Joella Hogan, an indigenous woman from the North Tutchone culture, has shaped Yukon Soaps Company (YSC) in a community building, language learning and land connection center in the heart of their traditional Na-Cho Nyäk Dun Nation territory in Mayo, Yukon. Since acquiring the business in 2012, Hogan has integrated his expertise in environmental science and community building into every facet of the brand. Through natural soaps, hair care, oils and more, Hogan’s knack for land stewardship and business resilience has reached a growing clientele in Canada and the United States.
Like this month CB resident entrepreneur, Hogan caught up with Mike Bonner, BMO’s director of commercial banking, to discuss the origins of his business acumen, managing unprecedented challenges, advice for future business owners, and the importance of investing in the community.
What were some of the obstacles you faced when starting your business?
I was very new to the business world when I started, so there was a lot to learn. I felt like I had to learn especially fast so that I could keep up with customer demand while familiarizing myself with skills related to accounting, marketing, and customer service. A great source of support for me was reaching out to experts, not necessarily in the soap making field, but in other areas such as social media marketing. In many ways, getting started seems to have been the most challenging part of my journey as an entrepreneur.
How does your work inspire the indigenous community of Mayo?
When I returned to Mayo after college and spent time traveling, I connected with elders and knowledge holders in my grandmother’s community. Many of the teachings that inspired YSC are about what it means to be a good North Tutchone person. They taught me how to take care of the land and the importance of continuing with this care as a tradition. This is why so much of what I put on my products comes from the land around me.
Another part of my inspiration comes from my community’s history with the gold mines. Generations of our friends and families have worked in these mines for years, but the truth is that working in resource extraction is not for everyone. A big part of my goal with this brand is to show people that whether they want to work for me or start their own business, they can have a job that supports our culture and language in new ways and opportunities.
As YSC continues to grow, how do you expect your company to bring indigenous cultural awareness to others?
It has never been simply soap. While this product is important to me, my main goal with YSC has always been to tell stories. I think that within Canada, there is a growing curiosity about the indigenous and arctic communities of the north and of Canada. I hope that as my business grows, there will be a greater understanding of our culture and the power indigenous companies have. When indigenous peoples own and operate businesses, they not only empower the individual, but also the community they represent.
Especially during the pandemic, I have consciously chosen not to include traditional indigenous symbols, such as dreamcatcher feathers, in my products. Instead, I focus on our native language so that clients become familiar with it. I incorporate phrases that are about self-care and self-empowerment so that people can use that in their own daily lives. For me, this is a more organic and authentic way of presenting our culture to the masses. I am glad to see that people respond with such enthusiasm to these aspects of my business. My ultimate goal in expanding YSC is to continue to break stereotypes, raise awareness of issues that matter, and provide a foundation for future Indigenous entrepreneurs.
In your vision, what does the future of YSC look like?
Even before the pandemic and all the supply chain shortages that have resulted from it, running a manufacturing business in the north can be quite challenging. I always work with legislators and the government to try to find ways to improve accessibility. It is also my goal to grow within the capacity of my community and maintain its best interests as I expand. With the help of a grant I received from the Yukon Housing Corporation, I am building a new space in May that will allow for a larger studio and three apartments for those in need of housing. In my opinion, investing in my community is the most important part of this journey and it has been amazing to see so much excitement around this new project.
Did you always envision an entrepreneurial career for yourself?
To be honest, I don’t think I did. My father was a businessman and my mother a nurse, so I grew up thinking that I would have a very different career from theirs. Interestingly, I think I have now acquired a combination of the two. As an indigenous people, there is a part of us that is always entrepreneurial. It’s about surviving, being resourceful, and making your family and community better. I may have realized starting this business 10 years ago, but that entrepreneurial spirit was always there.
What are some of the most important tools to have when it comes to running your own business?
Tech tools for e-commerce expansion and payroll management have been a big part of building YSC into what it is today, especially when it comes to customer service. Understanding the basics of financial education is also a great advantage. When I applied for a mortgage on our new building, I was very nervous about not knowing the language well enough, but as I learned more about finance, I became much more confident. It’s also about finding the right financial partner. I went to BMO as a commercial client who was having difficulty accessing capital. Many other banks and advisers were not taking my business seriously and, as a woman living in First Nations housing, it was becoming very common for financial institutions to discard my skills. BMO, however, saw potential in me, wanted to support my vision, and was an important part of making YSC happen. Don’t get me wrong, there was a lot of work involved, but BMO was there to support me every step of the way.
What qualities do you think make a successful entrepreneur?
Be adaptable to change and open to new ideas, be willing to take risks, and have the ability to focus on your vision. It is also important to learn to say no. Especially for women in business, it is common to always feel the pressure to say yes to everyone for fear of rejection or ridicule. But there is power in knowing your value and identifying the right opportunities.
Reference-www.canadianbusiness.com