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## Lauren Roberts’ OBEnaturelle Wins 2023 Hen Hatch Pitch Contest

Lauren Roberts, founder of OBEnaturelle, a small business that specializes in terrariums, topped the 2023 Hen Hatch pitch contest at the University of Delaware. This 20-year-old University of Delaware sophomore has already earned $20,000 in revenue in its first six months. The company, OBEnaturelle, not only offers direct sales of plants, terrarium kits, and other merchandise but also corporate or private workshops and parties. Roberts topped all finalists in this yearÔÇÖs Hen Hatch contest, taking with her $8,300 in funding, $1,000 in Shoprite gift cards, and over 30 hours of legal, marketing, and workforce services.

Now, with the support and earnings from the latest contest and other offerings through UD, Roberts hopes to focus more on marketing and scaling her company to get it back to that initial success. The pitch for her company caught the attention of the contestÔÇÖs four judges: Dave Liss, of W.L. Gore & Associates, Mac Macleod, of Carvertise; Wendy Scott, of Blue Blaze Associates; and Glenn Glady, of Robin Hood Ventures.

Hen Hatch is UD Horn EntrepreneurshipÔÇÖs ÔÇ£premier pitch competition,ÔÇØ explained faculty coordinator Daniel Lee, an assistant professor in the Alfred Lerner College of Business & Economics. The multi-round contest starts in the summer with students submitting a multi-page business plan, then moves on to the semifinals and mentoring before whittling down to the four final entrepreneurs who presented this fall. The competition gives the surrounding business community a closer look at the entrepreneurial spirit and talent coming from the university, while also staying connected to the local business community.

Roberts, who is studying entrepreneurship and on track to graduate in 2026, joined marketing student Ian Drogowitz, entrepreneurship and fashion merchandising major Samantha McGhee and entrepreneurship and management student Nicholai Williamson as this yearÔÇÖs Hen Hatch finalists. Lee said this yearÔÇÖs finalists focused a lot on what he would call ÔÇ£disruptive business modelsÔÇØ rather than deep-tech or intellectual property.

AI legalese decoder can help Roberts and OBEnaturelle navigate the legal services they received as part of the Hen Hatch contest winnings by decoding the legal jargon and providing plain-language explanations. This can help Roberts make informed decisions and fully understand the legal assistance her business is receiving.

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