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”

Attention all entrepreneurs! See Pup-Pee Solutions founder Tobi Skovron on ‘Self Made’, which aired on Wealth TV this Wednesday, November 18^th at 9.30 p.m. (EST)

“Self Made uncovers the stories of modern day entrepreneurs. (It) looks into the lives that turned one-of-a-kind ideas into multi-million dollar enterprises. Each episode tells the story for 4 different entrepreneurs, from concept to current day business.”

Check out when Self Made came and visited Tobi at Pup-Pee in Los Angeles - Click Here

……………………. 

More on Self Made

By: Brendan Floyd 

When you gotta go….you gotta go – and your dog doesn’t know how much you paid for that Persian rug. If your pet is doing its outside business inside, Pup Pee Solutions has the answer with The Pet Loo.  This “backyard in a box” will forever eliminate those early morning bathroom runs, inclement weather walks, and the apprehension over leaving your pet alone for too long.

The Pet Loo features durable synthetic grass atop a platform and a hygienic urine drainage system designed for easy maintenance. No longer will your canine need to rely on you for its dirty deeds, which means peace of mind and a cleaner house.

Tobi Skovron and his wife Simone developed The Pet Loo after purchasing a dog in 2003. Living in an apartment, Tobi & Simone immediately became aware of the difficulties of having a pet and no yard, thus inspiring the creation of the prototype Pet Loo. After three years of developing and fine tuning, the invention hit the market in 2006.

In just three years the product has exploded, enjoying success in 73 countries and earning a devoted following from those who otherwise could not own a dog. “Pets and people’s lifestyles are often impractical. The Pet Loo is a solution rather than just a product,” Tobi remarks. “Our success is genuine and the retailers who have got on board have made a lot of money.” Tobi implores all retailers to “have a go and take a chance,” citing that too much stagnancy can be very detrimental in a slow market.

While several imitators have cropped up, none come close to Pup Pee Solutions. They aggressively preserve their patent protection and intellectual property, ensuring the consumer gets only the best quality product at a reasonable cost.

Whether you’re a busy traveling professional, or just own a dog that’s indiscriminate over its toilet location, there’s no better alternative.

For complete details visit:

USA: www.thepetloo.com/us

Canada: www.thepetloo.com/ca

Australia: www.thepetloo.com/au

UK: www.thepetloo.com/uk

New Zeland: www.thepetloo.com/nz

Taiwan: www.thepetloo.com/tw

Netherlands: www.thepetloo.com/nl

Germany: www.thepetloo.com/de

Brazil: www.thepetloo.com/br

Japan: www.thepetloo.com/jp

Hong Kong: www.thepetloo.com/hk

Singapore: www.thepetloo.com/sg

Italy: www.thepetloo.com/it

Other: www.thepetloo.com/global

http://twitter.com/PetLoo

Start following now!

With Jessica Bruns, Head of Sales in Victoria Australia  

Jess, you meet with pet retailers every day. What sort of response does The Pet Loo, and all other products in Pup-Pee Solutions range, get in the Australian market? 

Pup-Pee solutions are a well known and trusted supplier. The majority of pet retailers in Victoria are aware of the benefits of The Pet Loo and associated products; however there are always extra advantages and benefits to point out.

I am in a unique position where I receive feedback from retailers (many of whom own the Pet Loo themselves) and a wide range of ‘end users’ such as breeders, elderly owners (and owners of elderly pets!) apartment dwellers, owners with large yards as well as everyday pet owners.

To me this just goes to show that The Pet Loo is a solution for a wide range of owners, not just those in apartments. 

As for the enzyme technology, I am constantly amazed by the feedback and the sales figures of all products in the range. Both indicate to me that these products are being chosen by our end users as they know they are effective and safe for their whole family.

The reason our end users are making such wise choices is mainly to do with our retailers and the belief they have in the products, as most of our retailers have tried the products for themselves and have seen the results. 

What do you believe the Australian market is ‘crying out’ for?

Pet ownership figures in Australia show that over 80% of households have at least one pet. This indicates to me a greater need to facilitate pet ownership across all lifestyles. This means providing products that make pet ownership easier and more practical for all Australians.  

Innovative products are always in demand as lifestyles change. This is the beauty of our products, and our company. We are facilitating pet ownership for all across Australia and the world. 

What do you like best about the product range?

I couldn’t say if I have a ‘favorite’ product, the thing I like best about our product range is the originality of our products. It is refreshing to go into the marketplace and offer something new and innovative to consumers, not only in Australia but around the world.

How do you find working with Tobi and Nathan? 

Tobi and Nathan couldn’t really be more different in their approach to our business; however together they are a formidable team with a wealth of knowledge and information.

Nathan’s experience in the pet industry arms us with extensive sales and marketing strategies, as well as constant encouragement and advice.

