✨ About Scribbly

Scribbly creates the most premium custom children's books on the market. We use cutting-edge AI to paint children into 12 whimsical illustrations, creating emotionally resonant, heirloom-quality keepsake books. Every book is:

  • Fully custom-illustrated using our proprietary AI models

  • Written with rhythmic and whimsical storylines loved by children and parents alike

  • Hard-bound and sewn in the USA with FSC-certified, premium paper

We launched a soft pilot and established product-market fit. We are now positioned to scale with strong unit economics, gradual marketing ramp, and early profitability. Our plan invests in long-term brand moat (tech, creative, product quality), while managing burn and building toward a strong social flywheel.

Products

📘 Single Book

  • Hardcover book $49.99

  • Dedication add-on $4.99

📚 The Book Club

5-books/year, 3 options:

  • Pay per shipment: $44.99/book
    $249.95 total, paid over 9-12 months

  • Pay quarterly: $39.99/book
    $199.95 total, paid over 9 months

  • Pay up-front for the year: $34.99/book
    $174.95 total, paid immediately

Ready for scale

✅ CAC is validated

Real-world testing over 4 months demonstrated reliable CAC at $45. We continue to watch it fall as we optimize ads and our ordering funnel.

✅ Pricing and take-rate assumptions are data-backed

We ran tests on price points from $39.99 to $59.99 and found that $49.99 is our sweet spot

  • We measured take-rates for ad-ons, which landed at 34%.

  • We tested whether paying for shipping matters for conversion (it doesn’t).

  • We benchmarked proposed subscription pricing against DTC peers and adjusted conservatively.

Across multiple scenarios, we’ve modeled and validated pricing, volume, and margin thresholds.

✅ Infrastructure is in place

  • The AI illustration pipeline is working and has been integrated into production.

  • Site experience, checkout flow, and product creation UX are built, and continually refined.

✅ Operational readiness is achieved

  • Our books are printed in the U.S. with sewn binding and forest-friendly, premium paper

  • We’ve validated our ability to generate and fulfill orders reliably and at high quality

✅ Product-Market fit is secured

We have 100% satisfaction among existing customers, who consistently express delight over the quality, personalization, and emotional value of the books. Our Trustpilot rating is 4.5/5. We have no ratings under 5.

The best on the market

*

The best on the market *

Wonderbly

Current Market Leader

$39.99

Scribbly

Happily Disrupting

$49.99

Defensible
IP

Which would you prefer?

The likeness on the left, or

The likeness on the right?

Glued binding that doesn’t last or

Sewn binding that does?

Soft cover or

Hard cover?

Large library of options, or

Limited-edition, collectible titles?

Manufactured in the USA?

Manufactured in China, or

Wonderbly sold 1M+ books in 2023, with sales $40M+ annually.
They prove our market.

Scribbly projects to do 7.5% of Wonderbly’s sales in one year, and plans to surpass them in three.

Custom-illustrated from a single photo

Take a
look

A Simple Plan

Scale our ad spend 🏁

    • One-Time Purchase

      • Price: $49.99

      • Books Purchased: 1

      • % of Customers: 65%

      • Dedication Add-On Take Rate: 34%

    • Subscription – Per Shipment

      • Price: $44.99 per book

      • Books Purchased: 5 per year

      • % of Customers: 20%

      • Dedication Add-On Take Rate: 12%

    • Subscription – Quarterly

      • Price: $39.99 per book

      • Books Purchased: 5 per year

      • % of Customers: 10%

      • Dedication Add-On Take Rate: 12%

    • Subscription – Annual Prepay

      • Price: $34.99 per book

      • Books Purchased: 5 per year

      • % of Customers: 5%

      • Dedication Add-On Take Rate: 12%

    • Scale ad spend step-wise through month 5

    • Monthly ad spend capped at $125K until CAC drops below $30, after which reinvest 10% of previous month’s profits

    • CAC decreases as social flywheel effect grows, funnel and ad creative optimized

    Play with these with our dynamic financial model here.

  • QVC is interested in a Q4 2025 test with Scribbly.

    This partnership could add 3,000-5,000+ books/appearance, potentially 8-10 appearances in Q4, or a 50,000-book, $1M partnership (they pay $20/book sold).

    This partnership is not included in our financial projections.

  • We validate our assumptions by looking at the number of custom children’s books we know have been sold in the US recently to the current market leader, Wonderbly.

    We’re going after Wonderbly and believe we can be at least as successful. (see comparison above)

Surround
Sound

We’ll follow a straightforward D2C strategy with the numbers we’ve validated.

We’ll also layer and test other vehicles to achieve surround sound market presence and establish industry leadership, including:

  • Book Club partnerships with organizations like the Safari West Wildlife Foundation (more)

  • School fundraisers

  • Launch on QVC

  • Nationwide in-store displays

Our books will be customizable by reading level and language, including bilingual options.

Financial Summary

Other Expenses

  • We run print runs weekly.

    • 300–999 books/print run, unit cost is $12 per book

    • 1,000–1,999 books/print run, unit cost is $10 per book

    • 2,000+ books/print run, unit cost is $7 per book

    • Designer:

      • Cost: $50K/year

      • Starts in Month 1

    • Customer Support:

      • Cost: $50K → $150K/year, ramping up

      • Starts in Month 1, scales through Month 3

    • Social Media Manager:

      • Cost: $3K → $6K/month

      • Starts in Month 2

    • Servers: $1,800/month

    • SaaS Software (Shopify, etc.): $300/month

  • High-production quality ad footage and photography

    • Goal: Decrease CAC

    • Cost: $20,000

    Additional development

    • Goal: Prepare backend book review process for scale

    • Cost: $20,000

We built a dynamic financial modeling tool here.
If you don’t already have the password, reach out to Lindsey. 🔑

Proven entrepreneurs

Scribbly’s founder and CEO, Lindsey Witmer Collins, is a creative technologist and successful entrepreneur who brings 15 years’ experience designing and building best-in-class software that users love.

Scribbly’s marketing advisor, Sami Khan, played key early roles at companies now collectively valued over $15B, including Acorns, Honey, Dave.com, Root and many more. Sami brings over a decade of experience scaling D2C marketing for unforgettable brands.

Lindsey Witmer Collins

  • Lindsey Witmer Collins, a creative technologist, has already built a highly profitable company.

    Lindsey built her development agency, WLCM (“Welcome”), in a crowded market on word of mouth alone. The agency has 25 full-time employees in the US and Europe, a team with an median tenure of six years. The agency is an Inc. 5000 fastest growing company. It has averaged 42% profit margins over the past five years. Lindsey brings her best-of technical team to Scribbly.

    Lindsey also brings 15 years of experience design, work recognized as “Best in Class” and “Best of Experience Design” by Apple and FastCo. You can read her writing in Forbes, Fast Company, and Inc.

Sami Khan

  • Experienced growth marketer specialized in helping early stage consumer facing products launch and scale to millions of customers. Played key early roles at companies now collectively valued over $15B, including Acorns, Honey, Dave.com, Root and many more.

This is a grounded, margin-driven, brand-forward business. With CAC control and subscription uptake, this plan gets us to $1M+ profit in year one.

Scribbly is not a concept — it’s a proven product with meaningful traction and data-backed confidence.

We’ve invested $80K into building the product, backend software, creative pipeline, and fulfillment flow, and $20K running early market tests, giving us the confidence to begin scaling.

We’re raising $500,000 on a $5 million pre-money valuation to cover early burn, support marketing scale, and create a runway for optimization.

Thank you.