Sure Fire Cube

Sponsored Content with: BDC

​Canadians love being out in nature, but anyone who’s ever struggled to get a campfire going when the wind is howling or the wood is a damp knows just how challenging that task can be. Things can get downright worrisome when you need a fire but you’re down to your last few matches and nothing is catching.

Elgin, Ontario’s Sean Price has come up with a solution to so many fizzling flames: it’s called the Sure Fire Cube, and it’s guaranteed to get a fire going.

The product was also hot enough to land Price a spot on Dragons’ Den. The entrepreneur fielded interest from multiple Dragons, ultimately inking a deal with Arlene Dickinson.

Although there are several fire starters on the market, many contain toxic additives or chemicals, including wax, gels, animal fat, or petroleum products such as kerosene. What’s more, some are simply ineffective or inconsistent when it comes to getting a fire going.  

The Sure Fire Cube is described as a surefire way to build a fire. After you remove its chimney-style top and open its four side vents, you place the cube at the centre of a stack of kindling arranged tee-pee or crisscross style. You drop a lit match into the chimney opening and then sit back and watch the fire grow. The cube burns for approximately 10 to 12 minutes at a temperature of about 1900 F-- three to five times hotter than an open burn. This means that kindling could be as thick as a pop can or slightly wet and it will still ignite--all without any nasty ingredients or accelerants.

Aside from camp fries, the device can also be used for woodstoves, fireplaces, backyard fire pits, or emergency heat or cooking sources.

Price spent months testing and refining the product before landing in the Den. There, he presented the product and his business plans with foresight, confidence, and sincerity.

“They say honesty is the best policy, and while watching this pitch I was really rooting for Sean because I found him to be so genuine,” says Ravi Dindayal, director of Marketing—Consulting at the Business Development Bank of Canada (BDC). “When pitching a business, it’s important to prove yourself trustworthy.”

To grow his business, Price understood the benefit of a BDC business-expansion loan, a tool that helps entrepreneurs reach the next level. And while he believes strongly in his product and has firm grasp on where he wants to go with his business, he also admitted on the show that he needed help taking the device to market on a much larger scale.

“Sean was able to quickly prove he had a great product on his hands,” Dindayal says. “And when it came time to dive into the numbers and business plan, he was a straight shooter. I think his genuine approach won over the Dragons who also saw the potential in his creation and already knew exactly what they wanted to do with it.

“As a business owner, you will always benefit from having the best possible understanding of your position for negotiation—especially when it comes to selling equity,” Dindayal explains. “Sean was looking for a complimentary partner, and I think he made a good deal in choosing Arlene, because it sounds like she has the right contacts to make this a plug and play all the way to the bank. Fortunately for Sean, she was also buying in at the highest valuation. In the end, I'm happy to say things worked out in Sean’s favour.”

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

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