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By Dave Sholler

Fourteen seconds. That’s all the time it took for a struggling mixed martial arts company to watch its future crumble.

When YouTube sensation Kimbo Slice was knocked out by 28-year-old Seth Petruzelli (10-4) in the main event of EliteXC’s network television broadcast last Saturday, the deteriorating organization gazed helplessly as the face of its business collapsed to the canvas.

It wasn’t supposed to happen this way. Slice was supposed to face an aging Ken Shamrock in the main event on CBS. He was supposed to pummel the fading founder of the Lion’s Den and prove his dominance in the heavyweight division. Most of all, a win by the 34-year-old backyard brawler was supposed to unlock treasure chests full of advertising dollars for EliteXC.

My, how quickly it all unraveled. First, Slice learned that he wouldn’t be fighting a member of MMA’s senior circuit. After sustaining a cut during warm-ups, Shamrock was ruled ineligible to fight. With “The World’s Most Dangerous Man” out, Slice agreed to fight Petruzelli, who at the time was “The World’s Most Unknown Fighter.”

To many MMA experts, the outcome was hardly surprising. Slice, an inexperienced and technically flawed striker, was clipped by Petruzelli, a 14-fight veteran, just seconds into the contest. Despite pressing the former UFC fighter against the cage, Slice left his hands low and his chin exposed. This lack of defense resulted in Slice tasting professional defeat for the first time. While obviously upset with the disappointing loss, Slice was somewhat respectful in the post fight press conference. He knew he was defeated by a more polished fighter.

“Before tonight nobody knew who this guy was,” Slice, who fell to 3-1, said of Petruzelli. “Now everybody knows who he is. I have nothing but good stuff to say about him.

“You beat me in front of my family, man, that’s (messed) up. But it’s all good. And I got the first black-eye of my life.”

While it was Kimbo’s first black eye, it wasn’t the first for EliteXC. After spending millions of dollars running glitzy shows, developing pricey marketing campaigns, and attempting to lure big-named fighters to its organization, EliteXC once again found that its business model is flawed.

By making Slice the face of its organization, EliteXC failed to recognize that his bark was more devastating that his bite. Sure, he beat the hell out of a ton of untrained street fighters. But not even Bas Rutten could make him a seasoned mixed martial artist in just four professional fights.

With that said, let’s make one thing clear. In no way, shape, or form should Slice have been given the headliner act at such an infancy stage of his career. He just wasn’t ready for the bright lights and pressure. It was like asking your local garage band to go on tour with The Rolling Stones. Yes, they may have been able to strum the guitar. But were they ready to perform on the world’s biggest stage?

Given Slice’s fall from grace, one must wonder if the debt-ridden EliteXC organization can overcome this blunder. Clearly, it’s time for the company to realize that it needs an experienced driver to take the wheel. Quite honestly, EliteXC needs someone with a proven track record to take the helm of this sinking ship. Still, the question remains: who can take Slice’s spot as top-billing?

The obvious choice is free agent Tito Ortiz. After all, his resume speaks for itself. A former UFC world champion with cross-over appeal, Ortiz could sell snow to an Eskimo. Even though he is 0-2-1 in his last three fights, “The Huntington Beach Bad Boy” is still only 33-years-old and boasts plenty of fighting experience to warrant leading an MMA card. Given his affinity for Affliction partner Donald Trump and Affliction’s close ties to EliteXC, no one should be surprised if Ortiz signs some sort of deal with both companies. The deal may even let him compete on both Affliction and EliteXC cards.

If landing Ortiz falls by the wayside, EliteXC should give a slice of the marketing pie to the sport’s rising fighters. With the likes of Robbie Lawler, Jake Shields, and Cung Le in the fold, what’s wrong with guaranteeing fans a card full of entertaining bouts? We already know that EliteXC has lost a ton of money trying to promote one home run hitter. Wouldn’t a more feasible marketing plan be to stockpile young, fiery talent poised to give outstanding performances? Could EliteXC become the Florida Marlins of MMA and offer some of the best, fresh faces in the sport?

Once again, EliteXC has left us all with plenty of questions. This time, we at least know that Kimbo Slice is not the answer.

Dave Sholler is a Boxing and MMA columnist for publications across the country.