Bringing the idea to Fruition...

I joined IWI (Inventors Workshop International, as referenced in my last post) in May 2009 and with their guidance I began the process of checking on patents, trademarks, names, copyrights etc. and learning about these subjects. In June 2009 I entered into an agreement with the manufacturer to start working on my CAD drawings so that we could finalize a design and thus produce an estimate for the cost to make a prototype of the case.

With my business plan completed, projected costs calculated, patent research results returned and PoopPac still looking like a viable proposition, in November 2009 I commissioned the manufacturer to go ahead with the prototype. Prototyping went exceedingly well, and we had a PoopPac ready for field market research by January 2010.

However it was not all plain sailing. We hit the 'common' hurdle found in many 'construction jobs' involving materials and labor. By the time our perfect little PoopPac was ready to meet the world we were over budget. I was initially incredibly disappointed (actually a mini meltdown, as you can probably imagine) as I had worked so hard during every meeting with the manufacture to ensure we were keeping the case within the agreed price point but alas the final tally was off (how could this be? I was working with experienced, seasoned professionals...)!

The truth of the matter is we had designed an excellent product, and using the highest quality materials and fine attention to detail we had a wonderful case that we were all very proud of. The problem was the case was not going to be joining the world of high end designer handbags and luggage with great 'brand' recognition. It was a case designed specifically to carry dog waste, to be launched by a new business, on a budget, and with out a comparable product on the market to compare it next to. Thus I felt it would be a very price sensitive product, especially as we were bringing something new to market (being a case to carry pet waste). However once you have 'the perfect case' it is very difficult to start stripping back some of the features to bring the manufacturing costs down, so I decided to go with PoopPac 'Original' knowing I would need to release PoopPac 'Basic' as well, if my business model was to have any chance of being financially viable.

In England we have the saying 'in for a penny, in for a pound'. PoopPac had turned out so well, and the whole team at our manufactures were so excited about our little PoopPac that we decided to go the full distance and build PoopPac 'Lux'; the result-gorgeous! Now would anyone pay the price required for PoopPac Lux? Who knows, but we made it and we love it so there you have it!

My learning curve on this part of my journey was that with the best will in the world, you will go over budget. Working with top designers and crafts people (our manufacturers are recognized as one if the leading designers and manufactures of thermoformed cases in the USA) your team are going for the 'award wining design' the 'perfect' product, and the price point sensitivity is perhaps not quite as sharp to them as to me, the one who has to sell the item... We've all been there; the budget for the house remodel, the 'dress' for the occasion, the 'most' we can spend on a gift... So now I know to build in a cushion and tell NO ONE the cushion is there. Hmm but I would know! OK, note to self; chances are, if designing a product from scratch, you will go over budget - period.

Susan Introducing PoopPac's Award Winning Dog Waste Case

78.2 Million Dogs in the USA and Growing… What’s the scoop with the poop?

Since getting into the dog waste business I am continually amazed at the number of stories and issues that are raised by people disagreeing around the subject of dog waste disposal.  It often becomes a very heated subject and also a very comical one; at least for those not involved in the dispute (the scene with Jim Carey comes to mind from the movie The Mask…).  So why is this such a controversial subject?

Many dog households understand the importance and necessity to manage their pets waste in a responsible way, but others ask ‘what’s the big deal’.  Well the big deal is that there are an estimated 78.2 million domestic dogs here in the US (1) and historically this number is increasing annually (and correlates closely to the number of households in the US).  78.2 million dogs is a lot of dogs!  To help put this in perspective the estimated resident population of the UK (United Kingdom) was 61.8 million people in mid-2009. For me, visualizing the population of the UK and correlating that with the number of dogs in the US really brings home the fact that if a significant percentage of our dog owning population do not follow recommended dog waste management etiquette it is be a very big deal and we will all be in quite a mess, literally!

Most of us will agree that public parks, walk ways and trails are not public bathrooms for dogs, or people. There are just too many of us, dogs and people, sharing an ever decreasing amount of land to act carelessly and without regard for our neighbor’s mutual enjoyment of our public spaces.  Many years ago the public health challenges caused by the improper treatment and disposal of human waste became apparent and as a result in developed countries we now have extensive sewage systems and all new housing developments include sewage facilities.  I have no doubt that the evolution of pet waste management can be likened to the evolution of our own waste management and litter management,  in that as the need grows the solutions will follow and in the future communities will be designed to include the management of and disposal of pet waste.  However in the meantime, despite the differing policies of different cities ‘all’ dog owners need to take personal responsibility for their dogs in this area.

