Modern Marketing Made Simple with Lori Ervin – Détails, épisodes et analyse

In this episode, I’m sitting down with Natalie, the founder of Rinkside Mom, to talk about what it really looks like to build a brand rooted in community, connection, and real life.

Natalie shares how life at the rink inspired her to create something just for hockey moms, and how that idea quickly grew into a recognizable and fast-growing brand. What started as relatable content turned into a business built on shared experiences, viral moments, and a deep understanding of her audience.

We talk about the power of niching down, creating content that actually connects, and why building a community first will always outperform trying to sell.

If you’re building a brand, creating content, or trying to grow something online, this episode will show you what happens when you stop overthinking and start speaking directly to your people.

Key Takeaways:

• Why going “a mile deep” is more powerful than trying to reach everyone
• How relatable content creates connection and growth
• The difference between building a community vs. chasing sales
• Why imperfect content often performs better
• How to use collaborations and giveaways to grow organically
• The mindset shift that helps you trust your instincts in business

Connect with Natalie:

Follow along and support Rinkside Mom:

• Instagram: www.instagram.com/rinksidemomco
• Website: www.rinksidemomco.com

If you are a hockey mom, or even just someone building a brand rooted in real life, you are going to feel right at home in her world.

In this episode, I’m sitting down with Jaime, the founder of Common Moms, to talk about what it really looks like to build a community from the ground up while navigating real life, motherhood, and the everyday demands that come with it.

Jaime shares how a simple idea to bring moms together turned into something more, and how that has grown into a community that hosts in-person events for moms and their young children to connect, build friendships, and feel supported.

We talk about getting started without a perfect plan, the power of creating what you wish existed, and how she built Common Moms through connection, consistency, and showing up in real life. We also dive into the realities of building something alongside motherhood and what it takes to keep going when things feel overwhelming.

If you’ve ever felt the need for more connection in your day to day life, or you’re thinking about starting something of your own, this episode will leave you feeling encouraged, grounded, and inspired to take that next step.

Key Takeaways:

• Why creating simple spaces for connection can have a powerful impact
• How starting before you feel ready can lead to meaningful growth
• The importance of building community in real life, not just online
• Why consistency and showing up matter more than having a perfect plan

Connect with Jaime:
Instagram: www.instagram.com/thecommonmoms 
Website: https://www.thecommonmoms.com/ 

In this episode, I’m sitting down with Fharas, the founder and maker behind A1 Rituals, to talk about what it really looks like to build a product-based business from the ground up while navigating real life, motherhood, and a busy blended family.

Fharas shares how starting a candle course during a difficult pregnancy quickly turned into something more, and how that has evolved into a growing business known for its luxury, nostalgic, and deeply personal candle experiences.

We talk about getting started without a perfect plan, the power of giving before selling, and how she built A1 Rituals through connection, storytelling, and in-person markets. We also dive into the realities of running a business behind the scenes and what it takes to keep going when things feel overwhelming.

If you’ve ever thought about starting a business or you’re currently building one while balancing real life, this episode will leave you feeling encouraged, grounded, and inspired to keep going.

Key Takeaways:

• Why giving your product away in the beginning can lead to real sales
• How in-person markets can become your most powerful growth strategy
• The importance of selling yourself, not just your product
• Why connection and storytelling matter more than a perfect brand

Connect with Fharas:
Instagram: www.instagram.com/a1ritualsbyfharas
Website: www.a1rituals.com 
YouTube: A1 Rituals Candles

In this episode, I’m sitting down with Vinnie Rose, the founder of Vinnie Rose Designs, to talk about what it really looks like to build a business from scratch after leaving a 25-year corporate career.

Vinnie shares how being packaged out of her role at Canadian Tire led her to explore something new, and how that eventually turned into a growing business centred around thoughtful, personalized gifting.

We talk about how her business has evolved over time, from starting with balloons to focusing on curated gift baskets, succulent planters, and seasonal designs. We also dive into how she has built her business through word of mouth, relationships, and a strong focus on customer experience.

If you’ve ever found yourself starting over or wondering how to turn something you enjoy into a business, this episode will leave you feeling encouraged, grounded, and inspired to keep going.

Key Takeaways:

→ Why starting before you feel ready matters
→ How word of mouth can still be your most powerful marketing tool
→ The role of community and collaboration in business growth
→ How to stand out through personalization and customer experience
→ Why consistency and belief in yourself matter more than perfection

Follow along and support Vinnie Rose Designs:
Instagram - www.instagram.com/vinnierosedesigns

If you are someone who loves thoughtful gifting, supporting small businesses, or creating meaningful moments for the people in your life, you are going to feel right at home in her world.

