We recently connected with Nina Barango and have shared our conversation below.

Nina, looking forward to hearing all of your stories today. How did you come up with the idea for your business?

My journey with SoPlugged began with a genuine passion for supporting small businesses, especially Black-owned ones. In 2020, I made an intentional decision to start #buyingblack, but there was one problem – it wasn’t easy to find Black-owned businesses.

One day—right in the middle of my morning shower— I had a light bulb moment. What if there was a platform where you could search and connect with Black-owned businesses across Canada? It was like solving a puzzle I didn’t know needed solving.

In 2021, we launched our search-friendly directory with just 10 businesses, and it has since grown to over 100 amazing Black-owned businesses across Canada. It was all about making those connections and helping consumers actively support local businesses.

As I continued to build SoPlugged, something became crystal clear—Black entrepreneurs faced more challenges than just visibility. They were grappling with a lack of access to essential resources like financing, training, and community support. It hit me hard that to thrive, Black entrepreneurs needed more than just a directory; they needed a toolkit for success.

Enter SoPlugged Studio—a brainchild that leveraged my skills as a marketing professional and tapped into my network of freelancers. We wanted to offer more than just a platform; we aimed to provide a lifeline. We launched in 2022 with a range of paid services and free consultations tailored to help entrepreneurs improve their digital presence and navigate the intricacies of business growth.

Since then, we’ve worked with a handful of businesses, and trust me, we’re just getting started. Each collaboration has been a learning experience, and the impact on these businesses has been tangible.

In 2023, we decided to expand our mission and launch The Business Mindset podcast. It’s not just another business podcast. We aim to amplify the journeys of Black entrepreneurs in Canada, sharing real stories and making business literacy accessible to BIPOC Canadians aged 18 to 35. With this podcast, we’re inspiring the next generation of business owners in Canada and showing them that it’s possible to build a successful business as a Black entrepreneur.

Building SoPlugged has been a rollercoaster of excitement and challenges, but it’s driven by more than just business logic. It’s fueled by a passion for supporting Black-owned businesses and an unwavering commitment to creating positive change in the Black business community. The journey continues, and I’m excited to see what we will achieve.

Nina, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

For folks that don’t know me, hi! My name is Nina Barango, and I am an entrepreneur, podcaster, and marketing professional who is passionate about supporting small businesses.

My passion led me to create SoPlugged, a directory that helps connect people to over 100 Black-owned businesses located throughout Canada. As the founder of SoPlugged, I wear many hats, As the founder, I navigate various roles, but my core mission revolves around building a vibrant community of Black entrepreneurs and empowering them to succeed.

What makes SoPlugged special? We’re not just a directory; we’re like matchmakers for businesses and people. It’s not just about buying stuff; it’s about building lasting connections that help businesses and communities grow.

I’m extremely proud of what we’re building at SoPlugged. We work with a variety of businesses, amplifying their stories and providing a platform for cool entrepreneurs to connect with people like you. If you’re passionate about supporting small businesses, discovering amazing Black-owned businesses, or looking to network with like-minded people, I highly recommend checking out www.soplugged.com.

Together, we can make a difference!

Where do you think you get most of your clients from?

The best source of new clients for SoPlugged has undeniably been the power of word of mouth. When we started offering consultation services for Black-owned businesses, the positive experiences of our clients naturally became a driving force in our growth.

Our suite of services, including website development, social media management, and advertising, has been proven to be transformative for Black entrepreneurs, enhancing their online presence and expanding their reach. Since the launch of these services, we’ve had the privilege of working closely with ten businesses, helping them overcome challenges that were limiting their growth and success.

Take Treats Royale, a bakery business in Toronto, for example. Working with them to understand their needs, we built a custom, user-friendly website aligned with their brand and optimized for SEO. The results have been outstanding—Treats Royale has been able to attract new customers and generate more revenue. This success story, among others, has become a key narrative in our word-of-mouth marketing strategy.

Happy clients tend to share their success stories; in our case, the tangible outcomes of our services have become talking points. These success stories are not just about our capabilities in website development and digital marketing but are testimonials of the real impact we’re making in helping Black entrepreneurs overcome hurdles and achieve sustainable growth.

What’s a lesson you had to unlearn and what’s the backstory?

One lesson I’ve had to unlearn on my entrepreneurial journey is the conventional view of failure as a setback. Early in my career, I used to perceive failure as a roadblock, a signal that I was on the wrong path. However, the most transformative lesson came when I learned to see failure not as an end but as an integral part of the journey towards success.

The backstory to this shift in perspective lies in the challenges and setbacks that are inevitable in the entrepreneurial landscape. There were moments when initiatives didn’t unfold as planned, strategies didn’t yield the expected results, and setbacks seemed insurmountable. Instead of viewing these experiences as failures, I began to see them as invaluable lessons.

To me, embracing failure is not about celebrating mistakes but understanding that they are stepping stones toward growth. Each setback became an opportunity to learn, pivot, and innovate. It’s like navigating unknown waters: you may encounter storms, but that doesn’t mean you should stop your journey. Instead, you adjust your approach, learn from the challenges and emerge stronger on the other side.

This mindset shift has been instrumental in propelling SoPlugged forward. It allowed me to iterate, refine our processes, and adapt to the ever-evolving landscape of entrepreneurship. I realized that failure is not the opposite of success; it’s a part of it. It’s a compass pointing towards areas that need attention, improvement, or a different approach.

So, to aspiring entrepreneurs out there: don’t fear failure; embrace it as a companion on your journey. It’s not a signal to stop; it’s a signal to grow. It’s through these experiences that you truly discover your strength, innovation flourishes, and you continue learning and growing.

Contact Info:

• Website: www.soplugged.com
• Instagram: https://www.instagram.com/sopluggd/
• Linkedin: https://www.linkedin.com/in/nina-barango/
• Twitter: https://twitter.com/sopluggd
• Youtube: https://www.youtube.com/@tbm_pod