ICUBEUTM is celebrating it's 10th year anniversary 
More than ten years ago, ICUBE set out to empower innovators, creators, and change-makers to explore their ideas and make them happen. In that time, we have helped more than 500 startups, raised more than $60,000,000 in funds, and gained over 40 community partners.We have always envisioned a community where entrepreneurship is an opportunity open to all, and a creation space where diverse leaders can ideate, collaborate, and make an impact together. In the past ten years, we’ve made remarkable progress towards making this vision a reality.
At the heart of ICUBE’s progress is our team: Dr. Ann Armstrong, Director; Ignacio Mongrell, Assistant Director; Kayla Sousa, Programs Lead; and Mohammad Tahvili, Creative Studio Lead. This team, and the energy they bring, are what makes ICUBE so special.
Mohammad says, “We have this dynamic where every person’s ideas and input are valued, and it’s through that mutual support and trust that we’re able to have such a lasting impact. It’s rare to find a workplace where colleagues genuinely encourage each other to experiment, innovate, and celebrate successes together the way we do here. The bond we share makes every challenge feel more manageable and every win even more rewarding.”
Kayla seconds this; “I feel blessed to have such amazing colleagues who are dedicated also to supporting our founders. We’re always working hard as a team to try new things and really walk that walk in terms of innovation. We’ve piloted a lot of new things in recent years, especially: new formats for pitch competitions, innovation challenges, social entrepreneurship weekends, collaborations with new partners, etc. Ann, Ignacio, Mo, and all of our student staff and interns make this place so fun and energizing. There’s always a new idea and we just really seem to approach this work with a similar level of care and respect for one another, and for our founders.”
Of course, ICUBE’s progress would be impossible without our wonderful startups, all of whom you can find out more about here. Each entrepreneur who joins ICUBE contributes to the culture of innovation, keeping the team inspired.
Recently, ICUBE had the pleasure of working with Jason Johnson, a new entrepreneur who cares deeply about making an impact for Indigenous people. Kayla remembers the experience fondly: “At first, Jason’s idea was just that – it was an idea. But in time, he developed many different pillars of support to offer Indigenous people, and he underwent a lengthy process to obtain status for his venture as a Charity. He recently received $50,000 in funding and is currently building Turtle Island Charity, so that it truly becomes so much more than the initial idea he had at first. Jason’s venture will assist communities in accessing mental health support, education, and resources that are much needed. And he continues to work with non-Indigenous people to raise awareness and build bridges for continued allyship. I’m so proud to see all that
he’s accomplished with his business, and he’s also done an amazing job as a public speaker facilitating workshops on Truth & Reconciliation.”
Another ICUBE startup that has had a unique journey is Inwit, a sustainable corporate catering company in Toronto. Ignacio and Mo had the privilege of working closely with them. Ignacio says that he “felt an immediate connection to Inwit and their team because of my passion for sustainability. From the moment they joined ICUBE, their commitment to tackling waste in the food industry was clear… One of the most exciting moments was advising them on their strategic pivot to zero-waste catering services—a move that not only aligned with their mission but also helped them gain traction in the market. Seeing them grow, gain recognition, and push forward a more sustainable approach to food services has been incredibly rewarding.” Mo had the same inspiring experience with Inwit: “The journey of this startup exemplifies the impact of innovation and persistence. Our studio helped them take a complex technology that originally cost over $100,000 and redesign it to achieve the same functionality for less than $5,000. This breakthrough didn’t just reduce costs—it transformed their business, increasing their monthly revenue from barely $100-$200 to a staggering $10,000. Ignacio and Kayla were instrumental in ensuring the founders were prepared and their ideas validated, while I worked on refining the presentation and branding to help them stand out. Seeing that kind of growth and success firsthand is a powerful reminder of why I love this work. Each venture teaches us something new, and stories like Inwit’s continue to inspire me.”
ICUBE gets its name from three I’s: Ideation, Innovation, and Inspiration. After ten years, we are as true to our name as ever, and work every day to stay true. Ignacio says it best: “I’m especially proud of the work we do to build an inclusive entrepreneurial ecosystem—supporting underrepresented founders, whether it’s Indigenous entrepreneurs, 2SLGBTQ+ founders, or women-led ventures. Seeing startups like Inwit evolve from an idea into a thriving business, or watching an entrepreneur gain the confidence to pitch their vision, is what makes this work so fulfilling. ICUBE isn’t just about launching businesses—it’s about empowering people to create change, and I’m grateful to be a part of that journey.”
