Ramping up to attend the WBEC-West 21st Annual Procurement and Awards Conference with Missy Kelly

Intro: Broadcasting live from the Business RadioX Studios, it’s time for Women In Motion. Brought to you by WBEC-West. Join forces. Succeed together. Now, here’s your host.

Lee Kantor: Lee Kantor here, another episode of Women In Motion and this is going to be a good one. But before we get started, it’s important to recognize our sponsor, WBEC-West. Without them, we couldn’t be sharing these important stories. Today on Women In Motion, we have Missy Kelly, who is the Co-Founder and CEO of CatTongue Grips. Welcome.

Missy Kelly: Thank you. I’m so happy to be here.

Lee Kantor: Well, I’m so excited to learn about CatTongue Grips. Can you tell us a little bit about what you do?

Missy Kelly: Yes. So, CatTongue Grips is the world’s leader in providing non-abrasive, non-slip products that prevent items, people, animals, cargo from slipping, sliding, spilling, or dropping. So, we like to say we maximize safety for people and facilities and improve day-to-day living.

Lee Kantor: So, there has to be a story. Can you tell us about the genesis of this idea? How did this come about?

Missy Kelly: Of course, yes. So, it happened in 2015 when my husband walked into a Verizon store to upgrade his phone, and he just noticed how slippery the back of the phone was. And he made a comment to the salesperson, she tried to sell him insurance. And not wanting another bill, the light bulb went off and he went to a nearby skateboard store, literally cut out skateboard grip tape, and slapped it on the back of his phone.

Missy Kelly: And later on I said to him, “What do you have going on here? This feels like a cat tongue and it’s going to scratch every surface of the house. You can’t have it.” And so, he challenged me to find something like it. We couldn’t. So, we decided to make it, and sourced a manufacturer, went through about 18 months and ten prototypes before we launched our first product, which was the phone grip.

Missy Kelly: But then, customers saying, “Hey, can I use this under furniture? Can I cut it and use it on slippery tools?” We ended up putting our material, which we saw that was the true value, on a roll so that the customer can do anything that they desire with it to help them prevent items from slipping and sliding, for themselves in bathtubs, showers. And now we have companies using the product in their warehouses or manufacturing facilities for safety. And we’re even now selling into the U.S. Navy.

Lee Kantor: So, had you ever developed a product like this before? Because that seems like it has its own learning curve just doing that.

Missy Kelly: Yeah. Exactly. You know, I like to say we are building the plane as we fly it. No, we’ve never developed a product. It’s definitely been a topsy-turvy entrepreneurial road. However, all the different doors that have opened opportunities, it’s stepping through and walking into it, and just being open to what’s on the other side.

Lee Kantor: So, any advice for other people who have maybe an idea for a product like this? I mean, obviously not like this, but just a product in general. What is kind of some of the basic things you do to just get started to see if you can even make it come to life as a prototype?

Missy Kelly: Right. Well, first of all, it’s finding a manufacturer. So, for us, it was finding a manufacturer that could produce material for us. And that in itself took time, energy, research. And I believe for us, it’s always been that belief in there is a need that if my husband has this issue, other people do too. And then, just being open. Because, you know, we started as a phone grip, and now our products have been to space. So, it’s being open to what the market is calling for. And we say we’re a customer-driven company, and that certainly has been true of designing and developing products that the customer desires.

Lee Kantor: Now, when you’re at kind of the beginning stages and it’s an idea and I’d like this thing to do with this thing, how do you know who are the good guys, and who you can trust, and who that you might be opening up a can of worms by revealing this? Was that any of an issue for you?

Missy Kelly: You know, I feel that it could have been if we really let the mindset go that way. It kind of sounds a little Huey Dewey in that sense. But, I mean, our manufacturer we trusted from the get go. There’s a great synergy. And is it possible that it could have gone the other way? One hundred percent. But I’m very thankful that we’ve built relationships over the last – gosh – now seven years, and fortunately, it’s worked out for us.

Lee Kantor: Now, when it came to finding that trustworthy manufacturer, was that just using your network and networking, or did you just go Google manufacturers?

Missy Kelly: Hello Google. Yeah, really finding who was in the space for non-slip products, and going through, and finding, and chatting, and researching, and then having a meeting. And that meeting went really well and they had never seen anything like it and hadn’t been asked to make something like it, so it ended up being that, you know, they they got their scientists on it to make us a product. And here we are.

Lee Kantor: It’s an amazing story.

Missy Kelly: Thank you. Thank you.

Lee Kantor: Now, can you share a little bit about why it was important for you to become part of the WBEC-West community?

Missy Kelly: Well, I knew from the beginning that being a woman-owned business would be important for us. And in the sense of that also is my husband and I started the company, however he was still working his other job too. So, for me, I knew I would be running it. And I actually had a good friend who was part of WBENC who told us that you should really look into being a woman-owned company. And I’m so glad I followed her advice, because truly having that WBENC certification has just been instrumental to the growth of our business.

Lee Kantor: In what way?

Missy Kelly: Just having, for one, the opportunity to connect with supplier diversity professionals that are your advocate behind the scenes with the larger corporations. It’s how we were able to get into Walmart, to get into Lowe’s, QVC. Companies are looking for diverse-owned businesses. It’s part of many of their mandates. I mean, it doesn’t get you in the door, but it gets you a seat at the table to be considered, and you and the product or the service has to stand on their own two feet and deliver.

Lee Kantor: Now, one of the benefits of being part of the community is taking advantage of events like the WBEC-West 21st Annual Procurement Conference coming up in Nevada in September 17th through 19th. Have you been to any of these conferences before?

