Elizabeth Lance

Innovation Management Consultant

Elizabeth Lance, MA, MASc, is an award-winning innovation management consultant that helps companies across Canada stay competitive, access R&D funding, and streamline R&D processes.

SR&ED Consulting

As the creator of SR&ED Education & Resources, it's fair to say there are few people in Canada that know the SR&ED program better than Elizabeth. Why not engage her for your next project?

Academic Research

Starting a new R&D project? Get to market faster by ensuring you're aware of the state-of-the-art. Elizabeth can help you identify current research trends and academic journal articles that are relevant to your work.

Innovation Consulting

Working on the next big idea? With her background in Technology Innovation Management, Elizabeth can help you focus your ideas and come out with a winning business plan.


About Elizabeth Lance, MA, MASc (Technology Innovation Management)

Elizabeth Lance is a professional consultant with a career defined by two concepts: creativity & innovation. 


Since 2007, Elizabeth has helped science & technology companies access millions in tax credits via her role as co-founder of The Ingenuity Group®. Her clients testify to the breadth and depth of knowledge of the Scientific Research & Experimental Development (SR&ED) and Ontario Interactive Digital Media (OIDM) tax credit programs. In September 2015, she taught the first Introduction to the SR&ED program course offered by AJAG Professional Development For Accountants and subsequently taught Avoiding Common Errors with SR&ED Forms. A graduate of the Lead to Win program for technology entrepreneurs (see feature in TechVibes), she understands first-hand the challenges faced by young startups through her experiences with her own tech company, Virtuoso Music Technologies (2009-2011).

Elizabeth has won multiple awards, including:

  • Forty Under 40 by the Ottawa Business Journal Ottawa Chamber of Commerce. (2013) "The annual awards program recognizes accomplished industry leaders who are under the age of 40 and also give back to their community. Nominations were assessed according to a 40-point system: 20 points for business achievements, 10 points for expertise and 10 points for community involvement."
  • Named  one of Ottawa's 100 Rising Star CEOs by Invest Ottawa (2012) "To be chosen as a Rising Star, the key criteria included creativity, growth of the operation, and overall impact in the community."
  • Bootstrap Award Finalist & Silver Medal Recipient, Lead to Win for Women (2012) "The objective for Lead to Win for Women Award is to support women-founded enterprises, helping them to develop viable, sustainable, growth-oriented enterprises. This award recognizes Eastern Ontario’s and Western Quebec’s top female entrepreneurs whose enterprises have the highest growth potential."
  • Recognized as an "Amazing Woman" in the Business category of CelebrateHER.org (2012). Featured in a week week-long photography installation at Alpha Soul Cafe, 1015 Wellington St. W., Ottawa (March 3-10, 2012) & publicly recognized at the 2nd Annual Celebrate HER Charity Soirée.

Elizabeth has completed a Master of Applied Science in Technology Innovation Management (Carleton University), where she focused on cybersecurity culture and explored topic modeling (LDA).

To learn more about Elizabeth, please visit her Professional Services page.


Prior to her transition to working with technology companies, Elizabeth traveled, taught, and performed on both French horn and trumpet around the world in countries as diverse as Kenya and Scotland. Her students have achieved top marks in RCM & ABRSM exams and many have graduated from top universities across Canada. Supporting her roots as a classical musician and lover of big bands, she has served on the boards of the Ottawa International Jazz Festival, the Ottawa Chamber Orchestra, and the Ottawa New Music Creators.

Elizabeth has a Bachelor of Music (Queen's University), a Professional Graduate Diploma in Education (minor: Communications) (University of Strathclyde), a Certificate in International Studies (Queen's University), a Master of Arts (University of Toronto).

Personal Info

  •   +1 613 729 2828
  •   me [at] lizlance [dot] ca .


What other people are saying about Elizabeth
Elizabeth is brilliant. Her work on our recent SR&ED claim by far surpassed my experience with other vendors in this area. Not only is she terribly well informed about all aspects of SR&ED, my claim was started and completed within a 2 month time frame. I also received my refund within 35 days and her firm took less commission for their work than any other firm I had worked with previously. She is smart, personable, well informed and superior at what she does. If you want to do a SR&ED claim you want to go with the best. And that's Elizabeth.


CEO at Fenix Solutions
My only regret about Elizabeth is that I didn't meet her sooner. InGenuity Group has tackled some tough R&D write-ups for my company and Elizabeth lead these projects to success. Elizabeth is a bright and talented business leader. It is a delight to work with someone who is as energetic and enthusiastic as she. Having built a successful business and put a number of successes under her belt, Elizabeth has proven her skills through her accomplishments.


