Equine Innovations, DBA HoofJack, Inc. - Star

Knowing there’s more than one way to shoe a horse, Kevin Keeler and his partner Dawn Crawford foresaw a strong market for their innovative horseshoeing stand. With a patent pending on the device, they visited the Idaho Small Business Development Center in January 2000 to discuss licensing and royalty issues.

A year later, armed with a refined prototype of the stand, Keeler headed for Kentucky to attend Equitana, the world’s largest horse-related trade show, to introduce the product. The device had tremendous acceptance within the farrier and horse-ownership community, and manufacturing and sales were immediately initiated with the assistance of TechHelp, the manufacturing assistance partnership located on the campus of Boise State University. The Idaho SBDC prepared research reports to identify potential markets, including farrier associations, publications, farrier schools, licensing agencies, horse associations and clubs, veterinary schools, horse-related publications and existing “competitive” suppliers of related products.

Initial efforts to produce the product in volume were discouraging. Design structural problems resulted in time delays, communication problems with the manufacturer and additional expenses. Eventually the product was redesigned to eliminate the structural failures, a new manufacturer was obtained, and production and distribution in volume resulted. During the following eight months ending December 2001, sales totaled $86,165. The company experienced an operating loss for the full year due to tooling charges and initial marketing expenses, but it is anticipated the company will show an operating profit in 2002. The product received the award of Best New Product at the annual National Association of Farrier’s trade show in 2001.

Keeler has shown the true spirit of entrepreneurship in moving from concept to reality with this innovative product. His efforts have resulted in significant success, achieving sales results well in excess of plan. Market awareness of this innovative product has resulted in increased sales in 2002 while allowing a reduction in marketing expense.