Get to Know the 2024/25 Finalists — Shari van de Pol of CATTLEytics, Ibukun Elebute of CELLECT Laboratories, and Lianna Genovese of ImaginAble Solutions
Ahead of The Odlum Brown Forum Pitch Finale on April 25, we caught up with the 2024/25 Finalists to learn what motivated them to tackle the challenges they're addressing, how The Forum has impacted their businesses, what wisdom they've gained from mentors, what they hope audiences take away from their pitches.
Shari van de Pol,
CATTLEytics Inc.
Dr. Shari van de Pol, Founder & CEO of CATTLEytics Inc., has developed groundbreaking software that helps dairy farmers boost efficiency through a barn-mounted digital information centre paired with web and mobile applications. The system streamlines employee scheduling and goal-setting with dynamic task management, leverages AI to generate multilingual farm protocols, integrates data from multiple hardware and software systems, and delivers customizable analytics and modeling to support smarter decision-making on the dairy.
Your business is solving a meaningful problem. What motivated you to tackle this challenge and how does that motivation sustain you?
"Working in dairy is the perfect intersection of sustainability, essential food production, and animal health," Shari explains. "It addresses issues that keep people awake at night—climate change and food stability. These all tie into agriculture, a foundational necessity for the establishment and maintenance of stable, permanent settlements."
For Shari, her unique combination of skills made this path inevitable: "Being an engineer first and seeing how easily the tools we use in engineering can be applied to veterinary medicine and dairy farming systems—it was natural to take these tools and apply them here for greater benefits."
She also reminds us of agriculture's fundamental importance: "Historically, fluctuations in the abundance of the food sources available in nature made us very vulnerable to famine and territorial conflict. Now, because a few people produce food for us so efficiently, we don't have to think about it. But we can't stop thinking about it completely because it remains foundational to peace and stability."
How has The Odlum Brown Forum Pitch program impacted you and your ability to scale your business?
"The program has put a spotlight on businesses like mine," Shari shares.
“The Forum gathers a powerful community, gives their businesses the attention they deserve and essentially says, 'These are great investments.' They connect women founders with investors they might not have access to otherwise. It helps to level the playing field.”
This experience highlights one of The Forum's core pillars: elevating women entrepreneurs. For Shari, this elevation has been tangible—providing visibility in spaces where women-led businesses are often overlooked. "We build products and services that give our clients a real, measurable edge. If we can save a farmer 15 minutes a day or take the data headaches away from those trying to aggregate and use dairy data, we’re already making a difference. I don’t want people to choose our tools just because they were built by a woman-led team—but I also don’t want them to overlook us simply because I’m not in the same rooms, or don’t look like who they expect to be leading the next wave of ag innovation," she explains. "The Forum creates opportunities for women to be seen for the quality of their work, opening doors to those rooms where important business connections and investment decisions happen."
What advice has made a lasting impact on you and your business?
Reflecting on influential guidance, Shari shares a powerful insight she’s learned on her journey about facing challenges: "When tough change is on the horizon, don’t wait to get knocked over. Build your war chest. Step up, be ready, and meet it head-on. I can take a minute to feel sorry for myself, but then I need to shake it off and get going."
This approach shaped her business journey. "In meeting those challenges, I doubled down on starting CATTLEytics as we know it today. When something induces fear, that fight-or-flight response can push you to do things you might not otherwise—to try new things or take that decision that seems risky. Sometimes your biggest risk is taking no action."
What do you hope the audience takes away from your pitch and presence at the Finale?
Shari hopes to illuminate Canada's unique dairy industry.
"In Canada, we have a system where farmers can only produce as much milk as we consume. You may have heard reference to the quota system. It creates certainty in pricing but when growth is limited in this way, you have to become more efficient to be more profitable."
This system creates important benefits: "In the U.S., small dairy farms are facing enormous pressures, with many leaving the sector as fluctuating milk prices make it harder for family operations to compete. Larger dairies have become better equipped to weather those economic swings and maintain profitability.
In contrast, Canada’s supply-managed system supports a different landscape—where the average herd size is around 100 milking cows, and even the largest farms top out around 3,000. From what I’ve seen, animal care is driven by values, not size. Small or large, dairy farmers are committed to their cows.
If we want to preserve rural farming communities, ensure farmers are paid fairly for their work, reduce milk waste, and protect food sovereignty, the Canadian model is delivering on those goals. It's not perfect—but it provides a level of stability that many U.S. states are now studying as they look for ways to sustain their small farms.