In this episode, I am sitting down with Rebecca Ogilvie, the founder behind The Detour Co., to talk about what it really looks like to build a business that evolves alongside your life, your values, and your family.

Rebecca shares how her entrepreneurial journey began with women’s retreats, meditation, and wellness work before unexpectedly pivoting into natural skincare after becoming frustrated with the lack of truly natural products available for her family. What started as handmade body butter and bug spray at local farmers markets has evolved into a growing Canadian skincare brand focused on helping women bring their skin back into balance naturally.

We talk about the realities of building a handmade product-based business while raising young children, how she tested and refined her products through real conversations with customers, and why some of the biggest breakthroughs in business come from allowing yourself to pivot. Rebecca also opens up about walking away from products that no longer aligned with her vision, redefining success on her own terms, and building a slower, more intentional business that supports both her family and her values.

This conversation is filled with honest insight for small business owners, especially those navigating growth, change, and the tension between scaling and staying aligned.

Key Takeaways:

→ Why testing your products in real life conversations can shape your brand faster than perfection ever will
→ How Rebecca used farmers markets to gather feedback, build community, and refine her product line
→ The importance of allowing your business to evolve as your life changes
→ Why fast scaling is not the only definition of success
→ How to make difficult decisions about products, pivots, and brand direction using both intuition and numbers
→ The role of face care and self-care in reconnecting women back to themselves
→ Why getting your products in front of real people matters more than relying only on social media
→ The power of collaborations and strategic partnerships for small business growth
→ What Rebecca believes women over 40 are truly looking for in skincare and self-care today

Connect with Rebecca:

Follow along and support The Detour Co.:

Instagram: @thedetourco.muskoka

Website: thedetourco.com

If you are navigating your own detours in business or life, this episode is such a beautiful reminder that sometimes the unexpected path ends up becoming exactly where you were meant to go.

Some women build businesses …and some women build rooms that change other women’s businesses. And today we’re talking to someone who is doing both.

In this episode, I’m sitting down with Sandra Lisi, the founder behind The Azzura Collection and the community ‘She Means Business’, to talk about what it really looks like to build multiple layers of a business… without waiting for perfect.

Sandra brings over 30 years of corporate leadership experience into everything she’s building today, from a European-inspired jewelry brand to a growing community of women entrepreneurs across Canada.

What started as a love for Italy and accessories turned into The Azzura Collection - a curated, affordable jewelry brand designed to make women feel like they’re living their everyday lives with a touch of European luxury.

But this conversation goes far beyond product.

We talk about how Sandra built a thriving women’s networking community from scratch, why she believes you don’t have to be “just one thing,” and how she’s stepping into a new chapter of her life by going all-in on what she’s truly meant to build.

If you’ve ever felt pulled in multiple directions, unsure where to start, or like you’re waiting for the “right time”… this episode will give you the clarity and push you need to move forward.

Key Takeaways:

→ You don’t have to be just one thing - you can build multiple aligned paths
→ Stop waiting for perfect - momentum comes from action
→ Community is one of the most powerful growth strategies in business
→ If you have multiple ideas, pick your top 3 and prioritize them
→ Identify the problem your business solves before anything else
→ Outsourcing can unlock your next level of growth
→ There is a difference between a hobby and a business - and clarity matters
→ The most successful women are willing to do things imperfectly

Connect with Sandra:

Follow along and support Azzura Collection and She Means Business:

The Azzura Collection:

 www.instagram.com/the.azzura.collection
www.theazzuracollection.ca 

Sandra in the City:

www.instagram.com/sandrainthesity_thecoach 

Sandra is building more than a brand - she’s creating spaces where women can connect, collaborate, and grow together. Follow along to be a part of it.

Building a business doesn’t always start with a plan… sometimes it starts with a feeling that the life you’re living no longer fully fits who you are becoming.

In this episode of Modern Marketing Made Simple, I sit down with Laura Cocuzzi, the founder behind Divine Fem Healer, to talk about what it really looks like to navigate identity shifts, build a business from the inside out, and create a life that feels aligned with who you truly are.

Laura shares her journey from a successful corporate leadership career into the world of wellness, retreats, mentorship, and soul-led entrepreneurship. But what makes her story so powerful is that she didn’t simply walk away from one world to enter another. Instead, she intentionally built a bridge between the two.

