Jason Feifer, editor-in-chief of Entrepreneur, and Nick Tonno, CEO of Selfie Cookie, discuss Entrepreneur's new show "Elevator Pitch," which gives those with an idea the opportunity to turn it into a business. Each candidate gets 60 seconds inside an elevator to pitch their idea to investors in a boardroom. If the investors like what they hear, the doors open and the entrepreneur has a chance to get an investment. Viewers are also able to contribute to their products on Indiegogo. Nick Tonno was one of the winners on the program. Feifer notes Tonno's enthusiasm, passion, and knowledge about his product as his biggest appeal. Tonno discusses the 3-year process of perfecting the technology behind creating Selfie Cookies, which takes any photo you upload to the company website, prints it on a cookie, and delivers it within a day. Tonno even offers Cheddar viewers a 50% discount on their order if they order today. Each box of a half dozen treats costs $15.