Sales & business · Investor Panel
How to pitch your side hustle: face four investors about your candles
Show that the side hustle is already a real business: sales over time, margins, repeat customers, and how much of it depends on your own hours. Then explain what the money is for (equipment, help, wholesale) and how it lets the business grow without you making everything by hand. Practice pitching Hollow Pine, a candle shop with $86,000 in Etsy sales, to a friendly four-investor panel.
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Updated October 2026
Who it's for
Who this practice is for
- Etsy sellers and makers who want to turn a side hustle into a real business.
- Side hustlers preparing to pitch investors for the first time.
- Candle makers who need to practice explaining their numbers and margins.
- Anyone who freezes when asked how they'll scale without quitting their day job.
What happens
How a session goes
- You speak first. You have 60-90 seconds to pitch Hollow Pine candles: hook, problem, product, traction, and your ask of $60,000 for 20%.
- Four investor characters grill you. One is on camera, three are voiced off camera. They ask about your numbers, your margins, and how you'll make more candles without quitting your day job.
- They make offers in dollars for equity, counter, and drop out with 'I'm out'. You can counter with reasons or accept. It ends with a deal or no deal.
Real lines from a test session
What the panel said in a test session
“You make a beautiful candle, I can tell. … But one candle at a time in your garage—how many units did you actually sell last year to get to $86,000?”
“That's a strong repeat rate, and I love the clarity on your bottleneck. A workshop and full time focus could absolutely unlock this.”
“You said no to my loan, and your valuation still doesn't pencil for me. I'm out. But I'll say this—if you prove out the workshop model this year, call me for the next round.”
From a test session of this practice in the app, lightly trimmed. Your session goes its own way: the character reacts to what you say.
You go first
Ways to open your pitch
- “Hi everyone, I'm the maker behind Hollow Pine Candles, and I'm asking for $60,000 for 20%.”
- “Every candle I've ever sold, I poured myself in my garage. That's the problem, and that's why I'm here.”
- “We did $86,000 on Etsy last year at 61% margins, working nights and weekends.”
Example first lines to adapt. Fill in the brackets with your own details.
The scorecard
What the scorecard looked like for Etsy Candle Investor Pitch
“I’d prefer an equity arrangement.”
You stated a preference instead of making a specific counter-offer that advances your position.
Try instead: “I appreciate the offer — what if we did 10% equity plus a small convertible note so you're protected on the downside and I keep full control of the growth plan?”
What went well: You answered every numbers question without hesitation and wove the bottleneck story into your valuation defense.
Real scorecard output from one of our test runs. In test runs the practice answers are written by a test script, not by a customer.
What good looks like
What a strong answer does here
- You give a 60-90 second pitch with a hook, the problem, your product, your traction, and a clear ask.
- You know every number cold: $86,000 sales, 61% gross margin, and you can defend your $60,000 for 20% valuation.
- You counter offers with reasons instead of caving or refusing everything.
- You handle 'I'm out' gracefully and stay composed.
Scored on:
- Pitch clarity
- Know your numbers
- Deal negotiation
- Composure & likability
Common mistakes
Weak lines, and what to say instead
Weak: “We did $86,000 last year and have 61% margins.”
Better: “We did $86,000 in sales last year at 61% gross margin. I make every candle myself, nights and weekends, in my garage.”
Giving numbers without context misses the chance to show the bottleneck.
Weak: “I'm asking for $60,000 for 20% because that's what I need.”
Better: “I'm asking for $60,000 for 20%. That values the business at $300,000, which is about 3.5 times last year's sales, and the money goes to a workshop so I can quit my day job.”
A strong pitch shows the valuation math and what the money is for.
Weak: “Okay, I'll take your first offer.”
Better: “I appreciate the offer, but based on our 61% margins and repeat customers, I think we're worth more. Can we talk about the equity percentage?”
Accepting the first offer without a counter is penalized.
Weak: “Fine, I'm out too.”
Better: “I understand you're out. Thank you for your time. I'd love to stay in touch if things change.”
Handling 'I'm out' gracefully keeps your composure score high.
Investor Panel: Etsy Candle Side Hustle: start talking in a few seconds. Your own side stays yours to fill in.
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Your investor panel practice plan
- State your ask and business clearly
- Defend the numbers without inventing them
- Compare the panel’s offers and terms
Start with a free worksheet, then test your own response with a voice or text roleplay. Your first complete coaching report is free once across all areas. Create a free account to save your goal, actual words, and downloadable notes.
Need repeated practice? $4.99 once buys 100 rounds across every mode and full coaching on every report. Rounds never expire; no subscription is required.
FAQ
Questions about Etsy Candle Investor Pitch
Do I need to have a real candle business to practice?
No. The scenario gives you the details: Hollow Pine hand-poured soy candles, $86,000 in sales last year, 61% gross margin, and you make every candle yourself in your garage. You practice pitching those numbers out loud. The app scores how clearly you explain them and how well you negotiate. Try it free →
What if I don't know all the numbers by heart?
The scorer rewards knowing every number cold. If you stumble on $86,000, 61% margin, or the valuation math, that shows up in your Know your numbers bar. Try it free →
What happens if I get an offer I don't like?
You can counter with reasons. The scorer rewards countering instead of caving or refusing everything. If you accept the first offer without a counter, that is penalized. Try it free →
Who are the four investors I'll face?
They are fictional archetypes: Margot Ellis, the Retail Queen; Nadia Cruz, the Brand Builder; Harold Whitaker, the Old-Money Skeptic; and Victor Kane, the Numbers Hawk. Each has a different voice and style. They grill your numbers, make offers in dollars for equity, counter, and drop out with 'I'm out'. Try it free →
Not affiliated with Shark Tank, ABC or Sony Pictures Television. The investors here are made-up characters, not real people.
Try Investor Panel: Etsy Candle Side Hustle free
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Try it free, no signupBuilt by Matthew, a solo founder. Questions? Email support@getadversaryai.com, I read every message.