1. Member Spotlight
September 2014
Lori Kennedy: Staying True to Your Roots
While Reeling in the Big Fish
Throughout the past 30 years, Lori Kennedy has built
Louisbourg Seafoods Ltd. into an international business
success story. Find out how she was able to prosper in the
fishing industry as an innovative business leader, while
also keeping her company close to home.
By Kaitlyn Phillips
Imagine waking up one morning and realizing that you are
the co-owner of a brand new seafood company, despite a
lack of experience in business management, or even a high
school diploma.
This might have been the way Lori Kennedy started out
with her business, Louisbourg Seafoods Ltd., but after
working at a fish plant for over a decade, Lori knew she would be able to start her own fish
processing company and steer it in the right direction. That business now includes 14 vessels,

2. four processing plants, and a committed team of employees. Lori has also created a global
empire for her seafood products, which are exported throughout Canada, the U.S., the UK, Japan
and several other countries. Global success is a long way from the company’s humble beginnings
three decades ago.
“I was working days at the local fishing plant and then doing the books for our own business at
night,” Lori reveals. “At some point I asked for a leave of absence from my job at the fish plant,
because I had to go back to school and get my GED. Unfortunately, the fish plant wouldn’t give
me leave of absence. I left anyway.”
Lori went on to successfully graduate from an adult educational learning centre and then decided
to get more education.
“I went to business college for a year and that was just to learn the basics,” she says. “Then as
the business started to grow, I realized I would need more education, so I went to university and
got my business accounting major and graduated in 1996."
Although her formal education days are over, Lori has strong connections with Cape Breton
University and other research and development facilities.
“We work closely with the universities and with academia for research and development,” she
says. “We also share our research with the community and right now we are actually researching
under-utilized species like slime eels and different types of seaweed.”
Furthermore, Lori strives to be on top of new developments in everything related to the fishing
industry, which includes new technology and innovative progression.
“You have to think about the technology that’s here today, because 20 years ago the seafood
industry definitely wasn’t the same, and in another 10 years there’s going to be a lot of new
technology that isn’t here today either,” she explains. “We look ahead and network with
scientists and key people within the industry. We talk about how the fisheries will change, which
includes looking at climate change and global warming and how it will affect us. Will the oceans
be healthy? Will there even be fish in the oceans in 10 years? Unfortunately, we don’t know
exactly what will happen, but that’s why we’re always researching, and we take our own
research and then collaborate with our world leaders and scientists.”
Along with being on the innovative front of the fishing industry, Lori has built strong ties within
the Cape Breton community, which is an important part of Louisbourg Seafoods mandate.
“Our company is a family and community oriented organization, so we invest in our
community,” she says. “For instance we started a breakfast for learning program, so we adopt a
school every year and provide breakfast for students every morning. We also support our local
sports teams by supplying uniforms and equipment. Finally, we identify the needs and wants of
the children in our community who have medical complications, so we can make life a little bit
easier for them.”

3. For Lori, making connections is a huge part of her daily schedule and it is an important addition
to her company. Moreover, networking has become an essential building block for Louisbourg
Seafoods over the years as Lori has been steadily building a “global network.”
“I am part of the Women’s President Organization (WPO), which promotes the acceptance of
women in all industries,” she says. “I am also a part of the World Ocean Council, which is an
international organization and their main purpose is to address ocean health, global warming,
plastics in the water and other issues. Along with that, I work with the Global Partnership for
Oceans, and we address certain areas in the ocean that need immediate attention.”
And even though being at the helm of operations results in a busy schedule, Lori still finds time
to be involved at the Centre for Women in Business
“I’ve been connected to the Centre through WBE Canada as well as WPO, as the Atlantic
Chapter is run by the Centre’s Laurie Sinclair,” she says. “I am also one of Laurie’s clients and
she is an exceptional mentor for me.”
As a mentor herself, Lori has a wealth of business knowledge and entrepreneurial experience that
she gladly shares with those taking their first steps in the business world.
“My advice to women entrepreneurs and business owners is to develop a great business plan,
find a mentor and connect with someone who has access to funding to help your business,” she
reveals. “Also, make sure that when you come up with a business idea that you are in love with
it! If you have worked in a certain industry for a while and want to open your own business
within the same industry, then do it, or if you come up with a business idea and you can’t stop
thinking about it, than that is an opportunity that you should also take.”
She strives to offer only the best to her customers, her community and her fellow
entrepreneurs.
“I believe in delivering quality products to all of our customers; I believe in building and giving
back to our community, and finally I believe in supporting other entrepreneurs, because as a
business owner I have learned a lot from my fellow entrepreneurs and I want to pass on my
insight to anyone who needs it.”

