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Introducing DMZ’s new cohort of Incubator startups

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Introducing DMZ’s new cohort of Incubator startups

Out of hundreds of applications from around the world, we’ve hand-selected 13 tech startups to join us for the next 18 months.

Some highlights of this cohort include:

  • Representation from diverse verticals: FinTech, EnterpriseTech, GovTech, Smart Automation and more
  • More than 30% of companies are women-founded and over 30% Black-founded
  • AI-enabled technology comprises over half of this cohort
  • Startups from Peru, Nigeria, Iran, India, the United Kingdom, Italy and Canada
  • A new selection process called Deep Dive sessions – where subject-matter experts undergo rigorous assessments with startup founders to evaluate each company’s focal areas, ensuring top-tier selection.

Throughout the program, startups will receive comprehensive support to execute their go-to-market strategy, acquire lighthouse customers, gain media exposure, explore global expansion, prepare for the next round of funding and much more. DMZ will be with them every step of the way, giving them hands-on coaching, access to our world-class community, professional services, business savings and more.  

Just when we thought we had seen the best of the best, our newest cohort has seriously raised the bar, leaving us in awe of their track records and potential. 

Keep reading and join us in extending a big DMZ welcome to Cohort 6!

Cleanster logo
On a mission to make quality cleaning services more accessible, Cleanster connects property managers and homeowners with professional cleaners. Their solution matches users with locally vetted service providers to clean their spaces at an affordable price and integrates with leading property management software for users to manage their property care operations.

Flowjin logo
Flowjin is an AI-powered tool that empowers content creators and businesses with the tools to drive social media growth. With Flowjin, users can easily identify high-performing content and quickly create customizable clips for social media, ensuring users maximize content and save time.

Handy.ai logo
Handy.ai is an intelligent SaaS platform that provides AI-powered virtual specialists to drive customer and employee success. Offering tailored solutions to clients, Handy.ai can be leveraged for customer success, employee engagement and partner success.

Hilo logo
HILO is at the forefront of revolutionizing Customer Experience (CX) in buildings with a one-stop, user-configured, personalized, and AI-enabled platform to improve and simplify people’s lives where they work and live. HILO empowers building operators to retain current tenants, attract new ones and streamline operations.

Loopify logo
Loopify360 is an all-in-one marketing and sales hub for small and medium-sized enterprises, offering a range of solutions and tools designed to find and retain customers. Their AI-powered marketing platform provides tailored solutions, delivering optimal return on investment.

PoliTraq logo
PoliTraQ combines stakeholder profiles, meeting notes and briefing materials into a single, all-in-one advocacy management system. Their solution helps public affairs professionals implement and manage advocacy campaigns, monitor legislation and track advocacy impact.

ReInvest Wealth logo
ReInvestWealth offers a cost-effective solution for small business accounting needs. Their professionally trained AI accountant provides daily bookkeeping and expert financial advice, addressing common pain points like slow processing and overlooked tax refunds. 

ShipVista logo
ShipVista streamlines multi-channel order management and fulfillment for online retailers. By offering real-time carrier rates, automated label printing, and integration with multiple carriers, it saves time and money while enhancing sales.

Subskryb logo
Subskyb is a premium vehicle-as-a-service solution that offers high-end vehicles for a monthly fee, covering insurance, maintenance and roadside assistance. Users can effortlessly select their luxury vehicle of choice and have it delivered, all while car owners earn by listing their vehicles.

Sugar security logo
Sugar Security makes advanced cybersecurity testing easy and affordable for small to mid-sized businesses. Through their cloud-based software, Sugar Security empowers businesses to identify security vulnerabilities in their organizations through enhanced vulnerability scanning.

Syzl logo
Syzl is revolutionizing the food industry by transforming idle commercial kitchens into bustling hubs for culinary entrepreneurs. Their platform enables food makers to find compliant, safe and flexible workspaces and empowers kitchen owners to leverage unused stations to earn extra revenue.

Vidboard.ai logo
VidBoard simplifies video production by creating AI-enabled avatar models. Their platform offers a cost-effective and scalable solution, eliminating the need for studio visits, multiple professionals, equipment and third-party costs.

Zagitas logo
Zagitas serves as a digital assistant in the office. Their solution automates manual business processes through the integration of AI, robotic process automation, chatbots and business intelligence technologies.


Want to join the next cohort of changemakers? DMZ is now accepting applications for its March 2024 cohort. Apply
here

 

 

 

Unlocking DMZ’s benefits, from a $10K entry grant and travel subsidies to free legal support

Breaking down how DMZ can help your startup’s bottom line. 


As a #1 ranked incubator globally, DMZ has a lot to offer, and we pride ourselves on not only talking the talk
but also walking the walk. We support the most promising and high-impact tech entrepreneurs who have what it takes to scale their businesses. But don’t get it twisted; we know it takes two to tango.

That’s why startups that join DMZ’s Incubator receive world-class programming and services. To us, that means real, tangible support. 

To start, startups accepted into our Incubator program receive a $10,000 entry grant to help kick-start their journey with us. While we know $10,000 can help with product development, a targeted marketing campaign, training and development or new infrastructure, we can also appreciate that $10,000 is a drop in the bucket. 

Beyond DMZ’s entry grant, startups receive personalized support with customer acquisition and fundraising, unlimited 1 on 1 coaching sessions from our Experts-in-Residence, pro-bono professional services, exclusive pitch competitions, access to the Student Work Placement Program, grant research and writing, startup perks and discounts valued at over $1 million, help with SR&ED tax incentives, free financial plan model custom built by a CFO, free UX design support,  24/7 office space and full-service amenities… the list goes on and on. 

So, how do all these program perks support startups with expenses, and —more importantly — how have they empowered startups to level up? We thought you’d never ask. 

Here are just a few ways DMZ’s Incubator can help your startup’s bottom line. 

Explore new markets without breaking the bank.  

Building a thriving business requires startups to go global, and DMZ helps founders cover travel costs for opportunities abroad through Mitacs Entrepreneur International. We’re committed to inspiring our founders to explore untapped markets and have been thrilled to see founders delve into opportunities abroad.

SoftDrive (Incubator ‘22) received $15,000 to travel to London, New York City, Japan and San Francisco to tap into international markets, meet with VCs, secure customers and attend global conferences

Lightster (Incubator ‘23) received $5,000 to travel to London to attend Techspo London and successfully secured a sales-qualified lead.

