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From Idea to Impact: How Erin England Built Diaper Concierge · Bennett Thrasher Presents: Beyond The Ledger

• 0:09
  SPEAKER_00: Welcome back to Beyond the Ledger.
• 0:11
  SPEAKER_00: I'm your host, Shard Ay Lakfield.
• 0:13
  SPEAKER_00: Today's episode is part of the Growth Exchange, our special series featuring conversations with entrepreneurs, innovators, and business leaders who are transforming great ideas into growing businesses.
• 0:24
  SPEAKER_00: In this episode, we're exploring what it takes to turn a simple idea into a business that solves a real-world problem for families.
• 0:32
  SPEAKER_00: From identifying an unmet need to navigate growth and building a purpose-driven brand, this conversation highlights the entrepreneurial mindset behind creating meaningful impact.
• 0:42
  SPEAKER_00: Joining us today is Emily Ackerman, Business Development Director for Bennett Thrasher's Southwest Region.
• 0:48
  SPEAKER_00: And Erin England, founder, CEO, and entrepreneurial force behind Diaper Concierge.
• 0:54
  SPEAKER_00: Erin's journey from big law attorney to entrepreneur offers a unique perspective on innovation, resilience, and building a business that brings peace of mind to parents during one of the life's busiest seasons.
• 1:07
  SPEAKER_00: Now let's tune into today's conversation with Emily Ackerman and Erin England.
• 1:14
  SPEAKER_02: Hi, friend.
• 1:15
  SPEAKER_02: Hi.
• 1:16
  SPEAKER_02: So I'm here with Aaron England, who is my very smart friend who is going to be a gazillionaire one day.
• 1:22
  SPEAKER_02: Don't forget us, small people, as you keep growing and shining.
• 1:26
  SPEAKER_02: But we're here today to talk about from idea to impact how Aaron England built diaper concierge.
• 1:32
  SPEAKER_02: So before we get into the deep entrepreneurial journey, let's set the stage.
• 1:36
  SPEAKER_02: So diaper concierge is one of those businesses that gets people thinking, what is this?
• 1:41
  SPEAKER_02: If I were seeing you at a soccer game or you bumped into a friend at school drop-off, how would you describe diaper concierge?
• 1:48
  SPEAKER_01: Yep.
• 1:48
  SPEAKER_01: If they're a parent, first of all, thank you for having me.
• 1:51
  SPEAKER_01: Yes, thank you.
• 1:52
  SPEAKER_01: So good to chat with you.
• 1:53
  SPEAKER_01: If they're a parent, and I know they are because we're a kid's soccer game, right?
• 1:57
  SPEAKER_01: In my mind, I say kid soccer game.
• 1:59
  SPEAKER_01: So I'll say diaper concierge, it's lifesaver.
• 2:02
  SPEAKER_01: Have you ever been on the go and you have a diaper bag and you think you packed everything perfectly, but you come up short one diaper and then you have to go home and cancel your plans?
• 2:11
  SPEAKER_01: Oh diaper concierge to the rescue.
• 2:13
  SPEAKER_01: Okay.
• 2:14
  SPEAKER_01: So plain and simple, it is a vending machine that sells baby essentials for parents on the go.
• 2:20
  SPEAKER_01: So find us in restrooms at big public venues like airports, sports stadiums, theme parks, and we sell diapers, wet wipes, formula, onesies, everything you need.
• 2:31
  SPEAKER_01: Oh my god.
• 2:32
  SPEAKER_02: Where were you when I had my baby?
• 2:33
  SPEAKER_02: Yes.
• 2:34
  SPEAKER_02: No, so every great business has an origin story.
• 2:37
  SPEAKER_02: So before there was diaper concierge, there was an attorney here in England.
• 2:41
  SPEAKER_02: Yes.
• 2:42
  SPEAKER_02: What was the moment that made you think I might have a business idea here?
• 2:46
  SPEAKER_02: Was it a lightning bolt moment, or did it become more of like a gradual realization over time?
• 2:51
  SPEAKER_01: Yeah, yeah.
• 2:52
  SPEAKER_01: So I call myself a recovering attorney because I still practice law.
• 2:56
  SPEAKER_01: I started my own firm a couple years ago.
• 2:58
  SPEAKER_01: We can talk about that later.
• 2:59
  SPEAKER_01: Keep that license.
• 3:00
  SPEAKER_01: Yes, yes.
• 3:01
  SPEAKER_01: Keep it up.
• 3:02
  SPEAKER_01: It's the day job that is helping to build and support diaper conciers.
• 3:06
  SPEAKER_01: There was one lightning bolt moment, and then it subtly became a business idea.
• 3:11
  SPEAKER_01: So the lightning bolt moment, it was 2016.
• 3:14
  SPEAKER_01: First time mom.
• 3:15
  SPEAKER_01: I've got little Alexandra Alex.
• 3:17
  SPEAKER_01: She's about six months old.
• 3:19
  SPEAKER_01: We're at lunch.
• 3:20
  SPEAKER_01: Um, and by six months, you know, you're you kind of know what you're doing.
• 3:23
  SPEAKER_01: You pack your diaper bag, you got everything ready.
• 3:26
  SPEAKER_01: Yes.
• 3:26
  SPEAKER_01: So I go to change her diaper at a restaurant, and I open up my diaper bag.
• 3:31
  SPEAKER_01: Well, I put her on the changing table.
