RuckPack Combat Nutrition
DEAL
EPISODE SUMMARY
🕓 Air Date: November 16, 2012
Asking For:
$75,000 for 10%
Investor:
Kevin O'Leary, Robert Herjavec (50/50)
Deal:
$150,000 for 20%
PRODUCT SUMMARY
RuckPack Combat Nutrition is the world's first peak performance nutrition shot, designed and tested by Spec Ops Forces, providing caffeine-free energy and mental acuity for high-performance situations.
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Background Story
Rob Dyer, an active duty Marine Corps officer stationed in Annapolis, Maryland, conceived the idea for RuckPack Combat Nutrition while serving in Afghanistan with Marines Spec Ops forces. Recognizing the need for sustained energy and mental clarity in high-stress environments, Dyer, along with a team of Marines, developed RuckPack to enhance performance during prolonged missions.
The inspiration for the product came from their own experiences and the challenges they faced while deployed. Dyer’s background includes military service and academic work as a professor at the United States Naval Academy. The product idea emerged from the necessity to address the energy needs of soldiers during extended missions, leading to the creation of a unique energy shot tailored specifically for military personnel.
The Product
RuckPack Combat Nutrition is a specialized energy shot designed for peak performance, particularly in high-stress environments like military missions. Unlike traditional energy shots, RuckPack is caffeine-free, providing sustained energy and mental acuity without the crash.
It contains proprietary ingredients tailored for endurance and focus, making it suitable for a wide range of individuals facing demanding situations. The product is available for purchase online and in select retail stores, with plans for expansion into broader markets.
Pricing varies depending on the distribution channel, with direct sellers receiving a discounted rate. RuckPack’s unique selling proposition lies in its military-inspired formulation and its ability to enhance performance without relying on caffeine.
How It Went
The company’s position before Shark Tank
RuckPack Combat Nutrition has experienced significant demand for its product, leading to inventory shortages. Despite limited capital, the company has managed to generate sales both online and through select retail partners. Partnerships with independent retailers, military shops, and online platforms have helped expand the brand’s reach.
However, the company faces challenges in scaling production to meet growing demand. Currently, RuckPack is structured as a military family-owned business, with 16 total owners, including Dyer and his wife. The company’s profits and losses reflect investments in research and development, marketing, and inventory management. Funding primarily comes from personal investments, with plans to secure additional capital through strategic partnerships.
The Negotiations:
During the pitch, Dyer requested $75,000 for 10% equity in the company. Although impressed by Dyer’s story and the product’s potential, Sharks expressed concerns about the company’s valuation and capital structure. Ultimately, Kevin O’Leary and Robert Herjavec offered $150,000 for 20% equity, doubling Dyer’s initial ask. The Sharks recognized the need for additional funding to scale production and meet demand.
Despite initial hesitation due to Dyer’s limited availability as an active-duty officer and full-time professor, the Sharks saw the potential for growth and were willing to invest. Dyer accepted the offer, expressing gratitude for the opportunity to expand RuckPack Combat Nutrition with the Sharks’ support.
