Guerrilla style Business marketing Happens Cowboy style only in Canada

I guess I heard the phrase "Guerrilla Marketing" for the first time in our business school this summer. What we learnt is slightly different from the advertising term. It was tailored for us a Class of 22  Entrepreneurs hoping to be on their way to business stardom. Of the 22 only four decided to enter the Food and Hospitality business.

 When I mentioned the term `Guerrilla Marketing ' to Brian he cheekily asked  " Does that mean you and your class will be selling Gorilla Burgers this summer..is that what we Canadians can now look out for ?"
."  Oh No" I protested "One of the terms means that  this is the most basic style of marketing..You..your product out there on your own facing the crowds.. .facing the elements and proving your worth with no other support. There is also a surprise element in it..do it in a way that catches people by surprise.That is for traditional. market places where you directly sell your product. What's the twist I used ? The power of the word !
In advertising Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book 'Guerrilla Advertising'

Kim and Peter who live next door got a `kick' out of the phrase and said.." Get your Man Brian in a Gorilla suit ..he will make sure they buy all your goodies".Jokes apart I finally had my first  Go at  traditional "Guerrilla marketing" when I got a weekly spot with an Environmental group at their community event a month ago.. .At Farmers markets and festivals Each entrepreneur becomes a `Lone warrior" giving it their best shot for what ever you are worth..that's for us Guerrilla marketing! Its the oldest form of Marketing and is still a way of life in most parts of the world.  
 In Our  Class of 22  Entrepreneurs Not all were immigrants nor had arrived here less than 15 years ago..at least 95% of the class represented born and Educated in Canada men and women from all walks of life , professional backgrounds and age groups.
In an earlier post after my return from a visit to India in 2014  I  had written : (Canada is a great land...however it does not recognize the qualifications and skills of many highly qualified immigrants from other lands. This is both the loss of Canada and  to the immigrants who come here. Many immigrants with University Degrees and  High In demand skills are pushed into jobs that do not match their education. This is  a huge Human Resource failure for Canada and that is why The American Dream and the Canadian Dream are not the `same story'. But things are changing now..) 
The highly successful Business program run by The Toronto Business Development Center and Ontario Ministry of Colleges and Education is one of the best examples of how entrepreneurship has created wealth and opportunities for both the province and thousands of Entrepreneurs over the years. TBDC celebrates 25 years of success this September. One of our directors told us that since its inception TBDC Entrepreneurs had generated a revenue of more than
 $ 9 Million while still in the program. 
Well here is my account of what it is like starting your food business in Summer at the Traditional festivals and Farmers markets all over the big city. Before you launch into buying a restaurant or Holiday resort that could cost you a few million dollars you start small and you start in the traditional market places and then create a market, an awareness and a solid viable business than enables you to go and create something bigger one day..
 The city of Toronto takes Public health safety seriously and that is a great thing. Every one in the Food and Hospitality industry as well as Health care workers, care givers and anyone planning to " handle food for the public" needs a Food Handlers certificate/ license.Believe me its an eye opener ..you wont mess with taking  kitchen hygiene or food quality lightly ever after taking this program.The rules of vending include setting up your own canopy and tables( don't want birds dropping their " goodies" on your food). Operating from a licensed commercial Kitchen and setting up everything on your own..Plus all the `compulsory hard ware and handling `Operations' on your own" I suddenly appreciate how one of our Business teachers mentioned the word  " One man or woman army" to describe what starting a small business in Canada actually means..Being an entrepreneur in Canada truly means running your own
 " Army' Not like it would have been in India with Mom and Dad and friends and family to provide all the funding. and support...all the man power and even a host of servants to do your " unpleasant work..while you `Play Big Boss" and never have to do the ` Real Hard labor ".This much I will say..Starting a Business in Canada is not for the weak in heart and spirit nor for those with any kind of ' Hang Ups'..If you don't like people..if you are too snooty and highly value your manicured hands and feet...if the Hot sun makes you faint and you would rather sit in an air conditioned office than be on your feet,if you want a job that pays highly but needs almost no hard work..Then advise from the Heart " Stay Home" and continue with your customer service and 9 am to 5 PM jobs behind the phone .If you enjoy gossip, love power ,politics and climbing the social and corporate ladder..please continue to pursue your ambitions exactly where you are and if that's not enough join a  organization or "committee as a 'Titled 'member'where you will get all the power and control opportunities you ever wanted..but do not become an Entrepreneur....because you will be so busy handling so many tasks you will have no time left for your favorite " Pass Times" such as these. That is exactly the words of one of our Best Teachers who is also a founding member of Enterprise Toronto..'Watch out for committee members in many Not For Profit Organisations".he said " They are the `best case of Mismanagement  skills and Power politics".However on a more encouraging note..for those who love cooking and experimenting with new cuisine..who like meeting new people and love the spirit of hospitality and entrepreneurship..the food and Hospitality industry is one of the oldest, most successful and promising industries anywhere in the world..As my Father used to say quoting a Hindi proverb three things will never go out of business that is :Roti ( Food) Kapda( Clothing) and Makkan ( Real Estate and Construction) However regarding Business in Canada especially starting in Food and hospitality Industry.. here is only for those who are ready to plunge into very hard work, and the excitement and adventure of true Cowboy spirit of the ~Real Canada" Go there and meet your customer at the Market Place..face to face..No facades, No Masks..just who you are.
I also need to say this loudly..I Love the spirit of Dignity of Labor in North America. No job is too small or too ordinary..you are respected for working hard and giving your best..not for sitting around until you are offered the Presidential seat. There are many people in the world who measure you your worth by your Job Title and the money you make..and that is like a game of " Snakes and Ladders" in todays world..one day you are up high and then again  back to zero..so the only way to measure a persons worth is to look at their integrity and character.
Plus as far as I can see there is no corruption and Bribe giving as in other countries and that speaks very highly about the Canadian system.
So Make your " Visions and Missions "become a reality with your efforts . Join the community that believes in true Freedom and Fair competition." Its more about opportunity for all and not competition between vendors " says Sarah the Manager of the Community market where I started my summer business project.. 
 The 'Community Market place' where I am to set up shop..looks like a Cowboy hang out or Gypsy Camp..Colorful tents and canopies..vendors selling everything from Cookies to fresh grown vegetables and corn .and even Tibetan Mo-mos. A young man in a Cowboy hat strumming his guitar and singing aloud his songs that sound like true  country music. Everyone's wearing a colorful scarf or a cowboy hat or cap..( Public health rules) .A Water fountain gurgling in the background and kids and mothers passing by and stopping at each vendors canopy..Most vendors have a partner or an assistant or half their clan helping them..
Since Brian works from noon to almost midnight..I'm on my own at this one. However it was he who had helped me with buying everything from  the canopy and gave me everything thing I ever needed to get started..He is my Hero! I have seen him rebuild and renovate his elderly Mother's 100 year old house almost brick by brick over the last few years.What would take at least 6 to 7 or even 10 men working together to lift and carry..and he does it after putting a full week of work at his office . Weekend days are devoted to rebuilding Mother's old home..and then its time to ourselves..He appreciates that my Indian upbringing enables me to respect and appreciate and support him and believe me he also devotes and gives me more than my fair share of love and attention even while he is at it.
He does the renovations alone..with his own strong shoulders and his quick thinking of ways to use tools and technology to his best advantage . I think of his hard work and drive and they enable me to get through the toughest moments and greatest hurdles.I see his talent and tell him that my Father would have been so pleased to have met him My father and Grand Father would have truly seen and respected him for the true Man that he is.Just like they were..
Anyway..I'm late.by almost half an hour for my first gig . Underestimated cooking time. It.took almost two hours to freshly cook my " vegan and vegetarian Indian goodies" from a licensed kitchen. Some of which are favorite street food in South Asian countries. Here there are stringent laws..but once you meet them you can do great.
The coordinator  of the Market place Sarah is friendly and understanding and accommodating. She is there to always give us a helping hand and encourage everyone, Sarah requests the Public Health officials running the Health awareness booth to share their canopy space with me. I think to myself " Oh Boy. Hope I got my stuff in the right order" but I'm in for a very nice surprise. They are both very friendly and helpful. One is a very friendly nurse named Citara ( Irish from her parents) and the gentleman is a Canadian of Nigerian decent .By the time I have spread and arranged my wares..Citara looks at me and says.." Hey that looks delicious..I offer her a free sample..but she says " No I will buy.".She is my first customer. Slowly but surely people stop and buy..I feel so encouraged.I suddenly understand that being yourself is the best way to sell..be friendly..be welcoming....give them more than they ask for and they will bring their Friends..neighbors and even their Dog..

