Master Wedding Planner™ Heather Canada, MWP™ | First Coast Weddings and Events, Jacksonville, Fla.Education: I have a Bachelor of Arts in public relations and business administration from Flagler College, St. Augustine, Fla.Getting Started: My background is in venue catering sales. I worked at hotels and country clubs prior to starting my business, so it was a natural progression. Since there were not many wedding planners in my area at the time, I decided to give it a go and spent a year putting all the pieces in place to start my company. During that time, I made connections with other wedding professionals, and signed up for the Association of Bridal Consultant’s (ABC) Professional Development Program. I incorporated my business in November 2002 while working part-time as the membership director at a country club and then went full-time shortly after. On the ABC: The ABC seemed to have the most well-known reputation in the industry. I have remained a member because my fellow members constantly inspire me.Business Changes in the Past Five Years: Our services have remained consistent, other than price changes. My team focuses on coordination-only weddings, while I focus on full-service clients. During the past five years, we have increased the number of coordination-only weddings but keep full-service bookings limited to provide top-notch service to those clients.On Evaluating Success: It’s wonderful to get hugs and thank you notes from clients after their events, but I evaluate success by my reputation within the industry. When I was selected as the National Association for Catering and Events Planner of the Year for 2014, it was an amazing and unexpected honor. To be nominated by my peers and to win amongst tough competition is the highlight of my career to date. One Business Mistake: We have all made the mistake of booking a client we shouldn’t have. Not all clients are the perfect fit for us, and we need to recognize the signs before signing a contract. I have learned that when I have a gut feeling that I should walk away from a potential piece of business, I should not try to make it work. The situation will only get worse, and it’s a disservice to yourself and your client to let that happen.Mentors: My mentor is my mom. She has always been successful in her career, while remaining present in the lives of her family and friends. She is generous, caring, and dedicated—all qualities that I hope I have learned from her!Industry Influencers: I consider every one of my fellow Master Wedding Planners™ a positive influence!Inspiration: Inspiration can be found everywhere if you look for it—fashion, movies, books, non-wedding magazines, nature, homes—you just have to look up from your phone/tablet/computer long enough to see it.Marketing Strategy: Marketing is not about sales; it’s about relationships. A majority of our business comes from referrals, so we work hard to maintain great relationships with our fellow wedding professionals. Staying Fresh: Taking time off is crucial. As business owners, it’s easy to overlook the need for vacations and family time. Attending conferences is also very important—not only is it a chance to learn something new, but it’s a great time to connect with others who share the same struggles and joys you do.Ideal Client: Our clients tend to be college graduates working on post-graduate studies or with demanding careers who have parents that contribute to wedding expenses; have classic style infused with modern and unique touches; are organized and detail-oriented; and are willing to spend a bit more money for superior quality. They want their wedding to be a fun experience that reflects their personalities; has a formal look that is comfortable not stuffy; and is unlike anything their friends have done.Favorite Business BOOK: My favorite business book is not a published book, but a notebook full of notes that I have taken at conferences over the years. It’s a record of things I’ve learned, ideas I’ve heard, and people I’ve met at more than 30 conferences—and it’s priceless to me! Reading Now: Hotel Ponce De Leon: The Rise, Fall and Rebirth of Flagler’s Gilded Age Palace by Leslee F. Keys.FAVORITE BOOK: The Bible is my source of inspiration—whether handling a difficult client, needing to focus my attention when so many things demand it, or seeking a simple reminder that I am not alone in a struggle. God always shows me the answer.ADVICE: Don’t worry about what everyone else is doing. Be yourself, and don’t try to be everything to everyone. GIVING BACK: I love speaking at industry events, as well as one-on-one with others in the industry. I help with initiatives like Wedding World Changer Day, which is dedicated to wedding professionals and engaged couples giving back. I also volunteer for events at my church.Information: ABC Member Since: 2002 Employees: 5 independent contractors Revenue: 50% consulting, 50% day-of coordinationContact: 904-739-8003, heather@firstcoastweddings.com, www.firstcoastweddings.com Social Media: Twitter.com/firstcoastwedd,Instagram.com/firstcoastwedd, Facebook.com/firstcoastweddings, LinkedIn.com/in/heathercanada