A year after launching Toronto-based Influitive in September, 2010, founder and chief executive officer Mark Organ knew that he needed to find an innovative approach to financing.
In its first year, Influitive had gone through just over half-a-million dollars and had a prototype and some accounts to show for it.
However, to gain traction to grow further, Mr. Organ needed to find $2-million in early-stage financing for his new venture.
Behind Influitive was Mr. Organ’s belief that marketing is undergoing fundamental change, and companies needed to motivate their “army of advocates” – customers who are their biggest fans and evangelists.
Read More at The Globe and Mail