How Parenthood Sparked a Business | Sarah Paiji Yoo

Lean Startup

We recently hosted a conversation between Sarah Paiji Yoo, Co-Founder & CEO at Blueland, and Chris Guest, Lean Startup Co. Advisor, about how becoming a mom led Sarah to create a company that is reimagining how we consume household products to eliminate the need for wasteful plastic packaging. In Chris and Sarah’s conversation, they discuss: - How Sarah got the idea for Blueland and why she felt so compelled to solve the problem of wasteful plastic packaging. - How the team developed and tested their first product idea: toothpaste - How they took these initial learnings and pivoted to cleaning spray products. And much, much more… When serial entrepreneur Sarah Paiji Yoo became a new mom, she wasn’t looking to find her next business idea. She had made the conscious decision to step back from work to find a balance between being a new parent and being a businesswoman. But it was the very act of being a mom that gave her the idea for what would eventually become her company, Blueland. Sarah was horrified to discover how many microplastics are in the water she was using to mix formula for her baby — the very same water that we all drink. She discovered that all of the plastic we consume in society is ending up in our oceans and waterways where they’re broken down into microscopic microplastics that end up in our food and drinking water. So Sarah made the conscious decision to cut back on her own plastic consumption. But she quickly discovered that was easier said than done. Oftentimes, there aren't any items on the shelves that give consumers a choice to opt for something more eco-conscious. From ketchup bottles to toothpaste to detergent, it’s all single-use plastic packaging. But rather than getting discouraged, Sarah got an idea. She realized that she could go beyond having an impact on her personal consumption, by creating products that gave all consumers a more Earth-friendly alternative. Email us: [email protected] Follow Lean Startup Co. @leanstartup https://leanstartup.co/education