It started with a Runny Nose. And ended up a blow-out success. How a little girl inspired Boogie-Wipes®.
When Mindee Doney’s little girl got a runny nose, Doney tried to treat it with saline drops. But her daughter wouldn’t have it. She squirmed and fought, refusing to comply.
That’s when the Oregon mom had a million-dollar idea. Why not tissues, pre-applied with a gentle saline solution? An easy way to dissolve mucus and clean a child’s runny nose, without the discomfort and frustration of nasal drops.
That was the birth of Boogie Wipes®, a product Doney invented with fellow mom, Julie Pickens.
The started with basic research, testing nasal sprays, tissues and Ziploc® bags in their kitchens. But they soon hired a chemist who researched saline lotion formulations for their wipe. Then, after a manufacturer did scientific testing, Doney and Pickens let family and friends try it out, holding focus groups with local moms to get advice. When they finally got a “thumbs up,” they launched their company – Little Busy Bodies.
At first, it was hard to find someone to make the product in quantities the start-up could afford. But finally a manufacturer came on board.
It took seven months for Doney and Pickens to go from idea to market. But when Boogie Wipes hit the shelves in 2007, moms responded immediately. Sales hit $1 million the first year, and tripled to $3.4 million by 2009. By 2011 – Sales hit $10 million. Definitely nothing to sneeze at!
But that name, “Boogie Wipes?” Really?
As the founders explain it, there’s only a small window of time to get a message to consumers – so the simpler the better.
They even launched “Boogies on the Run” – individually wrapped Boogie Wipes for parents on the go. Today they offer multiple varieties of Boogie Wipes, including Minty menthol and Great Grape.
What started as a messy dilemma, ended up a blow-out success. Doney and Pickens exemplify an axiom featured on our website: Think around your frustration. You can solve problems, and profit from them too.