Behind the Business

BDC Small Business Week: The Story Behind Silver Cross Kitchener

• Greater Kitchener Waterloo Chamber of Commerce • Season 3 • Episode 9

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Today’s episode is sponsored by BDC – the bank for Canadian entrepreneurs, as we celebrate BDC Small Business Week, from October 19-25. Each day, we’re spotlighting a different small business owner from our community — the people who power our local economy, create jobs, and bring innovation to life. We’re also excited to have this year’s theme focus on the economic revolution, and getting your business ready.

Today, we’re sitting down with Dimitrios Tsirgielis of Silver Cross Kitchener. What started as a mission to improve accessibility has grown into a business that helps people live comfortably and safely. Through Silver Cross Kitchener, Dimitrios is providing mobility solutions and personalized support that empower clients to maintain independence and quality of life.

In this episode, we’ll uncover how he built a thriving business around service, adaptability, and trust.

Join me as we go “Behind the Business” with Dimitrios Tsirgielis.

Get a look Behind the Business in Waterloo Region with Ian McLean, President & CEO of the Greater Kitchener Waterloo Chamber of Commerce.

Ian McLean:

Welcome to another episode of Behind the Business, presented by Gore Mutual. Today's episode is also sponsored by BDC as we celebrate BDC Small Business Week. I'm your host, Ian McLean, president and CEO of the Greater Kitchener Waterdoo Chamber of Commerce. This podcast is recorded on the traditional territory of the neutral Anishanabe and Hodenishone peoples. Each episode, I sit down for candid conversations where we go beyond the boardroom and behind the business to uncover the real stories within Waterdoo Region's business community. Today's episode is sponsored by BDC, the Bank for Canadian Entrepreneurs, as we celebrate BDC Small Business Week from October 19th to 25th. Each day, we're spotlighting a different small business owner from our community, the people who power our local economy, create jobs, and bring innovation to life. We're also excited to have this year's theme focus on the economic revolution and getting your business ready. Today we're sitting down with Demetrius Sergelis of Silver Cross Kitchener, which started as a mission to improve accessibility, has grown into a business that helps people live comfortably and safely. Through Silver Cross Kitchener, Demetrios is providing mobility solutions and personalized support that empower clients to maintain independence and quality of life. In this episode, we'll uncover how we build a thriving business around service, adaptability, and trust. Join me as we go behind the business with Demetrius Sergelis. Well, listen, thanks so much for joining us today. You know, for small business and entrepreneurs, time is probably of all the precious commodities, that's probably the most precious one. So thank you for spending some of your valuable time with us today. Listen, let's start at the beginning. So in this series we're doing as part of BDC Small Business Week, trying to hear the stories of entrepreneurs and business owners. So start at the beginning. Tell us a bit about yourself and your business and how it came to be.

Dimitris Tsirgielis:

So my name is Dimitri. I um I started off in food and beverage. I was doing fine dining for private golf courses for the racetrack in Toronto. So service-based business. Um while in university, I moved to a retirement community as a waiter. And then after my university career, um and I graduated, I moved into a sales role, which I was horrible at. But we we we maintained and it gave me good exposure to the industry, connected me with a lot of other people uh on the equipment side. Transitioned to uh becoming manager of one of the local uh healthcare retail stores, which got me exposure to medical equipment sales in a retail setting uh before moving on to um two other companies. Once you're in medical equipment, a whole world opens up in terms of businesses that um sell and service uh that community, and it got me access to two different companies. One of my clients at one of those companies was selling this business. Um I it was during the pandemic, I made him an offer, he accepted, and uh I've been uh running this business for the last uh almost five years now.

Ian McLean:

Wow. Um so as you think back in the early days, so you I mean you were in the business, but you're you know, you you buy, you you're you you you bought out the the business. When you were getting started, what was the biggest learning curve of because you'd been in the business, you'd done sales, you'd done some of those things, but what was the learning curve of actually owning that business that surprised you in running running your new venture? Good question.

