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Start Your Business Success Stories

Small Business Snapshot: ezpz

Small Business Snapshot: ezpz Credit: Paul Joyner Photo

Our Small Business Snapshot series features photos that represent, in just one image, what the small businesses we feature are all about. Lindsey Laurain, founder of ezpz, a business founded in 2014 that creates silicone serving ware to make kids' eating and clean-up easier, explains how this image represents her business.

Laurain explains...

This photo holds a special place in my heart because it is from one of our first photo shoots. The boys are my identical twins, who are always around to help team ezpz with product testing and, of course, modeling. Paul Joyner, our photographer, conducted the shoot in our house, and since he is known as "Uncle Joyner" with my boys, we were extremely comfortable. We wanted to showcase the product, but also that mealtime should be a happy experience, not something that parents dread. This photo also is a reminder of how far we have come in such a short period of time, and it puts a smile on my face!

We have 3 young boys and our life can be pretty chaotic, especially at meal time. My husband and I were fed up with the messiness and clean-up time dedicated to each meal. One night — in the midst of his frustration — my husband said, "Someone needs to create something kids can't toss or throw at meals!" The next day I hopped online and low and behold, nothing existed. From that day on I was committed to creating products that made meals with kids "ezpz" — and that's how the Happy Mat came to be.

Since our launch on Kickstarter in December 2014, we have received an extremely positive response from everyone from retailers, occupational therapists and feeding specialists to the end consumer. We are thrilled that we are truly making a difference, as we have met kids and adults with low vision, cerebral palsy and Down syndrome that are eating independently for the first time.

Of course, our journey hasn’t been entirely positive, as we have the challenge of actively dealing with counterfeit products on a daily basis. We have secured trademark and design protection in many countries, and we are in the process of prosecuting the utility patent.

Brittney Helmrich

Brittney M. Helmrich graduated from Drew University in 2012 with a B.A. in History and Creative Writing. She joined the Business News Daily team in 2014 after working as the editor-in-chief of an online college life and advice publication for two years. Follow Brittney on Twitter at @brittneyplz, or contact her by email.