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>> with all this turmoil in their personal lives, the friends had to persevere and they needed a clear game plan for the financial challenges ahead. rent space or investing in any full-time employees early on were two commitments they were dead set on avoiding. >> my husband helped code our website and my mom and sister helped us do fulfillment out of our dining room, on the dining room table we would have an assembly line. >> eventually they needed more help. instead of hiring full time employees, they outsourced. for marketing, they relied on mommy newsletters and paid researches. but nothin...

>> are the problems that come with that. >> sarah, you're up. >> i think it's important to turn your customers into advocates. social media is a great way to do it, but asking for yelp or facebook reviews and giving your customers something as a gift or money off, a discount, an incentive to refer other people to you. if do you that, and that person refers somebody, you'll have an endless stream of new customers with less marketing costs. and you're also learning from your existing customers about what they love about your service because that's what they're going to refer people on. >> do you...

The decision was a game changer. >> finding facebook as an advertising channel was a pivotal moment for us. >> facebook ads have a conversion tracking feature. >> we could clearly identify the dollars we invested into facebook to the actual subscriptions we were selling. and the other thing that was great was you could test a facebook ad for a couple hundred dollars. you could tweak the copy. you could tweak your targeting audienc audience. >> facebook's look-alike tool was also invaluable. >> they create an algorithm that identifies customers and targets them for you. and that's really our wi...

Jeopardy. everything. >> sarah? >> i think it's important to turn your customers into advocates. social media is a great way to do it, but asking for yelp or facebook reviews and giving your customers something as a gift or money off, a discount, an incentive to refer people, if you do that, and that person refers somebody, you'll have an endless stream of new customers with less marketing costs. and you're also learning from your existing customers about what they love about your service. that's what they're going to refer people. >> do you have any tips about doing that? i know companies who...

The decision was a game changer. >> finding facebook as an advertising channel was a pivotal moment for us. >> facebook ads have a conversion tracking feature. >> we can identify the dollars we invested to the actual subscriptions we were selling. you can test a facebook ad for a couple hundred dollars. you can tweak the copy and the target audience. >> facebook's lookalike tool was invaluable. >> they create an algorithm that identifies customers and targets them for you. that's the winning formula. >> little passports has grown into four subscription lines, a book and an animated series in t...