In 2008, she made the first Carry-Her backpack, a doll carrier for 16- to 18-inch dolls, like American Girl Dolls. It's lightweight, folds up into a mini backpack -- that can conveniently fit on the doll or in a purse -- and is made in the U.S.

After getting a great response from other moms at craft shows and on the street, Roberta decided to mass-produce her backpacks. Four months later, they were on the market. Carry-Her backpacks are now sold online and in specialty doll shops.

Roberta shared with us how she brought her idea to market so quickly, her biggest business successes to date, and her advice for other mom entrepreneurs bringing their ideas to market.

Why did you start this company and when?

I made my first Carry-Her in November 2008 for my daughter. After many other moms were asking where they could purchase one, I started selling at craft shows. We were overwhelmed with the response and decided to mass-produce. We found a great U.S. manufacturer. We officially launched in March 2009.

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

I have been lucky to have more than one "aha" moment. Our first was selling out of our handmade backpacks at a doll tea, and the response from the moms. The second came a month later. We were visiting NYC for the day. We were stopped all day by moms and dads asking where we bought my daughter's Carry-Her. At these times we knew we were onto something big.

How did you finance your business?

We did not want to go in debt when we first started out. We used our savings. Unfortunately, my husband got laid off early into our business and we had no choice but to get a small loan.

We now have under $20,000 invested and our financial picture looks good. We have so many other plans for the Carry-Her brand. We are hoping to triple our sales in 2010.

What process did you follow to develop a prototype?

I made about twenty different backpacks. I had my daughter test each and every one. She made the final decision. Our main goal was for it to be lightweight and easy to use.

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

Yes, our first sample from the manufacturer was not up to our standards. After, many phone conversations back and forth, we decided to go meet in person at the factory. We were able to sit down with the owner and work out the kinks in a few hours.

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

It went quick. We officially launched four months after making our first prototypes. I feel it happened so fast due to our manufacturer being only a few hours away.

We are now selling in a few specialty doll shops. We are also selling on our website, Amazon, and Womentorz.

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

I am a mom of a 9-year-old daughter, Emily, and a wife of ten years. I have been a stay at home mom since my daughter's birth. I have always loved being creative -- friends and family call me Martha. I owned my own business before the birth of my daughter. This has helped because I know how to run the business end of Carry-Her.

What has been your greatest high point with your business?

I feel like being a mom inventor is like being on a roller coaster. One day you are up and one day you are down. I've had many high points. One of my favorites was a retail shop we sell to was so excited about Carry-Her, they put in on a mannequin in the front window display of their very busy store.

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

That has been a challenge. I try to work when my daughter is in school and after bedtime. The housework has fallen by the wayside, and unfortunately so have my volunteering services. I believe being a mom is the most important job I will ever have. My family still comes first.

Who has been your biggest source of inspiration?

My daughter always inspires me to be my best. Just seeing the excitement in her face when she talks about Carry-Her keeps me going. Proving to her that she can do anything makes this all worth it.

What advice would you offer other moms developing their ideas?

Join all the social networks. There are so many women just like you. One thing is for sure... you can't do this alone. There are many women inventors willing to help you free of charge.

Thank you for sharing your story, Roberta! To learn more about Carry-Her, visit Carry-Her.com. And if you have a great story to share about your product or business, we'd love to hear it!

It turns out clearing your clutter can really make a difference, and Jamie Novak, expert organizer, TV host and author of the new book Stop Throwing Money Away will be having a special chat to teach the Mom Invented® community exactly how we can start turning our clutter into cash on Thursday, March 11, at 10 a.m. PST (1 p.m. EST).

Jamie will expose the four ways our clutter makes us poor and how to change our habits and behavior by offering new ways of thinking and inspiring you to change your mindset about organizing, making money and saving the planet all at once.

You will learn how to make money by paring what you own by half and plugging cash clutter traps by shopping at home. Most importantly, Jamie will inspire you to take ACTION!

This is a free teleconference/webinar where I will personally interview Jamie and she will be happy to answer your questions at the end. Although it is free, you will need to register to get your login/call-in information. Sign up Now!

Sign Up Now!

