Once again, I am revisiting my DRTV predictions from 90 days ago. Counting backward, that puts us in the week ending May 11. Here’s a quick recap of what I wrote, what I predicted and how that prediction stacks up against the latest IMS and Jordan Whitney reports …
- TRAX SCOOTER (www.TraxScooter.com), a personal transport vehicle that positions itself as a competitor to the Segway. I predicted it wouldn’t make it because it was $300 and because “the Segway, a much cooler vehicle with tons of positive PR, failed.” Today, it does not appear on either list.
- HUGGABLE HANGERS (www.HuggableHangers.com), velvet clothes hangers that increase closet space and prevent "shoulder bumps," pitched by HSN’s Joy Mangano.
I wrote, “This is a proven winner on HSN. But will it translate into a short-form DRTV winner? I don't know the answer, but this is an excellent case study. If anyone can succeed, Joy can.” I added: “[T]he item gets high marks from me. The only potential weakness I see is the uniqueness of the product. It's somewhat different (thin velvet as opposed to thick wood or plastic), but nothing earth-shattering.” Today, the item is #30 on the Jordan Whitney list but does not appear on the IMS list. - DR. FOOT (www.BuyFootDoctor.com), a foot-repair kit consisting of a cream, a spray and a pedicure lotion. I wrote that it was unlikely to succeed because “Ontel's Miracle Foot Repair, the hit that this product is trying to copy, was a retail hit not a DRTV hit.” Today, it does not appear on either list.
- FRESHINI, a food-storage container with a locking lid that claims to keep things fresh up to four-times longer than a regular container. I predicted it would fail simply because several other variations of the idea had failed, and it isn’t on either list.
- SABRR MARK & CUT (www.BuySabrrMarkAndCut.com), a measuring tape, utility knife, straight edge, compass and marker all in one. I wrote that it was too difficult to understand and that the offer was weak. Today, it isn’t on either list.
- BATTLE MAX (www.BuyBattleMax.com), a safer paintball product for kids. I wrote that it is a “great idea” being marketed in the “wrong channel.” Today, it isn’t on either list.
- ONE TOUCH MARINATOR, a manual device that uses vacuum pressure to marinate meat instantly. I thought it could work if it weren’t for “one weakness” that “could be a killer: The product is very difficult to explain.” Today, it isn’t on either list.