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MOMPRENEURS
RSS SubscribeQ&A with Karen Smidt-Allard, continued ...
Q: What has been your biggest mistake?
My biggest mistake was taking some short cuts on our packaging. In the beginning, I didn’t realize the importance of shipping and how well items would transport. I decided not to spend $500 on induction seals, and I lost a ton of product.
Also, I traveled too much for business early on. It was all so glamorous to me and I loved the freedom, but I wasted a ton of money doing that. I should have just stayed home and focused on local races where I could pass out samples and meet the athletes.
Q: What was your “Ah-ha!” moment – the moment you knew you had something special?
I have had a couple of “Ah-ha” moments. In the beginning, it was hearing the positive feedback from the athletes; they were so passionate about our products. Second, it was when the larger chains started picking up our brands due to consumer requests and the magazines were constantly featuring our products in their product reviews, editorials and holiday gift guides.
My favorite was when my husband was just reading Inside Triathlon, and a pro listed 10 of his favorite products. There was a picture of TRISWIM! Another was when we were sitting around the pool in Las Vegas and “Competitor” did a nice review on our FOGGLE. Finally, just this past year, I have been contacted and am now working closely with USA Swimming, U.S. Masters Swimming and Ironman.
Q: Where is your product sold?
TRISWIM, TRISLIDE and FOGGLE are sold throughout the United States, Canada, New Zealand, the U.K., Mexico, Costa Rica and South Africa. We are finalizing deals in Ireland, Poland, France, Italy, Germany, Spain, Belgium, Australia and Hong Kong.
Q: Did you previously have another job/career? Did that help you with your business?
I was a very impatient stay-at-home mother of three. I loved being home with my kids and raising them, but there was always something nagging at me. Before my kids, I was involved in the commercial real-estate-development field, and before that, I was an art major in college. I have utilized my skills for project development and visual arts in my current business. I am able to conceptualize products and see them from start to finish.
Q: How are you marketing your product?
Since I was a triathlete, I started marketing to triathletes, using the grass-roots marketing approach. I knew if I started marketing our samples to IRONMAN events, it would be an indirect endorsement.
From there, triathletes embraced TRISWIM as their chlorine-out hair and skincare line. A year later, TRISWIM was not just sold at all major multi-sport stores throughout the country; swim-specific retailers realized the effectiveness, value and marketability of our product.
We still continue to sample TRISWIM at triathlons, USA Swimming events and U.S. Masters Swim events regionally and nationally. In addition, we advertise regularly in TRIATHLETE MAGAZINE, swimming magazines and on Web sites, and are constantly receiving product reviews from various sports-specific publications. Due to our positive reputation, our existing stores embraced our new products, TRISLIDE and FOGGLE.
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