Welcome to

Sora Capital

Providing capital and expertise
Enabling companies to succeed

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About Us

Sora Capital, based in Naples, Florida, serves as the investment vehicle of the Zelnick Family.

We originate, execute and manage private equity, real estate and other investments on behalf of the Zelnick family and our partner investors.

Our firm is led by

Samuel Zelnick

, who has over 16 years of financial advisory and investment experience.

Private Equity

Our private equity strategy is focused on making control investments in growing middle-market companies. We seek to partner with exceptional management teams who share a common vision for future growth and are poised to capitalize on the resources and expertise that Sora Capital provides.

We are patient investors who take a long-term approach in providing strategic and financial support to help build long term value.

Advisory Services

Our strategic advisory services provide sophisticated, high-quality advice, recommendations and execution based on our deep financial and operational knowledge. We listen carefully to our clients to understand their goals and then work alongside their management to identify and execute on a course of action to achieve those goals with a focus on general corporate finance, mergers & acquisitions, and capital raising.

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Investment Criteria

Sora Capital targets control equity investments in U.S. and Canadian based companies with proven management teams and a sustainable competitive advantage. We seek companies that exhibit attractive growth prospects and generate annual EBITDA up to $10 million.



Our prior investment experience and current investing activities span a broad range of sectors with a focus on the consumer, retail, manufacturing, distribution, business services and restaurant industries, among others.



We look to investments in established brands with a defensible market position and an opportunity to grow, either organically or through additional acquisitions.



As a family office, our focus is on the quality of the people and companies we partner with, not the quantity of investments we make. This investment philosophy allows us to be highly selective in identifying opportunities and to focus on providing the support and resources our portfolio companies need to achieve their growth and operational targets.


Sora Capital encourages inquiries directly from business owners and managers, as well as from intermediaries, attorneys, accountants, financial advisors and consultants. We are professional, experienced, dynamic and creative. We are quick in evaluating transactions and resourceful in achieving both you and our goals.

Sora Capital differentiates ourselves from other investors in several key areas:

  • True Partnership Style

    Treating all parties fairly to create a "win-win" situation is essential to Sora Capital. We strive to develop a true partnership with management, employees and any additional shareholders of the companies in which we invest.

  • Equity and Incentive Opportunities

    Sora Capital structures ownership and incentive plans that allow for the attracting and retaining of key talent on a case by case basis to ensure that those involved in driving growth and profitability participate in the value they are helping to create.

  • Portfolio Company Management

    We work closely with each management team in establishing a clearly defined business plan and ensuring the resources and expertise needed to execute it. While we monitor operations and financial performance from the board level, we do not typically become involved in day-to-day decision-making.

  • Confidentiality

    We know how important confidentiality is in any potential transaction. We are a private firm with no mandates for public disclosure, even after a transaction has been completed. Sora Capital is committed to keeping any discussions or any shared information in strict confidence.

Sora Capital is committed to providing sophisticated, high-quality advice, recommendations and execution.

Our core advisory services include:

  • General Corporate Finance

    Sora Capital professionals are recognized for their expertise in providing independent and thoughtful advice to companies, management teams and boards of directors. We provide independent valuation services, assessments of strategic alternatives and assistance with other corporate finance projects. We offer unbiased and customized advice to help our clients succeed.

  • Mergers & Acquisitions

    Whether you are selling your business, looking to expand through acquisition or contemplating a merger, Sora Capital will help you through the entire process – from assessing your needs to ensuring a successful closing. We have extensive experience in acquisitions, minority investments, divestitures, mergers, joint ventures and other strategic transactions.

  • Capital Raising

    We provide assistance in private capital sourcing, structuring and execution for growth and acquisitions. Sora Capital’s capital-raising activities are provided, as required, in partnership with a broker-dealer with the U.S. Securities & Exchange Commission and member of FINRA and SIPC.

Meet the Team

Samuel Zelnick

Managing Partner

Samuel Zelnick founded Sora Capital in 2011 as the investment vehicle for the Zelnick family and partner investors to make long term investments in growth oriented companies.

Prior to founding Sora Capital, Sam spent over 10 years as an investment banker at Bank of America Merrill Lynch and Dresdner Kleinwort Wasserstein. At Bank of America Merrill Lynch, he spent over five years in Mergers & Acquisitions covering retail and consumer companies before becoming a client coverage officer in the Consumer & Retail group.

