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wheel media Blog Detroit Edition Detroit Edition

Venturing Into New Markets: One Online Retailer’s Journey


Jane Walter, OrganicKidz founder and president, created a stainless steel baby bottle in 2008 as a toxin-free, environmentally friendly alternative to plastic bottles.

Since it’s debut, OrganicKidz has seen tens of thousands of sales and even grabbed Oprah Winfrey’s attention. In 2012, NBC’s The Today Show named it one of the top baby products around.

Now, in 2013, OrganicKidz wants to grow beyond its front-runner product to create additional baby products, like food containers, organic bottle-drying racks, toxin-free toys, and nursing covers.

Ms. Walter is also interested in breaking into new markets and expanding to gift shops and boutiques around the US and Canada.

So what’s the best way to go about all of this?

Although the company has begun expanding to Canada, the United States on the other hand, is a little trickier. Says Walter, “The market is far more intimidating.”

In February, the stainless steel bottle was picked up by Target. Jane isn’t sure if she should stay in the juvenile market and keep her eggs in one basket, or move on and pursue other markets – requiring additional resources, employees, and divided attention.

Next Steps

Although the US market is more competitive, the fact that Jane’s small business already has a product in Target is a great sign. Her best bet is to build up an audience by word of mouth or through social media, marketing to parents. In terms of physically expanding, the best idea is to take advantage of her e-store and determine what areas most of her traffic is coming from. Then, expand to those areas first.

The fact that she’s already developed a niche for herself is a great sign, and she should stick with her specialty and continue down that path.

Social media is a great way to spread brand awareness and get new customers on board. By combining these tactics, OrganicKidz will, without a doubt, see success.

Source: The Globe and Mail


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