'Undercover Billionaire' Spoilers: Monique, Grant or Elaine, who will kickstart their business first with $100?
With season 2 of 'Undercover Billionaire' hitting the screens, tension and time are running high for participants Monique Idlett, Grant Cardone and Elaine Culotti. The show has already seen the business owners break down over their living conditions — the sudden shift from luxury to nothing has taken a toll on them. That being said, it hasn't hindered their drive or tenacity, seeing that all three of them are ready and raring to go.
The three successful entrepreneurs are betting $1 million that they can go undercover in three different cities, start their own business with just $100 and top the million-dollar mark in just 90 days. At the end of the challenge, each of them will reveal their true identities to the people who helped build their business. But will they be able to turn their big ideas into a reality? And can they navigate the impact of COVID-19 that has forced so many businesses across the country to shutter?
Here's what went down with each of them in Episode 1.
Monique Idlett‐Mosley
At the start of the episode, fans see Idlett get ready to leave her life behind for 90 days as she hops on a helicopter, waiting for the unknown. Idlett's alias is Monique Lemai, a tribute to her sister. Upon landing in Tacoma, Washington, Idlett identifies her first main issue — she needs to find a place to spend the night, seeing that sleeping in her car was not an option. Idlett, who mentioned that she prioritizes her faith, made a beeline for the local church.
Seeing that the pandemic is ongoing, it took her a while to locate an open church and when she did, she managed to meet Pastor Gregory Christopher of Shiloh Baptist Church. On explaining her situation to him, he generously offered to pay for a room for her for 3 days, ensuring that Idlett's first day was off to a great start, she ended up spending zero dollars.
However, the day still felt like a struggle, seeing that she had no money or contacts at her disposal, it put her in a highly vulnerable space. She spent the rest of the day helping the pastor seal envelopes, asking plenty of questions about the town, where he reveals that the town is currently rooting for T'wina Nobels, who is running for State Senate Candidate.
The next day, Idlett was ready to spend a little cash — seeing that she hadn't eaten in about 24 hours and needed something healthy — she settled for a baked potato on finding nothing in the area. She reminisced about the fact that even though she didn't have much growing up, healthy eating was a priority. It's here that she begins formulating her million-dollar idea — she wants to create a market for juices and whole foods in Tacoma.
She goes around conducting a bit of market research and finds out that people aren't closed off to the idea, but she needs samples to back it up, increasing her overhead costs instantly. With her three days at the hotel coming to a close, we see Idlett crack. She openly admits that she's forcing herself to put on a brave face.
One phone call to her mom and she's back on her feet, ready to get the job done. Idlett drops T'wina Nobles a message on Instagram, following her rule of always asking. Much to her surprise, Nobles, despite being a public figure, offers Idlett a bed in her home, taking care of her most basic need, housing. Idlett now has to focus her energy on creating her brand and business.
Grant Cardone
Grant Cardone got into his character, Louis Curtis, almost instantly, which also happens to be the name of his late father. Upon reaching Pueblo, Colorado, Cardone lists exactly what he needs to do within week 1 — Earn between $3,000-$4,000, get his wife and two daughters here and spend $0. It seems impossible, but if anyone can do it, it's Cardone. He instantly realizes that if he has to save money, he has to get creative.
He gets in touch with a family-run RV store, becoming quick friends with the owner, Ryan Zabukovic. Within the first few conversations, Cardone identifies key players in the town and who exactly he needs to meet and get on board to help him. He convinces Zabukovic to let him use an RV as a room and although it doesn't have running water, Cardone insists that he doesn't want handouts — he intends on paying Ryan back someway or the other.
Cardone gets to making money moves instantly, seeing that he visits a gym belonging to Matt Smith, one of the most known business owners in Pueblo. But the cameras spook Smith out, seeing that Cardone's story doesn't quite add up.
Having the camera crew may have botched his first meeting but Cardone doesn't stop yet — he goes on to offer to sell Zabukovic's truck, which acts as their first business deal of sorts and he also scores a meeting with Ryan McWilliams, another key businessman in the town. Cardone is quick to realize that he should play to his strengths and take on real estate — he toys with the idea of buying property and flipping it.
Although the idea doesn't win McWilliams' favor (who deals with real estate in the town) Cardone doesn't let it get to him. Instead, he fixes up another meeting with Matt Smith, one that he's hopeful about. We also start to see Cardone come apart at the seams. His living conditions aren't ideal — while he does have a bed, he doesn't have running water or utilities. But that isn't enough to deter him as he pushes on.
His second meeting with Smith goes quite well. Cardone offers to help market his mattress business and increase footfall, offering to make Smith a pitch as well, provided Smith covers the marketing costs. Smith seems apprehensive about Cardone. His "story" doesn't add up, but he also recognizes drive and passion and on that basis, decides to help him out.
Elaine Culotti
Elaine Culotti picked the alias Elaine May Rindge, a tribute to the American businesswoman and real estate developer in the 1900s. Elaine picked that name as she has always admired her for building a business back when women didn't have a say in matters. Culotti finds herself in Fresno, California, ready to take on the town. Immediately she realizes she needs a place to sleep for the night, but all the hotels here are no less than $100, so a hotel is out of the question.
Culotti finds a local inn — Shepherd's Inn. She manages to get in touch with the owner and negotiates a rate for a single room that has a dorm-style toilet and bathroom. She isn't thrilled with her new arrangement but makes do anyway. The next day, seeing that she has to move, Culotti strikes up her first deal. Talking to inn owner Russel Stone, Culotti offers manual labor in exchange for a room.
Seeing that Stone is actually in need of someone to clean up the inn and restaurant below, he takes her up on it and Culotti is in for a surprise. Cleaning out the restaurant kitchen proves to be a disgustingly daunting task — since COVID-19 hit, the staff had all left the kitchen the way it was, including food in the walk-in freezer and storage which Culotti had to clean.
Cleaning aside, she realizes she needs a paying job to cover utilities — Culotti gets her break at a farmers market. Being in the agricultural space herself, Culotti is no stranger to getting down and dirty, which is exactly what she does at her new job as a farmhand at a grape orchard.
With a bit of a cash flow, she now begins scouting real estate to start her business. Although she knows all the contracts and ways around the business, she is still in the process of creating a plan and finding potential investors.
While each of the participants is taking the challenge head-on, we can't wait to see who comes out on top in the next episode. Catch Season 2 of 'Undercover Billionaire' on Discovery and Discovery+.
'Undercover Billionaire' Season 2 and the new series 'Undercover Billionaire: Comeback City' premiered tonight, January 6, at 8 pm and 10 pm ET/PT, respectively, on Discovery.