Every truckload of milk in Canada is rigorously tested to ensure it’s antibiotic-free, and we uphold some of the highest quality and traceability standards in the world. Most importantly, family farms are still the heartbeat of our dairy sector, and they remain rooted in communities from coast to coast.
At CATTLEytics, we're building software that helps Canada’s dairy farmers work more efficiently—managing staff, improving communication, enhancing protocol and regulatory compliance while reducing the administrative burden, and delivering critical business insights using all available on-farm data. But our mission doesn’t stop at the border. We’re equally committed to supporting American dairy farmers—and farmers around the world—who are striving for the same goals within different systems.
I would feel really happy if my pitch challenges the misconceptions people often have about the dairy industry—especially the hardworking individuals who produce our milk and the genuine care I see given to every cow I encounter. Maybe it’ll even inspire someone to visit a farm and see that care firsthand.”
Ibukun Elebute,
CELLECT Laboratories Inc.
Ibukun Elebute, Co-Founder & COO of CELLECT Laboratories Inc., is revolutionizing women's health with an innovative self-collection device that makes cervical cancer screening as simple as wearing a pad while still delivering gold-standard lab results.
Your business is solving a meaningful problem. What motivated you to tackle this challenge and how does that motivation sustain you?
"For me, CELLECT isn't just about building a company—it's about fixing a system that has failed women for far too long," Ibukun explains.
"The fact that millions of women avoid life-saving screenings because the process is invasive, uncomfortable, or inaccessible is unacceptable. When I first came across this problem, I couldn't shake the thought: Why hasn't anyone solved this yet? Why is something as critical as cervical cancer screening still so outdated?”
For Ibukun, “That frustration turned into motivation—to create something that truly puts women's needs first. A solution that doesn't force people to choose between their comfort and their health. The more I talked to clinicians, researchers, and women who had delayed or skipped screenings, the clearer it became: this is a problem that needs fixing now, not years down the line.
What sustains me through the ups and downs of entrepreneurship is that this is bigger than just CELLECT. It's about changing the way we approach gynecological health—not just for HPV and cervical cancer but for all the conditions that have been overlooked for decades. The women who have told me, 'I wish this existed sooner'—they are the reason I keep going. We're not just building a product, we're building a future where accessible, patient-centered diagnostics are the norm, not the exception."
How has The Odlum Brown Forum Pitch program impacted you and your ability to scale your business?
"The program has been a game-changer for CELLECT, especially in terms of visibility, mentorship, and community support," Ibukun shares.
"Being finalists gave us an incredible platform to get the word out about our work, and what makes it even more meaningful is that this is a program built by and for women—the very people we’re designing CELLECT for.
One of the biggest impacts has been mentorship. The connections we made through the program helped refine our pitch, strategy, and approach to scaling—ensuring we're thinking beyond just the science and really positioning CELLECT as a market-ready solution."
Ibukun also values the amplification The Forum provides: "The exposure we've gained—both within the investment community and the broader women's health ecosystem—has opened doors that would have been much harder to access on our own. Having the backing of a strong, well-connected, and women-led community gives us an edge, because it's not just about funding—it's about building with and for the people who need this the most."
What advice has made a lasting impact on you and your business?
"One of the most powerful moments was when a clinician, medical professional, and researcher from the audience approached me after my pitch. She told me how much she sees CELLECT as an innovation far beyond just HPV and cervical cancer screening—that it has the potential to revolutionize gynecological diagnostics as a whole.
Hearing this from someone within the medical field reinforced something I had already started to think about: CELLECT isn't just a one-product company—it's a platform technology that can transform how we collect and analyze gynecological samples. That conversation pushed me to broaden my scope and dig deeper into the potential for CELLECT in markets beyond HPV screening, including endometriosis, fertility diagnostics, and STI testing."
She adds: "It was a reminder that sometimes, the people in the audience see the bigger picture even before you do—and that's exactly why these events matter. They open doors, spark ideas, and help refine the vision in ways you wouldn't expect."
What do you hope the audience takes away from your pitch and presence at the Finale?
"I want the audience to walk away not just understanding what CELLECT is, but why it matters," Ibukun emphasizes.
"Women's health has been overlooked, underfunded, and underserved for far too long, and we're here to change that—starting with how we screen for cervical cancer and other reproductive conditions."
She hopes to convey the transformative potential of their solution: "I hope they see that this isn't just another self-testing product—it's a movement toward accessible, non-invasive, and patient-centered diagnostics. CELLECT is solving a real, urgent problem: millions of women avoid screening because the process is uncomfortable, invasive, or simply inaccessible. We're eliminating those barriers and making screening as simple as wearing a pad—while still delivering gold-standard lab results."
