Mustangs’ Corral is a new feature at BETA International for 2026 that will see three entrepreneurs pitch for real money during a live session held from 3.45pm to 5.00pm in the Seminar Theatre, sponsored by HelmetConnect, on Sunday 27 September.
The three Mustangs are David Mitson (CEO evoke, Founder and CEO of HLM Group), Joanna Jensen (Founder of Childs Farm, Investor, Author, NED, Entrepreneur), and Michael Darley (Director of Country Direct Ltd, International Sales Agent). The HLM Group has ring-fenced up to £250,000 for equestrian and pet start-ups, providing genuine investment opportunities that, combined with mentoring, industry introductions, and strategic guidance, make this an exceptional opportunity for the three finalists.
We caught up with Joanna Jensen to get her top tips for those pitching, asking her: “What do you look for when it comes to investment?”
“When looking to invest in a brand or business, I look for three things:
- A great product or idea that has already been made and tested in the marketplace; I want to see that the founder has risked their own money.
- A strong business plan showing where this idea fits into the market, the opportunity, who the consumer or purchaser is, and how sales can be grown both in the UK and with a view to international markets.
- A robust, driven, capable, and ambitious founder.
“The second point can be supported by investors who bring skills as well as money to the table. The first and last are all down to the founder.”
Do you want to be considered for Mustangs’ Corral? If you are an entrepreneur or own a start-up or fledgling business, read more and apply here