Drew Ann Long shares the incredible story of Caroline's Cart.
Key Takeaways
- Problem: In 2008, Drew Ann Long's disabled daughter outgrew standard carts, revealing a major accessibility gap for the world's largest minority group.
- Solution: Long invented Caroline's Cart, but after being rejected by all 4 major US manufacturers, she self-funded the first 88 carts with her family's 401k.
- Strategy: Long seeded the 88 carts in small stores nationwide, using social media to create massive consumer demand that forced the largest manufacturer to license her patent.
- Impact: The cart is now standard equipment in major retailers (Walmart, Target, Lowe's) across 8 countries, and Long's speaking fees fund Caroline's Cause, a nonprofit for siblings of special needs children.
Topics
The Problem: A Critical Market Gap
- Long's middle daughter, Caroline (25), is severely disabled, non-verbal, and non-ambulatory.
- In 2008, Caroline outgrew all available shopping carts (standard, fun-carts, scooters).
- This revealed a critical market gap: no shopping cart existed for the special needs community, which Long identified as the world's largest minority group.
The Struggle: From Napkin to Prototype
- Initial Rejection: Long's "napkin drawing" was dismissed by all 4 major US shopping cart manufacturers.
- Self-Funding: Forced to proceed alone, Long self-funded the first prototype for $28,000, exhausting family savings.
- Prototype Validation: A May 2011 social media post of the prototype generated instant, overwhelming demand, confirming the market need.
The Breakthrough: Creating Demand & Securing a Partner
- Second Rejection: Long's second attempt to pitch the prototype to the largest manufacturer also failed.
- First Production Run: Long found a small Georgia manufacturer (who made lumber carts) to produce 100 carts for $100,000.
- Funding: The family took a $100,000 loan from their 401k, adding to their ~$500,000 total debt.
- Outcome: A factory fire reduced the first run to 88 carts.
- Strategic Seeding: Long sold the 88 carts to local "mom and pop" stores nationwide.
- Goal: Use social media to create widespread consumer demand that major retailers could not ignore.
- Major Retailer Pressure: The strategy worked. Major retailers (Walmart, Target) began requesting Caroline's Cart from the largest manufacturer.
- Licensing Deal: The manufacturer, now facing retailer pressure, called Long and signed a licensing contract on her third visit.
The Success: National Rollouts & Global Expansion
- Target: National rollout to every US store in 2017.
- Lowe's: National rollout to every store in 2018.
- Walmart: National rollout to all Supercenters, Neighborhood Markets, and Sam's Clubs in July 2024, securing the industry's "gold medal."
- Global Reach: The cart is now available in 8 countries, including Dubai.
The Legacy: Caroline's Cause & Speaking
- Business Model: Long licenses her patent to the manufacturer, operating as a one-person business.
- Caroline's Cause: A nonprofit providing college scholarships for siblings of special needs children.
- Rationale: To recognize the sacrifices made by these siblings.
- Funding: Long's speaking fees are donated to the scholarship fund.
- Impact: 18 scholarships awarded to date.
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