Mom Invented

Maureen Howard

As a newborn, Maureen Howard's first child was a good sleeper...until about 3 months of age. So she began experimenting with ways to prolong the quality and duration of his sleep. She noticed that he slept best when he was cozy and secure, such as when he was in a car seat or stroller, or when he was being held...and she decided to create a product that would simulate these environments in the crib. The result? Her first prototype for The Magic Sleepsuit®. It worked immediately - her son went from taking 30-45 minute cat naps to consistently napping for 2-3 hours at a time. Now, six years and two more babies later, her Magic Sleepsuit is officially on the market. Here is her story:

Describe your product and company:

The Magic Sleepsuit is currently offered in two sizes, small for babies approximately 3 months to six months of age and large for babies approximately 6 months to 9 months of age. It is at 3 months that many babies have generally grown out of swaddling, but still need the contained and secure feeling to help sleep... and at 9 months that most babies have developed good sleeping habits.

The Magic Sleepsuit is also currently offered in three colors: pink, blue, and yellow. The Magic Sleepsuit can be worn alone over a diaper, over a onesie, or over light pajamas depending on the temperature of the nursery. Plans to expand the product line include smaller and larger sizes, additional colors and fabrics, as well as accessories such as onesies, booties, blankets, and pajamas for older children.

Why did you start this company and when?

I began concepting the product after the birth of my first son. He was getting too big for swaddling and would kick and squirm out of the blanket, leaving a loose blanket in the crib with him, which I knew was dangerous. I also tried a sleep sack, which helped to keep him warm, but did not provide the secure, contained feeling he needed to help him go to sleep on his own. Thus, I created the initial prototype that is now the Magic Sleepsuit®. It worked immediately and was extremely effective. My husband and I referred to the suit as "magic" because the effect it had was amazing, and magic to us!

With my background as a pediatric physical therapist I knew, physiologically, that what I created made sense. As a mom, I knew that it helped my baby sleep better and longer and also provided me with the rest I needed.

When the Magic Sleepsuit worked with my second baby, I was convinced that my concept had merit. I then knew that I wanted to share this product with other parents and caregivers who were having problems with their baby's sleep. When I continued to hear the success stories -- and the requests for the product from friends grew -- I decided that I wanted to formally share this product with other parents and caregivers.

How long did it take to develop your product?

The entire process from concept to the first actual sale was over six years. I began creating the concept in 2002 and our website went live in September 2008. I did not start the process immediately after I had the idea. I had two more babies, which slowed the process a bit. However, I spent countless hours, days, weeks and years researching, developing, and bringing all the elements of the product and company together. It was much more difficult and time consuming than I ever imagined.

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

The Magic Sleepsuit

I am first and foremost a mom, which I think gives me particular insight and ability to run my business. I love my children and spending time with them and my husband. My family has grown to include three children with another on the way (due in early June).

I have a very loving mother and father who instilled in me great core values that I only hope that I can duplicate with my children. I think of these values every day in raising my children and running my business. I treat my vendors, suppliers, and customers with kindness and respect. The passion that drives me in life to help others also drives me in my business, so that I can help babies and families better enjoy the early months of a baby's life. If a baby is not sleeping well, it really puts stress on the family. I hope that my product helps these families and makes their lives better.

I knew at a very young age that I wanted to work in the medical profession and more specifically with children. After obtaining my Bachelor's degree in Biology from the University of Delaware, I pursued a Master of Physical Therapy degree from Temple University. I started work at the world renowned Children's Hospital of Philadelphia (CHOP) as a pediatric physical therapist. I then worked independently as a physical therapist with pre-school and school aged children. After the birth of my second child I left my job to be a stay at home mom, and worked on developing this business.

My education and experience as a physical therapist gave me the tools I needed to create the concept behind the Magic Sleepsuit®. With an understanding of human physiology, I know that babies calm to certain types of proprioceptive input such as gentle weight and secure positioning. This explains why babies often sleep well in a car seat or stroller and when being held closely. I also know that babies have immature sensory systems and have certain reflexes (twitches) that can startle and wake them prematurely. By muffling these reflexes and providing this input, babies are calmed and soothed. By helping the babies with these comfort needs and keeping them at a warm and constant temperature, babies sleep better and longer.

