On today’s episode, I am joined by Elyse Kaye, founder of AHA! Product Solutions and an expert in developing physical products from concept right through to hitting shelves at retail stores. She is now the founder of Bloom Bras – a supportive and comfortable sports bra that does not feel like a suit of armor!

She has worked with some household names like Black and Decker and was able to start her own products like Four Paws brand for Central Garden & Pets. She is a firm believer that you have to know your brand language in order for it to succeed and avoid falling off the shelves.

In this episode you will hear about:

• Starting a product from scratch until seeing it complete.
• How licensing is an integral part of every product.
• How to partner with a factory that can manufacture your product.
• How to choose between the possible factories, what factors to look at.
• How to really know your product.

Guest’s Top Tips:

1. Knowing your brand language is the key to its success. You have to listen to the customers’ frustrations and make it a point to give them a solution for it.
2. Know that your product is going to be different in the view of people all around the world. College students will not view your product the same way as someone who is already established and is working 9-5.
3. Provide a personalized approach to your customers. If you offer pet products, know what products your customers need based on what breed of dog or what kind of animals they have. Offer them other products that they might need.
4. Your goal should be to not only make the people switch to your product, but make them a long term customer and a multiple product buyer of your products.
5. Understand your customer, build a brand around it and make sure it solves the frustrations and problems of these customers.
6. Before choosing a factory to partner with, consider their ability to execute, the quality that they can offer, the price and of course, the capacity to become a long-term partner.

Parting Advice – The Lightning Round

Future Plans

• She just launched a company called Bloom Bras and is looking forward to seeing it grow.

Hiring People

• She hires people based on skills and if they fit. According to her, it’s not about the resume, but the conversation. It is more on the skills and passion that one can give the team.

Indispensable Tools

• Cellphone – She keeps all her notes there.
• Contact list with extensive network
• Her ability to take a walk and refresh her brain even in the middle of the day.

Best Mistake

• Projects that failed in terms of financial but turned out to be huge learning experiences for her.

Books Or Resources

• Lean Startup by Eric Ries

Key Takeaways (with timestamps)

(9:55) It will all go down to who your target market is
(12:20) The execution is important because you will have to do it differently for every market.
(16:08) Trying to make a name and be known by everybody right away might hurt your product.
(21:28) Understand the voice of the consumer, but also understand the voice of the customer, it always has to be balanced.
(28:34) The first thing to do is to understand what you need. Create an issue-based solution.