This website serves as a comprehensive resource for Australian mothers, focusing on pregnancy, baby, toddler, and parenting topics. It offers a variety of content, including articles, tips, baby names, and a discussion forum. Launched over two years ago, it has garnered a significant following with 14,000 newsletter subscribers and an active presence on social media platforms, boasting 700 Facebook fans and 800 Twitter followers. The site enjoys solid revenue streams from multiple advertising avenues such as newsletter and website banner ads, occasional dedicated emails and themed shopping guides, along with listings and banner ads on its associated subsites, which also include media releases and a business directory. The platform boasts a strong database of approximately 1,200 potential advertisers and maintains ongoing relationships with various PR companies. It has gained impressive online visibility with 13,500 results on Google. The website experiences significant web traffic with 20,000-25,000 unique visitors and over 200,000 page views monthly. Two of its subsites also draw considerable traffic, with one subsite receiving 2,000 unique visitors and 12,000-15,000 page views, while the other attracts 3,500-4,000 unique visitors and 8,000-10,000 page views per month. Content is mainly created by in-house resources, composed using PHP and a MySQL database without a content management system. The site has received recognition, winning a technology park award for new and emerging businesses.