Dogs like people can be potty trained.  Also dogs, like people, cannot always hold it in until they get home and thus public toilets/facilities for dogs do need to be provided.  To this end there are a growing number of dog parks, or areas designated within a park especially for dogs and these areas contain facilities to handle dog waste.  Many parks that do not have designated dog areas do provide public waste bins and waste bags for dog owners who may occasionally get caught in need; but this is not a cart blanche pass to use the public space as their dogs regular toilet spot, or to take the ‘free’ bags from the dispenser by the handful to use elsewhere.   Manufacturers have designed numerous tools to help with pet waste management both in and around the home, in the yard as well as when taking dogs out on walks and hikes.

  With 78.2 million dogs and more on the way, if we want to continue to enjoy the company of our dogs out and about in public places we need to ‘all’ recognize our responsibility to be part of the solutions for achieving excellent waste management.   (1) The APPA (American Pet Products Assoc.) has been tracking statistics on the pet industry, including the number of pets per household since 1988.  In 2002 the US had approximately 109.3 households of which 36.59% were dog owners.  These 40 million households had a total of 68 million dogs, giving an average of 1.7 dogs per households with dog.  In 2011 we have an estimated 117.6 million households in the US of which 39.37% are households with dogs totaling an estimated 78.2 million dog’s  

PoopPac Dog Walkers Case; The Right Product at The Right Time

PoopPac Dog Walkers Case; The Right Product at The Right Time

Research, and the tremendous interest shown in PoopPac thus far from the UK, Canada,  Mexico, Japan and Australia have already shown PoopPac has international appeal.  Today dog waste management is a very hot topic; it is controversial and political both domestically and internationally.  The subject of managing dog waste and related stories appears in the main media outlets daily.  As such the PoopPac Dog Walkers Waste Case is the right product at the right time and offers a great business opportunity.

So why has this become such a topical subject recently? In a relatively short period of time we have gone from most dogs living in a household with surrounding land or a garden/yard in which they have been trained to use a particular area of the grounds as their toilet, to more and more dogs moving in with smaller households in urban communities where many now live in apartments, or homes with small yards that do not lend themselves as a place large enough to exercise dogs.  Also increasingly dogs have become much closer human companions, often regarded as a member of the household and as such traveling extensively with their guardians on all trips outside of the home, including trips to the store, restaurant and just about everywhere their guardian goes.  This mobility, combined with restricted home environments has born an increasing necessity to provide solutions for dog waste management. Add to this the ever increasing dog population and it is apparent why pet waste management is a growing business sector.

Today there are an estimated 78.2 million domestic dogs here in the USA

(1)

and this number is increasing annually, correlating closely to the number of households in the USA.    

78.2 million dogs are a lot of dogs!  To help put this in perspective the estimated resident population of the UK (United Kingdom) was 61.8 million people in mid-2009. Visualizing the population of the UK and correlating that with the number of dogs in the US really brings home the fact that if a significant percentage of our dog owning population do not follow recommended dog waste management etiquette we will all be in quite a mess, literally!

Most people agree that public parks, walk ways and trails are not public bathrooms for people.  Today this statement needs to also apply to dogs due to the sheer number of dogs we now have in our communities.  There is no doubt that the evolution of pet waste management can be likened to the evolution of our own waste management and litter management, in that as the challenges grow the solutions will follow and in the future communities will be designed to include the proper facilities to manage and disposal of pet waste.  However in the meantime, despite the differing policies of different cities ‘all’ dog owners need to take personal responsibility for their dog’s waste disposal.

So what options are available? It is acknowledged that dogs like people can be potty trained.  Also dogs, like people, cannot always hold it in until they get home and thus public toilets/facilities for dogs do need to be provided.  To this end there are a growing number of dog parks, or areas designated within a park especially for dogs and these areas contain facilities to handle dog waste.  Many parks that do not have designated dog areas do provide public waste bins and waste bags for dog owners who may occasionally get caught in need; but this is a public courtesy to help maintain the public spaces and should not be seen as a cart blanche pass to use the public space as a dogs regular toilet spot, or a place to get ‘free’ bags from the dispenser by the handful to use elsewhere.  

Manufacturers have designed numerous tools to help with pet waste management both in and around the home, in the yard as well as for parks and public areas that cater to dogs. However for those that walk their dogs in areas that do not have pet waste facilities the main reason people cite for not disposing of their pets waste is either they didn’t have a bag, or more frequently they ‘bagged it’ but there was nowhere to ‘put it’ so the left it, bagged, on the ground.

