Episode Overview

Podcast: B2B Breakthrough Podcast
Episode: Building Baby Products That Parents Actually Need with Vonu Founder Brittany Harvey
Host: Sierra Christo (A)
Guest: Brittany Harvey (C), Founder of Vonu
Release Date: November 19, 2025

This episode centers on Brittany Harvey’s journey from new parent to founder of Vonu, a company designing innovative baby products like the Burpli (a memory foam baby lounger) and the Stack Pack (a modular diaper bag system). The conversation delves into how necessity and creativity spurred product development, bootstrapping a business from scratch, the importance of user-driven design, manufacturing challenges, and insights for e-commerce entrepreneurs.

Key Discussion Points & Insights

1. From Parental Need to Product Innovation

• Origin Story:

  • Brittany shares that the idea for the Burpli came from her and her husband’s struggles with their newborn’s gas and reflux. Traditional solutions were inadequate, leading her to create a memory foam prototype at her dining table.
  • “There was one night where it was like 2am and she had really bad gas and discomfort...and everything we found was either medicinal or just like physically invasive...So we started propping her up ourselves...Eventually, we invented the Burpli.” — Brittany, [01:35]

• Rapid Development:

  • Within 90 days of conceptualizing, they had their first production run. The launch video went viral on TikTok, selling out the initial inventory before arrival.
  • “Before we even got the 300, they were sold out on our website.” — Brittany, [03:55]

2. Social Media as Launchpad and Community Builder

• Organic Growth via TikTok:
  • Postpartum isolation led Brittany to TikTok, both for community and research. Their founder video resonated widely and brought in early, loyal customers.
  • “We created this founder video where it was just me talking over pictures and videos I had...and that video went viral organically...People were looking for a solution, and I think we just stood in that gap.” — Brittany, [04:45]

3. Iterative Design Based on User Feedback

• Product Evolution:
  • The Burpli evolved aesthetically (“sleeker, more modern”) but retained core ergonomic features based on feedback from parents and experts.
  • Consultation with pediatric and occupational therapists validated their design and revealed new user groups (NICU, G-tube, preemie, and Down syndrome babies).
  • “Not only did they approve of the product, but they were using similar but more basic devices...especially occupational therapists for babies who have other challenges.” — Brittany, [11:11]

4. Expanding to New Products & Unexpected Use Cases

• Stack Pack (Diaper Bag System):

  • The inspiration came from the lack of effective diaper bags and a fascination with the modular ‘bento’ organization style.
  • “Why don’t they make this better?...Why don’t they just make a diaper bag that’s this bento style, stackable, kind of modular situation?...People will buy this. I know it.” — Brittany, [17:20]
  • Unexpectedly, the Stack Pack even caught the attention of a flight attendant as potentially ideal for airline staff.

• Preorder & Market Strategy:

  • The company is focusing on lifetime value by cross-promoting to Burpli customers, with preorders converting organically prior to major ad spend.
  • “We’re hoping to use it more as like a lifetime value prop in our business and I think it’ll go really well.” — Brittany, [21:01]

5. Building a Culture of Innovation and User Connection

• Co-Founder Dynamics:

  • All three founders bring their own patents and innovative mindsets; real-life parenting sparks frequent R&D brainstorms.
  • “We just don’t think that we’re the only one with ideas...Early on, we started VIP groups for our customers...and ask for feedback.” — Brittany, [23:23]

• Leveraging Customer Feedback:

  • The team actively solicits input via VIP social groups and directly incorporates suggestions on product features and aesthetics.

6. Balancing Motherhood, Entrepreneurship, and Market Research

• Market Listening in Evolving Seasons:

  • As her child grows, Brittany’s market research now includes both social listening and in-person conversations with other parents.
  • “I’m interacting with moms more in person than I was in those first few weeks or months...I’m getting a lot of feedback...my inbox is pretty overwhelming because I’m in so many funnels—but it’s super helpful and it’s research.” — Brittany, [26:52]

• Female Connection vs. Male Perspectives:

  • Brittany notes mothers' inclination to share experiences and build community, while fathers engage differently. This insight is influencing product and marketing strategies.
  • “One thing moms do is they talk to other moms...Dads don’t really talk to each other that much.” — Brittany, [30:31]

7. Manufacturing, Fulfillment, and Scaling Challenges

• Prototyping to Production:

