A principal shareholder is a person or entity that owns 10% or more of a company's voting shares. As a result, they can influence a company's direction by voting on who becomes CEO or sits on the board of directors. Not all principal shareholders are active in a company's management process.
Equity refers to the extent of ownership of a company or an asset. For example, suppose you have 10% equity as a shareholder in a manufacturing company. This means you own 10% of the manufacturing company. Shareholders are individuals or organizations interested in a company's profitability who own shares.
So, if the entrepreneur is asking $100,000 with 10% equity, $100,000 is 10% of the company's valuation — which in this case is $1 million ($100,000 x 10). This is where the sharks usually ask how much the company made in the prior year.
A consistent return on equity (ROE) of 20% or higher is considered a good ROE. However, there are some caveats, which I'll dive into shortly.