CoziGo|Flybabee – Building a $1M super company solving for baby sleep

Being Interviewed

Revenue

$28000

Founders

1

Started

May, 2015

Country

Australia

Hi, help us get introduced to you and to your business.

Hi, I’m Emma Lovell mum of two small children and founder of CoziGo – Sleep on the Go. I’m originally from England and live in Sydney Australia. We are the first company to make pram covers for travelling ( or a bassinet cover).

My lightbulb moment was the outcome of flying and using an in-flight bassinet with a very distracted and overtired baby. My solution to help babies sleep as well as they do at home whilst out and about is called CoziGo.

cozigo baby sleep on the go , womenhustlers.com

It’s a pop up sleep & sun cover that fits all strollers on the market as well as airline cots, moses baskets and car seats. CoziGo is lightweight, protects from the harsh sun (UVP50+), fully breathable and protects your bundle from surrounding germs.

It’s been heralded as “The Miracle Cover” for mums that value their babies all-important sleep routine whilst maintaining a healthy outdoor lifestyle.

I appeared on the Australian version of Shark Tank and won over investor Janine Allis from Boost Juice. This helped launch CoziGo in to the Australian market and I now have my eyes set on international markets I’m not already in.

My mission is to ensure that outings and travel with a baby or toddler enhance peace for families all over the world. I know firsthand that a sleeping baby is a happy baby and that when a baby sleeps, parents are relaxed and happy too!

Bassinet cover, interesting !What’s that helped you found a plane bassinet product .

I was originally a High School teacher when I lived in the UK. I taught Business Studies and IT. When I came to Australia, I did all sorts of fabulous jobs – I was an on-set tutor for TV programs and movies, a Contiki Tour Guide and a Climb Lead on the Sydney Harbour Bridge.

I needed to earn more money, have a car and move on from having flatmates, so I went in to the management of businesses and then became involved in several Starts-ups such as Children’s entertainment centres, child care centres and hotels. I always had in the back of my mind, that I’d like to be entrepreneurial – bosses can be so disappointing!!

What went into designing the initial product? Can you take us through the actual process?

Geez, it was a little hit and miss. I started trying to describe what I wanted at the start, but found it was a frustrating process. So, I went about actually creating a prototype.

The initial prototype of Fly Babee (now CoziGo) would make you laugh. I asked my hubby to make a box the size of an average airline bassinet. Then I went to Spotlight and Bunnings the prototype was made up of plumbers tubing, black fabric and double-sided sticky tape as I can’t sew to save myself.

It was the ugliest thing ever, but it gave me something to photograph so I could start liaising with potential manufacturers. The first manufactured prototype was 80% there first time.It took a further 18 months to nail the other 20%!

Talk us through the process of launch of your business

From my experience in launching other people’s business, I was always very conscious that you can’t just have the mentality of “build it and then will come”. Even though money was very tight, I always knew that I would need to allocate a healthy marketing budget to make sure we could launch with our best foot forward.

It was just before our planned launch that I secured a coveted position on Shark Tank Australia . Here I secured funding in exchange for 35% of my business which allowed me to launch the product successfully.

FLY BABEE / COZIGO CATCH UP

After appearing on the show Fly Babee has had an exciting new rebrand!

Posted by Shark Tank Australia on Tuesday, July 10, 2018

I’m very proud to say that I was able to buy out my investor 18 months later and now hold 100% stake in the business. Four years down the track, I still have new customers telling me that they first saw me on Shark Tank – it’s a gift that keeps on giving!

When we pressed GO on a new website, it was absolutely nerve wracking – you have no idea if people are going to want to buy your product and you are literally laying your heart on the line. The sales slowly started coming in and I would celebrate every single one of them. We are on the Shopify platform and that makes it really easy to see what’s working and where your sales are coming from.

At the same time, we were building our social media followings and working out our targeted ads.  We also worked very strategically with a PR consultant – this had us in all magazines and websites as the “what’s hot” product and we also positioned me as a “Travelling with babies and kids” expert to allow me to get the brand new out there without paying lots of money for marketing.


At the same time, we were building our social media followings and working out our targeted ads.  We also worked very strategically with a PR consultant – this had us in all magazines and websites as the “what’s hot” product and we also positioned me as a “Travelling with babies and kids” expert to allow me to get the brand new out there without paying lots of money for marketing.

How is your repeat customer rate like? Can you take us through how you attract and retain customers?


We only have one product to sell right now so marketing for us it’s all about constantly winning new customers. Once we’ve won them, they have no reason to come back and I’m aware that this is the most expensive type of marketing!

It’s important for us to start working on new product that will keep our hard-earned customers coming back.

When you bring a new product to market, people don’t necessarily know that they need what you are offering. You are sometimes fixing a problem they don’t even realize they are going to have. We knew it was very important to ensure we had lots of visual footage of CoziGo working for families so they can see how it will help change their parenting journey.

So our first step is to spell out the problem(s) that we’re fixing — is your baby not sleeping well? Are you planning to fly with a baby? Are you worried about protecting your baby from the sun whilst out and about.

CoziGo has many uses, which means we have a multitude of messages and different groups to target. Our customers are not only those flying with babies, but any parent that owns a stroller, values their babies sleep routine and enjoys getting out and about.

The rise of the internet, social media and youtube channels really helps us pimp out our videos and pictures to really show potential customers how CoziGo can help change their life for the better.

