On the TechTO stage ×1
First seen on the TechTO stage in 2019. Every talk is searchable — ask the archive about Chris ↗
In their words
I've never seen a cold email fail that follows these three things: describe the pain that the prospect is in that you can solve, the value of your product — not the features but the benefits — and finally a specific call to action.
a channel partner ecosystem will allow you to bridge the trust gap, the credibility gap that you don't have when you're nobody, when you're just starting out
distribution is not something you turn on overnight and it works like a flywheel
Around the web ×2
Quick answers
Who is Chris Grouchy?
Co-founder and former president of Convictional, the Toronto B2B trade platform he started with Roger Kirkness in 2017. He worked at Shopify before founding it and left the company in August 2024.
What did Chris Grouchy talk about at TechTO?
Distribution for early-stage startups, in November 2019. His argument: founders have to be the chief evangelist, build an outbound machine from day one, and add channel partners early to borrow credibility they haven't earned yet.
What happened to Convictional?
It rebranded its dropshipping product to Modern Dropship, and Carro acquired Modern Dropship in April 2026.