Breath of fresh air: how do you sell buyers on an invention that creates a new product category?

Entrepreneur,  Oct, 2004  by Don Debelak

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3. USE YOUR SUCCESS IN EXISTING STORES TO SECURE NEW LOCATIONS, Stores want products that sell, and nothing proves that point like success at other retailers. Sometimes, inventors are better off restricting sales to just a few retailers at first to ensure the product is a big success at those stores. The figure retailers want is the monthly sales per store, per foot of shelf space. Concentrate on making that number as high as possible.

4. FIX PROBLEMS IMMEDIATELY, Retailers usually give you just one chance on their shelves and don't want to hear customer complaints about a new product. If your product has a problem for some users, don't take a chance that it won't surface. If it does, you'll lose your chance at that store, as well as your market momentum-and you may never recover. Fix the problem upfront, even if that means a delay of three to six months before getting the product into the market.

CASTING CALL

A new TV show, Million Dollar Idea, filmed at the Man of America in Minneapolis, is looking for inventors who want to compete for a top prize that includes shelf space at QVC's Mall of America store, The show has been carried locally since May 2003 but recently partnered with the Mall of America to launch a nationally syndicated show this month.

They're looking for inventors of all types of products. To learn how to submit your idea, go to www. milliondollarideashow.com and dick on "MDI Inventors." Or contact hosts Jean Golden and Todd Walker at info@milliondollarideashow.com. Check the Web site for TV stations carrying the show, and tune in to see the kinds of ideas people are coming up with.

Don Debelak is author of Entrepreneur magazine's Start-Up Guide #1813, Bringing Your Product to Market (www. smallbizbooks.com), and host of inventor-help Web site www.dondebelak.com.

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