E-commerce sleep wellness brand
San Francisco, CA
Click to expand
Some of the amazing pillows sold by Slumbr
Slumbr is a sleep wellness brand and ecommerce site that sells pillows. The company, which launched in April 2016, sourced hundreds of pillows from manufacturers and had testers test them before manufacturing their own product. Now, Slumbr sells and ships pillows direct to consumers based on their answers to a pillow preferences quiz. We met with Michelle Fishberg, Slumbr’s cofounder and CEO.
months in operation
pillow offerings
Software used
Website and e-commerce platform
Slumbr relies on Magento and its plugins to track their orders, customer information, content, affiliate partners, and product offers. Fishberg said it works well with services like Wordpress and MailChimp. Since Magento doesn’t track offline orders, Slumbr tracks orders from all channels manually. The startup hired a designer and a Magento development agency to help set up the website.
HARO (Help A Reporter Out)
PR outreach
To generate buzz around her brand, Fishberg registered for HARO to reach out to journalists and get press. The platform allows companies to look up contact information for relevant reporters. Fishberg mentioned that she had tried LaunchGrowJoy as well to support the brand.
Social media management
Slumbr uses Hootsuite to help manage and plan Twitter and Facebook posts.
Social media management
Slumbr uses Later to manage and schedule their Instagram posts.
Social media management, a freemium software, appends a Slumbr weblink to any post they share on social media, helping drive traffic to the site.
Search Engine Optimization
Slumber uses a suite of paid and free tools to boost the performance of her brand’s website. Since the brand is focused on online sales, their traffic relies on organic discovery and navigation. In addition to Google Search Console and Analytics, Fishberg uses tools like Yoast, Similarweb, and Moz to get more site links and track SEO performance.
Slumber uses Stripe to process credit card payments on their website. They also accept payments with Paypal.
Desk by Salesforce
Customer Service
Desk helps Slumbr keep all customer emails in one place, organized, with other tools for support. Fishberg and her co-founder answer support emails and manage return requests themselves. Although she envisions that she will outsource support as the company scales, Fishberg wants to maintain the high-touch customer communication.
Virtual Phone System
The Slumbr team uses Grasshopper to have virtual contact numbers that redirect to their personal phones.
Tax management
Every county charges different tax rates, and Slumbr need to charge the right amount on each order. TaxJar has a Magento plugin that calculates tax charges and appends them to orders based on location.
How do you discover new software to use for your business?
Fishberg finds software through Google and sometimes through referrals from friends or other entrepreneurs. She also browses the Magento plugin store to discover easy-to-integrate plugins that might boost her business. She said she is constantly getting software pitches and free trials, but that they are often distracting, and she tries to focus her time on the highest-priority issues.
What factors into your decisions for what software to choose?
When considering which software to test out, Fishberg reads software reviews online to pick among the available options and often chooses the option recommended by other ecommerce founders. She prefers the one which will take the least time to integrate, since it doesn’t require any technical setup or a developer’s time.
Fishberg’s business is small, but growing quickly. As it scales, Slumbr has lots of opportunities to improve efficiency and boost sales. Most of the software available for e-commerce sites is has a freemium model, which means that e-commerce entrepreneurs like Fishberg are willing and interested to try out a service for free and will convert if it provides real value. Some ideas we had during our converation include:

Consolidated sales tracking: Slumbr sells pillows mostly online, but also has pop-up stores and one-off events offline. The company generally tracks sales through Magento, but doesn’t have a single platform to merge both online and offline sales channels. Instead, Fishberg and her cofounder, Heather Rebuelta, track orders manually by downloading reports from Magento and adding in offline orders. Software could automate this tedious and error-prone process.

Managing SaaS subscriptions for a small team:Since they subscribe to so many software services, Fishberg and Rebuelta keep a list of shared subscriptions to avoid paying for the same services twice.

Compliance: Slumbr, like many ecommerce startups, manages regulatory requirements mostly on their own. The company stores its certifications and business licenses, ensures proper labeling with the oversight from a legal consultant, and track a regulatory and tax calendar to avoid regulatory conflicts.