Every founder watches Shark Tank dreaming of the TV magic solving their business problems. But let’s cut through the hype. Most companies fade fast after the cameras stop. So, did Proper Good just land a Mark Cuban handshake, or did they build something with staying power?
I’ve seen plenty of founders take the Shark Tank spotlight and fumble the post-show game. But Christopher and Jennifer Jane weren’t playing small ball. Let’s break down how Proper Good went from Victorian costumes to Walmart shelves and what this means if you’re serious about scaling a consumer brand.
What Is Proper Good—and Why Did Shark Tank Pay Attention?
Proper Good isn’t selling another meal in a bag. The Janes—yes, siblings—were honestly tired of skipping healthy meals during startup grinds. Their fix? Ready-to-eat, shelf-stable soups, chilis, and oatmeal that actually taste good and don’t need the fridge.
Forget the nostalgia. This food is for anyone hustling—founders, students, parents, busy folks. No freezer, microwave, or can opener required. The pitch: healthy meals in 90 seconds—zero junk, strong protein, keto or plant-based options.
And let’s be real—convenience food that doesn’t suck is a huge market. Proper Good came to Shark Tank in Season 13, ready to make some noise and, frankly, grab a solution to their real problem: burning too much cash, too fast.
Stepping Up: Proper Good’s Pitch Room Hustle
Most founders play it safe on TV. The Janes? They rolled up in full Victorian get-up. Some may call it a stunt, I call it memorable branding. If you can’t stand out in that Tank, you might as well go home.
They were asking for $400K for 10% equity. Big enough to make the Sharks sit up. Pitch highlights? They let the product do the talking. Sharks got to taste the actual food—which, by the way, takes guts if you’re not sure about your own product.
All five Sharks—Mark Cuban, Daymond John, Kevin O’Leary, Lori Greiner, and Peter Jones—were in the room. Safe to say, everybody was curious. Tasting notes ranged from absolutely first class to very tasty. Even O’Leary didn’t spit it out. That’s a win by Shark Tank standards.
But food businesses are graveyards for investor cash if the numbers aren’t there. The Janes knew this and didn’t shy away from the hard questions.
Counting the Cash: Early Numbers and Hard Truths
Here’s where a lot of DTC brands get exposed. Proper Good was pushing solid early sales and had already raised $2 million from outside investors before stepping into the Tank. On paper? Impressive.
But then came the gut punch: losing $80,000 a month thanks to brutal customer acquisition costs. If you’ve ever spent five figures in Facebook ads for a $40 average order, you know this pain. Mark Cuban called them out. So did Peter Jones and Kevin O’Leary.
Look—early-stage burn isn’t death if you have a plan. Proper Good was betting on lifetime value, not first-order profit. Still, most Sharks see red when cash is evaporating at that clip. Been there, lost money there. The fact they didn’t sugarcoat it shows they’re realistic, not just dreamers.
Proper Good Net Worth Now: Did the Walmart Deal Change Everything?
You want numbers? SharkWorth’s latest analysis pegs Proper Good’s valuation much higher today—thanks to Walmart and new investors. After closing the Tank deal (we’ll talk about that drama next), they landed a $3.5 million seed round led by YETI Capital and The Artisan Group.
Let’s be honest: a national retail rollout and that much fresh cash mean one thing—investors see real upside here. At the time of the Tank, post-money valuation on Mark Cuban’s deal was $2 million. With the Walmart expansion and solid DTC traction, don’t be shocked if the latest rounds are pushing past $10 million in estimated company value.
How’d they do it? Brand refresh, better margins, and—this matters—people actually want to buy convenient, healthy food that isn’t just sad leftovers. Walmart shelf space isn’t just clout. It’s proof that the brand can cross from online to mass retail.
Deal or No Deal: Who Bit, Who Walked in the Tank
Here’s how the negotiation actually shook out:
- Daymond John: Loved the branding, wasn’t a soup guy. Out.
- Lori Greiner: Too early. Not enough proof for her risk profile. Out.
- Peter Jones: Money burn gave him cold feet, even if he liked the Brits-Helping-Brits angle. Out.
- Kevin O’Leary: Saw growth but wanted less risk. Not advanced enough. Out.
Mark Cuban? He didn’t just nibble—he bit. He offered $400K for 25%. That’s a big jump on equity. Classic Cuban move—push the founders to see what they really believe, and if they’re ready to lose some control for an experienced Shark on their side.
The Janes countered at 20%. Cuban took it. That says these founders had conviction, but weren’t naïve. I’ve seen founders get greedy and lose everything. These two played the game. Mark likes founders who can listen, pivot, and double down when the data says so.
