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  • The brief
  • Start here
  • Idea portfolio
  • Effort vs impact
  • This week · 6
  • This quarter · 9
  • Big bets · 3
  • Wildcards · 2
  • How we can help
Generated Oct 21, 2026
  1. Programmable
  2. Playbooks
  3. Yellow Rabbit
Yellow Rabbit logo

growth playbook · Oct 21, 2026

shopyellowrabbit.com (opens in a new tab)

Yellow Rabbit growth playbook

Diagnosis

Yellow Rabbit has a clear, ownable idea (clothes sized by baby weight), certified organic fabrics, a rare Preemie range and a loyal if small review base. The store does not yet deliver on that idea: size buttons show ages in many spellings, the kg chart is on another page, the mobile homepage takes 10 seconds, overseas buyers are quoted shipping by email, reviews and blog posts stopped, and no new product has been added since December 2024.

This playbook puts weight on every size first, fixes speed and international checkout, then builds repeat buying (next-size emails, reviews, bundles, free size swaps), the Preemie niche and seasonal drops.

Growth Score

5/10

Biggest Opportunity

Make weight-based sizing visible everywhere a parent decides, and use it to time the next order.

Biggest Risk

Larger organic baby brands such as OhMyBebe and Tiny Twig spend more on reach, and a store without new products or recent reviews can look inactive to new parents.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Put the baby's weight on every size button, as your own sizing promise says

    Export the variants and list every size spelling in use.

    High impact First result in 2 weeks
  2. 2

    Make the homepage load on a phone in under 3 seconds instead of 10

    List the apps installed and remove any that are no longer used.

    High impact First result in 2 weeks
  3. 3

    Show overseas parents a real price and shipping cost at checkout, not an email later

    Count last year's international orders by country.

    High impact First result in 1 month

02

Your idea portfolio

20 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 7 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 2Big bets · 7Fill-ins · 9Reconsider · 2
Effort →

Showing 20 of 20 ideas

This week 6

Quick wins with a clear first action.

  • 01

    Yellow Rabbit tells parents "we size our baby clothes by weight, not age" and "just look at your baby's current weight". But on the product pages every size button is an age ("0-3 Months / 3-6 Months / 6-12 Months"), no product mentions a weight, and the kg ranges sit on a separate Size Chart page. The same size is also spelled six ways ("0-3 Months", "0- 3 Months", "0 - 3 Months", "0-3Months"...), which splits the Shop by Age filters. A parent with a 7 kg four-month-old still has to guess.

    High impactLow effort First result in 2 weeks Store Manager

    First action

    Export the variants and list every size spelling in use.

    How to measure it

    Size-related exchange requests

    Now
    –
    Target
    -40%
    By
    90 days

    Steps

    1. 1

      Export sizes

      Shopify bulk export of all variants and their size values.

      Store Manager 1 hour

    2. 2

      Map to weight

      One table: each age label to its kg band from the Size Chart.

      Founder 2 hours

    3. 3

      Rename in bulk

      Bulk editor or CSV import with the new weight-first names.

      Store Manager 1 day

    4. 4

      Fix the filters

      Re-point the Shop by Age menu and collection filters to the merged values.

      Shopify developer (freelance) 1 day

    5. 5

      Add the fit note

      One line and a chart link above the size buttons in the theme.

      Shopify developer (freelance) 2 hours

    6. 6

      Track

      Tag every exchange by reason and compare with the last quarter.

      Customer Care Lead monthly

    First result
    2 weeks
    Cost
    Staff time only
    Owner
    Store Manager

    Smallest test

    Rename the sizes on your five best sellers today and watch their exchanges.

    Why it works

    Rename the size values on all 104 sized products to one weight-first format from your own chart, e.g. "4-6 kg (0-3 m)", "6-8 kg (3-6 m)", "8-10 kg (6-12 m)", "Preemie (under 2.5 kg)". Merge the spelling variants so each size exists once, then point the Shop by Age menu at the cleaned values (or rename it Shop by Weight). Add a one-line "Not sure? Weigh your baby, pick the kg range" note and a link to the chart above the size buttons.

    The parent decides at the size buttons, not on a separate chart page. Showing the weight there delivers the promise the blog makes, cuts wrong-size orders, and matters more because returns are store credit only and the parent pays the return postage.

    Ready to use

    ChecklistWeight-first size labels

    000 -> "4-6 kg (0-3 m)"
00 -> "6-8 kg (3-6 m)"
0 -> "8-10 kg (6-12 m)"
1 Year -> "10-12 kg (1 y)"
2 Years -> "12-14 kg (2 y)"
3 Years -> "14-16 kg (3 y)"
4 Years -> "16-18 kg (4 y)"
5 Years -> "18-20 kg (5 y)"
Newborn / New Born / New born -> "Up to 4 kg (newborn)"
Premie -> "Preemie"

    Risks and how to handle them

    • Old links and saved carts break

      Keep the variant IDs and only rename the values.

    • Parents still think in months

      Keep the month range in brackets after the kg range.

    Evidence

    • Your websiteRabbit Tales post "Why Yellow Rabbit Uses Baby Weight (Not Age!) To Help" (June 26, 2025): "we size our baby clothes by weight, not age or measurements"; "You just look at your baby's current weight, and voila - the right size is right there"; the post cites returns caused by incorrect sizing and promises "fewer returns".Source
    • Store catalogueProduct data (118 products, October 20, 2026): 104 have a Size option and every size value is an age, with no weight in any size name or product description. The same size is spelled many ways: "0-3 Months", "0-3 months", "0- 3 Months", "0 - 3 Months", "0-3 Months", "0-3Months"; "Newborn", "New Born", "New born"; "1 Year", "1 year", "1Year", "1 Year (12-18m)", "12-18 Months (1 Year)"; "Premie" for the Preemie range. The patchwork romper page, for example, offers "0-3 Months / 3-6 Months / 6-12 Months".Source
    • Your websiteSize Chart page (checked October 20, 2026): a table of "SIZE / WEIGHT / HEIGHT / AGE GUIDE", e.g. "000 4-6 Kg Up to 62 cm 0-3 Months", "00 6-8 Kg Up to 68 cm 3-6 Months", "0 8-10 Kg Up to 76 cm 6-12 Months", "2 Years 12-14 Kg Up to 92 cm". It is a separate page; the size buttons on product pages show only ages.Source
    • Store policiesReturns and Exchange page: return in original condition "within 10 days of receipt"; "No refunds are issued and you may receive store credit or exchange for a different item"; "the cost of returning the item to us is your responsibility"; requests by email or WhatsApp; returns go to Salem, Tamil Nadu.Source
    • Your websiteHomepage: "Free shipping on domestic orders above INR 2000"; menu "Shop By Age" (Preemie, New Born, 0-3 Months ... 6+ Years) and "Shop by Collection" (Gentle Garden, Jungle Pals, Everyday Essentials, Monsoon Collection); the country selector lists every country, all priced in "INR"; "Let customers speak for us from 71 reviews", the newest dated 07/07/2026 and most from 2021-2022; newsletter signup in the footer; payment methods shown: PayPal.Source
  • 02

    Google's phone test shows the homepage slideshow image taking 10.4 s to appear, four times the 2.5 s target, while desktop loads in 0.8 s. Parents shop baby clothes on their phones, often one-handed.

