Mom Invented

Jennie Larsen, a 35-year-old mom of 3, was tired of feeling like a pack mule for all her family's outdoor activities. So she took her frustration with the backbreaking work of hauling all her family's gear and created an all-in-one wagon that can transport a 6.5 foot beach umbrella, up to 4 seats, 2 coolers and more in just one trip. Once you're settled in your spot, the wagon anchors your umbrella, folds into a table and can be used as two more seats. It also has plenty of storage nooks, hooks to hang bags, towels and jackets, and even a speaker for your MP3 player. Jennie started Shade Wagon with her sister Nicole in August 2008 and brought her product to market just five months later. They currently sell Shade Wagon on their website and at trade shows. Here's how she did it...

Why did you start this company?

My company is based on making outdoor activities less work for mom and more fun. Everything from tennis matches, soccer games, water parks, parades -- all you moms know that if you have kids you have to pack and haul everything! So, I thought, this is ridiculous, I want to have fun and be happy with the kids, there has to be a better way! The Shade Wagon was born.

What were your initial goals?

Really, just to make a product I would use again and again. I didn't want to outgrow, upgrade, change or give it away after a year. Five prototypes later, that's exactly what I got.

How did you finance your business?

So far we have financed everything ourselves through our savings. It's now to a point that we are looking for a loan, grants or outside investors. We've invested about $20,000 so far. Although I'm a little nervous that we have used our savings with the economy the way it is, I'm grateful we've had the money to do it.

Our current financial picture is pretty much that all money earned has been spent just as quickly. We are a startup and it takes a lot upfront to get off the ground. But things are catching up now and we are hoping to gross our first million in the first 2 years.

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

My first set back was the wagon undercarriage, no wagon makers would sell me their undercarriages and no steel makers would just start making them with such small orders. I finally found a company in Canada that I had to convince to work with us.

My second biggest setback has been trying to keep the cost down. It's been very difficult. I have been approached many times about making the Wagon in China and I refuse to do so. I am determined to make it here, sell it here and become successful enough that I'm providing jobs here.

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

Jennie Larsen (right) with her sister Nicole and their children

I'm 35, married 13 years, have 3 kids and I've worked as a Real Estate Agent for a builder in Utah for the past 5 1/2 years selling new construction. When building started slowing down, I started thinking, what's next? When I got the idea for the Shade Wagon my background in building led me straight to my manufacturer: our custom cabinet makers.

How have you managed to juggle the roles of business owner and mom?

I think I'm doing OK. It's hard to let go of the small things sometimes. I have had to let my kids and husband do things that before I would never had dreamed of, like laundry, and as hard as it is sometimes, I have a huge support system and I know that spending quality time with the family when I'm home is far more important than cleaning the bathroom!

My sister Nicole is my partner in business and my sister Amy is my partner at home with my kids. My husband has been a huge support in believing not only in me but in the product that he really has pulled money together to help. And my kids' love makes it all worthwhile.

Have you experienced a low point with your business?

My only low point was our first trade show. I was so new to the whole scene. I really thought people would love my wagon so much that they would just be throwing money at me, which was just not the case. I pitched for 3 days, 10 hours a day, and sold 1 wagon. I was so beat after the show I didn't even want to call home and tell people how it was going. I felt like I was letting everyone down.

After the show, though, I talked to other vendors and they thought my booth was one of the most successfull booths there because of the crowds I would draw. I learned my product is not an impulse buy, and the exposure I was getting was worth all the work. I also met some great people and started networking, so it was a triumph in the end.

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

My favorite saying is: "Whether you believe you can or you can't, you're right." It's all about the belief in not only your product but more importantly yourself. Anything you do you're going to have obstacles, but I have found that the biggest ones are the ones we set for ourselves. We can do anything we set our minds to! Every time something comes up I don't know the answer to, I get excited. I'm learning something I didn't know yesterday. Is it going to be hard? Yes. But it doesn't have to be miserable. Make it fun, look forward to the challenges and enjoy the rewards. Just make it happen!

Check out this demo video to get a better idea of what Shade Wagon can do:

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Tagged as: featured mom, Jennie Larsen, Mom Invented Companies, mom inventor, product business, Product Development, Shade Wagon, success story