Female Founders: Ashley Deland Of Deland Marketing On The Five Things You Need To Thrive and Succeed as a Woman Founder
An Interview With Candice Georgiadis
Invest in a great business consultant or mentor. Sometimes it takes years off the life of your path towards success if you have someone guiding you in the right direction, the first time around. Some people have the mentality that they only ask for help when there’s no other route to go. Their business is failing, the debt has piled up or they’ve invested thousands with no return. The best way to be successful, is to have someone who is successful, show you the way. A business mentor or consultant acts as a trusted advisor with the objective to collaborate with you in helping you achieve those short and long-term goals, and make your venture a success.
As a part of our series about “Why We Need More Women Founders”, I had the pleasure of interviewing Ashley Deland.
Ashley is an Award-Winning Business Consultant, Marketing Strategist and CEO of Deland Marketing, a full-service digital marketing agency.
After years in a high-level position within Canada’s top media company, run by Moses Znaimer, she took the risk and left the corporate world with her educational background in Business Marketing, to start her 7-year journey in building, scaling and selling businesses, that she started from scratch.
They included an award-winning vegan restaurant just outside Toronto, Canada, multiple yoga studios and an organic, cold-pressed juice line.
With a female driven-staff, she now helps entrepreneurs and small businesses as a consultant and through her done-for-you agency services.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
Entrepreneurship and the world of business has always been in my blood.
I had my first job when I was just 6 days old as a model and for as long as I can remember, I was always happiest when I had the freedom and space to do what I wanted with my time and energy.
After graduating from University, I took the next natural step which was diving into the corporate world and although I was truly blessed for landing such an amazing position within a top Canadian company and climbing the ladder at extraordinary rates, I was always very aware that I was living to fulfill someone else’s dream.
I knew I had to take the chance and bet on myself, so I left everything behind and started to pursue my own dreams.
Since then, I’ve owned multiple successful companies and learned the ins and outs of what hands-on entrepreneurship is all about.
The good, the bad and the very ugly.
I now marry my corporate life, education and hands-on experience, to build up businesses and help other entrepreneurs find success and fulfillment.
It’s truly the best job in the world.
Can you share the most interesting story that happened to you since you began leading your company?
Without going into pandemic overkill, I have to say that so far, my most trying and interesting time within my business was during the first major lockdown here in Canada.
I was so stunned and scrambled with advice to provide for my clients and team, because I was digesting this all myself.
As a leader, you want to be able to cultivate a solution-oriented mindset and I was struggling to problem-solve on how to keep doors open and income coming in, not just for myself but for all my clients.
I gave myself a few days to be with my thoughts and figure out next steps, then moved forward with action plans and objectives to help each one of my clients prosper through devastating times.
I’m proud to say that my clients excelled during these trying times, even starting new umbrella companies and developing products that we were able to get on the shelves of Walmart.
In the end, being a leader means transparency, honesty and adaptability.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
My marketing agency was being interviewed for a large overseas contract for an emerging psychedelics company in Germany, so I was excited to take on the interview myself and “wow” this large panel.
I thought it was an interesting niche to get into, so I took the interview seriously and felt like I nailed every answer and did a great job.
After a few days of patting myself on the back, when I heard that we didn’t land the deal I was intrigued as to why, in hopes that I can improve something for next time, turns out that they were very impressed with our work, proposal and offerings, however, they thought that I was just to serious of a person for the position.
I thought it was pretty funny because I’m naturally a light-hearted, easy to get along with person, that loves to connect with my clients and become a part of their business and life, but because I wasn’t completely myself, I lost out on the opportunity.
Great life lesson for me.
In the end, clients can always find the quantity (maybe not always the quality) of work elsewhere, but people do business with people that they like and want to be around.
Period.
So just be authentic and yourself in every situation.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
I’m very blessed to have had some amazing mentors along my journey towards success, however I have to say that my biggest supporter has always been my husband, Ryan Munce.
He reached success at a young age through professional hockey and being drafted to the L.A. Kings, so his mindset is geared towards achieving greatness.
There’s no doubt that whether you’re a founder, CEO, small business owners or a starting fresh entrepreneur, the owner’s path can be difficult, isolating and goes way beyond just “owning” a business.
Whether it’s a supportive spouse, business mentor or even a mastermind group, having someone beside you that understands your goals and visions while breathing life into them, is priceless.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. According to this EY report, only about 20 percent of funded companies have women founders. This reflects great historical progress, but it also shows that more work still has to be done to empower women to create companies. In your opinion and experience what is currently holding back women from founding companies?
