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Perfect Kit

Entice customers with all-in-one solutions that save time and money.

This story appears in the November 2005 issue of Entrepreneur. Subscribe »

We're a convenience-loving culture that likes everything right at our fingertips. So products marketed as all-in-one kits fit consumers just perfectly. From do-it-yourself gardening kits complete with shovels, gloves, seeds and dirt, to make-your-own hot sauce kits with spices, recipes and empty bottles with labels to personalize, virtually any kind of product can be packaged as part of a kit. "People are about as lazy as [they] can get," says Alexander Berardi, small-business marketing expert and author of Never Offer Your Comb to a Bald Man. "If you group everything together for people... so they don't have to do anything, it's going to sell better."

Dr. Carolyn Siegal, a Beverly Hills, California, podiatrist and entrepreneur, knows that firsthand--she put together everything a nail-spa customer would need to get a top-notch manicure and pedicure. Dismayed by the number of patients with nail infections, Siegal wanted to encourage women to bring their own metal manicure tools with them to nail salons to avoid spreading infection. But she knew people wouldn't do it without an easy, all-in-one carrying case. So she designed Dr. Siegal's Savvy Nail Kits, which include all the necessary professional manicure tools in a small, fashionable carrying case. "It's very easy to use, and it's easy to throw in your glove compartment," says Siegal, who launched her business, Dr. Carolyn Collection, in late 2004. Siegal's knowledge of her core customer's lifestyle and needs has helped push sales well into the six figures.

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