First and foremost, you must display your products in a way that is attractive and gives buyers a chance to easily see and evaluate them. It isn't necessary to break the bank on your displays, but it should be tasteful. While each company has its own approach to trade shows, based on our experience there are a few additional basics to keep in mind for first time exhibitors.

• If there are specific companies you wish to meet, find out if they will be at the show. Then contact them in advance and invite them to your booth.
• Plan to attend any industry events at the show that you can. These are a great place to get information. We always learn things about our industry we never expected.
• Promotions can add to your presence. Some exhibitors will have a prize on display that they will raffle away at some point. Visitors to your booth deposit their business card into a jar and that is how the entrants are drawn. Gift baskets, product samples, or a trip to Hawaii are all examples of special giveaways. (Check out Mom Invented® Super Charged Member Karen Horrigan's company Galaxy Promotional Products for great promotional items)
• Candy Jar Buyers seem to prefer chocolate.
• Think about your colors. You will want to be sure that your booth attendants are color-coordinated with each other and your booth colors.
• Wear comfortable shoes! You will be on your feet a lot. You will be miserable and not very effective if you choose fashion over comfort.
• Don't eat in your booth.
• Bring a tool kit: We have a trade show tool box that has some of the essentials we might need.
  • String
  • Wire
  • Stapler (plus a backup)
  • Blank file folders
  • Note pad
  • Receipt book
  • Pens
  • Business cards
  • Multi-head screw driver
  • Small hammer
  • Pliers
  • Scissors
  • Pocket knife
  • Double sided tape
  • Small tape measure

Looking for the right trade show to attend? If you have a maternity, baby or toddler product, check out Bebe Paluzza expos -- there will be five shows this year in different cities across the country. Learn more and request information...

Photo by Sam Galison

The idea was simple, but there was nothing like it on the market and it solves a huge need at a low cost. OnTray encourages your child's independence and frees up your hands to shop more efficiently. It’s also BPA free, made in the USA and is available online and in stores like Buy Buy Baby, Babies"R"Us, and other gift shops and grocery stores.

Launched in June 2007, Laura is still running her company, 42 Kids, from her home, and is expecting her business to continue growing at a steady pace. She shared with us what keeps her inspired, her philosophy on helping children succeed and how she got herself back on track after wanting to quit during OnTray’s 2 year development process.

Mom Invented®: Why did you start this company and when?

Laura Hamrick: A few of years ago, I was at the grocery store with all three of my boys. Jack and Luke were "driving" the shopping cart that looks like a truck.  Ty, not even a year yet, was up front in the child seat part of the cart. I was handing him one snack at a time from a container that I carried with me everywhere I went. I was trying to shop, contain my little truck drivers, browse through my coupons, keep Ty happy and get all of the items on my list. Needless to say, I came home with a bunch of junk that Jack and Luke threw in the cart and was completely frazzled. I swore never to go shopping with the kids again!

That day, while the children were napping, I did some research on the web and found there wasn't a product available that would free up adult hands to shop and keep little hands busy. OnTray was born.

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

I am married to the most supportive husband, Chad, and have been for 12 years now.  We have three loud, energetic and fantastic boys, Jack, 8, Luke, 6, and Ty, 4.  Before becoming a stay-at-home mom, I graduated with a degree in early Childhood Development.  I know that having gone through that type of education program, helping children be more independent, was a catalyst in developing OnTray. I wanted to help children succeed in a situation -- shopping -- that is maybe not the most enjoyable for them. Being able to help themselves to a healthy snack or even a small toy helps the child feel a bit accomplished.

What process did you follow to develop a prototype?

My Patent Attorney had done some work with a local design company with a focus on plastics. I called them, and set up an appointment to show them my idea.  Meeting with them and showing them my really bad Play-Doh mock up is what got things rolling.

How did you find a manufacturer for your product?

The design firm I used for all of the CAD drawings and prototyping recommended a plastic manufacturer in my city. It was a great way to see the process unfold. Unfortunately, the partnership was not the best and I met my current manufacturer thanks to a reference from another mom inventor friend of mine.

