The business is a maternity subscription box and rental service founded in 2011, targeting urban-dwelling new moms aged 28-38. It includes an established e-commerce site and automated email campaigns, relying primarily on Google for customer acquisition. Minimal advertising is conducted through social media, but success is mainly achieved via email drip campaigns. The sale comprises the website, customer base, email list (3,700 subscribers), and $20k in inventory, alongside 30 industry-related domains and social media handles. This niche concept offers substantial growth potential with increased marketing investment. The decision to sell arises from the founder's focus on new projects and limited availability. Revenue streams include a subscription box service at $109/month and one-time dress rentals, with operations requiring approximately 12-15 hours of work weekly, primarily handled by a part-time employee paid $12/hour. The business benefits from strong SEO but incurs minimal marketing expenses. Inventory, stored at an employee's home, can be transferred easily, and customer order fulfillment typically occurs within 2-3 days. Supplier relationships span four to five vendors without volume pricing benefits or transferable agreements. The business experiences an 8% return rate due to service cancellations. Intellectual property includes trademarks and existing customer data. Competitors include LeTote, Mine For Nine, and Mama Bump Rentals, with differentiation in service offerings. There is a willingness to sign a 3-year non-compete agreement, and the sale primarily targets US-based buyers but allows for international purchases given viable shipping arrangements.