• 3:32
  SPEAKER_01: Thank God they had a changing table.
• 3:34
  SPEAKER_01: Don't get me started on that.
• 3:35
  SPEAKER_01: So she's on the changing table, and I reach into my diaper bag and I pull out a size, it was like a size two, and she's in size four by that point.
• 3:43
  SPEAKER_01: So wrong size diaper.
• 3:45
  SPEAKER_01: The wipes are all dried out.
• 3:47
  SPEAKER_01: It was just a nightmare situation.
• 3:49
  SPEAKER_01: So in my mind, it ruins my whole day.
• 3:51
  SPEAKER_01: Now we have to go home.
• 3:52
  SPEAKER_01: What are we gonna do?
• 3:53
  SPEAKER_01: And I remember looking over at the tampon dispenser in that bathroom.
• 3:57
  SPEAKER_01: That clunky metal, you know what I'm talking about.
• 4:00
  SPEAKER_01: Oh, yeah.
• 4:01
  SPEAKER_01: And in that moment, just being so angry, very frustrated, very angry that of all the things that I could get from a vending machine, I can't get the one thing that my kid needs right there.
• 4:11
  SPEAKER_01: Oh, yeah.
• 4:12
  SPEAKER_01: And so, I mean, I didn't start the company until about 2019.
• 4:16
  SPEAKER_01: So I have the idea, but you're in postpartum haze, right?
• 4:19
  SPEAKER_01: Everything you're trying to get back to work, going back to work, partnering big loss, so many stresses, so many pressure, we're building a house, and on and on and on.
• 4:28
  SPEAKER_01: So it kind of ruminated and it never went away.
• 4:31
  SPEAKER_01: The idea never went away.
• 4:32
  SPEAKER_01: And then at some point, I wish I knew.
• 4:35
  SPEAKER_01: I wish I journaled.
• 4:36
  SPEAKER_01: I always wanted to be a person that journaled.
• 4:37
  SPEAKER_02: Yes, I can't do it.
• 4:38
  SPEAKER_02: Aspiring journalist.
• 4:39
  SPEAKER_01: Yeah, aspiring journaler, introspectively.
• 4:42
  SPEAKER_01: Um, at some point I said, let's just try it.
• 4:46
  SPEAKER_01: There wasn't a huge light bulb that went off at that point.
• 4:48
  SPEAKER_01: It was, what do we have to lose?
• 4:50
  SPEAKER_01: Let's just try it.
• 4:51
  SPEAKER_01: It's not capital intensive.
• 4:53
  SPEAKER_01: I start Googling wall-mounted vending machines and we are off.
• 4:58
  SPEAKER_01: That's crazy.
• 4:59
  SPEAKER_01: Yeah.
• 4:59
  SPEAKER_01: Every I swear to you, every mom is an inventor.
• 5:03
  SPEAKER_01: I firmly believe this.
• 5:05
  SPEAKER_01: That mom has invented a workaround, a solution, and whether or not it helps others and gets into the marketplace, that's different.
• 5:12
  SPEAKER_01: But every mom was an inventor.
• 5:14
  SPEAKER_02: Had you invented or started business prior to law school, or is this your first entrepreneurial journey?
• 5:19
  SPEAKER_01: Have I told you about this mom?
• 5:20
  SPEAKER_01: I don't know if I've told you.
• 5:21
  SPEAKER_01: I actually I dabbled, yes.
• 5:23
  SPEAKER_01: So I dab, I was clearly bored with being a lawyer.
• 5:26
  SPEAKER_01: Um, I tried Play Source, play SourceDallas.com to talk about this.
• 5:30
  SPEAKER_01: No, you didn't tell me this, but so I I I clearly like wanted to help parents.
• 5:35
  SPEAKER_01: I wanted to solve these problems that were, for whatever reason, not solved, but were so easy at low-hanging fruit.
• 5:41
  SPEAKER_01: Why is there not a database, like a Yelp, for places to take your kids to play?
• 5:46
  SPEAKER_01: It's so true.
• 5:47
  SPEAKER_01: So right when she was born, I created this is um God before COVID, yeah, 2017 probably.
• 5:53
  SPEAKER_01: So I dabbled, yeah.
• 5:54
  SPEAKER_01: Sorry, play sourcedallas.com.
• 5:55
  SPEAKER_01: I still own it.
• 5:56
  SPEAKER_01: If anyone wants to buy it, what?
• 5:58
  SPEAKER_01: It's trademarked.
• 5:59
  SPEAKER_01: Yeah, I shut it down.
• 6:00
  SPEAKER_01: But it's um a searchable database.
• 6:02
  SPEAKER_01: You could go in there and say, you know, it's it's Tuesday afternoon, it's 100 degrees.
• 6:06
  SPEAKER_01: It's raining, or it's 100 degrees.
• 6:08
  SPEAKER_01: So I want indoor, I want um uh sensory sensitive, I, you know, my kids on the spectrum, or I need within 10 miles of my house, or I need you know, amusement park.
• 6:17
  SPEAKER_02: It was really cool, ladies and gentlemen, but no, she's saving the planet for nobody used it.
• 6:22
  SPEAKER_02: Parents.
• 6:23
  SPEAKER_01: But yes, so it's funny.
• 6:24
  SPEAKER_01: I dabbled.
• 6:25
  SPEAKER_01: Oh my gosh.
