To strengthen the support offered to our startups, the MT Lab relies on an Expert Committee made up of twenty recognized specialists in key areas of business creation and growth. Finance, sales, marketing, technology, leadership, intellectual property, open innovation... These experts will use their knowledge to provide incubated start-ups with targeted advice based on their specific needs.
Their commitment contributes directly to supporting innovation in the tourism, culture and entertainment industry, and to equipping the next generation of entrepreneurs to develop sustainable and impactful solutions.
Committee Members
Chief Escort
Marie-Joséee Blanchet
Consultant and support for SMEs
A collaborator with the MT Lab for several years, Marie-Josée accompanies entrepreneurs from here and elsewhere in their projects. She shares her knowledge of the field, her network of contacts acquired over the years and uses her expertise to help start-ups, SMEs and various organizations grow.
Resident Expert
Lucie Demers
Executive Director, Vision Travail
A graduate in finance and marketing from ESG UQAM, Lucie Demers has more than 20 years of experience in support and financing for SMEs. She was Director of Programs at the Institute of Canadian Bankers and then Executive Director of the Young Entrepreneurs Service (SAJE). She then directed the Info-entrepreneur network, the largest business library in Quebec. She joined Filaction in 2007 and has developed several investment funds for tourism, social economy, women-led and ethnocultural businesses. She is now the Executive Director of Vision Travail, an HR firm specializing in career development.
Entrepreneur in Residence
Jocelyn Brouillard
Multi-entrepreneur
A graduate in management, Jocelyn is a serial entrepreneur involved since 1994 as a founder, investor, manager and advisor in many sectors: services, tourism, manufacturing, retail, franchising, technology, automotive, pharmaceutical, etc. With 30 years of experience in marketing, finance, HR and governance, he is recognized as an expert in the entrepreneurial profession. Since 2009, he has been working closely with various university programs in entrepreneurship and entrepreneurship, including as an entrepreneur-in-residence at HEC Montréal, and as an advisor to incubators and accelerators. A fine strategist, he puts his experience and network at the service of the next generation of entrepreneurs.
Experts involved
Paul Arsenault
Expert in the development of tourism organizations – Strategic mentor – AI-Tourism specialist
A professor in the Department of Marketing at ESG UQAM and an entrepreneur, he has been working in the tourism industry for 35 years. Founder of Pensum Conseil at the age of 25 and then senior partner of the DBSF Group, he has led hundreds of strategic mandates for companies, associations and government agencies. Co-founder of the MT Lab and president of the AI-Tourism Experts Committee, he is leading the integration of artificial intelligence in the sector. He has served on a dozen boards of directors, including Événements Attractions Québec and Camping Québec. His expertise covers business development, governance, technological innovation and strategic positioning.
Gaurav Bansal
Founder and CEO, AMG Venture Partners
Gaurav is a technology investor and advisor with more than 35 venture capital investments in 10 countries and more than US$2 billion in IPOs, M&A and private equity. Founder and CEO of AMG Venture Partners, he manages the family portfolio of more than 50 startups and collaborates with more than 520 global business angel syndicates. He acts as a residency expert and mentor for startup programs in North America, Europe and Latin America. Specializing in investment readiness, AI/ML strategy and international expansion, he has held key positions in venture capital and investment banking.
Pierre Bellerose
Strategy Consultant – Tourism, Innovation and Business Development
Pierre Bellerose holds a degree in tourism management from UQAM and worked for 30 years at Tourisme Montréal (1990-2020), where he held the vice-presidency of research, development, public relations, innovation and hospitality. Co-founder of the MT Lab in 2017, he chaired the Board of Directors until 2022. He is currently Chair of the Artificial Intelligence and Tourism Working Group and an independent consultant in Tourism, Culture and AI. A Certified Corporate Director (CSA), he sits on several boards of directors and is a frequent speaker on tourism trends and artificial intelligence.
Luc Chapdelaine
Head of Business Management and Consulting, 4C2 Consulting
Luc Chapdelaine, CPA, MBA, is the founder and president of 4C2 Consulting, a consulting firm specializing in strategic, financial and organizational support for small and medium-sized businesses in Quebec. With more than two decades of experience in management and entrepreneurship, he has recognized expertise in financing, restructuring, governance and corporate performance. Over the course of his career, he has led and structured several major investment projects, particularly in the tourism, recreational and real estate sectors. Its vision is to be an essential reference for SMEs, combining professional rigor, a pragmatic approach and a direct commitment to the success of its customers.
