Endearing Marketing: Adiri

One simple, time-tested rule for entrepeneurs to follow: passion, determination and a good idea can be all that's needed to succeed.
Case in point, as profiled in today's NY Times Small Business section, is the story of former Yahoo! executive that gave up a career to salvage her Dad's idea--a baby bottle designed to have the same characteristics in form and function as the most natural delivery mechanism for feeding a new born infant: a mother's breast.

A classic entrepeneurial story-little working capital, the kitchen table serving as the corporate office and a cadre of equally passionate staff drawing no salary and working from cubicles in their respective residences, Jennifer Morrill has taken a blue print of her Dad's idea and transformed it into a consumer product that major retailers led by Toys R Us have embraced with open arms.

Now its a function of Adiri scaling up in order to meet demand for the product, including focusing in on logistics, cost efficiencies, and manufacturing. We love this story--and are cheering from the stands for these gals! And we have every confidence that we'll be reading about them again in the NY Times Business section-and we expect the follow-up story will be about their being acquired by J&J, or another consumer product company.