CEO at PatientWay
As a startup Elizabeth helped us tremendously by providing a review of our government grant (SRED) submission. Liz is an expert in SRED - she knows the rules and regulations like no one else I've ever met, and was extremely helpful in helping us write our submission. As a small startup, keep costs low was our main concern, and she was willing to work with us to find a way to work together. I'd highly recommend Liz for any company looking to hire a SRED expert.


CEO at AddIn Social


Elizabeth Lance has been quoted in relation to R&D funding and entrepreneurship in both online and offline publications. She has experience on music panels and The list is small, but it's growing quickly!

Traditional Print

  • CBC News - World Report (Politics): "Businesses hope clarified tax credits spur growth of R&D" (Print / Audio) - Jan 18,2013
  • Ottawa Business Journal - Technology: "Self-capitalized firms honoured at Bootstrap Awards" - February 23, 2012
  • Ottawa Business Journal - Technology: "Labouring over R&D" - February 16, 2012
  • CBC News - World Report (Politics): "Ineffective R&D funding system faces overhaul" (Print / Audio) - Jan. 31, 2012
  • CBC News - Ottawa Morning: "Local Horn Player Starts Musical Tech Company" - October 1, 2010

Entrepreneurship Blogs

Music Blogs

Juries & Panels

Speaking Engagements

  • (Title TBD). Entrepreneur Keynote Speaker. Startup Finance Ottawa. September 15, 2015.
  • Setting the Stage for Success. Kanata Kareer Group. May 2013.  Elizabeth talks about building professional credibility. For more information about her topic, click here (original invite) or here (images from talk / thoughts). (Guest Speaker)
  • Pain, Progress, and Processes: How To Build A Business You Love. Ontario Self Employment Benefit's Y Enterprise Centre Networking Session & Speakers Series. March 2013.
  • The Joy of Tax Credits. Invest Ottawa, 2011. (Guest Speaker)
  • Beyond BMus: How To Find A Job You Love (When No One Knows What You Studied).  Queen's University. January 2013 (Colloquium)
  • Marketing in a Digital Age. Carleton Entrepreneurship Association. November 19, 2012. (Keynote Speaker)

Other Media


  • AVV Biz Talk Radio. "We talked about Heineken’s great positive travel disruption, wearable technology and the latest technology, funding, tax credits and more!  If you are a company that has technology (everyone) or a technology company looking to raise funds or get tax breaks, listen in." July 24, 2013.


Some recent events and posts by Elizabeth

Spear Phishing in Critical Infrastructure: Potential Applications of Mixed Methods Action Research

“Amateurs hack systems, professionals hack people.”  – Bruce Schneier, American cryptographer and writer. Abstract Spear phishing is a growing attack vector in critical infrastructure sectors. The majority of cybersecurity literature focuses on presenting technical solutions to technical problems; due to the complex nature of this type of social engineering attack (which encompasses both technical and...

The Challenge of Digitizing Services

Introduction The challenges of digitization services are multiple; however, the benefits are considerable if successful. It has been called “one of the biggest opportunities and challenges facing enterprises — and their CIOs — today” (Weill & Woerner, 2013). Defined as “the practice of taking processes, content or objects that used to be primarily (or entirely)...

Economic Cyber Espionage: Issue Definition and Potential Policy Intervention Points in Canada’s Science, Technology, and Innovation & Cybersecurity Strategies

Introduction (Canada’s) Government has made science, technology and innovation top priorities. Since 2006, we have invested more than $11 billion in new resources to support discovery-driven and applied research, knowledge and skills development, research infrastructure and innovative activities in the private sector. These investments are creating jobs, growth and long-term prosperity for Canadians. – Seizing...

Motivation In Online Communities

Q: Is the best motivation for involving customers or virtual user communities into product development to give monetary rewards in exchange of their use experiences and knowledge?  Many will agree with the statement that customers must have incentives to innovate and communicate about innovations within the community (Smith et al., 2013). This essay seeks...

Revisiting Innovation Canada: A Call to Action (A Critical Analysis)

Introduction The Innovation Canada: A Call to Action report written by the Independent Panel on Federal Support to Research & Development (R&D) was released on October 17, 2011. The concept for this report originated from the 2010 federal budget, when a comprehensive review of support for research and development (R&D) was announced. The report has...

Define, Design & Refine: Revisiting SR&ED as an Innovation Policy Tool

Inspiration, intention and incentives are three of the key tenets of the innovation-focused economics espoused by Atkinson & Ezell (2012). In Canada, we already have an excellent channel for delivering incentives to upwards of 24,000 corporations annually, via the single largest source of federal government support for research and development in Canada: the Scientific...

Why I Hate “SR&ED Consultants”

(… even though I am one.) This morning I received an invitation via LinkedIn that inspired me to write this post. It’s a topic that’s been irking me for awhile now. You may be thinking to yourself, “don’t you run a firm that specializes in SR&ED”? Yes, I do. What are SR&ED consultants? First, let me...

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