By COLLEEN DEBAISE

Adapted from the upcoming book THE WALL STREET JOURNAL COMPLETE SMALL BUSINESS GUIDEBOOK (Three Rivers Press, Dec. 29, 2009).

You want to spread the word about your business. But you also want to keep your innovative product or clever brand name safe from rivals, counterfeiters or rip-off artists.

What to do? Safeguarding your company's intellectual property through patents, trademarks or copyrights will allow you to seek damages, a big deterrent to imitators. Here's a brief overview of all three types of protection.

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Patents. Issued by the U.S. Patent and Trademark Office(USPTO), a patent is easily the most expensive— and most valuable— protection for an entrepreneur with a innovative product or business method. A patent essentially gives you a mini-monopoly for twenty years. The application process can be a bit complicated, so it's wise to use the services of a patent attorney. Costs generally range from $2,000 to $10,000, depending on complexity.

Trademarks. A word, symbol, logo or image that identifies a product or service can be trademarked, as can a scent, sound or color (such as Tiffany Blue). There are more than forty classes of goods and services, and you can register a trademark (for a fee) in more than one category. A pastry shop ower, for instance, could register a trademark in both the food class (in the goods category) and the restaurant class (in the services category). You can conduct a free search to see if a mark is already registered on the USPTO's Web site using the Trademark Electronic Search System. The filing fee is $375 if done by paper and $275 to $325 if done electronically.

Copyright. A copyright protects original works, such as poetry, novels, movies, songs, computer software and architectural designs. A business, for instance, might want a copyright to protect its training manual. Original works on a website (such as writings, artwork or photos) may be copyrighted. Copyright law does not protect domain names; instead, the nonprofit Internet Corporation for Assigned Names and Numbershandles domain name system management. The fee for a basic copyright registration is $45 when you submit a paper application, or you can lower that fee by filing through the U.S. Copyright Office's online system for $35.

Keep in mind that if you plan on selling or distributing your products abroad, you should consider filing with those countries' intellectual property protection authorities in addition to those in the United States.

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Pup-Pee Solutions has carried out each and every step outlined above through the assistance of Davies Collison Cave. Patents, Copyright & Trademarks have all been granted to Pup-Pee Solutions for its original ideas and concepts.

As a result, should Pup-Pee Solutions feel violated in any way or its patents infringed upon, prompt action will be taken.

In a recent interview Tobi Skovron (CEO of Pup-Pee Solutions) summarised by saying “to the consumer beware of imitations and to the imitators don’t play around with other people’s business. It’s not right it’s only a matter of time until you are found out, tried and forced by the letter of the law to pay back everything you have stolen”

This interview is with Tobi Skovron of Pup-Pee Solutions. They are a manufacturer and distributor of indoor pet waste management products that are innovative, convenient, and green!  Enjoy the interview below:

K9 Cuisine: What is your story-how did you get into this business?

Tobi: In 2003, I relocated 1,000 km south of my home town Sydney Australia to be with my girlfriend Simone who was studying at the time.  A few months after relocating I bought Simone a Cockapoo called Subii.

Living in an apartment with a dog we constantly faced issues with her needing to go to the toilet at inconvenient times. Any accidents on the balcony would rot the wooden surface. Every time we were out of the apartment we’d worry about the carpets!

We decided there must be a better way. We needed a permanent, hygienic solution and realized that that many others were in the same position.

After a couple of years working with industrial designers, dye makers, injection moulding specialists, veterinarians, obedience professionals, animal behaviourists & patent lawyers The Pet Loo was born.

K9 Cuisine: What is the secret to your success with the your business-how have you gotten to where you are today?

Tobi: Passion, strategy and sheer drive!

Some say I’m cursed with ambition, I think in reality I’m the type of person that is prepared to roll the dice and take a chance (calculated of course) in pursuit of what I’m passionate about.

