Sophia Michaels
Elena Petzold presented her nursing apparel subscription service, Mama’s Milk Box, on “Shark Tank” in January 2017. As a mother of two, she identified the need for fashionable yet functional nursing clothes and sought a $200,000 investment for a 20% stake in her business. Her pitch coincided with other subscription-based companies in Season 8, such as Bitsbox. However, the judges were quick to ask tough questions.
During the pitch, it became evident that Mama’s Milk Box had only achieved $83,000 in revenue. Elena expressed her intention to grow with a Shark’s assistance, but doubts arose about her business strategy, especially regarding customer acquisition costs and inventory management. When she struggled to provide clear financial answers, the Sharks gradually opted out, leaving her without support. Ultimately, Mama’s Milk Box did not succeed and shut down.
The Decline of Mama’s Milk Box Post-Shark Tank
Despite Elena’s passion for her startup, Mama’s Milk Box struggled in the absence of an investor from “Shark Tank.” The subscription model persisted for over a year after her appearance on the show, but the post-show momentum was inadequate to sustain the business. Per Petzold’s LinkedIn, the service was discontinued in November 2018, just before the two-year mark since her pitch.
Elena has since transitioned to a new role as Chief Marketing Officer in Pittsburgh, stepping away from her aspirations as a “Shark Tank” entrepreneur. Although Mama’s Milk Box did not achieve long-term success, Petzold’s initiative drew attention to the challenges faced by nursing mothers, marking a significant step in catering to this niche market.