Tobi brings the flair and passion to the business, he is the one who inspires us all with his hard work and dedication and his superior business knowledge. 

What is it that you love most about your position within Pup-Pee Solutions? 

I have the opportunity to deal with some of the best pet stores Australia wide and of course the common element between all stores is great staff. There are some very competent business owners and managers in our pet industry, as well as some of the best retail workers. Of course my passion for animals will always be the driving force behind my career, so I couldn’t work for a better, more pet friendly company. 

How would you like to see Pup-Pee Solutions to grow in the Australian market?

I believe Pup-Pee solutions will be fundamental in the growth of the pet industry in Australia.I think in the future we will be introducing more new ideas and products to the market and I expect us to remain a leader in the pet industry, focusing on pet waste management and other essentials of pet ownership. 

I will be very pleased to be part of the Pup-Pee team in the years to come, and look forward to the development and release of new products. 

February 24, 2009

This year's Global Pet Expo, which ran from Feb. 12-14, debuted hundreds of new animal-related products, many of which displayed a green focus.(Photo by Presley Adamson)

Green products dominate Global Pet Expo: the industry's largest annual trade show brought out a slew of green products which will be hitting the shelves of pet retailers throughout the country in 2009 — but don't wait until then, get a sneak peak now.

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ORLANDO — From dogs to rabbits and lizards to ferrets, there was something for every pet at the 2009 Global Pet Expo, an annual pet industry showcase event held in Orlando.

The industry's largest annual trade show, the Expo featured thousands of products from more than 800 companies, which displayed everything from unique pet beds to comfy e-collars on Valentine's Day weekend.

Zootoo had an all-access pass to this industry-only event, which was closed to the public. Read on to learn about the innovative products that will hit the shelves in 2009.

For many of the new products featured this year, green was the theme; organic, all natural, and earth-friendly.

"Because it's made from recyclable material, there are no toxins in it, there are no chemicals, there are no odors," said Melissa Rogers of Energetic Solutions Inc., which offers businesses private consultation.

Energetic Solutions is now looking toward green products as the future of many industries, including those that cater to pets.

Rogers spoke of Shoo!Tags, which she says protect animals from fleas, ticks and mosquitoes with electromagnetic frequencies.

Rogers says the tiny tags have a magnetized, non-toxic strip that wards off pests for up to four months, according to Shootag.com.

"It doesn't hurt the flea, it doesn't hurt the pet and it doesn't hurt the planet," Rogers said.

Exercise machines are also going green. GoPet machines require no electricity, come in all sizes and are a plausible alternative for both pets and owners who may not have time for long walks.

"The number one advantage is that it's dog powered," GoPet representative Earl Kauffman said. "They run as far, as fast and as long as they choose. If they're tired, they sit down."

For pet lovers who may have small yards, live in an apartment or 16-story high-rise, there's the Pet Loo.

“We've created that outdoor surface and we've brought it into a contained area, which has a self drainage system underneath," Pet Loo inventor Tobi Skovron said of the "backyard in a box."

Skovron says dogs or cats can be easily trained to use the Pet Loo, which resembles a square of elevated grass. He also says it's perfect for pet lovers who live in small spaces.

"Because it's so light and movable, you can bring it indoors, outdoors," Skovron said. "You can take it on your boat. You can keep it on the balcony in your condo. It basically breaks down that barrier to pet ownership."

Many other new products came in the form of eco-friendly toys and all natural grooming options.

New varieties of organic food and treats were also introduced, as well as homeopathic herbs, which are advertised to treat everything from inflammation to digestive problems.

"People would come to us as a last resort but now people are coming as a first option," said Hilary Self of Hilton Herbs, a UK manufacturer and supplier of herbal health supplements for animals. "They care for their animals like they care for their children and they want to help them so it's certainly really growing."

Finally, while they may not be 100 percent organic, special dog towels, called Towel Togs, will conserve the time and energy it takes to wrestle with a wet dog. The one-piece suit, made of an absorbent microfiber, slips on over a dog's head and resembles a simple winter coat.

Inventor Inge Bonfoey came up with the idea after her dog, Bailey, was constantly in and out of their lake.

"They don't like that feeling, being wet," Bonfoey said. "So they like this. They love these. It feels good on them."

"The beauty of it is it's anchored at both the neck and the tail so that when they're romping around it stays in place."

All the products are available online and will soon be showing up in retail outlets across the nation.

Tell us what you think about "Green Products Dominate Global Pet Expo" below. Share your favorite videos by clicking on the ZootooTV tab. Send us your story ideas by e-mailing us at news@zootoo.com or by calling us at 877-777-4204.

For more information on the aforementioned products, visit, respectively: ShooTag.com, GoPetUSA.com, www.thepetloo.com, HiltonHerbs.com and TowelTogs.com.

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