The Happy Birdwatcher Update | Shark Tank Season 16

Susan Vandergriff loved watching birds in her backyard, but she noticed she wasn’t seeing the ones she wanted. The problem was the bird seed—store-bought mixes had random seeds that didn’t match what local birds ate. To fix this, she created The Happy Birdwatcher, a service that customizes bird seed blends based on bird sighting data, making it easier for people to attract the birds they want to see. Will the sharks invest in this business? Let’s find out in our The Happy Birdwatcher update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to The Happy Birdwatcher after Shark Tank.

Susan entered Shark Tank Season 16, seeking  $150,000 for a 10% equity in her bird seed blends business. Unfortunately, after her pitch, she left with no deal.

In terms of The Happy Birdwatcher update, the company continued offering customized birdseed blends to attract local bird species after appearing on Shark Tank. Further, they maintained focus on improving backyard birdwatching experiences by providing high-quality, filler-free seeds. 

Shark	Result
Kevin O’Leary	No offer
Barbara Corcoran	No offer
Lori Greiner	No offer
Daniel Lubetzky	No offer
Mark Cuban	No offer

Shark Tank The Happy Birdwatcher Pitch

• Entrepreneur: Susan Vandergriff
• Business: Direct-to-consumer (DTC) e-commerce
• Ask: $150,000 for a 10% equity
• Result: No deal
• Sharks: None

Susan introduced The Happy Birdwatcher, a business that sells customized bird seed blends. Unlike store-bought mixes, her seeds are tailored to attract birds based on location.

The company uses bird sighting data from zip codes to create blends that match the diets of local bird species.

Customers visit the website, answer a few questions about their feeder and desired birds, and receive a custom seed mix delivered in plastic-free packaging.

The service is designed for birdwatchers and nature lovers who want to bring specific birds to their yard while enjoying the benefits of birdwatching.

As Susan explained her business, the sharks quickly began asking questions.

Mark Cuban wanted details about pricing and margins. In response, Susan explained that the Simply Seeds Happy Seed Box costs $26.79 to produce and sells for $49, leaving about $22 in profit per unit.

She added that with more capital, she could lower production costs by $3 to $4 per unit, which would help improve profitability.

Lori Greiner then examined the product and pointed out that premium ingredients like sunflower seeds and peanuts added value.

However, she emphasized that the key selling point was the ability to attract specific birds, which set Happy Birdwatcher apart from regular bird seed brands.

Kevin O’Leary took a different approach, questioning the product’s purpose. He argued that people don’t buy bird seed for the birds’ health but rather to see them up close.

This led him to ask about sales performance. Susan revealed that since launching in 2021, the business had generated $459,000 in lifetime sales.

The first year brought in $9,000, followed by $109,000 in 2022 and $189,000 in 2023. So far in 2024, they have reached $152,000 and are projected to close the year at $360,000.

However, despite the increasing sales, she admitted that the business would not be profitable this year.

Guest shark Daniel Lubetzky, on the other hand, focused on scalability, expressing concerns about low margins and high production costs. He pointed out that even if sales grew, the business would struggle to turn a profit.

Therefore, he questioned how she planned to sustain and scale the company if a shark invested.

In response, Susan highlighted the $4 billion wild bird food industry and the 57 million U.S. homes with bird feeders. She argued that her company had only scratched the surface of a massive market.

Nevertheless, Barbara Corcoran challenged this view by asking how she planned to expand efficiently with the sharks’ backing.

Susan admitted that while capital was essential, she was equally looking for mentorship to help grow the company long-term.

Although the sharks appreciated Susan’s passion, none of them were willing to invest.

Kevin acknowledged her expertise, calling her the “premier bird seed woman in America”, but ultimately felt that her business model was not profitable enough.

Mark agreed, stating that her company operated more like a service rather than a product business, with customization cutting into profits. He suggested charging an additional customization fee but still declined to invest.

Lori also found the concept intriguing but believed Happy Birdwatcher was too niche, making it a risky investment.

Meanwhile, Barbara liked the idea and even planned to subscribe but didn’t see the business as scalable enough for a shark investment.

Lastly, Daniel recognized the potential but advised Susan to lower costs, adjust pricing, and refine the business model before seeking investors.

Despite leaving without a deal, Susan walked away with valuable feedback and encouragement from the sharks.

Now, let’s check in for our The Happy Birdwatcher update.

Shark Tank The Happy Birdwatcher Update

Our The Happy Birdwatcher update found that since appearing on Shark Tank, the company has continued to offer premium, customized birdseed blends tailored to local bird species.

Further, they remain committed to enhancing backyard birdwatching experiences by providing high-quality, filler-free seeds that attract a variety of birds, thereby promoting joy and relaxation for their customers.

The Happy Birdwatcher mission also includes supporting mental health initiatives, with a portion of sales donated to related charities.

Once we get another The Happy Birdwatcher update, we will let you know.

For other company updates from Shark Tank Season 16, Episode 12, look below:

• Kidd Coffee Update
• GoodLove Foods Update
• Remento Update

Before you go, be sure to check out our list of all the Shark Tank Season 16 products.