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Mike Rossi on the TechWaterloo stage

Mike Rossi

Co-founder & CEO, Smile.io

E-commerceKitchenerOn TechWaterloo stages since 2017

Mike Rossi is co-founder and CEO of Smile.io, the Kitchener company whose points, referral and VIP software runs loyalty programs for tens of thousands of e-commerce merchants. It launched as Sweet Tooth before rebranding. He studied physics at the University of Waterloo, and spoke at TechWaterloo in 2017 on hiring.

On the TechWaterloo stage ×1

First seen on the TechWaterloo stage in 2017. Every talk is searchable — ask the archive about Mike

In their words

The mark of a world-class person when I'm interviewing someone is someone who teaches me something during the interview process. You'll come out of that interview smarter than when you went in.

TechWaterloo, Oct 2017 · watch at 2:43

Hiring a minor-league team is fatal. Even though a hire feels reversible, it actually will stall your company out at some point.

TechWaterloo, Oct 2017 · watch at 4:18

We give them a project over Slack that allows us to see things like their grammar, the response times, their etiquette in conversations — over the primary method that we use to communicate as a company.

TechWaterloo, Oct 2017 · watch at 7:19
A few quotes can’t cover everything Mike said on the TechWaterloo stage. 1,600+ talks are searchable.Ask about Mike

Quick answers

What does Smile.io do?

It builds loyalty and rewards software — points, referrals and VIP tiers — for e-commerce merchants, and grew up in Kitchener-Waterloo.

How does Mike Rossi hire?

Do the job yourself before you hire for it, ask the best people you know who the best people they know are, and write the job description last. He also runs a second interview as a live project inside the company's Slack.

Was Smile.io always called that?

No. Rossi told the TechWaterloo audience in 2017 that many people still knew the company by its previous name, Sweet Tooth.

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Maintained by TechTO · facts sourced and dated · last reviewed Jul 30, 2026