Originally published in 2016. Updated April 2025 for context.
After saving $1,500 through a price protection policy, Declan McDonald turned his experience into Pricerazzi, a retail-tech startup supported by North Forge. With guidance, mentorship, and community backing, the company launched in Canada and the U.S., showcasing the power of founder-first support.
When Declan McDonald spent $7,000 on kitchen appliances, he did what many shoppers overlook: he read the fine print. After learning about the store’s price protection policy, he tracked prices, submitted a claim, and got $1,500 back.
That small win sparked a big idea. What if there were an app that could do this automatically for other shoppers?
Turning an Idea Into a Company
Declan brought his idea to the Eureka Project, which is now part of what is known today as North Forge. There, he was introduced to technology specialist Rob Keizer. Together, they built a company and a mobile app that would handle the heavy lifting of price protection.
The product became Pricerazzi, an app that lets users upload a receipt. From there, Pricerazzi searches for lower prices and alerts the user. If a better deal is found, users pay a 15 percent fee for the information, which they can use to request a refund from the original retailer.
At its peak, users were getting back an average of $200, and McDonald noted that not one user had been denied a refund.
North Forge’s Role in the Journey
McDonald credits North Forge for helping him move beyond the idea phase. “When I was introduced to North Forge, they immediately understood the idea but also knew exactly what we needed to get there,” he said. “In one year, we built a staff, a team of developers, and launched the app in Canada and the U.S.”
Through North Forge, Pricerazzi gained access to key mentorship, strategic planning, and critical talent. Keizer joined the company as CTO, and they were connected with developers to accelerate growth.
The team also benefitted from the Startup Winnipeg community. Moving from a dining room table to a collaborative office at Innovation Alley in downtown Winnipeg gave the startup legitimacy, focus, and networking opportunities. “No one wanted to come to work at my house,” McDonald joked. “Getting into the space allowed us to grow our team and stay connected to other tech founders.”
Early Wins and Recognition
Pricerazzi quickly began to earn recognition. The company won Startup Weekend and took first place at the Innovate Manitoba Venture Challenge, earning $20,000 in cash and in-kind prizes. That momentum led them to the Canadian Financing Forum, where they were named Best Presenting Company.
In 2016, Pricerazzi launched in the U.S. and made it to the semi-finals of the Collision Conference in New Orleans, placing in the top 20 of all competing startups.
“We did really well at Collision and found a lot of new opportunities,” said McDonald. “The direction we’ve gone is something I wouldn’t have been able to figure out myself. The support we’ve had really helped us determine where to go.”
Where Are They Now?
As of 2025, Pricerazzi’s early story remains a strong example of the kind of founder support that North Forge continues to provide. While the retail tech space has evolved significantly, the company’s journey illustrates the power of community, mentorship, and fast, founder-first support.
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