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Robin Shepherd
Founder and CEO at Handi-P Ltd
November 2018
Marketing help needed: How to get traction for a ‘tricky’ innovative product in a vertical market?
< 1 min reading time

Hi, I’m an ex-medical osteopath who has ‘invented’ a modern-day chamber pot for use in the home by everyone (not just the invalided or elderly).

Night-time urination is the biggest cause of sleep disturbance in all adult age ranges.

My product encourages users to pee by the bedside. They can sit or stand (versus taking a trip to the loo; thereby risking injury and/or having to wake up fully.

I need help marketing it. The potential market is enormous, the story and statistics compelling, and the product does what it says it can. Testimonials are hugely encouraging.

How can I break into a vertical market, and educate the public so they see the benefits and adopt the concept.

Design and attributes:
• It looks pleasing so doesn’t have to be hidden away
• It’s always open so no fiddling
• It baffles sound and captures odour
• It won’t spill its contents if dropped (over two full bladders)
• It holds up to five average voids and remains incredibly stable.
• Its even got a glow-in-the-dark band for ease of location and is dish washable!

The product is called the Handi-P. Please take a look at handi-p.com and let me know your thoughts. Many thanks, Robin.

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Posted by Robin Shepherd
Asked on November 8, 2018 8:51 pm
303 views
Private answer

Hi Robin,
How would you describe your ideal customer? The more detail the better, since you can use those details to figure out how and where to get his/her attention, how to frame the urgency of your problem, how to convey the benefits of your device and how to price it attractively.

For example, you talked about how you might’ve used a similar device while you were a university student. If you’re going after students, think about which students might have a real need for your device, where they spend their time, whether there’d be a social stigma or, on the flip side, a “cool” factor about your device, how much they’d really be willing to pay (remember, for these students your competition may be an empty $2 wine bottle), etc. Then you can craft a strategy about how to reach them and convince them to try your device.

Also, logistically, if someone like a student is too lazy to travel to the toilet, how likely would he be to thoroughly clean the device after emptying it? Would he really run it through the dishwasher as frequently as you suggest? Let’s assume he does not — what are the consequences or risks?
-Ben

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Private answer
Robin Shepherd

Hi Ben, thank you for taking the time to respond.
The Handi-P is not orientated to any one age group. It is designed with the hope that everyone might benefit from the convenience and safety of not having to make the potentially impactful journey to the loo. Statistically 1 in 3 over 30 years of age and 50% of over 55’s globally are troubled by having to pee at night and it just gets worse / more frequent as you get older with unpleasant consequences. So a big audience, overcoming the relatively recent ‘yuk’ factor associated with peeing in a room other than toilet (remember chamber pots were still around in the 50’s), is my challenge. Educating people to explain that the benefits far outweigh the seemingly unsavoury action. That’s why the innovative features are incorporated.
You are correct, you can pee in a throw away wine bottle for free but you can also drink out a jam jar yet we choose not to.
Very best wishes, Robin.

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