Tailored coverage | A conversation with Patricia Royall of Jazzy Johnnys in Richmond
Patricia Royall
Founded: May 2008
Employees: 2 planned by 2010
Startup costs: $100,000
Projected revenue, year one: $1.4 million
Projected revenue, year two: $2.8 million
Contact: 841-8889
4 Myrtle St., Richmond 04357
www.jazzyjohnnys.com
What do you do?
We produce patient wear for cancer treatment centers, long-term care facilities, imaging centers and hospitals where patients must remain in a garment that is medically accessible for long periods of time. Together with health care professionals and fashion designers, we have developed a line of patient wear that is stylish, dignified and green. We offer several lines which include the classic collection, our hospital line, the designer collection, the full and fabulous collection and next year we will introduce Jazzy Juniors for kids.
Why did you decide to launch your business?
In February of 2008, I was diagnosed with breast cancer. It was during my treatments I realized there was a critical need to provide patients who are dealing with a life-threatening disease with a garment that could provide a little bit of comfort and dignity during an already stressful time. Having personally experienced and witnessed the struggles one goes through both physically and emotionally while battling this disease, I became passionate about finding a solution for the distress associated with wearing a hospital johnny.
How did you finance your company?
I literally started this company on a shoe string, selling whatever I had to finance this idea. I had no success in locating funding through any state or federal programs, which supposedly offer financial support to women starting up small businesses. That was really tough. So I went the investor route. This was a huge learning curve for me, both in terms of structuring the proper legal security documents to take on investors, and in accepting the costs associated with creating these documents. Bringing on investors cost me thousands of dollars. We are currently working with a local securities law firm and will be putting together a private placement offering later this summer.
How do you market your business?
We will market Jazzy Johnnys in a variety of ways. First of all, we are a wholesale/retail business so our website will offer the consumer and the wholesaler the convenience of viewing and ordering our products online. In addition, our sales representatives located throughout the country will provide personalized customer service. I have a marketing and public relations background so once the product is produced, I will be responsible for taking it to the market, along with a national team of independent sales reps. Given my personal experience with cancer, I will share my story with the media, both locally and nationally.
What’s been your biggest challenge in growing your business?
There have been several. First of all, I’ve never been in the garment manufacturing business, so the learning curve was oftentimes painful and costly. Finding funding sources has also been a big challenge. But I have to say, the biggest challenge was a personal one: the challenge of getting over the loss of a longtime friend who was an initial investor in the company. That was a hard one, especially because I needed to stay focused on moving forward. I had to allow myself time to grieve. But, I acquired a gift when I got cancer: courage. Cancer gave me the courage to persevere no matter what obstacles I have to overcome.
What are your future goals for the business?
We have created a very unique program, called B.Y.O.J., “Bring Your Own Johnny.” This program has the potential to save the health care industry thousands of dollars by eliminating or greatly reducing the costs associated with laundering, storing and distributing hospital and patient wear. A typical johnny can withstand 40-50 washings, and will cost about $70-$80 in labor fees alone. Jazzy Johnnys, which are made from tencel fibers of the eucalyptus tree, are more durable than the traditional johnny. With B.Y.O.J., hospitals will gift patients a Jazzy Johnny at the first cancer treatment. In this way, the washing becomes the responsibility of the patient, not the hospital. We feel this is a win-win situation for both the health care facility and the patient. The facility saves money, and the patient has a garment that is stylish and dignified and hasn’t been worn by dozens of other people. Our design team will continue to research and develop new products to augment our collections.
Interview by Susan Breyer
New Ventures profiles young businesses, 6-18 months old. Send your suggestions and contact information to editorial@mainebiz.biz.
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