Photo: Lashburn native Kendra James is putting her designs and business plan to the test in the I3 Idea Challenge. - Photos Submitted
By Katie Ryan
As a young entrepreneur, Kendra James is dazzling the judges not only with her one-of-a-kind designs, but her innovative business approach.
And she hopes her fashion forward approach will continue to dazzle as she competes as one of Saskatchewan’s top 10 entrepreneurs for the top spot.
James is competing in the I3 Idea Challenge launched by the University of Saskatchewan’s W. Brett Wilson Centre for Entrepreneurial Excellence, which provides students from all disciplines a chance to demonstrate entrepreneurship skills. More than 250 students submitted ideas, which resulted in 22 complete business plans and 48 students competing.
“It’s a business plan or idea challenge,” said James in an interview with the Source.
“Basically what it was, was people submitted a bunch of ideas they had – over 100 ideas submitted.”
The 22-year-old from Lashburn is taking part in the nine-month program and as one of five candidates selected, she recently took top honours for her business plan at the North Saskatoon Business Association Business Builders banquet.
“It was quite an experience, five people were chosen to go and present at these awards,” said James, an Edwards School of Business student who presented her custom women’s equestrian wear.
“It was really incredible. We pitched to about 500 business people at the NSBA.”
James tied for the Young Promising Entrepreneur Award with 2Clever Digital Media Inc., a team creating a mobile diagnostic application called CompactDoc.
“It was a great experience. I was very shocked because everything else was about technological advances and of that nature, so I was kind of the odd ball out,” said James, referring to her company, Designs By Kendra.
For the past seven years James has competed in the quarter horse show circuit and though fun, competing has proven to be a costly venture. Using her innovative skills, James took matters into her own hands.
“Everything gets a little more pricey and expensive, along with the clothing we wear. So, I started just making clothing for myself about five years ago because I couldn’t afford to buy them,” she said.
Her exclusive designs generated both interest and requests from other competitors. Designs by Kendra was formed in the spring of 2004 with James supplying her handmade clothing locally and eventually distributed as well through Jones Boys Western Wear in Red Deer.
“It’s been growing and growing ever since. I haven’t done any advertising or anything like that, so it’s all been through word of mouth and it’s kept me really busy for my school year,” said the marketing major who convocates on June 3 from the U of S with her B.Comm.
James estimates she has made 200 shirts varying in style and price-point, from $100 to $600.
“Each one is individual, so I don’t ever do more than one of each of shirt unless it’s for a team. I have done quite a few 4-H clubs and teams, but other than that they are all unique and individual,” said James, who sews and has hired her sister – the crystal artist – responsible for securing each crystal by hand, one at a time. “The shirts that I am getting into now, which is what my business plan proposal is in the competition, is the higher level.”
Competitors in the States who create the “higher level” outfits charge between $2,000 to $8,000. James said she plans to build her brand equity at this level.
“It is very much a niche market and it’s not really concentrated in any area, but more in the groups where we show,” she said. “There are no major competitors in the custom design work in Canada, which is the market I am targeting. That’s the plan and I have done a few now in that $1,000 to $2,000 range.”
As one of the top 10 young entrepreneurs in Saskatchewan, James will take her designs and sound business plan to the next stage of the I3 competition on May 29, when she will pitch her business plan to a panel of 10 judges at the Remai Arts Centre. Following the presentations the top three entrepreneurs will be announced, with the grand prize winner taking home an estimated $80,000 in cash and professional services.
For James the seed money would provide a substantial boost when she graduates and embarks on her career path – going full time with Designs by Kendra.
“That is the plan, to go ahead with it and see what happens from there.”