Myyfeed Baby Feed Bottle as seen on BBC3's BYOB
Episode 4 of BBC3's Be Your Own Boss featured the innovative Myyfeed Baby Feed bottle designed by Ash Reza. He came up with the idea after his sister explained the frustrations of feeding a young child whilst on the move and having to take containers for milk formula, hot water and a feeding bottle. Ash designed a bottle that ingenuously integrates all 3 containers in to one bottle therefore simplifying the feeding process. His idea was spotted at the Be Your Own Boss expo in London by Richard Reed who seed funded initial developments. Ash also received a boost during the programme with some positive feedback from Richard Branson. Ash eventually won investment of £65,000 from Reed who was impressed not only with the Myyfeed but with Ash's determination and hard-work.
Ash Reza is understandably busy at the moment developing his products and answering the deluge of emails he has had since his TV appearance. However, he found time to answer our questions about his product Myyfeed and his experience on Be Your Own Boss.
Firstly, congratulations on creating such a great product – I think a lot of people would like to know when and where they can get a Myyfeed. What stage is the product at now? Are you talking to retailers?
The Myyfeed is currently in development stage and we are aiming to launch in summer 2013. We have pitched the Myyfeed to John Lewis, Mamas & Papas, Toys R Us and Boots Plc. All have expressed a lot of interest and want to stock the Myyfeed in their stores and also on their online website, so the Myyfeed will be accessible to all once we have launched.
What has it been like since appearing on Be Your Own Boss? How did you find the whole ‘being on television’ and BYOB experience?
The journey has been nerve wrecking but exiting and the experience I gained was second to nothing. Two of my greatest experiences I had whilst shooting with BYOB was firstly when I was at the Expo in London, it was just amazing to see so many entrepreneurs under one roof. you could literally feel the passion and talent in the atmosphere. To me all the participants are winners! Secondly, was when I met the Entrepreneur of Entrepreneurs Sir Richard Branson, he was so calm, down to earth, positive, encouraging; these are qualities I wish to have one day. His recognition of the Myyfeed was the best, I still remember when I gave my demonstration and he said “bloody hell, that is brilliant” I will never forget his reaction, and also he has ordered the first 6 Myyfeed‘s for his future grandchildren. I could not ask for a better first customer!
It was obviously amazing that you got to meet Sir Richard Branson; what was that like? Did he offer you any advice?
“Bloody Hell! That's brilliant” Branson is impressed
His advice was to focus on what’s important the UK market first and also to ignore what people may say about how you will fail. He said if you have something unique and work hard you will eventually make it a success. I guess this is something which we can learn from Innocent and their story. How in the beginning they got refused from everyone and now they are 1 of the biggest brands in the UK. I hope I can make Myyfeed into a strong brand by sticking to what I believe and what my vision is, which is to make the lives of parents easy and make feeding more simple.
How has it been working with Richard Reed? What has he asked you to concentrate on? What’s next for Myyfeed?
Richard is an excellent investor and a mentor. He has advised me to drive cost down and to focus on the product and get the retailers on board. We are currently negotiating with product design consultancy 3form Design to invest also and make Myyfeed happen as we had a short fall in the investment which we required to get the Myyfeed onto the Market. To make a product successful I believe you need a good team behind you whether that may be your investors your design consultants, everyone has expertise they can offer and I want to maximize and use this expertise to make Myyfeed a success.
Do you have any advice for anyone who has a killer idea for a new product?
Winning formula – Ash receives investment of £65,000
My advice to all would be if you have a great idea and are willing to work day and night to make it work then go for it. But do your market research and before you go for investment ensure your proposal for investment is worthwhile for an investor. What I mean by this is have what I call the investors check list; these are critical millstones which you need to have met before seeking investment – these are: 1, Have something tangible, prototype/sample/website 2, Look into Patents, Design rights or trademark, make sure you have your IP covered 3, Have you done your market research, have you trialled the product or service 4, What is your route to market have you got retailers or customers on board and interested. If you have a tick next to all of these and you have a great idea and the investor can see the passion and commitment in you then I’m sure you will get investment. So good luck to you all!
Thanks for your time Ash and wish you the best of luck with Myyfeed.
The Myyfeed website can be found here >
3form Design can be found here >
3form Design product design consultancy worked with Ash to produce the Myyfeed concepts shown
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