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

My first prototype was just awful.  Don't get me wrong, I approved the drawings to go to prototyping stage, so I have no one to blame for the mishap but myself. Once I had the working model in my hands, however, I could just tell it wasn't going to work. I gave up. I told my husband I was going to cut my losses and walk away. I was crying and just a mess. Chad left and came home with a shopping cart he borrowed from our local grocer. He said, "Okay, now you have a cart in the garage. There's no way you can fail when the cart -- my muse, as it were -- is sitting out there waiting for you to study it." That was the turning point. How silly really, but I studied that grocery cart like I was going to have to take a test on it.

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

The biggest learning curve for me was realizing that no one was as invested in seeing OnTray come to life as much as me. I would get so frustrated that my web designer wouldn't get right back to me, or that my mold was taking 6 weeks to be built, not the 4 weeks as promised. Basically, having to rely and depend on others was something I needed to learn how to do.

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

I have learned that if you are diligent enough and good about researching, you can find free resources that give you media leads or queries from reporters. In fact, I have an interview coming out in Parents magazine’s March issue. All because I did my research.

I've also had a tremendous amount of success with my local papers and news outlets. Being a mom inventor has proven to be a great news story for my local outlets.

How did you finance your business?

I financed OnTray with our personal savings and credit cards. I never kept a running tally of how much was spent at the start. I found that when I looked at all of the money spent I wanted to just stop and walk away from it. I would say that it's at about $65,000.

42 Kids had sales of about $40,000 in 2008 and we are looking at almost $60,000 in 2009.  My projections for 2010 is to reach sales of at least $80,000.

What has been your greatest high point with your business?

My high point has seen how proud my husband and children are of me. My children like to tell people that I'm an inventor. They also like to show me what they've invented. My husband, who is usually less optimistic than me, has always believed in OnTray. That's when I knew I needed to trust my gut and go for it. It makes me smile when I think about how much support I have in my family.

Who has been your biggest source of inspiration?

Not to be hokey, but Tamara has been my biggest source of inspiration. From the day I accidentally discovered her book at my library to this day, Tamara's words from The Mom Inventors Handbook have resonated with me. Whenever I felt stuck, I would thumb through her book and get re-inspired.

What surprised you most about the process of starting your business?

What has surprised me the most has been how many hours a week I work. I don't keep track, but know it's almost as much as my husband, who works outside our home. I'd love for one of my goals in 2010 to be cutting back my hours. Not cutting back on OnTray, just working smarter, not harder.

What advice would you offer other moms developing their ideas?

My biggest piece of advice is to surround yourself with people who know more than you. People are usually very willing to help those who are just starting out, so don't be afraid to ask. Admire another mom inventor? Send her an e-mail asking for some advice. She may just e-mail you back and inspire you. It might be what you need to keep you going and could save you time and money.

Thank you for sharing your story, Laura! To learn more about OnTray, visit OnTray2Go.com. And if you have a great story to share about your product or business, we’d love to hear it!

If you're looking to save some money -- and who isn't these days -- Jamie will expose the four ways our clutter makes us poor and how to change our habits and behavior.

Stop Throwing Money Away: Turn Clutter to Cash, Trash to Treasure, and Save the Planet While You’re at It, is more than an organizing book -- it offers new ways of thinking and inspires you to change your mindset about organizing, making money and saving the planet all at once.

Jamie will show you how to make money by paring what you own by half and plugging cash clutter traps by shopping at home. Most importantly, she will inspire you to take ACTION!

This is a free teleconference/webinar on Thursday, March 11 at 10am PST / 1pm EST. I will personally interview Jamie and she will be happy to answer your questions at the end. Although it is free, you will need to register to participate. Sign up Now!

Sign Up Now!

Dear Tamara,

What are some of your strategies for getting marketing exposure and publicity?

-- Delia K. in Plano, TX

Dear Delia,

Early on, I realized there were two distinct ways to generate awareness about my product -- one would involve paying (traditional advertising) and one would not! Fortunately, I found that the unpaid kind -- via public relations -- would better meet my needs as a new entrepreneur with a new product and a tight budget.

