$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Kiera Fogg from Winnipeg, MB, pitched Little Box of Rocks in Season 11, Episode 9, asking the Dragons for $50K for 10% of the company.
- Asked for$50K for 10%
- Valuation$500Kimplied by the ask
- OutcomeNo deal
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Michael Wekerle | Out, does not see the business as strong enough | Out |
| Manjit Minhas | Out, thinks it is still a hobby | Out |
| Jim Treliving | Out, business not big enough for him | Out |
| Joe Mimran | $50,000 for 25% (later said he could not go below 15%) | Declined |
| Michele Romanow | Out, valuation is too high and no clear path forward | Out |
Kiera Fogg, from Winnipeg, MB, asked for $50,000 for 10% of Little Box of Rocks, a company selling boxed sets of themed decorative rocks as an alternative to flowers or chocolates, branded as bouquets with 14 available themes, retailing online for about $45 for a box of four rocks. The company launched seven months earlier and has done about $80,000 in sales, including $50,000 in a single December month tied to celebrity endorsements from Gwyneth Paltrow's Goop gift guide and Cameron Diaz, with a valuation based on a projected $200,000 in net revenue for the year using a 2.5 multiple.
Michael Wekerle, Manjit Minhas, and Jim Treliving all went out, questioning the size and stage of the business. Joe Mimran offered $50,000 for 25%, later saying he would not go below 15%, but Kiera Fogg declined. Michele Romanow also went out, citing concerns about the valuation and long-term business model, leaving the pitch without a deal.
Pitch details from CBC’s Dragons’ Den pitch page.
Little Box of Rocks today
- StatusOut of businessLast checked September 2026
Little Box of Rocks appears to have closed. Its products may no longer be available.