Brumachen Brewer Portable Coffee Maker
NO DEAL
EPISODE SUMMARY
🕓 Air Date: January 22, 2021
Asking For:
$1 for 10%
Investor:
No Deal
Deal:
No Deal
PRODUCT SUMMARY
Brumachen is a single-serve portable coffee brewer that makes hot coffee on the go, aiming to eliminate the need to wait in long lines or drive-throughs.
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Background Story
Brumachen was presented by Kweku Larbi, a civil engineer originally from Ghana, and his partner, Ross Smith, a social media influencer with over 45 million followers across all platforms. Kweku moved to the United States with just $2,000 in his pockets, worked multiple jobs, and pursued a career in civil engineering. The idea for Brumachen was born out of Kweku’s experience working in construction in freezing Indiana winters, where he saw a need for a convenient, self-brewing coffee solution for workers on the go.
Ross Smith, known for creating content that spreads positivity and joy, recognized the potential of Brumachen and partnered with Kweku to bring it to market. Together, they designed the Brumachen, which not only offers convenience but also addresses environmental concerns with its biodegradable single-serve coffee pods.
The Product
The Brumachen is a portable coffee brewer designed for coffee lovers on the move. To use, simply plug it in, add water (at any temperature), insert a biodegradable single-serve coffee pod, and press a button.
In just five minutes, you’ll have a fresh cup of coffee ready to go, eliminating the need to wait in long lines or drive to a coffee shop. The standout feature of Brumachen is its eco-friendly approach.
The biodegradable coffee pods are made from materials like sugar cane and tree fibers, taking only 180 days to decompose compared to the 450 years it takes for traditional plastic pods.
The company’s position before Shark Tank
Brumachen’s initial performance includes selling 600 units through Kickstarter, which generated $42,000 in revenue. Their marketing efforts are heavily reliant on Ross Smith’s social media influence, which has the potential to reach millions of people. However, at the time of the pitch, they hadn’t fully leveraged this marketing channel.
Brumachen had a utility patent pending for both their coffee pods and the machine, providing some protection for their intellectual property. The company was still in the early stages, and their profitability was not discussed in the pitch. They expressed a willingness to reinvest in the company rather than paying themselves in the early years.
The Negotiations:
The sharks were intrigued by the concept of Brumachen but had reservations about the $10 million valuation and the lack of substantial sales figures. Despite Ross Smith’s substantial social media influence, they were hesitant to invest without more evidence of the product’s potential. Mark Cuban offered $1 million for 10% equity, matching the initial ask, but with the condition that the entrepreneurs prove the product’s worth. He emphasized the need for proof given the high valuation.
Barbara Corcoran, Daymond John, Robert Herjavec, and Lori Greiner all expressed concerns about the valuation and the early-stage prototype’s design. They all decided to pass on the opportunity. Kevin O’Leary was the most critical of the valuation, calling it “obscene” and “ridiculous.” He expressed disbelief in the entrepreneurs’ strategy and the lack of sales figures to support the valuation. O’Leary made it clear that he was not interested in the deal, and ultimately, no deal was made.
