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Jul 19, 2016 · 22m · top-founders

EP 360: Two 33 yo Men Selling Baby Products with HUGE Re-Order Rate at BabyMori.com

Nathan Latka · 10m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In episode 360 of The Top, host Nathan Latka interviews Cam and Akin, the ex-banker co-founders of Baby Mori, discussing their rapid direct-to-consumer growth, strong unit margins, subscription evolution, and recent $1 million equity fundraising round.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 54% of the talking time here. How this is scored →

Nathan as informed peer 4.2 Guest teaching 2.0 Guest disagreement 0.8 Nathan pushing back 2.8
05100:0010:0020:000:28–3:35 · Nathan as informed peer 3/10 Weekly Podcast Cash Giveaway Announcement Nathan introduces the show and sponsors before bringing on Akin and Cam. He asks why two young men are selling baby products, and Akin clarifies that three-quarters of baby clothing spend comes from gifting.3:35–9:13 · Nathan as informed peer 5/10 Managing SKUs and Seasonless Product Strategy Nathan digs into unit economics, asking about SKU management, production costs, and gross margins on their bestselling sleep suit. He pushes to find out how they manage 55% net margins with free shipping, prompting Akin to clarify that free shipping is UK-only.9:13–11:54 · Nathan as informed peer 4/10 Revenue Milestones and Customer Retention Metrics Nathan reviews historical revenue, 2016 targets, and customer retention metrics. The guests explain repeat purchase rates (averaging 4.2 purchases for the top third of customers).11:54–15:42 · Nathan as informed peer 5/10 Adapting E-Commerce Subscriptions for Baby Growth The conversation shifts to subscription models versus active repeat buying. Nathan presses Akin to disclose their valuation on a recently closed $1M round after Akin tries to hold back the exact number.15:42–18:06 · Nathan as informed peer 6/10 Parent Data CRM Strategy and Contact Information Nathan suggests monetizing parental data via partnerships with large FMCG companies like Procter & Gamble. Akin explains they are currently too early-stage for third-party data selling and are focusing on internal CRM.18:07–21:14 · Nathan as informed peer 2/10 Sponsor Message HostGator Web Hosting Platform Nathan runs through the mid-roll ad reads and concludes with the Famous Five rapid-fire questions, closing out the interview on an amicable note.0:28–3:35 · Guest teaching 2/10 Weekly Podcast Cash Giveaway Announcement Nathan introduces the show and sponsors before bringing on Akin and Cam. He asks why two young men are selling baby products, and Akin clarifies that three-quarters of baby clothing spend comes from gifting.3:35–9:13 · Guest teaching 3/10 Managing SKUs and Seasonless Product Strategy Nathan digs into unit economics, asking about SKU management, production costs, and gross margins on their bestselling sleep suit. He pushes to find out how they manage 55% net margins with free shipping, prompting Akin to clarify that free shipping is UK-only.9:13–11:54 · Guest teaching 2/10 Revenue Milestones and Customer Retention Metrics Nathan reviews historical revenue, 2016 targets, and customer retention metrics. The guests explain repeat purchase rates (averaging 4.2 purchases for the top third of customers).11:54–15:42 · Guest teaching 3/10 Adapting E-Commerce Subscriptions for Baby Growth The conversation shifts to subscription models versus active repeat buying. Nathan presses Akin to disclose their valuation on a recently closed $1M round after Akin tries to hold back the exact number.15:42–18:06 · Guest teaching 2/10 Parent Data CRM Strategy and Contact Information Nathan suggests monetizing parental data via partnerships with large FMCG companies like Procter & Gamble. Akin explains they are currently too early-stage for third-party data selling and are focusing on internal CRM.18:07–21:14 · Guest teaching 0/10 Sponsor Message HostGator Web Hosting Platform Nathan runs through the mid-roll ad reads and concludes with the Famous Five rapid-fire questions, closing out the interview on an amicable note.0:28–3:35 · Guest disagreement 1/10 Weekly Podcast Cash Giveaway Announcement Nathan introduces the show and sponsors before bringing on Akin and Cam. He asks why two young men are selling baby products, and Akin clarifies that three-quarters of baby clothing spend comes from gifting.3:35–9:13 · Guest disagreement 1/10 Managing SKUs and Seasonless Product Strategy Nathan digs into unit economics, asking about SKU management, production costs, and gross margins on their bestselling sleep suit. He pushes to find out how they manage 55% net margins with free shipping, prompting Akin to clarify that free shipping is UK-only.9:13–11:54 · Guest disagreement 0/10 Revenue Milestones and Customer Retention Metrics Nathan reviews historical revenue, 2016 targets, and customer retention metrics. The guests explain repeat purchase rates (averaging 4.2 purchases for the top third of customers).11:54–15:42 · Guest disagreement 2/10 Adapting E-Commerce Subscriptions for Baby Growth The conversation shifts to subscription models versus active repeat buying. Nathan presses Akin to disclose their valuation on a recently closed $1M round after Akin tries to hold back the exact number.15:42–18:06 · Guest disagreement 1/10 Parent Data CRM Strategy and Contact Information Nathan suggests monetizing parental data via partnerships with large FMCG companies like Procter & Gamble. Akin explains they are currently too early-stage for third-party data selling and are focusing on internal CRM.18:07–21:14 · Guest disagreement 0/10 Sponsor Message HostGator Web Hosting Platform Nathan runs through the mid-roll ad reads and concludes with the Famous Five rapid-fire questions, closing out the interview on an amicable note.0:28–3:35 · Nathan pushing back 2/10 Weekly Podcast Cash Giveaway Announcement Nathan introduces the show and sponsors before bringing on Akin and Cam. He asks why two young men are selling baby products, and Akin clarifies that three-quarters of baby clothing spend comes from gifting.3:35–9:13 · Nathan pushing back 4/10 Managing SKUs and Seasonless Product Strategy Nathan digs into unit economics, asking about SKU management, production costs, and gross margins on their bestselling sleep suit. He pushes to find out how they manage 55% net margins with free shipping, prompting Akin to clarify that free shipping is UK-only.9:13–11:54 · Nathan pushing back 2/10 Revenue Milestones and Customer Retention Metrics Nathan reviews historical revenue, 2016 targets, and customer retention metrics. The guests explain repeat purchase rates (averaging 4.2 purchases for the top third of customers).11:54–15:42 · Nathan pushing back 5/10 Adapting E-Commerce Subscriptions for Baby Growth The conversation shifts to subscription models versus active repeat buying. Nathan presses Akin to disclose their valuation on a recently closed $1M round after Akin tries to hold back the exact number.15:42–18:06 · Nathan pushing back 3/10 Parent Data CRM Strategy and Contact Information Nathan suggests monetizing parental data via partnerships with large FMCG companies like Procter & Gamble. Akin explains they are currently too early-stage for third-party data selling and are focusing on internal CRM.18:07–21:14 · Nathan pushing back 1/10 Sponsor Message HostGator Web Hosting Platform Nathan runs through the mid-roll ad reads and concludes with the Famous Five rapid-fire questions, closing out the interview on an amicable note.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 72.5% · guest 27.5%0:00 · Nathan 72.5% · guest 27.5%3:00 · Nathan 38% · guest 62%3:00 · Nathan 38% · guest 62%6:00 · Nathan 28.9% · guest 71.1%6:00 · Nathan 28.9% · guest 71.1%9:00 · Nathan 50.1% · guest 49.9%9:00 · Nathan 50.1% · guest 49.9%12:00 · Nathan 36.6% · guest 63.4%12:00 · Nathan 36.6% · guest 63.4%15:00 · Nathan 58.2% · guest 41.8%15:00 · Nathan 58.2% · guest 41.8%18:00 · Nathan 68.9% · guest 31.1%18:00 · Nathan 68.9% · guest 31.1%21:00 · Nathan 97.6% · guest 2.4%21:00 · Nathan 97.6% · guest 2.4%
Sharpest disagreement ▶ 14:12 Refusing valuation disclosure

