Total Mom Inc

What Total Mom Inc does

Total Mom Inc. (legal name The Total Mom Show Inc.), founded in 2017 and headquartered in Collingwood, Ontario, is a privately held, women-owned community and events business serving Canadian (and increasingly North American) mom entrepreneurs. Its core assets are a digital community of more than 20,000 members — roughly 82% of whom are small business owners or founders — along with a portfolio of physical and virtual programs: The Total Mom Show festival tour, Canada's Total Mom Pitch competition, the Total Mom Business Summit, masterclasses and VIP retreats in Blue Mountains, and the Total Mom Collective membership launched in September 2023. The company does not operate its own technology platform; the digital stack consists of a Wix-based website (totalmom.ca) for marketing and bookings, the totalmom.shop e-commerce storefront on a third-party platform, Eventbrite for ticketing, and Flodesk for the email newsletter.

Monetization is diversified across six streams: (1) high-ticket one-time masterclasses priced at $1,297-$2,297 CAD; (2) tickets and pass tiers for The Total Mom Show festival, summits and pitch finale events at $20-$99.97 CAD; (3) Sponsorship and brand partnership revenue, the largest disclosed category, built on relationships with more than 450 companies including Scotiabank Women Initiative, Visa Canada, Bell Canada, GoDaddy, Clearco, Zoho, Intuit QuickBooks and Huumans; (4) e-commerce sales of curated wellness products and merchandise through totalmom.shop; (5) VIP boxes and product-c curation tied to grant programs; and (6) entry fees for the annual pitch competition. Distribution is omnichannel: community-led (#TotalMomBusiness), event-driven (festival and summit experiences), direct-to-consumer (e-commerce and self-serve booking) and sales-led (B2B sponsorship acquisition). The company is led by founder and CEO Anna Sinclair and operates without disclosed institutional funding.

Name

Total Mom Inc

Legal name

THE TOTAL MOM SHOW INC.

Website

https://totalmom.ca

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Total Mom Inc. is a privately held Canadian community and events business supporting mom entrepreneurs through a 20,000+-member network, festivals, summits, pitch competitions, masterclasses and brand sponsorships.

Ownership category

akta.pro rank

Product category

Mom Entrepreneur Community and Events Services

NAICS

Civic and Social Organizations (813410)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Marketing, Branding & Sales Skills (EDAMAHAG)

akta.pro secondary industry

Small Business & Entrepreneurship Community Education (EDAAAFAK)

Keywords

• Mom entrepreneur community
• Business education programs
• Wellness festival events
• Pitch competition grants
• Brand sponsorship partnerships

Headquarters

HQ city

Collingwood

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Masterclasses and Training Programs: Revenue generated from paid educational programs including the Strategic Partnerships & Sales Masterclass at $1,297-$2,297 CAD and VIP Masterclass Passes, offered as in-person intimate retreats in Blue Mountains, Ontario.
2. Events and Festivals: Revenue from ticket sales for The Total Mom Show festival, business summits, and special events including VIP experiences and beauty lounges.
3. Pitch Competition Entry Fees: Small entry fees ($20-$24.97) for pitch competitions that include access to finale events, networking, and award submissions.
4. Sponsorships and Brand Partnerships: Revenue from brand partnerships and sponsorship deals across events, programs, and digital platforms. The company has worked with 450+ companies and secured over $3 million in sponsorship dollars.
5. E-commerce (M Shop): Revenue from wellness products and brand merchandise sold through the company's e-commerce platform totalmom.shop.
6. VIP Boxes and Product Curation: Sale of curated VIP boxes containing products from partner brands, with proceeds supporting grant programs for mom entrepreneurs.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Total Mom Inc operates a community and events platform serving mom entrepreneurs, offering paid business education programs (Strategic Partnerships & Sales Masterclass at $1,297-$2,297 CAD), large-scale festivals and summits (The Total Mom Show, Total Mom Business Summit), a pitch competition with grants (Canada's Total Mom Pitch), a paid membership community (Total Mom Collective), an e-commerce storefront (M Shop / totalmom.shop), and brand sampling/gifting programs (Total Mom Influence). Offerings are delivered through a hybrid of in-person experiences in Ontario, virtual events, and digital community assets serving 20,000+ Canadian mom entrepreneurs.

Differentiator

Problem solved

Functional benefit

Brands

• M Shop: E-commerce and wellness brand
• Canada's Total Mom Pitch
• Total Mom Business Summit
• Total Mom Influence
• Total Mom Talk
• #TotalMomBusiness
• Total Mom Network
• The Total Mom Show
• Total Mom Collective
• Masterclass Pass
• VIP Masterclass Pass

