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Ep 608: She Hit 100K Customers Without Running a Single Ad | Roo & You
39 ideas de marketing sacadas de «Ep 608: She Hit 100K Customers Without Running a Single Ad | Roo & You», de DTC Podcast. Sobre todo de canales de…
- 39 ideas despiezadas
- Fuente DTC Podcast
- Dura 49 min
- Publicada en 2026
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Usa el feedback de la comunidad para iterar el producto: cambia lo que los clientes identifican como fricción
Retención y relación con el clienteUsa el feedback de la comunidad para iterar el producto: cambia lo que los clientes identifican como fricción. Cuando clientes reportaron que las cremalleras de la bolita de回家 se quedaban levantadas, Haylene las modificó para que quedaran hacia abajo. Este tipo de iteración basada en feedback directo de la comunidad convierte a los clientes en co-creadores del producto y genera un sentido de propiedad emocional…
Is there a point where, where customer feedback shaped the development of the product in a way that you weren't thinking about? I don't know about that. I think there's like changes we've made due to feedback. Like one of the products we have, the pouch, which is a modular ball pit. The zippers used to zip up and after the feedback, the zippers now sit down because it just wouldn't stay up as long or it would be like really easy for it to come down. So it was things like that, like has really helped. And yeah, just like really like, Hey, we really love to see this kind of fabric or I'd like…
Escúchalo en el minuto 15:06
Estrategia y decisiones de negocioNo tengas miedo al no: preguntar a cualquiera, de cualquier nivel, es el camino para llegar a donde quieres. Haylene contacto directamente a WB por LinkedIn para proponer la licencia de Harry Potter siendo una marca de un año. Todos le dijeron que nadie le respondería. Le respondió WB. Su consejo: no tengas miedo de preguntar. Si no preguntas, la respuesta siempre es no. Recomendación operativa: haz una lista de las…
They're part of everything. And from there I was like, this is like, instead of it just being like, oh, here, let's make this because people will buy it. It's like, this is really great for marketing and building trust because, you know, you're working with these really established brands and things like that. So from there I was like, okay, I'm going to make my list of who I want to work with and I'm just going to go after it. And I remember everybody was like, nobody's going to respond to you. Like you've been in business for like a year and you're going to reach out to these companies that…
Escúchalo en el minuto 20:18
Lance un programa de afiliados solo para clientes existentes que ya tienen el producto
Canales de adquisiciónLance un programa de afiliados solo para clientes existentes que ya tienen el producto. Roo & You lanzo su programa de afiliados en noviembre anunciándolo exclusivamente en su grupo y email list a clientes actuales. No invitó a influencers externos sino a madres que usan el producto todos los días. Muchas crearon cuentas de redes por primera vez para compartir su amor por la marca. Recomendación: los afiliados más…
And transforming customers into actual advocates. I think that's the real switch there with communities when you've got a group of people who bought the product. But when you put them in a community, you have that great chance of actually turning them into advocates who are going to bring other people in. And the product itself is probably it has a great viral component, because anytime someone comes to your home, and you've got this, and they have kids, they're going to see it. And it's like the best advertising you could have is seeing their kids playing on your ruin you, right? Yeah, I…
Escúchalo en el minuto 42:41
Testea nuevos productos con tus propios hijos antes de producirlos en masa
Estrategia de contenidosTestea nuevos productos con tus propios hijos antes de producirlos en masa. Antes de agregar cada nueva pieza, Haylene la ponía en el playroom de sus hijos y observaba cómo la usaban. Si los niños no mostraban interés, no se producía. Las pruebas con usuarios reales —aunque sean los hijos del fundador— reducen el riesgo de invertir en productos sin demanda. Recomendación: no delegues la validación inicial del…
Yeah. So when it came to new pieces, I would create the design and I would just put it in the playroom and see what they would do with it. And that was like the first phase of it. Will they use it? Are they interested in it? How are they using it? And then it was what else we could do with it as the parents. So if I put something in there and they just had no interest in it, I was like, don't want to even do it. But yeah, it was just like, it's so crazy for me to see like when people buy it and they do an unboxing, you instantly see their kids, they jump on it, they start trying to do things…
Escúchalo en el minuto 10:54
