Pitch Better

What Pitch Better does

Pitch Better is a Toronto-based Canadian non-profit founded in 2019 by Amoye Henry and Adeela Carter that supports Black and equity-seeking women entrepreneurs. Its operations are organized around four pillars: research, capacity building, networking, and funding distribution. The programmatic portfolio includes FoundHers Innovation Labs (a 12-week accelerator launched in 2024), Modern Hustle Collective, Emerge (a green-economy focused track), FoundHers International (export development in partnership with EDC), and the Is Venture For You program.

The organization operates a hybrid non-profit model in which it generates capacity to operate via government grants (notably the Black Entrepreneurship Program and a $386,568 grant from Women and Gender Equality Canada in August 2024) and corporate partnerships (Microsoft, Facebook/Meta, BDC, EDC), and deploys a portion of that capital as pass-through funding to founders. Between 2022 and 2023 it distributed approximately $1.7M to its community and reports impacting 5,000+ business owners. Its research arm has produced the FoundHers National Research Study (2021) and the Africulture Research Study (2023), profiling 3,500+ founders and gathering 1,545+ survey respondents.

The organization runs a lean team of 1-10 employees and has extended its footprint across Canada (notably through a 2025 EDC roadshow), into the United States (a 2024 FoundHers Demo Day in New York City with a $50,000 prize pool), and signaled activity in MENA, APAC, and Africa (Ghana). It maintains an institutional link via the FoundHers VC partnership for onward capital deployment and is preparing an Inclusive Succession report in partnership with CQ Business Consulting. The core "product" is curated access — to capital, programming, mentorship, and peer networks — for a founder segment structurally underserved by mainstream Canadian accelerators.

Name

Pitch Better

Legal name

Pitch Better Inc.

Website

https://pitchbetter.ca

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Pitch Better is a Toronto-based Canadian non-profit founded in 2019 that supports Black and equity-seeking women entrepreneurs through research, capacity-building programs (FoundHers Innovation Labs, Modern Hustle Collective, Emerge), networking, and funding distribution, funded primarily by government grants and corporate partnerships.

Ownership category

akta.pro rank

Product category

Entrepreneurship Support Services

NAICS

Research and Development in the Social Sciences and Humanities (54172), Scientific Research and Development Services (5417)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Business Planning, Pitching & Competitions (Pitch Decks, Demo Days) (EDAMAHAB)

akta.pro secondary industries

Innovation & Design Thinking Programs (EDAMAHAD), Creativity & Innovation Mindset (EDABAMAH)

Keywords

• Entrepreneur support services
• Business accelerator programs
• Small business funding
• Entrepreneurship research
• Capacity building programs

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Grant Funding Distribution: Pitch Better serves as a non-profit intermediary that receives funding from government programs, corporations, and foundations, then distributes grants and funding packages to Black and equity-seeking entrepreneurs through various programs.
2. Membership Programs: Revenue generated through membership circles and private networks like Modern Hustle Collective that provide exclusive access to funding streams, mentorship, and investment opportunities for entrepreneurs.
3. Capacity Building and Training Programs: Fees from workshops, coaching, and accelerator programs including FoundHers Innovation Labs, Secure the Bag workshops, and various Biz Soiree events delivering market-ready strategies for women entrepreneurs.
4. Export Development Services: Trade organization services supporting women-led companies through trade missions, international business development, and cross-border commercialization pathways including market-entry guidance and investor readiness support.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Pitch Better is a Canadian non-profit organization that supports Black and equity-seeking women entrepreneurs through national market research, accelerator programs, capacity building workshops, and direct funding distribution. The organization operates programs like FoundHers Innovation Labs (12-week digital accelerator), Modern Hustle Collective (membership network), and export development services through trade missions, while producing research on BIPOC-owned businesses. Across its initiatives, Pitch Better has distributed nearly $1.7 million to the community and reached over 5,000 business owners since 2019.

