{This post is best read on my blog, here.}

What is Posture Now?

Season four, episode three of Shark Tank features Posture Now, an elastic band that is strapped onto each arm and connects around the back, apparently improving posture and relieving back pain.

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[Posture Now is featured at 31:30.]

Why I Wouldn’t Invest (If I Had Millions…)

I am someone who has suffered with poor posture as a result of scoliosis for over 12 years as well as the back pain that is associated with a curved spine. That being said, Posture Now is not a product I would ever consider investing in if I were an investor on Shark Tank. Here’s why:

1. Poor Quality of Execution

The Posture Now band costs $39.95…for a piece of elastic? Really? The thick arm bands and bulky plastic parts can’t be well hidden under most clothing, defeating the purpose of a hidden posture device. Okay idea, poor execution. Not a winning combination by any means.

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2. A Weak Market Orientation

Even if the Posture Now band were executed well, who is it for? People sitting at desk jobs? Moms with young children? Dancers? Athletes? I’m not sure that the creators know themselves. Is there even a gap in the market for a posture-correcting device to begin with? This lack of market orientation is another reason why this is a product I’d never invest in.

3. Lack of Competitive Advantage

What sets this posture-correcting device apart from the myriad of other posture-correcting devices that haven’t yet gained footing? Unfortunately, nothing at all. The design isn’t significantly different. The results aren’t significantly different. The target market (or lack-thereof) isn’t significantly different. This lack of differentiation equals a lack of competitive advantage. Here are a couple of the other models on the market..

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Another Perspective

Morgan Clendaniel, the editor of Co-Exist, one of the segments of Fast Company says, “Start with the problem, not the solution. If you start with the solution, it may not exactly solve the problem.” One of Posture Now’s greatest weaknesses is that it may not be solving any real problem! If poor posture is indeed a problem, to whom is it a problem? And what kind of solution are people looking for? Clendaniel suggest that brands must “Work with the user…listen to them and co-create a solution.” Posture Now has failed to take this important step, which has resulted in the company remaining small and unknown. Time will tell if Posture Now takes Clendaniel’s advice in the future.

{This post is part of a series pertaining to a New Products and Branding class at Elon University.}