Triple Bottom Line

Have you heard of the triple bottom line? We consider Firefly Diapers to be a triple bottom line business.

  1. people
  2. planet
  3. profit

Profit ought to come first, but it often doesn’t when one gets too caught up in people and planet.

Not everyone is a fan of the idea of triple bottom line. They say it’s a rhetorical device lacking substance, but I see evidence to the contrary in my own business and in the stories of other businesses told in the recent, wonderful book, Getting to Scale: Growing Your Business Without Selling Out. One of my business organizations sent this book to members. (I didn’t pay enough attention to which! Either Co-op America Business Network or Organic Trade Association.)

There are also other sustainable business models, including the UN’s Agenda 21 and Ceres Sustainability Reporting.

One way or the other, if you expect to run a green business, you need to create an effective plan for your sustainability efforts.

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#1 for Organic Diapers

I have been poking around looking at our search engine rankings, and I was so surprised to see Firefly Diapers cruising to the top for several keyword phrases. We’re #1 on Yahoo for “organic diapers.” I know I love the diapers, and now I have the warm, fuzzy feeling of knowing that an impersonal search engine loves them, too.

I am also surprised what terms people use to search. I couldn’t understand “undyed organic diapers” until I gave it some thought. Of course! Regular Quick Dry Diapers are undyed; Quick Dry Color Diapers are dyed. It makes sense that many people are looking for undyed organic cloth diapers. And they find us! Isn’t that excellent.

Google:
Quick dry organic diapers = #1 (colors), #2 (quick dry), and #4 (review at Diaper Pin)

Yahoo:
Organic diapers = #1 (site) and #2 (quick dry)

MSN:
Quick dry diapers = #1 (browse) and #2 (colors)

Just in case you were wondering how we did it, I am going to tell you. I wrote out a list of likely keyword phrases for Firefly Diapers then combined them in one long string. It is very old style. I know more about what search engines are looking for now, but none of the Firefly Diapers pages follows those rules of optimization. What rules? No more than 2 phrases per page, 5% inclusion rate (3-word phrase appears 5 times on 300-word page), keyword phrases listed with commas between, and on and on. The rules will melt if you try to touch them, so don’t hold them in your hand.

When I wrote these 71 pages of keywords in the Spring, I did have help from Heather Sanders, who has since opened her own business, Very Commerce, helping small businesses with improved search engine ranking, along with hosting and other great services. (Yes, a plug. She deserves that and more.) Heather had helped Mothering.com improve their search engine ranking, so I asked her to guide me through the process and correct my direction along the way. I blame Heather (and the chance of the Google dance) for the numbers above.

[Last updated Oct 30. Rankings can be transient, but it's great to see Firefly Diapers playing with top rankings for many keywords.]

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Diapers: Funny Ha-Ha or Funny Peculiar?

Do diapers make you laugh? I admit I have occasionally found a diaper funny, but this is usually the happy-amusement sort of laughter. It really hadn’t occurred to me that some might find diapers so odd that they use laughter to relieve their discomfort.

My daughter learned the hard way that diapers make children laugh–an extension, I imagine, of the general popularity of bathroom humor. (If I say “butt” to my 5-year old, he’ll laugh no matter what the context.) My daughter told me recently about a conversation between herself (then 7 years old) and two boys (about 8 years old) in the playroom at our grocery store. This happened a while ago. She waited before telling me about it.

“What does your dad do?” asked the boy.
“He dyes fabric so my mother can make diapers.”

They laughed at her. Actually, they were probably laughing at the word “diaper,” but she felt it was at her. She hadn’t expected this response, but she’s heard it a couple of times now. Though some kids thought it was interesting, that isn’t what an 8-year old focuses on. She has learned to mention my other so-called careers instead. Her new canned responses:

“What does your dad do?”
“He’s a scientist.”

“What does your mother do?”
“She teaches at the university.”

I told her I’ve learned my own version of this. We talked about learning how and when to people want to hear particular versions of our lives. “I sell cloth diapers” requires a bit of time and context to fit into most people’s version of reality.

Lest you think this phenomenon isolated among children, a representative from an environmental news service called me last week. Adults titter at the mention of diapers, too.

“Had you heard of our service?”
“Yes. I receive daily email updates.”
“Is it possible you might use our service to publicize a press release?”
“Yes, that is possible.”
“May I ask what your business is?”
“I manufacture and retail cloth diapers.”

She laughed!

“Is that funny?” I asked.
“Yes,” she said matter-of-factly.
“Really. I would think that someone like yourself would understand the importance of cloth diapers as an environmental issue.”

I’ve heard similar responses, but not from someone whose job is to publicize environmental issues. When people ask what I do, I just raise an eyebrow and say, “I sell cloth diapers.” I actually enjoy seeing the responses. Some people just let that be a minor point in a conversation and some people take it as a criticism of themselves. The laughter was a new one, though.

With only 3-5% of the baby population in cloth diapers, how do we make diapering choices a serious issue? Some of us already talk about cloth diapers and issues of cost, health, and environment. We aren’t on a soap box all of the time, though. Can cloth diapers just be normal, mundane, and part of a conversation without being particularly funny?

Have you encountered this? What do you do?

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Dipe-o-Matic

I want to create a Dipe-o-Matic. The customer answers a few questions about lifestyle and preferences, the baby’s size, and washing habits, then the Dipe-o-Matic spits out the answer to the question, “What is my perfect diaper?” I get the idea not from my own brilliant mind but from Belief-o-Matic and other SelectSmart surveys on endless topics.

I do have a list of suggestions for customers of Your Best Diaper Choice based on highest priority, but most of us are trying to find balance between several priorities.

So, are you a survey architect or a programmer who wants to create the perfect diaper question answering survey? If so, let’s talk.

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