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Joanna Rein - Soggy Doggy Doormat

Exciting News!!! This mom's product is the first item in our new VentureMom store. I have a Soggy Doggy Doormat and it's amazing. My dog Lucky loves it and it dries his paws when he comes in from the yard. He's even sleeping on it. Get one for your dog and kids here and help us grow our store.  

Do you ever think you have a great idea for a new product only to have your prototype fail? That's what happened to Joanna Rein when she finally created a doggie mat to dry her pup's paws on rainy days when he tracks in the muck from outside.

Her career in PR, Joanna was ready to go back to work after her third child was born when she found out she was pregnant with her fourth.   It was 2009 and the global economy was in a shambles.   Joanna had always wanted her own business but with four small children she figured she'd have to work for herself. An article in the Wall Street Journal that said the world had collapsed but the pet market was thriving; she decided to pursue an idea that had been brewing. "Inspiration came at a kids' swim meet. As I watched a young diver dry off with a super-absorbent shammy, lightbulbs went off!  If that small piece of material could dry an entire child, why wasn't there something similar for 4 wet, messy dog paws?"

Getting the guts to move forward, Joanna took a "sham wow" , which is an orange cloth made of super absorbent material, to her tailor and had him sew on a no-slip bottom.   Now for the big reveal. Joanna gathered her children and dog Buddy, by the back door with her invention on the floor. "Buddy wouldn't go near it no matter how much I coaxed him. Turns out, dogs hate orange.   I was so frustrated, I threw the failed attempt in the basement and forgot about it."

But during the snowy, rainy winter of 2010 she was at the carwash. "I looked at one of the noodle mitts used for washing cars and wondered what they were made of. My idea was coming back to life." She couldn't give it up. Joanna finally found the source for the material - it was China, ughhh. If her mats was made there, she'd have to order 500 pieces minimum. And it was on the other side of the world. "I was nervous about being duped, so I had a friend who lived there, pose as my 'overseas rep' to make sure the manufacturer was legit before I sent my first check."

Read the rest of Joanna's story at VentureMom.com

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KerriAnn Hofer June 08, 2012 at 01:06 AM
wow! great story -- good luck with sales!


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