Pitch Introduction
Tabeeze’s innovative bottom-up baby onesie made waves on Shark Tank by addressing one of the most frustrating aspects of parenting – dressing fussy babies. The company’s founder, Carrie Sheltz Hassap, entered the tank seeking $100,000 for 10% equity in her revolutionary baby clothing company. What followed was an emotional and compelling pitch that highlighted both personal struggle and brilliant innovation.
Business Overview
Tabeeze offers a revolutionary solution to one of parenting’s most common frustrations – dressing newborns and infants. The company’s signature product is the world’s first bottom-up bodysuit that slides on feet first and snaps at the shoulders. This innovative design eliminates the need to pull clothing over a baby’s fragile head and wriggling arms.
The business addresses a significant market gap in baby apparel. Traditional baby clothing requires parents to dress their infants through the head and arms, often causing stress for both parent and child. This process can be particularly challenging when dealing with fussy newborns or babies in medical situations.
Tabeeze’s unique selling proposition is its proprietary design that features shoulder snaps and quick-snap finger pockets. The bottom-up approach allows for incredibly easy dressing and undressing, making it ideal for frequent changes throughout the day. What sets Tabeeze apart from competitors is its complete reimagining of how baby clothing should work.
| Company Details | Information |
|---|---|
| Company Name | Tabeeze |
| Industry | Baby Clothing/Children’s Apparel |
| Founded | 2017 |
| Founder | Carrie Sheltz Hassap |
| Headquarters | Los Angeles, California |
| Website | tabeeze.com |
About Founder’s
Carrie Sheltz Hassap, the founder of Tabeeze, is an architect by training who turned her problem-solving skills toward parenting challenges. Her journey began when she helped care for her newborn niece and observed how difficult traditional baby clothing was to use. This personal experience sparked her innovation process.
Hassap’s background in architecture gave her a unique perspective on design challenges. She approached the baby clothing problem with methodical thinking and creative solutions. Her personal struggle with fertility issues, which led to having her daughter through surrogacy, intensified her passion for making parenting easier for others.
- Former architect with a Master’s degree in Architecture
- Passionate about solving real parenting problems
- Personal connection through surrogacy journey
- Obsessed with creating fuss-free baby products
- Combines technical design skills with emotional understanding
Shark’s and Founder’s QnA
Carrie, tell us about this product and the problem you’re solving.
My name is Carrie Shultz Hasslip and I am here today seeking $100,000 for 10% equity in my company. Sharks. When my niece was born, I watched my brother and sister-in-law struggle to get her in and out of baby clothes. Her head was big, her neck was fragile, and her little arms fought them every step of the way. She would cry, they would cry, even I wanted to cry. It was so stressful. All I could think was, why are these ding-dongs trying to stuff her into a sausage casing six times a day? Why didn’t they buy the ones that avoid her head and arms altogether? But I quickly realized baby clothes like that didn’t exist. So I created them. Meet Tabies. The easy peasy no more squeezy fumble-free baby clothes. We’re the first ever bottomup bodysuit designed to dress your baby without the drama. It’s fast, it’s foolproof, and it’s guaranteed fuss-free. Tabies goes on feet first and slides up to snap at the shoulders. Our proprietary shoulder snaps and quick snap finger pockets make dressing even the wriggliest of babies a breeze. Whether it’s kicking, squirming, or gator rolls, Tabies has got your baby covered or uncovered because Tabies also slides down for all those messy moments. Tabies believes every parent and child deserves less struggles and more snuggles.
Is there anything else out there like this?
Nobody has thought of this. There is nothing out there like this. Is there anything without a snap but a Velcro or something else? Nope. So nothing opens up for So everything is traditionally just opens at the bottom. Correct.
How much did you invest in this business?
I own 65% and I have one other investor, which is my father. How much of your own money was in? I’ve put in almost $1 million. Ouch. How much did your dad put in? Uh, 35%. And what did that money go to? I know some to pack. Well, you have to realize this has been this has actually been going on for seven years, but we’ve only been in the market a little under two and we’ve only had beyond 600 years.
How are you currently selling these products?
