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Our Mission
To pave the way for Canadian Black women to lead the digital and green economy, improving BIPOC lives and building an equitable world.
Our Vision
We envision a future where Black women entrepreneurs are at the forefront of technological innovation, creating scalable businesses that drive economic growth and social progress.
Dynamic
Collaboration
FoundHers Innovation Labs is an initiative inspired by the groundbreaking 2021 "FoundHers" research study, conducted by Pitch Better in collaboration with the Canadian Women's Foundation. This comprehensive study, encompassing 1,545 Black women founders across Canada and 126 focus group participants, revealing critical insights.
90%
didn't participate in business development programs due to high barrier access, imposter syndrome and a lack of relevant success stories and examples
62%
are actively seeking investment capital
59%
Black women earn only 59% of the average male income
58%
of Black women founders hold a Bachelor's degree or higher
Unique on Black women focused on tech
Unique on Black women focused on tech
Unique on Black women focused on tech
Culturally specific programming
Culturally specific programming
Culturally specific programming
Low-cost program with
high-value resources
Low-cost program with
high-value resources
Low-cost program with
high-value resources
Emphasis on scalable, venture-backable businesses
Emphasis on scalable, venture-backable businesses
Emphasis on scalable, venture-backable businesses
FoundHers Innovation Labs is an initiative inspired by the groundbreaking 2021 "FoundHers" research study, conducted by Pitch Better in collaboration with the Canadian Women's Foundation. This comprehensive study, encompassing 1,545 Black women founders across Canada and 126 focus group participants, revealed critical insights:
58%
of Black women founders hold a Bachelor's degree or higher
62%
are actively seeking investment capital
59%
Black women earn only 59% of the average male income
90%
of Black Women were not engaged in business development programs, accelerators, or incubators
The Canadian Women's Foundation, a national charity dedicated to empowering women and girls, advancing gender equality, and combating poverty and violence, provided invaluable support for this initiative. Their backing has been instrumental in bringing these crucial issues to light and fostering positive change in the entrepreneurial landscape for Black women in Canada.
Director of Innovation
FoundHers Labs | Pitch Better Inc.
Maxan
Passionate about driving impactful change at the intersection of innovation, technology, and community development. With a focus on harnessing cutting-edge technologies like AI, IoT and digital health tools, my goal is to create sustainable solutions that address pressing health and social challenges. I thrive on building ecosystems that foster collaboration, inclusion, and equity, particularly within BIPOC communities, helping bridge gaps in healthcare access, innovation, and economic empowerment.
With a deep commitment to harnessing the power of data, emerging technologies, and interdisciplinary collaboration, I aim to bridge the gap between underserved communities and technological advancements. My goal is to create scalable solutions that address real-world challenges while fostering growth and sustainability across sectors.
Through a blend of strategic foresight and hands-on leadership, I am dedicated to steering initiatives that not only drive progress but also create meaningful, lasting impact. I thrive at the intersection of innovation, community engagement, and leadership, where I can lead transformative change, promote equity, and build thriving networks that shape the future of healthcare and technology.
Program Team
Co-Chair of the Board
FoundHers Labs | Pitch Better Inc.
Cierra Madore
Cierra Madore is a business strategist for a top management consulting firm, helping Fortune 500 clients realize growth through digital transformation and innovation. She has been recognized for her human-centric, data-driven approach to reinventing business models, redesigning products, and reimagining customer experiences.
Cierra serves as the Board Co-Chair for Pitch Better, a national nonprofit supporting Black and equity-seeking entrepreneurs. She is using her seat at the table to shape the organizations strategy, applying innovative business models to drive sustainability and impact. As part of her mandate, she is sponsoring a new accelerator program that enables BIPOC founders to pivot, build, and scale digital, ESG-conscious businesses.
Senior Program Lead
FoundHers Labs | Pitch Better Inc.
Peta-Ann Leon
Peta-Ann is a dedicated marketing & sales professional with an established record of exceeding objectives, launching results-focused initiatives, and bringing innovative ideas to market. She is passionate about growing high-performance solutions with collaborative teams, and championing entrepreneurship, diversity, and women in tech. She has been with Pitch Better since 2021 as a Director of Memberships & Partnerships.
In her day Peta works with enterprise application research and supports marketing advisory sessions. Outside of work she runs and operates Leon Designs - a full-service marketing and business consulting agency supporting clients on a wide range of projects from concept to production.
