global ventures sept/oct 2010

VOLUME TWO ISSUE FIVE • SEPTEMBER/OCTOBER 2010

SWEET TASTE OF SUCCESS Word is spreading about Bedard Creek Acres’ food products

IN PURSUIT OF PRODUCTIVITYMarketel Systems adds more to its communications platform

ENTERPRISE SASKATCHEWANEnhancing our economic development

GETTING PAID FOR YOUR EXPORTSAdvice from the experts

GLOBALA S T E P P U B L I C A T I O N H I G H L I G H T I N G S A S K A T C H E W A N B U S I N E S S

VENTURES

… the long range forecast is for blue skies.

Carbon Management ExpertsCarbon Capture Design and Supply•

Enhanced Oil Recovery•

Geological Storage•

Carbon Credit Management•

HTC PURENERGY Suite 150 – 10 Research Drive Regina, Saskatchewan Canada S4S 7J7 Telephone: (306) 352-6132 Email: [email protected]

htcenergy.com

SEPTEMBER/OCTOBER 2010 • GLOBALVENTURES 3

GLOBALVENTURESis the official bi-monthly publication of

Saskatchewan Trade and Export Partnership (STEP).Submissions to GLOBALVENTURES are welcomed.

The Editor reserves the right to edit for clarity and length. Please contact the Editor for copy submission deadlines.

PUBLISHERSSaskatchewan Trade and Export Partnership (STEP)

www.sasktrade.sk.cahttp://exportnews.sasktrade.com

Regina Office:P.O. Box 1787

320 - 1801 Hamilton Street, Regina, SK S4P 3C6Regina 306.787.9210 / Toll Free: 1.877.313.7244

Toll Free: 1.888.XPORTSKSaskatoon Office:

400 - 402 21st Street East, Saskatoon, SK S7K 0C3Saskatoon 306.933.6551 / Toll Free: 1.877.313.7244

Toll Free: 1.888.XPORTSK

Concept Media2629 Angus Boulevard, Regina, SK S4T 2A6

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EDITORPat Rediger BENCHMARK PUBLIC RELATIONS INC.

306.522.9326 / [email protected] EDITOR

Katie Boyce BENCHMARK PUBLIC RELATIONS INC.306.522-0903 / [email protected]

CONTRIBUTORSKarlen HeraufKatie BoycePat Rediger

Trilby HendersonSTEP

DESIGNBob Anderson CONCEPT MEDIA

[email protected]

PRODUCTIONLorelle Anderson CONCEPT MEDIA

[email protected]

SALESBob Harvey CONCEPT MEDIA

[email protected]

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ON THE COVERSaskatchewan is the second highest oil-producing province, with 17% of all Canadian cruide oil production and estimated

established reserves of 1.2 billion barrels. Photo courtesy of Enterprise Saskatchewan.

PRINTED IN CANADA

… the long range forecast is for blue skies.

Carbon Management ExpertsCarbon Capture Design and Supply•

Enhanced Oil Recovery•

Geological Storage•

Carbon Credit Management•

HTC PURENERGY Suite 150 – 10 Research Drive Regina, Saskatchewan Canada S4S 7J7 Telephone: (306) 352-6132 Email: [email protected]

htcenergy.com

insideVOLUME TWO ISSUE FIVE

SEPTEMBER/OCTOBER 2010

cover10 Sweet Taste of Success With organic Red Clover Syrup on its product menu, Bedard Creek Acres is

hitting the spot for foodies.

features14 In Pursuit of

Productivity High quality and reliability are features

of MarkeTel’s growing communications platforms.

20 Enterprise Saskatchewan An in-depth interview with new CEO Chris Dekker

STEP notes 4 Message from the

President and CEO The Wheels Keep on Turning

6 Where in the World is STEP? Upcoming international trade events.

23 Staff Profile Yi Zeng: Building bridges between China and Saskatchewan markets

market info 14 Advice from the Experts MacPherson Leslie and Tyerman: Getting

Paid for your Exports.

STEP services 5 STEP Market Access Program

9 Exporter of the Year

16 Exporting to the USA Guide

4 GLOBALVENTURES • SEPTEMBER/OCTOBER 2010

year has been remarkably different. Our summer staff meetings have had an al-most full compliment and our in-coming missions may be the largest we have hosted in our 14 year history.

The Saskatchewan economy, from a global perspective, remains strong and it will continue to grow, particularly in our export positions across Asia, the Mid-East and North Africa. This year’s crop of visitors represented each of those re-gions of the world and beyond.

From our perspective, hosting in-com-ing missions is a critical part of what we do. In a global economy where commu-nications to every corner of the world is only an email away, it has been our ex-perience that the initial transaction only takes place after the buyer has come to Saskatchewan to see first-hand the strength of the product, the company, and the province.

At the end of this month, STEP will host both our Annual General Meeting on September 28 and our Trade Confer-ence entitled “Taking Saskatchewan’s Best to the World” on September 29. We are pleased that Premier Wall will be with us for the morning session.

I can personally commit to you that the quality of the conference agenda may be our best ever. Of special interest to me, as an old motorcycle jockey, will be the Business Luncheon presentation by Mr. Ken Schmidt. He is the man credited, through his communication and brand-ing strategies, of bringing Harley David-

Message from the President & CEOThe Wheels Keep On Turning

I have had a song from my childhood in my head for the last couple of days and I just cannot seem to shake it. Do

you know the feeling? It often happens when someone near you starts humming a tune, and, before long, you have the song locked inside your head for a day or so.

The song I am hearing is “The Wheels on the Bus” and I find it parallels my view of the world in many aspects. Perhaps it is because of my age and my indifference to those who tend to decree that “the sky is falling” virtually every other day.

The recent announcement by the Pot-ash Corporation of Saskatchewan re-garding what they perceive as a hostile takeover is the case in point. Just imagine for a moment – the largest takeover of a Canadian company in history may hap-pen in Saskatchewan. Who would have considered this a possibility in the past 50 years of our existence?

I suspect this story will be long and protracted, but I believe the message is a remarkable endorsement of our econo-my and natural resources, and more im-portantly, of how economic uncertainty eventually turns to economic opportu-nity and the “wheels on the bus” keep turning, whether we like it or not.

