The document summarizes research conducted on potential customers for a new candy-flavored toothpaste product called "Candies Toothpaste." Focus groups were conducted with kids, young adults, and parents. Kids and young adults said they would be interested in trying candy-flavored toothpaste and would ask their parents to buy it. However, some parents expressed concerns about their kids eating too much of the toothpaste. The document outlines next steps to further research popular candy flavors, appropriate packaging, and pricing. It also includes mock-ups of a proposed website with pages targeted towards kids, teens, parents and dentists to promote the product.

1. Candies Toothpaste
WE MAKE BRUSHING FUN!
Technology Entrepreneurship
Venture-Lab

2. Candies Toothpaste
WE MAKE BRUSHING FUN!
Low Fidelity Prototype

3. Facebook Launched Test Survey
& Face To Face Interviews

4. General Questions & Responses
• Kids – 6 – 16
– What are your favorite Soda Flavors?
• Dr. Pepper, Mountain Dew, Coca Cola, Root Beer
– What are your favorite Candies?
• Sour Patch Kids, Gum, Twizzlers, Sweet Tarts
– If you had a chance to use candy flavored toothpaste,
would you try it?
• Yes.
– Would you ask your parents to buy it? What would
you tell them?
• Yes. That it tasted good and it was about the same price as
the others.
Follow Up Actions:
- It seems like they like it when it is identified with an existing branded taste.
- Should research larger amount of kids, to identify the first 3 – 4 flavors.
- Is there a generic flavor that we could pursue without brand licensing. (Such as Root
Beer, Vanilla, …)

5. General Questions & Responses
• Young Adults (17 – 25)
– Would you buy this product?
• Yes. (General response from 13, 16, and 19 year olds)
– Why?
• It is kind of goofy and cool. (19 year old)
– What Flavor would you prefer?
• Dr. Pepper. (13, 16 and 19 year old)
– What friend do you think would try it, what friend would you think wouldn’t like to try it?
• All my friends would like to try it.
– If you needed your parents to buy the item, what would you do to convince them?
• I would tell them I wanted to try it and that my friends are trying it.
– What should the color of the toothpaste be, such as Dr. Pepper?
• Don’t make it brown. Just make it like regular tooth paste color, so they don’t think it will stain their
teeth.
– How much would you pay for this item?
• Initially, as it would be a novelty item, I would pay $5 - $6. After a while, I’d want to pay closer to
regular prices.
Follow Up Actions:
- Explore pricing premium for the toothpaste. Sounds like we could charge above the
average price.

6. General Questions & Responses
• Parents (Mother of 3, kids 12 – 19)
– Would you buy this product?
• Probably not.
– Why not?
• I am afraid my kids would eat the toothpaste.
– What if we showed it was kid safe, and had the same
dosage of cavity fighting agents, and your asked for it, and
it cost about the same of your regular toothpaste?
• Yes. I’d try it. I’d be concerned that for young kids, they may eat
too much of it.
Follow Up Actions:
- Is there a health risk for small kids?
- Should we package in smaller tube incase someone ate the whole contents it would
still be below over dosage levels for fluoride?

7. Website Design (Kids Page)
(We haven’t licensed any of these brands yet, concept only)
Kids Parents Dentists Ordering
Candies
Toothpaste
make’s it fun
to brush!
Candies Tooth Paste, Co.
Contact Us
Retailers
Contact Us
News
Products
How To Order

8. Website Design (Teens Page)
(We haven’t licensed any of these brands yet, concept only)
Kids Parents Dentists Ordering
Try Dr. Pepper,
or Bazooka.
Candies Tooth Paste, Co.
Contact Us
Retailers
Contact Us
News
Products
How To Order

9. Website Design (Parents Page)
(We haven’t licensed any of these brands yet, concept only)
Kids Parents Dentists Ordering
Our mission is to make brushing fun, so your kids will have healthier teeth.
Candies Tooth Paste, Co.
Contact Us
Retailers
Contact Us
News
Products
Our products are: How To Order
100% kids safe, Sugar Free, and has the same dosage of flouride and other
active ingredients as leading national brands. The only difference is fun!
Read more on …. (Our FAQ)

10. Website Design (Dentist Page)
(We haven’t licensed any of these brands yet, concept only)
Kids Parents Dentists Ordering
Candies Tooth Paste, Co.
Contact Us
Retailers
Contact Us
You know regular brushing helps make your patient’s dental health better. News
Our products have the same strength as national brands, including: Products
- Sodium Flouride 0.24% (0.15% Flouride Ion) – Anti-Cavity How To Order
- Triclosan – 0.30% - Anti-Gingivitis
Making it fun can help. Please contact us if you’d like samples.
* Here is our report on Candies Toothpaste Dental Health

11. Website Design (FAQ Page)
(We haven’t licensed any of these brands yet, concept only)
Kids Parents Dentists Ordering
What kind of Toothpaste Should I Use?
The one you like the taste of the best Dr. James Merritt
The answer to this is.................. one you like the taste of!! Studies have found if you use a
toothpaste you like the taste of, you are more likely to use it. If you have a high rate of cavities
then I would recommend one with fluoride.
What is Kid Safe Toothpaste?
Any with Flouride in it Dr. Patrick Pulliam Candies Tooth Paste, Co.
The American Academy of Pediatric Dentistry recommends using a fluoride toothpaste as Contact Us
soon as teeth are present. Use a smear in children less than 2 years old and a pea-sized Retailers
amount in children 2-5 years old. Have them spit out the excess after brushing when they are Contact Us
old enough. The children's ones with fluoride tend to have better flavors than the ones for News
adults. Products
How To Order
…More