Products and services

• The Total Mom Show Festival Canada's largest holistic multi-city festival for moms featuring wellness experiences, beauty lounges, vendor markets, and community connection. SUMMER 2024 edition is referenced on the company website.
• Canada's Total Mom Pitch National small business search and pitch competition for mom entrepreneurs offering grant funding, mentorship, and business support, with a $30,000 grand prize package ($10,000 cash plus $20,000 in business services) awarded to the winner.
• Total Mom Business Summit Professional summit delivered in both IRL and digital formats with daytime conference sessions, workshops, panels, expert masterclasses, keynote speakers, and an evening pitch finale for mom entrepreneurs.
• Sales & Partnerships Masterclass (Strategic Partnerships, Sponsorships & Sales Intensive) Paid in-person masterclass training program taught by founder Anna Sinclair at a Blue Mountains, Ontario chalet, teaching mom entrepreneurs how to secure strategic partnerships and sponsorships. Offered at $1,297 CAD (Masterclass Pass) and $2,297 CAD (VIP Masterclass Pass with overnight accommodations, VIP dinner, upgraded gift bag, headshot session, and networking).
• Total Mom Collective Membership community for mom entrepreneurs providing ongoing business support, wellness content, peer networking, and access to Total Mom programs and partner offers.
• M Shop (totalmom.shop) Own e-commerce storefront at totalmom.shop selling wellness products and Total Mom brand merchandise directly to consumers.
• Total Mom Influence Private sampling and exclusive gifting programs that distribute partner-brand products to mom consumers, including curated VIP boxes containing products from partner brands, with proceeds supporting Total Mom grant programs for mom entrepreneurs.
• Total Mom Talk Series of expert-led panels, podcast episodes, and micro-events focused on wellness, skill-building, and community connection for the mom entrepreneur audience.
• #TotalMomBusiness Professional Membership Network Digital professional membership network for working moms built around the #totalmombusiness and #totalmomlife hashtags, providing community connection, peer referrals, and member engagement across social platforms.

Quantifiable outcome

• Over 20,000 moms helped get back to living the life they love
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Bell CanadacoreStrategic or Co-development Partner · 1 February 2023Two-year partnership between Bell Canada and Total Mom Inc, announced in February 2023 as part of Canada's Total Mom Pitch initiative.
• HuumansminorStrategic or Co-development Partner · 1 February 2023Fintech bookkeeping company partnering with Total Mom to provide financial tools and resources for mom entrepreneurs in the community.
• Scotiabank Women InitiativecoreStrategic or Co-development PartnerPresenting sponsor of Canada's Total Mom Pitch, providing access to capital, mentorship and education for women-owned businesses. The initiative has committed $3 billion to women-led businesses.
• GoDaddycoreStrategic or Co-development PartnerPowered-by sponsor for Total Mom Pitch 2022, supporting mom entrepreneurs with website and online business tools.
• Visa CanadacoreStrategic or Co-development PartnerPowered-by sponsor providing digital payments expertise and resources for the pitch competition.
• ClearcominorStrategic or Co-development PartnerPresented The Total Mom Business Summit 2022, providing growth capital and services for e-commerce brands.
• National PostminorGTM or Marketing PartnerMedia partner for Total Mom Pitch events, providing press coverage and brand visibility.
• Intuit QuickBooksminorStrategic or Co-development PartnerFinancial management partner providing tools and resources for financial wellness content and business education.
• Press MarketminorGTM or Marketing PartnerCo-hosted 'I'm a Barbie Girl' Moms Night Out Experience in Collingwood, providing venue and event partnership.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Girlboss: Media and community platform for women, especially focused on career and entrepreneurship; comparable to Total Mom's pitch-competition, educational content, and event-led programming aimed at female founders.
• Motherly: Content and community platform serving modern mothers with editorial, e-commerce, and brand-partnership monetization; comparable in audience (moms), content hub strategy, and brand-partnership revenue model.
• HeyMama: Membership-based networking community for working moms in business and creative fields; directly comparable to Total Mom Collective's paid-membership positioning and event-driven community model for mom entrepreneurs.
• The Mom Project: Community platform connecting professional moms with career and business opportunities; directly comparable to Total Mom's mom-founder community-plus-services model and competition for the same demographic's engagement and sponsorship dollars.

Broad incumbents

• The Bump: Long-standing pregnancy and parenting media and registry platform; serves the same mom demographic and competes for brand-partnership budgets aimed at mom consumers, with broader reach but less entrepreneur focus.
• Tory Burch Foundation: Established non-profit supporting women entrepreneurs through capital, education, and fellowship programs; competes for the same mom/women-entrepreneur mindshare and a portion of brand-sponsorship budgets directed at women's business initiatives.

Emerging players

• PowerToFly: Job marketplace and community connecting women professionals (especially in tech) with companies pursuing diversity hiring; overlapping with Total Mom's B2B partnership revenue model and women-focused professional community positioning.
• Clever Girl Finance: Financial education and community platform for women; comparable educational-content and community angle to Total Mom's masterclass/business-education programming for an overlapping female audience.

Others

• Female Founders Fund: Venture fund focused on women-led businesses; an adjacent ecosystem player that complements Total Mom's pitch-competition programming and overlaps with the founder/funder pipeline the community engages with.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/TotalMomInc
• YouTubeyoutube.com/channel/UCNIlDP68pCxe3Cwn6kTVddw
• Facebookfacebook.com/TotalMomInc
• Instagraminstagram.com/TotalMomInc
• Pinterestpinterest.ca/thetotalmomshow

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Total Mom Inc