Canadian entrepreneur Marc Lafleur went from a broke kid in Cornwall, Ontario—who couldn’t afford a car and had holes in his shoes—to pitching truLOCAL on Dragons’ Den in 2019, selling the company in 2021 for $16.8M, and now returning to the show as a guest Dragon.
Today, Lafleur runs DB8 Labs, an AI venture studio that builds and operates niche consumer products, and he’s actively scouting Canadian AI startups.
Lafleur says his path to entrepreneurship was shaped by early academic struggles, two failed startups, and a willingness to embrace risk and failure. Lafleur explains that his eventual success came with his third company, truLOCAL, which he built in 2015 despite operating in a complex, high-cost space involving food logistics, technology, warehousing, and last-mile delivery. He argues that perseverance, naivety, and learning from repeated setbacks were central to building a viable business.
Lafleur notes that entrepreneurship has become more accessible than ever, particularly compared to decades past, and believes today’s environment offers unprecedented opportunity for founders willing to take chances. He emphasizes that failure is an inevitable and necessary part of the process, especially for younger entrepreneurs who have greater tolerance for risk.
As a guest investor on Dragon’s Den, Lafleur says his focus is less on ideas and more on founders, particularly those with conviction, resilience, and the ability to execute regardless of outside validation. He adds that Canada urgently needs more support for domestic entrepreneurs, warning that slow capital deployment is driving founders to the United States.
Lafleur also highlights the importance of normalizing ambition and financial motivation in Canada, arguing that entrepreneurship should be viewed as a viable and respected path. He believes giving back as an investor is a natural extension of his journey and hopes his story inspires the next generation of Canadian founders.
CBC will air two special Dragons’ Den episodes (“Full Circle” on February 26 and March 5,) featuring guest Dragons including Lafleur—closing the loop from former pitcher to investor.
Mario Toneguzzi
Mario Toneguzzi is Managing Editor of Canada’s Entrepreneur. He has more than 40 years of experience as a daily newspaper writer, columnist, and editor. He was named in 2021 and 2024 as one of the top business journalists in the world by PR News. He was also named by RETHINK to its global list of Top Retail Experts 2024, 2025 and 2026.
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