At STEP, we tend to divide the calendar starting on April 1 into four segments. The second portion (July - September) tends to be the time when we concen-trate on in-coming missions and a well-deserved respite for vacation time. This

son back from the brink of disaster, turn-ing it into a company that today has a brand awareness that is the envy of us all.

But, the day is not done yet. We will be pleased to conclude the day with a Gala Dinner recognizing the STEP Exporter of the Year. As an indication of our economy, I am pleased to inform you that the ap-plications received by STEP for this award are at an all-time high. Our Selection Pan-el/Adjudicators faced the difficult task of narrowing down the nominations to five finalists, perhaps the most difficult task we were assigned this year.

Finally, I encourage you to look in this edition at the “Where in the World is STEP” article. We have ramped up our mission schedule and we are determined to assume nothing. Rather, we under-stand hard work will reap benefits; good intentions mean little. Let us know if we can help you.

All and all, the wheels on the bus con-tinue to turn and we continue to see op-portunities to grow and expand our pres-ence around the world . . . everyday.

Lionel LaBelle, President & CEOSaskatchewan Trade and Export Partnership (STEP)


Saskatchewan Trade and Export Partnership’s Market Access Program (MAP) is a funding pro-

gram designed to support the inter-provincial and international market-ing efforts of STEP Regular Members. Funds are provided to assist eligible companies to enter new markets or those entering into a new market sec-tor or market segment outside of Sas-katchewan. Financial assistance may be provided to STEP regular members that are:• Exhibiting in a trade show or trade

event or trade mission in a new export market outside of Saskatch-ewan.

• Participating and/or exhibiting in STEP-led trade missions, trade event or trade shows.

Reimbursement of up to 50% of eli-gible costs may be contributed to: • Travel cost to market from Sas-

katchewan - return economy airfare or mileage for up to two (2) appli-cant representatives.

STEP Market Access Program

• Accommodations - up to two (2) ap-plicant representatives.

• Companies exhibiting at trade shows are eligible for trade show registration fees and/or booth space rental costs.

• Translation of the company’s mar-keting materials such as brochures and product listings for the specific trade event.

Applications must be received at least 45 days in advance of the trade event. It is recommended that mem-ber companies apply early for appli-cable events that prior to March 31, 2011. For further details on eligibility and the applications process, please visit the STEP website at www.sask-trade.sk.ca.

Are you interested in penetrating new markets?Are you looking to access a new consumer base in a foreign nation?

Would financial assistance make your goals possible?The STEP Market Access Program is for you!

“A great assistance at this time in business where companies should not be cutting their marketing costs. I think it will provide long term benefits to those who take advantage of it.” STEP Member Technology Firm

“Our company needs to build an awareness of our products and their health benefits. Marketing an unknown product takes years of promo-tion to get potential companies interested. Without financial support of the program, we would not have been able to fund this awareness of our product.” STEP Member Agri-value Firm

“It is very important that Saskatchewan companies have a ‘continued’ presence at major events. The STEP Market Access Program facilitates a cost effective way for companies to reach several global regions at one single venue.” STEP Member Technology Firm


Where in the World is STEP?


SeptemberEXPOMINA Mining Show

Date: September 7 - 10, 2010Location: Lima, Peru

STEP members will have the opportunity to promote their goods and services to the mining industry in Central and South America by participating in this event. The strength of the industry creates an opportunity for the suppliers of goods and services in various stages of the mining activity including, environmen-tal, mining equipment, supplies/services and machinery. The mission will focus on business development meetings for STEP members as well as access to Central and South American opportunities.

Contact: David Froh, Trade Specialist, Technology, Services & Resources

Telephone: (306) [email protected]

Global Buyers MissionDate: September 9 - 11, 2010

Location: Whistler, British ColumbiaSTEP will organize a group display at the invitation-only networking and trade-show event developed to bring together qualified international buyers of wood products from around the world with Ca-nadian manufacturers. Products include

primary wood products, finished mate-rials, building supplies and re-manufac-turing products. Over 200 buyers from more than 20 countries will attend while looking to establish vendor relationships with suppliers.Contact: Stacey Sauer, Trade Specialist,

Manufacturing Telephone: (306) 933-5239

[email protected]

ABIC 2010Date: September 12 - 15, 2010

Location: Saskatoon, Saskatchewan The ABIC Conference provides opportu-nities for developing collaborations and partnerships while maintaining an ag biotech network for industry representa-tives. The event also serves to raise the profile of the agricultural biotechnology sector both locally and internationally.

Contact: Jennifer Evancio, Director, Agri-Value


Business Luncheon - His Excellency David Jacobson, United States Ambassador

to CanadaDate: September 14, 2010

Location: Saskatoon, SaskatchewanSTEP and The American Chamber of Commerce in Canada will host a busi-ness luncheon with His Excellency David Jacobson, United States Ambassador to Canada. The key note address will focus on Shared Goals - Shared Future: The U.S. - Canada Energy Relationship. Contact: Crystal Leader, Administrative

Coordinator, Export ServicesTelephone: (306) [email protected]

Digital Marketing WebinarDate: September 21, 2010

Time: 12 noon - 1:00 p.m. (CT)STEP will deliver a marketing webinar that will provide participants with prac-tical knowledge, useful tools, and best practices regarding how organizations can embrace the online channel to drive their business and tap new markets. Topics to be addressed include key prin-ciples of digital marketing, website best practices, search engine optimization


Contact: Dan Maynard - Technology & Marketing Trade SpecialistTelephone: (306) [email protected]

Virtual Trade Mission - Developing Opportunities

Around the WorldDate: TBC

Location: Regina/Saskatoon, Saskatchewan

The Technology, Services & Resources team will undertake a virtual trade mis-sion whereby STEP members will be linked with international buyers. The fo-cus will be to put STEP members “face to face” with international buyers without leaving the province. The VTM service offers the option to explore new oppor-tunities without incurring some of the usual initial market development and travel costs. Contact: Donovan Swinnerton, Director,

Technology, Services & ResourcesTelephone: (306) 933-6531

[email protected]

OctoberSaskatchewan Showcase

Date: October 4 - 7, 2010Location: Minneapolis, Minnesota

The event will have a customized pro-gram developed to meet member’s busi-ness objectives through the efforts of STEP, the Canadian Consulate in Minne-apolis, and a Minnesota-based consulting firm. The program will consist of one-on-one meetings with potential customers complemented by a program of market/industry education sessions and net-working events.