    High impactMedium effort First result in 2 weeks Shopify developer

    First action

    List the apps installed and remove any that are no longer used.

    How to measure it

    Mobile homepage main-image time

    Now
    –
    Target
    under 3 s
    By
    30 days

    Steps

    1. 1

      Baseline

      Save today's PageSpeed report.

      Shopify developer (freelance) 1 hour

    2. 2

      One hero

      Swap the slideshow for one mobile-sized image.

      Shopify developer (freelance) 2 hours

    3. 3

      Trim scripts

      Remove unused apps and their leftover code.

      Shopify developer (freelance) 1 day

    4. 4

      Lazy-load

      Below-the-fold images and review widgets.

      Shopify developer (freelance) 1 day

    5. 5

      Retest

      PageSpeed on mobile after each change.

      Shopify developer (freelance) 1 hour

    6. 6

      Watch

      Mobile bounce rate in analytics.

      Store Manager monthly

    First result
    2 weeks
    Cost
    Developer time, a few hours
    Owner
    Shopify developer (freelance)

    Smallest test

    Swap the slideshow for one image and rerun the test.

    Why it works

    Replace the slideshow with one static hero image, sized for mobile and served as WebP with a fixed height, preload it, remove unused apps and scripts (about 0.9 s), and lazy-load everything below the first screen. Retest in PageSpeed after each change.

    A first screen that appears quickly keeps mobile visitors from leaving before they see a product.

    Risks and how to handle them

    • Losing collection banners

      Link the other collections as tiles under the hero.

    Evidence

    • PageSpeed testGoogle PageSpeed, homepage (October 2026): mobile score 61, desktop 99. On a phone the main content (the homepage slideshow image) takes 10.4 s to appear against Google's 2.5 s target; on desktop 0.8 s. Biggest fixes: unused JavaScript (about 0.9 s), image delivery (about 0.6 s), unused CSS (about 0.3 s). SEO 77: images without alt text, links without descriptive text, links that are not crawlable.Source
    • Your websiteHomepage: "Free shipping on domestic orders above INR 2000"; menu "Shop By Age" (Preemie, New Born, 0-3 Months ... 6+ Years) and "Shop by Collection" (Gentle Garden, Jungle Pals, Everyday Essentials, Monsoon Collection); the country selector lists every country, all priced in "INR"; "Let customers speak for us from 71 reviews", the newest dated 07/07/2026 and most from 2021-2022; newsletter signup in the footer; payment methods shown: PayPal.Source
  • 03

    Yellow Rabbit ships to 150+ countries, but every country is priced in INR, checkout takes a base rate, and the shop then emails the customer the "exact shipping charges" to pay before dispatch, on top of duties paid on delivery. Grandparents and families abroad buying a gift are asked to trust a second bill.

    High impactMedium effort First result in 1 month Store Manager

    First action

    Count last year's international orders by country.

    How to measure it

    International orders

    Now
    –
    Target
    x2
    By
    2 quarters

    Steps

    1. 1

      Find the countries

      Top three overseas order destinations.

      Store Manager 1 day

    2. 2

      Get rates

      Weight bands from FedEx or DTDC for each.

      Store Manager 1 week

    3. 3

      Set Markets

      Local currency and rounded prices.

      Shopify developer (freelance) 2 days

    4. 4

      Load rates

      Real rates in checkout, no follow-up email.

      Shopify developer (freelance) 1 day

    5. 5

      Explain duties

      One clear line on cart and shipping page.

      Store Manager 1 hour

    6. 6

      Measure

      International conversion and quotes avoided.

      Store Manager monthly

    First result
    1 month
    Cost
    Shopify Markets setup; courier rates
    Owner
    Store Manager

    Smallest test

    Set real rates for one country first.

    Why it works

    Turn on Shopify Markets for the top three overseas countries in your orders (local currency and rounded prices), set real weight-based international rates from your courier, and state the duty position plainly on the cart page. Offer one flat "gift abroad" rate on newborn kits.

    A known total at checkout removes the main reason overseas shoppers abandon, and it saves the manual quoting work.

    Risks and how to handle them

    • Rates under-charged

      Round up the bands and review after a month.

    • Wooden toys at customs

      Keep the import warning on the teether pages.

    Evidence

    • Store policiesShipping page: "We ship to over 150+ countries. It would be best to contact [email] for inquiries and rates"; for international orders a base rate is charged at checkout, then "We will reach out to the customer with the exact shipping charges ... The customer will need to pay the extra charges before we dispatch the order"; orders ship Delivery Duty Unpaid; free shipping in India above Rs 2,000, otherwise Rs 50; delivery "4-7 days" pan India.Source
    • Your websiteHomepage: "Free shipping on domestic orders above INR 2000"; menu "Shop By Age" (Preemie, New Born, 0-3 Months ... 6+ Years) and "Shop by Collection" (Gentle Garden, Jungle Pals, Everyday Essentials, Monsoon Collection); the country selector lists every country, all priced in "INR"; "Let customers speak for us from 71 reviews", the newest dated 07/07/2026 and most from 2021-2022; newsletter signup in the footer; payment methods shown: PayPal.Source
    • Store catalogueCatalogue: 118 products from Rs 150 to Rs 4,500 (median Rs 1,500) in 61 collections; the newest product was added December 25, 2024. Four Newborn Kits at Rs 4,500; a Preemie range "with convenient openings for tube and wire"; neem wood teethers (33 variants, 30 photos) and bangles; "Child Masks" from 2020 are still listed; 14 pages from 2022 (loungewear, shirts, shorts) have descriptions of three or four words such as "Style No. YR-102".Source
  • 04

    The catalogue still lists 2020 "Child Masks", and 14 pages from 2022 have descriptions like "Style No. YR-102" and nothing else. These pages tell search engines and shoppers very little about fabric, fit or care, and the Preemie and organic story never reaches them.

    Medium impactLow effort First result in 1 month Content Writer

    First action

    List pages with fewer than 20 words of description.

    How to measure it

    Product-page organic sessions

    Now
    –
    Target
    +30%
    By
    90 days

    Steps

    1. 1

      List pages

      Under 20 words or sold out.

      Store Manager 1 hour

    2. 2

      Archive

      Masks and dead styles, with redirects.

      Store Manager 1 hour

    3. 3

      Write a template

      Fabric, fit, closures, care, pair with.

      Content Writer 1 day

    4. 4

      Rewrite

      Fourteen short pages.

      Content Writer 1 week

    5. 5

      Add alt text

      While each page is open.

      Content Writer 1 week

    6. 6

      Check

      Search Console impressions per page.

      Store Manager monthly

    First result
    1 month
    Cost
    Writing time
    Owner
    Content Writer

    Smallest test

    Rewrite the three short loungewear pages first.

    Why it works

    Archive the masks and any style that is sold out in most sizes. Give each remaining short page a 60 to 100 word description: fabric and certification, weight band fit, closures, care and a matching item.

    Product pages with real copy rank for long searches ("organic cotton loungewear for toddlers") and answer questions that would otherwise go to WhatsApp.

    Risks and how to handle them

    • Losing a page with links

      Redirect archived pages to the closest collection.