• 6:25
  SPEAKER_01: Yeah.
• 6:26
  SPEAKER_01: Well, I need to go with this.
• 6:27
  SPEAKER_01: I know.
• 6:27
  SPEAKER_01: I couldn't make any money doing it, nobody used it.
• 6:29
  SPEAKER_01: But um, but it was the first, it was like a segue from be professional lawyer and then also be more.
• 6:37
  SPEAKER_02: Oh yeah.
• 6:38
  SPEAKER_02: Now, what's something about launching a business that nobody warned you about?
• 6:42
  SPEAKER_01: Oh man, so much um, so many expenses, so many expenses, uh, you know, insurance, overhead, uh, it's a lot of little things that add up.
• 6:55
  SPEAKER_01: And when I read these articles about a lack of access to capital for a lot of entrepreneurs, a lot of women entrepreneurs, especially, that's it makes me just really makes my blood boil.
• 7:05
  SPEAKER_01: Because it's, I mean, if I can't put a deposit down on a storage unit, if I can't put$5,000 down per machine deposit, if I can't get that shipped to me,$1,000 for shipping,$500 for insurance for the shipping.
• 7:17
  SPEAKER_01: And we had access to that capital because day job.
• 7:21
  SPEAKER_01: I literally can't quit my day.
• 7:22
  SPEAKER_01: The day job, if my law firm succeeds, diaper concierge succeeds.
• 7:26
  SPEAKER_01: For sure.
• 7:26
  SPEAKER_01: But without that, what would people do?
• 7:29
  SPEAKER_01: So that's why more, more of these businesses haven't materialized.
• 7:33
  SPEAKER_02: And since you've grown, I mean, you've mentioned a couple of places where you have these vending machines.
• 7:38
  SPEAKER_02: When did you get to a point in your career where you said this is really working?
• 7:43
  SPEAKER_01: Yeah.
• 7:43
  SPEAKER_01: Yeah.
• 7:44
  SPEAKER_01: Um, when I hit DFW airport, that was big.
• 7:47
  SPEAKER_02: That's the Mecca of airports.
• 7:49
  SPEAKER_01: Yes.
• 7:49
  SPEAKER_01: It was at the time we installed in late 2022.
• 7:52
  SPEAKER_01: And at the time it was the second busiest commercial airport in the world.
• 7:55
  SPEAKER_01: I think they're like number four now, but um, that was big.
• 7:58
  SPEAKER_01: That was a 27-month contract process.
• 8:01
  SPEAKER_01: Oh my gosh.
• 8:02
  SPEAKER_01: From conversation number one to installation number one of four, four machines there.
• 8:07
  SPEAKER_01: Um, that I said, man, this is gonna do something.
• 8:10
  SPEAKER_01: And I think when people really started using it and I had to restock it twice a week.
• 8:14
  SPEAKER_01: Oh, yeah.
• 8:14
  SPEAKER_01: Um, because before that we had Love Field, we had Co-America Center, we had Kids and you had other venues, but that was really a big one.
• 8:20
  SPEAKER_02: So when you land that big contract, all the international travel that we see.
• 8:25
  SPEAKER_01: It's six million passengers per month or something in terminal A.
• 8:29
  SPEAKER_01: It's it's wild.
• 8:30
  SPEAKER_01: That's insane.
• 8:30
  SPEAKER_01: Yeah.
• 8:31
  SPEAKER_02: Do you have a customer success story that you like to talk about or where you literally had someone say, like, this is something that families truly rely on?
• 8:40
  SPEAKER_02: So many.
• 8:40
  SPEAKER_01: And I don't I don't mean modesty is not my superpower, so I don't know.
• 8:44
  SPEAKER_01: Oh, you can brag.
• 8:46
  SPEAKER_01: But um, people's feedback is what keeps me going on the hard days.
• 8:50
  SPEAKER_01: So I'm B2B to C in a sense that I have to partner with airports.
• 8:55
  SPEAKER_01: Um, we'll talk about Universal later.
• 8:57
  SPEAKER_01: Theme parks, I need the big venues to contract with directly, but my ultimate consumer is you and me.
• 9:03
  SPEAKER_01: Is mom, his dad, his nanny, his grandma going through that airport or uh theme park.
• 9:08
  SPEAKER_01: Um but when I get, I mean, probably once a week, maybe twice a week, I'll get an Instagram message, I'll get an email, a direct mail.
• 9:16
  SPEAKER_01: Um we were traveling through the airport, my kid starts pooping, we're boarding the plane, they Googled it and they happen to be in the right terminal.
• 9:24
  SPEAKER_01: And you know, they found it at terminal C at DFW.
• 9:27
  SPEAKER_01: Yep.
• 9:27
  SPEAKER_01: Uh a lot of dads email me.
• 9:29
  SPEAKER_01: And I know that shouldn't be a surprise, but if we save the day, like if a onesie saves the day, someone just ruined their clothes and you have no options, I'll hear about it.
• 9:39
  SPEAKER_02: Oh, yeah.
• 9:40
  SPEAKER_02: And it's funny that we're talking about the dads.
• 9:42
  SPEAKER_02: I'm curious, what is the most sold item in these vending machines?
• 9:48
  SPEAKER_01: I love this uh this anecdote because number one selling item is a size five diaper.
• 9:54
  SPEAKER_01: So just for everybody's background, it's um we have sizes three, five, seven, pull-up, and then um and a youth adult diaper again for disabled youth.