Product overview

Pitch Better is a Canadian non-profit organization offering a portfolio of interconnected programs for Black and equity-seeking women entrepreneurs. The core offerings include FoundHers (research and accelerator), FoundHers Innovation Labs (12-week technology building program), FoundHers International (export development), Modern Hustle Collective (membership network), and various grant/funding programs. Research capabilities include the FoundHers study, Africulture study, and Black Equity Integration Initiative. The organization connects entrepreneurs to financing, mentorship, and global market opportunities through a multi-pronged approach combining research, education, networking, and direct funding distribution.

Differentiator

Problem solved

Functional benefit

Brands

• FoundHers Labs: Venture studio and 12-week digital accelerator program addressing unique challenges Black and equity-seeking women entrepreneurs face in technology, innovation, and green economy.
• Modern Hustle Collective
• FoundHers
• Emerge
• Venture For You
• Is Venture For You
• Secure the Bag

Products and services

• FoundHers Innovation Labs A 12-week digital accelerator program that provides capacity-building, technology training, mentorship, and funding access for Black and equity-seeking women entrepreneurs.
• Modern Hustle Collective A private membership network focused on connecting and supporting Black women founders with networking, mentorship, and peer support.
• FoundHers International Export development program supporting export-ready and high-growth women-led companies through trade missions, international business development, and cross-border commercialization pathways targeting MENA, U.S., and global innovation hubs.
• Is Venture For You A traveling series of curated panels and discussions at the intersection of venture capital and diverse women-led innovation, bringing together visionary investors and ambitious founders across Canadian cities.
• Secure The Bag Business development workshop sessions for entrepreneurs across various industries, delivered in cities including Halifax, Vancouver, Edmonton, Winnipeg, and Quebec City.
• Emerge Program supporting entrepreneurs in the innovation and green economy space, providing capacity building and resources for emerging ventures.
• InvestHER Funding initiative in partnership with Microsoft Startups disbursing $20,000 each to exceptional Black founders, providing mentorship, technology support, and networking opportunities.
• Holiday Grant Program Annual grant program providing small grants ranging from $500 to $1,500 to Black entrepreneurs within the community.
• FoundHers Interactive Dashboard Interactive data dashboard providing insights and analytics from the FoundHers Canadian Black Women Founders Report, tracking Canadian Black women founders and their business metrics.
• Africulture Research Study National study focused on agriculture in Black communities in Canada, addressing food scarcity issues and helping secure financing for Black farmers.
• Black Equity Integration Initiative Four-year longitudinal study examining how work integration social enterprises impact the lives of Black participants, including those with experience with the criminal justice system.
• FoundHers Canadian Black Women Founder Report First and largest national market study of Black women founders in Canada, surveying 1,545 unique respondents across the country.
• Inclusive Succession Report Qualitative research study on Entrepreneurship Through Acquisition (ETA), search funds, and Canada's $2 trillion ownership transition, with focus on diverse entrepreneurs.
• Facebook Black Businesses Grant Program CILAR/Facebook Innovation Study and grant funding program for Black entrepreneurs with innovation or technical components. Received over 1,700 applications and selected 45 successful applicants for funding packages ranging $2,500 to $10,000.
• Building Black Businesses Study Qualitative research in partnership with BDC and Canadian Black Chamber of Commerce examining needs and opportunities for Black entrepreneurs.

Quantifiable outcome

• Over $1.6 million in funding secured for Black-owned businesses
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, strategic and minor.

