Inventor Amy Vohs
11/30/2022
Amy Vohs is an inventor of mostly baby products. She has sold more than 1.1 million at Walmart, Buy, Buy Baby and Amazon, plus in boutiques and on her website. We asked her to lunch recently, and she chose the Scooter’s in West Glen.
Scooter’s is an Omaha-based coffee chain that features artisan espresso drinks, fruit smoothies, baked-from-scratch pastries and a signature drink, the Caramelicious. The company also recently added depth to its profile with a line of organic hot and iced teas, single-origin coffee, and cold brew and cream. The store was busy at an odd hour. That should not surprise. According to the latest market trends compiled by the National Coffee Association, 60% of Americans drink coffee daily. That’s more than reported drinking tea, juice, soda, or even tap water. And the number of people who reported buying coffee at a coffee shop or restaurant has risen 20% since January of 2021. So, over dark roast coffee and mango matcha, we discussed inventions, marketing, sports and the role of the impresario.
Many inventors have never attended college. Tom Edison never even attended high school. Did Vohs plan her career as an inventor from a young age?
“No, not really. I never graduated from college. I just didn’t see the ROI (return on investment). I was working for Mercy Franklin as a psychological associate when I first got an idea to market.
“My son was a baby then, and he was a notorious chucker. He would throw things across the room or drop them onto the floor. Items that were supposed to go into his mouth like sippy cups and spoons landed in some of the most unsanitary places like the public bathroom at the mall or onto filthy restaurant floors. I am a germophobe, so I had to do something. Outings quickly became a search-and-rescue mission for the items he lost, and sanitizing everything became a logistical nightmare.”
How long did it take to bring her first invention to market?
“Two years, and that was mostly to test the right materials. The first 20 did not work. Then we found something similar to silicone, but unlike silicone, this is recyclable. We have four colors. It’s called ‘universal cup strap.’ They are dishwasher safe and cost about $10.”
How long did the patent take, and how did you find partners to help with distribution?
“The patent took five years, but we could sell ‘patent pending.’ Walmart, Toys R Us and Buy Buy Baby (which is a division of Bed, Bath and Beyond) liked our stuff. Lisa Rae of Sweet Dreams in East Village really helped me with lining up boutique stores.”
What came next?
“My son complained about the taste of his teether. There were lots of plastic necklaces and teethers on the market, but none were flavored. So, I experimented with flavors that my son liked and found several. They were all owned by Kraft Foods. I partnered with them, and we came up with four flavored straws that are based on Kool Aid products. They are called Yummeze, like the teethers. Mothers love them because they encourage kids to drink more water, without adding calories or sugar. Their market is even bigger than baby products. Adults even like them.”
Vohs has partnered with Kraft and sold to Walmart. How did she pull that off?
“I just made the phone call. If you don’t make that first phone call, you will never know what might have been.”
What about growing up in Iowa? How did that shape your attitude and make you inventive?
“I grew up in Grundy Center and Cedar Rapids. Then, my parents got divorced, and I moved to Wellsburg. At the time, that was the end of my world. I lost my friends and my teachers and missed the bigger towns. It turned into a great life-changing move for me, though.
“I think you have to always be looking for the silver lining. Kurt Vonnegut wrote in ‘Cat’s Cradle’ that ‘Abrupt changes in travel plans are dancing lessons from God.’ They are if you are open to the possibility. You control your life situations if you believe you do.”
Vohs is also active in not-for-profit enterprises. How did that start?
“My son grew up and started loving football. So, I began asking for used footballs and started a 10-team league for middle-school-aged kids. Then, I thought about how to involve more young athletes. I called Alan Lazard of the Green Bay Packers, Iowa State and Urbandale. He said he’d love to hold an instructional camp for 8- to 17-year-olds. Three-hundred-fifty showed up for that. Alan is a fabulous guy. He waited around two hours to be sure every kid who wanted a selfie or an autograph got one. You have to make that first phone call.
“He explained himself as ‘I am here for the kids.’ Very few Iowans who make it in the major leagues come back to Iowa to do such things. Fred Jackson and Bob Hanson did, but few. You just never know what can be if you don’t make that first call. I am going to Minneapolis tomorrow to talk about bringing a star Timberwolves player here.
“It is also amazing in Iowa how people direct you if you flail. I called Iowa State University’s College of Industrial Design. After a couple suggestions, I met David Ringholz. He assigned the design of one of our products to a senior industrial design class. That was a big help.” ♦
