Foot Fairy is a perfect example of what can happen when you combine Moms and technology!

Foot Fairy was created by a podiatrist mom, Sylvia Shapiro, and a therapist mom, Nicole Brooks, who wanted a stress free and healthy alternative to measuring kids' shoe sizes. This iPad application (app) allows you to scan your child's feet and get instant accurate measurements back which makes finding the right shoe size for your child quick, easy and fun!

We wanted to share their story with you here!

Mom Invented: Please tell us about Foot Fairy.

Sylvia: Foot Fairy is an iPad app that automatically scans your child's shoe size (up to 131/2). Simply place  the child's foot against the iPad screen and it will display their shoe size in a matter of seconds. You can then directly buy shoes from Zappos in your child's correct shoe size.

Mom Invented: Why did you start this company?

Sylvia: Nicole, the co-founder and mother of four, dreaded taking her youngest daughter to buy shoes. She knew she would end up with the sparkly pink shoe instead of the sneaker that she intended to buy her. Therefore, we invented Foot Fairy to make shoe sizing and buying fun for kids and stress free for moms, dads and caregivers.

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

Sylvia: I am a podiatrist and mother of two girls. I wanted to help parents find a better way to measure kids feet.
Nicole, my partner, is a therapist and mother of four. She knows how hectic and stressful shopping for children can be and wanted an alternative. She is excited to introduce this app to other busy moms. "one less errand for over-frenzied mothers to run."

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

Sylvia: We were out at a Greek restaurant with our hubbies and Nicole was dreading taking her youngest daughter to buy shoes. We thought there must be a better way than having the stranger hold out a steel metal contraption to your child's foot. A couple of glasses of wine later we came up with the Foot Fairy app.

Mom Invented: What is an app and what process did you follow to develop a prototype?

Sylvia: An App is short for application and basically means a software application/program. Today with the creation of the Smartphone, Android, Blackberry iPhone and iPad there are many apps (programs) created for these mobile devices.

Mom Invented: How did you find an app developer that you could trust?

Sylvia: My partner's husband is in the App business (he founded Tiger Text -an app that lets you text privately) so we were lucky that he already had app developers that he uses and trusted. We interviewed a couple of app development companies before negotiating and finalizing a deal with a company called PoetsRoad.

Mom Invented: When you are interviewing an app developer, what questions should you ask?

Sylvia: We focused on confirming the developer has a proven history of successfully creating apps, a flair for design, time to completion of the app and, of course, cost.  When it comes to cost, you can also try to get creative by offering a revenue share in return for a lower up front cost, so essentially the developer takes less money up front but shares in the upside and can potentially make a lot more money over the long term.  This also has the benefit of keeping the developer completely engaged and motivated, as updates and enhancements post-launch are often required. If you are paying in all cash, I recommend paying them in three installments. First payment after completion of the template and the second payment once app is completed and final after Apple accepts the app. So make sure to ask if they are open to this payment structure. As I mentioned, it is also critical to agree on a development schedule so that you know the app will be developed on a timely basis.

Mom Invented: What did you learn about that process that you can share?

Sylvia: As I had never created an app before, I knew very little about the process so the entire app development process was a wonderful learning experience.  I also learned that being a mom and creating a business (including creating a company, opening bank accounts, etc.), especially a technology-based business when neither my partner nor I have a technology background, would take us double the time that we expected. That's OK because in the end it was a wonderful experience and now if we ever create another app we will be so much more efficient and better at multi-tasking.

Mom Invented: Were there any mistakes made along the way?

Sylvia: Yes. We underestimated the time it took to complete the app.  It took twice as long as we had originally planned.

Mom Invented: How much does it cost to hire a developer to create the app?

Sylvia: It can cost anywhere from a few thousand dollars to $20,000+ depending on who you hire and how complex the
app is that you are building.

Mom Invented: How did you learn how to post your app on the app store?

Sylvia: Posting an app to the app store requires you to have a formal relationship with Apple, which you can get by submitting an application. Once approved by Apple as an app developer, you simply submit the app for approval and, assuming approved, apple will release it in the app store (in return for a cut of the revenue you generate from the app).  This process takes about 3 to 4 weeks. The app developer can help you with this process.

Mom Invented: Is there a how-to guide that you can point to or share?

Sylvia: Luckily there is so much information on the web on how to build and submit an app specifically for the device you are making it for. The dummies series of books has one called "iPhone development for Dummies".

Mom Invented: How did you determine your product’s marketability (is there a need, would people buy it)?

Sylvia: We asked our mommy friends and parents we met and yes they all wanted a better and easier way to buy shoes in the correct shoe size.

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

Sylvia: We sell the Foot Fairy exclusively through Apple's iTunes App Store.

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

Sylvia: The web, including mommy blogs, social media and parenting destinations, is incredibly powerful for helping to spread our message and organically increase awareness of downloads of our app."

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

Sylvia: Marketing takes time and we need to be patient. We are working moms so it takes extra time to promote our product. Once moms hear about us they are excited to download the app if they have an iPad.

Mom Invented: How did you finance your business?

Sylvia: We self-financed the development and launch of Foot Fairy.

Mom Invented: What is your company’s current financial picture and what are your projections?

Sylvia: Its a $1.99 a download so we hope to reach 500,000 moms a year worldwide.

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

Sylvia: It took approximately 6 months.