    Evidence

    • Store catalogueCatalogue: 118 products from Rs 150 to Rs 4,500 (median Rs 1,500) in 61 collections; the newest product was added December 25, 2024. Four Newborn Kits at Rs 4,500; a Preemie range "with convenient openings for tube and wire"; neem wood teethers (33 variants, 30 photos) and bangles; "Child Masks" from 2020 are still listed; 14 pages from 2022 (loungewear, shirts, shorts) have descriptions of three or four words such as "Style No. YR-102".Source
    • Your websiteAbout page: "Using the softest, safest GOTS-certified organic fabrics, we make limited-edition prints with mix-and-match essentials, produced in small batches, that are locally sourced"; "Our producers follow fair trade, sustainable production principles and pay workers a livable wage"; "We'd love for our products to be mended and reused as much as possible."Source
    • Store catalogueProduct data (118 products, October 20, 2026): 104 have a Size option and every size value is an age, with no weight in any size name or product description. The same size is spelled many ways: "0-3 Months", "0-3 months", "0- 3 Months", "0 - 3 Months", "0-3 Months", "0-3Months"; "Newborn", "New Born", "New born"; "1 Year", "1 year", "1Year", "1 Year (12-18m)", "12-18 Months (1 Year)"; "Premie" for the Preemie range. The patchwork romper page, for example, offers "0-3 Months / 3-6 Months / 6-12 Months".Source
  • 05

    PageSpeed gives the homepage an SEO score of 77: images have no alt text, some links have no descriptive text and some links cannot be crawled. For a store whose products are found through image search and Pinterest, missing alt text is a lost entry point.

    Medium impactLow effort First result in 2 weeks Shopify developer

    First action

    Run the PageSpeed SEO audit and list each flagged element.

    How to measure it

    Homepage SEO score

    Now
    –
    Target
    95+
    By
    30 days

    Steps

    1. 1

      List issues

      From the PageSpeed report.

      Shopify developer (freelance) 1 hour

    2. 2

      Alt text

      Products and banners.

      Store Manager 1 day

    3. 3

      Link text

      Descriptive labels.

      Shopify developer (freelance) 2 hours

    4. 4

      Crawlable links

      Real anchors in menu and slider.

      Shopify developer (freelance) 2 hours

    5. 5

      Retest

      PageSpeed SEO.

      Shopify developer (freelance) 1 hour

    6. 6

      Image search

      Check Google Images impressions.

      Store Manager monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    Shopify developer (freelance)

    Smallest test

    Add alt text to the homepage images today.

    Why it works

    Add alt text to every product and banner image ("Organic cotton patchwork baby romper, 6-8 kg"), replace "Learn More" style links with descriptive ones, and make menu and slider links real links rather than script actions.

    Descriptive images and links help both search and accessibility, and the work is quick.

    Risks and how to handle them

    • Alt text stuffed with keywords

      Describe what the photo shows.

    Evidence

    • PageSpeed testGoogle PageSpeed, homepage (October 2026): mobile score 61, desktop 99. On a phone the main content (the homepage slideshow image) takes 10.4 s to appear against Google's 2.5 s target; on desktop 0.8 s. Biggest fixes: unused JavaScript (about 0.9 s), image delivery (about 0.6 s), unused CSS (about 0.3 s). SEO 77: images without alt text, links without descriptive text, links that are not crawlable.Source
    • Social profilesThe site links to Facebook (/shopyellowrabbit), Instagram (@shop_yellowrabbit) and Pinterest; reviews are collected with Judge.me.Source
  • 06

    The domain sends from Google Workspace with SPF and DKIM but has no DMARC record, so inbox providers have no instruction for mail that fails checks and anyone can send mail that looks like it comes from the shop.

    Medium impactLow effort First result in 1 month Founder

    First action

    Add the DMARC TXT record in the domain's DNS.

    How to measure it

    DMARC policy

    Now
    –
    Target
    quarantine
    By
    60 days

    Steps

    1. 1

      Add record

      p=none with a report address.

      Founder 15 minutes

    2. 2

      Read reports

      Check which senders pass.

      Shopify developer (freelance) 2 weeks

    3. 3

      Fix senders

      Add Shopify email to SPF and DKIM.

      Shopify developer (freelance) 1 day

    4. 4

      Tighten

      Move to quarantine.

      Founder 15 minutes

    5. 5

      Test

      Send to Gmail and Outlook test inboxes.

      Store Manager 1 hour

    6. 6

      Review

      Monthly report check.

      Shopify developer (freelance) monthly

    First result
    1 month
    Cost
    $0
    Owner
    Founder

    Smallest test

    Publish p=none today.

    Why it works

    Publish DMARC at p=none with reports to a shared mailbox, check the reports for two weeks, then move to quarantine. Do it before sending any newsletter or abandoned-cart flows.

    Better inbox placement for every order, exchange and newsletter email, and protection for parents from look-alike mail.

    Risks and how to handle them

    • Real mail blocked

      Stay at p=none until every sender passes.

    Evidence

    • DNS checkshopyellowrabbit.com uses Google Workspace mail with SPF "~all" and DKIM but publishes no DMARC record, so mailbox providers have no policy for mail that fails checks.Source
    • Your websiteHomepage: "Free shipping on domestic orders above INR 2000"; menu "Shop By Age" (Preemie, New Born, 0-3 Months ... 6+ Years) and "Shop by Collection" (Gentle Garden, Jungle Pals, Everyday Essentials, Monsoon Collection); the country selector lists every country, all priced in "INR"; "Let customers speak for us from 71 reviews", the newest dated 07/07/2026 and most from 2021-2022; newsletter signup in the footer; payment methods shown: PayPal.Source

This quarter 9

The core plays for the next three months.

  • 07

    Yellow Rabbit has a Preemie range with openings for tubes and wires and a post on the "Newborn Hospital Kit Every Preemie Deserves". Few organic brands in India serve premature babies, and NICU parents search urgently and buy several pieces at once.

    High impactMedium effort First result in 2 months Founder

    First action

    Call one NICU nurse manager and ask what parents are told to buy.

    How to measure it

    Preemie orders

    Now
    –
    Target
    x3
    By
    2 quarters

    Steps

    1. 1

      Interview

      Two NICU nurses and two preemie parents.

      Founder 2 weeks

    2. 2

      Build the page

      Sizes, openings, care, packing list.

      Content Writer 2 weeks

    3. 3

      Bundle

      A NICU kit at one price.

      Store Manager 1 week

    4. 4

      Hospital cards

      Printed card with a discount code.

      Founder 2 weeks

    5. 5

      Approach partners

      Two NICUs and lactation consultants.

      Founder 1 month

    6. 6

      Track

      Code redemptions per partner.

      Store Manager monthly

    First result
    2 months
    Cost
    Printing and sample kits
    Owner
    Founder

    Smallest test

    Publish the Preemie page and share it in one parent group.

    Why it works

    Build one Preemie landing page (sizes under 2.5 kg, tube openings, care for sensitive skin, what to pack for the NICU) with a ready "NICU kit" bundle. Then offer the kit to two or three hospital NICUs and lactation consultants in Tamil Nadu and Bengaluru with a parent discount card.

    A specific, under-served need is easier to win than "organic baby clothes", and hospital staff recommendations travel fast among parents.

    Risks and how to handle them

    • Hospitals cannot promote brands

      Give cards to consultants and parent groups instead.

