Pitch Introduction
The Pocket Panty Shark Tank pitch introduced a unique solution to an age-old problem for women. When Ashlee Turner walked into the Shark Tank seeking $80,000 for 10% of her business, she presented a product designed to handle what she called “panty plot twists” – those unexpected moments when women find themselves in need of emergency underwear. This pocket panty shark tank presentation would not only showcase an innovative product but also deliver an emotional moment that resonated with viewers across the country.
Business Overview
The Pocket Panty is a quick, discreet, and comfortable option for whenever women find themselves in a “panty pinch.” The product comes individually wrapped in its own package, making it easy to carry in a purse, glove compartment, or bag. Unlike bulky alternatives, The Pocket Panty is designed to be no “granny panty” – it’s comfortable, stylish, and reusable. The standard version is one-size-fits-most, with a plus-size version in development for those who, as Turner humorously put it, are “dragging a wagon.” The product aims to empower women to view the occasional need for emergency underwear as a normal part of life rather than a source of stress or humiliation.
| Aspect | Details |
|---|---|
| Product Name | The Pocket Panty |
| Industry | Fashion/Beauty |
| Product Type | Emergency Underwear |
| Key Features | Individually wrapped, reusable, comfortable, discreet |
| Target Market | Women of all ages needing emergency underwear solution |
| Unique Selling Proposition | Convenient, portable emergency underwear for unexpected situations |
About Founder’s
Ashlee Turner, the founder of The Pocket Panty, hails from Compton, California. Her journey to entrepreneurship began in college when she started working in a real estate company and obtained her license. She became known as “the closer” due to her relatable approach that helped her successfully close difficult deals for other agents. Always living by the mantra “always be closing,” Turner eventually left real estate and returned to sales. The inspiration for The Pocket Panty came after a difficult breakup that left her needing to cover expenses for a new apartment. While working in Property Management, she had a conversation with a resident who had met someone on a dating app and spent the night unexpectedly. The woman mentioned stuffing extra panties in her bag, and at that moment, Turner recognized her customer and business idea was born.
- From Compton, California
- Background in real estate sales
- Inspired by customer conversation about dating emergencies
- Launched business in September 2021
Shark’s and Founder’s QnA
Did you do any type of research to see how many people would be picking up something in a pinch?
I did. I did my own research. I literally like and I don’t want this to sound silly but I went to schools. I gave out so many samples of panties, asked feedback, try these on, tell me what you think, do you need it. And everyone says oh my God I would love to have this in my glove compartment.
What are your sales at?
So I launched at the end of 2021 in September 2021. I sold $8,000 which recruited back my investment $88,000.
Tell us about you.
When I was in college I started working in a real estate company. Got my license and I became the closer. So I would go out for other agents who had a tough deal. I tend to be a little bit more relatable to people so it was easy for me to close. So I would close my own deals and I would be closing all the agents in the office. I would be closing be always be closing ABC. So I left and I went back to what I knew which was sales but this one right here this how we get to the panty.
How did you get the idea for The Pocket Panty?
So what happened here is I went through a crummy breakup as most of these stories start. I went got this big dumb apartment in downtown and I was like how am I going to pay for this. And then at that very moment I heard God say the best ideas come out of necessity and I worked in Property Management so I would see the residents come down. I’m talking to a girl she’s like oh I met this guy on bumble and you know last night was the first night I decided to spend the night and I said oh really. She starts laughing and I said what are you laughing at. She goes I just stuffed some panties in my bag and I said oh girl you’re my customer. You are you are my customer and that was it.
What does one cost and what does it cost you to make?
When I first launched I was new I was green and I was ordering in small quantities so I negotiated $2.24 a pair. I sell them for $10 retail.
Where do you make them?
I make them in China.
Where are you selling right now?
I sell online. I’m in several boutiques. I’m in all girls private schools. I’m in some vending machines and it’s great like the need is there.
Why don’t I just go buy five pair and stuff one just like your friend did in my purse?
Why Shark Tank Ashley? Well so this is like a dream like that I could have never imagined. Full transparency, I’m a black woman and we don’t get this many opportunities. Since 2018 black women businesses have tripled yet we get 27% of venture capital dollars. We don’t get these opportunities so this is like whether whatever the outcome is today I’m I am I’m doing it for other women that look just like me that just don’t get this. This is this is surreal.
