Mom Invented

Roberta Wagner's daughter wanted to bring her doll everywhere. Unfortunately, shortly into each trip she would tire of toting her toy and Roberta ended up being the one carrying the doll. The creative mom knew she wasn't the only mom whose hands were constantly tied up carrying her daughter’s doll, so she decided to create something to help.

In 2008, she made the first Carry-Her backpack, a doll carrier for 16- to 18-inch dolls, like American Girl Dolls. It's lightweight, folds up into a mini backpack -- that can conveniently fit on the doll or in a purse -- and is made in the U.S.

After getting a great response from other moms at craft shows and on the street, Roberta decided to mass-produce her backpacks. Four months later, they were on the market. Carry-Her backpacks are now sold online and in specialty doll shops.

Roberta shared with us how she brought her idea to market so quickly, her biggest business successes to date, and her advice for other mom entrepreneurs bringing their ideas to market.

Why did you start this company and when?

I made my first Carry-Her in November 2008 for my daughter. After many other moms were asking where they could purchase one, I started selling at craft shows. We were overwhelmed with the response and decided to mass-produce. We found a great U.S. manufacturer. We officially launched in March 2009.

What was your 'aha' moment when it came to starting your business?

I have been lucky to have more than one "aha" moment. Our first was selling out of our handmade backpacks at a doll tea, and the response from the moms. The second came a month later. We were visiting NYC for the day. We were stopped all day by moms and dads asking where we bought my daughter's Carry-Her. At these times we knew we were onto something big.

How did you finance your business?

We did not want to go in debt when we first started out. We used our savings. Unfortunately, my husband got laid off early into our business and we had no choice but to get a small loan.

We now have under $20,000 invested and our financial picture looks good. We have so many other plans for the Carry-Her brand. We are hoping to triple our sales in 2010.

What process did you follow to develop a prototype?

I made about twenty different backpacks. I had my daughter test each and every one. She made the final decision. Our main goal was for it to be lightweight and easy to use.

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

Yes, our first sample from the manufacturer was not up to our standards. After, many phone conversations back and forth, we decided to go meet in person at the factory. We were able to sit down with the owner and work out the kinks in a few hours.

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

It went quick. We officially launched four months after making our first prototypes. I feel it happened so fast due to our manufacturer being only a few hours away.

We are now selling in a few specialty doll shops. We are also selling on our website, Amazon, and Womentorz.

What is your background and how does it relate to your company?

I am a mom of a 9-year-old daughter, Emily, and a wife of ten years. I have been a stay at home mom since my daughter's birth. I have always loved being creative -- friends and family call me Martha. I owned my own business before the birth of my daughter. This has helped because I know how to run the business end of Carry-Her.

What has been your greatest high point with your business?

I feel like being a mom inventor is like being on a roller coaster. One day you are up and one day you are down. I've had many high points. One of my favorites was a retail shop we sell to was so excited about Carry-Her, they put in on a mannequin in the front window display of their very busy store.

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

That has been a challenge. I try to work when my daughter is in school and after bedtime. The housework has fallen by the wayside, and unfortunately so have my volunteering services. I believe being a mom is the most important job I will ever have. My family still comes first.

Who has been your biggest source of inspiration?

My daughter always inspires me to be my best. Just seeing the excitement in her face when she talks about Carry-Her keeps me going. Proving to her that she can do anything makes this all worth it.

What advice would you offer other moms developing their ideas?

Join all the social networks. There are so many women just like you. One thing is for sure... you can't do this alone. There are many women inventors willing to help you free of charge.

Thank you for sharing your story, Roberta! To learn more about Carry-Her, visit Carry-Her.com. And if you have a great story to share about your product or business, we'd love to hear it!

Tagged as: children's product, featured mom, kid-inspired, mom entrepreneur, stay at home mom, woman entrepreneur, woman inventor, work from home