It’s mostly word of mouth and social media. Well, let me tell you why I even like came to this really. So, my brother and sister-in-law had their daughter and I went to help them out and I was like a wiz with babies. I’ve been babysitting since I was 12. Well, I never had to do it 10 or 12 times a day. So, late one night, I was like, I’m going to be the hero aunt and I’m going to go online and I’m going to buy the ones that snap at the shoulders. and I could not find anything for months and I kind of just got obsessed with it because at the time my husband and I were going through the trials and tribulations of trying to have our own family and for medical reasons it was advised that I not carry a child on my own. So we had to go down how cliche is this all the crying took us a long time and we had to go down an alternate route. My daughter was eventually born from surrogacy and sorry I’m so sorry. It is incredible to be here and so this is like overwhelming good crying a um but um I became so passionate about it because I’d watched her be a new mom and go through that and I was like I want something that’s like easy peasy.
What kind of sales numbers are you seeing?
Last year, we did 26,000 net product sales and this year so far we’ve done 17,000. Um, okay. That’s not a lot. You are correct. It is not a lot. Which is exactly why I’m here because while I may be very good at designing things and solving problems, I am terrible at marketing. Absolutely. Yes, I can see that.
Do you have patent protection?
Do you have a patent on this? I do. A utility. Um I have pending utility patents on the the tea, the romper, and the bodysuit. And I have three three granted design patents.
What are your pricing and margins?
How much do you sell these for? The romper is $28. I make it for $4.75. Um, the bodysuit is 20. It cost me $2.90. Wow.
Can you tell us about any special applications for your product?
So, one thing that was very serendipitous is I thought I was solving this easy dressing problem, right? And then I started getting all these messages from parents who had babies and children in the NICU. One in 10 babies will stay in the NICU. When they’re in the NICU, they’re almost exclusively naked and wrapped in a blanket because this is being monitored. This is being monitored. This is how they’re being fed. This is how they’re like all of it. And so to clothe them, you’d have to disconnect all of those things. But because you can unsnap and snap the shoulders, you can slide it on, you can slide it off. You don’t have to disconnect any equipment. And I’m now in the testing phase. Good. And they want to order 80,000 units a year to put exclusively in their circuit of N.
What’s your deal with Daymond John?
Okay. 45% for $100,000. Correct. Okay. Listen, I mean, I I see the licensing. I think Damon, what he’s offering is actually really great because I do think you’re an inventor, right? you invented this really cool thing, but then in the rest of it, the production, trying to figure out the fulfillment, I can tell just this huge weight. This is something that for me, I would buy it for people that are having a baby, but I don’t think I would be able to really help you with the licensing aspect. So, I’m out.
How did the negotiation with Daymond conclude?
So I have one offer on the table. It’s from Damon. Um, he’s offering $100,000 for 45% of the company and um and wants to really go after the licensing side of it. How do you feel about that? Okay, I talked to dad. You know, 45% is a lot more equity than I’m 100% comfortable giving up, but if that’s what I have to do to do a deal with someone like Damon John, um, I respect that and I promise to make you proud. What were you going to go tell her that I said? I was going to go into the hallway to tell you that Damon realized that your father owns a decent percentage of the company. So he’s looked at me and he said, “I think I should really have made it 33 and a3%.” And then it would be 333. So I’m going to play tough. Can I get 35? What about 33 and a third? All right.
Key Stats & Financials
Tabeeze’s financial performance at the time of the Shark Tank pitch revealed both promising margins and significant investment. The company had been in development for seven years and had only been in market for about two years.
- Sales: $26,000 in net product sales from the previous year
- Margins: $28 retail price with $4.75 cost for romper ($23.25 profit margin)
- Valuation: $1,000,000 requested valuation
- Investment Request: $100,000 for 10% equity
- Use of Funds: Marketing and scaling the business
| Financial Metric | Amount |
|---|---|
| Total Investment | $1,000,000 |
| Founder’s Investment | Almost $1,000,000 |
| Father’s Investment | 35% equity stake |
| Requested Amount | $100,000 |
| Requested Equity | 10% |
| Final Deal Equity | 33.3% |
Business Potential and TAM
The market potential for Tabeeze is substantial, given that every new parent faces the challenge of dressing their baby multiple times daily. The total addressable market includes not only new parents but also grandparents, caregivers, and medical professionals working in NICUs. The company’s unique positioning in the baby apparel market presents significant growth opportunities.
