When Jeremy Carlson, the 27-year-old founder and CEO of Crunchy conesserved on a mission trip for his church in Czech Republiche tried a unique flavor for the first time: Trdelník, a street pastry usually filled with ice cream, cream and fruit that dates back to the 19th century. “I decided to bring this treatment back to the United States,” Carlson says The entrepreneur.
Image Credit: Courtesy of Crispy Cones. Kaitlyn Carlson, left; Barbara Corcoran, center; Jeremy Carlson, right.
A student at Brigham Young University at the time, Carlson attended classes during the day and tried to recreate the dessert in his aunt's kitchen at night. It took Carlson about six months experimenting with prescriptions “through the night until 3 or 4 in the morning” until he had it right and was ready to sell. At that point, in 2018, he opened a shop from a tent on the side of the road, selling grilled dough cones filled with fruit and fresh fruit.
As the business continued to grow, Carlson needed him widen his operation — so he designed a trailer and built it in China. That was the “turning point” for Crispy Cones, Carlson says, as he began adding gourmet soft serve ice cream inside the dough cone.
“We were thinking about how to build this business without going into too much debt.”
When Crispy Cones outgrew that trailer, Carlson and his wife, Kaitlyn, who serves as the company's chief marketing officer, went on to open two small storefronts, one in Logan, Utah, and another in Carlson's hometown of Rexburg. , Idaho, during their first year. of marriage. It was a very stressful time, Carlson admits, as a couple with boots venture entirely “on a college budget.”
“We had other jobs, other businesses,” Carlson says. “We were filming weddings, photographing weddings for other couples. We were thinking about how to build this business without going into a lot of debt or having to collect money.”
“We just believe in manifesting our future. You say it, you believe (and) you can do it.”
Another important chapter began for Crispy Cones one night when the Carlsons watched an episode of Shark tanklooked at each other and wondered, Why can't it be us? “We believe in manifesting our future,” says Carlson. “You say it, you believe it (and) you can do it.”
So the couple submitted their application, and three months later, they received a call from the cast with an offer to appear on the show. Then, after six months of preparation with producers, the Carlsons were ready to face the judges in September 2022; episode aired on March 17, 2023.
Image Credit: Courtesy of Shark tank/Crunchy cones
Despite the full test, Carlson says standing in front of the judges, “some of the most influential business people of our era,” was “the scariest thing I've ever done.” They knew theirs pitch in and out, but they had to answer the judges' questions straight away. At the end of the session, he was “the only shark who really believed” in the business Barbara Corcoran. She offered to invest $200,000 for 20% of the equity.
“It taught me to stretch the dollar and value the dollar as an entrepreneur.”
After a six-month due diligence period, the deal closed in January 2023. Crispy Cones had collected money for the first time, but the poor business history stuck with Carlson—and what had once been his greatest challenge became his greatest strength.
“It taught me to stretch the dollar and value the dollar as an entrepreneur,” Carlson says. “So when I see these other companies raising millions of dollars, I don't think the founders really appreciate or value the dollar.”
after Shark tank look, “the publicity was great” and “the money was great,” but Carlson says the partnership with Corcoran it was the best part of the deal. “Her expertise, mentoring (and) connections, just having her as part of our team as an asset and as an owner, has changed the whole face of our company,” Carlson says.
Image Credit: Courtesy of Crispy Cones
“I've always thought that responsible franchising was genius for both parties involved.”
With Corcoran's help, Crispy Cones has continued to grow. The company opened four more stores in addition to its original two in Provo, Utah; Chandler, Arizona; Tempe, Arizona; and Orlando, Florida, with additional locations coming soon. What's more, franchise is the company's next big frontier: It sold 54 new franchise locations nationwide this year and plans to open 100 locations in 2025.
“I've always thought that responsible franchising was genius for both parties involved,” Carlson says. “The concept should only be (exclusive) if it's a streamlined process where it can be easily replicated within the brand. So, for example, big restaurants with about 30 different things on their menu – that would be very difficult to franchise. For our concept, it's such a simple product, and we've broken down the whole process (so much) that we have franchisees ready to do five to 10 units in the next three to four years. “
Furthermore, Carlson says that one of the best parts of responsible franchise it's giving other people the opportunity to become entrepreneurs AND start their own businesses.
Connected: 8 steps to starting a small business from scratch
Starting a business can be difficult, especially in the food and beverage industry. Carlson admits this loneliness it often goes hand in hand with entrepreneurship. His advice is to keep moving forward anyway – because you never know when the next big break may be just around the corner.
“Being able overcome difficulties alone is one of the most valuable characteristics you can learn as an entrepreneur,” says Carlson. “Entrepreneurs are a whole different breed than the average American who goes to a 9-5. There is no security. All of this is risk, and you are risking your time, money, and life. So understand that it's okay to be on a lonely road for a while, and it's normal to feel that way — but it's worth it every time.”
This article is part of our continuity The Young Entrepreneur® series highlighting the stories, challenges and triumphs of being a new business owner.