Element Bars

Element Bars on Shark Tank - Update

Custom Energy Bars - Season 1 - Episode 6

Custom Energy Bars on Shark Tank
Jonathon Miller on Shark Tank Show
  The Element Bars are custom-made energy bar's you design yourself online and have them sent your door. If you're not into experimenting, the element bars also offer several pre-made energy bars already proven to be very successful in the market.

 If I could choose one former Shark Tank contestant to take with me and help with negotiations, Jonathon Miller would be high up on that list. In fact, during the show, Barbara Corcoran calls Jonathon a mini Shark for his negotiation skills. He was asking $150k for 15% stake in his custom-made energy bar business valuating it at a whopping $2.25 million. The business was averaging 1000 custom energy bars per week at that time. The custom-bars retail for $2.99 so approximately $12k/Month in sales. Obviously this valuation could be considered way out of line on the surface BUT
Miller did a fantastic job in persuading the Sharks this was his passion, and they are getting a chance to invest before he takes this to the next level. He needs this investment to expand the operation just to keep up with the orders.

Before the Shark Tank Aired


Seen on Shark Tank Show
Customized Energy Bars Made Just For YOU!
Miller and his dedicated team got the Element Bars website beefed up to handle the expected visitors as the Shark Tank Effect took a hold and sent thousands of visitors to the site. In the process of upgrading the site, it completely crashed 30 minutes before the Shark Tank Show was going to start. I can only imagine the anxiety felt as each ticking moment was that much closer to the very biggest 15 minutes of your life. Having no website to take order's when thousands of people want to buy from you would be very devastating for any business.

The Shark Tank Show started, and they still couldn't bring the site online. Knowing that thousands of people will soon be coming when the Element Bars make their appearance on national T.V., they worked even harder to fix the problem. It was now Jonathon Miller and the Element Bars turn as he walked into the shark Tank in front of 5 million+ people. And POOF, as if on cue, the website came back online without a minute to spare. Within moments, the website received tens of thousands of visitors from all country. The site was brought to a crawl but continued to operate and bring in new orders.

Element Bars Gets Deal on the Shark Tank

The way the negotiation were going it was not clear that Jonathon would even make a deal with the Sharks. The investors were put in a position with someone that negotiates on their level and this may have thrown them off their game a bit. Miller knew his product, he knew his market and most importantly, he knew himself and the belief this was a multi-million dollar idea that would succeed. It would be nice to have a Shark invest in the business, but it was not going to be the end of the world if he couldn't make a deal.

The advantage gave Miller the confidence to negotiate from a controlling level throughout the negotiations. Daymond John likes the concept and the Branding aspect's of this business and offers Miller the $150k he was looking for but wants 75% of the business.

Kevin Harrington, already having success in the customized vitamin industry, offers Jonathon $150k for 100% of the business along with a 4% royalty on future sales. Not seeing much motivation for him in the future of either of these deals, he declines both offers, and looks intent on walking away with no deal. The strategy worked, and got Harrington to reconsider and drastically change his offer. He lays out the same terms but for 30% of the business instead of 100%. The percentage leaves Miller plenty of motivation to continue building the Element Bar's Brand and accepts the offer.

Element Bars Update after the Shark Tank Show


Jonathan Miller successfully completed a deal with Kevin Harrington after the show. Even with the website problems, they still managed to sell more custom energy bars within the first 24 hours after the show; then they did during the first half of the entire year. Jonathon also was very proud of the fact that the search term "Element Bars" was the third most searched term on Google, behind only Kayne West and Taylor Swift. Remember that?

So how many custom made Element Bars are being produced a day? According to Miller, they were on track to make one million energy bars in 2012 alone. As for 2013, the sky is the limit on this one as the word continues to spread on this unique and specialized custom made product.

They now have a large factory making your personalized energy bars which is an impressive process. The video below shows how your custom Element Bars are being made.


Visit Element Bars Website and design your own energy bar.
Element Bars on FaceBook
Follow Element Bars on Twitter

6 comments:

  1. Anonymous10:48 AM

    the valuation originally was 1 million not 2.25 - 150K at 15% is 1 million for 100% DUHHHH

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    1. Anonymous11:33 AM

      how do you come up with the valuation?

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    2. You calculate the valuation by the amount of cash desired divided by the percentage. Therefore if you divide 150k by .15 = 1000000.00 dollars. It is basically as though you are saying 15% of the company is worth 150K so you calculate it out and that gives you the total (estimated) worth of the company.

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    3. Anonymous9:22 AM

      But that is after the $150,000 is put in the business. So the business value prior to the sale was $1,000,000-150,000= $850,000.

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    4. Anonymous6:24 PM

      That's actually not correct Anonymous: the valuation is the value the entrepreneur is receiving the money at. If an investor gives money at a $1,000,000 valuation, then they are valuing the company at $1,000,000. If the company had no money beforehand and was given $150,000, it will now have $150,000 at a $1,000,000 valuation. It does not mean the value was $850,000 prior, it means the value is currently $1,000,000. There is no correlation between the money invested at a certain valuation, and what the company was worth beforehand.

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    5. Anonymous10:02 AM

      Actually, first anonymous was correct. In you two are arguing what is known in VC as pre-money and post-money. In this case, the company is 850K pre-money and 1M post money based on this valuation. That is just straight numbers.

      To be fair, bringing an experienced business partner on can increase the value of the company, so if you could put a dollar on that, you might get closer to what the company was worth without the Shark, but in VC, the $850K was correct.

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