What separates the businesses that get funded from the ones that don’t?

Angela Lee, a professor at Columbia Business School and founder of 37 Angels, has helped evaluate over 20,000 startups and knows exactly what makes investors say yes.

In this episode, Angela breaks down how to think like an investor, what metrics actually matter (hint: it’s not just revenue), and how to turn early traction into long-term growth. She shares practical frameworks – from the “triple, triple, double” growth model to scrappy experiments like landing page testing – that can help you validate your idea and scale with intention.

If you want to stop guessing what investors are looking for – and start building a business they can’t ignore – this episode is for you.

Watch the full conversation on YouTube: www.youtube.com/@Thisissmallbusiness

In this episode of This Is Small Business, you'll learn about:

(01:11) — How Angela Lee turned an investment book club into 37 Angels to tackle venture capital’s diversity gap

(04:31) — How to find investors (even if you don’t have connections)

(05:24) — How to make your pitch stand out to investors?

(07:23) — How to prove your business model actually works

(08:55) — The framework every founder needs to stay adaptable and prioritize what matters

(12:49) — Confidence isn’t fixed – Here’s how you can build it

(14:58) — How founders can deal with the loneliness of building a business

What happens when a simple craving turns into a nationally recognized brand?

For Alejandro Lopez, it started with brunch. Frustrated by inconsistent Bloody Marys at restaurants, he began experimenting in his own kitchen – searching for the perfect mix. What began as a passion project quickly turned into Toma Beverage Company.

In this episode, Alejandro shares how he tackled product development and packaging challenges, why leaning into his Hispanic heritage became a turning point for the brand, and how selling on Amazon helped Toma survive and grow after he lost 60% of his business during COVID.

If you’re thinking about starting a business or figuring out how to adapt when everything changes, this conversation is packed with lessons on resilience, authenticity, and building a brand that connects with people.

Watch the full conversation on YouTube: www.youtube.com/@Thisissmallbusiness

In this episode of This Is Small Business, you'll learn about:

(01:31) — What if your best business idea starts with a craving?

(04:33) — Do you really need to “go all in” or can you build slowly first?

(06:48) — Why leaning into your identity is a risk worth taking.

(12:34) — How Amazon can help you understand and grow your audience

(16:21) — What’s next for Toma and why authenticity is key to scaling.

What happens when you take a centuries-old tradition and introduce it to a modern audience?

That’s the question Brenden Silverman set out to answer with Leilo, a wellness drink inspired by kava – a traditional beverage from the South Pacific known for its calming properties. What started as a college experiment (complete with questionable early recipes and brutally honest feedback at frat parties) turned into a fast-growing brand.

In this episode, Brenden shares how iteration, patience, and a little bit of scrapiness helped his team turn early skepticism into momentum. You’ll also hear how seller tools like Fulfillment by Amazon and Multi-Channel Fulfillment helped Leilo scale efficiently without getting buried in logistics.

If your early experiments aren’t quite working yet, but you know you’re onto something – this episode is for you.

Watch the full conversation on YouTube: www.youtube.com/@Thisissmallbusiness

In this episode of This Is Small Business, you'll learn about:

(01:16) — How early negative feedback might actually be your biggest advantage.

(07:24) — The scrappy way to formulate a product when you can’t afford the experts.

(10:56) — How Amazon can shortcut your customer acquisition journey and unlock serious growth.

(12:08) — Amazon Multi-channel Fulfillment: How to scale faster by letting someone else handle operations.