AbsolutelyNew Blog

Notes from the SuperZoo and World Market tradeshows

What happens in Vegas doesn’t always stay in Vegas. Case in point: our licensing pro Serena Soo recently returned from the SuperZoo pet industry and World Market furniture tradeshows in casino-ville… and she’s ready to dish on what see saw and what sparked buzz. Here are her highlights:

SuperZoo

- The two big trends at the Show: luxury products and advanced nutrition. We saw this last year, but it was all the more pronounced at this year's SuperZoo, with everything from designer pet bedding (because paw prints are sooooo 2008) to line after line of organic treats.

- We’re sad to say that the accessory pet movement continues. Nowhere was this more blatantly obvious than at the Bed Head / Tigi booth with its Pet Head fur dyes.

- Other inventive pet products that caught Serena’s eye:

• Fuzz-Butt’s Hugx pet feeding bowls (pictured above), which are uniquely angled so that pets’ tags won’t bump their bowls while eating and drinking--our dogs tell us this is really annoying. 
  
• On the fashion front, Swarovski crystal hair clips, leashes, collars “looked more like jewelry than pet products,” Serena says. And hotbows’ pet hair clips were so chic they practically had Serena panting (ok, not really, but we couldn’t resist saying it anyway). 
  
• Toys are always big for pets. Leader KONG this year introduced the very cool Zinger ring and launch stick. We think dogs will love how the ring rolls and hops, not unlike a rabbit, for hours of chasing and retrieving fun.
  
• BTW, good news for people with pet products: this show was packed with buyers looking for the latest & greatest for Fido, Fifi, Tweety, Nemo….
  

World Market

- This year’s Show, spread across 3 connected buildings and 5 million square feet of showroom space, was all about luxury (just like pets) and environmentally friendly materials.

- Sadly, distress in the housing market has cascaded down to the furniture industry—Serena saw this first-hand in several empty showrooms, and still others facing lots of buyers who were looking but unwilling to place orders.

- Despite the industry's difficulties, there were some clear standouts in the crowd:

• On the eco-friendly front, we saw showroom after showroom of bamboo and natural wood. But what really got us excited: Urbanwood’s wide range of cool new products using reclaimed wood 
  
• Lighting was big. Serena suspects people are putting off big-ticket furniture purchases but using new lamps and light fixtures to provide short-term room updates. An example of one exhibitor who clearly "got" this: Uttermost with its collections of reasonably priced goods.
  
• Kids furnishings too were generating much attention. Levels of Discovery furniture, for example, put forth a collection of cute, fun items that caught many a buyer’s attention.

The reinvented Amazon and your invention

Did you notice that amazon.com, the company that practically invented online bookselling, has reinvented itself?

The company’s not asking to be called “The online retailer formerly known as a bookseller.” But it’s quietly yet methodically put so much energy into broadening its offerings that, for the first time in its 15-year history, this year amazon’s selling more general merchandise than books, music and movies. In other words, it’s become something of a web Walmart… and more.

This matters to you the inventor for a few key reasons:

1. Walmart may not return your calls (or grant you an appointment), but it’s relatively easy to set up an online store and/or to sell your invention on amazon. In fact, amazon makes it easy to do all this because you’d then be helping bring more people to amazon.

2. Amazon’s become THE online destination shoppers go to for product reviews from real people. So if you believe in your invention and think it provides real value, don’t you want it out there where people can not only buy it but sing its praises very publicly?

3. We don’t recommend producing your invention before confirming there’s a market for it. But if you’ve gone ahead and built inventory, putting it on amazon can be a cheap way to help assess the selling proposition—if it sells well, you’re on to something; if not, you’ve still got work to do. All that said, putting your invention out there too early is risky, so you’d only want to go down this path after thoughtfully weighing the pros & cons.

So, how are you leveraging the reinvented amazon for your invention?

For more info on what amazon’s up to, you can click here for a recent overview in the NY Times (free registration required).

A not-quite-robotic automatic pancake maker

If a couple of pancakes is good, a large stack is better, right? And if they can be made in large quantities quickly by something of a pancake robot (ok, maybe we're exaggerating just a little), better still!

