Former Navy Seal turned entrepreneur, Elijah Crane, pitches Bottle Breacher, his line of unique gifts for guys, in the Shark Tank military special – episode 608. His signature product is a 50 caliber bullet fashioned into a bottle opener, but don't worry, it's not live ammo!
Crane started Bottle Breacher in 2012 and started selling the Bottle Breacher from an Etsy shop. All the products are hand-made by Active Duty service members, Reservists, and Veterans. Each Bottle Breacher is powder coated – not spray painted – and the brass is hand polished. Customers can get personal engraving for special gifts.
Crane primarily markets the openers to corporations as promotional items and as groomsmen's gifts, but anyone can order one from the company website. There are dozens of special, custom designed bottle openers, too. They even made a limited edition, Breast Cancer Awareness Bottle Breacher in pink – I've never seen a pink bullet before!
The motivation for Bottle Breacher came from wanting to make something unique out of products Crane used when he was deployed. Unfortunately, there is no shortage of spent 50 caliber bullet shells, but Crane managed to turn something once considered trash into a fun and useful product.
Mr. Crane is likely looking for cash to expand the business and help getting retail distribution. Will the Sharks bite the bullet and fund this business?
Bottle Breacher Shark Tank Recap
Elijah with his wife, Jen, enters seeking $150K for 10% of the business. They explain the product and say they make the best bullet bottle opener on the market. They hand out beer and personalized openers to each Shark. Their cost is $9.03 including labor and say they have a half million in sales with projections for over $800K for the year.
Elijah explains they breach each bottle, hence the name. Lori asks if they can make them from other bullets. Lori questions if some people have a problem with bullets – they don't. Kevin asks what they need the money for and they need it for increasing manufacturing space. Elijah explains how he failed the first time he tried for the Navy Seals, but he didn't give up. He's done with his military career and now they're going to focus on the business.
Mr. Wonderful likes the product and offers $150K for 20%. Elijah wants to hear other offers out of respect for the other Sharks. Daymond offers $200K for 25% contingent on licensing. Robert goes out to “clear the field.” Mark says he'll go in 50-50 with Kevin ($75K each for 10% each). Elijah accepts!
RESULT: Deal with Kevin and Mark for $150K for 20%
Bottle Breacher Shark Tank Update
Bottle Breacher had some inventory issues following their original air date. There were many unhappy customers who didn't receive orders in a timely fashion, but they've ironed out their issues and are back on track. Bottle Breacher gets an update segment in episode 617.
In the episode 617 update, Mr. Wonderful alludes to the logistical issues Bottle Breacher experienced. They explain their website crashed and they sold 60,000 units after they aired. They went from making 175 units a day to over 1000 and they went from 8 to 32 employees. They've done $2.5 million in sales, but they are slow to fill orders. Despite the problems they're having, it appears Bottle Breacher is on its way.
In a season 7 update in episode 703, Bottle Breacher appeared with Mr. Wonderful in Nantucket, where he officiated a wedding ceremony. Mr. Wonderful announced the creation of his “Something Wonderful Platform” where he hopes to package his Shark Tank businesses into a wedding industry sales and marketing entity he wants to grow to the hundreds of millions of dollars. Other businesses present in Nantucket include HoneyFund and Wicked Good Cupcakes. Elijah and Jen say since partnering with Kevin, they've done $4.2 MILLION in sales!
The Bottle Breacher story continues in Beyond the Tank episode 107.