The Journal News:

A layer of ice cream sandwiched between two chocolate chip cookies. A good idea, huh? Richard LaMotta thought so, and in the 25 years since he invented the Chipwich, a billion have sold.

The Chipwich didn’t become a sensation because of TV ads or marketing, but because LaMotta used an army of college students to hawk it on pushcarts on street corners – going directly to the consumer.

Now LaMotta is promoting another new idea that again bypasses grocery stores and other traditional venues.

His new venture is called myStudentBiz. And, once again, students are the centerpiece of his marketing plan.

LaMotta intends to recruit high school and college students from around the country to distribute novelty snacks in neighborhood businesses, such as Laundromats, dry cleaners, car washes and bridal shops.

The deal is appealing to retailers, LaMotta said, because they are helping youngsters become entrepreneurs, not just contributing to a charity.

LaMotta hopes that myStudentBiz can become a magnet for inventors who are seeking a venue for their new food ideas.

“The average entrepreneur doesn’t have the money to go into supermarkets,” he said. “If it works out, it’s going to be a very unique test-marketing system.”

The students can also win a $10,000 bounty if they discover a food item that myStudentBiz can market.

Photo by myStudentBiz.

Originally posted by Rich Whittle on November 6, 2006 in Ideas.

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