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Longo Innovate & Create Entrepreneurship (ICE) Program

Want to be your own boss? Have an idea you’re ready to work on?

Note: Longo ICE Participants are encouraged to apply to BMO Launch ME Program. Participants in the Longo ICE program who receive funding are not eligible to compete in the Longo Family BYOB Video Pitch Competition.

In 12 weeks, you will bring your idea down to earth and get ready to launch. Explore business basics, innovation skills, marketing, finances and more with experts and entrepreneurs who can guide your journey. Every session is practical, hands-on, and focused on taking your idea to the next level.

*You may be eligible to count program and business development hours toward your placement requirements if you are a Humber student with a Co-op or WIL Placement requirement

Innovate and create Entrepreneurship Program

Workshop Schedule

Class 1: Onboarding Session

Meet your cohort, get registered with the Longo CfE, and join a Q&A.

Class 2: Starting with Why & Introduction to Business Model Canvas

Reflect on why you want to be an entrepreneur and launch your idea. Learn about what a Business Model Canvas is and how it can help you visualize your idea.

Class 3: Your Problem, Your Customer & Your Value Proposition

Develop the three pillars of your business idea and create the foundation of a successful business.

Class 4: Primary Market Research

Understand how Market Research validates a business idea, the difference between Primary and Secondary Research and how to do primary research.

Class 5: Secondary Market Research

Learn about the library research tools necessary to find relevant market research data, analyze it and use the outputs to justify your business model.

Class 6: Market Research Presentation: Persist or Pivot

Present your findings and insights at the halfway mark of the program and decide, should I Persist or Pivot?

Class 7: Marketing 101

Learn about positioning, customer journey, and creating a marketing plan.

Class 8: Finance 101

Learn about cost/revenue structures, pricing methods, and financial forecasting.

Class 9: Legal

Advance your understanding of the legal system, business structures and taxes through our legal crash course.

Class 10: Storytelling and Pitch Preparation

Learn how to tell your business story and create a 10 slide pitch deck template.

Class 11: Funding the Startup Panel Discussion

Learn how to fund the startup with guest speakers and understand the available resources.

Class 12: Final Pitch

Submit your pitch for a chance to win startup funds.

Program Highlights

Experiential Learning

Bring your venture to life through a practical program designed just for you

Transferable Innovation Skills

Learn the latest innovation tools and approaches like the business model canvas and design thinking

Small Cohort Sizes

All cohorts are capped to maximize opportunity for one-on-one support and collaboration


Build a network of entrepreneurs, experts and advisors to work with

"My experience at the Longo CFE taught me that every business is unique, requiring different approaches to digital marketing I learned hands-on that research is the most important aspect in developing a successful marketing campaign."

- Laura Dockrill

Successful Applicants Attend:

  • Business Strategy Deep Dives - Work with expert facilitators and industry leaders to delve into the problem you want to solve, determine the viability of your idea, get creative with finding solutions, and develop a model that will support your vision.
  • Skill Building Workshops – Build and practice the skills needed to move from planning to implementation. Topics include sales, marketing, and more.
  • Ongoing advising and mentorship will be available throughout the semester.

Who Should Apply?

  • You have identified a business idea and are in the early startup phase

Equity and Diversity Statement

The Longo CfE’s dedication to promoting diversity in our teams includes a commitment to ensuring every cohort accurately reflects our community, welcoming folks of all gender identities, sexual orientations, races and ages, and actively creating space for marginalized change-makers and under-represented disciplines.

All creators, entrepreneurial thinkers, and leaders are encouraged to apply.

​Program is eligible to be part of co-curricular activities. Participant must attend all sessions to qualify for CCR certificate.

Program made possible thanks to the support of the Longo Family Foundation.