 

Fuel your research and level up your product. 

Strengthen your startup’s innovation capabilities through the Mitacs Business Strategy Internship. As a Mitacs partner, DMZ supports founders with the program to harness cutting-edge research to commercialize new products and gain a competitive edge in the market.  

Charmy Pet (Incubator ‘22) received $9,000 to research the health benefits of traditional Chinese herbs for pets, which led to the successful commercialization of a new product line available in over 450 specialty pet stores across Canada today.

 

Access essential legal services from day one. 

DMZ’s Startup Legal Support gives founders fully subsidized in-house legal services. We know how crucial legal support is for early-stage founders, which is why startups who come to DMZ don’t need to worry about cutting corners and instead can have legal processes in place from the get-go. 

To date, Startup Legal Support has saved founders over $600,000 in legal fees, helping them with legal matters, including corporate cleanups, intellectual property, stock option plans, term sheet reviews, share sales, terms of use, privacy policies, service agreements, customer contracts and more.

SoftDrive (Incubator ‘22) was able to save over $35,000 in legal fees.

XpertVR (Incubator ‘22) was able to save over $28,000 in legal fees.

Leasey (Incubator ‘24) was able to save over $25,000 in legal fees.

 

Save on startup must-haves.

DMZ’s perks and benefits provide discounts and fully subsidized tools for founders to save money on the essentials. From founder mental health, AWS Credits, financial services and more, DMZ startups receive perks from 170+ service providers worth over $1 million in business savings. 

Sitemax (Incubator ‘25) received $25,000 in AWS credits, allowing them to re-allocate resources to hire a new Business Development Representative for their team.  

Kaitongo (Incubator ‘24) received $25,000 in AWS credits, allowing them to make product enhancements.

Take part in exclusive pitch competitions. 

DMZ Incubator startups have the opportunity to participate in exclusive startup pitch competitions for the chance to showcase their business and secure grant funding. DMZ handed out $65,000 in grant funding to Incubator startups this summer.  

Chexy (Incubator ‘24) received $50,000 in funding, which helped them improve customer experience and expand their landlord offerings. 

Formaloo (Incubator ‘24) received $15,000 in funding to support their continued expansion with the new release of Formaloo 3.0.


Subsidize your team’s wages. 

Members of DMZ’s Incubator program get access to the Government of Canada’s Student Work Placement Program, which allows startups to subsidize student wages.

Lightster (Incubator ‘23) was able to subsidize $20,000 in wages, which covered 3 student placements, one of which did two terms. 

Want to learn more about how DMZ’s Incubator can help your startup through coaching, mentorship, programming and benefits? Head to dmz.to/Incubator to learn more and apply today. 

Italia360: Supporting first-generation and Italian student entrepreneurs

Meet the brilliant mind behind Fuori and how she’s leading the ethical activewear movement


Congratulazioni to the first cohort of participants of DMZ’s
Italia360 program; what a ride it’s been!

Italia360 is an 8-week part-time incubation program that helps first-generation and Italian heritage student entrepreneurs create innovative and disruptive businesses. The program taught students how to develop and market their ideas with the help of  mentors and provided them the opportunity to work with other young innovators.

Made possible by the Canadian Italian Business and Professional Association Of Toronto (CIBPA), students had the opportunity to participate in exclusive workshops conducted by CIBPA mentors, engage with other leading startups and experts from across Canada, connect with Toronto Metropolitan University’s Zone Network and receive one-on-one coaching from DMZ experts. 

The excitement doesn’t end there. In addition to gaining entrepreneurial tools for success, the winning startup also received an all-inclusive 3-day trip to Italy to connect with their Italian roots and tour the local businesses of CIBPA.

DMZ was floored by the quality of startups from Italia360; a huge congratulations goes out to all participants.


Fuori

Founded by Toronto Metropolitan’s very own Sofia Beraldo, Fuori is a trailblazing fashion brand committed to revolutionizing the activewear industry towards sustainability. Its approach centers on whole-garment knitting and the utilization of natural fibers, diverging from the prevalent reliance on synthetic plastics that dominate the market today.

With her trip to Italy, Sofia plans to explore the region of Prado, which is known as a textile hub responsible for 15% of all global textile recycling. During her visit, she hopes to establish partnerships that will enable her to send cherished and well-worn garments for recycling.

“I can’t say enough about Italia360. From the advisors we’ve met, the sessions that we’ve been able to take part in, the network of entrepreneurs who have the same aspirations — it’s all been incredibly rewarding,” said Sofia.  


Junily

Our panel of judges was so impressed with the caliber of startups, that they also decided to give an award to the runner-up.

Founded by Dmitry Baleshev, a BComm student at Ted Rogers School of Management, Junily works to guide students toward their ideal career path and match them with Canadian education institutions. 

“Italia360 has provided tremendous support, guiding us from ideation to the realization of our business model. Having mentors by our side was a great source of motivation,” said Dmitry.

The inaugural cohort of Italia360 has every reason to feel accomplished for their dedicated efforts this summer. Embodying the true Italian spirit, wishing Buon Viaggio (safe travels) to Sofia! 

Looking to join similar DMZ programming in 2024? Subscribe to our TechTalk newsletter and stay informed on program applications here. Until then, we invite you to check out DMZ Masterclass to master your business skills at dmz.to/masterclass

 

The power of local: How Innisfil is fuelling economic growth and retaining top talent

How one small town is paving the way for sustainable regional growth


Innovation and entrepreneurship are not just buzzwords, they are the driving forces behind economic growth and opportunity. While big urban cities have been the traditional hotspot for startups to thrive, the notion of a startup hotbed being limited to bustling metropolitan centers is rapidly changing. Now, rural communities across Canada are demonstrating that they, too, have the potential to cultivate successful businesses and retain top talent.

Jelmer Stegink, Program Director of DMZ Innisfil, at DMZ Innisfil office.

Take Innisfil, Ontario, as the perfect example — a small town in Canada that faced the challenge of 82% of its residents leaving town for work every day. The town’s Mayor, Lynn Dollin, and her team recognized the need to create and support the jobs of tomorrow right in their own backyard. “Prior to the pandemic there was this misconception that founders needed to live and work in the GTA in order to tap into innovative resources, peers and programming,” says Mayor Lynn Dollin. “So in rural communities like ours, residents felt they had to spend hours in traffic to drive to a congested City to do their business.”

