A small business goes big

Posted November 20th, 2008 at 11:07 am by Dana Rubinstein, DappleBaby.com

 2 Comments / Filed in: Guest Opinions, Our Users, Trends & News, Video

About two years ago, a life-changing experience occurred during one of the most mundane chores of a new mom: washing baby bottles. I was frustrated that my soap wasn’t really removing the milk odor or residue. I also wondered what the harsh chemicals might be doing to my daughter. The idea for a business was born.

Now I’m co-owner of Dapple, purveyor of the first line of environmentally-friendly products that deal with baby-specific cleaning challenges. And thanks to Yahoo! Small Business, our business is skyrocketing –- even in the current economic climate.

In March, on a whim, my partner Tamar Rosenthal and I applied to Yahoo! Small Business and fwm’s “Seeds for Success” grant program and were later named one of the three finalists chosen from among 5,500 entrepreneurs. Over the last six months, we competed for the grand prize by working toward milestones with our website, sales, partnerships, PR and marketing, and more. More than 660,000 people recently cast their votes on Yahoo!. And lo and behold, we won!

It’s wild to think that just six months ago, we had no products on shelves, no retail presence. Just a few prototypes and a lot of hope. After we earned Yahoo!’s grant of $25,000 in cash and services, it was the perfect storm. We were able to produce our first two products, found small retailers in our New York City neighborhood willing to be our first test market, and built our web site. I can’t describe the kind of endless credibility the Yahoo! name gave us. We later struck deals with two major national retailers, attended trade shows, won an iParenting Media Award for best product, and got a lot of great attention from mommy bloggers. We’ve sold more than 25,000 units to date, have distribution in 300 stores and strong interest from big national chains, and now have six products in our line.

As part of our prize, we got mentoring advice from some really legendary figures through fwm (Finding What Matters). For example, fwm’s Carolyn Kepcher, of “The Apprentice” fame and Yahoo!’s program co-sponsor, helped us shore up our business plan while being a great sounding board. Cathie Black, president of Hearst Magazines, taught us about breaking through closed doors “in a ladylike way” but never giving up. Brand guru David Vinjamuri helped us create thoughtful packaging (e.g., pump dispensers are far more convenient for harried moms) and branding that resonated with our customers. Beauty maven Bobbi Brown gave tips about carefully growing our business. And Scott Smigler from Yahoo! partner Exclusive Concepts helped us recognize how important a successful Web site is as part of the mix and was amazing in revamping our Yahoo! Small Business Web site.

We’ve experienced many ups and downs in our journey and we’re often humbled by the hard work and dedication of other passionate entrepreneurs. If you’re on the edge of jumping in and think you have a great idea with a lot of promise, we say “go for it!” But put on your seatbelt and hang on –- the ride is incredible. As for Dapple, we plan to use our grand prize winnings to bring you even more baby-friendly cleansing products in the near future.

Dana Rubinstein
Co-Founder, Dapple

Tagged: apprentice, grant program, guest opinion, Video, women, yahoo! small business

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2 Comments Add your own

Mr Mom | November 20th, 2008 at 12:32 pm

Wow. Good for Dapple! I love your products and design and i find your story incredibly inspirational. Best of luck and keep up the good work!

Nali Nietsnibur | November 20th, 2008 at 12:39 pm

Way to go Tamar and Dana! Congratulations to the whole Dapple team. Looking forward to seeing the company grow its product line and retail presence. We are routing for you.

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