9ª Temporada: Empreendedoras, que largam carreiras de sucesso para empreender | Shark Tank Brasil

Summary

In this episode, two entrepreneurial mothers, Fei and GR, pitch their business, Mini Dinini, to the Sharks. Founded in 2013, Mini Dinini creates innovative products for parents and caregivers, starting with a baby car seat harness. They have grown rapidly, reaching nearly 4 million in sales in 2023. The duo aims to expand into the geriatric market, with 40% of their revenue now coming from elderly care products. Despite some challenges, like a recent flood in their home region, they continue to push for a balance of work and personal life through their mission, 'Mais Amor, Menos Caos.' They request R$700,000 for a 10% stake, sparking a bidding war between the Sharks.

Takeaways

• 😀 The company Mini Dinini was founded by two former auditors turned entrepreneurs, Fé and GR, who wanted to create more time for their families after becoming mothers.
• 😀 The company started with just R$ 1.00 investment each and has grown significantly, impacting over 50,000 families and projecting a revenue of nearly R$ 4 million in 2025.
• 😀 The founders developed nearly 40 products, with one patent already granted and five more in progress.
• 😀 One of their key products is a baby seatbelt guard, which was created in response to safety issues they identified as mothers.
• 😀 Mini Dinini's product line includes innovative solutions for child care, as well as an absorbent shorts product for older adults, which now represents 40% of their revenue.
• 😀 They are focusing on solving problems for both children and elderly populations, with a growing market in the geriatric space.
• 😀 Their social movement 'Mais Amor Menos Caos' (More Love, Less Chaos) was born out of their desire to balance entrepreneurship, family life, and personal well-being.
• 😀 The company achieved significant growth, increasing its revenue tenfold from R$ 400,000 in 2019 to an estimated R$ 4 million in 2025, even without external investment.
• 😀 Mini Dinini's team consists of the two founders and three employees, with operations split between Rio Grande do Sul and São Paulo.
• 😀 The company is looking for R$ 700,000 in exchange for 10% equity, aiming to further scale and expand their impact on both the children and elderly markets.

Q & A

What is the main purpose of the 'Mais Amor Menos Caos' movement?

The main purpose of the 'Mais Amor Menos Caos' movement is to bring balance to the lives of mothers by promoting more love and less chaos. The founders, Fei and GR, started this movement as a response to the stress of balancing motherhood, business, and personal life, aiming to improve well-being and happiness for mothers.

What was the original business idea behind Mini Dinini?

Mini Dinini was founded in 2013 by Fei and GR, originally conceived as a way to create innovative solutions for mothers. They developed their first product, a safety strap for high chairs, based on their own need as mothers. The business expanded to create over 40 products designed to make life easier for families, including patented solutions.

What kind of products does Mini Dinini offer?

Mini Dinini offers a wide range of products aimed at improving the lives of parents and children. Some of their key products include baby safety straps, absorbent shorts for children, and items for the elderly, such as specialized products for incontinence. They have around 40 products, with several patents pending or approved.

How has the company expanded its market over time?

Mini Dinini started by focusing on products for children but later expanded into the geriatrics market due to customer demand. Currently, about 40% of their revenue comes from products for the elderly, especially for those with incontinence needs, and they have plans to continue expanding in this market.

What are the financials of Mini Dinini?

In 2023, Mini Dinini generated a revenue of R$ 3.2 million, up from R$ 2 million in 2022, and R$ 1.8 million in 2021. The company saw significant growth, with a projected 10-fold increase in revenue from 2019, where they made R$ 400,000. Their gross margin is around 60%, and their net profit margin was about 15% in the most recent month.

What is the strategic focus for Mini Dinini in terms of brand and product development?

Mini Dinini is focused on innovation and solving problems for mothers and families. Their branding revolves around providing simplicity and reducing chaos. They are also looking to expand their product line, particularly in the elderly care sector, while maintaining the integrity of their 'Mais Amor Menos Caos' movement.

What challenges did the founders face during their entrepreneurial journey?

The founders faced multiple challenges, including the struggle to balance family life with entrepreneurship. They also dealt with the logistical challenge of moving their inventory when the warehouse in Porto Alegre was flooded. Despite these setbacks, they managed to grow the business significantly by relocating to Americana, São Paulo, to reduce shipping costs and improve distribution.

How does the company approach its manufacturing and production process?

Mini Dinini outsources its production to local Brazilian manufacturers, ensuring that all their products are made with Brazilian materials. They have a strong connection with these manufacturers, who are mostly women and mothers themselves. The founders emphasize supporting other women entrepreneurs in their supply chain.

What was the deal made during the Shark Tank appearance?

During their Shark Tank appearance, the founders asked for R$ 700,000 for a 10% stake in their company. After negotiations and multiple offers, they ultimately accepted an offer from two investors, Sérgio and Carol, who offered R$ 700,000 for 35% of the company, split between them.

What is the significance of the 'Mais Amor Menos Caos' slogan?

The 'Mais Amor Menos Caos' slogan reflects the founders' philosophy of balancing love and reducing stress in the daily lives of mothers. It was inspired by their own struggles as working mothers and entrepreneurs, and it has become the foundation of their business and social movement.