Wicked Good Cupcakes Enjoy $8 Million in Sales After ‘Shark Tank’: Interview With CEO

Tracey Noonan and her daughter Danielle Desroches entered the Shark Tank in Season 4 with a novel dessert idea of a cupcake in a jar. The duo, who struck a sweet deal with Kevin, will now appear on Beyond the Tank. Before the episode aired, we spoke to Noonan about the overwhelming success of her business.

When asked to give us a sneak peek into the episode, she said, “Our episode was interesting and really special because it further illustrated the closeness of our family. It shows how thought and strategic planning is an important part of building a national brand. Our original pitch and airing on Shark Tank was truly life changing and has afforded us the opportunity to do even more for our family and co workers.”

Here’s what else she told us about…
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Sales After ‘Shark Tank’

Before we appeared on Shark Tank, our sales were $350,000 a year. Since airing on Shark Tank, we’ve done $8 million in sales. We grew 600 percent our first year. We are experiencing growth quarter after quarter. We have yet to hit our baseline!

Kevin As an Integral Part of the Wicked Good Family

Kevin has a lot of respect for the fact that we’re a family-owned-and-operated business. He’s maintained from the beginning that we’re doing a good job and he doesn’t want to step in and disrupt our process. But that being said, we are in constant contact with him via questions and check-ins. Kevin is very accessible either by email, phone or text. He always gets right back to us and has been an amazing mentor. We consider him a very important part of the Wicked Good family.

New Products, Including a Cinnabon Cupake Jar

Since the show we have launched my niece Samantha’s cookie line Samantha’s Cookie Jar. These are 24 individually wrapped chocolate dipped and decorated chocolate sandwich cookies. We have also entered in a co-branding partnership with Cinnabon. We now offer cupcake jars that have all the components of a Cinnabon cinnamon roll which includes their Makara cinnamon, their ooey-gooey filling and signature frosting.

New Products Like Alcohol-Infused Cake

We plan on launching some fun new products this year. One of those will be our Occasion Boxes. We will offer a Birthday Box that will contain our new cake jars as well as party hats, blowers and candles. This will be a really fun gift for our customers to send to loved ones who don’t live nearby. We are also working on a line of alcohol infused cake jars. We’ve formulated dry cake mixes that we are currently working on packaging for. And as always, we are working on some new cupcake jar flavors to keep our menu fun and fresh.

Her Advice to ‘Tank’ Contestants- No Room for Arrogance

Strawberry #cheesecakejars #masonjar #gifts #holiday #cupcakes #cupcakejars #party #events #yum

A photo posted by WickedGoodCupcakes (@wkdgoodcupcakes) on Nov 16, 2015 at 5:58am PST

This is a once-in-a-lifetime opportunity. You need to be 100-percent prepared. From your audition or application to your pitch, should you be that fortunate. You only have one shot at a first introduction and that is exactly what you’re doing. You are introducing yourself and your business to five powerful and successful venture capitalists as well as millions of viewers who are your potential customers. Be humble, be grateful, keep your mouth shut and learn. There’s no room for arrogance in the Tank.

A Wicked Good Future

One big #wickedhappy family. #familybiz #cookies #cookiejar #bizpartners #sharktank #mrwonderful #shipsnationwide #samantha

A photo posted by WickedGoodCupcakes (@wkdgoodcupcakes) on Sep 18, 2015 at 12:51pm PDT

The sky is the limit for Wicked Good Cupcakes. We are currently building out a new 13,000-square-foot production facility here in Massachusetts. We’ve hired more people and we’re innovating every day. Our mission statement has finally been defined. Be kind. Do good. Give thanks. We’re building a company where people are happy to go to work, where everyone is family and where we are able to do our part, albeit small, to help make the world a better place to work and live. Thank you, Shark Tank.

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