Podcast
Seed Money
Hosted by Jayla Siciliano · EN
Welcome to Seed Money, this is the podcast for early-stage CPG founders who are looking to raise your first round of funding from angel investors, even with no experience and no connections.
If you are at the pre-seed or seed stage and need $100K to $500K to finally go all in on your company, this show is for you. Especially if you feel stuck, under-connected, unsure who to trust, or frustrated by investors who ghost you. Seed Money gives you clarity, confidence, and practical next steps so fundraising stops feeling mysterious and starts feeling doable.
Before going on Shark Tank and securing a deal with Mark Cuban, I raised $450K in angel funding as a first-time, pre-revenue, CPG founder. No industry experience. No network. No safety net. All during a recession. If I could do it, I know you can too. The tools and buzzwords may change, but the fundamentals of raising as a first-time founder have not.
For the past 15 years, I have helped founders prepare pitch decks, master investor Q&A, structure early deals, and raise capital with intention and confidence. Not by chasing investors, but by becoming fundable and finding partners who actually align with their goals.
Join my FREE Live monthly Office Hours Q&A call to get your burning questions answered.
https://seedmoney.mysamcart.com/office-hours
32episodes
Episodes
Newest firstAll episodes
91 | You Don't Need "Founder Skills" to Raise Capital—You Need Reps
1w ago00:14:09Tap to summarizeIf you are holding off on raising capital because you think you need to become more confident, better at pitching, stronger at sales, or more "founder-like" first—think again. That advice sounds responsible. Strategic, even. But for many early-stage founders, it becomes a permission slip to delay the exact thing that would make them better. In this episode of Seed Money, Jayla breaks down one of the most dangerous myths first-time entrepreneurs hear online: that you need to master leadership, sales, confidence, persuasion, storytelling, and fundraising before you start building or raising. The truth? You do not become a polished, confident, visionary founder and then start. You start—and the process shapes you. Fundraising is not some magical talent certain founders are born with. It is a skill set. And like any skill set, it improves through repetition, feedback, pressure, conversations, rejection, and real-world practice. If you are a first-time founder feeling intimidated by the fundraising process, this episode will help you reframe what "readiness" actually means. You do not need to walk into your first investor conversation with the perfect pitch. You can start by asking for feedback, learning what investors care about, noticing where people lean in, and improving with every conversation. The first pitch may feel rough. The second will be better. By the tenth or twentieth conversation, you will start to understand your story, your numbers, your objections, your timing, and your momentum in a completely different way. And that is the point. You do not get good at pitching by thinking about pitching. You get good at pitching by pitching. You do not get good at fundraising by waiting until you feel ready. You get good at fundraising by starting the conversations. If you find this helpful, give it ⭐⭐⭐⭐⭐ so we can help more founder's just like you. About Your Host Jayla Siciliano is an entrepreneur with 25+ years in consumer brands, product, and marketing. After raising her first angel round against all odds and later appearing on Shark Tank, where she closed a deal with Mark Cuban, she now helps founders become fundable, confident, and ready to attract the right investors. Entrepreneurship changed her life, and she's on a mission to help first-time founders raise their first round of angel funding and change theirs too. Disclaimer The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.
Transcribe →
90 | Can't Even Raise $500K? Ask These 2 Questions Before You Blame Investors
2w ago00:10:38Tap to summarizeFeeling stuck because you "can't even raise $500K"? Before you decide your startup is doomed, your idea isn't good enough, or investors just "don't get it," take a breath. In this episode of Seed Money, Jayla breaks down why early-stage fundraising often feels more personal and discouraging than it actually is — especially for first-time founders without a wealthy friends-and-family network. In This Episode, You'll Learn Why raising $500K can feel just as hard as raising $5M The difference between real fundraising and "emotionally sampling" How to define your target investor profile Why pitching random investors gives you bad data What to review after your first 20 investor conversations How to know whether you need better targeting, more traction, a clearer pitch, or more time Why fundraising should be treated like a sales pipeline How to stop taking investor rejection so personally Why early-stage founders often stop pitching too soon When to keep going, when to learn, and when to fix the gaps About Your Host Jayla Siciliano is an entrepreneur with 25+ years in consumer brands, product, and marketing. After raising her first angel round against all odds and later appearing on Shark Tank, where she closed a deal with Mark Cuban, she now helps founders become fundable, confident, and ready to attract the right investors. Entrepreneurship changed her life, and she's on a mission to help first-time founders raise their first round of angel funding and change theirs too. Disclaimer The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.
