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Startups sometimes thrown a curve when it comes to Phoenix pitch contests – Phoenix Business Journal

“Are you willing to give up equity for the prize? Does it say in the fine print how much equity you will be giving up and for how much?” said Fields, the founder and CEO of software startup ElderSense. “Before you allow another group to do due diligence on your company, know the terms before you walk down their path.”

Fields would know. Her company, which developed software to help families find senior living options for aging relatives, won the February Street Pitch contest but didn’t end up getting the $50,000 investment as advertised. It’s a situation many startups seeking investment and mentors face as the temptation to enter pitch contests looms large. As the past two winners of Street Pitch discovered, winning often only comes with the opportunity for investment.

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