Got Invention Radio Blog

September 7, 2010

Consumer Use Life Cycle – Explained

Filed under: Uncategorized — blog @ 6:20 pm
 

There are several “Life Cycles” associated with a retail product. The one we want to talk about here is the consumer use life cycle. It doesn’t start when the consumer purchases the product – or even when they take it out of the package and place it in the drawer or cabinet, It starts when they pick it up and go to actually use the product – and it ends when it finds its way back to that point of origin.  
Why is this important? Because we can get a customer to purchase a product for the first time using color and intrinsic value, and placement – all the marketing tricks we use to get attention. But we can only get a consumer to purchase a product the second time (or even more important to tell others good things about it) if the product successfully makes it through the consumer use life cycle the way it was intended.
To illustrate this let’s look at a little gadget that does a fine job of holding up its end of the bargain – The Chip Clip
We’ve all seen them; plastic little clips that hold a bag of chips closed. The clip starts the consumer use life cycle in the kitchen drawer. The consumer has just eaten ½ a bag of chips, walks from the den into the kitchen looking to cash in on the value agreement he/she made last week in aisle 12 with that pack of Chip Clips.
You know the agreement – “Ok, little clip, I’m going to leave $1.29 of my hard earned money here at the store, and take you home. But, when I have a ½ eaten bag of chips, you are going to step up to the plate like your inventor said you would, and you’re going to keep them closed and fresh for me.”
Now standing in the kitchen with a ½ bag of chips, the consumer’s here to collect part of that $1.29 in value you as the inventor promised them. The consumer takes the clip from the drawer, places it on the ½ eaten bag of chips, and sets it in the pantry. It stays there several days and eventually they eat the rest of the chips. The Chip Clip is then returned to the drawer and the consumer use life cycle is complete.
In the big picture of things the “consumer use life cycle” is a subset of the “product life cycle” while the product life cycle is a very important subset of the product’s “value proposition” – and in the end, the product’s value proposition is the reason a consumer purchases a product in the first place.
Do you think the chip clip inventor thought about the Consumer Use Life-cycle when they invented that product? Probably not, but the next time you invent a retail product maybe you will.

September 6, 2010

Today’s The Day!

Filed under: Uncategorized — blog @ 6:48 pm

Many of you may not know the name Mel Fisher – but for those who do, you will recall he was the treasure hunter from Key West Florida who found the ship wreck Nuestra Senora de Atocha worth hundreds of millions of dollars in gold and jewels.

Mel’s story started with, like many of us – a dream – Mel knew he could find that ship. It took him over ten years, he lost a son, and spent every penny he had – but he no doubt felt it deep inside. Deep in that place where we keep those thoughts we simply know to be our  truth. That core of belief from which all other thoughts radiate and strength is born. 
No one really understands how inventors and treasure hunters really know. But like an internal compass, these thoughts guide us to a destination few will ever attempt to reach. Something inside the inventor is both fuel and focus that allows us to get there in the face of sometimes insurmountable odds.
 While most people around Mel wrote him off as a simple dreamer, Mel trudged on. Awakening each day to the simple mantra that was the outside world’s only look into his true being. He started every day with the simple words – Today’s the day!

September 2, 2010

Is this a good thing – or a really bad thing?

Filed under: Uncategorized — blog @ 5:20 pm

From the AP news wire….very interesting.

Look carefully at the lid to your coffee cup or the handle of your disposable razor. A recent ruling on an obscure, century-old statute has opened the door for people familiar with the finer points of patent law to sue companies that stamp their products with expired patent numbers.

A couple of sharp-eyed lawyers are shooting for a financial windfall through the nearly forgotten law, and the Justice Department says they have a case.


The ruling in federal court in Alexandria appears to be the first of its kind upholding the constitutionality of a law allowing anyone to sue in the name of the government if they have evidence that a company is guilty of “false markings” _ namely, claiming patent protections that have expired or never existed.

The person who sues gets to keep half of any money awarded, with the rest going to the government. Damages of up to $500 per violation are allowed, which for mass-produced items with “Patent” stamped on every product could theoretically run into billions of dollars.
Despite the financial incentive to sue, lawyers in the Virginia case say no one other than businesses with a financial stake availed themselves of the law.
No one, that is, until Matthew Pequignot.

