A Case Study: The Knife and Forklift©

What was the invention?

The invention was called The Knife and Forklift.


What is it?

It’s a combination of dumbbells and utensils. From each of two stainless steel dumbbells a knife and a fork extend from the ends so that when lifting food from your plate, you're actually doing curls. So with these 1.5 lb forks and knives, you're in effect exercising while eating.

What gave the inventor the idea?

Like so many people, the inventor ate too fast, so he wanted to slow down to give his brain a chance to get the message that he’s full before he ate too much.

What were the steps he took to create and then market his invention?

1.     First he designed a prototype of what he thought the invention should look like and then sent it
        to China for quotes on what it would cost to manufacture.
2.     The process took a while as they suggested changes in design to facilitate production and had to send samples, which the
        inventor then approved and then sent payment to start producing.
3.     The inventor then proceeded to build a website at www.knifeandforklift.com, which would be his main channel for receiving and
        fulfilling orders for the product.
4.     Six weeks later he received his first shipment by air, and afterward a larger quantity by sea.

How did the inventor get the word out?

The inventor was smart enough to hire a PR firm, the TransMedia Group (www.transmediagroup.com) to start getting media exposure for the product, which is something PR firms are experienced at doing and have the media contacts and resources to accomplish, so it was fairly easy to generate publicity, especially for an innovative product.

When did the story first hit the news?

The product made its debut on NBC TODAY SHOW in November 09, and then got a write up in the LA TIMES. After that came a flurry of media exposure, including the inventor appearing on radio shows in the U.S. and abroad.

How long did it take TransMedia to make the Knife and Forklift a successful invention?

The entire process took about six months and cost about $20,000 to produce and commercialize.

Was a patent necessary?

Both the inventor and TransMedia believed that being first to market was sufficient protection for the product, so obtaining a patent was felt to be unnecessary. Also, they believed they had such a perfect name for the product that no competitor could beat.

Was there research done on the product?

During the process, both TransMedia and the inventor did some research into the negative effects of eating too fast and did find evidence that eating too fast was a cause of several health problems, including acid reflux.

Why not license the product instead of manufacturing it yourself?

The inventor decided to manufacture the product himself rather than license it because he believed that without publicity, it would take much longer to license the idea to someone. Judging from the response by media and by consumers ordering the product, he believes he made the right decision. Now he might be open to licensing it to companies involved in diet or weight loss.

What advice would you give to beginning inventors?

Invent a product that will help people to achieve something they want and that’s good for their health and wellbeing. Then hire the best PR firm you can afford because without publicity, no matter how wonderful the product, unless it hits the consumer's mind, it will die on the vine.

If you think you have a winner, contact Adrienne Mazzone at amazzone@transmediagroup.com.