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Mark Cuban rejected Woosh smart air filtration system during episode 4 of Shark Tank season 14. Winston Mok sought $500,000 for 10% equity in his smart air filter business, which works with home thermostats to continuously monitor air quality. The system uses a permanent filter frame priced at $99, with replacement units at $20.
Mok revealed zero sales figures but highlighted a successful Kickstarter campaign raising $62,817. After examining the technology specs and discussing potential partnerships with Emerson, Mark Cuban studied the business model carefully. He then stated:
"I like the product, I like you, I like the goal, I like the mission. Right. The problem is this is hard to sell. You're going to have to spend a boatload of money on marketing. Even if you partner with the big companies, even if they use all outlets, it's still going to be a hard sale. And so for those reasons, I'm out."
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After some negotiations, the entrepreneur left the Tank with Kevin O’Leary’s offer, which didn’t materialize after the episode aired.
Mark Cuban rejected Woosh on Shark Tank over marketing costs
Winston Mok started his Shark Tank presentation by showing the Sharks how traditional air filters fall short. He held up a used filter to demonstrate common problems with standard HVAC systems. The pitch focused on Woosh's ability to remove microscopic particles from indoor air. Mok's system sends notifications when filters need changing and provides constant air quality updates through a mobile application.
When Kevin O'Leary asked about sales figures. Mok admitted the company hadn't generated revenue yet. This revelation caused visible reactions from all five Sharks. Mok quickly mentioned his successful Kickstarter campaign that raised $62,817 and an ongoing partnership discussion with Emerson, a major HVAC industry player.
Mok explained how Woosh connects with existing smart home systems like Nest and Ecobee thermostats. Drawing from his experience as a Senior Product Manager at Google. he outlined the development process and technical specifications.
The Shark Tank presentation covered the built-in sensors that measure air quality and send data to smartphones. Mok emphasized the system's automation features, including smart alerts for filter changes based on actual usage rather than fixed time periods.
Sharks' reactions
Cuban paid close attention to Woosh's market strategy after hearing about the Kickstarter results. The discussion shifted to distribution methods and customer education needs. Cuban pointed out that teaching consumers about this new technology would require extensive resources.
He stressed that even with support from established companies. reaching customers would demand substantial financial investment. Cuban concluded that marketing expenses would create significant obstacles to business growth.
Robert Herjavec questioned the fundamental need for a smart filter system. His main concern focused on the simplicity of changing regular air filters. He stated that consumers already handle basic filter maintenance without complications. After this assessment, Herjavec stepped away from negotiations.
Daymond John followed with questions about manufacturing and distribution. After hearing Mok's responses about production plans and retail strategies, John declared he lacked the right connections in this market sector to help the company grow. He removed himself from consideration.
Lori Greiner studied the patent documentation. The Shark Tank investor identified several unclear areas in intellectual property protection. This uncertainty made her hesitant about the company's market position. She decided against making an offer, citing these patent concerns as her primary reason.
Kevin O'Leary showed interest in the licensing possibilities. He offered $500,000 for 12.5% equity plus a 50-cent royalty on each unit sold forever. When Mok expressed doubt about the royalty structure, O'Leary increased his equity request to 15%, which was accepted.
Post-show developments
After the episode aired, Woosh's path changed significantly. According to Shark Tank Recap, the deal with Kevin O'Leary was not finalized during the due diligence process. However, the company secured important partnerships that altered its trajectory.
In December 2023, Woosh announced a collaboration with 3M to incorporate their filtration technology. The company also partnered with Copeland's Sensi to enhance its smart thermostat features.
As per Shark Tank Blog, the business attracted $2.27 million in early-stage venture capital funding in July 2023. The company grew to achieve annual sales of $1.3 million. Company valuation reached $6 million, marking substantial growth from its pre-revenue status during the Tank appearance.
Fans can watch new episodes of Shark Tank on the ABC network.