Transcribe →89 | Overwhelmed by Startup Funding Advice? Use This 4-Part Filter Before You Raise
3w ago00:21:40Tap to summarizeFeeling overwhelmed by all the conflicting advice about startup funding? One person says bootstrap. Another says raise venture capital. Someone else swears crowdfunding is the smartest move. Then you hear angels are better, loans are risky, VCs are the only path, or that you should never give up equity. No wonder you feel stuck. In this episode, Jayla breaks down why funding advice feels so confusing for first-time entrepreneurs—and why the real question is not, "Which funding path is best?" The better question is: "Which funding path is best for me, my business, my stage, my goals, and my constraints?" If you are preparing to raise your first round of capital, this episode will help you stop collecting random opinions and start evaluating your options with a clearer decision-making framework. Jayla walks through the first thing every founder should define before looking for money: the job of the capital. What does the money actually need to do? Build a prototype? Buy inventory? Hire support? Prove demand? Reach a specific milestone? Because funding should not just reduce anxiety or sit in the bank. It should help your business create a measurable outcome. Then she shares a simple 4-part filter to help you decide whether bootstrapping, friends and family, crowdfunding, angel investors, loans, or venture capital actually make sense for your company. You'll learn how to evaluate funding based on: Business fit: Does this funding option make sense for your business model? Stage fit: Are you actually ready for this type of capital? Risk fit: Can you handle the pressure attached to this money? Goal fit: Does this path support the business—and life—you actually want? Jayla also shares a candid reflection from her own entrepreneurial journey, including what she wishes she had understood earlier about chasing someone else's version of success. Funding is powerful, but it comes with expectations. The capital path you choose can shape your company, your ownership, your pressure level, and your lifestyle. This episode is especially important right now because early founders are surrounded by more content, hot takes, and startup advice than ever. The goal is not to absorb every opinion. The goal is to build enough clarity to move forward confidently. If you are trying to figure out how to fund your startup, this episode will help you cut through the noise and choose the path that actually fits. In This Episode, You'll Learn Why conflicting funding advice is so common for early-stage founders Why "more money" is not always the answer How to define the job of capital before raising Why your business model should influence your funding path When bootstrapping, crowdfunding, angels, loans, or VC may make sense Why stage matters before approaching investors The hidden pressure that comes with debt, equity, crowdfunding, and bootstrapping How your personal goals should shape your capital strategy Why chasing someone else's definition of success can create regret How to evaluate advice instead of automatically absorbing it About Your Host Jayla Siciliano is an entrepreneur with 25+ years in consumer brands, product, and marketing. After raising her first angel round against all odds and later appearing on Shark Tank, where she closed a deal with Mark Cuban, she now helps founders become fundable, confident, and ready to attract the right investors. Entrepreneurship changed her life, and she's on a mission to help first-time founders raise their first round of angel funding and change theirs too. Disclaimer The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.
