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MAY 2023: LEARNING FROM OTHERS

Contents

1.

THE INDEPENDENT VIEW: PIC is Mastermind meets Special Interest Group

PIC Chair Jacqui DeBique finds similarities in the value of learning from others in Mastermind groups and in our own special interest group.

2.

5 PRICING STRATEGIES FROM THE PROS: CANDID ADVICE FOR NOVICE AND SEASONED INDEPENDENTS

Yvan Marston recaps the April session on pricing, with tips from Sharon Aschaiek, Cyrus Mavalwala, ABC, MC, and Sabita Singh, ABC.

3.

PIC PERSONALITY: MEET LINDA BICHO-VACHON

Linda Bicho-Vachon wasn’t looking for a full-time job. She tells Sue Horner how it came about, and has advice for others who might want to do the same.

1.

The Independent View: PIC is Mastermind meets Special Interest Group

By Jacqui DeBique

When I reflect on this past year of PIC programming, I am in awe at all the valuable information our members have shared and gained. The very fact that, with few exceptions, PIC members have learned from experts who are other PIC members seals my belief that PIC is more Mastermind group than special interest group.

Hear me out.

According to Wikipedia, “special interest groups” or SIGs are “a community within a larger organization with a shared interest in advancing a specific area of knowledge, learning or technology.” Members “cooperate to affect or to produce solutions within their particular field, and may communicate, meet, and organize conferences.” Indeed, PIC members are brought together under the IABC/Toronto umbrella because of their shared work as independent professional communicators.

Image by Bamagal via Unsplash.

For PIC, the “conferences” Wikipedia mentions are monthly events focused on professional development or networking. One of the ways we communicate is through this monthly publication you’re reading, so rich in insights.

In 1928, Napoleon Hill, the American self-help author famous for his book Think and Grow Rich, coined the term “master mind alliance.” This morphed into what we now call Mastermind groups. Hill “advocated the use of mastermind groups as a way of taking your personal and professional life to the next level” (The Success Alliance). He saw the “master mind” as the third element that emerges when two minds come together.

Not all characteristics of masterminds perfectly align with PIC. For example, Mastermind groups tend to have only a few members, five or six. Attendance at PIC events averages 15 to 20 members, roughly one-third of the total PIC membership. Masterminds also hold their members accountable to specific deliverables. While PIC has prompted some beautiful accountability relationships among members, that’s not inherently what PIC is about.

But the features of a Mastermind that do line up well with PIC demonstrate how PIC has elevated the “SIG” moniker to the next level. Like these:

  • A space where members give and receive advice
  • A meeting of minds
  • An environment where you can speak the truth and expect it in return
  • A community of peers
  • Someplace to share ideas and get feedback
  • An ear to commiserate about failures
  • Friendly faces to celebrate successes
  • Opportunities to brainstorm and problem solve challenges

PIC members willingly share their diverse communication experience and years in business for the greater good. But don’t take my word for it. Keep reading for the recap of our April event, Pricing Secrets from the Pros, and the good things Linda Bicho-Vachon says about PIC.

When choosing any mastermind group, it’s important to evaluate the value of membership to your business or career goals. In our most recent survey of members (April 2023), almost 39% of respondents cited PIC as being the main reason they joined IABC. Now that’s data that speaks for itself!

Can’t resist us? We invite you to consider joining the team of volunteers who make PIC tick. Contact me at toronto-sig@iabc.to to learn more!

Jacqui DeBique (she/her) is PIC’s Chair and IABC/Toronto’s VP of Special Interest Groups. She is a communications specialist managing her own business, Quite Write Communications, and in-house communications with the Pediatric Oncology Group of Ontario.
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2.

5 pricing strategies from the pros: Candid advice for novice and seasoned independents

By Yvan Marston

Sharon Aschaiek, Cyrus Mavalwala and Sabita Singh.

Anyone experiencing the highs and lows of quoting on projects knows the process is complicated by the fact that it isn’t just about money, it’s a communication. You’re telling your prospective client about yourself and what you think of them – and they’re doing the same with their response.

