Since 2011, Brittany Hodak (MS ’10) has been hard at work as co-founder of ZinePak, an innovative startup that teams with celebrities and pop stars to create custom music packaging for “superfans.” In just a few short years, her hard work has paid off–literally. On the April 24 episode of ABC’s hit show Shark Tank, Hodak and ZinePak co-founder Kim Kaupe agreed to a $725,000 deal with sharks Robert Herjavec and Lori Greiner for a 17.5% share of the company.
Hodak chatted with BCAM about her Shark Tank experience, discussing her preparation, the filming process, and how her Baruch education helped put her in a position to succeed.
What made you want to compete on Shark Tank, and what was the process like to get picked for the show?
Shark Tank producers reached out to us in June after noticing we were the old self-funding company on Inc. magazine’s 35 Under 35 list. They asked if we were interested in raising money, and when we said yes, they invited us to appear on the show. We wanted to appear on the show not only for the chance to raise money and snag a Shark (or two!) as a business partner, but because we recognized the promotional value of getting the national TV exposure in front of 8 million viewers.
How did you prepare for your appearance on the show, and what was your strategy?
I’ve been a big fan of Shark Tank since season one, so I had already seen most of the episodes. But I rewatched almost every episode to study the common questions the Sharks ask and the things that entrepreneurs do and say that get reactions out of the Sharks, both positive and negative. I read dozens of articles about and by each Shark. One of my most important strategies going into the Tank was not to have a confused or upset look on my face at any point, because I didn’t want to give producers anything to edit in over and over again!
Going into it, which Shark did you think would be most likely to bite on your offer?
I wasn’t really sure! Kim and I were kind of approaching it like a blind date: we didn’t really know what to expect or have any idea what we were in for, so we tried to go in with an open mind and without any preconceived ideas about who we may or may not hit it off with.
Where did the filming take place, and what was the whole experience like?
We filmed in L.A. in mid-September. The process of leaving and entering “the Tank” is very much like you see it on TV. We didn’t have a chance to talk to any of the Sharks before or after filming, and they had no idea who we were when we walked in. The negotiation with the Sharks lasted about an hour, so it was edited down substantially for TV.
What was the most unexpected part of your Shark Tank experience?
The excitement from my friends, family, employees, and colleagues. I knew that when I was in the Tank I was an ambassador for my company, but I never thought about the fact that I was also representing all the people and organizations that have helped me along the way: Baruch, my undergraduate alma mater, my grade school, my hometown, my childhood summer camps, etc. It’s been really amazing to receive the love and support of people who’ve known me throughout my life and have them tell me they’re proud of me and how I represented them. I’m glad I didn’t think about any of this before filming, because I probably would have been a lot more nervous!
What was the biggest lesson you learned at Baruch that has stuck with you today?
I learned so many important lessons at Baruch that helped shape me into the entrepreneur and person I am today! One of the most enjoyable, interesting, and useful classes I’ve ever taken was Professor Mary Kern’s negotiation class. I learned so many important skills that I use every day … even on days when I’m not negotiating with Sharks! That course was so valuable.
I would encourage every student to take some type of negotiation class to learn the basics of how to add value for all partners and walk away from every deal as a winner … or, in cases where there’s not an opportunity to “win,” to walk away without losing anything!
What’s your biggest piece of advice to aspiring entrepreneurs?
Just go for it! There’s no better time than today to jump in and chase your dreams. I’ve known several entrepreneurs who let fear and worry dictate their decisions. Don’t get caught up in “what if” and all the potentially bad/negative things that could happen. Instead, make your decisions from a place of hope and excitement. There are very, very few jobs where you’re dealing with life-and-death situations. If you’re lucky enough to be starting a business that isn’t dealing with life and death, don’t be afraid to chase crazy dreams and ambitious goals. You’ll never know your own limits unless you push yourself past them!
Finally, what are your hopes and goals for ZinePak moving forward?
I’m very excited about ZinePak’s expansion into other verticals. As I type this, I’m on my way to L.A. and will be meeting with several companies in verticals we’ve never worked with before—sports, film, and fashion. I’m hopeful we’ll be able to create engaging products for fans of these sectors and help bring some of the same excitement to “superfans” in these areas that we’ve been able to bring to the music space.
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The Whole Package: Brittany Hodak (MS ’10) Creates ZinePak for Superfans