Market Potential

In 2006, there’s an estimated 80 million family households, averaging 4 people per household in the United States. According to the 2005 Census, 7% of the total U.S. population is under 5 years of age. That equals more than 20 million children. If the BabyDeck™ device were sold to the parents of one fifth of that group, that would be 4 million strollers. Our survey of 155 people, conducted in groups of twenty at the mall, office, church, and social gathering places in Austin, Texas, indicated a 95% mother approval rating if the price of the standard stroller were increased by 15%, from $199.00 to $229.00 for a stroller with a built-in changing station.


Competitors’ Products

The most notable of our competitors’ products include the wall-mounted changing station and the portable diaper changing pad. Many companies manufacture one or both of these products, however, the “oldest and largest manufacturer” of changing stations is Koala Bear Kare with their Koala Bear Changing Table®. The company has been in existence fore less than two decades.
Some other popular brands include Diaper Depot®, Bobrick Childcare Diaper Changing Station, Diaper Deck ™, Diaperbridge™, and the Change ‘n Go™ Folding Diaper Kit. The table below compares how BabyDeck™ stacks up in comparison to several of the leading brands.

Our Comparison to Competitors

FACTOR	BabyDeck™	Koala Bear Changing Table®	Diaper Depot® Changing Station	Diaperbridge™ Portable Changing Station	Change ‘n Go™ Folding Diaper Kit
Price	$99 - $259	$199-$310	$229	$40.00	$12.99
Quality	High quality; comparable to leading retail stroller	High when installed & maintained properly	High when installed & maintained properly	Medium/High when used according to instructions	Medium/High when used according to instructions
Weight	Comparable to leading retail stroller	Approx. 30 lbs	22-25 lbs	2.5 lbs	6.4 oz
Size	Comparable to leading retail stroller	Closed: 4”, Open: 35"W X 20"H	Closed: 33.5" x 24.75" x 3.94“, Open: 33.5" x 24.75" x 19.75"	11.0 x 12.0 x 2.0 inches	Closed: 11” x 8” x 2”, Open: 14” x 22”
Method of Use	Operate the changing table while the baby is still in the stroller	Standard wall mount changing table	Standard wall mount changing table	Fold and attach to sink by using BridgeguardTM Strap & Buckle over faucet	Folded, it attaches to stroller, unfolded, it can be placed on changing table
Sanitary	Waterproof and washable	High-density polyethylene with Microban®	Durable and safe when installed & maintained properly	Wipe using cloth & mild detergent; machine washable	Waterproof and washable
Features	Changing table incorporated into design of standard stroller	Braille; optional stainless steel; dual-fortified steel brackets	Molded hook, Safe-Strap restraint for baby, utility shelf for personal items	Easy to use, fits in “most” diaper bags, lightweight, sturdy	Includes plastic wipes case that attaches to stroller
Company	Established in March, 2003 as C corporation	Oldest & largest manufacturer of changing tables	Est. 1961 Janitorial & Restroom supplies	Est. 2004	Charitable Foundation est. 1982
Appearance	Comparable to the leading retail stroller	Rectangular or Oval shape	Oval shape	Compact, foldable plastic	Foldable pad with zippered mesh pockets

Market Barrier to Competitors

The BabyDeck™ device is protected by United States and World Wide Patent Application No. 11533367. Any similarity to the design (imported stroller from overseas) will be prosecuted for infringement by the United States patent office and Customs Services.