Born Just Right

What Born Just Right does

Born Just Right is a 501(c)(3) nonprofit organization headquartered in Columbia, Missouri, that empowers children ages 8-18 with physical disabilities — particularly limb differences — to design and prototype their own adaptive solutions. Founded as a parenting blog in 2005 by Jen Lee Reeves around her daughter Jordan, the organization formalized as a nonprofit in 2018 after Jordan invented Project Unicorn, a custom prosthetic arm that shoots biodegradable glitter, at a 2016 'Superhero Cyborgs' event hosted by Autodesk. The organization's core offering is the BOOST by Born Just Right workshop program, a five-day design thinking curriculum that combines Tinkercad 3D modeling, Google AIY DIY AI coding kits, Adafruit Arduino prototyping, and design thinking frameworks. Workshops are delivered free to participants at partner venues including Microsoft Garage (Cambridge, MA), Autodesk Pier 9 (San Francisco), Cambridge Innovation Center, and Fabrilab (Bogotá, Colombia).

The organization is led by co-founder Jordan Reeves (the public face and Project Unicorn inventor), founder Jen Lee Reeves (operational lead), Senior Program Director Kate Ganim (originator of the BOOST curriculum from KIDmob), and Design Director Sam Hobish. The broader product portfolio includes the 'Born Just Right' book published with Simon & Schuster/Jeter Publishing (June 2019), Make Just Right (an alumni-led youth design consultancy spun off from workshop graduates), Threadless-branded merchandise, a monthly 'BOOST Inclusive Design Dispatch' magazine for Patreon subscribers, and Jordan's 'Sensational Jordan' Marvel comic book character. Revenue mechanics are diversified across tax-deductible donations (website, GoFundMe), Patreon subscriptions starting at $1/month, merchandise sales, and book royalties. Go-to-market is community-led: earned media coverage (BBC, CNN, NBC, TODAY Show, Cosmopolitan, Jezebel), high-profile partnerships with Mattel (resulting in a prosthetic-leg Fashionista Barbie in February 2019) and Marvel/Disney+ (Hero Project feature in November 2019), and TEDx/public speaking engagements by Jordan Reeves drive awareness and donor acquisition. Operational geographies span the U.S. Midwest, Northeast, and West Coast, with a single international workshop delivered in Bogotá, Colombia.

Name

Born Just Right

Legal name

Born Just Right

Website

https://bornjustright.org

Company type

Private

Founded year

2005

Operating status

Operating

Short description

Born Just Right is a 501(c)(3) nonprofit that runs free BOOST design thinking workshops for children ages 8-18 with physical disabilities, using 3D printing, coding, and prototyping tools at partner venues in the U.S. and Colombia.

Ownership category

akta.pro rank

Product category

Disability Advocacy and Inclusive Design Education Services

NAICS

Educational Support Services (611710), Child and Youth Services (62411)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Autism Assistive Technology & Learning Tools (Educational) (EDAKAKAM)

Keywords

• Adaptive design education
• Inclusive design workshops
• Assistive technology prototyping
• Disability STEM programs
• Nonprofit youth empowerment

Headquarters

HQ city

Columbia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Donations: Tax-deductible donations from individuals, corporations, and foundations that fund BOOST workshops and organizational operations. Donors can give through the website or GoFundMe.
2. Patreon Membership: Monthly subscription community with levels starting at $1/month, offering access to BOOST Inclusive Design Dispatch magazine and raffles for Born Just Right items and Marvel comics.
3. Merchandise Sales: Threadless store selling clothing and accessories with Born Just Right branding and Project Unicorn designs.
4. Book Sales: Published book 'Born Just Right' co-authored by Jordan and Jen Lee Reeves, published by Simon & Schuster/Jeter Publishing, sold through bookstores and online retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Born Just Right runs design-focused programs that help kids with disabilities create their own adaptive solutions and products. The core offering is the BOOST by Born Just Right workshop program, a multi-day design and STEM curriculum that teaches children ages 8-18 with physical disabilities how to use 3D modeling, coding, and prototyping tools to build custom solutions for their own limb differences. Supporting offerings include the Born Just Right book, merchandise, and a Patreon community with a monthly magazine.

Product overview

Born Just Right is a 501(c)3 nonprofit organization that operates as a unified portfolio of programs focused on empowering kids with disabilities through design and STEM education. The core offering is the BOOST by Born Just Right workshop program, which combines hands-on design thinking, 3D modeling in Tinkercad, and prototyping to help children with limb differences create custom solutions. This is complemented by Project Unicorn (the original glitter-shooting prosthetic invention), the Born Just Right book published through Simon & Schuster, Make Just Right (an alumni-led youth consultancy), and merchandise through Threadless. The organization gained significant visibility through Jordan Reeves' Marvel's Hero Project feature and collaboration with Mattel on an inclusive Barbie doll.

