ELLEvate Women Entrepreneurs Demo Day Booklet 2023

THE ELLEVATE WOMEN ENTREPRENEURS PRE-ACCELERATOR IS AN INITIATIVE TO SUPPORT AND EMPOWER WOMEN ENTREPRENEURS ON THEIR JOURNEY TO SUCCESS.

A program by

Funded by: In partnership with:

With support from:

Media partner:

During this live event, each of the Quebec-based women entrepreneurs who have completed the 2023 ELLEvate Pre-Accelerator program will present their businesses to the entrepreneurial ecosystem and pitch for over $20,000 in awards.

YES’ ELLEvate Women Entrepreneurs Pre-Accelerator is made possible due to generous funding from the Government of Canada and York University and the support of community partners like Avens and Montreal Financial. We are also incredibly grateful for the contributions of our program and media partners, and the volunteer advisors and speakers from the entrepreneurial ecosystem.

A special thank you to Desjardins for hosting this event and providing a beautiful space for these remarkable women-led startups to display their hard work, dedication, and passion.

Thank you!

AKI TCHITACOV EXECUTIVE

DIRECTOR, YES

Welcome to the fourth annual ELLEvate Women Entrepreneurs Pre-Accelerator pitch competition.

We’re thrilled to be holding this year’s competition at Desjardins – we can’t imagine a better space to shine a light on the women pitching tonight.

This year’s program is the result of many community partners coming together to help these women succeed. From longtime supporters like Montreal Financial, who has provided accounting support since year one of this program, to new partners like Avens, who provided pro bono legal support to this year’s participants, and every ecosystem partner and expert who shared their knowledge and experiences with these women to help them move forward with success – thank you for helping us build a network to help this generation, and the next, succeed in entrepreneurship.

This year’s program, funded by the Government of Canada, is in partnership with York University, with whom we are helping deliver supports that drive gender parity in entrepreneurship on a national scale.

I hope that each of the participants tonight can feel the power of that support. Congratulations on all of the hard work that has led you here, tonight. And good luck to all – we can’t wait to cheer you on!

Aki Tchitacov Executive Director, YES Employment + Entrepreneurship

A NOTE FROM OUR PARTNER: YORK UNIVERSITY

DAVID

KWOK

DIRECTOR OF ENTREPRENEURSHIP & INNOVATION, INNOVATION YORK, YORK UNIVERSITY

On behalf of YSpace and York University, we are so excited to be partnering with YES Employment & Entrepreneurship through ELLA, a 360 degree, online and in-person support to women entrepreneurs at all stages in their entrepreneurial journey, from ideation to scaling across the country.

Our partnership aims to work directly with YES Employment & Entrepreneurship's ELLEvate Women Entrepreneurs program to support the thousands of women founders they’ve impacted. We truly commend the ecosystem of support and programs that YES Employment & Entrepreneurship has developed. We are strong believers that it takes a village to build a community of great entrepreneurs and are proud to stand alongside YES Employment & Entrepreneurship in this journey. To all the participants, we aim to develop a safe and inclusive space for you as you scale your

business. We are excited about your growth and welcome you to this amazing program, and more importantly to the network of supporters that will always be here for you.

David Kwok Director of Entrepreneurship & Innovation, Innovation York, York University

DEMO DAY AGENDA

5:30 PM

Doors Open & Networking

6:00 PM

Welcome & Introductions

6:15 PM

Pitches Begin

7:05 PM

Refreshment Break

7:30 PM

Pitches Continue

8:05 PM

Q&A with Debbie Hynes

8:15 PM

Presentation of ELLEvate 2023 Awards

8:30 PM

Networking

9:00 PM

End of Event

DEMO DAY JUDGES & SPEAKERS

DEBBIE HYNES HOST

REGIONAL COMMUNICATIONS MANAGER, CBC

Debbie Hynes is a storyteller and writer who uses narrative to bring brands to life. In the past two decades she has helped technology companies, start-ups and community organizations tell their stories to better connect with audiences.