    Evidence

    • Store catalogueCatalogue: 118 products from Rs 150 to Rs 4,500 (median Rs 1,500) in 61 collections; the newest product was added December 25, 2024. Four Newborn Kits at Rs 4,500; a Preemie range "with convenient openings for tube and wire"; neem wood teethers (33 variants, 30 photos) and bangles; "Child Masks" from 2020 are still listed; 14 pages from 2022 (loungewear, shirts, shorts) have descriptions of three or four words such as "Style No. YR-102".Source
    • Your websiteRabbit Tales blog: a weekly run of posts from April to June 2025 (newborn essentials, organic cotton for baby skin, swaddling, a capsule wardrobe for toddlers, "From NICU to Nurtured: the Newborn Hospital Kit Every Preemie Deserves"), then nothing after June 26, 2025.Source
    • Store catalogueProduct data (118 products, October 20, 2026): 104 have a Size option and every size value is an age, with no weight in any size name or product description. The same size is spelled many ways: "0-3 Months", "0-3 months", "0- 3 Months", "0 - 3 Months", "0-3 Months", "0-3Months"; "Newborn", "New Born", "New born"; "1 Year", "1 year", "1Year", "1 Year (12-18m)", "12-18 Months (1 Year)"; "Premie" for the Preemie range. The patchwork romper page, for example, offers "0-3 Months / 3-6 Months / 6-12 Months".Source
    • Competitor researchRivals' own homepages: OhMyBebe, "100% premium organic cotton baby clothes in India ... GOTS-certified, soft, breathable, safe newborn essentials"; Tiny Twig India, "organic cotton clothing for your newborn and baby ... India's premier eco-friendly e-commerce store".Source
  • 08

    Four Newborn Kits sell at Rs 4,500, the most expensive items in the store, and many are bought as gifts by relatives who do not know the baby's weight yet.

    High impactLow effort First result in 1 month Store Manager

    First action

    Add a gift message field to the kit pages.

    How to measure it

    Newborn kit orders

    Now
    –
    Target
    +50%
    By
    2 quarters

    Steps

    1. 1

      Gift page

      Due date or age to size.

      Store Manager 1 week

    2. 2

      Gift note

      Message field at checkout.

      Shopify developer (freelance) 1 day

    3. 3

      Gift exchange

      Size swap allowed with a gift receipt.

      Founder 1 day

    4. 4

      Wrapping

      Simple cloth wrap option.

      Store Manager 2 weeks

    5. 5

      Promote

      Newsletter and Instagram.

      Social Media Manager 2 weeks

    6. 6

      Measure

      Kit orders and gift share.

      Store Manager monthly

    First result
    1 month
    Cost
    Wrapping stock
    Owner
    Store Manager

    Smallest test

    Add a gift note and a "Gift" badge to the kits this week.

    Why it works

    Add a gift page: pick the due date or age, get the right kit size, add a gift message and a gift receipt that allows a size exchange, and choose wrapping. Promote it to the newsletter and on Instagram.

    Gifting is the highest-value order and gift buyers need the sizing decision taken away from them.

    Risks and how to handle them

    • Wrong size gifts

      The gift receipt allows one free size exchange.

    Evidence

    • Store catalogueCatalogue: 118 products from Rs 150 to Rs 4,500 (median Rs 1,500) in 61 collections; the newest product was added December 25, 2024. Four Newborn Kits at Rs 4,500; a Preemie range "with convenient openings for tube and wire"; neem wood teethers (33 variants, 30 photos) and bangles; "Child Masks" from 2020 are still listed; 14 pages from 2022 (loungewear, shirts, shorts) have descriptions of three or four words such as "Style No. YR-102".Source
    • Your websiteSize Chart page (checked October 20, 2026): a table of "SIZE / WEIGHT / HEIGHT / AGE GUIDE", e.g. "000 4-6 Kg Up to 62 cm 0-3 Months", "00 6-8 Kg Up to 68 cm 3-6 Months", "0 8-10 Kg Up to 76 cm 6-12 Months", "2 Years 12-14 Kg Up to 92 cm". It is a separate page; the size buttons on product pages show only ages.Source
    • Store policiesReturns and Exchange page: return in original condition "within 10 days of receipt"; "No refunds are issued and you may receive store credit or exchange for a different item"; "the cost of returning the item to us is your responsibility"; requests by email or WhatsApp; returns go to Salem, Tamil Nadu.Source
  • 09

    Babies move to a new weight band every few months, and Yellow Rabbit already sizes by weight. A parent who bought 4-6 kg rompers will need 6-8 kg soon, but nothing reminds them.

    High impactMedium effort First result in 1 quarter Store Manager

    First action

    Add an optional birth month field to the newsletter form.

    How to measure it

    Repeat customers within 6 months

    Now
    –
    Target
    +25%
    By
    3 quarters

    Steps

    1. 1

      Add fields

      Birth month and weight band, optional.

      Shopify developer (freelance) 1 day

    2. 2

      Map timing

      Typical months per weight band.

      Founder 1 day

    3. 3

      Write emails

      One per band.

      Content Writer 1 week

    4. 4

      Automate

      Shopify Email or Klaviyo flow.

      Shopify developer (freelance) 1 week

    5. 5

      Test

      With past customers who opt in.

      Store Manager 1 month

    6. 6

      Measure

      Orders from the flow.

      Store Manager monthly

    First result
    1 quarter
    Cost
    Email tool
    Owner
    Store Manager

    Smallest test

    Email last year's 0-3 month buyers about the next size.

    Why it works

    At checkout or signup ask for the baby's birth month and current weight band (optional). Send a "ready for the next size?" email with the matching new styles when the baby is likely to move up, and a note on the size chart.

    Timed, useful reminders are the cheapest repeat-purchase driver for baby clothing, which is outgrown by design.

    Risks and how to handle them

    • Parents find it intrusive

      Make fields optional and explain why.

    Evidence

    • Your websiteSize Chart page (checked October 20, 2026): a table of "SIZE / WEIGHT / HEIGHT / AGE GUIDE", e.g. "000 4-6 Kg Up to 62 cm 0-3 Months", "00 6-8 Kg Up to 68 cm 3-6 Months", "0 8-10 Kg Up to 76 cm 6-12 Months", "2 Years 12-14 Kg Up to 92 cm". It is a separate page; the size buttons on product pages show only ages.Source
    • Your websiteRabbit Tales post "Why Yellow Rabbit Uses Baby Weight (Not Age!) To Help" (June 26, 2025): "we size our baby clothes by weight, not age or measurements"; "You just look at your baby's current weight, and voila - the right size is right there"; the post cites returns caused by incorrect sizing and promises "fewer returns".Source
    • Your websiteHomepage: "Free shipping on domestic orders above INR 2000"; menu "Shop By Age" (Preemie, New Born, 0-3 Months ... 6+ Years) and "Shop by Collection" (Gentle Garden, Jungle Pals, Everyday Essentials, Monsoon Collection); the country selector lists every country, all priced in "INR"; "Let customers speak for us from 71 reviews", the newest dated 07/07/2026 and most from 2021-2022; newsletter signup in the footer; payment methods shown: PayPal.Source
  • 10

    The homepage shows 71 reviews, most from 2021 and 2022, and only one in the last year. New parents rely on recent photos of real babies in the clothes.

    Medium impactLow effort First result in 1 month Customer Care Lead

    First action

    Turn on the Judge.me review request email.

    How to measure it

    Reviews per month

    Now
    –
    Target
    20
    By
    90 days

    Steps

    1. 1

      Turn on requests

      Judge.me, 14 days after delivery.

