Priority One Canine – Dog Training Service
NO DEAL
EPISODE SUMMARY
🕓 Air Date: November 7, 2014
Asking For:
$75,000 for 15%
Investor:
No Deal
Deal:
No Deal
PRODUCT SUMMARY
Priority 1 Canine offers elite canine bodyguards trained for personal, home, and family security.
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Background Story
Priority 1 Canine, based in Columbus, Ohio, was founded by Wade and Lori Morrell. Wade, a former United States Marine and police officer with 14 years of experience, brought a wealth of knowledge in security and protection to the venture. His expertise includes serving on SWAT teams and training police departments across the United States in canine tactics. Lori, transitioning from a corporate background, shared Wade’s passion for animals. The inception of Priority 1 Canine arose from recognizing a critical gap in traditional security measures.
The Morrells understood the inherent limitations of relying solely on law enforcement, especially considering the average 7 to 10 minutes response time. Combining Wade’s experience in military and law enforcement with Lori’s corporate background, they conceptualized a unique solution—elite canine bodyguards trained for personal, home, and family security. The couple’s commitment to the well-being of their clients led them to hand-select and train each canine, specializing in breeds like Belgian Shepherds, Dutch Shepherds, and German Shepherds.
Their approach involved tailoring the training to the client’s individual needs, considering factors such as family composition, lifestyle, and specific security concerns. The canines, despite their highly specialized training, are integrated into the family and live in the home, ensuring a seamless blend of security and companionship. The Morrells’ journey from military and corporate backgrounds to the creation of Priority 1 Canine reflects their dedication to providing a unique and effective solution to the evolving challenges of personal and family security.
The Product
Priority 1 Canine offers elite canine bodyguards trained for diverse security needs. The training packages range from $20,000 to $40,000, and each package includes the cost of the dog. The three-tiered system caters to various security requirements:
- Level One ($20,000): Designed for basic threat deterrence, this package ensures that the dog responds effectively to potential dangers, such as someone approaching the front door.
- Level Two ($30,000): Geared towards more advanced scenarios, including protection during activities like jogging or potential carjacking situations. The training becomes more specialized to meet specific client needs.
- Level Three ($40,000): The comprehensive package offers the full spectrum of training, addressing high-level security concerns. This includes intricate scenarios and a broader range of protective capabilities.
The canines, primarily Belgian Shepherds, Dutch Shepherds, and German Shepherds, undergo meticulous training tailored to the client’s lifestyle and security requirements. Priority 1 Canine ensures that the dogs seamlessly integrate into the client’s family life, living in their homes and providing a dual role as both a protector and a companion.
To purchase, potential clients can engage with Priority 1 Canine by contacting the company directly. The pricing structure reflects the level of training and specialization desired, providing a customized approach to personal and family security.
How It Went
The company’s position before Shark Tank
Priority 1 Canine has exhibited a commendable performance in the past year and a half. Having trained and placed 11 dogs during this period, the company has achieved approximately $150,000 in revenue, resulting in a profit of $75,000. This success is attributed to Wade Morrell’s extensive experience, allowing collaborations with SWAT teams and police departments across the United States. The company’s focus on providing elite canine bodyguards for personal, home, and family security positions them uniquely in the market.
However, challenges arise in terms of scalability due to the hands-on nature of the business. Wade and Lori Morrell, the founders, recognize the need for a strategic partner to elevate the company to the next level. Currently, the company does not disclose information about specific partners or wholesalers. Priority 1 Canine’s clientele includes individuals seeking specialized security solutions, with an emphasis on personal protection, home security, and family safety. In terms of funding, the founders are seeking a $75,000 investment in exchange for a 15% stake in the company.
This financial infusion is intended to facilitate growth and overcome scalability challenges. As of now, the company’s financial health indicates profits, but the founders are realistic about the limitations of their hands-on approach. The business structure revolves around the unique expertise of Wade Morrell, who handles the training aspect, and Lori Morrell, who brings her corporate background into play. The company’s current structure, while effective in delivering personalized security solutions, requires additional business acumen for scalability, prompting the founders to seek a strategic partner.
The Negotiations:
The negotiations in the “Shark Tank” episode for Priority 1 Canine showcased a mix of enthusiasm and skepticism from the sharks. Lori and Wade Morrell entered seeking a $75,000 investment in exchange for a 15% stake in their canine security business. Kevin O’Leary and Mark Cuban, however, expressed concerns about scalability. O’Leary pointed out the inherent challenge of turning a hands-on business like Priority 1 Canine into a multi-million-dollar venture.
Mark Cuban echoed these sentiments, emphasizing the need for unlimited scalability in potential investments. As a result, both O’Leary and Cuban chose to exit the deal. Other sharks, while praising the Morrells’ dedication and recognizing the uniqueness of their business, ultimately declined to invest. Lori Greiner and Daymond John highlighted the impressive presentation but noted their inability to significantly contribute to or profit from the venture due to the business’s limited scalability.
Despite the challenges, the Morrells remained optimistic, expressing a willingness to consider a smaller-scale success, emphasizing their desire for a partner with the business sense to help take Priority 1 Canine to the next level. Ultimately, none of the sharks saw the business as fitting their investment criteria, and the negotiation concluded without a deal. While the Morrells did not secure an investment, they left with acknowledgment for their dedication and a determination to continue pursuing their unique canine security business.
