Introduction
As people start to recognize the detriment that has been caused to Canadian First Nations people throughout the country, it has been increasingly important to do our part to reconcile with these groups and to foster their growth throughout our communities. This report aims to educate Lululemon employees about the benefits of building relationships with First Nations businesses and the importance of strengthening First Nations entrepreneurs.
Research
According to JP Gladu and Katherine Power, both members of the Canadian Council for Aboriginal Business, Canadian economic growth can be fueled by First Nations entrepreneurs. Their survey showed that 80 percent of Canadians believe that supporting First Nations participation in the Canadian economy will strengthen our country’s social fabric and serve as a way to start healing relationships with Indigenous people within our communities. They state that fostering a strong First Nations business sector able to maintain sustainable economic opportunities for its people is in Canada’s best interest and that the majority of Canadians recognize this fact. Also, in their survey they proved that 70 percent of Canadians believe that Canadian corporations should be investing in long-term strategies to train and mentor First Nations business owners.
First Nations entrepreneurs face unique challenges that other business owners do not. They have stated difficulties in finding qualified First Nations staff and need greater access to skills training, mentoring, technical and business know-how, and investment. Canada’s private sector needs to prioritize First Nations entrepreneurs. It is a proven fact that when business strategies are based on inclusiveness, everyone benefits.
Many companies are already involved in supporting First Nations business as a means of fulfilling a business policy. These initiatives can be beneficial but broader and more impactful efforts are needed. Investment in First Nations needs to be seen less as a one-time act of charity and more as a sustainable relationship that empowers Indigenous entrepreneurs.
I have chosen to focus my report predominately on The Squamish Nation. The Squamish Nation are a Coast Salish people whose population is scattered among nine communities from North Vancouver to the northern area of Howe Sound. They are an organized and sophisticated society, who support complex laws and rules to govern all forms of social relations, economic rights and relations with other First Nations. Today, the Nation is a leader in the field of First Nations economic development. Sources of revenue include The Park Royal Shopping Centre and the North Vancouver Smoke Shop (see appendix 1.1 for a full list). The Squamish Nation have proven their ability to capitalize on business opportunities and to take on business projects to improve their economic health. I have specifically chosen this First Nations group because they appear to be receptive to growing their business and building relationships with other companies. Also, the Squamish Nation has a holding of land where out head office is located (1818 Cornwall Ave, Vancouver, BC V6J 1C7) which I believe gives Lululemon a great start to building a relationship with them.
The Squamish Nation has a rich history in sport, including Canoe Pulling, Soccer, and Lacrosse. They offer a variety of recreation programs for both adults and children including Open Gym Basketball and Soccer, Zumba, and Summer Fun Day Camp. They are also affiliated with the First Nations Snowboard Association (FNSA) which helps develop recreational and high performance First Nations snowboard Athletes. The FNSA promotes healthy living in students and gives members a goal to work towards. One student in the FNSA said that snowboarding gave her something to keep herself “busy and healthy instead of being bored at home or worse – doing drugs or drinking alcohol.” The Squamish Nations support of athleticism and healthy living aligns with Lululemon’s mission statement: “Creating components for people to live longer, healthier, fun lives.”
Strategy
Lululemon has supported First Nations groups in the past through their incorporation of First Nations art in their flagship store on Robson. Although this is a great first step in recognizing the reconciliation and support that needs to be given to First Nations groups, it is important that we use our resources and ideas as a successful company to improve First Nation business development in our community. As a company, we should be nurturing our relationship with the Squamish Nation as we are located on their land and have the opportunity to both teach them about our business practices and to learn about theirs.
When starting my research for this project, my first idea was to bring in a First Nations designer to Lululemon for a collaboration on one of our clothing lines that would showcase First Nations art and design. While this is a perfectly valid idea for incorporating First Nations into our business, I felt as though it would have been a one-off project that supported a relationship with a First Nations designer for the short-term but did not allow us to grow a long-term relationship with a First Nations group.
