Pink: A Business Story

As I prepare to attend the Women's Conference 2010, the color pink comes to mind. Pink has long been associated with girls and women, but I'm not a traditional kind of woman so pink was never my color.

When I first invented the Kleen Slate Paddles, I wanted them to be in bold colors-- red, yellow, blue, and green. Pink was simply too pale for my product and the powerful image I wanted to convey. But then an interesting thing happened. First, my son hooked up with a gal who loves pink. Then, my granddaughter turned out to be a lover of pink. Both of them cajoled me in their own way: "Why isn't there a pink paddle?"

Which gave me pause. Why was I resisting this color when there were clearly those who adored it? My son's girlfriend and my granddaughter represented potential customers, and I wasn't giving them what they wanted.

I started thinking differently about pink. This was the color that represented princesses, royalty in the world if you will. And then I remembered that pink ribbons are the symbol for breast cancer awareness. Suddenly I realized that by making a pink paddle, I could develop my customer base AND support an important cause: Breast Cancer Awareness.


Today, KleenSlate Concepts sells pink paddles, and we donate 5% of the sales of these paddles to the National Breast Cancer Awareness fund. This weekend, I'm going to the Women's Conference, where I will promote my pink paddles in acknowledgment of Breast Cancer Awareness Month: October!

This story about PINK is a business story because it illustrates four essential business principles that I hold dear:

• listen to your customers;
• think outside of the box (especially outside of your personal preferences);
• look for connections between your product and larger more global issues;
• give, donate, contribute.

Next week, I'll tell you what the Women's Conference 2010 power house speakers--Michelle Obama, Maria Shriver, Erin Brocokvich, and others--had to tell us.

Entrepreneurial Advice on the Interent

I recently added The Toilet Paper Entrepreneur (TPE) to my Great Reading blog list on the side panel here at Inventor Mentor. Mike Michalowicz offers a wealth of information on entrepreneurship, and I highly recommend subscribing to and reading his blog regularly, especially if you are just getting started.

Mike writes practical as well as cutting edge articles related to staying alive and well in business. This week, for instance, he has a fabulous post about how to get free resources and services. Mike invited a number of entrepreneurs--including moi-- to offer suggestions about free resources and services. Check it out.

These entrepreneurs promote bartering, giving to get, and saying "thank you" to name a few. My blurb on TPE advises entrepreneurs to carry product with you where ever you go and give it away to promote good will and attract customers.

And let me add: Seek the free advice offered by others all over the Internet, especially on blogs.

Break the Rules

When I was first getting started, I accidentally broke rules because I didn't know better. For instance, when I went to my first trade show, I didn't even have a booth. I just went dressed in whiteboard costume with my product in little bags and started selling them.

Later, a mentor told me that breaking the rules could work in my favor. But I already knew this from my adventure at the trade show.

Of course, you have to be smart when you break the rules. In other words, you can't be offensive or insensitive. You also have to be lawful. One way that I break rules is by approaching some of the unspoken rules playfully.

For example, one of my rule breaking escapades was recently featured on the blog Women Negotiating.

A supposedly smart person told me that I could not sell my product to a big box retailer without a man accompanying me to negotiating table. So when I managed to get an appointment to present my product, I glued a large photo of a man's to a Popsicle stick so I would have a man with me. This tactic got a big laugh AND landed me the deal.

What kinds of rules have you broken in order to get what you want and need for your product. If you are not a rule breaker and you want to learn how to get what you want, check out the Women Negotiating website for lots of great ideas.

Pitching Your Idea 2- Speaking Up

Wanda Plimmer, who is featured in The Right Sisters: Women Inventors Tell Their Stories, was an actress before she was an inventor. Her skills as an actress have served her well in presenting her idea to others. After Wanda invented her Nursing Nest, she decided to pitch it to a large company.

In the Right Sisters, she tells this hilarious story about getting through to the “right” person.

I called the corporate headquarters and told them I had a product that I wanted to present to the person responsible for buying breast-feeding pillows. The receptionist told me to send them a sample and they would take it from there. I insisted that I needed to talk to the buyer, but she said she couldn’t give that information and ended the call.

I waited a few minutes and called back, disguising my voice in a twangy, southern accent: “I’d like t’ speak t’ the person who buys breast-feedin’ pillas?” The operator seemed about to transfer me, but I stopped her and said, “Couldja just gi’ me her name?”

“Marcia Costello,” she said,

“Oh, thaaank you, honey,” I said and she patched me through. I reached Marcia’s assistant, and when I told her I wanted to present my product to Marcia, I got the same instructions: “Just send us a sample.” So, I said, “Thank you, very much,” and ended the call.

A few minutes later, I called back a third time, using yet a different voice. I said, “Marcia Costello, please. This is Wanda Plimmer from Peaceful Peas.” When I finally got to speak to Marcia, I felt like I’d reached the great Wizard of Oz. I told her I had five products that I was ready to present including the Nursing Nest.

