Birth of an innovation

Wendy Wakefield models her Over Shoulder Bump Supporter, which has attracted interest in the United States. Picture / Simon Baker

Accountants are incredibly modest folk. Most of them can't wait to tell you how boring they are. And most of us believe their stereotype.

Wendy Wakefield's friends obviously did. When this enterprising accountant announced her invention, she got "all the standard jokes about beancounters never having original ideas ... unless you're looking for creative accountancy."

Her response is that originality's easy. Lots of people (including accountants) "come up with ideas. But very few take it any further. It's quite a lot of effort to take an idea further, not to mention expense."

Her effort began with "a heavily pregnant lady at work. She used to walk around holding her tummy up because she couldn't find any hands-free support. There was a corset, but it was a terrible thing."

Though not a parent herself, Wendy wanted to create something simple and comfortable, "like a pair of hands", for bearer and "bump" - as the baby was known. She pondered the problem in solitude on her 30ha farm and during her hour-long commuter trips.

"I just kept turning things over. If you think long enough, something comes to you." And it did. And she made it - using a sewing machine set up among the accountancy texts in her home office.

To ensure it was a baby boon, several mums test-drove the sling-shaped prototypes. "They'd wear one for a week, then tell me where it needed to be altered. So I'd do that and they'd try it again.

"As did midwives, and I took it to an obstetrician to check if there was any possibility of it doing any damage. And he said, 'No'." Having got that opinion, Wendy felt confident she had a product "which people would buy because it would help them. That's the whole purpose. To help them".

So, with its unique "easy adjustment velcro front section" safely patented, she launched the Over Shoulder Bump Supporter (retaining her workmate's irreverent term) in four sizes and two colours, white and black, "because a lot of professional woman have black wardrobes".

Wendy was determined to have her aid made here, but the cost meant unpalatably small retail margins, hence, no supporters in-store. Instead, the inventor's turned e-tailer, with her own website, www.osbs.co.nz

Enter the Americans; specifically, the Americans from wbuy.tv, a company that broadcasts infomercials on appropriate channels. "They have a team who scour the world looking for unusual things." And they found one on Wendy's website.

But wait. There's more. Like a lot of negotiating, the upshot of which is a trial shipment of 600 going to wbuy so the Over Shoulder Bump Supporter could hit US screens two months ago.

"Attention, moms to be," the ad begins, "Do you want help carrying your baby around?" It then lists the benefits of supporting "your little passenger snugly", better posture, less pressure on the bladder and reduced likelihood of varicose veins and stretch marks. So hurry! Call now!

And people are, apparently. Wendy doesn't know exactly how many to date but, being an accountant, she does know how many she'll need to repay what she's borrowed so far. "For it to support itself and recover the loans, I have to sell 7000."

Or about 6000 more. But she always knew this invention would take longer than nine months to deliver. "That's the best thing about getting into the US market. They have 3.8 million births a year. And you don't need a big share in a market that size to succeed.