22 YEAR OLD JORDAN SILVERMAN WAS A STUDENT AT THE UNIVERSITY OF MICHIGAN WHEN IT HIT HIM.
"I found myself sitting in the bathroom in the library, bored, reading my phone. The average ad is seen for between 2 and 5 seconds while advertisements in the bathroom can
be seen from between 1 to 10 minutes. It's a place where people have nothing else to do, but read."
AND THE IDEA TO PRINT ADS AND COUPONS ON TOILET PAPER TO CAPTURE AN ALREADY CAPTURED AUDIENCE JUST KEPT NAGGING AT HIM.
"Went to a patent lawyer and my brother, and we decided to give it a go."
HE PARTNERED UP WITH HIS YOUNGER BROTHER AND STAR TOILET PAPER WAS BORN.
BUT THOSE INITIAL COLD CALLS WEREN'T EASY.
"I've been cursed off. I've been yelled at. I've been hung up on many times, but it's one of those where you look forward to the no's because that means the next yes
is coming that much sooner. It was a huge learning curve for us doing sales and things like that, but after that, it just took off to where now, in Ann Arbor, we've got 30 companies to advertise with us. We have places ranging from Smoothie King, an Allstate agent, a tutoring center, to the local doctors' office."
ALL OF THE TOILET PAPER IS MADE OF 100 PERCENT ENVIRONMENTALLY FRIENDLY MATERIALS.
"It's high quality 2 ply and printed with soy based ink. We know that softness for toilet paper is important for people, so we try to make sure it's comfortable."
"The coupons work like this: You can either tear them off and bring them in. You can use your smartphone to scan a code on the paper. Or you can go to star toilet paper's website, and you can print them out there."
SO FAR THE BOYS ARE TURNING A PROFIT, BUT THEY'RE REINVESTING ALL THE MONEY BACK INTO THE BUSINESS.
"For advertising, it's only half a cent per ad, compared to industry standards of four to 12 cents per print advertisement. An impression that's much lower. For venues, it's totally free, so what we do is we give away our toilet paper for public venues for absolutely no charge, using the revenue we bring in from the ads printed on them."
A SIGNIFICANT SAVINGS FOR STAR TOILET PAPER'S NEWEST CUSTOMER, THE LOCAL LIBRARY IN WESTCHESTER.
"We think about a $1000. It buys a lot of books."
THE BROTHERS ARE WORKING TO EXPAND THEIR BUSINESS MODEL AND HOPE THEIR PRODUCT BECOMES THE NEXT BIG FORM OF PRINT
"We want to be in colleges, airports, stadiums, malls, amusement parks. What we really look for in a venue is a place with a high turnover of people, diverse demographics, and
a demographic base that advertisers will want to reach and already try to reach."