Nobody brought up the point that you could just take some regular de-icer and put it in a small travel bottle... and that solves the portability problem lol
If you put it in a little more like travel perfume tube and sold it for a few bucks on service station counter I'd prolly impulse buy it were I in a colder climate 'cos I'm lazy but it's just too big.
My mum struggled with frozen locks, her solution: a cigarette lighter. I haven't seen her carry around a lighter for years now so I guess Peter was right about modern locks not freezing.
Funny I had a similar eureka moment myself once when I thought of putting my key in to the spout when I heat the kettle in the morning, sure enough, straight in to a frozen lock
“To be fair the rest of them on the market are blue.” Yeah, that’s not to make them boyish. That’s so they look less like juice and kids don’t try drinking it. Now she’s putting strawberry smelling pink de icer into mummys’ handbags.
@@pinoarias8601 There are definitely not enough blue foods and drinks. Someone should invent a whole range of blue food and drinks and call it He Eat and He Drink. Yeah it is time we had some exclusively male products. Why has nobody thought of that? Maybe because it's a crap idea...
I'm a locksmith at a hardware store. We sell small purse sized lock deicer for 3.99 a bottle, been around for like 20 years. She has nothing new here, just pointlessly gendered crap.
I feel like she identified a need of her own and created a product to cater for it, suited exactly to her personal taste. She just put so much of her specific desires into it and ended up with something that’s just not marketable to enough of anyone else.
@hommefataltaemin most de-icers and antifreeze coolants naturally smell and taste incredibly sweet, almost like vanilla frosting. It wasn't until kinda recently that they finally started putting smells in them to stop that, it was a bad bad problem.
@@laa0fa502 This is why it's important to take good care of any antifreeze if you're doing jobs on your cooling system. Animals will drink it if you leave it in an open container.
The mistake she made was not validating the products with stats. How many women have cars without keys? What’s does data show about sense of smell in products? How does it affect their desire to purchase etc… 🤦🏾♀️
The mistake she made was not listing existing coping strategies. Women tend to not change the wheels on their car if they need to fit a spare. Does that mean I could get rich selling a machine that makes changing a wheel it so easy even that even a walking stereotype on 12 cm heels who knows only beauty and gossip magazines could do it? No of course not! Those types get men they know to do it for them or accept that they're overcharged quite a bit to have a professional mechanic come out and do it for them. Heck, I wouldn't bother most of the time unless it's at home on a weekend, because having road rescue come out and fix it for me STILL costs less per hour than I charge. Yes a 'stereotypical woman' doesn't take care of that problem herself now, but that doesn't mean there's a niche for a product that would allow them to, because they don't want to or have other ways to cope.
i do somewhat get her point with cars still being a “man’s thing”, but it’s ridiculous how she doesn’t know it is blue and bad smelling so it is unappealing for little kids to drink
@@Lizziee247 You've just answered your own issue there. If men are more likely to get into accidents, then it makes sense to design safety features for men. It's like you're complaining that most insulin is designed for diabetics.
My wife loves Miss BIC. Sure, one woman is not the whole market, but at least some people like that sort of thing. Of course, a bunch of loony feminists lobbied the store to remove it. Miserable cows.
Her smaller bottle is still too big for anyone to conveniently carry around, and I wouldn't trust a cheap plastic bottle not to leak in my bag or pocket. The smart thing to do would be to create something about the size of a cigar, plenty enough to de-ice a lock maybe ten to twenty times, and would actually fit in a lady's purse, or a man's pocket. And a durable, unisex design, something a little stylish, perhaps a buffed metal look, suitable for any gender.
I disagree. I think the bottle is portable the way it is. The problem I think with this is I don't think you'd get the coverage with a pump spray bottle. De-icer is big and aerosol to get that coverage. With this product you'd be standing there pumping it for ages trying to cover the whole windscreen!
All that time, during her pitch, I was wondering how it tasted. Well, it smells nice, it has a strawberry color, why not try it? I know it's de-icer, but I bet my little child doesn't know that. This was never mentioned in this episode. It is slowly going away from the market to make dangerous products less appealing for children to drink or eat.
You really questioned it’s taste?😂 sure any chemical needs to be kept away from children but I never looked at any chemical and thought “ why not try it “
Well how about you guys just monitor your children and LOCK UP dangerous chemicals a common one being cleaning solutions that are also colorful and smell nice. 🤷🏽♀️
3:41 "It's quite nice to sit in the car when it's freezing cold" is an absolutely insane statement by him. It takes time before the car warms up, it's the opposite of nice to sit there and wait.
Like Peter pointed out, most cars have electronic locks now and he didn’t even press her point that she normally did have de-icer in the car and so given the car unlocking electronically, she could use traditional de-icer to do the rest. Her other points were kind of ‘so?’ - sure de-icer doesn’t smell the nicest, but you don’t stand around sniffing it and ‘most others are blue’ - well yes, but not for boys but because often they have pictures of ice on them.
It's also very useful if you are a woman for example and you really don't like your kids. A small plastic bottle with pink cherry liquid inside. Sounds brilliant
@@nyotamwuaji6484 It's a colour -- all the chemicals are colourless. It's mostly blue to stop it looking immediately like something you'd want to drink, because it's poisonous. So, you know, making it pink and smelling of cherries really isn't a good idea. If you're lucky, your five-year-old will spray it on her skin like perfume. If you're unlucky, she'll spray it in her mouth.
Usually I avoid the comments while watching because I don't want to know if they got investment, but after about 2 seconds I came straight to the comments for a laugh. What a terrible problem.
