By Shawna Pierson and Kris Kodama - Idaho Statesman Edition Date: 08/28/08 - Just over a year ago I saw the newscast that would change my world. The news story was about how plastic bags were going to be banned in San Francisco, and how they were already banned in several countries.

I remember thinking there was no way I was going to pack a bunch of mismatched, bulky, self-advertising store bags around. There had to be a better way.

The next morning my husband, Ed, and I were heading to the lake with a couple of friends, Mike and Chris Kodama. While we were on the road I told Chris, "I figured out a new business for us last night - you want in?" I explained my idea to Chris and she immediately said she was on board. Our husbands just looked at each other and remarked, "Great, another one of those 'I Told You So Businesses'! " Thus, I Told You So Enterprises, or iTySE ("it-see"), was born.

Chris and I designed our new bags that weekend. This new product would be a stylish outer bag with several sturdy mesh bags stuffed inside. We wanted to set up iTySE LLC correctly with a business plan and business protection. We knew that the bulk of our business would be online sales, and that was a new territory for both of us.

We were referred to Emile Loza at Technology Law Group to file a "patent pending" status on our product. She then took us into the world of intellectual properties. Our portfolio grew with our trademark, copyright, domain names and nondisclosure agreements. Emile's guidance was crucial to forming the base for our company. Who knew you needed an exit strategy before you even got started?

Our next adventure was finding a manufacturer. We wanted to keep production in the United States. I spent hours online trying to find manufacturers; the only ones that would respond were from overseas. Not one U.S. company responded. We met with Oregon Corrections Enterprises (OCE) and were able to secure a contract with its Garment Manufacturing Division.

We could take our business overseas and lower the cost, or stay in the United States and contribute to society. Of course, we have stayed, and we can label our products "Proudly Assembled in the USA."

We have had similar experiences looking for raw materials. When you do find a wholesaler, meeting the minimum order requirements can be a challenge.

Web sites also have been overwhelming at times. Developing a first-class, user-friendly Web site for sales and information is a new world. Learning the ins and outs of proper placement, verbiage, pictures and interpreting Web language has almost been a formal education.

It is estimated that the average family uses about 1,000 bags per year. Many retailers are already rewarding reusable-bag customers (5 cents a bag x 1,000 bags = $50 per year).

Looking back over this first year, the biggest struggle we have is having "day jobs." Most of our work for iTySE is done in the late night hours with Chris at her sewing machine and me online working on our Web site.

I think when you're a woman you don't tend to ask for the things you need, you just figure out how to do it. Kind of like looking at 1 pound of hamburger and needing it to feed six, and soon!

Shawna Pierson and Chris Kodama of Fruitland are the founders of iTySE; reach them at www.ityse.com. Starting Up is a series published on Thursdays. The columns grew from discussions between the Statesman and local tech and entrepreneurial leaders and are coordinated by Julie Howard, a specialist for the Idaho Office of Science and Technology. Reach her at julie.howard@commerce.idaho.gov.

Article written by Shawna Pierson and Kris Kodama - Idaho Statesman
Edition Date: 08/28/08