You said you did $88,000 that was in 21 so where?
My total sales are $60,000.
Do you do anything on social media?
Social media is just not my my wheelhouse.
Because you’re a star, you come up with all these great sayings right? That is what you mean it’s not your wheelhouse?
Your age come on now. Honestly Ashley I just personally think there are better people on this panel here to help you with this product and myself. I wish you good luck. I will purchase but unfortunately I’m out.
You are a Powerhouse there’s nothing about you that doesn’t instill confidence in me but the aura and the energy of Ashley doesn’t match the sales and I’m trying to understand why?
Because I don’t think there isn’t anything you would do not to get sales.
Sure so I social media if well maybe I’m trying for me?
It’s a good product but I think the sales are telling me it’s not selling because if anybody can sell it you could.
The hard part about this product is the impulse buy right being there when they need it unless you make them think about it in advance and that’s the point of social media?
You given the exact same pitch you gave us on Tik Tok on Instagram and then saying buying it at wherever or buy it on my website. That is what sells this product. You are a great salesperson but the only place that that’s going to come across and allow you to sell your product is on social media. And because that’s the one spot that you won’t go I’m out.
This product’s too expensive okay and I’m not a panty expert but I know pricing?
I’m sorry Ashley I’m out.
You know what Ashley I really like you you are an excellent saleswoman and the idea that you are just not tearing it up on social media is almost maddening to me?
Because it’s like if anyone can sell this product it’s you. You are it. You told us as you came out here why we all need this and I was like oh yeah absolutely.
I want to go back to skims now and put a pair of panties in a pack and sell them and that is your big problem?
Because any of the big underwear companies out there can take what they do with all of their scale and offer you this at what you want to pay for it which is $3.99 right. That’s what I really want to pay for this. I think that’s your big issue.
I don’t want to dissuade you because you will be successful but you’ve got to actually take this and go one step further?
Right now no no no it’s not an investable opportunity for me right now but that doesn’t mean to say that you can’t get it there. You’ve got some more work to do. You’ve got to convince every woman in this country that she actually needs to go out and order this and keeps three pairs just for safekeeping. Once you’ve done that you’ll be off to the races but for those reasons I’m out.
Key Stats & Financials
When Ashlee Turner entered the Shark Tank, she presented her business with specific financial figures that gave insight into the company’s performance. The Pocket Panty, despite its innovative concept, was still in its early stages with modest sales figures. The financial details revealed the challenges of launching a new product in a competitive market while also highlighting the potential for growth if the right strategies were implemented.
- Sales: $60,000 total sales at time of pitch (with $8,000 in September 2021 launch month)
- Margins: Product costs $2.24 to make, retail price of $10
- Valuation: Seeking $80,000 for 10% equity, implying $800,000 valuation
- Investment Request: $80,000 for 10% equity
- Use of Funds: Not specifically detailed in the pitch
| Financial Metric | Details |
|---|---|
| Initial Investment | $88,000 (recouped) |
| Launch Date | September 2021 |
| Cost per Unit | $2.24 |
| Retail Price per Unit | $10.00 |
| Profit Margin | 77.6% |
| Requested Valuation | $800,000 |
Business Potential and TAM
The Pocket Panty addresses a universal need among women, giving it significant market potential. The product solves a common but rarely discussed problem that affects women of all ages. The total addressable market includes menstruating women, postpartum mothers, travelers, and anyone who might experience unexpected situations requiring a change of underwear. With the global feminine hygiene market valued at billions and growing, The Pocket Panty has positioned itself in a unique niche that combines convenience, discretion, and practicality. The product’s reusable nature also appeals to environmentally conscious consumers, adding another dimension to its market potential.
