In this episode of the Sunny Ray Show, host Sunny Ray sits down with Sameer Pirani of Brinc to talk about AI, robotics, and the early days of building a company. Pirani, a four-time Canadian entrepreneur, explains how Brinc grew from a 2014 pre-seed accelerator into a global operation active in 12 cities, with corporate and government programs, an AI implementation arm called Brinc Lab, and two funds focused on the Middle East and the APAC region. He argues that founders should chase adoption rather than capital, and that many first-time builders spend months on technology before securing a single customer. The conversation also covers Brinc's dual use technology experience, growing defence spending in Canada and Europe, and why he believes spatial AI paired with hardware will be the next major wave. Pirani credits his grandfather as his biggest influence, urges founders to find mentors early, and previews a new equity program for Canadian founders. He closes by describing the impact he hopes to leave on the next generation of builders.
Brinc's Sameer Pirani on why founders should chase adoption over capital, and how spatial AI and robotics will reshape defence.
What is Brinc building and what problem are you trying to solve?
Brinc started in 2014 as a pre-seed venture accelerator, beginning in IoT. We've grown to cover about 14 verticals and operate in 12 cities worldwide. We also work with corporations, governments, and universities on ideation through acceleration, run challenge programs, invest in AI, and launched Brinc Lab, an AI implementation partner for local SMEs. We've also launched two funds.
What does Brinc look for in a founder that most investors miss?
Founders shouldn't focus on raising capital itself, but on adoption. If people use your product, traction grows, and customers stay longer, those are the signals investors want. Decide in advance which signal tells you you're ready to raise. Most founders think a cash injection is a lifeline, but investors just want to add fuel to a fire that's already burning.
What is the most common mistake you see in the first 90 days of a new company?
Believing that if you build something great, people will simply come. In one of my early payments companies, I lined up three prospective clients before I wrote any technology. Many founders spend ages on engineering and even patents, then reach market with zero customers. I tell founders to map a path to commercialization before building.
Which founder taught you the most, and what did they teach you?
My grandfather. He came from very little, and being told he couldn't do something motivated him to become something better. My family says I'm the closest thing to him. My dad also launched several businesses. I also tell founders to surround themselves with people who've done it before, and I wish I'd found mentors earlier.
Where does Brinc's defence work stand today?
We've framed it as dual use technology rather than strictly defence. About 12 drone companies have gone through our program, and we've done aerospace work too. With Canada's recent policy updates, we help primes and SMEs with procurement, define the right solutions, and work with the Department of Defence, either through our portfolio companies or by building solutions ourselves.
What will robotics and AI change in defence over the next five years?
Defence will be one of the sectors most affected. Canada and Europe are strengthening capabilities, and the European Space Agency is opening an incubation center in Canada. AI and robotics are the thesis of both our funds. Combining AI with hardware leads to spatial AI: computer vision, LiDAR, satellite sensors, and drones. Orders are being placed for products not yet produced.
What is coming for Brinc over the next 90 days?
We have active accelerator programs, and our two funds are almost full. We've secured three or four large AI clients and will announce them soon. Before year end, I hope to launch a program for Canadian founders offering true equity investment, not non-dilutive grants, because early-stage Canadian companies struggle to find a first investor.
What is one thing every founder should stop doing, and what do you want your legacy to be?
Entrepreneurship is peaks and valleys, so stay level-headed, remember the end goal, and move the needle slightly every day. Keep experimenting. My successes came from trying something different. As for legacy, it's about impact: making the path easier for the next generation of founders and encouraging Canadian founders to think globally.
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