Listening to customer feedback has been another one of our important strategies. We send a minimum of 20 prototypes out to a range of families to have them vigorously tested for at least 3 months prior to manufacturing large quantities for sale.
Lisa Nourbehesht
Meet Lisa Nourbehesht, the Australian mum behind the award-winning Whatsie Play Couch. Born out of necessity during the COVID-19 lockdowns, the Whatsie has become a beloved playmate for countless children across the country.
Tired of her kids being stuck indoors, Lisa created a versatile, safe, and engaging play space that’s as much fun for parents as it is for their little ones. Inspired by her own childhood adventures and a desire to foster creativity in her children, Lisa designed the Whatsie to be more than just a couch. It’s a playground, a spaceship, a castle, and anything else a child’s imagination can dream up. “Stuck at home, I tried to relive my childhood by building cushion forts with my kids. I knew the benefits of risky play but wanted a safe space for them,” Lisa said. “In April 2020, my 2-year-old with a gross motor delay broke his arm after falling in a sandpit while I was trying to work from home.”
“Without access to an occupational therapist, our attempts at making pillow forts kept collapsing, causing bumps and interruptions. I had a foam factory make a sample, and it entertained the boys for hours while I worked. The cushions stood firm, and they created more than just a cubby—cars, trucks, and stages. Their imagination grew, and they were getting the full-body development they needed, even with preschools closed and parks off-limits.”
From a personal need to a global product
Lisa Nourbehesht said that starting Whatsie was a combination of personal experience and a desire to create something that would bring joy and practicality into families’ lives.
“The inspiration came from seeing how much my kids enjoyed playing with cushion and how it could spark creativity and imaginative play. The cushions, however caused a lot of frustration as they didn’t stack or build well. I wanted to design a product that was not only fun but also durable, versatile, and safe for children. Seeing a gap in the market for something that met these criteria, I decided to take the leap and create Whatsie, turning an idea into a reality that families now love and use in countless ways.”
A passion for quality and customer satisfaction
Lisa added that from the beginning, she prioritized creating a product that was not only fun and versatile but also safe and durable. She believed that having a good quality product would definitely help growth through word of mouth and repeat customers. “Exceptional customer service was always a top priority for me. The Whatsie is a big-ticket item and we really want families to be happy with their purchase. We offer a 30 day happiness guarantee as well as a 3 year warranty which set us apart from most competitors.
“Listening to customer feedback has been another one of our important strategies especially with the development of new products. We send a minimum of 20 prototypes out to a range of families to have them vigorously tested for at least 3 months prior to manufacturing large quantities for sale. On numerous occasions we have made changes to the protype and grateful we tested and listen to feedback prior to releasing. The recognition from awards such as Children’s Product of the Year played a significant role in establishing credibility and attracting new customers. These accolades, combined with positive reviews and word-of-mouth, fueled organic growth.”
“Whatsie was the first play couch to be released in Australia, and it stands out with a unique design compared to others in the market. One of our key differentiators is the inclusion of flat-top trapeziums, which serve multiple purposes: they double as a balance beam and create more stable builds than the pointed-top triangles seen in other designs.
“Our trapeziums run the full length of the couch, providing a supportive structure that’s the same height as the couch when building cubbies. We also offer a 30-day happiness guarantee, ensuring customer satisfaction. My background in engineering and science plays a crucial role in staying ahead, allowing me to innovate and refine the product continuously.”
Challenges and Lessons
Don’t underestimate the power of a strong brand and reputation. Invest in marketing, build credibility through awards or recognition, and engage with your community to create trust and loyalty.
Lisa said that starting and growing Whatsie presented several challenges, each offering valuable lessons. “Developing a play couch that met high standards for safety, durability, and versatility took time and persistence, especially with the unique design elements like the flat-top trapeziums. Navigating manufacturing and supply chain issues required building strong relationships and implementing contingency plans to manage potential disruptions.
“Building brand awareness in a competitive market was challenging, but by investing in marketing, winning awards, and engaging with the community, I established credibility and trust over time. Scaling the business while maintaining quality and customer service was another hurdle, which emphasized the importance of early planning and building a solid foundation for growth. Balancing innovation with core values was also key; it required careful consideration to ensure that new products and features enhanced, rather than compromised, the brand. These experiences taught me resilience, the value of strategic planning, and the importance of staying true to the brand’s mission.”
Advice for aspiring entrepreneurs
Lisa said that as a successful entrepreneur, her advice to anyone looking to start their own business is to be patient, persistent, and passionate about what they’re creating. First, focus on solving a real problem or meeting a genuine need—this is the foundation of any successful business. Quality is crucial, so take the time to develop your product or service to the highest standard, even if it means facing setbacks along the way.
“Building strong relationships with suppliers, customers, and your team is essential. These connections can help you navigate challenges like supply chain disruptions or scaling issues. Always listen to your customers; their feedback is invaluable for continuous improvement and innovation. Don’t underestimate the power of a strong brand and reputation. Invest in marketing, build credibility through awards or recognition, and engage with your community to create trust and loyalty.
“Lastly, plan for growth early on. Ensure your operations, team, and infrastructure can scale as your business expands. And above all, stay true to your mission and values—they will guide you through tough decisions and keep your brand authentic.
The key lessons I’ve learned on my journey are to embrace challenges as learning opportunities, be flexible but focused, and always prioritize quality and customer satisfaction. With these principles in mind, you can build a successful and sustainable business.
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