A few weeks ago, we gave you the opportunity to submit questions for Sleep Innovations about their Live Product Search for new memory foam products. Earlier this week, we touched base with a representative from Sleep Innovations for an insightful Q & A session, learning more about their business and gaining helpful pointers for submitting to their search.

Read the questions and answers below:

Sleep Innovation Q&A

Q1.        Why did you choose to partner with Edison Nation to find innovative products?

a.       As a Company, Sleep Innovations has always been focused solely on the bedding market.  Part of our growth strategy is to expand into new product categories, but our internal focus has been around bedding products for so long that we felt we could use an outside perspective.  We have always been intrigued by the concept of open innovation and Edison Nation presented us with an opportunity to leverage a group of very creative minds.

Q2.        You gave a pretty big range for the price-point, anywhere from $15 to $1000; it leaves a lot of room to be creative, but can you expand a little bit on why price is not an issue, or why there’s such a gap?

a.       We sell a wide range of products to a fairly wide group of customers.  The comfort products we know we can market range from pillows and supports all the way up through large mattresses and furniture.  The ability of visco elastic foam to provide comfort is a wide open window.

Q3.        When you think of memory foam, you think of anything bed-related: to get our inventors thinking outside of the box, what other “foam-homes” have you considered?

a.       We came to the realization that by designing products just for the bedding market we were only touching the consumer for eight hours a day.  We know there are times during the other 16 hours that people could be more comfortable.  Whether it’s traveling, working, playing a sport or just relaxing, we know that memory foam can make your life better.

Q 4.        What are some unconventional uses for memory foam that you’ve come across, considered, seen?

a.       One of the interesting properties of memory foam is its ability to isolate vibrations.  (You’ve all seen the guy jumping on the bed without upsetting the wine glass.)  We have seen memory foam in high performance vehicle and aircraft designs to separate the pilot/drivers from the vehicle.

Q 5.        Are you just looking for new products that use the current memory foam you already produce, or new types of memory foam in general?

a.       We would look at new foam formulations for sure, but we don’t think we’ve even scratched the surface of what just the standard memory foam is capable of.  Since we started looking at new opportunities over the past few months there have been dozens of really interesting applications surfaced that we have never thought of.  All out of standard memory foam.

Q 6.        Who do you consider to be the primary user of your products?  Young, adult, male, hunchbacks, female?

a.       See, there’s another one.  We have not explored the hunchback market nearly enough.  Just about anyone can benefit from the properties of memory foam.  The very young person can use it for protection; the older person can use it to restore some of the comfort they once had in doing everyday tasks.  We really don’t see any limits in the demographics.

Q 7.        Are there any items you’re specifically not looking for?

a.       I would not want to see just a rectangular mattress or topper.  (I see those in my sleep…literally)  Other than that, leisure suits.

Q 8.        You sell some items on your site that are battery-operated.  Are you looking for battery-operated, electric items, or something simpler?

a.       We’re open to anything.  We have some products that vibrate to relax muscles and some that apply heat.  Because this is a material that has not had a lot of focus placed on it from a product innovation standpoint, we suspect there are still some very simple products out there that have yet to be found.  We have a lot of both internal and external capabilities, so we’re not afraid of technology.

Q 9.        Is it more important for the submitters to focus on the product design or the function-or both?

a.       Our minds are still around memory foam as a comfort providing product.  It’s something that consumers become very intimate with.  From that stand point people really like good design that also functions well.  On the other hand, we know that cool sells, and this is ultimately a consumer product.

Q 10.    Can the idea include other components/parts/features that add value to the memory foam-based product?

a.       Yes.  Sometimes we wish the whole world was made out of memory foam.  (Remember that the next time you trip and fall down an elevator shaft.  But we’re realistic and know sometimes you have to design something to hold the memory foam.

Q 11.    What new markets has SI targeted for expansion?

a.       We’re currently conducting market and trend research to identify key target markets for our product.  We’re hoping that some of the ideas that come out of this exercise will drive us into some high value markets.

Q 12.    Should the inventors be able to provide a prototype or mock up to support the idea?

a.       I’ve always said that a picture’s worth a thousand words and model’s worth a thousand pictures…But then again, my first  job out of college was in a model  shop.  Another cool thing about foam is that it can be cut and sculpted with an electric knife.  Models aren’t required, but if you’re trying to convey your design, memory foam is a cheap date.