November 13, 2014: The University of Virginia’s iLab class on new product development invited Steve Silbiger, Top Dog Direct Chief Marketing Officer, to speak to a class of Darden MBA students about new product development and market introduction. Professor Raul Chou invited the 1990 Darden grad to speak about his experiences with his new productions launches using direct response television commercials as a driver to mass merchants. The new blockbuster BeActive Brace, Tag Away and Urine Gone were used as examples of Top Dog’s inventor friendly environment, focused 7 criteria approach and the resulting million dollar sales as a result. Questions about how inventors participate in the development process and compensation excited the budding entrepreneurs. With their new Darden connection, they were excited that they had the “right” connection to make things happen if they had the “right” product.