Little Business enterprise Snapshot: Turning a ‘Great Idea’ into an E-commerce Results – Lane Report

George T. Taft

Fearful that her purse would be stolen if remaining in the grocery cart, but not wanting to carry her heavy purse on her arm, Sally Robinson arrived up with a basic option: She created a way to hooked up her purse to the procuring cart.

In 2010, she shared her creation with her daughter, Dana Robinson, a advertising experienced.

“She showed me a piece of cloth she created to hold the body weight of a purse to a purchasing cart so she would not have to stress about her purse becoming stolen. I realized that was a wonderful strategy,” said Dana Robinson, who life in Louisville. “We decided to make it a critical fob as properly, so it wasn’t another gimmick to have about. We called it a PurseKeyper, a 3-in-1 essential fob, wristlet and purse holder.”

The mother-daughter small business enterprise started in March 2011 and took off promptly.

“We secured a design patent, trademark and copyright. We pitched it to Dillard’s and were being in 100 areas within six months,” Dana Robinson stated. “We rapidly secured a maker, and just after attending present exhibits that summer season, we have been also in 400 reward shops across the state.”

These days, the solution is known as the KEYPER. It’s a fashion important ring bracelet that keeps keys handy, made of cloth that can maintain up to 20 lbs. Its patented clip layout enables it to be attached to a chair, railing, buying cart, stroller, baggage or just about anything else, Dana Robinson mentioned.

The products and solutions are made in Lebanon, Va., and marketed principally on the internet at and other product sales sites, such as eBay, and Amazon. In 2020, KEYPER’s gross revenue was in excess of $350,000, Dana Robinson reported.

“Our Christmas season revenue ended up in all probability up 175% in excess of previous yr,” she stated.

Dana Robinson shared a lot more about her enterprise, also called KEYPER, for this edition’s Modest Business Snapshot.

TLR: What goods does your enterprise supply?
DR: The KEYPER supplies manner, perform and safety in serving to gals maintain up with their keys and secure a weighty bag when needed. Our accessory IT BAG comes in two sizes, enabling versatility in turning the KEYPER into a wristlet to hold essentials these types of as a cell phone, credit rating playing cards, and now a mask. The greater bag was designed to maintain an EpiPen and inhaler as well. We also give a distinct IT BAG that meets protection needs for live shows and ballgames.

TLR: How quite a few personnel do you have?
DR: Technically none. To date, we have utilised small independent contractors for our social media, site management, electronic promoting, fulfillment and PR.

TLR: How did you get intrigued/begun in your field?
DR: I have a bachelor’s in marketing from the United kingdom. Gross sales is my passion. My occupation path commenced as Gov. Brereton Jones’ liaison in constituent companies and the tourism cabinet. I ventured to LA to develop into actor Woody Harrelson’s personalized assistant, and then moved to New York as a particular events manager at Macy’s for five a long time, launching new merchandise. This all arrived with each other when launching a firm and products myself, discovering the importance of networking, associations and marketing.

TLR: What has been your major challenge as a business and how did you get over it?
DR: We started off in the brick-and-mortar retail shops and struggled for decades with the place of sale and how to converse all of the positive aspects of our solution. We could get “on the shelf, but not off the shelf.” As the e-commerce environment was rising, we pivoted with our new manufacturer of KEYPER, and have centered on on the internet distribution channels. Online marketing lets us focus our message in far more specific and effective techniques. We are achieving buyers now by way of electronic advertising attempts we had in no way dreamed of prior to. We continue to mature every single calendar year, with nearly 200% growth from previous 12 months.

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