Growth Moves: What Happened After the Tank
If you ask me, what happens after Shark Tank matters more than the 10-minute pitch edit.
Product Line Upgrades: Proper Good isn’t just selling soup anymore. Oatmeal and chilis joined the mix. That’s not just more flavors for the website. It’s a bet that convenience eaters want variety.
Retail Breakthrough: Getting onto Walmart shelves is like climbing Everest in retail food. That’s over 2,000 stores. Translation: Proper Good is graduating from niche online buzz to fighting for mainstream share.
Subscription Power: Their website is still pumping out recurring revenue via meal subscriptions. It’s not just about one-time sales anymore. Repeat customers are gold—much like the Bombas or Dollar Shave Club playbooks.
Branding & Marketing Smarts: Mark Cuban’s influence starts to show here. Cleaner packaging, more focused messaging, and a real social presence—over 26,000 Instagram followers doesn’t happen by accident in this niche.
Smart Plays and Founder Lessons from Shark Tank
Let’s call it how it is: The Janes didn’t get everything right. They burned a ton of cash before the show. But here’s where things went right (and why they matter if you’re hustling):
1. Transparency Over Ego: Hiding your losses? That’s for wannabes. Proper Good put their pain point—burn rate—right on the table. That’s why the Sharks took them seriously.
2. Data-Driven Decisions: Mark Cuban only signs checks if you can back your vision with numbers. The Janes pushed data over ego as their personal mantra. They listened, shifted marketing, and actually changed their operation—not just their Instagram bio.
3. Platform Expansion: Relying only on DTC gets dangerous. Moving into Walmart isn’t just added sales; it’s brand defense if ad costs spike again.
4. Investor Fit Over Pure Valuation: Could they have walked away at 10% and called the Sharks greedy? Sure. But that’s how founders lose the leverage that comes from having someone like Cuban on speed dial.
What’s Next for Proper Good?
This is where most Shark Tank brands falter—they hit retail, then get buried by supply chain, shoddy margins, or weak marketing.
Proper Good, though, looks poised to become a real player. Chris and Jennifer Jane are still at the helm, not absentee founders cashing in. Their current risk? Making sure Walmart isn’t the peak, just a stepping stone. New product lines help, but every CPG founder knows—one bad quarter at Walmart and you’re gone.
If you’re watching, watch for more retail deals. Watch for innovation on convenience. And listen: if customer acquisition costs climb again, the only thing that saves them is true brand loyalty and word-of-mouth traction.
Does Proper Good Prove Shark Tank Exposure Actually Works?
Time for a hard truth. Shark Tank can put your brand in front of millions. It can drive a week of wild website sales. But unless you fix your business model, it means nothing six months later.
Proper Good got both funding and sales from the show—but what really changed the game was what they did next. Brand upgrades, new products, and a Walmart rollout. SharkWorth’s numbers suggest their net worth is up big—a success story, not just a viral moment.
So, is Shark Tank TV magic? Sometimes. Mostly, it’s just a springboard. The real winners are the founders who keep hustling after the applause. Proper Good remains on shelves and screens because the Janes learned, adapted, and fought for every customer—both in the Tank and in the aisle.
If you’re pitching, remember: It’s never about just getting the deal. It’s about what you do once you’ve got the money—and if you’re willing to fix the leaks no one sees on TV.
FAQs: The Proper Good x Shark Tank Lowdown
1. Is Proper Good still running after Shark Tank?
Yes, and they’re bigger than ever. Proper Good’s on Walmart shelves and selling direct to consumers nationwide.
2. Did the deal with Mark Cuban really close or fall apart later?
The deal held up. Cuban is still involved, which is rare—and a good sign of execution.
3. What’s Proper Good’s actual net worth now?
Estimates hover north of $10 million, thanks to expanded retail and serious seed funding.
4. Where can you buy Proper Good meals?
On their official website, Walmart stores, and select e-commerce platforms. They’re betting on omnichannel sales.
5. How did they fix their cash burn problem?
By shifting marketing, adding retail channels (like Walmart), and focusing on customer retention—not just top-of-funnel growth.
6. Did being on Shark Tank help Proper Good more with funding or with sales?
Both, but the funding (and Cuban’s advice) unlocked smarter sales and scaling.
7. What products does Proper Good sell now?
Soups, chilis, oatmeal, and growing. All shelf-stable, healthy, and as convenient as they get.
8. Who runs Proper Good today?
Founders Christopher and Jennifer Jane still lead the team. No founder swap-outs here.
9. Does going on Shark Tank automatically make a business a winner?
No way. It’s about what you build after the hype. Proper Good proved it’s possible—but only with real focus and hustle.
