Mom Invented

Mary Kay Russell

It's safe to say Mary Kay Russell has been busy the last few years. As the mother of four boys, ranging in age from 8 to 16, she has also created and launched an innovative new line of children's and family self-expression games, Kubit2me, into the marketplace. She says at the age of 49, she's even surprised herself with the level of energy she's had for the task. But her success is no wonder - her journey has been smart and thoughtful, with extensive research, grassroots web marketing, and a savvy resourcefulness guiding her way. And she also proves it doesn't take a college degree to be a business success. In her interview with Mom Inventors, she shares many of her strategies - and her struggles - as she plans to take her business to the next level. Here is her story:

Describe your company and your product (or product line):

Kubit2me, Inc. designs, manufactures and distributes the Kubit2me line of self-expression games, which launched in the fall of 2007. The three editions of Kubit2me games (Lil' Scholars, Truth or Dare and Now You're Talkin') are designed to entertain all ages and demographics as well as encourage positive social interaction, trust and empathy. Its fun and fuzzy cube design connects kids and adults through socially-charged, small or large group games that actually toss thought-provoking, and sometimes silly, questions from player to player. Recently awarded 2008 Game of the Year by Creative Child Magazine, Kubit2me games open up lines of communication while breaking down walls and barriers.

Lil' Scholars (ages 3+) is an educational game designed to help preschoolers and kindergartners get a jump start on their basic language and math skills, while teaching important social skills like taking turns and respect for one another. Truth or Dare (ages 8+) is a provocative and hilarious spin-off to the classic sleepover party game made just for girls. Now You're Talkin' (ages 10+) is a high-energy game of self-expression and social interaction for the family, in which questions focus on beliefs, opinions, relationships and memories.

Why did you start this company and when?

I founded Kubit2me, Inc. in 2006 - when I decided to self-produce the Kubit2me product line.

What were your initial goals?

My goals and the mission for Kubit2me, Inc. remain the same today as they were when I initially came up with my idea. My goal is as simple as the cube that's used to play Kubit2me - to develop games that encourage kids and adults to freely express themselves and actively listen to one another.

Describe yourself and your family. What is your background and how does it relate to your company?

I've been married to a wonderful man for 21 years, and we have four terrific boys - ages 8, 13, 14 and 16. We live in a suburb of Chicago, where our lives are busy with family, friends, sports, and just enjoying one another.

I do not have a college degree. Growing up, my family could not afford to send me to college. I began working as a secretary and moved up through the ranks to operations manager at AT&T, where I was employed for 15 years. I quit my job at AT&T about 13 years ago, when my third son was born. I have not worked outside the home since then, and have been very fortunate to be able to stay home, concentrating on raising my kids and volunteering for various school and community programs.

In 2004 I co-developed Book Grabbers, a parent-led after-school book program for my 4th grade son. It was during this program that I had the idea to create a reading comprehension game that consisted of a fabric cube-shaped pillow, embellished with pockets on all sides. I wrote questions pertaining to the book the students were reading and loaded up the cube's pockets with the question cards. To play, the cube was tossed from player to player. The kids had a blast as they took turns tossing the cube to each other, pulling question cards from the pockets, and talking about the book. Then something wonderful happened. Shy kids were talking. Indifferent students were suddenly engaged. They couldn't wait for the cube to be tossed their way! The kids were eagerly sharing ideas and listening to one another.

Have you ever experienced an epiphany that changed the direction of your life?

What I experienced at Book Grabbers while watching the kids come alive through communication was my epiphany. I thought, wouldn't it be great to develop other games that would make people want to open up to each other ... games that would help foster connections with friends and family in a fun way? And so began my passion to create games that would provide a unique and lively form of entertainment through communication.

What process did you follow to develop a prototype?

I took my homemade Book Grabbers game to a game developer who helped me develop a more shelf-ready prototype. I wanted to create a hidden compartment in the cube, which would act as a scoring/reward compartment, and double as a storage compartment for playing cards when the game was not in use. I came up with the idea to use foam rubber for the cube's shape, and boar a 3" hole in the center. Then I created a long-hair plush "skin", which would cover the cube, providing access to the hidden compartment through one of the cube's sides. I then added denim pockets with embroidered embellishments.

What process did you follow to determine your product's marketability?

When I set out to make the first game in the Kubit2me line, I scoured toy store shelves to find out "what was needed." Having four boys of my own, and having purchased many birthday gifts over the years, I know there is no shortage of toys and games for boys. Through my research, I found there was a void in the girl tween market for toys and games, and set out to create the first game in the Kubit2me line - Truth or Dare edition.