Debbie has a Bachelor of Arts from Memorial University and a Bachelor of Public Relations from Mount Saint Vincent University. Her personal essays have been published in magazines and online. Currently Debbie is the Regional Manager, Communications, Marketing and Brand for CBC Quebec.

ZIAD SLIM JUDGE

VICE PRESIDENT – HEAD OF OBSERVABILITY, BUSINESS TECHNOLOGY PLATFORM (BTP), SAP

Ziad started his career at SAP 15 years ago as a Software Developer, followed by project management roles.

Previously, he was a Software Development Manager within SAP Marketing Cloud and supported customers, as a Customer Sponsor, to ensure the successful implementation of the Marketing solution. He then established the Site Reliability Engineering (SRE) team to provide an excellent Cloud delivery experience to customers, while ensuring scalability and availability of their services. Since March 2021, he has been leading the Observability unit within BTP.

Outside of work, he enjoys working out, watching movies and TV series, and has recently picked up baking after watching too many reality baking shows.

MARY-ANNE CARIGNAN JUDGE

PRESIDENT, CLINICAL DIVISION, PURKINJE

Mary-Anne has broad international managerial experience with global firms such as Philip Morris, part of the Kraft and Nabisco family of companies, where she was the first woman named to its international budget department. Her experience spans 30 years working in Switzerland, Croatia, Belgium, and the US in areas such as Trade Finance, Client Management, and Corporate Finance.

In 2007, she was the first woman Vice-President hired by the medical software firm Purkinje as head of Canadian Operations. Purkinje is a pioneer in the design, development and marketing of solutions supporting clinical decision-making and healthcare information technology. Within a year Mary-Anne executed a management buy-out and the company since quadrupled.

In 2017 the Quebec health minister appointed her to the board of directors of the McGill University Health Centre (MUHC). She is also on the board of the Research Institute of the MUHC. In 2022 she was nominated to the board of directors of Plan International Canada.

Mary-Anne earned her honors MBA from the Business School of Lausanne and is recognized as a hands-on manager who is focused on driving sustainable results. She is active in mentoring and promoting the advancement of women in Science, Technology, Engineering and Mathematics (STEM).

TINA SERRAO JUDGE

CREATIVE DIRECTOR, BEAVERTAILS®

Shortly after graduating from Concordia in 1997 with a Bachelor of Fine Arts in Photography, Tina began working as creative director of BeaverTails® alongside Pino and Anthony Di Ioia, and eventually became partner.

Tina is passionate about branding and brand imaging as it has allowed her to combine her love of photography and art with her love of retail and business. Her work has been instrumental in the development of the brand image for a line of specialty smoothies, frozen yogurt, and gelato (moozoo®), which is also an approved product line of BeaverTails Canada Inc.

Tina is now leading the strategic and creative branding of the BeaverTails® brand and contributes to store design, product development, and sourcing.

ANNE-MARIE HENSON JUDGE PARTNER, BDO

CANADA

As the Eastern Canada and SMB Leader of BDO Canada, Anne-Marie helps companies achieve their goals by providing expertise and insights that will generate growth. She supports the development and execution of initiatives that will help SMB clients thrive and excel.

Anne-Marie has a keen interest in fast-growing businesses due to their adaptability and the dynamic nature and constant evolution of their operations. With over 17 years of professional experience in both private and public companies, her experience has provided her with an extensive understanding of the business pain points and challenges high-growth companies face. Anne-Marie is highly skilled in auditing and providing accounting advice particularly to tech and fintech companies, from start-up to IPO and public companies.

ELLEVATE WOMEN ENTREPRENEURS PRE-ACCELERATOR 2023

COHORT

ALEXANDRA PAPAVRAMIDI

FOUNDER & CREATOR, LOVJOY PILATES SEE MORE

Alexandra Papavramidi embarked on her Pilates journey in 2007, and quickly found that a daily Pilates practice not only helped prevent back aches from lifting her severely disabled son in and out of his wheelchair but also assisted her in effectively managing her demanding work schedule. Following the birth of her second child, Alexandra pivoted her career towards Pilates, and in 2015 she earned her Pilates diploma, marking the beginning of her professional journey in the wellness industry.