Transcribe →88 | Bootstrapped from $2K to $4M: The Real Founder Story Behind Riptie Hair
4w ago00:48:51Tap to summarizeMost first-time founders think raising capital is the next big milestone. But what if raising money too early creates more pressure, more distractions, and less control? In this episode, Jayla sits down with Sarah Fox, founder of Riptie Hair, to talk about the real path behind building a startup without outside investors. Sarah started Riptie Hair with just $2,000, made the first products herself, sold through Facebook groups, and grew the company to more than $2 million in revenue before appearing on Shark Tank, and doubling this year since Shark Tank. But this is not a "perfect founder success story." Sarah shares the hard parts too: running out of inventory, wiring huge purchase orders, fulfilling 70 orders a day while pregnant, hiring too fast, almost missing payroll, laying off help, and realizing that growth can still break your business if your cash flow is not under control. For early-stage entrepreneurs who feel intimidated by fundraising, this episode is a reminder that capital is a tool, not a trophy. You will hear what actually matters before you raise: customer validation, focused sales channels, smart cash decisions, knowing your numbers, and staying lean long enough to understand your business. This episode is especially useful if you are: Wondering whether you should bootstrap or raise Feeling intimidated by investor conversations Unsure if your product has enough validation Struggling with cash flow, inventory, or hiring decisions Trying to figure out what investors will care about Learning how to prepare for a high-pressure pitch Guest Bio: Sarah Fox- Founder of Riptie Hair A bootstrapped consumer product founder who turned a personal hair-tangling problem into a multi-million-dollar brand and later appeared on Shark Tank. https://www.riptiehair.com/ https://www.linkedin.com/in/sarah-fox-riptiehair/ About Your Host Jayla Siciliano is an entrepreneur with 25+ years in consumer brands, product, and marketing. After raising her first angel round against all odds and later appearing on Shark Tank, where she closed a deal with Mark Cuban, she now helps founders become fundable, confident, and ready to attract the right investors. Entrepreneurship changed her life, and she's on a mission to help first-time founders raise their first round of angel funding and change theirs too. https://www.linkedin.com/in/jaylasiciliano/ Disclaimer The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.
Transcribe →87 | Pitch Deck Tear Down, Part 4 - What You Learn Pitching a VC and an Angel Investor for the First Time
Apr 2800:38:00Tap to summarizeRaising your first round of capital can feel intimidating, especially when you're not sure if you're ready, who to pitch, or what investors actually want to see. In this final episode of the pitch deck teardown series, Jayla sits down with founder Shane Pope to unpack what he learned after pitching both a VC and an angel investor. Shane shares how those conversations changed his perspective on fundraising, why traction matters so much, and why asking for money is less effective than clearly funding the next milestone. They also discuss the difference between VC and angel conversations, why investor relationships should start before you're actively raising, and how staying scrappy can make you a stronger founder. For first-time founders, this episode is a practical reminder: fundraising is not the goal. Building a business worth funding is. Catch the whole series: Part 1: Episode 84 | Pitch Deck Tear Down, Featuring Founder Shane Pope: Shane and Jayla talk different paths of funding Part 2: Episode 85 | Pitch Deck Tear Down, Featuring VC Brian Bell from Ignite Ventures and Founder Shane Pope (get the inside scoop on what VC's say and think about during a pitch) Part 3: Episode 86 | Pitch Deck Tear Down, Featuring Tech Angel Jason Butcher and Founder Shane Pope (get the inside scoop on how an Angel reacts to Shane's pitch compared to a VC) The Follow Up: Episode 87 |Where did Shane Land? (hear what path Shane decided to take) Guest Bios: Brian Bell, Founder and Managing Partner at Ignite Ventures, and host of the Ignite Podcast. Jason Butcher angle investor and founder of Orbit Capital. Jason is a dynamic and influential figure known for his extensive contributions as a passionate entrepreneur, investor, dedicated mentor, and seasoned advisor. With a career dedicated to empowering visionary founders and making a global impact, Jason leverages his vast network and expertise to drive innovation, sustainability, and community development. Shane Pope is the Founder and CEO of Reflect Technologies, a new mental wellness app that uses AI to ask you questions. About Your Host Connect with Jayla on LinkedIn here. Jayla Siciliano is an entrepreneur with 25+ years in consumer brands, product, and marketing. After raising her first angel round against all odds and later appearing on Shark Tank, where she closed a deal with Mark Cuban, she now helps founders become fundable, confident, and ready to attract the right investors. Entrepreneurship changed her life, and she's on a mission to help first-time founders raise their first round of angel funding and change theirs too. Links: Website: https://seedmoneypodcast.com/ Disclaimer The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.
