The Simi Weave looks more realistic, as well as saving time and money over traditional weave and wig solutions

Many inventors and new product entrepreneurs dream of getting their product into the mammoth-sized US market. Simi Belo, inventor of the Simi Weave alternative to hair extensions and wigs for black women, talks frankly about how she did it and what she's learned in every part of the product development process.

Simi's 5-year experience is pure gold for ANYONE working on a new product, even outside the hair and beauty arena. With apologies for the hissy quality of the international recording.

Audio interview 31:30 mins

Interview cheat sheet:

• Simi talks about her simple alternative to weaving in time-consuming and costly hair extensions to give instant length and style with a realistic hairline.
• How the Simi Weave works and why it's better than traditional weave methods.
• Why Simi rebranded from "New Hair" to "the Simi Weave".
• The different forms of protection for her new design and the importance of getting a patent in increasing her confidence in taking the product to market.
• How she has dealt with three potential pirates of her idea.
• Piracy can happen at the manufacturing end and how Simi tracks if anyone is infringing her rights.
• How Simi came to manufacture in the Far East (China, Korea), reducing an original "shortlist" of 800 down to 400 (by whether they had fax or email), and then to 8 (by those that wouldn't sign a non-disclosure agreement).
• How Simi did her own prototyping and why she recommends others to make their prototype themselves if they can. Even substituting a different material.
• After looking at samples, the shortlist of manufacturers was further reduced to just 4.
• How getting on the aeroplane to China to visit the manufacturers saved her 50% on their original quotes.
• How working with an agent overcomes language barriers and helps coordinate production across a number of manufacturers which all have their specialisms.

Simi Belo says that being an inventor is risky, yes, but incredibly rewarding

• How Simi now buys inventory from her American licensee who orders in large volume from the Far East. She pays a bit more than going direct herself, but it saves her a lot of time and stress.
• How, having launched her website in 2004 in the UK, she decided to target the American market and get an American licensee for the mail order market.
• The US market is 80 times the size of the UK-European market. So important in fact, that she moved to Atlanta.
• Why Simi recommends going for ANY deals, rather than being too selective trying to control distribution.
• Once you've spent money, time and energy on developing your Intellectual Property, you have to have confidence in your rights and get it out there. It depends on the market though - the hair and beauty supply shops are notorious for buying once and then going and getting it copied.
• How trying out the direct marketing/ party planning route worked in the UK for getting first sales. But numbers were small.
• How she's focused in the US on mail order, and other channels are part of the mix too.
• A presence on the Internet has contributed hugely to sales, but she has learned that people want to see and touch certain products first. After a first sale, her website is great for repeat buys as existing customers buy more styles.
• Even so, 20% of first sales come from the Net. Having a video, descriptions, illustrations, and FAQ are key to making Internet sales.
• Does Simi see herself running a global business in the long term, travelling around the world? She initially wanted to get a global licensee. But having gone first with an American licensee who only had distribution in the US, she realized later that she'd "shot herself in the foot" when it came to getting one global licensee. Because global distribution businesses in hair and beauty are all US-based, and without the US territory, they're not interested in a deal.
• She's now signed a licensing agreement with a UK company that has presence in mainland Europe, West Africa and South Africa. They will replace existing agents and distributors.
• What Simi thinks about business plans, having run her own PR agency successfully in the past and had experience writing them. Why a business plan is never finished, and how to use it to best effect. She gets lawyers and accountants to give input to the plan.
• How living-breathing-talking the product has been her life for 5 years, but she realizes she still has a long way to go to get the product widely recognized.
• How intense it is being an inventor!
• How Simi has handled financing her business. She was able to invest money from her previous business to get started and she's had private investment along the way. Now she's looking for partners and raising finance to tackle the US retail market.
• Why Simi would never pitch for investment on American Tycoon or Dragon's Den. And why she turned down TV deals in the UK as the investor-Dragon personality.
• Although the business trades profitably now, it will still take time to recoup the investment in Intellectual Property.
• You have to be tough and ready for the challenge, it's not an easy ride being an inventor, but it's fun and incredibly rewarding. The downside is there are no guarantees and it's a risk, so you have to keep your feet on the ground.

 Find out more about the Simi Weave

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