Earthquake proof table

Owner: Ido Bruno, professore di industrial design; Arthur Brutter, industrial designer.

Brand/start up name: Earthquake Proof Table

Product: We sell the rights to produce and market our tables both in Israel and in the world.

Type of organization: It’s a mixed structure, between a start-up and a development and marketing platform for a dissertation project for the industry.

When and how did the project originate?  Everything started at Bezalel Academy with a dissertation project by Arthur Brutter tutored by Professor Ido Bruno. After that, Ido and Arthur became partners in this project carried out in collaboration with Bezalel Laboratories L.t.d. The last has the right to sell the project in respect of the designer’s royalties.

How much did you invest to start the company? At the beginning the investment was quite low, 1.000,00/2.000,00 euros. But afterwards we needed thousands of euros for the patent.

Who invested the money? The Israeli producer and retailer ( invested thousands of euros to obtain an engineering assessment.

How far have you gone with the project? We are now at an advanced phase of negotiation with investors and distributors from all over the world.

When did you understand that the project had overcome the ideational phase and had become a product? At the end of the studies we had a contact with an Israeli producer who wanted to distribute our product in Israel, so we started adjusting the table to mass production.

Has there been a moment when you wanted to give up?  Actually our project proved already functional and able to save some lives since the beginning. What we found out later, was that it is not so important how good your idea is, because marketing is very difficult anyway. In our opinion the table must be sold to schools around the world, which means to state institutions, such as the Ministry of Education, etc. But we found out that a lot of these institutions often have to deal with obstacles and reasons that are against common sense. These situations have caused a lot of disappointment and moments of crisis, which however are part of any long development process (2 years for us). The important thing is to be able to see the light at the end of the tunnel.

What is your advice for young design entrepreneurs? The main thing, in my opinion, is to get experience. I suggest that every young designer should do the ‘acid test’ in the entrepreneurship: take a small idea and try to promote it professionally. Nowadays there are a lot of platforms for project development and funding collection, one of those will definitely help you to get some experience in every aspect linked to the entrepreneurship.

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