YellowGiraffe is an online toy store which provide a range of toys that help young toddlers develop different skills. The products are first researched and analysed by Company’s professionals before finalizing them for the website and thus provide products that are not just meant for entertainment but also help developing a range of skills
Started with Toy Tasting in January 2012 – a video channel to provide reviews about different toys – YellowGiraffe is helping parents to choose the best toy for their kids. According to Richa, Founder of YellowGiraffe, they used the knowledge and feedback they received through Toy Tasting and launched YellowGiraffe.
Why YellowGiraffe ?
It provide simple User Interface design and unique features such as ‘shop toys by skills’ and ‘shop toys by age’. Shop toys by skills allow user to select products as per the skills categorisation. It includes toys which help to enhance physical, imagination, social and various other skills. Apart from that, a user can also buy products based on their child’s age group.
Over an offline and most of the online toy stores, which consist of limited toy selection, YellowGiraffe provide a wide range of products. Listed over thousand products on their website, these toys are selected on the basis of benefits they provide to kids. The website provides a robust toy selection process, which is difficult to get in an offline toy store, because of their poor trained staff.
A former investment banker, Richa Dixit came up with this idea when her first kid was turning 2 and she was on a break from the work. With a simple plan to work in the online Toy industry, Richa took a number of small steps and finally ended up with ToyTasting and then YellowGiraffe.
Went in live in october 2012, YellowGiraffe is a self funded venture and is not even looking for any outside funding in future. YellowGiraffe is not catering the entire baby segment and is only focusing at toys as their niche category.
As far as the company’s marketing strategy is concerned, they are mainly focusing on inbound marketing techniques like SEO and Blogs. However, they are marketing themselves on Google AdWords. Apart from that, the company hasn’t yet jumped onto the bandwagon of social media and is considering to use it during the next stage of their expansion plan.
With logistics being the biggest problem for most of the etailers in India, YellowGiraffe is also seeing logistics as a major roadblock in generating high revenues. “Logistic companies not only calculate price on the basis of weight but also by volume and we are burning a lot of money in providing free shipping on our products” added Richa. Despite of the bottlenecks, the company is in high hopes with the scope of opportunity that the industry has to offer.