First Aid Training — Strategic Plan & Revenue Model
Canada · $189.9M market · 1.36M annual certifications · WKT current penetration: 1%
WKT's role in the Canadian First Aid training market
WKT will become the technology infrastructure and distribution network that powers Canada's First Aid training ecosystem — without owning the credential or delivering training ourselves.
Recruit Approved First Aid training Credential owners onto the WKT platform. Provide them with a full ecommerce enabled LMS storefronts, ILT and blended training network administrative and management technology, and digital verifiable credentialing tools and assurance — everything they need to run their business in one place.
First Aid certifications are among the most frequently faked credentials in regulated workplaces. The Oliu / ProofNetwork initiative — led by a dedicated team — will make credentials issued through WKT tamper-proof and instantly verifiable. A strategic goal we actively support and align to.
What we will NOT do: WKT will not become a credential owner, approved training provider, or directly deliver first aid training. We have no plans to build physical training facilities or hire a national instructor network. Our role is technology infrastructure, distribution, and credential verification.
Executive Summary
First Aid is one of the highest-volume credentials in Canada. WKT currently has no direct offering but has two existing relationships — Action First Aid and Global Training Centre — and resells the AFA CPR & AED Awareness online program. We're lacking in the certification that matters.
Current WKT Position
| Current Role | Observe — Gap, No Offering |
| Market Share | 1% |
| Existing Relationships | Action First Aid, Global Training Centre (on or partially on WKT tech) |
| Current SKU | Resell AFA CPR & AED Awareness online program |
| Gap | Lacking in the full credential — certification that matters |
Competitive Landscape
The market is concentrated — top 3 hold 87% share:
WKT is not in the competitor list — we're infrastructure, not a provider. Our opportunity is in powering the 8% "All Other Providers" segment and the networks of the majors.
The Ecosystem — Four Layers
Understanding where WKT fits requires mapping the full value chain:
🏛️ Regulation
Provincial OHS Bodies — set standards by jurisdiction
- WorkSafeBC
- Alberta OH&S
- Ontario WSIB
- CNESST (QC)
📜 Credential Owners
Certification bodies — programs, instructor auth, issuance
- Canadian Red Cross
- St. John Ambulance
- Heart & Stroke
- Western Canada Fire & FA
- Action First Aid
🎓 Training Providers
Delivery networks — instructors & orgs delivering on behalf of credential owners
- AIP Safety
- Alert First Aid
- Alpha Training Solutions
- Vital Safety Training
- Titan Safety Training
- Frontier Safety
- + hundreds more
🏢 Corporate Demand
End consumers — orgs required to meet FA standards
- Industrial Workplaces
- Commercial Offices
- Healthcare Facilities
- Educational Institutions
- Volunteer Organizations
WKT's natural insertion point: the technology layer that connects Credential Owners to their Training Provider networks. We don't replace any layer — we make the connections between them seamless.
Certification Types
| Cert | Description | Duration | Validity | Price |
|---|---|---|---|---|
| SFA | Standard First Aid + CPR-C/AED | Blended: 6–8 hrs online + 6–8 in-class | 3 years | $120–$160 |
| EFA | Emergency First Aid + CPR-C/AED | Blended: 3–4 hrs online + 3–4 in-class | 3 years | $90–$120 |
| CPR-C | CPR/AED standalone (most common) | 4–6 hours | 3 years | $80–$100 |
| BLS | Basic Life Support (healthcare) | 4 hours | 1 year | $90–$145+ |
| Recert | Renewal courses | SFA: 6–8 hrs / EFA: less common | 3 years | $60–$100 |
Key: SFA is the gold standard for workplace compliance. Blended learning is the entry point for WKT — the online theory component is what we can deliver.
