Greenlight Maine: Pitching Without The Sharks

Greenlight Maine helps local entrepreneurs and start-ups develop connections, build customer base

by Joel R. Crabtree

Ask any entrepreneur with an idea or product in development, and they'll likely tell you one of the most difficult obstacles is perfecting the elevator pitch. Not only do you have to get the coveted 30 seconds in front of the right people – industry experts, investors, or even potential customers – you have to nail your spiel, hoping that your brief interaction will be a conduit to a meaningful follow-up. For Mainers looking for support and community as they build their idea, Greenlight Maine, a TV series dedicated to developing and growing business throughout Maine, has reduced some of the anxiety-inducing hurdles associated with that all-important elevator pitch, while featuring the pitch widely in front of thousands of viewers.

"Maine has a long history of that entrepreneurial spirit," says Nat Thomspon, executive producer of Greenlight Maine, which first premiered in 2015. "We thought that we could create a program that was uplifting. As my partner, Con Fullum used to put it, a television program where we elevate, not eviscerate." 

Since its inception, Greenlight Maine has helped dozens of companies throughout Maine take the leap from the early start-up phase to thriving businesses. Though there's not exactly a formula for success on the show, for individuals or companies looking to break into Greenlight Maine, here are some notes from the showrunners, past contestants, and judges that can certainly help give your pitch the edge over the competition. 

How does Greenlight Maine work?

At its core, Greenlight Maine gives entrepreneurs the chance to deliver their elevator pitch to three judges, each of whom brings their unique background and expertise to the panel. Each episode pits two entrepreneurs head-to-head, where they do their best to succinctly convince the judges that their idea is more feasible, scalable, and innovative than their competitors. That winner then advances to the next round, ultimately whittling the competition down to one Greenlight Maine winner at the end of the season. 

Though it began on NewsCenter Maine, Greenlight Maine recently found a new broadcasting partner in Maine Public, airing 8:30 p.m. Thursdays and re-airing at 5:30 p.m. Sundays. Four years ago, they added a college program for student-entrepreneurs, and ast year, they introduced a new series titled Elevating Voices, highlighting businesses owned and operated by people from diverse backgrounds. 

What are some of the advantages of taking part in Greenlight Maine? 

First, there's the obvious: Prize money. Each season, the winner of the Greenlight Maine season receives up to $100,000 to do with as they see fit to advance their idea or company. However, even when companies don't "win," the exposure they receive can often lead to funding and, of course, a free marketing opportunity.  

"The exposure that these companies get has really pushed people to the next level even when they don't win the prize money," says Julene Gervais, the show's host. "We know that, from talking with several companies who have appeared on the show, they've received at least $25 million in investments since appearing on Greenlight Maine. The total is probably a lot bigger than that, but that's just what we know of." 

STARC Systems LLC., which manufactures a prefabricated wall system that contains dust, debris and noise during occupied renovation, went from three employees to more than 80 since it first appeared on the show. 

"One of the benefits of Greenlight Maine was the integration into the start-up community," said Chris Mackenzie, Vice President of Strategic Partnership of STARC Systems. By being on the show, you can build a connection and camaraderie with other entrepreneurs and companies.. "Working with, surrounded by, and rooting for so many other like-minded businesses and folks with inspiring visions, there's a commonality between all of the participants. " 

Jillian Robillard, who graduated from the University of New England in 2020 with a degree in marine entrepreneurship, took top honors earning $25,000 in Greenlight Maine's college series with her Green Bait business concept to help preserve the lobstering industry in Maine using green crabs. 

"The best thing that came out of it was confidence and learning a lot," said Robillard, who has put Green Bait on pause while she focuses on her other business, Southern Maine Crabs. "Starting off, it was the fact that someone else believed in my idea. That lit the flame, and I thought that this is something I can actually take seriously and make a difference with."

What are the Greenlight Maine judges looking for?  

Greenlight Maine judges review pitches with five categories in mind: scalability, feasibility, innovation, quality of the concept, and the ability to stay and grow in Maine.

"One of the things that's really nice about Greenlight Maine is that it's thinking about the Maine economy and how that company or entrepreneur fits within that," says Martha Bentley, one of the past judges who has worked as the Director of Innovation Infrastructure at Maine Technology Institute and as the Director of Economic Development Coordination for the Maine Department of Economic and Community Development. "How would having them here in Maine benefit the state's economy, and in turn, how can our resources benefit them?"

The judges base their decisions on the company's pitch, but they also consider why an entrepreneur has developed their product or idea in the first place - what is the company’s vision and mission? 

"I think the one thing that is often mentioned is that people invest in people, not necessarily in an idea," adds Thompson. "If an entrepreneur comes in with passion and has a solution to a problem they had themselves, and they incorporate that into their pitch, it often comes through and they rise to the top." 

How Can I Enter Greenlight Maine? 

Because of COVID-19, Greenlight Maine has gone virtual for the last two seasons, but they're eager to get back into the studio and return to their filming schedule. Thompson says that, at the moment, the best way for entrepreneurs to apply to Greenlight Maine is to email a video of their elevator pitch to submissions@greenlightmaine.com. 

"My advice would be to go for it," says Bentley. However, she also says that to succeed, make sure you're fully prepared to pitch your idea. "The experience is a great opportunity. Any time you're pushed outside of your comfort zone is good."

About Maine Venture Fund

Maine Venture Fund invests in dynamic businesses that have the potential for significant growth and impact in Maine. For more information, visit maineventurefund.com. 

Inquiries:
Terri Wark
Maine Venture Fund
(207) 924.3800
terri@maineventurefund.com