How a new equine business is born from noticing a hoof problem

In July of 2006 Bryan Tilghman contacted me about purchasing a horse logo design for a horse hoof product he was working on marketing. The product idea seemed sound to me and I was impressed with the fact that he seemed to have done his homework by researching the available product options and markets.

Too many people contact me wanting to start some kind of horse business, but they haven’t done ANY research at all. I have even turned down logo clients telling them to rethink their marketing plan (like make one in the first place) and then get back with me.

The birth of a business idea

Bryan’s didn’t start out to design a new horse product or make a horse business. But one day he happened to observe a friend struggle to concoct a home-made bandage for his horse’s sore hoof using some cardboard, baby diapers, and the handyman’s best friend – silver duct tape. The owner loved his horse and was willing to build this bumbling hoof bandage twice a day! Well Bryan thought there had to be a better way and wondered how many other horse owners were faced with the same dilemma.

For most people it would have been just a fleeting thought and forgotten before any action was taken. Many business opportunities are never noticed or they are noted but then not acted on. But Bryan set his mind to work on developing a better solution. It took many trials and bumps in the roads over several long years – most people would have given it up, but Bryan persisted.

The concept was initially based on an adhesive system and later evolved to an industrial hook and loop system. Bryan spent many nights making home-made bandages in his living room only to have them fail in the field. Sheer persistence led to the current design that seems to meet Bryan’s original goals and requirements of the product – to offer a down and dirty solution to facilitate effective treatment, allow the horse to stay on turn out, and make it easy and convenient for the horse owner.

“The heights by great men reached and kept
Were not attained by sudden flight,
But they, while their companions slept,
Were toiling upward in the night.”
– Henry Wadsworth Longfellow

Hoof Wraps - the quick fix

Now Bryan is ready to introduce his new horse hoof product, Hoof Wraps to the equestrian marketplace. Hoof Wraps is the first disposable bandage for the treatment of common equine hoof problems.

I am proud of Bryan and happy he chose me to be a small part of this project and I wish him and his new horse business the best.

Hoof Wraps” a disposable and affordable hoof bandage.

Observe everything around you – all the problems people face. Problems can be golden opportunities just waiting for someone that has the passion and persistence to take action.

“Most of the important things in the world have been accomplished by people who have kept on trying when there seemed to be no hope at all.”
– Dale Carnegie

“Patience and perseverance have a magical effect before which difficulties disappear and obstacles vanish.”
– John Quincy Adams

Here is article about a women that invented a new horse product- Invention makes horse float-loading safer, easier

Horse Business Marketing Tip:Do your home work and research the marketplace well and check what is out there, the prices ranges, and think about what is needed and desired. How you can make a better product or service, one that adds value or convenience to people’s lives.

I would love to hear your thoughts on this. Have you ever had a horse with hoof problems? Did you try out home-made bandages? Are you keeping your eyes alert to new business opportunities? Thanks!


  1. I picked one up a while back and it is GREAT! I purchased a few more and gave them as stocking stuffers last Christmas and everyone loves it!
    I was just on my way to get another one and surfed in here… just wanted to say THANKS for making life easier… and my horses happier!

    Love the LOGO too!

  2. Thank you Bryan for your comment. When you first contacted me with your business idea I was impressed with your ability to take action on an idea – a opportunity and follow it through.

    “What is opportunity, and when does it knock? It never knocks. You can wait a whole lifetime, listening, hoping, and you will hear no knocking. None at all. You are opportunity, and you must knock on the door leading to your destiny. You prepare yourself to recognize opportunity, to pursue and seize opportunity as you develop the strength of your personality, and build a self-image with which you are able to live — with your self-respect alive and growing.”

    — Maxwell Maltz

  3. Thank you for your kind words Joni. Indeed, I am proud to be introducing Hoof Wraps to the market and I know it’s going to make horses happier while promoting good health.

    The logo holds a tremendous amount of importance for me. As a small business trying to build a brand, I wanted something that was not only esthetically pleasing but something that conveyed the message of the product as well. Joni was an absolute pleasure to work with, almost to the point of being intuitive, and I couldn’t be more pleased with the outcome. In addition, Joni has provided me with valuable knowledge and ideas regarding the industry and marketing of my product.

    Please visit our site and give Hoof Wraps a try the next time your horse has a sore foot.

    Best Wishes,


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