My husband has helped tremendously with the business side of the company as I had no real experience in this. Together, we have learned a great deal and created a solid business and marketing plan that we continue to improve and grow.

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

Yes, having children. Becoming a mother was, and continues to be, the most profound and meaningful experience of my life.

What process did you follow to develop a prototype?

I created my original prototype at home. I am not a seamstress, so it was very rudimentary. When I decided to get a professional prototype made, I used a seamstress in Missouri. We sent fabric and our original self-made prototype. It took many, many iterations, but we finally got an acceptable prototype. Because our seamstress was located in the Midwest and I am on the East coast, it took a lot of time, phone calls, e-mails and shipping of samples back and forth to get the final product. If I had to do again, I would use someone closer so that I could have been there to really explain what I wanted. In hindsight, the process was expensive and took way too long.

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

I spent a lot of time on this. We really wanted to be sure that there was a market for our product before we spent the time and money pursuing a new business. I did a lot of initial research on the Internet to see if there were any similar products already in the market. I also had my patent attorney do a search for similar products. What I discovered is that there is nothing truly the same. So, while I had no direct proof of marketability of our specific product, what I did see were many, many different types of swaddle blankets and sleep sacks that were flooding the market. To me, this meant that there was a real need for sleep wear products to help babies sleep better and to help keep babies warm. One fact that I uncovered in this process and that has always stuck in my head is that in the United States alone there are more than 11,500 live births each and every day. That showed me that there is a huge and never ending market for my product.

I asked others to test the product, and they all loved how it looked and felt and loved not worrying about loose blankets and having to put multiple layers on their baby. The best results and comments, however, came from those parents whose children did not sleep or nap well. One example was a mom who called me the day after I gave her the Magic Sleepsuit® to tell me her baby took a 3 hour nap in his crib -- and that this was the first real nap he had ever taken without being held.

I also conducted surveys with other moms. Some were just conversations or questions made in passing, but I also did a formal written survey that I sent to a small sample group to get feedback. The feedback was very informative and again very positive.

The final confirmation came at a trade show where we met with representatives from a large children's clothing retailer with products in more than 800 boutiques and department stores. They liked our product so much that they asked that we consider partnering with them to launch the product. In the end, the process of reaching terms for a deal took too long, so we decided to launch independently, but it really validated that we have a great and marketable product.

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

Finding a manufacturer was a very daunting task. Locating companies with an interest to produce a small batch of product at a reasonable price was very difficult. I discovered that it was not financially feasible to have my product manufactured in the US, although I still hope I will find a domestic manufacturer.

I ended up utilizing a consultant to find a manufacturer overseas. I got samples from three different manufacturers along with prices and shipping details. I made my final decision based not on price alone, but on quality of the samples including the level of detail and workmanship, the level of eagerness to work with me, the ease of communications, the ability to ship to the US, and the ability to provide a small initial order, while still having capacity to produce much larger quantities as my needs grow.

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

Absolutely. Communications with a foreign company is very challenging. Most communication is done by e-mail, which is not always the best way to get things done in an efficient manner.

The worst setback was that just before we went into mass production, our manufacturer stopped communicating with us and would not return e-mails for a period of about 2 months. We ended up utilizing a friend of a friend who lived and operated a business near our manufacturer as an intermediary to find out what the problem was. As it turned out, culturally, they were embarrassed that they could no longer fill our order at the original costs they quoted because of material and labor cost increases and taxes. So, instead of asking for an increased price, they simply decided to not return e-mails. Because we had been working for months with this company and were very close to getting our shipment mass-produced, we offered to increase what we would pay to get them to finish the order. For them, the price increase was significant, but for us it was not too bad and was worth it to get our shipment. In the end, our contact changed and the new person was very responsive and we received our shipment. If we had not regained contact with them, we would have had to start all over from scratch and probably would still not have our product.

