2010. Of course, the number of vendors actually at the Market changes with the season. We have a maximum of between 70-75 during peak season.
HPM: What are some examples of businesses that have “graduated” from the market?
VB: Some of the more visible success of the Market-as-incubator are Tannadice Farm, DKT Ranch, Tree Island Yogurt, Green Acres Pies – to name a few. Others, like Prontissima Pasta, Natural Pastures, Healing Bliss, and Big D’s Honey have grown into storefronts, but are still active at the Market. Recently local wineries and distillers have added to what the Market offers. Wayward Distillation House won the People’s Choice for their vodka at BC Distilled in 2016, but they’re still at every Saturday Market. Stone’s Throw Winery, 40 Knots Winery, Hornby Island Estate Winery, and Blue Moon Winery are other high profile businesses that are active at the Market even as they grow their own storefront businesses.
HPM: What are some of the biggest obstacles to growth for local food businesses, and how does the Market help address these?
VB: The biggest obstacle is early stage revenue. Like many startups, farmers struggle to generate enough cash flow to keep going. So food producers are juggling multiple jobs to get their business growing. For example, Cottage Farm was at the Market for several years before they were able to give up their “day jobs.” It’s a bit of a catch-22: you’re not putting enough time into the farm to grow it, but you need the other job to to invest in the farm. We’ve created the New Farmer Bursary to help with some of this early stage difficulty. But we could do much more.
Weather is a factor that we have no control over. But we can play a role in telling the story. For example, the reason your local food sometimes costs more is because the weather has been hard on farmers. A long, cold winter this year has meant that many early season crops weren’t ready for sale, and that the spring season will be later. That puts a squeeze on cash flow. A couple of years ago we had a long, dry summer. That reduced yields, and has even had an impact on livestock and meat in years following. We’re used to the industrial food model, where we, as consumers are somewhat insulated from the real world of what farmers deal with. That’s not the case with the Market. Because farmers sell direct to customers, we get both the freshest and tastiest produce, and the real cost of that produce.
Another issue facing our local food producers is capital investment, whether it’s production space or cold-storage and distribution. Some farmers’ markets are creating production and testing spaces. These could also include co-operative cold storage and distribution. All of this could spin-off of an enhanced farmers’ market function.
HPM: What’s stopping the Comox Valley Farmers’ Market from addressing these issues?
VB: We don’t have the capacity. There is a significant need for infrastructure in our local food economy, and we don’t have the money or the staff to do what we could be doing. Even though we were voted Best Large Market in BC in 2015, we know we could do more.
HPM: How is the Market currently funded?
VB: The majority of funding to run the Market comes from the farmers, from vendors’ table fees and member fees. Local government contributes close to 4% of our current operating budget, and we pay local government about 10% of that budget in venue rental costs. Occasionally we are eligible for grants for special projects, like promotion and advertising. We also are seeking sponsorship support.
HPM: What are the priorities if there were better funding?
VB: We would definitely like to do more for our vendors. Priorities would include office space accessible to the public and vendors, more staff support for education and promotion for farmers and local food. We also see a great need for more direct supports for farmers. For example, the New Farmer Bursaries are helping people get started, but we could also help farmers replace weather damaged greenhouses, help them set up irrigation. I’d really like to see us expand the nutrition coupon program to go year-round, not just summer-only. We’d also love to do workshops for our vendors, to help them grow their business.
HPM: How can we – the public, other businesses – support the Market?
VB: Sponsorships are a big help. A sponsorship from Hinterland Studio is helping with the Cumberland market. Jace Pierson has helped with New Farmer Bursary. Courtenay KIA is providing a tow-vehicle for our Market stage and gear. We’re also looking for sponsorship of our music program, for a kids’ area, and for specific markets – eg downtown, Winter, Cumberland – and for special events at the market, like Farmer Appreciation Week, and our Food Fests. That kind of thing.
HPM: Have you considered a non-vendor Market membership as a way for the public to support the work you’re doing?
VB: We are looking at a “Friends of the Market” type program. We’re hoping to have this in place in 2017. We’re also working on a “donate” button for the website, for people who want to help in that way. And, we always welcome cash or cheque donations at the Market table.
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At LIFT we’ve recently created a Young Entrepreneur Fund that will enable food entrepreneurs – in local food, business, the arts, and more – to participate in business development workshops. We’re also re-engaging as social media sponsors to help tell the story of the Comox Valley’s food entrepreneurs at the Comox Valley Farmers’ Market. Watch for profiles on our social media channels on the blog, on our Facebook page notes, Instagram, and Twitter.
hpm for LIFT
@hanspetermeyer on Twitter & Instagram
liftcomoxvalley.ca: Growing the economy, one entrepreneur at a time.
ps. Our local economic development body is doing some good work to promote our local food sector. Hat’s off to them. That’s a very good way to spend the almost $1M they get from local taxpayers. I just wish that the CVFM would get some help doing its work at the grassroots. That’s why I support individual giving and business sponsorships. That’s why LIFT is doing what it can to support the Market. Without you and me making sure that good food is grown locally, it won’t happen.

