Plumtree Baby
Plumtree Baby, founded in 2011, designs and sells evidence-based perinatal education curricula, parent guidebooks, and presentation materials directly to childbirth educators, lactation consultants, hospitals, and WIC programs via a Shopify storefront, with an exclusive Lamaze International product line and custom branding for institutional buyers.
- Company typePrivate
- Founded2011
- HeadquartersParker, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Plumtree Baby does
Plumtree Baby, LLC is a privately held, founder-led U.S. company founded in 2011 by Julie Olson that designs and sells evidence-based perinatal education resources to childbirth educators, lactation consultants, nurses, hospitals, WIC programs, birth centers, and expectant parents. Its product portfolio is built around four core starter packages (Childbirth, Postpartum and Baby Care, Lactation Educator, and Newborn Care), each bundling curriculum, presentation slides, and parent guidebooks, supplemented by individual books ($6.75–$12.85), PowerPoints ($245 standard / $485 custom branded), posters, and quick-reference guides. A flagship Lamaze Collection, developed in partnership with Lamaze International, was launched in 2025 and includes the first official Lamaze-branded parent guidebook (80 pages, ISBN 978-1939576613) with a QR-code-linked digital companion workbook; the company has since earned two Digital Health Gold Awards (Fall 2025, Spring 2026) and surpassed 500,000 cumulative resources distributed.
The business is monetized through a direct-to-consumer e-commerce model operated on Shopify, with one-time unit and bundle sales, volume-based bulk discounts (e.g., 10+, 50+, 250+, 2000+ unit tiers on the Lamaze Parent Guidebook at $11.70 down to $8.95), and a custom branding service (logos, colors, fonts) available for orders of 250+ units. There is no subscription or recurring revenue line; transactions are predominantly one-time licenses for print and digital materials, with professional-services fees attached to custom branding. Distribution is global via the U.S. storefront plus an international reseller program covering Canada and other markets, supported by a content-marketing engine (blog, email lead magnets, social) targeting educator acquisition.
The underlying technology stack is intentionally lean: a Shopify e-commerce platform with integrated CMS for blog, educational articles, and customer engagement, supplemented by QR-code-enabled digital companion workbooks delivered alongside print materials. The company is bootstrapped with no disclosed funding rounds, no parent company, and no disclosed headcount, and is led end-to-end by founder and president Julie Olson. The strategic posture is content- and partnership-led, with the Lamaze International alliance serving as the primary lever for category credibility and channel access.
Plumtree Baby firmographics
Firmographics- Name
- Plumtree Baby
- Legal name
- Plumtree Baby, LLC
- Website
- https://plumtreebaby.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Plumtree Baby, founded in 2011, designs and sells evidence-based perinatal education curricula, parent guidebooks, and presentation materials directly to childbirth educators, lactation consultants, hospitals, and WIC programs via a Shopify storefront, with an exclusive Lamaze International product line and custom branding for institutional buyers.
- Ownership category
- akta.pro rank
Plumtree Baby industry classification
Industry- Product category
- Perinatal Education Publishing
- NAICS
- Educational Support Services (6117), Educational Services (61)
- akta.pro primary industry
- Family Engagement & Parent-Facing Early Learning Content (EDAGACAJ)
- akta.pro secondary industry
- Family Engagement & Take-Home Learning Materials (Home Packs, Parent Guides) (EDACAJAL)
Keywords
Where Plumtree Baby is headquartered
LocationHeadquarters
- HQ city
- Parker
- HQ country
- United States
- HQ region
- North America
Markets served
Plumtree Baby business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D
Revenue model
- Product Sales - Physical Materials: Sale of physical educational materials including curriculum packages, presentation slides, parent guidebooks, posters, and handouts. Products are sold individually or in starter packages at various price points. Bulk discounts are available for larger quantities.
- Product Sales - Digital/E-books: Sale of digital editions and eBook access codes for parent guidebooks and educational materials, providing instant access for digital customers.
- Custom Branding Services: Custom branding services for organizations ordering 250+ units, adding logos, colors, fonts and messaging customization for an additional fee.
- Bulk/Volume Discounts: Volume-based pricing tiers offering progressively larger discounts for larger orders, encouraging bulk purchases from institutional customers like hospitals and health departments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Lamaze Parent Guidebook Individual Unit |
| Unit Pricing | Pay-as-you-go | Childbirth Starter Package |
| Unit Pricing | Pay-as-you-go | Postpartum & Baby Care Starter Package |
| Unit Pricing | Pay-as-you-go | Lactation Educator Starter Package |
| Unit Pricing | Pay-as-you-go | Newborn Care Starter Package |
| Unit Pricing | Pay-as-you-go | Individual Parent Guidebooks |
| Unit Pricing | Pay-as-you-go | PowerPoint Presentations |
| Unit Pricing | Pay-as-you-go | eBook Access Codes (Bulk) |
| Unit Pricing | Pay-as-you-go | Sample Set of Booklets |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Plumtree Baby product offering
Product offeringCore offering
Plumtree Baby produces and sells professional, evidence-based perinatal education materials for childbirth educators, lactation consultants, hospitals, and parents. Their core offerings are comprehensive Starter Packages that bundle teaching curricula, PowerPoint presentations, and parent guidebooks, supplemented by individual parent books, posters, handouts, digital eBooks, and custom branding services. The company holds an exclusive partnership with Lamaze International for official Lamaze-branded educational resources.
