It felt like a huge risk to the owner, putting all of his budget for the year into SEO and social media. When the new eCommerce site launched it all was worth it (even if the site crashed).
I had done the numbers, and knew that 450,000+ kids between 0 - 5 years old might want what he was selling.
It turns out they did and by building a dedicated tribe of Mum's (and a few Dad's) this side business became the main event. 2 years later their main competition was taken out of the market.
We built bike selectors, sold toys at the number of points the All Blacks scored... we even gave away $2,000 worth of toys half for a kindergarten and half for one lucky boy.
Not every NZ parent bought wooden toys, but if they did, they bought them here.