Currently, as a soon-to-be mother of her first child, a full-time Business Consultant and CEO of a busy marketing agency, I see now more than ever the obstacles that woman must go through when deciding to expand their family.
Not only do we have the traditional gender roles placed upon us, but we also have the demanding needs of motherhood alongside being a good companion and spouse, put on our shoulders.
There are so many more hurdles that we have to go through to empower our business and achieve the level of success we’re craving.
Ultimately, the reality is that it’s our careers that suffer as a result of all the other competing demands.
On top of all that, gender equality in the workplace is still a very real thing.
As someone that was in a high position within the corporate world, in a predominately male-dominated sector with a male boss, the reality is that females get looked at differently in business.
On a collective level, there is still a continuation and mindset around powerful positions remaining in the favour of men.
Although we have made remarkable progress in acquiring positions of power and authority, we still have a long way to go and I personally will not stop fighting to help woman’s advancement in the world of entrepreneurship, small business and in the corporate world.
Can you help articulate a few things that can be done as individuals, as a society, or by the government, to help overcome those obstacles?
Change the narrative.
We have disconnected ourselves from the reality of what’s going on in the world of business and the powerful grip it has in the purview of men.
The mentality that “women are going to want to have kids and not want to work” is a big problem.
Our personal preferences and lifestyle choices are not “obstacles” to our success, we have just become masters of balancing work and family.
Instead of being encouraged to go part-time or shift to another “less demanding” position that ultimately deconstructs our careers and encourages us to step back from the power positions, we should be focusing on what are logical demands within the workplace and assessing expectations for all genders.
I also feel that the dramatic underrepresentation of women in CEO positions or in the senior ranks in companies is a weakness within the culture.
More positive role models of CEO women need to be represented and I personally feel that the bias opinion of men running companies and women staying home to raise the children has expired.
This might be intuitive to you as a woman founder but I think it will be helpful to spell this out. Can you share a few reasons why more women should become founders?
How much time do we have?
We are emotionally intelligent which helps us connect to our clients and team members on multiple different levels and cultivate an air of trust and acknowledgement. Not to mention gain an edge on leadership.
We’re more likely to build powerful teams around us that work together towards our vision and foster that sense of collaboration.
We are excellent at time management, multi-tasking, and can assess risk at a more mindful level.
Research has shown and proven that women CEO’s & founders, generate higher revenue levels for many reasons, one of the main ones is that they’re starting their businesses out of necessity opposed to luxury.
All in all, the world needs more female founders.
What are the “myths” that you would like to dispel about being a founder? Can you explain what you mean?
There are a few myths about becoming a founder and building your own business such as:
Entrepreneurs are born, not made. A ridiculous statement because anyone with the sheer drive and determination to pursue their dream, paired with the ambition and dedication, can learn the ways to build a business successfully from scratch.
CEO’s & founders are their own bosses. As much as people think that, it’s not reality. My boss(es) are my clients. They are the backbone of my success and the reason that I work tirelessly every day. They are the only ones that can fire me.
Always market to everyone. I see this one a lot in my industry. Companies that love to go down the route of marketing their services or products to “everyone” in hopes of higher revenue, or that everyone out there shares the same problem. My response to that is the traditional saying of “market to everyone and get no one” and to not be blinded by the false-consensus effect, in which we assume that others share the same problems, morals or beliefs that we do.
It’s all about the product. The reality is yes, you must build a great product or service offering, but having a successful business is so much more than that. You need a heightened customer experience, white-glove service, and consistent branded consumer touch points, to stand out from the competition. Among other things.
Is everyone cut out to be a founder? In your opinion, which specific traits increase the likelihood that a person will be a successful founder and what type of person should perhaps seek a “regular job” as an employee? Can you explain what you mean?
I’d love to infuse the reader here with optimism and fill their minds with encouraging words but the reality is, not everyone is cut out to be a CEO or founder.
At the beginning of my consulting journey, I used to see a lot of entrepreneurs and small business owners answer the question I would mandatorily ask, “why do you want to be a business owner” with “money”.
Naive at the time, I would often just nod my head and move on, now it’s the red flag that ends the hopes of moving forward together.
What some people don’t understand about this journey is that it takes long hours, hard-work and often years of operation to become successful.
You’re going to encounter failures and mishaps and there is no guarantee of success.
If that scares you, then you might not be cut out for it.
However, if you’re okay with constantly putting yourself out there, taking risks, managing your time effectively, being proactive on a daily basis and you’re okay with the slow path of making money, then it might be the perfect fit for you.
Ok super. Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Started” and why?
1 . Whatever your expectations are around how much work you’ll need to invest in your business, double it then add a dash more.
