Video available in French only
A long time before launching PXL Média, Catherine Pellerin and her business partner, Jean-Denis Ménard, had a very clear vision of the type of company they wanted to set up. Their first goal was to produce premium-quality corporate and promotional videos: a service that up until then did not exist in the Outaouais.
“Today, we provide businesses with high-quality advertising and marketing tools, right here in the region. Just a few years ago, it was very difficult to create advertisements that included these visual features in the Outaouais. Consequently, it was real easy to detect differences between regional productions and those that were created by Montreal agencies”, Catherine Pellerin points out.
Before going into business in 2007, Ms. Pellerin had worked for eight years in the field of television programs and documentaries for various producers. She worked alongside Jean-Denis Ménard, who was a freelance cameraman with the same companies. Over time, the two colleagues became associates and chose to embrace entrepreneurship. Their decision was essentially based on their determination to work on productions that inspired them.
“The first two years were a test phase for the company”, explains Catherine Pellerin. “Then, in 2009, I went back to school. Following Développement économique – CLDG’s advice, I completed a program on starting a business at Compétence Outaouais, a professional training centre.”
The Gatineau commerce, whose name is pronounced “Pixel”, quickly attracted the attention of the business community and industry representatives. Productions created for the Université du Québec en Outaouais, the Caisse populaire Desjardins de l’Outaouais and Gazifère were prized at the Mercury Awards in New York, an international advertising contest. In addition, Catherine Pellerin received the Prix de la relève from the Réseau des femmes d’affaires et professionnelles de l’Outaouais, at their 2011 Gala.
Expansion and diversification
Four years after its inception, the PXL team welcomed three new members. As a result, the line of products was expanded. The business now proposes photography services, visual tours for the real-estate sector and videos designed for specific events.
The partners also set up a new section, ADN média, which means Affichage dynamique numérique (Digital Dynamic Display). It consists of a network of high-definition LCD screens that project advertisements and information videos at various public locations in the region.
“This network provides incredible visibility and allows us to clearly target clienteles”, explains Ms. Pellerin. “All of the information that is broadcasted is updated from our office.”
These screens are found across the region, at Bistro L’Autre Œil in Aylmer, at Hotel Clarion or at Altitude Gym among others. Along with other topics, they broadcast information on the many tourist attractions in the Outaouais. A similar service is also provided to businesses who wish to inform their clients in closed circuit. TheMaison de la culture de Gatineau took advantage of this technology to promote its upcoming shows.
Obstacles to starting the business
PXL’s first office was located in Jean-Denis Ménard’s basement. Today, it relies on a large pool of clients. However, market development was a strenuous mission because many businesses were hesitant to invest in high-end products and services. Eventually, perseverance paid off with an initial contract with Tourisme Outaouais, for which PXL created television ads and promotional videos about the region.
If the business managed to stand out, it is largely because of the originality and quality of its concepts. Furthermore, the PXL team has always remained on the leading edge of technology. Incidentally, the company just purchased a new high-definition camera that can record uncompressed HD, a technology that was used in the making of the science fiction movie Avatar.
In 2011, as it started its fifth year of operation, PXL Média’s annual sales were six times greater than its start-up year. It is excellent progress for the PXL cofounders, since they possessed very few notions about entrepreneurship when they started this venture.
Pratical information
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What made you decide to start up a business?
Jean-Denis Ménard and I simply wanted to work on projects that we believed in and to feel that we were contributing to something tangible.
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Why Gatineau?
I was born and I completed my education here. So with time, I developed a vast network of contacts. On the other hand, I wanted to put forward a quality that was not available in the Outaouais at the time.
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In your opinion, what advantages does Gatineau have over Ottawa?
The ability to work in French is a genuine benefit. In addition, we manage to attract clients from Ottawa because we provide bilingual services.
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What are the advantages of being self-employed?
Being self-employed, we have the opportunity to better ourselves, since we establish our own challenges and objectives. It is extremely gratifying and we draw great pride from our accomplishments.
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What surprised you the most about the business world?
It is amazing to see how businesspeople support each other. As opposed to what I thought, this environment is not intimidating at all.
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To what do you attribute your business success?
Determination, passion and the fact that we were well supported. Also, we take time to listen to our partners and colleagues’ recommendations before we make a decision.
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What were your toughest challenges, and how did you overcome them?
My return to school in 2009. But in the end, it was very beneficial for me.
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What does it take to succeed in business today?
You need to have guts and more importantly, you must not be afraid of the unknown. It is also essential to find allies, people you trust who will support you in your projects.
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What advice would you give someone who is thinking of starting up a business?
You have to listen to your heart and press forward! Look at businesspeople around you. These are people like you and I, who achieved their dreams and managed to self-improve. The business sector is full of wonderful stories.
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How did Développement économique – CLD Gatineau contribute?
They directed me toward training in starting a business provided at the professional training centre Compétence Outaouais. They also helped me financially with a grant and guided me in obtaining support from the Fonds local d’investissement.
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- « DE – CLDG is there to serve entrepreneurs who have a business idea. For additional information, call 819-595-8002. Our services are free and confidential.
