Compact Small business Snapshot: Turning a ‘Great Idea’ into an E-commerce Success – Lane Report

Concerned that her purse would be stolen if left in the grocery cart, but not wanting to carry her large purse on her arm, Sally Robinson arrived up with a basic option: She intended a way to hooked up her purse to the procuring cart.

In 2010, she shared her creation with her daughter, Dana Robinson, a advertising qualified.

“She showed me a piece of cloth she manufactured to hold the weight of a purse to a searching cart so she would not have to stress about her purse becoming stolen. I knew that was a excellent thought,” reported Dana Robinson, who life in Louisville. “We determined to make it a important fob as nicely, so it wasn’t one more gimmick to have close to. We called it a PurseKeyper, a 3-in-1 important fob, wristlet and purse holder.”

The mother-daughter organization undertaking started in March 2011 and took off promptly.

“We secured a layout patent, trademark and copyright. We pitched it to Dillard’s and have been in 100 spots inside six weeks,” Dana Robinson said. “We quickly secured a producer, and right after attending present shows that summer, we were being also in 400 present outlets across the state.”

Now, the product is known as the KEYPER. It’s a manner important ring bracelet that retains keys handy, produced of material that can maintain up to 20 pounds. Its patented clip style and design permits it to be connected to a chair, railing, purchasing cart, stroller, baggage or everything else, Dana Robinson explained.

The items are created in Lebanon, Va., and sold mainly on the web at and other sales web-sites, which include eBay, and Amazon. In 2020, KEYPER’s gross income was more than $350,000, Dana Robinson explained.

“Our Xmas period gross sales were likely up 175% above previous year,” she said.

Dana Robinson shared a lot more about her organization, also named KEYPER, for this edition’s Modest Small business Snapshot.

TLR: What solutions does your enterprise offer?
DR: The KEYPER gives manner, functionality and stability in assisting ladies continue to keep up with their keys and safe a large bag when important. Our accessory IT BAG arrives in two dimensions, enabling flexibility in turning the KEYPER into a wristlet to maintain essentials this kind of as a cell phone, credit history playing cards, and now a mask. The larger bag was developed to maintain an EpiPen and inhaler as very well. We also give a very clear IT BAG that satisfies protection needs for live shows and ballgames.

TLR: How lots of staff members do you have?
DR: Technically none. To day, we have used smaller independent contractors for our social media, web page administration, digital advertising and marketing, fulfillment and PR.

TLR: How did you get intrigued/started in your discipline?
DR: I have a bachelor’s in marketing and advertising from the Uk. Gross sales is my passion. My career path started out as Gov. Brereton Jones’ liaison in constituent products and services and the tourism cupboard. I ventured to LA to come to be actor Woody Harrelson’s personal assistant, and then moved to New York as a special functions manager at Macy’s for five several years, launching new products. This all came jointly when launching a organization and solution myself, mastering the significance of networking, interactions and marketing and advertising.

TLR: What has been your most significant problem as a corporation and how did you overcome it?
DR: We commenced in the brick-and-mortar retail retailers and struggled for years with the position of sale and how to communicate all of the advantages of our solution. We could get “on the shelf, but not off the shelf.” As the e-commerce planet was escalating, we pivoted with our new brand name of KEYPER, and have focused on on line distribution channels. Online promotion allows us focus our message in additional targeted and helpful means. We are reaching buyers these days through digital internet marketing attempts we had never dreamed of in advance of. We continue to develop each yr, with almost 200% development from past 12 months.