Changing the focus of digital marketing with gShift

Recipient: gShift Labs Inc.
Region: Barrie
Program: Investing in Business Innovation
Total funding received: $940,000

gShift develops search engine management software for small- and mid-sized businesses.
gShift develops search engine management software for small- and mid-sized businesses.

When Krista LaRiviere decided to launch gShift she asked herself, “What part of a digital marketer’s day requires innovation and automation?” Her answer—search engine optimization (SEO)—was the first of many that led to the development and patent of the company’s flagship all-in-one SEO software, which evolved to include modules for content marketing analytics and influencer marketing.

According to LaRiviere, who founded gShift (her third digital marketing company) in 2009, today’s biggest opportunities for digital marketing promotion are happening off the brand’s main website, such as mobile and social media use. For this reason, the optimization and analysis of off-site content that gShift’s search engine management software offers is unique, helping digital marketers determine what worked, what didn’t work, what they should stop doing, and what they should do more of. The software is also easy to use.

FedDev Ontario’s Investing in Business Innovation (IBI) funding provided development costs so gShift could accelerate the commercialization of its software and reduce the project completion time by up to three years. Benefits included new sales, increased cash flow and improved competitiveness. The company also created 30 jobs and continues to grow. Additional IBI support is helping gShift hire software developers and further expand into global markets.

Despite being the only digital marketing technology company in Barrie, gShift is having no trouble attracting talent and competing in global markets. “Our greatest achievement thus far is our team,” says LaRiviere. “We recently place 82nd on the Profit 500 for the past 5 years of revenue growth. That doesn’t happen overnight and it doesn’t happen with one person.”

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FedDev Ontario has helped gShift reach its goals faster, by helping us execute on our product road map more aggressively and by allowing for the hiring of additional engineers earlier in the business plan.
Krista LaRiviere, Co-founder and CEO, gShift
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