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Sandra Oh Lin, Founder of KiwiCo, turned after-school projects with her kids into a multi-million-dollar subscription box business. She tested her craft project idea with kids and investors, eventually launching KiwiCo. They discuss challenges, growth, and expansion into new areas. Financial challenges led them to fundraising, and they now offer a range of activities for kids, teens, and adults.
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Quick takeaways
- KiwiCo started as a subscription box for kids, offering hands-on projects centered around color and later expanded to include other lines like Tinker Crate and Doodle Crate, resulting in increased subscriptions and profitability.
- KiwiCo differentiates itself by providing tactile, offline experiences for kids, emphasizing the value of physical engagement and its positive impact on creativity and problem-solving skills.
Deep dives
Launching KiwiCo and the Shift to Subscription Boxes
Sandra O'Linn, founder of KiwiCo, discusses how the company started as a subscription box for kids in 2011. They initially focused on hands-on projects centered around color and expanded their offering to include Tinker Crate, Doodle Crate, and Quali Crate. The launch of these lines resulted in a significant increase in subscriptions and paved the way for profitability. Sandra highlights the importance of creating a fun and engaging customer experience that goes beyond traditional toys, appealing to parents who want their kids to learn and explore.
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