Dimitris Tsirgielis:

Um, there is a lot of overlap when you're on the corporate side of retail, uh medical retail, um, you do have to wear multiple hats. So you are managing your staff, you're dealing with inventory, uh, you're dealing with sales in the front. Um so you do have to wear multiple hats. Um when you own your own business, there's a different level of attention to detail and stress, of course, that goes along with that. Um uh reading the fine print, really making sure to trust the professionals that work around you. Um uh and and and really delegating and trusting your staff. I think that's that's a that's a big one that I've I've really learned to leverage. You can't really scale and grow um without having good people around you that you can trust and delegate to. And also when you're speaking to your accountant, delving into the numbers, cash flow is everything. Yeah. Um, learning to to manage your numbers and and also strategize for growth. Um these are all things that I love uh to to learn about, but that I really had to hone um when I was managing my own business and I didn't have a a corporate entity um basically delegating this is how you're going to strategize.

Ian McLean:

So it's a good it's a good dovetail to the my next question. You you you know, as a small business owner, uh you wear lots of hats. You talk you talked about, you know, in the corporate world versus you know, or or working for a corporate entity versus running it for yourself. Um but you wear lots of hats. You know, in the hiring and the firing, the taxes, the HR, the business development, you're you're responsible for it all. What did that teach you about yourself as a leader, recognizing you gotta do all those things because it's your business? Um what did it teach you about yourself as a leader or entrepreneur through the through the process?

Dimitris Tsirgielis:

So uh as a as an entrepreneur, um uh being adaptable, being resilient are really two important qualities. Uh things can come out of nowhere and change on the fly. And I learned that I'm really good at adapting to changes and being resilient in the face of any challenges. Um that's one thing I learned about myself. Um as a leader, it's really important to um lead with empathy and compassion. Um your employees are your team, are your family, and being able to support them through their challenges, and I think that's that's a really good definition of leadership. Um these are the two things that I've um okay.

Ian McLean:

Let's talk about your relationship with BDC, because what what what we we know is that you've got you've all you know, we have all kinds of professionals that that that uh to support us uh in as as business owners. Um but you've developed a relationship with BDC. Talk about how that started because you know you got your accountant and you got your traditional bank, but BDC has a very unique way that it works, particularly with entrepreneurs in smaller business, because it's got a different risk profile. Um so tell us about the relationship with BDC started for you and how they've been able to support you in the as a as an entrepreneur and how the and help the venture grow.

Dimitris Tsirgielis:

Sure. So when I was uh looking to purchase this business um and looking for support, BDC was something that I did do some research online that the fact that they also helped support um entrepreneurs wanting to get into uh being their own business owner. Um so going through that interview process, their rose risk profile is a little bit different. They were able to support me in this venture by understanding, of course, that the business that I was purchasing had strong numbers and that I also knew what I was talking about and how I understood the business. Um and of course it it panned out and it's been uh I believe quite successful since. Um but they helped me purchase the business. Um whereas um in any other situation with a bank, I probably wouldn't have gotten the same level of support.

Ian McLean:

And and they do some unique things, BDC. Like so buying bricks and mortar, um, you know, banks are there's there's different ratios and what they're prepared to use the financials of the business to help you buy. So they they they do have a unique risk profile, and and that's their that's their business. That's what they are mandated to do is help in in this uh you know, I would say in-between market of what traditional banks are not able to do, and they have reasons for that. Uh, but BDC has um uh a different suite along with their advisory services. Have you taken those are those are other opportunities that uh with their their experts and advisors?

Dimitris Tsirgielis:

So jumping into the business, you could say that I was uh uh drinking from a fire hose. There's a lot going on at the same time. Uh being able to expand on on my relationship with BC BBC has been extremely important. Um, eventually taking it uh part of those advisory services, but also expanding uh my relationship with them in the acquisition of a brick and mortar uh location um and of course their their mentorship. Um it's been invaluable.

