How to sell your baby-inspired inventionWe've all done it - seen a new baby product that's so ingenious yet simple we wish we'd thought of it first. If you constantly think: "I could do that," here's how to get your invention out of your daydreams and onto the shelves... 1. Know your marketYou've got your idea; now's the time to make sure the buying public think it's as great as you do. Helen Wooldridge and Polly Marsh surveyed about 100 parents before launching Cuddledry, an apron-style towel robe that frees your hands at bath time and encourages bonding. "We struggled to get our slippery babies out of the bath but we needed to know if it was just us being clumsy!" says Helen. "The response from the survey was overwhelming. It was also very important to us that the material was organic, not only for our own beliefs on pesticides but also directly in response to what parents wanted." 2.Patently greatIf you want to make sure no-one else copies your brilliant idea, patenting your idea is vital, according to Debbie Mankelow, inventor of the award-winning Baby and All Bag. "I spent about six months trawling through patent applications to make sure there was nothing else like it," says Debbie, whose clever bag is featured below. "The patent was one of the biggest expenses but if your idea is novel, it's open to being copied." The Intellectual Property Office has all the advice you need on how to protect an idea at www.ipo.gov.uk. 3. A helping hand"Don't be afraid to ask for help," says Helen at Cuddledry. "The nursery industry is lovely and other people are willing to share knowledge and experience. We have learned so much from others. Don't be afraid to phone big companies you admire. They will only be flattered and, even if they can't help you, they will point you in the right direction." Susanne Chisti also feels she couldn't have got her Yes! Superbaby Miracle Scarf and Wristband off the ground alone. "I went to the British Library and their Intellectual Property Centre, which is an excellent resource for anyone starting their own business," she says. "I signed up for a class to meet a successful inventor who gave me great advice. Get the best advisors you can afford - that is the key." 4. A Design for LifeNow it's time to produce the goods. Helen and Polly didn't have sewing skills but created a prototype by cutting up old sheets on their lounge floor, using a teddy bear as their model! Debbie had a background in fashion design and made her blueprint with an old pair of jeans. But even her sewing skills didn't stretch to running up her first batch of 1,000 bags, which is why it's essential to find a good manufacturer once you have your model. Again, don't be afraid to ask others in the business for recommendations. Ally Jimenez, who invented the Babeco Baby Station - an integrated baby seat and activity centre - got a supplier database from his local business service to make sure he found a reputable company to produce it. 5. The best things in life are freeDo make the most of Government schemes and grants for would-be entrepreneurs. "Business Link (www.businesslink.gov.uk) is an excellent service provided by the Government giving advice on international trade, IT and employing people, as well as signposting to other services," says Helen. And Ally says: "You can find grants for things such as website building, if you ask." But don't equate free services with cutting costs at any measure. "Initially we tried to undertake all the business functions ourselves, to save money," admits Ally. "But we have learnt that there are certain functions, such as PR and marketing, which need to be outsourced to professionals." And always factor a little leeway into your schedule. "Things always take much longer than you think," says Susanne, of Yes! Superbaby. "No matter if you are working on a new design, a new brochure or a new package - you need to have a big buffer zone!" 6. Fair's fairAll our inventors agree that trade fairs are an essential way of getting your product noticed, building contacts and, of course, impressing customers. The Baby Products Association (www.b-p-a.org) holds an annual Baby and Child Fair, which includes a "launch-pad" section for new ideas. More information about this year's fair at the NEC, Birmingham, in October, can be found at www.babyandchildfair.co.uk. When Debbie took the Baby and All Bag to this event in 2006, she scooped the Concept Award - great advertising that money can't buy. Where to next?
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