It's hard not to let nerves get the best of you when a stumble or poor choice of words can mean the difference between scoring hundreds of thousands of dollars or going home empty-handed. Knowing what investors want to hear and knowing what will make them slam their wallets shut is no easy task. But to help anyone faced with a make-or-break moment like our contestants find themselves, Pocket Sun, founder of SoGal Ventures, offers this empowering piece of advice: "Remember that pitching to an investor is extending an invitation for someone to join your exciting entrepreneurial journey," she says. "So don't ever forget that you are offering something of great value."
And don't forget that investors are people, too! If you can surprise them, make them smile and help them consider ordinary problems in a whole new way, you just might surprise yourself with the funding and mentorship you need to get to the next level. See who has the stuff to capture our investors' curiosity — and their money — on the season 12 finale of Elevator Pitch!
And don't forget that investors are people, too! If you can surprise them, make them smile and help them consider ordinary problems in a whole new way, you just might surprise yourself with the funding and mentorship you need to get to the next level. See who has the stuff to capture our investors' curiosity — and their money — on the season 12 finale of Elevator Pitch!
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00:01Going up.
00:03Today, entrepreneurs looking to uplift their lives must prove to our elite panel of investors that they have what it takes in 60 seconds or less.
00:15That's my offer.
00:16Boom!
00:18This is Entrepreneur Elevator Pitch.
00:23Presented by Amazon Business.
00:27Today, in the boardroom.
00:46Our first entrepreneur hopes to dazzle the investors with her sustainable, sparkling innovation.
00:56Hello, Virginie. Welcome to the elevator.
01:00Going up.
01:02Your pitch begins in 3, 2, 1.
01:07Hi, my name is Virginie Roy and I'm the founder of Crown Diamond, an online company that sells high-end jewelry,
01:13all handmade in North America in recycled gold and adorned with lab-grown diamonds and lab-precious stones.
01:19A more ethic, eco-friendly and less expensive alternative to mined diamonds, also called natural diamonds or blood diamonds.
01:28I am here to ask you for an investment of $100,000 in exchange of 10% of my company.
01:35I have launched Crown Diamond in 2021 and only two years after have made in sales $700,000 with a gross profit, a gross margin of 46%.
01:47And I am very proud to say that this year I'm about to hit the million in sales and revenue and I will make some profit.
01:55I'll bootstrap sales only in Quebec, Canada with a minimum investment.
02:00I was testing the market, but now that I am ready to open new markets, I need your help. So, who's in?
02:09Right on the dot. She was great. She's got a great story, bootstrapped it, almost a million dollars in historic revenue.
02:15What did you all think?
02:16I wonder who is buying lab-grown diamonds? Like, does she need to do a lot of market education or is the market already ripe for it?
02:24And how expensive are the diamonds she's selling?
02:27I guess it's only appropriate we take it to a vote and see what happens.
02:30Let's vote.
02:31Attention, Virginie. Your pitch has been approved.
02:53Virginie, welcome.
02:54Thank you so much for having me. Would you love to see my diamond?
02:59Yes, show us.
03:00Great. I have three travel kits. So, in each travel kit, you will find two rings.
03:06One ring is adorned with lab-grown diamonds and the other one has been made with my diamonds.
03:11And I would like you to see if you can find out which one is made with the lab-grown diamonds.
03:17Where are you from?
03:18I'm from Quebec, Canada.
03:20Wow, we've got another Canadian up here with us.
03:22So, did you just happen to wake up one day and realize that you wanted to be in the diamond industry?
03:27Was it a family story? How did you get originally connected to it?
03:30I never thought I would work in this industry. It was my grandpa's thing.
03:33He came to my house after he went to a big show in Las Vegas.
03:36He came back with two diamonds.
03:39I took the magnifier, looked at the diamonds. I was like, well, it's pretty good quality.
03:43And he was like, yes, but these diamonds have been created.
03:47So, imagine like a gigantic microwave.
03:50You put a seed in it and you insert three gases.
03:53And under high pressure and high temperature, exactly like the process in the earth,
03:57the diamond will grow in that gigantic microwave.
04:02I'm guessing this one is the lab-grown diamond.
04:05I like this one.
04:09I don't know. I would say this one is the real diamond.
04:12So, it's very important to know that both are real diamonds because it's the same process.
04:17Physically, chemically, and visually, they are exactly the same, identical.
04:22What is the difference in cost between a lab-grown diamond and a mined diamond?
04:26For example, a one-carat ring on my website, you will pay $2,700.
04:32If you go online, a mined diamond of one carat, you'll find it for around $5,000.
04:38Are you selling in the retail or are you selling online?
04:41Only online. And in Quebec, we are very, very strong.
04:45But what will you use the 100 grand for?
04:47So, the 100 grand would be to open a market in the United States.