4. Member Spotlight
August 2014
Natalie Frederick-Wilson: Dream Big, Train
Bigger
A few years ago, Natalie Frederick-Wilson could not
have envisioned herself as the owner of House of
Auto Details, but when the idea began to take form,
she knew she had to see it to completion. After
seeking out the very best training in North America,
Natalie was able to take that idea all the way: read
all about it here.
By Kaitlyn Phillips
For many people, the phrase “auto detail garage”
conjures up images of simple mechanic buildings
with cars in various states of repair, where dirty-
clothed technicians work to make them fit for the road.
But at House of Auto Details, the standards are being raised to the next level. Owner, Natalie
Frederick-Wilson, and the staff at this Bedford-based business make it their priority to make sure
every client feels at home when they come into the shop, which includes a professionally
decorated sitting area, free Wi-Fi, and coffee.
“Our goal at the House of Auto Details is to have a garage that prides itself on its service, but
doesn’t have the look, smell, or feel of a typical garage,” Natalie says. “We are the exception to
many other garages, because we want our business to look as nice as a car dealership.”

5. Moreover, Natalie wants clients to know exactly what her team will do to spruce up their cars.
“It’s important to have a thorough knowledge of the skills needed to successfully run your
business, because your clients will trust you a lot more if you have the right knowledge, and if
you share it with them,” she says. “For instance, I know how to use all the tools and products
correctly, and I can also give accurate advice to my customers about anything relating to my
business.”
House of Auto Details celebrated its first year in business last February but a few years ago
Natalie would have never thought she’d be a business owner, let alone working in the auto
industry.
“My main career goal was to become an executive chef, but I had really bad hand problems, and
I ended up having hand surgery, so that closed the door on my culinary career.”
However, Natalie decided to take her career in a different direction, so she moved from her
native hometown of New York City to Halifax with her husband, David, co-owner of House of
Auto Details and their first daughter, Dihlan, and began working as a dean at a private school.
“I had been at the private academy for five years when David was laid off from his job,” she
says. “I knew I wasn’t going to continue working at the school for much longer, because it was a
very full-time job; you had to live onsite, and be very committed to everything school related.”
Soon after leaving her job, Natalie accompanied David to a job bank information session, and
that is where the idea for House of Auto Details began to take form.
“The lady that we spoke to suggested that we open our own business, because when she looked
at our resumes, she noticed that David had a lot of technical automotive-based skills, and I had
management skills from working as a dean and also as a business manager at a dental surgery
office in NYC, ” Natalie says. “We also heard about CEED, so when we met with
representatives there, they told us to get into the self-employment program. In the end, we didn’t
even think about starting our own business until someone else suggested doing that.”
Opening an auto detail business was quite a career change for Natalie, and she knew if House of
Auto Details was going to succeed, she would have to get the right training.
“Both David and I have been trained as master detailers by Renny Doyle; he is the official
detailer for Air Force One, which is the plane Barack Obama flies on,” she says. “We chose to
train with him, because we wanted someone who had the right knowledge and experience, while
also having access to the latest innovations in the detailing industry.”
Natalie is busy: she is completing the Executive Education program at Dalhousie University,
plus she and David have two daughters Dihlan, 6 and Nia, 2.
“Balancing home and business has been a struggle,” she says. “For a small business owner, that

