Bennetts Choice

Sponsored Content with: BDC

Sidney Crosby is famous for more than his skating skills. The NHL player has become the poster boy for concussions, having sustained several of them throughout his career. Professional athletes want to get back to their game as soon as possible. But rushing a return after suffering this kind of traumatic brain injury can be dangerous.

Bennett’s Choice is a Vancouver company that makes a supplement called Brain Evolve, which purportedly helps the brain heal.

Company founder Matthew Bennett, an athletic therapist, and Jay Harrison, a clinical mental-health practitioner and former professional athlete himself, make a strong team. They’ve both witnessed the ways in which a concussion can impact people’s lives and genuinely care about helping people get better.

Brain Evolve is said to boost brain function by limiting inflammation, helping the brain use its own cells to produce and deliver energy to areas within that need it, and balancing hormones for adequate sleep during healing.

Although its efficacy has not been proven entirely, the product has been approved in a “broad sense” by Health Canada and accepted into GNC, the world’s largest vertically integrated specialty retailer of health, wellness, and performance products.

Bennett and Harrison scored a goal on Dragons’ Den, securing a coveted deal.

Yet while they were successful, the two could have had an even better outcome had they delivered a stronger presentation right out of the gate.

“I believe that when making a pitch, entrepreneurs should lead with their strongest and most factual points in order to establish a degree of believability,” explains Jasmin Ganie-Hobbs, Business Development Bank of Canada Major Accounts Manager in the Technology Industry. “It wasn't until Manjit, Joe, and Michele bowed out of the deal that we learned of the 86 completed studies surrounding Bennett’s Choice. We also learned after the fact that the margins are able to increase after this current round of production.

“Had Matthew and Jay mentioned these key selling features initially, they may have won over some investment interest and alleviated a bit of skepticism in the eyes of an investor,” she adds. “It’s a bit of a risk to take the word of an entrepreneur without any proven results.”

Start-up financing isn’t the only factor that up-and-coming entrepreneurs need to line up to help take their venture to the next level. They must also learn how to effectively pitch their business plan, something BDC can advise on, for the best chances of success.

“These guys are a fantastic team with a strong management background and involvement in sports,” Ganie-Hobbs says. “I love when natural solutions are paired with common problems, but products like this can be a hard sell. I also think a few tweaks to their pitch could have helped alleviate some skepticism.

“With more product verification, athletic celebrity endorsement, and the right distribution plan,” she says, “Bennett’s Choice could be the solution the sporting world has been waiting for.”

This is paid content provided by or produced on behalf of BDC.

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