1. How Does Healthy Child Make a Difference?
Principles
What is the Truth about Us?
Caring- We care aboutbabiesandchildrenandwe care aboutour customers
Truth and Integrity - We can be trustedtoprovide safe,non-toxicproductsandreliable information
Extensive Research/Expertise- We know andunderstandtoxinsandhow theyaffectbabiesandchildren
and whatmaterialstoavoidand whatmaterialsare safe andhealthy
We are Moms - we understandwhatour customersare goingthrough,we empathize,andwe are
supportive of theirparentingstrugglesandjourney
We got intothe marketnot to make money,butbecause we saw there wasa dearthof productsand
infooutthere.
We were doingresearchanddisseminatinginfolongbefore “contentmarketing”wasathing—atthe
beginningof the Internet.
Authenticityitatoppriority—nocuttingcornersorallowingfor“maybes”intermsof safety.
What is the Truth about the Market/Industry?
Can be deceptive
Don't understandtoxicmaterialsorwhythat'simportant
Don't know(ortheydo knowand theydon'tcare) that theirproductscan cause harm
Chemical industrydoesn'tcare aboutpeople - it'sall about$$
Governmentisalignedwithindustryanddoesnotregulate chemicalsinproducts
Many “safe”products have neverbeentested.
Environmentallysounddoesnotnecessarilymeansafe
99% (??) of furniture ismade withtoxicchemicals
What is the Truth about the People we Want to Serve?

2. vulnerable totoxins
54% of kidshave chronicillness
mis-informedoruninformedparents
wantto be informedbutare overwhelmed
wantto be goodparents
believetoxinsare harmful
don’tknowif theybelievetoxinsare harmful butwantto be convinced
regret“bad” or “unhealthy”choicestheirparentsmade,wanttoavoidthe same.
Purpose
Why do We Exist?
By sheerpersistence and insanity andcause we nevergive up!lol jk
Babiesandchildren are vulnerableandwe are disturbedbythis
Many productson marketare toxic
Children'sIQsare loweredbylowlevelsof chemicals - devastatingtothe future of our society
Childrenare chronicallysick - perfectstormishappeningwithmultipleexposuresof chemicalsand
metals
Believe thatpeople have arightto know whatbigcorps are puttinginproducts
Don’ttrust the governmenttoprotectus
Have issueswithtoxicsensitivitiesourselves.
Have beenledastrayby “experts”inthe past
Couldn’tfindthe infoorproductswe wantedwhenourchildrenwere attheirmostvulnerable.
People
Who is This For? What do They Care About?
babies,kids,parents -whole families

3. they care about:
thriving
familyhealth
children'ssuccess
happyfamilylife
they'dlike more peace andlessworry
they'dlike tohave a more stress-free life
misinformation
makingbaddecisions
beingthe bestparentsthey can be
Personal
How can we Change how People Feel? How can we Help them Live
Better Lives?
empowerthemtomake informedchoices
provide reliable information
provide productstoreduce theirtoxicenvironments
provide solutionstotheirstressandworry
take control of theirenvironments
one lessthingtoworry about
avoidregrets
sleepbetter
feel betterphysically
Perception
What do they Believe?

4. organicproducts are expensive
We are a corporate retailerouttomake $$
Theycan't affordtobuy organicnon-toxicproducts
Chemicalsare notas bad as we say
“more ecological”meansnon-toxic
“more ecological”meansorganic
What would we Like Them to Believe about Us?
Theycan trust us
We care aboutthem
We provide qualityinformation
Theycan't affordtoignore the exposurestotheirchildren
Buyingfromus isthe bestinvestmenttheycanmake
We needtomake a livingbutwe’re more concernedaboutthe missionof detoxifyingourlives
They’re gettingagooddeal
Our productsare comfortable aswell assafe
We sell high-qualityproducts
Product
What do People Really Want or Need?
To feel good
Peace of Mind
Happiness
Theyreallyneedtoavoidtoxinsbcof allergies,asthmaorotherhealthissues
Cure illness -- need
Avoidillness –need

5. How do We Create Value for Our Customers?
Qualityproductswithsafe materials
We've done the researchsotheydon't have to spendthe time
So theydon'thave to worry
We listentothemandwe are supportive
Great customerservice
A communitythatextendsbeyondcommerce
A forumto connectwithotherparentswhocare
Straightforwardinfo