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On March 1, Mera Pet Care, a pet health equipment company led by Hampton resident Anya Babbitt, was a little-known startup with Zoom as its “headquarters.”
That night, the company pitched its invention on ABC’s hit show “Shark Tank,” instantly making millions of people aware of the company and baiting entrepreneur Mark Cuban. I got on board and became a $250,000 investor.
Mera showcased what it calls the “first ever” non-invasive and accurate digital lower leg/hind leg thermometer for dogs and cats, available in home and professional (veterinarian) versions.
And as part of the deal, Cuban offered to expand distribution of the company’s existing products and accelerate the development of new products, such as Mera’s pet body fat analysis scale.
Ben Seidman, 32, Mela’s co-founder and chief operating officer, said “people have been calling me nonstop” since the show aired. We are inundated with partnership opportunities including press, customers, distributors, retailers and more. ”
Furthermore, he added: “In just a few hours, [after the show] Over 10,000 people visited our website. ”
Merah’s executives typically meet via Zoom. Mr. Seidman, a native of Chicago, where Mera’s official headquarters are located, declined to provide numbers on how much business his appearance on “Shank Tank” brought in, but said, “Our sales have reached record numbers. I can say that I did.”
Mella products are available for purchase on the company’s website, mella.ai, as well as online sites such as Walmart, Amazon, and Chewy. Introduced in 2022, the thermometer sells for $59 for the home version and $159 for the veterinarian version.
Cuban’s investment will be used for product research and development, Seidman said.
The company’s products target the rapidly growing pet market. Rising spending on pet-related health care will push U.S. sales, including food, products and services, to nearly $200 billion by the end of the decade, according to a 2023 Bloomberg Intelligence analysis.
Cubans take the bait
“Shark Tank” premiered in 2009 and featured entrepreneurs pitching their companies to a panel of five venture capitalists known as “sharks” to decide whether to invest in their companies. He was the only shark who offered him a deal.
Babbitt, 42, is from East Hampton Village in Northwest Harbor. Seidman of Chicago and Mera’s chief of staff, Daniela Morgan Pascualbaca, 24, a former veterinary assistant, threw for the sharks.
Seidman pointed out that before Mera’s invention, thermometers were inserted into the rectum of dogs and cats, which was uncomfortable for the dogs and cats.
“This is the world’s first thermometer to measure body temperature under a pet’s front or hind legs,” Babbitt told Sharks.
The Mela trio asked for and received a 2.5% stake for $250,000, but Cuban was also given a 3.5% advisory stake. The deal values the company at $10 million.
Asked about sales by Cuban and fellow Shark Kevin O’Leary, Seedman said more than 2,500 devices had been sold, generating about $160,000 in revenue. Cuban and O’Leary called it low and asked why.
Seidman and Babbitt said this is a result of not doing any advertising and focusing first on selling exclusively to the veterinary community.
After convincing Mera’s representatives that no other product was comparable to theirs, Cuban signed the deal.
“I got what I wanted,” Seidman said in a phone interview last week. “That doesn’t happen often” on the show.
Seidman said the thermometer has been tested on both dogs and cats, but not on other animals.
Daniella Morgan-Pascualvaca demonstrates Mella products with Daymond John from “Shark Tank.”Photo: Disney/Christopher Willard Credit: Disney/Christopher Willard
Inspired by rescue dogs
Babbitt’s rescue dog Mela was inspired to found the company in 2019 when a puppy nearly died due to a lack of data to diagnose and prevent kennel cough. With non-invasive axillary thermometers and upcoming products such as body fat analyzers, chip readers and pulse oximeters, Babbitt said Mera will enable pet parents to monitor their pet’s vitals and record them for veterinary use. He said it would be.
Seidman said Mera’s goal is to be able to sell pet thermometers wherever human thermometers are sold. Morgan Pascualvaca pointed out on the show that people use human thermometers on pets, but they don’t work because pets have different biological characteristics.
Babbitt said Cuba’s support and involvement will take the Mela far beyond the next level.
“His expertise, vision, network and passion for pets and innovation will help expand Mera’s product offering,” Babbitt said. “With Mark’s support, we are confident that Mera can revolutionize pet care.”
Dr. Shadi Ileifeji, a former Plainview veterinarian who runs Las Vegas-based VetTriage.comcontacted Mela through a website that provides 24-hour live veterinary diagnostics in English and Spanish.
Mr Ileifeji said at-home preventive care for pets is a “new frontier” that is desperately needed, mainly due to the difficulty in getting an appointment at a veterinarian who is overbooked. Stated. He said the Mella thermometer allows pet owners to learn about things to be careful of when caring for their pets.
This month, Mella’s Biggie Body Conditioning Scale will be available for $149 for the home model and $349 for the professional version.
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