      Customer Care Lead 1 hour

    2. 2

      Ask for photo

      And weight band.

      Customer Care Lead 1 hour

    3. 3

      Thank-you code

      Small discount for photo reviews.

      Store Manager 1 day

    4. 4

      Reply

      To every review.

      Customer Care Lead weekly

    5. 5

      Show

      Photo reviews high on product pages.

      Shopify developer (freelance) 1 day

    6. 6

      Track

      Reviews and conversion.

      Store Manager monthly

    First result
    1 month
    Cost
    Small thank-you discounts
    Owner
    Customer Care Lead

    Smallest test

    Email the last 50 customers personally.

    Why it works

    Turn on Judge.me's automatic review request 14 days after delivery, ask for a photo and the baby's weight band, and reply to every review. Show photo reviews on the product pages.

    Fresh reviews with fit information convert better and answer "will it fit?" for the next parent.

    Risks and how to handle them

    • Few photos

      Offer the thank-you only for photo reviews.

    Evidence

    • Your websiteHomepage: "Free shipping on domestic orders above INR 2000"; menu "Shop By Age" (Preemie, New Born, 0-3 Months ... 6+ Years) and "Shop by Collection" (Gentle Garden, Jungle Pals, Everyday Essentials, Monsoon Collection); the country selector lists every country, all priced in "INR"; "Let customers speak for us from 71 reviews", the newest dated 07/07/2026 and most from 2021-2022; newsletter signup in the footer; payment methods shown: PayPal.Source
    • Social profilesThe site links to Facebook (/shopyellowrabbit), Instagram (@shop_yellowrabbit) and Pinterest; reviews are collected with Judge.me.Source
    • Store catalogueProduct data (118 products, October 20, 2026): 104 have a Size option and every size value is an age, with no weight in any size name or product description. The same size is spelled many ways: "0-3 Months", "0-3 months", "0- 3 Months", "0 - 3 Months", "0-3 Months", "0-3Months"; "Newborn", "New Born", "New born"; "1 Year", "1 year", "1Year", "1 Year (12-18m)", "12-18 Months (1 Year)"; "Premie" for the Preemie range. The patchwork romper page, for example, offers "0-3 Months / 3-6 Months / 6-12 Months".Source
  • 11

    The blog ran a weekly series until June 2025 and has been silent since. Its best topics (organic cotton for baby skin, capsule wardrobes, preemie kits, weight-based sizing) are exactly what new parents search.

    Medium impactMedium effort First result in 2 months Content Writer

    First action

    Pick ten questions from WhatsApp and email enquiries.

    How to measure it

    Blog sessions

    Now
    –
    Target
    +100%
    By
    2 quarters

    Steps

    1. 1

      Collect questions

      From customer messages.

      Customer Care Lead 1 week

    2. 2

      Plan topics

      Ten posts.

      Content Writer 1 week

    3. 3

      Write

      Two posts a month.

      Content Writer monthly

    4. 4

      Link products

      Matching weight bands.

      Content Writer monthly

    5. 5

      Share

      Instagram and Pinterest.

      Social Media Manager monthly

    6. 6

      Measure

      Clicks from blog to product.

      Store Manager monthly

    First result
    2 months
    Cost
    Writing time
    Owner
    Content Writer

    Smallest test

    Publish "what size for a 6 kg baby" this month.

    Why it works

    Publish two posts a month on questions parents ask, each linking to the matching products and weight bands: "what size clothes for a 6 kg baby", "how many clothes does a newborn need", "muslin vs cotton swaddles", "what to pack for the NICU".

    Search answers bring parents at the moment they are planning purchases.

    Risks and how to handle them

    • Thin posts

      Answer one question fully in each post.

    Evidence

    • Your websiteRabbit Tales blog: a weekly run of posts from April to June 2025 (newborn essentials, organic cotton for baby skin, swaddling, a capsule wardrobe for toddlers, "From NICU to Nurtured: the Newborn Hospital Kit Every Preemie Deserves"), then nothing after June 26, 2025.Source
    • Your websiteRabbit Tales post "Why Yellow Rabbit Uses Baby Weight (Not Age!) To Help" (June 26, 2025): "we size our baby clothes by weight, not age or measurements"; "You just look at your baby's current weight, and voila - the right size is right there"; the post cites returns caused by incorrect sizing and promises "fewer returns".Source
    • Store catalogueCatalogue: 118 products from Rs 150 to Rs 4,500 (median Rs 1,500) in 61 collections; the newest product was added December 25, 2024. Four Newborn Kits at Rs 4,500; a Preemie range "with convenient openings for tube and wire"; neem wood teethers (33 variants, 30 photos) and bangles; "Child Masks" from 2020 are still listed; 14 pages from 2022 (loungewear, shirts, shorts) have descriptions of three or four words such as "Style No. YR-102".Source
  • 12

    Instagram and Pinterest are linked, and the brand's difference (weight sizing, organic fabrics, small-batch prints) is visual and easy to show.

    Medium impactLow effort First result in 1 month Social Media Manager

    First action

    Ask two customers to film their baby in the same romper.

    How to measure it

    Instagram and Pinterest sessions

    Now
    –
    Target
    x2
    By
    2 quarters

    Steps

    1. 1

      Find families

      Customers willing to film.

      Social Media Manager 2 weeks

    2. 2

      Script

      Fit, fabric, care.

      Social Media Manager 1 week

    3. 3

      Film

      Monthly reel.

      Social Media Manager monthly

    4. 4

      Pin products

      Weight-band titles.

      Social Media Manager 2 weeks

    5. 5

      Tag products

      Shopping tags on posts.

      Social Media Manager 1 week

    6. 6

      Measure

      Sessions and orders from social.

      Store Manager monthly

    First result
    1 month
    Cost
    Gift outfits for families
    Owner
    Social Media Manager

    Smallest test

    Post one side-by-side fit reel.

    Why it works

    Film a monthly reel: one outfit on two babies in different weight bands, with the kg range on screen; a fabric close-up; a mum explaining fit. Pin each product to Pinterest with weight-band titles.

    Proof of fit in motion beats a size chart and gives parents something to share.

    Risks and how to handle them

    • Child privacy

      Written consent and no names.

    Evidence

    • Social profilesThe site links to Facebook (/shopyellowrabbit), Instagram (@shop_yellowrabbit) and Pinterest; reviews are collected with Judge.me.Source
    • Your websiteRabbit Tales post "Why Yellow Rabbit Uses Baby Weight (Not Age!) To Help" (June 26, 2025): "we size our baby clothes by weight, not age or measurements"; "You just look at your baby's current weight, and voila - the right size is right there"; the post cites returns caused by incorrect sizing and promises "fewer returns".Source
    • Your websiteAbout page: "Using the softest, safest GOTS-certified organic fabrics, we make limited-edition prints with mix-and-match essentials, produced in small batches, that are locally sourced"; "Our producers follow fair trade, sustainable production principles and pay workers a livable wage"; "We'd love for our products to be mended and reused as much as possible."Source
  • 13

    Returns are store credit or exchange only, within 10 days, and the parent pays the return postage. For a baby who grew faster than expected, that turns a fit problem into a cost.

    Medium impactLow effort First result in 1 month Founder

    First action

    Price a reverse pickup with your courier.

