Ask Jo Malone: How to gauge the market for disability-friendly idea

Small business agony aunt Jo Malone on what to do if you identify a gap in a market...

My cousin is wheelchair-bound with cerebral palsy and her hands are a bit claw-like. She likes to dress smartly and put make-up on but applying it can be fiddly. I think there’s a market for larger, easier-to-grip products. Should I just take my idea to one of the big make-up manufacturers? Or is it realistic to make my own product range and get a store to stock it?

How many times have we been in a situation where we have seen something and thought, ‘There must be an easier or better way to do this?’ Often successful products have been created in response to a very simple and practical problem, which is exactly where your idea comes from. It’s great that you have identified a gap in the market to make those products accessible to everyone.

Before rushing to an established manufacturer with your concept, ensure that you have legally protected your idea. Without it, you risk a third party claiming the rights and going ahead without you involved or credited. You also need to be confident that the idea in your head is worth pursuing and I would advise that you create a prototype to really understand and perfect the product before seeking investment or production.

At this stage, don’t worry about funding, instead can you work with a special needs organisation/local hospital who would be happy to produce the prototype and also put you in touch with a selection of women, ie your target market, to test and give feedback? Keep in mind that often a product has a much broader appeal than you might anticipate, so think about who else would benefit, such as people who have suffered a stroke or are living with MS. You will soon realise that your potential consumer base is much larger than you think.

Once you have done the groundwork, have a product and the confidence to move forward it still takes time and tenacity to get off the ground. Also, remember that not only do you have to create the product, but also the world it lives in and its brand voice — there is no quick solution so make sure you persist.

Shaun Pulfrey, founder and inventor of the detangling brush Tangle Teezer, says: “I would suggest working on the idea of an easy grip holder that can hold all types of make-up brushes which will offer wider market appeal. Refrain from taking your idea straight to a brand, I would advise you go directly to The Business and IP Centre at the British Library. It’s where I initially did my research as it provides support to entrepreneurs and inventors.”