The Pitch

A start-up aims to roll in the dough

A startup hoping to roll in the dough
A startup hoping to roll in the dough

Each week on CNBC's "Pitch" series, an entrepreneur gets an opportunity to blind pitch his or her company to a secret investor. The investor doesn't know anything about the business being pitched, so it's the entrepreneur's one shot to sell it.

It's the perfect pick me up: oven-fresh cookies just like mom used to make.

Doughbies founders Daniel Conway and Mariam Khan are hoping to satisfy its customers' cravings with a convenient way to order freshly baked cookies, delivered in under 20 minutes.

Currently serving select San Francisco neighborhoods, the start-up plans to expand its geographic reach and delivery hours as it builds its business.

"First we'll expand to deliver to the entire Bay Area and then to other cities. Ultimately, we want to deliver freshly baked goods to everyone in the country," Conway told CNBC.

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Right now, customers can order cookies in groups of three, six or a dozen, and in two flavors: chocolate chunk with sea salt or peanut butter.

"The original chocolate chip cookie recipe is actually my mother's, and we wanted everyone to be able to enjoy freshly baked goods just like I did growing up," said Conway.

Doughbies’ Chocolate Chunk with Sea Salt cookies.
Source: Doughbies

Conway was given 30 seconds to pitch his company to "Shark Tank"'s millionaire investor Barbara Corcoran. After hearing the pitch, the fiesty Corcoran questioned the profitability of Doughbies business model.

"I love you. I don't like the business," Corcoran said.

Doughbies' biggest shortfall, according to Corcoran, is that customers could lose interest with its limited selection, and expanding to new flavors, or SKUs, will be costly.

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"People get tired of the same thing," she said. "That's going to cost you so much to keep opening all new SKUs. You need a ton of money to make this thing happen."

Since its launch in November 2014, Doughbies has raised $100,000 in funding from venture capital firm 500 Startups, and they are about to raise their seed round.

Meanwhile, sales have grown to $11,000 per month, Conway said. He keeps his costs low by having bakers and drivers who are independent contractors.

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Corcoran also thought Conway was a great salesman.

"You're a doll, though," she told him. "Good looking, I'll have dinner with you."