November 2009
Ms. Christine Best Perkins, inventor of FidoRido, a car seat for dogs (see video in left panel), shared with us some of her ongoing experiences as an innovator. Her presentation and the ensuing discussion offered practical insights into the world of the inventor.
The need. Ms. Perkins got a puppy and immediately realized that she needed to protect both her dog and herself during car rides together. How could she make the ride fun for her dog while keeping her dog off of her face, from between her foot and the brake pedal, and from falling out of the window?
The solution – a car seat for dogs – included a molded container (originally a cat litter box), a dog harness that could be strapped to different areas of the container, a cushion that elevated the dog high enough to see out the window, and a removable pouch for carrying small items. At home, her dog could use the car seat as a bed or (frown) as a bathtub. Mr. Craig Thompson suggested that she focus on finalizing the development of her core car seat before developing accessories such as a leash for independent sale.
Legal protection. Ms. Perkins obtained the legal benefit of a patent which gave her the right to exclude others from making, using, offering to sell or selling, or importing her invention in theUnited States
Manufacturing. All FidoRido parts are made by companies located within a few hours drive of Indianapolis, allowing Ms. Perkins to remain directly involved in the manufacturing process. Nevertheless she constantly evaluates new opportunities to reduce manufacturing costs. Current manufacturing costs are too high for her to profit by selling retail, so she sells directly to consumers over the internet. The audience suggested that she consider offering both her current product, and a new product that could be manufactured at lower cost for profitable retail sales.
Financing. Ms. Perkins found that funding growth of a small business can be difficult. An accountant (her husband) improved her financial situation by helping her to efficiently direct the use of her funds. Mr. Thompson solved the chicken and the egg problem (which came first?) by suggesting that, even though a loan is hard to get, a bank might offer a loan based on the collateral of one purchase order from one major retailer.
Marketing and Sales
- Attention by association is a great way to market a product. Give your product to a celebrity who will use it publicly and inquiring minds will want to know where they can buy it.
- A professional web site developer benefits Ms. Perkins, who sells her invention only on the internet.
- Marketing to targeted audiences (such as bazaars that emphasize novelty, the Humane Society, the Society for the Prevention of Cruelty to Animals, and to pet store chains) can efficiently increases sales.
- And, of course, public praise of a good product is a wonderful marketing tool. Ms. Perkins and FidoRido have been featured by MSNBC, Dr. Laura, Inside INdiana Business, and Rainmakers; she was named Indianapolis Small Business Development Center 2005 Entrepreneur of the Year; and she won the first Entrepreneurs’ Alliance of Indiana “Entrepreneurs Challenge Award”.
Thank you for sharing your experiences with us, Ms. Perkins. Best of luck with FidoRido!
The need. Ms. Perkins got a puppy and immediately realized that she needed to protect both her dog and herself during car rides together. How could she make the ride fun for her dog while keeping her dog off of her face, from between her foot and the brake pedal, and from falling out of the window?
The solution – a car seat for dogs – included a molded container (originally a cat litter box), a dog harness that could be strapped to different areas of the container, a cushion that elevated the dog high enough to see out the window, and a removable pouch for carrying small items. At home, her dog could use the car seat as a bed or (frown) as a bathtub. Mr. Craig Thompson suggested that she focus on finalizing the development of her core car seat before developing accessories such as a leash for independent sale.
Legal protection. Ms. Perkins obtained the legal benefit of a patent which gave her the right to exclude others from making, using, offering to sell or selling, or importing her invention in the
Manufacturing. All FidoRido parts are made by companies located within a few hours drive of Indianapolis, allowing Ms. Perkins to remain directly involved in the manufacturing process. Nevertheless she constantly evaluates new opportunities to reduce manufacturing costs. Current manufacturing costs are too high for her to profit by selling retail, so she sells directly to consumers over the internet. The audience suggested that she consider offering both her current product, and a new product that could be manufactured at lower cost for profitable retail sales.
Financing. Ms. Perkins found that funding growth of a small business can be difficult. An accountant (her husband) improved her financial situation by helping her to efficiently direct the use of her funds. Mr. Thompson solved the chicken and the egg problem (which came first?) by suggesting that, even though a loan is hard to get, a bank might offer a loan based on the collateral of one purchase order from one major retailer.
Marketing and Sales
- Attention by association is a great way to market a product. Give your product to a celebrity who will use it publicly and inquiring minds will want to know where they can buy it.
- A professional web site developer benefits Ms. Perkins, who sells her invention only on the internet.
- Marketing to targeted audiences (such as bazaars that emphasize novelty, the Humane Society, the Society for the Prevention of Cruelty to Animals, and to pet store chains) can efficiently increases sales.
- And, of course, public praise of a good product is a wonderful marketing tool. Ms. Perkins and FidoRido have been featured by MSNBC, Dr. Laura, Inside INdiana Business, and Rainmakers; she was named Indianapolis Small Business Development Center 2005 Entrepreneur of the Year; and she won the first Entrepreneurs’ Alliance of Indiana “Entrepreneurs Challenge Award”.
Thank you for sharing your experiences with us, Ms. Perkins. Best of luck with FidoRido!