A Washington patent attorney, Pequignot (PECK’-eh-naw) noticed the patent marks on the lid to his daily cup of coffee, did some research and found that the lid’s maker, Solo Cup Co., was continuing to claim patent protections for disposable lids that had expired nearly 20 years ago. Depending on a variety of factors, most patents expire after a set period of time, often after 14 to 20 years.

In 2007, he sued Highland Park, Ill.-based Solo Cup, which makes the red and blue plastic cups seen at parties and barbecues and also supplies disposable cups and lids to retailers like Starbucks and McDonald’s.

Pequignot says the lawsuit addresses a problem in the patent community: companies using false marks to make products look impressive or to scare off competitors, who must do significant legal work to research the patents. He likens false patent marks to placing “No trespassing” signs in public park lands.

Pequignot followed the Solo Cup case by suing razor company Gillette, owned by Cincinnati-based Procter & Gamble Co., and Arrow Fastener Co. Inc., a manufacturer of staplers and similar products. The case against Saddle Brook, N.J.-based Arrow has been withdrawn, but Pequignot retains the right to revive it.

Gillette is seeking to dismiss the case, arguing Pequignot shouldn’t be allowed to sue unless he can show Gillette acted with “an intent to deceive.” “False markings claims come cheap: They damage defendants’ reputations. … Numerous complaints can be filed at almost no cost,” Gillette’s lawyers wrote, noting Pequignot’s multiple lawsuits.

In the Solo Cup case, court papers indicate Pequignot offered to settle for $9 million. Instead, Solo Cup argued that allowing a private citizen to sue on behalf of the government is an unconstitutional violation of separation of powers. Solo Cup also argued the law violates constitutional requirements that a plaintiff must suffer some type of harm to bring a lawsuit.

U.S. District Judge Leonie Brinkema concluded in March that the provision allowing Pequignot to sue in the name of the government, though rare, is constitutional. Called “qui tam” statutes, most have been repealed because of concerns they were being abused.

Despite Brinkema’s ruling, there are still concerns over the law’s use. In May, a federal judge in New York tossed out a similar lawsuit filed by a patent attorney who sued Brooks Brothers over expired patents on its “original Adjustolox” bow tie.

The judge ruled that if the plaintiff, Raymond E. Stauffer, wants to sue on behalf of the United States, he must prove the government suffered harm, a standard he said Stauffer failed to meet.
Brinkema, on the other hand, said in her ruling that the U.S. suffered harm by the very fact that its laws were being broken.

The Justice Department is siding with Brinkema. On May 29, the government moved to intervene on Stauffer’s behalf and said the New York judge’s analysis is flawed.

Neil Friedman, the lawyer who represented Brooks Brothers, likened Stauffer and Pequignot to “bounty hunters” looking to collect an easy payoff. He said he is aware of several similar lawsuits that have been filed since the Pequignot and Stauffer’s cases.

Pequignot, for his part, says he does not expect an avalanche of false markings lawsuits, despite the fact that Stauffer and some others have already followed in his footsteps. He said that, even as a patent attorney, it took him many hours of research to be able to file his lawsuit.

Dennis Crouch, a law professor at the University of Missouri and author of the Patently-O blog, said lawsuits like Pequignot’s had been “almost unheard of” before his filing. He said the effect could be significant, though, since he estimates there are millions of false markings in the marketplace.
In her ruling, Brinkema suggested Congress may want to close the loophole.

“It is likely an accident of history that (the law) survives as one of the few remaining qui tam statutes in American law,” Brinkema wrote in her opinion which grudgingly acknowledged Pequignot’s right to move forward with his case.

With the law’s constitutionality upheld, Solo Cup says it plans to offer a “good-faith” defense that it relied on lawyers’ advice and did not intend to deceive.

Today’s The Day!

Filed under: Uncategorized — blog @ 5:17 pm

Many may not know the name Mel Fisher – but for those who do, you will recall he was the treasure hunter from Key West who found the ship wreck the Nuestra Senora de Atocha worth hundreds of millions of dollars.