Canales de adquisiciónAl negociar licencias, exige reciprocidad: support en redes, emails y giveaways de su lado. En sus primeros deals, Haylene firmo lo que le ponían enfrente. Luego aprendió a pedir explicitamente qué soporte recibirá de la marca en redes sociales, email y giveaways. Las marcas que realmente creen en la asociacion responden bien; las que no, se revelan como socio comercial debil. Recomendación: antes de firmar un…
experience in it is like, you know, that's something that we want to have as part of this. And I don't want it to be a one way thing because I just don't think like, I don't think it's good for anybody that way because then you're paying for it, you're doing all the work and you get to use IP, but like, where's the partnership portion? And I think it's, uh, it's really interesting which brands are like gun ho for it and which ones are not. And then it's, it kind of took me by surprise when some weren't, but like, like a brand like WB amazing. Like they are so collaborative. They've been one…
Escúchalo en el minuto 25:17
Pon una regla de tolerancia cero al malice desde el día uno: un strike y fuera
Estrategia de contenidosPon una regla de tolerancia cero al malice desde el día uno: un strike y fuera. La única regla estricta del grupo de Roo & You es no ser hostil con nadie. Un solo strike y el miembro es expulsado. Esta norma, comunicada upfront, atrae padres que buscan un espacio seguro y genera una cultura de comunidad que se autocuidara. Recomendación: define las reglas fundamentales de convivencia en una comunidad antes de que…
And from there, we kind of just build a community around around the business. But I also wanted a place online that parents would go to and just connect and not be judged and things like that. I found through COVID joining groups that it was a lot of judgment happening. And people are pretty savage online. So I wanted to create something where there was none of that. And that's like the one strict rule we really have in our group is that there's no being mean to anybody. If it is, you're out. Like it's one strike, you're out. Just be kind. And that's all we care about in there. So the…
Escúchalo en el minuto 6:23
Canales de adquisiciónLos partnerships de licencia no son un canal de revenue: son un canal de confianza y marketing. Haylene advierte que las marcas que ven los partnerships de licencia como fuente de ventas directas se decepcionan. Los deals con The Wiggles, WB, Blippi y Cocomelon sirvieron para construir confianza en la marca, no para generar ventas incrementales por sí solos. Recomendación: entra a licensing pensando en marketing y…
So when it came to the licensing, we actually had somebody reach out from the Wiggles and I was just like, what the heck? I was like, this is cool. So we talked to them and, you know, we started with them. We did a pull up with them. They're absolutely amazing. They're part of the marketing. They're part of everything. And from there I was like, this is like, instead of it just being like, oh, here, let's make this because people will buy it. It's like, this is really great for marketing and building trust because, you know, you're working with these really established brands and things like…
Escúchalo en el minuto 19:58
La autenticidad genuina se conecta más que la expertise pulida: el público valora la vulnerabilidad
Estrategia y decisiones de negocioLa autenticidad genuina se conecta más que la expertise pulida: el público valora la vulnerabilidad. Después de hablar junto a fundadores con backgrounds profesionales impecable, Haylene sintió que no tenía nada que aportar. Su panel fue el mejor recibido porque fue genuina y relatable. La gente le dijo después que lo que más valoraron fue lo auténtica que fue. Recomendación: en podcasts, entrevistas y paneles, no…
here I am. I was like a child youth worker, a stay-at-home mom. Now I'm like a founder that's still like figuring it out along the way. And I'm like, what am I going to have to say next to them? Or I'm not going to sound smart enough. And I think that's one of the biggest things that for me has been hard for me to get by is that I'm always like, I listen to other people speak. And I'm like, they speak so like, just like, they sound so smart. And I'm like, I'm just like me and I say like a lot. But being at that, so many people came up to me after and were like, I love how like genuine you…
Escúchalo en el minuto 34:38
Construye tu comunidad antes de tener producto: las conversaciones previas al lanzamiento generan ventas instantáneas
Canales de adquisiciónConstruye tu comunidad antes de tener producto: las conversaciones previas al lanzamiento generan ventas instantáneas. Haylene creó una comunidad en Facebook meses antes de abrir preorders. Hizo Lives, respondió preguntas, publicó fotos y videos del proceso, y convirtió la membresía al grupo en requisito para participar en el preorder. El día que abrieron, la demanda superó su capacidad de inmediato. Recomendación…
