On the TechTO stage ×1
First seen on the TechTO stage in 2017. Every talk is searchable — ask the archive about Craig ↗
In their words
Vegans are the Coalition of the Willing. You find somebody that's a vegan that likes your product, they will stick with you even if it's not perfect, even if it doesn't meet all of their needs, because they are very loyal.
You want to be the industry expert even if you aren't, and this is a little bit different than fake it until you make it.
You need to educate them on why they purchased the product, because the minute that they pay for it they have buyer's remorse. You want to re-educate them over and over again.
Around the web ×2
Quick answers
Who is Craig Morantz?
A Toronto entrepreneur. He founded VeganLabs, a plant-based snack company, and told the TechTO audience in September 2017 that he had run seven companies before it across tech and bricks-and-mortar. He was chief executive of Kira Talent, the Toronto admissions-assessment company, over the same period.
What are his four steps to a zero-churn business?
Go narrow, then narrower. Focus on the coalition of the willing — the customers who already want what you sell. Be the industry expert even if you aren't yet. And keep spending on onboarding long after the sale, because buyer's remorse starts the minute someone pays.
What churn numbers did he quote on stage?
At Kira Talent, selling to Fortune 500 buyers spread across industries, churn ran at 3% a month. Narrowing to graduate business-school admissions offices took it to 1% over three years — his own figures, given on the TechTO stage in September 2017 and not independently checked here.
What is Craig Morantz doing now?
Not established here. Snack Conscious, the snack company his VeganLabs domain now redirects to, returns HTTP 402, and no current role could be sourced to a citable page as of 2026-09-12. The founder title on this page is the durable one, not a claim about today.