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How Dream Stories Sold Close to 100,000 Personalized Kids Books With Paid Ads

Ricardo Vice Santos explains how Dream Stories sells personalized AI children's books at about $60 each, funded by Facebook ads benchmarked to average order value.

Ricardo Vice Santos · Dream Stories

Published November 19, 2025
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What you’ll learn

Ricardo Vice Santos, cofounder of Dream Stories, explains how his personalized AI children's book company reached close to 100,000 sales at about $60 each since launching earlier this year. He describes buying Facebook ads at roughly the average order value, using repeat purchases to make the economics work, and running a seven-person team on under $1M raised externally.

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Key moments

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Why kids suit repeat products

“a child will basically will want to read or consume the same content multiple times in the week and then move on to the next thing.”
Watch at 04:48

Turn one-time buys into episodes

“it's kinda just key to take something that is like a a one time purchase and turn it into an episodic thing that happens multiple multiple times over.”
Watch at 11:40

Ballpark CAC at average order value

“What you'll spend on Facebook ads is equal to the average order value of the first checkout.”
Watch at 12:53

Reverse books drive repeat orders

“So what ends up happening is that a lot of the times people will add different members of the family, cousins, so on and so forth. And as a consequence, they end up they end up, you know, they end up getting what I call reverse books.”
Watch at 15:18

Funding raised and capital approach

“I never shared, but I can tell it was less than than 1,000,000 externally.”
Watch at 21:11

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About the speaker

Ricardo Vice Santos

Co-Founder · Dream Stories

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