How to Pitch

With this year’s new digital format, we are asking Canadian entrepreneurs to pitch their businesses through online video submissions along with their CXC 2020 Application. 

In order to apply, applicants must fill out the CXC 2020 Application Form. At the end of this form, applicants will be required to include a youtube link to their pitch video submission. Pitches will be accepted in both official languages.


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Apply from June 1st to September 9th

Step 1 – Organize and plan your pitch!

Take time to create and showcase the best pitch possible! With CXC being digital this year, take the opportunity to get creative and have your pitch stand out.  

Tips to filming your pitch: 

  • Smile and speak up. Even the most charismatic in-person speaker often forgets to smile on camera.
  • Body language. In real life, people move and shift, and use body language to drive points home. If you’re a hand talker in real life, be a hand talker on camera. If you’re more comfortable standing, then set up a standing desk.
  • It is very important that your environment, in particular, the background that will show up “on camera,” is professional. 
  • Use the best camera you have possible, this will help make it look skillful and polished. 
  • Try to position your camera slightly above eye level to have a good looking video presence.
  • Check the sound! In order to communicate over video we need to hear your pitch, explore using different microphones you own and finding a quiet place to film in order to get the best sound quality. 
  • Lighting is important. If you are by a window position yourself facing the window, utilize the natural light with filming during the day!

If you are looking for some advice on how to make the best pitch possible, please see the links below.  


Once you have the 90 second video prepped, you must upload the video to YouTube. Having this ready to go will allow you to fill out the application with ease.

Having trouble? Here are some resources below to help the uploading process:

Still not able to navigate the technology? No problem!

Startup Canada will be available for one-on-one tech support for those having trouble uploading their pitch video. This may include recording an applicant’s pitch for them through a video call.

We would prefer if your video is set as “Public” or “Unlisted” however, if you would like it to be set to “Private” you may do so but please share it with the email Please do not include any confidential information in your pitch video.

Please email if you need to book time for one-on-one tech support or to have us record your pitch video for you through a video call.

Step 3 – Submit! 

Please find the CXC 2020 Application Form, fill out all of the information and don’t forget the link to your video! 

Applicants will be split into two categories: startups and scale-ups. How do I know if I will be judged as a startup or scale up?


  • Company has had 20% growth per year over a 3 year period prior to 2020


  • Company has had less than 20% growth per year over a 3 year period prior to 2020 

Applicants have the chance to win $5,000 (scale-up category), $2,500 (startup category) at each regional event. One Startup finalist and one Scale-up finalist will be chosen from each region to pitch in the Final Showdown in October for a chance to win up to an additional $25,000 (scale-up category), $5,000 (startup category) and up to $100,000 in in-kind scaling support at the Finale in October.

A panel of judges will watch all video submissions and semi-finalists will be chosen to pitch digitally in September at the regional events. At the end of each regional event, a startup winner and a scaleup winner will be chosen to represent their region at the National Grande Finale on October 20th, 2020. 

Important Dates

  • Applications Open – June 1st, 2020 
  • Applications Close – September 9th, 2020
  • Regional CXC Digital Events – week of September 14th, 2020
  • CXC Finale – October 20th, 2020

Bootcamps and Virtual Accelerators

To support entrepreneurs in anticipation for the Canadian Export Challenge Programming, a series of bootcamps and virtual accelerators will be available in partnership with our sponsors. Register for one below:

Specific Questions Concerning Applications

For those with specific questions concerning their applications, please email 


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Attend CXC 2020

Apply from June 1st to September 9th

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