• 10:05
  SPEAKER_01: Um a lot of children on autism spectrum.
• 10:07
  SPEAKER_01: We got a lot of feedback from parents about adding that.
• 10:10
  SPEAKER_01: Wow.
• 10:10
  SPEAKER_01: Um, so really proud about that recently.
• 10:12
  SPEAKER_01: And then we have wipes, formula, uh, onesies in a tampon and pad in our women's restrooms.
• 10:17
  SPEAKER_01: Size five diaper by far.
• 10:20
  SPEAKER_01: But in the men's restrooms, we sell a lot of wet wipes for themselves or their children.
• 10:25
  SPEAKER_02: We do not disclose.
• 10:26
  SPEAKER_02: I do not, I don't follow up.
• 10:28
  SPEAKER_02: Well, one thing I think is so interesting about your company is most people you know are a lot of them do become parents, or you definitely have family and friends that are parents.
• 10:39
  SPEAKER_02: This is something that every venue that hosts and has a ton of people should all just be grabbing by the bits and just coming to you.
• 10:49
  SPEAKER_02: The floodgate should be open.
• 10:50
  SPEAKER_02: What is the biggest challenge with who you are trying to pitch to?
• 10:54
  SPEAKER_02: Let's talk about the man.
• 10:55
  SPEAKER_01: Let's talk about that.
• 10:55
  SPEAKER_01: Let's talk about the should.
• 10:56
  SPEAKER_01: You heard this saying, you know, should is could wrapped in shame.
• 11:00
  SPEAKER_01: Yes.
• 11:01
  SPEAKER_01: Why?
• 11:02
  SPEAKER_01: And I I if somebody can give me God's honest truth, I do not know why they say no.
• 11:07
  SPEAKER_01: And that they, it's not necessarily a middle-aged white man who's in management that's the roadblock for me, but oftentimes it is.
• 11:13
  SPEAKER_01: But if you're you're Disney, and I'm talking to Disney, I'm very excited.
• 11:17
  SPEAKER_01: We're talking to Disney, you're talking to whoever, talking to an airport, let's just call it um, you know, random ABC venue.
• 11:23
  SPEAKER_01: ABC venue, I go to them and I say, Hey, not only do you fit the profile, so you're family friendly, you're a large-scale venue.
• 11:31
  SPEAKER_01: Parents can't just run to their car.
• 11:33
  SPEAKER_01: Like if you're at Tom Thun, if you're at Target, you can't just run to your car and get a diaper or buy one right there, big box.
• 11:38
  SPEAKER_01: You fit the profile perfectly.
• 11:40
  SPEAKER_01: I'm gonna put this machine in at no cost to you.
• 11:43
  SPEAKER_01: No cost.
• 11:44
  SPEAKER_01: And I may even share my vended product revenue with you if you want me, right?
• 11:47
  SPEAKER_01: So I'm gonna, this is a win-win-win.
• 11:49
  SPEAKER_01: Your customers are happy, they stay longer, they spend more money.
• 11:53
  SPEAKER_01: You talk about the bottom line.
• 11:54
  SPEAKER_01: Um, it's sleek, you've seen it, it's mounted on the wall, it's eight square feet, it's smart.
• 11:59
  SPEAKER_01: We restock it, we do everything.
• 12:02
  SPEAKER_01: And they say no.
• 12:04
  SPEAKER_01: That is the biggest surprise to me.
• 12:06
  SPEAKER_01: I thought, um, you know, you have to be really like a little bit delusional to start a business.
• 12:11
  SPEAKER_01: Yes.
• 12:12
  SPEAKER_01: Delusional self-confidence is how I describe myself.
• 12:15
  SPEAKER_01: So I delusionally thought, oh, people are gonna be scrambled for this.
• 12:19
  SPEAKER_01: Well, you would think just from being a new mom myself, I won't be able to keep up with production.
• 12:23
  SPEAKER_01: I'm gonna have, you know, I'm gonna have to go on shark tank, I'm gonna have to get investors.
• 12:27
  SPEAKER_02: But even when you think at the airport, no flying down runs on time.
• 12:30
  SPEAKER_02: There's always a delay, or you're stuck on the runway on these planes.
• 12:34
  SPEAKER_02: I mean, you think you pack enough to be fine to get to your destination, it'd be just fine.
• 12:39
  SPEAKER_02: But I have been in these travel situations where I'm thinking to myself, I'm down to only two diapers.
• 12:45
  SPEAKER_02: I hope we don't get any more delay.
• 12:47
  SPEAKER_02: Uh-huh.
• 12:48
  SPEAKER_01: I mean, the success story, again, the testimonials, and when you present ABC venue with the testimonials and you lay it out there on a silver platter, I will pay for installation, I've got and they still say no.
• 12:59
  SPEAKER_01: It's truly baffling.
• 13:01
  SPEAKER_01: Yeah.
• 13:01
  SPEAKER_01: And baffling is a really nice way of saying like frustrating and makes me angry, but it's overcoming some of these objections.
• 13:08
  SPEAKER_01: Um, it's it's it's very humbling.
• 13:10
  SPEAKER_02: Oh, yeah.
• 13:11
  SPEAKER_02: And how have you personally changed since launching diaper concierge?
• 13:15
  SPEAKER_01: Oh, well.
• 13:16
  SPEAKER_02: What's different about the leader or even the person sitting here today versus who started the company?
