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Company: 2littlefeet
Project: Giant leap
Dates: Mar 2007 to Dec 2008
How did the project start?
The project was born out of frustration at getting to the shops for new footwear with a newborn baby. Primarily I wanted to offer a great range of first shoes (worn by babies aged 0-18 months ) to parents. I also wanted to offer parents a great internet shopping experience at a time when high street shopping is not an easy task. The scale of the project was initially very small as i had very little capital to start with. The initial range was 90 items. In under 2 years we have grown this to approximately 1500, with no external funding.
What options did you consider?
I had lots of different business ideas before 2littlefeet was born, from franchises to consultancies. An internet business was perfect because it gave me a chance to work from home whilst i had a small baby.
What help and expertise did you receive?
I did it alone with no advice or financial assistance for 2 years. When the original site that i had created myself needed to be updated, I applied for a Catalyst grant.
Did you face any challenges or learn any lessons?
Gaining market awareness on the web was the hardest challenge. It is very satisfying when you get high page 1 google ranking for all your key brand names. I soon learnt that sales are proportional to google rankings.
What are the outcomes and how has it improved your business?
The key to success has been understanding of how people use the Internet to shop. This has also directly determined the brand names i stock. The internet is a more competitive business environment than the high street as there is no need for purchase compromise, shoppers buy exactly what they want at the price they want. There is quite a hunter shopping mentality on the web.
What are your plans for the future?
European expansion is key. I am developing translated pages, as a direct reponse to significant increases in the volume of International business. As a direct result of significant international sales we are applying for world wide trademarks. 2008 will see advertisers introduced to the site and a sales network. There are also plans for a blog, but this needs more development and research.
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