Provincial Market Breakdown
Provinces Requiring Program Approval Mandatory
| Province | Regulator | Market Size | Volume | Avg Price | WKT Share |
|---|---|---|---|---|---|
| Ontario | WSIB | $76,000,000 | 506,000 | $150 | 0% |
| Québec | CNESST | $39,900,000 | 285,000 | $140 | 0% |
| British Columbia | WorkSafeBC | $28,900,000 | 181,000 | $160 | 0% |
| Alberta | Alberta OHS | $22,700,000 | 162,000 | $140 | 0% |
| NWT | WSCC | $1,000,000 | 7,000 | $140 | 0% |
| Yukon | YWSCB | $400,000 | 3,000 | $140 | 0% |
No Approval Required Onus on Employer
| Province | Regulator | Market Size | Volume | Avg Price | WKT Share |
|---|---|---|---|---|---|
| Manitoba | Workplace Safety & Health | $6,400,000 | 45,000 | $140 | 0% |
| Saskatchewan | WCB / OH&S | $5,300,000 | 45,000 | $140 | 0% |
| Nova Scotia | Dept of Labour | $5,000,000 | 35,000 | $140 | 0% |
| Newfoundland | WorkplaceNL | $3,400,000 | 24,000 | $140 | 0% |
| PEI | WCB | $900,000 | 65,000 | $140 | 0% |
Strategic note: "No approval" provinces are lower-friction entry points. Mandatory provinces are harder to enter but more defensible.
Strategic Position: We Will / We Won't
✅ We Will
- Bring First Aid online theory SKUs into reseller catalogue
- Partner with approved credential owners to get them on WKT tech
- Enable storefronts to offer complete blended First Aid
- Build toward being the infrastructure layer credential owners use to manage provider networks
- Support multiple credential standards across provinces
- Provide cert issuance, compliance tracking, scheduling, ecommerce
❌ We Won't
- Develop or own First Aid curriculum (unless approved provider path chosen)
- Operate training facilities or employ instructors
- Compete with our own storefront partners
- Take on regulatory liability for in-person training quality
The Strategic Unlock
"Getting Approved Providers (credential owners) onto our technology is the unlock. When you have the credential owner on your technology, your network grows significantly — all who teach these programs are required to use the technology required by the credential owner."
Key Steps:
- Firm up the model and tech credential owners need to manage all their providers (seamless blended training, network-wide calendar/directory)
- Increase awareness of the problems digital verifiable credentials can solve
The "Uber of First Aid" Opportunity:
WKT could build disruptive technology that transforms the first aid industry — a platform offering unmatched flexibility, diverse options, and ease of use for training purchasers, instructors, and approved providers.
This idea is particularly interesting if we cannot onboard one of the major players (SJA, Red Cross). Our tech solution could enable the smaller providers to grow, scale, and change the landscape through this technology — leveling the playing field and creating a competitive alternative to the Big 3 networks.
Two Revenue Paths:
- Tech-driven approach — power the infrastructure, earn on transactions
- Become an approved provider — own the credential (bigger play, bigger commitment)
Recommended Next Steps
- DECIDE: Infrastructure only vs. infrastructure + approved provider
- DEEPEN Action First Aid and Global Training Centre relationships
- MAP what credential owners actually need from a technology platform
- MODEL revenue at different penetration rates by province
- IDENTIFY 1–2 "no approval" provinces for pilot launch
- DEFINE minimum viable First Aid catalogue for reseller network
- EXPLORE whether any Big 3 would consider WKT as a technology partner
The Bottom Line
WKT's play in First Aid is infrastructure, not instruction — unless leadership decides otherwise. The strategic unlock isn't adding courses to a catalogue; it's getting credential owners onto our technology, because that brings their entire network with them.
$189.9M market. 1.36M learners/year. 196 providers. 3-year renewal cycle.
With CSA Z1210 reshaping standards across provinces, there's a window where credential owners will need new technology to manage compliance. WKT should be the answer.
The question: do we power it, or do we also play in it?
⬤ WKT Internal — Confidential
This briefing is intended to frame the discussion, not prescribe the answers.
Leadership alignment on the key questions above will drive the detailed execution plan.