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When it comes to mundane products, selling the lifestyle and really knowing the customer is key

When entrepreneur Stuart Kirby decided to reinvent the pooper-scooper, he thought it would fly off pet shop shelves. He wanted to find a better way to clean up after dogs, designing a product that would do for man’s best friend what the flush toilet did for humans more than 100 years ago. Kirby soon discovered, however, that branding a product that was more functional than fashionable was an uphill struggle.

The dooup not only grabs the mess from the garden floor and stores it in a container, but also simultaneously sprays the affected area with a sanitising fluid. While it sounds like a brilliant solution for hygiene conscious dog owners, Kirby admits the nature of the product has made it difficult to brand.

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