In this note we share the story of Luciana Goldstein, child psychologist and creator of Tiendanube, where she tells us how the idea of her brand came about and why she decided to target it towards the youngest.
Enjoy it!
How did Ponchi Ponchi come about?
Ponchi Ponchi arises from the need, as a child psychologist, to have didactic toys that were not made of plastic and that had a careful finish and design. My training is with children and I am passionate about generating scenes of shared play.
The idea was to have a material to work with my patients that would allow their imagination to unfold and that was not a closed proposalLike a board game with rules.
“Come on, I’ll make you a sandwich?”, “Come on, we were going to the supermarket?”, are phrases from some of my patients. And the motto of the brand is that with Ponchi you can play with food.
We offer what we call “kits”. For example, the “Kit Almacén” comes with 21 elements to assemble different complete sandwiches and, thus, give rise to the children’s imagination. We also have the “Oriental Kit” with all the utensils so they can play at eating sushi.
Many times mothers write to us to tell us that, after playing with the Ponchis, their children began to eat vegetables. These uncalculated effects fill me with satisfaction.
Why did you choose that name for your business?
When I was a girl, when I used to play in the pool with my dad, Ponchi Ponchi was what we used to sing when we jumped together.
It involves a personal experience of shared play and my professional experience as a child psychologist about the importance that the game carries in the subjective constitution.
This means that, in order to develop emotionally, cognitively, link and motor, people need to play.
What place do children occupy in the spirit of the brand?
A central place, since the game is based on the idea of symbolic and it is what allows children to appropriate reality, but also to create other possible realities.
Our toys are good because they encourage an active position where decision-making is the child’s responsibility and not the toy’s.
The children are the protagonists, they are the ones who command the scene and they can go back with a simple “come on, now I was…”.
What do you think is the differential of Ponchi Ponchi?
I think that the differential is that it was conceived within a paradigm where the game is conceived theoretically and practically, and it is a product that those who are close to children value highly.
Our toys do not need instructions: children quickly understand what they can use them for and start playing.
When some clients write to us to tell us that, as soon as they gave the gift to the birthday boy, he immediately began to play, those words already justify all the hours of work and entrepreneurial commitment that we have made for almost 4 years.
When did you decide to start selling online and why?
Entrepreneurship was born online. It was a magical way to show, practically without cost, the first approximations that I made of my products.
As I began to understand how the , I learned that the are the best way to show my proposals to those who are really interested.
Later, Thanks to my Tiendanube and Mercado Libre, Ponchi Ponchi grew exponentially and I achieved very important goals that I had set for myself when I started the project.how to participate in the March 2017 edition of the Puro Diseño Fair.
What were the first challenges?
When we set up the online store, the first challenge was to have a sufficient amount of stock to be able to respond to a demand that I no longer easily controlled.
Unlike the ones (where it responded to messages and had more stock management), In the online store I learned that purchases could be made at any time, from anywhere and without my intervention.
This is the main benefit of a virtual store and, at the same time, the main challenge since it implies grow in terms of production.
It was a huge step: we had a single seamstress who provided us with all our products, and we started to build a great team made up today of 10 artisan seamstresses.
In addition, having a design product that is, at the same time, handmade, is our constant challenge because we like it to have the “handmade” symbol and that the finish is as neat and dedicated as if it were a unique piece.
How did you get the first customers?
The first clients were family and friends who found the proposal very amusing and were encouraged to try it.
Little by little, it began to be populated with followers who wrote to us interested in our products.
The truth is that I did a lot of juggling because I had minimal logistics and a single seamstress who made me 3 models!
There was a client who wrote to us to request a shipment to Mendoza. At that time, we had almost no stock of products and we had to say no. A year later, with the online store already set up and another infrastructure behind it, I wrote him a personal email apologizing and offered to send him the product. She gladly accepted! And then she bought us back.
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What is the strategy that works best for you to promote your online store?
The best strategy that works for us, not only for us but for any online business, is a balanced relationship between and .
Having a venture with spirit, with clear proposals, with a public of followers who are interested in what you have to tell, is as important as a
Now that you have experience in ecommerce, can you give some advice to those who want to grow their online business?
I believe that One of the most important challenges for a person who bases their activity on ecommerce is perseverance.
You have to be able to plan in the medium and long term so as not to lose faith along the way and build one in your followers, potential clients and clients.
Also, I try to train myself by doing or attending talks in different areas to learn new things.
My other tip that I always talk about is the networking. I am always in contact with other entrepreneurs, we share advice, concerns, data. In other words, we create networks and grow together.
What’s more, we are currently putting together a fair for Children’s Day with other brands that I deeply admire (all Nube stores!) and working together with them motivates me to continue growing. Each one brings their knowledge and I feel that we learn all the time from the same joint action.
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