Differentiator

Problem solved

Functional benefit

Brands

• BOOST by Born Just Right: Design workshop curriculum and program that teaches kids with disabilities design thinking and STEM skills to create their own assistive devices and solutions.

Products and services

• BOOST by Born Just Right Workshops A multi-day design workshop (in-person and virtual) that teaches kids ages 8-18 with physical disabilities design thinking, STEM skills, 3D modeling (Tinkercad), coding (Google AIY), and prototyping using Arduino. Participants create custom solutions for their own limb differences; workshops are free, with travel and accommodations covered for out-of-state attendees.
• Born Just Right Book A book co-authored by Jordan Reeves and Jen Lee Reeves, published by Simon & Schuster's Jeter Publishing imprint, sharing Jordan's life story and design approach for middle school readers. Sold through Amazon, Simon & Schuster, Books of Wonder (NYC), Politics and Prose (DC), and other retailers.
• Born Just Right Threadless Merchandise Store An online merchandise store operated via Threadless selling clothing and accessories featuring Born Just Right branding and Project Unicorn designs to celebrate disability pride.
• Make Just Right Youth Design Consultancy A youth design consultancy formed by BOOST workshop alumni that offers disability-perspective consulting to industries and brands needing inclusive design input.
• Patreon Community + BOOST Inclusive Design Dispatch A monthly subscription membership community at patreon.com/bornjustright starting at $1/month, providing access to the BOOST Inclusive Design Dispatch monthly digital magazine and merchandise/comics raffles for supporters.

Quantifiable outcome

• 26,000+ signatures on Change.org petition leading to mainstream disability representation in Barbie dolls
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered core, major and minor.

