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Idea Overview:
Kiyner Corp’s vision intends to find widespread adoption of its innovations by major retailers
and brands globally for distribution as well as for providing access to under privileged societies
to benefit from the innovations through lower cost of adoption and through the nutritional
benefits provided to under nourished children.
Product Description:
“Soothy” is a multi-functional pacifier to keep the baby preoccupied while providing
entertainment and nutritional benefits. It will include features such as:
1. Nutritional Value: Replaceable containers filled with a variety of naturally pasteurized organic
fruit and vegetable juices enriched with vitamins and nutrients.
2. Entertainment Value: Rattle toy attached to the clip hook
3. Essential Life Skills: Detachable Teether.
4. Everyday Value: Glow in the dark strap
5. Engagement Value: Pre-recorded parents’ voice, lullaby, educational rhymes etc.
6. Soothy-Juiceswill be a 7-day supply of fresh organic juice suite sold separately on a
subscription model for parents to have a continuous supply of juices to use in the juice container
for Soothy.
7.Additionally, Soothy utilizes its swapping capabilities by permitting the parents to change the
nipple piece to the appropriate size when their child is 6 months or older in addition to replacing
it after conspicuous wear and tear. This feature is essential to the well-being of a child while using
a pacifier because any damaged or improper size of the pacifier nipple in relation to the baby’s
age can result in a choking hazard.
Who might use it/where it might be used?:
Kiyler Corp (KC) is born out of a personal story. Watching my new born cousin crying incessantly
and his new parents during the winter of 2020, I learnt some of the pressing needs that can
address a baby’s rapid transformation while also aiding the young parents to enjoy the
parenthood without stressing out as the child grows.
We are launching KC’s first patent pending product, the “Soothy”. Soothy is a multi-functional
baby pacifier which can enhance the value created by pacifiers in a babies’ and parents’ life by
keeping the baby entertained and providing essential nutrients to meet CDC recommended
standards.
Additionally, new parents can expect to spend an average of $2,700 on baby gear and basics like diapers and formula in the first year! According to an article posted in 2016, the average family spends about $581 per year on children's toys. This is an large amount of money to invest in toys/basic necessities for your child, and imagine is you have several in one household. My product will provide several functionalities of entertainment devices all coming together in one cohesive piece, which saves money, time and having to carry multiple items around to preoccupy your child.
The Market (B2B, B2C or Both):
Both
Sector the idea belongs to:
Retail
Is there a similar idea to be found?:
I once have identified a cheap pacifier on a Chinese based website that possessed some multi-functional capabilities, but it didn't nearly have all of the features of mine, nor does it address the growing epidemic of vitamin deficiencies in infants.
Why you think there is a demand for your idea?:
New parents can expect to spend an average of $2,700 on baby gear and basics like diapers and formula in the first year!
According to an article posted in 2016, the average family spends about $581 per year on
children's toys. This is an large amount of money to invest in toys/basic necessities for your child,
and imagine is you have several in one household. My product will provide several functionalities
of entertainment devices all coming together in one cohesive piece, which saves money, time
and having to carry multiple items around to preoccupy your child. Also, according to the CDC
estimate, only 5% to 13% of breastfed infants and 20% to 37% of formula-fed babies are getting
enough vitamin D to meet the new guidelines. This affects babies because they're born without a
sufficient amount of vitamins in their system which can consequently impede the infant's growth/development.
Competitive Advantage:
Soothy enhances the value of pacifiers considerably more over the traditional pacifiers in the
market. The first distinguishable pacifier was patented in 1901 by Christian W. Meinecke who
referred to it as the “Baby Comforter.” For decades, the pacifier has maintained the same design
and purpose without any major innovation to revolutionize the baby market and offer more
benefits to its consumers.
1. Soothy transforms a pacifier to offer more than 1 benefit.
2. Soothy can provide essential nutrients to a baby through the same pacifier.
3. Soothy can keep a baby engaged in a multi-pronged way rather than only pacifier.
4. Soothy can free up parents’ engagement time with the baby in person. With the existing
pacifiers, parents still need a lot of additional touch points to meet the needs of a baby.
5. Soothy can introduce anew recurring revenue model from the sale of a single pacifier unit. To
my knowledge no such solution exists in the market for pacifiers.
Who would be the ideal customers?:
Customer Demography:
Parents/care takers of newborn to 1 year old children in the U.S./globally.
What ideas do you have to reach these customers?:
Kiyner Corp’s customers will be acquired in phases and through different channels:
1. Limited Retail Launch 2022: a. Amazon Seller Central b. Facebook – Social Media Marketing c.
Instagram –Influencer campaign d. TikTok – Influencer campaign
2. For B2B Licensing Model starting 2022: a. LinkedIn outreach b. Cold Calls and Contacts c.
Trade Shows d. Sales Rep Agencies
*I have various ideas pertaining to advertisements/commercials that I think would captivate the audience. *
How far have you developed this idea?:
Soothy is a patent pending product which is currently being protected with a provisional patent and I would like to have an expedited utility patent very soon. Additionally, my company Kiyner Corp is filed as a sole proprietorship. As of now I have many professional drawings of my product that provide the necessary details to bring my intellectual property to life, in addition to the functionalities being described next to various parts of the picture. I have just recently obtained my CAD files for soothy so now I'm able to make 3D printings of my product as well. (Have yet to create a prototype with the actual materials but I would love to do so very soon.)
