Bi'kutu Mutluluk brings surprise monthly subscription boxes to Turkey. This concept has been successful all over the world, but bi'kutu mutluluk adds onto this with a distinctive visual style that is also visible in the custom products. The target audience are 25-34 year old middle/upper class women. 530 boxes were sold in 2 months and Bi'kutu Mutluluk targets to achieve 2,500 subscribers in the next 6 months. This translates into a monthly turnover of around 65,000tl, but to fuel this growth it requires an investment of 300,000tl. The user-centric design focus from the founders helps in building a sustainable brand.