Transcribe →86 | Pitch Deck Tear Down, Part 3 Featuring Angel Jason Butcher and Founder Shane Pope
Apr 2100:50:49Tap to summarizeWelcome to Part 3 of our Pitch Deck Tear Down Series. In this episode, Angel Investor Jason Butcher from Orbit Capital, sits down with first-time founder Shane Pope for a candid, real-time review of his startup (from an angel investor's perspective). If you're wondering how meeting with an angel investor differs from meeting with a VC this Pitch Deck Tear Down Series is for you. We're giving you four episodes structured with the goal of helping Shane figure out the right funding path him while getting real live getting feedback from a VC and a seasoned angel investor (that's right you get to sit in on their meetings!), both investors who actively invest in Shane's space. If you are trying to raise your first round, this series will help you avoid common mistakes, sharpen your story, and understand what to fix before you walk into the next investor meeting. Catch the whole series: Part 1: Episode 84 | Pitch Deck Tear Down, Featuring Founder Shane Pope: Shane and Jayla talk different paths of funding Part 2: Episode 85 |Pitch Deck Tear Down, Featuring VC Brian Bell from Ignite Ventures and Founder Shane Pope (get the inside scoop on what VC's say and think about during a pitch) Part 3: Episode 86 |Pitch Deck Tear Down, Featuring Tech Angel Jason Butcher and Founder Shane Pope (get the inside scoop on how an Angel reacts to Shane's pitch compared to a VC) The Follow Up: Episode 87 |Where did Shane Land? (hear what path Shane decided to take) Guest Bio: Jason Butcher angle investor and founder of Orbit Capital. Jason is a dynamic and influential figure known for his extensive contributions as a passionate entrepreneur, investor, dedicated mentor, and seasoned advisor. With a career dedicated to empowering visionary founders and making a global impact, Jason leverages his vast network and expertise to drive innovation, sustainability, and community development. Shane Pope is the Founder and CEO of Reflect Technologies, a new mental wellness app that uses AI to ask you questions. About Your Host Connect with Jayla on LinkedIn here. Jayla Siciliano is an entrepreneur with 25+ years in consumer brands, product, and marketing. After raising her first angel round against all odds and later appearing on Shark Tank, where she closed a deal with Mark Cuban, she now helps founders become fundable, confident, and ready to attract the right investors. Entrepreneurship changed her life, and she's on a mission to help first-time founders raise their first round of angel funding and change theirs too. Links: Website: https://seedmoneypodcast.com/ Disclaimer The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.
Transcribe →85 | Pitch Deck Tear Down, Part 2 Featuring VC Brian Bell and Founder Shane Pope
Apr 1400:53:46Tap to summarizeIn this episode, Part II of the three part Pitch Deck Tear Down Series, Venture Capitalist Brian Bell from Ignite Ventures, sits down with first-time founder Shane Pope for a candid, real-time review of his startup. You'll hear exactly how a venture investor thinks through an early-stage opportunity, where founders often overestimate how ready they are to raise, and what signals make a startup more compelling before major traction shows up. This conversation gets into the details investors care about most: the size and clarity of the problem, why now, how the company will grow, and whether the founder can convincingly own this market. If you're trying to understand the difference between pitching an angel investor and pitching a VC, this series gives you a front-row seat. Each episode reveals a different lens on what investors want and what founders need to tighten before fundraising. Catch the whole series: Part 1: Pitch Deck Tear Down, Featuring Founder Shane Pope: Shane and Jayla talk different paths of funding Part 2: Pitch Deck Tear Down, Featuring VC Brian Bell from Ignite Ventures and Founder Shane Pope (get the inside scoop on what VC's say and think about during a pitch) Part 3: Pitch Deck Tear Down, Featuring Tech Angel Jason Butcher and Founder Shane Pope (get the inside scoop on how an Angel reacts to Shane's pitch compared to a VC) The Follow Up: Where did Shane Land? (hear what path Shane decided to take) Guest Bio: Brian Bell, Founder and Managing Partner at Ignite Ventures, and host of the Ignite Podcast. Shane Pope is the Founder and CEO of Reflect Technologies, a new mental wellness app that uses AI to ask you questions. About Your Host Connect with Jayla on LinkedIn here. Jayla Siciliano is an entrepreneur with 25+ years in consumer brands, product, and marketing. After raising her first angel round against all odds and later appearing on Shark Tank, where she closed a deal with Mark Cuban, she now helps founders become fundable, confident, and ready to attract the right investors. Entrepreneurship changed her life, and she's on a mission to help first-time founders raise their first round of angel funding and change theirs too. Links: Website: https://seedmoneypodcast.com/ Disclaimer The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.