Mel’s story started with, like many of us – a dream – Mel knew he could find that ship. He no doubt felt it deep inside where we keep those thoughts that we simply know to be our truth -.that core of thoughts from which all other thoughts radiate. No one really understands how we know, but like an internal compass, these thoughts guide us to a destination few attempt to reach. Something inside the inventor is both fuel and focus that allows us to get there in the face of sometimes insurmountable odds.

 While others around Mel wrote him off as a simple dreamer, Mel trudged on. Awakening each day to the simple mantra that was the outside world’s only look into his true being– Today’s the day!

5 Steps to licensing a product – Step 4

Filed under: Uncategorized — blog @ 5:16 pm

Before you send your Sell Sheet to the company

Send presentation/sell sheets. Make sure you keep the originals and have them handy in case the company wants to discuss any aspects of them over the phone. Make sure your contact information is on every page of the material and any prototypes/samples you may be asked to send along with the sell sheets. DO NOT send prototypes without the request of the company. They do not want to be responsible for items they did not request.

You want to make sure that if any of your material gets separated from the others that they still know who they belong too. Most companies prefer to receive no more than two pages of sell sheets per idea. Unless your product is extremely complicated you should be able to describe your product within two pages. If not, boil it down to your best pitch and then add the statement “additional information is available upon request.” If you can’t peak their interest in two pages your idea may be too complicated to understand and needs work.

When making a sell sheet or presentation think about the blurb you see on the back of a novel. This blurb gives the reader an overview of the 300 or more pages of the book. Based on this blurb you make a decision whether to purchase the book or pass on it. The same can be said for your pitch. Based on how well you grab the reviewer’s attention and get the market value of your product across determines whether they will be interested or pass on it.

Remember it doesn’t take 5 pages to tell you how to make a peanut butter and jelly sandwich, unless you try real hard. When it comes to sell sheets MORE is not always better. It goes back to one of my sayings “Would you rather read a pamphlet or a novel to get my idea?”

You can hear more of Roger’s tips on licensing your retail product on the new Looking-2-Licesne CD produced by Roger Brown and Jim Debetta  – It’s a great source of information from two seasoned professionals. http://www.looking2license.com

September 1, 2010

Does my butt look big in these?

Filed under: Uncategorized — blog @ 5:39 pm
We all want our products to solve a problem -and the bigger problem the better. It could be a household cleaner, a garden tool, even a kitchen gadget. These are all great problems solving products because we can see them actually working. The consumer holds the benefit right in their hands. But what happens when the benefit is not so obvious, when it’s subjective? What about when the product is designed to do nothing but make the consumer feel better about themselves?

 Maybe a bra that makes your boobs look larger? Maybe one of those magic little pills that makes your “manhood” bigger….guaranteed!

 After all, buying is about emotion. The consumer uses that emotion as the catalyst for making the purchase. We’ve all see a product and said “I love this” we just had to have it, so we start marching down the list of justifications why we should buy it. At the top of that list is always “because I want it” and that buying justification is always driven by the product in some way making us feel better. The endorphins in our brain are released and we start making that mental association between the product and feeling good.

 Clothing is a perfect example of how this process works. We all have lots of pants, and they all function the same way. But for most of us the buying catalyst for a clothing purchase is how we feel the clothing makes us look – not the fact that it keeps out cold, or wind, or rain. In fact, those are expected values, and the consumer actually gives the manufacturer little credit for the product performing those functions. Style, color, and how it makes you feel are the value benefits the manufacture must use to motivate the buyer. These are all very subjective, and the hardest consumer values to nail down in a product.

 In the case of that really cool pair of jeans it often boils down to a simple premise – if I can convince you the pants you have in your hand are going to make your big ass look smaller – then you feel better about yourself and you buy my product.  At the end of the day you still have a big ass – you just feel better about yourself…. and my product.

