Opening up a brand new business can be challenging enough, never mind having to open said business amidst a global pandemic.
But that is exactly what Mike Flammia and Robby Calvano—both long-time school teachers turned entrepreneurs—were faced with when they opened Forty-Five Social, a local business in Sault Ste. Marie that offers an authentically unique experience for its male demographic-aimed clientele.
Services that the distinctive Forty-Five Social experience offers includes their very own barbershop (that offers stylish haircuts and beard trims), a large selection of fashionable men’s apparel for sale, as well as a bar/cafe that provides a place for people to happily eat, drink, and socialize with others.
While plenty of businesses normally specialize in one of these areas of service, Forty-Five Social opted to conveniently offer all three to their customers at once. And, according to Mike, this was a part of a clear vision for the business right from the get-go.
“The philosophy behind Forty-Five Social is that it is kind of about letting go of everything else in your life,” Mike said. “Because, for men, a haircut, a whiskey, and shopping for men’s clothing can offer an escape. It allows men to get away from all the other stuff in their lives that they have to deal with on a daily basis.”
Unfortunately though, for Forty-Five Social—which opened back in September of last year—the business definitely felt the impacts of the COVID-19 pandemic, and Robby says that this can be attributed to a combination of Ontario’s COVID restrictions at the time and the specific services that Forty-Five Social offers.
“Even though we were able to operate at fifty per cent capacity, there was just no traffic,” Robby said.
“Because of the pandemic restrictions and lockdowns, nobody was really going out for dinner or shopping for new clothes anymore. As well, coming in for a haircut was not as crucial for people because they were not really going anywhere, especially if they were working from home. And so, these types of things definitely affected us big time.”
Feeling the effects of the pandemic and seeking support options to overcome them, Mike would ultimately decide to reach out to the Sault Ste. Marie Innovation Centre (SSMIC) and their Business Services department for assistance.
Taylor Trecroce, the Business Development Coordinator and Programs Lead for SSMIC, says that the purpose of SSMIC’s Business Services department is to offer a multitude of helpful services for entrepreneurs of all-kinds to help them succeed.
“Our services include access to funding, business resources, technology upgrades, access to market information, research and development, and much more,” Taylor said.
Having known each other through school and past business ventures, Mike sought out Taylor and the two of them discussed what would be the best course of action for Forty-Five Social to take.
After hearing Mike express the specific needs of the business, Taylor worked with Mike and came up with a perfect solution in the form of a funding program that he recommended to Mike.
“Forty-Five Social was definitely unique, having launched during a pandemic. Because of that, they realized the importance of technology and e-commerce immediately. In this case, they were in need of digital adoption, and were introduced to our Business Technology Improvement Fund (BTIF),” Taylor said.
“Access to the BTIF Program helped relieve some of the pressures that the pandemic placed on the business, and allowed them to seamlessly implement digital solutions throughout the business.”
One of those digital solutions utilized by Forty-Five Social to help overcome the challenges of the pandemic was by growing their overall online presence.
“We just kept grinding with advertising. Whether it was paid or through social media, we wanted to stay current and make sure that we were showing our customers that we were doing exciting things like bringing in new clothing styles, or hosting events like a customer appreciation night, among other things,” Robby said.
With COVID restrictions now easing, and capacity limits being lifted in all indoor spaces in Ontario (which can be found on the Ontario government website), Forty-Five Social can finally serve the public under more “normal” circumstances.
And, while the specific challenges that the pandemic had on Forty-Five Social are a thing of the past at the current moment, Mike says that he will not forget what the SSMIC and their Business Services department did for him and Robby’s business.
“The Innovation Centre does a lot of great work in our community, and this was just another example,” Mike said. “It’s just nice to know that the Innovation Centre is there to foster some of the things that you want to accomplish.”
“Our relationship with the Innovation Centre and the programs they offer have been really instrumental in our success. I don’t think we would ever try to go through anything without at least taking a look at the Innovation Centre, and reach out to them for the resources they provide.”
For more information about Forty-Five Social’s services, or if you would like to make a purchase from their online store, you can visit their website at fortyfivesocial.ca. You can also visit their Facebook and Instagram pages to stay in the loop on new announcements and updates.
If you would like to learn more about the Sault Ste. Marie Innovation Centre and the multiple Business Services programs they offer to help entrepreneurs succeed, visit their website at ssmic.com.