- Universal need among women across all age groups
- Growing feminine hygiene market with increasing awareness
- Alignment with sustainability trends through reusable design
- Multiple use cases beyond just menstrual emergencies
The Pocket Panty: Ideal Target Audience & Demographics
| Demographic | Details |
|---|---|
| Age Range | 15-65 years |
| Primary Users | Menstruating women, new mothers, travelers |
| Secondary Users | Athletes, students, professionals |
| Geographic Focus | Initially US market with global potential |
| Income Level | Mid to high-income consumers willing to pay premium |
| Values | Convenience, preparedness, discretion |
Marketing and Distribution Strategy
At the time of the Shark Tank pitch, The Pocket Panty was already utilizing multiple distribution channels to reach customers. The product was available online through the company website, in several boutiques, in all-girls private schools, and even in vending machines. This multi-channel approach demonstrated the versatility of the product and its various use cases. However, the Sharks identified a significant gap in the marketing strategy – the absence of a strong social media presence. Turner admitted that social media was not her wheelhouse, which the Sharks saw as a major missed opportunity given her natural sales abilities and charismatic personality.
- Online sales through company website
- Physical presence in boutique stores
- Strategic placement in girls’ schools
- Innovative vending machine distribution
- Planned expansion into social media marketing post-pitch
The Pocket Panty Deal Outcome
Despite Ashlee Turner’s passionate pitch and emotional appeal, The Pocket Panty left the Shark Tank without a deal. All four Sharks – Mark Cuban, Lori Greiner, Robert Herjavec, and Kevin O’Leary – ultimately declined to invest. Each Shark had different reasons for passing on the opportunity. Kevin O’Leary felt the product was too expensive, while Robert Herjavec believed the sales didn’t match Turner’s powerful energy and sales abilities. Mark Cuban saw potential but felt the business model wasn’t investable at that stage. Lori Greiner liked Turner as a salesperson but was concerned about competition from larger companies like Skims that could easily replicate the product at a lower price point.
| Shark | Reason for Passing |
|---|---|
| Kevin O’Leary | Felt product was too expensive |
| Robert Herjavec | Sales didn’t match founder’s energy |
| Mark Cuban | Business model not investable at current stage |
| Lori Greiner | Concerned about competition from larger brands |
The Pocket Panty Post-Show Update
Although Ashlee Turner didn’t secure a deal on Shark Tank, the experience provided valuable feedback that she committed to implementing. In her closing statement, Turner acknowledged that the Sharks’ advice was excellent and that this was just the beginning of her journey. She specifically mentioned that she would focus on developing her social media presence, despite her previous reluctance to do so. The exposure from Shark Tank likely increased brand awareness significantly, and the product continued to be available through the company website and various retail partners. The emotional moment during the pitch, where Turner became tearful while discussing the challenges faced by Black women entrepreneurs, resonated with viewers and may have generated additional support for the brand.
Business Analysis & Lessons
The Pocket Panty’s Shark Tank journey offers several valuable lessons for entrepreneurs. First, it highlights the importance of aligning sales performance with the founder’s capabilities and vision. Turner was recognized as an excellent salesperson, yet the business’s modest sales figures raised questions about her execution. Second, it demonstrates how critical digital marketing, particularly social media, has become for modern businesses. The Sharks unanimously identified the lack of social media presence as a significant weakness. Finally, the pitch shows that even with a product addressing a real need, entrepreneurs must be prepared to defend their pricing strategy and market position against potential competition from larger players.
- Strong sales abilities don’t automatically translate to business success without proper execution
- Social media presence is non-negotiable for consumer products in today’s market
- Entrepreneurs must be prepared to address concerns about competition from established brands
- Personal stories and authentic connections can resonate even when business metrics are weak
Pitch Conclusion
The Pocket Panty’s appearance on Shark Tank showcased more than just an innovative product; it highlighted the challenges faced by underrepresented entrepreneurs and the importance of adaptability in business. Ashlee Turner’s emotional pitch and commitment to addressing a genuine need for women resonated with viewers, even if it didn’t result in a deal. The feedback from the Sharks provided a clear roadmap for improvement, particularly regarding social media engagement and competitive positioning. For entrepreneurs watching, this pitch serves as a reminder that passion and identifying a real problem are essential starting points, but execution, marketing savvy, and financial performance are equally critical for securing investment and achieving long-term success. The Pocket Panty may have left the Tank without a deal, but its journey continues as Turner works to implement the valuable advice received from the Sharks.