Case study: Raising Kids

Raising Kids


Raising Kids

The company

Raising Kids is a content-rich and responsive website founded in 2000 by psychologist and parenting expert, Dr. Pat Spungin. Launched in May 2001, it became the premier parenting site in the UK attracting over 75,000 unique visitors per month.

The brief

To help management commercialise the business and attract funding for its future development.

The process

Market Intelligence: A detailed investigation and evaluation of the market and consideration, with management, of numerous options for commercial development, taking care not to abuse the trust of the audience.
A business Plan: building on existing achievements with the objective to continue to develop the brand, the website, advice and services to parents. The key driver to build traffic to the site was the subject of a comprehensive and innovative marketing strategy.
The commercial approach focused on Business to Consumer (B2C) initiatives including online retail and merchandising services, membership and member services, online publications and courses. Business to Business (B2B) targets including online research, advertising and sponsorship were also analyses and developed into commercial revenue streams.
A prospectus was documented detailing the funding requirement for on-going site development and commercialization including the business plan, proposed board appointments, organisation structure and illustrative commercial outcome.

The result

The commercial aspects of the site were progressively and successfully introduced and the business was ultimately sold to Disney.