That’s essentially the idea of the ChefStack Automatic Pancake Machine, an invention that recently reached the U.S. at $3,500 a pop. The microwave-sized machine makes stack after stack of perfect, piping hot pancakes—lots of them, from “silver dollars” to diner plate sized—in under a minute. Just load it up with batter and the ChefStack does everything else but eat for you. So break out the Mrs. Butterworth's!

Realistically, ChefStacks are of course designed squarely for commercial use—cafeterias, convenience stores, the OctoMom’s house, the AbsolutelyNew headquarters (hint hint to our CEO). And in that is a good reminder for all of us: whereas many inventors look to create a household item inspired by something in commercial use, there’s also ample opportunity in creating commercial products for everyday tasks… like making pancakes.

More tasty bits:

• ChefStack batter is also apparently 97% fat free, and the makers appear to be playing up the healthiness is their sales materials. Needless to say, it can’t ever hurt to tie your product to health and life trends like this.

• Tapping into the emerging food cart and truck craze catching on in cities like our hometown San Francisco, the ChefStack people are also emphasizing their invention’s cart-ability. Smart. And a lot more appealing than that new French food truck (frog legs anyone?) that just started parking up the street. 

Your invention could be so Atlanta!

Forbes this week features a study on how people buy very differently in different parts of the U.S.

Did you know that Baltimorians these days are loading up on ice cream makers while San Franciscans are buying lots of recycling containers? Meanwhile, people in Austin are buying lots of cameras and people in Portland, OR are buying lots of educational toys.

These findings (and more) are based on an analysis of purchases made from online retailer Shop.com. To be sure, it would be a lot more representative and actionable to see how people’s buying habits vary across different geographies’ Walmart and Target stores... but the findings are informative nonetheless.

And they highlight two key points for anyone looking to advance an inventive idea:

1. You can be highly successful serving a local area needs and preferences. In other words, you don’t need to go national or international to make it big with your invention. This also means if your product works well locally, don’t rush to make changes in order to serve a much broader and possibly different population—doing so could do more harm than good, so really think it through first.

2. Always remind yourself that different areas may have different needs and preferences, so you may not have “the next big thing” just because your closest friends and neighbors love your invention. Before you invest too much of your heart, soul and bank account, you’ll always do yourself some good by getting feedback from people outside your circle. Whether you get it from a distant relative, an old college roommate, or a company that’s in the business, just be sure to get it.

You can click here to read the full Forbes article... and find out what people are buying in New York, LA, Atlanta, etc.

What's your modern-day AC?

Movie theaters long ago emphasized their air conditioning to draw summertime crowds in search of cool relief. What’s the modern-day equivalent: Barnes & Noble just announced that it’s offering free wi-fi in its bookstores.

The book retailer believes—smartly—that fast & free surfing will lure more people into its stores, and keep them inside longer... where they’re more likely to buy books and/or try out its new eBookstore. Smart indeed, especially when wi-fi set-up and maintenance will cost B&N so very little.

This brings up some relevant questions for you and your invention. What's your modern-day AC lure? In other words, how are you thinking about what you can “give away” to create more value for your target users... such that they’ll be more inclined to buy your invention? And are you looking for ways to grow your sales from your existing customers (in B&N's case, those peope who are already in the store) rather than focusing entirely on growth via new buyers?

(In giving kudos to B&N, we should note that Starbucks has offered limited, free wi-fi for more than a year... but we’re still scratching our heads on why it limits as it does—requiring people to first register Starbucks cards with at least $5 on them, and then only allowing free wi-fi access for two hours a day. Could it be that Starbucks really doesn’t want people to hang out in their “Third Place”—a term for your home away from home & work? Or have the Starbucks HQ folks simply drank a little too much of their own Kool-Aid?)

The running shoe… reinvented for its users

We recently tried out new Zoot running shoes, and just had to talk about them with you.

Ever heard of Zoot? Maybe not, since it’s a company that focuses entirely on gear for triathletes. But there's an interesting invention angle in these $110+ shoes.

