Seth Hoover and Meagan Ruped stand together in front of a sweater, carefully arranged on a display that showcases their unique product prototype. Judges and attendees of the Entrepreneur Showcase and Competition, held by College of Western Idaho’s (CWI) Entrepreneur Lab, eagerly engage and ask questions about business plans, product development, and investment. At stake is a $1,000 grand prize, to be awarded for the most innovative business concept.
Every entrepreneur that presents is eager to share their vision and many have been coached by the Entrepreneur Lab, which partners with students and the community alike to facilitate success. With on-staff experts to help dig into business details, strengthen value propositions, and conduct hands-on experiments, dreamers like Hoover and Ruped have access to unparalleled resources to help them reach their goals.
Hoover is also a student in the Business program at CWI and works as an administrative assistant on the Admissions team. He and his fiancée, Ruped, have turned a deeply personal challenge into a meaningful business idea — one that aims to ease suffering for those undergoing cancer treatments.
The Inspiration Behind Their Business
In 2023, Ruped was diagnosed with breast cancer, a life-altering event that would ultimately lead to the creation of their business. "We came up with the idea for the Powerport Sweater as a potential solution to some of the struggles Meagan faced while undergoing treatment," said Hoover.
Breast cancer treatment can be grueling, with chemotherapy and radiation often leaving patients physically and emotionally drained. One of the common issues patients like Ruped encounter is the lack of comfortable, stylish clothing that accommodates medical devices like the power port, an essential part of treatment. They realized the market was lacking a product that addressed both the medical and emotional needs of those in treatment.
Their solution? A sweater designed to be both functional and fashionable, specifically tailored to women undergoing cancer treatment. “We wanted to make sure the sweater not only helped with the physical aspects of treatment, but also allowed patients to feel like themselves again, instead of just feeling like a patient,” said Hoover.
A Unique Approach to the Market
What sets their business apart from competitors is the balance they strive for between comfort, functionality, and style. Many products on the market are either medically focused or aesthetically pleasing, but few manage to combine both elements. Hoover and Ruped’s approach is about offering a product that doesn’t just solve a medical problem but also keeps the wearer’s dignity and personal style intact.
"Our primary focus is to create a product that maintains a sense of style while being optimized for those receiving treatment, all while keeping it affordable," Hoover said. It’s this commitment to both function and fashion that gives them confidence in their venture’s potential.
Reaching Customers and Making an Impact
When asked about their go-to-market strategy, Hoover and Ruped highlight their vision for how to get their product into the hands of those who need it most. The plan is to donate prototypes to hospitals to raise awareness and gather feedback. "If we could get the capital together, we’d love to get these prototypes into the hands of hospitals," said Hoover.
Their long-term vision is to launch their product online, with the ability to reach their customer base directly. But at its core, the success of their business won’t be measured by sales alone — it’s about the impact they make on people’s lives. “If we can make just one patient feel less like a patient, that will be a success for us,” Hoover said.
They also plan to expand their customer base beyond just patients. “While our primary target is women undergoing cancer treatment, we also see our sweater being useful for other groups, like breastfeeding mothers.”
Overcoming Challenges with Compassion and Perseverance
The entrepreneurial journey however is rarely a smooth ride. Hoover and Ruped are no strangers to challenges, though they remain determined. “The biggest threat to our business model? Ourselves!” Hoover admits. But rather than be discouraged, the couple has learned to embrace this reality and view challenges as opportunities for growth.
A significant lesson they have learned so far is the importance of adaptability and flexibility. “We plan to stay calm, stay focused, and be flexible as the market changes,” says Hoover. They also lean heavily on the expertise available to them, including from the Entrepreneur Lab, professors in the Business program, and especially Ruped’s background as a former area manager in retail. “Meagan has a deep familiarity with the industry and is always up to date on current fashion trends.”
Looking Ahead: Making a Lasting Impact
As they look to the future, Hoover and Ruped’s long-term goal is clear: they want to create an organization that focuses on reducing the pain and discomfort of cancer treatment. They envision a business that continues to help people feel less like patients and more like individuals. “If we can resolve some of their suffering, we believe we’ll be able to make a difference in a lot of lives,” Hoover said.
As participants in the CWI Entrepreneur Lab and with Hoover gaining valuable business education, they are well on their way to creating something that goes beyond business — it’s a mission to make a real difference in the lives of those facing some of life’s toughest battles.
With a blend of compassion, creativity, and a personal understanding of customer needs, this couple’s innovative approach to cancer care apparel has the potential to leave a lasting legacy. Happily, the judges at the Entrepreneur Showcase agree and send them home with the $1,000 grand prize.
For those passionate about business, both the Entrepreneur Lab and Business program are ready to help you launch.