So my kids were at an age where they were, I think they were one and a half and three and a half, somewhere around there. They were starting to build forts with our couch. And I love my sectional, which I still have. And I've had it since before we even had our first. I didn't want them ruining it. So somebody told me about a play couch. At the time, there was only one company making them in the US. And they had a huge wait list. And I was like, why is nobody else doing this? So I kind of just took a look at it. And I took a different perspective from how the product was just from like a…
Escúchalo en el minuto 5:03
Lo que hace destacar a una marca no es el producto sino quién está detrás y la comunidad que construye
Marca y posicionamientoLo que hace destacar a una marca no es el producto sino quién está detrás y la comunidad que construye. Haylene cree que la diferenciación real viene de la persona y la comunidad, no del producto en sí. Su mayor plan para el próximo año es expandir la comunidad más allá de donde ya está. Las marcas competidoras pueden tener productos similares o incluso de mayor calidad, pero ninguna tiene la misma combinación de…
grow the community even more than it has and finding new ways to grow it. Because I do truly believe like the thing that makes businesses stand out is who's behind it. If you really believe in something and you want it, you go after it. If you're like, oh, it can never happen. It could never be me. You'll never know. You're going to miss out on an opportunity. And I live in the clouds with butterflies and rainbows. And that's where I like to stay because I think it's just like the worst that happens is a no. So who cares? Just go after whatever it is you want and see what happens. If you're…
Escúchalo en el minuto 0:10
Canales de adquisiciónPrioriza licencias con marcas de niños que tengas estructura de support marketing colaborativo. Las mejores experiencias de licensing de Roo & You fueron con marcas infantiles (Blippi, Cocomelon, The Wiggles, WB) que tienen equipos dedicados a apoyar a sus partners con redes, emails y giveaways. Las marcas que solo dan IP sin support no generan el mismo retorno. Recomendación: al evaluar licencias, prioriza partners…
surprise when some weren't, but like, like a brand like WB amazing. Like they are so collaborative. They've been one of the best partners that we have had and, you know, our longest partnership and like working with like the mood bug team for Blippi and Cocomelon, incredible. Like the way that they were so supportive in everything that we did, I was like, that's really, really cool. And I'm like, that is somebody that I would want to support, not just like from this side, but like from like, you know, a consumer side, knowing that they are such like, such a good company, such nice people. And…
Escúchalo en el minuto 25:45
Crece sin paid ads hace difícil después entender la lógica del gasto en adquisición pagada
Canales de adquisiciónCrece sin paid ads hace difícil después entender la lógica del gasto en adquisición pagada. Después de 3,5 años sin gastar en ads, Haylene reconoce que le cuesta conceptualizar el pago por adquisición de clientes. La mentalidad de crecimiento orgánico —donde cada cliente viene de un esfuerzo genuino y no de un CPM— no se traduce automáticamente al paid. Recomendación: si vienes de bootstrapped orgánico, cuenta con…
paid side, I think right now. And how has the paid side gone? I know you have you have this great internal flywheel with your community. Have ads been a game changing lever for the business or still something you're trying to figure out? I'd say that we're still figuring out they are doing their job. But I think I'm just like, so used to the growth without it. It's hard for me to like, kind of wrap my brain around spending to get sales, get eyes, like things like that. And just understanding more about marketing. Like I'll say like, from when we started, I've learned every aspect of how to…
Escúchalo en el minuto 38:21
Disena colaboraciones de licencia que puedan vivir en cualquier habitación, no solo en el cuarto de juegos
Marca y posicionamientoDisena colaboraciones de licencia que puedan vivir en cualquier habitación, no solo en el cuarto de juegos. Las colaboraciones de Roo & You (Harry Potter, The Wiggles) están diseñadas para ser suficientemente estéticas como para vivir en la sala de estar. Esto expande la visibilidad del producto a espacios principales donde las visitas las ven. Recomendación: si tu licensing de marca tiene producto físico que se…
And the way I always like go about it is everybody does the same thing when it comes to partnerships, right? Like it's always like really in your face partnerships and like that works so well for like smaller products or clothing, bedding, like things like that. But when you have a piece of furniture, you can't just have like super in your face logo slapped on all over the place. Cause you can't put it away. So I wanted to create something where, you know, the child recognizes the characters and is excited to see it, but the parents are always like also really excited to have it in their…
Escúchalo en el minuto 21:35