    How to measure it

    First-order conversion

    Now
    –
    Target
    +15%
    By
    2 quarters

    Steps

    1. 1

      Get a rate

      Reverse pickup in India.

      Store Manager 1 week

    2. 2

      Write the rule

      One size exchange per order.

      Founder 1 day

    3. 3

      Show it

      Next to size buttons.

      Shopify developer (freelance) 1 day

    4. 4

      Process

      Exchange workflow on WhatsApp.

      Customer Care Lead 1 week

    5. 5

      Track cost

      Exchanges per order.

      Store Manager monthly

    6. 6

      Review

      Keep if conversion gain covers cost.

      Founder 1 quarter

    First result
    1 month
    Cost
    Reverse shipping cost
    Owner
    Founder

    Smallest test

    Offer free size swaps for one month.

    Why it works

    Offer one free size exchange per order (prepaid return label or pickup in India), shown on every product page next to the size buttons. Keep store credit for other returns.

    Removing the fear of a wrong size lifts first orders, and an exchange keeps the revenue.

    Risks and how to handle them

    • Abuse

      One per order, tags intact.

    Evidence

    • Store policiesReturns and Exchange page: return in original condition "within 10 days of receipt"; "No refunds are issued and you may receive store credit or exchange for a different item"; "the cost of returning the item to us is your responsibility"; requests by email or WhatsApp; returns go to Salem, Tamil Nadu.Source
    • Your websiteRabbit Tales post "Why Yellow Rabbit Uses Baby Weight (Not Age!) To Help" (June 26, 2025): "we size our baby clothes by weight, not age or measurements"; "You just look at your baby's current weight, and voila - the right size is right there"; the post cites returns caused by incorrect sizing and promises "fewer returns".Source
    • Your websiteSize Chart page (checked October 20, 2026): a table of "SIZE / WEIGHT / HEIGHT / AGE GUIDE", e.g. "000 4-6 Kg Up to 62 cm 0-3 Months", "00 6-8 Kg Up to 68 cm 3-6 Months", "0 8-10 Kg Up to 76 cm 6-12 Months", "2 Years 12-14 Kg Up to 92 cm". It is a separate page; the size buttons on product pages show only ages.Source
  • 14

    The blog has a post on building a capsule wardrobe for a toddler, and the brand sells mix-and-match prints in small batches. A bundle answers "what do I need?" in one click.

    Medium impactLow effort First result in 1 month Store Manager

    First action

    Choose five pieces that work together for 6-8 kg.

    How to measure it

    Average order value

    Now
    –
    Target
    +20%
    By
    2 quarters

    Steps

    1. 1

      Pick pieces

      Five per band.

      Founder 1 week

    2. 2

      Price

      Above Rs 2,000.

      Store Manager 1 day

    3. 3

      Bundle app

      Or a product per bundle.

      Shopify developer (freelance) 1 week

    4. 4

      Photos

      Flat-lay of each bundle.

      Social Media Manager 1 week

    5. 5

      Promote

      Homepage and newsletter.

      Store Manager 2 weeks

    6. 6

      Measure

      Bundle share of orders.

      Store Manager monthly

    First result
    1 month
    Cost
    Photography
    Owner
    Store Manager

    Smallest test

    Launch one 6-8 kg bundle.

    Why it works

    Create three bundles per weight band (Newborn essentials, Everyday five-piece, Gift set) at a small bundle discount, each above the Rs 2,000 free-shipping line.

    Bundles raise order value and take the planning off parents.

    Risks and how to handle them

    • Stock of one item runs out

      Offer a swap within the bundle.

    Evidence

    • Your websiteRabbit Tales blog: a weekly run of posts from April to June 2025 (newborn essentials, organic cotton for baby skin, swaddling, a capsule wardrobe for toddlers, "From NICU to Nurtured: the Newborn Hospital Kit Every Preemie Deserves"), then nothing after June 26, 2025.Source
    • Your websiteHomepage: "Free shipping on domestic orders above INR 2000"; menu "Shop By Age" (Preemie, New Born, 0-3 Months ... 6+ Years) and "Shop by Collection" (Gentle Garden, Jungle Pals, Everyday Essentials, Monsoon Collection); the country selector lists every country, all priced in "INR"; "Let customers speak for us from 71 reviews", the newest dated 07/07/2026 and most from 2021-2022; newsletter signup in the footer; payment methods shown: PayPal.Source
    • Your websiteAbout page: "Using the softest, safest GOTS-certified organic fabrics, we make limited-edition prints with mix-and-match essentials, produced in small batches, that are locally sourced"; "Our producers follow fair trade, sustainable production principles and pay workers a livable wage"; "We'd love for our products to be mended and reused as much as possible."Source
  • 15

    The About page hopes products will be "mended and reused as much as possible", and slow fashion is the brand's promise. Baby clothes are outgrown in months while still in good condition.

    Medium impactMedium effort First result in 2 quarters Founder

    First action

    Ask ten past customers if they would send back outgrown pieces.

    How to measure it

    Pieces given a second life

    Now
    –
    Target
    500
    By
    1 year

    Steps

    1. 1

      Survey

      Ten customers.

      Founder 1 week

    2. 2

      Set credit

      Value per piece.

      Founder 1 week

    3. 3

      Process

      Inspect, wash, grade.

      Store Manager 1 month

    4. 4

      Resell

      A "Loved again" collection.

      Store Manager 1 month

    5. 5

      Donate

      To a NICU partner.

      Founder quarterly

    6. 6

      Report

      Pieces reused on the About page.

      Content Writer quarterly

    First result
    2 quarters
    Cost
    Credit and handling
    Owner
    Founder

    Smallest test

    Run a one-month take-back for local customers.

    Why it works

    Let customers send back outgrown Yellow Rabbit pieces for store credit; resell good ones as "Loved again" at a lower price or donate them to a NICU partner. Track how many pieces get a second life.

    It turns the sustainability story into a habit that brings customers back with credit to spend.

    Risks and how to handle them

    • Handling cost

      Accept only with an order or at pickup.

    Evidence

    • Your websiteAbout page: "Using the softest, safest GOTS-certified organic fabrics, we make limited-edition prints with mix-and-match essentials, produced in small batches, that are locally sourced"; "Our producers follow fair trade, sustainable production principles and pay workers a livable wage"; "We'd love for our products to be mended and reused as much as possible."Source
    • Store policiesReturns and Exchange page: return in original condition "within 10 days of receipt"; "No refunds are issued and you may receive store credit or exchange for a different item"; "the cost of returning the item to us is your responsibility"; requests by email or WhatsApp; returns go to Salem, Tamil Nadu.Source
    • Store catalogueCatalogue: 118 products from Rs 150 to Rs 4,500 (median Rs 1,500) in 61 collections; the newest product was added December 25, 2024. Four Newborn Kits at Rs 4,500; a Preemie range "with convenient openings for tube and wire"; neem wood teethers (33 variants, 30 photos) and bangles; "Child Masks" from 2020 are still listed; 14 pages from 2022 (loungewear, shirts, shorts) have descriptions of three or four words such as "Style No. YR-102".Source

Big bets 3

Larger plays that can change the trajectory.

  • 16

    Yellow Rabbit already ships to 150+ countries on a duty-unpaid basis. Indian families in the US, UK, UAE and Singapore want handmade Indian prints like the jhabla sets for their babies and for gifts.

