Today’s cuppa: Breakfast blend coffee


Business success is not about promises — it’s about results.

Those who watched last night’s (Friday, Sept. 28) episode of ABC’s “Shark Tank” got to see an update on an earlier investment from Mark Cuban, an Internet entrepreneur who now owns basketball’s Dallas Mavericks and invests chunks of his billions in promising new ventures.

Last season, Cuban invested $150,000 for a 30-percent stake in Tower Paddle Boards of San Diego, Calif. Below see the original segment …

MjY2MF9Ub3dlclBhZGRsZWJvYXJkcy*mZz*yJm89ODIzNjk2NmQ5OGY3NDRjN2JjMmMyMDZlZjcxMGFmMzkmb2Y9MA== 'Shark Tank': Paddling to Success With Mark Cuban

Since the original episode aired, Tower’s sales have increased over 800 percent, its Website traffic has tripled, and three new employees have been hired.

But the brief update that aired during the Sept. 28 episode only gave a bit of the story. Considering the state of the economy and the difficulty of launching new businesses — especially one selling a product that is not vital to life or heath — HCTV shot email questions to both company founder Stephan Aartsol and Cuban to learn more.

Here are Aartsol’s answers to our questions (edited for grammar and clarity):

What about Tower’s
pitch got Cuban interested?

than any of the other Sharks, Cuban instantly understood the value of good
Search Engine Optimization (meaning there are a lot of SEO people out there,
like there are a lot of engineers out there; but like a great engineer, a great
SEO person is worth 1000 so-so SEO people). I’m an SEO guy with an MBA and
entrepreneurial experience, which allows me to apply my specialty in a more
creative and holistic fashion.

HCTV: So, what’s SEO? Essentially it’s techniques that allow your Website to show up more prominently in search-engine results. Learn more here.

I think
Cuban got that right away, while the other sharks were like, “Yeah we’ve got
people that do SEO for us too’.” Anyone
can learn basic SEO in a few weeks, to be honest, but it’s largely worthless
today. This was one part.

other part (and this was edited out of what was shown on TV) was that I’d
applied SEO to other businesses that I’ve been involved in or consulted for,
and all of them have become industry leaders or seen a dramatic change in their
growth trajectory. My brother did similar stuff with a business that he
inherited called It was a 20-year-old company with $250K in
revenues about 10 years ago, and it’s grown to over $8M in an industry that’s
not growing. That’s the power of applying great SEO on top of good management.
It’s really like free advertising. Some companies are spending tens or even
hundreds of thousands of dollars per month on Google AdWords.

O’Leary was interested as well, and wanted to fund me to just do any business
in this manner. I countered back to him that it’s hard work to start from
scratch, so a far better strategy, when you’ve got a war chest like these guys
do, is to do a sort of “business-flipping” strategy. Acquire a $5M
business, inject my expertise then sell for $20M in a few years. That’s when
Cuban really got interested, I believe.

What was the strategy
that allowed the company to grow so quickly?

We created the best
value proposition in the market by selling direct only, when all of the other
100 competitors use the existing distribution channel (brands sell to distributors
who sell to shops who sell to consumers). We sell direct to consumers and knock
about $500 off a product that people already think is overpriced. Do that, and
word gets out in today’s connected marketplace.

Unlike our
competitors, our Web expertise allows us to reach the consumer directly. We
currently get about 40,000 unique visitors to our Website each month. A
critical key to world-class SEO is creating a better value-proposition —
something worth talking about. It’s not something you can just layer onto an
existing business, so really it all starts at the product-development stage.
Very few businesses fully comprehend this, even today.

What’s Tower’s
special sauce, as compared to other paddle-board sellers?

(See above) Our value
proposition is our differentiator and what allowed us to grow so fast. We can
sell a high-quality board and prices comparable or favorable to our low-quality

Who are the company’s
best customers, and why?

We only sell to
individuals, so no one is that much different than another. Some buy a few
boards or come back a few months later to get an additional board, so those are
the best financially.

Really, what we
consider our best customers are the ones that are influential over their peers,
and these are the ones that spread the word. We nurture this with our SUP Crew
concept ( and are taking this
to new heights over the next 6 months in a brand ambassador program we’re
rolling out

Why did Tower go on
“Shark Tank”?

They called us. They
were looking for a SUP (Stand Up Paddleboard) company because they know it’s the hottest water sport
in the world. They found us and realized that we were different than the rest,
and they liked the idea that I was an MBA taking a more technical approach to
the laid-back surf industry. They thought that might make for a good story arc
on the show — kind of a Jeff Spicoli-type walking onto set, with the Sharks
rolling their eyes, then a slow reveal that I’m actually a pretty serious business
person with a solid business model.

HCTV: Who’s Jeff Spicoli? What, have you never seen “Fast Times at Ridgemont High”? No? OK, then watch this …

I went on because
it’s, of course, priceless promotion. From an SEO mindset, there’s a lot more
to this than most see. Some companies go on “Shark Tank,” and a huge wave
washes over them. They capture a few sales and get back to the same old thing.
Being in the SEO world, I realized that publicity like this can lead to a ton
of high-quality — and more importantly high-trust — articles and links to our
site. It’s basically an earned-media windfall,  if you roll up your sleeves and do it right,
no different than traditional public relations, and there is a sustained brand
boost you can create.

Small companies can’t
usually afford to go after this type of media the way big companies do, but “Shark
Tank” allows us to play in that world. You’ll be able to see from our media
that we aggressively went after these — from my
hometown publications, from my current town publications, from my two alma
maters, from industry press, from business-focused press, etc.

So we went on for
money (always helps) + promotion. I didn’t even know Mark Cuban was one of the
sharks until two days before my actual pitch. Once I saw he was involved, it
was a no-brainer to target him. Getting him to invest is a different animal
than the rest of the sharks as he’s also a quasi-celebrity, so there’s the
implied celebrity endorsement (which usually costs money even).

I valued his money at roughly 3-4 times the rest
of the sharks, so there was no way I would have given any of the other sharks
the same deal I gave him.

Now, here’s what Cuban had to say (not edited, because he’s rather succinct):


What made you think Tower Paddle Boards was a
good investment?

The Stand Up Paddleboard market is growing
incredibly fast and Stephan had a successful history using SEO to drive sales.
It was a great combination.
What was the strategy that allowed them
to increase sales over 800 percent and hire new workers?

He leveraged the visibility the show brought
to his site along with his SEO skills to drive sales. Bottom line: he is good
at what he does. 

What’s been the financial upside for you of
the investment?

I think the return so far has been 33 percent
and I expect that to grow.

How big do you think the company can – or
should – get?

I don’t think like that. I expect him to work
his ass off to see how far he can take it. 

Do you personally paddle-board?


Posted by:Kate O'Hare