When Transport Canada gave BOATsmart! approval in 2003 to run licensing exams for recreational boaters, the firm was the 84th entrant into this field. But while rivals urged boaters to take the exam to avoid a fine, BOATå_smart! built a brand around a positive message: take the exam to enhance your time on the water. The firm has expanded into boating education, recreational-boat insurance and boating-safety devices. It promotes these offerings at 300 events per year, such as ones at Canadian Tire stores with safe-boating teams. And the firm now is Canada‰Ûªs No. 1 boating-exam provider.