{"id":2873,"date":"2020-09-25T10:27:19","date_gmt":"2020-09-25T16:27:19","guid":{"rendered":"https:\/\/praxisschools.ca\/entrepreneurship\/?p=2873"},"modified":"2020-09-29T10:49:46","modified_gmt":"2020-09-29T16:49:46","slug":"praxis-alum-and-culinary-expert-joscelyn-armstrong","status":"publish","type":"post","link":"https:\/\/praxisschools.ca\/entrepreneurship\/2020\/09\/25\/praxis-alum-and-culinary-expert-joscelyn-armstrong\/","title":{"rendered":"Praxis Alum and Culinary Expert Joscelyn Armstrong"},"content":{"rendered":"

Praxis Alum and Culinary Expert Joscelyn Armstrong a Leader in our Community\u00a0<\/strong><\/h2>\n

Do You Follow a Passion, Earn a Living, or Both? <\/strong><\/h4>\n

\"\"<\/p>\n

When Joscelyn Armstrong graduated with a four year degree in Political Science (University of Alberta) in 2009, she thought she might become a lawyer.<\/p>\n

She certainly had no intention of working in the culinary field.<\/p>\n

Sure, she had catered events for various people throughout her high school years. She had put herself through university by catering. She had catered extensively in the UK, Australia and New Zealand, too, while back-packing, in her 20s.<\/p>\n

Joscelyn had learned to cook in childhood, by observing her mother and grandmother doing it, on the family farm near Sceptre, SK (south east of Kindersley). Suffice it to say, catering was Joscelyn\u2019s passion<\/em>.<\/p>\n

But a \u201cpassion\u201d wasn\u2019t about \u201cearning a living,\u201d she thought.<\/p>\n

It was not until back-packing through some of the non-English speaking countries of Europe and Southeast Asia\u2014travel that uncoincidentally revolved around food culture\u2014that the idea of opening her catering business took shape. While living in Edmonton and working in the Technology Department at the University of Alberta, she felt the creative and emotional lure of a return to culinary life.<\/p>\n

Following that \u201cpassion\u201d and \u201cearning a living\u201d dovetailed purposefully in 2004, when Joscelyn entered culinary school at Toronto\u2019s George Brown College. She excelled and went on to work in many kitchens in Toronto and Saskatoon.<\/p>\n

It made sense for her next to settle down in Saskatoon in 2011, since her family, history and heart were all in Saskatchewan.<\/p>\n

Joscelyn comes from a hard-working, entrepreneurial family: Her father is a farmer. Her brother, a plumber and a farmer. Her sister runs an import\/export business in Italy. Entrepreneurship is in the family DNA. But Joscelyn is the only one of them to have graduated from the Praxis School of Entrepreneurship.<\/p>\n

Finding the Praxis School of Entrepreneurship (PSE)<\/strong><\/h4>\n

Joscelyn contacted the CanSask Employment Centres, both in Kindersley and Saskatoon, trying to find \u201cclasses on [how to] build a business plan,\u201d which she knew she would need, as a caf\u00e9 owner and chef. At the time, she received excellent support from a CanSask advisor who referred her to the Praxis School of Entrepreneurship.<\/p>\n

Joscelyn recalls sharing several \u201cnice calls\u201d with Elaine, the program manager, that offered her a \u201csafe space\u201d to talk about her business idea, get some feedback and learn how the startSMART program worked.<\/p>\n

\"\"<\/p>\n

After deciding to apply, going through the intensive intake process and being offered a position in the program, Joscelyn joined the startSMART cohort, starting in April, 2012: \u201cOne year later, almost to the day,\u201d she opened Honey Bun Caf\u00e9.<\/p>\n

Her previous experience as a chef told her that only creating a rock-solid business plan would get her the funding she needed to launch her own caf\u00e9. The major banks refused to finance it. But loans from the Canada Youth Business Foundation (CYBF, since renamed Futurpreneur) and from Women Entrepreneurs of Saskatchewan (now called WESK) allowed Joscelyn to open shop.<\/p>\n

From Catering to Tech Support; Milling Grain to Baking Ketogenic Style<\/strong><\/h4>\n

Honey Bun Caf\u00e9, the name that \u201cstuck\u201d after earlier versions of it, began as a small cafe that offered significant catering services. For most of the past seven years, Joscelyn has managed catering and quoting on catering contracts, suspending the service only when pandemic times arose, in 2020. She may return to some form of catering in the future.<\/p>\n

Joscelyn is now in charge of \u201ctech support,\u201d for touchless, online ordering, pick-up and delivery of her daily lunch and dinner menus\u2014drawing on friends and former colleagues in the Technology \u00a0Department (University of Alberta), with whom she has kept in touch. The caf\u00e9\u2019s beautiful and functional website, complete with stunning food photography, bears witness to the fruitfulness of Joscelyn\u2019s collaboration with them.<\/p>\n

When developing a business plan and first running the caf\u00e9, Joscelyn strived to have an entirely Saskatchewan-based menu, even milling her own flour from grain, pulses, chickpeas and lentils, including some from Lazy Hounds Farm, and two other, Saskatchewan farms.<\/p>\n

