Black exporter guide | EDC
some of the most well-known or well-aspired brands from around the world? And so, it’s shown up in the business as 40% or 50%,” he says, adding, “I think these are the things that we find consistent with what the general thesis was and why we wanted to do Goodee in the first place.” Even so, their own initial experiences as the only Black suppliers in buyer showrooms exposed them to systemic and unconscious bias by purchasers, says Byron Peart. “So yes, we’ve seen it from the customer side. But from our brand and partners, they’re very excited to be part of something that feels different and feels much more global. We’re diverse, but it’s really changing the landscape of what design looks like. That’s a rewarding thing for us, as well.” Finding the right financing for your stage of growth Every business on the cusp of expanding—or in the thick of it— needs access to capital. There are plenty of options, depending on requirements, the size of your business, the industry you’re in and the stage of your growth and export cycle. For Black-owned companies, systemic barriers to capital are real, with 60% of Black entrepreneurs saying they’d feel more comfortable approaching a financial institution with greater Black representation, according to a 2023 study by global consultants, Bain & Company. But changes are underway. There are several options to match the right kind of financial support for your business journey. Bootstrapping Black entrepreneurs, historically, engage in “bootstrapping” or building their businesses from scratch using their own finances—not outside investment capital. In the Canadian Black Chamber of Commerce (CBCC) 2021 survey, Building Black Businesses in Canada: Personas, Perceptions and Experiences, 71% of respondents bootstrapped their startup capital, in part, because the ability of family and friends to contribute was limited. It wasn’t seen as a positive option, but rather a last recourse when all else failed: Very few reported having access to angel, venture or private equity financing. Pros No one to impress, but customers. Without investors to consider, this type of financing means greater control over your products and how you spend capital. Easier to change direction. Self-financing means responding to changes in the marketplace or demand can be quicker to implement. You own your business fully. You may have all the risk, but you also get all the reward and full ownership of your enterprise. Cons Time becomes your scarcest currency. Because bootstrappers use personal capital, they often have to fund their business with a “day job” or even additional part-time work. This can mean a continual time crunch to meet deadlines and longer lead times to benchmarks. No outside support. Not all support from investors is financial. Connections and advice obtained through investors can play an important role in a company’s success. The risk is all on you. While you may gain more if you succeed, you also stand to lose more if you don’t succeed. Even growth costs money to sustain, in terms of paying bills, staff and other overheads. This is a risky scenario unless your company is profitable. Financial strain and credit impact. Bootstrapping can damage your credit score, making it challenging to secure future loans. Rebuilding your credit and regaining lenders’ confidence will demand strategic financial planning, discipline and consistent relationship-building skills. If bootstrapping is the most viable option, manage the risk by: Paying off high-interest debts to reduce financial constraints Using secured credit cards, or become an authorized user to build credit Making timely payments to maintain a positive credit history Monitoring your credit report, disputing errors and maintaining low credit utilization As your credit score improves, explore traditional credit options to strengthen your financial foundation. According to Doug Minter, partnership manager at the Chamber, the CBCC has historically provided educational resources to empower entrepreneurs with enhanced financial literacy and credit management skills to help them strengthen their personal credit. The advisor-led program covers 12 topics, including budgeting, banking, saving, credit management, mortgages, insurance, investing, taxes, retirement, financial planning and fraud protection. These modules are available online through the Federal Consumer Agency of Canada (FCAC) Family and friends financing: Love money Often called “love money,” family and friends are frequently the first source of financing for startups that can’t self-fund. The term “family and friends” is used loosely, as this group of informal supporters can include everyone from immediate family to co-workers and their contacts. Research shows that 27% of Canadian companies plan to sell their products or services outside Canada in the next year or two and 25% of current exporters have this financing. Family and friends financing takes many forms, ranging from a capital outlay for as little as $1,000, to cash in exchange for an equity stake in your company. Either way, this type of financing doesn’t automatically mean your business is now “family owned.” It’s just that your personal network is backing you. Pros Cheapest form of financing. Whether it’s a loan or equity agreement, you can likely determine the terms yourself. Easiest money to raise in the early stages. It doesn’t require much more than a sound idea, a business plan and a compelling pitch. Flexibility in returning dividends or loan repayments. Unlike a bank, family and friends can be more accommodating about payout deadlines. Everyone wins. When you succeed, you share your financial rewards with family and friends for their trust in your business. Cons Everyone’s at risk. A vast number of startups fail which can jeopardize relationships with family and friends. Make sure they only invest what they can afford to live without. Financing is limited. The amount of capital available to you is limited. Eventually, you’ll have to source it from other places. Power struggles. You may get more than money. This type of financing often leads to family and friends feeling entitled to offer advice, guidance and opinions on how you run your business. There’s consistent narrative about Black generational wealth buildout and intergenerational benefits. In this article, Shawnnette Fraser explains why generational wealth is key to changing the narrative for Black Canadians. Equity financing Early in a company’s lifecycle, access to capital is critical to growing a business. As a company is commercializing, or even before it’s generating revenue and becomes cash positive or has cash flow, it’s harder to raise traditional debt financing from a lending institution, unless there are assets or credit deemed worthy of backing as security for repayment. Pre-seed or seed round financing The goal of seed round financing is to raise enough capital from outside investors to get a company off the ground, or develop a product prototype. This financing is offered in exchange for equity in your company and can range from $50,000 to $2 million. This is particularly attractive if you can’t self-fund, or don’t have access to a credit line. Lack of working capital is a primary reason why a high number of startups fail. Pros Angel investors are putting up their own money, so they’re often willing to negotiate and are less risk-averse than banks. Typically, angel investors take an ownership stake in your business rather than interest payments, or repaying the loan. If you fail, they receive nothing. Angel investors can be an incredible resource for networking, guidance and expert support in growing your business because they’re already successful in business. Having their backing can also lead to bigger opportunities. Angel investors, typically, have deep pockets and will invest anywhere from hundreds of thousands to millions of dollars. Angel investors see the value of backing a local enterprise that can be groomed for international markets. Cons This class of investors is backing you to make money, so their expectations of your performance and pressure to success can be intense. Every angel investment dollar you access means you’re trading off your future business earnings, based on their ownership stake. In other words, your future profit is shared. Angel investors aren’t just giving you money; they’re buying a stake in your decision-making, too. Most angel investments are one-time deals and rarely lead to second-round financing. Black-led businesses find it more challenging to find a suitable angel investor in Canada, leading some to venture to the larger U.S. market. What to include in your seed funding pitch: Concept development details Market research viability (MVP) Your business vision and mission Market and demographics research Founding team with clear roles Venture capital/private equity (Series A, Series B, Series C rounds) As a company reaches commercialization and achieves initial market traction, they’ll likely need to raise more equity capital to continue to scale the business and grow sales. Beyond angel investment, entrepreneurs can raise money through venture capital (VC), or private equity in which institutional investors, investment banks and other financial institutions back startups and small businesses with long-term and high-growth potential. In other words, VC investors are betting on your profitability and generally, get partial ownership and a vote as equity for their investment. Series A funding is important during the early growth stages, but because a startup hasn’t had time to develop a consumer base, Series A investors can be hard to land. With Series B, companies are more established, so the investment is aimed at product development, talent acquisition, business development and marketing. Series C funding is focused on upscaling an already successful company even further."