6. is usually always an issue, but for us, owning a business and also having two children can make
it quite hard at times. We don’t have any family in Halifax, so we have to depend on ourselves to
make sure that we spend enough time with our children, but at the same time make enough
money to cover everyone’s paychecks at work.”
As with many entrepreneurs, Natalie has encountered certain challenges with her business, but
having a positive mindset has definitely helped her work through various issues.
“I am a person who is very proactive in my life, and I also have high expectations of life,” she
says. “I have also learned from my mother and my aunt to be resilient and to think things
through. Their advice has definitely helped me get through unideal situations and enjoy the life I
have created for myself despite the hardships.”
Natalie is a devoted Seventh day Adventist Christian, and says she has greatly benefitted from
the support of her church group. She is also a member at the Centre for Women in Business, and
draws strength from other women business owners.
“I feel like I belong to a community at the Centre,” she says. “I have had so many opportunities
to connect with other women business owners, some of which have become my networking
buddies. I have also met so many amazing women business owners who had similar problems
when they started their businesses as I am having now, but they overcame those challenges and
now run successful businesses, which makes me hopeful for my business’ future.”
Natalie has learned several things in her journey as a business owner, and as such there are
certain things she recommends to other female entrepreneurs.
“One of the biggest pieces of advice I have for women thinking about opening a business is to
not be afraid of doing something you’ve never done before, because if you have the passion for
something, but not the skills, then you can always take that leap of faith and get the training
needed for you to open your business,” she says. “Another piece of advice I have is to find the
right information needed to run your business, so go to the source, like the Centre for Women in
Business, and don’t be afraid to ask for the right information. And last but not least: share! It
takes a village to do everything these days. If you learn of something great that will help you in
your business, don’t keep it to yourself, tell another small business owner so their business can
grow and improve too!”

7. Member Spotlight
July 2014
Steff Adair: Use Your Passion, Fill a Need
Steff Adair, owner of the Atlantic Academy of Animation,
explains why after many years in the animation industry,
she decided to take the plunge and open her own
animation school.
By Kaitlyn Phillips
Ever wonder why certain individuals open their own
businesses? How do they know their business will make
it in the real world? What is the secret to a successful
business?
These were questions Steff Adair asked herself many
times before opening the Atlantic Academy of
Animation, located in Dartmouth, where she is both owner and instructor.
“If you’re passionate about something, and if you want to pour all of your energy into something
you love to do, then it will pay off eventually,” Steff reveals. “I always say ‘go for it,’ because I
have never been happier since opening my own business!”
Steff’s love for animation started when she was a child, and she knew from a young age that her
career was going to be in the animation business.

8. “From the time I knew Mickey Mouse wasn’t real, and I knew someone had to draw him, that’s
when I knew what I wanted to do,” Steff says. “The day after I graduated from high school, I
moved to Ontario so I could go to Sheridan College for their animation program. I was just
completely following a dream.”
Unfortunately, Steff says that when she moved back to her hometown of Dartmouth, 20 years
ago, the animation industry was almost non-existent in the Maritimes, so she decided to do her
part to ensure it did not stay that way for long.
“I ended up getting into the film and television industry,” she says. “I got my start at the Atlantic
Filmmakers Cooperative and got into the film crowd. I also taught animation through (AFCOOP)
and when one of the filmmakers found out that I did animation, I started doing more freelance
projects, so that was when I got my official start in the animation business.”
From there, Steff went on to open her own business Adner Animation Productions. At the same
time, she also worked as the general manager of another animation company called Helix
Animation. Finally, after deciding to take a break from being a business woman, Steff led the
animation department at the DaVinci Institute in Halifax, and also worked there as a classical
animation instructor.
“After working at the DaVinci Institute, I took a year off and then had my son, so I kind of got
out of animation for a little while,” Steff reveals. “Then, when I was laid off from my last job I
thought, ‘I am going to go back to school,’ and I ended up going to NSCC for public relations.”
With an Advanced Diploma in Public Relations now in her hands, Steff decided it was time to
start another animation business, but instead of working in animation production, she was going
to fill the position of animation instructor once more.
“The idea for the Atlantic Academy of Animation has been brewing since I came back to Halifax
20 years ago,” Steff says. “When I started my business—Adner Animation Productions—there
was no animation being done here in the Maritimes, so I thought if animation is going to start
here than you have to train people.”
“I also have friends in the animation industry who are all saying the same thing: recent graduates
are not properly trained. And largely—at least from the animation side—they are lacking those
classical fundamental skills, so I’m stepping up to the plate, because I love to teach and what I’m
good at is teaching those basics. There is a need for proper training and I am filling that need.”
The Academy has now been open for a few months, and Steff has already set out future goals for
her institution.
“My first goal for the Academy is to change the way people think about training for animation
and related industries,” Steff says. “That is why I decided not to become a registered school,
because even though students will not get a diploma, they will learn employable skills. That is
my mandate.”

