KiwiCo: Sandra Oh Lin | How I Built This with Guy Raz

Intro

In this episode of “How I Built This with Guy Raz,” host Guy Raz interviews Sandra Oh Lin, the founder of KiwiCo. KiwiCo is a subscription box company that creates hands-on activities for kids related to science and craft-making. Sandra shares her journey of starting the business and how she has managed to thrive in the competitive subscription box industry.

Main Takeaways

The Rise of Subscription Boxes

• Subscription boxes generate around $30 billion globally and are expected to rise to around $73 billion by 2028.
• Companies like Birchbox and Blue Apron experienced rapid growth and valuation but struggled to maintain their success over time.

Sandra Oh Lin’s Background and Inspiration

• Sandra Oh Lin, the founder of KiwiCo, was uniquely qualified to start the business due to her experiences as a mom.
• Sandra’s desire for more tactile and educational toys for her own kids drove her to start KiwiCo.
• Her childhood experiences of engaging in creative activities with her mother influenced her desire to provide the same experience for her kids.

The Early Days of KiwiCo

• Sandra tested her business idea in front of kids and investors, leading to the development of KiwiCo.
• The early boxes were designed through extensive testing with kids in Sandra’s garage, experimenting with different projects and materials.
• KiwiCo launched in October 2011 as a subscription product for kids aged three to seven, with everyone receiving the same box each month.

Expansion and Success

• KiwiCo expanded its product offerings by launching new lines, including Tinker Crates, Doodle Crates, and Qualicrate.
• The company’s ability to amortize shipping costs by sending out multiple crates to a household contributed to its success.
• KiwiCo offers creative and interactive activities to educate kids about various subjects, sparking their imagination and opening up possibilities for the future.

Kiwico’s Vision and Future

• Sandra Olin envisions building KiwiCo into a household name, prioritizing brand-building over exit strategies.
• KiwiCo offers activities not only for kids but also for teens and adults, expanding its target audience.

Summary

The Rise of Subscription Boxes

Subscription boxes have become a booming industry, generating billions of dollars globally. However, many companies in this space have struggled to maintain their success over time. Despite the intense competition, KiwiCo has managed to thrive by creating hands-on activities for kids related to science and craft-making.

Sandra Oh Lin’s Background and Inspiration

Sandra Oh Lin, the founder of KiwiCo, was uniquely qualified to start the business due to her experiences as a mom. Her desire for more tactile and educational toys for her own kids drove her to start KiwiCo. She was inspired by her own childhood experiences of engaging in creative activities with her mother and wanted to provide the same experience for her kids.

The Early Days of KiwiCo

KiwiCo started as a small business idea that Sandra tested in front of kids and investors. The early boxes were designed through extensive testing with kids in Sandra’s garage, experimenting with different projects and materials. KiwiCo officially launched in 2011 as a subscription product for kids aged three to seven, with everyone receiving the same box each month.

Expansion and Success

KiwiCo expanded its product offerings by launching new lines, including Tinker Crates, Doodle Crates, and Qualicrate. The company’s ability to amortize shipping costs by sending out multiple crates to a household contributed to its success. KiwiCo offers creative and interactive activities to educate kids about various subjects, sparking their imagination and opening up possibilities for the future.

Kiwico’s Vision and Future

Sandra Olin envisions building KiwiCo into a household name, prioritizing brand-building over exit strategies. The company aims to provide activities not only for kids but also for teens and adults, expanding its target audience and continuing to offer engaging and educational experiences.

Conclusion

KiwiCo’s success story showcases the power of combining creativity, education, and entrepreneurship. By creating hands-on activities for kids and focusing on delivering value, KiwiCo has managed to stand out in the competitive subscription box industry. With a vision for continued growth and expansion, KiwiCo is set to inspire and educate future generations.