Product overview
Plumtree Baby provides professional, evidence-based perinatal education resources for childbirth educators, lactation consultants, nurses, and healthcare organizations. The product portfolio centers on comprehensive teaching toolkits (Starter Packages) that bundle curriculum, PowerPoint presentations, and parent guidebooks. Core offerings include the Childbirth Starter Package, Postpartum and Baby Care Starter Package, Lactation Educator Starter Package, and Newborn Care Educator Starter Package. Individual products include the award-winning Lamaze Navigating Pregnancy & Birth Parent Guidebook (Gold Award winner) and Becoming a New Dad Quick Reference Guide (Gold Award winner). Products are available in multiple formats (print, digital, custom branded) and span books, eBooks, PowerPoints, posters, and quick-reference guides. All materials can be custom-branded for organizations ordering 250+ units. The company partners with Lamaze International for the Lamaze Collection.
Differentiator
Problem solved
Functional benefit
Products and services
- Childbirth Starter Package Comprehensive teaching toolkit for childbirth education that bundles curriculum, presentation slides, and parent guidebooks, covering pregnancy, labor and birth, medical interventions, comfort measures, and basic postpartum and newborn care. Designed for childbirth educators building or refreshing their classes.
- Postpartum and Baby Care Starter Package Teaching toolkit for postpartum and newborn care education bundling curriculum, presentation slides, and parent books. Covers postpartum physical and mental health, newborn behavior, infant care, and breastfeeding, targeted at educators supporting new parents.
- Lactation Educator Starter Package Specialized package for breastfeeding course resources and lactation education, providing lactation consultants with curriculum, slides, and parent materials for breastfeeding classes.
- Newborn Care Educator Starter Package Package for newborn care education resources covering infant care fundamentals, providing educators with curriculum, slides, and parent materials focused on newborn behavior and basic care.
- Lamaze Starter Package All-in-one Lamaze-aligned toolkit bundling the Lamaze Teaching Curriculum, Lamaze PowerPoint, and Parent Guidebooks at a discounted rate. Built around the Plan-Teach-Support framework and fully aligned with Lamaze International teaching standards.
- Lamaze Navigating Pregnancy & Birth Parent Guidebook First-ever Lamaze-branded parent guidebook developed in partnership with Lamaze International. 80 full-color pages covering pregnancy, labor, and postpartum, with a digital companion workbook accessed via QR code. Fall 2025 Digital Health Gold Award winner.
- Preparing for Birth Book Parent guidebook covering childbirth education content for expectant parents. A best-selling standalone product with 167 customer reviews, used directly by parents or distributed by educators in classes.
- Settling In with Baby Book Parent guidebook for postpartum and newborn care, available in English and Spanish, used by educators and parents to support the transition into life with a new baby.
- Newborn Care Booklet Comprehensive parent guidebook covering routine healthcare procedures, newborn appearance, and care basics, available in English and Spanish for broad institutional and parent use.
- Breastfeeding Your Baby Book Parent guidebook for breastfeeding education and support, used by lactation consultants, breastfeeding educators, and parents seeking evidence-based breastfeeding information.
- Becoming a New Dad Quick Reference Guide Compact brochure delivering at-a-glance support for expectant fathers on bonding, infant care, mental health, and supporting their partner. Sold in packs of 50 and targeted at educators, healthcare providers, hospitals, WIC programs, and community-based organizations. Spring 2026 Digital Health Gold Award winner.
- Lamaze Teaching Curriculum Comprehensive, ready-to-use teaching guide for Lamaze-aligned childbirth classes, available in digital or digital + print formats. Developed in partnership with Lamaze International for Lamaze Certified Childbirth Educators.
- Lamaze PowerPoint Visual presentation aids aligned with Lamaze teaching standards for structured childbirth education courses. Available in English and Spanish at standard and custom-branded pricing tiers.
- Custom Branding Services Custom branding service that adds an organization's logo, colors, fonts, custom cover images, and contact information to any Plumtree Baby resource. Available for orders of 250 or more units at an additional cost, designed to align materials with healthcare organization or educator branding.
- Sample Set of Booklets Physical sample set of parent books, packets, and handouts that prospective institutional buyers can preview before placing bulk orders, reducing purchase friction for educators and healthcare organizations.
