Bill Suiter

New On The Aisle, was founded by me, Bill Suiter, an inventor and entrepreneur who's personal patents include the "Six Second Abs" and the "Leg Perfect Plus".

While searching for a path to take my products to market, I spent a lot of time and effort sifting through a jungle of people not even willing to look at my idea, as well as less than honest individuals and companies promising to take my products to great heights. While on that journey, I watched fellow inventors fall prey to the wrong people and not only never realize their dreams, but lose a lot in the journey. My arrival at success felt like a football game, where the ball carrier starts on one end of the field and manages to find his way through all the obstacles, somehow arriving on the winning side of the goal line!

I have seen products directly stolen from inventors by companies, as well as products indirectly stolen from inventors by people who offer a glamorous glimpse of what they can do for them and then nickel and dime the inventor until they have no funds left. These are the inherent dangers and pitfalls of the industry!

Along the way, I picked up on two other interesting aspects of the industry - I call them the "Visionary Syndrome" and the "Successful Product Syndrome".

The Visionary Syndrome

This is where you show it, they see it, but they just don’t get it!

Show twelve people your idea or product and not everyone is going to "get it." Depending on their personal experiences and backgrounds, one person may be of the opinion that a product will not be a success, another person may have just the opposite opinion of the same product, and some will probably be somewhere in between. So, sometimes the journey is not about finding out if your product is a good idea, but rather going through a long list of rejections from those who do not believe in it, to arrive at the desk of someone who finally does!

There have been many cases where one industry giant has passed on a product because the person in charge of decision making does not see the value, only to be picked up by another who does see the value and the product goes on to be a hit. Or, worse yet, no one ever sees the value and a great product never gets a chance!

The Successful Product Syndrome

This is where “success” is not defined by whether a product will turn a profit or not, but how much of a profit!

I was at a convention and met with a friend who is the head of a very successful DRTV company. I presented my latest and greatest product idea and was subsequently told that the product looked very interesting, but that it would probably not be a "successful product" and that he was "not interested." Respecting his expertise, opinion and leadership in the industry, I began entertaining the thought that perhaps he was correct and maybe my product was not as good as I had envisioned.

As we walked together around the convention floor, we came across a product that caught our attention. As my friend spoke with the owners of the product, he found the product did have a sales history. He asked them about the total dollar amount of the product sold in the previous year. The answer; $5,000,000. His reply to them was; "Not exactly a success." and he bid them farewell.

As we walked away, I realized that I had never asked him what his personal definition of a successful product is! I just assumed the phrase meant, "It won't work - at all." So, I asked him what his definition of a successful product is? His answer; "If a product doesn't seem to have the potential to do a minimum of $100,000,000 in sales, it is not a successful product."

In my mind $5,000,000 was not an insignificant amount. I had to ask; "Why is that? $5,000,000 seems successful to me." His answer; "I have a limited amount of time to spend on projects. I can only do five to seven projects a year and still have a life of leisure. It takes the same amount of time, resources and funds to promote a $5,000,000 product as it does to promote a $100,000,000 product. I'd rather spend the time and effort on the product with $100,000,000 potential."

I really couldn't argue that point, but it definitely left me wondering about my product, the one he had earlier informed me would most likely not be a "successful product." I asked him about that. He replied that he thought my product would probably only generate sales in the neighborhood of $30,000,000 or less. I decided I did not mind living in that neighborhood and this was very good information to know!

His response led me to wonder; how many times had one of my products been turned down simply because it would not make enough money to overcome the Successful Product Syndrome? And, how many other inventors and entrepreneurs had suffered the same ill fate and never been the wiser?

When you combine these three inherent attributes of the industry, the less than honest people, the Visionary Syndrome and the Successful Product Syndrome, they are a very hard combination for an inventor/entrepeneur to overcome.

But, there is usually one person who always sees the value of the product and believes in it - the inventor/entrepeneur!

This is how New On The Aisle came about. We take a different approach.

We got tired of the dishonesty, the false hopes and hype, and the biased lack of interest in a product. So, we got together and decided to sing it out like it is - given every opportunity, either your product will make it or it won't. We decided to provide the opportunity to find that answer to as many inventors/entrepreneurs as we could, and make it as affordable as we could!

New On The Aisle was formed to allow someone who believes in their product the opportunity to find out if the consumer also shares that belief. Because, in the end, no matter how much the inventor/entrepeneur or the head of a large company believes or disbelieves in a product or idea - it is the consumer who has the final decisive powers! You just have to get the product in front of the consumer in an honest and strongly presented manner and allow them to make their decision. Then, and only then, do you have your answer. Everything else is just opinion!

Teaming up with key leaders in the industry, we have formed an alliance that gives the inventor/entrepreneur a fair, unbiased opportunity to find out whether their product will be accepted by the people who count the most - the consumers.

We are not going to promise you your product is going to be a hit, but we will give you our opinion. And, we certainly have the expertise and resources to give your product every opportunity to succeed. If your product succeeds, we all succeed. And, if your product is a big hit, we have everything you need to take you to the highest level!

Who really decides if your product will be a hit? The consumer. So, ask us - and we will give you our opinion - but, ultimately, go with your gut instinct!

Now, we do have a reputation to uphold, and we do want to be able to live with ourselves, so we are going to use some level of judgment - there are some products and ideas that we will have to refuse to promote and we are going to tell you whether we do or don't think your product stands a chance. But there again, the consumer is the only one who truly holds the answer!

Regards,

Bill Suiter

President/CEO, New On The Aisle, LLC

President/CEO, New On The Aisle, LLC