We recently connected with Jody Fidler and have shared our conversation below.
Jody, looking forward to hearing all of your stories today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
When my first child was born in 1998, I found the snaps on his onesie to be impossible to fasten because for some reason, he wrestled on the changing table. I wondered why onesies weren’t designed to simply slap closed with Velcro – was it too scratchy for babies? At this time, I didn’t even own a computer at home and research wasn’t as easy as it is today. After speaking with a few friends with newborns, I secured hook and loop samples, selected the finest and most flexible style and took it to the local tailor and had them modify a couple of onesies for me. My design incorporated a larger loop patch on the lower stomach to provide for adjustability which I felt would be another improvement.
Since my friends and I liked the prototypes, the next step was to find a pattern maker, fabric and then a manufacturer. I found the pattern maker through a friend’s mother who worked in the garment industry and secured fabric and a manufacturer through research in Thompsons Directory at the New York Public Library and many phone calls. Proceeding with manufacturing thousands of garments without sales was a scary step to take but I did it and then worked my tail off to get it out in the market while at the same time pursued getting a patent for the design.
Jody, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
While I practiced as an attorney for about 7 years in NYC, I’ve always liked business. I’ve owned and sold 2 other small businesses before I opened Wheelhouse Gifts, a boutique in my neighborhood that celebrates both new and pre-loved clothing and accessories. I’m also the co-owner of Ride Revolution, an indoor cycling studio in the space adjacent Wheelhouse. I absolutely love working and living in the Platt Park neighborhood in Denver and enjoy getting to know the customers of both businesses.
How’d you meet your business partner?
The first time I met my Ride Revolution business partner was when she and her husband came into my boutique, Wheelhouse. We got to talking and I learned that they too lived in the neighborhood. They often walked their dogs along the street and would always say hello. I knew that Nicole was a fitness instructor and when the space adjacent to Wheelhouse became available, I approached her with the idea of opening up an indoor cycling studio together. The rest was history. We are about to celebrate our 2nd anniversary of being in business.
Can you talk to us about your experience with selling businesses?
I sold my business, Ez-baby, back in 2001. The business centered around a patented baby onesie that closed with hook and loop. There were many factors that played into my decision to sell the business, both personal and professional. I think its always important to think about exit strategies even though they may change over time as your business changes. Having a patent as well as existing sales established value in my business. I recognized that a larger company would be able to take my product to the next level faster than I could. The mistake I feel that was made in the sale was that I was not employed by the buyer after the sale and therefore, the product did not get the attention it should have. It seems common in a sale for the seller to be required to stay on board for a certain amount of time during a transition. In hindsight, I wish that provision were in place for my deal and I’d imagine the buyer might feel the same way.
Contact Info:
- Website: https://wheelhousegifts.com
- Instagram: wheelhousegifts
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