04:51So, I really need someone who can mentor me, who can help me understand the business here.
04:57So, the valuation is a bit low, I guess, but it's just because I need you.
05:03Yeah. I think you're so impressive, and this is probably a landslide deal, right?
05:08You've got these supersonic diamonds. It's not a world that I really understand.
05:11I'm more of like an ACDC, Thunderstruck guy, and you're more Fleetwood Mac.
05:15And so, I think you're incredibly impressive, but it's not something for me.
05:18Thank you so much.
05:19So, I'm going to say thank you, but I'm going to pass.
05:20I think you are an incredible entrepreneur.
05:22I love your creativity, but I don't have any experience in the diamond industry.
05:28Even though you are the expert, but you're looking for expertise of how to bring that to America.
05:32Unfortunately, I don't have that. So, for that reason, I'm going to pass.
05:36Thank you so much, Kim.
05:37Pocket, what do you think? You have the most experience here.
05:40I do feel like I have a lot of value to add here.
05:43How are you getting to the $1 million valuation?
05:45Is it in Canadian dollars or USD?
05:49You're right.
05:51You're playing on the currency.
05:54I love it.
05:55If you are open to doing $100K on a million CAD valuation, I'm down.
06:11I accept.
06:12I accept.
06:16Thank you so much.
06:18Thank you so much for believing me.
06:21I'm very excited.
06:25I can't believe that happened.
06:27Oh my God, I'm so honoured.
06:29Pocket is exactly what I was looking for.
06:32Somebody who can help me grow and she understands the industry.
06:36It's just perfect.
06:39I couldn't ask for more.
06:43Entrepreneur Elevator Pitch is presented by Amazon Business.
06:47For every organization at every stage of growth.
06:55Next in the elevator is an entrepreneur who wants to loop the world in on their healthy Italian staple food.
07:06Hello, Damiano. Welcome to the elevator.
07:10Going up.
07:12Your pitch begins in 3, 2, 1.
07:17Hi, I'm Damiano Messineo, founder of Lupini.
07:20Do you know that 45 million Americans eat pizza every day?
07:23And 120 million would consume pizza more often if it was healthier.
07:28Existing frozen pizzas are unhealthy, ultra-processed, but with carbs, fat, sodium.
07:33We invented the first healthy frozen pizza made in Italy from ancient superfood that tastes exactly like a pizza you would eat in Italy.
07:41Made with only a few premium quality organic ingredients, our pizza has only 500 calories.
07:47Yet 40 grams of protein, 16 grams of fiber and the equivalent net carb of just two bananas.
07:53A recent trade show will get attention from the press and commitment from chain retailers.
07:58We are a month away from publishing a study that shows that our pizza is blood sugar friendly.
08:04And we are also patenting our innovative process.
08:08We are here today to seek from you $100,000 for 10% of our company.
08:13Please open the door if you want a slice.
08:18Is that what he's selling me? Clean pizza?
08:20I think there's more to be said.
08:22Like, for example, what's the revenue? Where's the traction?
08:25He did miss a few very key numbers.
08:29What was the valuation?
08:30A million dollars.
08:31Yes.
08:32So I have a feeling it's probably pre-revenue.
08:34But it's pizza.
08:35But it's pizza.
08:36So should we vote?
08:37Should we vote?
08:45Attention, Damiano.
08:49Your pitch has been approved.
09:00Welcome to the boardroom.
09:01Thank you for opening the door.
09:03You had an incredible pitch.
09:05And we all love pizza.
09:07Give us the product. Come on.
09:08Yes.
09:09Whoa. They really like pizza.
09:12So we got margherita.
09:13Typical Italian.
09:14So we got the mozzarella cheese from Naples and the tomato sauce as well from Naples.
09:19So the thing about this, we are using an ingredient that no one used in the old world.
09:24It's called lupini beans.
09:25It's actually a seed.
09:26It was used in the best civilization in the past.
09:29Mayan, Egyptian, Romans.
09:31Romans used to feed their gladiators with this food.
09:33We found out about how amazing this product is.
09:36And basically, we created the pizza out of it.
09:39So it's gluten-free, though.
09:40It's not gluten-free.
09:41It's not gluten-free.
09:42It has flour in it.
09:43Is it free refills?
09:45I mean, Rogers, you already ate the entire piece.
09:47Y'all were talking.
09:48I'm doing my business market research.
09:50You know what we do in Italy?
09:51Let's do it the Italian way.
09:52You fold it.
09:53You fold it again.
09:54And you eat the whole thing.
09:55Please, try to do that.
09:57Fold it and fold it again.
09:58We call this wallet pizza.
10:00So it's like a, you know, like a wallet.
10:01You fold it.
10:02Go for it.
10:03Wow.
10:04I can feel myself gaining weight.
10:06So you might wonder why I put eggs and kale over there.
