We began test trying the beverage. The kids liked it! We learned that out of the nine buttons on the vending machines, our product would be sold in four. But although our market space was assured, we still felt like we needed to distinguish our product. How was it different from others? The Spin label afforded us the perfect opportunity to provide quality content. And although it was clear the beverage was about health, having no preservatives, no added sugars, and no chemical additives, we wanted to take it a step further. What if buying Soyu could be not only good for the body, but good for the soul?
Stating our intention was one thing. Going about making it happen was another. Where did we start? How were we going to accomplish what seemed like such a daunting task? I’ve felt the same way at the beginning of each new endeavor: my goal seems too large and too difficult to tackle, like an elephant in the room. One of my partners suggested I start calling different non-profits and social organizations that shared a similar vision. But I was even unsure about what to say to them. Who was I even trying to get to? I think everyone shares the same anxieties when starting a new project or embarking on unfamiliar territory.
We decided to create a sort of one-page electronic sales sheet, a web page that potential partners could view and interact with after I explained to them what S?yu was. Having something to show allowed us to start contacting companies. I spent an entire weekend Googling non-profits who dealt with teens in the New York City area. There were so many to choose from! I began calling organizations that were neither enormous nor too small, knowing that no one wants to be the first to sign onto a new deal. But I figured if we were able to get one partner to commit, we could leverage their support to gain others. I believe the first organization I called was Invisible Children. I quickly discovered that interacting with the non-profit sector was much more enjoyable than the corporate one! Companies were much more willing to hear me out. People were generally kinder. It was a wonderful experience.
I quickly condensed my opening speech into one-line benefit statement. What could I offer them? “Hello, my name is Stephen Key,” I began. “I’m with Soyu natural teas. We have the ability to get your message in front of one million teens.”
Were they intrigued?
Stephen Key is a successful award-winning inventor who has licensed
over 20 products in the past 30 years. Along with business partner
Andrew Krauss, Stephen runs inventRight,
a company dedicated to educating inventors about selling their ideas
and the skills needed to succeed. You can listen to the weekly radio
show on inventing. Get In The News, list your invention to have media
outlets find you for news stories.