Description: A bedroom organizer
Main Pitch: "Wraps around any size bed for extra storage space"
Main Offer: $14.99 for one
Bonus: 2nd one (just pay P&H) plus two Moon Bags
Producer: Hutton-Miller
Website: www.StuffFit.com
Prediction: Unlikely to succeed
This is similar to a product called Shoe Skirt that Allstar tested in 2008: It's just more narrowly focused toward kids. My concern is that Shoe Skirt didn't go very far, so I don't see how segmenting the market is going to yield better results.
It's true that focusing a rationale can be good in some cases, but this particular focus also creates a problem. Kids have zero interest in organizational items, yet we know it's critical to get kids excited about an item so they'll pester their parents to buy it. Selling items directly to parents for their kids -- with a few notable exceptions (e.g. Gyro Bowl) -- hasn't been a successful strategy.
The demographics of DR further compound the problem. Most of our buyers have grandkids this age. Picking up after them and getting them off to school isn't their problem.