• FabrilabcoreStrategic or Co-development Partner · 1 February 2019Fabrilab is a 3D printing and design center in Bogotá, Colombia dedicated to building 3D printed prosthetics for amputees, mainly children. Born Just Right partnered with Fabrilab to host their first international BOOST workshop, working with four kids who have upper limb differences. Fabrilab helped prep projects and provided 3D printing expertise during the two-Saturday workshop.
• AutodeskcoreStrategic or Co-development PartnerAutodesk hosted the original 'Superhero Cyborgs' event in 2016 where Project Unicorn was conceived, and subsequently hosted multiple BOOST workshops at their Pier 9 facility in San Francisco. They created promotional videos documenting the workshop experience and continue to provide design software support and education resources.
• GooglecoreStrategic or Co-development PartnerGoogle collaborated with Born Just Right to develop the BOOST workshop curriculum by introducing DIY AI coding kits (Google AIY Projects) to the design thinking process. Their developers helped create the five-day Superhero Boost/BOOST event format.
• MicrosoftcoreStrategic or Co-development PartnerMicrosoft hosted BOOST workshops at their Microsoft Garage facility in Cambridge, MA. Jordan participated in Microsoft's #GamingForEveryone commercial campaign. Microsoft's adaptive Xbox controller development involved the disability community, and Born Just Right aims to use BOOST workshops to explore ways to hack/customize the controller.
• Cambridge Innovation Center (CIC)majorStrategic or Co-development PartnerCIC hosted BOOST workshop presentations during the Cambridge Science Festival, providing event space for participants to showcase their prototypes. CIC sponsored the design night reception and provided ongoing venue support for workshops.
• KIDmobcoreStrategic or Co-development PartnerKIDmob is a nonprofit design organization co-directed by Kate Ganim. Kate developed the original BOOST curriculum at KIDmob before joining Born Just Right as Senior Program Director. KIDmob remains a key collaborator in workshop facilitation and design education.
• Mattel (Barbie)coreStrategic or Co-development PartnerJordan Reeves collaborated with Mattel's Barbie design team to create a prosthetic leg Fashionista doll. Jordan's Change.org petition and advocacy led to this partnership, resulting in mainstream disability representation in Barbie's Fashionistas line. Jordan continues consulting with Mattel on diversity initiatives.
• Museum of Science and Industry, ChicagomajorStrategic or Co-development PartnerMSI Chicago featured Project Unicorn and Kenzie Waskiewicz's 'Operation Crystal' prototype in their 'Wired to Wear' 14-month exhibit on wearable technology. Jordan was named a 'featured creator' and participated in special events including 'Morning, Makers' breakfast and meetups.
• Cambridge Science FestivalmajorGTM or Marketing PartnerBOOST workshops aligned with and were presented as part of the Cambridge Science Festival, with the final presentations open to the public as official festival events. This partnership provides visibility and credibility within the STEM education community.
• Helping Hands FoundationminorGTM or Marketing PartnerHelping Hands Foundation sponsored BOOST events and helped recruit participants, including hosting a one-day event in 2017 and supporting the 2019 Cambridge workshop.
• STEM on StageminorGTM or Marketing PartnerSTEM on Stage provided sponsorship support for BOOST workshops and helped with event logistics and community connections in the Boston/Cambridge area.
• Boston International Kids Film FestivalminorGTM or Marketing PartnerBIKFF provided sponsorship support for BOOST workshops and the Cambridge Science Festival presentation.
• Make Just RightcoreStrategic or Co-development PartnerMake Just Right is a youth design consultancy created by BOOST workshop alumni to offer their input to industries that need disability perspectives. This spin-off organization represents the organization's impact in developing young designers who continue the inclusive design mission.
• GoFundMeminorGTM or Marketing PartnerGoFundMe partnered with Born Just Right and 60 Second Docs to create a documentary about the organization, with the goal of raising funds for future BOOST workshops.
• 60 Second DocsminorGTM or Marketing Partner60 Second Docs produced a short documentary about Born Just Right's mission and work, partnered with GoFundMe campaign for workshop funding.
• ChillyBears DesignminorGTM or Marketing PartnerChillyBears Design donated t-shirts for BOOST workshop participants, providing custom apparel for the events.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• TOM (Tikkun Olam Makers): A global community of makers that develops affordable assistive devices for people with challenges. Comparable to BJR's blend of design thinking and disability advocacy, but TOM operates through distributed maker chapters rather than a single workshop brand.
• KIDmob: A nonprofit design organization co-directed by Kate Ganim, who originated the BOOST curriculum before joining Born Just Right as Senior Program Director. KIDmob runs youth design workshops using similar human-centered methods and remains a key curriculum collaborator, making it the most operationally similar peer.
• e-NABLE: A global online community of volunteers that designs and 3D-prints free prosthetic hands for people in need. Shares BJR's emphasis on user-driven, 3D-printed assistive solutions for limb-different users but operates as an open distributed network rather than a workshop-based educational nonprofit.
• Limbitless Solutions: A nonprofit at the University of Central Florida that 3D-prints bionic arms for children with limb differences. Closely aligned mission with Born Just Right's Project Unicorn — both empower kids with limb differences through customized 3D-printed assistive devices — though Limbitless focuses on device delivery while BJR focuses on design education.
• Open Bionics: A bionic prosthetics company that 3D-prints multi-grip bionic hands and arms, with a dedicated kids' line (Hero Arm). Targets the same limb-different pediatric population as Born Just Right's Project Unicorn, but delivers finished consumer products rather than teaching kids to design their own.
• Adaptive Design Association: A nonprofit that builds custom adaptive equipment for children with disabilities using inexpensive, readily available materials. Highly comparable mission of helping kids with disabilities create individualized solutions, with a more maker/craft orientation versus BJR's digital design and 3D-printing focus.
• Enable Community Foundation: A nonprofit building a community and funding pipeline around 3D-printed prosthetics and assistive technology. Overlaps with BJR on limb-difference assistive tech, though Enable leans more toward device distribution than design education.

Emerging players

• Maker Education Initiative (Maker Ed): A national nonprofit that supports maker-centered education in schools and communities. Comparable in promoting hands-on STEM/making for youth, but operates at broader population scale and does not specialize in disability or assistive technology.

Broad incumbents

• Autodesk: A major design software company that hosted the original Superhero Cyborgs event where Project Unicorn was born and continues to provide tools (Tinkercad) used in BOOST workshops. Comparable as the underlying design/STEM infrastructure layer for BJR-style programs, but Autodesk's scope is enterprise design software rather than disability-focused programming.

Others

• Mattel (Barbie): A global toy manufacturer whose Barbie Fashionistas line introduced a prosthetic-leg doll in collaboration with Jordan Reeves. Comparable through its inclusive toy initiative, but Mattel is a mass-market consumer products incumbent rather than an education or assistive-tech peer.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/bornjustright
• YouTubeyoutube.com/bornjustright
• Facebookfacebook.com/bornjustright
• Instagraminstagram.com/bjrorg

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Born Just Right