Helmet Critterz

December 2012 - March 2015

As a lifelong skier and ski racer I wore a helmet starting in the 1990s. But it wasn't until the mid 2010s that helmet usage reached an tipping point. Witnessing this surge in helmet usage, I was inspired by the success of Jibbitz for Crocs to create a helmet accessories business. Unlike other helmet sports, the steep rise in helmet usage and dominance of makeshift helmet accessories made skiing the most favorable market to address. Doing initial market research I realized that the vast majority of helmet accessories were homemade ribbons, or stickers. There was demand but the market was fragmented with companies offering full fur helmet covers or "faux hawk" spiked accessories used by motorcyclists. There was an opening for a helmet accessories, specifically for the ski / snowboard market.

By 2013 over 70% of skiers and snowboarders were wearing helmets. I took to the mountains to survey potential customers. I went to the to snow parks, hung around ski school at the end of the day to talk to parents and kids. The conclusion was that kids and parents alike were intrigued with a helmet accessory to express themselves on the mountains. I initially self-produced prototypes using rubber toys purchases from Oriental Trading and after extensive testing a perfect magnet which wasn't too obtrusive on the helmet but still powerful to keep a Critter attached at high speeds. I went store to store and ended up getting Critterz sold at 3 stores in Colorado.

$18,000 (bootstrapped)

After the success of the initial stores I shifted production to a contract manufacturer. I hired independent sales reps to sell to ski shops and sports shops. We ended up getting sold in 10 retail locations in VT, NY and Colorado. Sold over $10,000 of units.

Dissolved business after realizing that growing through retail stores wasn't tenable. I failed to lean into the ecommerce market despite an early user of Shopify. I didn't lean into social media or paid ads on Facebook or Instagram. Additionally Critterz were sold for about $8.99 and with shipping the margins were quite low.

-Finding a contract manufacturer in Brooklyn who ended up stealing a large inventory of Critterz. The story of why he stole them was incredible.

-Ask about photoshoot at Tribeca.skatepark