• 13:22
  SPEAKER_01: Yeah, man, when I think about like lawyer Aaron, like big law partner, lawyer Aaron, who thought that that was that yes, yeah.
• 13:29
  SPEAKER_01: And you stand a little taller, you you think that's the pinnacle of success.
• 13:34
  SPEAKER_01: And you think that, you know, I've I've made it 39 years old at that time when I when I really launched, like you think you have one idea of success.
• 13:44
  SPEAKER_01: And then what happened at some point when I went to change our first, I think the real turning point for me in changing and evolving personally was leaving big law to start my own law firm.
• 13:56
  SPEAKER_01: Because I, you know, my background, I'm youngest of three kids, raised by a single mom, first in my family to go to college.
• 14:02
  SPEAKER_01: Wow.
• 14:03
  SPEAKER_01: To leave, to leave a point where you're like, no, you're a partner at an international, you know, AMLA, whatever law firm, you're making buckoos of money.
• 14:12
  SPEAKER_01: What are you doing?
• 14:13
  SPEAKER_01: To walk away from that was so personally satisfying.
• 14:16
  SPEAKER_01: Um, and it wasn't on a whim.
• 14:18
  SPEAKER_01: There was a lot of planning, a lot of looking at at your bills and your debts and really making some strategic choices.
• 14:24
  SPEAKER_01: But when I stopped chasing money and started chasing freedom.
• 14:29
  SPEAKER_01: Oh, yeah.
• 14:30
  SPEAKER_01: And I I speak in bumper stickers.
• 14:31
  SPEAKER_01: My husband says it all the time.
• 14:33
  SPEAKER_01: I speak in bumper stickers, but that was truly the I mean, I can feel it.
• 14:38
  SPEAKER_01: I can I can feel how I spend money, how I plan my next two weeks, how I plan my day.
• 14:43
  SPEAKER_01: It's no longer, you know, worshiping a firm, a corporate, uh, a partner I want to impress.
• 14:49
  SPEAKER_01: It's to my clients and it's to diaper volunteers.
• 14:52
  SPEAKER_02: Oh, yeah.
• 14:53
  SPEAKER_02: Now, one thing that I'm curious about with your companies, really also how the industry is evolving and changing.
• 15:00
  SPEAKER_02: What are what are some trends or new products that you kind of have on the horizon?
• 15:05
  SPEAKER_02: Um, because you've already got the true essentials.
• 15:08
  SPEAKER_02: You got you got the diapers, the wipes.
• 15:12
  SPEAKER_02: Are there any brands or trends coming out that you're really excited about?
• 15:16
  SPEAKER_01: You know, there's so many, I mean, you know, there's so many diaper brands.
• 15:20
  SPEAKER_01: There's bougie diaper brands, there's, you know, a diaper is on average 35 cents a diaper.
• 15:25
  SPEAKER_01: 35 cents a diaper.
• 15:26
  SPEAKER_01: And don't do the math.
• 15:27
  SPEAKER_01: Kids go through uh 2,500 to 3,000 in their first 12 months.
• 15:31
  SPEAKER_02: Whoa, whoa, whoa, whoa, whoa.
• 15:32
  SPEAKER_02: That's a diaper.
• 15:32
  SPEAKER_02: That's a trivial question.
• 15:33
  SPEAKER_01: Yeah.
• 15:33
  SPEAKER_01: Don't do the wow.
• 15:34
  SPEAKER_01: And then about 6,000 in their in their diaper wearing gears.
• 15:38
  SPEAKER_01: And you know, there's a lot of factors and variables.
• 15:40
  SPEAKER_01: Go in there, some kids.
• 15:41
  SPEAKER_01: I mean, my kid had a hard time party training.
• 15:43
  SPEAKER_01: Um, and it's, I think the data shows us size fives and size sevens that I'm selling.
• 15:48
  SPEAKER_01: Kids are wearing diapers longer.
• 15:50
  SPEAKER_01: Um, oh, I like this question.
• 15:52
  SPEAKER_01: So, so I'd love to partner with a diaper brand.
• 15:55
  SPEAKER_01: Love to partner with a diaper brand who could be our exclusive provider.
• 15:59
  SPEAKER_01: Um, I would love to see that as more of a um just like a movement towards supporting parents and not just here's a diaper, it's a commodity.
• 16:09
  SPEAKER_01: Oh, yeah.
• 16:10
  SPEAKER_01: I think that would be a really great partner, someone who says, we're the actual concierge, like that part of the word.
• 16:16
  SPEAKER_01: We are here to support you.
• 16:17
  SPEAKER_01: We're here when you when you need us.
• 16:20
  SPEAKER_01: Um, something like that would be really interesting.
• 16:22
  SPEAKER_01: So not just providing the diaper, but but a more full-scale supportive environment.
• 16:27
  SPEAKER_02: You think that this is something that could go in every state?
• 16:32
  SPEAKER_01: Oh my gosh, we're in Arkansas and Texas now, and Arkansas was strategic because it's Walmart's headquarters in Bentonville.
• 16:38
  SPEAKER_01: And so we've got some good brand deals from that.
• 16:40
  SPEAKER_01: Like literally just see it in the restroom.
• 16:42
  SPEAKER_01: Um, yes, there's no reason it shouldn't be in every single I mean, there's 500 commercial airports in the US.
