"I hate it" - When Shark Tank's Kevin O’Leary criticized Snow in Seconds

Founder Jonathan Dusing appeared on Shark Tank in season 15 episode 8, which aired on December 8, 2023, to pitch artificial snow solution company, Snow in Seconds. The company focused on providing the joy of experiencing snow during off-season periods and to people living in regions where it doesn't naturally snow.

Shark Kevin O'Leary was unimpressed and clearly stated that he hated the product and everything about it. He went on to list the things he hated, naming its seasonal market, "abysmal and irrelevant" sales, and how it distracted the owner from his primary business (sports tech company).

"Sometimes a deal comes in that I really really hate and this is top of the list for this season. I hate it because it's seasonal. I hate it because the sales are abysmal and irrelevant. I hate the fact that distracts you from a real business. This deal sucks, I'm out," Kevin said.

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Snow in Seconds on Shark Tank: Temidayo and Abisola Adedokun secure a deal with Barbara Corcoran

What is Snow in Seconds?

Entrepreneur Jonathan Dusing appeared on season 15 episode 8 to pitch Snow in Seconds and sought a $50,000 investment in return for 10% equity in their company.

"I can confidently say I know snow. Where I come from, when it snows, it can come down like a Blizzard. But for those who don't live in a winter climate or simply love to play with snow, I have the perfect solution with Snow In Seconds. We bring the magic of snow indoors," he pitched.

Explaining its instructions for use, the Shark Tank contestant noted that they just needed to add a scoop of their powder and the powder would instantly grow into "fluffy white snow".

He added that their snow never melts and has a real look and feel. Moreover, it was "cold to the touch, safe and so realistic it's used in movies."

Snow in Seconds used sodium polyacrylate as its base chemical to produce the fake snow.

"So we stumbled across this chemical. It's actually mostly used for industrial use. About 99% of it is used for agriculture. They put it in soils so that it holds the water and can grow. And when it grows, it grows really quickly, which is really exciting," the Shark Tank entrepreneur explained.

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Sales and growth over 15 years

Jonathan mentioned that his company had been in business for over 15 years. Across the years, he shared that he and his children operated from their one-stall garage handled packaging and shipping on their own, and sold over $2,000,000. In 2022 their sales reached $250,000 from which he made a profit of $40,000.

He further added that 50% of their products were sold in bulk for movies and people who were using it in large amounts. Meanwhile, 32% of their sale were wholesale-centric and the remaining %18 were sold online on Amazon and their website.

"Starting with the smallest size which makes 1 gallon, sells for $4.99, and it costs US $0.72 to make. The large sells for $12.99 and costs $1.20 to make. The extra large makes 10 gallons of snow sells for $24.99, and costs $4," the Shark Tank contestant continued.

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Deal with Barbara Corcoran

The sharks felt that the product was seasonal and the profit was very low. However, Barbara Corcoran recognized the potential in the business and struck a deal with the contestants, offering $50,000 for 33.3% equity.

As of December 2024, Snow in Seconds is still in business as their website (snowinseconds.com) features their product in different-sized packets. However, the brand hasn't been active on its Instagram page since its last post on December 22, 2023.

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Shark Tank season 16 episodes air every Friday on ABC.