I got very lucky because my father is in the manufacturing business. I went to him with all these baby carriers that I'd bought, some sketches and ideas that I had and that I took off Pinterest, and different materials that we could possibly use. I think I gave him a lot more grey hair, but eventually we found our groove and that's how we got to the first prototype.

Once I had it right for me and I was happy and I had these ideas of how it’s going to work for all shapes and sizes, I joined mom groups where moms were willing to test it for me with their babies. It's quite a difficult thing to ask someone to put their newborn in this untested thing that nobody else has ever used before, but we did it.

Going in front of a live audience, even if it was just five or 10 moms at a mom meetup and showing them what I've got and asking if they would like to try it and getting their feedback and their questions, helped me to know what sort of content I needed to create to put out into the social media space and on my FAQs page.

You have to know who your customers are and what the problem is that they're wanting to solve and you must have a direct relationship with all of that. When you get that right, it makes the marketing and the list building and getting out there much, much easier because then, on top of that, you're going to have word of mouth. 

My advice to entrepreneurs when it comes to web design, especially if they're starting small as a one-man or one-woman show, is choose the platform that you're going to build your website on and then just watch videos and do tutorials. You really don't need, in my opinion, web designers or a big web-design agency to do it for you to get started because it's a huge expense. 

I think it's less about the technical aspect of web design and more about what are you going to say, what words you are going to use, who you are going to photograph using your product to show them that future vision of themselves, satisfied and using your products. Help them go through the shopping journey.

A lot of people weren't weren’t trusting to give their credit card details. In the beginning, I thought I’d just put ‘pay via credit card’ but then we had a lot of people who would then email and say that they’re not willing to give us their credit card details. Then we added EFT and I was so surprised at how many people decided to pay via EFT because they just felt safer.

One of the biggest things for me is stock tracking, making sure your warehouse stock matches your website so that when you reach a low stock threshold, you know to place another order for your stock.

Our philosophy for managing refunds and returns is that when you buy a product, you should be 100% happy with it. If you're not, then we want to know why and we want to refund your money.

It doesn't need to just be that people have bought the product and given us five-star reviews. It's actually showing that you understand that customer and that you know what they're going through right now, and that you hear and you actually care about solving their problem.