Ourlittlefoxes

Ourlittlefoxes was a Sydney-based startup founded in 2015 by Phoebe Adams, Donna Armstrong, and Luis Lequerica. The company operated in the subscription box market, specifically targeting families with children aged up to 10 years old. Its core business was delivering monthly subscription boxes filled with creative activities and crafts designed to foster creativity in children and bring families closer together.

The initial concept for the business was a platform to help men buy gifts for women, but the founders pivoted after a landing page for the kids' activity box idea garnered 100 sign-ups. This early validation led them to pursue the new direction. The company was accepted into the third muru-D accelerator intake in early 2016 and secured $100,000 in funding from Sydney Seed Fund shortly thereafter. Over its history, the company raised a total of $134,000.

The business model was centered on recurring revenue from monthly subscriptions. However, the company faced significant operational challenges, including issues with damaged deliveries and problems with its payment model, which led to a customer churn of 200 subscribers over a six-month period. Internal friction also arose, culminating in the departure of co-founder Luis Lequerica. Despite efforts by the remaining founders, Phoebe Adams and Donna Armstrong, to pivot the product again, they ultimately decided they had taken the venture as far as they could. Ourlittlefoxes officially ceased operations in 2017, a journey chronicled in the documentary series, *Dream Academy*, which followed the muru-D accelerator program. At its peak, the company had 8 employees.

Keywords: Ourlittlefoxes, kids subscription box, children's craft kits, creative activities for kids, family activities, muru-D accelerator, Sydney startup, Phoebe Adams, Donna Armstrong, e-commerce, subscription service, children's education, edutech, retail, parenting, kids products, out of business, closed startup