As the visionary founder of LOVJOY Pilates, Alexandra has made it her mission to empower women, particularly busy mothers, to discover strength, flexibility, and joy in both their bodies and lives. Her innovative approach to teaching, which includes the development of a mobile application, has made Pilates accessible to a diverse range of clients, breaking geographical boundaries.

In addition to her digital offerings, Alexandra teaches Pilates to mothers and is in the process of extending her teachings to caregivers of disabled children. This work embodies her philosophy of self-care and body positivity, reflecting her dedication to uplifting and nurturing the well-being of others.

TERESA D’AGOSTINO

FOUNDER & CEO, PAWSOME CONCIERGE

Teresa D'Agostino founded Pawsome Concierge with a vision of providing exceptional services for pet owners who consider their furry friends as cherished family members. Her life changed when she met Coco, a chocolate Labrador who became a catalyst for healing and personal growth in Teresa's life when, in 2020, she went through an arduous journey of struggling with mental health and multiple diagnoses.

During her long recovery, Teresa realized the profound impact Coco had on her well-being. Determined to give back the love and care she received from her loyal companion, she set out to create a company that would elevate the standards of the pet industry in Canada.

With Pawsome Concierge, Teresa aims to revolutionize the pet care experience across the country. Her personal journey, marked by healing and transformation, drives her commitment to ensuring that every pet receives the utmost care, attention, and love they deserve. Teresa's love for animals and her desire to make a positive impact have become the guiding principles of Pawsome Concierge's mission.

EMILIE PLANTE

FOUNDER, EXCELLENT SPEAKERS ACADEMY

Emilie Plante is the founder, speaking coach, and course creator of Excellent Speakers Academy, an online business dedicated to transforming professionals into exceptional speakers. She launched her business in 2022 to help others master the art of communicating both online and in person after recognizing that with the right guidance, anyone can become a phenomenal presenter.

She now combines elements of teaching with her theatre training from Dawson College and creative writing studies at Fleming College to create a unique approach that leverages acting, improv, and storytelling techniques. By incorporating fun and playfulness into her teachings, Emilie empowers entrepreneurs, freelancers, and leaders to step outside their comfort zones, build confidence, and tap into their passions to cultivate an authentic voice.

Emilie's expertise extends beyond the realm of individual coaching to helping tech start-up founders refine their pitches and assisting teams across diverse industries to enhance their day-to-day communication and public speaking capabilities. She strongly believes that turning individuals into powerful and empathetic communicators positively impacts entire communities.

VALERIYA EGOROVA

FOUNDER, MACSY.APP SEE MORE

Valeriya, the founder of MACSY.app, moved to Canada in 2004 and has since immersed herself in the beauty industry, managing and administrating a chain of medical-aesthetic spas and an online store of professional cosmetics. With this valuable experience under her belt, she set out to revolutionize the way beauty businesses build and maintain their online presence. Additionally, she created the first supportive community for medical-aesthetic clinics and spas.

MACSY.app offers custom websites through a subscription model, allowing clients to pay a monthly fee and receive a modern, beautiful website in under one week. They also provide ongoing technical support and updates to ensure that your website evolves alongside your business. Valeriya understands that as your beauty business grows, your online presence needs to adapt seamlessly.

Furthermore, MACSY.app specializes in developing cutting-edge marketing processes to enhance customer engagement, retention, and acquisition. Their services encompass branding and design, engaging content creation, expert consulting, and digitalized management.

MACSY.app is deeply committed to supporting and empowering beauty businesses with comprehensive digital solutions, community engagement, and professional development opportunities.