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

Sylvia: It is the biggest challenge and we just stay organized and allow ourselves extra time to reach our goals.

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

Sylvia: We both have wonderful husbands and our parents live nearby. Professionally we both have continued to work on the development and launch of Foot Fairy.

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

Sylvia: Our children who love being a part of the development of this app.

Mom Invented: What surprised you most about the process of starting your business?

Sylvia: How much time it takes to create and maintain a business.

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

Sylvia: Go ahead and do it but recognize it will take you extra time to accomplish tasks because you are a mom. Tell yourself its okay.

Mom Invented: Is there anything else you would like to add?

Sylvia: Please visit our website www.footfairy.com or check us out in the app store. Thank you!

Thank you Sylvia and Nicole for sharing Foot Fairy and your story with us!

Mom Invented: Please tell us about your company and  product line...

Cindy: Simply Worded is a unique gift product. Inside each Simply Worded box there are over 93 positive messages. Each message is delivered one at a time through the lid of a lovely decorative box. It's the every day gift of little notes with big messages, a new surprise all season long.

Mom Invented: Why did you start this company and when?
Cindy: Simply Worded started during another business venture I had, I owned a women's fitness center. The business itself was not doing very well, but the ladies that did come to the gym were wonderful. The relationships formed have become life-long friendships. While helping these ladies to meet their goals, I would give advice on many different subject areas, not just exercise and weight loss. We found ourselves sharing ideas on how to better our lives. These ideas were so simple yet filled with such great wisdom. I decided to write them down, which led to over 365 ways of doing something for ourselves, someone we loved or a stranger. People are always in need of something positive in their lives and I wanted a way in which I could share all these wonderful thoughts with everyone, not just the women at the gym.

Mom Invented: What were your initial goals?

Cindy: My initial goal was basically to figure out how to make this product work the way I wanted it to. I do know that I hit a lot of brick walls trying to get this product manufactured. Finding an engineer was difficult, but the most challenging was the printing process. Printing different messages on a roll of paper is something that had not been done. With a lot of perseverance, a lot of sweat and tears, I have surpassed my initial goal and now have a beautifully made product.

Mom Invented: Please tell us about yourself and your family. What is your background and how does it relate to your company?

Cindy: I have a Bachelor's Degree in psychology from Monmouth University and later earned an elementary teacher's certification. I taught 5th grade for 12 years. During my last year teaching I knew I wanted to open my own business, so I quit, opened the gym, and now am the proud owner of my own company, Simply Worded. I have a wonderful daughter named Sarah, and she is 15 years old. I find that the older she gets, the deeper our relationship becomes.

My background and past experiences relate to Simply Worded in many ways. I was taught at a young age that I could do anything and that we all have the ability to make choices, good and bad. Because I have a degree in psychology, because I worked with small children everyday, because I persevere, I know that everything we do in our lives, even the simple things, can lead to something bigger than we can imagine. Sometimes we need small reminders because staying positive all the time can be difficult.

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

Cindy: The moment I wrote down 365 positive things to do for yourself, a stranger, and someone you love... I knew I had to share. Because there were so many ideas, I did not want to share them all at once, I felt that would be overwhelming. I did not want to share them in a book format because I did not want the pages flipped and skimmed through. So my 'aha' moment was, 'what if there was a way to share these ideas, just one at a time, just one day at a time'. And that is when the work really began.

Mom Invented: What process did you follow to develop a prototype?

Cindy: I first found an engineer on the internet on a site called ifreelance.com. I was lucky to find an honest businessperson who created detailed plans for a very reasonable price. I used the plans to create my own prototype. This was a fun process in that I had been a teacher for many years and had a lot of experience making things from scratch, making prototypes if you will, for the students I taught. This was one creative part of my job, so that the students could have a visual of any particular lesson. The Simply Worded prototype was made 32 times, as the original plans were tweaked and tweaked again in order to simplify the design and make it work the way I wanted it to.

Mom Invented: How did you determine your product’s marketability (is there a need, would people buy it)?

Cindy: I talked about Simply Worded to everyone I knew and everyone I came in contact with. Most of the people I spoke with thought it was a great idea and said they would purchase one. I also did extensive research on the internet looking at similar products and how they were selling. I was pleased to find out that this product is truly an original one. Finally, I visited many gift stores and asked the owners opinions and whether they would shelve this product in their store. All feedback was positive.

Mom Invented: How did you find a manufacturer for your product?

Cindy: Finding a manufacturer for the product was the most difficult part in the entire process. Because of the printing difficulties, I was unable to find a suitable manufacturer to make Simply Worded in its entirety. So I purchased the outer box from an overseas box manufacturer and I am proud to say that the majority of the product is made and assembled in the USA. The printing is done in-house. No printing company would or could do this for me. I knew there had to be a way, so I did it myself. With the use of a commercial plotter I am able to complete all the necessary printing in-house.

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

Cindy: The main setback in product development was being told time and time again that the printing process could not be done. I refused to believe this, after all we put a man on the moon, certainly different positive sayings could be contiguously printed on a roll of high quality paper. After many trials and errors, I figured it out.

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

Cindy: The biggest learning curve in terms of developing Simply Worded is the amount of perseverance necessary to reach a final product, one that I was very proud of, one that would be suitable for sale.

Mom Invented: How did you finance your business?

Cindy: My family has helped to finance Simply Worded.