Contact: Stacey Sauer, Trade Specialist, Manufacturing


Natural Products Expo EastDate: October 14 - 16, 2010

Location: Boston, MassachusettsNatural Products Expo East is the larg-est natural, organic and health products trade show on the East Coast. The event draws up to 25,000 international indus-try professionals with over 1,500 booths showcasing the latest trends and new product launches including organic prod-ucts, natural gourmet, health and beauty, pet products, and supplements. STEP will organize a business development mis-sion that will involve a group display at the show, arrange meetings with buyers, and showcase non-attending members.

Contact: Jordan Gaw, Trade Specialist, Agri-ValueTelephone: (306) 787-7940

[email protected]

ICMA 96th Annual Conference & ExpoDate: October 17 - 20, 2010Location: San Jose, California

This event is an excellent opportunity to offer Saskatchewan goods and services to the US Government procurement in-dustry. The event is similar to the yearly FCM Conference and Expo held in Cana-da and focuses on municipalities and lo-cal governments. Contact: Donovan Swinnerton, Director,


[email protected]


P.O. Box 26011, Regina, SK, S4R 8R7, Canada TEL: 306.543.4777 FAX: 306.545.0661 WEB: www.otfarms.ca

THE OMEGA-3 SOURCEO&T Farms Ltd manufactures Omega-3 feed components,

providing functional food solutions globally for both

animals and humans.

basics, and tools and methods to build traffic through specific online activities.Contact: Dan Maynard, Trade Specialist,

Technology & MarketingTelephone: (306) [email protected]

FITT Skills International Trade Training

Date: September 25 - 26, 2010Location: Saskatoon, Saskatchewan

STEP offers FITT Skills International Trade Training, a unique international trade training which was formed from an expressed interest by Saskatchewan companies to make international trade training available. Open doors with STEP delivered FITTskills international trade training today!

International Finance - Saskatoon

(September 25 - 26, 2010)Registration Deadline: September 18, 2010

Contact: Blair Hudyma - Programs & Training Specialist - Export Services


Business Mission - GREEN Expo

Date: September 27 - 29, 2010Location: Mexico City, Monterrey

STEP will attend the GREEN Expo while offering guaranteed value for business growth opportunities in Mexico City & Monterrey. Environmental industry op-portunities abound in Mexico and Canadi-an businesses are the partners of choice.

8 GLOBALVENTURES • SEPTEMBER/OCTOBER 20108 GLOBALVENTURES • SEPTEMBER/OCTOBER 2010

Global Transportation Hub Authority ForumDate: October 18, 2010

Location: Saskatoon, SaskatchewanDate: October 19, 2010

Location: Regina, SaskatchewanSaskatchewan Trade and Export Part-nership, in collaboration with the Glob-al Transportation Hub Authority, will provide Saskatchewan exporters and manufacturers who are looking to find efficiency in their supply chain and trans-portation strategy an opportunity to participate in an interactive event. The forum will feature expert speakers from a Class I Railway, one of the largest ship-ping lines in the world, a well established exporter, and the Hub Authority.Contact: Crystal Leader, Administrative

Coordinator, Export ServicesTelephone: (306) [email protected]

Centrallia 2010Date: October 20 - 22, 2010

Location: Winnipeg, ManitobaThe event is a business to business forum based on the very successful Futurallia model which has held 15 events world-wide since 1990. STEP, along with pro-motion partners, will lead a delegation to this new international business network-ing conference and trade show. Contact: Donovan Swinnerton, Director,


[email protected]

Business Development Mission - Asia

Date: October 22 - November 20, 2010Locations: Kazakhstan, Russia, China,

MongoliaThe mission will present an opportunity to meet with new and existing customers for Saskatchewan agricultural machinery, seed, and agricultural inputs. Saskatch-ewan produced pulses are of interest to these regions and there is continued in-terest in livestock/plant genetics, animal feed, mining and minerals.Contact: Tim Marshall, Senior Director,

Trade Development, Asia - AfricaTelephone: (306) [email protected]

Canadian Health Food Association Expo East

Date: October 23 - 24, 2010Location: Toronto, Ontario

The Canadian Health Food Association Expo East provides a venue to target the retailers and distributors in the health food industry in Eastern Canada for all levels of the distribution channel. Deci-sion makers and influencers from some of Canada’s largest Natural Health Prod-uct chains as well as smaller retailers will attend.

Contact: Jennifer Evancio, Director, Trade Development, Agri-Value


NovemberFEMA/EMDA 2010 Annual

Conference Date: November 3 - 6, 2010

Location: Dallas, TexasSTEP will organize a trade mission to attend the joint convention of the Farm Equipment Manufacturers’ Association (FEMA) along with the newly merged Farm Equipment Wholesalers Association (FEWA) and the Agricultural and Indus-trial Manufacturers Representatives As-sociation (AIMRA) now known as Equip-ment Marketing Distribution Association (EMDA). This is an important event for farm equipment manufacturers to meet with members of their North American distribution channel.

Contact: Rob Ziola, Director, Senior Director - Manufacturing


Business Luncheon Seminar - Why Exporting?Date: November 4, 2010

Location: Saskatoon, SaskatchewanPartnering with the Canada Saskatch-ewan Business Service Center, STEP will present a Business Luncheon Seminar pertaining to the importance of export-ing to Saskatchewan companies and the province. The seminar will also focus on the role that STEP plays in assisting com-panies take their products to market and present an overview of STEP’s Exporter Readiness Program.

Contact: Stephen Norgate, Export Development Analyst


Expo 2010 AgroAlimentariaDate: November 10 - 13, 2010

Location: Irapuato, MexicoThe show is one of two of Mexico’s pre-miere agricultural equipment shows. STEP will organize a group display at this event and will ensure members are introduced into a network of dealers and distributors.Contact: Stacey Sauer, Trade Specialist,

ManufacturingTelephone: (306) 933-5239

[email protected]

Private Label Manufacturers Association (PLMA) Trade

ShowDate: November 14 - 16, 2010

Location: Chicago, IllinoisSTEP will lead a mission to attend the PLMA based on the fact the consumers are buying more private label than ever and the trend will continue. More than 2,200 exhibitors from 35 countries will be in attendance at this international event.

