When Dr. Becky and Dr. Erica Belsky approached us in 2020 with a vision to revolutionize parenting support, we saw an opportunity to demonstrate what thoughtful, iterative product development can achieve. Their journey with us would unfold across two distinct but equally crucial phases – building from zero to one, then scaling to meet massive demand.

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Zero-to-one - Breaking New Ground

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We focused on getting Good Inside off the ground quickly and affordably while ensuring a strong product-market fit. Most companies would’ve rushed to build a full-featured platform, but we took a different approach: we obsessed over understanding the customer – parents. Our research revealed that 87% were women, primarily on their phones, coming straight from Instagram. So instead of over-engineering, we built something that felt instantly familiar. No fancy bells and whistles, just an intuitive space that delivered exactly what parents needed, when they needed it.

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Parents loved it, word spread fast, transforming Good Inside from a community platform into a rapidly expanding business. Our lean, nimble approach meant the team could iterate and improve their minimum viable product at lightning speed, constantly refining based on real parent feedback.

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One-to-scale - Leveling Up

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Exponential growth is a great problem to have, but it’s still a problem. The platform that worked perfectly for hundreds of users now needed to support thousands, and their small-but-mighty team needed infrastructure that could grow with their ambitions. We had built for speed. Now, it was time to build for scale.

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When you’re supporting thousands of parents trying to raise confident, resilient kids, you can’t just scale up – you have to scale smart. So we re-architected the platform from the ground up using a sophisticated Backend for Frontend (BFF) pattern and domain-driven design (DDD). The result is a flexible, future-proof foundation built to handle growing traffic, easily onboard Good Inside’s expanding engineering team, and ship new features at an unprecedented pace. All while keeping the experience smooth and personal for every parent who relies on it.

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From zero to 60,000 paid members across 100+ countries, seven products, and a team that has grown from two visionaries to 50 passionate individuals, Good Inside’s journey has been nothing short of remarkable. After four years, many late-night strategy sessions, endless emails, and every kind of challenge imaginable, we’re still here as Good Inside’s trusted partner – designing, building, and scaling alongside them every step of the way.

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The truth is, great products are built on trust. Trust to start small, trust to think big, and trust to rebuild when success demands it. That’s what makes this project special – not just what we built, but how we built it, together. And when it comes to supporting parents and nurturing the next generation, there’s always room to dream bigger.