£10k mentoring prize-winner unveiled

Contestants had to send in a short video of themselves introducing their new idea or business model and pitching why they should be the lucky winner.

The prize was a good'un. £10,000 worth of mentoring from the Entrepreneurs' Business Academy, and the opportunity to meet James Caan – who was part of the judging panel.

Plus, the magazine would follow the winner for 10 weeks in a documentary-style series, reporting on their progress toward the big launch of their business, and the challenges and triumphs they faced along the way.

The magazine received an excellent response from startup business people pitching a range of different products and services. Some ideas were clever, some were kooky, but all contestants were very keen to get their businesses off the ground with the EBA and StartupTV's support.

From website developers, to a skate-wear clothing range made from hemp, a range of bras for breast cancer survivors, and technicolour bread products – the mag heard from a cross section of entrepreneurs at different stages of their business' growth.

After reviewing the tapes, our panel of judges including StartupTV's Laith Al-Kaisy, Bev James of the EBA and James Caan of Dragons' Den, eventually decided that Claire Mitchell of www.chillipeeps.com stood out from the crowd.

Claire, or 'Moma Peeps', lists her job titles as Managing Director, Entrepreneur, Inventor, and Mummy to Mimi, and it was young Mimi who was the inspiration behind Yorkeshire-based Claire's innovative flagship product.

Like many inventions – the idea came as the result of a problem.
The problem – an unhappy, hungry baby, out and about with parents are on their way to a party. They have a carton of ready-made baby formula, but no clean, sterilised bottle with which to feed the child.
The solution – a teat that can directly attach to the carton, making parents' lives easier and more mobile.

Claire's trophy cupboard is filling up quite quickly, with her product having already taken out the Women on their Way Award 2010, and the Baby Products Association (BPA) Concept and Innovation 2009 award. She was also the Venturefest Yorkeshire Investment Competition Runner up.
Despite these clear votes of confidence in the product, Claire was still surprised and shocked to be named the winner.

She says: "I just thought: ‘We don’t stand a chance – we’re from Yorkeshire – but it’s worth a go!’, and I mean that in the nicest way!”

Claire is now looking at extending the chillipeeps range of products, in the lead-up to the business' launch which is scheduled for March.
StartupTV will be keeping in touch with bubbly Claire over the next few months – and giving their subscribers an insider's view of her and husband Rob's journey.

Bev James of the EBA says: “Claire is a worthy winner with a terrific niche business. I am really looking forward to coaching Claire and to helping her make significant incremental leaps in her business over the next few months.”

StartupTV is a free, fortnightly online magazine which provides business advice, information and support to new and aspiring entrepreneurs.

To watch a video of Claire's first mentoring session with Bev James and James Caan at James' Mayfair offices, plus Claire's audition video, see Issue 16 here.