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

Cindy: The amount of money invested so far is about $10,000. I feel good about this amount because it is low compared to the company's potential profitability.

Mom Invented: What has been your greatest success or high point with your product or business?

Cindy: The high points of owning this business comes from the people I meet that purchase the product. For example, while selling at a gift fair, a husband purchased one for his wife. Later he told me not to sell one to her because the one he purchased was a surprise for her. He was so proud of himself, as he told me, "the best part is, she wants one so bad, but doesn't have the money on her...I did so good". The look on his face brought tiny tears to my eyes. His reaction made me feel very proud. It is these small moments that are my greatest success.

Mom Invented: Have you experienced a low point in business? If so, how did you get back on track?

Cindy: I have experienced many low points in this business. The way I get back on track is by not discussing the low points at all. Each one becomes a distant past which enables me to keep on keep'n on.

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

Cindy: It took about 3 years to get Simply Worded from idea to market.

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

Cindy: Being a mom is so important to me. Being a business owner is also very important to me. The housework is not so important to me. Therefore a lot of the housework falls by the wayside. If it's that important to the family, they can do it themselves.

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

Cindy: My family is my support system.

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

Cindy: My daughter has been my biggest source of inspiration. I want to be the successful business woman I know I can be, and I want her to grow up with a woman who is strong, smart, successful and happy. This keeps me going because there is no better way to teach her to become all of these things herself, than by being all of these things myself.

Mom Invented: What surprised you most about the process of starting your business?

Cindy: My endurance has surprised me the most. I knew I could do it, but I am continuously surprised by my own perseverance.

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

Cindy: The only advice I could give, is that nothing worth achieving is ever easy. If you believe in your product, stay the course, don't give up. It's the difference between those who are successful and those who are not.

Thank you, Cindy, for sharing your story and Simply Worded with us!

Mom Invented:  Why did you start this company and when?

Amy: I had never worked in business in any way before I started this company. It all began when I was driving my kids to a friend's house in September of 2007 when one of them cried out for a tissue.  A quick glance in the rear-view mirror told me that this kid needed a tissue NOW, so I quickly began to search my immediate surroundings: the seat next to me, the floor, and the hold-everything bag next to me; only to come up short. And then as I reached behind me to search the floor of the back seat I glanced up at the road just in time to swerve out of the way of my neighbor's fence.  That was a wake-up call.  I pulled over to the side of the road so I could attend to one thing at a time.  And I thought, "I can't be the only one with kids who have autumn allergies and wait until the last minute to cry out for a tissue."

Two days later, arriving home after a jaunt in the dog park with my three wet and muddy (but happy) dogs, I opened the door to let them out. Naturally, they managed to trample the brand new giant tissue box I had bought the day before for $4.00 rendering it useless.  With a few expletives, I reached to the floor to retrieve and dispose of the box when my coffee cup caught my eye.  I looked from the coffee cup sitting undisturbed in the cup-holder between the two front seats, to the mangled tissue box on the floor, and back again.  "Wait a minute," I thought while picking up the tissue box, "Why can't this be there?" and with my eyes I pointed to the cup-holder.  And so the Kiss-u Tissue Tube was born.

Mom Invented: Tell us about your background and how it relates to your company?

Amy: After retiring from teaching in the NYC public school system, my husband and I moved our family to CT.  When there, our third child was born and I stayed home to raise my kids.  After 15 years I decided to go back to school to get my MBA. In one of my first classes (Sept 2007) I was asked to develop a product and market it.  While this may seem like a daunting task, it really wasn't.  When I considered what a product really is, I realized it was just a solution to common problem and all I had to do was pay attention when I had a problem, think about it, and try to solve it.  Within a few days I had my product.

Mom Invented: What process did you follow to develop a prototype?

Amy: Design, design, design, and redesign!  First I just transformed common household stuff. Then I figured out what already existed that was like what I wanted to do, in my case it was mailing tubes.  Then, after searching for a US company (with no luck) I found a Chinese company on Alibaba.com with a manager who was willing and able to help me hone the design and make me samples.

Mom Invented: How did you determine your product's marketability (is there a need, would people buy it)?

Amy: I test marketed the product first on my family and friends, and then in my local community.  I convinced some local pharmacies, a gas station convenience store owner, a car wash company, and a local grocer to carry the product for me so I could figure out where it would sell best.

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

Amy: Lots.  I have probably 8 or 9 prototypes, all solving a problem that arose as a result of testing the product.  In terms of manufacturing overseas, the issue of language is a big deal.  Product design, product use, and quality of materials is all easily misunderstood.  Importing is an education in and of itself!

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

Amy: I knew nothing about anything.  I knew nothing about design and design programs (I used Adobe Illustrator), I knew nothing about establishing a company, I knew little about technology (I made my own website, and registered myself as a vendor for Walgreen's -- no small feat!), I knew nothing about sales or how to convince people to take my product, and I knew nothing about importing.  Learning curves were steep at every turn for me.

Mom Invented:  How did you finance your business?

Amy: My business has been done on a shoestring so far and I have financed everything. However, I just received approval for a line of credit from Chase Bank -- not bad for a start-up! I have to say that getting this line of credit wouldn't have been possible without the help of the Women's Business Development Council (WBDC) which is part of the U.S. Small Business Administration (SBA). They provided the financial tutorials, marketing expertise, and helped me prepare my business plan for the bank so I was able to secure the line of credit.  They are dedicated to helping women entrepreneurs.  Most states and many communities have a WBDC branch and they were indispensable in my development.

