September 9, 2010

MUG Solutions: A Great Case Study for Start-Ups

MUG Solutions of Vancouver, BC has developed an innovative solution to an increasing used drug needle problem in urban centers: a product that prevents biohazard such as used syringes from being stuffed into manholes. The value of this solution: work safety improves (the manhole environment is no longer contaminated with used needles) and manhole maintenance costs goes down (no need to clean in manholes ever again).

Tina Thompson, CEO, describes how she took her ‘Brave Business Idea’ and turned it into reality.

“Having a unique product or concept really does make some things easier, but doesn’t mean you can simply turn on the lights of your business and think everyone will just come to the party. You have to BE DiFFERENTin the market, be responsible to stakeholders, get credibility, and then tell EVERYONE.

Here are some specific Practices I adopted to launch my Company:
> The Guiding Principle Roy Osing gave us was: ‘To make a brilliant business out of a bright idea you have to BE DiFFERENT!’ This was critical in keeping us focused on what we had to do to be successful.
> We took this Principle and created the only statement to express our uniqueness:

We provide the only permanent solution that prevents biohazard contaminants (such as used syringes) and all other debris from entering manholes.

> We required a deep understanding of our customers’ secrets. Worker health and safety is critical to our clients such as Hydro and Communications Companies, but ultimately what expedites their decision making process are economics.The ability to provide a product that keeps EVERYTHING from going into the manholes was translated into the HUGE savings these companies would realize by never having to clean the manholes.
> Being DiFFERENT provides tremendous opportunity for recognition and press. We have an interesting story, with a unique product that solves a very real problem for everyday workers that most people aren’t aware of. We pitched as many media sources as we could and secured significant opportunities to tell our story.
> Essential to getting media attention: the ability to communicate your relevance (the important problem you are solving), your uniqueness (how you are DiFFERENT), and your elevator pitch (your only statement).
> We had to establish our credibility in the community, and there is nothing more effective than having a large well respected company providing a testimonial for your company/product/service. In our case we had the great fortune of working with TELUS and receiving a testimonial from them.
> We received two of the prestigious Stevie Awards for Women in Business 2008: Best New Company of the Year and Canadian Entrepreneur of the Year. We were also a finalist for two other Stevie Awards: Best New Product of the Year and Most Innovative Company of the Year. In addition, the Canadian Society of Safety Engineers awarded us with Outstanding Achievement by a Safety Professional.
> Ultimately, no matter how cool the product is, what matters is the human connection. There is a social issue that exists that results in the need for MUG Solutions and we are always sensitive to that. We meet with all stakeholders from occupational health and safety advocates, to company executives, to those who work at fixing the addiction issues in urban areas. Therefore, as a company we have a responsibility to hire human being lovers and we take that responsibility seriously. Our hiring principles, and our corporate strategy as a whole, focus on people who have a sense of social responsibility.”

Nicely done MUG Solutions and Good Luck!

Cheers, Roy

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Posted 9.9.10 at 07:59 am by Roy Osing | Read Comments (0) | Leave a Comment