The Good Guides - Inner City Youth Mentoring

What The Good Guides - Inner City Youth Mentoring does

The Good Guides - Inner City Youth Mentoring is a Toronto-based non-profit organization founded in 2020 and headquartered in Scarborough, Ontario. It operates a youth-led mentorship model targeting at-risk youth aged 12-29 across the Greater Toronto Area (GTA), recruiting secondary and post-secondary students into its Good Guide Ambassador Program to design and execute community initiatives with direct organizational funding access. The organization's core products include the Ambassador Program, Community Engagement services, Perspective Excursions, youth sports programming (Toronto Sports Festival, Youth Basketball Team, Youth Rookie Baseball League), youth-designed merchandise via the GG Swag storefront, and the international BeWell Initiative building water wells in developing countries beginning with rural Mombasa, Kenya.

Revenue is generated through individual donations (one-time and monthly recurring via Donorbox), merchandise sales (Unisex Sweatshirt at CA$55.00 per unit, on-demand production), grants (City of Toronto Youth Violence Prevention Grant, Maytree), and corporate sponsorships (Jays Care Foundation, 407 ETR, PRO ACTION Cops and Kids). Pricing is unit-based on merchandise and voluntary on donations; no formal tiered pricing or paid program participation fees exist. Customer segments include the at-risk youth primary segment (ages 12-29 in GTA), families seeking mentorship for their children, and local businesses/Corporate Social Responsibility partners. The organization distributes services through direct in-person community events, school and community organization partnerships (TDSB, Scarborough Centre for Healthy Communities), and an e-commerce storefront.

The organization employs a lean team of approximately 9 staff led by Founder/Executive Director Swabir Shariff, a Scarborough-raised community activist who sits on the East-Scarborough Storefront steering committee and the Toronto Police Chief's Youth Advisory Committee, and was awarded Charity Village's Best Contribution to Youth Engagement 2021. Strategic partnerships with Toronto Police Service (43 Division), TDSB, Jays Care Foundation, and PRO ACTION Cops and Kids underpin program delivery and funding. No proprietary technology platform is disclosed; the organization relies on grassroots community engagement and direct outreach rather than digital infrastructure.

Name

The Good Guides - Inner City Youth Mentoring

Legal name

The Good Guides

Website

https://thegoodguides.org

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Good Guides is a Toronto-based non-profit founded in 2020 that mentors at-risk youth aged 12-29 across the Greater Toronto Area through a Good Guide Ambassador program, community engagement initiatives, youth sports programming, and merchandise sales. It generates revenue via donations, grants, and corporate sponsorships.

Ownership category

akta.pro rank

Product category

Youth Mentoring and Community Services

NAICS

Child and Youth Services (62411), Educational Support Services (611710)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Youth Mentoring & Positive Youth Development Nonprofits (BPAGADAD)

akta.pro secondary industries

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ), Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

Keywords

• Youth mentoring services
• Community engagement programs
• At-risk youth development
• Nonprofit community services
• Youth sports programs

Headquarters

HQ city

Scarborough

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

Revenue model

1. Donations and Fundraising: The organization raises funds through individual donations (one-time and monthly recurring), in-kind donations, and cheque contributions. Donations are solicited via the organization's website and are described as enabling connection with youth and opening doors that would otherwise remain closed.
2. GG Swag (Merchandise Sales): Youth-designed merchandise (sweatshirts, hoodies, shirts) is sold through the organization's e-commerce storefront. 100% of all proceeds are reinvested directly back into the community through programs, workshops, and other youth-led initiatives. Product pricing is publicly listed (e.g., Unisex Sweatshirt at CA$55.00).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

The Good Guides is a grassroots non-profit organization that provides youth mentoring and community engagement programs for at-risk youth aged 12-29 in the Greater Toronto Area. Its core offering is the Good Guide Ambassador Program, a COOP and volunteer placement opportunity that enables youth to create, develop, and execute community initiatives with direct access to funding. Supporting programs include Community Engagement initiatives, Perspective Excursions, youth sports programs (basketball, baseball), community events, and youth-designed merchandise (GG Swag).

Product overview

The Good Guides is a Toronto-based non-profit youth mentoring organization operating as a single unified entity offering multiple programs and initiatives. The core offering is the Good Guide Ambassador Program, a COOP and volunteer opportunity for students ages 12-29 to create and execute community initiatives. Supporting programs include Community Engagement services, Perspective Excursions, and youth sports programs (Youth Basketball Team, Youth Rookie Baseball League, Toronto Sports Festival). Additional initiatives include GG Swag (youth-designed merchandise with proceeds reinvested into programs) and the BeWell Initiative (youth-led water well construction project in developing countries). All programs follow the philosophy of placing youth on the front lines of change, empowering them to repair their communities.

Differentiator

Problem solved

Functional benefit

Products and services

• Good Guide Ambassador Program A COOP and volunteer opportunity for secondary and post-secondary students (ages 12-29) to join The Good Guides team, create and execute initiatives and events in their communities, with access to direct funding and the ability to earn school credits.
• Community Engagement Program Community-based engagement, support, and initiatives across the GTA that work with various stakeholders to deliver equitable care to neglected parts of the city.
• Perspective Excursions Organized trips created by youth ambassadors to enable youngsters to witness diverse opportunities and develop essential life traits through planning and executing excursions.
• GG Swag Merchandise Store Youth-designed and youth-created merchandise including apparel (sweatshirts, hoodies, shirts). 100% of proceeds are reinvested back into community programs, workshops, and youth-led initiatives.
• BeWell Initiative A youth-led initiative to build one well per year in a developing country, honoring and remembering loved ones affected by various ailments and diseases. The first well is being built in rural Mombasa, Kenya, to provide clean water to 200 people.
• Youth Basketball Team Recreational youth basketball team with limited spots, funded by 407 ETR, providing youth an opportunity to develop skills through sports.
• Youth Rookie Baseball League First-ever Youth Rookie League sponsored by Jays Care Foundation, providing youth athletes and staff with the necessary equipment to participate in organized baseball.
• Toronto Sports Festival Community sports event bringing together local community members and Toronto Police officers to play various sports and activities, held in partnership with local police divisions and community organizations.

