Presentations...

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FROM THE MIND TO THE MARKETPLACE: THE STORY OF AN INVENTOR,
THE HOME IMPROVEMENT INDUSTRY, HIS WIFE AND HER LOVERS.

Intended Audience:
Entrepreneurs
Home Improvement Industry Professionals (manufacturers, suppliers and retailers)
Large Retail Organizations
Women’s Groups

Ever had a good idea for a new product … but for 101 reasons you did not take it any further only to find your brilliant idea on the shelves in Wal-Mart? Ever met an inventor who wanted to sell you a product but because he wasn’t from a big company you decided not to see him? While the road “from the mind to the marketplace” is frustrating and far from easy, Jayne Seagrave’s highly entertaining and personal presentation sets out to describe how, with no track record, she succeeded in taking a totally new invention to an inherently resistant market. She shows how those markets initially received her with a huge amount of skepticism, but how this was overcome to enable her to expand her customer base locally, nationally and internationally.

With over 90% of businesses being small businesses, the talk provides exceptional insights into what it takes to establish and succeed in this competitive arena. Jayne gives a first-hand account of the development of The Vancouver Tool Corporation and her experience and strategy of selling her husband Andrew Dewberry’s invention to the Canadian, American and then international home improvement marketplace. She also provides an entertaining account of how the couple moved from their established careers of criminologist and architect to undertaking every aspect of running a small business.

In 1996 Andrew invented the Caulk-Rite tool, a small plastic tool which neatly applies caulk to bathrooms and kitchens. He told Jayne it would be easy to sell it to the retail giants such as Home Depot, and she believed him. But she found it was not as easy as the numerous ‘how to start your own business books’ describe. One of the most entertaining and informative elements of the presentation is the account Jayne gives of the home improvement store buyers—those responsible for placing new items in their retail outlets. She lightheartedly refers to the buyers as “her lovers”, of whom she spends hours thinking, then courting and pursuing in the hope they will eventually place her products in their nice big stores.

In sharing her experiences of starting a new company, with no track record, providing innovative tools to the home improvement industry, audiences will come to appreciate what it takes to be a small, innovative, successful business in the 21st Century. There are lessons for organizations of all sizes to adopt innovation.

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MRS FIX-IT: THE NEW FACE OF THE DO-IT-YOURSELF WORLD?

Intended Audiences:
Home Improvement Industry Professionals (manufacturers, suppliers and retailers)
Large Retail Organizations
Sales and Marketing Professionals
Investors
Women’s Groups

It is estimated that by 2010 thirty percent of homes (approximately 31 million) in North America will be owned solely by women. These women will therefore be responsible for all purchasing decisions relating to home renovation, improvement and enhancement. Research now shows more women shop at Home Depot than men and that women account for more than $70 billion worth of home improvement purchases annually in the United States. The Home Improvement Store is no longer a bastion of male dominance, but to what extent is it changing to accommodate women who are increasing important to this retail sector?

In her presentation Jayne illustrates how women are changing the face of DIY in North America. This analysis is undertaken by focusing on three groups: hardware retailers; hardware manufacturers and by examining the nature and demands of the female consumer in their search for renovation and home improvement products.

By drawing on actual examples from the North American “Big Box” retail environment, Jayne’s captivating presentation examines how retail change has been evidenced to varying degrees by store policies, store design and in the expanded categories of goods which are now entering this arena. Likewise by highlighting actual examples of creative manufacturers who have been sensitive to the needs of the female consumer, she is able to illustrate how existing products have been refined and new ones introduced to the market, to the benefit of the consumer, retailer and manufacturer. Those products which have been designed and marketed for the female market but which have been unsuccessful are also included. Prior to focusing on retailers and manufacturers the changing nature and lifestyle of the female consumer is examined to contextualize these developments.

As a supplier to the home improvement industry, marketing guru, industry commentator and as a woman Jayne’s powerful presentation provides the current, hard statistical data on the changes occurring in the industry. In order to capitalize on this development retailers, manufacturers and investors need to recognise an increasingly powerful market dynamic: women. By using actual real life examples her presentation illustrates those companies that are responding well to this trend and the benefits they are experiencing, while at the same time highlighting areas others should be focusing upon to attract this demographic.

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ZERO TO HERO: HOW TO ACHIEVE INTERNATIONAL SALES AND HAVE FUN.

Intended Audiences:
Home Improvement Industry Professionals (manufacturers, suppliers and retailers)
Export Development Managers
National and International Sales and Marketing Professionals

This presentation is targeted at those wishing to enter an international market. By drawing on her own experiences in achieving sales of her products in over 15 European and North American markets in addition to markets in South America and Australia/New Zealand, and by using real life examples, the presentation demonstrates the successful methods to gaining international sales. Advice is then forthcoming on how these contacts are built upon and maintained. Jayne pays specific attention to the use of international trade shows as a mechanism for marketing products, gaining contacts and researching potential markets. She also provides information about trade councils such as the Worldwide DIY Manufacturers Association who provide peer support, networking opportunities and who frequently act as a mechanism for assisting participation at international events.

Also addressed in this presentation are other key business development issues such as: the politics of dealing with international buyers; the idiosyncrasies of national work practices; creating the first purchase order; establishing terms for delivery and payment; and the ways to ensure the initial interest generated at a trade show is built upon. Securing and building upon sales is also a vital element here. While effectively speaking on how to achieve sales Jayne also stresses the immense fun that can be had in reaching out to different cultures and how this enjoyment and the personal contacts created is key to acceptance by your target audience. Finally she touches upon the many un-intended benefits both personally and for the business there are in selling to the international marketplace.

This is effectively an invigorating and stimulating motivational session. It provides the vital information and initial advice needed for companies to gain the confidence and know-how to expand sales to international markets.

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