We now have two 2018 Fundica Roadshow events under our belt, but we’re not finished yet! As we gear up for our third event at MaRS in Toronto (June 28^th), our excitement is doubled by the proximity of our July finale, where our various city-winners—ten of the best tech startups in Canada—will compete for an investment award of up to $500,000.

Though the Fundica Roadshow typically works with early stage startups, the people behind these startups bring a spectrum of experiences to the table. One of our more seasoned finalists is Daniella DeGrace, an entrepreneur who has spent over 20 years in high-growth software technology companies. Now, she is the CEO of ProcedureFlow, a SaaS software that provides employees with a visual map of their company’s complex operating procedures and information, presenting instructions as easy-to-follow, step-by-step, hyperlinked flowcharts.

After being incubated in Innovation Inc, a veteran in the contact center industry, ProcedureFlow burst onto the scene with its concept already validated by customers; this allowed them to solve real business problems right out of the gate.

When we spoke to Daniella, she had these words of wisdom to share about the process of launching a company:

FRS: At what point do you feel ProcedureFlow made the transition from an idea to a legitimate business?

DD: ProcedureFlow became a legitimate business when we were able to prove and reproduce customer success and clear ROI that produced customer references. You have to solve this equation before you can scale.

FRS: What do you know about fundraising now that you didn’t know five years ago?

DD: Fundraising is a little different from stage to stage. You need to start early to build relationship and credibility with investors.  Understand who is investing where and when, understand associated targets for each stage to meet investors’ expectations.  Expectations of returns and timing of returns are higher and faster than ever before.

FRS: What was your strategy or goal while pitching at our Montreal event? And how has that strategy or goal changed now that you’re moving on to the finale?

DD: My main goal for pitching at the Montreal event was to establish a baseline to demonstrate ProcedureFlow’s fast growth momentum amongst the local investment community. Networking at pitching events is a great way to increase visibility rapidly.

FRS: What will you do if you win our $500,000 investment award?

DD: ProcedureFlow is now on an aggressive growth path. We would be investing in growing our sales and customer success teams to accelerate our new and organic revenue growth.

Thank you to Daniella—and the rest of the ProcedureFlow team—for their excellent pitch at our Montreal event. Those interested in seeing Daniella pitch again can purchase tickets to the finale here.