This “business” is not about making money… it’s all about both Simone and I having an appreciation for our pets and the lifestyle that we lead first and foremost. This ultimately has driven us to want every person around the world to be a pet owner!

We always take care of our customers, export partners and retailers first - without these relationships our business would never have gotten off the ground.

Money has never been a focus we both view it as a bonus to what we do.

K9 Cuisine: What makes you different?

Tobi: I’m the type of person that likes to lead the pack, rather than follow!

I like to think inside the square, as everyone thinks “outside the square”. I have tremendous drive and energy but also recognize where I’m at as a professional and surround myself with successors that have been there and done that before my time, asking the questions to improve my skills.

I’m prepared to roll up my sleeves and work hard and make it happen by chasing it down rather than just waiting for things to come to me.

K9 Cuisine: What is it about dogs that you love?

I have grown up with pets, but it was Simone, who is a qualified social worker with “Animal Assisted Therapy” training, who helped me gain an understanding of the benefits of animal companionship.

Her guidance and passion helped me change career paths. My dogs come to the office with me every day and most recently I relocated from Australia to Los Angeles and they made the move with me!

My dogs are not something I have, but rather the lifestyle I lead.

K9 Cuisine: What is the neatest part about your work?

Tobi: I’m doing what I love!

K9 Cuisine: Where do you see the pet product industry going?

Tobi: Like every other industry at the moment it is changing. Many independent retailers are being acquired by major chains.  I also  think we’ll see continued growth in the “green” product sector.

K9 Cuisine: How do you fit into that-what are your future plans?

Tobi: Creating green products is what we do. Pup-Pee Solutions is an environmentally-friendly company focused making products that are safe for people, pets and the planet. From The Pet Loo to our No Range cleaning solutions - all of our products are chemical free, biodegradable and environmentally friendly. We plan to stay in the Pet Waste Management sector of the pet industry.

K9 Cuisine: How can people find out more about you and the your business?

Tobi:
Our Website: www.thepetloo.com.
Our Blog: www.thepetloo.com/blog.
Twitter: www.twitter.com/PetLoo.

K9  Cuisine: Tell us a little about you!

Tobi: There is a video interview with me here, feel free to click here to watch it!

Thank you so much!

Tobi Skovron of Pup-Pee Solutions

Stern Endorses Pet Loo

NEW YORK—Mark Stern, founder of United Pet Group (UPG), has left retirement to sanction the Pet Loo. The Pet Loo, a unique dog toilet from Australia, is a “back yard in a box” that fits inside homes, so animals can relieve themselves when owners can’t be there.

Stern, who has been retired for three years, will join Pet Loo inventor Tobi Skovron, CEO of Pup-Pee Solutions.
Until 2005, Stern headed UPG, which established brands like Nature’s Miracle, Dingo, 8 in 1, Marineland and Perfecto. Stern will now be working to help bring the Pet Loo to America.

For more information, visit www.thepetloo.com

Written by: www.groomingbusiness.com

Below is an UN-EDITED email expressing her thoughts…

—–Original Message—–

From: Marjorie T.[mailto:******@bigpond.net.au]

Sent: Monday, 13 July 2009 7:01 PM

To: info@thepetloo.com

Subject:Thanks

To all concerned at The Pet Loo Company, 

I just wanted to send you a big thank-you for your wonderful product, The Pet loo.

I first saw your product on The Inventors on the ABC, but at that time had no need for one. But 2 weeks ago I moved into an apartment with my 12 year old Maltese who is the most stubborn and routine only dog and I never dreamed that he would take to The Pet Loo so easily.

It has been such a relief as I really didn't fancy taking him up and down in the lift to do his business every 3-4 hours during the day and evening.

He happily uses it without my suggestion, just as he did with the back yard grass at my previous home.

Purchasing The Pet loo has been one of my best ever purchases and I am very grateful to you for inventing this product.

Who said you can't teach an old dog new tricks.

With many thanks,

Marjorie T

—————————————————————–

Have you experienced the value of The Pet Loo?

