Boston Globe = Online / Business / Pair detail an idea's journey to reality

From: Subject: Boston Globe Online / Business / Pair detail an idea's journey to reality Date: Fri, 15 Feb 2002 15:23:51 -0800 MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_000_0097_01C1B634.C5BDF600"; type="text/html" X-MimeOLE: Produced By Microsoft MimeOLE V5.50.4807.1700 This is a multi-part message in MIME format. ------=_NextPart_000_0097_01C1B634.C5BDF600 Content-Type: text/html; charset="Windows-1252" Content-Transfer-Encoding: quoted-printable Content-Location: file://C:\My%20Documents\Platinum%20Concepts,%20Inc\Book\Boston%20Globe\Boston%20Globe%20Online%20-%20Business%20-%20Pair%20detail%20an%20idea's%20journey%20to%20reality.htm Boston Globe = Online / Business / Pair detail an idea's journey to reality = < eco /dailyglobe2/041/busine= ss/Pair_detail_an_idea_s_journey_to_reality+.shtml /dailyglobe2/041/business/Pair_detail_an_idea_s_journey_to_real= ity-.shtml It= was a dinky idea, a novelty product, really: a computer mouse shaped = like the head of a golf driver. A few pages into ''The MouseDriver = Chronicles,'' you may flip ahead for a reality check. Did the two = authors, former consultants with high-powered firms (Ernst & Young = and Andersen) and recent graduates of the University of Pennsylvania's = Wharton School of Business, actually launch a new company to create and = market this mildly amusing = geegaw? 2 BOOK = REVIEW G Pair = detail an idea's journey to = reality 2/10/2002 By D.C. Denison, Globe Staff > "=20 name=3DHideFromBrowserForVerity>

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BOOK REVIEW=20

Pair detail an idea's journey to = reality=20

By D.C. Denison, Globe Staff, = 2/10/2002=20

3DI=20 t was a dinky idea, a novelty product, really: a = computer mouse=20 shaped like the head of a golf driver. A few pages into ''The = MouseDriver=20 Chronicles,'' you may flip ahead for a reality check. Did the two = authors,=20 former consultants with high-powered firms (Ernst & Young and=20 Andersen) and recent graduates of the University of Pennsylvania's = Wharton=20 School of Business, actually launch a new company to create and = market=20 this mildly amusing geegaw?=20

<= !-- text used in the movie--> =20

Yes, they did, and now they've written a book about it.

It turns out that the dinkiness of the item is very much at the = core of=20 this tale. And once it gets going, the adventures of two overly = educated=20 MBAs who try to manufacture and sell a real-world plastic product = is an=20 entertaining and informative read.

The story begins, slowly, as the authors lavish their tiny idea = with an=20 MBA-fueled business plan. Things get interesting, however, when = Lusk and=20 Harrison graduate and get down to business. Now the complications = start to=20 pile up. Early versions of the product, manufactured in China, = don't look=20 right and they don't work right, either. Access to retailers is = more=20 difficult than they thought it would be back at Wharton.

Yet the guys persist. Once they have a few thousand acceptable = units,=20 they start selling, and learning lessons the hard way. They = discover, for=20 example, that success depends on tapping into a number of = well-established=20 networks: one for promotional products, another for golf = merchandise. The=20 authors vividly portray how difficult and anxiety-producing it is = to wade=20 into these worlds, and how scary it is to choose partners from a = confusing=20 cast of middlemen, agents, and sales reps.

The MouseDriver has some success, which attracts an entirely = new cast=20 of characters: catalog representatives, distributors, even an = aggressive=20 telemarketer who makes the two fledgling entrepreneurs a tempting = offer.=20 Later a big sale to Brookstone provides an opportunity to = illuminate the=20 inner workings of a major catalog/mall operation.

Throughout, Lusk and Harrison constantly assess what they can = do=20 themselves versus what they should be dishing off (at considerable = cost)=20 to specialists. Their initial impulse, however, is always to go it = alone.=20 And by tenaciously testing the limits of do-it-yourself = entrepreneurship,=20 they successfully bring the economics of small business into high = relief.=20

Our boys have been slogging away for a year and a half when = they draw=20 the curtain down on the book. At the end of 2000, their first full = year of=20 operation, the MouseDriver has generated $600,000 in annual = revenues on=20 sales of 50,000 units, enough to generate a modest profit after = expenses.=20 Certainly not a success on the scale that Lusk and Harrison had = imagined=20 in business school, but enough to allow them to insightfully, and = wearily,=20 assess lessons learned.

Although the future plans of the duo and their product are left = up in=20 the air, ''The MouseDriver Chronicles'' successfully captures the = gadget's=20 launch into the marketplace, and the shadow that inevitably falls = between=20 business ideas - even tiny ones - and their execution.

D.C. Denison can be reached by e-mail at mailto:%20denison@globe.com.<= /I>

This story ran on page G2 of the Boston Globe = on=20 2/10/2002.
=A9 Copyright = 2002 Globe Newspaper Company.=20

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