Take Two

By Linda Pepin-Ingram

Life is full of surprises. It’s also full of complications, lessons and opportunities, and I’ve learned that we must do the best with what we’ve got. Despite the difficulties of living with multiple sclerosis (MS) for the past 16 years, I can honestly say that I am grateful for some of the changes it has caused in my life. Before I had MS, I was demanding of myself and others, intolerant of those who could not follow my lead and who did not measure up to my standards. I am still demanding of myself but I have empathy for everyone I meet.

Those aren’t the only changes that MS brought. When I was diagnosed, I was working as a technical editor in aeronautics. I was able-bodied, self-assured, confident. I loved my work, loved my boss, loved my pay and loved my husband, Ken. I lived the typical DINK life (double income, no kids). Over the years, Ken accepted off-site assignments, which took us to California for 13 months, France for eight months and Toronto for five months. It was during the Toronto assignment that my MS symptoms became more apparent.

I was very proactive in my approach to living with MS, and I armed myself with as much knowledge about it as possible. Still, it took me several years after our stay in Toronto to admit that I needed to use a cane. To avoid it, I would hold on to walls and chair backs for support. I used an umbrella, crutches – anything other than a cane. I believed that a cane cried out “handicap, disability, stigma,” and I wasn’t ready for that.

In 1998, when using a cane became inevitable, I couldn’t stand the looks people gave me! So, I reacted by coming up with the concept of dressing up my cane to match all my outfits. Right away the attitude of onlookers changed from, “You must be tired – why don’t you sit down?” to “This is so neat! It perfectly matches your outfit. Where did you get this?” I had stumbled on, so to speak, a stylish solution that fit my personality and lifestyle.

BACK TO SCHOOL

In 2002, my neurologists proposed a 12-month series of MS-related chemotherapy. This resulted in long-term disability leave from my job and green perspiration from the chemo (no one can explain this!). Of all the treatments I have had over the years, this was the worst, both physically and mentally. It made me nauseous, sad and inactive, and I had too much time to think. The situation made me very dissatisfied with my life. That’s when Ken suggested that taking a course might inspire me.

As luck would have it, a local school was offering a course on how to start a small business. Although we had no intention of becoming entrepreneurs, we signed up. (I wasn’t mobile enough to get there on my own, so Ken quickly cleared his schedule and enrolled as well.)

The course was informative, intensive, bewildering and demanding. Out of curiosity, I decided to explore the marketability of my cane covers – after all, I had been using them for seven years. I wondered if others would like them, too.

There was a lot of homework! I came up with the company name Kenda Active (a combination of Ken and Linda). We created a business plan, found our target market and designed a line of products. I developed a mission statement and tag line, and even wrote a 30-second speech (infomercial or “elevator speech,” as it is called in business) that I could deliver quickly to prospective customers. The course required a five-year strategic plan, various marketing tools including business cards, pamphlets, a website, networking activities and press releases, and their associated costs. Government regulations, taxes, subventions and record keeping were also covered.

Part of the course involved analyzing our strengths, weaknesses, opportunities and potential threats or obstacles (SWOT). This was an important and eye-opening exercise. I discovered that my strength lies in my passion for everything I do. I am eager, engaging and enthusiastic. I am a planner and an innovator. My weakness is that I have very high standards for myself, and think that nothing I do is ever quite good enough. I saw opportunities in the fact that I was surrounded by well-wishers and people who wanted me and my innovative concept to succeed, and would help me achieve my goals. I had a unique product to sell. Obstacles included my own tendency to become disillusioned, and the possibility that consumers were not ready for me and my products.

Another obstacle, of course, was that my MS had an impact on how much time and energy I could contribute to the company. However, I think that having a disability has some advantages. Who is better placed to come up with practical and innovative ideas for people with mobility disabilities than someone like me? It also made me realize there was a ripe, untapped niche market of aging baby boomers who refuse to age gracefully.

