Wednesday, November 30, 2022

Be persistent, and don’t give up too easily

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Sabine Elsässer
Sabine Elsässer is founder and chief editor of the StartupValleyNews Magazine. She started her career at several international direct sale companys. Since 2007 she works main time as a journalist. While that time she learned more about the Startup Scene, what made her start her own Startup Magazine the StartupValleyNews.

TIMIO educational audio toy and music player for kids

Please introduce yourself and your startup TIMIO to our readers!


My name is Basile Fattal, formerly Marketing Manager at Philips Electronics. I also founded and managed three other startups, two of which were successfully sold. TIMIO B.V., based in Amsterdam, the Netherlands, was founded in 2017. The company’s first product, TIMIO, is a patented screen-less, educational audio toy and music player for kids that was created with both parents and children in mind. TIMIO offers quality sound, interactivity and carefully curated content to help develop the child’s vocabulary, intellect and imagination. TIMIO will first launch on Kickstarter on March 5, 2019 and will be available to purchase online starting end of Q3 2019.

How did you get the idea to TIMIO?


The TIMIO idea originated from often seeing parents handing their smartphones to their toddlers to keep them quiet. But this passive activity can also result in unhealthy physical and mental consequences (including addiction, sleep deprivation, etc.) With TIMO parents have a fun, safe, educational and healthier alternative.



How difficult was the start and what challenges you had to overcome?


Introducing a screen-less toy concept in this day and age goes against the mainstream and is risky, as children have screens at their disposal very early in age. Market research showed that a portion of parents don’t see the added value of a screen-less toy, and this market challenge still remains. On the other hand, for many parents TIMIO and its discs are reminiscent of the former era of cassette tapes and CD’s. But unlike cassettes and CD’s, TIMIO is more attractive as it includes visual content, interactivity and versatility. So while many will see the TIMIO concept easily replaceable by screen based technology, we were encouraged to persevere by the positive response of many conscientious parents who see the benefits of TIMIO.

Who is your target audience?


TIMIO is a toy that helps children grow and grows with children. Because of TIMIO’s versatility and wide range of disc topics, it can serve as their companion for years to come. TIMIO can be used from birth to grade-school. The lullabies disc will soothe babies to sleep from day one. As babies grow, parents can play their favorite nursery rhymes to them, and later, as they start developing their motor skills around 18-24 months, they’ll be able to easily place the disc of their choice and tap an image to play their favorite songs or start learning vocabulary.

What is the USP of your startup?


TIMIO is the only screen-free educational toy that grows with kids from infancy into grade school while developing their vocabularies and imaginations, so conscientious parents and grandparents can give their little ones a fun, long-lasting, and versatile gift in an era of screen dependence, digital over-stimulation, and low quality single-use plastic toys.

Can you describe a typical workday of you?


I have developed TIMIO thanks to the help of many talented people from all over the world working from my home-office. So a typical workday involves a lot of communication, starting from very early in the morning with the factory in China to very late in the evening with prospective customers in the US. In fact TIMIO is a multilingual toy (includes English, Spanish, German, French and Dutch), and its international quality is also reflected in many aspect of it conception.

Where do you see yourself and your startup TIMIO in five years?


I hope that the TIMIO concept will be accepted by the market and that we’ll have a base to offer more content and add more languages.

What 3 tips would you give other Start-up founders on the way?


Be persistent, and don’t give up too easily. Outsource as much as possible to focus on the big picture. Be open to criticism, but don’t try to please everyone.

More information you will find here

Thank you Basile Fattal for the Interview

Statements of the author and the interviewee do not necessarily represent the editors and the publisher opinion again.

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