You see, the people at Zoot Sports completely reinvented running shoes for their users. They triathletes' very precise needs and biomechanics, and then developed running shoes from the ground up to serve them.

Among those special needs they IDed: being able to slip on fast for a speedy transition, being comfortable without socks, channeling water out so the shoes stay dry and light even when a hot athlete is pouring water over his or her body, and providing more mid-foot support because triathletes run differently than other runners when their muscles are fatigued from the swim and cycling legs that precede the running leg of a “tri.”

Zoot running shoes have now won several awards, and athletes wearing them have won several major triathlons. They’ve also won our kudos.

Two key lessons for you and your invention:

1. Identify your bulls-eye target. Zoot branched into running shoes but never branched away from its focus on a narrow consumer target: triathletes willing to pay high prices for high performance gear. By knowing this target well, it’s able to serve this target well. Very well, in fact. It’s also able to grow its business faster because it is going deeper with a group that already knows the brand well and appreciates its track-record.

2. Make your target your compass. Zoot knew triathletes, but it didn’t know precisely how they run until its scientists studied the biomechanics in great detail... and then designing accordingly. Doing this put them ahead of Nike, Adidas and all the other established makers when it comes to serving this particular consumer segment. We can never say this enough: study your target, and then design with them—not you—as your compass. For Zoot, doing this is now enabling them to win market share from much larger running shoe leaders. Who wouldn’t want to do likewise in their invention category?

Simplicity is key

Does a key really need its handle to be solid... or can that handle give you the hold you need while doubling as a keychain? Amron Experimental has designed with belief in the latter—its Split Key Ring is a key and key ring in one.

Amron is selling “blanks” (2 for $7) that can be cut to fit many leading household locks (we’re no locksmiths here, but a little digging indicates that the blanks work with Kwikset and Schlage locksets, among others).

We love the simplicity of this invention design. And we commend the designer for challenging decades of thinking on the role of the key handle. If only it could help us find our keys too.

(Side note: The inventor’s also selling a 30% stake in his patent rights, according to the Amron website. While this approach certainly isn’t right for everyone, it’s worth noting as one of the ways inventive people are looking for outside means to pursue invention success).

Notes from the NACDS Marketplace

The National Association of Chain Drug Stores (NACDS) annual Marketplace Conference recently wrapped up in Boston. With buyers representing more than 145,000 store locations – including most of the big guys like Costco, Walmart, Safeway and CVS stores – it’s one of the top events for people selling into drug, food and mass retailers.

Now that our very own Serena Soo is back from the conference, here are key notes from the NACDS:

1. Packaging innovation is huge. From beauty products that can be applied from their packages in new ways to BPA-free plastics to UV-blocking vitamin bottles, everyone was focused on new packaging. Are you? Perhaps it’s not appropriate for your invention… but definitely keep in mind that how you deliver your product – to protect it and to showcase it – matters… and can add a ton of incremental consumer value.

2. “As Seen On TV” may be As Seen Everywhere. If you’ve been in a Walgreens lately, you know they’ve devoted a whole section of every store to infomercial fare like the Ped Egg and Bumpits Hair Volumizing Leave-in Inserts (try to say that three times fast). And these are often the #1 selling products in Walgreens stores. Others are now taking note, and all those As Seen on TV products are branching out further. Expect a bunch of them in your local drugstore, supermarket, and big box soon too, if they’re not already there.

3. The Show was abuzz with talk of a new consumer segment and related new consumer shopping behavior: the “conservative shopper,” who is more concerned about protecting their finances and thus acting with the motto “buy less and buy more carefully.” Many of the retailers attending NACDS are working to ensure that they better convey their value so that folks in this new segment will feel comfortable spending in their stores. This talk is also a helpful reminder that every inventor should be sure to convey the value his or her invention provides… especially when people are minding every dollar so carefully.

A tale of two inventions

We’re reminded of Charles Dickens’ famous words (you know, “It was the best of times, it was the worst of times....”) in two inventions we recently came across: the Early Bird™ alarm clock and the Shape Up™ alarm clock, both from the company Fred & Friends.

