November 27, 2025, Guelph, ON – Adventus CEO Gary Svoboda participated as a judge in the IgniteLab Market Proof Pitch Competition put on by the John F. Wood Centre for Business and Student Enterprise at the University of Guelph.

IgniteLab supports early-stage entrepreneurs who want to explore the viability of their ideas. Market research is the core focus, especially primary research and real customer conversations. These insights help participants refine or adjust their concepts and ultimately understand whether their idea truly has a place in the market.

The Market Proof Pitch Competition is their chance to share that journey—how they tested assumptions, what they learned from customer interviews, how their insights shaped their direction, and whether their initial hypotheses were validated, invalidated, or led to a pivot. It’s really about the process behind finding a potential product–market fit.