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

Amy: At first we had invested about 20K.  My husband's company loaned me half the money to fulfill my first Walgreen's order and I used a small inheritance to finance the rest.

Mom Invented:  What has been your greatest success or high point with your product or business?

Amy: Probably when I first met the Category Manager at Walgreens in April who had launched my product without meeting me in February and told me he loved the product and wanted to keep carrying it.

Mom Invented:  Have you experienced a low point in business? If so, how did you get back on track?

Amy: I have cried a lot.  Pretty much everything that could go wrong with the first big shipment to Walgreen's did go wrong -- except the ship that carried the product didn't sink...

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

Amy: For a while it was my health that fell to the wayside and I gained about 30 pounds.  I definitely came last.  The only thing I gave myself was, provided everyone was taken care of, I would run out to the movies once in a while after dinner.  But as my kids got older I was able to take better care of myself.

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

Amy: Personally I had little support other than the encouragement of my classmates now and then.  My family never really understood or accepted that I could or would do anything but be a mom.  That was hard because it is natural for a mom to want everyone to be happy so I continued to try to please everyone.  While I was in an MBA program (on the 3 year plan...!), my school was focused on corporate teachings not entrepreneurial teaching, so the guidance I could get from there was somewhat spotty.  However, after my experience the school has adopted much more programming that reflects the fact that more and more people are working on their own and/or in smaller businesses.  I think my example helped sway them a little bit at least!

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

Amy: I want to contribute financially to my family.  I never really realized how difficult it is to provide for a family, how much pressure is involved, and how every decision I make impacts my family.  I have a much greater appreciation for what my husband has done all these years. When I didn't have any money, I figured out other ways to feed and clothe myself.  But being responsible for a family is completely different.

Mom Invented:  What surprised you most about the process of starting your business?

Amy: Probably that I made it into Walgreens.  I think I knew I would muddle my way through everything else -- design, legal things, importing, trademarking, and all that; but to actually get a huge store to buy it, well that required divine intervention!!!

Mom Invented:  Are you using Social Networks to help build your business?

Amy: I have a Facebook page and a blog.  Unfortunately, though I tried for a few short stints to write everyday, I have not been able to keep up the blog.  I actually have pangs of guilt every day about not writing it. There is just too much for me to do for my business and for my family -- grocery shop, cook dinner, chauffeur kids, plan activities -- you're a mom, you know what I mean.  And I don't have any help in either venue.

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

Amy: While everyone wants to be the amazing one to invent and launch a successful product in no-time-flat, the truth is the journey is just as much fun as the endgame.  We put a lot of unnecessary pressure on ourselves. So I would say, "Take your time.  Enjoy the journey. Live and love the process."

Mom Invented:  Is there anything else you would like to add?

Amy: My product saves lives.  When someone is driving and looking for a tissue they are very distracted. Additionally, the driver often has to reach to the right for a tissue, causing the car to veer to the right and endangering anyone along the side of the road.  Who knows how many lives it will save, but I know for my family, it is a life-saver.

Mom Invented: Describe your company and your product (or product line):
Mary: While I have been selling crafting products since 2008, my newest product line was developed just this year...my focus is on providing easy-to-make Keepsake Quality Pendant kits for gift-giving and personal enjoyment. I will also be introducing a new line of interchangeable magnetic bracelets, pendants and earrings in the fall. (Watch this short VIDEO to see what you can create).

Why did you start this company and when?
Mary: I began selling crafting supplies in 2008 when I noticed that it was very difficult to find quality supplies at an affordable price in surrounding craft stores. After extensive research, I discovered that there were many quality products that were hard to find for the average consumer for glass and resin jewelry-making. I wanted to bring those to the everyday mom and crafter at affordable prices.Many moms buy my products and resell them to make a living, which I love to see!

Mom Invented: What is your background and how does it relate to your company?
Mary: I am a mom with three boys ages 7, 3-1/2 and 1-1/2. I have a background in business marketing. For the last several years I have worked from home. This new business venture lets me tap into both my creative and analytical skills acquired from over 20 years of marketing. I also teach marketing classes, which has been an asset in working with customers. I enjoy seeing them use my products to make beautiful creations.

Mom Invented: What was your 'aha' moment when it came to starting your business?
Mary: First, I realized that if I was frustrated with the availability of quality craft supplies in the traditional marketplace I bet others would be too. Secondly, for those who are new to making photo jewelry, it is difficult to understand what you need and how to get it, so having a ready-made kit seems so simple yet logical with easy to follow directions all in one place. Finally, I realized that I need to be relentless in reaching my goals, despite countless obstacles, delays, etc. I just have to keep pushing through those times to get to the desired outcome.

Mom Invented: What process did you follow to develop a prototype?
Mary: I brainstorm. I take down hand-written notes and then sleep on it. I do some of my best thinking late at night when the house is quite. I then put together "hand samples." I make it myself and see how it feels and works together. I then seek out others' opinions.

Mom Invented:  How did you determine your product's marketability (is there a need, would people buy it)?
Mary: I constantly research what is out in the marketplace to assess if demand is there for a product. I also show it to crafters and get their feedback-- Is it easy to use? Would they buy it? etc.

Mom Invented: How did you find a manufacturer for your product?
Mary: My kits come from several manufacturers which I have meticulously researched for years. I continually search for high quality products. I do extensive online research....finding a manufacturer for new product prototypes has been the most difficult aspect of what I do.