Contact: Jordan Gaw, Trade Specialist, Agri-Value


Agri-Value Business Mission - Japan

Date: November 29 - December 3, 2010Locations: Tokyo/Osaka, Japan

STEP, in partnership with Manitoba Trade and Investment, Alberta Agriculture and Rural Development and Agriculture and Agri-Food Canada, are offering export-ers the opportunity to join this agri-value business mission. Japan is a major importer of Canadian food ingredients and is the second-most important des-tination for Canadian processed foods. Participants can expect targeted one-on-one meetings with qualified Japanese buyers, a short briefing with the Cana-dian Embassy and Japanese industry pro-fessionals, store/company tours as well as networking events.

Contact: Jennifer Evancio, Director, Trade Development, Agri-Value



Master of International Trade Move to Change“I found the online Master of International Trade (MIT) program to be an excellent way to prepare graduate students for the world of international trade, both domestically and internationally.”

Chad SwanCe, MIT Graduate

aPPLY nOwFor more information about the MIT program, visit: www. schoolofpublicpolicy.sk.ca

The STEP Exporter of the Year Award was introduced in 1999 to recognize the export achievements of STEP Regular Members. The Award recognizes such achievements based on criteria including:

• the introduction of new products/services into new markets • a significant increase in export sales • a high ratio of export sales to total sales • a positive impact on the community through job creation

In 2010, the STEP Exporter of the Year award recipient will receive public rec-ognition, affirmation of business excellence from peers as well as province-wide and international acknowledgment.

Applications have now been reviewed by a Selection Committee comprised of Saskatchewan business leaders. The presentation of the STEP Exporter of the Year Award will take place during the 2010 STEP Trade Conference – “Tak-ing the Best to the World” which will take place on September 29, 2010 in Saskatoon. Register today and support your provincial exporting colleagues at this event.

STEP is pleased to announce the following members have been selected as the 2010 Exporter of the Year Finalists:

•AllianceGrainTradersInc. - Regina•DisplaySystemsInternationalInc. - Saskatoon•GBInternetSolutionsInc.- Regina•Hillberg&BerkAccessoriesInc. - Regina•SakundiakEquipmentLtd.- Regina

STEP Exporterof the Year Award

Sponsored by Export Development Canada


SWEET TASTE OF SUCCESS

Red Clover BLossom Syrup a Hot Product for Bedard Creek Acres

BY TRILBY HENDERSON


With charm and ingenuity, Be-dard Creek Acres is tapping into the rich flavours of wild

herbs and edible flowers to create a selec-tion of some of the most unique gourmet food products in Canada, including their trademark red clover blossom syrup.

“We’re making a product that has never been made before commercially,” says Lyn Brown, who owns and operates the family run business with her two eldest daugh-ters, Angela Hoffort and Carmen Legge.

“There are lots of challenges. At this point we’re on an education and aware-ness mission to tell everyone what they can use red clover blossom syrup for and how good it is.”

The idea for the syrup, and Bedard Creek Acres, began in 2004 after Brown purchased two quarters of organic farm-land that had originally been owned by her family. Acknowledging that she did not have the agricultural experience to grow a traditional crop, she began to explore alternative ways to use the land productively.

Brown says she knew red clover had been successfully produced on the land in the past as an alternate crop to renew the soil’s nitrogen levels. With this in mind, she began to research different ways to use red clover and the market opportuni-ties available. Brown found there was a market for red clover as a health food, but lacking the facilities to dry the product, she decided to take things a step further. After experimenting with several recipes, she created red clover blossom syrup, a gourmet food product that would be-come the first, and most popular, item produced by Bedard Creek Acres.

Brown began by selling the syrup at lo-cal farmers’ markets, testing its popularity with consumers. She quickly found that her customers loved using the product in place of maple syrup, savoring its lighter, nuttier taste. Brown began to explore other uses for the syrup, rather than just a topping for pancakes, and found that it worked well as a marinade for meats, in particular, salmon.

The farmhouse at Bedard Creek Acres.

Red Blossom Clover – the main ingredient in Bedard

Creek Acres’ syrup

In 2009, Brown decided to take the company a step further and incorpo-rated Bedard Creek Acres. Both Hoffort and Legge joined the operation full-time and, today, the three women serve as the company’s board of directors and sole shareholders.

Brown says Bedard Creek Acres is using its success at tradeshows and farmers’ markets to expand its Cana-dian presence by targeting some of the major markets and tradeshows across the country, including SIAL Canada, the leading North American agri-food trade show, held in Montreal.

“We find that people are really im-pressed as soon as they take the product home and start to use it,” says Brown. “What I’ve found at tradeshows is people will come to the booth because it’s new and it’s different, but they don’t really know what to use it for. They’ll purchase a smaller bottle, and then take it home and try it, come back, and purchase a bigger one. They really like it.”

Brown says the romantic image of the family’s organic farm, which borders the

boreal forest, is also a big selling point for consumers.

“The fact that we grow the product on the organic farm, we handpick it, we oversee all of the operation in terms of our products – it’s become very impor-tant to the consumer. Locally grown has become very significant in our consum-er’s thought process when they are pur-chasing things.”

In order to sell their red clover blos-som syrup across provincial borders, and internationally, Bedard Creek Acres utiliz-es the commercial kitchen facilities at the University of Saskatchewan. Brown says using a vacuum extraction method at the university’s research plant has enabled them to decrease their production time – from picking the red clover blossoms to making the syrup - from a 24-hour period to about eight hours.

While Bedard Creek Acres maintains its consumer focus, Brown says the com-pany is preparing to introduce Red Clover Blossom Syrup to the restaurant industry. In fact, they recently worked with Chef Anthony of the Saskatoon Club to design


six brand new recipes that will appeal to chefs in high-end restaurants. These include delectable items such as pan seared scallops, poached pear, and pork tenderloin, all featuring the Red Clover Blossom Syrup as an essential ingredient.

While Red Clover Blossom Syrup re-mains their signature product, Bedard Creek Acres has added several other herb and edible flower products to its line, including Black Pansy and Rose Petal Syrups, and a collection of jellies and in-fused vinegars made from wild and gar-den grown flowers.

“It’s exciting for us to create something new and different,” Brown said.

These products are currently sold on a smaller scale at local markets and trade-shows, but are also available for purchase via the company’s website and through several locations throughout the prov-ince.

Brown says they will continue to work with member groups, including STEP, and industry experts to further their knowl-edge of the industry and move their products forward.

