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FEATURED MOM INVENTORS > MISSY COHEN-FYFFE
Meet Missy Cohen-Fyffe, the founder and president of Babe Ease, LLC and mom to Joshua (10) and Andrew (8).
Babe Ease, LLC, was established in March of 1999 to manufacture and distribute the patented and trademarked Clean Shopper®, a cotton-quilted cover for shopping carts. The Clean Shopper is the original shopping cart cover and her company's signature product. Since launching the company and her original product, she has patented and trademarked the Clean Diner®, a similar product designed specifically for wooden restaurant high chairs, the Clean Pet Shopper™, a product for little companion pets and our newest addition, the Clean Changer™, a cozy diaper changing pad that's comfortable and convenient. Missy's company is a perfect example of how you can take one simple idea and expand and grow your product line into a thriving business. "My initial goals were not lofty. I thought I could establish a home-based business which would allow me to continue working from home (part-time) while caring for my family. Using my public relations background to promote the Clean Shopper, I garnered two articles in national parenting magazines. Before I realized the enormity of the coverage, my phones rang off the hook and my business took off." Missy's products now can be found in independent specialty stores, as well as "big box" stores nationwide. What challenges did you face when starting out? There were numerous setbacks, not so much in the development of the product, but rather in sourcing the materials to create the product. Fabric suppliers would ship poorly quilted goods and not stand by them; fabric styles and prints which were abundantly available one week were suddenly discontinued the next and it seemed I was paying a very high price each step of the way. The most difficult aspect of the process was adjusting to the constant change of goods from suppliers and re-sourcing necessary parts. 
How long did it take to get the Clean Shopper from idea to market?Bringing the Clean Shopper to the market took quite a few years, in part because I didn't devote my efforts full time to forming the company, finding suppliers and formalizing the patent process. I initially approached the company more as a hobby than an entrepreneurial endeavor. The differences between bringing the Clean Shopper and the Clean Diner to market are vast. From concept to completion, it took nine months to put the Clean Diner on store shelves. Our manufacturing facilities were in place, our methods of distribution were already established and marketing was in full swing. What key strategy did you use to build awareness about your products? Educating the public on the disease-causing bacteria found on shopping carts have increased awareness of our brand and give us credibility in the market. How have you handled the competition? Competitive products have come on the market since Missy originally launched her innovative idea. She shares some of her key strategies to differentiate her company from the competition: She says,
Publicity has helped Babe Ease immeasurably. PR has helped build our brand and establish credibility for our company. I have a PR background so I tend to gravitate to this marketing avenue more so than advertising. I, along with the majority of the population, will believe what a journalist writes about a company more so than I will believe what that company writes about itself. Through PR, my products have been endorsed by such nationally respected publications as People, TIME, Good Housekeeping, American Baby, Parents and many more. Television appearances alone have boosted sales in some months by more than 265%. I cannot imagine success without a good PR effort. What advice would you offer other moms eager to bring their product to market? I would suggest that any mom developing a product or idea document everything and seek the advice of a trusted attorney as well as a good accountant. Getting the legal aspect of the idea sorted out first, then establishing a business entity that will grow with you, is key. I would also suggest consulting the Small Business Administration and seeking a S.C.O.R.E. counselor. These are retired executives who offer a wealth of information to start ups and it's all FREE! Thank you Missy for your contribution! Missy can be reached at: www.cleanshopper.com. She is also featured in The Mom Inventors Handbook: How to Turn Your Great Idea into the Next Big Thing. | ||||||