Amaury de Foresta
Founder and President, TREE Consulting
Amaury de Foresta is an expert in business strategy and a coach specialising in the innovation of sustainable business models. Founder and president of TREE Consulting, he supports entrepreneurs and organizations in the transformation of their strategies with an approach focused on responsibility and performance. With 20 years of experience in technology at Capgemini, Cofomo and IT Link, he has led major projects in mobility, energy and utilities. As a coach in residence, he has supported more than 40 startups in their growth. Since 2023, he has been collaborating with the MT Lab to share his expertise in strategy and responsible innovation.
Raphaëlle Fluet
Marketing Strategy Consultant
With more than 15 years of experience in marketing and business development as well as an MBA from HEC Montréal, Raphaëlle Fluet is a specialist in marketing strategy and business development in B2B. It has developed an approach that has proven successful with several start-ups. A trainer for several years, she now gives training in companies in addition to being a lecturer at Concordia University.
José Garceau
Management and Strategic Planning Consultant
José is a management and strategic planning consultant recognized for her unifying leadership, business acumen and ability to mobilize teams. With experience acquired in organizations such as CAA-Quebec, Cirque du Soleil, Cossette and the City of Quebec and her participation on various boards of directors, she stands out for her expertise in strategic development, change management and the creation of strong alliances. It helps leaders take a step back to ensure that growth is optimal.
Jean-Thomas Henderson
Professor of Management, Institut de tourisme et d'hôtellerie du Québec
A graduate of ITHQ/ESG-UQAM and holder of a master's degree in organizational management, Jean-Thomas Henderson has more than 20 years of experience in hospitality and expertise in tourism, innovation, sustainable development and business models. Having founded a company in the field and coming from the hotel industry, he understands the realities of SMEs. A professor of management at the ITHQ, he acts as an independent consultant, collaborates with the ExpériSens Centre of Expertise and accompanies entrepreneurs incubated at the MT Lab. Coach for international competitions and administrator of Tourisme durable Québec, he also shares his thoughts in the specialized media.
Bruno Ménard
Founding President, SIX0CINQ – Business Consultants
A lawyer and engineer by training, Bruno Ménard began his career in a major Canadian law firm, where he worked in business law with a focus on entertainment, intellectual property and technology. He then served as legal counsel, director, vice-president – business and legal affairs, executive producer and executive member for companies in the audiovisual production industry . From 2014, he put his extensive management experience to work for the family business until its sale in 2022. Since then, through SIXØCINQ, a company he founded, he has been offering business consulting services.
Sébastien Provencher
Product Team Leader – EverPro, EverCommerce
Sébastien Provencher leads the EverPro product management team at EverCommerce [Nasdaq: EVCM]. With more than 20 years of experience in the technology sector, he specializes in product management, SaaS, marketplaces and artificial intelligence. He has served as a Managing Director at Bus.com, a Director at Element AI — which he joined as a third employee — as well as Vice President at HomeAdvisor and Acquisio. An entrepreneur, he co-founded two startups, including Needium. Between 1999 and 2007, he contributed to Yellow Pages' online strategy. Since 2011, he has supported the Canadian startup ecosystem through his advice and mentorship.
Mathieu Roy
Founder, STOIX
Mathieu Roy, a former MT Lab incubate, has a strong expertise in finance, technology and entrepreneurship. A graduate of Concordia University's MBA in Investment Management and CFA charterholder, he pivoted after 8 years in finance to user experience (UX). A Certified Product Owner (CSPO), he led MySmartJourney's Agile transformation and led SmartPixel's product division until the launch of its SaaS platform at MIPIM. Founder of STOIX, he supports startups in innovation and business design, combining product design, workshop facilitation and investment management to maximize impact, growth and consistency.
Julie Tardif
Tourism Development and Marketing Consultant, Corporate Director
A marketing professional specializing in tourism and the outdoors, she has held strategic roles, including Vice-President of Development and Marketing at Le Massif de Charlevoix, and worked for the 375th anniversary of Montreal, Moment Factory and Tourisme Montréal. Starting out in consulting at Cossette, she now acts as a strategic advisor for the Alliance de l'industrie touristique du Québec, Ferreol Skis and Kina8at, and supports startups through various specialized incubators. As a director on the board of CAA Quebec, she contributes to discussions on sustainable mobility. Passionate about the outdoors and a traveller, she combines creativity, leadership and expertise for memorable and lasting experiences.
