Alana Baxter is the Founder and CEO of Fitzba Technologies Inc., a groundbreaking company with the ambitious vision of becoming the local shopping alternative to Amazon. With her unique blend of technical expertise and business acumen, Alana is pioneering a new approach to e-commerce that prioritizes community connection and online and offline touchpoints.
Her journey began during her Computer Engineering studies when she called the CEO of an tech startup asking to shadow him for a day. That bold move led to a summer job, paid education, and a three-year work commitment that ignited her passion for product development and solving real customer problems.
After years developing consumer products, Alana discovered the power of partnerships with local shops in creating meaningful connections between products and people. She believes that what we buy and who we buy from matters—that the things we bring into our homes have the ability to make us feel good simply by feeling more connected to where they came from.
Building Fitzba hasn’t been easy. As Alana puts it, “Building something that doesn’t exist yet is HARD! Everything has to be figured out.” But her conviction that technology should amplify community connections, not replace them, keeps her focused on the mission.
Under Alana’s leadership, Fitzba Technologies represents more than just another tech startup—it’s a thoughtful response to the challenges facing local retailers in an increasingly digital world. Her approach combines the convenience and efficiency that consumers expect from online shopping with a genuine commitment to supporting neighbourhood businesses and strengthening local economies.
Alana’s passion extends beyond technology itself to its potential for creating positive social impact. She believes that the next generation of successful companies will be those that can balance innovation with responsibility, efficiency with community values, and growth with genuine contribution to society’s wellbeing.
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