Selling The Wonder weeks the sale story of Xaviera Plooij's Strategic Exit

05/09/24 • 44 min

Welcome to another episode of The Big Exit Show, where we delve deep into the heart-stopping world of entrepreneurship and the bittersweet symphony of company sales. We have an absolutely thrilled to have an exceptional entrepreneur, a visionary who turned a family legacy into an international sensation—Xaviera Plooij, the force behind The Wonder Weeks.

Xaviera's journey is nothing short of a rollercoaster, from rebranding her parents' book to creating a cutting-edge app that revolutionized parenting support worldwide. She's faced the challenges of a growing business head-on, learning to manage everything from print-on-demand hurdles to realizing when it was time to let go for the company to reach new heights. Xaviera will share the emotionally charged story of how her personal circumstances nudged her towards considering an acquisition and the swift, determined steps she took towards sealing the deal—all on her terms.

From understanding the value of pain in the growth process to embracing her competitive and intuitive edge, Xaviera's narrative is a remarkable testimony to the entrepreneurial spirit. So, listeners, buckle up as we dive into the high-stakes game of business acquisitions, uncovering the strategies, the emotional rollercoaster, and the wisdom that comes with selling your life's work. This is Selling The Wonder Weeks with Xaviera Plooij.

We will talk about:

00:00 Innovative, competitive, and intuitive businesswoman excels.
06:24 Rebranded, inspired by TED, launched early App.
07:32 Early success with first phones, app's global impact.
12:09 Navigating between global perspectives and scientific evidence.
15:56 Pain is the start of growth opportunity.
20:14 Rebuilding Sevira, embracing femininity after exit.
22:05 Early struggles shaped dream of better life.
24:08 Dispute over collaboration and management decision-making.
30:21 Competition over European author rights and publication.
32:13 Success in print on demand and distribution.
34:44 Surprising, but you create your destiny actively.
38:29 Confidently pursuing my unique business vision and terms.
41:12 Mobile app revenue estimated at 24 million.
43:53 Assess carefully before selling your company.

Get to know Xaviera Plooij better:
Xaviera is a bestselling author, serial entrepreneur and professional bon vivant. Her big break was the app 'The Wonder Weeks' which was the world's best-selling app for 10 years in a row. As a strategy, she was on the advisory board of several multinationals. Her two P's: that of Pijn (it's nice, that's where you grow!) and Pipi (never lose the little child in you, that's where the creativity lies!) are her mottos. Nowadays she is committed to making the world more beautiful... with a sparkle of life!

Connect on LinkedIn
The Wonder Weeks

The Big Exit Show is an initiative by Peak and NP-Hard. Want to know more about Peak and the ventures we back? Check out our website. Want to know more about NP-Hard? Have a look at our website.

Feedback for our podcast or want to be featured on our show? Please reach out at [email protected].

We will talk about:

00:00 Innovative, competitive, and intuitive businesswoman excels.
06:24 Rebranded, inspired by TED, launched early App.
07:32 Early success with first phones, app's global impact.
12:09 Navigating between global perspectives and scientific evidence.
15:56 Pain is the start of growth opportunity.
20:14 Rebuilding Sevira, embracing femininity after exit.
22:05 Early struggles shaped dream of better life.
24:08 Dispute over collaboration and management decision-making.
30:21 Competition over European author rights and publication.
32:13 Success in print on demand and distribution.
34:44 Surprising, but you create your destiny actively.
38:29 Confidently pursuing my unique business vision and terms.
41:12 Mobile app revenue estimated at 24 million.
43:53 Assess carefully before selling your company.

Connect on LinkedIn
The Wonder Weeks

The Big Exit Show is an initiative by Peak and NP-Hard. Want to know more about Peak and the ventures we back? Check out our website. Want to know more about NP-Hard? Have a look at our website.

Feedback for our podcast or want to be featured on our show? Please reach out at [email protected].

Previous Episode

Selling TAPPwater, TAPPing into Success Magnus' Journey from Start-up to Big Exit

Today’s episode, is a fascinating tale of ambition, strategy, and the significance of timing in the business world. With us are our insightful guest, Magnus Jern from TAPP Water.

Magnus, a serial entrepreneur with a tech and human-centric design background, took the challenge of changing consumer behaviour head-on with the creation of TAPP Water. A company dedicated to reducing plastic waste by providing a convenient solution to tap water filtration.

Our conversation with Magnus reveals his journey from celebrating Tap Water’s first online sale to the eventual acquisition by Blue Water Group. With a deep dive into the strategies that led to 80% of their sales being organic and 20-30% of new customers coming through referrals.
We'll discuss the pivotal moments like launching on Amazon, emphasizing convenience over sustainability, and the importance of hiring adaptable problem-solvers for a mission-oriented startup.

