How Old Baby Food Got Oprah's Attention And Led To A Hit Product

It's a counter. A simple, cute digital counter. In bright iMac-ish colors.

If you've mined moldy leftovers out of the refrigerator, over-fed your fish or killed plants by under-watering, Cupertino resident Stephens Stauffer says you may need it.

Called Days Ago, the tiny, reusable counter ticks off days while it's attached to your leftovers or fish tank by a magnet or suction cup.

Originally, Whitehurst said, the plan was to make something that would keep baby food safe. Families could throw away mushy peas after the counter spit out a certain time — say, three days.

"That's a lot for a busy family to keep track off," Whitehurst said.

Stephens Stauffer, 36, and Whitehurst, 56, had been looking to start a modest business venture so they could work from home.

In June 2005, the pair hammered out the details of their first business plan — what Stephens Stauffer called a "complicated nutrition game for kids" — when Whitehurst noticed the half-eaten jar of baby food while feeding one of Stephens Stauffer's children.

"Hey," she remembers asking her friend, "how do you know when to throw this stuff out?"

Stephens Stauffer opened the refrigerator, revealing jars upon jars of partially eaten baby food. "It's a real problem," she said.

"That's it," Whitehurst said.

After consulting with a friend of Whitehurst's daughter who worked in manufacturing and product design, they launched Days Ago in March 2006.

Before the Oprah show aired, the pair already had filed 150,000 orders. Right before the show "Moms who've made millions" was broadcast, Stephens Stauffer said she realized they needed a 1-800 number.

Although they don't know how much the Oprah appearance helped, there definitely was a huge surge in sales to customers and retail stores afterward.

The two came together after Stephens Stauffer taught a leadership course for a nonprofit in Modesto that Whitehurst's husband worked with.

Stephens Stauffer said she respected Whitehurst's 25 years of retail experience. Whitehurst liked Stephens Stauffer's inventiveness.

When the pair left the Central Valley for the Bay Area, they stayed in touch. Almost two years ago, Stephens Stauffer called Whitehurst and suggested the two should go into business. Whitehurst jumped at the chance.

"So many moms have been coming up with these great ideas," she said.

Stephens Stauffer wanted to spend more time with her children than her leadership development consulting service would allow. She's now expecting her third child. Whitehurst wasn't quite ready to retire.

The partnership has been filled with learning, Whitehurst said.

"We had to find a designer. We had to learn about manufacturing," she said.

Stephens Stauffer adds that they've also been learning a lot from folks who have been buying their product to count the days between good food and bad or tasks.

"Did you know," she said, "that most snakes need to be fed every seven days?"

[Via Mercury News]