The idea for the venture came about when Shapiro’s friend (and now business partner), Nicole Brooks, was “scheming her next day’s task on how to coax her 4th child to be fitted for her first pair of shoes.”
Let’s learn more about the simple app that makes life easier for parents, and entered the Shark Tank on May 16.
1. A Podiatrist Is Half of the Company
Dr Sylvie, aka Dr. ShoeMom, is the Beverly Hills podiatrist behind the creation. She created the shoe measuring formula, which gives the company an air of credibilty.
As a podiatrist I understand the medical problems that can arise from a child wearing a shoe that is not the proper size. I also used my understanding of foot structure and gait when working with our engineers to create our touch scan technology.
In fact, this is the only children’s foot measuring App that is backed by a podiatrist and uses touch scan technology.
2. It Measures Kids’ Feet on an iPad
On the show, the duo give a demonstration on how the app works. Download it here.
Shapiro explained it like this:
Simply place your child’s foot against the IPad and make sure to line up the heel with the line and that’s it! With our unique touch scan technology you will receive your child’s correct shoe size. You can then be directed to Zappos to the page with shoes in your child’s size.
3. Dr. ShoeMom Also Recommends Shoes for Kids
Shapiro also shares her foot knowledge on her website, drshoemom.com, where she recommends the best shoes for little ones.
In her spare time, she also founded Planet Flops™, which sells comfortable and eco-chic flip-flops for all ages.
4. It Connects to Zappos
Their app and website connects directly to Zappos when a customer clicks on “Get Shoes.”
The owners make 8% to 18% from the Zappos sales that were directed from Foot Fairy’ site.
“We have had a close relationship with Zappos since launching the app and they have been very supportive of our business and are excited for our Shark Tank appearance,” Shapiro said.
5. Their Kids Think It’s a Game
The great part about the program is that children are willing to be measured because they are having fun.
Shapiro explained, “My partner Nicole’s youngest daughter is four and she thinks it’s a game and loves to have her foot properly measured!”
The app also allows you to forward the sizes onto prospective buyers, like doting grandparents.
“The kids also enjoy forwarding their foot scan to grandma with a hint for new shoes!” Shapiro said.