The secret to how this food entrepreneur landed a $300,000 investment? 'To taste is to believe.'

Entrepreneur Elevator Pitch is the show where contestants step into an elevator and have only 60 seconds to pitch their business to a video camera. Our board of investors are watching, and if they like what they're hearing, they open the doors and the entrepreneur walks into the meeting room to try to close the deal. If he doesn't like what he hears, the contractor is fired.

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In this ongoing series of articles, we celebrate the entrepreneurs who have walked into the boardroom and come out on top and share their tips for success.

Who are you and what do you do?

I'm Kamaal Jarrett, founder of Hillside Harvest, a Caribbean-inspired sauce and condiment company. We are extremely focused on providing the North American consumer with delicious, flavorful products that showcase culturally diverse flavors and ingredients. Since its launch in 2019, we have seen significant regional growth. We believe our positioning gives us the right level of differentiation to stand out in the crowded sauces and condiments market.

How did you prepare for the show?

I was more nervous about the 60 second time limit than about pitching in front of investors. We entrepreneurs are constantly pitching to buyers, buyers – pretty much whoever will listen. That being said, every time you put a stopwatch on a presentation, it adds a significant level of anxiety to the mix. To prepare for the show, I timed myself to deliver my pitch whenever I had a free moment. If I was in the car listening to the radio, I would try to do at least two workouts during commercial breaks. Walking the dog, mowing the lawn, and responding to online commands, I practiced pretty much whenever I could. As I got closer to the shooting date, it made sense for me to practice standing up, as I generally like to pace and move around. I wanted things to be as close to what I thought my atmosphere would be like in an elevator. It also goes without saying that knowing your numbers and the current status of your operations is essential.

Related: Watch Hillside Harvest's winning pitch

What did you think was going to happen? What was different from your expectations?

On pitch day, I didn't really know what to expect. I knew I wanted to make sure I had the product on hand to taste it. Often, to taste is to believe. However, I also knew that my pitch had to be compelling enough to open those doors to give me the opportunity to share our flavors with investors.

Arriving at the studio, I assumed we would be prepped for the day's events, then ushered into the elevator to begin the process. But we had about 5 hours to set up. Depending on the person, this can either allow you to breathe and focus on something other than your pitch, or give you more time to prepare every little aspect of your presentation. For me, it was an opportunity to relax and get to know other entrepreneurs as well as observe the studio setup to help prepare the pitch. I was able to observe the size of the elevator, the area where the investors were seated, the length of the corridor, etc. This helped demystify certain aspects of the show, which helped calm a few nerves before the actual launch.

Why do you think they opened the doors?

While I think I've succeeded in giving a clear picture of our investment opportunity to investors - and I'd love to say the doors have opened because I'm an amazing presenter of our brand, I guess the real reason is that investors really wanted to try our delicious sound sauces.

Once the doors opened, I knew I had to be on top of my game. We operate in a difficult space and to attract investors you really need to ensure that you can articulate your vision clearly and inspire confidence that you are the right leader to execute on that vision.

Related: What do you do when an investor suddenly changes the terms mid-trade?

How did you...