KALIFA RODRIGUEZ

FOUNDER, KALIFA RODRIGUEZ NUTRITION

SEE MORE

Kalifa Rodriguez is a registered dietitian and the author of the award-winning children’s book Eating These Foods Makes Me…, an educational resource designed to introduce young minds to the wonderful world of nutrition and foster a healthy relationship with food.

Throughout her career as a clinical nutritionist, and now as a devoted mother, Kalifa has witnessed the challenges faced by pregnant and postpartum moms and is driven to help them regain their energy, strength, and confidence. She holds a bachelor’s degree in Nutritional Biochemistry and Biology and a master's degree in Human Nutrition and Dietetics from McGill University, as well as a certification as a breastfeeding specialist and prenatal nutritionist.

Kalifa's approach is distinct in that she takes a holistic view, incorporating mindset and body-esteem into her frameworks. Kalifa Rodriguez Nutrition offers a comprehensive range of services and resources that aim to optimize nutrition, overcome breastfeeding and milk supply issues, and elevate overall quality of life by making nutrition and lactation support accessible to all mothers.

FANG WANG

FOUNDER, ILOVEDANCESHOES SEE MORE

Fang Wang combined her love for dancing and entrepreneurship and founded iLoveDanceShoes, a business that offers well-made, fashionable, and personalized dance shoes at reasonable prices without compromising on quality, comfort, or durability.

Fang's journey began when she noticed a lack of personalized, comfortable, and affordable dance shoes while dancing Argentine Tango. Unsatisfied with the options available locally, she traveled to China, Italy, and Buenos Aires, exploring various manufacturers and meticulously developing a plan to introduce handcrafted, unique, and personalized dance shoes to North America.

Fang's professional and educational background in Import and Export, Supply Chain Management,

Purchasing, Logistics, and Communications has played a vital role in her business journey.

To realize her vision, Fang established an e-commerce store for easy access to her products and also sells directly at dance studios, as well as at event and competition showcases. Each pair of iLoveDanceShoes reflects the passion and dedication of a dancer, artfully combining style, comfort, and affordability.

SYNCIA CHAN

FOUNDER & CEO, EXPACROSS

Syncia Chan is the founder and CEO of ExpAcross, a homestay placement provider that launched in 2019 and has since built a strong network of homestay families, agencies, and educational institutions. She holds a bachelor’s degree in Design Arts from Concordia University and has experience in various fields including graphic design, website development, event planning, marketing coordination, and program management. She has also had the opportunity to work in diverse industries ranging from import/export and distribution, to IT consulting and the nonprofit sector.

Syncia’s experience working at a non-profit organization that focuses on facilitating connections between international students and local communities has broadened her understanding

of the challenges faced by international students and fueled her passion for supporting these students throughout their academic journey.

ExpAcross aims to offer support to international students, homestay families, and educational institutions through services such as assisting students in finding suitable housing options, supporting homestay families in promoting their services, helping educational institutions effectively reach their target audience to promote their programs, and designing personalized programs tailored to the interests and needs of specific student groups.

ALEXANDRA SHIELD

FOUNDER & LEAD DESIGNER, ALEX SHIELD DESIGN

Alex Shield Design is an interior design firm specializing in sustainable interiors and eco-friendly home décor, passionately designed and created by Alexandra. Beyond her design prowess, Alexandra also aims to educate others on the negative impacts of the interior design industry as well as the available solutions to these issues, through seminars and online training.

Having completed her studies in Interior Design at Lasalle College, along with sustainability courses at Concordia University and NYC’s Fashion Institute of Technology and serving as a Sustainability Focal for Pratt & Whitney Canada’s Sustainability Department, Alexandra combines her knowledge of sustainability and design to create products and design spaces that are environmentally friendly and free of harmful chemicals. Alexandra works with

suppliers who share the same values, ensuring sustainability in every step of the process and throughout the supply chain.

As a devoted mom of two young boys, Alexandra is passionate about having a healthy home for her family, and makes it her mission to design beautiful, health-conscious spaces that bring us joy, all while reducing our negative impact on people and the planet.