Louder
Entrepreneur|January - February 2018

BARBARA CORCORAN rose through the real estate business on the strength of her smarts, hustle, and relentless, ingenious, and often utterly shameless self-promotion. Now an investor and a star of the hit Shark Tank, she’s urging a new generation of entrepreneurs to follow her lead. And it’s easier said than done. BY AARON GELL

Aaron Gell
Louder

IT’S a bright morning in October, and Barbara Corcoran is sitting in her street-level headquarters, a converted doctor’s office on upper Park Avenue in New York City, trying to convince Jen and Jeff Martin to wear popcorn bags on their heads.

The Martins, a brother-and-sister team, are the founders of Pipsnacks, one of the fastest-growing companies in Corcoran’s portfolio. Their original product is the mini-popcorn snack Pipcorn— crunchy, largely hull-less, and sold in seven flavors, including the much-beloved truffle. The Martins launched the company six years ago and had their big breakthrough in 2014, when they appeared before Corcoran and the other sharks on the ABC prime-time reality series Shark Tank, nabbing a $200,000 investment from her in exchange for 10 percent of the company.

Since then, growth has exploded. Pipcorn is now available around the country, in Whole Foods, Target, and numerous other outlets. The farmer who supplies their kernels has granted them exclusive rights to his crop. They’ve begun outsourcing some of the manufacturing work to a contract packager, allowing them to ramp up production at a moment’s notice. Margins are solid at around 50 percent, and the business is steadily profitable, having grown by 2,000 percent since the company’s Shark Tank appearance.

Over the course of an hour-long catch-up meeting, the Martins—he, 32, with a Jimmy Neutron pompadour and thick-framed glasses, and she, 29, with a formidable mane of curly brown hair—rattle off sales figures and delve into the nuances of SKUs and shelf space. They discuss the ins and outs of Costco versus ShopRite versus independent New York bodegas and delis. And they gripe about a big-time snackfood distributor that has been spotted elbowing Pipcorn bags out of sight to better showcase a crunchy rival.

This story is from the January - February 2018 edition of Entrepreneur.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

This story is from the January - February 2018 edition of Entrepreneur.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

MORE STORIES FROM ENTREPRENEURView All
MY FAVORITE CUSTOMER
Entrepreneur US

MY FAVORITE CUSTOMER

For small, independent businesses, loyal patrons are benefactors, protectors, muses, and mascots. They make sure the show goes on. Here, three business owners celebrate an irreplaceable member of their community.

time-read
1 min  |
Startups - Spring 2024
Do You Say 'Yes' Enough?
Entrepreneur US

Do You Say 'Yes' Enough?

We don't give ourselves enough credit for trying. So let's start doing it right now.

time-read
2 mins  |
Startups - Spring 2024
He Does $10 Million-Plus in Sales
Entrepreneur US

He Does $10 Million-Plus in Sales

When Jeffrey Bell gave up horse training to buy a Floor Coverings International franchise, he wanted to get out ahead of his new pack. To do that, he had to learn to delegate.

time-read
2 mins  |
Startups - Spring 2024
How This Business Rookie Became a Top Seller
Entrepreneur US

How This Business Rookie Became a Top Seller

After competing in two Olympics, Cammile Adams dove headfirst into her second career - and became SafeSplash Swim School's #1 franchisee. Here's how.

time-read
2 mins  |
Startups - Spring 2024
How to Pick the Perfect Franchise For You
Entrepreneur US

How to Pick the Perfect Franchise For You

There are a lot of great brands out there. But that doesn't mean they're all a great fit.

time-read
2 mins  |
Startups - Spring 2024
Serving the Underserved
Entrepreneur US

Serving the Underserved

When Dennis Johnson opened a Pizza Ranch in Minnesota, he hoped to serve the nearby Native American communities in more ways than one.

time-read
2 mins  |
Startups - Spring 2024
When Life Is Preparation
Entrepreneur US

When Life Is Preparation

Vanesa Ellis was no expert on mosquitoes or lawn care. But as it turns out, something else made her the perfect fit for two home-care franchise brands.

time-read
2 mins  |
Startups - Spring 2024
Changing Careers? Consider Franchising.
Entrepreneur US

Changing Careers? Consider Franchising.

Here are five reasons why franchise ownership could be the right fit for you.

time-read
2 mins  |
Startups - Spring 2024
WRANGLING THE MANY-HEADED MONSTER
Entrepreneur US

WRANGLING THE MANY-HEADED MONSTER

For mom-and-pop business owners, just as inflation calms in one area of operations, it rears its head somewhere else. The best way to stay on top of it, experts say, is to stay flexible.

time-read
2 mins  |
Startups - Spring 2024
MAKE A PLAN AND STICK TO IT
Entrepreneur US

MAKE A PLAN AND STICK TO IT

There's no one way to market a small business. So how do you get the word out? Experts say you must experiment...and really stick with it.

time-read
2 mins  |
Startups - Spring 2024