Hey, fellow D2C fans! Today's a good one because we're chatting with Becky Bavli , the brains behind T is for Tame , a cool baby haircare brand from NY.
We're digging into Becky's journey – from rocking it in Madison Avenue advertising to launching her own gig when she found out twins were on the way.
We're also getting real about the stuff on Becky's mind these days – inventory issues, anyone?
Oh, and heads up – if you're into weekly D2C insights, hit that subscribe button to our newsletter ! We spill the deets on success stories from smart D2C peeps!
But enough chit-chat, let's dive into Becky's story. Kick back, relax, and soak up the inspiration!
Before T is for Tame Becky has a background in advertising with a focus on account management and brand strategy in New York City. Her expertise revolves around building and marketing brands, specifically in crafting brand identity and navigating the marketplace. She describes herself as an idea person, always on the lookout for opportunities and generating innovative concepts for new products.
Working with many clients In her ad career, Becky really wants to dive into digital and social media. But, truth be told, she's spent most of her time handling big-budget campaigns for giant clients – everything from fancy hair products to dog treats.
She's all about understanding who's buying what, digging into the details of who these folks are, what they do, and what they like. Becky got the hang of this by working with all sorts of clients and having tons of resources at her disposal in those big corporations.
According to Becky, getting to know the people you're selling to is key. She's been a part of serious surveys and one-on-one chats to get the lowdown. And let me tell you, she's seen it all – from stories about ADHD meds to the deep love pet owners have for their fur babies, all from behind the glass screen during research sessions.
Now that she's doing her own thing, Becky's all about keeping the customer in mind, even if she doesn't have the big budgets she used to. She's learned that assuming you know it all is a big no-no – it's all about those consumer insights, even on a smaller scale.
Starting with T is for Tame So, here's the lowdown on Becky's story. When she found out she was having twins, she realized the struggle of finding good baby hair care stuff. So, being the go-getter she is, she decided to fix the problem herself.
She started mixing up her own baby products at home, and you won't believe it – people loved them! Becky wasn't satisfied with just her pals saying they liked it, though. She did these blind tests in her local mom crew, tweaking the products based on what worked and what didn't. It was like a trial and error party.
After a bunch of tinkering, she nailed it – a baby hair care product that plugged a gap in the market. And get this, it wasn't just a gut feeling; she backed it up with loads of testing and feedback. Now, that's what I call turning a personal problem into a solution for everyone.
“T is for Tame” name When she was figuring out what to call her brainchild, she wanted a name that shouted its purpose for kids. She played around with ideas like "B is for baby," but then she struck gold with "T is for Tame," inspired by those colorful children's books.
Now, what's cool about this name is that it's not stuck in one box. It's like a superhero name for products – it can handle everything from taming hair to dealing with skin stuff. So, even though it's aimed at the kiddos, it's got this broad appeal that stretches beyond just one age group.
Becky's not actively trying to win over the grown-ups, but guess what? T is for Tame has become a hit with all sorts of folks. It's like the product found its own fan club in a bunch of different people. Talk about a name that knows how to make friends!
Developing recipes Picture this: Becky, fueled by sheer determination, starts off with just a bit of know-how. She's not an expert, but that doesn't stop her. She goes on a quest to find a chemist, but not just any chemist. Becky wants someone who can whip up a natural, plant-based, and vegan product – something that stands out from the usual baby stuff. What's interesting is how she goes about it. Instead of taking the typical route of paying back development costs through big-batch production, she goes independent.
Becky opts for an indie chemist. Why? Because it gives her more control. She can work side by side with this chemist, shaping the product according to her vision, not just settling for whatever ingredients are lying around in some warehouse. It's like a tag team effort, and that way, the final product is truly one-of-a-kind.
Parents are very selective “I always say if I would have put it on my baby or my kids, I'm not gonna ask another mom or family to do that.”
For Becky, it's all about creating something she'd happily slather on her own little ones. Becky's big on being mindful about what touches their skin and hair because, you know, that stuff can seep into their bodies.
She's like the spokesperson for natural ingredients. Even though they might hit the wallet a bit harder, she's all about their value. In her experiments, Becky went all-in with organic coconut oil – she knows it's a hair superhero.
