Do you find that your dog attracts attention and you meet people you never would have without your trusty canine pal? Dogs have a tendency to open our worlds to things previously untapped. Add a Doodie Pack to your dog and suddenly, the looks, glances and communication with others soars.

How do I know and just what is a Doodie Pack? My dog Dexter strapped on a Doodie Pack and became a walking billboard (by accident) at an expo recently. Doodie Pack is a lightweight functional utility dog backpack of sorts that allows dogs to carry items (think waste bags, your keys) and doubles as a waste management system. Kristin Elliott, inventor of the Doodie Pack, shares what it takes to bring a product to market today, what it’s like going up against the big guns and how YOU can stay motivated and focused to bring your dog product dreams to fruition.

Fidose of Reality: So great to have you in our Paw-er Women series. Tell us about Doodie Pack!

Kristin Elliott: Doodie Pack is a lightweight, durable, saddle bag-like back pack for dogs to carry organized essentials while out on a walk. In 3 sizes and 8 available colors, Doodie Pack fits dogs 8-180 pounds. Each pack features a perimeter of reflective safety tape and can be customized with a monogram or logo. Doodie Pack is proud to say, “We are Made in America”.

Doodie Pack was an idea that sat in my head for several months, but as I kept noticing others in same dog walking situation, carrying the “nasty poop bag”, I felt more and more passionate that a solution needed to be found. As I listen to the owners whose dogs use Doodie Pack, they share with me that it is their solution of a “duty” or utility pack, where they can stow their keys, cell phone, wallet, bottled water, and treats. It is really a multipurpose pack now and it is being dubbed the new “doggie –diaper bag.”

FOR: I understand that Doodie Pack is not the only labor of love in which you are involved.

KE: True! I have just begun my 18th year (full time) teaching Earth Science while running Doodie Pack from our home-based. We are busy!

FOR: Absolutely! How hard was it to get people, particularly the media, to notice your product?

KE: Doodie Pack launched in 2009 and spent the year learning and building relationships with those locally in the pet industry. We were featured in regional publications, such as Petpalooza, through networking and advertising. In 2010, we worked to build our footing on a more national level and began to advertise in Modern Dog Magazine, Fido Friendly, Pet Product News International, Cesar’s Way, and Virginia Dog Magazine.

Outside of the print media world, Doodie Pack was twice interviewed on radio programs; Pet Talk Radio (2011) and Ask Dog Lady (2010), and twice interviewed and aired on television; YNN (2010) and RochesterHomePage.net (Channel 8 News “Business of the Week”).

One more exciting appearances was in the form of a book tour with Dr. Marty Becker, corresponding veterinarian to ABC’s “Good Morning America”. Dr. Becker’s co-author, Gina Spadafori, ordered custom packs for McKenzie (aka: Tour Dog) and Doodie Pack made a 6-week, 30-city, tour of the United States where the pack and McKenzie were “doing work” at TV, radio, and book signings. She and Doodie Pack were a hit!

We continue to be actively engaged in the Twitter community and Doodie Pack has both a friend and Facebook fan page where photos and accolades are regularly posted. Proudly there has been media interest in Doodie Pack all over the country and recently we have “crossed over” and are being “noted” in business industry publications. Just this month we have a mention in Entrepreneur magazine (‘Trep of the month), and coming soon, we are preparing for a spotlight in Rochester Women’s Magazine.

FOR: Wow, that is so incredible, especially for a new product, Kristin. What advice can you give Fidose of Reality readers with HOW to get the media to notice their venture?

KE: Getting recognized is a slow and, for some, an arduous process. “Getting noticed” is about being different. As strange as it sounds, offering to help them (the media folks themselves) has been one of our greatest pleasures and rewards. “What can I do for you?” is my mantra. Thinking out of the box (how can we pull together) and putting your talents to use in different ways has opened up huge opportunities. I go ahead and mention the great things they are doing. Read their publication, and engage in forums and discussions. At the very least, tweet or post to Facebook what was interesting or what spoke to you. Leave a comment following that great article. Simply stated, “Engage”. With passion and a genuine interest in others, you get noticed. It doesn’t hurt to toot you own horn a bit either.

FOR: You are very passionate about what you do. Having met you, I know your spirit shines through with a pure authenticity. What advice would you give others wanting to pursue their pet/dog-related business?

KE: Be prepared to be in conflict in terms of your time. I am still a full time teacher, a Mom, and a wife to a husband with his own company. A new company needs to find its balance in the framework of your life. Staying organized, communicating well your needs, and rallying troops to help with the little things helps keep your life running smoothly. “A little housework never killed any kid.” You will work 24/7 if you want to succeed.

-Be aware! Learn everything you can yourself! Not only does it save you money by not having to depend solely on others, you are able to see the big picture because you understand what is happening. Know, however, what your limitations are and hire help for that. (For me, accounts management) Keep the overhead as low as you can and when you get to the point where you can’t do it alone, employ help. There is a lot of talent out there. Make sure those closest to you “get” your philosophy. This may be the greatest challenge of all.

-Be transparent. You are dealing with people. It is about relationships and building the experience. If you are just in it for the money, don’t bother getting into it. You are doing it for the wrong reason. You need to be passionate about what you are doing because this is about Law of Attraction and you cannot flow against it. Be honest. Say you are sorry if you make a mistake, and Say thank you when someone helps you out. A hand written note is a game changer.

-Build a “fanclub”…a group of people who are not vested in your company but who get what you are doing. There will be ups and downs and sometimes the downs are all you think you are going through. Don’t let the little things tug at you and send you into a down spiral. Go to those friends who you can ask for advice or let off some steam. Some members of my “fanclub” are my mentors, and professionals in their own right. Connect with them so they can support you when you are emotionally spent. Just like in a marathon, Starting a business requires endurance and, so much of it is in your head. When everything is going right, they will be your biggest cheerleading section! Don’t be an island. A party of one is no reward.

FOR: Any hands-on resources you’d recommend to utilize and perhaps what helped you?

KE: Google. I would never have been able to even get started without it. It was how I found our American manufacturer!

YouTube has shown me and taught me so much. There are amazing tutorial videos out there to “show you how” if you are stuck. (For example: How do I set up a Twitter page background?)

Facebook and Twitter are great ways to connect you to others in the pet industry. More often than not, people are willing share what they know and to lead you those who can also help you get started. Sign up for “webinars” if you cannot travel to conferences. Learn, learn, learn everything you can. Ask questions, and don’t walk away until you have taken lots of notes! (You’ll need them because you can only juggle so much information!)

FOR: How can folks get in touch with you, learn more and see Doodie Pack for the paw-some product it is?

KE: You can see us at www.DoodiePack.com and follow us on Facebook and Twitter at Doodie Pack. If you do a Google search “Doodie Pack” all kinds of great video reviews and postings will appear. Send along your photos and thoughts to Kristin@DoodiePack.com. I am the one “answering the phone and the email”.

Fidose of Reality salutes you, Kristin Elliott, Paw-er Woman!

Catch up:  If you missed the first five parts of our Paw-er Women 10-part series, catch up below.

Feel free to ask questions of me or any of the women featured in the series.

Part 1: Abby Kass and Pet Fashions

Part 2: Amanda Jane Finnell and Chinese Pet Herbalist

Part 3: Paris Permenter and Dog Blogging

Part 4: Janice Costa and Starting a Dog Vacation Camp

Part 5: Susan Daffron on Becoming a Published Pet Author