Inventors too hear the siren song of the Internet and wonder how they can take advantage of its promises for gain. Many are intimidated by the mere thought of a computer. Others are not sure why or if they need a Web presence. And, some jump in and are not quite sure why they did so or if it was a good move at all. They may have their products listed on someone else’s site or actually have a Web site of their own. Most of those with a Web presence are wondering why the phone isn’t ringing, the orders are not coming in and no one has contacted them with an interest in licensing.

 

The Internet can be an invaluable asset to inventors. But, first, an inventor needs to know how to use it to their advantage and avoid putting themselves into dangerous territory. There are many ways an inventor can maximize the use of the Internet and avoid the pitfalls.

 

The first thing an Inventor should do on the Internet is a patent search. This is NOT a replacement for a professional search. The primary purpose is to gather information about the industry and what has already been patented. This process will help fine-tune the invention so that it does not infringe on other similar products. You may also realize that your brilliant idea was patented long ago. Don’t get discouraged; this may have saved you from spending a lot of time and money needlessly. Get on to your next idea. At a Rocky Mountain Inventors Congress meeting, a patent attorney, experienced in Internet searching, said, “If you can’t find anything at least similar to your idea, you aren’t looking in the right place”.  

 

The best sites for searching are www.uspto.gov and www.patents.ibm.com. At these sites you can search for similar products by using key search words. The USPTO Site, as of October 2000, now offers all US patents since 1790 on their Full-Text Database. 

 

Many inventors think that by listing their product on a Web site or putting up their own site that they will instantly receive orders and interest. Unfortunately, that thought is not based on reality. The Internet can be very advantageous to an inventor only when it is used appropriately within a well thought out marketing plan for the product. A good marketing plan takes into consideration the competitive environment, appropriate pricing, how to best package the product for the industry, the location for manufacturing, shipping, responding to inquiries, and how the product is best taken to market and promoted. A variation of this same process is also important for those wanting to license their invention. The process of creating an effective marketing plan is very complex and is best left to experts in the area of marketing. The following four examples demonstrate actual situations where the Internet was used to market a product and the results that followed. The names have been changed to protect the “perpetrators” in two of the examples.

 

Sandy had a wonderful product, which was well suited for the promotional products industry. Though solid marketing efforts were in process for seeking a licensee for the product, Sandy thought she could make a few extra dollars by putting up a Web site and collecting a few orders to help finance her marketing efforts. Unfortunately, she did not consult our office before proceeding.

 

We received a call from a very excited Sandy. A representative from AT&T called and wanted to purchase a large quantity of her product through their promotional products representative. Sandy wanted us to assist her in completing the sale. “The cat was out of the bag” so to speak. Unfortunately, on her Web site Sandy had priced her product far too low to accommodate the promotional products industry’s common 60% discount off list.   We advised her regarding two possible choices. First, we could go ahead with the sale, realizing that she was going to sell at a loss just to say she sold them to AT&T. Second, we could explain the situation; offer a reasonable price for this order only and remove/revise the Web site immediately. The second option was chosen and the order was lost.   

 

Pricing and choosing a channel of distribution is not something to be taken lightly. Pricing your product incorrectly in one market can eliminate you from entering another.

 

Jim invented a product well suited for the International marketplace. Concerned about the cost of patenting, he thought he would generate some cash by offering the product on the Internet. When he contacted us for marketing expertise, we advised him to seek an attorney immediately. By placing it on the Internet he had eliminated his chances for International patenting and greatly reduced its marketability for commercialization or licensing.

 

Ron had a market-ready patented industrial product. A friend told him to create an ad in an industry publication to get it going. Ron contacted us after the first of six ads had run.  He had an inquiry on his ad but didn’t have materials to send and had no idea of how to market his product. Since the ad was already in print, we had to act quickly. We developed and posted information to one of our company Web sites (www.Invent-Invest.com) within two hours of meeting with Ron. We were then immediately able to refer inquiries to the site for more information. The ad was then redesigned and professional marketing materials were developed. The product is now up for an award and is generating International recognition.

 

Tyler created an amazing consumer product. The product had to be brought to market quickly to take advantage of market timing. It was decided to develop a Direct Response Television Commercial with not only an 800 number for orders but also a Web site link. It is difficult for the consumer to remember an 800 number by only viewing the commercial once. On the other hand, creating a Web site link with the product’s catchy

name served three purposes. First, it was easy to remember. Second, it gave the consumer a place to find additional information on the product that could not be presented in the commercial itself. Third, the site gave the 800 number again so the product could be ordered.  

 

Some people like the idea of listing their product on Internet shopping malls or on a site for inventors’ products. Be careful. Go to the site yourself and see if you can easily find your way around. If not, it could be a waste of your money. Also, know exactly why you are doing it and if it truly fits into the bigger marketing plan for your product. 

 

There are many excellent ways for an inventor to take advantage of the Internet. The trick is to understand what makes sense for your product and the overall marketing strategy for it. The success of your endeavor depends heavily on good marketing. Be sure to seek competent professional advice in this area. Ask for references, call the references, get involved in a local inventors organization and be sure to check www.inventorfraud.com for the “bad guys” listings. You can also find more valuable information on marketing at www.biz-consult.com.