Pitch better enables Canadian entrepreneurs in underrepresented communities to tap into growth opportunities not only in Canada but globally. Through our market research work, programs and services, we equip businesses with resources and tools to grow their business and ensure that entrepreneurs are using research based insights to make data informed business decisions.
Mission
Pitch Better's commitment to collecting data is needed to understand and maximize the economic needs of women-led businesses. Through extensive research and analysis, we are committed to finding the answers and bridging the gap for female entrepreneurs across the country.
Vision
Pitch Better is building a collective space where Black and equity-seeking women entrepreneurs can dare to dream and access the resources to activate their ideas and participate effectively in the social economy.
Values
INTEGRITY: Pitch Better is a responsible corporate steward and ethical citizen. The health and reputation of our company depends and thrives on trust, integrity, openness and fairness at all levels of the organization.CCESS: Pitch Better holds our Client's interests and needs paramount, building long-term relationships that enrich, enhance and deepen mutual trust, respect, value and success Commitment and Accountability: Our staff are all committed to achieving, recognizing and celebrating success, with full authority and accountability for doing the right thing in the right way, every time
SOCIAL RESPONSIBILITY: Protecting the health, safety, welfare and sustainability of everyone involved in or affected by our operations is central to the way we perform work and conduct ourselves around the world.
MUTUAL SUCCESS: Pitch Better holds our Client's interests and needs paramount, building long-term relationships that enrich, enhance and deepen mutual trust, respect, value and success
COMMITMENT AND ACCOUNTABILITY: Our staff are all committed to achieving, recognizing and celebrating success, with full authority and accountability for doing the right thing in the right way, every time
Pitch Better Founded
Co-Founders Amoye Henry & Adeela Carter started Pitch Better Canada as a non-profit that develops & scales diverse-led businesses through market research, funding, & capacity building.
Secure The Bag
Business development workshop sessions for entrepreneurs across various industries
Building Black Businesses Study
BDC & Black Chamber of Commerce Report of Black Businesses in Canda
FoundHers National Research Study
Research on the truth about being a Black Woman Founder in Canada.
CILAR/Facebook Business Grant
Black entrepreneurship representation in innovation sectors and grant funding program with Black Opportunity Fund
Modern Hustle Collective
Private network focused on connecting and supporting Black Women founders
BEKH Design Thinking Focus Groups
Creating Space for Conversation about Black Entrepreneurs and Mental Health
PitchHer Competition Africa (Ghana)
Pitch Better Africa beauty & innovation pitch competition with GlitzAfrica
Africulture Research Study
A study focused on agriculture in the Black Communities in Canada.
Flip The Script
Online program by CanWCC designed to equip women-identifying or non-binary entrepreneurs with the skills to overcome the funding gap
FoundHers Innovation Labs
FoundHers Labs Venture Studio addresses the unique challenges Black and equity-seeking women entrepreneurs face. This 12-week capacity-building technology building program creates a supportive and participatory learning environment for venture startups.
Our Board Members
Adeela Carter
Co-Founder, Advisor
After a decade-long career in criminal law with the Ministry of the Attorney General in the Ontario Court of Justice, Adeela decided to take a leap of faith, leaving her 9-5 to pursue her passion for business and entrepreneurship. She is the founder of The Carter Strategy Group. A global consulting firm that specializes in strategic planning and business development for entrepreneurs, small businesses and corporate clients.
April Howe, MBA
Board Director
Cierra Madore
Board Chair
Cierra is a consultant in Accenture's Strategy practice with experience consulting across banking, communications and technology, retail, private equity, public and nonprofit sectors. She has assisted clients in rethinking business strategy, valuing new opportunities, developing customer experiences, optimizing digital processes, managing integrations, and designing agile operating models. Recognized for applying a human-centric, data-driven approach, Cierra has developed meaningful relationships with client executives as a trusted advisor, delivering value for clients and supported internal asset development. She proudly sits as the Board Chair for Pitch Better Inc.
Fatou Jammeh
Board Director
Jemi Onyejiaka, MBA
Board Director
Jennifer Curpen, CFP
Board Director
Nathalia Thawe, LLB
Board Director
Sophia Lormeus
Board Director
Our Team
Amoye Henry, MBA
Co-Founder, CEO & Managing Partner
Amoye Henry, MBA is an investment professional focused on scaling unique founders' growth businesses. Named a top 40 under 40 in Investor Relations in 2023, she has supported thousands of funds, startups and impact organizations across four continents. In 2019, she co-founded Pitch Better, conducting Canada's largest study on Black women entrepreneurs, identifying 1500+ businesses, and establishing a fund with Facebook Canada to support Black entrepreneurs during COVID-19. She has built business education programs in emerging markets and has worked with global recognized institutions and corporations such as Ernst & Young, Google, Meta and Mastercard in both advisory and consulting capacities.