Enter Innisfil’s partnership with DMZ, the world’s leading startup incubator. Since its launch in 2020, DMZ Innisfil has successfully supported more than 35 local entrepreneurs to develop and grow their businesses, raising $10M in growth capital through DMZ programming and generating $1M+ in revenue.

But the real story here is how Innisfil has embraced entrepreneurship and innovation. By investing in programming to help business owners thrive, Innisfil has set a benchmark for how rural Canadian towns can encourage citizens to advance their local economy while creating the future they want in their hometown.

 “Through delivery of the DMZ Innisfil program over the past few years we’ve been able to demonstrate that innovation is a mindset, not a geography, and rural areas have just as much creativity and ambition as our urban counterparts,” says Dollin. “By bringing together like-minded entrepreneurs through DMZ Innisfil programming and events we’ve seen local founders flourish, enjoying better life work balance by the lake all while accessing world-class mentorship and support.”

The power of collaboration and support cannot be underestimated. One shining example of this synergy is the incredible success story of Fractional SaaS, a dynamic startup that found its footing with the invaluable assistance of DMZ Innisfil.

For founder Andrew Rains, the decision to move to Innisfil in 2018 was driven by a desire to seize emerging opportunities and raise a family. Little did he know that this small town was on the brink of an entrepreneurship revolution. 

When the pandemic struck, the Town of Innisfil faced a myriad of issues that demanded innovative solutions. DMZ, in partnership with the Town of Innisfil, launched a competition to address these challenges brought on by COVID restrictions. Fractional SaaS rose to the occasion by submitting a successful operations management solution in response to the Town’s call for better boat management at their marinas. This milestone became a turning point for Fractional SaaS., as it not only showcased their capabilities but also provided an opportunity to make a meaningful impact within the local community.

Fractional SaaS revolutionized marina operations in Innisfil, earning acclaim from the Town for their impactful solutions. They have expanded their services to other municipalities, positioning themselves as trusted partners for local governments. With DMZ Innisfil’s ongoing support, Fractional SaaS is poised for even greater accomplishments, connecting their team with the right people at the right time.

Fractional SaaS’s success story exemplifies the power of collaboration, with DMZ Innisfil playing a pivotal role in their journey as they continue to make a lasting impact, propelling innovation and community empowerment for different rural regions. 

 “Rural communities have become fertile ground for entrepreneurial growth. The notion that thriving innovation ecosystems are exclusive to major cities is now a thing of the past. Through my journey with Fractional SaaS, I’ve witnessed firsthand the hunger and the untapped potential in these communities. With the invaluable networks, resources, tools, and connections provided by DMZ Innisfil, startups are empowered to thrive and succeed!” –  Andrew Rains, Co-Founder of Fractional SaaS. 

Fractional SaaS is just one success story out of many. DMZ Innisfil is proud to welcome their most recent cohort of innovative businesses: What’s For Dinner Today, Behind Every Home Inc. o/a siikafoods, Directline Telecommunications, NewRidge Refinishing Group, Innisfil BJJ, MuniPaaS, NT Temps, Moon Cafe and Craft Beer, Roof Rejuvenation, Local Plumbing & Drains, Innisfil Wellness, and DriVR Academy.

Innisfil’s success shows that entrepreneurs no longer need to leave their hometowns to build successful businesses. Through their partnership with DMZ, they have developed tailored, localized entrepreneurship programming with a global mindset.

Check out just a few ways DMZ Innisfil is delivering big city resources to their town:  

  • Community: A vibrant community of like-minded entrepreneurs and business pros where you’ll feel right at home 
  • Mentorship: Expert guidance and support from Experts-in-Residence, an in-house legal team, and a network of peers who are driven to succeed
  • Fundraising: Connect with investors, unlock exclusive grants and get the chance to pitch at high-profile events like Collision.
  • International connections: Plug into DMZ’s global network of incubators in 10+ countries around the world for resources and introductions in new markets.  

Rural municipalities are often focused on building strong and vibrant communities that provide opportunities for growth and development while retaining the best and brightest talent. Recognizing this, DMZ champions municipalities by working with them to design tailored business support programming, empowering them to help their community capitalize on global resources while focusing on local economic growth.

The story of Innisfil’s success is a reminder that great ideas can come from anywhere and that the future of entrepreneurship is not limited to large urban centers. 

If you’re a municipal leader looking to empower your small business owners with the tools and connections to become world-class ventures while staying integrated within your local communities, DMZ is here to help. We’re committed to bringing innovation and entrepreneurship to all corners of Canada.

Applications for DMZ Innisfil’s Startup Incubator program close on July 21, 2023. Don’t wait – apply here. Interested in learning more? You can find out more about DMZ Innisfil here and more about the DMZ here.

 

Your 2023 Manifestation Guide to Founder Success

This is the sign you’ve been looking for.

If you’re an avid social user — or even an occasional scroller — you’ve likely heard of manifestation. What is believed to have started as a Hinduism practice has now turned into a worldwide phenomenon trickling into the world of business.

So, what is manifestation? Simply put, manifestation is the practice of turning thoughts into reality. It requires you to be intentional with your emotions, beliefs, habits, and of course, actions. But it’s not as easy as it sounds.

Whether you believe in manifestation or see yourself as more of a goal-setter, there’s no denying the power of positive intent followed by disciplined action. Dreaming is one thing, but the day-to-day grind of a startup can be dark and challenging.

If you’re ready to hustle, keep reading to discover your 2023 manifestation guide to founder success.

Let your mind wander

Ever catch yourself daydreaming about your startup becoming the next big thing? What about securing a million-dollar funding round or landing your next big client? Don’t stop! Exercising your brain to get excited about the future is key to manifesting. Take a few moments each day to sink into your daydreams and discover what truly fuels your passion.

“When you’re passionate about your dreams, it doesn’t feel like work. Organize your life around your passion, turn your passion into your story and use that story to leave a legacy.” — Ahmer Rafiq, CEO, Souqh

Be intentional with your goals

How can you map your aspirations? Goal-setting looks different for everyone — but whether you create a detailed Excel sheet, draw up a mind map, or jot down notes in your journal, being intentional is key. Set SMART goals (Specific, Measurable, Achievable, Relevant, and Time-Bound) to achieve your desired outcome, and don’t forget to stay disciplined.

