You may know Marcus Lemonis from CNBC’s The Profit, in which the serial entrepreneur helps struggling business owners turn around their companies.

The show is centered on change — Lemonis helps (often reluctant) owners make alterations in order to satisfy customer interest, demand, and industry trends. Its an adaptable approach the self-made millionaire has taken with his own career. Case in point: His new web series, in which nine entrepreneurs pitch him their small business idea in an actual elevator, launches today on The UPS Store YouTube channel.

The setup is pretty gimmicky — each owner has 24 floors to sell Lemonis on their business — but the idea is that viewers will learn relevant strategies for creating their own concise and compelling startup pitches. Each 15-minute episode features three entrepreneurs, one of whom wins a $10,000 prize.

Watch the first episode below.