wondered what else we had to learn from the yada bags target at the conference. the results were mixed. 45% of the respondents thought the bag was attractive and solved the difficult problem of carrying supplies. but when asked what they thought the price should be the average answer was $43. that was a big problem for a bag that was costing more than double that to produce. >> we came back from that research and it wasn't a ton of research. it wasn't expensive research. but it was research. and we came back and they're going new plan new strategy. >> there's a market out there for this bag? >> yeah. >> armed with this new information, we rolled up our sleeves and started to think about solutions that could get yada bags off and running. >> she has a lot vested in this and she has a great place that she's coming from but there are a lot of people that have tried to do this and failed. so we honed in on how do we make this different and capture what's special so that we have a critical mass that will make it a viable business. >> janet has a lot invested in yada ba

bags. there's no real focus. so we'd like our tagline to be your diabetes your supplies your yada. brings a smile. >> i like it. >> again your intent. >> and it tells you what we're doing. >> what was the old one again? >> organize with style. >> but organize with style, i could be at the container style. although janet liked the new tagline at first, she decided later to change it to organize your diabetes supplies with style. remember, the research in austin indicated people would only pay about $43 for the bag. so even at the cheaper cost the retail price would be nowhere near that. so denise wanted to expand the target, and to do that she focused on creating not just a product but an entire line something janet had been thinking about before but hadn't yet realized. >> we want to call the yadabags the classic purse. it's got a classic style. >> i like that. uh-huh. >> good. it also makes it feel like the company is big. >> yes. >> the idea from denise? have janet design a cheaper insert bag called the insider. >> this is when we can reach men, we can reach children we can reach