I’m sure many parents can relate to the crushing feeling of endless to-do lists. I was experiencing that feeling when I started thinking about what The Starter Set could be for parents.  

What can the Starter Set do for parents

The Starter Set will be an easier way for parents to know what they need and when, personalized for their families. Our ultimate goal is to help ease the research burden and decision fatigue that comes with parenting today. We’re working to launch our first product soon – a baby registry tool that’s customized based on a parent’s preferences and values, whether they’re concerned with price, sustainability, style, all of the above or something else entirely. We’ll share options for products and services based on the parent’s profile with details on what to consider and why each item was picked. We’ll also share what to expect in each phase with baby.

Keeping up with baby milestones is just too hard

It was midnight. Dinner was over, the kids were in bed, and I had sent off my last work emails some hours back. It had occurred to me, when I saw my youngest stumbling around earlier, pushing his high-chair from room-to-room, that he had hit a new milestone. What’s more, while trying to squeeze him into footie pajamas that just barely fit, it also dawned on me that we’d hit a growth spurt. I felt like I was behind. I’d forgotten to order the next size up of clothes; I’d forgotten what to expect with his development at this milestone or what kind of stuff I might need to support him now. So, after a long day of work and family, I was researching. I was scrolling through blogs and articles online on what to expect with this phase. I was checking out the best developmental toys for his age. I was looking at what other parents had to say on social media and forums. It felt like too much -- too much to sort through, too much information. Most of all, it didn’t feel like a good use of time. 

90% of parents we surveyed struggle with product research

In talking to other parents, it turned out that at least 90% felt the same way. In our surveys, parent-after-parent independently wrote that research was one of the most time-consuming, painful parts of getting ready for baby. Like most parents, they were on a roller coaster of learning curves, trying to keep with all the stuff they needed and when they needed it. They were pouring through what felt like endless information, looking at influencers, forums, blogs, articles, retail sites and reviews. On top of that, they were trying to figure out if any of the recommendations even made sense for their families. Parents deserve a better way to find the things they need.

We want to hear from you!

When it comes to what makes parenting today hard, research, of course, is just one piece of the puzzle. We look forward to hearing from parents directly as we look for ways to continue to expand the support we can offer.   

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