Here's where it gets interesting. She's determined to have a product label that reads like a natural wonderland, even if it means dealing with names that sound like a chemistry class. But hold up – just because a name sounds fancy, Becky wants you to know it doesn't mean it's not natural. Take vitamin E, for instance – it's a tongue-twister, but totally natural.
Becky's all about being an open book. She wants you to research those ingredient names you might not recognize. It's not just about slapping stuff on; it's about feeling safe and sound knowing exactly what's in the mix. Safety first, right?
Educating the customers Positioned as the pioneer in a newly created category, Becky emphasizes the ongoing challenge of educating consumers about their unique solution while also serving those actively seeking such a product. Despite a few competitors entering the market, they believe the category is still in its early stages, without intense competition for customers to choose between different products for taming baby hair.
Being a top of mind brand in the international markets She's not just playing in the local sandbox; she's gone international, shipping her products around the globe. Starting out on Amazon, her company's roots are deep in the US, where they make and get their stuff.
Why keep it local, you ask? Quality control, that's why. Becky's all about making sure what she sends out is top-notch and safe, and keeping things close to home helps with that.
But here's where it gets exciting – they've already conquered Canada, and the world domination plan is in full swing. In the coming year, Becky's set on hitting up all the Amazon markets worldwide. That's a global takeover in the making!
And get this – they're not just throwing stuff out there and hoping for the best. Becky and her crew are actively making sure their products meet all the standards in every country they land in. It's like a global quality assurance tour.
Becky's not just thinking big; she's dreaming globally. She wants her brand to be a household name everywhere. You can even snag her goodies straight from the website with worldwide shipping options. It's like she's bringing the best of her business to doorsteps around the world.
Walmart and Target Becky's got big plans for T is for Tame – she's pumped about hitting up retail spaces. In the next six months, they're diving into talks with drug stores, big-box stores, and grocery stores to get their products on the shelves and make them super easy to grab.
Right now, you can already score their goods through their website's wholesale platform – perfect for businesses stocking up. They're also teaming up with Fair for smaller companies into specialty retail. And, guess what? You can find them on major online hotspots like Target and Walmart.
Becky's recent victory lap? They launched their value brand in a whopping 600 Walmart stores. It's like T is for Tame is stepping out of the virtual world and making its mark in the real-world aisles.
How do you manage orders from multiple channels? “I don't know. I don't know. I don't sleep. I do not sleep between twins and a business that's everywhere!”
Getting into retail is no joke, and Becky knows it. Before taking the plunge, they went all-out in preparation. With a retail strategist in tow, they made sure the Third-Party Logistics (Three PL) system was rock-solid. There's an external link in the chain that handles orders, making the whole process smooth as butter.
Working with giants like Target and Walmart demands precision, and Becky's operations team is the backbone here. They've got the backstage pass to navigate the complex systems of these retail heavyweights.
Becky spills the beans on the importance of being on the dot with these big retailers. Delays? That's a big no-no. It's not just about avoiding fines; it's about keeping their rankings intact and securing those prime shelf spots.
But here's the cool part – Becky's not going in blind. Financial backing, top-notch inventory management, a well-oiled operations machine, and a product that's been through the wringer of consumer feedback for five years – that's the secret sauce. Their product on Amazon? It's not just good; it's highly reviewed. Becky's got the confidence because she's got the whole shebang figured out before stepping into the retail spotlight.
The name of the game is inventory management for DTCs Becky's on top of her inventory game with Finale , a slick management software. It's like her inventory sidekick, hooking up to different platforms and giving real-time info, especially on places like Amazon. Sure, it's not perfect, but it's the backbone of keeping stock in check.
This year, they doubled up on sales on Amazon, and you can imagine the inventory hustle that comes with it. Even with the production cycle clocking in at four to five months, Becky dropped a win – a hot new hair gel that's now a market favorite.
2 weeks out of stock Becky's been in the trenches dealing with the tricky business of going out of stock. She's learned that it takes about a month to bounce back after restocking inventory. Drawing from their Amazon journey, they've tasted the bitter pill of disruption – hitting top rankings with a hot new hair gel, only to slide down because they ran out of stock.
