One afternoon in November 2020, Ali Haberstroh decided to create a directory of local Toronto shops to help out some businesses that were struggling during the lockdown. Haberstroh didn’t foresee how quickly it would take off. Two weeks after her brainstorming session, Not-Amazon.ca’s online platform grew to include over 4,000 independent businesses online in Toronto, Halifax, Calgary, and Vancouver. Because of Haberstroh’s initiative and her commitment to highlighting more BIPOC, LGBTQIA+ and women-owned businesses, she was able to help many struggling Canadian entrepreneurs receive the support they needed. In February 2021, Haberstroh was honoured as a Top 25 Women of Influence and has also been featured in Global News, Toronto Life, CBC News, and Huffington Post.