Jamie Lee, Co-Founder of The Kind Friend

The Kind Friend

We started The Kind Friend on Instagram in January 2019 to spread more positivity and kindness. Our writing resonated with so many people that the account grew to 45k people within 10 months. By engaging with our community, we realised that finding balance in a world full of noise can be a challenge, we crave harmony in our lives but the daily pressure of life can get in the way of this.

Our first product, The Kind Friend Journal was developed with the help of our community to be a companion for the mind with carefully crafted templates. Our goal is to use the journal as a catalyst to start conversations around the importance of self-care, reflection and rest.

We launched a landing page with mockup images of our product. Within 3 weeks, almost 4000 people signed up. This gave us the confidence to turn The Kind Friend into a business.

It's been 9 months since we turned The Kind Friend into a business and we have customers from over 25 countries.

I wish we looked at the units of economics across different markets, instead of just the launch market.

1. Incentivised wait-list on website prior to launch

2. Transforming your customers into evangelists for your B2B line. Apart from selling directly to consumers, we also create customised journals for brands for their corporate wellness and gifting experience. 30% of these deals came from our exciting clients advocating for the work that we do. It comes a long way when you can build ongoing relationships with your customers through social media and email nurturing campaign.

Delivering exceptional customer service through conversational commerce channels. In SEA, many customers enjoy using chat bots and services to engage with brands.

By having these touch points across our customer journey, we were able to convert and build relationships with new and existing customers.

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