Fail quickly, learn fast

As a founder, there’s no question you’re going to fail — we all do! While it may seem like the end of the world, failure truly is the secret ingredient to success. Think of failure as a tool that helps uncover next steps by telling us exactly what’s working and what’s not. After all, Yin doesn’t exist without Yang.

“With every failure, I’m one step closer to success.” — Kelly Emery, Founder & CEO, Troop

Stay positive

Turn “I wish” phrases to “let’s do it” and “what if I fail?” to “when I succeed.” Focusing on the negative is easy, especially as a founder who inevitably hits what feels like every bump in the road. When you catch yourself drifting to that place of negativity, shift your mindset to practice gratitude and confidence. There’s nothing more powerful than believing in yourself and your business.

“Success is not defined by the end result – within every initiative, you will find an opportunity to grow, to learn and to push yourself one step closer to your goals and your success.” — Ahmer Rafiq, CEO, Souqh

Put yourself in the driver’s seat

Be accountable and disciplined. Of course, the most essential practice in manifestation is action. Joining an incubator like the DMZ helps hold founders like you accountable to your goals and provides a playbook to put dreams into action. Take ownership. You got this.

“I meditate daily, allocate time for sales calls, and have regular touch points with advisors who hold me accountable.” — Kelly Emery, Founder & CEO, Troop

 

Can you really manifest your startup dreams? Try it.

If you’re looking for a sign to join the DMZ, this is it. Check out our programs here.

Hear from Roadmunk’s Co-Founder & CEO, Latif Nanji, on his rollercoaster ride from emergence to exit

Event recap: The DMZ’s Founder Dinner

Latif Nanji, Co-Founder and CEO of SaaS platform Roadmunk, connects the dots of his entrepreneurial journey at the DMZ’s Founder Dinner, uncovering his rollercoaster ride from emergence to exit.

Founded in 2012, Roadmunk is product management software that solves how product innovators build and communicate their strategy. Roadmunk has an impressive track record, from being listed as one of Deloitte’s Technology Fast 50 and their acquisition by Tempo in 2021 to serving over 3,000+ customers, including Amazon, Visa, Nike, Adobe and Morgan Stanley, to name a few.

Latif’s history is also not one to miss. Before Roadmunk, he co-founded several companies, including Pokerspace, an online social network for poker players, and Pragmatic CEO, a Toronto meet-up group for tech entrepreneurs. He also spent five years as a Product Manager at Miovision, working on intelligent traffic infrastructure, where he developed his passion for helping product managers build the right things for customers. Latif enjoys biohacking, rock climbing, scuba diving and angel investing in his spare time.

Looking for inspiration to build the next big thing? Check out Latif’s insights on his rollercoaster ride from emergence to exit from our latest DMZ Founder Dinner – an event series designed to bring DMZ’s community together for an evening of food, drinks and connections. ​​Watch Latif’s full founder talk below, or keep reading, to discover his top tips for being a successful entrepreneur and building an acquirable business.  

Go team!

“One of the early things I instantiated in the business was a core value called ‘Start with empathy.’ It was a family-like core value, and I thought it was a great idea.

Eventually, I realized that the mentality I had was one of protectionism — a high empathy and high loyalty culture. There’s nothing wrong with these values, but as an investor, I want to know if you are going to make the hard decisions.

Sometimes the teams need to change their structure or formation, just like they do in a sports team, to get to the outcome. If you want to level up through the divisions in soccer, you are going to different players as you progress. It’s not that you can’t thank the players before, but the new ones have to come in.”

The secret to reliable hiring: homework

“There were a few key things we did to fix our ongoing issue of short-lived new hires:

  • Anyone who walked through our doors looking to be hired was assigned homework on neutral ground that had nothing to do with our company or product.
  • This homework was assigned in an open-ended exercise that allowed us to have a dialogue and observe how responsive a potential hire is, how they write emails and how they ask questions.
  • We invited team members from other departments to sit in on meetings and presentations to get a chance to spar with candidates and provide feedback. This was the single most important thing we did when hiring in the early stages of the business.“ 

Students don’t interview the teacher

“We had to hire a software architect in 2020. I interviewed him, and I thought he was great, but I didn’t think he was that impressive from a cultural perspective.

I had my two top senior engineers interview him, and they came back to me and said, ‘We don’t think he’s the right fit.’

My COO walks in, and he asks us what we were doing. I said, ‘We’re interviewing.’ He said, ‘No, you’re not; students don’t interview the teacher.’

It was a simple concept, but it felt like a hammer hitting me in the head. So, we brought in the VP of Platform at Ritual and two external CTOs, who gave him a test on how to scale Google Drive. They came back with a report and said, ‘If you don’t hire him, we will.’ 

This was a great lesson in making sure not just other people that feel like they’re more senior, but people that have experience in the domain that understand your business and your business needs, are part of that process.” 

The key to winning the valuation game is pacing

“The problem isn’t with raising a little bit more money; it’s when you get further down the valuation trap.

If you raise five, six, seven million bucks when you only need  $1m, your post-money is maybe between $30 to $35 million instead of $5-10m. That means in the next 24 to 36 months or less, you’re going to grow >$30 million in valuation. That’s where things get really complicated. Going incrementally at a reasonable pace is how I think the best startups function before they see some version of a breakout growth path.”

Hear from Roadmunk’s Co-Founder & CEO, Latif Nanji, on his rollercoaster ride from emergence to exit

Want a front-row seat at the next DMZ Founder Dinner to hear from other inspiring founders? Apply now to join our next Incubator cohort at dmz.to/incubator.

 

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Basecamp 2022: Presenting this year’s winners

8 weeks, 20 students, 57 workshops, 4800+ combined hours working on startups, and $35K in grant prizes

It’s been yet another successful summer for students in the Basecamp program. With so many incredible business ideas being conceptualized and brought to life by student entrepreneurs, it’s clear there’s no shortage of talent in this up-and-coming generation of startup founders. 

Open to the top high school and university students each summer, Basecamp is an intensive, 8-week tech incubation program helping youth develop, market and accelerate innovative solutions to growing social or economic gaps in society.

