In the twelfth episode of Shark Tank’s tenth season, which aired on January 27, 2019, entrepreneurs Carolyn Shewfelt and Juls Bindi presented their innovative pet safety venture, ZugoPet. They sought $100,000 in exchange for a 10% stake in their company, focusing on their flagship product, the Rocketeer Pack. This crash-tested pet harness is designed to secure small dogs while traveling in vehicles, addressing a critical safety concern for pet owners.
The pitch featured a lively demonstration that brought laughter from the investors, but Carolyn and Juls emphasized the Rocketeer Pack’s significance in promoting pet safety during travel. As they showcased their product, the Sharks expressed curiosity about its market potential and necessity, leading investor Lori Greiner to question them directly:
“How did you come up with this?”
Carolyn shared her story of creating the Rocketeer Pack after struggling to find a safe travel solution for her injured dog. Despite an engaging presentation, the Sharks ultimately decided against investing, pointing out concerns related to marketing viability and the product’s complexity.
Highlights from the ZugoPet Pitch on Shark Tank
As they entered the Shark Tank, Carolyn and Juls introduced their two dogs, Bentley and Zugo, as the adorable “spokes pooches”for ZugoPet. Juls articulated their mission to revolutionize pet travel, stressing the risks associated with unrestrained pets in vehicles.
“Thank goodness those are fake dogs.”
Introducing the Rocketeer Pack, Carolyn stated:
“We are passionate about pet safety, that’s why we have created the safest way for you to confidently travel with your small pet.”
The amusing sight of dogs secured in harnesses led to laughter from the Sharks. Lori Greiner remarked humorously that the noise made it hard to hear, while Kevin O’Leary was incredulous, exclaiming, “You’ve got to be kidding.”
Despite the humor, Juls defended the product’s reliability. During a live demonstration with Bentley, she explained the belt’s mechanics:
“You Velcro in the back of the harness, which helps hold the dog in place. You free the tail, you pull up on the center buckle. You secure the shoulders.”
Robert Herjavec, amid laughter, quipped, “You are Velcroing the dog to the seat,”while Kevin O’Leary skeptically questioned, “And drugs were not involved?”Carolyn reassured him about Bentley’s comfort, leading to Kevin’s ongoing skepticism about the dog’s happiness in such a setup. Mark Cuban humorously stated, “Well, beats the alternative.”
Juls passionately highlighted the Rocketeer Pack’s impressive crash test results, asserting it achieved perfect marks. Furthermore, she pointed out its versatility:
“The Rocketeer Pack comes with front and backpack attachments. So, when you reach your destination, you and your pooch can navigate those busy streets together.”
Daymond John commended the product’s additional functionality, and Lori Greiner likened it to a baby carrier. Despite this, Kevin O’Leary questioned how unique the product truly was, leading Juls to clarify their patent status. Carolyn emphasized:
“Oh, yeah, they do, but they’re not crash-tested and they’re not safety-approved.”
As the discussion shifted to the product’s price point, Juls disclosed that the Rocketeer Pack retails for $160, which Mark Cuban deemed pricey. When pressed about production costs, Juls revealed they were $36 apiece, prompting Lori to highlight the considerable profit potential.
When discussing their sales history, Juls shared they had generated $180,000 in revenue since launching the product in November. Mark inquired about their selling channels, to which Juls confirmed they were exclusively selling through their website. Curious about their marketing tactics, Mark learned they relied on organic traffic and word-of-mouth promotion:
“It’s all organic and word of mouth.”
Lori Greiner probed further, asking how Carolyn developed the idea. Carolyn explained her motivation:
“I actually developed this and hold the utility patent on it. The reason why I started this is that I have a dog who has hip and knee injuries. So, I wanted to be able to travel with them safely. And I couldn’t find anything on the market.”
Despite this compelling backstory, skepticism persisted among the Sharks. Mark Cuban requested statistics on dog injuries in car crashes, which the founders were unable to provide. Juls referenced a British law penalizing unsecured pets in vehicles to bolster their case, but Kevin O’Leary ultimately dismissed any thoughts of international expansion as unnecessary. He and Robert Herjavec opted out, expressing doubts regarding both the product and its valuation of $1 million.
Following this, Lori, Daymond, and Mark also declined to invest, citing concerns over marketing challenges and the product’s complexity. In conclusion, the Sharks chose not to make a deal on Shark Tank, leaving Carolyn and Juls empty-handed but undoubtedly galvanized by the experience.
Shark Tank airs every Friday at 8 PM EST on ABC.