10:11Eating this pizza, you get more than 50% of your daily value in fiber,
10:15and 95% of America don't eat the gold, the daily value gold,
10:19which is, you know, it's bad for you.
10:21Well, let's talk about revenue.
10:22How are we going to make money from these pizzas?
10:24We are launching next month in New York,
10:27four stores in New York, two brands with four stores each,
10:31and then a national retailer.
10:33How much money has been put into the company?
10:35About $20,000 for research because the idea came in October last year.
10:39What if we make pizza really healthy?
10:41Like instead of eating a chicken salad because you want to get your protein,
10:45you want to stay lean,
10:46why you don't make the chicken salad in the shape of pizza and the best pizza ever?
10:50I mean, I love it.
10:51It's delicious.
10:52Roger's obviously is definitely a fan of it.
10:56The same reason I did not vote to bring you up is because of the fact that you're so early,
11:01and that scared me in terms of how are we actually going to get to market
11:05and how much capital is to be successful.
11:07I love the pizza.
11:08I love your passion, but unfortunately, I'm going to pass.
11:13It tastes awesome, and you're a great founder.
11:14You're the passionate prince of pizza, right?
11:16It's like you've got a story, and I think it's palpable.
11:19The frozen section does not excite me.
11:22I think it's a little bit scary,
11:23and I think that you're going to require probably a lot more than $100,000
11:27just for in-store demos and getting people excited,
11:30but you definitely have a customer in me,
11:32and I've had enough fiber now for the next few months.
11:34Exactly.
11:35You got it.
11:36Congratulations, but I'm going to respect the pass.
11:38Thank you so much.
11:39All right, Pocket.
11:40Are you in or are you out?
11:43I love the taste.
11:45It definitely has potential.
11:47I think you sound like you're going to be a great entrepreneur, but I—
11:51I regret this.
11:53I might.
11:54You might, and this is good, because it's going to give me even more—
11:59Drive to prove me wrong, right?
12:01Yeah.
12:02But I have to pass, but best of luck.
12:08Thank you so much, guys, for the opportunity.
12:10Enjoy the pizza, and thank you.
12:11Thank you so much.
12:12Congratulations.
12:16I went in with energy.
12:18I didn't get the investment, but it's 3-0.
12:20I'm going to get another 20-0 before I get a yes, so we're counting it.
12:24He sounded like he's experienced at pitching,
12:27and he has a way of getting to people.
12:29He's not afraid of hearing no.
12:31Yeah, I liked him, and I thought his pitch was great.
12:34I think his pizza's great.
12:35He's just too early.
12:37I agree.
12:38The pizza is great.
12:40Next up, an entrepreneur looking to bring deep-rooted relaxation
12:44with their kava-based beverages.
12:51Hello, Sol.
12:52Welcome to the elevator.
12:55Going up.
12:57Your pitch begins in 3, 2, 1.
13:02Hi, investors.
13:03My name is Sol Brody, and I'm the CEO and founder of Sol Brody.
13:06Hi, investors.
13:07My name is Sol Brody, and I'm the CEO and founder of Lalo,
13:09the nation's leading kava brand.
13:11Investors, we all know where to go when it comes to energy,
13:14but what are we doing to relax, to unwind, to decompress after a long day?
13:18Options on the market, like alcohol, have significant drawbacks.
13:22That's where our hero ingredient, kava, comes in.
13:25Kava's been used for thousands of years across the South Pacific
13:28as a natural way to relax, but its bitter, earthy taste
13:31and the hassles around its preparation have prevented it from going mainstream.
13:35That is, until Lalo.
13:37At Lalo, we've pioneered an innovative and great-tasting set of kava beverages
13:42and powders that are set to scale.
13:44We're carried in over 1,000 independent retailers,
13:47set to surpass $4.2 million in revenue this year,
13:50and, most excitingly, launching with Sprouts
13:53in our first national retail partnership in October.
13:56That's why I'm here today, seeking $100,000 as a safe
14:00to scale as we bring relaxation across the nation.
14:06Great pitch. I like that ending.
14:08Is that $4 million this year or $4 million ever?
14:11$4.2 million so far this year, landed in Sprouts and 100 Doors.
14:15It's good. It's really good for beverage.
14:17There are so many energy drinks. I don't see a lot of relaxation drinks.
14:21Yeah. Have you all ever had kava?
14:23No. No. I haven't either.
14:25Do you want to try it?
14:28BEEP
14:31BEEP
14:34Attention, soul.
14:38Your pitch...
14:40has been...
14:46...approved.
14:50Hello, hello. Hello.
14:51Welcome to the boardroom. How's it going?
14:53Hey, buddy. Thanks for having me.
14:55I'm excited to hear what kava is all about, and we love the name.
14:59Thank you. If you don't mind, if you'll indulge me,
15:01I wanted you to try authentic kava first.
