Purpose:
Fuel on Fire is a live pitch competition designed to empower Black-owned, for-profit businesses in Kent County with capital, expert support, and visibility.
What it is
A high-energy showcase where seven standout founders pitch their growth plans to a panel of Black business leaders, investors, and industry pros—plus a live audience that helps crown our crowd favorite. Why it matters
Winners receive non-dilutive funding and targeted professional services to unlock their next stage of scale, from sharpening financials to navigating legal strategy and industry-specific hurdles. Prizes)
- Grand Award (Judges’ Choice): $5,000 award + ( Expert Support with a lawyer, an accountant and an industry-specific consultant)
- Dollar and a Dream (Crowd Favorite): $1,000 award + ( Expert Support with a lawyer, an accountant and an industry-specific consultant
Who should apply
Majority Black-owned, for-profit businesses (51% ownership interest) that:
- The owner or co-owner of the company must be at least 21 years of age.
- Have operated 2+ years
- Average $30,000+ annual revenue (verify via financials/P&L)
- Are registered in Michigan and in Good Standing
- Are located in Kent County
- Can clearly communication how funds + services will fuel business for continued traction
- Your business must be in the early-mid stages and generating revenue (less than $1 million).
- No Nonprofits
How it works:
1) Application (2 weeks):
Submit an online application with a business overview & impact, 1-page growth strategy plan including current business capital needs and how additional capital will increase business traction.
2) Selection (1 week):
Judges review for viability, scalability & impact, use of funds, and financial stability. Top 7 finalists advance.
3) Pitch Night (Live):
- Location: ICCF Community Homes HQ, 415 M.L.K. Jr St SE, Grand Rapids, MI 49507
- Date: Tuesday, November 11th
- Time: 5:00pm -8:00PM
Each finalist gets a 6-minute pitch + 3-minute Q&A.
Audience votes to select Dollar and a Dream Award winner.
Judges score and select the Grand Prize winner. What judges look for:
- Business Viability & Scalability – clear model, traction, path to growth
- Impact & Community Contribution – jobs, neighborhood revitalization, economic mobility
- Use of Funds – specific, best ROI deployment of cash + pro services
- Pitch Delivery & Passion – clarity, confidence, storytelling, engagement
- Financial Health & Readiness – stability, sound management, readiness to execute
Event experience:
Arrive for networking, stay for the live pitches, cast your audience vote, and celebrate the winners and finalists.