9. Steff also plans on training youth and young adults, while also offering courses for individuals
who want to “refresh” their skills.
“My goal is to teach those fundamental skills, and make sure everyone has them, so I would
offer those classes to anyone from high school students to those looking for post-secondary
training, to individuals who are currently in the industry,” she says. “Then, after the first year or
two, I would like to branch out and offer 2D and 3D animation classes.”
And with so much determination and passion for animation and teaching, Steff has decided not
to let anything stand in her way.
“There have been certain challenges with my current business, like not getting enough funding
and not teaching as many students as I would like, but those things just make me work that much
harder,” Steff says. “It might take me longer to get where I want to be, but I plan on successfully
getting through those challenges.”
Recently, she became a member of the Centre for Women in Business, because she knows it is
important to have support, and to make connections with other entrepreneurs who share some of
the same challenges, and are passionate about what they do.
“When I teach animation and my students end up doing amazing things, it drives me,” she says
enthusiastically. “There is nothing else I would rather do; If I won a million dollars tomorrow, I
would still continue teaching animation, because it’s what I love and what I’m meant to do for a
career.”
For more information about the Atlantic Academy of Animation, please visit:
http://www.atlanticacademyofanimation.com/

10. Member Spotlight
June 2014
All the Right Reasons
For Shelley LeBrun, helping others is always the
main goal whether it be through providing small
business advice to customers, community outreach
projects, or personal volunteering initiatives. Find
out here how she makes a difference for many
individuals.
By Kaitlyn Phillips
Every morning, most of us wake up anticipating
another work day. You get to the office, reply to a
few (sometimes many) emails, devise a game plan,
then delve into an endless to-do list.
This is how TD Canada Trust Corporate Member,
Shelley LeBrun, begins every morning as the Area
Manager for Business Banking. Simply put, she’s
busy traveling throughout Nova Scotia and PEI to
meet with clients in the office or in their place of business to discuss their financial needs and