Muestra el sobrecosto de aranceles como línea separada en el sitio en vez de inflar el precio
Oferta y precioMuestra el sobrecosto de aranceles como línea separada en el sitio en vez de inflar el precio. Roo & You nunca subió precios para absorber los aranceles. En cambio, mostró el costo como línea separada en el checkout. Esto preservo la transparencia con el cliente y allo que la marca comunicara la realidad del momento macro. Recomendación: cuando costos externos presionen tus márgenes, considera separarlos del precio…
it. So somebody told me about a play couch. At the time, there was only one company making them in the US. And they had a huge wait list. And I was like, why is nobody else doing this? So I kind of just took a look at it. And I took a different perspective from how the product was just from like a parent's perspective, because of people who created the other one were college students. So we added water resistant liners and covers over the zipper so your kids couldn't open it and pick up out the foam and things like that. But yeah, from there, it was like, how do we sell to people when we…
Escúchalo en el minuto 5:17
Antes de contratar una agencia, встреться en persona con el fundador para evaluar si hay fit cultural
Medición y experimentosAntes de contratar una agencia, встреться en persona con el fundador para evaluar si hay fit cultural. La agencia actual de Roo & You fue elegida después de conocer al fundador en un evento presencial. Haylene pudo evaluar vibes, alignment cultural y capacidad de提案 autonomously. La agencia anterior requería micromanagement constante. Recomendación: evalúa agencias no solo por propuesta y precio, sino por la calidad…
When we first got into it, we hired a consultant, who then hired an agency through the creatives. And it was like, through that time, we're like learning about it. And I was like, okay, then we moved to an agency. And it was just like, my thing is, when I work with anybody, is we're working with you, because you're the professional, you're the expert, you should know what works best. And you advise me on what to do here. And I found like there was too much hand holding, and like, so much revisions and not getting the branding. Or it was always like, hey, maybe we should try this. Hey, we…
Escúchalo en el minuto 40:13
Oferta y precioCambia de fulfills directo a 3PL en el mercado de destino para mitigar aranceles. Cuando los aranceleshicieron daño a los márgenes, Roo & You dejo de enviar desde Canada y comenzo a enviar directo a un 3PL en Estados Unidos. Esto nego y compenso parcialmente el impacto. Recomendación operativa: cuando los costos de importacion sean significativos, evaluar dropship a 3PL en el mercado de destino es una palanca…
buy from them. And so I went into Facebook groups. And you know, I went live, and I took videos, pictures, answered as many questions as people had. And I did that for a couple of months before our preorder. And we created our own group where you had to be in there to participate in the preorder. And from there, we kind of just build a community around around the business. But I also wanted a place online that parents would go to and just connect and not be judged and things like that. I found through COVID joining groups that it was a lot of judgment happening. And people are pretty savage…
Escúchalo en el minuto 6:04
Canales de adquisiciónEn EE.UU. hay que poner el producto delante del cliente; en Canada la comunidad lo atrae sola. En Canada, la comunidad y el word-of-mouth sostienen el crecimiento de Roo & You sin esfuerzo adicional. En Estados Unidos (30% del negocio vs. 70% Canada), la marca tuvo que aprender a poner el producto delante de más personas con más frecuencia. Recomendación para marcas que expanden geográficamente: no asumas que lo que…
connect with the US customer is I think where we're kind of trying to figure out. Whereas in Canada, I feel like, I feel like in Canada, we really, really gravitate towards that community and having those connections. And I think in the US, you gotta have to like, kind of put it in front of them more and like get them into it. And like, why? Like, why do you want to be part of this community and like, show them why you want to be part of this community? I think it's just like, it's been amazing to see how many people have been able to connect outside and like, like meet up across like states…
Escúchalo en el minuto 37:41
El producto físico genera word-of-mouth automático cada vez que alguien visita el hogar
Canales de adquisiciónEl producto físico genera word-of-mouth automático cada vez que alguien visita el hogar. El play couch es un imán de conversaciones: cada vez que una familia visita un hogar con niños y ve el producto, surge una pregunta y una recomendación. Este ciclo de descubrimiento Orgánico dentro de hogares es el equivalente físico del viral de TikTok. Recomendación: para productos tangibles de alto impacto visual, el…
