CANADA'S TOTAL MOM PITCH

Frequently Asked Questions for Applicants

ABOUT THE PROGRAM

What is Canada's Total Mom Pitch? The mother of all Pitches, Canada's Total Mom Pitch is a national, non-dilutive entrepreneurship funding & awards program built for Canadian moms juggling motherhood and their business. It was founded in 2018 by an award-winning entrepreneur and mother of 3, Anna Sinclair, after recognizing the gaps modern-day working moms faced in their careers.

Each year, Total Mom Inc brings together and recognizes business owners at every stage, from fresh concepts to scaling companies across Canada. Then the industry comes together for the awards gala to celebrate, connect and support women across the country.

Applicants & finalists get national exposure, all while accessing mentorship, coaching, community, and the chance to pitch their business for $50,000 in cash and business services. This is not just another pitch competition. Our judges and coaches are invested in helping you identify gaps in your business so you can move forward stronger, regardless of where you place in the competition.

When you apply to pitch, you are stepping into a community that is rooting for you. 

What are the Total Mom Recognition Awards? The Recognition Awards are a separate awards track within Canada's Total Mom Pitch program.

While the Pitch competition follows a Top 100-to-Top 5-to-winner format, the Recognition Awards celebrate mom entrepreneurs across specific categories sponsored by leading Canadian brands. You can apply for both the Pitch competition and the Recognition Awards at the same time. Winners are announced live on stage at the Finale on February 10th, 2027. When you submit for a recognition award, you are standing for all your hard work and letting us show Canada the impact you are making with your business.

Why does this exist? There are many competitions and networks for women entrepreneurs in general, but mom entrepreneurs face a unique and often unacknowledged set of challenges. Total Mom was built specifically to support, celebrate, and advocate for moms building businesses amid everything else they carry. When you share your story through this application, it also contributes to an ongoing study that helps organizations and governments better understand what mom entrepreneurs need.

ELIGIBILITY

What are the eligibility requirements? To be eligible for Canada's Total Mom Pitch, at the time of entry, you must:

  • Be a legal resident of Canada and 18 years of age or older (Quebec residents are not eligible at this time)
  • Self-identify as a woman entrepreneur who is or has been a caregiver at some point in your life. We use the term "mom-identifying" broadly and inclusively, and this includes step-moms, grandmothers, adoptive mothers, and any caregiver who identifies with that experience
  • Own or operate your own business, or intend to operate within the Canadian market
  • Have current total annual sales under $1,000,000 CAD - if you make more, please apply for a recognition award and look through those categories.
  • Not have been a Top 5 Finalist in a previous Canada's Total Mom Pitch

What stage does my business need to be at? All stages are welcome, from concept to already trading. We do ask that you have a well-thought-out, viable business that you have been actively working on for at least the past year. If you are still in the idea phase and have not yet begun building, we encourage you to take time to further develop your concept before applying.

I am a mom in Quebec. Why can't I apply? Quebec has specific, strict rules governing contests and competitions to protect its residents. We fully respect those rules, and they prevent us from including Quebec residents in the program at this time. We hope to find a path forward and will communicate any changes as they arise.

I applied in a previous year but was not a Top 5 finalist. Can I apply again? Absolutely! Previous applicants who did not reach the Top 5 are not only eligible but encouraged to apply again. We love watching how businesses and founders grow from year to year. Your past application will not affect your current one, so come back with fresh eyes and show us where you are now.

APPLYING

How do I apply? Applications are submitted through a third-party platform. Click the Apply Now button on the website to be directed to the application. Fill in your details and click submit. It is that simple.

Applications for the 2026/27 program are open from June 1, 2026, to September 14, 2026, at 11:59 PM EST. Recognition Award applications close October 15, 2026. If you want to be notified the moment applications open, join the waitlist, and we will send you a reminder.

Is there an application fee for the Pitch? Yes, there is a $35 application fee. This fee goes directly toward covering the costs of running the program, including marketing, administration, and the resources provided throughout the competition and the awards platform itself. It also helps ensure that every applicant who comes through is genuinely committed to the process.

What information will I need to submit? The application asks for information about you and your business so we can get to know you properly. There are no trick questions, just an opportunity to share where you are, what you are building, and what you need. The more honestly you share, the better.

If you make it through as a Top 100 Semi-Finalist, you will be asked to submit a short 60 to 90-second video along with additional details about your business as part of the next round.

I started an application, but have not submitted yet. What should I do? Keep going! Once you are ready, complete and submit your application, and you will receive a confirmation notification right away. If you run into any issues or have questions before submitting, reach out to ashley@sinclaircreativeagency.comand we will help you through it.

I submitted my application. What happens now? Congratulations, you are officially in the running! We will review your application and be in touch. In the meantime, stay connected with us on social media and keep an eye on your inbox for updates, program news, and events designed to support you throughout 2026.

THE PROCESS AND TIMELINE

What is the full timeline for the program?

June 1, 2026: General and Recognition Award applications open

September 14, 2026: General (Pitch) applications close at 11:59 PM EST

October 15, 2026: Recognition Award applications close

October 2026: The Top 100 Semi-Finalists are announced. Semi-finalists will participate in three coaching and mentorship webinar calls with industry experts

November 2026: The Top 5 Finalists are announced. Recognition Award finalists are also announced

February 10, 2027: The Grand Finale and Networking Gala in Mississauga, ON. The Top 5 will pitch their businesses live to the judges, and the grand prize winner will be crowned on stage

What do the Top 100 Semi-Finalists receive? Making it to the Top 100 is a real milestone. Here is what comes with it:

  • Invitation to 3x Top 100 Webinar Calls with industry leaders & sponsors ( this is your chance to meet with large brands and get on their radar).
  • Access to funding pathways and capital education, and introductions
  • Special Discounts and top 100 perks from our sponsors
  • Feature in the national media and storytelling campaign (top 100 videos)
  • Access to the Total Mom Pitch founder community

What do the Top 5 Finalists receive? Reaching the Top 5 means national recognition and dedicated support leading up to the Finale:

  • Everything is included in the Top 100
  • Dedicated pitch coaching ahead of the finale event!
  • A spot on the stage on February 10th, 2027
  • National media and PR exposure packages and interviews
  • Finalist gifts at the event from various partners and sponsors
  • Social Media promotions + next level attention!! All of our past top 5 have gotten scooped up by TV shows, investors, brand features, podcasts and more!

What does the grand prize winner receive?
Total Mom Pitch Grand Prize

$50,000 in funding, business services and gifts

One Canadian founder will walk away with a winning package valued at $50,000, which includes non-dilutive funding, national media and PR exposure, advisory services & gifting from our partners, designed to accelerate real growth and celebrate your hard work. This is not just capital, it is access to the strategy, visibility and ecosystem built to move a business forward.

  • National media exposure highlighting you and your company
  • Inclusion in the post-awards press release
  • A dedicated winner announcement blog post
  • Inclusion in the post-awards newsletter
  • A dedicated LinkedIn post tagging you and all sponsors, announcing your win
  • A live cheque presentation on stage, red carpet photos, media interviews, a thank-you speech on stage, a meet and greet with all the judges backstage, and a group shot to commemorate the night.

The Finale & Awards

Do I need to be present at the Finale to win? The top 5 finalists are expected to attend the Finale in person to deliver their pitch live on stage. A ticket to the gala is included in your finalist package.

GENERAL

What are the terms and conditions? You can read the full terms and conditions at https://www.totalmompitch.ca/faq/terms

I have more questions. Who do I contact? We would love to hear from you. Reach out to ashley@sinclaircreativeagency.com and we will get back to you as soon as we can.