So what exactly is unpaid publicity? Certainly there is some cost -- your time and energy, or the dollars associated with hiring a public relations firm to do it for you -- but the common denominator is that you're not paying for advertising space. Instead, you're submitting product information to potentially interested parties -- like magazines, newspapers, TV shows and Internet sites -- and hoping they will pick up your information as part of their regular reporting.

Seems easy, right? Well, there is some finesse to it. Part of your job is convincing the reporter or editor that yours is a worthwhile product or story to cover. These individuals get countless press materials crossing their desks daily. That means you need to give them a compelling reason to include your product. On the other hand, reporters are grateful for interesting, inspiring stories and idea proposals -- so give them a good story or interesting product, and it's a win-win situation for you both.

How, specifically, can you do that?

Look at it from the reporter's perspective. What would compel them to cover your product? What need does your product fill? How does it fit into the bigger picture? Does it address a trend? Relate to a pop culture story? Is your backstory compelling? Is there a human interest angle -- ie: does it make people safer, healthier or happier? Does it reach diverse markets? Be sure to include an angle that gives larger context to your product. For instance, we present our product, Tidy Table Covers, as doing more than protecting the dining room table from stains and glue from kids' crafts. It allows kids to unleash their creativity without worry! And with more and more kids getting into kitchen-table crafts -- and millions of women embracing the scrap booking craze -- the product is fulfilling a need based on today's trends. We focus on these points when "selling" our story.

That goes the same for pitching to a TV producer. Include national statistics that explain why this story will speak to the TV show's viewers. Your pitch should also include ideas for other guests (including yourself, of course) that support the story idea and add color to the segment. In other words, give the TV producer a full picture -- even though they will likely change it – to help do some of their legwork for them, and to allow them to see how fabulous a segment this could be.

In all your communications, include as much relevant information as possible without bogging down the reporter with unnecessary details. That means including high-quality product photos, a product sample, if possible, plus contact information and all pertinent details -- it all goes back to the old Who, What, When, Where and Why's.

When approaching media, it's also important to contact the most appropriate people at the most appropriate media outlets. Fortunately today you can do most of it online very easily. Do some research to create an appropriate target list (ie: Maxim magazine won't be interested in your baby product, unless it's gadget-y and specifically for dads) and be sure you have up- to-date reporters' and editors' names. Getting them is relatively simple:

• Get on the Internet and Google the TV show, magazine, or newspaper you're interested in pitching, and get the phone number
• When you call, don't be afraid to ask the receptionist for the name of the specific reporter that relates to your area (ie: the fashion reporter for your new line of jewelry; the IT reporter for your newly invented software)
• Ask for the email address and voicemail extension for that particular reporter

Good luck!

If you’re ready to receive phenomenal media coverage for your product, there are still a couple of slots left in our PR program for April & May. This media opportunity is designed specifically for moms in our community! Submit an inquiry on our Special PR Opportunity page if you’d like more information.

Do you have a question for Tamara? Send it to her or leave it in the comments.

She contacted her cousin Shilpi Goel in India and ran the idea past her. Shilpi had recently had a baby and was looking for an opportunity to work from home, and Lizzie Lou Shoes was born. It took nearly a year to bring the shoes to market, and Sheena's fabulous handcrafted jeweled flip flops launched at high-end specialty boutiques in San Antonio, Texas, and online in May 2009.

Sheena, a mom of 3, shares how she got her shoes to market, how she had to change her business focus and how she balances being a "working stay-at-home mom."

Mom Invented®: Why did you start this company?

Sheena Edwards: Being a stay at home Mom, I'm always interested in new opportunities to work at home. Shilpi had sent me many samples of products she could help produce from India, but never did either of us imagine we would embark on such a challenge.

What were your initial goals?

Lizzie Edwards wearing her Lizzie Lou Shoes

To create a high quality, uniquely styled flip flops for mother and daughter. After field-testing our first shipment, we decided to focus solely on the women's line. The children's line presented too many challenges for a startup business. It was hard to wholesale the children's shoes and maintain a reasonable price point for the consumer. Currently, the three original styles of children's shoes are available only on my website while supplies last.

