Mom Invented

Wendy Krepak

Is your wallet or purse bursting with gift cards, frequent shopper cards, identification cards and more? Mom Inventor Wendy Krepak designed a solution to help you get organized where traditional wallets falter. It's called the Card Cubby, and it's an alphabetized mini card file that goes with you anywhere. It's great for busy moms, businesspeople, brides, seniors and more. She spent two years developing and manufacturing it, and it's now available for purchase at cardcubby.com as well as through a growing number of retailers. Here is her story.

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

Card Cubby® is an alphabetized mini-card file that fits right into your purse, briefcase or car console. The Card Cubby® measures 5" wide by 3" high and holds approximately 80 cards. It can be used to file gift cards, coupons (fold and file), frequent buyer cards, discount cards, business cards, important contact information, insurance cards and more.

There is also a clear pocket on the outside for your driver's license, so it can also be used as a wallet.

Why did you start this company and when?

I have been working on the product for two years. The final product was introduced into the marketplace in January 2008.

What were your initial goals?

To provide people with a product that would help them organize all the cards that their current wallet is not designed to handle. I was frustrated by my own lack of organization when I shopped, and could never locate the coupon or gift card I knew I had somewhere! My wallet was overflowing with cards and I was losing money -- I received a lot of gift cards and they were expiring or lost before I could use them.

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

I am married with two grown children. I have been in commercial real estate for more than 24 years. My sales, business and marketing background has been a tremendous help in this venture.

What process did you follow to develop a prototype?

I found a company that manufactured the type of product I had in mind, and they worked with me to produce a prototype. The product has two elements: the sewn product and the printed cards, so it actually takes two manufacturers to product it. It took 12 prototypes to get to the final product!

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

I started having co-workers and friends look at it and give me feedback. I also used the prototype myself, and people would ask me where they could get one. When I finalized the prototype I approached appropriate blogs and asked if they wanted to review it. This was a great way to get feedback for free or little cost.

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

I was very lucky to have a friend of a friend who was manufacturing in China, who worked with me on the final order. I tried to manufacture in the U.S. but found it was cost-prohibitive.

Were there any setbacks in product development that had to be overcome?

Although it looks like a simple product, there are many things that needed to be worked out during the prototyping stage. The front panel needed to dip down so you can see the alphabetized cards. It also needed to sit on a counter and stand up.

I learned all about manufacturing. In China, they do not like small orders, so I needed to be prepared to place a sizable order. There is risk and money involved.

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

Everything! Tamara's book was a godsend (The Mom Inventors Handbook), and you really need to have some money, lots of time and energy, and really thick skin to make it work!!

Through what markets are you selling (retail, wholesale, internet, specialty sales)?

I am currently in about 10 boutiques and I sell on my website. I advertise in various publications. I wanted to see how marketable my product was, so I splurged and put an ad in Real Simple magazine. From the moment it came out, I started getting orders, which continued for 56 days straight --even after the new issue came out. I shipped orders to 44 states as well as to Canada, England and Australia.

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

You have to work all the angles: put out press releases, blog, advertise, attend trade shows, get sales reps and more. The more balls you have in the air, the more exposure your product will receive.

I have also found that the product has many uses, so it needs to be cross-marketed to many different groups. It can be used to file business cards so it's great to market at conventions, trade shows, etc, and companies can order it in quantities with their colors and business logo.

It's great to tuck a gift card inside and give as a gift - for instance, a baby shower gift might include the cubby, a Starbucks card and a Babies R Us card - all wrapped in a bow!

Older people can use it to file all their doctors' cards, prescription cards and insurance info, and it can be easily kept in a walker for convenience.

I have also found that brides love it for the countless cards they receive - same as teachers.

Finally, it's great for busy moms so they can keep all their cards and their kids' cards together. I know a lot of moms who cut out their Entertainment book coupons and file them right away so they actually use them!

What was the biggest learning curve in terms of marketing your product?

I think that the cost to produce and final pricing are some of the most challenging areas. The costs to produce are going up with the escalation in oil costs, and retailers want to pay the lowest price possible for goods so they can get strong margins. You have lots of additional costs to produce, so you need to consider all of them, right down to the packaging and shipping. Somewhere in all of that you need to find a way to make a profit.

How long did it take to get your product from idea to market (conception to product launch)?

More than 2 years.

How have you managed to juggle the roles of business owner and mom? What falls by the wayside (laundry, work-out, etc. etc.)?

Luckily my children were a bit older when I started this, however I do have a full-time career in commercial real estate, so I juggle all that with my home life. My sanity is often at risk!

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

My husband is a terrific support, both personally and professionally!

How did you finance your business (personal contributions, loans from friends & family, loans from bank, credit cards, outside investors?)

Let's just say that retirement is no longer a given.

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

About $50,000. The product is getting a really good response, so I am hoping to replace my retirement fund someday!

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

Sales are steadily increasing and we are hoping to sign on more retailers in the next 12 months. The current economy has not made it any easier, even though this is a timely product because it saves the consumer money and pays for itself quickly. It feels great to get that free sandwich or discount because you have all those cards with you. I used to stop accepting frequent buyer cards because I'd just get mad when I couldn't find them. Now I ask for them from every retailer and love it when I open my cubby, go to the applicable letter and pull it out!

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

When someone you don't know buys your product, you can't beat it!

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

Every day, I ask myself I should continue this - then I get another order and I am convinced! You really need to believe in what you are doing.

Who has been your biggest source of inspiration? What keeps you going?

I had no plans to go into business. The idea / product is what drove me into it. I have found that women are a fantastic support group and so ready to help one another. I have been amazed by the support and feedback I have gotten from people who have purchased the Card Cubby. The testimonials are fantastic, and when I feel down I read them and keep on trucking...

Did anyone in particular help you along the way?

My son came up with the name, my daughter has helped with the marketing, and my husband works the warehouse (which was the garage until I got a fulfillment center). I could not sit on the floor and put together orders anymore!

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

Read The Mom Inventors Handbook first. While there is nothing greater than creating a product / business, it takes a lot of blood, sweat and tears so make sure it fits into your lifestyle, and that you have realistic expectations.

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

I hate to sound like I am on Tamara's payroll (which I am not) but I would say to read The Mom Inventor's Handbook, which takes you through the process from A to Z. I keep re-reading sections as I move through the process, and they make even more sense as I continue on this journey.

What surprised you about this process?

How much there is to the world of business development. If you can find a mentor you can spare yourself some of the "learn by the seat of your pants" stuff!

Is there anything else you would like to add?

I think that women are great business people and if you have a dream, you should pursue it!

Tagged as: featured mom, interview, organizing, product business, success story