Here is a summary of feedback I have been getting from first-time new moms in their late twenties with babies between 6 months and 1.5 yrs old, moms are all top 50 university grads:

i) They loved the idea - first impression: Aww cutee!! (Which is awesome!)

ii) They didn't know what to do with the main page, how to get started - they missed the big orange join now button. Drive the getting started process harder.

iii) Felt confused by so much info about apps and such in the bottom - get them in first then go into benefits. They said you could totally do away with "Why you'll love Moment Garden..." on the main page - they were sold at "Create and Share your Child's Story". Just say how it’s easy and private – sold!

iv) They thought it might be hard to maintain, tell them quickly on main page how it’s easy to keep updated with emailing. Upload a short video maybe?

v) They have already had their kids, and thought "I missed my first child's Moment Garden, so I will start with the next one I guess", if someone ever says I’ll will come back later, they are never coming back, promise! I think this is because you start with conception in your main page image, most parents don't think about this stuff till they have a baby, my suggestion is to start with first steps, so you don't alienate existing parents (many) at the cost of trying to capture future parents (few).

vi) There is totally a need! If you don't succeed it’s your own fault. So never back off! :)