    High impactHigh effort First result in 2 quarters Founder

    First action

    Ask the courier for landed-cost quotes to the US and UAE.

    How to measure it

    Overseas share of revenue

    Now
    –
    Target
    20%
    By
    1 year

    Steps

    1. 1

      Pick markets

      Two, from past orders.

      Founder 2 weeks

    2. 2

      Landed pricing

      Duty and shipping included.

      Store Manager 1 month

    3. 3

      Courier deal

      Regional rates.

      Founder 1 month

    4. 4

      Country pages

      Local currency and copy.

      Shopify developer (freelance) 1 month

    5. 5

      Ads

      Indian parent groups abroad.

      Social Media Manager 1 quarter

    6. 6

      Review

      Margin per country.

      Founder quarterly

    First result
    2 quarters
    Cost
    Ad budget and courier setup
    Owner
    Founder

    Smallest test

    Run a one-month landed-price test to the UAE.

    Why it works

    Build country pages for the top two overseas markets with prices including shipping and duty, a regional courier contract, and Instagram ads to Indian parent communities there. Feature jhabla sets and newborn kits.

    Families abroad pay more for Indian prints that are hard to find locally, and landed prices remove the surprise at the door.

    Risks and how to handle them

    • Duty changes

      Review landed prices every quarter.

    Evidence

    • Store policiesShipping page: "We ship to over 150+ countries. It would be best to contact [email] for inquiries and rates"; for international orders a base rate is charged at checkout, then "We will reach out to the customer with the exact shipping charges ... The customer will need to pay the extra charges before we dispatch the order"; orders ship Delivery Duty Unpaid; free shipping in India above Rs 2,000, otherwise Rs 50; delivery "4-7 days" pan India.Source
    • Store catalogueCatalogue: 118 products from Rs 150 to Rs 4,500 (median Rs 1,500) in 61 collections; the newest product was added December 25, 2024. Four Newborn Kits at Rs 4,500; a Preemie range "with convenient openings for tube and wire"; neem wood teethers (33 variants, 30 photos) and bangles; "Child Masks" from 2020 are still listed; 14 pages from 2022 (loungewear, shirts, shorts) have descriptions of three or four words such as "Style No. YR-102".Source
    • Your websiteHomepage: "Free shipping on domestic orders above INR 2000"; menu "Shop By Age" (Preemie, New Born, 0-3 Months ... 6+ Years) and "Shop by Collection" (Gentle Garden, Jungle Pals, Everyday Essentials, Monsoon Collection); the country selector lists every country, all priced in "INR"; "Let customers speak for us from 71 reviews", the newest dated 07/07/2026 and most from 2021-2022; newsletter signup in the footer; payment methods shown: PayPal.Source
  • 17

    Newborn kits, swaddles, neem teethers and muslins are giftable and small-batch, and rivals sell through their own sites and marketplaces. Boutiques and maternity hospital counters reach parents at the moment of birth.

    High impactMedium effort First result in 2 quarters Founder

    First action

    Make a one-page line sheet with wholesale prices.

    How to measure it

    Active wholesale accounts

    Now
    –
    Target
    10
    By
    1 year

    Steps

    1. 1

      Line sheet

      Wholesale prices.

      Founder 2 weeks

    2. 2

      List stores

      Ten boutiques, two hospitals.

      Founder 2 weeks

    3. 3

      Samples

      Trial boxes.

      Store Manager 1 month

    4. 4

      Consignment

      Trial terms.

      Founder 1 quarter

    5. 5

      Reorder

      Monthly check-ins.

      Founder monthly

    6. 6

      Measure

      Sell-through by store.

      Store Manager monthly

    First result
    2 quarters
    Cost
    Samples
    Owner
    Founder

    Smallest test

    Place one consignment box in a local boutique.

    Why it works

    Make a wholesale line sheet (newborn kits, swaddles, teethers), approach ten boutiques and two hospital gift counters in South India, and offer a trial consignment.

    Physical shelves near new parents build the brand at low acquisition cost.

    Risks and how to handle them

    • Margin squeeze

      Wholesale only the high-margin lines.

    Evidence

    • Store catalogueCatalogue: 118 products from Rs 150 to Rs 4,500 (median Rs 1,500) in 61 collections; the newest product was added December 25, 2024. Four Newborn Kits at Rs 4,500; a Preemie range "with convenient openings for tube and wire"; neem wood teethers (33 variants, 30 photos) and bangles; "Child Masks" from 2020 are still listed; 14 pages from 2022 (loungewear, shirts, shorts) have descriptions of three or four words such as "Style No. YR-102".Source
    • Your websiteAbout page: "Using the softest, safest GOTS-certified organic fabrics, we make limited-edition prints with mix-and-match essentials, produced in small batches, that are locally sourced"; "Our producers follow fair trade, sustainable production principles and pay workers a livable wage"; "We'd love for our products to be mended and reused as much as possible."Source
    • Competitor researchRivals' own homepages: OhMyBebe, "100% premium organic cotton baby clothes in India ... GOTS-certified, soft, breathable, safe newborn essentials"; Tiny Twig India, "organic cotton clothing for your newborn and baby ... India's premier eco-friendly e-commerce store".Source
  • 18

    The newest product was added in December 2024, and the brand's strength is "limited-edition prints ... produced in small batches". Without new drops there is little reason for past customers to come back.

    High impactHigh effort First result in 1 quarter Founder

    First action

    Pick the first drop's prints and open a waitlist.

    How to measure it

    Sell-through in 30 days

    Now
    –
    Target
    70%
    By
    1 year

    Steps

    1. 1

      Plan the year

      Four drops.

      Founder 2 weeks

    2. 2

      Design

      Five to eight pieces.

      Founder 1 quarter

    3. 3

      Waitlist

      Signup page.

      Shopify developer (freelance) 1 week

    4. 4

      Preview

      Instagram teasers.

      Social Media Manager 2 weeks

    5. 5

      Launch

      Waitlist first.

      Store Manager quarterly

    6. 6

      Review

      Sell-through and reorders.

      Founder quarterly

    First result
    1 quarter
    Cost
    Production per drop
    Owner
    Founder

    Smallest test

    Open a waitlist for the next print.

    Why it works

    Plan four drops a year (monsoon, festive, winter, summer) of five to eight pieces each, open a waitlist two weeks before, show the drop to the waitlist first, and sell the rest on the homepage.

    Scarcity and newness bring customers back and give social media a story every season.

    Risks and how to handle them

    • Unsold stock

      Keep batches small and reuse fabric for accessories.

    Evidence

    • Store catalogueCatalogue: 118 products from Rs 150 to Rs 4,500 (median Rs 1,500) in 61 collections; the newest product was added December 25, 2024. Four Newborn Kits at Rs 4,500; a Preemie range "with convenient openings for tube and wire"; neem wood teethers (33 variants, 30 photos) and bangles; "Child Masks" from 2020 are still listed; 14 pages from 2022 (loungewear, shirts, shorts) have descriptions of three or four words such as "Style No. YR-102".Source
    • Your websiteAbout page: "Using the softest, safest GOTS-certified organic fabrics, we make limited-edition prints with mix-and-match essentials, produced in small batches, that are locally sourced"; "Our producers follow fair trade, sustainable production principles and pay workers a livable wage"; "We'd love for our products to be mended and reused as much as possible."Source
    • Your websiteHomepage: "Free shipping on domestic orders above INR 2000"; menu "Shop By Age" (Preemie, New Born, 0-3 Months ... 6+ Years) and "Shop by Collection" (Gentle Garden, Jungle Pals, Everyday Essentials, Monsoon Collection); the country selector lists every country, all priced in "INR"; "Let customers speak for us from 71 reviews", the newest dated 07/07/2026 and most from 2021-2022; newsletter signup in the footer; payment methods shown: PayPal.Source

Wildcards 2

Unexpected experiments, each with a cheap way to test it.

