Marina Khidekel | Misjudging your audience at launch could kill your startup. But with the right mindset, you can turn it around.
Inc.|November 2024
One of the biggest mistakes I've made as a founder is misjudging my audience.
Marina Khidekel
Marina Khidekel | Misjudging your audience at launch could kill your startup. But with the right mindset, you can turn it around.

From the moment my brand launched, I limited its growth potential.

I started my business, Hugimals World, in the summer of 2022 because of my need for our anchor product: a substantially weighted, design-forward, machine washable, eminently huggable plush I could use to calm my racing mind as I tried to sleep. Though I had created Hugimals with input from therapists on what would help anxious adults like me, they were also suitable for kids, and I was intently aware that this was a line of stuffed animals, which are usually seen as toys for children. So upon debuting Hugimals at a specialty toy trade show, I marketed almost exclusively to families and children.

This seemed justified at first.

Hugimals quickly resonated with both kids and parents, earning "best toy" accolades from Good Housekeeping and Parents. The product was even a finalist for the Toy Association's Toy of the Year in the plush category, competing against Squishmallows, a massive brand whose parent company is owned by Warren Buffett's Berkshire Hathaway. It was surreal.

But after six months, I discovered something surprising: More than half of our customers were adults who bought Hugimals as self-care items for themselves or for friends. Rising anxiety in adults, and the "kidult" trend that's seeing grown-ups unabashedly enjoying nostalgic toys, was leading them to embrace Hugimals in a big way.

Reviews poured in from 30and 60-year-olds alike. "This is the best thing I have ever bought for my anxiety," they said, and "I don't know how I ever slept without this!" One video we made showing an adult reacting to the feeling of holding a Hugimal, which many say is like holding a baby, went viral on TikTok, with more than 12 million views. I couldn't deny that half the people actually buying my product were not those I was targeting with my marketing efforts.

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM INC.View all
A Bankable Pet Project - How Moonshots Capital helped eTailPet scale up and attract a buyer in just three years.
Inc.

A Bankable Pet Project - How Moonshots Capital helped eTailPet scale up and attract a buyer in just three years.

Berenice Giannini's startup, eTailPet, wasn't a natural fit for Moonshots Capital. The Austin-based venture firm, launched in 2014 by Kelly Perdew and Craig Cummings, both of whom had previously served in the U.S. Army, frequently backs companies founded by military veterans.

time-read
2 mins  |
November 2024
Backers Should Have Your Back - The best capital provider for your business will offer a helping hand, not just deep pockets.
Inc.

Backers Should Have Your Back - The best capital provider for your business will offer a helping hand, not just deep pockets.

Three years ago, U.S. entrepreneurs were enjoying one of the best funding environments in decades. Venture capital and private equity hit all-time highs as banks loaned at historically low interest rates. All you needed to get a term sheet, it seemed, was a smile and a pitch deck.

time-read
5 mins  |
November 2024
Lift Off - Would you pay $50,000 to touch the edge of space?
Inc.

Lift Off - Would you pay $50,000 to touch the edge of space?

Would you pay $50,000 to touch the edge of space? Meet the entrepreneurs providing a rarified clientele with a luxurious, once-in-a-lifetime journey.So you want to go to space. To take in the expansive curvature of the Earth glowing miles above the atmosphere, surrounded by pure darkness. To experience the mind-altering overview effect described by astronauts as a transcendent state of awe, staring back at the planet on which you've inhaled your every living breath.

time-read
10+ mins  |
November 2024
There Will Always be Those Who Doubt You and Your Vision. Here's How to Tune Them Out. - Recently, I invited an experienced luxury hotelier to visit the new campus we were building near Santa Fe for Modern Elder Academy,
Inc.

There Will Always be Those Who Doubt You and Your Vision. Here's How to Tune Them Out. - Recently, I invited an experienced luxury hotelier to visit the new campus we were building near Santa Fe for Modern Elder Academy,

Recently, I invited an experienced luxury hotelier to visit the new campus we were building near Santa Fe for Modern Elder Academy, the midlife wisdom school I co-founded in 2018.

time-read
3 mins  |
November 2024
A Scientific Discovery that Unlocks Your Body's Healing Power
Inc.

A Scientific Discovery that Unlocks Your Body's Healing Power

The founder of Stemregen, a company that creates powerful supplements that stimulate the body's natural repair system, explains how a \"fringe idea\" opened up a new world of stem cell therapy.

time-read
2 mins  |
November 2024
Transformative Growth: Agency Masters the Art of Evolution
Inc.

Transformative Growth: Agency Masters the Art of Evolution

As a destination marketer, Awestruck has mapped out a journey to success by constantly developing its services and its staff.

time-read
3 mins  |
November 2024
For the Love of the Restaurant Experience
Inc.

For the Love of the Restaurant Experience

The founder and CEO of DJB Hospitality shares his passion for the challenging and uniquely rewarding hospitality industry.

time-read
2 mins  |
November 2024
Custom PEO Solutions for Blue-Collar Industries
Inc.

Custom PEO Solutions for Blue-Collar Industries

COMPEO is an HR management solutions provider with a jaw-dropping five-figure growth rate.

time-read
2 mins  |
November 2024
Homebuying Was BrokenMeet the Founders Here to Fix It
Inc.

Homebuying Was BrokenMeet the Founders Here to Fix It

Cecilian Partners is a fast-growing technology firm providing end-to-end solutions for production homebuilders and land developers.

time-read
2 mins  |
November 2024
A Focus on Complete Solutions for Regulatory Environments
Inc.

A Focus on Complete Solutions for Regulatory Environments

The Northcross Group develops sustainable processes for clients with compliance needs.

time-read
2 mins  |
November 2024