Finding Her Passion:
Joanna Track knew at a very young age she was destined for a sweet life. She accredits her passion for uncovering unique finds to her grandmother, who was as she puts it, a shopaholic. “It’s genetic” Joanna says as she remembers walking to the local mall at the tender age of ten to spend hours browsing the latest fashions. Her love of marketing developed during her corporate experience in the advertising and marketing world where she was exposed to, and inspired by, some of the world biggest brands.
In 2004 Joanna Track turned her passions into reality when she launched Sweetspot.ca, a Canadian website dedicated to uncovering the latest trends and spreading the word to savvy shoppers through daily online updates.
Her Story:
Joanna grew up in a middle income family in an affluent community, she recalls aspiring to achieve that which she saw around her, and used that inspiration to fuel her drive for success.
After completing secondary school at York Mills Collegiate she went on to earn a BA in Mathematics from the University of Western Ontario. Joanna had a natural aptitude when it came to math so when deciding what to study she says it was a no brainer, math was her effortless route. Following that she completed her MBA at the Schulich School of Business.
Joanna spent over 6 years in the advertising world before deciding to venture off on her own. As she puts it “I knew I always wanted to be my own boss. After working in very corporate cultures I knew it wasn’t the right fit for me. I was determined to create an environment where there was no, or at least very little, bureaucracy and where people would enjoy coming to work. When the idea of Sweetspot came to me, I knew it was time to take a chance.”
Making It Happen:
“I was inspired by a business I had seen in the US -Daily Candy” says Track, “after suffering from many stress-related illnesses I knew I had to do my own thing or I would never really be happy. I took my passion for shopping/trends and my marketing knowledge and took the plunge.”
She got off to a rocky start in 2004 separating from her business partner of only 8 weeks. With no money, partner, or staff and a very small database she believed so absolutely in her vision and her capability to accomplish it, that there was no doubt in her mind that she would triumph.
Joanna attributes making her fearless transition to her grounded upbringing which gave her the confidence to focus on the possibility of what can be, and to embrace the uncertainty of risk. She also had a great boss who supported her potential by allowing her to work part time while she brought Sweetspot to life.
In 2006, Joanna was approached by Canada’s largest publishing company Rogers Communications to partner with its digital publications division. Apprehensive at first Joanna expresses what a positive experience it has been working with Rogers and how they helped catapult her vision to where she imagined it.
Her Philosophy On Growth:
Joanna has always been focused on organic growth. She believes in “growing one thing into the next, as opposed to trying to do too many things at once.”
Her Challenges:
At first, Track states “the greatest challenge was paying the bills and figuring out how to stay afloat. These days, the challenge is how to maintain our small, entrepreneurial culture and yet grow into a larger company, and be part of Rogers.”
Her Successes:
Joanna says there are two things she is most proud of: “The first is that I feel we have succeeded in creating a unique culture where people are truly motivated and happy. The second is the rewarding feeling I get each time someone contacts me to let me know about the positive impact Sweetspot has had on their business after we’ve written about them. I have had countless people let me know that we drove their sales/page views, etc. through the roof. I love hearing that!”
Her Hopes For The Future:
A recent new mom to a beautiful son Teddy, Joanna wants to continue growing in size and credibility. She hopes “more and more people will come to know and trust us as a resource” and aspires “to expand into new categories, while maintaining our focus on lifestyle topics.”
Her Advice To You:
You never know if you really like to do something, or if you’re good at it, until you try it.
I have a theory I call the “Lily Pad Theory”. You need to jump from lily pad to lily pad. Some may be a little to the left, or right, or back and forth. But until you’ve really jumped into something you don’t really know what it’s all about. And you don’t always have to move up the ladder to grow your career. Sometime lateral moves, or even less senior roles, provide invaluable experiences.
Figure out what you love, and what your skill sets are. It is important to recognize your own strengths AND weaknesses. If you can figure out a way to marry what you love with your skills, you will be successful.
What is the first section you pick up to read in the newspaper? It says a lot about your interest and passions.
If you would like to sweeten your life visit Sweetspot.ca your guide to fashion, beauty, food and fun…