Money-wise, it stung. Becky's not dropping numbers, but it cost them thousands during the downtime. Yet, she's got a silver lining – going out of stock online hurts less than in traditional retail. It's a tough lesson, but Becky's all about taking the hits and keeping the show rolling.
TikTok and influencers are taking over Becky's been on a rollercoaster, facing challenges as the times change. At the start, nobody knew who they were, so they hitched a ride on the influencer train, cruising through Facebook and Instagram. They got moms excited, shared the brand love, and relied on good old word of mouth to get noticed.
Fast forward a bit, and things got wild with TikTok and influencers taking over. Now, they're in a battle for attention against a crazy 85 other brands. Becky's learned the ropes with micro-influencers, digging into their lower message volume and the realness they bring.
But here's the plot twist – consumer awareness is doing a flip. People are side-eyeing paid endorsements, questioning the authenticity of product love. Lucky for Becky, they launched before this wave hit, letting them build genuine word-of-mouth hype. Now, the dream is to have folks genuinely loving the product without those paid endorsements. It's like the ultimate win for Becky in this ever-changing game.
Is it a bad time to start an ecommerce business? Becky's navigating the influencer and mom battleground, and let me tell you, it's no walk in the park. There's this fierce competition for attention, and the game has changed with giveaways and promos throwing in some extra hurdles.
Looking at the current scene, Becky's not sugarcoating it – it's way tougher now. Standing out needs some serious strategy, especially when you're juggling for time with moms, whether they're working or at home. And here's the kicker – Becky's been on both sides of that equation.
But amid the challenge, she's waving the optimism flag. She still believes a killer idea can break through the noise. It's like, yeah, it's harder, but the playbook that worked in the past? That's still in the game. Go, Becky, for staying upbeat in the face of a tougher playing field!
Authenticity: Crafting Real Connections Becky knows the power of authenticity. Before-and-after videos are her go-to for showcasing product effectiveness. While user-generated content has its charm, Becky prefers the carefully curated touch of their own videos, maintaining brand consistency.
Social Media Strategies: Mastering the Platforms
Becky's social media game is strong, with Facebook and Instagram taking center stage. Targeted ads on repeat are the playbook. Word-of-mouth in mom-centric Facebook groups is a secret weapon that keeps the buzz alive.
Customer Acquisition Costs So, they're in this tricky spot, trying to get folks to click that buy button on their website in the $14 to $16 price range. The product's wallet-friendly, but they're eyeing ways to boost the average order value and keep customers loyal through subscription services.
Their website strategy is a double whammy – not just selling but also building up the brand vibe. Becky's cool if people first hear about them through ads and then shop at big names like Amazon or Target.
But here's the twist – attributing website ads solely to customer grabbing is a puzzle for Becky. They see it more as an investment, even if it means a potential hit on the pocket. Ads aren't just for sales; they're out to build brand love and shout out the company values.
And get this – they're not just talking the talk. Becky spills the beans on their charity gigs, teaming up with causes that focus on kids' self-esteem and empowerment. It's like Becky's making moves not just in the market but in making a positive impact
How to increase AOV? Becky's got the tech game on lock for their website, and they're not holding back on sharing the deets. They're all about enhancing user experience and nipping customer concerns in the bud.
First up, Recharge is the hero managing subscriptions – a hit for customers who like the direct buy vibe, steering clear of Amazon and Prime. And guess what? They're not playing guessing games with customer questions. A nifty survey with the email gang helped identify common queries, and they've got this "Badges" app on the landing page for quick and thorough answers.
Now, here's where it gets smart – Becky's into the upsell game. Recommending extra goodies to customers isn't just about sales; it's a champ move to pump up that average order value. But hold on, prices are like a dance, swaying with promotions, the season, and whatever special deals are on the table.
Tech-wise, Becky spills the app tea – Klaviyo 's rocking the email marketing, Canva is the go-to for visuals, and PhotoRoom and CapCut are the TikTok wizards. But the star of the show? Canva. They're not just in it for the business grind; they're enjoying the creative side, whether it's birthing new products or whipping up visuals. It's like Becky's found the sweet spot between tech and creativity to make their business groove.
If you reached this point, well, thank you! Please consider following D2CVille on social media and contacting us if you’d like to be a guest in one of these podcast episodes!
And if you’re looking for great hair products for your newborns, give T is for Tame a visit !
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