LatchLight

How This Mom Invented LatchLight and Revolutionized Nighttime Breastfeeding

March 13th, 2025

Founded By

Julie Carty

Days To Build

912

Founders

Profitable

Yes

Days To Build

912

Year Started

2024

Customer

B2C

Founded By
Julie Carty: Days To Build
912: Founders
2

Profitable
Yes: Days To Build
912: Year Started
2024

Customer
B2C

Who is Julie Carty?

Julie Carty, originating from a family of entrepreneurs, has a background in medical sales, which, combined with her personal experiences as a mother, inspired her to create LatchLight.

What problem does LatchLight solve?

LatchLight solves the problem of bright, disruptive lighting during nighttime breastfeeding by providing a soft, wearable light, ensuring peaceful feeds for sleep-deprived parents and babies.

How did Julie come up with the idea for LatchLight?

Julie Carty came up with the idea for LatchLight because of her own struggles as a new mom. She found nighttime breastfeeding difficult due to inadequate lighting, as the lights at home were either too dim or too bright, which disturbed her, her baby, and her husband. This frustration pushed her to brainstorm for a simple solution that could provide a soft, focused light, aiding in night feedings without waking everyone up.

Julie’s background in medical sales and a family history of entrepreneurship fueled her determination to solve the problem. She started by sketching her idea, using a carved baby spoon as a makeshift model, and then collaborated with freelance designers and manufacturers for more refined prototypes. She invested two and a half years in developing LatchLight, undergoing multiple iterations and gathering feedback from other new mothers, which helped her refine the design.

The research process was extensive, involving studies on different lighting options to ensure the product was sleep-friendly. Julie faced challenges like navigating unfamiliar product design and manufacturing processes, but her perseverance and commitment to addressing a genuine need led to the creation of LatchLight. Her key takeaway was the importance of rigorously testing ideas and iterating based on real user feedback to create a truly effective solution.

How did Julie Carty build the initial version of LatchLight?

Julie Carty spent over two years developing LatchLight, a wearable light for breastfeeding mothers, by starting with a simple paper sketch and a homemade prototype carved from a silicone baby spoon. To bring her vision to fruition, she employed freelance designers via Upwork to create 3D CAD renderings, resulting in nine prototype iterations. During this process, Julie gathered invaluable feedback from mothers, lactation consultants, and doulas, allowing her to make necessary refinements before settling on a final design. The challenge of venturing into unknown territory without prior design experience was daunting, yet Julie’s persistence and adaptability allowed her to perfect her product. Once satisfied with the final prototype, she ensured the manufacturing process met stringent regulatory standards, integral for a product intended for infants.

What was the growth strategy for LatchLight and how did they scale?

LatchLight grew significantly by leveraging social media, specifically through engaging with mommy influencers. Julie Carty, the founder, collaborated with these influencers to reach her target audience of new moms more effectively. She provided them with samples, and in return, some influencers shared their experiences with their followers, which helped build trust and visibility for the brand.

Why it worked: New moms often seek recommendations from trusted sources, and mommy influencers already have a loyal audience interested in parenting products. Engaging with influencers allowed LatchLight to tap into ready-made communities, gaining credibility and widening their reach. Instead of solely relying on paid promotions, Julie balanced organic engagement, reducing costs while maximizing exposure.

Hospital Partnerships

Julie leveraged her background in medical sales to introduce LatchLight to hospital gift shops. She convinced hospitals of the product's utility for new moms right from their first night post-delivery. This partnership was an effective route to not only sell the product but also gain trust by integrating LatchLight into a healthcare setting.

Why it worked: Hospitals present a high-credibility platform. By partnering with them, LatchLight tapped into a targeted market that trusts hospital-endorsed products. This trust, combined with immediate user experience postpartum, enhanced word-of-mouth referrals among new mothers, contributing to steady growth.

Trade Shows

LatchLight invested in attending trade shows, which were crucial for direct consumer interaction and networking with retailers and distributors. The Prego Expo, for instance, provided exposure to both potential customers and influencers, leading to organic promotions post-event.

Why it worked: Trade shows facilitated face-to-face engagement, allowing Julie to personally convey the product's benefits. This direct interaction not only increased immediate sales but also fostered long-term relationships with influencers and potential retail partners, bolstering future growth strategies.

Retail Partnerships

In addition to online sales, LatchLight expanded its presence through retail partnerships, most notably with Buy Buy Baby. By getting on the shelves of well-known baby product retailers, LatchLight was able to reach a broader audience beyond online and hospital markets.

Why it worked: Retail stores like Buy Buy Baby attract mothers who are actively looking for products to aid in their parenting journey. By being available in such stores, LatchLight capitalized on foot traffic and the credibility associated with established retailers, further boosting brand recognition and sales.

What's the pricing strategy for LatchLight?

LatchLight prices its wearable breastfeeding lights at $29.99 with no tiered pricing, offering a straightforward purchase model appealing to new parents who appreciate simplicity and practicality.

What were the biggest lessons learned from building LatchLight?

Iterative Product Development: LatchLight was refined over nine iterations before Julie felt confident to launch it. Continuous testing and feedback from real users are crucial in creating a product that truly meets customer needs.
Trust Your Instincts: Despite multiple opinions during the development phase, Julie learned to trust her gut feeling and confidence in the product's readiness for market. As a founder, balancing feedback with personal conviction is key.
Adapting to New Markets: Transitioning from B2B to direct-to-consumer sales was challenging. Julie leveraged mommy influencers and trade shows, highlighting the importance of adapting marketing strategies when entering new markets.
Thorough Vetting of Partners: Choosing the right manufacturing partner required rigorous vetting to ensure quality and compliance, especially for sensitive products. Building reliable partnerships is essential for smooth production processes.
Resilience in the Face of Imitation: LatchLight faced imitation, but Julie viewed it as a form of validation. In entrepreneurship, resilience and staying focused on your unique value proposition can help navigate competitive challenges.

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