They say timing is everything in business. Well, let me tell you the story of how our American adventure took a... let’s say... unexpected turn.
The American Dream Begins
Let’s rewind to May 2024. I’m Laurence, founder of SOJA&CO., with a very clear goal: grow our small, family-run Quebec-based business beyond Canada’s borders. Our natural, non-toxic wellness products had already captured the hearts of Canadians, so why not take a chance across the border?
I’d heard about the CanExport grant, a government program designed to help Canadian businesses expand into new markets. The opportunity seemed perfect! So, I jumped in and put together an ambitious plan (one that got me seriously excited): conquer the United States!
Now, I know you’re probably asking: what exactly does this grant do? It’s pretty simple: you submit a detailed plan of what you want to do and where, and if your plan gets approved, 50% of eligible expenses are covered. That’s a big difference when you’re working on such a major project!
When the Good News Comes… at the Worst Time
Fast forward to December 2024, just after our busiest time of the year. My phone buzzes, and I see an email from the Canadian government: "Your CanExport application has been approved!" Let me tell you, I was jumping for joy! What amazing news, right? Well... I thought it was great news...
A few weeks later, Trump’s new tariffs were coming into play, and what was supposed to be a moment of celebration quickly turned into a huge strategic headache. Not only did these tariffs make our expansion more difficult, but with the political climate worsening, even the idea of stepping foot in the U.S. became... a bit tricky.
To give you an idea, I even tried to ask CanExport if I could change the destination of the grant. At the time, it seemed like the only logical solution. But unfortunately, that didn’t work. Despite everything going on, and other Canadian businesses in the same boat, I was told it was impossible.
Between Opportunity and Dilemma
The CanExport grant is a real challenge to get—I felt like I’d won the lottery when we got it! The idea of letting go of this opportunity was unthinkable. So, I got to work and created an action plan to use the funds before the March 31, 2025 deadline.
YES, I finally completed this major project. And while the situation… let’s say, unexpected… added some spice to the adventure, I have to say I’m incredibly proud of what my team and I have accomplished since I received that good news last December.
In just a few weeks, we turned things around, as we say! Sabrina (Marketing Director) and I hopped on a plane to Miami for the Cosmoprof trade show to scout new trends in our industry and find fresh product ideas to develop.
Then, barely a month later, I was back in the U.S., this time with Frédérique (our Sales Director), heading to New York for the NYNow show, on the very day Trump officially took office in February 2025. Talk about perfect timing… but not in the best way!
And in addition to all these travels, we didn’t stop there! We filed our trademark in the U.S. (!!!), bought the domain sojaco.us, and did a lot more, but I’ll spare you the details—otherwise, this blog will turn into a novel!
An Expensive American Reality
The exchange rate? Not great. Travel expenses? Ridiculously high. The possibility of promoting these business trips on our social media? Almost nonexistent (for fear of receiving a flood of negative comments, even though it’s 100% out of our control). I’ll spare you the exact amount, but let’s just say these trips cost us “sooooo much”—with way too many “o’s” for our accountant’s comfort.
And Now?
And now? This adventure taught us a valuable lesson: even the best-laid plans can be derailed by factors beyond our control. But at SOJA&CO., we’ve always believed in our ability to adapt (let’s just say this isn’t our first rodeo with drastically changing plans).
We’re now temporarily putting our “American dream” on hold and redirecting our efforts toward France and the UK. A strategic pivot that has become obvious given the circumstances.
I’ll revisit this story in a future post. Let’s just say Alice’s arrival (International Business Development Specialist) in January made all the difference in this context. Believe me… you really have to trust life. Because sometimes, even when the timing feels all wrong, it can turn out to be surprisingly perfect.
With love x
Laurence
