From today's Orange County (Calif.) Register:
Targus on the lookout for inventive
The Anaheim company is turning to the individual inventor to add to its
product lines.
By TAMARA CHUANG
The Orange County Register, Posted April 5, 2004
Two years ago, Jos? Calero considered his invention - the Laptop Desk - a
nominal success.
From his home in Rancho Cucamonga, the retired packaging salesman and his
wife sold the foldable laptop computer tables online at a steady clip of
about 500 per month. But Calero had bigger dreams.
He wanted to get his product in retail stores. Easier said than done, he
learned.
"They don't like buying it from the little guys," said Calero, 57, who calls
his company LapWorks. Computer retailers preferred to work with just two or
three major suppliers, such as Targus Inc., the purveyor of laptop bags and
accessories. "(Retailers) said, 'When you sell it to someone like Targus,
they'll let us know,'" he said.
So, he turned to Targus. The Anaheim company, which has a minimal
research-and-development budget, prefers to work with the small fry and even
is working on a program to make itself more approachable by inventors. If
Targus believes the product could be a hit, inventors get a chance to put
their products anywhere Targus brands are sold - from Best Buy to Target and
in 145 countries. In return, Targus gets something new to quench customers'
thirst for the next great gadget.
"We're very dependent on new ideas to differentiate ourselves," said Ron
Smith, Targus' chief marketing officer, who works with many of the
inventors. "We've simply found that, over time, if you open yourself up to
inventors, you become the recipient of hundreds of ideas that you wouldn't
have come up with yourself. We're leveraging the minds of hundreds of
people."
After he teamed up with Targus in late 2002, Calero saw sales of his Laptop
Desk, which Targus dubbed the "LapDesk," surge to around 8,000 per month.
Revenues have tripled and he expects that to happen again this year, as
Targus pushes the product into new retailers, such as CompUSA. "We were
doing OK selling the product online, but that was limited exposure. Working
with a Targus is the only way to launch a product," Calero said.
Calero did much of the groundwork before partnering with Targus. He had a
prototype made, filed for a patent and set up his own online store. He did
his own sales and marketing, pitching the product to tech magazines and
anyone who would listen. By the time Targus came on board, Calero already
had engineering consultants, a manufacturer, package design and a marketing
campaign.
Targus just placed an order.
Other innovators don't have the means to get as much accomplished as Calero,
said Smith. That's why Targus is formalizing its program so it can work with
inventors at different stages, offering help that ranges from manufacturing
to distribution.
Targus wants to be more approachable, Smith said.
"I'd actually like Targus to go out and solicit inventors," he said.
In the past, Smith would get a random call or e-mail from an inventor. The
majority of pitches, said Smith, aren't wacky. There's usually some merit to
every idea.
The Targus team then analyzes the product - whether it fits in Targus'
lineup, whether retailers would go for it, how many consumers it would
appeal to. If Targus is interested, details will be exchanged, a prototype
made, retail interest gauged, potential profits estimated and, ultimately,
an order placed by Targus.
"We are able to provide somebody a real response of the market readiness of
their product," said Smith, who receives a handful of new queries each week.
"If there is market acceptance, we'll move forward."
There are a lot of excellent ideas, but not all great ideas are market
successes, he said.
"It's a business decision at the end of the day. The product has to gain
acceptance among mobile users," he said.
"If you have a patent-pending technology that makes life easier for mobile
travelers, come talk to us," Smith said.
Do you think you have something that fits that description? You can call him
at (714) 765-5555.
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CONTACT US: (714) 796-4952 or tchuang@ocregister.com
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TIPS FOR YOU
Jos? Calero's tips on turning ideas into reality:
1. Get advice from the right people. "Never, ever, ever, ever, ever go to an
invention service. They're only there to rip you off." Calero's suggestion:
Southwest Missouri State University's Innovation Institute (
www.innovationinstitute.com ), which is led by Gerald G. Udell, who
developed the PIES (Preliminary Innovation Evaluation System) to evaluate
ideas.
2. Apply for a provisional patent with the U.S. Patent & Trademark Office to
protect the idea for 12 months. Details at
www.uspto.gov/main/patents.htm3. Think big and you'll find a big partner. "Do not try to launch it
yourself. You'll never have the money," Calero says.
Addendum (JDI): don't file provisional applications. Under 2 above, file a non-provisional application.