Wouldn’t it be nice to get off that roller-coaster and price jobs with the casual confidence of someone who’s done it a thousand times? That was the thinking behind PIC’s recent virtual panel discussion, Pricing Secrets from the Pros.

From charging by the hour to value-pricing to managing scope creep and structuring retainers, PIC’s panel of pricing experts – Sharon Aschaiek (she/her), Cyrus Mavalwala, ABC, MC (he/him), and Sabita Singh, ABC (she/her) – offered practical advice and frank answers to the incisive moderating by Catharine Heddle (she/her).

The panelists admitted to learning pricing the way most freelancers do: Having quit their full-time jobs, they priced work in a way that would help them replace or exceed the salary they’d left behind. Factor in some modest office expenses, health benefits and vacation time, and that’s often the route that leads you to charge by the hour.

“But if you’re a true business, you have to make a profit,” Cyrus said, explaining that earning more than just your salary and expenses is a better objective when pricing. But an important shift a consultant can make is to move away from hourly rates.

1. Price by project or value

Cyrus and Sharon both started out charging by the hour. They soon realized moving to project-based and value-based pricing (the practice of pricing a project according to the deliverables and the value it brings the client) allowed them to increase their profitability. Sabita had a mentor who advised her early on to charge by service. Since then, she’s used a form of à la carte and package pricing to deliver value to her clients.

Pricing the client and not the task, the panel agreed, is perhaps one of the best strategies to grow your business. You’ll still want to track your hours, Cyrus said, if you want to learn how profitable different project types are. But the panelists suggested avoiding itemizing specific tasks on a quote or an invoice.

2. Always quote a round number

Sabita said providing a round number quote makes it easier for the client. If they see the value in the service, they should be prepared to pay for it. Cyrus advised not to break a quote down to hours and tasks but rather to provide detail in terms of the cost per section of a project. For example, the video production portion of a project would have an associated price but components like the script and shoot would not be costed out.

3. Address scope creep from the beginning

Sharon advised being clear about what the project entails and outlining that additional work will be identified and done for a specific price. She also adds 15% to 25% to a quote depending on how much scope creep she anticipates. Sabita uses contracts for her projects, and these always include a statement about scope creep – as well as a 15% cancellation fee that covers the administrative work that is true of starting any project.

4. Ask for payment at the start

Cyrus’s firm has earned a reputation for its expertise, so his team asks for an important percentage at the start of a project. And if it’s a client they haven’t worked with before, he will ask for 100% payment up front. Whatever the project, he advised, make sure you get a substantial amount up front.

When most of your work comes from referrals, Sabita said, you can ask for full payment. “I’ve become more confident in my pricing because potential clients see me as an expert and are willing to pay me more than the competition,” she added.

5. Price a retainer for the long term

While retainers are increasingly less common, according to Cyrus, you shouldn’t be wary of getting into a situation where a client wants to pay you on a regular basis. “That’s a good thing,” he added. Just make sure you have a conversation with them before you reach your monthly cap and that you have detailed how to handle this in your agreement.

Of course, there are a few things to be aware of. For example, some long-term contracts will have the retainer extend after a few years. If so, make sure you can change the pricing, because by then your suppliers may have changed their pricing.

Sabita suggested making sure the retainer is set at a figure the client can handle over the long term. As well, she sends monthly metrics reports to show how clients are getting value from the work she provides each month.

Beyond additional discussions on how to build a project fee, increase rates and handle difficult situations, the panel closed where it began, returning to the importance of learned expertise and pricing your services with confidence.

“You never want to be the cheapest option,” Cyrus advised.

It comes down to the value you bring to the engagement and how you’re positioning yourself and your organization, as well as how you’re positioned against other firms they may be speaking with. Indeed, like all interactions, it’s a communication.

Yvan Marston (he/him) is a senior healthcare communications writer.
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3.

