Ready to Roll?!
My realization that we should start a kids travel company fueled an adventure far greater than we ever imagined. The excitement of creating a scooter suitcase brand catapulted us into a world of innovation, problem-solving, and endless learning.
Curious how to get rolling on your next idea? Read on… I always say, stop talking and start doing!
Customer Research: Understanding Our Market
The best businesses start when you are your own consumer. With every company I’ve built, I’ve focussed on products I’m passionate about, and kids scooter luggage was no exception. My circle of friends - moms and kids spanning different age groups - gave us a solid foundation for knowing our customer. But beyond our casual conversations with our immediate circle, we got busy with surveys to different customer groups.
Tips for a good survey: Keep it short! We refined our survey down to 12 quick questions (5 minutes to complete) and shared it with friends, family, and strangers (via services such as Centiment) to make sure we were getting a proper sampling from a wide range of demographics. This approach helped us gather insights into the competitive landscape, pricing considerations, ideal customer age groups, and even fun wish list ideas.
Beyond the Data: Seeing and hearing real-time feedback is invaluable. Watching customers interact with a product reveals what truly excites them, and the true customer value proposition may actually actually differ from your initial assumptions.
I learned this lesson clearly when Co-Founding Rent the Runway - our “ah-ha” moment didn’t come from surveys and focus groups, but rather a trunk show to see if college girls would pay to rent dresses (and return them in decent shape!). We saw the visible change in womens’ confidence and mood when they put on a dress that made them feel great. From that moment, we decided we’d build an experience business - renting this aspirational experience to customers for their Cinderella Moments.
My Roll Rider “ah-ha” moment was just as powerful. Watching my kids scoot through the airport - grinning ear-to-ear, turning heads, and radiating excitement - was pure magic. Their joy was contagious, sparking conversations with strangers who couldn’t help but ask about their scooter suitcases. It was more than just a travel solution - it was a catalyst for fun, adventure, and unexpected connections. With its effortless factor, I realized Roll Rider wasn’t just about convenience, it was about invoking happiness, connectivity, and even some varsity mom pride. My passion for experiential commerce had found its next big ride!
What’s Next?
Stay tuned for our next post, where we’ll take you behind the scenes of building a company. From product design to networking, and finally bringing our scooter suitcase to market, we’ll share the lessons that helped shaped Roll Rider.
(In the meantime, check out our fun tips for how to keep your kids occupied during long travel days)