Gradually, however, Joscelyn realized she did best by sourcing many local ingredients but not solely Saskatchewan grains. She decided to focus instead on \u201chome-style cooking that customers liked best and that [she] was good at.\u201d<\/p>\n

As the caf\u00e9\u2019s name suggests, baked, stuffed and cinnamon buns quickly became popular staples on the menu and were easy for customers to remember. The name (\u201cHoney Bun\u201d) is also a term of endearment that in part reflects the supportive family and farming community from which Joscelyn comes.<\/p>\n

She says her motivation was born from pure passion as an entrepreneur, with the management of costs coming after: \u201cEven though the details of the caf\u00e9 and catering services changed, what I wanted to create never changed. I had spent time in kitchens with chefs with big egos, alcoholism and sexism. What I wanted was a safe space for women to work, a respectful workplace where we could be creative and enjoy what we\u2019re doing.\u201d<\/p>\n

She describes the food at Honey Bun Caf\u00e9 as fusing new, international flavours with recipes that retain the familiar comfort of Prairie classics. One week\u2019s menu includes turkey meatballs, combined with pesto, swiss cheese and served with a mushroom risotto. Another day, pulled pork is served alongside a greek salad. There are ham and scalloped potatoes, too, followed by a dessert of Ketogenic Nanaimo bars.<\/p>\n

startSMART Strengths Include Intensity, Funding, Realism, Encouragement, Entrepreneurial Point-of-View<\/strong><\/h4>\n

The intensity of her preparation through Praxis\u2019 startSMART program never scared Joscelyn, particularly after she had financed her way through a university degree and worked in high-stakes, stressful kitchens, around the globe. She says that she would have said \u201cBring it on!\u201d if asked, since she was highly motivated to build her business.<\/p>\n

Joscelyn entered the startSMART classes through the \u201cSelf-Employment Program,\u201d a special initiative funded by Employment Insurance (EI), and saw it as a \u201conce-in-a-lifetime opportunity to be paid to go to school.\u201d As a farmer\u2019s daughter, accustomed to working hard and financing her own living, she says she initially felt uncomfortable about receiving EI funding, while planning her business. She adds: \u201cI would have studied [startSMART] without financial support, but having it was a bonus I didn\u2019t know about, before I took it.\u201d<\/p>\n

To Joscelyn\u2019s mind, the program\u2019s directed preparation of the business plan (which is completed in the first trimester of the program) was \u201cso beneficial,\u201d because a solid business plan was the basis to receive financing. Also, the \u201cdaily encouragement\u201d and coaching on strategy from the primary entrepreneurship coach (and Praxis alum), Deanna Litz, including Deanna\u2019s \u201chonest feedback on what would work and not work\u201d avoided problems before they could develop. Joscelyn says she responded well \u201cto clear guidance and didn\u2019t want sugar-coating on how to run a business.\u201d Praxis\u2019 down-to-earth, realistic strategy was invaluable.<\/p>\n

Even after the program ended, she says that collaborating with Deanna, as a farmer\/provider of produce, was supportive and pivotal to the caf\u00e9\u2019s early success. Joscelyn also recalls feeling encouraged after she had graduated from the program, by visits from her early contact, Elaine Mantyka.<\/p>\n

While Joscelyn appreciates the well-intentioned support offered to entrepreneurs by other local organizations, she asserts that Praxis stands apart because it features \u201centrepreneurs led by entrepreneurs.\u201d These included \u201can accountant, a lawyer, a marketing specialist, and not just people with business degrees who have never operated a store.\u201d She says that adopting the entrepreneur\u2019s point-of-view for the program\u2014not<\/em> the instructor’s\u2014is the bedrock of the startSMART program. She has never encountered another educational or career program that harnesses that approach.<\/p>\n

Not surprisingly, Jocelyn recommends startSMART to others interested in starting businesses, but stipulates that newbies should think ahead about what their business idea will be and have \u201csomething specific to go in for. You need a goal to work towards . . . The key to success\u201d in the program \u201cis to know what you want out of it.\u201d<\/p>\n

startSMART Training Helps in Crisis Times<\/strong><\/h4>\n

Few business plans until recently could dictate how to operate in a global pandemic and its aftermath. \u00a0But the process of developing and enacting her plan in 2012\/13 exposed Joscelyn to strategy and critical decision making that remain mental assets, today.<\/p>\n

She observes that the startSMART program is very much worth continuing and developing \u201cbecause the community needs local businesses badly, especially in the next, coming months.\u201d She adds: \u201cThere\u2019s a lot of room for new businesses to fill space left by Covid-19. There\u2019s a lot of room to be creative. It\u2019s worthwhile taking charge of one\u2019s own financial future,\u201d as an entrepreneur.<\/p>\n

She encourages people to apply to Praxis in times like these. A crisis may be exactly \u201cthe time . . . \u00a0to educate yourself, to work on that business plan. It\u2019s a great time to plan for your future,\u201d when much of the world has pressed \u201cpause.\u201d<\/p>\n

