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On any typical work day, you might find Richard Shandelman installing
anti-scald valves, latches for cabinets or toilet lid locks.
Shandelman is in the business of baby-proofing houses.
His Blue Bell firm, Safe & Sound, evaluates homes for child
safety hazards, develops and installs safety equipment and educates
parents on how to safeguard their homes from hazards.
Now 5-year-old, Safe & Sound has grown as quickly as the children
it helps to protect. During the last four years, revenues have increased
by 100 percent each year, said Shandelman.
The idea for the business sprang was conceived in the early '90s,
said Shandelman, who at the time was self-employed as a radio frequency
design consultant. One of his clients was complaining that his 18-month
old baby was "getting into everything; the client also was
frustrated with defective safety products he had purchased from
local hardware stores.
At the same time, Shandelman's wife was pregnant. "A light
bulb just went off in my head," he said. He then started the
company with personal savings and spent the next year or so analyzing
home hazards for children under the age of six, developing a procedure
to test child safety products in the marketplace and designing custom
procedures and installations for those products.
Then, in 1994, the company received its first big break. It gained
regional exposure by consulting with home builders such as Ryan
Homes and the Quaker Group to design child-friendly homes. "Every
home that was built in (Ryan's) launch community had a child-safety
package integrated into it," said Shandelman.
The company's aggressive marketing techniques, including cold-calling,
helped push open doors into local day-care centers that, in turn,
helped it promote its child-safety education program to parents.
Likewise, it formed alliances with child-safety associations such
as the Juvenile Product Manufacturing Association and consulted
with manufacturers such as Gerry Baby Products to help them design
safer products.
Still hungry for exposure, the company aligned itself with Jefferson
Health System late last year. The health-care provider will promote
the firm's services in its health and child safety newsletter that
is distributed to parents of newborns.
Safe & Sound now supports five employees and boasts more than
1,000 clients in the region, Shandelman said. Its service fees range
from $250 to $3,000, but most clients pay between $500 and $750
for a full child-safety package, which includes custom installation
of gates, cabinet latches, hearth protection, anti-scald valves
in the kitchen and bathrooms, outlet covers, smoke detectors and
fire extinguishers.
The company also tests a household's water for toxins and bacteria
and, if the house was built prior to 1977, checks for lead in paint,
especially around the house's windows and base moldings.
While it uses products from about 20 different manufacturers, the
business has developed new ways to install them and began creating
a proprietary line of child safety products such as a child-wandering
device or invisible leash that helps parents track the location
of their child.
Outside of the several hundred mom-and-pop child safety businesses
that exist in the U.S., Shandelman said the company virtually has
no competition. Yet, without additional financing, his business
would have likely stagnated. In response, he partnered last year
with Peter Lipschutz, a 20 year veteran of the safety industry,
to boost his business to the next level: franchising.
"The reason we're franchisng vs. expanding with sales offices
is because we'll grow faster and create our distribution channels
for our proprietary product line a lot faster," Shandelman
said. He recently hired a director of franchise development to launch
the program, which will initially target the Northeast.
By 2005, Safe & Sound hopes to have 100 franchisees. "But
we're going to be very selective in choosing them," said Shandelman,
explaining that the company is seeking entrepreneurs who relate
well to people and are committed to working the business. "We
have a very extensive six-day training program and will do periodic
visits with each franchisee to make sure that they're experts in
all aspects of our business."
By tapping into existing databases of people interested in franchises,
the company mails introduction letters or brochures and maintains
listings in franchise publications. The initial franchise fee is
$19,500. Depending upon the amount of supplies and equipment needed,
total capitalization costs can range from $30,700 to $43,100.
"One of the exciting parts about this business is that it's
relatively virgin territory, it's wide open," said Lipschutz,
who also serves as the company's chief operating officer. "A
lot of products that are sold in stores are really inferior and
can cause a lot of problems. There's a tremendous need for (our
services) and people are very excited about it."
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