PIC PERSONALITY: Meet Linda Bicho-Vachon

By Sue Horner

Linda Bicho-Vachon (she/her) is a writer and editor who crafts content that tells a compelling story. She recently exchanged her independent business for a full-time position as Pension Communications Specialist for one of Canada's largest independent providers of benefits administration. Connect with her on LinkedIn or visit her website.

What’s your background?

I had been working in pensions and HR in a corporate job for about 20 years when I decided to focus more on communications. I went to Centennial College for a journalism diploma, with the whole idea to do corporate writing.

Right out of school, my first job was a freelance role for a national news network. That made me want to explore freelance work as a writer, so I set up as a business in late 2019. Then the pandemic hit, and a few of the publications I had worked on were no longer hiring.

Then the “chase producer” business picked up. That’s where a story breaks and it’s your job to get a guest on air to talk about it. It was exciting work, and I thought it could be a stepping stone to more writing work. So I continued as a freelancer.

What made you decide to take a full-time job?

I was not looking for a full-time job at all! I had been working on building my presence on the writing side when the pandemic changed the ballgame. I kept falling into work that wasn’t writing, and that made it apparent that writing was my true love.

Then I got a call because my LinkedIn profile and website showed that my pension and corporate writing background matched a unique opportunity. The job offered the chance to write all day in the pension niche.

I said yes and started in March 2023. One month in, it’s clear that I’m where I should be. I love the work and it’s nice to be part of a larger team, working towards a greater goal. I’m also learning new tools and concepts. And I’m raising my own personal profile as a writer in this specialized space.

Looking back at your freelance life, what did you enjoy most?

The flexibility. I had some personal circumstances that made creating my own schedule appealing. I could also pick the work of interest to me, and being able to shift focus for a few months to writing articles for an employment company was great. I also liked being able to focus on the work, and detach from any corporate politics.

I do hope to go back to being independent again one day. I don’t ever want to retire. As long as my brain is working and I can write, I will continue.

What didn’t you like about being independent?

I missed working as part of a team. Also, when you work independently, your professional development is something you must build for yourself. I also feel that having a strong personal brand and network is key to being a successful independent business owner, and I did not have that yet.

What advice would you give someone thinking about going from independent back to corporate work?

There are lots of practical reasons someone might want to do it – stability, benefits, a regular salary – and if that’s something you need right now, be OK with that. You have to do what you have to do for your family.

I would recommend really looking at the work being offered. If it’s something you love to do, and allows you to grow and develop your skills as well, go for it.

How long have you been an IABC and PIC member and what value do you get from your membership?

I joined IABC in 2020. Being a member of any industry association is being part of the community. You hear the latest trends people are talking about. And I like the fact that IABC is international.

I came to PIC in October 2022 when I first heard about it. I wanted to get more serious about being independent and be with a community of people who were successfully pursuing the same goal.

My first PIC event was especially nice, because it was my first networking event since before the pandemic. It was the perfect way to get out there again and raise my profile as a writer, and I was inspired by the mix of young people and seasoned professionals there.

The PIC newsletter is also so useful, with practical advice about being independent and what that means in your everyday life, like pricing. And it’s great to get a lens into other functions like marketing, with people authentically talking about their experiences.

Sue Horner (she/her) is a writer, principal of Get It Write and PIC’s co-Director of Communications & Social Media.
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Make a difference with the PIC executive

The PIC executive team for 2022-2023.

Do you want to make a difference, broaden your network, gain more visibility and get to know other IABC and PIC members? You can do all of it by taking on a volunteer role with the PIC executive.

With the changing of IABC/Toronto’s board in June, PIC’s executive will also change. We’re specifically looking for PIC members to join us in these positions:

  • Chair or co-Chair (note this role is part of being VP Special Interest Groups on the IABC/Toronto board)
  • Director or co-Director of Membership
  • Co-Director of Programming with Catharine Heddle
  • Co-Director of Communications & Social Media with Sue Horner

Current PIC exec members will fill a temporary advisory role as we transition to new people over the summer.

Could you be one of those people, either in a solo role or a shared position? Want to know more about a role you might be interested in? Please contact any of us! And read more about what it’s like being on the executive in the April Buzz.