Missy Kelly: I sure have. I haven’t missed one of them since we started our company, except for COVID when there wasn’t one at least in person. So, I love them. I think they’re a great opportunity to network, to meet with supplier diversity professionals, and to really get insight into the world of supplier diversity, but also how it can help your business.

Lee Kantor: Now, is there anything you’ve learned over the years, like compared to the first time you attended one of these, which I’m sure was kind of overwhelming the very first time, but now you’re a veteran, is there some do’s and don’ts when it comes to getting the most out of these conferences?

Missy Kelly: Well, I think with anything, it’s what you put in, you’re going to get out. And, you know, is it putting yourself out there to walk up to a group of women you’ve never met before and introduce yourself? One hundred percent. But that’s something you have to do at conferences and you never know the relationships that can come out of them. Some of my dear friends in business have come from WBENC conferences and even the relationships I’ve built with the supplier diversity professionals. I always like to say that the WBENC certification is not a guarantee. It’s a marathon. It’s not a sprint. It’s a relationship business. So, attending the conferences and being there so they can put a name with the face is integral to your success using your WBENC certification.

Lee Kantor: Now, are there any things that are happening at the conference that are must do’s for you?

Missy Kelly: Gosh. I love it all. I mean, last year I remember, there was a guacamole making and tequila tasting, which was super fun, or learning how to make the perfect margarita, maybe that was it with the guacamole. That’s really fun. Dr. Pamela and Jaymee Lomax do such a great job, and the whole WBEC-West team, of creating really innovative, fun experiences for the WBEs to interact with the supplier diversity professionals have fun and start to build those relationships.

Lee Kantor: Now, what about some advice when it comes to those more formal, like, matchmaker, roundtable, those kind of things, where you’re in front of the people that can make a difference in your business? Is there some tips in that area?

Missy Kelly: There’s definitely an etiquette to that, especially when it’s not just a one-on-one where there’s more than one of you at the table. And I feel that being a good listener, having someone be the timekeeper so that everyone gets that fair few minutes that they can with the corporate is important.

Missy Kelly: But, also, as I mentioned, being that listener, you never know, yes, you may be trying to get that relationship started with the corporate to do business, but there may be a WBE at that table that you could potentially be doing business with as well. So, just being open to all of the different opportunities that present themselves at the conference.

Lee Kantor: Do you find that a mistake some people make, maybe the new people, are that they kind of are too hungry for the sale instead, like you said, for the long run in building the relationship where the sale will come down the road, maybe not this minute?

Missy Kelly: Exactly, 100 percent. You never know. But I do feel that way, if you can go into the conference with a go giver attitude of not really what’s in it for me, but how I can support others, then I find that it’s just going to come back to you a hundred fold.

Lee Kantor: Now, you mentioned some of the relationships you’ve made over the years, is there any memorable moments for you in previous conferences?

Missy Kelly: For me, I was asked to serve on a panel that was a manufacturing panel. Gosh, that may have been my first one. And it’s a big honor for me and, you know, stepping out of my comfort zone and saying yes, and just having an incredible rapport with both the moderator – whom I still know. He’s a supplier diversity professional – as well as the other WBEs. And the more you’re seen and the more you engage, the more that the supplier diversity professionals will recognize you and remember you. So, for me, I think 2019 was my first conference, it’s been super gratifying to now be able to go into the room or sit at a table, not only know other WBEs, but actually have relationships and friendships with the supplier diversity professionals.

Missy Kelly: So, when I think back to my first conference, I went into it with just not having any expectations, but having fun and, of course, getting my name and the product out there, and I succeeded with that. And they also do opportunities to be able to pitch, and I believe they’re doing that this year. But, you know, just saying yes to all of the opportunities, knowing that everyone is in your same boat and having fun, making the relationships, and knowing that these relationships, even if business doesn’t come out of a specific relationship at that moment, hope that eventually it will in time.

Lee Kantor: Yeah. Having that kind of longer term view of all this, I think, is very healthy and helpful and helps manage the expectations that you’re not there to make a sale today, but build a relationship today that could lead to a sale tomorrow.

Missy Kelly: Right. And going in and doing your homework, I think, is really important too. You can go on to the WBEC-West site and look at all of the corporations that are WBEC-West corporate sponsors, and then knowing that supplier diversity professionals are going to be there. And even going so far as finding out who those people are, and maybe the ones that could synergy with your own company or could use your service. So, being prepared, and that especially goes for any matchmaker as well, is, sitting at the table knowing that you have something to offer rather than sitting at the table and figuring out, “Oh. Maybe this corporate isn’t one that is a good fit.” So, being prepared, I think, is really key.

Lee Kantor: Absolutely. And doing your homework, like you’re saying, and invest the time in other things, not just kind of those business-y things, but like you said, the guacamole making and the fun stuff is where you’re building relationships with other folks that might turn into partners down the road.

Missy Kelly: One hundred percent. And if that is one thing, as I mentioned, it’s fun. There’s a lot of fun, innovative, really just cool ways to connect to the other WBEs as well as to the corporations.

Lee Kantor: Well, Missy, if somebody wants to learn more about Cat Tongue Grips, where should they go?

Missy Kelly: At cattonguegrips.com. You can also reach out to me on LinkedIn, Missy Kelly. I’m on LinkedIn as well. And just wishing you all luck and remembering it’s that marathon and not the sprint, and hope to see you there.

Lee Kantor: And see you at the conference, which will be at the Westin Lake Las Vegas Resort and Spa in Henderson, Nevada, September 17th through 19th. It’s going to be a great event. It’s going to be where everybody can amplify your success and, hopefully, we’ll see you all there. Thank you again, Missy, for sharing your story. You’re doing such important work and we appreciate you.

Missy Kelly: Thank you. I appreciate you having me on.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on Women In Motion.