Auggie, a new startup, has launched a pioneering app designed to provide parents with a singular platform for shopping and connecting with each other. This innovative app, which debuted this week, enables parents to share product recommendations, shop from a curated selection of products, and find community support for real-time advice on various parenting issues.
Founded by Lily Walla in August 2023, Auggie aims to address the challenges parents face in navigating their numerous responsibilities. Walla, an experienced entrepreneur who previously established the edible branding venture SPOTS NYC (subsequently acquired by Branded Treats, a distributor for 1-800-Flowers), conceptualized Auggie during her first pregnancy. Struggling with the overwhelming task of gathering recommendations for baby essentials and healthcare providers via multiple spreadsheets and group chats, Walla envisioned a streamlined solution that would centralize vetted products and peer advice.
The startup’s name, Auggie, was inspired by the birth month of Walla’s son: August.
“Parents constantly seek advice and product recommendations throughout every phase of parenting,” Walla shared with TechCrunch. “They value word-of-mouth suggestions, a sentiment I can relate to and frequently hear from other parents. However, activities like shopping, sharing advice, and fostering community have traditionally been fragmented.”
Auggie aims to bridge this gap by integrating community interaction with commerce, catering to both expectant and current parents.
In January, the company initiated a WhatsApp community as a pilot to facilitate real-time parental advice exchanges. The overwhelming response exceeded WhatsApp’s member and subgroup limits, leading to more than 450,000 messages and 35,000 product recommendations being exchanged. This success expedited the development of Auggie’s native app, now available on iOS, with an Android version anticipated in the coming weeks.
The app is designed to assist parents by offering guidance, camaraderie, and practical tips as they journey through parenthood. Users can delve into various topic-specific spaces, engaging in discussions on subjects ranging from feeding and sleep to travel and beyond. Additionally, parents can connect with communities based on due dates or geographical locations.
Currently, the app is available at no cost; however, the startup is considering a subscription model in the future.
In March, the company launched the second phase of its mission: a desktop marketplace driven by parent recommendations within its community. The marketplace features over 10,000 products from renowned brands such as BabyBjörn, UPPAbaby, and Skip Hop. Besides products, the marketplace offers services, enabling parents to locate pediatricians, lactation consultants, doulas, and more.
The marketplace is not yet directly integrated into the mobile app. Instead, users are redirected to the web app when they click on a recommended product. Nonetheless, Auggie intends to integrate the marketplace into the mobile app shortly.
Currently, Auggie’s business model is based on affiliate marketing, earning commissions on products sold through its marketplace. Looking ahead, the company plans to diversify its revenue streams by incorporating drop-shipping and forming brand partnerships.
The startup primarily targets the default parent, often the mother, who may experience decision fatigue. It is specifically focused on parents of children under five years old.
“Our guiding principle is to filter out the noise at every stage of parenting, consolidating content, community, and commerce in one place,” said Walla. “Our main objectives are scaling our community, expanding retail partnerships, and building a comprehensive ecosystem of parenting recommendations.”
In August 2023, Auggie secured $1.7 million in seed funding from NFX, Accel, Allison Stern at Mother Ventures, XFactor Ventures, and several strategic angel investors.
