Entrepreneur

Viral Buzz Blogs Launches Entrepreneur

Austin entrepreneur, Richard Trocino had  an excellent  product idea. And like thousands of other innovative inventors with  a replacement  product concept. Bringing  that concept  into a marketplace dominated by long established brands with deep links and dominance in the retail outlets is challenging.

In  nowadays  of mega corporations and Walmarts, VCs  and little  business defined by the government in the land of opportunity. One entrepreneur with a grand idea or product  could also be  considered by any of those groups as beside the point and insignificant. Another challenge faced by small businesses in today’s marketplace. Like in Trocino’s case, is getting  a thought  produced and generating sales.

In spite of impossible odds, Trocino’s invention sells almost faster today than his factories can produce and distribute  everywhere  the world. The established companies that  got  the opportunity to brand and produce it. Now  could also be  wishing they had not dismissed the popular product so readily.

Not when the blogosphere is broadcasting  round 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”.

Micro Level Funding

Trocino received micro level funding  to urge  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 advantages  of an established proven brand in the marketplace.

Discouraged, but undaunted Trocino abandoned efforts  to require  the product to market using traditional marketing methods. Alternatively, like entrepreneurs who have met with unexpected success throughout business history. He proceeded by seat of the pants and gut instinct.  

Working on  a hunch, he put it out there purely  within 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  doesn’t  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 out 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  British  in South Carolina during the Revolutionary war, and break all  the principles  of modern marketing warfare. Marketing  may be a  form of warfare and many entrepreneurs have discovered the reality of today’s business battlefields.  

The firms  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 value  of entry to even be considered for funding by an angel or VC group at between $25,000 and $250,000.  

That’s  merely for the development of the business plan, and pre-start up consulting. General expenses and  to get  access to their secretive inner circle. Trocino decided to wander into the unknown swamp of  the web  and blogsphere. And see what people would do when offered his innovation directly.

Most Entrepreneurs

Trocino, like most entrepreneurs,  may be a  risk taker. But like most smart business persons likes  to scale back  risk wherever possible. He knew  an honest  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 arranged a co-marketing partnership for assistance in ‘packaging’ his innovation.

Trocino knew  that folks  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 briefcases as well as keeps things neat and sanitary.

With the co-marketing partnership with ‘Design Edge’  the merchandise  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  some  well chosen words,  a lover  with a good photographic eye and a smattering of html code. Trocino put up  an internet site  at http://www.goOHSO.com. And invited  some  friends through http://MySpace.com  to seem  at his new line of toothbrushes. MySpace would become the  laboratory  and ultimate launch pad for the rollout of his product.

With its stylish modern design  and stylish  photography,  the excitement  it generated in cyberspace was somewhat unexpected. In fact,  it had been  explosive!

Dynamics of Blogosphere

Driven by the dynamics of blogosphere where coolness and fashionability become badges  of private  taste and sophistication. The OHSO toothbrush rapidly found its way onto  the private  blogs of graphic designers and jet setters.  Because the  coolest thing since crystal ice.

 When Josh Spears, the blogger’s blogger posted his rave of the sleek product, sales and global visibility increased. Even the legendary Steven Wozniak, the cofounder of another new product. Apple computer is counted among the OHSO toothbrush users and fans.

Today  the merchandise  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  status  and cool despite it’s less than $20 price tag.

Not  a nasty  state of affairs for the beaming Trocino who is today expanding the line with even more designs to satisfy the market demands. OHSO  may be 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  within 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 private  press in the global Blogsville rules a small voice with a message, or product  just like the  OHSO toothbrush,  are often  magnified into a global phenomena. When people interest what they see, they tell their friends, who today are everywhere.  a bit like  Richard Trocino’s classy and well designed toothbrush.

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