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익명
2016-07-08 08:39:58
찾아보니 울워스는 회사 아니고 사람 이름인 걸로...
This was the experience of Chester M. Woolworth, the president of the Animal Trap Company of America. Mr. Woolworth had tried to improve this company’s five-cent mousetrap. In 1928, he succeeded in improving but not in selling it. One problem was that the improved version sold for twelve cents (almost two and one-half times as much as its predecessor). Another is explained at page 8 in Venture Capital: A Guidebook for New Enterprises (U.S. Govt. Printing Office 1972):
Mr. Woolworth failed to look carefully at the way the average family used a mousetrap. The mousetrap was normally purchased by the husband who set the trap at night after the children were in bed. In the morning, the husband hurried off to work leaving the dead mouse in the trap. The housewife did not want a dead mouse around all day so she would pick up the trap and dispose of the mouse and the trap.
Unfortunately for Mr. Woolworth, the new trap looked too expensive to throw away. So, the wife was forced to remove the mouse and clean the trap. Obviously, the average housewife felt much happier with the old five cent trap which could be thrown away. While the husband might buy the improved trap, the wife did not want it to be used. Thus, sales of the improved mousetrap were very low.
If an experienced manufacturer can make such a mistake, imagine the situation faced by people lacking that kind of insight. This may account for few independent inventors earning significant income from a first patented invention. Because patents cost thousands of dollars, market potential should be and continue to be a primary concern. :
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