In 2003, at a cost of $10,000, we filed Kenda Active’s cane cover patent application in the U.S. and Canada. Things were getting serious, and serious money was involved! On the other hand, it was an exciting time. Without leaving home, I had become an entrepreneur! I was on a mission. I had things to do, calls to make, ideas to develop. Through the company, I could dream, innovate and plan to my heart’s content. I do all the planning and innovation, and Ken does the rest. That is how the division of responsibilities worked out. It’s a perfect solution for me.

READY OR NOT…

To raise capital for the company, I approached various health associations that I thought would support me. To my disappointment, they were only interested in their own fundraising and not in helping to make my endeavour happen. I tried to get various subventions and funding through governmental aid loans or donations, but the paperwork overwhelmed me; the potential lenders wanted to see forecasts, budgets and financial statements. My product was innovative, new and untested with no competition. How could I possibly come up with realistic financial forecasts? It was more like financial fortune telling.

In 2004, opportunity knocked in the form of a trade show at Montreal’s Olympic Stadium called 50+/Salon de l’Ain. It was aimed at my main target market, people over 50. This was an opportunity that could not be missed and I decided it would serve as the official launch of Kenda Active (even if I was not ready!).

I had three weeks to prepare for the show. This included putting into action everything that we had covered in the business course – basic things, such as setting up an initial production run, arranging a confidentiality agreement with my manufacturer, getting a production team in place, and creating business cards, a website and packaging. Ken and I enlisted our friends, family, business associates and everyone else we could think of to support us in preparing for the trade show and helping us over the three-day event.

The trade show was a success – we gained valuable experience, exposure and contacts. It also showed me the power of friendship and the goodwill of others. To this date, I am thankful to everyone who helped make the trade show happen for us, from the printer and his staff, who worked overtime to get my pamphlets ready, to my volunteers, who worked at the booth and were generous with their time and energy.

Since then, business has been good, and we’re making plans to expand! Now, at the beginning of our third year, we are looking for companies to license our products and for distributors. We are also developing four new products to add to our existing line over the next few years.

I never imagined that my simple, whimsical cane covers would turn into a full-time business. There were many challenges along the way, but we never gave up, and our persistence has paid off.

Linda Pepin-Ingram is the originator of Kenda Active (www.kendaactive.com, 514-748-0386, toll-free 1-866-748-0386, fax 514-748-0481). She lives in Montreal, Quebec, with her husband Ken, a professional business trainer and coach.


SUCCESS STRATEGIES

* Believe in your idea! Talk about it with passion and conviction.
* Analyze what you are good at, what your limitations are, what opportunities and resources you have, and what’s holding you back. Be brutally honest. Build a support group. You will be amazed at how much people want to help and make your idea happen. “Pay it forward” and reciprocate favours.
* Expand your network. Join networking groups, such as the Chamber of Commerce, Business Network International (BNI) and Toastmasters.
* Spread the word. Send press releases to your local paper and radio station. Get in touch with reporters who cover subjects relevant to you and your product.
* Keep learning. Take relevant courses, find mentors, ask for advice and stay open to new ideas.
* Make a budget and save money whenever you can. There will be time enough for spending later.
* Be realistic. It is better to start small and grow than to be stuck with excess inventory.
* Seize opportunities. You may never feel completely ready to launch your product or service, so when opportunity knocks, go for it.
* Embrace your mistakes. You will make some! They are part of the experience, and they will eventually make you a savvy businessperson.

EXPERT ADVICE
* The Complete Canadian Small Business Guide, 3rd Ed., by Douglas Gray and Diana Lynn Gray (McGraw-Hill Ryerson, $42.99, ISBN: 0070864950)
* Entrepreneurs with Disabilities Network provides support, inspiration and networking to help thousands of people with disabilities turn dreams of owning a business into reality. For info, visit www.entrepreneurdisability.org.
* Self-Employment Program (HRSDC) Provides unemployed Employment Insurance-eligible individuals with income and entrepreneurial support while they develop and implement their business plan. Visit www.hrsdc.gc.ca/en/epb/sid/cia/grants/self-emp/desc_self-emp. shtml.