Introduce your business and tell us your story: How did you decide on what to sell, and how did you source your products?

My co-founder and I were passionate — perhaps obsessive — about enabling parents to see their children before birth. We wanted to give people a peek into the unfolding miracle. We did a lot of technical work (data transformations, surface mapping, artifact removal, etc.) to get our product developed. Ironically, our biggest trip-up was not in product development but in our eCommerce website (an absolute Magento disaster!) We do all the technical work (data transformations, etc.) in-house and manufacture the products in New Jersey.

How did you earn your first sales? Which channels are now generating the most traffic and sales for you?

A number of ultrasound clinics happily showcased our products because of how unique and cutting-edge they were. We found most expecting parents purchase when they get to see the stunning product upfront. Our online store generates the most sales for us.

Tell us about the back-end of your business. What tools and apps do you use to run your store? How do you handle shipping and fulfillment?

We extract data from the Shopify RSS feed and do our own analytics in Python. We do map overlays to analyze centroids. Shipping is handled via our manufacturing center.

What are your top recommendations for new store owners?

Dont use Magento unless you have a 100,000 or more to risk on a build-out. Even then, why bother with Magento?

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