TodoBebe.com.

Babies now come with an instruction guide

TodoBebe.com is the leading Spanish language web site specifically designed to support the needs of parents before, during and after pregnancy. "We are very excited by the tremendous response we have received from consumers around the world. We believe this has to do both with being the first in the space and the quality and depth of our content, interactive tools, community and e-commerce," says Joseph Braun, chief executive officer of the Miami-based company.

TodoBebe.com benefits from the wave of Latin Americans going online to seek information and advice and to buy their favorite brands and products. For couples who are planning a baby, TodoBebe.com provides information on fertility and ovulation schedules. Expecting parents can learn about prenatal health care, search for popular names in the database and shop in a virtual mall of baby products. New parents can post the news and photo on their own web page for just their friends and family to see, and TodoBebe's special service will e-deliver the announcement. In terms of e-commerce, through its registry service, family members in the United States will be able to go to TodoBebe.com to purchase a crib or baby stroller for delivery to a relative in any country in Latin America within 24 or 48 hours.

TodoBebe.com has chosen a pan-regional yet country-by-country strategy. "We leverage the synergies of being a pan-regional player. However, we are also fully aware of the unique needs and preferences of each country," says Braun. "This is why we are in the process of setting up local management in key markets to adapt regional strategies and produce relevant local content and e-commerce. We are also forging alliances with local media and commerce partners who understand the realities of their markets and facilitate our country-by-country penetration."

TodoBebe.com has already been labeled as a major provider and producer of baby-related content, serving firms like Yupi.com. "This is a niche market -- but it is a very broad niche that touches families around the world," says Braun.

TodoBebe.com's present investors and strategic partners include Primedia, which owns the American Baby Group, and Spydre Labs, an accelerator that provides seed capital and strategic services to promising Internet growth companies.

"Our American Baby Group products have been providing authoritative content to mothers for over 60 years," says Juan Romero, director of international development and head of Latin America for Primedia. "We are very excited about contributing our content and sales and marketing experience to Todobebe.com." Based in New York, Primedia is a US$1.7 billion company with more than 250 magazines, as well as consumer directories and over 200 web sites. Its American Baby Group offerings reach 95% of U.S. mothers at birth, including the fast-growing Hispanic market.

Based in Miami, Spydre Labs' investors include e-Ventures, LMN Internet Capital, and London-based media giant WPP Group PLC, which owns ad agencies J. Walter Thompson and Ogilvy & Mather and recently announced the acquisition of Young & Rubicam.

"Through our technology platform, we have established a personalized, one-on-one relationship with our visitors and accompany them throughout the different stages of pregnancy and child rearing," says Braun. "We can offer major advertisers and sponsors the opportunity to communicate with this targeted group in a very efficient manner."

Founded in September 1999, TodoBebe.com is launching its Portuguese site to serve the Brazilian market. "We are very well positioned in the baby and family market, serving Latin America, the Caribbean and Europe," says Braun. "With about 13 million babies born worldwide each year to Spanish and Portuguese-speaking families, TodoBebe.com is clearly poised for tremendous growth."