• 16:50
  SPEAKER_01: Oh my gosh.
• 16:51
  SPEAKER_01: We're in three.
• 16:52
  SPEAKER_01: Let's go big, baby.
• 16:54
  SPEAKER_01: So my plan is to super, super concentrate DFW.
• 16:59
  SPEAKER_01: Saturate it, get every I'm pitching Peppa Pig.
• 17:02
  SPEAKER_01: I'm doing a campaign for Peppa Pig online.
• 17:04
  SPEAKER_01: Oh, how fun.
• 17:04
  SPEAKER_01: There's no reason it shouldn't be there.
• 17:06
  SPEAKER_01: At Universal, at Globe Life Field, we're at both major airports.
• 17:10
  SPEAKER_01: I want to show this scalability so that some strategic partner can come along and say, well, yeah, let's just wrap that up and then expand to every other major metro area.
• 17:19
  SPEAKER_01: Who would be good partners for you?
• 17:21
  SPEAKER_01: Kimberly Clark.
• 17:22
  SPEAKER_01: I want, I want, I'm coming, I'm coming for you.
• 17:24
  SPEAKER_01: I want Kimberly Clark.
• 17:26
  SPEAKER_01: Um, they could provide 90% of the products in our machine.
• 17:29
  SPEAKER_01: So everything other than you hear that, Kimberly Clark.
• 17:32
  SPEAKER_01: Yeah, yeah.
• 17:32
  SPEAKER_01: Or Procter and Gamble.
• 17:34
  SPEAKER_01: Um, it's it's truly anyone uh they can provide everything other than the formula and the onesie.
• 17:40
  SPEAKER_01: And the onesie is a trademarked name.
• 17:42
  SPEAKER_01: So I have to mention Gerber.
• 17:44
  SPEAKER_01: I would love to partner with Gerber and um on that on that as well.
• 17:48
  SPEAKER_02: Now, a random question I want to know.
• 17:49
  SPEAKER_02: If you had to have a celebrity endorsement, oh I love this.
• 17:53
  SPEAKER_02: It would be your your parent.
• 17:54
  SPEAKER_01: So many.
• 17:55
  SPEAKER_01: Alex Morgan.
• 17:56
  SPEAKER_01: Okay.
• 17:57
  SPEAKER_01: Um National League Soccer.
• 17:59
  SPEAKER_01: Um, oh, so many.
• 18:00
  SPEAKER_01: Jessica Alba.
• 18:02
  SPEAKER_02: Really?
• 18:02
  SPEAKER_02: Oh, she's got the bunch of products.
• 18:04
  SPEAKER_01: Yes, she's honest.
• 18:05
  SPEAKER_01: Um, Amy Schumer, I think she's so funny and so real.
• 18:08
  SPEAKER_01: Whitney Cummings.
• 18:10
  SPEAKER_01: Oh, she's hilarious.
• 18:11
  SPEAKER_01: A lot of and and she had a big issue with postpartum depression.
• 18:14
  SPEAKER_01: She's very open about it.
• 18:15
  SPEAKER_01: She's an advocate for for support.
• 18:17
  SPEAKER_01: Um, oh, I've got like 10.
• 18:19
  SPEAKER_01: Yeah.
• 18:19
  SPEAKER_01: Sarah Blakely.
• 18:20
  SPEAKER_01: Sarah Blakely, she would love this.
• 18:22
  SPEAKER_01: Oh space lady.
• 18:24
  SPEAKER_01: Yes.
• 18:24
  SPEAKER_01: I have slid into so many DMs of people.
• 18:27
  SPEAKER_01: But yes, the right person will come along.
• 18:29
  SPEAKER_01: I don't know.
• 18:30
  SPEAKER_01: I'm certain.
• 18:30
  SPEAKER_01: Oh, Snooky?
• 18:31
  SPEAKER_01: Can you imagine getting Snooky?
• 18:33
  SPEAKER_01: She has three kids now, like the Jersey Short Snooky.
• 18:35
  SPEAKER_02: Oh, that would be a great TV campaign.
• 18:37
  SPEAKER_02: Yeah.
• 18:38
  SPEAKER_02: Now, every founder has a vision that's bigger than what people see right now.
• 18:43
  SPEAKER_02: When you think about what's next for diaper conciers besides the scaling in North Texas and eventually getting bigger and bigger gradually and purposely.
• 18:53
  SPEAKER_02: How many employees do you have?
• 18:55
  SPEAKER_01: One.
• 18:56
  SPEAKER_01: It's you.
• 18:57
  SPEAKER_01: I pay myself and I.
• 18:58
  SPEAKER_01: Um, but we do have, and I always speak in we because I don't know, women are collaborative.
• 19:03
  SPEAKER_01: We are.
• 19:03
  SPEAKER_01: So I always speak in terms of we, but um, of course, my family is very supportive.
• 19:07
  SPEAKER_01: My husband's done his fair share of lugging these machines back and forth.
• 19:11
  SPEAKER_01: But uh, I work with contractors,$15.99 contractors.
• 19:14
  SPEAKER_01: I just hired a woman that lives across the street from Universal Kids Resort.
• 19:18
  SPEAKER_01: I can't walk there.
• 19:19
  SPEAKER_01: So we're doing training on Friday, actually.
• 19:21
  SPEAKER_01: Um, so work with contractors in all the different areas to go help me restock.
• 19:25
  SPEAKER_01: Awesome.