If so please email our office with your feedback

Don't forget a photo of your best friend!

PUP-PEE SOLUTIONS Launches NO RANGE
A 100% Natural Solution for Smells and Stains

Australian pet product company, Pup-Pee Solutions has launched No Range, a line of enzyme products designed to naturally treat pet smells and stains.

The enzymes in No Range dissolve organic matter from pet accidents, blood, food and beverages quickly and easily. Their natural, biodegradable formula does not harm or discolor carpets or upholstery or irritate sensitive skin, eyes or noses. “With the No Range in your home you literally have trillions of natural enzymes working for you to break down undesirable organic material safely and effectively; resulting in a healthier pet and home,” says Tobi Skovron, founder of Pup Pee Solutions.

 The No Range consists of three core products; Wee Care, Liquid-ate and Whiff-off.

Wee Care: Developed to create a healthy habitat for your pet and your family; Wee Care eliminates germs from a pet’s waste and toileting area. This product was developed to be used with The Pet Loo, “A back yard in a box” that allows an animal to relieve itself when its owner can’t be there.

Liquid-Ate: Eliminates stains and odors permanently, such as pet stains and accidents, blood stains, food & beverage spillage, feces, urine and vomit. Unlike competing products that mask odors temporarily, Liquid-ate safely combats the root of the problem making the home a cleaner and healthier place to be.

Whiff-Off: A specifically formulated mixture of citrus scents and enzymes that effectively eliminates airborne odors from any pet source, permanently.

 Features of No Range:

· Safe for your pet & the whole family

· 100% natural & biodegradable

· Permanently removes ALL organic odors & stains

· Hypo-allergenic

· Discourages pets from re-soiling in the same area

How do enzymes work?

Enzymes are complex protein molecules that promote the rapid progress of nearly every chemical reaction essential to life. In nature, enzymes decompose organic material by breaking it down to its original components, such as carbon dioxide and water – and this is exactly what they do in the No Range.

The No Range are revolutionary products that are non-toxic, non-irritating, 100% biodegradable and harmless to your pet, family & environment.

About Pup-Pee Solutions:

Pup-Pee Solutions’ philosophy is that animal companionship should be accessible for all and that convenient, user-friendly products eliminate barriers to pet ownership. The company was founded by husband-and-wife team and dog lovers, Tobi and Simone Skovron. Simone is a former veterinary nurse and social worker.The company launched the award-winning Pet Loo in Australia in July 2006. The Pet Loo and The Pet Loo MINI-Wee have been sold in excess of 73 regions of the world. Pup-Pee Solutions has broadened its range to include a host of pet-related products including the Kitty Kat.

Original Article: http://www.dognewsdaily.com/releases/show/1205

www.dognewsdaily.com

Pet Pro Profile:
Simone Skovron, The Pet Loo

How many times have you taken the dog out for bathroom break–and worried they wouldn't make it out in time? Necessity was the mother of invention when it came to The Pet Loo, first developed in Australia by Simone Skovron who invented the handy "backyard in a box." Today Simone and her husband Tobi Skovron are the co-founders of Pup-Pee Solutions, a company that's expanded globally and product-wise as well, now offering enzyme cleaners. We caught up with Simone to learn more about the couple's fast-growing business.

Can you tell us about your background, especially your experience with pets?

I am a qualified social worker with a special interest in, and appreciation for, Animal Assisted Therapy. I strongly believe in the benefits of animal companionship both on a physical and emotional level. While I’ve spent the better part of the last few years working as a social worker in an aged care facility, over the years I’ve accumulated experience working with domestic animals both in the capacity as a vet nurse, animal assisted therapist (I studied this) and in pet retail.

How did you come to invent The Pet Loo?

The Pet Loo was invented out of pure need. As an apartment dwellers with dogs, I became frustrated with having to toilet my dogs at inconvenient times, worry they wouldn’t be able to hold on if I was late getting home, and pray they make it down the flights of stairs in time. I found myself saying that I needed “a backyard in a box” for my balcony and my husband decided we should go ahead and create it.