Transcribe →84 | Pitch Deck Tear Down, Part 1 Featuring Founder Shane Pope
Apr 701:02:03Tap to summarizeIn this kickoff episode of a 3-part Pitch Deck Tear Down series, host Jayla Siciliano coaches first-time founder Shane Pope through the question that keeps early-stage entrepreneurs up at night: Do you chase angels/VCs/accelerators—or keep bootstrapping and stay in control? Jayla and Shane walk through his pitch deck (watch here on YouTube) as Shane preps for pitching live in the next episodes to VC Brian Bell from Ignite Ventures and Angel Investor Jason Butcher. Shane shares what he's building with Remy (an AI-powered mental wellness tool designed to ask better questions, not spit out more answers), why fundraising can become its own distracting "second business," and how to think about capital as fuel without letting it hijack the mission. And, stay tuned for the next episode where VC Brian Bell tears down Shane's pitch deck. Catch the whole series: Part 1: Pitch Deck Tear Down, Featuring Founder Shane Pope: Shane and Jayla talk different paths of funding Part 2: Pitch Deck Tear Down, Featuring VC Brian Bell from Ignite Ventures and Founder Shane Pope (get the inside scoop on what VC's say and think about during a pitch) Part 3: Pitch Deck Tear Down, Featuring Tech Angel Jason Butcher and Founder Shane Pope (get the inside scoop on how an Angel reacts to Shane's pitch compared to a VC) The Follow Up: Where did Shane Land? (hear what path Shane decided to take) Guest Bio: Shane Pope is the Founder and CEO of Reflect Technologies, a new mental wellness app that uses AI to ask you questions. Download Shane's App Remy (mentioned in the episode): meet-remi.com Connect with Shane on LinkedIn: https://www.linkedin.com/in/shane-pope-72b972a5/ Send feedback inside the app: Use the in-app message icon About Your Host Jayla Siciliano is an entrepreneur with 25+ years in consumer brands, product, and marketing. After raising her first angel round against all odds and later appearing on Shark Tank, where she closed a deal with Mark Cuban, she now helps founders become fundable, confident, and ready to attract the right investors. Entrepreneurship changed her life, and she's on a mission to help first-time founders raise their first round of angel funding and change theirs too. Links: Website: https://seedmoneypodcast.com/ Disclaimer The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.
