Steve Canal is co-founder of Flourysh, ONE Venture Group, Saint Miles and The Baptist Collection. Canal makes it a priority to build trust with companies through his creation of unique experiences that go beyond expectation. His debut book, The Mind of a Winner, shot to the top of the bestseller’s list on Amazon’s motivational and personal transformation categories. Canal is also a brand architect and a judge on the Famous Amos Ingredients for Success panel. He recently sat down with rolling out to discuss the importance of being thorough in business dealings, among other things.

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If you had to deliver your business concept what would be the elements of your elevator pitch?

It’s very simple and something you shouldn’t overthink: Who (the business name), what (problem you are trying to solve), when (is it available now or coming soon?), where (will your product or service be available for consumption?) and how (strategy/execution). People love a great storyteller so answer these questions and deliver it in story form.

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What are funders looking for in pitches and business plans?

Funders are looking for holes in your pitch. They want to know if you’ve gone through the proper due diligence to fully grasp and understand your business. Have you spent thousands of hours doing research, making the right personal and business connections? Are you understanding the numbers and the future of the business? Because if I plan on giving you some of my hard-earned capital, I need to make sure I truly believe in the person, and their intent and passion to scale this business. Both your pitch and business plan should reflect that. You need to eat, sleep, and breathe the business and love doing it through the ups and downs of each cycle.

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How do you test the marketplace’s perception of your brands?

I consistently test my brands’ perception through surveys to people outside of my immediate circle and I love getting the raw unfiltered perception from people who don’t have a personal direct tie to me. I love having the pure thoughts around products or services being offered. You need an open mind to make adjustments your business may need at the time.

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What type of brand-creating entrepreneur are you?

I am the brand-creating entrepreneur type that is fearless and enjoys a new challenge. With every business that I have ownership in, my partners also understand that the magic happens outside of the comfort zone. We must challenge ourselves every day to eclipse the goals we set for ourselves in business.

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Name two of your favorite brand “success-stories” that inspire you.

Two of my favorite brand “success-stories” that inspire me are:

My amazing wife Swin Cash-Canal, who grew up in a small town outside of Pittsburgh. She defied all odds to go on and win two NCAA Championships, three WNBA Championships, and two Olympic Gold Medals. Swin is now the highest-ranking African American female in the NBA. She is the VP of basketball operations and team development for the New Orleans Pelicans, all while being a mom of our two amazing boys, Syer Max Cash-Canal (8 months) and Saint Max Cash-Canal (4 years).

My second favorite is more a traditional term for the word “brand,” which is Pyer Moss. It was founded in 2013 as a men’s and womenswear, Black-owned fashion label. It is concerned with building a narrative that speaks about heritage and activism. My Haitian brother, Kerby Jean-Reymond, the founder and creator of Pyer Moss, became the first Black designer to officially show on the couture schedule. He is a true inspiration.

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