Brad,
If you were to license it to say Munchkins, you would typically recoup your investment right away, or quickly (with a signing bonus) and as long as you asked for minimum guarantees on sales for the first year or so you would be making money right off the bat. It could be years before finding the black doing it on your own. You also protect yourself with a lengthy well written licensing agreement that has language and performance clauses that give you an out if they are not meeting the contractual obligations.
Munchkins already has national distribution set up, as well as really good placement on shelves at most national retailers. You don’t have to worry about winding up in a dusty corner. Plus, they (or most licensees) would have the ad budget to introduce it nationally as well. That way, I know before I walk in Target exactly what I am there to buy. Next time you are in Walmart look at how many spots you can buy batteries…electronics, baby, checkout, kids, the list goes on and on. Retailers give their best accounts the best shelf space icluding end caps. Track records are good, but it takes a lot of investment as far as time and money to get one, and there are still no guarantees.
Since they are already making similar products it would be an easy add on and they would see it as favorable since they wouldn’t have to invest huge in a new product. Yes, you run the risk of someone stealing it, but that happened as soon as your website went public. Typical infringement cases you’re looking at 7 figures to fight, not really worth it. Usually doesn’t pay out. I like to think the best in people and if you follow the proper channels as far as non competes and working with someone in the business (like an agent, or consultant) it helps. (If you have a cavity you go to a dentist, not someone who only read a book on dentistry.)
Let’s say you do it on your own. You have a huge investment up front. You probably start local and hope for national accounts. You carry your own insurance and work your tail off. Once you land a national account you have to have the money available to fill the orders, packaging, etc. If it fails, it’s all on you.
Either way it’s a big risk. No if’s ands or but’s about it. I think the reason I always steer towards licensing is because I am more conservative and not that risky. I don’t gamble. And either way it is a gamble. Sometimes I tell people if you try licensing and it’s not out there, at least you know exactly where you stand. It doesn’t cost much to try and doesn’t take very long to see if someone is interested.
I hope that helps??? I wish you the best of luck and I would totally buy one. Last night my son spilled a brand new pop I had just poured. You should put it on pitchers also…so when your 3 year old tries to get the kool aid out of the icebox on his own it doesn’t end up ALL OVER THE FRIDGE AND THE FLOOR!