What tips do you have for pet parents who want to train their dog to use the Pet Loo?

The beauty of the Pet Loo is that is replicates the outdoors so if a dog is grass trained, they actually will require very little or no training. If training a puppy, it’s matter of applying simple toilet training principles and if a dog is needed some encouragement there are way to do so which is usually specific to the dog’s situation.  Detailed information on training pets to use the Pet Loo can be found on our website www.thepetloo.com
 

Pup-Pee Soutions has expanded its product offerings to include enzyme products for pet stains and smells. Can you tell us about these and how they work? What makes them different from traditional pet stain removers?

Although The Pet Loo is our flagship product, more recently we have responded to consumer need to develop a chemical free, biodegradable range of cleaning products called the “NO Range.” The funky packaging on all the bottles explain their individual purpose, ranging from odor removers, to stain removers and cleaning products specifically for pet areas. Our products don’t mask the problems, they get to the root of the problem and that’s why they are proving to be so effective.

What else would you like the readers of DogTipper.com to know about your work?

As a company, Pup-Pee Solutions is motivated by the want to break down the barriers to pet ownership. More often than not, people will opt out of owning a pet or surrender a pet as a result of a toileting issue. As a Pet Waste Management company, we seek to solve these problems so that more people can enjoy the privilege that comes with owning a pet!

For More Information:

• Website: www.thepetloo.com
• Email: usa@thepetloo.com | info@thepetloo.com
• BLOG: www.thepetloo.com/blog
• Twitter: www.twitter.com/PetLoo

 

Wilson & Associates is an Independent MFG Representative Firm, which has been serving the Pet & Animal Health Industries since 1993.  Their combined team of nine Sales Associates are strategically located throughout the Western United States and cover: 

• California,
• Arizona,
• Nevada,
• New Mexico,
• Colorado,
• Utah,
• Montana,
• Wyoming,
• Idaho,
• Washington,
• Oregon,
• Alaska  
• Hawaii

Wilson and Associates have over 180 years of combined "Industry" experience in Retail, which is something Pup-Pee’s CEO Tobi Skovron is very excited about. 

“To have a firm like Wilson and Associates as part of our team is very exciting for our young and innovative company. The wealth of experience and a great opportunity to learn from the best in the west is a journey I’m very excited to go on” said Skovron. 

“Wilson & Associates represent some of the Top MFG's in the pet industry and so we are proud to be amongst that group" Skovron added.

 For direct contact with Wilson & Associates for any of the above territories please use the following email westusa@thepetloo.com

Alternatively contact head office in New York on:

+1 646-383-8886 | usa@thepetloo.com

In an article by Jennifer Baliko (Guide to Racks, Shelving and Display Cases) she states that “there's more to racking up sales than a successful product; you also have to find a way to create orderly and attractive retail displays that draw browsers to your shelves.”

And that’s exactly what we have helped many of our retail partners create in their stores with our Pet Loo Display Rack. 

“Displays are the perfect way to present your merchandise to customers.[1]” 

“Your inventory is critical and your space and location are important, but don't underestimate the importance of the image and the feel you project to your customers through your store fixtures.[2]” 

By having a Pet Loo Display Rack in your store you are helping to create an identity for The Pet Loo and allowing customers to interact with the Loo and associated product lines.

Have you ever noticed how people will say “I’m just looking” before shop assistant even have the chance to ask? Customers aren't always eager to talk to store employees but they are quite happy to browse if the products are easily accessible - they can then come back for assistance if they are interested. And what better way for a customer to really get to know a product then have one out on display?  

So why not contact your area Representative or our Head Office to get a Pet Loo Display Rack for your store today?[3]

[3] Display racks involve a minimum order of stock. Contact your Representative or Pup-Pee Solutions Head Office for more details.