“One of the things I have always been aware of is that I don’t have the answers to all of the questions in any of this,” says Brown. “You need to have experts to ask the questions and to work with you beforehand. That’s why we’ve become a part of these associations, and why we’ll Red Blossom Clover can be used as a surprising and tasty marinade.

The line of Bedard Creek Acres’ natural food products.

continue to look for associations that are relevant to what we do, and have ex-perts that can help us.


Reach Your Company’s Full Exporting Potential With STEP...Saskatchewan companies seeking to expand or enhance their current marketing activities need look no further than a membership with Saskatchewan Trade and Export Partnership (STEP). A unique global service provider, STEP provides its 400 members with services and benefits essential to international marketing. Featuring access to global contacts in 100 countries, qualified trade leads, and market research, STEP core services include:

• MarketIntelligence-customizedmarketintelligenceforyourproducts or services in markets of interest to you.

• TradeDevelopment-adviceandguidanceonopportunitiesin the market and assistance for companies with outgoing and incoming trade missions.

• InternationalFinance-customexportfinancesolutionsviaone-on-one consultations.

• InternationalProjects-relevantinformationonSTEP’scurrentprojectportfolioandpotentialmemberopportunities,as well as information on STEP’s overall policy, direction andinterestininternationaldevelopmentprojects.

Join STEP today and open the door to exporting success.

Spread your wingsand fly with us

For more information or to become a member, contact STEP at 1-877-313-7244 or log on to www.sasktrade.sk.ca.



BY JOHN DIPLE and HILLARY STEDWILL

MacPherson Leslie & Typerman LLP

GETTINGPAID FOR YOUR EXPORTS

Crime dramas often have a scene where a guy with “the stuff ” meets a guy with a briefcase full

of cash and they “negotiate” how to make the exchange. Each is wary of the other cheating and making off with the goods and the cash. The result is often a carefully orchestrated dance where each side gives up some control before they get what they came for.

As a Saskatchewan exporter, you work on the right side of the law. You also have good reasons to be wary of new custom-ers or when working in developing coun-tries and fledgling markets. One tactic to better ensure you will get what you bar-

gained for is to use a Documentary Letter of Credit (DLC) as a payment tool.

A DLC is a contract between you and a bank, where the bank promises to pay you when you deliver the agreed docu-ments to the bank. The bank is paying you on behalf of your customer and you are delivering documents that can only be produced after performing your end of the bargain.

The DLC is a contract between you and the bank only; your customer is not a party. The bank pays you upon delivery of the documents; what happens in the real world is irrelevant. Similarly, if you fail to deliver the agreed documents, you are not paid under the DLC, even if you deliver the goods to the carrier. While DLCs are useful because they do not typi-cally favour you or your customer, they can be unforgiving; DLCs work best when planned and administered carefully.

When properly planned and negoti-ated, the neutrality of a DLC can signifi-cantly reduce the risk of being cheated because payment is no longer within the

The Employee Investment Program is a great way to raise money for your business and build a better workforce. When employees invest in your company, their commitment and productivity increases—which is good, because everybody needs a co-pilot they can count on. To learn more, visit www.enterprisesask.ca/employeeinvestment

With the Employee Investment Program…“I feel as though my actions have a direct effect on the success of the company.” -Andy Baessler, Pilot, West Wind AviationAndy Baessler has participated in the Employee Investment Program since joining West Wind Aviation in 2005.

…the Sky is the Limit“Being a part of the program has had a tremendous impact on how employees—as owners—view their day-to-day involvement.” -Chris Tabler, Vice President, West Wind Aviation West Wind Aviation has offered the Employee Investment Program since 1994.

As a participant of Enterprise Saskatchewan’s Employee Investment Program, you’re an owner. Not only will you have the opportunity to share in your company’s success, you also get a 20% provincial and 15% federal tax credit on the first $5,000 invested. Now you’re ready for take off! To learn more, visit www.enterprisesask.ca/employeeinvestment


buyer’s control. That said, not all of a bank’s standard terms and conditions are in your best interest – banks also want to protect themselves. Have your legal counsel or trained personnel review DLCs carefully and advise you before you agree to them.

Do not cut corners with a DLC; your money is at stake! Negotiate DLCs as carefully as your customer contracts. Al-low enough time to negotiate a DLC that meets your needs, not just the bank’s. DLCs with multiple payment draws for long and complicated projects can take many weeks to organize. Following are some considerations when negotiating your next DLC.

A bank’s “standard form” DLC will sometimes include provisions designed to protect the bank, not you. For exam-ple, the following clause appeared in a DLC for export to the Middle East:

All parties should note that because of sanctions imposed [by the United Na-tions] we and other parties may be un-able in relation to this [DLC] to process or

engage in transactions involving a sanc-tions breach…

Apart from its ambiguity, this provi-sion purports to excuse the bank from payment obligations if there is a breach of sanctions, even after the goods are shipped. Despite the bank’s assertion that this clause was included in most in-ternational DLCs issued in Canada, the exporter never received a credible expla-nation for the clause. It was eventually removed from the DLC.

You should always resist clauses that you do not understand and that the bank cannot explain. The claim that “it’s a stan-dard clause in every DLC” is not sufficient when your money is at stake.

Applying foreign laws to DLCs can be difficult and could lead to unpredict-able results. In one recent example, a Saskatchewan exporter was required to issue a standby letter of credit through a South American bank as security for certain progress payments. The standby letter of credit could be cancelled when the seller presented the agreed-upon

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documents. However, when the seller presented the required documents and requested cancellation, the South Ameri-can bank advised that, under its local laws, it could not cancel the standby let-ter of credit without the consent of the South American seller.

This example shows how foreign banks may not be as helpful to outsiders as they are to nationals. If you cannot arrange for a Canadian bank to issue a DLC, the risk can be reduced by retaining a Cana-dian “confirming bank.” The confirming bank not only assures the exporter that the foreign bank’s DLC is legitimate, but the confirming bank must also pay the exporter if the foreign bank refuses or is unable to pay.

