Funny enough, the baby space is very dog-eat-dog. Back in the days of launching my first company, Happy Family, that pioneered the organic baby food revolution and now with my new business, Healthybaby, that's advancing developmental health, I have seen things that feel like they're out of a spy movie when it comes to competitive activities. The truth is many of us entrepreneurs have vision to identify unmet needs in the marketplace, but we are not always first to market, and if the market is meaningful there will be others launching concurrently, nipping at your heels or trying to eat your lunch. It's the nature of capitalism. The competition can be fierce, and for us obsessive entrepreneurs losing is not an option. How can you differentiate your business when there are many brands vying for your customer's attention?
Authenticity can make all the difference.
You either have it or you don't, and you really can't fake the funk with today's savvy consumers. It's undeniable that we all support brands and businesses whose values align with our own. I personally only invest in companies that have mission-oriented founders because I know they are committed to more than a return and go the distance for their beliefs. Similarly, build teams of purpose driven individuals who will always keep your ideals at the heart of every decision. For us, the mantra is babies before business.
Be three steps ahead of the market, but meet consumers where they are with products they adore now.
At Healthybaby, we are redefining what it means to be safe. Internally, when we were developing our diaper, we used to say, "A diaper so safe you could eat it." But in all seriousness, what it means in practice is manufacturing in a world class facility in Europe, eliminating thousands of ingredients that can be harmful to healthy development, going the extra mile to test for even the most trace levels of contamination, and being 100% transparent with our ingredients. We don't expect consumers just to take our word for it, everything we do is third party certified. My personal parenting journey gives me a unique perspective on why these are the right investments to make for our future generations. However, in the real world of parenting, we can never sacrifice performance for safety or sustainability. Our diaper leverages plant-innovation and multiple patented technologies that work like the big guys while we are moving towards more plants than plastic, one change at a time.
Get creative and throw models and handbooks out the window when it comes to driving awareness.
You should know your audience as well as you know yourself, so when Apple OS changes, it's absolutely an opportunity to find the new frontier and create a competitive advantage. Great brands don't just focus on how efficiently you can generate the next click. The one thing that has remained constant over my years as a Founder is the power of meaningful connections. We don't operate as a faceless brand. When you join Healthy baby, you are automatically introduced to your personal concierge. We know that when we take care of parents, word spreads quickly. Find ways to actually connect because it's what we all are craving.
Commit to constantly improving.
Ideally you are building something meaningful with staying power, so keep your perspective and remember the long game. Ask what you want to be known for and keep building towards that. I've yet to find a more rewarding space to be in than baby, and being a part of a baby's wellbeing and trust is something that comes with hard-fought experience pivoting and improving. When your customer appreciates your dedication to doing better, it will pay meaningful dividends with loyalty.
Grow the pie, not just your share of the pie.
I've always believed that the best businesses have a net positive impact on our society and the world. With Happy Baby, we were committed to making organic food accessible to everyone, and we lobbied state by state to be included in the WIC program. We know that during the first 1,000 days of life, every $1 invested in improving infant and maternal health returns $35, which benefits us all in a myriad of ways from paid parental leave to a healthier and better educated society. Both of the companies I've built are Certified B-Corps, which means that our governance goes beyond revenue growth and profitability and thinks about that social piece as the prize. When we are trying to create a better future for baby, we are inherently responsible for preserving our planet. Find your way towards impact and you may see your competitors' success as a win someday too.
BY SHAZI VISRAM, FOUNDER AND CEO OF HAPPYFAMILY@SHAZIV
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