Moms love deals, and startups love moms. We haven’t seen this level of groupthink since Wroupon. Daily mom deal site Plum District, based in San Francisco, just announced a $20 million round of funding and the acquisition of daily mom deal site DoodleDeals. Sites that bill themselves as “Groupon for moms” include New York and Bay Area-based Juice in the City, Seattle-based Zulily, Mamapedia, SuburbanMomma,ThriftySeeker, BabyDealsDelJour and the trusty DealsForMommy.com (spokesmom: Delia).
The mommy dealers have an interesting twist, though. Both Juice in the City and Plum District, at least, employ their networks of mom subscribers in sourcing new deals—sort of like Avon ladies, or the people who earn all that money working from home. “For moms, by moms,” says Plum District. The increasingly powerful mommy dealer syndicate is starting to sound like the last maternal web 2.0 wave: mommy bloggers. VCs failed to capitalize on that feminine phenom; perhaps that’s why they’re scrambling to fund deal sites that can monetize the mommies.