On the latest episode of The Seller’s Edge Podcast, Jonathan sits down with the creators of Tiny Sprouts, a children’s nutrition brand. Tina and Kim are two life-long friends who left their stable corporate jobs to pursue an entrepreneurial life and disrupt an entire industry. Their journey has not only focused on building a successful business but also on making a meaningful difference in the world.
About the Guests
Tina Rajani and Kim Pabla, both passionate mothers and entrepreneurs, formed Tiny Sprouts during the pandemic with the aim to provide healthier food options for children. The Seller’s Edge not only explores what motivated the team to found the brand, but also the strategies that led them from eCommerce to the shelves of Whole Foods stores across the country. They focus on education and innovation, striving to revolutionize the baby food industry while remaining deeply involved in their business’s growth.
Influencers and Education
“Influencers are a huge strategy for us. We have a product that is geared towards children that requires a bit of education.” (06:38)
A cornerstone of Tiny Sprouts’ marketing strategy is the use of influencers to educate parents about their products, reflecting a deep understanding of their target audience’s needs. Leveraging the knowledge and reputations of pediatric dietitians across social media has been a huge source of traffic and revenue for the company.
Utilizing Amazon as a Channel
“And then through our journey through talking to different people, just seeing just how prevalent Amazon is and the shopping behaviors of moms specifically, we knew that this was a channel that we had to take seriously and that we just couldn’t manage ourselves. It’s just too much of a beast.” (13:05)
Kim and Tina recognize the eCommerce platform’s immense potential, along with the complexities it entails. Once realized how much effort it would take, they made the decision to hire eMarketplace Management to help formulate strategies and execute. That choice paid off and relieved a lot of the burden the founders were feeling when it came to the world of Amazon.
Key Pillars for Growth
“It’s a key pillar for us as we continue to build this brand of ours.” (14:00)
Tina and Kim emphasize the significance of identifying and prioritizing core strategies that are fundamental to the growth and success of their brand. Among others, they cite their launch in the Amazon marketplace as a massive game-changer while discussing the challenges that it brings.
Unique Selling Points
“We’re lucky because we have ready-to-eat shelf-stable goods that work well on Amazon.” (14:20)
The quickest path to success is having a strong product. Kim and Tina attribute their success to the unique offering of their products, specifically their ready-to-eat shelf-stable goods, demonstrating a keen awareness of market demands. As mothers themselves, they turned the challenges of finding nutritious meals for their children into an opportunity to make money. They worked with a team of food scientists and dietitians to ensure their products offered quality and value.
The Challenges of Scaling Up Operations
“It is challenging for us to let go… we’re very hands-on.” (16:01)
Most businesses fail because they lack the foresight to anticipate the obstacles down the road. Fortunately, Tina and Kim understand that many corporations falter because of the lack of attention and care put into scaling up while maintaining operational discipline. Despite their hands-on approach, the founders acknowledge the challenges of maintaining control while scaling their business, a common struggle for entrepreneurs who have a personal stake in their brand.
Whole Foods LEAP Program
“The Whole Foods Leap program is probably one of the top three highlights, if not the highlight of our journey,” (19:35)
Recently, their hard work paid off as they were accepted into Whole Foods’ LEAP program, which selects only top-tier products and next-generation entrepreneurs. As they continue to learn more about the brick-and-mortar world of retail, Tina and Kim are grateful to have a 10-12 week education administered by the Whole Foods team that is constantly giving them new ideas and ways to make their current operation more efficient.
Disrupting the Industry
“We want to be a disruptor in the baby food industry.” (25:50)
Being parents and consumers in a world that largely offers unhealthy options and harmful ingredients to children, Tiny Sprouts aims to change the standards of baby food. The team has many ideas and lots of passion to disrupt the baby food industry by challenging traditional norms and offering innovative solutions, showcasing their entrepreneurial spirit and drive for change. One of the biggest payoffs of this approach was their acceptance into Whole Foods Local and Emeging Accelerator Program (LEAP).
The Key to Happiness
“It is key to happiness to be doing something that you truly believe in, that you can control.” (28:21)
As cliche as it sounds, its true that if you find a job that you love you will never have to work a day in your life. The two women behind Tiny Sprouts get to experience this phenomena as they push forward with the challenges and growing expectations of their enterprise. For the founders, happiness comes from pursuing a venture they believe in, one that offers autonomy and control. This emphasizes the importance of passion and purpose in their journey.
Big Things are in Store for Tiny Sprouts
Tiny Sprouts’ journey exemplifies the power of passion, innovation, and strategic thinking in building a successful brand in the competitive children’s nutrition market. Their story serves as inspiration for entrepreneurs looking to make a positive impact with their business.
