Farmington Hills mom's invention helps empower disabled

Resposted. 

Original article by Micah Walker, Detroit Free Press, published Published 6:00 a.m. ET April 13, 2019

Last year, Gina Adams and her 15-year-old daughter made a visit to the mall. It was, however, more work than your usual mother-daughter shopping trip.

They two spent hours visiting several shops, measuring hundreds of shirts and buttons as research for Adams’ latest venture: magnetic buttons.

The Farmington Hills resident and single mother of two is the founder and CEO of Wareologie, a company that designs products for disabled people. The startup’s first product is Buttons 2 Button, set to launch in June. The magnetic adapters can be attached to button-down shirts for those suffering from limited hand dexterity.

People with arthritis, Parkinson's disease, multiple sclerosis or repetitive stress injuries, or those recovering from surgery can struggle with the simple task of buttoning up. 

Installing the adapters is simple. One magnet is attached to the shirt button while the other is placed over the buttonhole, instantly closing the shirt. While initially applying the buttons to clothing may require assistance, said Adams, it's easy for people to button up after that. 

“This way, people can really express themselves and be their own, unique individual,” said Adams.

Buttons 2 Button can be transferred to other shirts, but are safe to put in the washer and dryer.

The idea

Adams got the idea of magnetic adapters a couple of years after seeing her stepfather lose dexterity as the result of Parkinson’s. Previously, she'd seen people struggle when she was a ski instructor to disabled people when she was living in Colorado working for The North Face.

“Living out in Colorado helping people ski, I realized that apparel made for able-bodied individuals does not work for people with disabilities, and that was over 25 years ago,” she said. “It wasn’t until my stepfather got Parkinson’s that I realized, ‘Nobody has done this yet? Nobody has addressed this issue?’ ”

Limited dexterity is one of the most common symptoms of a disability, such as those living with arthritis. The Centers for Disease Control and Prevention reported that 24 million people are limited in their activities with arthritis. 

The plan 

After coming up with her idea, Adams began outlining her plan while pursuing a master's in business administration at Wayne State University. She said many of her classes helped her develop her business model, and has gained support from her advisers.

One of those supporters is Edward Kim, a professor who teaches entrepreneurship and innovation at the university. Kim has since joined the Wareologie team as an adviser. 

Along with receiving guidance from Wayne State, Adams joined Lawrence Technological University’s Centrepolis Accelerator program last year, which is part of the school’s LTU Collaboratory initiative. The innovation center helps startups by connecting business leaders with mentors, corporate contacts, workshops, and technologies.

The director of the Centrepolis Accelerator, Dan Radomski, is also an advisory member.

Rounding out Adams’ team is Chief Innovation Officer James Murtha, Chief Operating Officer Rochelle Osbourne and adviser Siobhan Gregory.  

With the help of the two universities, Buttons 2 Button has been in development for almost two years. To ensure the buttons can endure a cycle in the washing machine and dryer, Adams ordered corrosion-resistant magnets that will be embedded in plastic to provide protection.

The magnetic buttons will come in sets of nine, since most shirts have seven buttons on the front and two on the cuffs, said Adams. The price of a set will be $30. The entrepreneur knows the product is a little pricey, but said the company has to start making revenue first before she can bring down the cost.

Raising money 

To raise money for the company, Adams participates in pitch competitions for startups. In February, she attended the Empower Change Michigan Competition for social venture enterprises created by women.

Adams won the launch prize of the competition, where she was awarded $7,500. She said the grant is helping her buy the first 100 sets of buttons that will soon be tested by occupational therapists. 

Next month, Wareologie will create a crowdfunding campaign with a goal of $10,000. 

"I'm nervous because I've been told that people who support crowdfund campaigns are younger people who want tech gadgets," she said. "We're hoping this younger group will see the benefits and purchase for a loved one like their grandparents or parents." 

Adams is also hoping the magnetic buttons will attract caregivers, particularly employees for senior living complexes. 

"Not only does our product provide value to the user, but also to the caregiver because it's restoring time," she said. "So you have senior living facilities that spend countless hours dressing their clients, and now their clients can dress themselves." 

Ready to launch 

Adams and her team plan to present Buttons 2 Button for the first time in June at the Abilities Expo in Chicago, an event that features disability products, as well as workshops, sports and other activities. Preorders are available on the company's website, buttons2button.com.

"Maybe this will be something that can help 5,000 people," said Adams. "It's better than where I was yesterday. It's just about helping people; that's what keeps me going."