We recently connected with Dakota Kidby and have shared our conversation below.

Alright, Dakota thanks for taking the time to share your stories and insights with us today. Let’s start with the story of your mission. What should we know?

I founded Social Centric and Co. with a simple but powerful goal: to help small businesses and not-for-profits thrive. Having come from a background in traditional agencies that often prioritized high fees over results, and operated with underperforming teams and minimal client investment, I saw an opportunity to do things differently.

I wanted to create an “un-agency”—a marketing partner that serves clients with smaller budgets but doesn’t compromise on quality or impact. At Social Centric and Co., we provide smart, results-driven strategies and top-tier deliverables that generate real ROI. We believe you don’t need a big budget to make a big impact, which is why we operate lean but with efficiency and dedication, ensuring every dollar counts.

Our approach is all about delivering high-value marketing solutions that truly work for the businesses and causes that need it most.

Dakota, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Dakota Kidby, and I bring 17 years of experience in the Canadian marketing industry. I began my career in public relations and traditional marketing, and along the way, I made sure to stay on top of the ever-evolving digital landscape.

The idea for Social Centric and Co. was born one evening over a bottle of rosé and a basket of French fries with a good friend – both of us tired and burnt out of working for people who only wanted to make a buck, and now, as we approach our 10-year anniversary in June 2025, I couldn’t be prouder of where we’ve come. While my business partner pursued other ventures, I’ve grown SC and Co. into a Canadian-based boutique marketing consultancy that collaborates with local subcontractors to serve over 65+ clients across the country over our 10 year history.

What makes Social Centric and Co. special is that at the heart of our work is a small but dedicated core team. We focus on providing small businesses and not-for-profits with impactful, results-driven marketing campaigns that are designed to create real outcomes. Our secret sauce lies in our unique onboarding process, which dives deep into our clients’ business models—not just the parts that serve a single marketing tactic. This allows us to truly understand their needs and build strategies that drive long-term success. In 2025, we will also be launching a new podcast as well as consulting practice to folks looking to start (or optimize) their small business. A business-in-a-box style service offering, we are now accepting a limited amount of clients into our incubator program which helps clients get clear on what their business is, how they want to operate or scale it as well as everything from the nuances of getting incorporated to strategy to get out into market.

Can you open up about how you funded your business?

I absolutely love this question because it’s something I’ve learned a lot about. There are five essential things every new business should consider before starting—things that can save you a lot of headaches down the line.

Create a Business Plan
It may seem like a no-brainer, but many people skip this step. A solid business plan is crucial for any startup. Not only does it serve as a guideline for your business, but it’s also necessary if you need to secure funding—whether from a bank, investors, or for seed money. You need to be able to sell your business idea, not just to yourself, but to potential backers as well.

Open a Separate Bank Account and Get an Initial Line of Credit
This is key. Most small businesses don’t have a clear marketing or startup budget, which can lead to problems down the road. Having a separate business account ensures your personal and business finances stay distinct. Also, a line of credit can provide much-needed flexibility, and if used wisely, it can help grow your business significantly.

Shop Around for Lenders and Financial Support
Don’t settle for the first bank you visit. Compare your primary bank, other institutions, credit unions, and small business accelerators. Look for a financial partner that not only offers financing options but also provides additional resources like courses, networking, and ongoing support tailored to small businesses.

Save at Least $1,500 for Startup Costs
It’s important to have some savings on hand before you launch. This will cover initial expenses like incorporating your business, which in Alberta typically costs around $500. Having this buffer will also help protect you personally, ensuring that your personal assets are separate from your business liabilities if things don’t go as planned.

Consider Incorporating Your Business
Incorporating can offer you personal liability protection and other benefits. While it’s an upfront cost, it’s an investment in protecting yourself legally. In Alberta, the cost to incorporate is typically around $500, and it’s well worth it for peace of mind.

We’d love to hear the story of how you built up your social media audience?

Building an audience on social media is a gradual process, but start with this: make sure your presence is rooted in consistency, authenticity, and community. When I first started, I focused on creating content that genuinely spoke to my target audience’s needs—whether it was sharing industry insights, behind-the-scenes glimpses of our work, or simply engaging in real-time conversations. The key was consistency—posting regularly, engaging with followers, and responding to comments and messages quickly. I also made a conscious effort to make our content feel personal and relatable, which helped build trust and establish a genuine connection with our audience. Over time, this approach attracted people who felt aligned with our mission and values. I didn’t focus on followers – I didn’t post to post – while i’d love a larger presence and this is a goal for 2025, my mission will always be to do the above.

That leads me to those just starting to build their social media presence, my advice is to focus on quality over quantity. Don’t be discouraged if growth feels slow at first. Find your voice, stay consistent, and engage meaningfully with your followers. Be authentic and transparent about who you are and what you do, and don’t be afraid to experiment with different types of content. Whether it’s videos, stories, or interactive polls, give your audience opportunities to engage and be part of the conversation. And lastly, remember that social media is about building relationships, not just broadcasting messages. Listen to your audience, ask for feedback, and always prioritize delivering value. It’s a long-term play, but if you stay committed, the audience will follow.

Contact Info:

• Website: https://www.socialcentricco.com
• Instagram: @socialcentricco
• Linkedin: https://www.linkedin.com/in/dakota-kidby-1748856b/

Image Credits

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