Mom Invented

When you’re out and your little one just has to go, you don’t usually have the option to find a nice, clean bathroom to take them to -- you just head to the nearest available facility and hope for the best. Then, when you get there, no matter how germy or gross it is, your child will start touching things – holding the toilet seat for balance, lifting the seat, or flushing. Hopefully there will be some soap or hand sanitizer nearby.

You can't change when nature calls, but you can feel more at ease in public restrooms thanks to Stephanie Dellamura. While potty training her three boys, this stay-at-home mom developed Gotta Go Mitts -- disposable plastic mittens that protect kids' hands from germs and wetness. They slip on quickly and easily, and help you focus on the task at hand instead of worrying about what your kids could be picking up.

Stephanie spent a year developing her product before launching it in 2007. Gotta Go Mitts are now available online and in specialty stores.

This mom, who was inspired by stories of other successful mom inventors, is now an inspiration herself. We caught up with Stephanie to hear how she’s doing it all…

Why did you start this company?

When my boys were around potty training age, I was grossed out by some public restrooms and porta potties that my children had to use.  They had to hold onto those nasty seats for balance, lift the seat to pee and then touch the flush lever to flush -- and those same hands are always in their mouths or noses. I do have them wash their hands, but still.  I don't even sit on the public toilets, let alone touch them with my hands.

I was so grossed out that I invented the Gotta Go Mitts -- disposable, thin plastic mittens that are 100% waterproof and fit over kids’ hands easily.

What was your 'aha' moment when it came to starting your business?

Although friends and family kept encouraging me to develop my idea, I was hesitant to get started.  I thought it was a "pie in the sky" idea and would never happen.  One day, I was watching a morning show and learned about this stay-at-home mom who needed a way to chop her salad greens while holding her baby.  She invented one-handed scissors.  Her product and company became so successful that her husband quit his job to work for her.  Her simple idea became millions.  This story motivated me to go ahead and develop my product idea.

What were your initial goals?

Initially, I was only concerned with developing a product in time for my children to use it. After launching the product, my plan was to start small, selling the Gotta Go Mitts through online stores and small children's specialty shops. After the mitts were well established, I was going to promote them to a broader market in larger big box stores and chains.

How did you finance your business?

Fortunately, I was able to use our personal savings up to this point in developing the Gotta Go Mitts. I have invested about $25,000 into the business purchasing inventory, shipping, storage, web design and support, and marketing.  I have to say that it was a bit unnerving to spend that much money.  I had to keep my focus on the personal and financial rewards.

What is your background and how does it relate to your company?

I am a stay-at-home mother of 3 beautiful boys, Gregory (8), Adam (6) and Jacob (1), and wife to my wonderful, supportive husband, Michael.  For 11 years, I was a sales representative for several biotech companies.  My husband and I both agreed I would stay home to raise our kids after Gregory was born.  We were fortunate financially for me to be able to stay home.

I am a Type A, energetic, motivated, and goal-oriented individual.  I enjoy meeting new people, the outdoors, running, cycling, camping, hiking, gardening, bird watching, and spending time with my children.  I really enjoy watching them learn new things and hearing them laugh.

My career helped me in the understanding of developing, manufacturing, and marketing products.  I had an understanding of the purchasing procedures of customers from large and small facilities.  Sales helped me understand that to be successful you have to first believe in your product and develop relationships. Selling is a numbers game -- the more people I contact to inform about my product through personal contact or advertising will increase sales.  I also learned that not all products are for all people, and don't get discouraged and quit when people say "no" and are not interested.

What process did you follow to develop a prototype?

The first thing I did was to go to the bookstore to find a "how to" book on developing a product and bringing it to market.  The clerk directed me to Tamara Monosoff's book, The Mom Inventors Handbook, which I read from cover to cover and followed every step.

To develop the prototype, I tested several different vinyl and plastic materials including plastic diapers and gloves.  I was looking for a material which was 100% waterproof and thin, so the kids could feel what they were touching without being bulky.  I made several templates of children's hand sizes between the ages of 2 and 7 and decided on the right size to make the mittens.  My mother-in-law and friend both sewed several mitts together using the patterns made from the template and the different materials.  I also used a rolling heat sealer.  I had moms and kids test the prototypes to find out which ones they preferred.  I finally decided on a thin, blue, 100% polyethylene material.  The size was easy for kids to slip on and off their hands in a hurry, because I know most kids wait until the last moment to use the bathroom.

How did you find a manufacturer for your product?

I found my manufacturer through Alibaba.com, which is a fabulous resource.  There were only a few countries which manufacture polyethylene products.  After staying up through the night emailing and calling manufacturers in China, I selected one family-owned manufacturer.  I developed a great relationship with my contact.  She continues to update me on her family.  She helped me select printing, packaging, and shipping companies.

Were there any setbacks in product development?

After months of product research and finally deciding to go ahead with developing the mitts and naming the product, I found there was already a newly launched product on the market using the same name I had picked.  I still remember that moment.  It was very disappointing.  All the hard work and hours spent researching was all for nothing.  I was not going to continue with my plans, since all I wanted was something my kids could use.

I purchased the product at a nearby store.  The mitts were difficult for my kids to slip onto their hands, plus they were not waterproof.  After much consideration, discussing it with family and friends, and getting feedback from moms who did side by side comparison tests, I decided to still go ahead and develop the Gotta Go Mitts.

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

I learned that developing and launching the product is just the beginning.  Then the real work begins.  You have to continuously make waves promoting your product, however I quickly realized how expensive it is to advertise.  Hiring a reputable PR agent who has many great contacts and who can promote your product in many different media outlets is the most economical way to go.

I did find ways to advertise without spending any money.  When first launching my product, local newspapers and TV news stations were interested in doing a special interest "stay-at-home mom becomes entrepreneur" story.  Their affiliates picked up on the stories and aired them on their evening news across the U.S. and Canada.  Review bloggers were willing to sample the Gotta Go Mitts and write reviews.  I have also traded links with other online retailers and bloggers.

How have you managed to juggle the roles of business owner and mom?

I work on my business when the kids are in school, napping or in bed for the night.  I keep a tight schedule and have the kids help with chores.  I manage to keep up with my exercising by running 4 to 5 times a week with the baby in the jogging stroller.  Running puts me in a better frame of mind and gives me the energy I need.

What advice would you offer other moms developing their ideas?

Take time to research, research, research, and think about each process carefully.  Get as much input from focus groups, experts, etc.  regarding each process.  For your initial order, talk your manufacturer into allowing you to purchase a small batch, so you can test the product on the market first.  You may find you need to make changes in your product, packaging, etc.  Get advice from store buyers, graphic designers who are experts in retail packaging regarding their opinions on package design.

Thanks for sharing your story, Stephanie! You can learn more about Gotta Go Mitts on her website. And if you have a great story to share about your product or business, we'd love to hear it!

Tagged as: children's product, featured mom, kid-inspired, mom entrepreneur, mom inventor, product business, Product Development, stay at home mom