because anytime someone comes to your home, and you've got this, and they have kids, they're going to see it. And it's like the best advertising you could have is seeing their kids playing on your ruin you, right? Yeah, I think that we've never done like content creator, influencer, things like that. But like, it's so big right now, everybody's talking about it. And I'm like, okay, how do we do something that is about our community, though? Because like, my view is like, the people who are our customers, they know our brand the best, they know how to use the product the most, they know why…
Escúchalo en el minuto 42:59
Roo & You alcanzó 100.000 familias en 3,5 años sin gastar un solo dólar en publicidad
Canales de adquisiciónRoo & You alcanzó 100.000 familias en 3,5 años sin gastar un solo dólar en publicidad. Roo & You, marca de play couches modulares para niños, creció de cero a 100.000 familias sin anuncios pagados durante sus primeros 3,5 años. El crecimiento fue completamente orgánico: comunidad, boca a boca, giveaways en Instagram y relaciones públicas. Esto demuestra que para productos con fuerte atractivo emocional y visual, la…
grow the community even more than it has and finding new ways to grow it. Because I do truly and exactly what to do next. It even takes action for you. With Triple Whale, you can quickly spot trends, catch issues before they impact revenue, and uncover opportunities you would have otherwise lineup of kids and family products. She built the company from scratch, bootstrapped it. It's reached over 100,000 families, and she's grown Roo & You to a brand with major licensing collaborations and And yeah, that's been fun learning. So talk to me about one of some of the changes you've had to make or…
Escúchalo en el minuto 0:10
Regla de tolerancia cero: una falta, una expulsion, sin excepciones
Retención y relación con el clienteRegla de tolerancia cero: una falta, una expulsion, sin excepciones. Roo & You aplica la regla de 'un strike y estás fuera' en su comunidad. Si alguien es hostil, se le elimina de inmediato. Esta norma estricta sobre el tono desde el día uno preservó un espacio seguro que los padres valoraron y convirtió la comunidad en un imán de crecimiento.
and what building through a hard year has actually looked like behind the scenes. When we met in Las Vegas at Shop Talk this year, you were saying this was one of your most successful years yet, but also one of the hardest years yet. And I wanted to just jump right in to that statement. And what is making this both the best of times and the hardest of times? The hardest of times would definitely be the tariffs. Yeah. As everybody, I'm sure, is aware of that. That really was tough for us this year. We just, I guess like I'm always like look on the bright side kind of person. So I'm like, it'll…
Escúchalo en el minuto 2:55
La comunidad genera los assets creativos para las campañas de ads
Estrategia de contenidosLa comunidad genera los assets creativos para las campañas de ads. Para la última ronda de anuncios pagados, la fundadora pidió a su comunidad que produjera los activos creativos. Los propios clientes proporcionaron UGC alineado con la marca, reduciendo costos de producción y garantizando autenticidad en los anuncios.
in the US. And they had a huge wait list. And I was like, why is nobody else doing this? So I kind of just took a look at it. And I took a different perspective from how the product was just from like a parent's perspective, because of people who created the other one were college students. So we added water resistant liners and covers over the zipper so your kids couldn't open it and pick up out the foam and things like that. But yeah, from there, it was like, how do we sell to people when we don't have the product? We're brand new, coming out of the blue, like, hey, it's me, some stay at…
Escúchalo en el minuto 5:23
La modularidad justifica un precio premium al multiplicar los casos de uso
Oferta y precioLa modularidad justifica un precio premium al multiplicar los casos de uso. El diseño modular del producto —que puede funcionar como fortín,banco, mesa lateral o espacio para adultos— permite a los padres justificar un precio de $300. Cuantos más usos perciba el cliente, menor la resistencia al precio.
to accurate? Yeah, it was actually fall of 2020 that we started. I actually was making mask lanyards at the time, hand making them. I started doing that like a few months before the summer, just with that coming out, did 6,000 units of that that summer and kind of like lit a fire under me to do more. So my kids were at an age where they were, I think they were one and a half and three and a half,
Escúchalo en el minuto 4:41
Los collabs deben pasar la prueba del living room:爸妈 lo querrían dejar a la vista
Marca y posicionamientoLos collabs deben pasar la prueba del living room:爸妈 lo querrían dejar a la vista. En licensing, la fundadora rechaza diseños invasivos con logos grandes porque las familias no los querrían tener en espacios comunes. Cada colaboración se diseña para que tanto niños (que reconocen los personajes) como padres (que valoran la estética) quieran dejarlo siempre visible.