15:03That'll provide a baseline of what we've innovated from.
15:06Does that sound good? Yes. Awesome.
15:08Kava is traditionally found in the South Pacific,
15:11and it's a root that is ground up and mixed with water
15:15and served in one of these coconut shells.
15:17So when I went to Fiji and tried kava for the first time,
15:20this is how I consumed it.
15:21It's a little bitter. It's a little earthy.
15:23Kava actually comes from the pepper family.
15:25Definitely, like, ginger root, ginseng type of flavor.
15:29My tongue is swelling.
15:32But I feel great.
15:34It's non-addictive.
15:35It is much milder on your liver than alcohol.
15:38It helps with REM sleep cycles, muscle recovery.
15:41So what do you add to your drink to make it taste not like this?
15:44Really pure kava from the South Pacific.
15:46So we import from Vanuatu in Fiji,
15:49and we've figured out a way to get a high concentration of kava
15:53into solution and then suspend it in solution,
15:56and that's the trick.
15:57It took us many thousands of dollars and tears
16:00to create what's in front of you today,
16:02but I couldn't be more excited for you to try it.
16:04I can't wait to try it. Let's try it.
16:06So there's 8 grams of organic cane sugar in there.
16:08We are trying to reduce that,
16:10and then the sugar-free is powered by Stevia.
16:13Cheers.
16:15That's great.
16:17Mm, almost alcohol-tasting pina coladas.
16:20That's what we're going for.
16:21What we found is a lot of people were drinking this
16:23as an alcohol alternative,
16:24so we're leaning more into mocktail flavors.
16:27Yeah, it tastes great.
16:28How much capital have you raised?
16:30We've raised a little under $5 million.
16:32What I'm hoping to achieve today
16:34is bring on one of you as an experienced advisor
16:37and investor, having our backs.
16:39So your last round, what valuation did you raise at?
16:42We raised, it was a $2 million convertible note round,
16:46which converted at $12 million.
16:48That sounds more like the valuation, though,
16:50because honestly, everything aside from the valuation,
16:53it's a home run, for sure.
16:54When you say $20 million, you actually lost me.
16:57So at the $12 million, for sure,
16:59I would be happy to invest $100,
17:01but at $20 million, unfortunately, I'm going to pass.
17:05Would you take her at the $12 million valuation for $100?
17:08We have never been on the precipice
17:10of a large retail expansion the way we are with Sprouts.
17:13Is there room between $12 and $20?
17:16Perhaps.
17:17I think $12 is a fair valuation,
17:19and very bullish that you will win,
17:21but it takes time.
17:22And again, I don't want to cut her off.
17:24She's got incredible beverage experience.
17:26I've been in some beverage stuff, too.
17:27It's really expensive.
17:28I like it.
17:29I want to respect where you're at, that you're safe.
17:33Here's what I'll do.
17:34I'll do $100,000 at your valuation,
17:37but I want an extra $150,000 in advisor shares.
17:40So that keeps you at your $20 million,
17:43but it gets me to the $12 million safe.
17:50Would you flip it?
17:51$150,000 in the safe?
17:53No.
17:54$100,000?
17:55That's my offer.
17:58Pocket, you giving me an offer?
17:59Yeah, are you in?
18:01I have to pass.
18:02You did a really great job with the pitch,
18:04but it's just not aligned with my investment thesis.
18:08I can respect that.
18:09Thank you, Pocket.
18:10So you kind of have two options.
18:11Kind of.
18:12Right?
18:13Well, you have two options.
18:15$100,000, $12 million valuation.
18:18$100,000 at the $20 million with a kicker.
18:21Who would you rather work with in a perfect world?
18:30Okay.
18:31Well, Kim, I really respect your track record.
18:34$12 million, I believe, is low,
18:36and I apologize.
18:38I would rather work with Rogers in this contract.
18:40Boom!
18:41Oh, geez.
18:42All right.
18:43Hey!
18:44You got a deal!
18:45That's great news.
18:46Congratulations.
18:47Well, we'll hug.
18:48Come here.
18:49Yeah, appreciate it.
18:50A little Texas hug.
18:51Yeah, you put your hand on my shoulder.
18:52A little Texas hug.
18:53Well, you're a big guy.
18:54Kim, thanks so much.
18:55Great job.
18:56Thank you so much.
18:57I appreciate it, guys.
18:58Good job.
18:59Yeah.
19:01I had a lot of fun.
19:02I aligned with an investor that I think
19:04is going to be an incredible advisor to me
19:06I'm going to learn a lot from.
19:07I think we're going to kick some butt.
19:10Today, all three entrepreneurs
19:13who stepped into the elevator
19:14made it into the boardroom.
19:18Think you have what it takes?
19:20To apply for the next season,
19:22go to entrepreneur.com slash elevator pitch.