Examples of Hard sell !

I remember one of our Business advisers at Business school warning us not to confuse business with charity..but I think you can do both and make a profit as well. Know who needs a `Break' a little bonus or a little more.. and who can pay their bit or higher and one will take care of the other.

In between breaks vendors walk across to talk to each other and offer their goods to other vendors. Sam and Abigail from the West End Food coop come and talk with me and encourage me once they hear its my first gig of this sort.Sam says " Bravo lady"..Welcome to the community!
I observe that there is a `law' to this..how you display your goods..the way you smile and greet people..does your product look appealing or appetizing to anyone passing by and how the waves of potential customers react..

Everything you ever learned about life and learning come into play here..not just what you learn at Business school..

How you treat people..can you respect those who have a little struggle with their little change ? Do you enjoy being around people of different races and backgrounds?Can you recognize the eyes that says..I need some but do not have enough to pay you the right amount..Yes they taught us that business is not charity..But I came across a strange secret that is almost magic..the Moment you are ready to Gift a bit to someone who can use it or a fellow vendor..who is sweating in the sun..you will find that suddenly a crowd of people come out of no where and start buying your product.

By half time..everything in my table is gone.Sold out...I'm thrilled but also realize I underestimated the amount or the potential of The East Indian mouth traditional snacks  that are still a hit at all festivals and gatherings and occasions..

