Meet Laura Shand, owner of Cowichan Valley Running. She’s a witty, brilliant entrepreneur with a passion for her community. Laura turned her love for running into a career when she opened a running store in Mill Bay, B.C. with an ecommerce shop to boot. Cowichan Valley Running is not only a store, it’s a haven for runners – seasoned or brand new. Read on to learn more about the trials, tribulations, and celebrations of Laura’s entrepreneurial story.
When did you first know you wanted to be an entrepreneur?
Feburary 2017. That was when it was one of the worst winters ever and I needed running gloves. The highway leading to the closest running store was so treacherous that I got fed up with not having a running store in my area. I thought, “I can’t believe no one has opened a running store here! Wait… I COULD OPEN A RUNNING STORE HERE!”
When did you start Cowichan Valley Running?
The spring of 2017 was sort of when things started happening. That was when it turned from an idea I couldn’t stop thinking about to actually doing something about it.
Is this your first venture?
Yes it is!
What were you most afraid of?
Getting in over my head.
What have been some of your biggest challenges getting started?
Probably navigating the politics of brand/retailer relationships. I thought sales reps would be thrilled to open a new account to sell their brands, but I got a lot of, “Thanks, but we’re happy with our representation in your area.” I was baffled! “You’re happy that 85,000 people have to drive an hour to try on a pair of your shoes?” Thankfully not all brands were happy with the status quo, and some were willing to think outside the box and take a chance on me and my vision.
Did you find any entrepreneur resources that were helpful?
Truth be told, Small Business BC was an excellent resource. They have easy to follow checklists to get you started as well as actual human beings that will answer both your phone call and your questions!
Did you have the help of any mentors along the way?
Years ago I worked at an independently owned specialty wine shop. The owner, and my former boss, provided me with some great advice, as well as my dad, a former operations manager for a small business, and my brother who owns his own business.
Who supports you the most?
Most definitely my husband. When I shared my idea, he was behind it 100% and has been there every step of the way. He renovated the store all by himself, and has really stepped up in terms of helping out with our two small children. I definitely could not be doing this without him and his unwavering support! It hasn’t all been cupcakes and ponies, but we do work quite well together.
What is your biggest inspiration?
All the independent retailers in my area. They are proof that it CAN be done! We’re so lucky where we live, because not only is it beautiful, but our community is also very entrepreneurial, and the people love to shop local!
What is the most fulfilling thing about being an entrepreneur?
As a business owner, one of my goals is to connect runners in the community so that we can foster the sport of running. There are already several instances of runners making connections and bonds with each other, and these people are now regular running buddies. I LOVE THAT! Every time it happens I think, “WOW! I facilitated that!” and my heart grows three sizes. It is hands down the most fulfilling part of what I do.
What advice do you have to anyone thinking about doing it?
Go with your gut. Do your research, ask lots of questions, and have your eyes wide open, but listen to that gut.
Would you do it again?
Ask me in five years!
Any other information that will help tell your entrepreneurial story?
I’d say, don’t be discouraged. If you truly believe in your idea, or your skills, or your product, or whatever it may be, you have to push through. In a way, you have to remember that you’re not unique—you’re not the only one who seeks what it is you offer! Believe in yourself, don’t take no for an answer, and, as a woman in particular, don’t apologize! Turn that, “Sorry to bother you, but…” into, “I know I’ve asked before, and I need…”