11. provide them with tailored advice, and assist her fellow employees with their workload, which
entails, “improving product knowledge for the teams, as well as enhancing Small Business
Banking Credit acumen with advisors and branch leaders.” She has been doing this for six years,
but when you love your job as much as Shelley does, you enjoy the pace and always put in the
extra effort.
“I think the most memorable [parts] are when you have helped a client or a colleague,” Shelley
remarks. “I recently had an old client come up and hug me for helping her through a very
stressful time in her life. She said she wouldn’t have been able to get through it without my
help…that’s memorable.”
Shelley grew up in the small community of Arichat in Cape Breton, where she worked at her
family’s grocery store, LeBruns IGA. Throughout her time there, she learned to deliver
exceptional customer service, and to also treat everyone with respect.
“We had a family business, so I have been working since the age of 13,” Shelley says. “It was a
grocery store, so customer service was key. I [also] learned work ethics from an early age, like
hard work, reliability, honesty, and integrity.”
She further developed a strong work ethic during university as a sales associate at Fashion
Forward.
“I definitely learned your day doesn’t end until the job is done,” she states. “I worked all through
university in a retail clothing store and the owner left me in charge a lot, so I learned how to
make [ethical] decisions.”
Shelley continued living in Halifax after she graduated from Saint Mary’s University with a
Bachelor of Commerce Degree, and began working at TD Bank as a management trainee.
“After I graduated from university, I thought I would just try out banking for a few years,”
Shelley admitted. “If nothing else, [working there] would teach me how to handle my personal
finances, and 26 years later I am still here.”
With years of experience under her belt—as well as many relocations—Shelley has gained a lot
of wisdom and insight, which repeatedly benefits her fellow employees and clients.
“I continually observe leadership styles and encounters and try to incorporate that into my
interactions,” Shelley says. “What I believe works the best is demonstrating a positive attitude,
professionalism, and teamwork with customers, colleagues, and other TD members.”
Being involved in the community is also an important part of her professional and personal life.
“I am involved in the community through participation and leadership in community business
groups, initiatives and fundraisers,” she states. “[At the Halifax Cornwallis Progress Club], we
are a group of women from different backgrounds and professions who want to get involved and
make an impact in the community we live in. We have three focuses: volunteerism, fundraising,

12. and fellowship. Our signature event Progress Women of Excellence Dinner has raised over one
million dollars for Phoenix Youth Programs. We also volunteer at different community events;
this year the Club has accumulated over 1000 community volunteer hours.”
And on top of all that, Shelley is a board member, active participator, and benefactor—through
TD—at the Centre for Women in Business.
“Not only do I sponsor events and workshops, but I also participate in them,” Shelley explains.
“I always learn something to assist in my own personal development. I am also able to assist
clients, as the Centre provides great advice and knowledge; I am able to recommend the Centre
to my clients, which helps in their success as well. It has been a great way to make invaluable
connections and just as importantly some great friendships!"
TD also sponsors the Centre’s monthly Women Business and Breakfast event, held the first
Thursday of each month.
“We love this initiative as we are able to assist in members making valuable connections with
each other.”
Throughout her years at TD, Shelley has become an expert in assisting entrepreneurs and local
business owners and their companies, and has a few tips every business owner should take
advantage of whether they are “just starting a business or have been in operation for a while.”
“A comprehensive business plan is essential for your company’s success and growth and can
help you: identify your competitive advantages, set your goals, and manage and grow your
business,” she says. “Once it’s complete, you’ll have an important source of information about
your business that you can share with your small business advisor, business partners, potential
investors, or suppliers.”
Shelley also knows first-hand that banks provide numerous services for business owners that
deal with more than just the financial side of a business.
“Banks are more than a source of capital,” Shelley says. “We provide advice and services that
can make your day to day life simpler. It’s important to talk to a small business advisor first,
because the right banking services and accounts can help small business owners save time and
money.”
Finally, there are also a few do’s and don’ts Shelley lives by - things that every entrepreneur
should know whether they are pitching their business ideas to a business advisor or banker, or if
they are ready to go ahead with their business idea.
“You need to know your competitive advantage and your market. You should also know the size
of your market area and customer base. Get advice from the experts. Talk to a lot of people in
your individual business for advice. Then try your product or services out with customers.
Furthermore, you need cash flow. It is one of the most important aspects of your business and it
should be one of the first things that a new business establishes. On the other hand, don’t make

13. expensive decisions and don’t try to do everything yourself. Setting up a business is
complicated.”
For many people, putting in extra hours at work is second nature, and the same could be said for
Shelley, because getting to work early is just another way she can help clients and employees
make it through their day.
“When you have assisted them in some way, made their lives a bit easier in a stressful situation,
whether it’s helping [them] start their dream or solve a problem… those are the times that I feel
proud that we do make a difference.”