# KiwiCo: Sandra Oh Lin

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2023-12-25
- Length: 52m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-25-kiwico-sandra-oh-lin

## Summary

Sandra Oh Lin, founder of KiwiCo, explains how she transitioned from a high-level career at eBay and PayPal to launching a subscription box company for kids' science and craft projects. She details the early challenges of prototyping in her garage, securing seed funding despite being a 'mompreneur' in Silicon Valley, and the critical pivot to expanding product lines (Tinker Crate, Doodle Crate, Quala Crate) to achieve profitability. Oh Lin highlights the operational evolution from domestic sourcing and internal kitting to overseas manufacturing, resulting in over 50 million crates shipped and a self-sustaining business model.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-25-kiwico-sandra-oh-lin#t=0) Introduction: Sandra Oh Lin and KiwiCo
- [4:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-25-kiwico-sandra-oh-lin#t=246) Family Background and Early Retail Experience
- [7:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-25-kiwico-sandra-oh-lin#t=431) Corporate Career at P&G, PayPal, and eBay
- [13:09](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-25-kiwico-sandra-oh-lin#t=789) Inspiration from Parenting and Prototyping in the Garage
- [21:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-25-kiwico-sandra-oh-lin#t=1275) Forming the Team and Securing Seed Funding
- [28:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-25-kiwico-sandra-oh-lin#t=1681) Initial Launch, Testing, and Early Operations
- [35:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-25-kiwico-sandra-oh-lin#t=2100) The Pivot: Expanding Product Lines and Achieving Profitability
- [42:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-25-kiwico-sandra-oh-lin#t=2574) Supply Chain Evolution: From Domestic to Overseas Manufacturing
- [45:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-25-kiwico-sandra-oh-lin#t=2754) Marketing Strategy and Brand Philosophy
- [51:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-25-kiwico-sandra-oh-lin#t=3079) Future Vision and Company Philosophy

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- KiwiCo (company)
- Sandra Oh Lin (other)
- eBay (company)
- PayPal (company)
- Procter & Gamble (company)
- Birchbox (company)
- Barkbox (company)
- Blue Apron (company)
- Tinker Crate (product)
- Doodle Crate (product)
- Quala Crate (product)
- Kiwi Crate (product)

## Related episodes from other shows

- [024: Aligning passion & business with Terry Lin of Forever Home Blankets](https://hardwarepodcasts.com/podcast/product-startup/2016-10-25-024-aligning-passion-business-with-terry-lin-of-forever-home-blankets) (Product Startup)
- [Kickstarter, Copycats, and Comebacks: RiutBag’s Rise](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-07-01-kickstarter-copycats-and-comebacks-riutbags-rise) (It's Only a Prototype)
- [023: Making Personal Connections to Customers with the Cheerbox, Tamar Lucien of Mental Happy](https://hardwarepodcasts.com/podcast/product-startup/2016-10-18-023-making-personal-connections-to-customers-with-the-cheerbox-tamar-lucien-of-m) (Product Startup)
- [Founder Feature: Breanna and Jared Golestani of Kokada](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-14-founder-feature-breanna-and-jared-golestani-of-kokada) (The Startup CPG Podcast)
- [339 - Beyond the Dieline ep 1 with Tom Seymour and Jessica Kwon from Moka Energy!](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-02-05-339-beyond-the-dieline-ep-1-with-tom-seymour-and-jessica-kwon-from-moka-energy) (People of Packaging)

## Citing this page

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