Mom Invented

It's not easy raising four children and following your passion, but Tina Hill, 44, is fulfilling her dream. This creative stay-at-home mom used her background in the fashion industry to create a product that kids love to wear. The Kidzsack is an eco-friendly backsack that features Tina's own drawings that kids can color over and over again. It's sold at specialty stores, zoos, museums and resort shops, and Tina has created custom designs for the Atlantis resort in the Bahamas, the Ritz Carlton, and Beaches and Sandals resorts. Kidzsack also recently received the Dr. Toy Award for Best Vacation Toy, which is like the Oscars of the toy industry. Here's her story:

Why did you start your company and when?

I started my company in October 2007 for a number of reasons. I have four kids and wanted to contribute financially to the family. Also, I’m an extremely creative person and had been a fashion designer prior to children.  I have been a stay at home mom full time for about 10 years and had a desire to do something for me… I really had the need to sketch and draw again.

Tell us about your company and your product:

Kidzsack is an eco-friendly, creative backsack for kids ages 4 and up. The fabric is made from 100% recycled cotton and soda bottles. The front is screen-printed with my original artwork and there are eight washable markers included in the packaging. Kids color, mom/dad washes, and kids recolor. It’s perfect for sports, the beach and vacation fun.

What were your initial goals?

My goal was to make a million dollars my first year of business. Not very reasonable, I know, but they say to dream big! I really felt that if I was going to start a business and give it my all then I better be making money. Not having a business background though, there was a lot to learn about, like startup costs, my labor costs, office supplies and shipping costs. These were all things that I hadn’t considered.

What was your 'aha' moment?

Back in June 2007 I was walking my kids to the bus stop and noticed a neighbor wearing a nylon Nike sportsack. All of a sudden the idea for a backsack that kids could color on hit me like a ton of bricks. That was my great epiphany.

What process did you follow to develop a prototype?

I got a few sportsack samples in hand and sewed up my own sample. I looked up piece goods companies in my old Rolodex along with trim companies for the drawcord, and started making phone calls. I also went to Thomasnet.com to look up additional resources, including a marker distributor. I found everything that I was looking for and everything fell into place.

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

I decided to do my kids school craft fair in November 2007 to see if my Kidzsacks were marketable and to also get feedback. I got two other moms to help me sew and all together we probably made up a little over a 100 Kidzsacks. I sold out of them at the craft fair. I decided then that I did have a good product and to go forward with my idea.

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

Finding a manufacturer was quite the challenge. I went to Thomasnet.com, called a bunch of sewing contractors and even mailed out a bunch of samples for pricing all over the US. Every one came back too high. I really thought I was doomed. But the strangest coincidence happened: On an old page in my notes I had penned in to call the Andrew LeBlanc company in the fall because in the summer they were too busy to even talk to me. I called them and they said to come on in and meet with them -- and it turned out they're 15 minutes from my house! They looked at my sample and said they'd be willing to do it at a fair price. I was very lucky.

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

There are always setbacks. I had made mistakes on my screenprinting films -- on the actual sketches. I didn’t realize that every film that's done costs money. I had to learn to be very careful about my artwork and to really make sure that it was 100% correct before making a screenprint film. I also changed the size of my bag and went to a smaller and more age appropriate size. All new artwork had to be done again.

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

The biggest learning curve is the challenge of financing. I started my company with only $200, but if I had had a couple of thousand to start with I would have been able to order more fabric and order more inventory. This would have saved me more money in the long run.

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

I have really worked hard at marketing my product and have e-mailed magazines, newspapers and news channels, but networking with friends has paid off the most. A couple of friends of mine put me in direct contact with different news people at major networks. That was huge. Networking with friends is the best kept secret: Everyone knows someone that might be able to help you. Don’t be afraid to ask!

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

I don’t have a marketing background so I had to really think about the best way to reach out to people. I e-mail and call on newspapers, magazines and news channels, and I cold call buyers daily. I’ve even sat at the mall on Earth Day with a table full of Kidzsacks and talked about my product.

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

I came up with the idea in June 2007 and was so excited, and then in the same breath thought, "Oh my gosh, school is out in 2 weeks!"  It was kind of cruel. I had this great idea and would have no time to develop it, but that’s just life. I spent the summer sewing samples whenever I could get a chance. By September, I got help from two other moms and they helped me sew up a bunch more. I walked into my first store, Eureka, in October and got an order for 12. I was completely pumped!

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

Time is the biggest challenge. I try to work between 8:10 a.m. and 3:00 p.m. When the kids go to bed, I go on my computer and work till midnight. It’s a constant challenge since I really love what I’m doing but need to turn it off sometimes. I do struggle with that. And being a natural night owl doesn’t help.

My laundry situation is a mess. As soon as I am making a million dollars, I’m hiring a laundry lady. And because I’m sitting at a desk for most of the day, I've put on 8 pounds that I now have to find time to lose.

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

I have a great support system. My husband is really my biggest fan. He helps me with the computer and the business, too. My girlfriends are also extremely supportive and even help with packing big orders.

How did you finance your business?

I'm a big believer in taking baby steps.  I started with $200 and grew slowly. As I made more money, I would order more fabric and trim. I definitely didn’t bite off more than I could chew. I know a lot of people borrow from family and friends, but that’s just not me and I’m willing to let success and profit happen… eventually.

How much money have you invested so far and what your company's current financial picture?

I broke even my first year of business with expenses at about $26,000 and my sales at roughly $30,000. My projections are to make money this year. It’s great that I broke even my first year, but I really want a profit my second year in business.

What has been your greatest success?

My first resort order with the Atlantis in the Bahamas was a huge high point. After that happened, I decided to focus on resorts and realized that I really love doing custom artwork. Since then, I’ve done business with Beaches and Sandals resorts, The Ritz Carlton, and am currently working on custom orders for other top resorts.

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

Get it going!  Get your prototype made, bring it to a store, and ask them what they think. You don’t want to look back in 20 years saying "what if..."  No what ifs!  Read inspiring books from other mom entrepreneurs that will get you motivated to start and make your dreams happen.

Thank you for sharing your story with us!  If you have a great story to share, we'd love to hear it!

Tagged as: children's products, featured mom, interview, kid-inspired, mom inventor, product business, success story