Tranquilo – Vibrating Baby Mat (Now part of Baby Brezza)
DEAL
EPISODE SUMMARY
🕓 Air Date: February 10, 2017
Asking For:
$100,000 for 10%
Investor:
Robert Herjavec
Deal:
$200,000 for 15%
PRODUCT SUMMARY
Tranquilo offers a vibrating mat designed by pediatric nurse Melissa Gersin to mimic the womb's calming effects and soothe fussy babies quickly.
WATCH HERE
IN A RUSH?
Click these to jump to the section you want to read.
Background Story
Tranquilo, based in Boston, was founded by Melissa Gersin, a seasoned maternity nurse and infant-crying specialist. Melissa’s background uniquely positions her as an expert in understanding the needs of newborns and the challenges faced by parents in calming fussy babies. Her journey began in the hospital, where she encountered three fussy infants undergoing medical treatment. Unable to pick them up and comfort them individually, Melissa sought an innovative solution. Inspiration struck as she realized the commonality among fussy babies: the loss of the safety and security of the womb.
This revelation led Melissa to develop the Tranquilo mat, a revolutionary product designed to replicate the calming sensations of the womb and provide quick relief to crying infants. The mat employs gentle vibrations, offering a practical alternative to the physically demanding task of constant rocking. Melissa’s commitment to the well-being and safety of babies is evident not only in the product design but also in her professional background as a pediatric nurse. Her expertise played a crucial role in refining the Tranquilo mat’s features, ensuring it met the highest standards of safety and effectiveness.
Fueled by a passion to address a universal parenting challenge, Melissa invested her own resources, including an inheritance and proceeds from selling her home, to bring Tranquilo to market. The rejection of her initial pitch to the hospital became a catalyst for entrepreneurial determination, driving her to prove the product’s value. Now, with Tranquilo positioned as a premium solution for parents seeking a safe and efficient way to soothe their babies, Melissa’s journey reflects the intersection of maternal instinct, medical expertise, and entrepreneurial spirit.
The Product
The Tranquilo mat is an innovative solution designed by Melissa Gersin, a pediatric nurse, to provide quick and effective relief for fussy infants. The mat operates on the principle of mimicking the calming sensations of the womb, utilizing gentle vibrations to soothe and comfort babies. Its design includes a universal power button for activation, offering multiple modes such as medium, high, and a heartbeat setting. The latter imitates the rhythmic vibrations experienced in the womb, creating a tranquil environment for the baby.
Portable and user-friendly, the Tranquilo mat is easily operated by pressing and holding the power button. Its compact size allows it to fit seamlessly into any diaper bag, making it a convenient solution for parents on the go. The mat features a waterproof interior and a washable cover, ensuring durability and easy maintenance, even in the face of inevitable baby-related messes.
Priced initially at $85 and market-tested at $99, the Tranquilo mat is positioned as a premium product. It can be purchased through the company’s website and on Amazon, providing accessibility to a wide range of customers. With safety as a top priority, the mat is built with a patented motor arrangement, ensuring that vibrations are evenly distributed throughout the pad. The product’s versatility, ease of use, and commitment to safety make it an attractive choice for parents seeking a reliable and efficient solution to calm their crying babies.
How It Went
The company’s position before Shark Tank
Tranquilo has exhibited promising performance and strategic positioning within the infant care market. Over the past 7.5 months, the company has achieved sales totaling $65,000, with a significant portion generated through its official website and Amazon. The success in sales underscores the demand for the Tranquilo mat and its effectiveness in addressing the common challenge of calming fussy infants. As of now, Tranquilo operates independently without any disclosed partnerships or wholesalers. The company has chosen to sell directly to consumers through its online platform and the widely popular e-commerce platform, Amazon.
This direct-to-consumer approach allows Tranquilo to maintain control over its brand image and ensures a more intimate relationship with its customer base. Funding for Tranquilo primarily comes from the founder, Melissa Gersin, who has invested $198,000 of her personal resources into the venture. This significant commitment reflects Melissa’s dedication to the success of the company. The initial funding was sourced from an inheritance and the sale of her personal assets, including her home. While detailed information about profits and losses is not provided, the company’s decision to market the Tranquilo mat as a premium product suggests a focus on quality and customer satisfaction over short-term profitability.
The available capital, comprising Melissa’s investment, positions the company well for initial growth and further product development. The current company structure is not explicitly outlined, but with Melissa as the founder and primary investor, she likely plays a central role in decision-making and overall management. The entrepreneurial spirit driving Tranquilo is evident in Melissa’s dedication to the product, her substantial personal investment, and the strategic approach of selling directly to consumers online. As the company expands, future partnerships and collaborations may shape its trajectory within the competitive infant care market.
The Negotiations:
In the Shark Tank negotiations for Tranquilo, the pitch initiated with Melissa Gersin seeking $100,000 for a 10% stake in her company. Daymond John was the first to make an offer, proposing $100,000 for a 20% stake, contingent on licensing. Kevin O’Leary followed with a more substantial offer of $250,000 for 25%, under the condition that Melissa quit her nursing job to focus full-time on Tranquilo. Mark Cuban then entered the negotiations, countering Kevin’s offer with $200,000 for 15%, emphasizing the need for Melissa to preserve more equity.
This sparked a crucial decision point for Melissa, as she expressed a willingness to accept $200,000 for 15% if it meant retaining more ownership. Despite initial hesitation, Mark’s offer was ultimately accepted. The negotiation dynamic intensified with Lori Greiner pointing out that Melissa had raised the valuation without a clear justification. However, Mark stood firm on his offer. Kevin, sensing the hesitancy, withdrew his offer, stating he wouldn’t proceed unless Melissa committed to leaving her nursing job.
In the end, Melissa accepted Mark’s offer of $200,000 for 15%, securing the desired funding to propel Tranquilo to the next level. The negotiation showcased Melissa’s commitment to retaining a significant portion of her company while obtaining the necessary capital for growth. Mark’s strategic offer aligned with Melissa’s goals and ultimately sealed the deal, marking a successful outcome for Tranquilo in the Shark Tank.
