Derek Neary
Northern News Services

Fort Simpson (Apr 12/02) - For Peter van Stolk business is not about playing by the conventional rules.

Van Stolk, who created Jones Soda Co. in 1996, didn't market his product the customary way. He created outrageous commercials and placed his soft drinks in unusual places such as hair salons and sex shops.

"Never, ever play by their rules, except go to school," he advised scores of NWT delegates at a Youth Business Development Conference.

Van Stolk never attained a degree and he said he regrets it. Although he became a financial success, he could have learned how to avoid some of his mistakes, he said.

"I worked my ass off... I worked so hard and sacrificed my time. I'm not whining about it, that's what I did," he said in a presentation peppered with "dudes."

His company is now worth $100 million and he has partnerships with huge corporate giants such as Nike and Microsoft. Van Stolk compared running his company to the "rollercoaster ride from hell," with many ups and downs.

Don't sell out

In a separate presentation, Carolla Cunningham, a Metis from Alberta, also reflected on her highs and lows.

As a former long-time bureaucrat, four years ago she dipped into her own savings to start a tent and tepee-making business with her male companion.

They also opened a traditional-theme bed and breakfast in the Edmonton area. She said she is now turning a profit of $110,000 yearly, but things were lean in the early days.

To make ends meet, she worked in a grocery store giving out free samples.

"I wore that stupid little hat and little apron... it brought the cash in," she recalled.

Cunningham said the key to her success is that she is doing something she loves. Equally important, though, are marketing surveys to ensure the entrepreneur is providing people with what they want rather than what the entrepreneur thinks they need, she advised.

She said she tries to adhere by the four natural laws of aboriginal people: honesty, kindness, sharing and strength.

"You don't have to sell your soul to make money," she said.

At the same time, a businessperson must have two other qualities: personality and persistence.

"If you can't stand up and tell someone you've got the best damn thing going, then you might as well go home," she said. "Nobody's here to hand you money. Money doesn't grow on trees and it doesn't fall from heaven. You have to work for it."