What – if any – feedback have you had for this idea so far?:
In the year of 2021, I was fortunate to be selected as the finalist in the BizWorld Summer Cohort Yes Program competition. During this program I was required to develop a business plan and pitch to present in front of Venture Capitalists (such as Tim Draper, a billionaire and co-founder of BizWorld who claimed he could "see a future with me in sales,") in addition to the rest of the BizWorld staff. I also conducted two surveys in which I received feedback from 70+ parents/caretakers of infants and 4 pediatricians. I obtained overwhelming positive feedback for my product from the parents but the pediatricians were hesitant at first because they shared concern for tooth decay in infants from the juices I would provide. However, they concerns were immediately alleviated when I shared the dosage accounts and the periods of time that they would be given to the children.
What supporting material – if any - would you like to add to your proposal?:
Below is the link of me pitch my idea at DEMO Day for BizWorld in Summer Cohort of 2021 for the YES program and I start at time stamp 38:24 in the video.
https://vimeo.com/610023141/05887890b1?utm_source=Contacts&utm_campaign=9b6b15a555-ERL_2018_invite_COPY_01&utm_medium=email&utm_term=0_746fda4727-9b6b15a555-101155551&mc_cid=9b6b15a555&mc_eid=9a0aceabfd
*I also would like to include PDF's and other documents to provide visuals of my product but I don't see the option to upload anything...*
12 comments to “Soothy”
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Tim Strege - July 5, 2022 at 11:15 am
Kiyle, you have obviously given this a lot of thought! Parents with babies will certainly appreciate this product. But the real test is with customer validation – positive feedback from those using the product. I am unsure the major brands cited will partner with you at an early stage, therefore you will need to “put to production” what you have “put to paper”. What will be the initial test markets? Do you have agile manufacturers of the devices and food packets? Given infant sensitivities to certain ingredients, do you have solid health science experts to assist with formulas? Early promotions will be needed, backed by medical and infant nutrition professionals.
Kiyle Gardner - July 6, 2022 at 2:48 am
Greetings, and thank you for your comment. I have conducted market research of my own with both parents and pediatricians to be best of my ability and that data was included in the “supporting files” section and the feedback was relatively supportive. Additionally, the other imperative steps you mentioned are things I’m trying to accomplish but would be alot easier if I had a co-founder to assist me in those in addition to the necessary connections to make it a reality.
Trudi Hamer - July 6, 2022 at 9:35 am
A very interesting idea. You mention under-privileged societies; would this be a later phase of your product launch following its general release? Have you thought about how you would fund the subsidised price to those in need?
Kiyle Gardner - July 6, 2022 at 2:03 pm
Greetings, thank you for your comment. Vitamin deficiencies in infants are already a problem within the U.S. so imagine how much worse they would be in nations with substantially less access to resources and nutrition for their children. During the initial launch, it may not be feasible for the product to be that inexpensive but as time progresses, I want to make my innovation for accessible for individuals in a lower socio-economic class.
Richard John - July 6, 2022 at 11:07 am
This is a well-thought out proposal. Even as a non-dentist I wondered about the sugar issues, but it’s good you’ve thought of that. And are there plans for other products to expand the range?
Kiyle Gardner - July 6, 2022 at 2:10 pm
The juices will be fresh from real fruit but will be created through a process known as pasteurization to extend the longevity of the shelf life/kill harmful bacteria and they wouldn’t contain artificial sugars. The infant will only be able to consume these after the age of 6 months because before then they should only be consuming formula or breast milk and the dosages shouldn’t pose a threat to tooth decay if given to the child at the advised amount per day.
Mark Cardwell - July 22, 2022 at 12:44 pm
I guess there may be country and cultural differences to take account of. For example, in the UK, the NHS advises there’s no need for fruit juices before 12 months, and they recommend at mealtimes only to reduce the risk of tooth decay.
Mark Cardwell - September 7, 2022 at 6:29 pm
The UK NHS recommendation is “dilute with water (1 part juice to 10 parts water) and offer with a meal in an open cup/free-flow beaker to avoid tooth decay”. The issue is that fruit juice contains sugar and acid – it doesn’t matter whether it’s natural.
Simon Krystman - July 12, 2022 at 10:20 am
What sort of co-founder are you looking for Kiyle? Also, what mentoring help do you need?
Kiyle Gardner - July 13, 2022 at 12:29 am
I’m still contemplating the possibility of having a co-founder but if I were to choose one, I’d prefer for them to be knowledgeable about sales, marketing, manufacturing, etc. It would be amazing if they work in the baby industry or have various connections in that field of work. As for mentorship, I mainly need connections that will assist in elevating my company to the next level so I can reach the goal of getting my intellectual property licensed also so they can guide me down the necessary steps to achieve this goal.
Mario L Castellanos - September 8, 2022 at 2:58 am
I think you have done a very good job as a young, first time founder with little business experience. Your research, passion and determination are exactly what an investor wants to see. That was visible from the questions and commentary in the video. Your responses to the questions and comments here additionally prove this. My suggestion is, continue your research for companies within the CPG sector that have an investment arm. They will be your best bet at receiving investment and for a fast track to exit. I bring this up because unless you have other products in mind, I believe the low revenue stream over several years, may hinder investor interest. Good luck whatever yo do.
Mario L Castellanos - September 8, 2022 at 3:00 am
Oops! I forgot to mention, consider two to three Board Advisors over a co-founder. They can bring more contacts and experience and cost less.