What product did you submit to Walmart’s Get on the Shelf contest?
Where’d the idea come from?
We have been selling Rinse Ace® Brand pet bathing products to US consumers and retailers for years so it was a logical line extension (after all, to some of us, pets are â€œour babiesâ€ J).
What’s your background (and or day job)?
I have been CEO of Idea Factory, Inc. since its inception in 1994. Our first product was â€œdiscoveredâ€ by QVC during their 50 in 50 Tour in the summer of 1995. After the first 2 years on QVC with just our one patented product, we expanded distribution to catalogs and then retail stores. We were then successful in creating a line of patented showerheads and shower accessories before we ventured into pet bathing products.
What difficulties did you have creating the product?
The difficulty is not in â€œcreatingâ€ a product, rather the difficulty is â€œgetting on the shelf.â€ Vendor consolidation is happening at most US retailers so a small manufacturer with a single item has an incredible uphill battle. Getting an introductory meeting with a buyer and/or an invitation to a category line review (even with a proven, patented product) can take years. Also, unfortunately, some retail buyers have gotten â€œburnedâ€ in the past by a small manufacturer that was unable to manufacture and deliver a product on-time. As a result, it can be difficult for a small manufacturer to gain the trust of a buyer to â€œtake a chance.â€
Have you sold any? (or is the product currently for sale somewhere already?)
Yes. Available on our website http://www.rinseace.com/product/sink-baby-rinser
Do you have any advice for aspiring entrepreneurs?
Where do I start (and end)!?
Coming up â€œthe ideaâ€ is the easy part. Manufacturing may be just as easy (depending on the product). The marketing is the hard part! So my advice, 1. be patient — because it will take longer than you think and 2. be able to lose your start-up funding without compromising your life or relationships with those who are important to you â€“ because it will cost more than what you have in your pockets or bank account today.
Their video is below and their GOTs link is getontheshelf.com/product/554/Sink-Baby-Rinser-.
Good luck Patty! and the Idea Factory team!
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