  • 19

    The neem wood teethers are among the oldest and most photographed products (33 variants, 30 photos), cost Rs 500, and need no size. A first order with no fit risk is the easiest way to win a new parent.

    Medium impactLow effort First result in 1 month Social Media Manager

    First action

    Put the teether in a homepage tile with a first-order code.

    How to measure it

    Teether buyers who buy clothes

    Now
    –
    Target
    25%
    By
    2 quarters

    Steps

    1. 1

      Homepage tile

      Teether as first gift.

      Store Manager 1 day

    2. 2

      Insert card

      Size guide and code.

      Founder 1 week

    3. 3

      Ads

      Small test on Instagram.

      Social Media Manager 1 month

    4. 4

      Follow-up email

      Next purchase.

      Store Manager 1 week

    5. 5

      Measure

      Repeat rate.

      Store Manager monthly

    6. 6

      Scale

      If repeat beats 20%.

      Founder 1 quarter

    First result
    1 month
    Cost
    Small ad budget
    Owner
    Social Media Manager

    Smallest test

    Add the insert card to every teether order.

    Why it works

    Use the teether as the entry offer in ads and on the homepage, include a card with the weight-based size guide and a code for clothes, and follow up with a next-size email.

    A low-risk first purchase starts the relationship that clothing then grows.

    Risks and how to handle them

    • Import rules for wood abroad

      Run it for India first.

    Evidence

    • Store catalogueCatalogue: 118 products from Rs 150 to Rs 4,500 (median Rs 1,500) in 61 collections; the newest product was added December 25, 2024. Four Newborn Kits at Rs 4,500; a Preemie range "with convenient openings for tube and wire"; neem wood teethers (33 variants, 30 photos) and bangles; "Child Masks" from 2020 are still listed; 14 pages from 2022 (loungewear, shirts, shorts) have descriptions of three or four words such as "Style No. YR-102".Source
    • Your websiteSize Chart page (checked October 20, 2026): a table of "SIZE / WEIGHT / HEIGHT / AGE GUIDE", e.g. "000 4-6 Kg Up to 62 cm 0-3 Months", "00 6-8 Kg Up to 68 cm 3-6 Months", "0 8-10 Kg Up to 76 cm 6-12 Months", "2 Years 12-14 Kg Up to 92 cm". It is a separate page; the size buttons on product pages show only ages.Source
    • Your websiteHomepage: "Free shipping on domestic orders above INR 2000"; menu "Shop By Age" (Preemie, New Born, 0-3 Months ... 6+ Years) and "Shop by Collection" (Gentle Garden, Jungle Pals, Everyday Essentials, Monsoon Collection); the country selector lists every country, all priced in "INR"; "Let customers speak for us from 71 reviews", the newest dated 07/07/2026 and most from 2021-2022; newsletter signup in the footer; payment methods shown: PayPal.Source
  • 20

    Parents arrive at the Size Chart page with a weight or age and a question. A simple tool that turns weight (and optionally age) into the right Yellow Rabbit size, and links to products in that size, makes the chart useful and shareable.

    Medium impactLow effort First result in 1 month Content Writer

    First action

    Sketch the calculator from the existing chart.

    How to measure it

    Calculator uses

    Now
    –
    Target
    1,000 a month
    By
    2 quarters

    Steps

    1. 1

      Logic

      Your chart bands.

      Founder 1 day

    2. 2

      Build

      A small page section.

      Shopify developer (freelance) 1 week

    3. 3

      Link products

      In-stock items per band.

      Shopify developer (freelance) 1 week

    4. 4

      Promote

      Parent groups and Pinterest.

      Social Media Manager 1 month

    5. 5

      Measure

      Uses and clicks.

      Store Manager monthly

    6. 6

      Improve

      Add height if asked.

      Shopify developer (freelance) 1 quarter

    First result
    1 month
    Cost
    Developer time
    Owner
    Content Writer

    Smallest test

    Put the chart into a simple dropdown first.

    Why it works

    Add a two-field calculator to the Size Chart page and the blog: enter weight in kg, get the size, see products in stock for that band. Share it in parent groups.

    A useful tool earns links and visits from parents who have not heard of the brand.

    Risks and how to handle them

    • Babies between bands

      Recommend the larger size.

    Evidence

    • Your websiteSize Chart page (checked October 20, 2026): a table of "SIZE / WEIGHT / HEIGHT / AGE GUIDE", e.g. "000 4-6 Kg Up to 62 cm 0-3 Months", "00 6-8 Kg Up to 68 cm 3-6 Months", "0 8-10 Kg Up to 76 cm 6-12 Months", "2 Years 12-14 Kg Up to 92 cm". It is a separate page; the size buttons on product pages show only ages.Source
    • Your websiteRabbit Tales post "Why Yellow Rabbit Uses Baby Weight (Not Age!) To Help" (June 26, 2025): "we size our baby clothes by weight, not age or measurements"; "You just look at your baby's current weight, and voila - the right size is right there"; the post cites returns caused by incorrect sizing and promises "fewer returns".Source
    • Store catalogueProduct data (118 products, October 20, 2026): 104 have a Size option and every size value is an age, with no weight in any size name or product description. The same size is spelled many ways: "0-3 Months", "0-3 months", "0- 3 Months", "0 - 3 Months", "0-3 Months", "0-3Months"; "Newborn", "New Born", "New born"; "1 Year", "1 year", "1Year", "1 Year (12-18m)", "12-18 Months (1 Year)"; "Premie" for the Preemie range. The patchwork romper page, for example, offers "0-3 Months / 3-6 Months / 6-12 Months".Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

ProgrammableDigital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo (opens programmable.digital in a new tab)
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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 21, 2026, and cites them throughout. Yellow Rabbit did not commission, review or endorse it, and Programmable is not affiliated with Yellow Rabbit. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Yellow Rabbit runs its business.

Something wrong, or do you represent Yellow Rabbit? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 306 ideas

    Weight on every size button, mobile speed, real international rates, product page cleanup, SEO fixes and DMARC.

  2. Days 31 to 6011 ideas

    Preemie page, gift finder, next-size emails, reviews, blog restart, fit videos, free size swaps, bundles and take-back; the teether entry offer and the size calculator.

  3. Days 61 to 903 ideas

    Commit to the overseas store, wholesale and the seasonal drop calendar.

The research behind the plan

2 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value soft organic fabric that survives toddlers. The most cited problem: guessing the right size.

  • Cute, different prints
  • Few safe fabrics for babies
  • In their words: “soft”

Market

Competitive landscape

2 competitors compared: OhMyBebe and Tiny Twig India.

  • Gap to exploit: Clothes sized by weight
  • OhMyBebe: No weight-based sizing story
  • Tiny Twig India: Less local, small-batch print story

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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