most successful years yet, but also one of the hardest years yet. And I wanted to just jump right in to that statement. And what is making this both the best of times and the hardest of times? The hardest of times would definitely be the tariffs. Yeah. As everybody, I'm sure, is aware of that. That really was tough for us this year. We just, I guess like I'm always like look on the bright side kind of person. So I'm like, it'll go away. It'll never happen or be a short time. But yeah, it's stuck around and that's been super awesome. And you know, with the war and everything else that's been…
Escúchalo en el minuto 3:03
Testear cada nuevo diseño en el playroom propio antes de fabricarlo
Investigación de mercado y clienteTestear cada nuevo diseño en el playroom propio antes de fabricarlo. Antes de toolificar cualquier pieza nueva, la fundadora la ponía en su propio playroom y observaba cómo sus hijos la usaban. Si los niños no mostraban interés, el producto no se desarrollaba. Este testeo doméstico era la primera fase de validación del diseño.
Yeah. So when it came to new pieces, I would create the design and I would just put it in the playroom and see what they would do with it. And that was like the first phase of it. Will they use it? Are they interested in it? How are they using it? And then it was what else we could do with it as the parents. So if I put something in there and they just had no interest in it, I was like, don't want to even do it. But yeah, it was just like, it's so crazy for me to see like when
Escúchalo en el minuto 10:54
LTV extendido: producto en uso activo 5+ años con múltiples hijos
Medición y experimentosLTV extendido: producto en uso activo 5+ años con múltiples hijos. Los hijos de la fundadora siguen usando el producto a diario después de 5.5 años, y además lo usan padres con bebés recién nacidos como superficie de descanso junto a la cuna. El mismo producto sirve en múltiples etapas de la infancia, extendiendo naturalmente el LTV por familia.
All right. Well, take me back to the beginning. You've got a cool founder story. I imagine it happened around COVID when everyone was stuck at home with their children. Is that close to accurate? Yeah, it was actually fall of 2020 that we started. I actually was making mask lanyards at the time,
Escúchalo en el minuto 4:31
Marca y posicionamientoLo que diferencia a las marcas es la persona detrás del negocio. La diferenciación real no viene del producto sino de la autenticidad y la convicción del fundador. La fundadora sostiene que mostrar quién está detrás —su historia, su propósito— es lo que hace que un negocio destaque sobre la competencia.
missed. It's about moving faster, making smarter decisions, and operating with real confidence. That's why brands like True Classic, Whey, Press Juicery, and thousands of the fastest-growing D2C
Escúchalo en el minuto 1:28
Exigir reportes de seguridad química antes de pedir muestras al fabricante
Investigación de mercado y clienteExigir reportes de seguridad química antes de pedir muestras al fabricante. El primer paso antes de pedir muestras a cualquier fabricante fue exigir todos los reportes de seguridad y pruebas químicas. Solo tras recibir esa documentación se solicitaban muestras físicas, que luego se testaban con los hijos de la fundadora.
I got samples, like told them what kind of fabrics I was looking for. We had to get like all the safety, like anybody I even order samples from. First thing was give me your safety reports for everything that is being used. So from there, when we got the samples, we just tested them out with my kids and just look through which ones felt like the best quality. And then I ordered a few more samples from there, tested those out. And then finally we decided on one. But for me, it's like, yeah,
Escúchalo en el minuto 9:40
Crecimiento 100% orgánico durante 3.5 años sin inversión publicitaria
Estrategia de contenidosCrecimiento 100% orgánico durante 3.5 años sin inversión publicitaria. Roo & You alcanzó más de 100,000 familias sin gastar un dólar en publicidad durante sus primeros 3.5 años. El crecimiento vino del word-of-mouth impulsado por una comunidad gratuita donde los miembros se invitaban entre sí.
added water resistant liners and covers over the zipper so your kids couldn't open it and pick up out the foam and things like that. But yeah, from there, it was like, how do we sell to people when we don't have the product? We're brand new, coming out of the blue, like, hey,
Escúchalo en el minuto 5:42
Negociar que el partner de IP también promueva la alianza en sus canales
Marca y posicionamientoNegociar que el partner de IP también promueva la alianza en sus canales. La fundadora aprendió a exigir contraprestación en las licencias: apoyo en redes sociales del partner, emails conjuntos, giveaways cooperados y whitelisting de ads. Quien solo cede IP sin promover no es un partner real, es un proveedor.