Ian McLean:

Yeah. Okay. Um so this week's um or let me let me go. You entrepreneurs don't succeed on a loan. Uh you've you've got you've we talked about the relationship with BDC, and that's an important one. Um, but there are there other partnerships or business colleagues, mentors, or other financial um, you know, partners that have that have helped you succeed to get where you are today?

Dimitris Tsirgielis:

Uh it's it's a variety of different. So on the partner partnership side, um our medical equipment companies that we purchase products from are really strong community partners. Yeah. Um I need to be able to rely on the equipment that I sell and be able to transfer that reliance to the client. I want them to have confidence in the product that they're selling. Um and also, if there happens to be an issue with that piece of equipment, that there is strong after-sale service. So having a good partnership with our vendors is extremely important to us. Um mentorship, I think there's different types of mentors depending on which stage you're in. Is it uh in uh communicating with your employees and that human aspect? Is it strategy uh when it comes to growing the business? Is it financial? Um and and being able to have different mentors for different reasons is valuable. And also as you scale and grow your business, you your the mentors that you have will also you know adapt and change. The Chamber of Commerce has uh great access to um to increase your network to be able to have these mentors, and they have a lot of other programs. So that's also been extremely valuable for me.

Ian McLean:

Now, I mean, sometimes we have our paid advisors or trusted advisors. So you probably have a law firm that you deal with, you have an accounting firm, you you've got maybe your traditional bank, but now you've got BDC. Sometimes those mentors are just people like again, maybe you've met through the Chamber of Commerce or uh a friend or colleague who's an expert and you pick their brains. Is is that I mean, having that is is really important as you're, you know, because you're an expert in in the business that you're in from a technical perspective, but running the business is is a is a different different matter. And there's things that you talk about change all the time. Is is having those informal mentors as well as the the formal ones is an important part of your success?

Dimitris Tsirgielis:

Absolutely. Not everybody has to be um a professional um with a professional designation. Um sometimes maybe it's a friend who has really good emotional intelligence and who you can banter um an idea off of or a thought that you had. So I think there's is it's it's invaluable um to have a wide range of mentors.

Ian McLean:

So leads us to uh the BDC's uh the theme for this this year's uh BDC Small Business Week. And I like this because it it fits the context of of what's happening globally. The economic revolution is here, get your business ready, and I think that's very timely with everything that's happening with global trade and you know the disruption in the global context. Um it is timely because Canada's business landscape is shifting fast. Um so what's have you made a change, or is there is there a change that you've already made or planning to make to you know to make your business more resilient or to adapt to those changes? So technology is one that probably everyone is is looking at how they use technology, but it but is it a new technology, a different process or a different business model that that you're that you're doing to try and make yourself resilient in the face of the change that's here?

Dimitris Tsirgielis:

Um so medical equipment sales and the aging population has been on a steady incline. Um our visit our business is very unique in that. Um, you know, this whole AI revolution, I'm not sure how much it really applies to our business. We're very much in the face, uh we're in people's homes on a daily basis, assessing their needs, making recommendations on equipment. Um what I can do, and what I think is really important is to give you able to give my staff the tools to be able to streamline the process for the client, whether it's workflow solutions, so improving the technology that we have in our location, um, utilizing software to help visualize a piece of equipment in the client's home. So is that like VR of virtual reality? Augmented reality. Yeah. So we have vendors that uh can help visualize that stair lift on a staircase. So when they're spending um a good portion of money to purchase a stairlift, at least they can visualize it ahead of time, which helps them make the decision. Um because these these are large pieces of equipment and they are large investments in your home. Um being able to utilize technology uh when it comes to social media and social media posts so that the clients can visualize the type of products that they'll be purchasing, or at least what's out there. There's a lot of really innovative products that are coming to market on a daily basis. So being able to communicate that in some capacity to not only clients but healthcare professionals, I think is extremely valuable. Um in terms of how our business is structured, it is still very analog. We are still very in in in in front of clients.