Sandra talks about McLintock’s Water Buffalo Yogurt: A #WeAreYQQ Local Food Profile

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Food entrepreneurs are changing the face of farming in the Comox Valley. It’s a commonplace: the Comox Valley is an agricultural hot spot on Vancouver Island. What’s often overlooked is that we’re home to a growing number of “young agrarians,” farmers with vision. One of these is Sandra McClintock.

Sandra studied agrology and came back to the family farm determined to create a career in dairy. Gary Ralston, the former agriculture consultant who played a role in many farm ventures before his untimely death in 2015, suggested Sandra try something unique: a water buffalo dairy. It was Gary’s idea. But, as so important with any innovation, it’s the person who executes, who makes the idea become a reality, that’s so important for our economies. In this case, it was Sarah. That’s why we call her a #WeAreYQQ star: she’s innovating, creating a new business and a new market, here in the Comox Valley (YQQ) region.

Although new to the Comox Valley, water buffalo dairies are part of an emerging food trend. On the epicurean side, Italian-style mozzarella and bocconcini are traditionally made with water buffalo milk. On the health side, water buffalo milk, while higher in fat, is much lower in cholesterol than cows’ milk.

When the dairy first starting producing, Natural Pastures in Courtenay was buying all the milk. With other dairies coming on stream on the Island, and with the McClintock herd having grown to over 50 head, Sandra has launched a new product: water buffalo yogurt.

Because the milk is naturally rich and white it produces an outstanding product: mild in flavour, and creamy in texture. Unlike the cheeses made from their buffalo’s milk, the yogurt is branded as McClintock’s Yogurt.

How important is the Comox Valley Farmers’ Market to McClintock’s Water Buffalo Dairy?

The Market is the number one startup incubator in the region. Sandra says it’s been extremely important to their business. This was especially the case when launching something out of the ordinary like water buffalo yogurt. “Being at the Market gave us an opportunity to let people try it and give us feedback.” And people responded extremely well. “We were expecting more resistance, but people at the Market are adventurous. They have lots of questions about the animals. It’s great to be able to talk to customers, to fill them in.”

Where to buy McClintock’s Water Buffalo Yogurt?

Besides the weekly Market, you’ll find McClintock’s Water Buffalo Yogurt at Edible Island in Courtenay, Courtenay Country Market, Natural Pastures, John’s in Comox, the Island Bison store in Black Creek, and Country Grocer outlets down-island. Transportation of local food products from the Comox Valley is an ongoing issue for all local producers, but Sandra says there is interest in several lower mainland markets.

For more information about McClintock’s Water Buffalo Yogurt see the McLintocks Farm website. Or visit the Comox Valley Farmers’ Market on Saturday’s!

Remembering that innovation happens where you are

Much of the talk about “Innovation” focuses on technology. But here in the Comox Valley, innovation is happening in many quarters that don’t see themselves in any way as “tech.” Sandra McLintock’s dairy is an example. But there are many more, and we’re featuring these stories here on our blog, and with the help of our media sponsors at Comox Valley Record, 98.9 The GOAT, and The Island Word – and wherever else we at LIFT Comox Valley can get a chance to tell the story of entrepreneurs making shift happen in our region.

The important thing to remember is that innovation happens – or can happen – where you are. One of our LIFT mentors, Jayesh Parmar, encourages Canadian entrepreneurs to “think BIGger!” Whatever you’re doing, how can you tweak it to have a bigger impact, reach a bigger market? Another mentor, Boris Mann, says that today, “every business is a tech business,” if only because we’re using marketing and sales technologies (from Facebook and Instagram to Square and Shopify and more) to make our businesses happen.

What can you do in 2017 to grow your business BIGger?

How can technology help make that happen?

If you’ve got a story, if you’ve got a business you want to grow – tell us about it. We can help make that happen. And we’re currently wanting to engage startups and entrepreneurs in the Qualicum – Comox Valley – Campbell River corridor to help grow our “startup region.” Be in touch! Check out our events (they’re fun, and they’re super useful).

hpm
@hanspetermeyer on Twitter and Instagram
December 29, 2016

Note: This post was originally produced in a different format for the Comox Valley Farmers’ Market. Please support local food entrepreneurs and food innovation in your community by supporting your local market.

 

 

The #WeAreYQQ brand: From the Comox Valley and proud of it!

