How We Might Be Tiny became a global ecommerce success story

Starting a business is one of life’s big leaps and takes courage, the full support of your family and friends and pretty much unlimited amounts of faith in yourself. This week we are hopping over to the other side of the fence to meet my fabulous long-term client Eleanor Cullen from award-winning kids tableware brand We Might Be Tiny.

Eleanor is kicking more than one goal in her business and personal life. She managed to quit her corporate gig to focus full-time on her real passion, the business that she built from scratch and turned into a smashing success in over 40+ countries.

I’ve had the pleasure of working with Eleanor on the cheeky product descriptions, various blog posts and web copy for her silicone tableware products. And my little ones are huge fans of the products too.

Eleanor has been a real inspiration to me and is the perfect fit to share what it takes to build a successful brand while juggling motherhood and a corporate career. What an achievement and proof that anything is possible if you persist. Now let’s get straight into it.

For those hiding under a rock, can you give us a rundown of what makes you tick and what We Might Be Tiny is all about?

I’m Eleanor, the Founder and Designer at We Might Be Tiny – a children’s tableware brand. I’m also a mother to two young children (4 and1 years old) and wife to a wonderful husband. My background is in user experience design, working in large Corporates managing their digital assets such as websites and mobile apps.

We Might Be Tiny took shape in November 2015 while on maternity leave with my first son. The original We Might Be Tiny products were bear and bunny placemats, that I’d designed because I couldn’t find anything suitable for my messy newly feeding baby. Since then We Might Be Tiny has grown and expanded into a range of dinnerware and bibs with more products in the pipeline.

How did the We Might Be Tiny brand take on official ecommerce success story status?

I started my business at the same time as starting my MBA (as you do!) and my first assignment was developing a marketing plan. So I thought what better way to make it a practical exercise than to craft it for my own business. This really helped me work out my goals, business direction, marketing strategy and distribution channels. It’s so important to get the foundations right!

Since working out the big picture, I have always worked in a “just-in-time” mode. I tend to focus on just getting the stuff done that I need to move ahead.

What aspects of your business did you get help with before embarking on your business journey?

I invested in professional product photography before launching the business. I felt that high-quality photography was essential, particularly as I wanted to position the brand as a high-end product. With a background in web design and content writing I had a go at those components myself to get started. 

What were the make-or-break components that set We Might Be Tiny up for success in the early days?

Getting the pricing structure right from the beginning was crucial for me, because I moved straight into a wholesale business. Without the right margins it would have been much more difficult to expand so quickly. Product photography was another priceless investment as it really helped sell the product and allowed me to focus on other elements of the business.

What are your 5 hot tips for anyone considering starting a business?

Be as resourceful as you can. Research, read and learn by doing as you go along.

Bootstrap from your own savings but have a really clear budget, plan and timeline for when you’re going to repay it.

Outsource the things that you’re not great at or don’t love doing yourself.

Know what you stand for and stick with it. Have a clear idea of your brand before you launch. This will make it much easier to make decisions as you go along. Some of those decisions are who you’ll collaborate with, who you’ll hire, what content you create or which photographer and copywriter you work with.

Network and join groups (such as Facebook groups) where you can learn and collaborate with other fabulous business owners in your niche.

Have you come across any myths around starting a business that simply aren’t true?

People believe that everything has to be set in concrete before you dive into business life. The truth is far from it.Your product or offering doesn’t need to be perfect before you launch. Just get started as you can always tweak later.

What was your first big win after starting We Might Be Tiny? How did it transform your business outlook?

I’m not sure if you can call it a big win, but one of my products was copied before I’d even officially launched. That experience made a massive difference to my long-term success as it made me more determined to succeed. It made me re-evaluate and change the way I launch products and how I legally protect my designs. I have also become a little more guarded about who I work with!

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Follow We Might Be Tiny and Eleanor’s ecommerce success story across the various online platforms:

Website, Instagram, Facebook, Twitter, Pinterest

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