Mom Invented: Were there any setbacks in product development that had to be overcome?
Mary: I have had many, many set-backs. Sick kids and crashing computers are just a few. I have also done prototyping with companies and have come to realize that they don't have the level of expertise I require for a product, having to then scratch the concept and start all over again. The key for me has been relentless research...turn over every leaf, research every lead, and be very clear on what I want and expect in the desired outcome and stick to it.

MomInvented: What was the biggest learning curve in terms of developing your product?:
Mary: The biggest learning curve has been in understanding how to vet companies, especially abroad, where communication is a challenge and expectations of what is required can often be misunderstood. I have learned that paying more is sometimes well worth the investment. There is significant meaning in the saying "you get what you pay for"...knowing when it is necessary to pay more has been key. I have learned that a relentless desire for success and sound research are the two greatest assets.

Mom Invented: What secrets have you learned in terms of publicity and marketing your product?
Mary: Social media is amazingly cheap and has incredible reach. Good customer service is the best referral option. I've gotten a lot of good referrals because of it.

Mom Invented: How did you finance your business?
Mary: All of my business ventures are financed via self-funding...when I make money I reinvest in new ideas.

Mom Invented: Have you experienced a low point in business? If so, how did you get back on track?
Mary: Low points for me are when I can't move fast enough to map out my next idea or the computer crashes or I have to wait on a vendor. This challenges my patience every day. Also, finding quality products and manufacturers willing to work with a small business has been especially challenging.

Mom Invented: How have you managed to juggle the roles of business owner and mom? What falls by the wayside?
Mary: Sleep falls by the wayside as well as clean floors and perfectly folded laundry. There is no perfect balance quite honestly, I just try to do a quality job with my family and pursue my passion with my business. If I can do that, I am a pretty lucky mom:-)

Mom Invented: What kind of support system do you have in place personally and professionally?
Mary: I have family and friends that I can run ideas by, as well as a weekly group of like-minded women that I meet with to discuss roadblocks, ideas, etc. I met this group by participating in Tamara's Power Mentoring Program.

Mom Invented: Who has been your biggest source of inspiration? What keeps you going?
Mary: Seeing other women achieve success gives me momentum as well as realizing how much I enjoy the creative aspect of running a business. I just really enjoy it.

What surprised you most about the process of starting your business?
Mary: How challenging was it to find suppliers and how little information is out there.

Mom Invented: What advice would you offer other moms developing their products/ideas?
Mary: Be relentless. It is OK if it takes a little extra time. If you truly believe in your product pursue it. Listen to others but listen to yourself a little more. Don't let people bring you down.

Thank you, Mary, for sharing your story with us! Click on the link to learn more about Keepsake Quality Pendant Kits. Also, please check out Mary's other online store Studio66 for great hard-to-find craft tools and supplies.

If you interested in learning more about the Power Mentoring Program click here.

Mom Invented: What has changed over the last 12 months in your business and why?

Annette: With my family's blessing, I made a commitment at the end of last year to devote all my available time to my business. I accomplished this by resigning from any volunteer board work, declined low-paying marketing and research contracts and streamlined all my attention into only three areas: business, family/marriage, and my health. Everything else (vacations, volunteer activity, charity and social events, hobbies, coffee with friends, etc...) was taken off the calendar for the year. I even ended one-sided relationships that were draining. In other words, I was pruned, so I could be fruitful with my resources (time, talent, money, and energy).

But, the one decision that defined my vision and refined my efforts was subscribing to the Power Mentoring Program offered through Mom Invented, earlier this year. This wasn't just an investment in the health and direction of my company, it was also an investment in me. Tamara Monosoff had the daunting task of mentoring 6 women, all in different stages of their businesses, to clarify the important tasks and/or activities that contribute the most value to our respective businesses. She beat the drum of having laser-like focus and the power of self-discipline. I gladly picked up the drumsticks. Even now, I continue to hone and use the skills I learned, daily, and it shows in the quality of my work all the way down to scheduling my time. I developed a business plan and a mission statement that I refer to constantly in my discussions with the press and with customers. More importantly, I use my new mission statement and my "ideal customer profile" to make decisions daily for my business.

As a result, even though the national economy is still sluggish, we are seeing amazing growth at CastCoverZ! We have accomplished major goals in the first 6 months of 2011. We matched our 2010 sales in May, hit our average order amount goal for the year in June, we increased the number of website hits 2.5 times and received remarkable exposure with mom bloggers. We are now often the #1 spot on the search engine rankings (not paid search!) which has grown organically. We secured European distribution, orthopedic trade journals are now featuring CastCoverz! which adds tremendous credibility in the medical community, added a number of new products, leveraged social media, redesigned our logo, tag-line and sales collateral, updated our website and added an employee. Most importantly, I'm no longer taking money out of the family savings! Now, on to paying down the debt and then paying me!

Mom Invented: What new lessons have you learned about sales, production, marketing, personally?

Annette: The most critical lesson is you must meet your customers where they are. In my case, my customers, primarily women and most likely moms, are often inconvenienced, frustrated, worried, and even frightened when a member of their family has broken a bone. My story has appeal ("mom of child who has broken bones 8 times, turns accident into the creation of a business..."), but it is my customers' stories that are important now. My customers feel like someone truly understands their questions and worries. Who would have thought that the knowledge and experience I gained through my small, but mighty daughter's multiple orthopedic events would have led to this?

