I ran across an episode from Season 4 of the Dragons Den that is a classic example of what Not To Do when it comes to negotiating a deal with a Dragon or any Shark from the Shark Tank Show for that matter. The contestant just started an Auto Mechanic Shop Ms. Lube, a new auto repair shop run by an all female crew under the Mechanchik name. Hmm, personally I like the Mechanchik name better than Ms. Obviously this was not rehearsed fake reality t.
A Brand he has built from the ground up and now he is being filmed on the Dragons Dens while his female counterpart sees nothing wrong with the similarities in the names. She then targets him on the show to invest in her version of the new company.
I could only imagine the producers moved Ms. Lube to the front of the line and made sure she got a spot on Dragons Den. Gilbert stood strong in her belief that there was nothing wrong in changing one letter in the Mr. Lube Brand and then hired all females instead of mostly male-run business. Forget that it also happens to be within the same Industry that would naturally be competing for the same customers, this was Ms. Lube, not Mr. Even though Jessica Gilbank was being threatened with a lawsuit from a very wealthy Shark for trademark infringementshe still did not see anything wrong with her decision.
Naming the New Business Ms. Lube instead of the better name Mechanchick, never seemed to be an option. Within 3 months, Ms. It was not the business name infringing on the Mr. Lube Brand; instead it was now turning into a gender war between the two now very similar Auto Care Centers.
However you wish to spin it, in my eyes it was a clear violation of Trademark Infringement that clearly was trying to capitalize on a similar business with a similar business name. However Gilbank rationalized this new business plan in how she was going to go up against a Giant in the industry, in the end, she did have to close the auto repair shop.
Had Jessica decided to go on the show and represent her new All Female Auto Care Shop which does sound like a good idea that could carve out a nice niche in a multi-billion dollar market as MechanChik instead of Ms. Lube, I most likely would be writing a very good success story about this creative business model. Lube to shut down and ultimately go out of business. John has been a long time Shark Tank fan. He loves the show because he's an entrepreneur at heart.
To help viewers of the show find out more information about the products and services that were on the show, John created SharkTankSuccess.
Dragons den ~ most awkward pitch ~ ms. lube
Jim you as big a baby as gimme gimme mine mine mine uts Keven. Women like you make it hard for others like me to get taken seriously when that's where your argument runs to first. That'll be the last time I go to Mr. Not that I care about Ms. These big companies are so greedy and they have the power to push around the little guys. As if Ms. Lube costed Mr. Lube any damage, give me a break. As consumers we have the power to not buy product. I encourage everyone to use an alternate company.
So Erika, let's say you started Ms. Starvoitova's Bakery and turned it into a successful location. So successful you have opened a few stores.
Now I come along and open Mr. Stravoitova's Bakery and claim I am not trying to ride off your success. I am sure you would be on the phone with lawyers right away. It is obvious she was trying to free ride off the success of Mr. If not why didn't she keep the Mechanchix name? Maybe if she wouldn't have pointed her finger and pointed straight at Jim and said, "we're looking right at YOU Jim…" it might not have been a problem.
But she had to go and open her trap and say…"Look what I can do!!! I'm a woman damning another for being "naughty". This isn't about greed, this is about being legally obliged to defend your trademark. If he doesn't defend it this time, he can't defend it the next time someone else infringes the trademark.
This has nothing to do with hating on women, this has to do with people trying to start a business while not having a clue about basic business practices and what not to do. I don't get why she just didn't use another name because obviously she knew about mr. Why not just stick to mechanchick. She chose the name Ms. Lube to trick customers into think it was part of the Mr Lube franchise therefore establishing credibility when in reality she hasn't even been open 6 months.
What about Minute Lube? Both share simlarities in name with Lube and with each other 'Minute' but they dont go sue each other? Its the same spin, ms, mr, same deal.
He shouldnt be allowed to sue her unless he claimed the name domain of ms lube as well. It really should be treated the same way domains rights are online. She didnt do anything wrong, except not get a good enough lawyer. Is it safe to assume you were Jessica Gilbert's lawyer in her case, and this was your argument?
Funny how i cannot find any evidence outside of this post online nor videos that relate to whats happening here i would like video le. It may be asking too much to expect the producers to know the Dragons' minds beforehand. They may have thought that a name like "Mrs. Lube" was a good idea for all we know.
Mr. lube sues ms. lube
At any rate, it made for some entertaining drama. Advertiser Disclosure: Shark Tank Success earns commissions from qualifying purchases. Lube Sues Ms. Related Posts. You do realize he's legally obligated to defend his trademark or he risks losing. You're something else.
As a woman you make us women look stupid. Erika is Right. Gotta destroy small businesses.
She was deaqd wrong. Job well done.