Throughout his career, Sam has advised on over $10 billion in completed Merger & Acquisition activity and over $20 billion of capital raising through a variety of financial instruments, including high yield and high grade bonds, convertible bonds, bank loans, asset based securities and equity for companies including Limited Brands, NBTY, Phillips-Van Heusen, RadioShack, Denny’s, Ruby Tuesday, Sonic Automotive and Carter’s, among others.

In addition to working with his portfolio companies and advisory clients, Sam has served on the Board of Directors of Front Street Marketing, Inc., Silverback Network, Inc., and National Cellular, Inc.

Sam has an M.B.A. from Columbia Business School and a B.S. from Cornell University in Computer Science.

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Jake Zelnick

Managing Partner

Jake Zelnick brings 20 years of corporate finance and financial risk management experience in the banking industry to Sora Capital.

Prior to joining Sora Capital, Jake led the Asset/Liability Management (ALM) group in Corporate Treasury at Wells Fargo where he and his team were responsible for forecasting and stress testing the Company’s balance sheet, and managing the Company’s consolidated interest rate risk exposures. Jake was successful throughout his banking career at driving balance sheet optimization outcomes through partnership and coordination of activities across the broader organization including product management, investing and hedging, funding, liquidity, and capital management.

Jake received his B.A. in Economics from Bucknell University and holds the Chartered Financial Analyst (CFA) designation. Jake lives in San Francisco, California, with his wife and daughter.

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Advisory Board

Eric B. Zelnick, M.D., FACG leads the advisory board of Sora Capital where he plays a key role in identifying and reviewing the investment opportunities. Eric also serves on the Board of Directors of RS Water Holdings.

In addition to his advisory role with Sora Capital, Eric enjoys golf and spending time with his wife, children and grandchildren.

Prior to his involvement with Sora Capital Eric spent 32 years as a practicing physician.

Eric received his medical degree from Temple University.

Daniel Hemmerich brings 15+ years of online marketing / e-commerce experience to Sora’s Advisory Board.

Daniel has served across numerous roles and companies within the industry, including an executive leadership role in software engineering at WebClients prior to its sale to ValueClick in a $141 million transaction, as CEO of Silverback for four years prior to a successful sale, and as Chief Technology Officer for a full service customer management provider handling over 300,000 customers annually.

In addition to being a key executive through the two successful sale processes, Daniel played a key role in several buy side engagements and has completed and integrated two acquisitions.

Daniel’s passion for the industry has resulted in a broad skillset, bringing Sora Capital and its portfolio companies expertise in finance, online technology, automation, online marketing, business growth strategies, team development and recruiting, big data algorithm development, e-commerce, lead generation, SEO, PPC, email marketing, and Social Media.

Daniel, his wife, and three kids enjoy being active year-round participating in activities ranging from hiking, camping, kayaking, tennis, soccer to ice hockey and skiing.

Daniel serves on the Board of Directors for one of Pennsylvania’s most prestigious soccer clubs, Fusion F.C.

Chris Ho brings over 20 years of technology experience to Sora Capital. Over his career, Chris has contributed to dozens of different organizations both large and small in a diverse set of fields such as network infrastructure, medical data, semiconductor test, cyber defense, and software entertainment. His work history exposed him to numerous roles and a broad spectrum of technologies.

Chris and Sam have a long history collaborating on numerous projects and are co-owners in Authenticade LLC, a company offering a patent protected method of online identification.

When he’s not developing solutions to technical challenges or working with Sora Captial, Chris enjoys aviation, where he has earned his private pilot license, and Aikido, where he presently holds the rank of 2-Dan.

Chris holds a B.S. in Computer Science from Cornell University.


RS Water Holdings LLC

RS Water Holdings LLC provides water treatment products and services to household and commercial customers through independently franchised dealers.

Sora Capital, along with its management partner, Robert Ruhstorfer, acquired 2 company-owned dealers of Culligan International in June 2012 and formed RS Water Holdings LLC.

Culligan, founded in 1936, distributes its products and services globally primarily through independently franchised dealers. As the leading brand in the water treatment market, Culligan is the natural choice for consumers and businesses facing 'hard water' or other 'problem' water issues. Its products include water softeners, water filtration systems, bottled water, and other related products and services

RS Water Holding's franchises are located in 2 of the largest U.S. markets: Dallas-Fort Worth and Houston, Texas.

RS Water Holdings is led by Robert Ruhstorfer, President and CEO, an experienced executive in the water treatment industry whose previous experience includes serving as President of RainSoft from 1997 through 2008.

Samuel Zelnick serves RS Water Holdings as Chairman.

RS Water Holdings seeks to acquire additional Culligan franchises, independent water service dealers, and providers of commercial water purification services.