Most DLCs include the International Chamber of Commerce’s (ICC) Uniform Customs and Practice rules (UCP). Some of the UCP provisions do not favour ex-porters, but they can be negotiated to more favourable terms. For example, one UCP provision excuses the bank from paying if the DLC expires while the


bank’s operations are interrupted due to causes beyond its control. You can alter this particular provision by including a condition to extend the deadline for the same amount of time the bank was not operating

Given that the bank’s only responsibil-ity under a DLC is to pay upon delivery of the documents – which you produce af-ter performing your end of the bargain – planning and negotiating the documents that trigger these payments is critical. Banks will decline to pay if the docu-ments you submit do not meet the terms and conditions of the DLC. Although there can be reasonable disagreements about whether documents comply, most are rejected by banks because they are late, missing, or do not contain the infor-mation that the DLC stipulated.

The ICC observed a few years ago that 70% of documents submitted for payments under DLCs were rejected on their first presentation. At best, having documents rejected by the bank results in added expense, time and stress; the worst case scenario is that the DLC ex-pires before you can resubmit the docu-ments. Following are strategies about documents when negotiating your next DLC.

Never allow a payment under a DLC to depend solely on a document to be produced by a customer. This defeats the purpose of the DLC and leaves you at risk of not being paid.

Occasionally, to satisfy your customer’s concerns about successful delivery of the products, you can tie payment to docu-

ments produced by third parties. For ex-ample, if your customer is concerned about paying before confirming that the product works, you could tie payment to a satisfactory inspection document issued by a third-party agency. You take on some risk of not being paid, but it is better than leaving payment up to the discretion of your customer.

More documents mean a greater risk of not being paid; each document repre-sents a potential dispute or opportunity for a bank not to pay you. Reduce the number of documents required under a DLC at every opportunity.

It is easier to negotiate documents be-fore a DLC is issued than afterwards. As-sign someone to carefully consider and test whether each document can be pro-duced as described and within the time limits. This includes confirming with the freight forwarding company that the shipping and insurance documents can be produced exactly as described, and also consulting the confirming bank about the document descriptions. Care-fully drafting DLC document descriptions almost always results in time and cost savings.

Among all the documents to trigger payment, pay special attention to the “bill of lading” – the document from your carrier confirming that the goods have been shipped. This document is received after releasing physical control of the goods. If the bill of lading is made out to your customer, you can also lose le-gal control of the goods – cold comfort if the bank rejects the bill of lading and

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refuses to pay under the DLC. Exporters need to maintain control over the goods after delivery to the carrier by negotiat-ing bill of lading requirements that allow the exporter to recover the goods if the documents are rejected by the bank.

Since negotiating and administering DLCs requires effort and expense, they are usually worthwhile only when there is not yet enough trust in the commercial relationship. Over time and with repeat business, you and your customer may be willing to use other payment methods. However, when selling to new players and new markets, a carefully planned DLC can help reduce the risk of not being paid for your hard work.

“Exporting to the USA” Guide Offer

Do you know what it takes to suc-ceed in the export market? With over fourteen years of planning and executing over forty trade missions a year, STEP knows exporting. The Exporting Guide offer will allow you to receive a twenty lesson “How to Export to the USA” course delivered by email to your inbox every week at no cost. Subscribe to this offer at http://exportnews.sasktrade.com


INPURSUIT OF PRODUCTIVITYMarkeTel Continues to Develop its Communications Success

Even though MarkeTel Multi-Line Dialing Systems Ltd. is among the best in its industry, with year over

year increase in sales since it started in 1993, the unified communications com-pany is not showing signs of sitting back for the ride.

Instead, the Regina-based business is continuing to develop products that give the underserved small- and medium-sized businesses the advanced communi-cation capabilities they need to increase sales and customer service and improve customer loyalty and retention. It’s all part of MarkeTel’s concise vision: produc-tivity.

Ngee Cau, MarkeTel’s CEO, sums up the company’s products as the “most simple, reliable and effective solution for call center needs. At the back-end, our prod-ucts use advanced technology, but at the front-end, they are simple to use. Our way of thinking is that a sophisticated technology is even more valuable to cus-tomers when it is easy to use.”

“Clients need to be able to just order the product, immediately use it, and see positive improvement in their programs, be it increasing sales or improving cus-tomer satisfaction. The product must also be of high quality and reliability. Many of our customers have had our equipment for 10 years or more, without any down-time or legislative violations, which is a testament to our product quality and at-

tention to excellence in customer rela-tions and technical support.”

Predictive diallers are MarkeTel’s hot-test products with the MarkeTel Pursuit™ among it’s suite of products including

predictive dialers, auto dialers, dynamic scripting, real time reporting software, and an enterprise level IP-PBX with con-ference bridge, switchboard, recording ACD, IVR applications, etc.

Cau explains that predictive dialling is an advanced computer-based technology that uses an algorithm to calculate how

Ngee Cau, MarkeTel’s CEO

BY KATIE BOYCE


long every agent, as well as the co-group, has been on the call, to determine when to start dialling the next call for the agent.

“So, for example, in a call centre there might be 20 agents, and they know that Agent One, every time he or she talks on the phone for more than, say, 20 seconds, will be on the call for five minutes. The

predictive dialler takes that into consid-eration and recalibrates, so that by the time Agent One is finished with a call, the dialler will be connected to that agent with another live call.”

MarkeTel’s predictive dialling systems can boost agent productivity by 150 to 400 per cent and also allow call agents to

talk up to 50 minutes every hour, rather than the average 15 minutes per hour with manual dialling.

Cau says that predictive dialling not only increases the number of connects and revenue, it also improves staff mo-rale.

“The remedial tasks of manually dial-ling are taken away, so all the agents have to do is talk. This is especially beneficial in an environment where the agents are paid on commission.”

MarkeTel’s customers, who are in real estate, lawn care, banking, travel, secu-rity, and other industries that use out-bound calling and call centre services, enjoy a long list of advantages with the company’s products, including a “plug and play” set up and “the first Hello tech-nology,” which means there is no dead air when the person picks up the phone. The diallers are 100 per cent compliant to federal Do Not Call (DNC) legislation. Using their dialler also requires very lit-tle training time, so that call agents can spend time on the phone, rather than try-ing to understand the software program.

The products are custom built for cli-ents, allowing Voice over Internet Proto-col (VoIP), analog, or T1 lines to be used, and integrate with any CRM software and hardware, such as an existing in-house telephone system.

“The product is robust and scalable. We consult with our clients as to their needs now and into the future, taking into account their growth plans over the upcoming two to three years; we build our systems to allow companies to ex-pand according to their known growth plan or at a future date,” says Cau.

