Babies are an ordeal to bring into the world, tough to raise, and really, really expensive to buy things for. Baby registry site Bonica can’t help with most of those things, but it does want to help parents make sure their babies have all the supplies they need.

CEO Hans Teja says that the idea behind Bonica is to give expecting parents a better resource for making purchases for their newborns. Bonica’s lists are personalized; parents and loved ones can receive product recommendations based on variables like climate, budget, and habits.

But while most baby registries zero in on baby’s first year, Bonica focuses on the first 24 months. Cofounder Julia Carolina says this is a feature that a lot of mothers have asked for.

Another big benefit of Bonica is its universality. Rather than interface with just one site, Bonica’s compatible with a wide variety of them: from the big guys like Babies ‘R’ Us and Amazon to Etsy and Zulily.

While a big part of Bonica’s business will come from affiliate marketing, the Teja says the service will also gain a lot information on what parents buy for their babies. And we all know how much that sort of data is worth nowadays.

Bonica is one of 75 companies and six student “alpha” startups chosen by VentureBeat to launch at the DEMO Fall 2012 event taking place this week in Silicon Valley. After we make our selections, the chosen companies pay a fee to present. Our coverage of them remains objective.


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