Craig LoNigro, MS, ATC President/Owner FOOBAG, Inc. BS Exercise - - PowerPoint PPT Presentation

President/Owner

FOOBAG, Inc.

Craig LoNigro, MS, ATC

• 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!!!