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

Kevin Ridolfi figured he had a million-dollar idea: a productcalled the T Mate that would help new and high-handicap golferswith their errant golf shots. Unfortunately, success didn'tcome quite as easily as he had hoped. What Ridolfi learned duringPlan A-selling the idea himself-was a lesson that speaks to allinventors, high handicap or not: "No one will hear about agreat 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 movedon to Plan B: licensing his product to another marketer of golfproducts. Well, Ridolfi isn't counting his money just yet, buthe still believes in his idea, and he's prepared to move on toPlan C-distributing the product through instructional activitiesfor young golfers-if his current licensing agreement doesn'twork out. In a nutshell, he's not stuck on just one option forhis product. And that could be the key to getting it on theshelves.

The Initial Stages of Development

One reason Ridolfi decided to move ahead with the T Mate was theminimal cost involved: He was able to make the prototypes and dothe packaging himself. His first models, for instance, were simplytongue depressors. And it was easy to test the product: He hadseveral friends try out his model-as well as his fiancée, whohad never played golf and yet was able to crack some big drivesdown the fairway.

Convinced the product would succeed, Ridolfi decided a patentwas in order before he could sell the product. He sought the helpof a patent agent (vs. a higher-cost patent attorney). Includingthe time for the patent search, it was a year before Ridolfi'spatent application was accepted by the U.S. Patent and TrademarkOffice. That acceptance was what he needed to declare his productpatent-pending and begin sales.

That year wasn't wasted: Ridolfi spent the time looking forproducts that he could use as a model for packaging and pricing hisproduct. Using a device called Skycopter (a plastic X-shaped toolused in convenience stores), he put together a model, took it in toa local Golf USA store and piqued the interest of the manager, whotold Ridolfi to come back when the product was ready. From there,he experimented with the best way to gain attention for hisproduct.

Plan A: Selling on His Own

Once Ridolfi had patent-pending status for his product and hewas ready to sell, he placed a display in the Golf USA store. Healso got four or five other stores on Long Island to carry hisproduct. "When I could, I'd go out and visit the storesand see how the product was doing," he says. The product wasselling, but not as fast as he'd hoped. "I was doingeverything myself and holding a full-time job; I didn't havetime to get the product off the ground."

Plan B: Licensing

Ridolfi's initial efforts gathered him local publicity, andhe was contacted by Vista Pro Inc., the manufacturer of Shaggy Jr.,a golf ball dispenser. Vista Pro proposed selling the two productstogether for $29.95 in a major direct-response TV campaign in theNew York area, so Ridolfi signed an exclusive licensing agreementwith the company, and the TV campaign launched in December 1999 forthe holiday season. The ads ran on stations throughout New York,New Jersey and Connecticut. Sales came in from the ads but notenough to generate enough revenue for either Vista Pro or Ridolfi.Vista Pro started putting together a distribution program in early2000 to get the products in stores, but it's still too early todetermine exactly how successful that program will be.

Small Stuff

Most inventors look to large companies to license theirproducts. But, in fact, large companies rarely license newproducts. You are much more likely to get a license from a small tomidsized company that is trying to build a product line. Watch forother small companies in stores, in trade magazines and at tradeshows; you probably won't find them in big directories like theThomas Register of American Manufacturers. You might also want toconsider offering small marketers a private-label agreement, whereyou supply the product to the marketer to be sold under its name.This kind of agreement requires much less investment for theselling party than a license, and it also allows the inventor tomaintain more control over the product.

Plan C: New Golfers

Ridolfi is still hopeful that Vista Pro will work out. He hasnow realized that his customers are new golfers, who are not likelyto visit the big golf stores because they cater to better golfers.If necessary, Ridolfi will tap into the market for new golfers,which includes golf schools at local golf courses, golf leagues forjunior golfers and lessons at driving ranges. Ridolfi isn'tsure how he will put plan three into action yet, but he sureisn't ready to give up. He has a piece of advice for inventors:"If you think an idea is going to make you rich quick, you canforget about it."

While it's difficult to know Ridolfi's eventual fate,virtually every inventor goes through the same ups and downs thatRidolfi has experienced. Recently, I talked to a localinventors' club with the aim of offering insight into whyinventors succeed. I highlighted many of the successful inventorsI've talked to over the years, and the two common elements inall the success stories were bulldog determination and anunwillingness to accept defeat. If your first efforts don'tsucceed, just open the next door-it might be the door to yoursuccess. What's important is to follow Ridolfi's example:Learn from each experience, and keep on trying until you find thewinning combination for taking your product to market.

Be a Pro

Kevin Ridolfi held down his patent expenses by using a patentagent, but that still cost $3,500, and he will have another billonce the patent is issued. If you want a patent but don't havetons of money, you might want to consider PatentPro software fromKernel Creations. PatentPro asks you questions about your idea andthen converts that information into a finished patent. At $329, thesoftware is not cheap, and you'll still need to send about$1,000 to the Patent and Trademark Office (PTO), but the result isstill a whole lot cheaper than using a patent agent orattorney.

PatentPro, compatible with Windows 95/98/00, includes forms,checklists and the full text of the Manual of Patent ExaminingProcedure from the PTO. Go to www.4patpro.com or call (888) 472-8776 for moreinformation.

Don Debelak is anew-business marketing consultant who has been introducing newproducts for more than 20 years. He is the author of Bringing Your Product to Market (John Wiley& Sons).