Just after the program aired, like many people, I felt for Mitchell. Nobody deserves to get called a cockroach on National TV, well maybe nobody.
You might think that’s harsh, but Mitchell has a product that appears to be absolutely incredible. There is not one negative comment that I can find anywhere. He’s had it tested in labs and his claims are substantiated, yet he continues to hold his own company hostage.
Mitchell actually told the Sharks the company needed him because of his celebrity value. I don’t think anybody is buying the product because of James Mitchell. The product sells because it works.
Mitchell did an interview with Jason Cochran right before his pitch and informed him that another person was involved. He stated this person was a secret inventor who had a stroke and passed away. He refused to provide any more information with a smirk on his face.
I’m wondering if the real person who created the product and had the idea was the inventor, making James easily a one hit wonder that may never hit.
Mitchell hasn’t patented the product; he says someone could chance one ingredient and compete against him. He likens it to the secret ingredients in Coca-Cola. So does he mix all of this himself?
All the ingredients are listed on the package; after all, it's food grade. Do you think that the major chemical companies could put their chemists on it and figure out the combination?
What Mitchell fails to realize is that you can have the best product, but if nobody wants to work with you and you don’t know how to market the product to the right distributors, it doesn’t matter. It's like the product never existed. Too many entrepreneurs need to realize that it is more than just the product that determines success.
Mitchell doesn’t have a clue when it comes to marketing strategy, yet he thinks he does. He had his product on shelves and got the boot. He thinks his competitors had him pulled, at least that's what the store said. I wonder if he was the problem? In a way, he said so much as that when he looked to the Sharks to help him get back on the shelves.
He obviously doesn’t have any PR skills either; he would have been defending his position in his blog and any place else he could get exposure. Unfortunately, he has posted nothing.
People are interested in what’s happening with the company. They want to know if he found a deal, if he’s doing well or if he will survive at all.
If I were Mitchell, I would find an exit strategy, take some time to relax, clear my mind and move on to the next deal. I would bet he could easily get a deal like the Sharks offered and he could watch him company grow while reaping the reward.
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