Intrepid entrepreneurs have plunged into icy Finnish water in an eccentric contest to win funding for their business ideas.
Polar Bear Pitching allows start-up firms to put forward their projects to investors for as long as they can stand in the freezing temperatures.
The final of the Dragon’s Den-style competition will see a dozen companies put their plans under the noses of investors.
The winner of the two-day contest — which takes place in frozen sea near Oulu on February 6 and 7 — will receive €10,000.
Start-ups who have secured funding say standing in such cold water helps convince investors they are serious.
Here is the article and photo, via Danica Porobic.