Faculty member Sasha Boersma’s company, Sticky Brain Studios, was recently accepted into the first cohort of Fifth Wave Labs, a feminist business accelerator for women-owned and women-led media and technology companies. The Government of Canada created the first-ever Women Entrepreneurship Strategy (WES) with a plan of doubling the number of women-owned businesses by 2025. Sasha explains, “There are a lot of studies out there that demonstrate that women-owned and led businesses are as successful, if not more, than companies started by men. Yet, women are least likely to start a company.” This is why there is such a need for this type of strategy to be put in place.
Part of the WES went toward supporting women-owned and led businesses, while the other chunk of money went toward organizations to develop programming in support of female entrepreneurs. The Canadian Film Centre (CFC) was one of the organizations that received some of the funding and that is where the feminist business accelerator comes into play. They created the Fifth Wave Initiative which is designed to grow and sustain women-owned/led businesses, with one of their components being Fifth Wave Labs. As CFC explains, this a “four-month sustainable business growth and/or scale-up bootcamp [with] programs and workshops designed specifically for women-owned/led businesses based on women’s lived experiences.”
Sasha explains that there are studies that show women-run businesses have a different approach to business. She says, “Many women, not all, when they are starting a business do not plan to grow fast, pivot, sell an idea, and exit like the traditional start-up culture. It’s more: this is my business and I would like to grow it and nurture it.” Straying away from traditional ways of business and embodying a feminist business practice, which is something the business accelerator focuses on, should be celebrated. Sasha says, “Feminist business practices look at things like how you’re concerned about the wellbeing of your employees and their professional development, as well as your own health. You’re looking at your clients as more of a partnership, you’re looking at ways for decolonization, and you’re supporting environmental and Indigenous rights.” However, it’s important to note that being a woman-led business does not make you a feminist business, as many women can follow a traditional way of business. Meanwhile, men can be feminists and run their business with a feminist business strategy.
At Sticky Brain Studios, Sasha explains they “make apps, games, and digital content for other media entities and entertainment brands.” They also do not follow a traditional pattern and are always looking at new ways of doing business, which is why her company applied for the feminist business accelerator. She says, “I’m so excited because I look at ways to do business differently while still creating quality products and services. But so much of what I’ve done, I’ve had to learn myself through trial and error, so I’m really excited to actually have four months with people with similar experiences.”
Not only has Sasha been co-owning her business for seven years, but she has also been teaching for ten. She currently teaches in three post-grad programs at Centennial: Children’s Media, Interactive Media Management, and Television & Film- Business. She says that she is really excited to integrate the knowledge she receives from Fifth Wave Labs within her teaching. “My professional life outside of teaching is so tied in with my teaching practice… I teach a lot of predominately business industry courses in the cultural sectors so having this new approach is definitely going to bring a new way of teaching.”
Congratulations Sasha and Sticky Brain Studios on such a great achievement!
By Alexandra Few, Communications - Professional Writing Student