Today, we’re chatting with Janine Kraft, founder of Kraft Communications, a social media management and web design company. Janine’s journey from her first business venture at age 13 to founding her own company is an inspiring testament to resilience and dedication. She opens up about the challenges of entrepreneurship, the importance of knowing your “why,” and her vision for the future.
1. Janine, what inspired you to become an entrepreneur at such a young age?
My journey really started at age 13 when I attended the Southern Alberta Youth Entrepreneurship Camp. We spent a week building our own businesses—from brainstorming ideas to making products and selling them to our parents at the end. My beaded gecko business didn’t last beyond that week, but it sparked a passion in me to create my own path. Since then, I’ve always felt like I was headed toward entrepreneurship.
2. You officially started Kraft Communications in 2021. What led you to make that leap?
Starting Kraft Communications was something I’d envisioned for a long time. Every time I worked on an employer’s online presence, I wondered what it would be like to do this for myself. In October 2021, after a painful separation and a health diagnosis, something just switched in my mind. I went to work as a restaurant manager at 5:30 am, gave my notice at 7:30 am, and by 8:00 am, I was printing my brochures. That first week was intense—I traveled hundreds of kilometers promoting my business and connecting through social media. The hardest part was the shift from being an employee to self-employed, but I kept a familiar schedule, which helped me stay accountable.
3. What has been one of the biggest challenges you’ve faced since starting Kraft Communications?
Like most small business owners, I feel the financial crunch, especially now in my third year. The economy affects everyone, and business can be unpredictable. The first few months were especially tough financially, as I started without funding. But I’ve learned that if something is important enough, you’ll find a way. My advice would be to line up as much as possible before making the switch to self-employment.
4. How do you stay motivated during tough times?
For me, it all comes down to remembering my “why.” It’s so important to know why you started your business in the first place. For me, it’s about having the freedom to work with clients I believe in and creating a positive impact through my work. On hard days, my “why” keeps me grounded and reminds me why I took the risk in the first place.
5. What’s been a proud moment for you in your business journey?
Two experiences come to mind. I was the Media Liaison for the Airshow Society and worked with the Canadian Skyhawks in 2022, and I live-streamed the provincial minor hockey Tier 3 U-18 tournaments. Both roles pushed me out of my comfort zone and proved to me that I have the skills and drive to make big things happen.
6. What’s your vision for Kraft Communications in the coming years?
My vision is to grow Kraft Communications into a thriving, successful business that can give back to the same community that supports it. I have plans to expand into Mexico and the United States, with a solid team behind me every step of the way. Through social media, I want to inspire, educate, and connect people. My goal is to create an online community where people feel empowered and positive, knowing that small actions can lead to big changes.
Final Thoughts
Janine’s journey demonstrates the power of persistence, a clear purpose, and the courage to step out of one’s comfort zone. Her story reminds us that success doesn’t happen overnight, but with dedication and a strong “why,” anything is possible.
To learn more about Janine and Kraft Communications, visit kraftcommunications.ca.