Sensible Life Products

In: Business and Management

Submitted By loony4legos
Words 730
Pages 3
When Sensible Life Solutions founder and CEO, Sam DeAth, had his first child in 1997 he realized he had to make some changes in how he was living. His son Conor was born with only 10% of his immune system functioning and Sam worried about the toxicity of the cleaning products he was using to make his home safe for his child. He asked his mom, an aromacologist, for help in formulating a natural non-toxic disinfectant. The product she came up with in, a blend of thyme oils and other botanicals, proved incredibly effective in laboratory tests: performing as well as commercially marketed disinfectants with negligible toxicity levels. DeAth knew the solution, named Benefect, had huge market potential.
He created a small team of five people (CSR, salesperson, operations expert, regulatory matters person and an accountant) and an advisory group with nine members in order to oversee the development of Benefect. DeAth wanted to focus on the development of Benefect as a technology rather than a product. DeAth kept the business very family oriented even in the early cash strapped years, selling only 11% to an external financer while he and his wife owned 53% and his extended family owned an additional 36%. In the first three years of development the company lost approximately one million dollars. However DeAth stuck with Benefect and it earned the Health Canada approval in 2000 and the EPA approval in 2003. Benefect is the only disinfectant to earn both of these certifications.
DeAth’s mother reformulated the product in 2004 to contain less thyme oil, minimizing both cost and odor. In 2004 DeAth signed a deal with Dimension Marketing for non-exclusive sales of the product. This increased the profitability and notoriety of Benefect (sales grew from 38 million to 63 million in the period between 2003-2005).
Benefect was extremely applicable to the insurance restoration…...

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