| My marketing consulting company reviews hundreds | | | | staggering. |
| of new product submissions every year. We | | | | Entrepreneur's that we have worked with over the |
| specialize in consumer product development. The | | | | years are always most passionate when they are |
| items we analyze run the gamut of product | | | | trying to commercialize a product that they created |
| categories. The most creative, prolific and many | | | | to fill a need that they have identified in an important |
| times, the most commercially exciting are golf, pet or | | | | area of their life. Whether it is from employment, a |
| hunting and fishing products. | | | | hobby or sport in which they participate or from their |
| The reason I have come to believe that there is so | | | | household experience, the best ideas seem to evolve |
| much creativity in these areas is passion. Golfers, pet | | | | from the inventor's life experience. Passion is to the |
| owners and outdoorsman are among the most | | | | entrepreneur as fertilizer is to agriculture, essential! |
| ardent aficionados in their interests in these hobbies. | | | | The pet category is huge and growing, There are |
| They will spend almost any amount of money to | | | | over 70 million licensed dogs and 45 million cat |
| improve the benefits they derive from their chosen | | | | owners in the United States alone. A niche product |
| pleasure. | | | | that creates demand among these pet lovers has |
| Golfers are manic in their desire to improve their | | | | huge upside potential. The market in this product |
| games. We receive numerous training devices, stroke | | | | category can be penetrated relatively easily, if the |
| control, bag accessories and novelty golf products | | | | item is truly unique. |
| annually. Each entrepreneur seems to have developed | | | | Products that are commercially desirable in the |
| their innovation based on a perceived need they | | | | categories of golf, hunting, fishing and pet care |
| have identified from their personal play experience. | | | | accessories also enjoy huge international distribution |
| The result is a flood of truly novel devices, some | | | | potential. Distributors, partners and licensees are |
| very commercial, that pique these golfers creative | | | | available for country and continent distribution pacts. |
| juices. | | | | These parties will buy the products in bulk quantities |
| Hunters and fishermen have similar passion for their | | | | from inventors and handle in-market sales, |
| favorite pastimes. Hunters are driven to get closer to | | | | warehousing and business operations. |
| prey, obtain better shot sight lines and get more | | | | In many product categories there are 800-pound |
| shots with their rifles or bows. They invest heavily in | | | | gorillas (competitors) that present daunting hurdles to |
| any gizmo that offers the promise of more action | | | | new entrepreneurs. The golf, hunting/fishing products |
| while on the hunt. Fishermen will go to abnormally | | | | and pet product areas are much more sliced up. They |
| heightened lengths to catch more fish. Exotic lures, | | | | have lower barriers to entry and the main players are |
| fish finders, bait scents and rod accessories that are | | | | typically more specialized in their product strengths. |
| new, and offer the angler a possible advantage over | | | | This provides greater opportunities for entrepreneurs |
| the fish are must have items for the tackle box. | | | | to secure shelf space and promotional features. |
| Pet owners are especially unique. People that will | | | | The time has never been more exciting for the |
| share the interior of their homes with one or more | | | | market to absorb truly fresh, innovative new |
| pets are indeed committed. Recently we introduced a | | | | specialty products in these and many other |
| new pet product at the largest pet trade show in | | | | categories. The inventive mind, driven by zeal for a |
| the United States. The casual observer could easily | | | | hobby or identified need, can be successful and |
| imagine the types of products that would be | | | | significantly change the course of their life while |
| featured in such an exposition. However, walking the | | | | providing real product performance benefits to |
| show floor was an education. To view the luxury, | | | | consumers of their inventions. The best time to |
| comfort, fashion and expensiveness of the | | | | move is always now. |
| thousands of specialty products on display was | | | | |