A Greater Manchester business went from ideation to commercialisation by drawing on the network of innovation support to overcome its challenges.
Grant funding secured
Increase in website unique visitors
There wouldn’t have been a project without all the support we received. I’m really humbled by the amount of help we have had.
Rebecca Lee, Project/Compliance Manager, Fabricon
Glance at the website of design engineering business Fabricon Design Ltd, with its recent examples of airport lighting, fenestration and cash machine projects, and pet sanitation doesn’t necessarily spring to mind.
But thanks to unlocking a wide range of transformational business support, the Ashton-under-Lyne company is poised to make a big splash with its new product line: the UK’s first domestic home dog shower. Since launch, the product has continued to evolve, with expansion plans now focused on scaling production, increasing distribution and growing market awareness across the UK.
Spotting a gap in the market
The idea came to Rebecca Lee, Project/Compliance Manager at Fabricon, when her daughter got a new puppy – Pablo, a cockapoo – four years ago: “Taking him out for walks was brilliant, arriving back home less so,” smiles Rebecca.
“There’d be the rigmarole of bringing him through the house and up the stairs to the bathroom, and then trying to clean his paws. I’d look at the state of the carpets, walls and furniture afterwards and there’d be a trail of destruction! The alternative was to hose him down outside, which was unpleasant for both of us.”
It wasn’t long before Rebecca realised there was a gap in the market for something that ended this bathtime pain which Fabricon could, well, plug: “I found myself wondering why nobody had made a dog shower that you can just slot into your utility room or kitchen – it would save so much hassle. So, I approached my Managing Director and suggested we design one.
“My vision was for something that could be installed by anyone – in the same way that you don’t need a plumber to fit a washing machine – and seamlessly integrated into homes alongside other appliances and sinks. Fortunately, Managing Director Mark Bushdyhan saw the potential in the benefits of a dog shower. Mark has previous experience in design and patenting bathroom adaptation equipment, which we manufacture today.”
Turning their idea into a product
Following four years of development, a timeline hampered by Covid as well as a range of technical challenges, the Incredible Dog Shower successfully launched and has since entered its next phase of commercial growth.
“There wouldn’t have been a project without all the support we received. I’m really humbled by the amount of help we have had to develop and bring to market something that’s going to improve the quality of life for dogs and their owners," said Rebecca.
“GM Business Growth Hub was the first stepping stone. Through them I was put in touch with Innovate UK EDGE, where we were able to access funding and connect with the National Composite Centre for composite design support, as well as also being recommended for a wonderful mentoring scheme. Finally, once the design and development had finished, the Hub helped us bring the dog shower to market. I can’t thank all the team enough, they are amazing!”
From our position at the centre of Greater Manchester’s innovation ecosystem, we’re able provide free specialist support and help businesses to access the expertise, facilities and funding they need to take their project forward. Contact us now to see how your business could benefit.
Innovation funding and product development
Rebecca successfully applied for a £15,000 Innovate UK EDGE grant available for new products. She says, “I've been to several roundtables where funding was discussed, where people have said that the application procedure is lengthy and complicated, but Innovate UK and the Business Growth Hub are there to help, and I found it pretty easy.”
The £15k helped fund a project with the specialists at the National Composite Centre to create a mould so that the Incredible Dog Shower could be produced using the method of RIFT manufacture, which gives a smoother finish on the dog shower’s contours.
Development of the value proposition and marketing strategy
The Hub’s Innovation team helped Rebecca to build an evidence-based value proposition, assisting with the creation of customer personas, determining how they could see the product benefitting them and the price they would be willing to pay. The results confirmed a demand for the product and provided the platform for building the proposition.
Market research was carried out, initially focused on B2C markets, then kitchen manufacturers, retailers, and holiday homes. Rebecca was coached to carry out research with these customer groups, as well as supported in organising home testing of the shower units by dog owners.
“I had carried out my own market research at the beginning of the project, with limited knowledge of how to go about it,” says Rebecca. “ I was able to properly reassess the research and go back out to the market to understand the demand. I was really surprised to discover how anxious the grooming parlour can make some dogs. This really helped confirm that there was a definite need for the dog shower.”
These activities provided Fabricon’s Managing Director with the confidence to invest in the dog shower development. Mark Bushdyhan says, “It has been great to have access to funding and skills to support our design and development of the Incredible Dog Shower.”
The Hub also supported Rebecca to develop effective marketing tools, including a rewritten website that has seen a resulting 200% increase in unique visitors, and provided guidance on the development of a brand pyramid.
Mentoring
Rebecca was introduced by their Hub Innovation Specialist to a mentoring scheme with Amazon, where she spent time with Johan Hanekom, Principal for Sustainability and Innovation at Amazon Web Services, and a globally recognised expert on strategy, innovation and growth.
“Johan has shared his lived experiences in business and innovation,” she says. “His advice is inspirational, motivating and empowering. During development of the dog shower, there have been many setbacks, but Johan helped me see that seeking out solutions and working around these challenges is how I can turn the obstacles upside down – to make the situation work in my favour, which could eventually lead to a better option.
The scheme included a visit to the Amazon Robotics Centre in Bolton, where SMEs learnt about Amazon’s culture of continuous improvement, sustainability journey, 16 principles of leadership and approach to innovation.
Going from launch to scale-up
Since launching the Incredible Dog Shower, Fabricon has continued to build on the strong foundations established during product development and is now focused on commercial growth and scaling the business.
The product range has expanded beyond the original launch model to include new fixtures, finishes and installation configurations, helping the business meet the needs of different property types and customer requirements.
To support this next stage of growth, Rebecca Lee recently established The Dog Shower Co alongside business partner Lorne Entwistle. The new venture has been created to focus on brand growth, distribution and product rollout, with additional commercial and investment expertise helping to support accelerated market entry and increased production capacity.
The business is also progressing its supply chain and manufacturing arrangements, including working with key partners such as KBBG Der Kreis to strengthen routes into the kitchen, bathroom and utility sectors. Alongside this, a more structured supply and distribution model is being developed ahead of a wider market rollout.
Growing visibility and increasing market demand
Market awareness of the Incredible Dog Shower continues to grow through a combination of consumer exhibitions, trade engagement and national media exposure.
The business recently exhibited at the Ideal Home Show in London, where the product generated significant interest from homeowners and trade visitors. This activity is continuing through a presence at the Glasgow Ideal Home Show and other opportunities to engage potential customers and partners.
The product has also received national exposure through a feature on This Morning, alongside visibility gained through Clare Balding's involvement at the Dogs Trust stand, helping to strengthen awareness within the pet care and welfare sector.
Expanding their product offering
To support different customer needs, the business has introduced a two-tier product offering. The Signature Bespoke range is aimed at premium installations and design-led projects, while the Everyday range has been developed for broader domestic adoption and ease of installation.
This dual approach is helping the business engage a wider range of customers, from homeowners and interior designers to retailers, installers and trade partners.
“As a UK-based, northern business we are looking forward to revolutionising the dog washing experience!” says Rebecca.
For more information on the dog shower, which is manufactured in the UK to the highest quality standards, visit www.incredibledogshower.co.uk.
Contact our team today on 0161 359 3050 or at bgh@growthco.uk to find out how we can help your business, whichever sector you’re in.
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