At the end of the 2022 program, participating teams had the opportunity to pitch their startup ideas to a panel of judges for the chance to take home one of seven grants of $5,000 to help startups launch into the next phase of their growth.

So, who are the winning teams of this year’s Basecamp program? 

Resource ASK – Khalil Bruce

Winner of the Black Founder Award – $5,000

Resource ASK is an organization that decentralizes Black entrepreneurs’ access to business resources. Through our interactive platform, Black entrepreneurs are able to receive curated business resources such as funding, capital, loans and networking opportunities that are relevant to them. 

seaSub – Kelley Liang, Edison Han, Sydney Choe
Winners of the High School Award & the Supply Ai Award – $10,000

seaSub is a free online Chrome extension which acts as an enhanced search engine for online shopping, helping users find the perfect product based on their personal preferences, stock/availability, and shipping times.

Docere – Luka Lamaj 

Winner of the Peer Choice Award & the University Team Award – $10,000

Docere is a video-call communication platform that eases interaction between doctors and patients via simple and accessible features such as 3D Body Graphs, maps of nearby doctors, scheduling calendars, and more.

Pinion – Arezoo Najafi

Winner of the Women Founder Award – $5,000

Pinion is a platform that provides coaching services to international students. The best coaches for students are those who have gone through the same path, and Pinion helps international students not feel lonely in their path.

 

NoTreble – Kiana Karimi
Winner of the Women Founder Award – $5,000

NoTreble is a sound recognition and machine-enabled software that helps instrument learners practice more efficiently, decreasing their tendency to practice mistakes over and over again. It can listen and analyze student playing and give instantaneous instructions on how to avoid practicing mistakes. It also gives practice updates and results to the student’s teacher. This way, students can improve faster with fewer costs and greater ease of mind!

 

If you’re a student and ready to do big things in the world of entrepreneurship, join the DMZ community by getting started with Launchpad, a free online platform jam-packed with expert-curated content helping you gain the knowledge and skills needed to navigate the world of entrepreneurship. Visit dmz.to/launchpad to get started.

 

4 ways you can take your website copy from good to great

DMZ guest blog by: Karina Barker, DMZ EiR


As one of the DMZ’s tactical EiRs, I get the incredible job of working with founders to help them amp up their copywriting. Not only do I offer strategic advice around brand positioning, voice, content, etc., I also get to roll up my sleeves and
do the writing alongside the founders.

Over my time in this capacity, I’ve noticed several common questions emerge as startups work to articulate their value proposition. While their vision might be clear in their minds, crafting website copy that has customers sitting up and taking action can be more of a challenge.

With more than 16 years under my belt as a copywriter and communications specialist, I’ve written for every kind of organization, from government, to startups, to Fortune 500 companies. I’ve seen firsthand how small mistakes can limit your copy’s impact—and how some simple tweaks can make all the difference. Seriously!

Here are 4 tips you can use to take your website from good to great:

 

1. Nail your homepage headline and sub-headline

According to the Nielsen-Norman Group, users leave websites on average after about 10-20 seconds. That means you’ve got less than 10 seconds to make your value proposition clear and convince visitors to stay. 

Your homepage headline and sub-headline are the first things visitors will see when they land on your page. That means these are your best shot to convince a visitor to stay (and hopefully convert). 

One of the most common mistakes I see companies make is focusing their website on them

A common format you’ll see is: We offer [this service] by doing [this thing]. Or, similarly: At [company], we help [this type of person] do [this thing].

But the goal of your website isn’t to share information about you. The goal of your website is to attract and convert customers. And that means you need to turn the spotlight on your customer —and talk about them.

Take a look at this homepage headline from Wealthsimple. 


Image: Wealthsimple

They don’t say “We help you do money right.” 

Instead the headline is direct and it implies “I’m going to do money right (with Wealthsimple’s help).” That subtle shift makes the reader see themselves in the headline.

The subheading then goes on to clearly articulate the actual “thing” that Wealthsimple offers (“powerful financial tools”) and the action-packed benefits that the customer can expect to derive (“grow and manage your money”).

While Wealthsimple makes it look easy, this kind of copy can take time and work (not to mention testing). If you don’t know where to start, a great first step is “voice of customer” research. Interview your customers, survey your product testers, read your online for views and search for the words your target audience uses to talk about benefits. This gives you a foundation to begin crafting and testing your headlines.

 

2. Don’t underestimate the power of social proof

Social proof is a powerful form of persuasion. When you include social proof in your webcopy, you tap into one of humanity’s deepest desires: to belong. 

We all put a lot of value on what we see people we trust doing and supporting. When we’re trying to decide between all the different options out there, we look to see what other people are doing. In fact, 91% of consumers read reviews before making a purchasing decision.  

If you’ve ever wondered why brands are willing to pay influencers big bucks for endorsements, this is it.

Here are some ideas for how to include social proof for businesses, even if you’re just getting started:

  • List any awards or prizes that your business has received
  • Share press/media/interviews covering your company
  • Run a social media campaign (and offer incentives) to encourage users to rate or review your product 
  • Request reviews or testimonials from existing customers
  • Create case studies based on real-life clients—or if you haven’t worked with any clients yet, craft use case studies that use a character that customers will identify with. (Note: always be clear if a study is based on a hypothetical rather than real world client.)
  • Share logos of high-profile clients that you’ve worked with
  • Share the number of users you’ve reached or clients you’ve served

Certain types of social proof will be worth more to certain audiences. Think about what can do to move the needle the most, and work towards collecting and presenting that type of social proof.

 

3. Keep your calls-to-action consistent

A call-to-action (CTA) is the moment when all of the work you’ve put into the rest of your copy gets put to the test. The CTA is where you encourage visitors to take your desired action. 

In order to craft a successful CTA you need to: 

  • Know what you want a visitor to do. Sign up for a free trial? Subscribe to your newsletter? Book a call with your sales team? 
  • Make it stand out. Pick the right spot, colour, visuals to draw visitor’s eyes to your CTA.
  • Be direct. CTAs are usually imperatives that begin with an action word. “Sign Up Now,” “Learn More,” “Start Your Free Trial.” Your CTA is not the place to get too wordy. 
  • Offer incentives. Make it easy for visitors to say yes by adding a line or two below your CTA: reassure visitors (e.g. cancel any time) or offer a desirable incentive (e.g. 10% of your first order)
  • Create urgency. Make visitors take action while they’re on your site. Use time words (e.g. sign up now, grab your instant download) to create a sense of urgency or signal time constraints (e.g. limited time offer)

But one of the most common mistakes I see is a lack of consistency in your CTA copy. If you want visitors to follow through, your CTA must be crystal clear–and repeated over and over. 