The NICU application represents a particularly promising niche market, with approximately 10% of babies spending time in neonatal intensive care units. The company’s ability to address medical professionals’ needs while maintaining a consumer focus demonstrates its versatility and scalability.
- Every new parent faces daily dressing challenges
- Potential for licensing to major baby clothing manufacturers
- NICU market represents 1 in 10 births requiring specialized care
- Medical professionals value non-invasive clothing solutions
Ideal Target Audience & Demographics
| Demographic | Details |
|---|---|
| Primary Audience | New parents with infants (0-2 years) |
| Secondary Audience | Grandparents purchasing gifts |
| Tertiary Audience | NICU medical professionals |
| Geographic Focus | Primarily North American markets |
| Income Level | Middle to upper-middle class |
| Purchasing Behavior | Online and retail baby stores |
Marketing and Distribution Strategy
At the time of the pitch, Tabeeze relied heavily on word of mouth and social media marketing. The founder acknowledged that while she excelled at product development, marketing was a weaker area that needed professional expertise and investment.
The company’s future roadmap involved leveraging the Shark Tank exposure to expand distribution channels, improve marketing efforts, and potentially license the technology to larger manufacturers while maintaining its own brand presence.
- Word-of-mouth and social media marketing (primary channels)
- Licensing opportunities with major baby apparel companies
- NICU medical supply distribution partnerships
- Retail expansion to major baby stores and department stores
Tabeeze Deal Outcome
After initially receiving an offer from Daymond John for $100,000 for 45% equity, negotiations led to a final deal of $100,000 for 33.3% of the company. This represented a significant adjustment from the founder’s initial 10% ask and demonstrated the complex valuation considerations involved when a founder has significant outside investment.
| Investor | Daymond John |
|---|---|
| Deal Amount | $100,000 |
| Equity Acquired | 33.3% |
| Deal Valuation | $300,300 |
| Number of Sharks | 1 |
| Final Outcome | Deal Accepted |
Tabeeze Post-Show Update
Following the Shark Tank appearance, Tabeeze experienced increased brand recognition and sales growth. The company’s unique positioning in the baby apparel market, combined with Daymond John’s expertise in product development and marketing, has helped expand distribution and refine the business model. The NICU market has continued to show promise, and the company has maintained its focus on solving real-world parenting problems through innovative design.
Business Analysis & Lessons
Tabeeze’s Shark Tank pitch demonstrates several key business lessons. The founder’s ability to identify a real pain point and create a genuinely innovative solution proved compelling, even when sales figures were modest. The emotional aspect of her personal journey resonated with investors and created a strong connection between product and market need. The company’s success highlights the importance of founder-product-market fit and the value of solving problems that founders themselves have experienced.
However, the pitch also illustrates the challenges faced by inventors who excel at product development but struggle with business execution. The significant capital burned through with limited returns highlighted the need for better strategic guidance, which Daymond John was positioned to provide through his manufacturing and marketing expertise.
- Personal experience often leads to the most innovative solutions
- Strong patent protection is crucial for product-based businesses
- Expertise gaps in critical business areas can limit growth
- Serendipitous discoveries can expand market opportunities
- Shark Tank exposure can significantly boost brand recognition
- Valuation negotiations require careful consideration of existing investments
Pitch Conclusion
Tabeeze’s Shark Tank appearance exemplifies the power of solving real problems with truly innovative solutions. Despite modest sales figures, the company’s unique approach to baby clothing design and the founder’s passionate presentation convinced Daymond John to invest. The emotional connection between product, founder, and potential customers, combined with strong patent protection and a clearly defined market need, created a compelling investment opportunity. This pitch serves as a reminder that sometimes the most successful businesses start with simple observations of everyday frustrations and grow into revolutionary solutions.