like a parent's perspective, because of people who created the other one were college students. So we added water resistant liners and covers over the zipper so your kids couldn't open it and pick up out the foam and things like that. But yeah, from there, it was like, how do we sell to people when we don't have the product? We're brand new, coming out of the blue, like, hey, it's me, some stay at home mom, buy from me. And I thought about what would make me trust a brand to buy from them. And so I went into Facebook groups. And you know, I went live, and I took videos, pictures, answered as…
Escúchalo en el minuto 5:37
Las licencias son herramienta de marketing y validación de marca, no motor de ventas
Marca y posicionamientoLas licencias son herramienta de marketing y validación de marca, no motor de ventas. Las colaboraciones con IPs establecidos (Warner Bros, The Wiggles, Blippi, Cocomelon) funcionan como mecánica de marketing y construcción de confianza. La fundadora las usa para generar credibilidad ante nuevos clientes, no como canal directo de conversión.
So when it came to the licensing, we actually had somebody reach out from the Wiggles and I was just like, what the heck? I was like, this is cool. So we talked to them and, you know, we started with them. We did a pull up with them. They're absolutely amazing. They're part of the marketing. They're part of everything. And from there I was like, this is like, instead of it just being like, oh, here, let's make this because people will buy it. It's like, this is really great for marketing and building trust because, you know, you're working with these really established brands and things like…
Escúchalo en el minuto 19:58
Acceso anticipado exclusivo convierte la comunidad en incentivo de compra
Retención y relación con el clienteAcceso anticipado exclusivo convierte la comunidad en incentivo de compra. La comunidad de Facebook recibe acceso prioritario a ventas, drops y sneak peeks. Los clientes perciben valor por pertenecer y usan la plataforma para enterarse antes que nadie, generando urgencia y exclusividad sin costo de producción.
Yeah. As everybody, I'm sure, is aware of that. That really was tough for us this year. We just, I guess like I'm always like look on the bright side kind of person. So I'm like, it'll go away. It'll never happen or be a short time. But yeah, it's stuck around and that's been super awesome. And you know, with the war and everything else that's been going on, prices of shipping are going up. So
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Oferta y precioCambiar de fulfillment doméstico a 3PL en origen para neutralizar el impacto de tarifas. Ante la suba de tarifas y costos de envío, Roo & You pasó a enviar directamente desde Asia a un 3PL en EE.UU. en vez de enviar a su warehouse doméstico. Esto redujo costos logísticos y mitigó el impacto de los aranceles en el margen final.
it. So somebody told me about a play couch. At the time, there was only one company making them in the US. And they had a huge wait list. And I was like, why is nobody else doing this? So I kind of just took a look at it. And I took a different perspective from how the product was just from like a parent's perspective, because of people who created the other one were college students. So we added water resistant liners and covers over the zipper so your kids couldn't open it and pick up
Escúchalo en el minuto 5:17
No persigas licencias sin tener primero product-market fit resuelto
Marca y posicionamientoNo persigas licencias sin tener primero product-market fit resuelto. La fundadora advierte: las marcas pequeñas no deben esperar que un acuerdo de licencia dispare sus ventas. Si no hay PMF previo, la licencia no salva un producto que no funciona. Las licencias amplifican lo que ya está funcionando.
you know, a consumer side, knowing that they are such like, such a good company, such nice people. And they are about like working with everybody and like helping everybody, like kind of having that two way instead of being kind of like one sided. I imagine for IP like Baby Shark or Cocomelon or these ones that are, that are based on, like, I bet it's going to be easier to get a two way partnership with, you know, IP like that versus like Batman in a way, like Batman's probably not, you know, writing ruin you into his comic books, for instance. Um, but when you've got it with Baby Shark or…
Escúchalo en el minuto 26:17
Crear grupo propio con pre-venta exclusiva como mecanismo de entrada comunitaria
Investigación de mercado y clienteCrear grupo propio con pre-venta exclusiva como mecanismo de entrada comunitaria. La fundadora pasó meses dando videos en vivo, fotos y respuestas en grupos de Facebook de padres antes de abrir la preventa. Solo quienes estaban en su grupo propio podían acceder a ella, convirtiendo la pertenencia a la comunidad en requisito de compra.
