Greg Wilson, the president of Mity-Lite table company, thinks he has a knack for identifying saleable product concepts.
Judging from the success of his portable-table company, most people would agree.Consider the growth. What started in 1987 with four employees now has 45. Sales for fiscal year 1989 are expected to be around $3 million and sales during fiscal year 1990 are on about a $5 million pace.
Company officials say that since the first model was introduced in July 1987, the company has carved out about 5 percent of the total portable-table market. Eventually, they plan to make up about 15 percent of the market.
The idea was born from Wilson's background. Before, he had developed unique manufacturing ideas such as boat seats and church pews, which he spun off into his latest, and most successful, venture.
In 1987, Wilson talked to a purchasing agent for a client. The agent said he could see a need for better folding tables. The women in his organization wanted portable tables that weren't so heavy and wouldn't cut their fingers when they moved them. The organization also wanted tables that didn't break so easily.
So, Wilson, his partner Wayne Swensen and designer Brent Bonham went to the aerospace industry for ideas that would suit their needs.
For example, the company uses engineering-grade plastics around a lightweight shell to make the product stronger and lighter than traditional portable tables. It also features waffled and honeycombed construction.
The result: Tables weigh about half as much as normal tables - and are significantly stronger. A 44-pound table can hold a 1,298-pound load. The sides do not cut people's fingers and they clean more easily than competitors' tables.
Stanley Pool, the marketing director, said competitors were surprised how well the new table has sold, especially since some models are more than twice as expensive as the competition.
"Stan has done a bang-up job in organizing the sales department," Wilson said.
He means it literally.
In a demonstration video used at trade shows, a person wielding a hammer bangs on both Mity-Lite and traditional particle-board tables. Mity-Lite clearly comes out ahead. Later, the video shows the table is so lightweight that a small girl can easily lift one end off the ground.