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Where is here? Here is the Comox Valley. Who is here? Talent.

On July 20-22, 2016 the Comox Valley Art Gallery hosted the Where is Here? symposium. The symposium focussed on the issue of defining where we are, and who “we” are in this place. CVAG’s Sharon Karsten says this is an important part of community economic development. I agree. That’s why branding our emerging talent economy is so important: because our individual talents (in business, the arts, and more) are the building blocks for the emerging economy that will take us beyond our current economic challenges.

Branding talent economies

How do we brand talent economies? Here’s an example from Vancouver. WeAreYVR was launched several years ago to brand and map Vancouver’s emerging tech talent sector. I like the WeAreYVR example. It’s strong. It provokes curiosity. It’s inclusive. It’s geo-locatable, and distinct.

Following suit, I created #WeAreYQQ to brand our Comox Valley talent economy. #WeAreYQQ  tells the world, “From the Comox Valley and proud of it!” It’s a tool, generated to serve our talent economy. Here’s how it works.

Provocative / clickable

Love them or hate them, hashtags are provocative. They make people stop and think. Using a hashtag also means the brand is searchable (clickable) on most social networks, making it easy to see who’s doing what. #WeAreYQQ also raises questions like: Who is “we?” What is “YQQ?”

Inclusive

As a search term, #WeAreYQQ can’t belong to any one person, business, or agency. It belongs to everyone who uses it. The “we” of #WeAreYQQ is anyone who wants to use the brand to attach to their work – or to the work of people and organizations who are doing good stuff in our region. I routinely tag people doing good stuff with the phrase “#WeAreYQQ ★.” It’s my way of saying “heroes of the Comox Valley” – but in a concise, branded, and collaborative way that works well on social media.

Geo-locatable and distinct

#WeAreYQQ uses the IATA code for Comox Airport (YQQ). IATA codes are often used by businesses and organizations in other locales because they’re short, distinct markers that cannot be confused with other locales. (For example, the “CV” brand is great for locals. For the rest of the world, the people we’re branding for, it most often means “curriculum vitae” – or more close to home, Cowichan Valley.) IATA codes only point to distinct locales. Just as WeAreYVR = Vancouver and WeAreYEG = Edmonton, WeAreYQQ = Comox Valley.

Is it working?

Search via Google, Twitter, Facebook – and especially Instagram. #WeAreYQQ is being used by all manner of creatives and entrepreneurs – painters, musicians, fish charter operators, bakeries, blacksmiths, and more. They’re using #WeAreYQQ to brand what they’re doing in and beyond the Comox Valley. By using it, they’re inviting others to click through to discover a community of creatives and entrepreneurs in the Comox Valley.

Collaboration and competition

Generating a talent economy is about collaboration. It’s also about competition. We compete with other regions endowed with natural and cultural amenities, relatively “affordable” housing, etc. Having a brand helps differentiate us. It also shows that we’re serious about supporting our talent economy.

How we provide support is by growing and sustaining trust and grassroots collaboration. This is already part of the culture of some organizations and businesses in the Comox Valley. Elevate the Arts Festival is one of my favourite examples. Having an inclusive brand like #WeAreYQQ makes collaboration easier. Here’s what I mean:

Whenever anyone uses the #WeAreYQQ tag they are identifying with and amplifying our talent economy. By following, retweeting, commenting on, and reposting #WeAreYQQ stories – in any media – people are extending the impact of the brand, and the reach or visibility of our Comox Valley talent economy. When we support businesses, organizations, and artists that are self-identifying with our Comox Valley talent economy, we are directly helping to grow the local talent economy.

Growing our talent economy

Macro level support from agencies and institutions is a positive when it comes to growing a talent economy, and it’s great to see movement after the pot got stirred a couple of summers back. Our small tech talent pool now is on the radar. But our talent pool is much larger than our tech sector, and the evidence of decades of community economic development, and more recent examples of “startup communities,” is that what’s most important is an abundance of diverse grassroots, micro-level activities – across all sectors. For the Comox Valley, that means we need to grow our capacity to support entrepreneurs in the arts and in food, big time.

At LIFT Comox Valley (formerly the #WeAreYQQ Project) we launched the #WeAreYQQ brand as a tool for grassroots creatives and entrepreneurs to use. It’s your brand, not ours. You are the people creating the home-grown economy reflecting the values and aspirations of the people who live here. By using the brand you’re making this place – this “here” – visible as an emerging talent-driven economy. Let us know how we can help. That’s what LIFT Comox Valley is all about: Leading, Inspiring, and Fuelling Talent to grow a new economy in the Comox Valley.

Let’s make this shift happen!

hpm
for LIFT Comox Valley

@WeAreYQQ on Twitter