MarkeTel prides itself on a customer-centric approach, which comes easily be-cause of the company’s first-hand experi-ence as a small business.

MarkeTel was born out of a small lawn care business operated by Robert Gill. During the off season, Gill would spend hours manually calling potential and ex-isting clients to book appointments. He Screen Shots of MarkeTel’s predictive dialler software programs.


soon found this to be a time consuming task that only resulted in 15 minutes of talk time per hour.

Gill set out to find a predictive dialler for his small business and soon discov-ered that there were no suitable products for his company’s size and budget. De-termined to find a solution, Gill’s quest led him to the University of Regina where he worked with statisticians to calculate a predictive dialling algorithm. This led to the creation of MarkeTel.

MarkeTel launched its first predictive dialler in 1993, and quickly began ex-porting 96 per cent of its products to the US. Five years later, MarkeTel received the Business Development Canada (BDC) Young Entrepreneur of the Year Award and Export Development (EDC) Export Achievement Award for its outstanding export success.

“We’ve been a very successful orga-nization working out of Regina. With technology, MarkeTel has worked in in-ternational markets utilizing our own equipment and using the telecommuni-cations infrastructure to sell our prod-ucts.” says Cau.

He says that the company is now tak-ing steps to continue to reach out even farther from its home base and expand system capabilities exponentially. For instance, the company no longer manu-factures its own parts, but instead, works on a “just-in-time” model. When Marke-Tel receives an order, it custom builds the product, allowing for a quick turn around

time of about five business days. This “just-in-time” approach was adopted so that the company could better reach its huge market in the US and prepare itself for the overseas market.

MarkeTel has also been focusing on reaching out by expanding product capa-bility to deliver more value for the cus-tomer’s dollar which is critical to busi-nesses in times of economic downturn.

“We have focused heavily on develop-ment, and hired more developers,” says Cau. “MarkeTel has just released its new platforms, including expanding capabil-ity of the MarkeTel Pursuit and integrat-ing customer contact functions. This can only be accomplished by unifying com-munications internally and centralizing the point of contact. The ultimate goal is to enable the customer to minimize operational cost, while tremendously in-crease their productivity and ensure our customers are satisfied. We are focusing on building new technology so that when the economy picks up, we will be better positioned with our solid unified commu-nication platform.”

MarkeTel’s latest product, MarkeTel Pursuit II, is designed for technical sup-port centres. The software will help streamline calls: when customers contact tech support, whether over the phone, through email, or on a chat site, they are immediately registered in a database which lets agents know the customers’ names and account information.

“Agents are more knowledgeable from

the start,” says Cau. “There’s a more personal touch to customer’s inquiries.” He adds that the customers’ information and inquiries are transferred to each new department along with the calls. “It is a streamlined process for support and it improves efficiency, service delivery, and the customer service experience, helping businesses save time and reduce cost, while building customer loyalty.”

MarkeTel has taken advantage of its membership with Saskatchewan Trade and Export Program (STEP) by working with the organization on Market Intelli-gence reports and accessing STEP’s Mar-ket Access Program to attend the Sho-reTel Partner Conference in San Diego, CA after being certified as a Technology Partner with ShorTel.

With continuous focus on develop-ment and expansion, MarkeTel con-tinues to pursue its goal of productiv-ity, bringing simple, robust, and reliable state of the art products to customer to help them maximize productivity in outbound calling, support their inbound call with attention to customer care and excellent support every step of the way.

“Our growth plan right now is to continue building our customer base in North America and building a strong foundation to go into the overseas mar-ket. At the same time, we want to build a strong distributors and resellers chan-nels, and also strategic partnerships,” says Cau.

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In 2004, now-Premier Brad Wall re-leased a document called The Prom-ise of Saskatchewan: A New Vision

for Saskatchewan’s Economy. In it he de-scribes an agency whose purpose would be to push the competitive business en-velope in Saskatchewan by identifying, developing and monitoring advantages and disadvantages, and prescribing ac-tion in each sector.

Since then, his plan to grow the prov-ince’s economy has evolved into a tan-gible agency – Enterprise Saskatchewan.

Enterprise Saskatchewan was estab-lished in 2008 as a new, more efficient way to promote economic development

Enterprise Saskatchewan: Doing Economic

Development Differentlyin Saskatchewan. It represents the amalgamation and reconfiguration of two previous ministries, Industry and Resources and Economic and Coopera-tive Development, but with a new twist.

“We are one step away from an in-line ministry,” says Chris Dekker, newly appointed CEO of Enterprise Saskatch-ewan. “We are governed by an inde-pendent board of directors made up of leaders from industries and the com-munity, so we are closer to the people and businesses we serve.”

Besides the board of directors, En-terprise Saskatchewan has 18 sector teams and three issues councils. Sector teams are each comprised of seven to nine members who are active in their respective sectors and provide expert advice on anything from agriculture to forestry, energy to manufacturing.

In addition, three strategic issues councils—Youth Economic Engage-ment Council, Regulatory Moderniza-tion Council, and Entrepreneurship Council—were developed to address concerns that cut across individual eco-nomic sectors.

“Our sector teams provide practical insight based on real experience and expertise in specific industries. On the other hand, the issues councils make recommendations for creating a bet-ter business environment by address-ing issues that affect all sectors,” notes Dekker.

For example, the Regulatory Mod-ernization Council works towards more efficient ways of regulating business without compromising public health, safety, or the environment, while the Youth and Entrepreneurship Councils focus on participation and accessibility.

According to Dekker, the less political, more business-centred structure en-ables Enterprise Saskatchewan to gain input directly from leaders in the prov-ince’s key sectors, while reducing gov-ernment barriers to doing business.

“We offer services above and beyond those of traditional economic develop-ment agencies,” he says. “Now we’re re-ally pushing the competitive envelope, trying to create an environment condu-cive to business.”

Dekker argues that a robust econo-my sustains everything else a province needs. Healthcare, education, infrastruc-ture, arts and culture, jobs – everything requires a strong foundation in business and industry, something that Enterprise Saskatchewan aims to provide.

While Enterprise Saskatchewan con-tinues to fulfil the traditional roles of an economic development agency, such as economic monitoring, analysis and reporting; incoming and outgoing in-vestment attraction; and major projects inventory – the added goal is to keep Saskatchewan among the most attrac-tive and competitive economies in the world.

