SKU View: Making a splash on ‘Shark Tank’

Within the month-to-month “SKU View” sequence, Meals Entrepreneur is tapping the experience of mentors and startup founders at SKU, a shopper merchandise accelerator based mostly in Austin, Texas, to ship insights on points that have an effect on early-stage meals and beverage manufacturers.

AUSTIN, TEXAS — Tyla-Simone Crayton, founder and chief govt officer of Sienna Sauce, snagged a deal on the tv present “Shark Tank” two years in the past. The Texas-based teenage entrepreneur, alongside her mom, Monique, accepted a bid on their bottled sauce enterprise by designer Kendra Scott, showing on this system as a visitor investor.

“Once I was eight years previous … I began watching ‘Shark Tank,’ and I began seeing entrepreneurship as an possibility,” Ms. Crayton informed the tycoons throughout her pitch. “And as I bought older and began discovering out extra about myself, I made a decision that entrepreneurship needs to be the route for me.”

Sienna Sauce markets a spread of low-sodium, honey-sweetened sauces based mostly on recipes Ms. Crayton concocted in her household’s kitchen as a toddler. Out there in smoky, spicy, candy and tangy, and lemon pepper flavors, the condiments could also be used as a dip, marinade or glaze, based on the corporate.

“Shark Tank,” which first aired in 2009, has offered nationwide publicity for quite a few meals and beverage manufacturers through the years. Whereas not all pitches end in transactions, the entrepreneurs behind manufacturers together with Quevos, Pipsnacks, Aura Bora, Pulp Pantry and Pan’s Mushroom Jerky stated they’ve gained significant traction following their appearances on the truth sequence.

In an interview, Ms. Crayton supplied recommendation for making a splash on the present.

Meals Entrepreneur: How have you learnt if your small business is prepared for “Shark Tank”?

Tyla-Simone Crayton: Being prepared for “Shark Tank” is simply as a lot concerning the enterprise as it’s concerning the particular person happening the present. “Shark Tank” does detailed background checks and could be very severe about financials being in place. Capability is essential as a result of in case you do get an air date thousands and thousands of individuals will see your product, they usually don’t need your small business to break down since you’re not capable of deal with the demand. Ensure you have an excellent crew as a result of you have to assist. For those who can deal with all these issues, you’re prepared for “Shark Tank.” Companies go on the present in any respect levels, however you solely get one shot. So, be prepared.

What’s the course of to get on the present?

Ms. Crayton: You submit an software. There are a number of rounds of evaluate, after which you might be picked to come back and movie. Chances are you’ll by no means obtain an air date, and there’s no assure all through your entire course of that you may be on the present.

How do you put together for the pitch?

Ms. Crayton: The “Shark Tank” producers will provide you with a information and show you how to to arrange. You don’t must stuff every part in your pitch; you’ll have loads of time to promote the sharks something you don’t embody in your pitch. Do not overthink it. Hit the important thing factors, and have lots of power and an awesome story.

Do you want to do something foolish or gimmicky to face out?

Ms. Crayton: Catchy pitches have a tendency to face out to the sharks and the viewers. Bear in mind you want to win the viewers over simply as a lot because the sharks. That is actuality TV, so have enjoyable.

What are the important thing issues to do with the intention to get a cope with a shark?

Ms. Crayton: Be your self, know your numbers, and be clear about your marketing strategy.

How do you put together for the publicity and demand when your episode airs?

Ms. Crayton: It is best to speak to your provider and previous companies which have been on “Shark Tank.” It’s exhausting to arrange as a result of some episodes get extra views than others, and a few merchandise are simpler to eat. Restrict your providing, and be ready for something. Attempt to make your provide chain so simple as potential.

What was most stunning to you concerning the expertise?

Ms. Crayton: I used to be stunned by how a lot time we had with the sharks. On TV the phase is three to 5 minutes, however throughout filming we had lots of time to inform all of them the good issues about our enterprise.

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