Another interesting sidebar is the business is evolving into a totally different entity than when I started. At start-up, in 2009, it was only CastCoverZ! branded items I offered: brace, splint, walking boot and cast covers. But, in the summer and early fall of 2010, I added companion products that bring additional comfort and relief to an orthopedic patient's experience. I am not only a USA-based manufacturer, but I became a distributor of these other related products too, which helped increase my offerings to customers. Because I defined my mission --my promise to my customers-- to be: "CastCoverz! provides fun and functional products that comfort orthopedic patients", I could embrace competition and competing products with no ego. Companion product sales now represent over 50% of my product sales. On the flip side and because the purpose of business is to make money, I don't have to have all the retail sales of CastCoverZ! branded products, either. I am wide open to other businesses selling my products.

Mom Invented: What challenges have you faced?

Annette: In 2010, I was recovering from cancer. But, what was truly difficult, was my 15-year marriage was at a very low point at the end of the same year. In addition, my husband was not CastCoverz biggest supporter. I was facing formidable odds. In my case, focusing my attention was therapeutic. I knew what was important and did only those things that contributed positively to my business and my family. Life actually got simpler and more rewarding because we circled the wagons.

Mom Invented: What surprised you?

Annette: Two things: First, the repeat business. And this is very funny, too, because my daughter has broken 8 bones. I would be one of my own best customers! Secondly, there is an old adage, “a rising tide floats all boats.” As I generate press or gain exposure, my competition realizes benefits, too. That’s due to the fact that customers or doctors will say, “oh, just Google cast covers (vs. "go to www.castcoverz.com).” I may or may not be #1 in organic search or even #3, at that moment, so they click on a competitor's listing. Or some people will click on the sponsored ads (the shaded box at the top of the page or to the right) not realizing that businesses pay to be there. But, I firmly believe that with 60,000,000 orthopedic events in the U.S. alone, every year, 7,000,000 being fractures, there is enough business for all of us. In addition, I am not afraid of the competitive marketplace. That's one of the reasons America is such a great nation. It truly motivates me to ensure that my customers will have an easy, fun and rewarding customer experience so they refer their friends or come back!

Mom Invented: What has helped you the most?

Annette: My faith has helped me weather a lot of storms. Years ago, I was relieved to learn that I was actually NOT in control of the universe. The only things I could manage were my thoughts, responses, and the activities that filled my time. That's it. This was comforting and empowering. As a result, I persevered through some mighty deep valleys. But God doesn't give you gifts and talents to be wasted. So, I'm practical, too. With that being said, it's a toss-up between setting measurable goals that are a stretch but achievable, and surrounding myself with supportive, smart and experienced people. For example, mentors like Tamara who aren't afraid to respectfully keep me on course by continually asking questions like, "Does this direction make sense considering XYZ?" Another example is contracting only with suppliers, or people that want to see me succeed. Finally, recognizing what activities add value to my business and then doing it!

Mom Invented: What else would you like to add?

Annette: Tamara and I not only worked together, but she became a customer, unfortunately. Unfortunately? That's because no one is a customer of CastCoverZ! unless they or someone they love has had an orthopedic event. In Tamara's case, it was her 7 year old daughter who broke her ankle, for the second time, while I was engaged in the Power Mentoring Program! I rushed out a CastCoverZ! care package and they loved it all. In fact, some great stories came out of their CastCoverZ! care package! Bottom-line, Tamara had a unique perspective of not only being my business mentor, but as "mom, the customer." She is my ideal customer profile. We learned a lot, together. In addition, she opened doors for me at her local orthopedic surgeon's office which in turn is part of Oakland’s Children Hospital System! Tamara is the Oprah of business and in essence said, "opening doors is one of my favorite things!"

Mom Invented: What is ahead for CastCoverZ!

Annette: Sales are still inconsistent and sometimes the phone and/or the server goes quiet for an afternoon. But, instead of fretting about it, I grab a meaningful project that adds value to my organization. Two of my goals are to add another country to my list of global distributors and to secure a trial with a mass merchant which means tackling the challenge of retail packaging. I also need to find more ways to ask Orthopedic Surgeon's and other specialists e.g., podiatrists, sport medicine centers, etc. to refer patients to our website. I love balancing the mix of old marketing such as out-bound: direct mail, handwritten thank you cards, phone calls, etc. vs. the new in-bound: lead generation, social media, blogging, Tweeting, FaceBook, etc. Bottom-line, I'm focusing only on providing quality products and activities that add value for my customers. I can clearly see that by being customer-centric, my company will continue to grow in a meaningful and very profitable way.

Thank you, Annette. We are cheering for you!

If you'd like to learn more about CastCoverz! Please click here!

If you are interested in learning about what the Power Mentoring Program can do for you, please click here.

Mom Invented: Why did you start this company and when?

Beverly: Five years ago I was diagnosed with Melanoma and my life changed forever. I needed to become sun safe but I was unable to find fashionable, comfortable and affordable UPF clothing so I started my own line with the help of my Mom.

Enliva Products is a UPF 50 clothing line for women, men and dogs. I use certified UPF 50 fabric in all of my designs and accessories. All of my production, artists, pattern makers and web designer are in California.

