One of my clients, Nomaco, came to me with a challenging proposition. How could we use the excess foam scrap that comes from our production for good? Can you find a way to create a product line that provides value to us, our community, and helps the environment? This is the story of ResQ and how we will PAW IT FORWARD. 
I worked for Nomaco about 13 years ago helping them with their retail business unit. We rebranded pool noodles as PLANET F.O.A.M. – Fun on A Mission and test-marketed a construction toy product called Dreambuilders. For 40 years, Nomaco has been a leader in engineered foam making products from pipe insulation, backerod, Nomaflex and foam for the mattress industry. Recently they launched Herculean, a revolutionary structural foam that will soon transfoam several categories.
Start by Listening
I decided that the first step would be to talk with different groups of people who might provide me with inspiration and ideas. I assembled several listening sessions where former colleagues, friends and their friends could talk about the challenge. Over six weeks, I collected more than one-hundred thoughts and possibilities. Without judgment, I grouped and categorized all of the ideas into buckets.
Still, I didn’t have an epiphany, that I hoped would answer the question, what the heck do I do? I held one more brainstorming session with friends who I knew and several who were connections of Danny Rosin. We met at Brand Fuel in his conference room, and we focused on a more strategic discussion of the project.
Brainstorming
During this brainstorming session, Danny invited someone he knew who he said could contribute to this work. She was a student at NC State who had a business called Reborn Clothing. She upcycled things like excess university t-shirts and other printed apparel that the schools were going to destroy, and she 
rescued them from the landfills.
Emily creates products like laptop covers, gym bags, blankets, and other fun products with their excess t-shirts. They transform beloved garments into useful items.
Emily Neville brought to the discussion a passion around her business and sustainability. She kept mentioning this idea of rescuing fabric from landfills. I guess it stuck in my head.
Taking a Walk with Walter
That next weekend, I took a walk with my daughter’s dog Walter, and an idea occurred to me.
What if there was a business that could rescue fabric, rescue foam and the beneficiary would be rescue dogs?
Although I never had a dog, my daughter and son-in-law recently got a beautiful collie, and Walter (Mitty) came to visit us a few times. I can see how easy it is to fall in love with a dog. Our household has always had cats since my wife, and I met more than 44 years ago.
So, this idea started bubbling up. How could we use the excess foam in a business with a purpose? I believed that whatever design we landed on had to have a meaningful point of difference. We couldn’t just make a product and sell it. We needed a hook. And, since it is the advice, I give others, we needed to find a community and serve them.
Give me Shelter
I had never been to an animal shelter or rescue facility. So, I went to a few local ones to talk with the managing directors. While visiting, I learned about the plight of rescue dogs and the challenges faced by people to adopt those animals. It can cost several hundred dollars to adopt a rescue dog, and I wondered if a business could help support this need.
Sometimes the universe connects the dots for you. When I came by Emily’s sewing space, next door to her was Second Chance Adoption Center, the oldest no-kill animal shelter in Wake County, where I live. I got to meet Lisa Imhoff, their managing director and got a tour of the facility. When I shared the idea with her, she said, “this is a great idea – how can we participate?”
The idea evolved. I shared it with several friends to get some initial feedback. Since it was a simple idea, I could explain it in a sentence.
What do you think if there was a brand of dog beds that were made from rescued fabric and foam and, for every dog bed purchased, we donate one to an animal shelter to encourage adoption?
I thought that this should be called Buy One, Gift One. (BOGO).
The response I got was overwhelmingly positive. That always scares me because I don’t like anecdotes. I do love data. What would hundreds of people from this community think? Is this a good idea? Is this worthy of pursuing? Fortunately, I had a friend named Clayton who owns PawBoost, a sort of amber alert for lost dogs. He loved the idea and offered to allow us to survey thousands of his subscribers to his app since they were the community we wanted to serve.
Survey Says
When we got over 500 completed surveys, and the idea was universally loved, I knew we were on to something special. We even surveyed one-thousand shelters to test the concept and learned some incredibly valuable information from them and got enthusiastic thumbs up too. In fact, in the opened-ended questions, many respondents made the obvious leap – oh, this is like Tom’s for Dogs. Tom’s Shoes gives away a pair of shoes for every pair of shoes purchased.
Out to Launch
So today is launch day for this new business. It has been an incredible journey so far. We will be 
marketing our story through Instagram, Facebook, and a few other platforms. I’ll write more about this in a future post. You can follow us on Instagram at @resqbogo – Check out our introductory video here.
ResQ beds make a great holiday gift. When you buy one for your dog, we donate one to help a dog get adopted.
Won’t you help me paw it forward?
If you’d like to visit our ResQ website, click here.
Here are a few testimonials from friends, family and a few strangers.
“Our German Shepherd rescue Romy loves his ResQ bed because he can nest and relax. I love ResQ because I know that my purchase helped get a rescue dog adopted.”
Tom and Susan
“We are so happy to partner with ResQ and to be their first outlet for the free dog beds for adopted dogs. I’m confident that when I tell new rescue dog adopters that they can get a ResQ bed for free, their eyes will light up with joy because it is one less expense for adoption. I can’t wait to have other rescue shelters join us.”
Lisa Imhof, Director, Second Chance Pet Adoptions, Raleigh, NC
“Brody my seven-year-old rescue lab jumped right onto his new ResQ bed. The fleece top was soft and comfy for his tired bones. Even his little brother Leonard found room to snuggle too.”
Mitch
“When we placed the ResQ bed for Marvin in our living room, we hoped he would find it comfortable. He sniffed it and pawed it and then jumped on top. He loved the soft fleece topping. As he walked around it, he snuggled in a comfy corner making a space all his own. I love that ResQ is like Tom’s for dog beds and my purchase helps get a rescue dog adopted. Thank you ResQ.”
Julia
“As the lead designer at Reborn, I was excited to work on a project that gave my newly adopted rescue dog the perfect place to rest. Judah loves his bed and I hope you enjoy yours too.”
Emma
“Hola! I wanted to let you know that Ollie loves his bed 🙂 It’s funny but he likes to sit on it WHILE on the sofa, not on the floor because he likes to be close to us. We put his ResQ bed on the sofa. LOL.”
Yoli
“According to Nala, it was love at first sight.”
Lars 
“We have been through a lot of beds for Walter but ResQ is different. He loves the bed’s size, the softness and overall comfort. And we like that it keeps him off the sofa.”
Fanny and Tony
Does your business need a marketing coach, guide or sherpa? Are you generating enough leads? Is your marketing underperforming? I can help.
You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