Beyond the numbers, Magnus shares with us the intricacies of leading a company to be acquisition-ready. From raising funds and facing rejections to choosing the right moment to sell, informed by a past experience that taught him the cost of greed.
So don't miss out as we uncover the mix of timing, luck, and the critical role of preparation when navigating the sales process.

We will talk about:

00:00 Experience makes talent attraction and acquisition easier.
04:23 Successful tech entrepreneur transitions to impact space.
07:39 Challenging journey to live eco-friendly lives.
11:43 Building a sustainable, valuable business is key.
13:51 Overcoming challenges in hardware, hiring struggles.
18:53 Tech space easy to raise money, hardware challenges.
19:50 Investment criteria limited, importance of right questions.
23:56 Reluctantly took over business due to challenges.
26:55 Seeking opportunities by keeping communication channels open.
29:32 Buyer role during pitch calls essential preparation.
35:21 Having clear goals can be life-changing.
36:23 Embracing career change, learning from diverse experiences.

Get to know Magnus Jern:
Founder/co-founder of 7 companies, including 4 successful exits. Pioneer and thought leader in mobile apps, clean water technology, innovation and human centric design. Currently, fully involved in the mission of TAPP Water to reduce human impact on the planet by providing clean, tasty tap water to everyone in affordable and sustainable ways. My previous startup Golden Gekko became the leading mobile app developer in the world within 5 years from its inception. We continue to drive the mobile transformation journey at DMI (new owner) combining human-centric design with modern IT. Infrequent speaker at conferences around the world, including Mobile World Congress. Like: Understanding problems and working with experts to solve, implement and see the results
Don't like: Talk without action
Motto: Let's get things done! https://www.linkedin.com/in/magnusjern/

The Big Exit Show is an initiative by Peak and NP-Hard. Want to know more about Peak and the ventures we back? Check out our website. Want to know more about NP-Hard? Have a look at our website.

Feedback for our podcast or want to be featured on our show? Please reach out at [email protected].

Next Episode

Selling Usabilla navigating the Big Exit Marc van Agteren's Insights

In this episode of The Big Exit Show, Marc gives details about Usabilla's significant pivot in 2012, which involved shifting focus to enterprise clients, phasing out less profitable products, and instituting annual contracts. This strategic move led to exceptional revenue growth and helped the company achieve breakeven within nine months. The conversation sheds light on the intricate process of preparing for and executing an acquisition.

Marc also emphasizes the importance of aligning shareholder interests, exploring various exit strategies, and ultimately partnering with SurveyMonkey—a decision influenced by their people-focused approach and solid valuation.

And finally Marc discusses his post-acquisition experience, including the challenges of adjusting to a new corporate environment and the personal toll during the COVID era. He reflects on his tenure, shares his activities post-exit, and offers advice on the significance of calculated risks and the benefits of bootstrapping in the initial phases of a startup.

This episode provides valuable insights into the nuanced journey of managing a tech startup through transformational change and a successful acquisition.

This is what we will talk about this episode:

00:00 Learning from late founder about company management.
07:11 Determining founder type, admitting limitations, and startup challenges.
09:45 Podcast discussed Paul's companies, including Usabilla.
12:32 Creating technology for website screenshots, monetization struggles.
14:51 Transitioned from 11 to 2, did everything.
20:34 Early feedback led to successful product pivot.
23:44 Cap table, cash flow, invoicing, healthy organization.
27:29 Explored investment with advisors and experienced investors.
29:43 Selected boutique firm understood global market, sealed deal.
32:03 European company considers exit amid market uncertainty.
38:38 Running two businesses with a solid partner.
39:43 CFO managed finances, kept sale quiet. Cultural fit.
45:24 Celebrated with team, had dinner, partied.
47:58 Separation beneficial after company integration, typically within 2-3 years.
50:25 Yusabila's public acquisition for 80 million USD.
54:30 Business, family, running, and a new company.
56:13 Successful journey with ups and downs. Great outcome.

Get to know Marc van Agteren a little better:
Marc van Agteren, a former Ernst & Young employee with a deep passion for web development, is a co-founder and key figure at Usabilla. A long-time friend of Paul Veugen, the original founder of Usabilla and fellow member of their student rowing club, Marc was witness to the company's inception in 2008. Despite being entrenched in a secure role at Ernst & Young, Marc's interest in innovative tools and web development grew. By 2010, the same year his girlfriend, now wife, relocated from Estonia to the Netherlands, Marc made the pivotal decision to join Paul at Usabilla, embracing his entrepreneurial spirit and technical expertise.
Contact him on LinkedIn.

Want to listen to the episode from Paul: The Big Exit Show | Selling Usabilla and Human.co - Paul Veugen on his multiple startup exits (transistor.fm)

The Big Exit Show is an initiative by Peak and NP-Hard. Want to know more about Peak and the ventures we back? Check out our website. Want to know more about NP-Hard? Have a look at our website.

Feedback for our podcast or want to be featured on our show? Please reach out at [email protected].