Peta-Ann graduated from the University of Western Ontario with a Bachelor of Arts in Economics & Psychology and holds a Diploma in Public Relations from Western for her work in strategic communication.
Fractional Chief Financial Officer
FoundHers Labs | Pitch Better Inc.
Layla Freig, CPA
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.
Director of Innovation
FoundHers Labs | Pitch Better Inc.
Maxan
Passionate about driving impactful change at the intersection of innovation, technology, and community development. With a focus on harnessing cutting-edge technologies like AI, IoT and digital health tools, my goal is to create sustainable solutions that address pressing health and social challenges. I thrive on building ecosystems that foster collaboration, inclusion, and equity, particularly within BIPOC communities, helping bridge gaps in healthcare access, innovation, and economic empowerment.
With a deep commitment to harnessing the power of data, emerging technologies, and interdisciplinary collaboration, I aim to bridge the gap between underserved communities and technological advancements. My goal is to create scalable solutions that address real-world challenges while fostering growth and sustainability across sectors.
Through a blend of strategic foresight and hands-on leadership, I am dedicated to steering initiatives that not only drive progress but also create meaningful, lasting impact. I thrive at the intersection of innovation, community engagement, and leadership, where I can lead transformative change, promote equity, and build thriving networks that shape the future of healthcare and technology.
Brand Architect
Brand Architect | Tech Innovator
Mariah Pelley-Smith
Mariah Pelley-Smith started in branding—but quickly realized that a great brand isn’t just a visual identity; it’s a seamless user experience. Over nearly a decade, she has evolved from a Brand Architect into a UX/UI expert, applying her skills to digital products, platforms, and creative workflow solutions.
She founded MIBV, helping businesses create compelling brand strategies. She later expanded into UX/UI consulting, working with fintech, AgriTech, and conscious business platforms to build human-centered digital experiences. Her work spans across New York, Halifax, and Zimbabwe, where she has helped startups align branding with technology.
As Engineer in Residence for FoundHers, Mariah played a crucial role in guiding women-led startups through product design, UX optimization, and branding, ensuring their platforms were investor-ready. Her latest venture, Creative DAM, merges AI and design to streamline branding workflows, making creative execution more efficient and scalable.
At her core, Mariah is a brand architect, a UX strategist, and a creative problem-solver—helping businesses build brands that not only stand out but feel effortless to experience.
Our Partners
The Canadian Women’s Foundation is part of the Women and Nonbinary Impact Network for Venture Capital (WIN-VC) collective that will make the venture capital environment more inclusive for women by transforming traditional investment processes, processes and knowledge into respectful and meaningful approaches that value equity and impact with a focus on diverse women and non-binary entrepreneurs and SMEs including Black communities, Indigenous peoples, racialized populations, persons with a disability, 2SLGBTQI+ and new Canadians. WIN-VC acknowledges the support of Innovation, Science and Economic Development (ISED) Canada
Le Fondation Canadienne de Femmes et WIN-VC est reconnaissant du soutien apporté par Innovation, Science et Développement économique (ISED) Canada. L'ISED a accordé un financement à WIN-VC qui rendra l'environnement du capital-risque plus inclusif pour les femmes en transformant les processus d'investissement traditionnels, les processus et les connaissances en approches respectueuses et significatives qui valorisent l'équité et l'impact en mettant l'accent sur les femmes diverses et les entrepreneurs non binaires et les PME, y compris les communautés noires, les peuples autochtones, les populations racialisées, les personnes handicapées, les 2SLGBTQ2+ et les néo-Canadiens.
The Canadian Women’s Foundation is part of the Women and Nonbinary Impact Network for Venture Capital (WIN-VC) collective that will make the venture capital environment more inclusive for women by transforming traditional investment processes, processes and knowledge into respectful and meaningful approaches that value equity and impact with a focus on diverse women and non-binary entrepreneurs and SMEs including Black communities, Indigenous peoples, racialized populations, persons with a disability, 2SLGBTQI+ and new Canadians. WIN-VC acknowledges the support of Innovation, Science and Economic Development (ISED) Canada
Le Fondation Canadienne de Femmes et WIN-VC est reconnaissant du soutien apporté par Innovation, Science et Développement économique (ISED) Canada. L'ISED a accordé un financement à WIN-VC qui rendra l'environnement du capital-risque plus inclusif pour les femmes en transformant les processus d'investissement traditionnels, les processus et les connaissances en approches respectueuses et significatives qui valorisent l'équité et l'impact en mettant l'accent sur les femmes diverses et les entrepreneurs non binaires et les PME, y compris les communautés noires, les peuples autochtones, les populations racialisées, les personnes handicapées, les 2SLGBTQ2+ et les néo-Canadiens.
