When Heather Kelly stepped into the Shark Tank, she was hoping to land a deal that would help her outdoor adventurer food company expand. But the investors had a different perspective – Kelly’s perfectionism was holding the business back. This common pitfall affects many entrepreneurs, especially young founders. Kelly’s experience highlights how the quest for perfection can prevent fast-growing startups from reaching their full potential.
Heather Kelly Founded Her Business Out of Personal Experience
Heather Kelly was no stranger to the entrepreneurial hustle. She founded her company Heather’s Choice in 2014 in Anchorage, Alaska after years of working as an outdoor guide. During long excursions in the Alaskan wilderness, Kelly realized there was a need for lightweight, easy to prepare meals and snacks. As an adventurer herself, she created products suited for those with an active outdoor lifestyle.
By the time Kelly stepped foot in the Shark Tank in 2022, she had raised $1.3 million in funding. The previous year, Heather’s Choice hit $1 million in revenue for the first time. While growth looked positive from the outside, the company was carrying $1 million in debt. Manufacturing in Alaska and shipping costs created high operating expenses that prevented Heather’s Choice from being profitable.
Seeking Funds to Expand Her Snack Line
Kelly asked the Shark Tank investors for $250,000 in exchange for 10% equity in her company. She planned to use the funds to scale up production of Heather Choice’s snack line, called “packaroons.” Unlike the ready-to-eat meals, the packaroons did not require hot water or preparation. The portable snacks seemed like a logical area for expansion.
But the investors pushed back, advising Kelly to double down on the meal kits instead. Mark Cuban pointed out that the meals clearly “stand out” as Heather Choice’s hero product. The Sharks even complimented the taste and quality of the food. Meanwhile, the snacks seemed like an distraction from the core offering.
Perfectionism Holding the Company Back
As the investors probed further, it became clear that perfectionism was at the root of Kelly’s resistance to their advice. In the past, she tried utilizing co-manufacturers to produce the meals at a larger scale. But Kelly ended the partnerships because she wasn’t satisfied with the quality.
“I’m not willing to compromise on quality, so I just need to continue to come up with creative solutions,” she told the Sharks. This mindset revealed Kelly’s deep obsession with controlling every detail, from ingredient sourcing to preparation. She only trusted her own team to get it exactly right.
The investors quickly called out this tendency, advising Kelly to find ways to mass produce the meals without compromising quality. Instead of focusing on a niche target customer like herself, they pushed her to market the products to mainstream consumers like college students.
“You are just very laser-focused on this target customer, which is you, and I get that. But there’s a huge market out there of other consumers who would love this food,” guest Shark Candace Nelson noted.
Ultimately, Kelly’s rigidity led all the investors to decline making a deal. Cuban pointed out that fear and perfectionism were paralyzing the company’s growth. By playing it safe, Kelly was limiting the business’s true potential.
The Risks of Being a Perfectionist
Like many founders and creative professionals, Heather Kelly leaned heavily on perfectionism. She cared deeply about quality control and wanted to remain hands-on in all aspects of the business. But as her experience on Shark Tank proves, perfectionism carried significant risks.
Reaching unattainable standards can create huge mental strain. Studies show that perfectionism is linked to higher rates of depression and anxiety. When minor mistakes feel catastrophic, it can paralyze decision making and prevent healthy risk taking. Perfectionists also struggle to delegate tasks, which causes bottlenecks.
For entrepreneurs like Kelly, refusing to compromise on quality can also limit growth. Being overly controlling rather than leveraging partnerships leads to production constraints. And pivoting to capitalize on new opportunities becomes difficult.
How Kelly Turned Shark Tank Failure into Fuel for Growth
While Heather Kelly didn’t gain any investor funding from her Shark Tank appearance, it did provide an eye-opening experience. She took the constructive criticism to heart, realizing that perfectionism was in fact holding her back.
“I really heard what they said about being a perfectionist. They pretty well hit the nail on the head there,” Kelly reflected afterwards.
She wasted no time making strategic changes to set Heather’s Choice up for scalability. In 2023, the company relocated to Ashland, Oregon where they opened a 15,000 square food production facility. This expanded manufacturing capability will allow Heather’s Choice to extend its product reach while controlling quality.
Kelly also recommitted to serving a wider consumer base beyond just outdoor adventurers. The new facility and location will support improved distribution to mainstream retail channels nationally.
Rather than playing it safe, Kelly seems to have embraced ambitious growth, just as the Shark Tank investors advised. Her experience shows how with the right mindset shift, imperfections and failures can act as catalysts for positive change. Though initially discouraging, constructive criticism helped Kelly gain perspective and realign around scaling.
Key Takeaways from Heather Kelly’s Shark Tank Experience:
- Perfectionism can severely limit business growth and prevent risk taking
- Letting go of control and finding workarounds is key to scaling
- Constructive feedback, though tough to hear, presents opportunities for improvement
- Mistakes and failures contain important lessons for growth
- Staying nimble, open-minded and growth-oriented is vital for entrepreneurs
Though Kelly didn’t walk away with a Shark Tank deal, she gained something even more valuable – perspective. Kelly learned how perfectionism held her back and gained motivation to evolve. Her experience shows how entrepreneurs can turn imperfections and failures into fuel for greater success.