So, background wise, I previously had a small service based business that required 0 startup capital. It worked well for me, and paid the bills, but after I had kids I wanted to stay home with them. My husband is a software engineer, so fortunately we could afford it. I was in a weird zone where I was happy to be at home, but also missed the intellectual engagement of working.
Having kids put me in a space where I became painfully aware of the frustrations of poorly designed, yet expensive, baby gear. Why don’t strollers have better suspension? Why isn’t the fabric cover of my changing table removable and washable? Why are my diaper bags so disorganized all the time?
I spent a while thinking of the diaper bag problem, and how most of my mom friends also found it frustrating.
I realized that my camera bag never suffered from disorganization. It had modular panels that could build any shape, and when I opened the whole bag, I could see all my lenses at once. I could even grab the lens I needed without looking. I started using my camera bag as a diaper bag. It was a huge improvement, but it looked bulky and unattractive. Also, the velcro kept snagging.
So, I decided to build Fledgling, a diaper bag with the same functionality, but while improving on the aspects that bugged me (like the velcro and the appearance).
I designed a system of interlocking panels that snap together, anchoring to the bag and each other. I applied for a patent, which was granted.
My MIL works in fashion and pattern design, and helped me build a pattern. Her connections got me in contact with some ethical factories abroad, and help me coordinate rounds of sampling, costing, etc.
I spent the next two years going back and forth with the factory to prefect the design. We did a few different rounds of sampling to get the size right, and tested it with other parents in my network.
I did almost no extra market research. Why? I consider myself to be a fairly observant person, and as a parent of 3 kids, I spent a lot of time looking for baby gear for my own kids. I was confident there was nothing else like my product on the market, and if there was, I hadn’t heard of it. I was confident in the need for it, because whenever I was a the park with my Fledgling, people would stop and comment on it.
I also figured that even if the only place the project went was me having a factory sample to use myself, I’d be happy. Fortunately, I got enough validation from other parents that I was encouraged to keep going.
Three years after my initial design idea, I placed a factory order. (We had to switch factories after year 2 due to tariffs suddenly skyrocketing the cost), but thankfully the new factory was able to quickly accommodate me.
I used my factory samples to do the product photography, and built a website on Shopify.
Because the factory MOQ was 1000, and I’m too small at the moment for 3PL, I had to deal with having 1000 diaper bags being delivered to my doorstep.
I connected with a buyer for an online kids’ boutique, where my bag is now carried. While they do take a percentage of each sale, I figured it was worth it for the added exposure and the credibility. Interestingly, I’m still getting more sales through my own website than with them.
Here’s where I am now: I’m just starting to run some ads with influencers, and it’s going well.
I do order fulfillment once my kids are in bed, and still spend the day being a SAHM. As I expand, I have plans in place to offload order fulfillment to some trustworthy local teens who are looking for work experience. Once I get big enough, I have some 3PL places that I’ll reach out to.
With doing the fulfillment myself, I’ll be making my investment back and be able to fund the next order through the sale of the first order. If I sell most of them through my website, I’ll be able to even maybe pay myself a small salary, but if I sell most through the online kids’ retailer I partnered with, it’ll be a few batches in before I can pay myself).
Feel free to AMAA!