When you think about the challenges of parenting, cleanliness and convenience often top the list. For Alison Costa and Amy Feldman, these challenges became the inspiration behind their innovative product, Coverplay—a washable slipcover for baby play yards. Their journey from struggling entrepreneurs to securing a deal on Shark Tank is nothing short of inspiring. Let me take you through their story, one that’s filled with determination, innovation, and a little bit of drama.
The Birth of Coverplay
It all started in 2007 when Alison Costa, a mother of twins, faced the daily struggle of keeping her babies’ play yard clean. Play yards are essential for parents, but they can quickly become breeding grounds for germs and stains. Alison envisioned a solution: a washable slipcover that could protect the play yard while making cleaning effortless. She partnered with Amy Feldman, who had experience designing diaper bags for high-end boutiques, to bring this idea to life.
Together, they created Coverplay, a product designed to make parenting just a little easier. The slipcovers were not only practical but also stylish, available in various patterns to suit different tastes. The duo patented their design and began their entrepreneurial journey.
A Bold Pitch on Shark Tank
Fast forward to August 30, 2009—Season 1, Episode 4 of Shark Tank. Alison and Amy stepped into the Tank with a bold ask: $350,000 for 15% equity, valuing their company at $2.33 million. Their pitch was compelling. They highlighted the practicality of Coverplay for parents, daycare centers, and even hotels. The Sharks were intrigued by the product’s potential to address hygiene concerns while offering convenience.
The duo explained their challenges in scaling production to meet demand—they had a $500,000 order but lacked the capital to fulfill it. This was where they needed the Sharks’ help.
Memorable Moments in the Tank
The negotiations were intense. Barbara Corcoran made an offer of $350,000 for 40% equity, emphasizing her ability to help them expand into hospitality markets like hotels and daycare centers. Daymond John countered with an offer of $350,000 for 65% equity, promising to fund future orders indefinitely. After some deliberation, Alison and Amy accepted Barbara’s deal, believing her expertise aligned best with their vision.
Investment Details
Here’s a breakdown of what went down in the Tank:
| Category | Details |
|---|---|
| Product Name | Coverplay |
| Founders | Alison Costa & Amy Feldman |
| Season & Episode | Season 1, Episode 4 |
| Ask (Investment & Equity) | $350,000 for 15% |
| Final Deal | $350,000 for 40% |
| Shark(s) Involved | Barbara Corcoran |
| Memorable Episode Moments | Competing offers & patent discussions |
| Current Net Worth | Estimated at $12 million |
| Current Business Status | Active |
| Revenue Since Shark Tank | Over $12.3 million |
| Social Media Presence | Moderate (active website & Amazon) |
| Key Achievements | Partnerships with Disney Resorts, Babies R Us |
Post-Shark Tank Journey
After securing Barbara Corcoran’s investment, Coverplay’s trajectory changed dramatically:
Retail Expansion
Barbara’s connections opened doors to major retailers like Babies R Us and Amazon. These partnerships brought Coverplay into more homes across the country and boosted its visibility among parents.
Hospitality Partnerships
One of the most significant milestones was securing deals with hospitality giants like Disney Resorts and cruise lines. Coverplay became a staple in hotels and daycare centers where hygiene is paramount.
Product Line Growth
The company didn’t stop at slipcovers. They expanded their product line to include crib sheets and travel bags, catering to broader customer needs.
Challenges Along the Way
Scaling production was initially a hurdle. Meeting increased demand required optimizing manufacturing processes and managing supply chains effectively. Despite these challenges, Alison and Amy persevered.
Current Status
As of January 2025, Coverplay is thriving:
- Annual Revenue: Approximately $1.1 million.
- Lifetime Sales: Over $12.3 million since its Shark Tank debut.
- Market Reach: Active in retail stores like Amazon and international markets.
- Updated Valuation: Estimated at $12 million.
- Business Status: Mature stage with consistent growth.
- Product Line: Expanded beyond slipcovers to include other baby care essentials.
Coverplay has become synonymous with convenience and hygiene in baby care products—a testament to its founders’ vision and hard work.
What Makes Coverplay Stand Out?
Coverplay’s success lies in its ability to address a real problem with a simple yet effective solution. Here are some key factors that contributed to its growth:
- Innovation: The washable slipcover was an entirely new concept that resonated with parents.
- Patents: Owning patents gave Coverplay a competitive edge in the market.
- Strategic Partnerships: Collaborations with retailers and hospitality chains amplified their reach.
- Customer-Centric Approach: By continuously innovating based on customer feedback, they stayed relevant.
- Shark Tank Effect: The exposure from Shark Tank provided credibility and visibility that money can’t buy.
Lessons for Aspiring Entrepreneurs
Coverplay’s journey offers valuable insights for anyone looking to start their own business:
- Solve a Real Problem: Successful products often address everyday challenges.
- Be Open to Negotiation: While giving up 40% equity may seem steep, it paid off for Alison and Amy by bringing in Barbara’s expertise.
- Leverage Exposure: Use platforms like Shark Tank not just for funding but also for marketing.
- Adaptability is Key: Overcoming production challenges was crucial for Coverplay’s success.
Future Outlook
Looking ahead, Coverplay shows no signs of slowing down. With plans to expand further into international markets and introduce new product lines, the company is poised for continued growth. Its commitment to quality and innovation ensures it will remain a trusted name among parents worldwide.
For Alison Costa and Amy Feldman, what started as a simple idea born out of necessity has grown into a thriving business that has touched millions of lives. Their story is proof that with determination, innovation, and the right support system—even the smallest ideas can make a big impact.
So next time you see a parent effortlessly keeping their baby’s play yard clean with a stylish slipcover—remember Coverplay’s journey from the Shark Tank stage to becoming an industry leader!