Understandably a fresh package is messy, smelly and unhygienic; it is not a package one wants to carry around with them as it not only ties up their hand with this task, but with the thin bags accidents do happen. Add to this the person multitasking; needing to manage other items, perhaps also have young children, dogs, coffee, newspaper etc. also in their hands… you get the picture.  With these challenges in mind PoopPac Dog Waste Case is designed to carry used dog waste bags safely, hygienically, and to conceal all odors until a proper waste facility is available. The case also carries and dispenses unused waste bags.  This tool is a perfect solution for those challenged in walking in areas without adequate facilities and aids the user in effortlessly and conveniently contributing to proper pet waste management, whilst leaving them hands free to enjoy their walk, and without the distraction of trying to dispose to the package as quickly as possible. 

The PoopPac Dog Walkers Case is a great solution to the many challenges cited as reasons some dog walkers still neglect to take responsibility for their pet wastes unnecessary negative impact on our environment.

(1)

The APPA (American Pet Products Assoc.) has been tracking statistics on the pet industry, including the number of pets per household since 1988.  In 2002 the US had approximately 109.3 households of which 36.59% were dog owners.  These 40 million households had a total of 68 million dogs, giving an average of 1.7 dogs per households with dog.  In 2011 we have an estimated 117.6 million households in the US of which 39.37% are households with dogs totaling an estimated 78.2 million dog’s

PoopPac Dog Waste Case

First blog...

My intention with this little blog is to document, on a weekly basis, my progress in trying to start a new business and track my progress in launching a new product that I designed and manufacture.

I was inspired to do this as a 'blog' as opposed to in a personal journal, as I have had so much support from complete strangers in bringing an idea to market, that I think some of my experiences may be of interest to others and motivate them too, to take their idea to the next level... I know I will also be climbing a steep learning curve and therefore my experiences may be of assistance to others in perhaps avoiding some of the challenges I am sure I will be creating for myself due to lack of prior experience, and funds,... thus my 'journal' will be 'public', at least for now ;-)

The best laid plans... We are six months into my project and I finally get to my blog! Basically once we got started with our first soft launch/field market research in April 2010 my little business seemed to take on a life of its own and suddenly here we are six months later and no blogs! Thus now I am making the commitment to blog once a week, so that those who are interested in following the launch of our start-up company can, here! Welcome!

And as I look at my blogs header I laugh; I love my marketing teams title for this blog; "...fabulous tales of product and branding success..." You can see they titled the page; the reality ought to be 'the trials, tribulations, and wins involved in launching a new product" or 'the adventures of a crazy woman with no relevant background or experience launching a new pet product on a tight budget'... you get the picture. Anyway here we are and as I am late to the game in starting this blog I will drop in tomorrow and start with a quick recap of PoopPacs adventures thus far. But right now off to the post office as we have PoopPacs to ship!

What is PoopPac Dog Walkers Case?

PoopPac Dog Waste Bag Carrier and Poop Bag Dispenser

PoopPac, the dog-walker’s companion. The PoopPac is a tough, lightweight case designed to carry both used and unused dog waste bags, ensuring you will never be without a bag when you need one, or stuck carrying a dog poop bag after you clean up after your pet.

PoopPac’s unique patented design has two separate compartments. Our front main compartment features a wipe clean lining suitable to contain your ‘package’ and an activated charcoal filter to assist in absorbing the odors. Enclosed in this zippered rigid compartment your pet’s used dog waste bag can now be transported safely, elegantly and worry free leaving you ‘hands free’ to enjoy your walk. We have designed our dog walkers bag with a separate rear compartment to carry and dispense your new dog waste bags efficiently and to hold small personal items such as keys, phone, tissues, hand sanitizer etc.

PoopPac is attractive, practical, durable and fully machine washable; the perfect dog walkers accessory!

PoopPac includes multiple options to suit your carrying needs:
• Built in Belt Clip
• Removable Wrist Lanyard
• Removable Shoulder Strap
Case Dimensions: w x h x d = 7” x 5 1/2” x 3 1/4” (approximately: 17 cm x 14 cm x 8 cm)

PoopPac's main compartment features:
• wipable lining to contain your ‘package’
• activated charcoal filter to assist in absorbing odors.

• rigid, zippered enclosure to ensure that your pets package can be transported

safely and elegantly, leaving your hands ‘free’ to enjoy your walk.

PoopPac's rear compartment is designed to:
• efficiently carry and dispense unused waste bags.
• to be suitable for holding small personal items such as keys,
phone, tissues, hand sanitizer etc.

PoopPac’s attractive case is:
• constructed using a patented thermoforming process which produces a tough, lightweight, molded case designed specifically to withstand harsh environments.
•machine washable; use warm soapy water

With PoopPac your attention returns to enjoying your walk rather than focusing on finding the nearest trash can!