Making the most of reduced customers in challenging times, Joscelyn rapidly \u00a0\u201cbuilt ecommerce\u201d on Honey Bun\u2019s website, \u201cto have something to open in the next week.\u201d The new online structure allows customers \u201cto order and pay, all in one.\u201d She \u201crevamped and created a new plan for Honey Bun, so that staff would have jobs in six months.\u201d That strategizing she would not have known how to do, without Praxis training and coaching.<\/p>\n

Pivoting in the Present<\/strong><\/h4>\n

Challenging economic times have meant pivoting from catering services, for which demand bottomed out, to selling meals and desserts online. Working with her former colleagues at the University of Alberta, Joscelyn ensures that the ecommerce of Honey Bun\u2019s website remains fully functional. Simultaneously, she has also overseen the repainting of the caf\u00e9 and refinishing of its floors, by delegating her staff of five to work as \u201cconstruction workers,\u201d as well as \u201cbakers\u201d and \u201cdelivery persons.\u201d<\/p>\n

An example of creative pivoting is rooted in Joscelyn\u2019s sympathy for the bored children and harried parents of pandemic times: She has created popular \u201ccookie decorator kits,\u201d with dinosaur, sea creature and seasonally shaped sugar cookies, along with colourful icing and decorations, for kids to use. The product answers her own strategic question: \u201cWhat can I do logically, financially and physically\u201d in the caf\u00e9, \u201cwhen there is less labour and less disposable cash for ingredients?\u201d<\/p>\n

Staying open with such relevant changes allows her business to survive, keep staff employed and pay the bills. From pivoting toward the products of her small, six-person business, Joscelyn creates ripple effects that sustain the larger community. She ensures there is a business for staff and customers to return to, each morning.<\/p>\n

Owner Serves Staff and Larger Community <\/strong><\/h4>\n

Joscelyn says that \u201cfirst and foremost, care for staff, who have been with me for years\u201d has been her priority and direction: \u201cThe livelihoods of those five women are something I take very seriously,\u201d she says. She provides \u201cfull benefits and a strong job to go to,\u201d advising them that self-worth comes from having a good job to work at: \u201cIf we stay in bed, we won\u2019t get out of bed,\u201d she observes.<\/p>\n

Facing crisis times, Joscelyn has responded to reduced capacity in the caf\u00e9\u2019s business district, by \u201celaborating on what is filled online to [bridge] the gap and [to] continue to get creative\u201d about what she sells.<\/p>\n

Strategizing amid uncertainty does not, she says, occur in a vacuum from the larger community. Joscelyn\u2019s work as a community builder is implicit in her approach: Although reticent to talk about charitable efforts for fear of seeming self-promoting, she has developed a free Wednesday lunch program each week, for local homeless people who need sustenance. The caf\u00e9 serves hearty, meat-based soups and hot coffee, at no charge, as long as supplies last. The program also gives staff \u201ca purpose . . . and control over what otherwise feels like a helpless situation,\u201d of street people struggling by the caf\u00e9 windows.<\/p>\n

Joscelyn reminds her staff that earning their livelihoods in a resilient business that was built \u00a0through an EI funded seat in the startSMART program is important: Continuing to work allows them to prepare and earn their living more purposefully than receiving short-term, emergency, government crisis benefits.<\/p>\n

She also contacts fellow business owners online and maintains a social media profile, to remind readers on Instagram that \u201cwe\u2019re still here and have lots to offer!\u201d She sends her manager to social media classes and encourages staff to acquire new skills, knowing they will need to be marketable as they expand on opportunities and eventually work elsewhere. Some of them may consider attending the Praxis School of Entrepreneurship, themselves.<\/p>\n

Joscelyn adds that customers who in turn share the caf\u00e9\u2019s social media messages with their followers go \u201ca long way\u201d to promoting sales and morale. She and her staff appreciate that support. And they \u201chold onto easier times in our minds, as a survival strategy.\u201d<\/p>\n

\u201cI know that Honey Bun is going to get through this\u201d and future challenges, she asserts. \u201cI just don\u2019t know what it will look like on the other end.\u201d<\/p>\n

Embracing that uncertainty, the once prospective law student jokes that she is glad to have found \u201ca kitchen more comfortable than a courtroom.\u201d Her passion and her living have dovetailed beautifully.<\/p>\n

What Joscelyn has found in the process is a hands-on way to serve good, local food\u2014and through it, community development\u2014in generous and enriching portions.<\/p>\n

\n

\"\"Honey Bun Caf\u00e9
\nOwner & Operator: Joscelyn Armstrong<\/strong><\/h4>\n

167C 2nd<\/sup> Ave. South
\nSaskatoon, SK S7K 1K6
\n(306) 665-9901
\ninfo@honeybun.ca<\/a>
\nwww.honeybun.ca<\/strong><\/a><\/p>\n

 <\/p>\n

Social Media:<\/strong><\/h4>\n

<\/i> Facebook<\/a><\/p>\n

<\/i> Twitter<\/a><\/p>\n

<\/i> Instagram<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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