Transcribe →83 | Why Most Beverage Brands Fail Before Year 3 w/Sam Anderson
Mar 3100:51:47Tap to summarizeWhat really kills most early-stage consumer brands isn't a bad idea. It's underestimating how much cash, traction, and market proof it actually takes to survive. In this episode of Seed Money, Jayla sits down with beverage industry veteran Sam Anderson, co-founder of BevAssets and Frontline Beverages, to unpack the hard truths most first-time founders do not hear early enough. If you are building a beverage, CPG, or physical product brand, this episode can help you avoid the expensive mistakes that wipe out most founders in the first one to three years (95% don't make it past year 3!). Sam shares what actually works instead—starting in your backyard, building proof of concept one account at a time, creating velocity before expanding, and understanding the real economics behind shelf price, margins, and reorders. Why should you care now? Because in today's market, cash is tighter, distributors are more selective, retailers expect movement fast, and founders can no longer afford to confuse visibility with traction. This episode is a must-listen for entrepreneurs who want to grow smarter, raise capital more credibly, and build a brand that has a real shot at lasting. In this episode, you'll learn: Why most first-time founders underestimate the true cost of launching a beverage brand How to build proof of concept before expanding into new markets The danger of expanding too fast with limited capital Why founders need industry-specific advisors before raising serious money What sustainable success can look like even without a massive exit Guest Bio: Sam Anderson Sam is a beverage industry professional focused on building brands and driving growth. After working with brands like E&J Gallo, Diageo, Coca-Cola, Brown-Forman, Kellogg's, and Breakthru Beverage Group, Sam brings a passion for strategy, sales, and market expansion to help emerging brands navigate go-to-market planning, distribution partnerships, and customer engagement. His goal is to turn great beverage concepts into scalable, successful businesses through practical execution and strong industry relationships. Connect with Sam here on LinkedIn: https://www.linkedin.com/in/samuel-anderson-74a582/ About Your Host Jayla Siciliano is an entrepreneur with 25+ years in consumer brands, product, and marketing. After raising her first angel round against all odds and later appearing on Shark Tank, where she closed a deal with Mark Cuban, she now helps founders become fundable, confident, and ready to attract the right investors. Entrepreneurship changed her life, and she's on a mission to help first-time founders raise their first round of angel funding and change theirs too. Disclaimer The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.
Transcribe →82 | What Investors Really Think About During Your Pitch w/Diana Wilson
Mar 2401:01:39Tap to summarizeIf you're getting ready to raise—or already in the middle of it and not getting the responses you hoped for—this episode will change how you think about pitching. Jayla sits down with Diana Wilson, a seasoned executive who has raised over $100M and taken Deckers, the now-billion-dollar lifestyle brand, public. Diana unpacks one of the biggest reasons first-time founders fail to get funded: they're busy selling the beauty of their business, but never answering the one question every investor is silently asking—what's in it for me? In this episode, you'll learn: The financial mistakes that instantly weaken a pitch Why "hockey stick" projections can destroy credibility Diana's founder pet peeves—and why they might be costing you the deal How to use milestones and funding tranches to tell a more believable story The soft skills that make investors trust you How to follow up in a way that builds long-term relationships If you are building your first company and trying to raise money, this conversation will help you pitch smarter, avoid the mistakes that turn investors off, and understand what actually gets people to lean in. Listen to the end when Jayla brings on a special guest who practicies live in front of Diana. Don't have time to take notes? You can download Diana's Three Pillar Framework HERE for free. Guest Bio: Diana Wilson is a committed and success-driven leader who is passionate about helping companies and individuals turn uncertainty and change into opportunity and growth. With more than 30 years of experience across strategy, finance, and operations, she has raised over $100 million, led companies through high-stakes growth, including taking Deckers public, and built high-achieving teams that perform under pressure. Today, she advises leaders and early-stage founders through pivotal moments of growth and change. Connect with Diana on Linkedin and follow her substack Wit & Wisdom here. https://substack.com/@dianamwilson About Your Host Jayla Siciliano is an entrepreneur with 25+ years in consumer brands, product, and marketing. After raising her first angel round against all odds and later appearing on Shark Tank, where she closed a deal with Mark Cuban, she now helps founders become fundable, confident, and ready to attract the right investors. Entrepreneurship changed her life, and she's on a mission to help first-time founders raise their first round of angel funding and change theirs too. Join the fund raising conversation with Jayla on LinkedIn. Disclaimer The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.
Transcribe →