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

Beverly: I have been married to my best friend Steve for 28years. We have three grown sons: Nate 24, Jordan 21, and Leonard 20. I have a degree in nursing but it did not help me at all in the fashion business. I have had to figure everything out through trial and error.

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

Beverly: My aha moment came when I was unable to find UPF clothing that was fun, fashionable, comfortable and affordable. My way of dealing with cancer is through fashion. I created beautiful clothes, manufacturing them in the U.S., and whenever possible use family-owned businesses. This gives meaning to my cancer experience.

Mom Invented: How did you find a manufacturer for your product?

Beverly: I found the manufacture that I'm using for my clothing line on MomInvented.com years ago. Choices Apparel is located in Huntington Beach, California. It has been incredible teamwork. I could never have done this alone.

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

Beverly: I'm challenged every week, but I like to think of them as learning experiences and opportunities to become a better person, business owner, designer and ultimately a credible UPF clothing line.

Mom Invented: How much money have you invested so far?

Beverly: Way too much, but I am passion-driven and determined to make this clothing line successful.

Mom Invented: What has been your greatest success or high point with your product or business?

Beverly: When someone tells me it is a wonderful product and much needed.

Mom Invented: Have you experienced a low point in business?

Beverly: It is definitely scary starting a business driven by my emotions when I have three son's to put through college. But their support, the support of my husband, and my inner mission to stand up to cancer through fashion keeps me plugging along.

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

Beverly: I have always been Mom first. My business is second in my life to my family.

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

Beverly: Nothing is more challenging than being a good mother so use those same skills to develop your ideas and products.

Thank you Beverly for sharing your story!  Click here to learn more about Enliva Products here!

Mom Invented:  What was your 'aha' moment when it came to starting your business?
Katherine: Hearing that “thump” in the night.  As I scooped my son up off the floor and put him back in bed, I tucked pillows and his plush animals tightly around him and I wished they would stay in place giving him just enough block on the side of the bed to keep him from rolling off. I stayed awake all that night (and many thereafter) thinking instead of rails, what if there were plush animals (kids get so attached to their plush animals) that not only would help get him into bed, but his “pal” would remain by his side all night giving him an added sense of security!

Mom Invented: What process did you follow to develop a prototype?
Katherine: What moms do best… improvise! I used one of my son’s soft blankets, sewed it into a tube shape, stuffed it with bags of dry beans, bought Velcro from the craft store and attached the Velcro to the prototype and my son’s sheet. Anxiously I went to his room each morning and to my relief, he was in bed (not on the floor) AND the prototype was still securely in place!

Mom Invented: Were there any setbacks in product development that had to be overcome?
Katherine: Oh yeah! There was a big difference in what the manufacturer considered acceptable and kept sending and what we knew we wanted! We had a very specific look in mind and it took them five prototypes before we were satisfied. We considered looking for a new manufacturer, but they finally got it right and we didn’t have time to start new. There were weeks and months in between prototypes and that cost us missing our first trade show (and deposit monies). We barely made it to the ABC show and that really cost us as we had to expedite all our shipping both into the US and then to the show.

Mom Invented: What was the biggest learning curve in terms of developing your product?
Katherine: Never settle. Never settle. Never settle! We were the customer and had every right to expect the manufacturer to deliver to our specs. The manufacturer’s position was for us “not to get hung up on small details, they would be worked out with the next order”. We knew there would not be a “next order” if we couldn’t get our design right from the start! We stuck to our guns and insisted each time they got it wrong to do it again!

Mom Invented:  What secrets have you learned in terms of publicity and marketing your product?
Katherine: We’re working with Pitch PR and no question has been the best marketing investment thus far. It’s hard to spend money while in the start up phase (the checks are going out faster than they are coming in) but necessary! Through Pitch we’re getting attention from media sources all over the country that we would never have gotten on our own!

Katherine:  What was the biggest learning curve in terms of marketing your product?
Katherine: We launched at The ABC Kid’s Expo in Las Vegas last October and received invaluable feedback that likely saved us much time and money! We learned rather than market our SnuggleBugzzz as plush “toys”, to market them as plush “bed bumpers”. Everyone gets that!

Mom Invented:  How much money have you invested so far? How do you feel about that?
Katherine: MORE than ever anticipated! We just focused on the cost of getting the SnuggleBugzzz made and that has turned out to be a fraction of our costs. Everything from trademarks and patents, insurance, travel, professional photography, print marketing materials, website design, etc… plus the costs of getting the book done! It all adds up in a big way so be sure you have the resources to go the distance (though having our heads in the sand a little may have been good as otherwise this all may have seemed too daunting)!

Mom Invented:  What has been your greatest success or high point with your product or business?
Katherine: We were recognized by the Juvenile Products Manufacturers Association (JPMA), as one of the “Top 50 New Products” in their 2010 Innovation Awards Competition! Also, walking into stores and bookstores and seeing our products on the shelves is exciting, but the most rewarding is seeing the huge smile on a child’s face as they hug their SnuggleBugzzz and hearing their giggles as we read them “Silly Sweet SnuggleBugzzz Dreamzzz”!

Mom Invented:  Have you experienced a low point in business? If so, how did you get back on track?
Katherine: One of our biggest frustrations is not knowing how to get information about our products to retailers! Short of going to trade shows and advertising in trade magazines, it’s tough!

