If the cost is $1.50 and the selling price is $16.96 the margin is ($16.95-$1.50) / $16.95 = 91%. Since your $1.50 is the cost of the stuff and packaging (and, I assume the cost to get it into the bottles and to get bottles into a box), that number is the COGS - cost of goods sold. So, that margin is the "gross margin". You have a number of other costs that will eventually get added on. If you're selling direct, you will have advertising (nobody buys anything they don't know exists), selling (e.g., web sites, credit card charges), insurance, inventory (e.g., the interest on the money you used to buy the boxes of stuff in the warehouse and the cost of the warehouse), shipping etc. Collectively, those costs are called "selling, general, and administrative" or "SG&A". Those get subtracted off, too, and the margin including those is a net margin.
It sounds like you're looking for investors in your business. For one, that is a problematic thing to advertise publicly, like you've just done here. That's because when you ask for investors you're "selling securities" and fall under the regulation of the SEC and state regulators. Further, if you're doing that publicly, you're doing a public offering, which is VERY heavily regulated. Even to do a private offering you will have significant costs to do the necessary paperwork. Tens of thousands of dollars in legal costs would be typical. That would give you the ability to recruit people you already know. You'll spend a million or more for the paperwork to do a public offering.
For another thing you have to determine a value of your business. If you say "I want $100K and I'll give you a 10% stake", you're saying "my business is worth $1 million." That may be true, but you better have the data to prove that. That data would be your actual number from the several years you've already operated the business.
If this is just an idea, your best bet is self funding. If you've sold some property, use that cash. Or money in the bank, credit cards, cash out your 401k or whatever. Failing that, a loan from friends or family or a credit union might be a starting point.
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