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Market Strategies for a Booming Baby Business with Sarah Dorsett of Nanit

October 1, 2021

Podcast: Play in new window | Download (Duration: 55:52 — 81.5MB)

Sarah McCollum Dorsett is the CEO of Nanit, a consumer electronics company that provides parents with smarter ways of approaching their childrens’ health and wellbeing. An Ecommerce leader, Sarah has more than two decades of experience scaling brands such as Coty, Bloomingdales, Century 21, and Bed Bath & Beyond. Today, Sarah oversees the overall business strategy and roadmap of Nanit and is responsible for delivering the company’s 250% year-over-year growth.

Sarah joins us today to discuss how she leads Nanit and its mission to support the journey of parenthood. She explains how their products connect parents to their babies’ health and wellbeing. She discusses how she spearheaded a $25 million Series C funding round and describes the strategy behind the launch of Nanit’s newest product. She shares the road that led to her transition into her CEO role at Nanit and how she helped grow the company by adjusting its marketing strategy. Sarah also underscores the platforms that have been the secret to their success in driving customer acquisition and shares her advice for balancing a high-pressure career with motherhood.

“The future is social commerce. It’s so embedded in our lives today that ecommerce is going to have that social component to it.” – Sarah Dorsett

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This week’s takeaways from Entreprenista:

  • Sarah’s background and how she became the CEO of Nanit
  • Her beginnings in marketing and ecommerce
  • How Sarah was chosen to become the new CEO of Nanit and how her responsibilities changed 
  • Some of the changes Sarah immediately made that helped Nanit grow and scale
  • The power of creating an emotional connection between consumers and products
  • Cultivating a channel strategy and the process of connecting with a baby registry
  • What Nanit had to change in their products to get them into Target
  • Sarah’s tips and advice for hiring the best people for your team
  • The hiring process for senior roles at Nanit and how Sarah assesses candidates for senior roles
  • What fundraising for the first time was like for Sarah
  • Determining the valuation of Nanit and Sarah’s advice for pitching to VCs and investors
  • Dedicating time for family and how a typical day looks when Sarah is not working
  • Sarah’s thoughts on the future of ecommerce

Our Favorite Quotes:

  • “Have a target valuation in your head, but keep it open-ended and less specific. If VCs press you for a valuation, give them a range instead.” – Sarah Dorsett
  • “You can take risks if you have a lot of trust in your team—if you know who you’re working with and what they’re capable of.” – Sarah Dorsett
  • “When you’re getting retail partners, get placement on the websites themselves. Don’t fund offline placements; fund where people land and own that space.” – Sarah Dorsett

Connect with Sarah Dorsett:

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