  • The first prototype was handmade; a design engineer created production-ready specs. Trust and scalability were key in selecting manufacturing partners.
  • “We landed on the manufacturer that we still have today, and they've been able to thankfully, like, grow with us...” — Brittany, [37:40]

• Use of Alibaba.com:

  • Accessories for product bundles are sourced via Alibaba.com, which Brittany describes as “a really seamless process.”
  • “Our bundles help to increase our average order value...So those relationships are very serious, and we stay on top of it.” — Brittany, [41:30]

• Fulfillment Transitions:

  • Early fulfillment was handled by Brittany and her husband—even involving family during the holidays. Their latest 3PL iteration is freeing up time and improving operations.
  • “This next 3 PL, I had a little ptsd, so it took us a long time to get a new 3PL...But I’m also thankful that I'll be able to go to my family for these, you know, the upcoming holidays and not worry about people getting their orders from my hand.” — Brittany, [47:30]

8. Sales Channels and International Expansion

• Main DTC channel is their own website, with additional sales on TikTok Shop, UK, and Canada.
• International growth is substantial but demanding.

9. Entrepreneurial Wisdom & Lessons Learned

• Focus on Your Business (Not The Noise):

  • “There’s so much noise about e-commerce and business online...it can become paralyzing...The more time you spend with your business...you'll be in a position to decipher what information is relevant and actually build out, you know, like these systems or these plans or take in what's going to work for you versus what's not.” — Brittany, [51:46]

• Keep Moving Forward:

  • “The time will pass. Like, do the work because the time's going to pass...Even when it’s hard or when you feel like you’re not making headway, you look up...and whether you accomplish the thing or not, the time passed. So just keep working, keep learning and getting things done.” — Brittany, [51:46]

Notable Quotes & Memorable Moments

• On Prototyping:
  “I got like a turkey carving knife, the electric ones that he used at Thanksgiving. And I was just like, over our dining room table, like, trying to shape this memory foam to, like, the image I saw in my mind.” — Brittany, [02:55]

• On Going Viral:
  “We created this founder video...and that video went viral organically. And so with that, that was where we, like, found our initial base of customers.” — Brittany, [04:45]

• On Impact:
  “We would get messages from nurses in the NICU like, hey, I have a baby who’s, you know, in my care who was on a G tube. And I recommended their parent order this...Of course, like, I shed mom tears like all the time when I get these messages.” — Brittany, [13:18]

• On Learning from Customers:
  “There are some times where people have really great feedback and they're like, oh, have you thought of this or would you use it for this?...That's another way we can, if it's not changing the product, even market the product so that it is reaching people who can really take advantage of the existing design or functionality.” — Brittany, [23:23]

• On Entrepreneurship:
  “People say they want a business and I’m like, but are you willing to like not go anywhere for the holidays...for the past two years I’ve had like my grandma, my mom fulfilling orders like on Christmas in my garage because it’s like, you know, we're getting hundreds of orders. This stuff has to go out.” — Brittany, [47:30]

Timestamps for Important Segments

• Intro to Burpli & Inspiration: [00:46]–[03:55]
• Going Viral & Organic Marketing: [04:45]–[07:55]
• Product Development & Feedback: [09:33]–[13:18]
• Unexpected Use Cases & Market Expansion: [13:18]–[16:13]
• Stack Pack Development: [17:20]–[21:01]
• Innovation Culture & Customer Engagement: [23:23]–[25:08]
• Balancing Business & Parenthood, Market Research: [26:52]–[30:31]
• Mother vs. Father Perspectives in Product Design: [30:31]–[36:44]
• From Handmade Prototypes to Manufacturing: [37:40]–[41:10]
• Sourcing via Alibaba.com: [41:30]–[43:35]
• Building Bundles & Accessory Selection: [43:35]–[45:36]
• Fulfillment & Operations Lessons: [47:30]–[51:22]
• Advice for Entrepreneurs: [51:46]–[54:04]

Ways to Connect & Learn More

• Vonu Instagram: @vanuofficial
• Website: vanubaby.com
• Contact: brittany@vanubaby.com

Summary

This episode provides both a raw and inspiring look into product innovation born from real parental struggle, highlighting how listening to your customers (and your own life!) can lead to products that make a genuine difference. Brittany's journey demonstrates the messy realities of entrepreneurship, the power of organic social media, and the importance of continually adapting—both personally and in business. For founders in any space, her advice rings true: embrace your unique path, keep your focus, and let the small steps build.