Given my research about the Squamish Nation and the opportunities we have to build a lasting business relationship with them, I propose that Lululemon offer a business development mentorship program focused on strengthening First Nations businesses and giving entrepreneurs the skills to grow their companies. The Squamish Nation have shown their ability to grow economically through their many economic ventures but have invested mostly in land leasing with a few ventures in gas and smoke sales (see appendix 1.1). There is a proven public interest in First Nations businesses and I believe that providing the First Nations entrepreneurs with the tools to cultivate and expand their businesses will benefit the entire community.
Opportunity
Lululemon has gone from a small, single location business to a worldwide dominating company in their category. By using business strategies such as recognizing an emerging niche, designing functional fashion, and educating your customers, Lululemon has gained a significant share in the athletic wear market and has become a world-recognized brand. By sharing business ideas with First Nations entrepreneurs, we will be able to both teach valuable technical and business skills to people who are eager to learn but will also be able to hear their ideas about what needs to be changed in the business world and how they feel First Nations businesses are currently being treated. Hopefully this will allow Lululemon to create strong relationships with First Nations business that will benefit both parties.
As a company, Lululemon is always innovating. Whether it be trend-setting clothing designs or new ethical business practices, Lululemon has always been known for being modern and adapting to the latest and greatest. By implementing a business mentorship program with First Nations groups, Lululemon will once again be ahead of the curve. The Truth and Reconciliation Commission, a group formed with the purpose of documenting the history and impacts of Indian residential schools, released a report in June 2015 offering 94 “calls to action” regarding reconciliation between Canadians and Indigenous peoples. One of these “calls to action” was proposed actions towards business and reconciliation. The federal and provincial governments are currently in the process of implementing the “calls to action” and if Lululemon wishes to retain its reputation as a company that takes action before action needs to be taken, it should begin working with First Nations people and improving Indigenous business practices.
One of the most pressing challenges of First Nations entrepreneurs is the urgent need for skills-based training. Whether that be accounting, technology, or sales skills, Lululemon will be able to work as a mentor for these First Nations companies and will provide their employees with the skills to continue developing their businesses on their own in the future.
Implementation Plan
1. Gain permission to implement this program into Lululemon
Managers to consult on this project:
a. Alison Murphy – Global Collective Impact Manager
b. Ariel Laakso – New Ventures & Innovations Project Manager
2. Design a mentorship program plan to lay out the different skills and information Lululemon wants to share with the mentees
3. Train mentors
4. Release advertisements for Lululemon Business Mentorship Program to Squamish Nation Businesses
5. Meet with interested candidates to determine their fit for the program
6. Match First Nation Businesses with Lululemon employees
7. Support the program with positive encouragement and resources
8. Review and document successes and failures of the program
Risks
Potential risks associated with this project are relatively small. The only factors to take into account are the small monetary outlay that will be required to put this project into motion and the time current employees will have to dedicate to mentoring the First Nations people.
Language / Cultural Sensitivities
It is important to be aware of the terms used to describe Indigenous people today as to not offend anyone when asking them to patriciate in the Lululemon Mentorship Program. To start off, the word “Indigenous” is defined as “originating naturally in a particular place; native.” In Canada there are about 1.6 million Indigenous people, a significant percentage of the total population and a group that has been overlooked for far too long. There are three distinct groups that make up the Indigenous population in Canada; First Nations, Métis, and Inuit. First Nations is the largest and most varied population whose groups reside from coast to coast, the Métis are the descendants of First Nations and European settlers, and the Inuit are the maritime circumpolar people of Canada. If you are unsure what group a particular person belongs to, be sure to ask them how they self-identify. Calling someone “Indigenous” is comparable to calling them “Asian” when distinguishing between a Chinese and Japanese person. It may work in some situations but in others it just sounds wrong. Just make sure that you are specific when addressing someone and don’t be afraid to ask if you don’t know what group they belong to.
Conclusion
Because of the support of Canadians to grow First Nations participation in the economy, I believe that the Lululemon Mentorship Program is the perfect way to integrate First Nations businesses into our company.