You can’t possibly miss Hubspot’s CTA. Not only is it in bright orange, it’s repeated word-for-word in their header and navigation bar. Even though their CTA is a little on the longer side, you know exactly what you’re supposed to do next (“Start free or get a demo”):


Image: Hubspot

In essence, when crafting your CTA, ask: What should the user do, and why? Your CTA should work in tandem with the rest of your webcopy to drive that message home. Inconsistent messaging (or multiple, competing CTAs in close proximity) can confuse your target audience or, worse, make them lose trust in your business. 


4. Boost interest with a unique brand voice

Once you’ve nailed the technical copywriting pieces, you can take your website (and your brand) to the next level by honing your brand voice. 

While it can seem daunting, developing your brand voice doesn’t have to be complicated. Here are some tips to get you started:

  • Reflect your audience. Go back to customer profiles and reflect on the voice used by your ideal clients. Is your target audience young and sassy or mature and sophisticated? 
  • Name three characteristics of your ideal brand voice. Authoritative? Trustworthy? Quirky? Cool? Passionate? Informative? Pick three attributes that capture the essence of your business. 
  • Define the dos and don’ts of your brand voice. Once you have your three characteristics, you can get more detailed on how this translates to your copy. For example, if you pick “trustworthy” as one of your attributes, your dos and don’ts may include: 
    • Do: use honesty, direct language, be transparent, share mistakes, follow-through
    • Don’t: push the hard sell, use jargon, over promise, trash talk competitors

As you grow, you can build out your brand voice into a document to share with anyone who is handling communications for your business. And remember, as you grow and change, your brand voice may develop too. 

If you need help with your copywriting, I’d love to chat! Learn more about how DMZ’s EiRs can support your business here

Demystifying menopause: How Womaneze is helping women navigate menopause and regain control

On Wednesdays, we startup.


To celebrate our women-identifying founders, we’ve put together ‘On Wednesdays, we startup’, a blog series dedicated to putting women founders center stage to acknowledge their work, complexities and wins! 

We hope to push women-founder stories forward and share lessons learned and insights for other aspiring women entrepreneurs. 

This week, we had the pleasure of chatting with Salma El-Yassir and Marijana Novakovic, the Co-Founders of Womaneze, to learn more about their startup, how they’re helping women navigate menopause, and their hopes for the future of the femtech industry. 

Can you tell us a little bit about yourselves, and how you founded Womaneze?

We are two women who have crossed the threshold of 60! We both went through menopause and had difficulties with it, but at the time, there was very little information and support available for women. 

As a result of hormonal changes, we had both been battling the extra pounds that come with menopause. We met for the first time through an online forum for managing weight. Eventually, we became good friends, travelling to visit each other with our families in our respective home countries!

We had hundreds of conversations about our experiences battling the physical, psychological and social onslaught of menopause without any tangible support – all while holding down jobs and raising our families. 

Despite being well-informed on health matters, we both felt blind-sided by menopause – the topic of menopause isn’t openly spoken about, making it a taboo topic in women’s health. It is only referred to with a witty smirk or an embarrassing silence, even though it affects every single woman alive.

That’s when we decided to team up and found Womaneze, a platform that we would have only dreamed of when going through menopause. 

Marijana is a lawyer and an ex-banker, and Salma worked in both healthcare and development. We decided to leave our respective jobs to work for ourselves and create a company that reflected what we stood for.

Supporting women through menopause was something that we both cared deeply about, and we knew it was time to take the leap and make a positive change. 

As our next step, we both pursued postgraduate education. Salma has a Master of Public Health and a Master’s of Public Administration, the latter from Harvard, and Marijana has a Master of Laws specializing in EU Law, and HR. We each held senior management positions in our respective fields, and are trained and certified coaches, which is very helpful in creating safe spaces for women to interact and share their own experiences of menopause. Our skills are complementary, which allows us to focus on our strengths and be supportive of one another. 

What exactly is the Womaneze platform, and what is it trying to accomplish?

Womaneze helps women navigate menopause and regain control naturally. It’s a platform that aims to normalize the experience of menopause by bringing the subject out into the open, so women do not have to suffer in silence and feel alone. 

We’re proud to say our community has over 44,000 women who engage with us and with each other on a daily basis. 

Womaneze takes a scientific, but non-medical approach, to menopause. We focus on how a woman can help herself, and others around her, to better understand menopause by using holistic strategies that have been proven by science. 

Of course, there are women who require medical assistance during menopause, but for the majority, it is a natural (yet challenging) transition. We help women understand what is going on in their bodies, what to expect, and how to reduce the negative effects of hormonal changes.

We are creating a space where women can speak openly about their own experiences, and find information and support. We support women through normalization, information and communication. We do this by: 

  • Shedding light on the 47+ symptoms of menopause. Most women are surprised to learn that their symptoms are menopause-related, or that perimenopause can begin in your early 40’s.
  • Allowing them to express their doubts, fears, and worries. Often overlooked compared to the physical effects, there are psychological effects caused by changing hormones. When women are surrounded by others in the same boat, they feel empowered to share stories and strategies that help them cope. 
  • Making research accessible. We highlight natural ways for women to help themselves by curating research.  
  • Helping with hot flashes through tech. We have developed an app that focuses on helping women find natural ways of dealing with hot flashes. 70-80% of women going through menopause will experience hot flashes and in some cases, they can be debilitating.

We help women understand what is going on in their bodies, what to expect, and how to reduce the negative effects of hormonal changes.

What have been your top lessons learned since starting Womaneze? 

  1. The importance of clear communication between founders. A good working relationship among founders is the basic building block of a successful startup. Learning to manage differences of opinion (often strong ones) in a productive manner is very important.
  2. Finding a co-founder with complementary skills. No one can be the best at everything. Understanding your own strengths and weaknesses is key, as is leveraging the strengths of others. Knowing when it’s best to get out of the way and letting others do what they do best is essential.  
  3. Don’t be wedded to a single idea. Continuously collect data and adjust as you go along. Data and metrics help illuminate the way and avoid costly mistakes.
  4. Don’t be afraid to make mistakes. Being an entrepreneur is about taking risks and learning from them!
  5. Being an entrepreneur can be very tough. There is so much to learn and juggle. Make sure to manage your own doubts and fears and keep your head above water!