Ian McLean:

So utilizing just the basic technologies to help with workflow solutions, I think is so you get the front facing, which is more of a people like tangible, you gotta it's tactile, and people want to know how it's gonna fit or see, and then there's the maybe more where that technology enhancements are on the back end, uh uh you know, where where you can where you can save time on the internet. So many small businesses will be watching and listening to this uh to this podcast. What advice would you give to other entrepreneurs looking to start or scale their business uh in a in our community?

Dimitris Tsirgielis:

Um my focus has been to uh focus on the client. Uh Jeff Bezos has a really interesting quote: is be customer obsessed. I think if you focus on the client first, finding a solution to an issue and providing good customer service, that scale will come, that growth will come through word of mouth and through, you know, really positive customer service interaction. Um, and that has been my focus, and that's what I would recommend, you know, different entrepreneurs to focus on. What's your solution and how are you providing the best customer service to that client to help provide clear communication and a value add for the money that they're spending?

Ian McLean:

Yeah, I think I mean that's age-old, but it it sometimes gets lost in in saying we can we can tech, you know, we can tech our way out of uh uh or into into growth. It's still people trusting people and and good customer service is the best calling card. I I totally agree with that. Uh okay, well, looking ahead, you you've you've you've started the business, you've you've you know or you you bought the business, you've you've grown the business. But what's next uh for for you uh and and what's on the horizon for the business as as you if you look over the next six, twelve, eighteen months?

Dimitris Tsirgielis:

Um as as I've grown the business. So ever since I've acquired this business, we've we've grown, we've added another four staff. So we're currently at uh nine employees. Um we have um really changed how I feel how this business is operating, uh focusing on community, focusing on clients. I think it's really important to maintain that course and to be able to continue to provide solutions uh for people in their homes and clear communication. Um in terms of what's next, I feel like since we bought I bought this business back in 2021, it was like we were an adolescent that that grew up really fast. So we're still kind of uh lanky and and I think it's important to um to bulk up, yeah, essentially. So I think it's it's doubling down on the education for our community and our employees, making sure that we're investing in our employees and our business. Um there's a lot of healthcare professionals out there that also need support. So finding supports and resources for them to be able to service clients in the community and in and really investing in technology to help streamline our workflow so we can provide fast and more efficient service to clients. So I think it's it's uh it's getting a little bit more dense.

Ian McLean:

Yeah. It's growing into the into the skin and bones and putting putting more meat. That that's uh and that's that's a stage in every business when you uh if you've had fast growth, you got to make sure it's it's sustainable and that you're you're sturdy enough to to sub uh support it. Okay, well as we as we wrap up, uh again, and thank you for spending some time with us today. Part of this podcast is not only the story around around you as an entrepreneur in your business, but it's also a little bit about how leaders lead. And so I always like to end the episode with the uh each episode with a with a few rapid fire questions. They're all everyone asks it gets to ask the same same questions. Um, but I I wanted to to to you know get a sense of how leaders lead, and that that's that's what we do in this section. So if you could go back and tell a younger version of yourself something, what would you tell yourself? Uh buy NVIDIA.

Dimitris Tsirgielis:

I think that would be a good investment. Um I think we don't learn enough about financial independence and how to manage our finances at a young age. I'm not sure if it's as taught in schools as details as it should be. Um so I would want to learn as much as possible about how to manage my money better so that I can invest in my future. Um, I would also tell myself to start earlier. I think there's a lot of hesitancy when you're uh when you're young, you don't necessarily know what you want to do. You have ideas about what you may want to do, um, is to start if you if you have a vision, if you have an idea of what you want to try, just just try it. Because you'll learn so much about yourself. And in your 20s is where you really want to adapt and fail.

Ian McLean:

Um Yeah, that's good of good advice. Who or what inspires you um as you as you think back on your on your journey?

