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Export Canada Article - September 2000

Winnipeg Company Tests Transformative Transaction in the U.S.

Heartspace Associates’ story begins with a mission to the United Nations in January 1999. The mission, though not designed specifically for the education industry, accelerated the company’s export readiness, says its founder and President, Joanne Klassen. "We became much more effective in searching and pursuing opportunities after attending this UN mission, and it assisted us in understanding what to do and what not to do."

By the time Klassen returned home to Winnipeg, the idea of looking beyond the border was strongly planted in her 25-year old small company’s future. "I started setting up a five-year plan," she says, "to have five Canadian colleges and/or universities and five American counterparts to host our Transformative Writing™ which helps people transform their lives through writing." While deciding on a realistic region-by-region approach to start, the long-term perspective was to access the entire U.S. market.

Partners in Training

But then came an unexpected opportunity: a letter from Charles Hatzipanayis, Trade Commissioner at the Winnipeg International Trade Centre (ITC) inviting Heartspace to join "Partners in Training", a cross-border partnering conference and NEBS mission to Washington, D.C.

Klassen lost no time in preparing for the mission, including organizing product samples and e-mail invitations. But she says she is very grateful for the help she received from government officials.

"[Business Development Officer] Cynthia Stevenson from the Canadian Embassy in Washington, [who developed "Partners in Training" in collaboration with Virginia-based training firm, Management Concepts] assisted us and was always there whenever we hit a snag. She told us more about the mission and about the size of the U.S. market. She also helped us in setting up meetings with potential training partners.

"I would also like to thank Charles Hatzipanayis for inviting us to the ‘right mission’. He made several follow-up calls to his letter, accompanied us on the mission, introduced us to our contacts and made suggestions during and after the mission to make sure we got the most out of it." And, she adds, "He helped us get on the WIN Exports data base. "The mission was also good in terms of networking with other Canadian participants," adds Klassen.

A workshop that opened doors

It is in this context that Heartspace received a subcontracting proposal from the Centre for Organizational Renewal and Effectiveness (CORE) Consulting, a Virginia-based firm specializing in Human Resources consulting and training. In June, Heartspace delivered its first two-day workshop in the U.S., attended by 20 participants, ten of whom participated in "Partners in Training". More joint workshops will be held in October, while Heartspace is now pursuing promising opportunities in Maryland, Michigan and Hawai.

"The Americans were very eager to access the resources that we have in Canada," explains Michigan-born Klassen who moved to Canada in 1975. "As a plus, we speak the same language, and encounter no cultural barriers."

Why did it work for us ?

One reason is of paramount importance to Klassen. "It was the right mission for us," she explains, "it was industry-specific ( the education sector), so everyone involved knew and understood the business well."

As for do’s and don’ts, she has some words of advice for new exporters.

Have a clear purpose in mind with clear objectives.

Allow extra time after the mission to contact people, make follow-up calls and meet more people. Personalize the follow-up, forget the form letters and faxes.

Stay in touch.

Thank the people who have been helpful.

Use the "elevator test": if your sales pitch or your offer cannot be casually inserted into a conversation between two elevator stops, change it.

A product with a future

Heartspace Associates’ flagship service, the Transformative Writing™, is recognized at the University of Winnipeg and other educational institutions.

"People learn to write with confidence and clarity,"says Klassen. "They develop their writing skills and other talents along the road, in areas such as personal relations and stress management."

Specialties involve all areas of corporate and personal performance, including strategic planning, leadership development, staff management, conflict resolution, decision making and team building.

A "Cyber-School" is in the near-future agenda for Heartspace, while "Greece is on our dream list," says Klassen. But let’s bet that with help from Trade Commissioners such as Hatzipanayis, Greece won’t remain on the dream list for very long.

For more information, contact Joanne Klassen, tel.: (204) 452-1941, fax: (204) 452-9000,

email Joanne Web site: www.write-away.net