Season 4 Adventure 14
Editor’s Rating 4 stars *****
Michael Woods of Ashtae Products.
Ashtae Articles is a family-run, multicultural hair-care business out of Greensboro, South Carolina. They advertise their band of products, a absolute of 29 audible SKUs (pro tip: adage “SKUs” is a abundant way to complete like you are acutely acceptable at business), to adorableness salons in the region.
Husband and wife Ramona and Michael Woods and their babe Taylore are accomplishing an absorbing $1.5 actor in acquirement a year — at least, that would be impressive, if Michael didn’t anon draft their profits on his expensive, backward ancillary projects. Marcus Lemonis to the rescue!
Let’s breach bottomward the issues, one by one.
1) To alarm Ashtae chaotic is a all-inclusive understatement. Marcus can hardly acquisition the access to their appointment in the unnecessarily ample business circuitous they own. The tenants accommodate an accounting office, three adorableness salons (where Marcus gets a absterge and takes one of the old-school hooded hair-dryer chairs for a ride, naturally), a amplitude for accumulated contest and weddings, and — why not? — an absolute church. That’s to say annihilation of the bail-bonds company, ball studio, and photography. For some reason, Michael has taken it aloft himself to accouterments all of these business with furniture. “Which is not a aberration at all,” deadpans Marcus.
2) Michael. Michael, Michael, Michael, Michael. He is an unfocused, amaranthine able-bodied of big-ticket and camp ideas, including a bootless television abject that amount $200,000. Aloof kidding, that was a lie. It was absolutely $1 million, his wife and babe are quick to clarify. Ramona — who handles payroll, payables, receivables, and barter shows all on her own — is at her wit’s end. “I adulation this man to death,” she tells Marcus. “But there were some moments that I would aloof cry.” Meanwhile, Taylore doesn’t accept a job title, per se. She’s “in limbo” about whether she alike wants to assignment for the ancestors business.
3) Ashtae’s branding isn’t great. The anachronous white bottles, printed with the company’s red-and-black logo, attending like some affectionate of automated actinic admixture that Walter White would use to accomplish meth, or maybe one of those barium sulfate “smoothies” you accept to alcohol afore a CT scan.
4) The articles are fabricated by a co-packer in Chicago, but oddly, they aren’t absolutely accomplished there. Instead, they’re alien over in barrels, again Ashtae fills their bottles on site. Marcus realizes with alpha abhorrence that Michael envisions architecture a full-fledged branch on the premises. They are alone hardly added able for this than I would be to assemble a branch in my apartment.
5) Ashtae is missing out on a huge bazaar by not affairs anon to consumers — and by absorption alone on bounded buyers, because Michael prefers to go door-to-door authoritative sales. (Michael.)
All of that said, Ashtae’s margins are amazing: They can advertise a absterge that amount them $7 to accomplish for $35. They’ve additionally got a appropriate proprietary blueprint that Ramona (you’re killing it, Ramona!) developed by sending articles to stylists for acknowledgment over a two-year period.