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

I have 3 children: Emily, 9, Lizzie, 6 and Vince, 2. My husband, Matt, is an attorney and I have been blessed to be able to stay at home since Emily was born. I sacrificed working outside the home and achieving business success to work at home, but this project has allowed me to have the best of both worlds.

I have a Bachelor of Arts degree from Trinity University and have experience in marketing, public relations and project management. The experience I use most, though, is the practical knowledge I have picked up from being a mom, and from listening to my friends and neighbors.

Living in Central Texas, flip flops can be worn nearly year round. The problem with most flip flops, though, is their lack of support -- and often, style. I knew that if I could marry comfort and style, I could really make an impact in the lives of other busy women like myself. Bringing together the ease of just slipping on a shoe along with the style of boutique brands just made sense.

What process did you follow to develop a prototype?

Working closely with my cousin, we began the task of designing and developing our product. Finding the right components and manufacturers proved to be very difficult, especially working from a different continent. Luckily, Shilpi's connections in the clothing manufacturing industry in India led us to the right supplier.

Finally, in March 2009 -- after several samples and design changes -- we finalized our first three styles. In July, we introduced six additional styles that are equally as popular as the first.

How did you determine your product's marketability?

I researched other designer flip flops on the market. When I started the process, there was only one competitor. Since we launched our line, the competition has grown in number. Luckily, our product is still very unique.

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

The importation process, including dealing with Customs, is quite overwhelming. I had to find a shipper and learn the laws and duties of importing into the U.S.

Through what markets are you selling?

My first Lizzie Lou sales were through local boutiques. I hope to expand that market throughout Texas, and outward from there. Eventually, of course, I'd love for Lizzie Lou Shoes to be carried at every high-end retailer in the country, but we've got to take it one step at a time. We also sell through our website and Womentorz.com.

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

As a small, start-up business, my marketing budget is relatively small, so I had to be creative about getting the word out. The power of social marketing has amazed me. Sites like Facebook and Twitter have really helped me to expand my market and led me to people and companies whose goal is to promote mom- and woman-owned businesses.

What has been your greatest success with your business?

Sheena Edwards and her family

Being in several popular, high-end boutiques in my hometown of San Antonio, Texas. There's nothing quite like seeing your labor of love being enjoyed by the women around you. I love doing something that I can share with so many people. I've had more support from my fellow moms and friends than I could have ever imagined.

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

I have to constantly remind myself that my business can always wait and that the kids are why I am where I am today. Sometimes I slow down and remind myself that my goal is to be a working stay-at-home Mom.

What surprised you most about the process of starting your business?

I have not enjoyed all aspects of running a business. It sure would be nice to have someone help me keep up with the finances and inventory.

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

Stay focused on your goals and don't give up. I had so many chances to quit and I am thankful that I didn't.

Thank you for sharing your story, Sheena! To learn more about Lizzie Lou Shoes, visit LizzieLouShoes.com. And if you have a great story to share about your product or business, we'd love to hear it!

Her new book, Stop Throwing Money Away: Turn Clutter to Cash, Trash to Treasure, and Save the Planet While You’re at It, is more than an organizing book -- it offers new ways of thinking and inspires you to change your mindset about organizing, making money and saving the planet all at once.

I got an advance review copy of the book and I was surprised by each new organizing tip that I had never before considered! And, most importantly she inspires you to take ACTION! In between sections, I found myself putting the book down and ripping the contents out of closets and cupboards using her invaluable techniques.

In our chat, Jamie will explain the secrets of half-and-half organizing, showing you how to make money by paring what you own by half and plugging cash clutter traps by shopping at home.

This is a free teleconference/webinar on Thursday, March 11 at 10am PST / 1pm EST. I will personally interview Jamie and she will be happy to answer your questions at the end. Although it is free, you will need to register to participate. Sign up Now!

Sign Up Now!

About Jamie Novak

Jamie Novak is known as the World’s Most Relatable Organizer, she’s the author of the newly released book Stop Throwing Money Away as well as three other best-selling books on organizing and time management. She travels nationally presenting humorous and heartwarming programs on how to have more balance and create a life we love. When not on the road she is rotating her pantry, emptying her paper shredder and searching for the mango slicer that mysteriously disappeared from her utensil drawer.

