Go-To-Market Program

Program Guidelines

The Go-To-Market Program is designed to assist Canadian start-ups or SMEs in developing a go-to-market plan for new natural products and technologies, or entering new markets with existing products and technologies.

Companies can receive a repayable contribution of up to 50% toward the cost of the development of a comprehensive go-to-market plan or key component of a go-to-market plan to a maximum of $25,000. The company will be required to contribute 50% of the cost over the program period.

Companies can have an external service provider (i.e. consultant or other entity) identified at the time of application or recruit the expertise after the application submission. A summary of the qualifications of the service provider and the statement of work must be submitted to NPC for review prior to final approval of financing. The Company can also use the Natural Products Canada (NPC) database of professionals and experts to assist in identifying a qualified service provider.

Company eligibility requirements

Eligible Activities

Application Process

Repayment Conditions

Financing and Reporting


All applications will be treated as confidential information. The applications will only be seen by those directly involved in the evaluation of the applications.

For more information, contact Kim Johnstone at kim@naturalproductscanada.com or 902-213-0539.

Application Form

You do not need to fill out this form in one sitting – if you require more time to gather information, there is a link at the bottom of the form labelled “Save And Continue Later”. This will save the information to our server without submitting the form and provide you with a link to continue at a later date.

  • a) What is the problem that the product, technology, or service solves?
    b) Describe the novel product, technology, service and market innovation.
    c) Describe the stage of development (e.g. proof of concept, prototype developed, market entry, etc.).
    d) Has intellectual property (IP) protection been sought and/or applied for? If so, provide details on the type and stage of protection.
  • Describe the market opportunity (size, growth, competition and market share).
  • Describe the business model, including the value proposition and financial projections for three years.
  • Please upload three year financial projections in Microsoft Word or PDF format.
    Drop files here or
    Accepted file types: doc, docx, pdf.
  • List current management team members, officers, scientific advisors and board members. Briefly describe the roles and background of the management team.
  • a) Describe the go-to-market project needed (full strategy or component).
    b) Provide an estimated timeframe of market/new market entry.
  • a) Do you need NPC’s assistance in identifying a qualified service provider (yes/no)?
    b) If you have identified a service provider for the go-to-market project, please provide a summary of their qualifications and attach the project statement of work.
  • If you have identified a service provider, please upload a copy of the statement of work here in Word or PDF format.
  • If not, please click here to sign up.
  • Please enter a number from 0 to 25000.
  • I certify that the above information is accurate, and that I have the authority to sign on behalf of the company.

  • Date Format: MM slash DD slash YYYY