Akin politely but firmly pushes back against disclosing their exact round valuation, saying they are not disclosing it before Nathan coaxes a ballpark range.

 Hardest push from Nathan ▶ 14:15 Pressing on valuation range

Nathan refuses to take no for an answer regarding the funding valuation, urging the guest to give at least a range and estimating the pre-money valuation himself.

 Biggest teaching moment ▶ 1:52 Explaining the baby gifting demographic

Akin educates Nathan on industry mechanics, explaining that three-quarters of infant clothing purchases come from godparents and gifters rather than direct parental shopping.

 Nathan holds their own ▶ 15:28 Highlighting parent data monetization value

Nathan demonstrates market expertise by outlining how enterprise players like P&G pay premium rates for verified new-parent CRM data.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Weekly Podcast Cash Giveaway Announcement 3212 Nathan introduces the show and sponsors before bringing on Akin and Cam. He asks why two young men are selling baby products, and Akin clarifies that three-quarters of baby clothing spend comes from gifting.
Managing SKUs and Seasonless Product Strategy 5314 Nathan digs into unit economics, asking about SKU management, production costs, and gross margins on their bestselling sleep suit. He pushes to find out how they manage 55% net margins with free shipping, prompting Akin to clarify that free shipping is UK-only.
Revenue Milestones and Customer Retention Metrics 4202 Nathan reviews historical revenue, 2016 targets, and customer retention metrics. The guests explain repeat purchase rates (averaging 4.2 purchases for the top third of customers).
Adapting E-Commerce Subscriptions for Baby Growth 5325 The conversation shifts to subscription models versus active repeat buying. Nathan presses Akin to disclose their valuation on a recently closed $1M round after Akin tries to hold back the exact number.
Parent Data CRM Strategy and Contact Information 6213 Nathan suggests monetizing parental data via partnerships with large FMCG companies like Procter & Gamble. Akin explains they are currently too early-stage for third-party data selling and are focusing on internal CRM.
Sponsor Message HostGator Web Hosting Platform 2001 Nathan runs through the mid-roll ad reads and concludes with the Famous Five rapid-fire questions, closing out the interview on an amicable note.

Statements from this episode (1)

Assertion Supported
New parent demographic data commands top market pricing
“The data of new parents is some of the data that people are paying the most for because of the, there's the marketing opportunities around them.”
Nathan Latka Jul 19, 2016 ▶ 16:23
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