We like the company behind these – its a group of playful designers who appeal to the kid within each of us, creating fun things like tooth-shaped candy dishes and cheese plates made to look like giant mousetraps – but we also think the two clocks are representative of how one invention can hit the mark while another can fall a touch short:

The Early Bird clock gently chirps and illuminates to wake you up. Since many people don’t want or need a jarring buzzer waking them up, and still others need a little bit of sun-like light (especially on those dark winter mornings), we think this clock hits the mark dead-on. Some of us here will be placing our amazon orders shortly.

Meanwhile, the dumbbell-sized Shape Up won’t stop buzzing until you lift it for 30 reps. The idea’s cute for about two seconds, but we suspect the novelty will be gone about a second later... and the clock will be in a box in the garage, or yard sale fare, soon afterwards. We prefer for an invention to have a little more life to it.

What can we learn from the two inventions?:

1. Be novel. There’s a huge market for new & different products, especially those that are affordably priced to serve everyday needs. In this regard, the $28 Early Bird can chirp all the way.

2. Be THE solution. The Shape Up solves one problem by creating another. It’s like punching someone in the arm to make them stop thinking about their headache... or invading Iraq so that... well, you get the idea. So while we give a quick nod to the attempt at inspiring early morning workouts, we advise everyone out there to reflect on whether you’re really, truly providing the total solution or simply replacing one problem with another.
3. Be buzzworthy. We learned of the Shape Up from Gizmag, which designated it as gift-worthy for people you dislike. From here, we discovered the Early Bird. The lesson: whatever you’re selling, media attention is good. And yes, it can tactically serve you very well to use one buzzworthy product to draw attention to another that you’re more keen to actually sell.

BTW, Dickens continued with “… it was the age of wisdom, it was the age of foolishness….” Here’s to learning from both in order to make your invention better!

(Full disclosure: we’re guilty of playing in the novelty clock arena too, most recently with our Flying Alarm Clock on QVC. Objectively speaking, the Early Bird gets the worm ahead of ours; however our clock comes in well above the Shape Up on balancing practicality and playfulness).

Invention lessons from Billy Mays (1958-2009)

The invention world has lost one of its greatest champions: TV pitchman Billy Mays died unexpectedly over the weekend.
 
We sometimes laughed at Billy’s larger-than-life style, but we also greatly respected the fact that he got behind so many individuals' inventions early on... and used a louder-than-life selling approach to make them very big hits. From OxiClean to Mighty Putty to Mighty Mend-It, Billy’s fingerprints (and signature hand gestures) are all over the success.
 
In tribute to Billy Mays, here are three lessons learned from the black beareded, blue-shirted master (and yes, we’re tempted to write in ALL CAPS... but Billy was really much more nuanced than that once you study him carefully):

1. Convey your benefits. Billy understood that most people don’t want to hear about the 19 different features of an inventive new product -- they want to hear the top 3 benefits they’ll experience, with tangible examples to drive the message home. What’s more, Bill always made sure to show at least one dramatic visual torture test to close the sale. Remember when he poured OxiClean powder into iodine water and the liquid turned from red to clear before your eyes? When Billy Mays sold it, you knew the exact benefits you’d get. You should do likewise as you sell your product.

2. Test it. In his Discovery Channel TV show Pitchmen, Billy and his co-host made sure to put each invention through its paces before deciding how to proceed. For a salon product, he gave it to women at a nearby salon in exchange for their candid feedback. For a cleaning product, he asked a professional housecleaner to evaluate it. To be sure, we’re fans of deeper research than the show depicted, but we appreciate the realities of a TV show... and we appreciate the broader point that Billy made sure to dig in and learn before moving into selling. Everyone out there should follow such a path.

3. Be passionate. Within the advertising world, Billy’s critics (yes, there were a few) accused him of “yelling not selling.” But the fact is, Billy effectively sold a whole lot of products. It’s the only reason he was able to stay in the business. Why was he so good, even when he was so loud? Among other reasons, because shoppers saw his loudness, his boldness, and his conviction for what it really was: genuine passion. We’re not saying everyone should try to mimic Billy’s style; however, being passionate about your product will only serve to excite others too. And isn’t that what selling is all about?