When Jeremy Carlson, the 27-year-old founder and CEO Crispy conesHe was serving on a mission trip for his church in the Czech Republic when he first tried a unique delicacy: Trdelník, a street pastry normally filled with ice cream, spreads and fruit. dates back to the nineteenth century“I decided to bring this delicacy to the United States,” says Carlson. Entrepreneur.
Photo Credit: Courtesy of Crispy Cones. Kaitlyn Carlson, left; Barbara Corcoran, center; Jeremy Carlson, right.
Carlson, then a student at Brigham Young University, would take classes during the day and then attempt to recreate the dessert in his aunt’s kitchen at night. It took Carlson about six months of experimenting with recipes “all night long until 3 or 4 in the morning” before he got it right and was able to sell. At that time, in 2018, he opened a shop in a cover tent on the side of the road, selling cones of grilled dough stuffed with spread and fresh fruit.
As the company grew, Carlson needed to expand his operations—so he designed a trailer and built it in China. That was a “turning point” for Crispy Cones, Carlson says, because he began adding gourmet soft serve ice cream to the cake cone.
“We were wondering how we could build this business without getting into a lot of debt.”
After Crispy Cones outgrew the trailer, Carlson and his wife, Kaitlyn, who serves as the company’s marketing director, opened two small stores, one in Logan, Utah, and the other in Carlson’s hometown of Rexburg, Idaho, during their first 12 months of marriage. It was a stressful time, Carlson admits, because the couple was financing the enterprise entirely “through college.”
“We had other jobs, other businesses,” Carlson says. “We were filming weddings, we were doing weddings for other couples. We were trying to figure out how to build this business without going into debt and raising money.”
“We simply believe in manifesting our future. You say it, you believe it [it], [and] you can do it.”
The next vital chapter in the history of Crispy Cones began one evening when the Carlsons watched an episode Shark tankThey looked at each other and wondered, Why cannot it’s us? “We believe in manifesting our future,” Carlson says. “You say it, you believe it.” [it], [and] you may do it.”
So the couple applied and three months later got a call from the casting team with an offer to appear on the show. Then, after six months of preparation with producers, the Carlsons were ready to face the judges in September 2022; the episode aired on March 17, 2023.
Image Source: Courtesy of Shark tank/Crispy cones
Despite the rigorous rehearsal, Carlson says standing before the judges, “some of the most influential business people of our time,” was “the most terrifying thing I’ve ever done.” They knew their pitch inside and out, but needed to field questions from the judges on the fly. By the end of the session, “the only Shark who really believed” in the business was Barbara Corcoran. She offered to take a position $200,000 for a 20 percent stake.
“It taught me how to stretch the dollar and value the dollar as an entrepreneur.”
After a six-month due diligence period, the deal closed in January 2023. Crispy Cones raised money for the first time, but the company’s troubled history has stayed with Carlson — and what was once its biggest challenge has change into its biggest strength.
“It taught me to stretch the dollar and value the dollar as an entrepreneur,” Carlson says. “So when I see these other companies raising millions of dollars, I don’t think the founders really appreciate or value the dollar.”
After Shark tank appearance, “the publicity was huge” and “the money was great,” but Carlson says partnering with Corcoran was the better part of the deal. “Her experience, mentoring [and] “Just having him as a part of our team as a resource and an owner has changed the whole complexion of our company,” Carlson says.
Photo credit: courtesy of Crispy Cones
“I’ve always thought responsible franchising was brilliant for both parties involved.”
With Corcoran’s help, Crispy Cones continues to grow. The company has opened four more stores in addition to its original two in Provo, Utah; Chandler, Arizona; Tempe, Arizona; and Orlando, Florida, with more locations coming soon. What’s more, franchising is the company’s next big frontier: This year, it has sold 54 new franchise locations nationwide and plans to open 100 locations in 2025.
“I’ve always thought that responsible franchising is brilliant for both parties involved,” says Carlson. “The concept should just be [franchised] if it’s a simplified process that can be easily replicated within the brand. For example, large restaurants with 30 different things on the menu – that would be very difficult to franchise. With our concept, it’s such a simple product, and we’ve simplified the whole process [so much] that we have franchisees willing to open five to ten locations in the next three to four years.”
Additionally, Carlson says one of the best things about responsible franchising is giving other people the likelihood to change into entrepreneurs and start their very own businesses.
Starting a business could be tough, especially in the food and beverage industry. Carlson admits that loneliness often goes hand in hand with entrepreneurship. His advice is to maintain pushing forward—because you never know when the next big opportunity may be right around the corner.
“Being able to overcome adversity alone is one of the most valuable skills you can learn as an entrepreneur,” says Carlson. “Entrepreneurs are a completely different breed than the average American who works a 9-to-5 job. There’s no security. It’s all risk, and you’re risking your time, your money, and your life. So understand that it’s okay to be on your own for a while, and it’s normal to feel that way—but it’s worth it every time.”
This article is a part of our ongoing Young Entrepreneur® series, where we highlight the stories, challenges, and successes of being an entrepreneur. young business owner.