“In order to measure our standing, we are constantly monitoring and analyzing our GDP, business trends, regulations, listening to business people – anything to help us achieve that goal.”

Enterprise Saskatchewan also runs an array of programs and services de-signed to make conducting business in Saskatchewan user-friendly. BizPal, for example, is an online service that sim-plifies the process for attaining busi-ness permits and licences. The Small Business Loans Association (SBLA), a peer-developed loan program, encour-

BY KARLEN HERAUF

Chris Dekker, Enterprise Saskatchewan CEO


ages diversification and community economic development by providing funds to non-traditional entrepreneurs. Through the Major Projects Inventory, Enterprise Saskatchewan tracks publicly announced major investment projects in key sectors, adding a level of account-ability to Saskatchewan’s major eco-nomic players.

Enterprise Saskatchewan is also a major funder of STEP and works very closely with the organization. While STEP promotes Saskatchewan exports around the world, Enterprise Saskatch-ewan brings international investment to the province. “It’s a combination that works very well,” says Dekker.

Dekker recognizes the importance of collaborating with different people, businesses, communities and industries from across the country and the world. He believes it is his job as CEO to pool all available resources and push the competitive envelope.

After growing up in a small business family in North Battleford, Saskatch-ewan, Dekker received his Bachelor of Commerce (Honours), majoring in Fi-nance and Marketing, from the Univer-sity of Saskatchewan. Since then he has held positions in private and public or-ganizations including Maple Leaf Foods, the Government of Saskatchewan, and the City of Saskatoon.

He was invited to join Enterprise Sas-katchewan as the Senior Vice President of Marketing and Communications until

becoming Interim CEO in April 2010. Dekker was officially appointed CEO in July, and in just a few months has estab-lished some ambitious goals for his fu-ture with Enterprise Saskatchewan.

“As a new agency, Enterprise Saskatch-ewan has received some extra attention – a spotlight which, I believe, will help us find our way. Person to person, I want to make sure that people understand what Enterprise Saskatchewan does, and our economy in general.”

Dekker looks forward to getting to know the provincial business commu-nity better. He knows Saskatchewan is full of entrepreneurs and industry lead-ers with amazing skills and vision for this province, and is thankful to be in a position where he can listen and help.

However, he also realizes that En-terprise Saskatchewan has room for improvement. The agency is only two years old, so there will be some grow-ing pains and ways to become more ef-ficient, he reflects.

“We have 18 sector teams. In my short time with Enterprise Saskatchewan, it has become apparent that the number of sector teams is too cumbersome. I believe we can reduce that number, re-focus, and still meet the principles and intent of The Enterprise Saskatchewan Act with an increased ability to adapt to change.”

Dekker also believes changes can be made internally to eliminate paper chas-es, inefficient processes and unneces-

sary duplications that often come with the territory.

Once Enterprise Saskatchewan is op-erating as efficiently as possible, how-ever, he still foresees challenges for the Saskatchewan economy.

“While we have made great progress from a diversification standpoint, our economy is still vulnerable to issues be-yond our control – weather, commodity prices, international issues and currency fluctuations.”

Effects of these issues can be miti-gated by further diversifying Saskatche-wan industries, supporting the growing economy, increasing productivity, and promoting local business – all items on the Enterprise Saskatchewan mandate to create an environment that allows business to flourish.

While Enterprise Saskatchewan stands in the spotlight and works hard to strengthen industry in this province, it takes little credit for Saskatchewan’s economic accomplishments. You won’t see Enterprise Saskatchewan cutting ribbons at grand openings or turning sod for new expansions; instead, Dekker views their role like that of a special ef-fects technician in Hollywood.

“Economic development should help tell the story – it should never BE the story,” says Dekker. “We set the stage, get out of the way, and let the real fac-es of Saskatchewan business enjoy the limelight they deserve.”

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MAY/JUNE 2010 • GLOBALVENTURES 27


Staff Profile: YIZENG:Buildingbridgesbetween

Chinese and Saskatchewan markets

BY KARLEN HERAUFWorking with the Asia – Africa trade development team at STEP, Yi Zeng has discovered

a connection between two very differ-ent cultures that are both of special sig-nificance to him.

Born and raised in China, Zeng ob-tained a Bachelor’s degree in Invest-ment from the Zhongnan University of Finance and Economics. He worked at a bank in China for 10 years before im-migrating to Regina in 2004, where he subsequently earned a Master’s degree in Human Resources Management at the University of Regina.

He was working for the provincial government as an Economic Advisor and Business Immigration Officer when he first heard of STEP, and was immedi-ately drawn to the company because of its international connections.

“Many people do not know that China is the second biggest market for Sas-katchewan exports,” says Zeng, who has been a trade specialist for STEP since October 2009. “Asia – Africa markets are

developing markets and they provide increased trade opportunities for the province.”

Part of Zeng’s job as a trade specialist is to promote STEP members and their products to countries across the Asia – Africa region, including Bangladesh, In-dia, Taiwan, Hong Kong, and China. This requires intensive market research, for which Zeng has already travelled over-seas several times during his brief pe-riod with STEP.

He is also tasked with promoting Sas-katchewan as a viable market for inter-national products. This presents some challenges, says Zeng, who recognizes geographical and cultural distance as two of the reasons his position is important.

“The market, the economy, the gov-ernment, the culture – these things are all different between Saskatchewan and China. Part of my job is to create linkages and I think of myself as a bridge between

the different markets and cultures.” Zeng aspires to do whatever he can

to bridge these differences. With the belief that his background in Human Re-sources management has prepared him for dealing with a wide variety of sce-narios, Zeng relishes the chance to face new challenges.

“This position gives me opportunities to learn every day about different mar-kets, different products, different indus-tries, and different people.”

Much of Zeng’s current work focuses on the agrifood, agricultural machinery, and mining technology sectors. This past August, he accompanied seven Sas-katchewan companies to the first-ever Mongolian Farm Show. He has already done an in-depth review of the China and Mongolia agricultural machinery market and assists STEP members to break into or extend these markets. His next project is to focus on the mining equipment sector where he will seek new opportunities for STEP members.


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MAY/JUNE 2010 • GLOBALVENTURES 27

24 GLOBALVENTURES • SEPTEMBER/OCTOBER 2010bourgault_STEP_2010_outline.indd 1 12/9/2009 8:42:59 AM