She said it wasn’t her intention to make it pink and smell nice to sexualize it, but she literally called it she-icer, said many times her market is women, and said she colored it pink just so it could appeal to the female eye.
Didn't you know...only Females are in danger at any given Time or any given place?...Males can just fight their attackers with their big muscles or they can just use their big muscles to punch the ice off the frozen lock...KARATE CHOP!
I'm a guy and I felt for this lady. Maybe it was too niche to be investable, but I don't think that the idea was actually that ridiculous. It's true that cars and car products are still considered more masculine than feminine. I can definitely see women seeing this, thinking it's cute, and buying it just to keep in their purses. Also, I don't understand the argument that car doors are mostly electronic now. So? They still freeze. I've had multiple cars with electronic doors that have frozen in the winter.
You just proved Duncan's point, if it's a problem that affects both men and women why only target women with a product that is very niche and situational. She cut an already tiny market in half. I have never had this problem and I don't know of any driver that has.
It's very unlikely that the remote locking actuator will be physically turning the lock barrel, so deicing the barrel won't help. It's likely to be one of the linkages that has frozen instead.
I used gender bias to my favor. I work in a male dominated field. To keep everyone from stealing my ink pen I only buy pink ink pens (They have breast cancer awareness specialty brands). I've been doing it for 6yrs now, not a pen stolen so far. Some idiotic customers won't even use it when offered it to sign an invoice!😀😀
Ok. So you have a product that is carried in a cola-can sized container, can be concealed in a handbag or deep pocket, looks like cherryade, smells like cherryade, but is actually extremely dangerous and highly toxic vehicle de-icer. Can anyone see the danger with this product? I can.
She pitched really very well and spoke quite articulately. Sure her product may not have been the best, but well done to her for giving it a go. I really hope she's doing well.
I have a great invention, to beat the flow sign guy. I suggest we put some giant concrete arrows on the ground with huge flow signs on them to direct aeroplanes to the nearest airport.
It's not possible. Peter is 56yo in 2022, the dragon's den started in 2005- he was 39yo then. Even if the show had been filmed 2 years prior aired date, he was at least 37yo..
Duncan was right in his comments and it was a product with no real market, classic car market it might have a bit of a market but how many classic cars are driven in the winter months very few I imagine
Why has she split her audience to 50% of the population, not only that but you would realistically buy de-icer only in winter so that's 3/4 of the year with no sales...
My concern would be making a serious chemical like de-icer smell appealing. This is something also that kids could get hold of because of the smell being appealing. I wouldn’t buy it ever.
Besides the fact this idea is bonkers for many reasons… How can you think it’s a good idea take something very poisonous, put it in a small bottle the size of childrens hands, make a color kids are attracted to, give it a candy smell and tell women to store this death trap in their handbags where small kids are often playing. Great freaking idea!
@@andymerrett Obviously I didn’t mean the kids are IN the handbag you mush head. Kids rummage through moms purse all the time. Clearly that’s what I meant.
Wow she took the most ridiculous idea ever and not content with that, she then took her tiny potential customer base and cut it in half. No wonder she got such a frosty reception.
I don't know about the female appeal aspect with the branding but I like the idea in general, in winter in Finland you use it a LOT in windscreen wiper fluid etc leaving an alcohol smell, good idea wrong country
So she wants to tackle the big established brands which have existed for centuries and the only thing different about her product is that is cuts off half the market...
False equivalency aside (getting into a car can be scary for a man), I agree with Duncan and the other dragons. Kind of weird to gender something like this lol..
I had this problem happened to me when I lived up North in colder regions with snow, rain, and black ice. Couldn't get the car door to open because the car was iced in and the key hold was frozen and ice in from previous night's rain. Had to melt with warm water. It was a pain and guaranteed to make you late for work. This product will come in handy in any regions around the world with snow , ice, and freezing rain.
I don't even think the product itself was that bad, having small de-icer that you can take around quickly is useful and people do it all the time. I also don't even particularly care about it being gendered because there definitely is a market for the "pink/girly" tools and equipment and stuff. I just think it is too big of a safety hazard in regards to kids seeing a pink, cherry-smelling liquid and thinking it's a tasty drink. It also helps to know your audience and pitching a niche product and line on a show (with no numbers) to investors that want global products is a recipe for disaster.
They all saw right through the fact that she was trying to put a feminist spin on a universal product, she was so hoping one of the ladies would buy it 🤣😭
What about all them people who still need to use the key to get into their car, isn’t there not a market for them in the millions. Rich people being rich pff
'It's quite nice to sit in the car when its freezing cold and wait for it to get warm' 'I don't have the time to do that' easy solution? set your alarm to wake up 30 minutes earlier
You can just… put normal de-iced in a little travel bottle or a small spray bottle? You can just decorate the bottle and boom. No nice smell but small and pretty if u want it
I worked at an auto parts store and we sold smaller "travel size" deicers in 1986. Making something pink will work for a feminist, no one else will see the pink color and say "hey that will make me want to use it more". Use a cig lighter on your key to warm it up and BOOM, door unlocked. She a feminist afraid to say it, that's all this is and the fact she keeps saying "it's a mans world out there" proves it.
‘Let’s make a pink one for ladies’ ‘No no I didn’t mean it like that’ You made it pink (saying that the ones on the market are blue)… You called it She-icer And specifically said it was for the handbag. 😂 Then then compared it to after shave and perfume. Two industries dominated by clear gender divides. No wonder this company dissolved in a year.
Also, she made a poisonous product look and smell like a fruit drink and encouraged women to put it in their handbags, because no small child ever went through their mum's handbag.