Beyond the pitch itself, Ibukun wants to foster broader engagement: "I want them to feel excited and invested in our journey—whether that means joining us as a partner, investor, or advocate. CELLECT isn't just a game-changer for HPV and cervical cancer screening, it has the potential to reshape the way we approach reproductive health diagnostics as a whole. The more people who believe in and champion this work, the faster we can bring this solution to the people who need it most."
Lianna Genovese,
ImaginAble Solutions
Lianna Genovese, CEO of ImaginAble Solutions, is dedicated to enabling independence and creativity for individuals with hand mobility limitations through Guided Hands®, an assistive device that empowers people with disabilities to write, draw, paint, and use touchscreens.
Your business is solving a meaningful problem. What motivated you to tackle this challenge and how does that motivation sustain you?
"I created Guided Hands® for my friend Elissa, who has Cerebral Palsy," Lianna begins. "She loved painting, but as her condition progressed, she lost the ability to even hold a paintbrush due to muscle weakness and spasticity in her hand. I didn't realize how devastating that loss was for her—both physically and emotionally—and it made me recognize how fortunate I was to have full mobility, something I had taken for granted.
Meeting Elissa changed my life, and meeting other children and adults with hand disabilities—whether from strokes, spinal cord injuries, ALS, or other conditions—only deepened my commitment. I want to serve others and improve their quality of life because self-expression is a human right, one that should be accessible to all."
The purpose provides constant fuel for her entrepreneurial journey: "This purpose has been my driving force, helping me overcome every challenge I've faced as a young woman in engineering and a solo founder. I still get goosebumps every time someone uses Guided Hands® for the first time, and reading messages thanking us for changing their loved one's life.”
How has The Odlum Brown Forum Pitch program impacted you and your ability to scale your business?
"This program has been such an incredible experience for our company," Lianna says. "It gave me the opportunity to showcase Guided Hands® and bring more awareness to disability innovation, while also connecting me with passionate entrepreneurs and knowledgeable mentors who have truly helped us reach the next level of growth.
Their guidance and feedback have sharpened my pitch and clarified our growth strategy, making me feel more confident and prepared to achieve my vision of making Guided Hands® accessible to everyone who needs it.
This program has pushed me to take bold steps and actively pursue the resources and opportunities needed to scale our business."
What advice has made a lasting impact on you and your business?
"One of the most impactful pieces of advice I've received is that asking for help is not a weakness—it's a strength," Lianna reflects. "It's a reminder that ImaginAble Solutions cannot achieve our mission alone. Making the world more accessible and getting Guided Hands® into the hands of as many people as possible requires collaboration whether it be through sharing our story, investing in our company, or making connections that will help us grow to the next level."
What do you hope the audience takes away from your pitch and presence at the Finale?
"I want them to understand that mobility and self-expression are fundamental human rights—ones that should be accessible to everyone. More importantly, I want them to not take their own mobility for granted and recognize how life-changing it can be to empower those who have been underserved for far too long. Guided Hands® is about enabling independence, communication, and creativity, and restoring dignity for those who need it most.
I hope the audience feels inspired to support our mission, whether through investment or collaboration.”
Advice to Future Applicants
If you’re considering applying to The Odlum Brown Forum Pitch, here's what the Finalists want you to know:
"You don't make the connections unless you get yourself out there," Shari advises. "For us, nobody knew we existed until about a year and a half ago when we decided to get our name out there. That's when I met so many amazing, incredible people. The opportunities that open up and the inspirational people you meet help you go so much further. If you want to be a top athlete, you want to train with top athletes—you need to make those connections."
"Just go for it—you have nothing to lose and everything to gain," Ibukun advises. "The Odlum Brown Forum Pitch is beyond a competition; it's about community, mentorship, and visibility. If you're on the fence, ask yourself: ‘What's the worst that can happen?’ You don't get in? Fine—you'll have sharpened your pitch in the process. But what if you do? The connections you'll make, the feedback you'll get, and the support from a women-led, women-backed network is invaluable."
"The Odlum Brown Forum Pitch program offers so much more than just a platform to pitch—it's a community of passionate, like-minded people who genuinely want to see you succeed," says Lianna. "You'll walk away with more than just clarity, confidence, and connections; you'll gain lifelong mentors, invaluable advice, and the courage to keep moving forward. Most importantly, you'll be reminded that your vision matters. No dream is too big when you have the right support."
Interested in joining amazing founders like the Finalists through The Odlum Brown Forum Pitch program? Sign up for our waitlist to be the first to hear when applications open!