buy from them. And so I went into Facebook groups. And you know, I went live, and I took videos, pictures, answered as many questions as people had. And I did that for a couple of months before our preorder. And we created our own group where you had to be in there to participate in the preorder. And from there, we kind of just build a community around around the business. But I also wanted a
Escúchalo en el minuto 6:04
Feedback comunitario cambió el diseño de los cierres del ball pit
Investigación de mercado y clienteFeedback comunitario cambió el diseño de los cierres del ball pit. Los usuarios reportaron que los cierres del pouch (ball pit modular) no se mantenían erguidos. La fundadora iteró el producto según ese feedback, bajando la dirección del cierre. Pequeños ajustes guiados por la comunidad generaron mejoras funcionales que reforzaron la percepción de marca atenta.
Is there a point where, where customer feedback shaped the development of the product in a way that you weren't thinking about? I don't know about that. I think there's like changes we've made due to feedback. Like one of the products we have, the pouch, which is a modular ball pit. The zippers used to zip up and after the feedback, the zippers now sit down because it just wouldn't stay up as long or it would be like really easy for it to come down. So it was things like that,
Escúchalo en el minuto 15:06
Delegar paid media a agencia cuando el fundador no tiene skills en el canal
Canales de adquisiciónDelegar paid media a agencia cuando el fundador no tiene skills en el canal. Tras 3.5 años sin ads, la fundadora reconoce no entender el marketing pago y no tener el equipo interno para manejarlo. La decisión fue contratar una agencia que entienda la marca, en vez de intentar aprender un canal ajeno al core competency del fundador.
So no ads for the, for the first long while, have you moved into a ad supported model at this point? Yeah. We started doing a probably year and a half ago, something like that. I think honestly, that's been more difficult for me personally, like instead of like from the organic, like I can, the organic side I can do with my eyes closed. I think that is just like, so ingrained in me. Um, the market, like the paid marketing side, I just don't get it. I get it to a point where it's like, I know what I want to see because I probably bought from every brand that I talked to because I am just…
Escúchalo en el minuto 15:51
Estrategia y decisiones de negocioEl peor escenario siempre es un 'no', y no merece miedo. La fundadora opera con una mentalidad de máximo optimismo: se tira a buscar cada oportunidad sabiendo que lo peor que puede pasar es un rechazo. Esta postura le permitió acercarse a licencias con Warner Bros y Harry Potter cuando tenía apenas un año de operación.
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Escúchalo en el minuto 1:39
El timing de COVID resolvió la barrera de precio de un producto premium para el hogar
Investigación de mercado y clienteEl timing de COVID resolvió la barrera de precio de un producto premium para el hogar. La pandemia de COVID aumentó la disposición de los padres a pagar $300 por un producto que mantenía a los niños entertained en casa. El mismo precio habría sido una barrera mayor en condiciones normales; el contexto de aislamiento lo posicionó como alternativa lógica a múltiples juguetes.
especially during that time where so many of us were at home with our kids, it felt, I'm sure, like a small price to pay to have your kid not on a screen, not to judge, but doing an activity that was physical in your home, that was safe, that was fun. Like I imagine that was a big, it was easier for parents to maybe get over that hurdle a little bit because of, especially because of the time. Yeah. I think the timing was honestly like just so helpful for us because so many people were stuck inside, but as much as like that one product might be expensive, it's taking the place of so many other…
Escúchalo en el minuto 12:20
Mostrar el costo del arancel como línea separada en el checkout
Oferta y precioMostrar el costo del arancel como línea separada en el checkout. En lugar de embutir los costos de tarifas en el precio del producto, Roo & You mostró el cargo como concepto separado en la web. Esto permitió explicar el alza sin penalizar la percepción de precio y fue comunicado como parte de su política de transparencia radical.
it. So somebody told me about a play couch. At the time, there was only one company making them in the US. And they had a huge wait list. And I was like, why is nobody else doing this? So I kind of just took a look at it. And I took a different perspective from how the product was just from like a parent's perspective, because of people who created the other one were college students. So we added water resistant liners and covers over the zipper so your kids couldn't open it and pick up
Escúchalo en el minuto 5:17
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