how these cofounders are modernizing motherhood two boobs at a time

by:INGOR SPORTWEAR     2019-09-17
Jessica Petit, Melanie Haber and Marissa Vera are co-founders of Milx, a company designed to modernize mothers from their flagship mil
The mission of Milx, Canetti, Haber and Vera is to help mothers feel confident and comfortable care and pumping water when they need it, no matter how long they want it, although still wearing stylish things.
Milx Brais is a sports bra with care and pumping features designed for active moms.
It works with all pumps, moisture-
The sweaty spandex fabric fits the chest in different shapes and sizes and helps to sweat or leak.
Between Canetti and Vera\'s background in Google\'s marketing and business development and Haber\'s background in working with health and health startups, the three companies
The founders have a complementary background and are able to build Milx together while also managing their integrity-time jobs.
Since its launch later in May, they have sold their first Milx bras and held free educational Milx mom community gatherings in New York for more than 100 mothers, the three mothers and co-founders have just begun their mission to modernize their mothers. The three co-
Founders share their growth strategy, the biggest challenges they face in building a product that applies to all body types, their personal way of growing, and more in our conversation below
Gilbert: How does Milx handle things differently in the area of postpartum products?
Kitty, Haber and Vera: We \'ve made hundreds of moms part of our innovation process.
From the conception stage, and then in the process of our participation in the New York Tacklebox accelerator project, during the prototype development process, we asked our friends and personal networks, looking for volunteers on social media even went straight to the nursing/smoking stranger and asked if they were interested in trying out our bra and giving us feedback.
When we are aware of our personal pain points, we know that we are doing something because the new mom is shared by a lot of moms: there is no fashionable and practical combination pumping/nursing bra on the market, you can wear it all day and even exercise in it.
We start by creating our dream bra, and then have moms test each prototype by wearing and using a bra for care/pump delivery, incorporating their feedback into every iteration of the product, until we made the Milx bra.
We also believe that education and the community are critical to new moms, so we integrated this into Milx by hosting 101 sessions of free care/breastfeeding in New York City and the Milx mom party.
Gilbert: So far, what is the most difficult part of building Milx?
Canetti, Habe and Vera: we are all from a marketing and brand background but have no experience in design or sewing, so this is a huge learning curve.
We know that choosing a bra as our first dress ever will be a challenge, and we know very early that size will be the biggest obstacle we have to overcome.
As women, we know that women\'s bodies are complex.
However, we don\'t realize how many women actually deal with the \"niche\" size that most mainstream bras don\'t fit.
For example, we learned a lot about women we know who have a larger chest size but a smaller rib size, which makes us find it well --
Sports bra is hard to fit.
We also need to consider breast size fluctuations that occur throughout the day for women who care and pump water.
In our own postpartum experience, our chest size has changed dramatically from birth to several months after birth.
We want our bra to adapt to these body changes so that women can not only be comfortable all day, but also stay in one size for a few months.
We tried making adjustable back straps for the first time, but the strap regulator was bulky, ugly and made the bra uncomfortable.
We added four in the end-
Stretch the spandex onto our straps instead of bulky plastic regulators so that the bra will fit whether your breasts are full or run out.
In addition to elastic spandex, we also ensure that the fabric has moisture absorption, sweat removal and antibacterial properties to accommodate leaks and sweat.
Earlier we had to hire experts in the field to help us explain all these nuances.
We have learned from many mistakes in material and structure, relying not only on our testers, but also on our own instincts as mothers who wear these bras day after day.
Gilbert: So far, what is the most helpful thing for milks\' growth?
Kitty, Haber and Vera: Mom!
We started spreading the message of our brand by inviting moms to hold a Milx mom party event in their apartment, and we still do it today.
We asked them to host 10 people from their community and we invited our lactation consultant to provide a 101 tutorial on care and pumping for free.
These activities not only provide a space for new moms to ask questions about breastfeeding and pumping, but also a great opportunity to meet with other moms nearby.
We are creating a small mom community all over New York City who believe in our brand and mission and these moms have been supporting us and spreading news about Milx so quickly, so much so that we sold out our first run in three months.
Gilbert: What is your way of growing?
Katti, Haber and Vera: We have been setting bigger and bigger goals.
First of all, can we produce a valid bra?
Can we sell hundreds of bras then?
Can we sell thousands?
Of course, our ultimate goal is to be a mother --
For postpartum lifestyle brands, not only provide the useful products they need, but it is also a trusted source that helps make life easier for moms.
Since our inception, we have been relying on mom\'s feedback to build the products and communities they are asking.
Both offline and online, we will continue to rely on our mom community to grow.
When offline, in addition to working with and holding events with new relevant women, we will continue to educate mothers through the gathering hosted by mothers
Business that shares our core values-
For example, we have recently held events at the fitness pregnancy club and the stretching club.
Online, we will continue to provide value by contacting mothers, planning and publishing lifestyle content and sharing beneficial breastfeeding and care tips @ milx. mom.
Gilbert: What challenges have you experienced as a colleague
How did you navigate/overcome them, founder?
Bharti, Haber and Vera: as a company built for new moms, one of the fun and ironic challenges we face is that all three of us are pregnant at the same time, maternity leave policies must be developed and navigated.
We all love the idea of raising children together, but in theory it\'s a challenge to have three separate children for two months while starting a business.
We \'ve been doing a great job of communicating efficiently, covering each other and giving this brand new mom as much time as possible with her little baby and family.
We feel fortunate that our partnership is so strong that we have not lost any productivity or motivation.
Another challenge we face is that we have done all the tasks together!
We have similar skills and at the beginning we are all passionate about the same aspects of the business.
It took us a while to realize that we need to start delegating tasks and have specific areas of the business, but once we do --
We started to operate more efficiently.
There is a lot of work to do.
Of course, by walking out of our comfort zone, we all learn new skills that are essential to our business.
Gilbert: How have you grown as an entrepreneur since starting Milx?
As a consumer, I have high expectations for the brand.
At Google, I consulted large clothing retailers to look at the deal from their perspective.
But creating my own small business has brought me into a new world in which I offer clothing to consumers who expect high but don\'t know or care that we are a small company
Customer service is one of the things we really pay attention to, and we are particularly aware that new moms really need support and convenience because they are often stressed out and don\'t have time to deal with transactions or post offices.
We built a strong small customer base in New York City, and luckily we were able to deliver bras door to door when needed ---
For example, if the mom needs to swap the bra size.
The most interesting thing is when a 9-
A month of pregnant women showed up at their door with a bra!
However, personal interaction also allows us to meet face-to-face with our customers and really connect because we have a lot in common at this stage of life!
Vera: The saying \"think like a leader, act like a student\" really resonated with me because we have been with other entrepreneurs, designers and mothers for the past two years, they discussed their personal struggles and victories with care and pumping.
They helped me grow, both professionally and as a mother, to evolve Milx.
I now understand more than ever that you are a more effective leader when you are aware of your limitations and incorporate expert feedback.
HABER: My mother has been saying all her life: \"The difference between doing and not doing is doing and not doing.
\"In the past, I had a lot of startup ideas, but I never did it because I didn\'t know how to do it.
But with Milx, I finally took the risk of an idea that I was passionate about without a clear roadmap.
It\'s a hard job with unlimited attempts and mistakes, but I know you don\'t have to figure everything out and you just have to start and move on.
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