Elton Pereira

Co-Founder of ParetoLogic

Elton was born and raised in Victoria, and graduated in 1999 from the University of Victoria with a Bachelor of Commerce degree, specializing in Entrepreneurship and Finance. In his early years, Elton enjoyed a very successful career at CIBC, where he managed more than $60 million in assets and earned three consecutive CIBC Annual Achiever Awards as one of the top financial planners in Canada.

In 2004, Elton and his brothers started ParetoLogic. He played a key role in its growth, taking the company from 5 employees and $3.9 million in revenue in its first year of business to 70 employees, 350 million downloads and $24 million in sales across every country worldwide by 2015. Elton was primarily responsible for working closely with the executive team, defining and executing on the business growth strategy and tactical objectives and creating a corporate culture that fosters creativity, innovation and a strong work ethic. Some of Elton’s strengths have always been his people skills and leadership abilities, and he has always been able to attract very talented people at the right time to help continue to develop and support ParetoLogic. The most important key core values that Elton stands by in both himself and his staff are passion, drive, integrity, trust, respect, creativity, team spirit, compassion, loyalty, and having fun. These core values formed the foundation that supported ParetoLogic’s positive, productive and family oriented corporate culture. This in turn resulted in ParetoLogic teams delivering high quality innovative software solutions and exceptional customer service.

After ParetoLogic retired in March 2020, Elton was able to spend more time with his family and turn his sights to new business ventures – his experience taught him how to support thriving and stable businesses including SureSwift Capital, a diversified SAAS portfolio business that creates attractive exits for talented Founders; SendtoNews, the fastest growing cloud-based syndicator of digital sports highlights; The Very Good Butchers, a popular plant-based meat alternatives business; Social Nature, an innovative social marketing company that brings natural products to your doorstep; Version One Ventures, a venture fund that backs early stage mission-driven founders; Gravity Group, a global advisory and investment firm that works with businesses with strong environmental, social and governance missions and game changing technologies; Constant Content, an established marketplace that allow expert writers to deliver unique SEO friendly content to businesses. This past year Elton also recently donated Startup Skool, a social enterprise committed to bringing an entrepreneurial mindset to youth, to Glenlyon Norfolk School in Victoria, BC Canada.

Where did the idea for ParetoLogic come from?

Well, over 17 years ago my Dad showed us how we can market and sell products online. That paved the way for my brothers, brother in-law and I to start a security software company. We were fortunate to have some success in consumer software which allowed us to start, invest in and support a number of other tech related companies in various categories including sports video distribution and advertising, eCommerce, software as a service, for-benefit social enterprises, venture funds, custom content, plant-based food, etc.

What does your typical day look like and how do you make it productive?

I believe the secret to a beautiful life is balance and fun. I love hanging out and adventuring with my family and friends, staying active in the great outdoors, mentoring entrepreneurs, strategizing with our management teams and pursing exciting investment opportunities.

How do you bring ideas to life?

I want to continuously learn, grow and pursue ideas that I am passionate about. I love emerging technology and finding ways to creating a better world so that is usually my foundation. To bring anything to life requires not just a great idea but a motivated, determined and talented team that can create a solution and business model on a limited budget and can execute.

What’s one trend that excites you?

I am fascinated with the latest developments in space travel. With visionaries like Richard Branson, Elon Musk and Jeff Bezos continuing to support space programs, solve complex problems and innovate, the future is exciting and certainly bright.

What is one habit of yours that makes you more productive as an entrepreneur?

I am obsessed with health and wellness to stay sharp and productive. I intermittent fast, start the morning with 2 glasses of water and L-glutamine, drink a vegetable juice or a green protein shake at noon, followed by a workout or something active in the afternoon (boxing, cardio, hiking, biking, etc). This is all a daily habit. I am starting to incorporate new strategies into my routine to stay grounded and productive, including walking, yoga and meditation.

What advice would you give your younger self?

I know there is a lot of pressure for young people to please their parents/family, follow in their footsteps and pursue things that are safe, stable and “professional” that may not necessarily align with their own passions. I was very fortunate to have loving and supportive parents who encouraged us to take risks and do what we love. My advice to anyone starting a career or a new adventure is to not worry about what anybody else thinks. It’s your life, and it’s ok to always learn and try new things, get outside your comfort zone, be open and creative, and have fun discovering what truly make you happy. HAPPINESS = SUCCESS

As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

Surround yourself with ambitious, enthusiastic, positive people that love to create, solve real problems and make a difference in peoples lives.

What is one strategy that has helped you grow your business?

Create a beautiful family culture that practices growth, giving and gratitude, is relentless in the pursuit of meeting short and long term goals, and resilient in the face of challenges.

What is one failure you had as an entrepreneur, and how did you overcome it?

This may be quite general but it’s an important lesson for all entrepreneurs. You never make good decisions when you stress out about things that are outside of your control. Work hard, stay positive and let the universe guide you during times of uncertainty.

What is one business idea that you’re willing to give away to our readers?

I feel the younger generation of entrepreneurs are very socially and environmentally conscious. I look forward to the first inventors who create an alternative to plastic bags and plastic containers that are as strong, durable and have similar characteristics and are also 100% biodegradable and sustainable.

What is the best $100 you recently spent? What and why?

I bought 2 book series for my 14-year-old son 2 weeks ago because I know he loves to read and wanted ideas on quiet activities he can do outside of gaming and to escape from his younger 12-year old siblings…haha.

What is one piece of software or a web service that helps you be productive?

Does Netflix count? 😉 I do love some “me time” which may involve a great horror flick and popcorn.

What is the one book that you recommend our community should read and why?

The Universe Has Your Back – Transforming Fear to Faith
By Gabrielle Bernstein

What is your favorite quote?

My kids have influenced my way of thinking the most over the past few years. They have inspired me to be adventurous, play and have fun, live a balanced life and to try and not worry about the small things in life that don’t really matter.