Quantifiable outcome

• 200 people provided with free, clean, sanitary water source
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• PRO ACTION Cops and KidscoreGTM or Marketing Partner · 17 July 2022PRO ACTION Cops and Kids is a key funder and partner for the Toronto Sports Festival, a recurring community event where local community members and Toronto Police officers engage in sports activities together. The partnership enables community trust-building and youth engagement through sport.
• Centennial CollegeminorOthers · 30 April 2022Centennial College served as the venue for the first annual Woburn Basketball Day on April 30th, 2022, hosting youths from across Scarborough for a basketball event organized with PC Amanda from 43 Division.
• Toronto Police Service (43 Division)coreStrategic or Co-development PartnerToronto Police Service, specifically 43 Division, is a long-standing strategic partner that collaborates on multiple programs including the Toronto Sports Festival, Funday with Cops, community cleanups, and the Youth Rookie Baseball League. Officers participate in sports activities with youth, helping rebuild trust and relationships between community members and law enforcement.
• Toronto District School Board (TDSB)coreChannel Partner/ Reseller/ DistributorTDSB is a key institutional partner enabling co-op and volunteer placements for secondary students. The partnership facilitates the Good Guide Ambassador program by connecting the organization with students seeking school credits and volunteer hours.
• Scarborough Centre For Healthy CommunitiesminorStrategic or Co-development PartnerListed as a community partner contributing to the organization's mission of serving vulnerable populations and empowering positive lifestyle changes in the GTA.
• Scavenger Hunts by Let's RoamminorOthersListed as a partner of The Good Guides, likely contributing activity or event-related support to community programming.
• HumanitiminorGTM or Marketing PartnerHumaniti, a charitable organization, has collaborated with The Good Guides on events including the Community Graduation 2K21 and the Share A Meal initiative at Cougar Court, providing event support and community engagement.
• KxngsTableminorStrategic or Co-development PartnerKxngsTable partnered with The Good Guides for the #CareforaHEART 2021 initiative, delivering hot meals to neighbours living in homeless encampments on January 2nd, 2021. A guest chef contributed to the meal preparation.
• Toronto ZoominorGTM or Marketing PartnerThe Toronto Zoo partnered with The Good Guides for the Waterfront Cleanup on September 12th, 2021, contributing to environmental stewardship efforts alongside 45 community members.
• Starbucks CanadaminorGTM or Marketing PartnerStarbucks Canada participated as a partner in the Waterfront Cleanup on September 12th, 2021, supporting community environmental initiatives.
• The Toronto Police Chief's Youth Advisory CommitteeminorStrategic or Co-development PartnerThis committee partnered with PRO ACTION Cops and Kids and The Good Guides for the Toronto Sports Festival on June 12th, 2022, supporting youth-police community engagement through sport.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Sportball: Canadian youth sports instruction provider delivering multi-sport programs to children across communities; comparable as a youth sports program operator but operates as a commercial franchise rather than non-profit community model.

Broad incumbents

• YMCA Canada: National nonprofit operating youth recreation, mentorship, and community programs including sports and after-school care across Canada; comparable as a broader incumbent offering youth-development services, but at significantly larger scale.
• Kids Help Phone: Canada-wide youth support service providing counseling and resources to young people; comparable as a national youth-services nonprofit but operating a different intervention model (mental health/crisis support).

Direct peers

• Covenant House Toronto: Toronto-based nonprofit serving at-risk and homeless youth (ages 16-24) with housing, education, and mentorship programs; directly comparable in Toronto youth-services target population and community-based delivery.
• Pathways to Education: Canadian nonprofit supporting at-risk youth in low-income communities through academic mentoring, tutoring, and financial supports; comparable in mission to break cycles of poverty through structured youth engagement.
• Boys & Girls Clubs of Canada: Federated nonprofit offering youth development programs including sports, mentorship, and after-school activities across Canadian communities; directly comparable in mission and youth-services delivery model.
• Big Brothers Big Sisters of Canada: National youth mentoring nonprofit pairing adult mentors with at-risk youth; directly comparable as a Canadian youth-mentorship organization serving similar demographics and relying on volunteer engagement and donor funding.
• East Scarborough Storefront: Kinship-based community organization serving east Scarborough residents including youth programs; the founder of The Good Guides sits on its steering committee, and both organizations serve the same vulnerable GTA neighbourhood.
• Jays Care Foundation: Charitable arm of the Toronto Blue Jays funding sport-based youth development programs across Canada; an active financial partner of The Good Guides and directly comparable in sports-based youth empowerment delivery.
• PRO ACTION Cops and Kids: Toronto-based nonprofit running sports-based youth engagement programs in partnership with Toronto Police; an active funder and GTM partner of The Good Guides, directly comparable in police-community-youth sports model.

Market position

Strengths4 records

Weaknesses2 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-good-guides-inner-city-youth-mentoring

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 The Good Guides - Inner City Youth Mentoring