DTC Podcast Episode 469: Innovating the Toilet Paper Industry – The FoxFold Solution

Release Date: December 30, 2024
Host: Eric Dick
Guest: Ludo, Founder of FoxFold

1. Introduction to FoxFold and Ludo

In this episode, Eric Dick welcomes Ludo, the innovative founder behind FoxFold, a company revolutionizing the traditional toilet paper (TP) industry. Their conversation begins with a reflection on Ludo's entrepreneurial journey and the inspiration behind FoxFold.

Notable Quote:
Eric Dick (00:50): "We first met at the My First Million event in mid-2023, and you told me that you were a TP magn. So, we decided to track what you were doing and bring you on the DTC podcast."

2. Identifying the Problem with Traditional Toilet Paper

Ludo shares the frustration that sparked FoxFold’s creation: his young children constantly unrolling TP, leading to clogged toilets and wasted paper. This everyday problem highlighted inefficiencies in both TP usage and dispenser design.

Notable Quote:
Ludo (00:50): "I have a 3 and 5-year-old who kept unrolling the roll and clogging up our toilets and bathrooms. That made me wonder, how would I reinvent the toilet paper roll?"

3. FoxFold’s Innovative Solution

FoxFold introduces a redesigned dispenser and interfolded bamboo toilet paper sheets that reduce waste and enhance sustainability. Unlike traditional rolls, FoxFold’s system allows users to pull one sheet at a time, similar to paper towels or facial tissues.

Notable Quote:
Ludo (00:00): "Have you ever used the toilet before and wiped yourself? Here's just a very slightly different way with big sustainability and cost benefits for businesses."

4. Prototyping and Design Process

The journey from concept to prototype involved collaborating with industrial design firms like Box Clever. FoxFold’s partnership with Box Clever was pivotal, transforming initial cardboard mock-ups into functional, 3D-printed models.

Notable Quote:
Ludo (07:09): "We became the fourth company Box Clever invested in, gaining access to 20-25 designers and engineers who helped bring our dispenser to life."

5. Go-to-Market Strategy: B2B Focus

FoxFold strategically targeted the B2B market, focusing on the hospitality industry—particularly hotels—where large-scale TP usage and wastage present significant opportunities for innovation and cost savings.

Notable Quote:
Ludo (05:40): "We approached hotels first because they have hundreds of bathrooms in one location, allowing us to scale efficiently and make a big impact."

6. Marketing Strategies: Trade Shows and Associations

FoxFold leveraged trade shows and membership in local hotel associations to build relationships and demonstrate their product's tangible benefits. Hosting and sponsoring events within these associations facilitated direct engagement with potential clients.

Notable Quote:
Ludo (16:47): "Trade shows have been a big success because we can show our physical product face-to-face. Samples convert well into larger sales."

7. Fundraising and Growth

Having secured two funding rounds, FoxFold utilized the capital to advance research and development, tooling, and inventory buildup. Effective fundraising was driven by a compelling, relatable story focusing on tangible benefits rather than lofty projections.

Notable Quote:
Ludo (18:04): "We raised funds to pay for R&D tooling and build up our inventory, which is crucial for selling a readily available product."

8. Branding – Origin of "FoxFold"

The brand name "FoxFold" emerged from brainstorming sessions within the original founders' group. "Fox" symbolizes agility and cunning, while "Fold" pertains to their unique interfolded paper design. The name was both available as a domain and resonated with the brand’s values.

Notable Quote:
Ludo (20:12): "Foxfold.com was affordable, and the fox symbolizes both softness and cunning—attributes we wanted our brand to embody."

9. Overcoming Challenges and Lessons Learned

Ludo emphasizes the importance of not striving for perfection before launch, a lesson reinforced by advisor Claire from Aunt Flo. This approach allowed FoxFold to gather real-world feedback and iterate effectively.

Notable Quote:
Ludo (24:14): "Tara at SmartSuites advised us to get the product out into the wild quickly for feedback, rather than perfecting it first. It was invaluable."

10. Future Vision and Growth Plans

Ludo envisions a future where FoxFold's system becomes the industry standard, making traditional TP rolls obsolete—akin to rotary phones. In the short term, FoxFold aims to expand its presence in over 5,000 bathrooms across North America, anticipating significant growth.

Notable Quote:
Ludo (26:13): "My dream is that in 10 years, walking into a hotel room, you're still using TP rolls. It would be like seeing a rotary telephone."

11. Patent Protection and Defending Innovation

To safeguard their innovations, FoxFold secured patents in the US, Canada, and China, planning to extend to Europe. Additionally, they are focused on protecting their trademark globally to prevent brand dilution.

Notable Quote:
Ludo (28:29): "We obtained patents on our dispensers in multiple countries and are protecting our trademarks globally to maintain our brand integrity."

12. Conclusion and Next Steps

The episode wraps up with Eric expressing enthusiasm for FoxFold’s journey. Ludo mentions the recent launch of their facial tissue boxes on Amazon as a new channel to address market demand, hinting at future retail expansions.

Notable Quote:
Ludo (30:52): "We've launched our facial tissue boxes on Amazon to meet the growing demand and plan to expand into various retailers soon."

Key Takeaways

• Innovation in a Traditional Market: FoxFold disrupts the TP industry by addressing common pain points such as waste and inefficient dispensers.

• B2B Focus for Scalability: Targeting the hospitality sector allows for efficient scaling and substantial impact.

• Strategic Partnerships: Collaborations with design firms and industry advisors have been crucial in product development and go-to-market strategies.

• Sustainable and Cost-Effective Solutions: FoxFold’s products not only reduce TP usage by 40% but also offer sustainability benefits, appealing to eco-conscious businesses.

• Holistic Product Design: By redesigning both the dispenser and the paper, FoxFold ensures a seamless and effective solution that traditional TP companies have overlooked.

• Future-Oriented Vision: FoxFold aims to become the industry standard, emphasizing long-term impact and widespread adoption.

FoxFold's journey, as discussed in this episode, underscores the importance of identifying everyday problems and innovating practical, sustainable solutions. Their targeted approach, strategic partnerships, and commitment to quality position them as a formidable player in the direct-to-consumer and B2B markets.

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