What happens when a former private equity dealmaker trades spreadsheets for seed-stage founders? If you're Alex Norman, you don't just invest—you reimagine what Canada's startup ecosystem could be.
In this episode of the Ignite Podcast, we sat down with Alex Norman, co-founder of N49P and Canadian partner of TechTO, to unpack his unconventional journey from the world of high finance to becoming one of Canada’s most influential startup ecosystem builders. Whether you're a founder, investor, or just startup-curious, Alex’s insights hit at the heart of what it takes to build global companies from outside Silicon Valley—and why Canada still has a long way to go.
Who Is Alex Norman?
Alex’s career started in the suits-and-deals world of investment banking and private equity. But he quickly realized his passion wasn’t just in capital—it was in creation. That shift led him to co-found N49P, a firm backing early-stage Canadian startups with global ambition. He’s also one of the driving forces behind TechTO, a community that’s helped thousands of Canadian founders connect, share, and scale.
More than just an investor, Alex is a connector—a strategist who’s helping Canada’s tech scene evolve beyond polite platitudes into a bold, competitive force on the world stage.
Why Canada Needs a Rethink
One of the boldest themes in this episode? Being "nice" won't build the next Shopify.
Alex points out that while Canadian founders often have the talent and ideas, they’re frequently lacking in boldness, global thinking, and strategic support. Too many startups aim for the local maximum when they should be thinking about international scale from day one.
He breaks down:
Why Canadian founders should stop trying to replicate Silicon Valley—and instead define their own advantage
What gaps exist in Canada’s support system (and how investors can better fill them)
Why geographic humility—recognizing that global markets don’t revolve around you—can be a secret weapon
What Makes a Founding Team Stand Out?
Alex doesn’t invest in just ideas. He backs conviction. That includes:
Founders with an obsessive understanding of their customer
Teams who are coachable but not consensus-driven
Startups with clear insight into their market timing—not just passion
And yes, he shares what founders get wrong in their pitch decks (hint: it’s not just the financials).
The Power of Community—When Done Right
TechTO isn’t just a meetup group—it’s a movement. Alex talks candidly about why community can be a moat for early-stage founders if done intentionally. He shares lessons from building an event-driven network that turns into real capital, real partnerships, and real growth.
TL;DR – Alex Norman’s Takeaways for Founders and Builders
Think global early—even if you're building from Toronto, Waterloo, or Montreal
Be gritty, not just polite—niceness doesn’t scale companies
Coachability beats credentials—great founders evolve in real time
Community isn't fluff—it's strategy
The next breakout Canadian company won’t look like the last one
Final Thought
Alex’s story is proof that some of the sharpest startup insights come from those who’ve sat on both sides of the table—investor and operator, insider and outsider. And as Canada’s ecosystem matures, voices like his are helping ensure that ambition, not geography, defines our next wave of founders.
Even if you miss the episode, don’t miss the message: the hoodie economy is here, and it’s time to build boldly.
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Chapters:
Welcome & Alex Norman Introduction (00:01 – 01:20)
From Bay Street to Startups: Alex’s Career Shift (01:21 – 06:10)
The Origin of N49P and Its Mission (06:11 – 11:00)
Why Canada Needed a Different Kind of Investor (11:01 – 16:35)
The Gaps in Canada's Startup Ecosystem (16:36 – 22:10)
What Makes a Founding Team Stand Out (22:11 – 27:50)
Lessons from TechTO and Building Founder Communities (27:51 – 33:40)
Going Global: Why Canadian Startups Should Think Bigger (33:41 – 39:25)
The Role of Coachability and Conviction in Founders (39:26 – 45:05)
How Alex Evaluates Startups and Markets (45:06 – 50:40)
What Founders Get Wrong About Pitching and Scaling (50:41 – 57:15)
Final Thoughts and Advice for Canadian Founders (57:16 – 01:06:58)
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