I remember childhood in India  whenever we had Guests Our Moms  mixed a hand full of chopped vegetables with Chick pea batter and Lentil paste and deep fried them into a treat known as the " Pakora"...Suddenly The humble Pakora has become a popular name with everyone around. in Toronto.just like the Tibetan Momo..and the Indian Samosa..its a Hit..kids love the word Momo..and the Tibetan stall does brisk business all evening..I remember someone was looking for Momo's and got the name wrong they asked everyone.." Where are the Bun- Buns ?" ..Its all in the name..

Brian explains it to me.." Its the sound of the name he says..After all it was he who coined the Name `Lipilicious' for our  business..I wanted to name the company after my Dad and Mom..but a market survey showed that Canada could not pronounce East Indian names yet and we ended up with `Lipilicious.' ( again his idea not mine).In India we honor our parents and our God and name everything after them..but here it works differently..

I was once telling Brian the story of one of our Pet Dogs named `Tinku'' and he said "Hey..you can name something you cook after Tinku..that  will  really sell !!! Wow..so much for a name .so watch out next for `Tinku Pakoras.'.Named after a Black and White stray that adopted my parents.( yeah )...and here is Brian now a Master of Guerrilla marketing. In the East businesses have names such as `Shri Sataya Sai Samosas' or `Govardhan Thali'..in the West you can say `Fox and the Squirrel' or ` Jacks the Man' and run a Pub!

No wonder people crowd to the stall that sells Momos..its also the `name' and of course an excellent product.
The Tibetan Momo sellers are a family of Three..very friendly..very helpful.folks.( they help me put up my tent and run and grab my paper plates when the wind has blown them around.).

Though I thought I was alone..I realize I no longer am....I find myself in a new family of Vendors and community organizers and hundreds of people..suddenly the thought " The world is  my family" comes to me.. I learnt that years ago on the lap of my Mother and Father..

People say that some communities in Toronto such as the one that Greenest city and the West End serves has a lot of broken people..by the end of two weeks I realize that I did not see any broken souls..but brave and smiling ones..warm hearts and appreciative smiles and encouragement.People who stand behind each other and support one another..and then to think of it..which of us alive in this world is not broken in some way ?

Is there a single person who has not had a broken heart..a broken dream..a broken leg a broken bridge of opportunity or hope or promise in their life..?have we not all had broken Faith and broken friendships and loss of trust ?Are there not " Broken souls" where we are not looking for them..?In the High towers of Bay Street and Wall Street.. In the Entertainment district where people pretend to be happy but someone gets shot almost every weekend..In the men and women who wear Masks that say they are happy in their constantly competitive and wealthy life styles but are always looking for ways to break up those who have the contentment and spunk that they do not..When broken people with well meaning hearts come together..they form a beautiful Mosaic..a picture that is a Master piece by itself..that is community and family..and people who are the Salt of the Earth..

I used to go to a beautiful Temple and a class On Wednesdays. .. But when my time was over I sadly walked on ..and discovered that the world and this Market Place became my learning ground ..My teacher and my friends..

This is the market place in Toronto..all over the city..open festivals and events and farmers markets where Canadians take pride in selling and buying Locally grown and produced ..and where even International prepared foods come from locally procured sources..true Canadian pride! Anyone entering the Food and hospitality industry must graduate from this phase..Its tough..its very hard work.it needs wits and energy and no false pride.!

I remember a commercial back in India when I was growing up..It was for some really tough looking jeans but would surely apply here..
The commercial said in Hindi / English " Rough and Tough Ho to Rough and Tuff Pehno" which means..if you are tough..wear Tough "

Well we may not show our toughness in our appearance or our way of life..but to become an entrepreneur of any sort in Canada you have to be  and believe in it.. 

The rewards are great...Successful vendors at summer markets can make enough to see them through a year in just a few seasons..
There is a thrill in meeting new people and having a very warm and enjoyable interaction with them since Food , people, festivities and fun all go together."Short and sweet" is the best way to describe interactions in the Market place.and both parties are happy at the start and end of it.

There is a philosophy to Hospitality..In India, the Traditional thought is that every girl is meant to be a mother and should manifest the motherliness and nurturing side of her personality uppermost. and the truth is Men have that side as much if not more than many women..

The Food and hospitality Industry is a wonderful opportunity for individuals who love to create Food, be around new people..serve and befriend others and express that giving side of their personality. The interactions are almost all Positive..

The Summer festivities and Vendors also provide a Huge chunk to the economy of the city..Not only can vendors with a good plan and organisation  skills make Good money they can also provide employment to many.

I heard someone who has worked in the Banking and Mortgage Industry say that they have seen Food vendors buy Homes and make mortgage payment with cash..

But warning..this is not the job for those who want to make a few quick bucks..get rich quick and come into the industry  just because they heard that someone there is making it big..For every successful business there are many that don't make it..!

It has to be the passion of your heart and the idea you have had for a long time and worked on it..and of course first and foremost The Blessings of the one above and of your parents and all those who have blessed you in your life's journey !

Finally just as the evening falls and we all pack up to go home we probably have this euphoric moment just like this little chap below :..Hey I thought I.had no wings..but now I can actually  fly- I am Batman !
  ( or woman if you were talking about a dozen or more female Warriors including me )

Mce Ma Chaine Etudiante photo

Guess what I am Batman !