This Product is Targeting Too Many People!

CapForge has worked with 1000+ ecommerce businesses and other small businesses and has seen some great products out there! 

In this series, we look at new products on the market and see if they are worth investing in. Think along the lines of Shark Tank, but with no real money involved just for fun. 

Video Transcript: 

Product Promo Video:

The traditional insoles can never fit all and they don’t provide the customization needed for an individual’s unique needs and own ideal treading experience. Some need insoles for comfort, some for pain relief, some for lighter steps, and some for improved performance. That’s why we dedicated ourselves to bringing you the best foot care. Transform your shoes with Eco Dasher,

the all-inclusive solution to foot problems. Let us help you with relieving foot pain, add comfort, improve alignment, and boost performance, all while being sustainable. So how do we do it? Fit Paces’ innovative design features, customizable heel shock pads, and metatarsal pads allowing you to personalize your step-down experience. With a variety of materials thicknesses and softnesses, with a variety of seven customizable support pads, you can create up to 20 unique combinations to suit your needs and preferences. Eco Dasher is economically designed to be comfortable to wear all day long. The saddle curve design provides a deep heal cradle to keep the body aligned, reducing foot pain, and fatigue. The adaptive arch support evenly distributes stress with each step while the heal stabilization deep heal cradle creates a sturdy platform for the body. Eco Dasher. You’ll experience a new level of comfort and support for your feet. The biomechanical design of Fit Pace is tailored to help you reach your full potential. Its biomechanical design includes 4-foot cushioning for excellent bounce-back traction for control and multi-module shock absorption to prevent injury. Wait what it’s made of? Algae and plastic waste. Eco Dasher is not only good for your feet but it’s also good for the planet, leaving zero impact on the environment.

Matt’s Review: 

Okay, so my first impression of this is that they’re trying to be everything. They’re trying to be an insole for people with pain, they’re trying to be an insole for people who want more comfort. They’re showing people running, they’re showing people hiking, and then they’re also talking about the fact that they’re made from sustainable material. So they’re trying to appeal to people who are concerned about I guess plastics or rubbers in the environment. It just seems like there’s  – they’re trying to be everything. And that’s a very hard market to appeal to because anybody could be a customer. People who need orthotics, people who don’t need orthotics but just wanna comfier shoes, or people who wanna run faster, people who like to hike, but you know. And then people who care about the – it’s too many people so. And it’s not that, there’s not other insoles, right? I could go to CVS or Walgreens right now and they have a bunch of generic insoles that you just cut to fit your shoe. Or if I had real pain I could go to a podiatrist and get a custom orthotic. Or I could go to a running shoe store where they have higher-end insoles to put in for running or whatever. So there’s already a lot of choices in the market. So I’m not really sure what this is meant to do.

If they had an insole for people who are over 70, or people who are extremely obese, or something and that was something made specifically for a very specific target market that’s not addressed by all the other insole options, then I could see that might work. There maybe isn’t an insole for people who are you know over 35 BMI, or people who are over 70 years old and have different foot problems than the average person that they could use a specialized product for. But this is just sort of everybody plus throwing in eco like I don’t think they’ve thought it through enough to have a – they don’t they’re not unique enough to have a wide appeal. And they’re not specialized enough to have a target market. So I think they’re in that difficult middle spot where they’re trying to be something that everyone can use but they’re not different enough or appealing enough for everybody to wanna use it. So I think they’re gonna have a tough time scaling this up.