I wanted to create a game that was made BY girls and FOR girls. So I enlisted the help of tween girls in my neighborhood, daughters of friends, and my own nieces. Game questions were developed through focus group review and iterative testing with girls ages 8-16. I set out to find their "authentic voice," which I've carried throughout the questions and dares in the game. Input I received was to "make a game just for US and make it REAL!" Girls this age are savvy and they want a game that speaks to them on many levels and doesn't condescend to their intelligence or maturity. I wanted to create a game that allows them to communicate openly and honestly, deal with peer pressure and make responsible choices.

When I had a finished prototype, I exhibited at the Toy and Game Inventor's Forum in September, 2006 in Orlando, Fl. I was awarded 2nd place honors from industry experts including Hasbro, Mattel, University Games, etc.

What process did you follow to find a manufacturer for your product?

I spent many hours researching different overseas manufacturers, as I knew that it was cost prohibitive to manufacture my product domestically. Knowing my own limitations, I decide to hire an outsourcing company to help me. So I Googled "outsourcing agent Naperville" (my hometown), and up popped an outsourcing agent whose office was about two miles from my home. I called the number, found out that the company had merged with a larger company in downtown Chicago, and spoke with the company's owner. We instantly hit it off over the phone, and she came to visit me the next day. She's been an amazing mentor to me, and we've been doing business together ever since. So I guess my process started with Google! Doesn't everything??

Were there any setbacks in product development to overcome?

In an effort to save money, I decided to do my own trademark search online for the name "Qubie", which was the original name I had chosen for my game. Feeling confident that I had done my due diligence with my research online and with the USPTO, I applied for my trademark online at a cost of $375.

I hired a graphic designer to help me create the Qubie brand, including logo, retail box artwork, sell sheets, signage, etc. - all in preparation for the Toy & Game Inventor's Forum. Three months later I received an office action from the USPTO stating that another game manufacturer applied for a trademark under the name "Qubee" (same pronunciation), and they applied for it six months before I applied for Qubie. This was the stomach-dropper for me.

Having just spent about $15,000 on graphic designers and prototype development, I had to go back to the drawing board to come up with a new name, create a new logo, and essentially start over again with package design. Only this time I also had to hire a lawyer to get my new trademark the right way. Bottom line ... my mistake cost me time and lots of $$$.

What was the biggest learning curve in terms of developing you product?

I manufacture overseas, and one of my biggest learning curves was understanding Chinese culture. Second, I had to keep reminding myself through the entire design and development process that everyone is out to be profitable. I started out trusting that everyone I hired to work for me "had my back." I quickly learned who to trust and who to be watchful of.

Through what markets are you selling?

Kubit2me is sold in about 200 specialty toy stores nationwide, through several online retailers, and on the Kubit2me website.

What secrets have you learned in terms of publicity and marketing your product?

I've learned to be very creative because I'm on a very tight budget. Here are some of my secrets:

I asked my son's graphic arts teacher (high school) if his students could design my press kit folder, sell sheet and trade show signage. The students were incredibly talented, and within weeks I had several designs to choose from. They even mounted my signs onto foam core. My cost: about $50 for supplies. Woohoo!

I met an owner of a PR agency through a friend. He knew I couldn't afford to hire him, but he gave me access to a college intern who worked for him. I paid her $25/hour and she crafted amazing press releases, pitch letters, phone scripts and follow-up letters for me. She also had access to Vocus (software for PR management), and let me use it during their off hours so I could create my own media lists.

I have become a social networking hound. I join mompreneur forums, facebook, linkedin, and I twitter as often as I can. I find blogs that get lots of traffic by studying their analytics through www.compete.com. When I find a blog that gets significant traffic, I start reading the posts, commenting when I see fit, and making myself a bit of a fixture so the blogger will notice me. Then when an opportunity arises, and I see a "fit", I make mention of Kubit2me, offering to send free games for product reviews. These reviews have driven significant traffic to my website.

I use HARO regularly. It's been huge for me and the brainchild behind it, Peter Shankman, completely rocks. Through queries I've pitched to, I'll be featured in a half dozen holiday gift guides this year, including several teen magazines, two holiday gift guides for the special needs/autism markets, and a nationally syndicated holiday gift guide that will be distributed to newspapers nationwide. One of the games in the line (Now You're Talkin') was featured in the 10/13/08 issue of First Magazine.

I donated games to United Way, Easter Seals, youth groups, schools, hospitals and therapists - all in an effort to get testimonials to try and build credibility for my brand. My efforts paid off with testimonials from every organization who received my donation. I include these testimonials in marketing materials that I send to newspapers and magazines.

