If you have a child, you’re likely surrounded by pictures – printed or digital long in need of printing (as is my case). You can buy a frame, get your level, find a spot on the wall and put it up, and then when you want to change things up, do it again. What you’re missing is flexibility (and that mark you’d have to cover on the wall). Plus, sometimes you want your pictures on the fridge or on a laptop, or at camp or even at grandma’s house. So naturally, when I heard about Fodeez™ Frames, I was thrilled to give it a try. Designed by a local Chicago Mom, Valarie Moody, Fodeez™ Frames display frames work on all smooth surfaces and can be reused hundreds of times, without leaving a mark. It makes sense that this company, now a growing retail business, has won numerous awards including Best Invention of the America’s at INPEX 2013. Valarie is a mom of 3, so she understands that a product needs to be easy to use, affordable and fun, which all apply to Fodeez™ Frames. I asked how she got the idea and what inspired her to start this company.
What inspired you to start Fodeez? What’s unique about this product?
The idea behind Fodeez began in 2006 when I moved into a new home and wanted to display my kids’ artwork without having to use magnets, tape or push pins. So, I started experimenting with a new type of “skin”—one that would stick to smooth surfaces and allow you to change the image you display. Fodeez™ Frames unique features include utilizing a clear film to protect photos and they are also dry erase marker friendly—creating two products in one. There’s also a non-profit element: a portion of each Fodeez™ Frames sale goes toward providing Fodeez™ Frames for children experiencing long hospital stays. They are completely customizable, too!
What are the existing and potential applications for Fodeez™ Frames?
Fodeez™ Frames have seemingly endless uses! You can use the frames on any smooth surface of course, and we also have a popular calendar that works with any calendar app. In addition, they can be great for travel as well – they’re popular among RV owners.
Who is your target market and how do you focus on them?
We have s0 many target markets that it’s often difficult to keep our focus on just a few. Obviously, moms and families, but also educators, students (they’re great for lockers or dorms!), safety (Frito-Lay purchased 22,000 custom Fodeez™ Frames as part of a truck safety program), businesses (my goal is to get rid of pieces of paper taped to walls as notices) and people who spend a lot of time in their motorhomes/travel trailers. We also think they’re great for healthcare professionals to provide for patients with long hospital stays as they’re a great way to personalize hospital rooms and make them a bit more cozy.
Is this your first business or do you have other inventions/businesses?
I actually started my business in 2004 as a retail video production store with the thought of franchising. We moved our store/office four different times to adapt to the changing economy, and now have completely closed the retail stores to focus on marketing/selling Fodeez™ Frames.
How long and how much capital did it take to get Fodeez of the ground?
It took four long years of research and development to perfect the Fodeez™ Frames. During that time, I would often think I had the manufacturing perfected, only to discover a problem a few months later. The material I use now is absolutely the way I wanted them to be made, and I couldn’t be happier with the results. As far as the investment, let’s just say I took on investors, and we’ve spent A LOT of money getting the Fodeez™ Frames made correctly and now bringing them to market. Fortunately, most of my investors are friends and family, so they’ve stuck by me through all of the trial and error. I’m so excited that we now see HUGE payoffs for our investment in the near future.
Congratulations on winning INPEX invention of the year! Why do you think Fodeez was chosen?
Thank you! I think it was chosen because it is so unique – there are some similar products out there, but not many are as versatile as Fodeez™ Frames. It has so many uses for such an affordable product.
Did you get a patent for Fodeez? What is that process like?
Fodeez™ Frames are patent-pending, and it’s a very long process. The difficult part is that all aspects of the invention must be solidly documented. Inventors don’t get an opportunity to meet with the examiners to show them why their product is different than other existing inventions. Our drawings must be very detailed and our patent claims well-supported.
What are your sales channels and do you plan to expand them?
Fodeez™ Frames are currently available online of course, including on our website, Etsy and Amazon, to name a few. They’re also available at select RV dealerships, some college bookstores, and we’re currently working with several national retail chains to make them more widely available. We have our retail website, which provides stock designs, but you can also buy Fodeez™ Frames in bulk (greatly discounted) at www.fodeez.biz.
You donate to charity with the proceeds from Fodeez™ Frames. Can you please tell us how and which organizations you work with?
For every Fodeez™ Frame purchased, we donate some to children’s hospital to help children feel more ‘at home’ during long hospital stays. Currently, we work with Central DuPage Hospital, Advocate Hope Children’s Hospital and Ronald McDonald Children’s Hospital of Loyola Medicine. We also like to donate to the Make-A-Wish program for use with some of their special projects. We’re actually looking for additional hospitals to work with, so if you have one you’d like to suggest, please contact us.
The frames are made in the USA. Why is it important to you? How does it affect the cost of the product?
Fodeez™ Frames were so difficult to make to begin with that I couldn’t even imagine trying to work with a manufacturer overseas! More importantly, every Fodeez™ Frame that is manufactured provides additional jobs to workers in the U.S. When you add in the people we pay to package the product, the truck drivers that pick up and deliver our shipments, the employees at the retail stores that sell our Fodeez™ Frames . . . we’re having an impact on many other people. It’s an amazing feeling to see what can happen from one idea and the ripple effect that idea can have on the lives of others!
What’s next for you?
Fodeez Frames continues to grow! We’re excited to continue to branch out to be available in more traditional retail outlets and are also always expanding our product line. My fun comes from putting Fodeez™ Frames into people’s hands that have different experiences and careers. It always surprises me the new ways people find to use our simple little product.
What advice would you offer to other moms that are thinking of launching a product or service?
The biggest lesson I’ve learned with this business is that things won’t always go according to plan and you’ve got to be flexible enough to alter your course to meet market demands. Also be sure to find some semblance of balance—your business is important, but so is family time and your health. It’s a lot of hard work, but worth it!
