Starting a successful business doesn’t require a super technical or complicated idea. For instance, the Twilla founders began with just a sewing machine and a desire to create more comfortable pillows. Having entrepreneurial skills, a background in product design, and support from a sibling didn’t hurt either. Here’s more about Twilla in this week’s Small Business Spotlight.
**What the Business Does**
Twilla specializes in selling unique pillows. According to founders Mark and Peter Rane, “We sell adjustable sleeping pillows that come in Queen, King, and Body sizes.”
**Business Niche**
Twilla offers a simple, easy-to-use product. As Rane states, “There are other adjustable pillows on the market, but ours adjust more quickly, cleanly, and offer unmatched versatility.”
**How the Business Got Started**
The idea for Twilla originated when the founders were searching for a perfect pillow for their own use. Rane explains, “We found many good pillows on the market, but none met our expectations. Since we’re designers, we naturally began evaluating the available pillows and creating our own prototypes. We spent a lot of time sewing before we thought about turning it into a brand.”
**Biggest Win**
Twilla received endorsements from physical therapists and doctors without paying for them. Rane shares, “We gave them a sample of our pillow for feedback based on their expertise. They came back with overwhelmingly positive comments, which was huge for us.”
**Biggest Risk**
Launching on Kickstarter was a significant risk. Rane recalls, “We always thought Kickstarter might be good for us, but when it was finally time, we had little time to prepare. Despite the uncertainty, our campaign was very successful.”
**Lesson Learned**
Be open to learning as you go. Instead of neglecting any part of the business or claiming, “we’re not good at that,” Rane says, “We now embrace learning about all aspects of the business and strive to become experts.”
**How They’d Spend an Extra $100,000**
They would invest in spreading the word about their product. Rane mentions, “Although as product designers, we’d love to invest in a new idea, the best move for our business right now would be to invest in a nationwide advertising campaign for our pillow.”
**Hidden Talent**
Sewing potential new products. Rane adds, “We enjoy sewing and can create prototypes quickly. It’s always fun coming up with new ideas. Our company is still small, so we have the flexibility to try new things.”
**Favorite Quote**
“You can’t use up creativity, the more you use the more you have.” – Maya Angelou