“I can’t see you for another three weeks,” Marcia responded.

Keeping my voice level in the face of this thrilling news, I said in a very businesslike manner, “That will be fine. What time is good for you? I had assumed a totally different persona from the ones who busted their way through by phone.

Wanda used her talents to good advantage to get through to the right person. However, most of us have not been actresses in a previous life, so getting up the nerve to talk to people about our ideas is sometimes a tough thing to do.

If you lack confidence in the public speaking arena, I recommend that you get help from those who are more expert and practice what you learn. For example, Lisa Marshall offers some wonderful guidelines on her podcasts at The Public Speaker. Check them out.

And please let us know your tips for overcoming public speaking angst.

Pitching Your Idea 1- BEFORE the Elevator Pitch

So you have this truly wonderful idea for an invention and you’ve actually begun to think about how you make it a real thing. Maybe you are drawing pictures or maybe you are already fooling around with creating a prototype. It goes without saying that soon after the moment of inspiration; you will find yourself in describing your idea to someone.

At that moment, you are pitching your idea for the first time.

From this moment on, you will pitch your idea again and again as you try to get help creating a prototype or try to find investors to help you get it manufactured.

To get what you want, you have to be ready to pitch your idea. That means that you have to think about what you want to say.

In the business world, there is a lot of talk about the “Elevator Pitch,” so called because it compels you to be able to describe your business plan to a stranger in the time it takes to ride in an elevator from the 1st floor to the 7th floor. The rationale is that a concise, carefully planned and practiced pitch is more likely to be successful than a stumbling, disjointed delivery.

Makes sense, right?

But my experience is that way before you reach the business plan stage, you have to pitch your idea, describing it to people who will help you in your inventor journey. For instance, you may ask your brother-in-law to loan you money to get started or you find at a meeting explaining your idea to the local inventors group.

I’m talking about the time BEFORE the “Elevator Pitch.” You aren’t actually pitching a business yet, but you are headed in that direction.

So I recommend creating a concise description of your invention as soon as possible:

Write it down;
1. Edit it; make it 25 words or less;
2. Use simple to understand words;
3. Make it sound compelling;
4. Then practice saying it. Say it so many times, that you are dreaming the words.

Here is my description the attachable eraser for a dry erase marker:

KleenSlate's eraser cap will fit on your dry erase marker. It's much better than using your finger. Would you buy a pencil without an eraser?

With this description ready to pop out of your mouth, you will be ready for ANY encounter. You never know when you will meet someone who can further your journey.

And you will have the first step of your “Elevator Pitch” ready to go.

Inventor Beware!

Did you know that 1 in 3 inventors have spent from $8000 to $12,000 on scams that claimed they would help the inventor get his/her product to market? Such scams, traps, and raw deals are rampant. Of the 8 women I interviewed for my book, The Right Sisters: Women Inventors Tell Their Stories, four of them told stories of buying into such scams.

So inventors BEWARE!

My friend Louis Foreman, the Executive Producer of the award winning program “Everyday Edisons,” offers this advice: “If it sounds too good to be true, it probably is.”



The most important thing you can do when you first get started is lots of homework! Always carefully research anyone offering to assist you in getting your product to market. Check out the reputation of any person, company, or organization BEFORE you spend a penny.

I’ve found the United Inventors Association (UIA) to be particularly useful. They offer a terrific 10- part miniseries entitled “What Every Inventor Needs to Know” in which the first episode is all about avoiding scams. Obviously, UIA recognizes what a problem scams are for inventors.

Check out UIA. You can subscribe to UIA for free and get a monthly newsletter as well as access to the mini-series.

And remember to always do your homework!

Naming Your Business

Early on, a friend who owned a business said something that stuck with me. “Get a name and put it on everything.” If I was going to put the name of my business on everything, I knew I had to decide exactly what I wanted in a name.

When I came up with KleenSlate, I knew it was right. I was starting over, changing careers at mid-life, so the name was relevant to me personally. At the same time, the world was moving away from chalkboards toward whiteboards. I felt like the old term for chalkboards—slates—fit once again, and using it as my company name could help bring it back into fashion. I changed the spelling of clean because I thought the misspelling signified the need for erasers. I was having the time of my life and when I said KleenSlate, it made me smile. “This is good,” I thought. “When I tell people about my product, I will always smile.”

Since then I’ve read what experts on branding have to say about choosing a name for a small business. It boils down to 4 essential considerations. Choose a name that:

• is easy to spell and pronounce,
• describes what you do
• distinguishes you from others
• will bring you business.

By carefully thinking about a name for my business that related to well to both my invention and myself, I also managed to stick to these rules. I love the name of my business; it still makes me smile.

What are your questions or thoughts about naming your business?