Mom Invented

Cristy Clarke

Have you ever gone to a cocktail party, only to wish the conversation could have moved beyond the same old small talk? Do you crave more meaningful conversations around the family dinner table?

If so, then TableTopics™ is just for you. Created by mom entrepreneur Cristy Clarke, the cards are printed with interesting and thought-provoking questions, and housed in a beautifully designed cube you can keep on any counter, cocktail or dinner table.

Three years after launching, her product line has grown to include TableTopics designed specifically for couples, families, girls' night out and more. She has also branched out with related products, including TableTopics To Go, and even napkins, coasters and place cards. She's already found great success; Cristy is projecting $5 million in sales by year end. Here is her story.

Describe your company and your product (or product line).

TableTopics are addicting sets of conversation-starting questions, guaranteed to spark great conversations at dinner parties, cocktail hour, in the car, on dates, or anytime you want to get to know someone better.

Why did you start this company and when?

I started the company in 2004. I remembered those long, late-night conversations in college that I loved so much. I wondered why it was, that as an adult, I kept finding myself in a lot of meaningless cocktail party-type conversations and thought there had to be a way back to enjoying the time I spent with other people.

What were your initial goals?

After 10 years at home with my three daughters, I wanted to challenge myself! That was really my only goal when I first started.

Describe yourself and your family. What is your background and how does it relate to your company?

I'm married to David, and we have three daughters, Kelly (15), Kate (14) and Lily (11). I owned a small catering company 15 years ago. I loved having my own business and I had lots of ideas for businesses I wanted to start.

Have you ever experienced an epiphany that changed the direction of your life?

When my Dad died I realized I didn't want to waste any more time waiting for the "perfect" time to pursue starting a business. I decided it was time to get down out of the stands and onto the playing field. I was too comfortable in my life, and I wasn't growing as a person. It took my Dad's death to make me realize that the time is NOW to do the things I want to do.

What process did you follow to develop a prototype?

I asked a plastics manufacturer to make a sample cube for me. It cost $250 for one cube! The graphic artists I was working with hand cut the first cards for that cube.

What process did you follow to determine your product's marketability?

I didn't follow a process. I was asking people some of the questions I thought I'd put in the Original edition, and they really got conversations going. But to be honest, I went on my gut feeling that it would be a great product and people would like it.

What process did you follow to find a manufacturer for your product?

I called another entrepreneur with a similar product and asked if they'd mind sharing the name of their manufacturer. I also did searches on the Internet, which has worked well. But recommendations from other entrepreneurs are always best.

Were there any setbacks in product development that had to be overcome?

I found out that I'd have to have molds made to manufacture the cube we envisioned. When I found out that each mold would cost more than $12,000, I was taken aback. But I had a dream, and I decided that I'd go for it anyway.

What was the biggest learning curve in terms of developing your product?

I've had a huge learning curve in just about every aspect of this business - manufacturing in China, shipping, order fulfillment, graphic design, accounting, etc. It was hard not to feel overwhelmed at first, but I'd wanted to challenge myself, so I couldn't complain. My most difficult challenge right now is trying to keep up with a company that's growing so quickly. It's a great problem to have!

Through what markets are you selling?

We sell mostly in the gift industry and direct to consumers on our online website. We've also launched into the corporate gifts and incentives market, which I'm excited about.

What secrets have you learned in terms of publicity and marketing your product?

I've learned that it's important to hire a good publicist who has a good work ethic. I prefer marketing that's directly tied to an actual return. There are lots of fun marketing ideas, but I've been glad I've spent most of my dollars in publicity.

What was the biggest learning curve in terms of marketing your product?

The online component of our business is one of the most important for marketing our products, but it's been the most difficult for me to feel competent in. I've hired good people to help me, but I wish I knew a lot more so that I could get more involved in that part of the business.

How long did it take to get your product from idea to market?

2 years - it took me a while to figure out how to be a full-time mother and also run a business!

How have you managed to juggle the roles of business owner and mom? What falls by the wayside?

It's hard, and I always have room for improvement. At first it was hard to keep the demands of my home life from intruding on working hours, but now I have the opposite problem. I've decided lately that I need to make a hard and fast rule not to work in the evenings unless something exceptional happens. I'm not disciplined enough to be able to go back and forth between work and family. I've been lucky to have a husband who decided to pull back a bit from his job so that he could help with shopping, carpools, etc. Laundry is once a week at our house - and most mornings you'd find breakfast dishes in the sink. I've given up having the "perfect" looking house. And our kids have had to become more responsible for their lives - which hasn't been a bad thing!

What kind of support system do you have in place personally and professionally?

My husband David is my best support system. He tells me to focus on one thing at a time to keep from getting overwhelmed. He buys food, picks up the girls, does the laundry. He makes me laugh when I come in at night all frazzled. What more could I ask for?

How did you finance your business (personal contributions, loans from friends & family, loans from bank, credit cards, outside investors?)

Personal contributions.

How much money have you invested so far? How do you feel about that?

Close to $1 million so far. More than I thought I'd need to invest. Be very careful about your projections!! If your business is a success you'll be AMAZED at how much money you'll need to invest.

What is your company's current financial picture and what are your projections?

Our gross revenue for 2006 was $1.7 million, and for 2007 we're projecting $5 million.

What has been your greatest success or "high point" in the process?

When I get email from people telling me how much they've loved TableTopics, and how much it helped their child open up, or how they had a great conversation with their teenage grandchild, or how their marriage is better - that is a bigger "high" than anything else. It reminds me that I'm contributing something important. And in the day-to-day craziness, I need to remember that.

Have you experienced a "low point" and if so, how did you rally yourself to get back on track?

My "low points" have only been when I've let myself get too tired or overwhelmed. It's tough not to feel overwhelmed - but when I do, I try to pick one thing to work on, and get off email. Email can make me very frazzled.

Who has been your biggest source of inspiration? What keeps you going?

I'm inspired by people who are doing big things in their lives. It makes me want to persevere through my gripes and groans.

Did anyone in particular help you along the way?

I have a terrific VP of Sales, Carolyn Akel, without whom my business would not be where it is today. She works for me as a business consultant as well, and I've been blessed to have her guidance along the way.

What advice would you offer other moms developing their products/ideas?

Make a long list of everything you think you need to do to get your product to market. Prioritize the list and do a few things on that list every day. If you commit to that, you'll get there.

Is there a resource that proved to be invaluable that you would like to share with other moms?

The Internet. Seriously - it's a mom entrepreneur's best friend. I can find anything I need from my desk at home. I couldn't have created this business without it. It's the ultimate resource.

What surprised you about this process?

It surprised me how possible this type of business is to start and run from home.

Tagged as: featured mom, interview, success story