According to a leading market research firm, about 75% of consumer packaged goods and retail products fail to earn even $7.5 million during their first year. For a small entrepreneur, that’s a steep price to pay for failing to understand the market before launching a product. To date he has sold fewer than 300 units (100 of them to college libraries)-and his company has lost more than $650,000. Ferranti tried selling ads on the booths, but that effort fizzled, too. Nightclubs weren’t interested, partly because their clientele was shifting from voice calls to texting. Restaurants weren’t willing to give up the square footage. He hired our company, Schneider Associates, to publicize the product, which was soon featured in USA Today and on NBC’s Today show.īut despite all the excitement, hardly anyone ordered the $3,500 unit. In 2006 he created a prototype Cell Zone, unveiling it at that year’s Restaurant Show, where it was a huge hit. Forty years later, as cell phones led people to gab in restaurants and other public places, Anthony Ferranti saw a need for a real-life silent chamber, both to give callers privacy and to prevent their conversations from annoying those around them. When secret agent Maxwell Smart and his boss wanted to have a private chat on the 1960s sitcom Get Smart, they hit a button and a transparent “cone of silence” descended from the ceiling.

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