Viral Buzz Blogs Launches Toothbrush Entrepreneur

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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,

and invited a few friends through 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.