- Jenny Woo is the founder of Mind Brain Emotion, which sells emotional intelligence card games.
- She started the company in 2018 after asking her parents and her school counselor for ideas.
- Woo leverages Amazon advertising and customer research to generate six-figure annual profits.
This essay is based on a conversation with our 40-year-old founder, Jenny Wu. mind brain emotion, from Irvine, California. An insider confirmed her business earnings in her documents. The following has been edited for length and clarity.
I immigrated to the United States from China when I was 10 years old and was the first person in my family to receive multiple advanced degrees. During my time in school, I learned to maintain a positive attitude in the face of adversity, defend myself, and build authentic relationships. This was the starting point for what would later become a brand that teaches emotional intelligence.
I started working at Dim Sum restaurants and Denny’s when I was 15, but I’ve always had different entrepreneurial projects on the side, like scalping concert tickets in high school and selling photo booth props and custom event designs on Etsy. I came. As someone passionate about human development, I have since worked as a Human Capital Consultant at Deloitte, Manager of People Strategy at Cisco Systems, MBA Career Coach at UC Berkeley, Director of the Montessori School Network, and Fitness Trainer. Got to work.
However, in 2018, I quit my job at a Montessori school and founded Mind Brain Emotion, a company that sells a practical card game about emotional intelligence. His 2022 earnings for my company were over his $877,000.
Here’s how I did it.
The idea came to me when I had 3 kids under the age of 3 and they took me on an endless emotional roller coaster ride.
My work on child development as a school principal has emphasized to me the value of learning social and emotional skills early in life. I was in a class where I had to draw a poker card with an icebreaker question written on it. I’ve learned that a deck of cards is the perfect, simple, and tactical medium for my ideas.
Next is the concept stage. I researched what language my target audience spoke in Facebook groups for parents, counselors, and educators, and polled several groups to see how my product resonated with them. I was.
Many mothers in the group said they struggled to connect with their children because they didn’t know what to ask and didn’t have enough time in the day. In the car, while waiting in line, at the dinner table, with the kids on the go” – in my product description.
In the early days, we were iterating product designs almost every other week. I chose the card deck design because I thought that reusing card suits and numbers would help users understand the skill they were working on without having to read the manual.
I am currently hiring a part-time copywriter and seasonal designer as I work on new products. 3 people.
Started a campaign on Kickstarter
In May 2018, I advertised 1,000 pre-orders on Kickstarter for my first product, a deck called 52 Essential Conversations. I spoke to friends and family, emailed schools and parent groups, posted in Facebook groups, ran Facebook ads, and created an Amazon storefront.
Over a third of the decks were purchased through that Kickstarter campaign. I allocated the remaining decks to advertise on Amazon and my website, but all sold out within his next two months after Harvard’s Gazette published an article about my product. Thanks to the publicity, sales on Amazon soared, and he pasted the blurb all over his marketing copy and packaging.
We have also invited teachers, counselors, and university professors to record the subject and content of one card in our podcast deck, integrated a “Lessons by Topic” section into our website, and created a virtual card feature. advertised as. on Amazon. Afterwards, the expert guest and I cross-promoted on social media.
I used Amazon A.ds Bid on keywords consumers used to search for similar products
A bid is the amount you pay for a keyword or ad. Amazon Ads includes an algorithm that recommends keyword bids. Bid on keywords someone might enter on Amazon when searching for products related to emotional intelligence, such as “EQ for kids.”
To get preliminary data on which keywords were most effective in driving people to my products, I select keywords to bid on based on your product listings and related customer searches. I used an Amazon tool to
I’ve learned that product listing optimization is essential for profitability and organic indexing without having to pay to be at the top of the search results page. Shoppers have a limited amount of time to capture their attention, so your product titles, images, and descriptions should be as relevant as possible to what people are searching for or offering. The more people click to buy your product after a relevant search, the more likely Amazon will rank your product higher in search results.
I also spoke with game industry buyers at a conference in Chicago, and their feedback gave me the clarity I needed. A major game maker. I decided to switch the language from “card game” to “educational learning tool”.
We then conducted a satisfaction survey.
The survey consisted of 74 customers from dozens of schools in 11 countries. We used Qualtrics, an online survey platform, and a mailing list to ask people to complete the survey.
My goal was to take a closer look at how, where and why my customers are using my product.I came up with 20 questions — a combination of multiple-choice, check-all-all-applicable, open-ended questions — and an educator and mental–Medical professionals used this tool more than their parents. The reason was that my card complied with their educational standards and was easy to use and understand.
The results helped fine-tune the marketing copy on Amazon. We made it more educator-friendly by focusing on the benefits of learning and action in the school and after-school environment. This includes speech and language support, class discussions, reflective writing prompts, and peer-his mentorship. I also included a photo of the educator’s classroom to enhance my branding on my website and on Amazon.
Further market research was conducted between Fall 2018 and February 2019, and in March 2019 another card deck, 52 Essential Relationships, was born.
Recognizing that trust and understanding are prerequisites to having an honest conversation, I stepped back to move my business forward. Since then I have expanded my business and now he sells 7 different decks.
