How to sell your baby-inspired invention
We’ve all done it – seen a new baby product that’s so ingenious yet
simple we wish we’d thought of it first. If you constantly think: “I could
do that,” here’s how to get your invention out of your daydreams and onto
the shelves…
1. Know your market
You’ve got your idea; now’s the time to make sure the buying public think
it’s as great as you do. Helen Wooldridge and Polly Marsh surveyed about
100 parents before launching Cuddledry, an apron-style towel robe that
frees your hands at bath time and encourages bonding. “We struggled to
get our slippery babies out of the bath but we needed to know if it was
just us being clumsy!” says Helen. “The response from the survey was overwhelming.
It was also very important to us that the material was organic, not only
for our own beliefs on pesticides but also directly in response to what
parents wanted.”
2.Patently great
If you want to make sure no-one else copies your brilliant idea, patenting
your idea is vital, according to Debbie Mankelow, inventor of the award-winning
Baby and All Bag. “I spent about six months trawling through patent applications
to make sure there was nothing else like it,” says Debbie, whose clever
bag is featured below. “The patent was one of the biggest expenses but
if your idea is novel, it’s open to being copied.” The Intellectual Property
Office has all the advice you need on how to protect an idea at www.ipo.gov.uk.
3. A helping hand
“Don’t be afraid to ask for help,” says Helen at Cuddledry. “The nursery
industry is lovely and other people are willing to share knowledge and
experience. We have learned so much from others. Don’t be afraid to phone
big companies you admire. They will only be flattered and, even if they
can’t help you, they will point you in the right direction.” Susanne Chisti
also feels she couldn’t have got her Yes! Superbaby Miracle Scarf and
Wristband off the ground alone. “I went to the British Library and their
Intellectual Property Centre, which is an excellent resource for anyone
starting their own business,” she says. “I signed up for a class to meet
a successful inventor who gave me great advice. Get the best advisors
you can afford – that is the key.”
4. A Design for Life
Now it’s time to produce the goods. Helen and Polly didn’t have sewing
skills but created a prototype by cutting up old sheets on their lounge
floor, using a teddy bear as their model! Debbie had a background in fashion
design and made her blueprint with an old pair of jeans. But even her
sewing skills didn’t stretch to running up her first batch of 1,000 bags,
which is why it’s essential to find a good manufacturer once you have
your model. Again, don’t be afraid to ask others in the business for recommendations.
Ally Jimenez, who invented the Babeco Baby Station – an integrated baby
seat and activity centre – got a supplier database from his local business
service to make sure he found a reputable company to produce it.
5. The best things in life are free
Do make the most of Government schemes and grants for would-be entrepreneurs.
“Business Link (www.businesslink.gov.uk) is an excellent service provided
by the Government giving advice on international trade, IT and employing
people, as well as signposting to other services,” says Helen. And Ally
says: “You can find grants for things such as website building, if you
ask.” But don’t equate free services with cutting costs at any measure.
“Initially we tried to undertake all the business functions ourselves,
to save money,” admits Ally. “But we have learnt that there are certain
functions, such as PR and marketing, which need to be outsourced to professionals.”
And always factor a little leeway into your schedule. “Things always take
much longer than you think,” says Susanne, of Yes! Superbaby. “No matter
if you are working on a new design, a new brochure or a new package -
you need to have a big buffer zone!”
6. Fair’s fair
All our inventors agree that trade fairs are an essential way of getting
your product noticed, building contacts and, of course, impressing customers.
The Baby Products Association (www.b-p-a.org) holds an annual Baby and
Child Fair, which includes a “launch-pad” section for new ideas. More
information about this year’s fair at the NEC, Birmingham, in October,
can be found at www.babyandchildfair.co.uk. When Debbie took the Baby
and All Bag to this event in 2006, she scooped the Concept Award – great
advertising that money can’t buy.
Where to next?
- Meet
the mumpreneurs – mums who have gone into business. - Make
money from home – meet some mums who do it! - You’ve
gotta’ laugh! Funny and embarassing tales from the land of parenting.
- Testing,
testing - read other parents views on baby products. - See
the Cuddledry baby towel in the babyworld shop.
