Alice Reimer is a pioneer in Alberta’s tech startup community. She has been instrumental in building the province’s innovation ecosystem. She co-founded the software development company Evoco and The51, an organization funding women-led startups. She has also served as the CEO of the crowdsourcing software company Chaordix and the tech startup Fillip, which facilitates mobile fuel purchases. In 2013, Alice was recognized as one of Canada’s Top Female Entrepreneurs by PROFIT magazine and one of Alberta’s 50 Most Influential People. Learn more on calgarynka.
Founding Evoco
Reimer earned her MBA from the University of Calgary, where she developed the business skills that later helped her grow the tech company Evoco. She founded Evoco in 1999 at the age of 26, alongside her husband and another co-founder, establishing the company in Calgary.
Evoco was created to develop software that helps retailers manage site selection, renovations, and construction projects, allowing them to save money, time, and accelerate sales growth.
When Evoco was founded, there was no Dropbox, widespread access to cloud servers, or high-speed internet. The software’s initial development was tested using dial-up modems. The founders lacked sponsors, mentors, and other resources that could have increased the startup’s chances of success.
In 2001, Evoco secured Walmart as a client, providing online document management for its U.S. retail construction program. Between 2001 and 2012, Evoco grew into a company with 75 employees in Calgary and a roster of clients, including The Home Depot, Lowe’s, and Luxottica. Alice leveraged her business acumen and dedication to innovation to attract high-profile clients.
Reimer held several leadership roles at Evoco, including VP of Marketing and later President and CEO. Under her leadership, the company’s profits tripled. She strongly believed in the importance of a robust technological ecosystem—a connected network of diverse entities fostering innovation within the tech sector.
Mentorship Beginnings
Realizing her aptitude for leadership, Alice began mentoring and advising new tech startups. She was one of the first members of A100, a non-profit mentorship organization launched in 2009 to support local tech entrepreneurs. From 2017 to 2018, Reimer served as the organization’s president.
Beyond A100, Alice led Startup Calgary and facilitated its acquisition by Calgary’s Economic Development department to better serve young entrepreneurs and strengthen the innovation ecosystem. In January 2021, Startup Calgary merged with Platform Calgary to foster broader prosperity benefiting all Calgarians. Alice advocated for leveraging innovation and technology to drive transformation in Alberta’s energy sector.
Reimer also championed the Venture Mentoring Service of Alberta (VMSA), a mentorship program for tech startup leaders inspired by the Massachusetts Institute of Technology. VMSA assembles tailored mentoring teams for each entrepreneur, offering impartial advice. Alice often likened VMSA’s philosophy to racing, where a high-performing CEO is as essential to a tech company as a skilled driver is to a racing team.
During her mentorship sessions, Reimer drew on her experiences managing Evoco, Chaordix, and Fillip. In 2017, she returned to her alma mater as the site leader for the non-profit Creative Destruction Lab (CDL). CDL, operating across North America and Europe, supports various tech companies by evaluating and helping commercialize business ideas. During the COVID-19 pandemic, Alice played a pivotal role in transitioning the organization to an online format.
As Alice has often stated in interviews, mentoring and nurturing other entrepreneurs is her true passion. She enjoys creating high-performing teams and contributing to the growth of companies and innovative technologies.
Promoting Feminist Values and Founding The51
Through her years in business, Reimer gained insight into the disparities in funding for women-led companies compared to male-led ones. These challenges were even greater for women of color or members of the LGBTQ+ community. Frustrated by these inequities, Alice co-founded The51 in 2019 alongside entrepreneurs Judy Fairburn and Shelley Kuipers.
The51 is a pan-Canadian investment platform supporting women entrepreneurs. Its name reflects the fact that women comprised 51% of the population at the time of its founding but received only 2.8% of venture capital.
As of 2021, this financial feminist organization had grown to 10,000 members. It activated approximately $15 million in private funding and invested in 23 companies across various sectors, creating 770 jobs in Canada. One notable beneficiary of The51’s investment and Alice’s mentorship was Alicia Soulier, the founder and CEO of SalonScale Technology Incorporated, a company tracking the use of coloring products in salons. Soulier first met Alice at a startup pitch competition.
In September 2020, The51 founders launched The51 Ventures Fund 1, with 90% of the funds contributed by women.
Resilience in Challenging Times
Alice’s colleagues often describe her as steadfast in navigating difficult times of economic uncertainty. This was evident during the early 2000s, the 2008 and 2015 recessions, and the onset of the COVID-19 pandemic.
In challenging times, Alice advises entrepreneurs to save money and build a support system of colleagues, mentors, and advisors. She stresses the importance of addressing problems and finding solutions rather than focusing on disrupting existing industries.
Alice Reimer has made significant contributions to fostering a culture of innovation and cultivating fertile ground for tech startups in Calgary and Alberta—the region where she was born, raised, educated, and chose to stay.