Q1. What is Elevate?
Elevate is a not-for-profit organization that unites world-class innovators to catalyze transformation in the Canadian tech ecosystem. Through year-round programs and events, Elevate places a spotlight on Canadian founders and startups, facilitates connections between startups and investors, and provides a forum for critical conversations that shape our future. Elevate convenes founders, investors, industry, and the greater ecosystem to cement Canada’s brand as a global leader in tech and innovation.
Q2. What was the inspiration behind Elevate?
In 2017, the idea of Elevate was born from the belief that we have exceptional talent-building globally relevant companies right here in Canada, and we needed to both celebrate the history of innovation in our country and build for the future.
Q3. What’s your number 1 piece of advice for Canadian founders and entrepreneurs?
Become a part of a network. Building your business is all about connections - connections to capital, customers, and strategic partners. The majority of successful connections will come through warm introductions, or when someone’s political capital is on the line for you. While historically this has been exclusionary, I believe we’re in very exciting times. The number of networks for women and underrepresented founders is flourishing, and they are backed by some extremely serious and successful business leaders. Tap into one that feels right for you and be thoughtful as to how you can leverage it and add value back.
Q4. Our tagline is “We shape the story. You shape the Category” – we have to ask, how are you shaping your category?
I remember when I attended tech and innovation events earlier in my career, I was one of the only women in the room. I’d like to think that from the beginning, we tried to build something different with Elevate, something that was inclusive and representative of all Canadians. We’ve made many mistakes and learnings along the way, but I’d like to think that we’re helping to democratize access to tech and innovation, in partnership with so many incredible organizations.
Q5. How has PR contributed to your success?
I’ve always understood the positive impact that building your personal brand can have on your business, but I’ve always found it difficult to put myself out there or to promote myself and the work I was doing. Category Communications made PR and storytelling come across extremely naturally by finding media opportunities that authentically spoke to my values. I’ve been overwhelmed by how supportive the community has been as a result, and the opportunity to share the work that we’re doing and the impact it has means the world to me.
Q6. Anything else you’d like to add? (Trick question – there’s always something to add as you know from media training!)
Yes! Learn more about the events and programs we have available. We’re calling all Canadian startups to apply for the CIX Startup Awards Program - applications close on November 15 for emerging, early, and growth-stage companies. Award recipients will be honoured at CIX Summit, Canada’s premier investment conference, and a wonderful opportunity to get in front of capital providers. And don’t miss out on early bird pricing for Elevate Festival, which returns Oct 7-9, 2025.