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You’re Trying to Sell What to Who? Lessons from the Sharing Economy

  • Groundswell 268 Keefer Street, Unit #421 Vancouver, BC (map)

Build it and they will come? Well that depends. You might have an amazing, innovative or new product/service. But if you don't tell the right people, at the right time, in the right way - you could be out of luck. 

In this interactive session, you’ll hear from Selena McLachlan, Director of Marketing & Communications at Modo Co-operative, on her experience marketing products and services in the social purpose and co-operative business space. Some of the topics covered:

  • articulating the problem you’re trying to solve

  • identifying your target audience(s)

  • the benefits of segmentation

  • leading with your values

You’ll be sure to leave with at least one actionable idea! A great opportunity to ask questions and seek advice. See you there!

Presented by the highly talented Selena McLachlan, senior marketing leader and proud supporter of the coop business sector.

Event will start at 5:30pm with a short orientation session, and the current cohort of the Build Program will join for the workshop at 6pm.


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Selena McLachlan, Director of Marketing at Modo, has been immersed in the sharing economy for nearly 15 years, leading marketing strategies for the two of Canada’s largest, values-based co-operatives in Canada - Vancity and Mountain Equipment Co-op - and now Modo. Marketing in a space where the mandate is to "serve the needs of your members and community, not create them", has been an interesting and fun challenge that's kept Selena deeply engaged in the sector - while growing the broader sharing movement. She lives in Port Moody, where she tries to run, bike, eat and shop locally, as much as possible! 

Groundswell community members get $50 in FREE drive time with Modo!

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Drive with Modo - the region’s first and only member-owned carshare cooperative - and get all the conveniences of a car, without the cost and hassle of owning one. With housing and car ownership costs soaring, we make it easy for you to live car-free or car-lite. Modo’s round trip service gets you access to 700 cars, SUVs, vans, pick-up trucks and more, across 20+ municipalities in the Lower Mainland, Vancouver Island and the Okanagan. Our social purpose co-operative connects you with the places and people you love. Rates start at only $5/hour, with gas, insurance and rockstar parking always included! Join today at and use promo code GROUNDSWELL to hit the road.

Earlier Event: November 14
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