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Master Plan

If you want to see your product get on store shelves, you'd better have more than one plan in place.

This story appears in the December 2000 issue of Entrepreneurs Start-Ups magazine.

Kevin Ridolfi figured he had a million-dollar idea: a product called the T Mate that would help new and high-handicap golfers with their errant golf shots. Unfortunately, success didn't come quite as easily as he had hoped. What Ridolfi learned during Plan A-selling the idea himself-was a lesson that speaks to all inventors, high handicap or not: "No one will hear about a great idea if isn't marketed with the right promotion," cautions the 29-year-old Centereach, New York, resident.

Still, the slow start didn't faze Ridolfi, who quickly moved on to Plan B: licensing his product to another marketer of golf products. Well, Ridolfi isn't counting his money just yet, but he still believes in his idea, and he's prepared to move on to Plan C-distributing the product through instructional activities for young golfers-if his current licensing agreement doesn't work out. In a nutshell, he's not stuck on just one option for his product. And that could be the key to getting it on the shelves.

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