Dimitris Tsirgielis:

Uh I have really good parents. My dad uh was also in food and beverage, ended up adapting and moving into entrepreneurship, and he um had his own business and and and to help support our family. My mom also got a master's uh later in life as well, uh, continually educating herself. So I would say my parents have a really strong impact on me in terms of the need for education uh to advance yourself and your knowledge and in your career, as well as hard work and and uh and resilience and entrepreneurship.

Ian McLean:

Those are great great lessons. If you weren't in your current career, so if you weren't doing what you're doing now, what do you think you'd be doing instead?

Dimitris Tsirgielis:

I'd probably be in food and beverage and fine dining. I was really good at it. Um I was that was the career that I was taking, being able to manage uh a fine dining establishment or a restaurant um uh uh event venue, something along those lines is something that I'd probably be doing. Um, but who knows?

Ian McLean:

Well, there's still time for you to go back to that, but um fine dining in the restaurant business is a is a that's a that's a tough one. It's uh it's a very fickle uh thing. I think you've got to you're into a business where we all know we're gonna get older and we're all gonna need those those things. So uh uh so you know maybe a wise choice, at least in the in the in the short term.

Dimitris Tsirgielis:

It's a service business, you know, it's very similar in terms of the type of business, right? We are providing a service to a uh uh an individual. Um uh we care about them, we want them to have a uh a good experience and a positive experience, and I think it it goes both ways.

Ian McLean:

Yeah. Okay. Um are you reading a book now or are you listening to a podcast? Well, what what are you doing to kind of keep yourself um either stimulated or destimulated, depending on what you need?

Dimitris Tsirgielis:

Uh so I am reading a book. I do listen to podcasts. Um uh right now I'm reading a book called Blue Ocean Strategy. Um it's a book about how you can see your business um in a different light to open up a new ocean that hasn't been tapped yet. How can you provide a uh a different version of your business that nobody else has thought of? It's a really interesting book. Uh in terms of podcasts, I like business podcasts, I like comedy podcasts. Uh on the business side, I'm listening to Acquired. Um, these two finance guys who do a deep dive into a business from start to finish. Um and the all-in podcast. Um, it's a bunch of business owners talking about politics and the economy and situations.

Ian McLean:

I I think I'll have to listen to that one. That's more or less what we do on our radio show too. Um what's your favorite business or restaurant or where what's your go-to here in Waterdoo Region or in southwestern Ontario?

Dimitris Tsirgielis:

Um, I would say I have two. In terms of restaurant, I love the Mediterranean restaurant. I am Greek. I do love Greek food. Um Mediterranean is right down the street from where my business currently is. So I think they do a phenomenal job uh at providing good service and good food. Um I recently connected in the last year or so, and um we participated in their whiskey and wine event, but the food bank of Waterloo is in a remarkable business. Um the way the level of support that they have for the community, how they've connected with multiple businesses to expand their operations, I think they're doing a remarkable job. Absolutely.

Ian McLean:

Uh, and where's the best place for someone that's listening wants to maybe connect with you or learn more about your business?

Dimitris Tsirgielis:

Uh you can find us online. You can Google us at Silvercross Kitchener. Um we are a franchise, so we have a website, uh www.silvercross.com, and you can find our franchise in that in that profile, and our number is there as well. Um, or calling us directly and connecting with myself. I'd be happy to help.

Ian McLean:

Listen, uh I as I said at the beginning, in it's a busy time. We were talking before we went on, it's a busy time. The fall is always busy for everyone. It's like school starts, everything is back up and running, and so time is valuable. Thank you so much for spending some time with us today and and for sharing your story with uh with other businesses and individuals across the community as we celebrate uh Small Business Week. Thank you very much for having me. Thank you for joining us for another episode of Behind the Business, proudly presented by Gore Mutual. Thanks again to BDC for this special Small Business Week episode. We're celebrating all week and dropping a new episode each day. You can also visit greater kw chamber.com to catch up on past episodes anytime. We'll see you next time as we continue to go behind the business.

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