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

It takes a lot longer to get things done than you originally anticipate. I have been disappointed many times by the lack of professionalism of vendors, suppliers, etc. and how long it takes them to complete what they have been asked. I have learned that you have to do most of the work yourself, and really be on top of others.

I would also add that the patent process has been extremely expensive and frustrating. Everything has to be put in specific language and forms to be considered by the patent office. To do this, your best bet is to use a patent attorney. The problem here is that it costs thousands if not tens of thousands of dollars. In the end, I think that the comfort and protection it provides will be worth it, and I hope I never have to use it to protect my product from duplicators.

Through what markets are you selling (retail, wholesale, internet, specialty sales)?

Our web-site www.magicsleepsuit.com is our primary outlet now. We actually hired a sales rep to get wholesale orders from boutiques and department stores, but we had a problem with the rep and had to let her go, so we are looking for representation again to help us reach that market.

It would be our dream to have our product in Babies-R-US, Target, and other large chain stores so that we can get the best exposure for our product to reach more parents and caregivers. Babies-R-Us would be an ideal fit as it directly hits our target market, new parents and those buying for new parents.

Our product has become a popular baby shower gift, so we are now focusing on getting it on baby registries through the Internet and retail outlets.

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

When you are an unknown start-up, you have to constantly market yourself and your product or the buyers will not find you. Get as much free publicity and marketing as possible, because advertising is costly.

It is important to focus on getting the best bang for your buck and your time. When you are working alone, your time is limited and it is critical to get maximum results. You need to focus on marketing that will bring biggest results and take the least amount of your time. Sometimes you can get caught up in a project that seems great at first, but when you think about the potential impact, it's not so great.

We are very excited that we've been invited (invitation only) to the Boom Boom Room in Beverly Hills, CA to present our product to celebrities and the celebrity media prior to the Golden Globe Awards in January 2009. We think that the press coverage and the ability to get celebrity exposure of the Magic Sleepsuit® are a huge opportunity and well worth the cost.

Press coverage and stories in print or on T.V. are terrific ways to get the word out to a large audience at a low or no cost. We are just starting the push for this in the local and national media.

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

Time management in marketing is the biggest learning curve. Again, when you are a start-up, your time is precious and you can not waste it. Because my story is the best marketing tool and I am the best one to tell the story, finding time to do it all is difficult.

How have you managed to juggle the roles of business owner and mom? What falls by the wayside (laundry, work-out, etc. etc.)?

It is definitely busy and challenging. I want to be the best mom possible, while trying to do all I need to make my business a success. My husband and I are always on the go. I work out at 5:00 AM and then go all day. My husband leaves for work at around 7:00 am when I come home and he usually stays up until midnight or later working on the company, so we are going mostly all day.

Of course I try to keep the household running smoothly and find time to volunteer at the kid's schools. My husband and I have to remind ourselves to take "time-out" for family time. Now that our 4th child is on the way, I will have to cut back on some extracurricular activities, but I truly love every minute of being a mom and business owner.

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

My husband is my biggest supporter and fan. He is a huge help with the house, kids and business. His business background has been incredibly valuable in many aspects of creating and running my company. His steady, calm personality helps calm me and keep me in control and focused. He is a great friend, husband and father.

My mom and dad have also helped in many ways. They have encouraged me through all endeavors in life, including this one. They are rocks and incredible examples of how to parent. My two brothers are in advertising and graphics and web design. They have been very helpful with our web site, marketing materials, etc.

My friends have also been huge supporters. They provided all the initial test subjects with their children and gave me lots of "mom" feedback as well as business advice and support.

How did you finance your business?

My husband and I have self-financed our business to this point. It has been draining, but we did not want to have anyone else controlling the business or decisions we made. We did not want the pressure of having to repay loans and have luckily been able to self-finance so far.