Lesson learned: doing your own PR takes tons and tons of time, patience and perseverance. But it's been so much fun!

What's the biggest learning curve in terms of marketing your products?

Because the concept of Kubit2me isn't super easy to explain, and people don't just "get it" within seconds of looking at it, I've always struggled with the 30-second elevator pitch. I work with freelance marketers and branding experts to help me with this, especially for packaging - and we're all still trying to figure out the best way to do it. But one thing's for sure -- once people see the game, throw the cube and play it - they totally get it - and retailers that "get it" do an amazing job selling it to their customers.

How long did it take to get your product from idea to market?

Three years - I took two years to do my research and one year to develop the games.

How have you managed to juggle the roles of business owner and mom? What falls by the wayside?

As any mom inventor/entrepreneur knows, there are many, many things that can easily fall by the wayside when you're trying to launch a business. The trick is to identify it before it becomes a problem, and take measures to fix it! Up until about six months ago, I would work all day until the kids came home from school, and then again from about 10PM until 2AM. Getting only four hours of sleep a night started wreaking havoc on my body and my psyche. So I decided to put myself on a schedule, pulling myself away from the computer (sometimes kicking and screaming), going to bed earlier, eating better, and taking time to get exercise and see friends each week. I'm much better for it - and I think my kids and husband would agree!

What kind of support system do you have in place personally and professionally?

Of course my husband and kids are very supportive. My husband handles the financial side of the business since he took early retirement about 18 months ago. He's ready to go back to work, but he'll still be very hands-on with this aspect of the business. My friends don't really understand what I go through every day, but they are still one of my main support systems as their friendship means the world to me on a personal level. I have four brothers who are incredibly supportive and helpful. Professionally, my support system is through friends I've made in the toy and game industry, friends who have very generously introduced me to other connections who have helped open doors for me, and also my online friends that I've made through social networking circles, including blogs and forums.

How did you finance your business?

When I came up with the idea in 2004, I convinced my husband to start saving his commission checks for the business. After having saved for two years, we were able to fund the business on our own without taking out any loans or going into debt.

How much money have you invested so far? How do you feel about that?

We've invested about $150K, which is about what I anticipated.

What is your company's current financial picture and what are your projections?

The business is at a point where it needs to get to the next level. To do this, we need additional funding to ramp up our marketing efforts including exhibiting at several trade shows per year, visiting our sales reps around the country, ramping up advertising and pr. I'd like to look for angel investors as opposed to taking out loans. I'm just starting to research how to go about doing this.

What has been your greatest success or "high point" in the process?

The validation I receive when I hear all the positive feedback, and testimonials from people who've played Kubit2me including our customers, educators, therapists, members of the media, has been my high point. That coupled with reorders from our retailers really makes my day!! Now if only Target would notice Kubit2me!

Have you experienced a "low point" and if so, how did you rally yourself to get back on track?

In 2006 my mom - who was also my best friend - was diagnosed with cancer. So for that year my life was not my own. I wanted to spend every moment I could with her because I knew I wouldn't have her for long. So as far as a "low point" goes - I probably felt it most during this time of my journey. Through it all, and with my mom's never-ending words of encouragement and pride, the business was never the source of my low point. I honestly feel so thrilled that I get to wake up every day and do what I do. That's the best part.

Who was your biggest source of inspiration? What keeps you going?

Women like Tamara who inspire me to believe that I can do anything I put my mind, heart and soul into. And my mom.

Did anyone in particular help you along the way?

Many people ... it's been a group effort!

• My husband, who continually picks up the slack for me.
• My kids for putting a cover on me when I fell asleep on the couch from sheer exhaustion.
• My neighbor, who was CFO for Ty Warner (Beanie Babies) for 15 years. He was the first person to look at my prototype and tell me what needed to be done to make a game that would sell.

What advice would you offer other moms developing their products/ideas?

Do your research, be resourceful, think outside the box, step back and reevaluate on a regular basis, ask lots of questions, be a really good listener, be patient, talk about your product to everyone who'll listen (without being obnoxious) - you'll be shocked at how many people want to help you, and ... hire a cleaning lady.

Is there a resource that proved to be invaluable that you would like to share with other moms?

• The Mom Inventors Handbook
• From Patent to Profit

What surprised you about the process?

The fact that at 49 years old, I had it in me to do this. And I want to keep going because I'm having a blast!

Tagged as: featured mom, interview, kid-inspired, product business, success story, toys and games