The femtech space has certainly been growing, as there has been a boom of new products and services developed to support women’s health. However, only 5% of femtech startups address menopause. Why do you think this is the case?

One of the main reasons is the lack of funding and investment, as women-founded startups receive far less funding than male-founded ones. In 2020, women-founded startups received 2.3% of all VC funding.

The ecosystem has an age bias that tends to favour younger founders, who are often less likely to be interested in menopause. People often have an image of what a founder looks like — a 20-something male and who only survives on ramen and works 24/7. 

Women entrepreneurs who are more likely to be interested in the menopause space are less likely to fit the false pretences of what founders ‘should’ look like. 

The consumer technology revolution has only really taken off in the past couple of decades, with the use of smartphones becoming almost ubiquitous. The generation of women used to managing their health and tracking their data is only now beginning to enter perimenopause and explore solutions to help manage their health. 

Today, there are a plethora of period and fertility tracking apps in comparison to menopause apps. This trend is beginning to shift as more tech-savvy women begin to enter the menopause transition. 

There is also the undeniable — the taboo nature of the subject. Like fertility issues (another taboo subject until recently), menopause is an aspect of being a woman. Historically, society has placed a large emphasis on the fertility of women. Menopause announces the end of fertility and this can be difficult, leaving many women feeling invisible.

For all the progress that society has made in the gender equality arena, this remains an issue that needs to be addressed, and many startups are beginning to do so. Menopause is not sexy; men often cringe when it comes up, and younger women often feel that it is irrelevant to them, as it is a ways away.

People often have an image of what a founder looks like — a 20-something male and who only survives on ramen and works 24/7.  Women entrepreneurs who are more likely to be interested in the menopause space are less likely to fit the false pretences of what founders ‘should’ look like.

Menopause support has been identified as the next game-changer in the global femtech industry. As new startups look to enter the space, what do you hope for the industry to achieve at large?

We hope that the voices of the 1 billion women in menopause are heard. 

We hope new startups in the space call out the organizations and industries that need to step up and pay more attention to older women. 

The needs of women in menopause change — their skin changes, their hair changes, even the way perfume smells on their skin changes. The beauty and clothing industries need to pay more attention to this demographic, and cater their services and products to better suit their needs. 

More importantly, the workplace needs to accommodate women who are in the different stages of menopause. Women often have to leave their jobs because of the overwhelming nature of certain symptoms. There is a huge opportunity for HR policies to adapt and support their women staff, similarly to providing maternity and paternity leave. 

A supported employee is a happier and more productive one.

We’d like to see more women in menopausal transition come out from the shadows and demand better products and services that cater to their particular needs. The way menopause is discussed and managed needs to change completely. 

Femtech founders have faced challenges in fundraising, as a majority of VC investors are men. Apart from market opportunity, why should more investors look into supporting femtech, and products and solutions that support women going through menopause?

Market opportunity and return on investment (ROI) are the primary reasons that investors decide to invest. However, there are more and more investors who are beginning to define ROI by more than just profit, but social good.

Every investor, regardless of gender, has a vested interest in bettering the lives and health of women. They have daughters, sisters, friends and mothers. Women account for half of the population, and addressing women’s health improves the diversification of investor portfolios.  

What advice would you give to founders looking to break into the femtech space?

We think it is very important for founders to really understand the niche that they are addressing. Listening to what women want and are really looking for is essential. 

Younger women have a different attitude towards their health and what they expect. They are more vocal about what they need and are beginning to reject societal norms that have been created by advertisers and society. 

They are demanding a different approach, which incorporates a less prescriptive attitude, and validates their unedited experiences with their own bodies.  

Femtech should be less about the tech and more about the needs of women. Although tech is ‘sexy’ we must remember that it’s an enabler to solve an issue, not the solution itself. It’s important for people on the tech side to be fully immersed in understanding the problem. We found that having a female CTO was crucial, as the work was also relevant to her and she genuinely cared about it.

Founders looking to break into femtech should make sure their team is reflective of the women they are looking to support. At the very least, the startup should have women as close advisors. Experiencing the issue firsthand leads to a deeper understanding and, therefore, a better product.

Femtech should be less about the tech and more about the needs of women. Although tech is ‘sexy’ we must remember that it’s an enabler to solve an issue, not the solution itself.

Are there any women founders that you both look up to for inspiration? 

We admire courageous and forward-thinking entrepreneurs such as:

  • Sarah Blakely, the Founder and CEO of Spanx, for her tenacity and unwillingness to listen to the nay-sayers, and for making Spanx a huge success.
  • Nadia Boujarwah, the Co-Founder and CEO of Dia&Co, for her tenacity and belief in her vision that led her to create a successful company with over 145 employees. She saw a need for fashionable and fun oversized clothing, and she went out and created it. She had to speak to around 100 investors before she could get investors to see her vision. 
  • Rochelle Weitzner, the CEO of Pause, a well-aging company creating skincare products for women in menopause. We love her concept of well-aging rather than anti-aging. 
  • Sonsoles Gonzalez, the CEO and Founder of Better Not Younger, a company creating hair care products for menopausal women.

What’s in store for Womeneze? 

Womaneze is in the process of launching its first premium features for the Hot Flash Help app as well as launching a space for women to find products that help with menopause.We have a list of premium features that we will be introducing in the next few months. Women will be able to specify what issues they want to track, and export data in a format that helps them address their hot flashes with their health provider. 

We will also be including a feature where women are matched with other women to create support groups based on issues they are experiencing in menopause, interests, or geographical location.

Womaneze will be offering a 60% discount for premium features until mid-September 2021. Head over to their website to learn more. 


Make sure to follow the DMZ on
Twitter, Linkedin and Instagram to follow our ‘On Wednesdays we startup’ women founder series. 


To learn more about the Women Founders Programs, visit
dmz.to/womenfounders.