Owning your own business means working and investing more time than you would at a full-time job.
The hours are incredibly long, sometimes up to 12–14 hours a day and at the beginning, even more so.
If I’d like to be honest, even now I’d say I’m pretty much always working.
As a founder, you have a lot more at stake and you also most likely have people relying on you.
Simple decisions can’t always happen without you and most importantly, you always have to lead by example and that means dedication, putting in the work and showing up everyday from start to finish.
2. Invest in a great business consultant or mentor.
Sometimes it takes years off the life of your path towards success if you have someone guiding you in the right direction, the first time around.
Some people have the mentality that they only ask for help when there’s no other route to go. Their business is failing, the debt has piled up or they’ve invested thousands with no return.
The best way to be successful, is to have someone who is successful, show you the way.
A business mentor or consultant acts as a trusted advisor with the objective to collaborate with you in helping you achieve those short and long-term goals, and make your venture a success.
3. The power of female-led communities is intense.
So take advantage of it.
Support is everything as a founder and entrepreneur.
10 years ago, there was no such thing as female-oriented entrepreneur communities or networks. However, today there is an abundance to choose from, especially on social media, that act as an amazing resource and support system.
I encourage you to put yourself out there and meet as many other female entrepreneurs and founders as possible and find the best supportive community for your needs.
4. Hire strong women.
My team consists of females only.
Is that by choice?
Yes.
I’m not only trying to set an example in the world of female entrepreneurship, but also to my team of powerful, talent women.
In my industry, where it is much more uncommon to have a female CEO boss, I embrace the opportunity to bring forward a skilled and brilliant female into a role that I’m hiring for.
Simply put, it makes me happy, supported and the connection runs deep.
5. Not everyone is going to like you.
And that’s okay.
As in life, you must be prepared to not be loved by all walks of people and that now includes your customers, other business owners and sometimes your own team members.
You just can’t win them all.
It’s important that you understand that you took the risk of opening this business because you’re betting on yourself.
When imposter syndrome or doubt starts to inevitably kick-in, know that this business wouldn’t exist without you, you’re here for a reason and that you’re deserving of this role.
How have you used your success to make the world a better place?
Besides the ability to turn around struggling businesses and make people’s dreams and vision come true through helping build them a successful business, my husband and I are in the early works of building a non-profit charity called RAM, Reaching. Across. Mountains (and also signified Ryan, Ashley Munce) that raises money and awareness to end female genital mutilation.
Our goal is to be part of the global fight to advanced women and children’s rights and equality, and fully end FGM by 2030.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
I’d like some national and international discussions on how to remove some of the obvious obstacles for women in business and shed light on addressing some of the unrealistic workplace expectations and environment for all employees.
Having a work/life balance can be difficult for both women and men, not the mention the mounting workloads, pressure-filled deadlines and the unrealistic expectations from bosses and employees alike.
Although I’m an advocate for entrepreneurship, most of the population appreciates the security and comfort that guaranteed income, luxurious benefits and development opportunities holds with employment.
What’s missing is the incentive to have a stress-free staff, calm working environment and address some of the outdated rules on how to conduct business in the 20th century.
Most employees are stressed out.
Stress leads to lower productivity, higher turnover rates and eventual burnout.
Burnout can hugely affect the performance and productivity of any business.
In fact, it costs the U.S more than $300 billion dollars a year in medical and legal costs alone.
So why not re-think the way the world does business?
Why stick to the general 9–5 rule when it’s been found that people work best at certain times per day.
Why not offer more wellness programs that include a nap room or on-site gyms.
How can employee engagement and connection be cultivated on deeper levels, so that a community is formed and that’s becomes a foundational element to your core values?
Hectic workspaces, unreasonable deadlines, lack of leadership and most importantly, putting employees into little boxes that suck the creativity and determination to move forward, puts them in fight-or-flight mode and that’s no way to live your life.
We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.
I’m a huge fan of local Canadian, Mr. Wonderful, Kevin O’Leary.
I really appreciate his transparency, bluntness and the stance he takes in supporting female founders and CEO’s.
He also encouraged me through his words “if you can find a career that you’re passionate about, it’s the best thing that can happen to you” when transitioning out of corporate and on my own.
I’m now proof of that statement.
Although his ruthlessness and personality differ from mine, I idolize the way he runs his companies and the creative stance he takes in taking start-up from zero to millions.
I’d love to be part of the “Wonderful Family.”
Thank you for these fantastic insights. We greatly appreciate the time you spent on this
Female Founders: Ashley Deland Of Deland Marketing On The Five Things You Need To Thrive and… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.