The Canadian Women’s Foundation is part of the Women and Nonbinary Impact Network for Venture Capital (WIN-VC) collective that will make the venture capital environment more inclusive for women by transforming traditional investment processes, processes and knowledge into respectful and meaningful approaches that value equity and impact with a focus on diverse women and non-binary entrepreneurs and SMEs including Black communities, Indigenous peoples, racialized populations, persons with a disability, 2SLGBTQI+ and new Canadians. WIN-VC acknowledges the support of Innovation, Science and Economic Development (ISED) Canada
Le Fondation Canadienne de Femmes et WIN-VC est reconnaissant du soutien apporté par Innovation, Science et Développement économique (ISED) Canada. L'ISED a accordé un financement à WIN-VC qui rendra l'environnement du capital-risque plus inclusif pour les femmes en transformant les processus d'investissement traditionnels, les processus et les connaissances en approches respectueuses et significatives qui valorisent l'équité et l'impact en mettant l'accent sur les femmes diverses et les entrepreneurs non binaires et les PME, y compris les communautés noires, les peuples autochtones, les populations racialisées, les personnes handicapées, les 2SLGBTQ2+ et les néo-Canadiens.
Co-Chair of the Board
Pitch Better Inc.
Cierra Madore
Cierra Madore is a business strategist for a top management consulting firm, helping Fortune 500 clients realize growth through digital transformation and innovation. She has been recognized for her human-centric, data-driven approach to reinventing business models, redesigning products, and reimagining customer experiences.
Cierra serves as the Board Co-Chair for Pitch Better, a national nonprofit supporting Black and equity-seeking entrepreneurs. She is using her seat at the table to shape the organizations strategy, applying innovative business models to drive sustainability and impact. As part of her mandate, she is sponsoring a new accelerator program that enables BIPOC founders to pivot, build, and scale digital, ESG-conscious businesses.
Senior Program Lead
FoundHers Labs | Pitch Better Inc.
Peta-Ann Leon
Peta-Ann is a dedicated marketing & sales professional with an established record of exceeding objectives, launching results-focused initiatives, and bringing innovative ideas to market. She is passionate about growing high-performance solutions with collaborative teams, and championing entrepreneurship, diversity, and women in tech. She has been with Pitch Better since 2021 as a Director of Memberships & Partnerships.
In her day Peta works with enterprise application research and supports marketing advisory sessions in her role as Director of Member Services at Info-Tech Research Group. Outside of work she runs and operates Leon Designs - a full-service marketing and business consulting agency supporting clients on a wide range of projects from concept to production.
Peta-Ann graduated from the University of Western Ontario with a Bachelor of Arts in Economics & Psychology and holds a Diploma in Public Relations from Western for her work in strategic communication.
Fractional Chief Financial Officer
FoundHers Labs | Pitch Better Inc.
Layla Freig
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.
Brand Architect
UX/UI Strategist | Tech Innovator
Brand Architect
Mariah Pelley-Smith started in branding—but quickly realized that a great brand isn’t just a visual identity; it’s a seamless user experience. Over nearly a decade, she has evolved from a brand strategist into a UX/UI expert, applying her skills to digital products, platforms, and creative workflow solutions.
She founded MIBV, helping businesses create compelling brand strategies. She later expanded into UX/UI consulting, working with fintech, AgriTech, and conscious business platforms to build human-centered digital experiences. Her work spans across New York, Halifax, and Zimbabwe, where she has helped startups align branding with technology.
As Engineer in Residence for FoundHers, Mariah played a crucial role in guiding women-led startups through product design, UX optimization, and branding, ensuring their platforms were investor-ready. Her latest venture, Creative DAM, merges AI and design to streamline branding workflows, making creative execution more efficient and scalable.
At her core, Mariah is a brand architect, a UX strategist, and a creative problem-solver—helping businesses build brands that not only stand out but feel effortless to experience.