Marieke Tremblay
Business coach, strategic advisor and consultant
Since 2020, Marieke has been acting as a coach and mentor to entrepreneurs. She is a certified business coach. His professional background as a high-level manager at Molson Coors, the Olympic Park, the Ministry of the Environment and in the mobility sector at the Agence métropolitaine de transport (AMT) and the ARTM gives him cutting-edge expertise in marketing and communications, strategic partnerships, market development and commercialization.
Diana Yazidjian
Expert in digital strategy, positioning and marketing. DFY Service Accelerator
With over 20 years of experience in the technology community, Diana is an entrepreneur and strategic partner. She has advised retail businesses, worked at Orange-France Telecom in France on customer-centric transformation and the quality of more than twenty innovations, and supported European startups in crowdfunding. Back in Montreal, she founded a consulting firm helping companies find their market fit, build a mobilizing storytelling and develop marketing strategies. A bilingual speaker, trainer, author and columnist, she shares her expertise in innovation, artificial intelligence and storytelling across Canada.
Entrepreneurs involved
Jean-François Bélisle
CEO, Alpha Premium
Jean-François Bélisle is President and founder of Alpha Premium, a company specializing in digital transformation and artificial intelligence for ecotourism and lodging businesses. He has been working for 20 years in the fields of digital marketing, revenue management and artificial intelligence applied mainly to the tourism industry. He has been a consultant for more than 100 tourism companies and holds a PhD in Computational Statistics from McGill University.
Olivier Donzelot
Owner Hotel Nomad Québec, Interim General Manager, Sustainable Tourism Quebec
A graduate in management and international marketing, he previously held the position of director of a marketing and social research institute in Switzerland (2000-2013), and from 1996 to 2000, was in charge of an advertising study project carried out in 11 European countries. With a wealth of experience in management, marketing, customer experience, innovation and sustainable development, generous with his time, and always ready to share with others and learn from them, he is involved in various projects related to tourism innovation, sustainable tourism, the destination and is involved in his capacity as DGi of Tourisme durable Québec in the development and sustainability of this organization.
Lara Emond
Founder Iris+Arlo, Certified Corporate Director
Lara Emond is a serial entrepreneur, founder of Iris + Arlo, a "FemTech" start-up offering healthy and sustainable menstrual products, and Nordet & Co, an agency specializing in business strategy and digital transformation. She is also a multi-board certified director with expertise in governance. Lara is recognized for her leadership, regularly shares her experience as a speaker on entrepreneurship and social involvement. She has won several awards, such as the Startupfest 2023 impact award presented by the Fonds de solidarité FTQ, was selected as one of La Presse's top 30 under 30 years and is one of the 25 leaders who will move Quebec by Les Affaires.
Andrew Lockhead
CEO, Stay22
Andrew Lockhead is the CEO and co-founder of Stay22, an innovative platform that provides technology solutions that enable platforms to better monetize their online travel content. Originally from Montreal, Andrew is a serial entrepreneur who specializes in the travel and entertainment industry. Throughout his entrepreneurial adventures, Andrew has sought to disrupt and challenge industry standards, developing innovative solutions and focusing on real customer needs.
Elisabeth Gosselin
Co-founder, Paralog
Elisabeth Gosselin is co-founder and COO of Paralog, a startup that develops AI tools to create video game character behaviors. An alumna of the Techstars Seattle 2024 program, she has raised nearly $1M to support the growth of her business. With 14 years of experience in entertainment and technology, she has worked at SCALE AI, IVADO and Québec Tech. Elisabeth is also the winner of the Défi Entreprise Desjardins award at the 2019 Cooperathon for a fintech project. A graduate in Leisure Sciences (University of Ottawa) and MBA (Université de Sherbrooke), she is passionate about innovation and entrepreneurship.
For any questions about the Expertise Committee or the MT Lab's support programs, contact Vincent Lafrenaye Lamontagne, Director of Entrepreneurship and Open Innovation Programs at vincent@mtlab.ca