Anna Hope Kabongo, MBA
Investment Associate
Anna Hope Kabongo joins Pitch Better as our Investment Associate. She is a Finance and Strategy consultant. She advises and develops strategic plans for investment funds, SME’s and startups operating across North America and the EMEA. She has managed an investment program for a network of 80 Angel investors, successfully channeling more than $4M into innovative early-stage tech startups in the US Pacific Northwest. Anna Hope has played a pivotal role in structuring an early stage investment Fund by (i) training prospective investors, (ii) establishing a rigorous investment screening process and (iii) launching the inaugural cohort. She leverages her financial acumen and marketing expertise to support companies through business expansion, new product launches and fundraising. Born in Central Africa, but based in North America, Anna Hope possesses an extensive network across the Francophone entrepreneurial ecosystem. She is a Fulbright Scholar, an Angel investor and a Mentor for women entrepreneurs.
Chelsia Watson, MSc
Research Project Manager, Black Equity Study
Chelsia Watson is the Research Project Manager for the Black Equity Integration Initiative, bringing her expertise in medical science and a passion for leveraging data to drive meaningful change. She holds a Master of Science in Medical Science from the University of Toronto, where she conducted research on intersectional study design and developed a marginalization index through advanced statistical analysis. Her experience in clinical research and data analytics equips her with the skills to oversee project execution, facilitate focus groups, and build strategic partnerships with Work Integration Social Enterprises (WISEs) to enhance qualitative data collection. Driven by a commitment to fostering inclusivity and social impact, Chelsia empowers businesses and organizations through evidence-based research and strategic insights. She is a dedicated advocate for using data to support underserved communities, helping them achieve economic inclusion and sustainable growth. Chelsia’s leadership in research consulting and program design reflects her dedication to creating equitable opportunities and systemic change.
Layla Freig, CPA
Chief Financial Officer & Operational Advisor
Layla Freig is a Certified Public Accountant with a diverse background spanning business development, startup technology, financial planning, fashion, auditing, and analysis. This varied experience has equipped her with a unique blend of competencies. Freig is an analytical thinker, a goal-driven financial and operational strategist, and a creative problem-solver with strong leadership abilities. As a fractional chief financial officer, she leverages her multifaceted expertise to provide strategic financial guidance and operational oversight to companies on a part-time or project basis. Freig's analytical mindset, coupled with her creative problem-solving skills, allows her to devise innovative solutions to complex financial and operational challenges. Her ability to drive goal-oriented financial and operational strategies makes her an invaluable asset to businesses seeking to optimize their financial performance and streamline their operations. With a proven track record in diverse industries, Freig brings a fresh perspective and a wealth of knowledge to every engagement, helping companies achieve their financial objectives and unlock new growth opportunities.
Mariah Pelley-Smith
Brand Consultant
Peta-Ann Leon
Director, Partnerships
Peta-Ann Leon is a dedicated technology growth consultant and marketing professional. She is the Founder of Leon Designs Creative Marketing Agency since 2018 where she helps clients achieve success with dedicated communication strategies. Peta is a graduate of Western University with a Bachelor of Arts in Economics & Psychology, she holds a Diploma in Public Relations from Western for her work in strategic communication and loves connecting with others. Peta is passionate about growing high-performance technology solutions and championing entrepreneurship, diversity, and women in tech. She also works with Pitch Better as a Director of Memberships & Partnerships supporting diverse entrepreneurs.
Shayla Bird, MPEd
Content Manager and Entrepreneur in Residence
Shayla Bird (MPEd, BEd, BSc) is an accomplished leader and strategic communications expert, channeling her extensive experience into shaping impactful brand strategies, driving high-visibility communications, and providing trusted consultation for organizations within the dynamic sporting and broader professional sectors across North America. Most notably, through her company PLANher Consulting Inc., Shayla has led strategic productions for the Women’s National Basketball Association (WNBA) and Pitch Better Canada, where she serves as an advisor to women founders in the digital and green economy. Her strategic foresight and ability to navigate industry shifts ensure her continued relevance and impact in the realm of effective communication and strategic execution within dynamic industries, including professional sports. With an entrepreneurial spirit and collaborative approach, Shayla uniquely blends structure, creativity, and strategic insight across communications, sport, and entertainment. She is recognized for her organizational strength, engaging facilitation, and proactive leadership in crafting compelling narratives that resonate and achieve objectives. Utilizing an intersectional, data-driven perspective, she spearheads communication strategies that deliver measurable results and advises organizations to ensure innovative ideas flourish and daily operations excel. Shayla is known for translating vision into action, leading with clarity, care, and a profound commitment to fostering environments where ideas thrive and impact endures.
Stella Igweamaka, MBA
Research and Resource Development Consultant
Stella Igweamaka, MBA is an award-winning market and social researcher. Stella is passionate about using research and storytelling for impactful change and has been featured in CBC News for her work with Black Canadian Women in Action (BCW) on the Adultification Bias of Black Girls in Canada. Stella holds an MBA from the University of Lagos, Nigeria and oversees New Markets & Opportunities at a credit institution. In 2021, Stella collaborated with Pitch Better and Canadian's Women Foundation to conduct the first national survey for Black women entrepreneurs in Canada, and she has since then contributed to Philanthropist's journal as a writing fellow focused on the non-profit sector, where she adds a strong perspective of diversity, inclusion and belonging to the articles. In April 2024, Stella was recognized as a Young Impact Leader by Future of Good.
Careers
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