Before I could even get in my first question, my hands were already covered with a soft liquid that transformed into a foamy shampoo. An excited Jackie Applebaum, the CEO of, exclaimed that “this is an unbelievable shampoo and never before has this been done in a can.” And before my hands were dry, she had me trying a non-aerosol mousse from a tiny 2.5 ounce bottle that Applebaum noted was “also blowing out the door.” This emphasis on unique products was both refreshing and enlightening, setting up this 8-point guide for small business success.
1. Create unique products to take the challenge out of marketing
With sales expected to rise 30% in 2010, obviously Applebaum is not alone in her enthusiasm for Privé’s new products. “The assignment I gave the lab is that I don’t want ‘me too’ products,” offered Applebaum. “We now have cutting edge products with cutting edge delivery systems that the market is responding to,” she added. While many small businesses feel out gunned by their larger competitors R&D departments, Privé decided that having unique products that “marketed themselves” would be the only way they could cost-effectively build their company. [Read more…]