Table of Contents
Introduction
Can you tell us about yourself and your background?
I Usman Ilyas an e-commerce founder with experience in building and scaling consumer brands, mainly on Amazon. Before starting Bebecan, I worked with many e-commerce businesses where I managed everything from product launches and listings to advertising, inventory planning, and supply chain operations. Over time, I gained a clear understanding of how all these parts of e-commerce need to work together to build a brand that grows sustainably.
What is your business about, and how did it start?
Bebecan is a baby products brand that offers practical and safety-first solutions for modern parents. The brand started with a simple idea. We noticed that many baby products in the market were either over-designed or didn’t fully consider how parents actually use them. We wanted to create products that are simple, well-designed, and trusted. Today, with Bebecan, we have turned this vision into reality, as we create such products with a strong focus on quality and safety.
How long did it take to go from idea to launch?
It took several months to move from the initial idea to our first product launch. We spent so much time choosing the right suppliers, refining the product design, ensuring compliance, and safety testing. We didn’t want to rush anything, as we were entering an e-commerce category where trust and safety are most important.
Why did you choose this specific industry or market?
Baby products demand a high level of responsibility. Parents trust brands with something deeply personal, and that trust has to be earned. What made me choose this industry or category was the need for thoughtful design, strict quality control, and long-term brand building rather than short-term trends.
The Journey
What challenges did you face in the early days, and how did you overcome them?
Like most new brands, the biggest challenge for us in the beginning was getting the product right and executing it well. Some of our early decisions didn’t work as we had planned and expected, and we had to adjust them. We learned quickly from customer feedback and made improvements to our products and messaging. We also kept refining our approach. As we were deeply involved in all these areas, it helped us move faster and fix issues without delays and waiting for handoffs between teams.
Was there a turning point when things started to grow fast?
Yes, there was a clear shift once we matched our product offering with clear customer pain points and needs. We improved how the product was presented on Amazon. Our advertising, SEO, and inventory planning started working together, so growth became more stable and predictable for Bebecan.
How did you get your first few customers or clients?
Our first customers came naturally through Amazon. We focused on strong product listings, clear value and benefits, and fair pricing rather than heavy discounts. Early positive reviews and word of mouth helped us build a trusted image and secure more loyal customers.
What is your proudest moment so far in your business journey?
Growing Bebecan into a seven-figure brand is something I’m proud of. Even more important is that we built it through repeatable systems rather than shortcuts. That solid foundation has helped our brand to grow without losing control of quality and operations.
Tips & Learnings
What would you do differently if you were starting today?
I would spend more time testing and refining the product message before scaling. Now I’ve realized that getting the positioning right and clarity on messaging early saves both time and money later. So, I would spend more time on clear messages for smoother growth.
What’s one piece of advice you would give to someone starting a business in Dubai/UAE?
Think beyond the local market from day one. Dubai gives you access to the world, but for that, you need systems and operations that are built to scale, not just for launch. So, you must plan from the start about global expansion to make growth easier.
How important is having the right team or partners?
It’s very important. Even the best strategy can fail without good execution. Working with the right partners who think long-term helps the business grow sustainably. Absolutely, choosing the right team and partners makes a huge difference.
What are some tools or strategies that helped your business grow?
Beyond using tools, the real advantage was having a clear and structured way to grow. We focused on the right KPIs, planned inventory carefully, and kept improving based on data. This approach mattered far more depending on any single software.
You’ve also been involved in launching and scaling other consumer brands beyond Bebecan. Can you share an example and what made that experience unique?
Beyond Bebecan, one experience that stands out is my work with Zlumber, a patented bedding accessories brand. When I joined, that brand was still in its early stages.
I worked closely with the inventor from the start. The first product launch didn’t perform well. However, instead of giving up, we paused and reviewed what went wrong. We looked at customer pain points, their needs, and overall demand in the market. We didn’t abandon the idea; we used those learnings to develop a new product and later launched it as the Zlumber Lock.
For almost a year, I led the full go-to-market process. The entire launch process I handled included creating the original listings from scratch, planning keywords and SEO, running ads for early visibility and ranking, aligning pricing and promotions with inventory, and managing launches across multiple marketplaces.
The product eventually picked up strong momentum, went viral in its category, and sold more than 15,000 units on platforms like Amazon and Walmart. What made this experience special was the level of ownership. I wasn’t limited to one role. I was responsible for how the product was launched, found by customers, scaled, and maintained over time.
That experience strengthened my belief that real growth happens when marketing, operations, and supply chain work together. They must work as one system and not as separate parts.
Your website and social media pages.
www.bebecan.com
https://www.facebook.com/BebecanOfficial/
https://www.instagram.com/bebecanofficial/#
https://www.youtube.com/@bebecan_teething
Vision & Personal Touch
Where do you see your business in the next 2–3 years?
I want to grow the product range thoughtfully and strengthen the brand’s presence across more sales channels. At the same time, I will keep strong systems and operational discipline as my priority, as that has allowed us to scale successfully.
What keeps you motivated during difficult times?
I enjoy solving problems. Every challenge motivates me, as I see it as a chance to improve how things work, whether it is systems or decision-making. This mindset helps me stay grounded and focused even during stressful and tough periods.
Do you have a quote or personal motto that guides you?
“Build systems, not shortcuts.”
How do you balance work and personal life as an entrepreneur?
Balance comes from structure. Clear priorities and well-defined decision processes reduce unnecessary stress and make the workload easier to manage.
Bonus Branding Questions
What makes your brand unique in the market?
Bebecan focuses on function and reliability rather than following trends. Every product is designed based on how parents actually use it in daily life, not just how it looks on a shelf.
How can people connect with or support your business?
People can connect with Bebecan through our online stores and by sharing honest feedback. Their feedback helps us improve our products and serve them better.
Can you share a customer success story or feedback that made you smile?
Some of the best messages and feedback come from parents who say a small product improvement made their daily routines easier. Those messages remind us why paying attention to detail really matters.