We realise that positive word of mouth is invaluable so at every stage of contact with our customers, we encourage them to share their thoughts on CoziGo with us and their friends. We ask for photographs that we then use in our marketing and occasionally run photographic competitions where best photos win prizes. It gives us so much new content and we have so much fun doing it.


We realise that positive word of mouth is invaluable so at every stage of contact with our customers, we encourage them to share their thoughts on CoziGo with us and their friends. We ask for photographs that we then use in our marketing and occasionally run photographic competitions where best photos win prizes. It gives us so much new content and we have so much fun doing it.

What is the current situation. How do you see yourself in the next 12 months?

Right now, my business suits my lifestyle – I am able to work my own hours whilst I am a very hands-on mum. It wasn’t always like that – during set up and launch, we had nannies and au-pairs, I travelled a lot and worked massive hours. So did my husband! It DIDN’T work and our family unit was hurting.

To some extent this has prevented from developing new products and expanding as much as I first anticipated, but we made a conscious decision to invest in our kids more than my business. My business often takes the back seat as I’m super aware that my kids will grow quickly and not be as reliant on me in years to come I can always come back to business.

In 12 months’ time, I can see myself doing exactly what I’m doing now – continuing to juggle and balance everything and everyone that is important to me!

As a woman founder, do you see this as only financially uplifting? Or otherwise too? If yes, then how?

We all have to eat right, and we all have material dreams.But my financial reward is very low on my list of uplifting stuff that comes from running your own business. Personal worth, flexibility, the opportunity to meet some amazing people that I otherwise wouldn’t, focus and being able to lead by example to my children are all high up on the list.

What tools or services did you use?

Facebook & Instagram

For now, we generate lots of content on facebook and instagram. We gather lots of testimonials and encourage our customers to sing our praises which helps with word of mouth.

We have a solid retargeting campaign that tailors messages for parents that travel with children.

Referral program

We have had a lot of success with our Referral Program. Word of mouth is so valuable – happy customers will shout from the rooftops about your product if they love what you’ve done. So why not reward them?

We use a program called Referral Candy where our existing customers get cold hard cash paid directly in to their Paypal account for every referral purchase they’re responsible for. Their friends get a discount on the product so everyone is winner. A word of warning – make sure you have enough margin in your product to allow for this. The discount, the cash and then the percentage to the referral program can add up to a big cost of sale!

Bloggers

We have had a lot of success using Travel Bloggers with large followers reviewing CoziGo and not so much success with celebrity seeding. (Apparently, you need to kiss a lot of frogs before you get your queen blogging about you!)[6] 

The first step in getting bloggers to mention you is to research who’s out there. Start a spreadsheet and start collecting relevant information. We get sooooo many “bloggers” asking for free product in return for a blog, but you must be careful to qualify them as a valuable blogger for you. There are a lot of freeloaders out there that will not give you return for your investment. Once you’ve found out who blogs in your industry, do some research as to how many followers they have and how active/loyal those followers are.

Once you’ve identified who you want to work with, make sure you’re very clear about what your expectations are. We have developed a framework that we send to our partners to ensure that our key points are covered. If they’re professionals and proud about their work, they will want to make sure they deliver a quality blog that benefits both parties.

SEO

We spent A LOT of money on dodgy SEO experts – those reading this and considering using an agency… please make sure you do your research and get recommendations. There are a lot of horror stories surrounding this industry.

We use a third party that helps us with Google Adwords and this is slowly building which is nice.

Which are some resources, books, articles or podcasts that have been useful to you, and would share with your readers

I don’t really listen to too many podcasts and I don’t read business books. I’m more likely to thoroughly be researching whatever it is I’m trying to learn that day/week/month! I can recommend: The Unofficial Shopify Podcast and Marketing to Mums book  by Katrina Macarter. Otherwise, here are some of the tools I use and love:

Shopify – hands down, this is the easiest platform for a product based business to help launch a beautifully curated website with an easy to use back end.

Mailchimp – I use mailchimp to communicate with our existing and potential customers. It can get expensive as your list builds but it’s an invaluable tool for marketing automation and used properly increases your bottom line.

Referral Candy – I use Referral Candy as our referral program for our customers and brand ambassadors. It’s awesome to help spread the CoziGo word and helps people tell your story to potential customers.

Yotpo – I use Yotpo as my review platform – it’s essential for social proof.

Xero – Having used MYOB in previous jobs, I love how easy Xero is to keep across my business and know exactly where we are on a financial level. It easily integrates with the Shopify platform and my banking system.

Find a good Fulfilment company – I wanted to get the stock out of my garage as soon as I possibly could. I found a fulfilment centre invaluable and very cost effective to get everything automated when the orders come rolling in.

Many a times, women feel that businesses are for only for men. What’s your take?

Do they? I haven’t met many of those kinds of women. My take? Ridiculous ?

Looking to kick start your own venture?

Hi ! This is Misha ?

I interview women founders in building profitable businesses?‍?

My idea is for other women to get inspired by these actionable tell-all stories and start their own profitable enterprises.

I am hugely inspired by inspirational interview series starters like IndieHackers, StarterStory by Pat Walls, Failory, SpaceBandits and have put significant efforts in reaching out to women founders in order to gt started.

If you are a woman founder, and looking for actionable advise from other girls like you, subscribe to the mailing list. If you think your story is worth sharing, don’t hesitate in mailing me✌️

Cozigo | Flybabee - Checkout this $1M business created by Emma Lovell

See how Emma is has created this profitable $1M business selling flybabee airline bassinets for letting kids sleep peacefully on the go. See interviews of other women creating profitable businesses at WomenHustlers.com

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