Gabi the Goat

Problem solved

In some Moroccan villages, up to 83% of girls grow up illiterate because schooling and housing are out of reach. Giving to a cause usually feels abstract, with no clear link between what you spend and what actually changes.

Value proposition

A squeaky goat plush with a direct impact promise: every Gabi sold funded 3 days of education and housing for a girl in rural Morocco. A tangible product instead of a donation form, with a story you could hand to a kid.

Target audience

Values-driven buyers, parents, and gift shoppers who prefer purchases that carry a cause, plus people with a soft spot for Morocco and girls' education.

Business model

Direct-to-consumer sales through a Shopify store. Revenue from the plush and companion merch (t-shirts, goodies) funded the education program per unit sold.

Tech stack

• Shopify storefront
• Third-party manufacturing and fulfillment
• Email capture for restocks and story updates

Status

Discontinued due to lack of traction. The cause resonated with the people it reached, but paid acquisition never got cheap enough to make the unit economics work alongside the donation per sale. Wound it down cleanly and moved on.