Update: The sharks seemed to like the idea, although they asked the founders why they don't make masks for cats, horses and other animals. They also balked at the price and pace of sales. One-by-one, the sharks dropped out. Then, Daymond John made an offer. After a brief negotiation, they agreed to a $200,000 deal with John taking a 40% equity stake in the company and founders Holmes and Daugherty walking away elated.
It'd be easy to assume a new product called K9 Mask is a nimble move to protect dogs from Covid-19 infections. But, in fact, Good Air Team, the Austin startup behind the face masks for dogs, launched a Kickstarter campaign in March 2019 with a goal of reducing the amount of smoke and toxins our furry friends may inhale when wildfires or other pollution diminishes air quality.
Now the company is poised to get a new wave of attention when co-owners Kirby Holmes and his cousin Evan Daugherty pitch the K9 Mask on ABC's "Shark Tank" this Friday at 7 p.m.
Holmes grew up splitting time between California and Texas, where he experienced many smoky days as fires broke out in both places through the years. That's been the driving force behind the concept. But the use cases are aplenty: dust storms, volcanic ash, tear gas, chemical spills, red tides, allergens, bacteria, mold and fungus -- all of which can cause problems for humans and dogs alike.
The mask is designed with an adjustable neck and snout, uses N95 filtration, along with PM2.5 and activated carbon filters. It has replaceable filters, an exhaust valve, comes in a variety of colors and has reflective markings to make dogs more visible at night. The mask currently costs $47.20, according to the K9 Mask website. A five-pack of filters runs $20.
But what about coronavirus? Studies have shown dogs can contract the virus, although the American Veterinary Medical Association says only 23 dogs have tested positive in the U.S. That includes 10 dogs in Texas, according to a USDA tally in October. While animals may be unlikely to contract the virus outdoors, they can pick it up from close contact with humans who are infected. The CDC says the risk of animals spreading Covid-19 to people is considered to be low.
While Covid cases will likely change dramatically over time, especially once an effective vaccine is widely distributed, there appears to be no end for wildfires and other air contamination. This has been a record-breaking year for wildfires in California and the entire West Coast, leading to levels of PM2.5 particle pollution that were harmful to humans and animals, especially those with preexisting respiratory problems.
"Anytime a person needs to wear an air filter mask, a dog in the same environment needs to be protected," Holmes said in a news release. "People and their pets need to be better protected from extreme air pollution. Wildfires in places like California the last several years have unfortunately become the new normal. Finding solutions to air pollution problems, like wildfire smoke, is the number one goal of the Good Air Team. We are empowering dog owners with new solutions to protect their pet's health."
It's not clear yet how much funding the startup plans to seek from the Sharks. Prior to its appearance, it had a successful Kickstarter campaign that raised $10,725 from 175 backers.
Good Air Team is just the latest in a string of Austin entrepreneurs who have appeared on "Shark Tank." Others include durable blanket startup MonkeyMat, which nailed a $100,000 deal in 2015; pet toy startup PrideBites, which landed a $200,000 deal in 2016; Everlywell, which secured $1 million in 2017; and Eterneva, a local startup that creates diamonds from the ashes from cremations, landed $600,000 last year.
Meanwhile, Austin entrepreneur Kendra Scott recently appeared on the show as a guest judge and investor.
