Mom Invented

Sharon Applegate

As a nutrition consultant for a public school district, Sharon Applegate knew that developing healthy eating habits at an early age is critical to lifelong success. She also discovered a lack of fun, affordable education products to help spread the word. So in 2005, she decided to invent something herself. The result - Food Fun Nutrition Cards (available at Foodfun4kids.com) - has become the flagship product for a profitable business, as well as a source of information and inspiration for children and their caregivers. Here is her story:

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

We are a small company dedicated to encouraging people, especially children, to have fun while making healthy food and exercise choices. Our flagship product is Food Fun Nutrition Cards, a colorful deck of playing cards that comes complete with 8 different games to help kids get excited about healthy eating. In addition to the cards, we also offer a Curriculum Binder with expanded lesson plans for schools and groups, and a series of 4 posters to help reinforce the key messages of the cards.

Why did you start this company and when?

After working first with adults in a weight management clinic and then as a nutrition consultant for public schools, I realized that learning to make healthy choices at an early age is important to life long success, and that people learn more when they are having fun. After a bit of research, I discovered a lack of fun, interactive, inexpensive nutrition education products that meet the needs of the public. I began work on the nutrition cards in spring 2005.

What were your initial goals?

To provide parents and teachers with a game that would help them inspire children to try healthy foods and establish healthy habits. I also wanted to give nutrition information for fruits and vegetables - fresh foods don't have food labels. A handful of baby carrots, for example, provides all the vitamin A you need in a day which is great for your skin and eyes. Each of the nutrition cards describes why that particular "good for you" food is good for you.

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

I am a mom who also works part-time as the Nutrition Specialist for a school district in Santa Barbara County. My degree is from UC Berkeley in Food Science and Nutrition. I was a freelance health writer for several children's magazines including Parenting and American Baby. After years of working in a medical clinic with adults struggling with their weight, I decided it made sense to start a nutrition education program in the elementary schools.

My husband, Adam Zimmerman, and I just celebrated our 20th wedding anniversary. He is the founder of a marketing and graphic design firm, so his work with the nutrition cards was very helpful. He oversaw the design, printing and website development for the cards. We have a daughter, Hannah, who is a junior in High School and a son, Noah, who is in 7th grade. Noah and Hannah and their friends played many, many card games with me as we fine-tuned each game. They also told me what food facts kids cared about and what healthy foods they would eat. Consequently, you will find string cheese and kiwi cards but no tofu or brussels sprouts.

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

I kept being drawn back into the workforce with the lure of a steady paycheck and health benefits because it was safe. Now I know it's more satisfying for me to work from home. I finally realize that I am happiest self-employed and creating my own projects. I love having the freedom to help at my kids' schools and run errands when it's not crowded. I like showing my kids that it's possible to choose how you live your life.

What process did you follow to develop a prototype?

In my work, I'm used to helping parents come up with ways to encourage their families to eat more healthfully. I knew we could use cards and card games to convey those messages. To develop the prototype, I used Sharpies on decks of playing cards to create mock-ups of the cards I envisioned. I had stacks of cards that created balanced meals, Junk Food Jacks and healthier alternatives, favorite kid foods with high nutritional value, popular fruits and vegetables, etc. Then our children and their friends started playing some of their favorite card games with the hand-drawn cards. After lots of playing and nutrition research, we had a true first deck and 8 games. We then located colorful appealing images and designed the deck to be easy-to-use. Once the cards were designed, I began showing them to teachers, administrators and parents to get their input on the games and the cards.

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

I spoke with educational supply stores, superintendents in charge of curriculum, bookstore managers, researched what was available online, and talked to many other moms to see if a deck of nutrition cards would be something they would use. The response was encouraging and indicated an almost urgent need.

For a first real test, I played one of the games, Lunch Mania!, with a mixed-age elementary school class. I knew the cards would be a success because the kids were laughing and didn't want to stop playing even when the recess bell rang.

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

My husband has been in the printing business for 12 years, so he had many resources for investigating the printing of the cards. He bid out the job to both domestic and international printers, narrowed down the results based on quality, price and their previous experience printing playing cards. He decided on an off-shore printer after double-checking with references they provided.

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

The shipping and customs process turned out to be slower and more complicated than we expected. We were trying to get our cards into stores before the holiday season and it took constant communication with the printer to get the job delivered on time.

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

I am not a natural salesperson, so I had to overcome that discomfort.

Through what markets are you selling?

• Small retail stores -- locally and nationally (primarily book and educational game stores)
• Schools and non-profit organizations
• Private labeling of the cards to corporations that want to be associated with healthy children
• Catalog sales to nutrition professionals
• Health clinics
• Internet www.foodfun4kids.com

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

In terms of PR, we have found that it is important to make your product relate to a larger issue. We have been fortunate that awareness of childhood obesity and adolescent diabetes has reached the mainstream media, so they have been more interested in a small specialty item. Beyond creating a compelling message, it helps to be persistent and have a thick skin.

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

My husband did the press releases to major publications and got the website up. I had an advantage because he does marketing professionally.

How long did it take to get your product from idea to market (conception to product launch)?

9 months - what a coincidence!

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

Since my kids are older, I have school hours free to get my work done. Walks with friends and yoga are on my calendar so I can look forward to that. Housework definitely takes a back seat. My husband and I share cooking and grocery shopping and we all do a big house cleaning on Saturday mornings.

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

My husband encouraged me to go for it and he has supported me all the way. Like most of us, I have a group of women friends who absolutely understand and are there when I need it most. My extended family provided our first sales and continues to promote the cards for us. I have long-time colleagues in schools, health clinics and non-profits so their input and support is essential as well.

How did you finance your business?

We personally financed the product, with help from savings.

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

$15,000 - $20,000 - We have been able to maintain a reasonable investment because of our professional backgrounds. We wanted to start a project without going into debt.

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

We have doubled our investment. We are very pleased that the recent exposure and continuing interest in our product could result in significantly more.

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

Recently, Nickelodeon chose to private label the cards as part of their Healthy Kids Day promotion.

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

Initially we experienced technical glitches when starting our website, which took more time and expense than expected. I did all I could and then started focusing on a part of the business I could control.

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

The children who send notes and say they are eating more vegetables now, or are trying to be healthier since they played the card games. I speak to children and parents in weight management programs and it is such a boost when they tell me they have used the cards to create a shopping list, or just to have fun.

Did anyone in particular help you along the way?

I approached the Programs Director at a local non-profit foundation who quickly saw the value of the cards and through a grant provided nutrition card sets to classrooms in Santa Barbara County School Districts (5000+ children).

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

Be sure to research your idea and make sure there is a market before investing financially. If you've done your homework, and you like a challenge, go for it!

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

The Internet has been invaluable for research: copyright laws, import regulations and potential customers.

What surprised you about this process?

Overall, I have been impressed with the number of influential people who listen to new ideas, who take the meeting even though they don't know you, and often end up providing support down the road.

Is there anything else you would like to add?

We just ran a survey of 1484 children who used the cards in public schools - 87% said they had made a healthy change after playing the card games.

Tagged as: featured mom, health, interview, kid-inspired, success story