Spoiled-One is a baby gear rental and delivery service available to GTA residents and visitors that specializes in premium, high-end equipmentJen Caruso
This is the latest entry in a series called Who Owns That? We ask readers on our LinkedIn group to identify their favourite small businesses from across Canada, and we track down the owners so they can tell us their stories.
Introducing Shayna Moon, co-founder of Spoiled-One (along with sister-in-law Vicki Moon), a baby gear rental and delivery service based in Toronto.
1. Let's start with the basics. Can you briefly describe your business, including when it was founded, what it does, and where you operate?
Spoiled-One is a baby gear rental and delivery service available to GTA residents and visitors that specializes in premium, high-end equipment. Vicki and I founded the company in 2013 with the aim to make parents' lives easier by offering for rent modern, eco-friendly and non-toxic equipment for babies and toddlers, delivered straight to homes, hotels and airports. Our service takes time, high cost, clutter and commitment out of the equation, leaving parents with a convenient, affordable and hassle-free experience. Our rental model also allows parents to "try before they buy" to ensure that any future purchases are a good fit.
2. What inspired you to be an entrepreneur and to branch out on your own with this idea?
The inspiration behind Spoiled-One comes from my personal experience as a first-time mother. My baby grew fast (as all babies do), which required me to constantly replace outgrown toys and gear. This was quite expensive, time consuming and on top of that, created clutter. I quickly realized that many mothers were experiencing the same challenge and recognized an opportunity to help address this. I took the idea to my sister-in-law Vicki and asked if she'd be interested in partnering. She agreed that this was a unique concept with plenty of potential and jumped on board. We put a plan in place and soon after Spoiled-One was founded.
3. Who are your typical customers, and how do they find you?
Our customers consist primarily of young parents in the GTA, but they also include grandparents, siblings and friends of parents, as well as parents travelling to the GTA. Many of our customers find us through social media (Facebook, Instagram and Twitter), traditional media and word-of-mouth. We also work with high-end hotel concierges who help refer guests to us, and have had success generating business at industry trade shows and networking events. It's important to get out there, be visible and mingle!
4. What are the roles of you and your co-founder in the business? Do you have any employees?
Right now, Vicki and I share the bulk of day-to-day responsibilities at Spoiled-One. From ordering product, to dealing with our suppliers, to corresponding with customers, to delivering and picking up orders; we wear many hats. It's a lot of work, but it's necessary at this stage. However, we do have plans to hire in the future as our business continues to grow. We also work with a very capable external team that helps us with business development, marketing and communications, and our website.
5. You've been identified by one of our readers as a standout business. What do you consider the key element of your success?
I think it's the personal touch we bring to the customer experience, coupled with the convenience of our service that makes us successful. Not only do we provide pick-up and delivery services, we offer a hands-on, one-on-one assembly tutorial of all our gear. Customers appreciate this because it brings them peace of mind knowing someone is there to assist in the process from beginning to end. It's what keeps them coming back.
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