FunkkOff! Rye Entrepreneur Dives Into The 'Shark Tank,' Bags A Whale

RYE, NY — Entrepreneurs and best friends since seventh grade, Rye-based Sonia Hounsell and her west coast partner Joelle Slye Flynn, waded into shark-infested waters and after a dramatic twist, were wearing shark-tooth necklaces in the end.

Hounsell and Flynn were in the hot seat on ABC's Shark Tank on Friday night, presenting their business, FunkkOFF! (which was inspired by a conundrum at a high-end Napa wine tasting), to the notoriously fickle investors on the panel of the hit television show.

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During the Shark Tank episode (Season 14, Episode 14), the duo pitched FunkkOFF! to the celebrity investors, appearing poised, but excited and the segment had drama worthy of prime time.

The two confidently strutted into the studio holding glasses of red wine and introduced themselves to the "sharks." They were seeking $250,000 for five percent equity in their company.

Inventor Joelle Slye Flynn told Patch earlier this week that inspiration struck much like the apple that conked Isaac Newton on the head, or in this case, it was a grape (specifically in the form of an earthy Cab Franc with lingering orchard notes) that ignited the spark for her "Ah ha!" moment.

"I love my red wine, but I love my white teeth more," Flynn explained. "I was going to a lot of wine tastings at the time and one thing I would always do is carry a full-on toothbrush and toothpaste with me. One day, I was brushing my teeth between wineries and I just thought, 'this is too much.'"

Flynn said that everything clicked as she looked in the mirror to apply her specially chosen lipstick. She decided that she needed something compact like the lipstick, but for her teeth. When Flynn got home, she immediately began designing and invented the very first prototype.

"I actually ripped the round head off my electric toothbrush and taped it to a chapstick tube," Flynn said. "We've come a long way since then."

As Flynn was working on the product design and obtaining multiple U.S. and international patents, she knew she needed her longtime friend Sonia Hounsell to help bring her idea to market — a job that just happens to be Hounsell's specialty. She has helped to launch more than 30 products during her 25-year brand marketing career and a new partnership was born.

Hounsell said because she didn't have the big marketing budget that she has had in the past, FunkkOFF! relied on more of a guerrilla-style marketing campaign.

"We built a loyal following on social media," Hounsell told Patch. "That's part of why the 'Shark Tank' producers reached out to us, I think."

On Friday night's episode, Flynn described to the "Shark Tank" judges how she came up with the idea.

Hounsell then recounted how after her MBA, she went into brand marketing and worked with iconic brands like Trident, Dentyne and Coppertone. Judges Lori Greiner and Mark Cuban were immediately impressed by the Rye business leader's pedigree, with Greiner remarking, "Okay. So you're a perfect fit."

Hounsell continued, "I launched a gum brand which was the fastest growing and most successful gum brand launch in the category."

The panel was also wowed by the startup's ten domestic and international patents.

Judge Emma Grede then inquired about the business, where they are selling, how much they are selling, the full rundown.

Flynn described how they sell on Amazon, and how they are in 50 stores in 20 states, ranging from dental offices to med spas to hotel gift shops.

After telling the judges that they raised $675,000 in funding so far, Cuban asked how much they had in the bank and they replied $50,000. Robert Herjavec then asked what happened to all the money.

Hounsell replied that it's a really easy product to use, but it has a sophisticated design.

Kevin O'Leary asked if they made any money off the $82,000 in sales so far, and Hounsell admitted they were not profitable yet. At this point, it seemed as if the intrepid pair of childhood friends had lost the panel's intrigue.

After all the sharks passed on the offer, the entrepreneurs thanked the sharks for their time and walked away, looking disappointed, when there was a dramatic twist ending.

Herjavec began to explain that every year he goes home and his wife, Kym, inevitably finds a product and asks why he didn't invest in it. She often tells him that something is a great product, he explained, and that she would buy it, and he just thought of her reaction to his passing on a ground floor opportunity to invest in FunkkOFF!

"As I'm sitting here, this is that," Herjavec said. "It is such a great product. I get the problems. You need to sell more. I'm willing to take a flyer. I'll make you an offer. Yes, you're not selling. Yes, we disagree how to go to market, but you've got to be everywhere."

Herjavek then offered the two founders $250,000 for 12 percent of their company.

After agreeing on the deal, the duo walked out of the studio, embracing each other. Flynn excitedly said, "Yay! Go FunkkOFF!"

"We are so grateful to have Robert on the team, and we are excited for FunkkOFF! to be in every purse and pocket in the world," Hounsell later said.

Afterwards, the judges admitted that they all loved the product. Herjavec said Hounsell and Flynn were great entrepreneurs and had a great product. The sharks all toasted with their glasses of red wine.

With Herjavec investing now, it seems certain that FunkkOFF! will have a bright future, full of bright smiles.