Cleaning & Maintenance Management Online

Crappy idea leads to entrepreneurial success

August 17, 2012

DURHAM, NC — Bryan Silverman is a sophomore at Duke University and a finalist to become Entrepreneur magazine''s College Entrepreneur of 2012 for sticking his rear end out there and taking a chance, according to Duke Today.

Star Toilet Paper is the newest company to take a unique approach to advertising and reach a captive audience by printing advertisements and coupons on rolls of toilet paper with soybean-based ink that is both safe for humans and non-smearing, the release stated.

Silverman, in speaking of soliciting advertisements to place on rolls of toilet paper, said, "People say, ''What a crappy idea,'' and things like that. But, once they get through cracking jokes, they usually love it."

According to the release, Silverman and his brother, Jordan, have convinced restaurants, a bowling alley, a car wash and others to do just that on rolls of bathroom tissue, which they are offering for free to venues that would otherwise have to pay to supply their restroom stalls.

Several of the first advertisers have included scanable quick response (QR) codes that send users to a website for a coupon or to learn more about the company and its products, the release noted.

Star Toilet Paper is run entirely by the Silverman brothers, and they''ve printed 3,000 rolls so far with plans to produce different versions for men and women, thereby helping advertisers target their audiences, the release added.