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Because Bad Behavior Happens

Away from Home, Too

Being a mom is a full-time job, especially when you have two little ones. Lisa Bogart Carvajal knows parenting stress. This South Florida mother has two boys, now aged four and six. When her oldest hit the “terrible twos” and she had a baby in tow, Lisa had her hands full.

Lisa wanted to make sure she managed this stage of their lives without losing her mind—or losing control. After researching parenting books, she found that the “time-out” method was the most successful. You know the drill: Your kids do something bad and you give them a “time-out.” Translation: they have to sit on a chair in their room for a few minutes as punishment for their crime.

But who stays home all day? And kids don’t save their misbehavior for when they’re at home. It didn’t take long before Lisa realized that “time-outs” in public weren’t working. Her kids saw the weakness in the system, too. It was as if they were thinking, “Ha, ha. I can do whatever I want.” It got really ugly.

Not wanting to be beaten by a two-year-old, Lisa decided that she needed to provide a place for them to sit during time-out—wherever they were. So first she looked for a fold-up chair that she could carry around and use when they were out and about. She came up empty-handed. That’s when she decided she needed to go to the mat for a solution. Her friends agreed and encouraged her to design and patent the very item she was shopping for.

Lisa worked on product development for eighteen months. After coming up with a mat design, she involved focus groups and tested different materials, sizes, and portability. With some materials, kids would slide the mat around. Not good. After all, time-out isn’t sit-and-spin-around-on-the-floor time. Lisa’s time-out mat could not be fun.

Lisa found what she was looking for in mouse pad material. The rubber bottom keeps it in place, and if it’s left on the floor and someone steps on it, he or she won’t slip and fall. The material folds easily and can be stuffed into a purse or bag. Also, it’s waterproof, so if you’re at the mall and the floor is dirty, or at the playground and the ground is wet—who cares! You’ve got a clean, dry spot for your child to sit. This material is incredibly durable. Lisa knows; she’s been using the prototypes for three years. She washes them in the washing machine frequently and they still look brand new.

“The Take-Out-Time-Out (TOTO) has not only helped me when we’re out, but it’s helped me at home. I’ve been able to be consistent with the time-out spot because I’m able to move the spot. Now, if I’m cooking dinner and one of my boys shows unacceptable behavior, I just place the mat on the floor next to me in the kitchen. If I’m working on the computer, I place the mat next to me at my desk. I don’t need to stop what I’m doing. TOTO has simplified my life. My discipline method is consistent, and my kids’ behavior has improved as a result. I keep one in my purse, one in my car, one upstairs, and another downstairs.”

Lisa tried four different manufacturers to find a source that could make a good product quickly and efficiently. She wanted to keep it in the U.S. but it would have tripled her cost, so she’s manufacturing the TOTO overseas. The amount she’s invested almost makes her want to cry and, at six to eight hours a day, the mat business is a full-time job added to her already full-time mom job. “Ironically, though, without TOTO, I couldn’t do it—it wouldn’t work, or I’d be neglecting my parenting, which I don’t want to do.”

Lisa’s sales background and entrepreneurial bloodline (her grandfather and father each started businesses) keep her going. She tested the TOTO with mom’s groups when going through product development. She recognized this as a crucial step, saying, “Once the product hits the market, you’re building a reputation. It took a lot of time, but it’s paying off.” Once she had the product, she focused on advertising and the press. Then, after getting the word out, she worked on distribution. Getting it into retail stores has taken some work because it’s an entirely new product. So she’s focusing on building the awareness. After that, she’ll work on branding.

Over the years, competitors stole her idea and even lifted her website copy verbatim. Her husband, Joseph, warned her to be prepared, that others might imitate her idea. The best approach is to take every imitation as a compliment. Her job is to focus on keeping the lead. Lisa has also found that imi-tations help build awareness, educate consumers, and increase customer base—she’s working hard to be sure it stays her customer base.

Lisa has put a great deal of time and money into her TOTO mats and she’s not giving up. Lisa is in this for the long haul and there are no time-outs in sight.