In early 2023, we embarked on the journey of building the foundation for a successful direct-to-consumer greeting cards company. Despite our collective experiences across multiple startups, consulting firms, and financial institutions, we couldn't help but chuckle at how much we didn't know when we first started the process!
Initially, we had naively assumed that designing cards, finding a local printer, building our website, and launching sales would be a breeze. Oh, how wrong we were! However, despite the challenges, the journey has been incredibly rewarding and, dare we say, fun!
Before diving headfirst into building BeThoughtful, we needed to define our initial product. As individuals who often found ourselves scrambling for Mother’s Day cards, we brainstormed various iterations of our MVP (minimum viable product). Through extensive desktop research, focus groups, and countless whiteboard sessions, we identified a critical missing ingredient in today's greeting card market – the ability for users to purchase customized bundles shipped directly to them, tailored to their unique needs. Why settle for pre-set bundles when no family is alike? And why bother with trips to the store when high-quality cards can be delivered directly to your doorstep at no additional cost?
With Step 1 completed, we turned our attention to building the product, developing a fulfillment process, and making it accessible to the public.
Drawing on our operational backgrounds, we eagerly sought out a printing supplier. After meeting with several printers in NYC, we happily settled on Shulman Paper Co., boasting a century-long legacy. They not only provided invaluable insights into the world of paper but also served as supportive mentors as we navigate the launch and expansion of BeThoughtful.
Following the printing process, we faced the decision of how to ship our cards to end-users. After exploring various options, we opted for a hands-on approach – packing and shipping orders from our own homes to start. While this method provided valuable insights into the fulfillment process, we aim to further refine our approach before partnering with a separate warehouse.
Simultaneously, we collaborated with a diverse array of designers to develop card designs aligned with the BeThoughtful ethos – soft yet warm colors and relatable designs. As we crafted cards with a wide audience in mind, we learned important lessons along the way, including the need to cater to underrepresented communities such as the LGBTQ+ community, especially during holidays like Father's and Mother's Day.
Months of diligent effort culminated in a focus group/soft launch party with around 25 attendees, where we solicited honest feedback on our cards. Armed with invaluable insights, we returned to the drawing board, refining and expanding our card collection to better align with user preferences.
As our product and operations neared completion, we turned our focus to our online presence, collaborating with talented developers and web designers to optimize the BeThoughtful website for a seamless customer experience.
Finally, we devoted considerable attention to crafting clear marketing strategies targeting our desired audiences – including ourselves and grandparents who frequently send cards. Throughout this process, we gained insights into product tracking, marketing strategy, legal requirements, and the importance of adapting to market needs and limitations.
As we eagerly anticipate sharing more updates in the coming months, we extend our heartfelt gratitude for joining us on this remarkable journey thus far. Stay tuned for more exciting developments from BeThoughtful!