Quantifiable outcome
- Over 500,000 resources distributed since 2011
- +1 more outcomes
Companies that use Plumtree Baby
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles4 records
Plumtree Baby technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Plumtree Baby partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Lamaze InternationalcorePlumtree Baby developed the official Lamaze Collection in partnership with Lamaze International. This exclusive collaboration created the first-ever Lamaze-branded parent guidebook, along with curriculum, PowerPoint presentations, and other teaching materials that are fully aligned with Lamaze International's teaching standards and the Lamaze Six Healthy Birth Practices. The partnership provides Plumtree Baby with official endorsement and access to Lamaze's educator network, while offering Lamaze a professional product line to offer their certified educators.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Plumtree Baby competitors and assessment
Company assessmentBroad incumbents
- HealthyChildren.org (AAP): American Academy of Pediatrics' official parent education site offering free, evidence-based content on pregnancy, newborn care, and breastfeeding. Competes with Plumtree Baby for parent and educator attention on evidence-based perinatal content as a free, authoritative alternative.
- Lamaze International: Producer of childbirth education standards and teaching resources that Plumtree Baby partners with. As the certifying body for LCCE educators, Lamaze operates the broader professional ecosystem in which Plumtree Baby sells, and competes at the program and content level.
- The Bump: Pregnancy and parenting media brand with editorial content, tools, and educational resources. Targets the same expectant-parent audience as Plumtree Baby but operates as a content/publishing platform rather than a curriculum supplier.
- What to Expect: Iconic pregnancy and parenting brand based on Heidi Murkoff's book franchise, with a major content site, app, and books. Competes with Plumtree Baby's parent guidebook category with a strongly recognized mass-market brand and multi-format presence.
- BabyCenter: Large-scale pregnancy and parenting content platform owned by Everyday Health Group. Addresses the same parent audience with free, evidence-based, branded content and tools, representing a free alternative to Plumtree Baby's paid parent guides.
Direct peers
- Birth Boot Camp: Provides childbirth education curriculum, training, and materials for both childbirth educators and parents. Competes directly with Plumtree Baby's educator toolkit model and Lamaze-aligned curriculum approach.
- InJoy Health Education: Direct competitor in evidence-based childbirth and parenting education materials for hospitals and educators. Sells curriculum, books, and digital resources to the same target customer segments as Plumtree Baby, making it the most comparable direct peer in the category.
Emerging players
- Motherly: Digital-first parent education and content platform serving expectant and new parents. Overlaps with Plumtree Baby's parent-facing guidebooks but delivers content primarily through articles, courses, and a digital community rather than printed materials.
- Mama Natural: Natural-birth-focused pregnancy and parenting content brand with courses, books, and a large social following. Overlaps with Plumtree Baby's Lamaze-aligned, natural-childbirth educator audience from a digital-first perspective.
- Bundoo: Digital perinatal and pediatric health education platform serving parents and providers. Represents an emerging digital-first competitor to Plumtree Baby's print-led curriculum model in the same audience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Plumtree Baby social profiles
Digital presencePlumtree Baby financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plumtree Baby leadership team
Management profileNumber of profiles
Profiles1 record
Plumtree Baby funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plumtree Baby M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Plumtree Baby
What does Plumtree Baby do?
Plumtree Baby produces and sells professional, evidence-based perinatal education materials for childbirth educators, lactation consultants, hospitals, and parents. Their core offerings are comprehensive Starter Packages that bundle teaching curricula, PowerPoint presentations, and parent guidebooks, supplemented by individual parent books, posters, handouts, digital eBooks, and custom branding services. The company holds an exclusive partnership with Lamaze International for official Lamaze-branded educational resources.
Is Plumtree Baby a public or private company?
Plumtree Baby is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Plumtree Baby founded?
Plumtree Baby was founded in 2011. It employs 1 to 10 people.
Where is Plumtree Baby based?
Plumtree Baby is headquartered in Parker, United States, in the North America region.
How does Plumtree Baby make money?
Four revenue lines are on record. Product Sales - Physical Materials are the primary driver. The others are product Sales - Digital/E-books, custom Branding Services and bulk/Volume Discounts.
Who are Plumtree Baby's main competitors?
Broad incumbents on record are HealthyChildren.org (AAP), Lamaze International, The Bump, What to Expect and BabyCenter. Direct peers are Birth Boot Camp and InJoy Health Education. Emerging players are Motherly, Mama Natural and Bundoo.
Does Plumtree Baby have an API?
No public API is recorded for Plumtree Baby.
What industry is Plumtree Baby in?
Plumtree Baby's product category is Perinatal Education Publishing. Its primary akta.pro industry code is EDAGACAJ, Family Engagement & Parent-Facing Early Learning Content, with a secondary code of EDACAJAL, Family Engagement & Take-Home Learning Materials (Home Packs, Parent Guides). Its NAICS code is 6117.