It’s all in the name…

Filed under: Uncategorized — blog @ 5:38 pm

It really is all in the name – as people we tend to have a conservative bent to our naming – John, Thomas, Julie, Frank, and so on.  Every once in a while you see a name that stands out from the rest. Take “Moon” Zappa for instance, or Gwyneth Paltrow’s little girl “Apple” names that don’t exactly fit into the main stream – but is that a bad thing?
Maybe not for a child, but it can be for an inventor trying to come up with a name for the product that will eventually emerge from the hard fought technology being developed in the basement.
Let’s start by looking at some product names that simply should have never made their way to the store shelf.  What were they thinking?
Pee Cola (Beverage)
Spontex (sponges)
Poo (Potato chips)
Fridge Balls (air fresheners for your fridge)
Anusol  (Cream…you can guess what kind)
Bimbo (Sandwich bread)
Wack-Off (Insect repellent)
Now in all fairness there has been a long standing debate in the marketing world about this issue. Some experts say only use names that are descriptive of your product, some say use names that are catchy and have nothing to do with your product, and still others say anything goes – use a name that will get “Top of Mind” (a marketing term that describes remembering something before something else) the wackier the better.
I tend to stay in the middle. In most cases I think a name should be somewhat descriptive of the use of a product simply because you have so little time to communicate value to the consumer and the name is a prime place to do that. Short of an obvious descriptive nature to the name, it should have some memory to it in terms of getting the consumer to think of it rather than the competitors. All in all I tend to use a set of simple rules to stay on the right track for naming a product.
1.    Never name a product after a derogatory term and never use a term or phrase that could offend the consumer in any way.
2.    Always keep it as short as possible – consumers are bombarded with images and things to remember, short and sweet will always win out over long and complicated

3.    Funny works great when it can be used, but don’t force feed funny

4.    Don’t be afraid to use a tag line to add additional information or act as a clarifier for the name itself
5.    Complicated names make the consumer feel stupid – it may not be true, but they assume everyone else gets it and they don’t. This brings them right back to an earlier bad memory and creates an indelible line between that bad memory and your product – not good for sales.
6.    Hooked on Phonics – the consumer has to be able to phonetically pronounce your product name. If they can’t, they feel stupid, and there’s that line again back to an unhappy time in Mr. Smith’s 3rd grade English class where all the other kids made fun of them. I knew a lady once years ago who for 20 years refused to buy Neapolitan Ice Cream because she thought it said “Napoleon”. She had taken a history class and learned that Napoleon was not such a nice person. She made a mental link between the name and the product. All because she couldn’t pronounce the name phonetically.  This may be an extreme case, but it’s true. 
Now these are just my rules, and for you they would be suggestions. Unfortunately there are no “one size fits all” guidelines for naming products. Rather a set of socially driven boundaries and memory tricks we try to work within.
Remember, the name adds a level of value to the product, so making it something the consumer can smile about is always helpful to the purchasing decision since at the end of the day the act of purchasing is all about turning their emotion into your cash.

Now On Sale….100% Off

Filed under: Uncategorized — blog @ 5:37 pm

I was having a conversation this afternoon with a good friend of mine who specializes in selling retail products into the “Secondary” market.  It dawned on me that many inventors don’t realize the market is actually divided into 3 main segments – The Primary Market, The Secondary Market, and the Salvage Market.  Well it is, so I asked Don Lewis of Lewis Associates of Ohio, Ltd. to explain a little bit about the retailer’s motivations in dealing with the secondary, or closeout, sector of the consumer products market.

