Episode 143: Redefining Puzzles With Creativity and Business Acumen with Kaylin Marcotte of JIGGY

In a world filled with high-tech gadgets, Kaylin Marcotte is making waves with something surprisingly simple: puzzles. As the CEO and Founder of JIGGY, she’s turning puzzle-making into a trendy and meaningful activity. Kaylin shares her unique business story on Nick Fredrick’s podcast, “Subscriptions: Scaled.”

In today’s fast-paced, digital world, Kaylin’s work with JIGGY is a reminder of the charm and value of simpler, more traditional pastimes. Her journey from a relaxing hobby to building a successful business is a lesson in creativity and thinking outside the box in the competitive world of startups.

From Passion to Product

Kaylin’s entry into the startup scene began with a management consulting role. She then made a quick transition to a position at the media company theSkimm. It was during her tenure here, amidst the high-paced environment, that she discovered her love for puzzles. This simple, screen-free activity became her nightly ritual. Soon, her pastime was sowing the seeds for JIGGY. 

“I was really just burning out. I picked up a jigsaw puzzle, and it immediately clicked,” explains Kaylin. Her idea was to modernize the classic puzzle, making it design-driven and aesthetically pleasing. In 2019, with no experience in physical product operations or e-commerce, Kaylin took a brave step into the unknown. She launched JIGGY amidst the pre-COVID era.

Navigating Early Challenges

The initial phase of JIGGY saw Kaylin feeling the crunch of the overworked. She was handling puzzle production, fulfillment and even customer service from her Brooklyn apartment. Outsourcing puzzle production while taking a hands-on approach with everything else, she quickly realized the need for a more robust fulfillment process. However, the pandemic presented unprecedented challenges, especially with supply chain disruptions and fluctuating demand.

“We were sold out. We couldn’t get the product restocked,” Kaylin recalls. Yet it was during this tumultuous period that her creativity shone. Unable to restock their regular puzzles, Kaylin sourced blank puzzles and distributed them to artists. The artists transformed these into unique artworks, which were then auctioned off. The proceeds helped support COVID-19 relief efforts. This innovative response not only filled a gap in their inventory but also carved a new niche for JIGGY in the art world.

Embracing Direct-to-Consumer and Subscriptions

At first, JIGGY was a purely direct-to-consumer business. Kaylin wanted to form a close connection with customers and share the stories behind each artist-designed puzzle. The transition to including a subscription model was customer-driven, based on strong repeat purchase rates and social media interactions.

“Our customers were asking for what they wanted to see from us next,” says Kaylin. The subscription model emerged as a natural evolution. This allowed them to cater to puzzle enthusiasts who didn’t need the full premium package with every purchase. This shift not only addressed customer needs but also solidified JIGGY’s position in the market as a brand that listens and adapts.

Innovating the Subscription Model

Kaylin’s approach to scaling JIGGY included a unique twist on the subscription model. Recognizing the wastefulness of repetitive packaging and the need for cost-effectiveness, she introduced a simplified subscription option. This model reduced the price point and packaging waste. Customers now received a fabric bag instead of the standard glass jar, allowing them to opt-in for additional accessories. 

“It’s about elevated products, and the price point is higher. So we were like, how can we serve this interest in real repeat behavior without it being too expensive or too wasteful with the packaging?” - Kaylin Marcotte

Kaylin also expanded JIGGY’s reach through retail partnerships. She understood the importance of shelf space for immediate customer purchases and enhanced brand discovery. By the holiday season of 2023, JIGGY will be featured in prominent retailers like Macy’s, Barnes and Noble, and Anthropologie. This strategic move not only caters to immediate consumer needs but also significantly boosts JIGGY’s brand visibility and reach.

Navigating Supply Chain and Manufacturing Challenges

A critical aspect of JIGGY’s growth has been Kaylin’s ability to navigate supply chain complexities and manufacturing partnerships. The company has undergone multiple changes in fulfillment partners and manufacturers to find the right fit. Kaylin emphasizes the importance of reliability, speed and customization in these partnerships. She points out the unique challenges in finding manufacturing partners, noting, “It’s been so much harder than I anticipated to find those partners. It’s a partnership; it’s not just transactional.”

Personalized Puzzles: A New Frontier

Kaylin’s latest venture involves offering personalized puzzles, showcasing her continuous effort to innovate and provide unique products. This service allows customers to upload personal images, transforming them into high-quality puzzles.

Kaylin’s approach to business is rooted in her passion for puzzles and her desire to create a workplace driven by positive culture and good people. 

“I started this company out of a love of puzzles and passion, and I want to love doing it every day. So that means good people,” says Kaylin. 

This fundamental principle has guided her in choosing the right partners and strategies for JIGGY, ensuring alignment with her vision and values.

Strategic Vendor Selection and Collaboration

In selecting vendors and partners, Kaylin emphasizes the importance of culture fit, cost-effectiveness and responsiveness. JIGGY, being a bootstrapped company, operates on a tight budget, making cost a critical factor. However, Kaylin also values partners who can adapt to changing timelines and work collaboratively to address challenges, fostering a relationship that goes beyond mere transactions.

Kaylin’s marketing strategy has evolved from relying on organic growth and word-of-mouth to exploring various channels. Initially, JIGGY’s unique unboxing experience and the novelty of their products spurred user-generated content and social media buzz. However, as the digital marketing landscape changed, Kaylin shifted focus to more intentional marketing, utilizing partnerships, giveaways, engaging content, PR and affiliate-based marketing. This multifaceted approach has been instrumental in JIGGY’s sustained growth and visibility.

Product Development and Customer-Centric Innovation

Listening to customer feedback has been crucial in JIGGY’s product development. From launching JIGGY Junior, a kid-sized puzzle line, to introducing customized frames, Kaylin has been able to continually innovate to meet customer demands. “It really came from this feedback and relationship we have with our community,” Kaylin explains. This responsiveness to customer needs highlights the importance of maintaining a close connection with the market.

Kaylin’s latest venture is the personalized puzzle market, offering individual customers the opportunity to create puzzles with personal images or messages. This new offering, alongside collaborations like the one with the Girl Scouts, represents JIGGY’s expansion into new markets and its commitment to innovation. “I think it’s really fun for me to bring puzzles where you might not expect to see them,” Kaylin says.

Kaylin Marcotte’s story with JIGGY is a compelling example of how a CEO can lead a company to success through passion, strategic partnerships, customer engagement and continuous innovation. Her journey provides valuable lessons in adapting to market changes and staying true to one’s vision.

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