The concept
As part of our Project Financing Program, we have added a strategic coaching component. Under this strategic coaching component, applicants can receive funding for 75% of the fees paid to a consulting firm, ranging from $5,000 to $12,000, for strategic coaching in project development.
To do this, the applicant can either apply with a strategic firm of their choice, or choose one recommended by the MT Lab via the expert bank.
The experts

Éric Letarte, &friends
&friends helps companies design coherent, balanced and innovative products and services. We have worked with a number of major players in the tourism sector, including Sépaq, the Musée de la civilisation and the Palais des congrès de Montréal. Our expertise and methods stand out in complex projects requiring multi-stakeholder alignment. We focus on innovation, design and strategy.
Aude Lenoir, Touriscope
TouriScope is a strategy and business intelligence consultancy dedicated to the tourism industry, with operations in Quebec, New Brunswick and Nova Scotia. TouriScope’s raison d’être is to enhance the tourism landscape. Its team of Pathfinders offers a wide range of services: strategic planning, development plans, market studies, diagnostics, creation of strategic knowledge tools, conferences, workshop facilitation and more.


Jean-Philippe Bonneau, Ambicio
Our mission? To maximize the value and relevance of companies like yours. How do we do it? With effective business strategies and processes that unlock your growth potential. And, above all, by making you the ambassador of your own success. Analyze your business context, structure your actions, propel your results: that’s the training plan for your growth. Ready to get started?
Jean-Marc Lecouturier, LJM Conseil
LJM Conseil operates in two main areas: tourism development consulting and customer experience strategy and implementation, in a variety of service industry sectors.
Types of projects:Supporting companies in the development of their tourism projects, as well as their customer experience (Parks Canada, Croisières AML, RIO, Casino du Québec, Musée Grévin, Cosmodôme, Jardins des glaciers).


Jacques Blanchet, Leblancdesyeux
Developing a vision or strategy requires a receptive audience. The lack of a sense of belonging and pride often leads to a deficit in community involvement. Make sure your strategy generates real participation.
Leblancdesyeux takes a surprisingly intuitive, unusual and off-the-wall approach to designing customized actions and participatory systems.
Elsa Bruyère, Fabrique A
Fabrique_A is a not-for-profit organization, a Center of Excellence in Business Experimentation, that accompanies and supports companies, individuals and their organizations in optimizing their projects for agile transformation, a culture of experimentation and continuous innovation.
For nearly 6 years, Fabrique_A has been iteratively developing specific tools and concrete initiatives, with validated proofs of concept, to meet this need through Design Sprint facilitation programs and rapid prototyping support, in co-creation with their potential customers, who are often other companies.


Éric Vignola, Vignola Business Strategies and Marketing
Jean-Philippe Sicard, Your partner
Ton Équipier works with companies in the field, meeting with their customers to better understand their market and help them bring their product to market.
Play a key role in the successful commercialization of innovations in Quebec.
Every day, we continue to leave a positive mark on Quebec’s innovation ecosystem.


Paul Arseneault,
Jean-François Bélisle, Alpha Premium,


Véronique Lévy, Ellio
Ellio’s Sustainable and Regenerative Tourism Division specializes in guiding tourism organizations of all types and sizes towards thriving, life-conscious tourism. We help transform the pressure of societal and climate change into dynamic motives for improving sustainable practices and transforming business models towards prosperity and participation in ecosystems.
Pierre-Luc Gladu, Habo
Pierre-Luc is Senior Partner at Habo, a consulting firm specializing in the tourism and events industries, offering services in strategic planning, financial projections, market research and positioning of tourism offerings. His approach is personalized, based on validated market data and knowledge, and designed to meet the specific objectives of each organization.


Samuel Rancourt, ohisse
Samuel is a partner at ohisse, a social economy design firm that aims to provide the creative impetus for projects that contribute to a better way of living together. The studio lies at the crossroads of the social sciences and planning disciplines (urban design, graphic design, scenography, strategic and territorial development). Our services are divided into 4 areas: support for special projects and experimentation; design and facilitation of participatory approaches; development of mediation and mobilization strategies; design of experiences, spaces and events.
For further information, please contact Clément Herf, Innovation Program Management Advisor at clement@mtlab.ca
This program is part of the Tourism Innovation Program managed by MT Lab and set up with the financial support of the Ministry of Tourism.
