I was a high stakes professional poker player from 2005 to 2016. While this was a great career during the online poker boom, over the past several years the poker industry has experienced significant decline. I was becoming burnt out playing a card game for a living and wanted to transition into a profession that would be creating value for people rather than trying to outsmart people in a casino or online cardroom.
In early 2016, one of my close friends (also a long time poker pro) and I decided to start an importing and e-commerce company. My business partner has two kids, and his family always had a hard time finding baby shoes that wouldn’t break the bank, but also wouldn’t fall apart after two wears. We contacted dozens of manufacturers before finding one with incredible quality and consistency that we partnered with to launch our baby brand, BirdRock Baby. Our flagship product is our genuine leather baby moccasins, one of the most popular baby shoes on Amazon.
We initially launched solely on Amazon, and our main marketing effort was Amazon pay-per-click advertising. I think the driver behind our success on Amazon is our product; parents love our baby moccasins, they are well reviewed, and in the long run I do believe Amazon wants quality products and brands to succeed.
Amazon is an excellent opportunity to launch a brand due to the rush of traffic it can bring, but to have a sustainable business I think it’s going to be important to have a direct relationship with the customer.
Baby shoes in particular are a product that lends itself to a lot of repeat business. If a customer purchases from us and has a great experience, they’re sure to need another pair of shoes a few months down the road.
While Amazon is working hard on resources for brands, it’s still more of a transactional platform and it’s hard for us to remarket to customers and make sure they find our product again for their next purchase.
We’re currently doing 100-200 orders per month on birdrockbaby.com. It’s a small part of our business compared to our Amazon sales, but it’s been rewarding and we are working hard to grow it.
Our biggest focus right now is driving profitable traffic to our website. We’ve been working on several avenues from pay-per-click advertising to influencer marketing. One of my goals is to build sales on birdrockbaby.com to match or exceed sales on Amazon by this time next year.
You can find us at birdrockbaby.com, and feel free to reach me direct via e-mail at [email protected]
Envisioned in the living rooms of two working families, BirdRock Baby was created to fulfill the founders dream of owning a small business while offering products and prices they could be proud to offer families like their own.