I am speaking with an angel investors club now, because I know that if the company is going to grow, I may need additional capital. If this does not work, we have a home equity line of credit and loans I could seek to help fund the growth.

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

It's a lot - tens of thousands of dollars. When I think of the amount of money we've invested, it is a bit stressful. However, I truly believe in the Magic Sleepsuit and the great potential it has, so I'm confident our investments will pay off. As they say, you have to take the risks to get the rewards of a successful business.

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

Because I only started selling about 3 months ago, I am still trying to cover overhead and re-coup our initial costs. My projected profits are respectable and our profitability will depend on the volume we can obtain. I think there is a huge market for our product. If I can tap into that market, I think that the company can be very profitable.

I have sales goals and profitability goals set. If I get some of the breaks in marketing I am working on, these goals will be very obtainable.

I know it sounds cliché, but I am not as interested in the profits as I am in creating a good product that is valued by the buyers. If I achieve that, the sales and profits will follow.

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

I experience a high point every time I hear from a parent or caregiver who thanks me for creating the Magic Sleepsuit® because it has either helped their baby sleep better and longer or has provided a good alternative to the products they previously used and has made a positive difference in their lives. The successes and stories we get from the parents are incredible. We included some of them in our web site as testimonials for our product. Helping these babies (and parents) is what keeps me going.

Other highs include the interest our product received from a large retailer, and the recent invitation to offer my product to celebrities at the Boom Boom Room at the pre-Golden Globe awards festivities in Beverly Hills. These events have given me confidence that retailers and marketers find real value in my product. It has really validated my product and my business.

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

Yes, I have had several low points with glitches and delays in progress. But I've looked at them as challenges. They are simply obstacles that I have to learn how to defeat or get past. The period of non-communication with our manufacturer was a huge low point. However, when I was able to get past that, it made me stronger knowing that I found a way to work through the issue. For me, the belief in the value of my product and the desire to share it with other parents has been the driving force to get me past all the challenges. I know there will be more ahead, but I know I will get through them.

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

Initially, I used Julie Clark of the Baby Einstein Company as my inspiration. She created her videos in her basement with her husband and children and some pretty simple materials. But the idea behind the videos made sense. They were incredibly simple props mixed with popular classical music and sounds, but they really appealed to her audience, the babies.

I respected Julie Clark for following her desire to help her children by creating these videos and then wanting to share them with others because of the positive impact they have on the children.

What keeps me going now are my buyers and their stories. Each time I hear from someone who says "wow, your product is great, my baby is finally napping or sleeping longer" it makes me very happy and proud and keeps me going.

Did anyone in particular help you along the way?

I would have to say my biggest help has been my husband. He has been tireless in helping me with the business and creation of the product. I can truly say I could not have done it without him.

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

When I was contemplating starting my business, I had lots of fear and anxiety that I could not do it. But, as they say, if you don't try, you will never know.

First of all, you have to truly believe in your product or service above all else. Take your time, get good advice, have a support system in place, and then go for it. Read and research the market, the product, the manufacturers, etc. to see if your idea has merit and if it's feasible to build a company around your idea.

Don't let anyone stop you from pursuing your dream. If you have a passion for your product or idea, there is nothing that will stop you.

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

I can honestly say that I found the information from Mom Inventors to be incredibly helpful. It's a great resource for many aspects of starting a business around an idea that you have created. On a similar note, I have found that sharing resources with fellow mom inventors and business owners very valuable.

What surprised you about this process?

Lots of surprises. The biggest is probably the time it takes to create a product and business. The costs were also a lot more than I originally anticipated. On the positive side, the attention that our product has received after only a few months on the market has been a wonderful surprise.

Is there anything else you would like to add?

I hope that some of what I have said is helpful and I wish all mom inventors the best. We are a powerful, innovative group and we need to stick together and help one another through the process. Marketing your product is very critical and if moms help moms by spreading the word, we can all be very successful. I would welcome any comments and hope that my story has been helpful.

Tagged as: clothing business, featured mom, interview, kid-inspired, product business, success story