Brainchild, Inc. - Taking Bright Ideas to Market  
The PLANKET - A Brainchild Product  
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About the Founders

Joe Marischen Mark Eshelman Shawn O'Brien

Joe Marischen, President & co-Founder

Joe Marischen, a graduate of the University of Missouri at Rolla with a B.S. in Physics, has spent the last 15 years prior to his involvement with Brainchild, Inc. as President of Austin Innovations, Inc. innovating and marketing consumer products into the mass retail market. His inventions include a family of pet training products based on humane, high frequency sound stimulus and the popular LimeLite family of Electroluminescent nightlights. Both product lines were marketed through mass retailers like Target and Wal-Mart and each line through industry specific mass retailers such as Petco and PetSmart, in the case of the pet training products, and The Home Depot and Lowe’s for the Limelite products. More than 25 million nightlights were sold.

Both product lines were subsequently sold to large corporations. The pet products were acquired by Radio Systems, Inc., the largest manufacturer of pet training products in the US, and the Limelite products by GE Home Electric Products, Inc.

Prior to entering the consumer products field, Joe spent 10 years in semiconductor sales and marketing, working for several major manufacturers of semiconductor components and 10 years as President of Logic One, a manufacturer’s rep company in the semiconductor industry.

Joe has been awarded five patents and received numerous awards for his innovations including Discover Magazine’s 1994 Awards for Technological Innovation, Best of What’s New by Popular Science Magazine, the Award of Excellence for Environmental Achievement in Product Design and Inc. Magazine’s Marketing Masters Award. Austin Innovations was listed in Inc. Magazine’s list of the fastest growing privately held companies and Joe was awarded the Austin Entrepreneur of the Year Award in 1996.

Mark Eshelman, PLANKET Inventor & co-Founder

Mark Eshelman has over 20 years of experience in sales and marketing at small and large corporate environments such as Initiative Technology, Inc. and CompuAdd Corporation and is also a co-Founder of Vincera, Inc.

Mark has held several executive level positions where he has made significant contributions to the financial growth of those organizations, driving sales from under $1 million to over $500 million in less than 5 years. He founded and successfully sold Global Micro Systems, and has been instrumental in the funding efforts at Vincera. He was directly responsible for negotiating several multi-million dollar contracts with fortune 500 clients such as AT&T Research, USPS, Lucent Technologies, PetSmart and Siemens Electrocom.

As a result of his entrepreneurial success, Mark has been elected to the University of North Texas' Murphy Enterprise Center Blue Ribbon Board of Advisors and serves on the Board of Directors for Colonial Bank. As an active member of the Austin community, he also serves on the Board of Directors of Breakthrough Austin and the Austin Children's Shelter Advisory Committee.

Shawn O'Brien, Director of Communications & Investor

Shawn O'Brien has developed the brand identities for Brainchild, Inc. and it's first product, the PLANKET, through logo designs, collateral creation, product packaging artwork, advertising pieces, web site graphics and product retail floor display artwork. He also currently manages an online marketing program for the PLANKET that uses Google Adwords to support sell-through of the product at big-box retailers and online through the product's web site.

Shawn got the start-up bug in the '90's while spending almost two years as a Research Analyst & Training Program Coordinator for the Content Business Unit of, a Trilogy Software spinoff. After seeing the Company through it's successful IPO, Shawn pursued another technology start-up opportunity as Communications Manager with Smarte Solutions, Inc. His four years here supported the Company's development of software copy protection and identity security solutions as well as the acquisition of marquee accounts Microsoft and Sony. Smarte Solutions successfully acquired Vincera Software in 2004. Continuing with the combined entity over the next three years, Shawn managed the communications efforts as the Company migrated it's technologies into the electronic document security space.

In late 2007, Shawn started working with a four person team to launch a line of new sports drinks developed and endorsed by Michael Phelps. As Marcomm Director for PureSport, Shawn contributed from the Company's initial 17 SKU product launch coinciding with the 2008 Summer Olympics through the addition of another 20 SKUs into 2010. Leading product packaging, branding and advertising design initiatives, Shawn's work supported PureSport's introduction and establishment at major retailers including Sports Authority, GNC and The Vitamin Shoppe.



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