Craig LoNigro, MS, ATC President/Owner FOOBAG, Inc.
• BS Exercise Physiology: Minor - Athletic Training • (Hofstra – 1991) • MS Physical Education/Health • (Hofstra – 2003) • Teacher/Athletic Trainer (Comsewogue HS) • President/Founder: Suffolk County HS Athletic Trainers Association
President/Owner Long Island Sports Care Group, Inc.
Thinking “outside” the BOX... or the BAG?
What does it mean: “Think outside the box? • Always think this way (11 kids) • ATC’s always improvising • Dare to be different • CAN’T LET THIS FAIL !!!
The Ultimate “Outside the BOX” thinker…. • Pepper Burruss, PT, ATC (Green Bay Packers) • Formerly with NY Jets • Ran with my idea – gave me a shot • Gave me great feedback • FOOBAG in Super Bowl • Friends (later)
What is a “FOOBAG” “Rain jacket for your medical kit”
Or anything else for that matter…
Why FOO ? • For Outdoor Only • Childhood nickname
Getting started... • Necessity (rain) - “mother” of invention • What led to this idea? • Garbage bags just weren’t cutting it • Degrading to our profession • JV Football game – med kit was ruined
Research • Collected catalogs / bag sizes • Put into 3 categories (S, M, L) • Changed my mind • 3 standard sizes to fit • Wrote down ideas for design • Suggestions and needs • Changed my mind • Listened to friends and peers • Changed my mind • 2- 3 years went by…..
How am I gonna make this work??? • Drew pictures / sketches (over and over) • Had to be: 1) Accessible 2) Functional 3) Waterproof / resistant 4) Lightweight / simple
DESIGN : • Velcro? Zipper? Snaps? • Shoulder strap flap? • Seams? • Material? • Room for “other stuff”? • “Oversized design”
The First Drawing…
TIME TO PRODUCE… • Where do I turn? • Researched bag manufacturers • Internet • Sporting Goods background • Needed to be accessible (hands on) • Needed to be flexible • Needed to be affordable • Needed to be HIGH quality
• Met with manufacturer • They thought I was NUTS!!! • BUT….Loved the idea (different) • Prototype came back 2 weeks Light at the end of the tunnel…
Athletic Trainers…. FINALLY!!! There is a solution to protecting your med kit on rainy days
MARKETING 101 : Be careful of what you wish for because you just might get it…. • Name (catchy) • Everyone will know (Xerox) • Branding • Protection (Patent / TM) • Pricing (affordable)
100% Internet (to start): • Designed a website: 1) Appealing to AT’s / relate 2) Easily navigated 3) Simple, Simple, Simple
www.FOOBAG.com
How do I reach my customers? • 30, 000 NATA members • NATA e-mail list (purchase) • District by district • Couldn ’ t afford much • How to catch their eye
Biggest Assets/Allies… • FRIENDS (ATC’s) • Friends are now customers
• Ernie Nelson, ATC (Hartmann-Conco) • Fran Raggazino, ATC (Collins Sports Medicine) • Kristin LoNigro, ATC (Wife) 1. Ideas (design and function) 2. Marketing (Internet / catalogs)) 3. Slogans (FINALLY! – Ernie Nelson) 4. Direction (Where to turn / Networking) 5. Encouragement
Made my pitch….Mike Doyle and Wally Collins • Family Business / Family First! • Gave me a shot!!! • Liked my product • Felt they could sell it • IN catalog (2011) • Took it slow • Learned the biz / trends
Did someone say…family? • HUGE part of our success (resource) • Sporting Goods Business – 40 years • Warehouse, shipping, marketing, web
Big Break…
Big Decisions…. • Skipped NATA ($) • Joined other catalogs 2012 1) Medco 2) Henry Schein 3) School Health Supply
Protection… “It’s all about the right protection” • Trademark • Patent Pending
Setbacks and Struggles • Physical and mental • Production • Marketing • Financial
Whats on the Horizon… Whats the outlook… • New Markets: 1) Medics/EMT 2) Fishing/Boating 3) Sporting Goods • NEW Products (AED, Fanny, gear)
Coming soon…. PHASE II
“Anyone who has NEVER made a mistake, has NEVER tried anything new!” - Albert Einstein
Thank You!!!
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