bit lonely I asked other parents in Singapore to contribute to the blog. In addition to sell baby products, I thought that It would be a good idea that white as milk becomes a place for parents to chat and share parenting tips and life in Singapore. The shop has been launched 10 month later in September 2012 with NewQuest help. What platform do you use and why have you chosen this solution? I chose Prestashop because I heard really good feedback about it and also because NewQuest confirmed me that they could develop a subscription module on top of it. The subscription model is a very interesting idea: can you enlighten us on how it technically works? Implementing it was in the end more complicated than I thought. Parents have access to a dashboard (separate from the cart) where they can manage their "subscribed" products. Remove, add products or change quantity, decide if they want a 3, 6 or 9 month subscription and choose the date of their monthly delivery for the coming months. 5 days before the delivery they will receive a reminder telling them their products are coming and if they want, they can add additional products to benefit the free delivery of the subscription. 2 days before the delivery, we send another email, telling them that we are processing the delivery (no action can be taken on the subscription). Parents can cancel anytime their subscription for no reason. The payment solution behind the subscription module is