Dura-Tent Table Top Food Screen
NO DEAL
EPISODE SUMMARY
🕓 Air Date: January 4, 2013
Asking For:
$50,000 for 30%
Investor:
No Deal
Deal:
No Deal
PRODUCT SUMMARY
Dura-Tent is a full enclosure outdoor food protector aimed at preventing flies and other contaminants from landing on food during picnics and parties.
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Background Story
Dan Rothwell, the founder of Dura-Tent, started as an electrical engineer with a background in pulse power and fusion research. After stepping away from that field, he aimed to bring a product from inception to the consumer market. The idea for Dura-Tent came about during a casual discussion with a family by a pool, where they observed the annoyance of flies contaminating outdoor food.
Rothwell, drawing on his engineering expertise, collaborated with his family to develop sketches, leading to the creation of Dura-Tent. Rothwell’s previous experience in high-tech fields equipped him with problem-solving skills that he applied to create a practical solution for outdoor dining challenges.
The Product
Dura-Tent is a protective enclosure designed to shield outdoor food from flies and contaminants. Unlike conventional mesh screens, Dura-Tent offers a full enclosure, ensuring comprehensive protection for food at picnics, parties, and other outdoor events.
The tent is equipped with a door secured by Velcro, providing easy access to food while maintaining its protective barrier. Its design caters to various occasions, from casual backyard gatherings to larger banquets, offering versatility in its application.
The product’s ease of setup and cleaning enhances its user experience, appealing to consumers seeking convenient solutions for outdoor dining. Dura-Tent’s effectiveness in preventing food contamination resonates with its customers, as evident in its sales success.
Available for purchase at $19.95 for smaller picnics and between $29.95 and $34.95 for larger banquets, Dura-Tent provides an affordable yet practical solution for outdoor food protection. With a cost ranging from $4.65 to $7.27 per unit, the product offers attractive profit margins for retailers and distributors.
How It Went
The company’s position before Shark Tank
Dura-Tent has seen moderate success with sales of 50,000 units over three years, primarily through wholesale channels, such as county fairs. Despite generating revenue, the company’s profitability seems constrained by operational costs and marketing efforts. With $140,000 in sales and substantial profit margins, Dura-Tent has potential for growth, particularly in retail markets and international expansion. The company’s structure and operations seem centralized around Rothwell’s vision and execution, lacking significant partnerships or investors.
Funding appears to be primarily self-sustained, with Rothwell seeking additional capital to accelerate growth and market penetration. While Dura-Tent has secured three patents, its market position relies heavily on effective marketing strategies and retail partnerships. The absence of prominent retailers or distributors limits its reach and scalability, highlighting the need for strategic alliances to access larger markets and consumer segments.
The Negotiations:
Rothwell’s pitch garnered interest from the Sharks, with Kevin O’Leary offering $50,000 in exchange for a royalty agreement, which Rothwell declined. Despite concerns about the product’s market demand and branding, Rothwell remained steadfast in his vision, seeking a partner with a marketing vision to propel Dura-Tent’s growth. Mark Cuban and Daymond John expressed skepticism regarding the product’s market appeal and revenue projections, ultimately opting out of the deal.
Lori Greiner questioned the product’s branding and marketing strategy, highlighting potential challenges in consumer awareness and shelf visibility. Despite Rothwell’s rejection of O’Leary’s offer, he remained open to securing a strategic partner to facilitate Dura-Tent’s expansion. However, the negotiations concluded without a deal, leaving Rothwell to reassess his approach and explore alternative avenues for growth and market penetration.