• CQ Business ConsultingcoreStrategic or Co-development Partner · 1 January 2026Research collaboration on Inclusive Succession report examining Entrepreneurship Through Acquisition (ETA), search funds, and Canada's $2 trillion ownership transition with focus on diverse entrepreneurs.
• Export Development Canada (EDC)coreStrategic or Co-development Partner · 1 January 2025Partnership for FoundHers Roadshow - Canada-wide road show for FoundHers VC spotlighting high-potential equity-deserving women entrepreneurs across Vancouver, Calgary, Winnipeg, Toronto, Halifax, Montreal.
• Canada-Africa Innovation Festival (Africa Impact Initiative, MEDA)strategicStrategic or Co-development Partner · 1 January 2025Sponsorship of Canada-Africa Innovation Festival with research commitment on economic impact and potential of Canada-Africa trade, paired with digital dashboard to track insights.
• Black Entrepreneurship Knowledge Hub (BEKH)coreStrategic or Co-development Partner · 1 January 2022Partnership with BEKH (co-led by Sprott School of Business and Dream Legacy Foundation) for focus groups on conversation about Black entrepreneurs and mental health.
• FoundHers VCcoreStrategic or Co-development Partner · 1 January 2022Strategic partnership delivering FoundHers Innovation Labs venture studio addressing unique challenges Black and equity-seeking women entrepreneurs face through 12-week capacity-building program.
• GlitzAfricaminorGTM or Marketing Partner · 1 January 2022Partnership for PitchHer Competition Africa (Ghana) - beauty and innovation pitch competition.
• CILAR (Canadian African Centered Institute for Research and Analysis)coreStrategic or Co-development Partner · 1 January 2021Co-delivery partner for Facebook Innovation Study examining grant funding programs for Black entrepreneurs with innovation or technical components.
• BDC (Business Development Bank of Canada)coreStrategic or Co-development Partner · 1 January 2021Partnership on Building Black Businesses Study providing qualitative research on needs of Black entrepreneurs, identifying personas to help private and public sector understand challenges and support required.
• Canadian Black Chamber of CommercecoreStrategic or Co-development Partner · 1 January 2021Partner on Building Black Businesses 2021 study and ongoing Black entrepreneurship ecosystem development.
• Toronto Business Development Centre (BDC)strategicStrategic or Co-development PartnerHost partner for Is Venture For You events and Innovators Shaping Tomorrow event, providing space for founder-investor convenings.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• DMZ (Toronto Metropolitan University): Top-ranked North American startup incubator that also runs programs for women and underrepresented founders. Comparable accelerator/cohort model and downtown-Toronto ecosystem presence.
• MaRS Discovery District: Canada's largest urban innovation hub, running accelerators, advisory, and capital programs for founders including diverse-led ventures. Operates at a wider scale with overlapping accelerator and capacity-building services.
• Business Development Bank of Canada (BDC) - Women Entrepreneur Strategy: Crown corporation that is both Pitch Better's partner and a direct competitor to its FoundHers programming. BDC's $1.6B+ Women Entrepreneur Strategy and Black Entrepreneurship Loan Fund serve an overlapping Canadian women/BIPOC founder audience at much larger scale.

Others

• NPower Canada: Canadian non-profit providing skills training, mentorship, and job placement for youth, including those facing systemic barriers. Adjacent in the broader Canadian equity-deserving talent/founder development ecosystem with overlapping partnership channels.

Direct peers

• Coralus (formerly SheEO): Canadian-rooted, now global community and pooled fund supporting women-identifying innovators through a combination of cohort programs, member contributions, and capital. Matches Pitch Better's women-focused entrepreneurship support model with a similar venture + community approach.
• Black Opportunity Fund: Canadian organization funding, building capacity, and convening Black-led ventures, already a delivery partner of Pitch Better on the Facebook Black Businesses grant. Highly comparable mandate to mobilize capital and ecosystem support for Black entrepreneurs in Canada.
• Black Innovation Alliance (BIA): Pan-Canadian coalition of Black-led innovation hubs supporting Black entrepreneurs and technologists. Directly comparable in mandate to expand Black participation in tech and venture, and serves the same Canadian founder segment as Pitch Better.
• Canadian Black Chamber of Commerce: Already a formal research partner (Building Black Businesses Study) with overlapping focus on Black-business owner support, advocacy, and ecosystem data in Canada. Closely aligned mission and serves a near-identical founder base.
• Visible Capital: Canadian venture fund and platform dedicated to investing in and supporting Black and other racialized founders. Comparable target demographic and intersection of capital + community support that Pitch Better's FoundHers VC partners operate in.

Emerging players

• Founderz: Emerging venture studio/accelerator ecosystem serving early-stage founders with educational and capital programs. Comparable in offering digital cohort-based capacity building to under-resourced founders.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/pitchbetter

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pitch Better