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May 25: Beyond ‘pinkwashing’ to organizational change

Pride Month is around the corner and many of our organizations and clients plan to recognize it. Are their plans rooted in consistent, year-round support of the 2SLGTBQIA+ communities, or are they being performative for Pride season?

Join us from 5:30 p.m. to 7 p.m. on Thursday, May 25 in this Zoom session with two representatives of Pride at Work Canada/Fierté au travail Canada. They’ll share practical strategies for authentic, sustainable support for inclusion on the basis of gender and sexual diversity.

Luis Augusto Nobre (he/him), Senior Communications Coordinator, and Hanna Haddad (he/him), Business Development Coordinator, will share proprietary research, business cases and best practices to help us learn about:

  • Building processes to support our clients and organizations
  • Creating marketing and communications initiatives for greater impact
  • Going beyond pronouns
  • Systemic barriers related to privileges
  • Building strong internal teams

The event allows time for active discussion and Q&A. Don't miss this opportunity to learn how to take action to improve from Pride to Pride!

About Pride at Work Canada: Through dialogue, education and thought leadership, Pride at Work Canada/Fierté au travail Canada empowers Canadian employers to build workplaces that celebrate all employees regardless of gender expression, gender identity and sexual orientation. The organization operates as a member services agency for employers, offering institutional education and guidance to organizations that make a commitment to supporting 2SLGBTQIA+ inclusion.

Fees:

  • $15 for members ($16.95 with HST)
  • $25 for non-members ($28.25 with HST)

Register now!

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Stay tuned for survey results

Thank you to the PIC members who responded to our recent survey about your professional development and networking needs and the value of PIC. While just 21 people did so, this is about a 35% response rate. We’re compiling the results and will have a report to share soon.

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Member news

Patience Badze launched a mobile app called where.a.bouts on April 5. The app is designed to increase in-store sales for small businesses with a brick and mortar or pop-up store by creating digital stores with personalized promotions and real-time customer chat. Download it from the App store or Google Play.

Cyrus Mavalwala, ABC, MC, is a #WeLeadComms honoree, chosen as “a sought-after social media strategist, trainer and founder of Advantis Communications.” WeLeadComms is an initiative started by Mike Klein, MBA, SCMP, to recognize IABC members and other leaders all over the world who are actively making a difference to the profession. Mike recognized Sarah Manley Robertson, ABC, in late 2022 and PIC ourselves in February 2022.

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Changes to the PIC member list due May 26

As a PIC member, you can gain visibility on the PIC member list on the IABC/Toronto website. Send your updates to PIC’s Director of Membership, Maureen Hosein, ABC, at maureenhosein@yahoo.com, by Friday, May 26.

For new profiles, send your company name (if you have one) and your city (to help each other know who’s in our neighbourhood). Share how you’d like to be contacted (email? telephone?) and where we can find you online (website and LinkedIn URLs and social media accounts, if any). Also include a business description of up to 80 words.

If you are already on the list, does your listing include your LinkedIn profile? Have you earned an OVATION, Silver Leaf or Gold Quill award you can brag about?

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See you on social media!

Build and strengthen your connections, advance your business and network with other PIC members on social media. In case you missed them, here are some of the recent posts shared on our social media channels:

Twitter | Facebook | LinkedIn

Who we are

Professional Independent Communicators (PIC) is a special interest group of IABC/Toronto. PIC’s mission is to support independent IABC/Toronto communicators through professional development, networking and marketing. The Buzz informs members about upcoming events, shares professional development tips from past meetings and keeps us connected.

IABC connects communicators from around the world with the insights, resources and people they need to drive their careers and their professions forward.

Editor: Sue Horner | Designer: Austine Fischer

Executive team

Chair: Jacqui DeBique | Past Chair: Arlene Amitirigala | Membership: Maureen Hosein, ABC | Marketing & Sponsorship: Brent Artemchuk | Communications & Social Media: Austine Fischer, Sue Horner | Programming: Catharine Heddle, Christopher Trotman