The Wriggler: Launching a New Product with No Experience

Aileen McCauley is a mom to two kids, a school psychologist and, together with her husband James, is co-creator of The Wriggler, which is the first portable changing pad for babies and toddlers who wriggle during diaper changing. Aileen and James created The Wriggler after experiencing the problem with their own little one. When they couldn't find a solution, James, who is a part-time teacher and part-time stay-at-home dad, borrowed a sewing machine, learned to sew and came up with a solution that returned diaper changing to the calm, predictable experience it had once been. Still in its first year in business, The Wriggler is now a multi-award winning changing pad that has been called a 'sanity saver' and a 'miracle mat' by the many independent parent product testers who have reviewed it. You'll hear: How they went from idea to product in 18 months How did you generate awareness about The Wriggler / marketing strategy? What have been some highlights of your first year in business? How has the journey on both stores differed? How Aileen's shot their most succesful video ad on an iPhone The launch formula they used Show Links The Wriggler (US) - Use code unofficial for 30% your Wriggler mat. The Wriggler (UK) Perpetual Traffic (Podcast) Ecom Crew (Podcast) Ecommerce Influence (Podcast) Contagious (Book) Wizard of Ads (Book) Tipping Point (Book) Launch (Book) Bold MultiCurrency (App) Geolizr (App) Bold Cashier (App) FOMO (App) Never miss an episode Subscribe wherever you get your podcasts Join Kurt's newsletter Help the show Ask a question in The Unofficial Shopify Podcast Facebook Group Leave an honest review on iTunes. Your ratings & reviews help, and I read each one. Subscribe wherever you get your podcasts What's Kurt up to? See our recent work at Ethercycle Take a ride with Kurt on YouTube Apply to work with Kurt to grow your store. Sponsors Try Bold Product Upsell free for 90 days Save 20% on Turbo, a blazing fast Shopify theme Improve your shop’s search engine ranking with Venntov SEO Meta Manager Outsource your Shopify customer service with Simplr