From a family roofing business to $10M CAD in seed funding

How a 3rd generation roofer is disrupting the roofing market

For years, roofing has been seen as a traditional industry, relying on skills passed on from one generation to another. After working in the space for nearly 12 years, Richard Nelson, Founder and CEO of RoofR, saw an opportunity to introduce an innovative solution to modernize and digitize the field.

RoofR’s software allows roofers to measure any roof from anywhere with near pinpoint accuracy through aerial imagery and creates polished proposals that help seal the deal. Their tools help roofers streamline their workflow, helping both homeowners and contractors.

We caught up with Richard to learn more about how their company has evolved over the years, their recent raise, and what they have in store for the future.  

For years, roofing has been seen as a great trade in the construction industry, but not necessarily an industry that adopts new tech solutions. As a third-generation roofer by trade, could you tell us a bit about what led you to found RoofR?

Richard Nelson working as a roofer at the beginning of his career.

“The first time I was on a roof, I was 12 years old. Roofing was our family business: my grandfather was a roofer, my uncle was a roofer, and my dad was a roofer. I was a part of the family business for nearly 12 years and then took a job with one of the largest roofing contractors in Toronto. I soon realized how broken and archaic the roofing industry was, and knew I needed to do something to fix it. 

So I decided to quit my job, sell my house, and put everything I had into RoofR. Together, with my partner and CTO Kevin Redman, we decided it was time to disrupt the industry. 

What I realized as a roofing contractor and salesman was just how many inefficiencies existed. Consumers did not have a way to find good roofers, and there was a lack of tools available for roofers to streamline their workflow digitally.

This sparked the vision of creating an end to end roofing platform that helps both homeowners and roofing contractors — a software as a service (SaaS) for roofers.”


“This sparked the vision of creating an end to end roofing platform that helps both homeowners and roofing contractors — a software as a service (SaaS) for roofers.”

How would you describe the experience of introducing a new tech platform to a market that may be hesitant to change? How did you break into the industry?

“I come from a family of roofers, and even some of my family members were a bit skeptical of the idea. Traditionally, the construction industry was not tech-enabled, but ultimately I understood the pain points that these roofers were going through, living it myself.”

Richard knew that if he could build a really powerful, but simple software for roofers to utilize, he could make a big difference in the industry. 

“As we began to roll out SaaS features, specifically the measurement tool that allows roofers to measure through satellite, there was certainly some push back from roofers who typically use a tape measure.”

Rather than driving to a client’s house to take measurements, go back to the office, and then return with a final quote, roofers can enter an address in their system and have a complete roof measurement within minutes that auto-calculates material quantities and creates a professional proposal a customer can e-sign. 

“Once we explained to roofers the benefits and the value that we add, that skepticism was pushed aside and they were willing to adopt.”

When the pandemic hit, going digital was inevitable for roofers. This presented an opportunity for RoofR to really solidify its position in the space. Roofers needed to be able to provide quotes and proposals to homeowners digitally, so they had no other choice than to look for reliable solutions they could trust in order to keep their clients safe. Roofr was the solution.

Could you explain to us exactly how the RoofR platform works?

“We enable roofers to measure any roof, from their desk, or in the field, in under two minutes with near pinpoint accuracy through our aerial imagery software. Roofers can then take those measurements and auto populate proposals that can be sent to their customers for e-signature.”

From measurement, to proposal, to a signed contract, RoofR has created a sales toolbox for roofers — automating the entire process under one platform. 

It was recently announced that RoofR secured $4.25 million USD in funding, bringing your new total amount raised to $8.25 million. What does this new round of funding mean for the company, and do you have any specific plans?

Kevin Redman CTO, and Richard Nelson CEO of RoofR.

“We are obsessed with providing a world class customer experience. We go above and beyond with every single customer, even if it doesn’t necessarily scale. With this investment, we plan to build out our sales, customer success, support, and engineering teams to help drive this world-class experience.

What impact did the DMZ have on RoofR’s trajectory?

I was not able to get a meeting with a venture capitalist (VC) before my time at the DMZ. Within two weeks of being part of the program, I had a handful of meetings with VCs that were able to help me refine my pitch. 

Our time at the DMZ helped set us up for our Y Combinator interview. I was able to connect to other founders that had also gone through the YC interview process, and had mock interviews to get hands-on investor practice. I credit a lot of us getting into Y Combinator to the DMZ.”

Moreover, the DMZ was able to help RoofR expand its network and gave the startup a sense of community. “Whenever I needed help, I could walk into the DMZ’s common space and find someone knowledgeable to ask questions, or reach out via email. It was a sense of community that I really loved. And I needed it at that time, because being a solo entrepreneur can be wildly lonely.”


“Whenever I needed help, I could walk into the DMZ’s common space and find someone knowledgeable to ask questions, or reach out via email. It was a sense of community that I really loved. And I needed it at that time, because being a solo entrepreneur can be wildly lonely.”

As an Alumni-in-Residence at the DMZ, what has been your favourite part about mentoring other startups?

“I get a lot of joy out of being an Alumni-in-Residence. I love giving back and helping founders with advice and insights to help them avoid the same mistakes that I’ve made. Being exposed to all the other innovative startups and business models that are being leveraged is also very captivating.”

Richard played a part in helping DMZ alumni company Turing Labs get into the Y-Combinator as well, which he described as “an incredible moment that allowed him to give back to the community.” 

What advice would you give to a fellow founder who is looking to raise funds for their startup?

“When you do get a chance to meet with an investor, make sure you know your numbers. This is a mistake that will affect your credibility. Investors will likely ask you about your growth rates, unit economics and number of active users…etc, so make sure you are prepared.

Focus on telling a story. Rather than just reading off of slides, paint the bigger picture. Remember that as a seed stage company they are often investing in you rather than the company. Sell yourself – why are you the best person to build this multibillion dollar company? Can you pivot if need be? Make sure to really craft the narrative around the size of the opportunity, why now is the time, and why you’re the best person to do this.”

“Remember that as a seed stage company they are often investing in you rather than the company. Sell yourself – why are you the best person to build this multibillion dollar company? Can you pivot if need be? Make sure to really craft the narrative around the size of the opportunity, why now is the time, and why you’re the best person to do this.”

Are you also obsessed with providing world-class customer experiences? RoofR is growing rapidly and has a wide-range of positions available including, sales, product, engineering, finance, and customer success. Head over to jobs.lever.co/Roof to learn more! 

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