You may have seen Jamie on QVC with an organizing product, on HGTV’s Mission Organization or know her from her own show Sort it Out with Jamie! Be sure to visit JamieNovak.com to see inside Jamie’s closets and drawers or to join her online community, radio show and monthly free class by phone.

Reserve Your Spot Today!

• There's a disconnect between the product and the consumer. In some cases, the inventor may feel it's an idea that can't miss because it's been validated by a best friend or a family member--but they've never really critically analyzed it. Even large companies with huge budgets can misjudge demand. Remember New Coke?
• There's a problem with price. If the price is too high for the problem the product aims to solve, people simply won't see the value in purchasing it.
• The packaging misses the mark. Perhaps it's not clear what your product actually does. Maybe the packaging is dull and gets lost on store shelves, or it's too large for the retailer to hang on a peg. Potential customers will lose patience, and you'll lose the sale.
• There's a product that's already working. Even if your product is original or patented, it may be so similar to something consumers are already using, they won't see the value in it.

You can avoid many of the above problems by testing for the following:

Product functionality. Before mass producing your product, do some focus group testing to be sure people want it--and like using it. The most important thing at this stage is for focus group participants to be completely candid. For instance, the first product I invented is the TP Saver, which prevents toddlers from unrolling the toilet paper from the holder. In my focus groups, I wanted participants to tell me whether my final product prototype was easy and intuitive to use and if it was something they'd purchase or recommend to solve the problem. I wanted them to point out any potential flaws or functional difficulties, so I could improve the product before mass producing it.

Comfort level with price. Everyone likes to solve a problem, but at what price? For instance, I assumed customers wouldn't be willing to spend $50 to solve their toilet paper problems outlined above. But I figured $5.99 might be worth it to end the aggravation. I was right. This price was agreeable to my test market--and later, to the market at large.

Packaging effectiveness. Yes, your packaging should be eye-catching; it should be aesthetically pleasing; and the design should represent your brand. But don't forget to effectively communicate your product's purpose. If it's completely new and different, your customers won't know what they're looking at on store shelves. Be sure to communicate your product's features and benefits quickly and succinctly on your packaging. Think of these questions when developing your packaging communication:

• What specific features make it unique?
• What problem does it solve for my customer?
• How will it make my customer's life better or easier?

Keep it short and simple. You only have about three seconds to capture a new customer's attention. You don't want the customer to lose patience or be overwhelmed by too much information.

Potential competitors. Find out from your test market if there's a product they believe solves the same one yours does--and if they're using it already. If so, what are its strengths? What does it lack? And what would make them buy yours instead? For example, dryer sheet fabric softeners have been around for a long time. A new invention--essentially a small spiked ball you throw in the clothes dryer--claims to work as effectively as dryer sheets. The two products may solve the same problem, but some may prefer one to the other. Perhaps some like the dryer sheets' scent while others are sensitive to its chemicals. This is the type of information you'll discover through market research.

Additional markets. Your research may uncover a market for your product you never considered. Take national electronics retailer Best Buy. Traditionally, the company targeted adult male consumers. But after research revealed an increasing number of female electronics buyers, Best Buy created an in-store experience that would better meet women's needs. With the TP Saver, my own research uncovered a market I'd never considered--pet owners. It seems dogs and cats take as much pleasure in manipulating the toilet paper roll as toddlers do.

So you can see why it's so important to do market research before investing too much in your product. Although it takes some time and financial resources, your discoveries can help set you on a more focused path and avoid expensive mistakes.

And for inventors with multiple ideas, gaining this knowledge and information is a great way to help decide which product to take to market first.

If you want help with your invention research and determining your next steps in the inventing process, check out our New Product Evaluation Program. You'll get a patent search and legal opinion, a review of manufacturability and marketability, a phone consultation with Tamara Monosoff and more!

Start Your Evaluation Now!

Excerpted from Tamara Monosoff's Entrepreneur.com article, "Researching the Inventions Market."

As you may know, the product search has now officially closed.  We are eager to review each submission and select a winner. We will announce the winner by March 31st.

Thank you again for your participation!

Warmest wishes,
Tamara