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Berlyn Haughton, a Nashville mom of two, noticed a gap in the market when it came to kids' placemats. So she decided to create her own solution, The Table Tyke Placemat. What sets her story apart is her unconventional approach to marketing - utilizing TikTok to showcase her product and build brand awareness. Berlyn's TikTok videos have gone viral, receiving over a million views, and have played a crucial role in the success of her startup. Listen to this episode of Product Life Podcast to learn more about Berlyn's journey, her product, and her unique marketing strategy. You can also check out The Table Tyke Placemat at thetabletyke.com or on social media platforms such as Instagram, Facebook, and Amazon.
"Berlyn Haughton is mom of two in Nashville,TN who created this unique kids' placemat, because she discovered she had a need for it -- and it didn't exist. What's a bit unique about how she's been building her startup though, is how integral TikTok videos have been to getting the word out and for marketing. She's had several videos go viral and some get more than 1 million views.
Apurv Sibal is the host of the podcast ""The Product Life,"" which explores the world of products and innovation. As a seasoned product manager and entrepreneur, Apurv brings a wealth of knowledge and experience to the show, sharing insights and interviews with industry leaders about the latest trends, challenges, and best practices in product development and selling. Throughout the podcast, Apurv delves into a variety of topics, including product strategy, design thinking, user research, agile methodologies, and more. He also interviews guests who are experts in their field and have valuable perspective to share on the product development process.
Apurv : Hello everyone, my name is Apurv, and welcome to the product life. Today we have Berlyn with us. Thank you so much for joining us. I would appreciate it if you could introduce yourself to the listeners.
Berlyn : Great, thanks for having me on. My name is Berlyn Haughton, and I'm the owner and founder of TableTike. We are the only placemat with a table edge bumper, which sets us apart.
Apurv : So how did you come up with such a unique idea? Why did you think table mats should have a table edge bumper?
Berlyn : Sure, it all started at lunch one day. I was at lunch with my mom and my six-month-old son. Part of being a parent is just trying to make life as easy as possible. So my mom and I were sitting at lunch with my son, and he kept hitting his mouth on the table edge. Everything goes into their mouth when they are teething, and when you are at a restaurant, it's gross to have the table edge in their mouth. So my mom and I were constantly putting our arm across the table edge to protect his mouth. I found that this became the new norm at restaurants, and I couldn't find a placemat that I could take on the go with a table edge bumper. That's literally what started the process.
Apurv : Don't restaurants already have table mats or any alternatives, such as baby chairs, for this?
Berlyn : Great question. They don't, actually. If you're eating out at a restaurant with your kids, the restaurant typically provides a high chair that you pull right up to the table that adults use as well. When they're really little, they're still learning to sit up, and they're not totally stable yet. They kind of just fall, and that results in them hitting their mouth on the table edge. By habit, they put everything in their mouth, and it's gross. To answer your question, no, restaurants don't provide any type of protection across the table edge for babies, and they don't really have placemats, so they handle it however they can.
Apurv : Could you show us your product?
Berlyn : Of course. This is the TableTike. You can see here we have our table edge bumper, and it hooks over the table. We also have raised edges here, so when they're really little, the bumper is great when they hit their mouth, or when they're teething. The TableTike grows with them. As your kids get into the two-three-four-year-old phase, and they start to use open cups on their own, the bumper will keep their laps dry. It's something you can start using as they get older, and then the little loops allow you to roll it up and hook it closed. It fits in diaper bags, strollers, my son is four, and he just carries it into the restaurant now. It's also great for activities like Play-Doh and kinetic sand. It's a great table mat because the mess stays here. You pick it up, toss it in the sink, and your table is clean and protected from all the fun. There are lots of uses.
Apurv : I really like the hooks, but one of the reviews on Amazon mentioned that the hooks are not as durable as they hoped. How durable is the mat? What is the average life?
Berlyn : I saw that review, and my heart was like, "Oh darn!" I haven't had anyone return the mat because of the hooks. We launched in October 2020, and we still use the same mat. Yeah, so to answer your question, I think the durability of the mat is pretty good. We've had our mats for over a year and we still use the same mat that we initially produced as our sample. Of course, over time, the loops could wear out, but we haven't had any issues with that so far. I saw that review on Amazon, and it was disheartening, but I would say that it's not representative of the overall quality of the product.
Apurv : That's good to know. Thanks for sharing that with us. So, what are your plans for the future of TableTike?
Berlyn : Well, we're always looking for ways to improve the product and expand our reach. Right now, we're primarily selling through our website and Amazon, but we're looking to expand into more retail stores and possibly even international markets. We've had a lot of interest from parents in other countries who are looking for a solution like ours, so that's definitely something we're considering. We're also looking into developing new colors and designs for the mat to keep things fresh and exciting for our customers.
Apurv : That sounds great. Best of luck with those plans. Thank you so much for joining us today, Berlyn, and for sharing your story and your product with us.
Berlyn : Thank you for having me. It's been a pleasure.
