in Ontario, Startups, Toronto

One from the Den: HomeBox

homebox_small.gifRyan Coleman blogged about the Dragon’s Den the other day and made a good observation that the actual makeup of the Dragons makes them almost useless.

Ryan also mentioned one of the “deals” that got me to do the most screaming at the TV. Jodi Sinden had launched her stationary business (HomeBox) only just over a week earlier, and had one the #1 prize at a trade show in New York, she came on the show offering 20% of the business for $50,000.

The cast, I mean: Dragon’s, came back with the usual demand for control and offered $50,000 for 50.1% of the company. Jodi took the deal.

The story however, is not a nightmare, it has a happy ending. Jodi commented on Ryan’s post and said:

There was a missing piece that wasn’t put to air, but only hinted at: I would’ve needed large future investments of capital to finance inventory, and $50,000 wasn’t even close. The extra little push that made it an attractive deal was that they said future cash investment on their part would never reduce my equity in the company. That is very different than most venture capital groups, where every further investment is in return for another percentage. At the time of the filming, I had a good idea but it launched only a week before, so I only had $5000 worth of sales. Over the two months of negotiation time afterwards, my FIRM orders grew to twice the value of the dragon deal. So I did. Run away that is! Speaking of which, now looking for investment to finance that inventory… Look for the Homebox this friday on The Shopping Channel and in the spring at Indigo and Staples!

She went from $5000 worth of sales to $100,000 in just a few weeks and told the Dragon’s to take a hike. It sounds like Jodi still has some need for cash to holdover her inventory to handle big orders, but that is a typical bump in the road for a startup that is producing real goods.

Jodi is not only on to something, but she is executing as well. She went out and got order before she could fulfill them and then worked out the details — smart move.

You can buy the HomeBox’s online during the holidays. I have bought one already as a gift and think I will go back and buy some more.

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