Austin entrepreneur, Richard Trocino had a great product idea.
And, like thousands of other innovative inventors with a new product concept,
bringing that idea into a marketplace dominated by long established brands with
deep links and dominance in the retail outlets is challenging.
In these days of mega corporations and Walmarts, VCs and small business defined
by the government in the land of opportunity, one entrepreneur with a grand idea
or product may be considered by any of those groups as irrelevant and insignificant.
Another challenge faced by small businesses in today’s marketplace, like in Trocino’s case,
is getting an idea produced and generating sales.
In spite of impossible odds, Trocino’s invention sells almost faster today than his
factories can produce and distribute all over the world. The established companies
that were given the opportunity to brand and produce it, now may be wishing they had not
dismissed the popular product so readily. Not when the blogosphere is broadcasting around
the globe faster and with more range than a speeding bullet; comments appearing include;
“OHSO gets my nod for the most stylish and futuristic toothbrush/toothpaste contraption on the
market today”, “The Coolest Toothbrush Ever”, and “World’s Most Elegant Travel Toothbrush”.
Trocino received micro level funding to get the prototypes built and into limited manufacturing
through friends and family after attempts to license the product to both toothpaste and
toothbrush companies fell on deaf ears. Similarly, Trocino found his innovation locked out of
normal channels of retailing without the benefits of an established proven brand in the
Discouraged, but undaunted Trocino abandoned efforts to take the product to market using
traditional marketing methods. Instead, like entrepreneurs who have met with unexpected
success throughout business history he proceeded by seat of the pants and gut instinct.
Acting on a hunch, he put it out there exclusively in the world of the internet and ignored
the traditional “wisdom” of standard marketing techniques—no phones, faxes, or printed paper
junk mail—nothing but net. A guerrilla marketer does not have the luxury of the corporate
behemoths who can afford (since it’s investor’s and stockholders money not their own)
to throw 98% of their marketing dollars away on a numbers game in a business model that
justifies and covers its inherent wastefulness by overcharging those sold customers the
expenses of marketing to everyone else.
Trocino decided to be a “Swamp Fox” marketer, like General Francis Marion who
befuddled the British in South Carolina during the Revolutionary war, and break all
the rules of modern marketing warfare. Marketing is a form of warfare and many entrepreneurs
have discovered the reality of today’s business battlefields. The corporations and financiers
have in today’s market reality stacked the deck against upstart competition by raising the
ante into the game of commerce. One unnamed entrepreneurial internet advice columnist estimates
the cost of entry to even be considered for funding by an angel or VC group at between $25,000
and $250,000. That is merely for the development of the business plan, and pre-start up consulting,
general expenses and to purchase access to their secretive inner circle. Trocino decided to wander
into the unknown swamp of the internet and blogsphere and see what people would do when offered
his innovation directly.
Trocino, like most entrepreneurs, is a risk taker, but like most smart business persons
likes to reduce risk wherever possible. He knew a good concept poorly executed had
little chance of success in the market, so he took his idea to a locally based but
internationally known design firm called “Design Edge” and negotiated a co-marketing
partnership for assistance in ‘packaging’ his innovation. Trocino knew that people who
travel a lot would naturally respond favorably to the concept of an integrated toothpaste
dispensing toothbrush in a self contained case that protects clothing in suitcases as well
as keeps things neat and sanitary. With the co-marketing partnership with ‘Design Edge’
the product took on a new personality within a sexy futuristic design that takes the basic
utilitarian idea and wraps it in fashionability and elegance.
Then with a few well chosen words, a friend with a good photographic eye and
a smattering of html code, Trocino put up a website at http://www.goOHSO.com,
and invited a few friends through http://MySpace.com to look at his new line of toothbrushes.
MySpace would become the testing ground and ultimate launch pad for the rollout of his product.
With its stylish modern design and elegant photography, the buzz it generated in cyberspace
was somewhat unexpected. In fact, it was explosive! Driven by the dynamics of blogosphere
where coolness and fashionability become badges of personal taste and sophistication,
the OHSO toothbrush rapidly found its way onto the personal blogs of graphic designers,
and jet setters as the coolest thing since crystal ice. When Josh Spears, the blogger’s blogger
posted his rave of the sleek product, sales and global visibility exploded. Even the legendary
Steven Wozniak, the cofounder of another innovative product, Apple computer, is counted among
the OHSO toothbrush users and fans.
Today the product is available in high fashion boutiques in the swanky Beverly Hills
bastions of elegance and among the cappuccino makers and executive toys on the shelves of
Brookstone stores around the country. Blogs have elevated the sensible, functional,
practical toothbrush for harried travelers into fashion statements that provide high status
and cool despite it’s less than $20 price tag.Not a bad state of affairs for the beaming Trocino
who is today expanding the line with even more designs to satisfy the market demands.
OHSO is a product that owes its success to a seat of the pants approach to beat the corporate
gorillas with a bit of his own guerilla marketing. He simply put it out there in the vast uncharted
cyber world where the old MBA strategies have no more influence on the hip youth market than the full
color fall outs in the increasing unread Sunday paper.
Today freedom of the personal press in the global Blogsville rules a small voice with a message,
or product like the OHSO toothbrush, can be magnified into a global phenomena. When people like
what they see, they tell their friends, who today are everywhere. Just like Richard Trocino’s
classy and well designed toothbrush.