Where are you on your journey to getting your Toll Position

Bob,

Looking at the Hand-LR you might need to approach marketing it at a different angle.

Your target audience is going to be regions where people do more walking than driving. For example: In New York City it's not uncommon for people to walk to the corner store. In Los Angeles people drive to the corner store.

In low income areas people walk to the store, laundry mat, etc... In higher income brackets people don't walk they drive.

If someone drove to the store, then all they have to do is push the cart out to their vehicle. If someone walked to the store, then they would have to carry the bags back home.

I also think changing the name will give it a better hook. When I first looked at it, the first thing that came to my mind is, "That's an easy way to tote bags". So why not relabel it to, "EZ-Tote" or "Tote-Easy"

Instead of grocery stores or Walmart I would approach hardware stores. It's a tool that makes toting easy. Men will see this as a quick way to grab up multiple bags to see how strong it is or try it on other applications to see how much weight it can lift. Women on the other hand don't really want to act like a strong man and carry a bundle of bags.

Also you need to specify weight load. Instead of "Holds multiple bags", it should state at your website, "Holds up to 10 lbs or up to 25 lbs or up to etc..." If this device can hold up to "X" amount of pounds, then the buyer can visualize that and will be more convinced that your product will make it easy to tote different items. That's the sizzle, carrying items is not.

The other area I would consider is exclusivity. Think Vera Bradley exclusivity. Instead of trying to get it in big stores, think smaller stores where this product would only be offered to prequalified locations with protected territories.

The final item to mention is that your product is in direct competition with Totasak. Same product, same looking website, but a huge price difference. You offer 2 @ $9.99. They state "Retails for about $1.00!"

In today's marketplace, people will look at your product and see if they can get the same product cheaper and as I did, will do a search on the Internet. In this instance I was able to find your competitor's product in less than 5 minutes using your product's name Hand-LR.

That is why I am suggesting using the exclusivity strategy rather than trying to get your product into the bigger stores at first. Build a ground swell if you can.