• 19:25
  SPEAKER_01: And I hired people to do my branding, um, rebrand.
• 19:29
  SPEAKER_01: They're just an amazing company.
• 19:31
  SPEAKER_01: So just you know, bits and pieces, uh, outsourcing the service providers.
• 19:35
  SPEAKER_02: Well, since you solved a bunch of parenting hacks already, what would be that kind of next challenge you think that should be tackled in the mom and parenting commuting?
• 19:47
  SPEAKER_02: That's a good one.
• 19:48
  SPEAKER_01: Definitely just more wide-scale adoption of a diaper vending machine.
• 19:54
  SPEAKER_01: You need wide scale adoption.
• 19:56
  SPEAKER_01: We have wider scale adoption of Legos from a vending machine than you do diapers.
• 20:02
  SPEAKER_01: Of build-de-bears than you do diapers, of Kylie Cosmetics.
• 20:06
  SPEAKER_01: She'd be a great celebrity partner.
• 20:08
  SPEAKER_01: Yes, she would.
• 20:09
  SPEAKER_01: She's also in the vending industry, apparently.
• 20:10
  SPEAKER_01: Rihanna, too.
• 20:11
  SPEAKER_02: Oh, yeah.
• 20:13
  SPEAKER_01: I have text.
• 20:14
  SPEAKER_01: Yep.
• 20:14
  SPEAKER_01: I've emailed her, DM'd her so many times.
• 20:16
  SPEAKER_01: Uh so wider scale adoption of just this one.
• 20:19
  SPEAKER_01: I like the idea of solving one problem and not really staying in that lane and going an inch wide and a mile deep.
• 20:26
  SPEAKER_01: Like if I can be known as a diaper lady, whenever I go through the airports, the security and stuff, ah, diaper lady's here.
• 20:32
  SPEAKER_01: To solve this problem, I wouldn't try to solve every problem with parenting.
• 20:37
  SPEAKER_01: Don't get me started.
• 20:38
  SPEAKER_01: I have a lot of soapboxes.
• 20:39
  SPEAKER_01: I have a lot of quasi-political soapboxes that we're all going now.
• 20:43
  SPEAKER_01: It's another podcast.
• 20:44
  SPEAKER_01: But just solve this one problem.
• 20:46
  SPEAKER_01: Like it's so easy.
• 20:47
  SPEAKER_01: It's so straightforward, it's so concrete, and it's it's so easily adoptable if you get to the right decision makers.
• 20:54
  SPEAKER_01: So I think you stay here.
• 20:56
  SPEAKER_01: But I would love to see um, you know, what if you did it became so popular and so widespread that you could do like a gift card for people at baby showers, diaper concierge gift card.
• 21:05
  SPEAKER_01: Oh my gosh.
• 21:06
  SPEAKER_01: So then everywhere you're on the go, you could be like, oh, I'll choose my gift card.
• 21:10
  SPEAKER_01: Um, I like that idea.
• 21:12
  SPEAKER_01: Diaper delivery services have kind of been done.
• 21:14
  SPEAKER_01: They're tackling that now, coterie and some others.
• 21:17
  SPEAKER_01: And frankly, I think everybody Amazons or a lot of people Amazon their diapers.
• 21:21
  SPEAKER_01: Um, so I think that's probably saturated.
• 21:23
  SPEAKER_01: But just the the adoption of more of these machines being readily available.
• 21:28
  SPEAKER_02: It's like a big restaurant.
• 21:30
  SPEAKER_02: I mean, I'm thinking just where we parents need this everywhere.
• 21:36
  SPEAKER_02: We bring our children, literally.
• 21:37
  SPEAKER_01: You know, one uh one argument I have to say a lot is I'll hear ABC Venu's director of operations, right?
• 21:45
  SPEAKER_01: He'll say, Well, no one's ever asked me for a diaper.
• 21:48
  SPEAKER_01: So we must not have a diaper need.
• 21:51
  SPEAKER_01: Okay.
• 21:52
  SPEAKER_01: All right.
• 21:52
  SPEAKER_01: Has anyone ever asked you for a tampon?
• 21:54
  SPEAKER_01: John Bill?
• 21:57
  SPEAKER_01: Have you ever asked you for tampon?
• 21:58
  SPEAKER_01: No, but you have them available.
• 22:00
  SPEAKER_01: And then they'll say, Well, I just don't think it'll get used.
• 22:03
  SPEAKER_01: How do we how do we make sure it's it's worthwhile?
• 22:06
  SPEAKER_01: Do you monitor the usage of your water fountain?
• 22:10
  SPEAKER_01: Do you monitor the usage of your sink and your soap?
• 22:14
  SPEAKER_01: No, but you have it available.
• 22:15
  SPEAKER_01: So it's just the right thing to do.
• 22:17
  SPEAKER_01: It's the proper amenity.
• 22:18
  SPEAKER_01: It's not even amenity.
• 22:19
  SPEAKER_01: I don't like that word.
• 22:20
  SPEAKER_01: It is a necessity.
• 22:22
  SPEAKER_01: This necessity needs to be everywhere.
• 22:24
  SPEAKER_02: Amen to that.
• 22:25
  SPEAKER_02: Amen, sister.
• 22:26
  SPEAKER_02: Now, if anyone else wanted to learn something interesting and cool about you're in England, what is an interesting fact about you?
• 22:36
  SPEAKER_01: That's good.