Having Sold Closeouts, Excess Merchandise, Overstocks, Buybacks and Package changes for the past 20 + years, I am often asked the question – “ Who buys this kind of merchandise”  and “Why”? The answer is simple – Wholesalers, Retailers & ultimately the Consumer; and they buy it for one simple reason – PROFITS.
Of course there are secondary market retailers like Gabriel Bothers, and Big Lots. These retailers work only in the secondary market selling direct import goods and those goods that are excess from the primary market.  We don’t often think about it – but normal “big name” retailers often work in the secondary market too.
In fact, buying closeout goods in the secondary market often allows big name retailers to increase their margin of profit between 30 & 60%. This can make up for the many products they carry where they have to “work close” or “give away” in order to drive retail sales. Wal-Mart, K-Mart, Target, Kroger, Dollar General, Family Dollar – they all look to the secondary market to find odd lots, or small runs, of items they can use to offset discounts on regular product sales.
There are however, times when no matter how well an item is priced it just doesn’t sell. This could be due to Marketing, Packaging or Pricing or many other reasons.
When this does happen, typically the products become salvage goods in which case the manufacturer can sell the goods directly to salvage dealers (many of whom have their own retail stores) or they destroy the products and take a tax write off.  Some manufacturers choose to just hang on to the good’s for an extended period and hopefully they sell a little at a time – although this option normally doesn’t work very well.
Over the years I have been fortunate to sell closeouts ranging from Foam Footballs, Used Tuxedos, Garden Hoses, Blankets, Food, and many other items.  Ultimately the people who benefit most from the secondary market are the consumers, not the retailers, because they end up with a nice product often at a great price.
So keep your eyes peeled for products advertised at your local retailer or on line, as you never know what kind of “Hidden Gem” is floating around in the secondary market for you.
If you have questions about the closeout business or how retailers work, just email Don and ask – He’s a great guy and he loves this business.
Don Lewis, President
Lewis Associates of Ohio, Ltd.

Quilting Class?

Filed under: Uncategorized — blog @ 5:37 pm

Well, I had quilting class last night – I know, Quilting Class? Yes… that’s what I call it anyway.

You see I have been working on this quilting ruler for several months now and I’m almost there. I spent hours and hours talking to quilters over that time getting dozens of prospectives and much data on issues of size and shape and color. What I heard were a few things, most notably that the wanted bright colors!

I also learned that you don’t mess with these broads, they want what they want and my job is to give it to them. So like a nice young man I went off to develop a quilting ruler in bright colors. The rulers have always been done in yellow, so I selected bright Green and Pink to complete the set. It took some doing, but I finally got the samples back in these colors and off I went to quilting class. I walked in and my little quilting harem gathered round to take a look.

Imagine my surprise when they hated them! I mean really hated them. I was befuddled at what I was hearing. After all, I had talked to many quilters who all said they loved the colors. So what gives? Why is this group telling me they hate them?

I asked that simple question – The answer – “We love the colors Mark, we would just NEVER use them” Then they proceeded to take out about 30 pieces of fabric and lay them on a table. Slowly moving the ruler from one end of the table to the other, I was amazed as I watched the ruler “disappear” about 25% of the time. A text-book case of “Function hates Form”

The good news is my new found friends have no shortage of things they would like me to invent for what I’m finding out is a huge industry that is largely ignored.

So at least in the near term I guess if you need me on Tuesday or Thursday nights you can find me at the club…..The quilting club.

Maybe next week they’ll let me sew something….naaaa

Not so Fast Buddy!

Filed under: Uncategorized — blog @ 5:36 pm

Ok, so you do a “market survey” with 10 of your friends. They all love your idea, tell you how great it is, fill out your survey and send you on your way.

You go back home and start reading the information and comments they provided.. You find that in addition to glowing scores, your friend “Jill” put down in the remarks that although she loved the product, you should move the handle from the side, up to the top, make the product 25% larger, and change the material. You start looking at your product and realize she’s right. It not only looks better, it functions much better as well – that was great advice!
Fast forward a year, all your friends were right. Your product is a great big hit and it had national distribution in major retailers.
One day your friend Jill sees you driving your brand new BMW down the street and thinks to herself “wow ….that product must be making a ton of money”. She sees it in her local store and notices you did exactly what she suggested a year earlier. You moved the handle, made it larger and changed the materials.
After seeing your new car, and your product on the shelves in her local retailer, Jill is convinced you are making millions of dollars from your product. She talks it over with her husband and they come to the conclusion that the success you are having with your product is really because of the enhancements Jill suggested. She feels (no doubt validated by her husband) she should be rewarded for her part in making your product such a great success.
So Jill looks at her options and contacts an attorney. In the end Jill files a law suit against you and claims “Co-Inventor” status on your patent – Giving her a legal share of your invention.
Should Jill be entitled to Co-Inventor status? What are the legal issues involved with asking people advice during the inventing and development stages of a product – and how do you indemnify yourself and your product in a case like that?
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