baby ♪ you know what i need >> it's a tuesday afternoon at this high trafficked whole foods in elcaliforniaght near the entrance in this prime real estate there's a tent set up where moms and dads can get their kids car seats cleaned. >> the partnerships have totally taken my brand to the next level. >> this is the founder of clean be baby, an eco friendly cleaning service for car seats and strollers. this relationship with whole foods is a boone for her business. >> they provide the space and electricity for our steamers. they also provide the marketing. >> let's be honest, people often ignore their car seats. she saw a true need in the market. but while moms were excited about the idea, investors weren't as exuberant. >> investors often thought the idea was niche, not a sexy high-tech business they would generally invest in. >> with no marketing budget, how would she find customers? >> how many cold e-mails do you think you wrote in the first days? >> thousands. no, probably in the hundreds, though. for sure. >> so she came up with a plan. she needed to build trust and awareness and the b