Sarah Endline asked Golden Seeds, a group of mostly women angel investors, to help contribute $1.5 million to expand her candy company. She sweetened her pitch with samples of dark cacao pieces, about 1 calorie each.
Endline, who got her MBA from Harvard Business School and worked at Yahoo! Inc. in marketing before launching sweetriot in 2005, already received about $1.5 million from the group, and other investors, in 2007. Turning to Golden Seeds again yesterday was a natural choice, said Endline, 39, because “we’re a women-powered, women-certified company whose core consumer is women.”