• 22:37
  SPEAKER_01: Um talked about my background.
• 22:39
  SPEAKER_01: First time I finally go to college.
• 22:41
  SPEAKER_01: Love that.
• 22:42
  SPEAKER_01: I can do the ABC's backwards.
• 22:45
  SPEAKER_01: Now I'm gonna have to do it.
• 22:48
  SPEAKER_01: Can name all 50 states.
• 22:49
  SPEAKER_01: That's impressive.
• 22:50
  SPEAKER_01: Yeah.
• 22:51
  SPEAKER_01: No, I just I'm very, very um, very OCD.
• 22:56
  SPEAKER_01: My husband calls it CDO because I put the words in order.
• 22:59
  SPEAKER_01: Oh my god.
• 23:01
  SPEAKER_01: And I think that's probably as I'm as interesting as as any other mom next door.
• 23:06
  SPEAKER_01: You know, you know.
• 23:07
  SPEAKER_01: Oh, I like this one.
• 23:09
  SPEAKER_01: I have been in 13 weddings.
• 23:12
  SPEAKER_01: Oh, bridesmaid, uh, bridesmaid seven times, maid of honor five times, house party once.
• 23:18
  SPEAKER_01: Wow.
• 23:19
  SPEAKER_01: That's interesting.
• 23:19
  SPEAKER_01: That's a lot.
• 23:20
  SPEAKER_01: That's good.
• 23:20
  SPEAKER_01: Yeah.
• 23:21
  SPEAKER_01: So I'm Katherine Heigel, 27.
• 23:23
  SPEAKER_01: You are.
• 23:23
  SPEAKER_01: Yeah.
• 23:24
  SPEAKER_02: One actual random question that I would love to be sliced and diced.
• 23:27
  SPEAKER_02: You have a mentor the whole time when you were doing this journey, or were you just kind of doing this solo?
• 23:33
  SPEAKER_02: Or do you even have a mentor that you just have in life that you've really looked up to?
• 23:38
  SPEAKER_01: You know, on the entrepreneurial side, I feel like I have 50, but they don't know it.
• 23:44
  SPEAKER_01: You know what I mean?
• 23:45
  SPEAKER_02: Yeah.
• 23:46
  SPEAKER_01: Definitely the celebrity profiles of the Sarah Blakeleys and um uh sprinkle's lady.
• 23:52
  SPEAKER_01: I'll talk about Alice.
• 23:53
  SPEAKER_01: Yes, Catherine, anyway.
• 23:54
  SPEAKER_01: Um, to jump his on a now.
• 23:57
  SPEAKER_01: People that I've watched from afar, and then you go deep dives into their Instagrams and all their you you still it may help you feel really motivated and and inspired.
• 24:06
  SPEAKER_01: Um, and then there's people like I think I've texted you before.
• 24:09
  SPEAKER_01: Hey, what do you think of this?
• 24:10
  SPEAKER_01: Do you like this logo or this logo?
• 24:12
  SPEAKER_01: Oh, yeah.
• 24:12
  SPEAKER_01: Would you buy this or this?
• 24:14
  SPEAKER_01: What do you like?
• 24:14
  SPEAKER_01: My girlfriends, Jackie, Laura, Emily.
• 24:16
  SPEAKER_01: There's so many people that I'll like I make them come over and be my brain trust.
• 24:21
  SPEAKER_01: Uh they've helped me wrap diapers, my daughter's helped wrap diapers.
• 24:26
  SPEAKER_01: Um, that's a great question.
• 24:27
  SPEAKER_01: In the law, it's much easier to identify those mentors.
• 24:31
  SPEAKER_01: Paul Amiel, he's 75 years young.
• 24:34
  SPEAKER_01: He feels like my bestie.
• 24:35
  SPEAKER_01: Oh.
• 24:36
  SPEAKER_01: He's just incredible, you know, Sakina, Monica, Laura, Corey, all these people.
• 24:40
  SPEAKER_01: But but in entrepreneurship, I truly think that I was I had a crazy idea and I just won't stop.
• 24:47
  SPEAKER_01: I just won't quit until it's successful.
• 24:49
  SPEAKER_01: I think that's the only reason I'm still here.
• 24:52
  SPEAKER_01: So I just refuse to give up.
• 24:53
  SPEAKER_02: I love it.
• 24:54
  SPEAKER_02: We need you.
• 24:55
  SPEAKER_02: And the world needs to know about this.
• 24:57
  SPEAKER_02: And so thank you for coming on.
• 25:00
  SPEAKER_02: Thank you.
• 25:02
  SPEAKER_00: That wraps up today's episode of Beyond the Ledger's special series, The Growth Exchange, with Emily Ackerman and Erin Englund.
• 25:09
  SPEAKER_00: Erin's story is a reminder that some of the best businesses begin by solving everyday challenges.
• 25:15
  SPEAKER_00: And that growth comes from having the vision and determination to turn an idea into lasting impact.
• 25:21
  SPEAKER_00: Thanks for tuning in to Beyond the Ledger.
• 25:23
  SPEAKER_00: For more conversations with industry experts, entrepreneurs, and business leaders, visit dtcpa.net and explore our latest resources.
• 25:32
  SPEAKER_00: And don't forget to like, follow, and subscribe.
• 25:34
  SPEAKER_00: Until next time, I'm Sharday Layfield, and we'll see you for the next conversation.