Through years of planning, self-discovery, and learning to trust herself, Laura created a life that allows her to combine consulting, wellness work, international retreats, and remote living between Canada and Italy.

We talk openly about the fears that come with being seen, the imposter syndrome so many entrepreneurs face, and how difficult it can feel to admit that you want something different for your life.

We also talk about:
→ Why identity shifts are often the hardest part of entrepreneurship
→ The fear of being seen when starting something new
→ Learning to trust your intuition and follow what lights you up
→ Building a business while still working full-time
→ How Laura intentionally created a remote lifestyle that aligned with her vision
→ Why community and support matter so much during periods of growth
→ The emotional highs and lows of entrepreneurship
→ Letting go of old versions of yourself to step into something new
→ The power of retreats, healing spaces, and transformation work
→ Why personal growth never really “ends”

This conversation is such a beautiful reminder that entrepreneurship is not only about building a business - it is also about becoming the person capable of building the life you truly want.

Connect with Laura:

Instagram: Divine Fem Healer - www.instagram.com/divinefemhealer
Instagram: Retreats With Laura - www.instagram.com/retreatswithlaura
Website: retreatswithlaura.com

Laura’s work is centred around helping people navigate transformation, reconnect with themselves, and create space for healing, growth, and possibility in every season of life.

In this episode, I’m sitting down with Shannon, the owner of Smithery Style, to talk about what it really looks like to acquire a business, rebuild community trust, and innovate during challenging economic times.

After experiencing corporate burnout following a long career in PR and marketing, Shannon stepped into entrepreneurship through acquisition and took over a fashion business she had actually been a customer of for years. What followed was not just learning retail, but learning how to build loyalty, connection, and sustainable growth in a completely new chapter of life.

We talk about how Shannon has built one of the most thoughtful customer loyalty systems I’ve seen, from private “Inner Circle” communities using Instagram Close Friends, to exclusive time-bound offers, in-person shopping experiences, and creating “Smithery Staples” to simplify online shopping for busy women.

We also dive into navigating uncertainty as a product-based business owner, finding creative ways to adapt in a difficult economy, and why empathy, innovation, and community matter more than ever in business right now.

→ Why customer loyalty should be treated like a layered community, not just a mailing list
→ How Shannon uses Instagram Close Friends as a real-time focus group for her business
→ The power of creating “ownable events” instead of constantly paying to attend other people’s events
→ Why time-bound offers work so well for online businesses
→ The importance of building and protecting your email list
→ How to innovate during hard economic seasons instead of waiting for things to “go back to normal”
→ Why simplifying buying decisions can actually increase sales
→ The mindset shift from scaling quickly to surviving and adapting strategically
→ How empathy can become one of your strongest business strategies

Follow along and support Smithery Style:

Instagram: Smithery Style - https://www.instagram.com/smitherystyle/
Website: https://www.smitherystyle.com

If you are a woman looking for thoughtfully curated fashion, body-shape focused styling, and a more intentional shopping experience, Shannon and her team are building something truly special.

In this episode of Modern Marketing Made Simple, I sit down with Kathy, the founder of Sassy Kathy’s Vanilla Shop, to talk about what it really looks like to build a product-based business through creativity, pivots, and persistence.

What started during the pandemic as a simple experiment making homemade vanilla quickly turned into a growing business built around pure ingredients, thoughtful gifting, and supporting other small businesses along the way. Kathy shares how she went from corporate life and homeschooling three young children to building a business that now includes vanilla, infused honey and maple syrup, custom favours, cookie kits, gift baskets, and more.

We talk about the realities of running a handmade product business, learning through trial and error, navigating markets and seasonality, and how collaborations and community have played a huge role in her growth. Kathy also shares how she approaches creativity, networking, repeat customers, and building a business that works for her family and lifestyle.

We also talk about:
→ Starting a business during the pandemic
→ Why pure, high-quality ingredients matter
→ Expanding from one product into multiple revenue streams
→ Learning what works (and what doesn’t) through markets
→ Collaborating with other small businesses to grow your audience
→ Building relationships that lead to repeat customers and referrals
→ The challenges of shipping handmade products
→ Why flexibility and pivots are essential in entrepreneurship
→ Creating a business that fits around family life

Connect with Kathy:

Instagram: Sassy Kathy’s Vanilla Shop - https://www.instagram.com/sassy_kathys_vanilla_shoppe
Website: https://www.sassykathysvanillashoppe.com/ 

If you love hearing honest conversations about building businesses in real life, this episode will remind you that growth often comes from trying new things, staying open, and continuing to evolve.