Biography of Rebecca Davison: Founder & CEO of UnbuckleMe -Entrepreneur
Biography of Rebecca Davison:
Inspiration Behind UnbuckleMe
Rebecca Davison and her mother, Barbara Heilman, co-founded
UnbuckleMe out of a personal need. Barbara, an occupational therapist,
struggled to unbuckle her granddaughter’s car seat due to arthritis in her
thumb. To solve this issue, she designed a simple lever mechanism that reduced
the pressure required to release the buckle. When Rebecca saw its potential,
they turned it into a business, aiming to help parents, grandparents, and
caregivers facing similar challenges.
A Simple Yet Effective Solution
Standard car seat buckles require about nine pounds of force
to open—a safety requirement to prevent children from unlocking them on their
own. However, this also makes them difficult for individuals with limited hand
strength. UnbuckleMe’s compact lever system significantly reduces the required
force, making it easier for anyone to unbuckle a child’s car seat while
maintaining safety standards.
The Journey to Shark Tank
Rebecca and Barbara pitched UnbuckleMe on Shark Tank in
Season 11, seeking $100,000 for 10% equity. Their demonstration, including a
live product test by Rebecca’s daughter, Eve, impressed the Sharks. They
quickly saw the product’s potential, especially for grandparents and
caregivers. The pitch sparked a bidding war among all five Sharks, each eager
to invest in the innovative product.
A Competitive Investment Battle
Kevin O’Leary and Anne Wojcicki teamed up to offer $100,000
for 10% equity, plus a $0.50 royalty per unit until they recovered $250,000.
Meanwhile, Mark Cuban and Lori Greiner proposed $100,000 for 20% equity, and
Daymond John countered with a $100,000 offer for 15% equity. After weighing
their options, Rebecca and Barbara chose Mark and Lori’s offer, securing two
experienced investors to help grow the brand.
A Promising Start with Challenges Ahead
Following their Shark Tank appearance, UnbuckleMe products
quickly sold out on Amazon. However, despite the promising start, the deal with
Mark and Lori never officially closed. Like many small businesses, UnbuckleMe
faced inventory challenges during the COVID-19 pandemic, making it difficult to
scale as quickly as planned.
Overcoming Pandemic Struggles
Despite setbacks during the pandemic, Rebecca and Barbara
persevered. They managed supply chain disruptions and adapted their strategy to
keep the business afloat. By mid-2021, the company was generating $500,000 in
annual revenue, proving the product’s lasting appeal and demand in the market.
Expanding Beyond the Original Product
UnbuckleMe didn’t stop at just car seat buckles. The company
expanded its product line to include a travel tray, a snack cup, and other
accessories designed to make parenting easier. They also introduced Totebook, a
portable dry-erase activity book for kids on the go. This diversification
helped solidify their brand as a go-to for family-friendly innovations.
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Retail Breakthroughs and Wider Distribution
By 2022, UnbuckleMe had successfully secured shelf space in
major retailers like Walmart, Target, buybuyBABY, and Bed Bath & Beyond,
along with independent stores. Expanding into retail allowed them to reach a
broader audience and made the product more accessible to families nationwide.
Growth in Sales and Recognition
As UnbuckleMe continued to grow, so did its revenue. By
mid-2022, the company had reached $3 million in lifetime sales. Their continued
success showed that the market for their ergonomic, user-friendly products was
strong, particularly among parents and grandparents who valued both safety and
convenience.
A Resilient Business Model
UnbuckleMe’s ability to thrive despite early obstacles
highlights Rebecca and Barbara’s business acumen. They remained flexible,
adjusting their strategies when necessary and continuously innovating their
product offerings. Their persistence paid off, helping them establish a
reputable brand in the baby products industry.
Strong Customer Loyalty
The brand’s success wasn’t just about smart business
decisions—it was also about the trust and loyalty they built with customers.
Many families, especially those with elderly caregivers or individuals with
hand mobility challenges, found UnbuckleMe to be a game-changer in their daily
routines. Positive word-of-mouth and customer reviews contributed to the
product’s ongoing demand.
Achieving a Major Milestone
By July 2024, UnbuckleMe had surpassed $5 million in
lifetime sales revenue. This milestone validated their hard work and
determination while proving that their product had a lasting place in the
market. The brand’s continued growth suggests even greater success in the
future.
The Power of a Simple Idea
What started as a small invention to help a grandmother
became a widely recognized and successful business. UnbuckleMe’s story shows
how a simple but effective idea, backed by perseverance and smart marketing,
can make a meaningful impact on people’s lives.
Looking Ahead to the Future
With a solid foundation and a loyal customer base,
UnbuckleMe is well-positioned for further expansion. As they continue to
innovate and introduce new parenting solutions, Rebecca and Barbara’s journey
serves as an inspiring example of how problem-solving, creativity, and
determination can turn a small idea into a thriving business.
Timeline for story
2017 – Rebecca Davison and Barbara Heilman founded
UnbuckleMe.
2019 – Appeared on Shark Tank Season 11 and secured a deal
with Mark Cuban and Lori Greiner.
2020 – Faced inventory challenges due to COVID-19 but
continued operations.
2021 – Reached $500,000 in annual revenue and expanded
product line.
2022 – Secured retail partnerships with Walmart, Target, and
buybuyBABY.
2022 – Achieved $3 million in lifetime sales.
2024 – Surpassed $5 million in lifetime sales.
