What is "it"?
It is everything.

“Social media and the internet are inundated with ‘advice’ for both rookie and veteran parents. It is incredibly overwhelming. If you want to see progress and feel successful, a custom plan that will meet your entire family's needs is the best approach. Reach out for a plan that aligns with your parenting style, and gets the whole house back to bed. It starts with sleep. You deserve this.”
 
- Kate Faraci, founder of “It Starts with Sleep”