How 2 Women with no business experience created an amazing product..and lessons learned

I am an eCommerce coach. I work with clients who want to start a business, but aren't sure how do it. I also work with existing businesses who need help with digital technology, product sourcing and eCommerce.

This is how my client(s) launched their business with absolutely no experience in business, eCommerce or entrepreneurship. It's amazing how far they've come and it goes to show that ANYONE can start a business as long as your willing to do the work!

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*Note: I can't share the product or company because I don't have permission and also because the product is under review for a patent. This is just a guide for anyone who wants to start a business but not sure how to do it.

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How we started: They approached me and asked "we want to start a business, not sure what to do or how to do it. We see people selling on Amazon etc etc.. After a few discussions, they mentioned how they hate having to buy a particular pet product because it's so poorly designed.... I suggested they improve this product and sell it. They agreed and we got to work:

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Step 1: Define the product. They had an idea but couldn't really explain it. So I got them to make sketches. Then they made a very rough prototype using cardboard and other off the shelf parts. The result was a really ugly but somewhat functional pet product. At least now I was really able to understand what the product was.

• Key lesson: Don't think you have to INVENT something. Take an existing product and try to modify , improve, add, subtract, make small changes. Almost any product can be improved with the smallest change.

Step 2: Hired a rendering artist. Now that we had a clear understanding of the product, we hired a rendering artist off upwork to create a fancy picture. It took several iterations but the rendering artist captured exactly what we envisioned for the product.

• Cost to hire rendering artist to create 3 very realistic images of the product: $80
• Key Lesson: Hire a rendering artist to create a realistic picture of your product. This image can be used in so many different applications (we used it to do step 3 and to create a landing page)
  

Step 3: Hired Engineer to design the product. Now that we had a picture, we hired an engineer (upwork) and told him "make this!". Our engineer was amazing. He suggested different designs, materials, how to manufacture etc etc. He created a 3D model and 2D drawings with assembly instructions.

• Cost to hire an engineer to design the product: $150
• Key Lesson: If you're not technical, hire a good engineer to create the product. It's easier if you provide a rendering(step2) but it's not necessary.

Step 4: Created a prototype. Our engineering design called for parts made from plastic. Of course to do this, you need a manufacturer and have to pay for a mould. Doesn't make sense to spend thousands of dollars at this stage, so we hired a rapid prototyping company to make the components and create 4 different variations of our prototype. We gave them our model and drawings and they printed the parts in 3 days. We had to make some tweaks to our design but all in all, it went smooth. WE NOW HAVE A FULLY FUNCTIONAL PRODUCT!

• Cost of rapid prototyping: $1,500
• Key Lesson: Save money, hire a good prototyping company to make the first iteration of your product. Most prototyping companies provide engineering support as well.

Step 5: Capture feedback. We showed the product to a few pet owners and the feedback was off the charts! Now we're ready to roll! We already secured about 20 orders (paid) which isn't a lot of course, but we only showed about 60 people.

• Key Lesson: Don't assume your idea is good. You need to get feedback from potential customers.

Step 6: Start marketing. We're now live at this stage. In the coming days we will create a landing page and create social media profiles. We will use the renderings for landing page and also hire a photographer and videographer for posting on FB, Instagram and Pinterest. The landing page will have a lead capture form and a pre-sale offer.

• Cost of building a landing page: ~$300 ($50 for wordpress them, $80 for hosting, $100 to hire a designer)

• Key Lesson: Don't waste time and money creating a fancy website. All you need is an MVP (minimum viable product)

Step 7: Kickstarter. We plan on launching our kickstarter campaign to raise capital for production. We can't mass produce this item using 3D printing. We will need to invest in real manufacturer and a thermoplastic mould. This costs money.

• Key Lesson: Kickstarter is a GREAT way to validate your product. But you need to spend money to have a quality campaign. You need an awesome video, a story, content, and some PR.

The End: I don't normally get invested in my clients businesses. I try to be objective and provide unbiased advice. But in this case, I can't help it. They worked SO HARD and I know that they will succeed. I think these 2 women are an inspiration for any aspiring entrepreneur.

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