Starting a small business? That’s tough. Starting one in a new country? That brings its own unique set of challenges – new systems, new customers and new ideas. It’s a journey that calls for clear insights into what truly works.
Our Tales of Triumph judges see hundreds of inspiring stories every year. In doing so, they’ve identified 8 key strengths that fuel success for small businesses created by new Canadians.
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1. They embrace your unique identity as a strength
Your background, your cultural heritage and your personal journey are all core parts of who you are, and they can be core parts of your brand, too.
Successful entrepreneurs proudly weave their personal story and values into their business narrative. Why? Because authenticity truly resonates, and it helps you stand out in the market. This often leads to creating unique products or services that speak to underserved communities or even introducing fresh, innovative ideas to the broader Canadian market.
Voice of the judges: “I’m particularly drawn to businesses that find their niche by bringing value to the community, often by blending cultures. It’s about effectively targeting and connecting with diverse communities, ensuring cultural integration.”
2. They possess unwavering passion
When navigating a new country and a new business environment, running a small business is even more difficult. But thriving entrepreneurs are fuelled by a deep, intrinsic passion for what they do. It’s a driving force that helps them overcome obstacles, put in long hours and stay resilient (and positive) when things get tough.
In fact, the very act of establishing a new home in a new country often builds an exceptional level of determination and a fantastic “can-do” attitude that directly translates into business success.
Voice of the judges: “When you’re truly passion-driven and mission-driven, believing deeply in your purpose, doing good becomes an inherent part of your business journey. That’s what makes the hard work worth it.”
3. They understand diverse customer needs
Selling is the easy part. Truly understanding what your customers need and want – now that’s the challenge. For new Canadians, this can mean understanding the specific needs of diverse communities or spotting gaps in the market that cater to unique cultural preferences.
Successful entrepreneurs are great at listening, observing and adapting offerings or service models to genuinely solve problems and create meaningful experiences. This often leads to organic growth and strong loyalty, and it frequently starts from identifying a need they personally experienced but couldn’t find a solution for.
Voice of the judges: “Many of the best small businesses were born from identifying an unmet need – something the founder personally sought but couldn’t find in the market. By creating a solution for themselves, they often discover a broader demand, turning a personal necessity into a successful business.”
4. They see challenges as opportunities
Obstacles happen. Successful small businesses, however, approach them as chances to find new solutions. For immigrant entrepreneurs, this often means tapping into international experiences, diverse cultural insights or problem-solving skills honed in different contexts. This helps discover unique product offerings or business models that others might not even consider.
Voice of the judges: “Innovation is a hallmark of successful businesses. They view common problems as opportunities, finding unique and creative ways to tackle challenges and turn them into new solutions.”
5. They build strong community connections
As a small business owner, your real strength often comes from building genuine human connections. As a new Canadian, this means connecting with your new communities is incredibly important. You’re great at prioritizing real relationships with your customers and truly becoming part of the local fabric. That loyalty, built on trust and personal interaction, often grows into strong networks within your own cultural communities and the wider Canadian business world.
Voice of the judges: “A small business’s greatest strength is its ability to build authentic relationships… small businesses have a unique opportunity to foster deep connections and loyalty.”
6. They embrace digital
While local roots and community connections are incredibly important, a smart digital presence is key to growing your business. New Canadian entrepreneurs often bring a global mindset that naturally embraces digital tools.
Strategically use ecommerce platforms, as well as online and offline marketing tools, to reach beyond your immediate area, significantly extending your reach.
Voice of the judges: “For small businesses, the next frontier is digital. Beyond local success, strategically leveraging ecommerce and online tools allows you to transform ‘shop local’ into ‘sell global,’ significantly extending your reach.”
7. They seek out external support
Trying to do everything yourself, like a “one-person show”, can be a common pitfall. But successful entrepreneurs know when to reach out for help. Small businesses often need grants, mentorship, dedicated contests like Tales of Triumph and specialized support like Canada Post Solutions for Small Business™ to really grow effectively. They’re smart about actively seeking out these resources, because they’re crucial for their business’s health and sustainability.
Voice of the judges: “The ‘lone wolf’ approach rarely leads to sustainable growth. Small businesses often hit a ceiling because they don’t actively seek out the grants, mentorship and specialized expertise available to help them scale and overcome specific challenges.”
8. They understand the power of their story
Many small businesses created by new Canadians have truly compelling stories. A huge strength they possess is learning how to tell this unique narrative. While it can sometimes feel challenging to share personal journeys, especially those with difficult moments, successful entrepreneurs understand their story is what sets them apart. By confidently sharing their journey and advocating for their business, they attract vital support, recognition and connection, turning unique experiences into a powerful competitive advantage.
Voice of the judges: “New Canadians, women, marginalized groups – you need to learn how to tell your story. Yes, sometimes that story might be challenging or sad – but it is reality. For some, they don’t tell their story because they don’t want to create a sense of compassion or pity. They don’t want you to feel sad for them. For some, there are feelings of shame. But they need to understand that their story is their superpower. It is important all entrepreneurs can tell their story in a way people can see who they are. Some people don’t see just how super their stories are!”