Mom Invented:  Who has been your biggest source of inspiration? What keeps you going?
Katherine: I love to read stories of other successful women entrepreneurs like the many great profiles in Secrets of Millionaire Moms: Learn How They Turned Great Ideas into Booming Businesses--and How You Can Too! It’s reassuring knowing our battles are not uncommon! Any grand visions we had of being an overnight success have been replaced with a much more realistic attitude of keeping it fun, working hard and remaining completely committed!

Mom Invented: What advice would you offer other moms developing their products/ideas?
Katherine: No one is good at everything, success is collaborative! Ask for help! Don’t be intimidated. Situations that now may be uncomfortable will soon become natural. If you can imagine a need, YOU can be the one to find a way to meet it!

Thank you Katherine for sharing your story!  Click here to learn more about SnuggleBugzzz.

Mom Invented: Why did you start this company?
Julie: I first started working on The Nanny Notebook when I was faced with returning to work when Thomas was 6 months old. When I couldn't find a nursery (pre-school) in my neighborhood that I was comfortable with, I decided to employ a nanny to care for Thomas in his own home. I wanted to create a means of easing the repetitive conversation I was having with Tom's nanny every day. The answers to questions such as "when last did you give him a bottle" or "when last did he nap and how long for" were essential to know, but repetitive to have to ask. It was also difficult for her to remember all the details and timings.

I also wanted to create a product that would put mom's more at ease by including essential first aid and emergency contact information, and having everything stored together in one place.

Mom Invented: Tell us about you & your family.
Julie: My husband Marc and I were high school sweethearts and have been married for four years. We have one son, Thomas, who is eighteen months old and growing up far too quickly!

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

Julie: Meeting my graphic designer and turning everything I had brainstormed on paper and made it into something brilliant and tangible that I could take to a printer, and ultimately to the market.

Mom Invented: What process did you follow to develop a prototype?

Julie: After the graphic design had been completed, and the printing company selected, I requested a mock up of the book. A mock up is a completely blank (white paper) simulation of your end product. It gives you a great idea of the final look and feel of the product and allows you to make any final decisions or changes with regards to paper type, weight and quality. Once you have finalized the material for your book, you can request a proof - which is a full color print out of your book (often printed digitally) and finished by hand. Finally, color proofs from the lithographic printers enable you to see exactly what the end product is going to look like, giving you the opportunity to make any changes to the colors in the digital version of the book.

Mom Invented: How did you determine your product’s marketability (is there a need, would people buy it)?
Julie: I did a lot of online research, as well as investigating what was currently offered to parents worldwide. When I realized that there was nothing available to parents in South Africa, I leaped at the opportunity to create something special that would hopefully ease a few people's lives and turn into a keepsake they could treasure forever.

Mom Invented: Were there any setbacks in product development that had to be overcome?
Julie: The mock up made me realize that the paper used to create the four dividers was completely unsuitable, allowing me the opportunity to change the dividers to a thicker card stock that was later laminated as well.

Mom Invented: What was the biggest learning curve in terms of developing your product?
Julie: For me it was learning to trust the people I had decided to work with. I invested all my personal savings in the first print run at what felt like a great personal risk - but the end product was outstanding and I learned that I should have trusted my printing company from the start.

Mom Invented: What secrets have you learned in terms of publicity and marketing your product?
Julie: That the best tools are sometimes free! Thanks to advice from Tamara in The Mom Inventors Handbook, I was able to draw up my own Press Release prior to the launch of The Nanny Notebook. That press release was subsequently accepted and turned into articles featuring the product in various local newspapers.

Best of all though was that sending the press release to the country's leading parenting magazine publication, resulted in the book being featured in their "What's Hot" product list in their February 2011 issue!

Other free marketing avenues such as Facebook and local parenting groups proved invaluable for increasing product awareness.

Mom Invented: What was the biggest learning curve in terms of marketing your product?
Julie: That when you are dealing with publications like magazines, not only will they usually not tell you when your product is going to feature, or ask you to check what is going to go into print - but that the turnaround time can sometimes take as long as 6 months - during which information on your product can change (including the price!).

Mom Invented: How did you finance your business? How much money have you invested so far? How do you feel about that?
Julie: All of the financing has been from my and my husband's personal savings, or money we have drawn out of our house bond. We've invested around $15,000 to date, with no profits yet to speak of! I honestly believe that The Nanny Notebook is a fantastic keepsake and a great tool in any parents toolbox, so I don't regret a penny spent this far. At this point in time I am still running at a loss, but should begin to break even as I sell the remaining stock from my first order of books.

I am still working full-time (although I work from home in the afternoons) and can't see this picture changing for at least a few more years until The Nanny Notebook is on many more stork party gift wish lists!

Mom Invented: What has been your greatest success or high point with your product or business?

Julie: That has to be when The Nanny Notebook was described in the February issue of Living & Loving magazine in South Africa as "The best thing since nannies themselves." The Nanny Notebook was listed among the top ten for a Product Innovation award at a recent Baby Show in Johannesburg which was another highlight.

Mom Invented: Have you experienced a low point in business? If so, how did you get back on track?
Julie: I think the lowest point in the business so far was when I attended an expo in my home town, and the product was not very well supported. I later realized that the show was not aimed at my target audience, which was a good lesson to learn in the long run.

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

Julie: As I am still working - time is more precious than ever. I try to make a conscious effort to spend quality, uninterrupted time with Thomas every afternoon, and focus working on my business in the evenings after he has gone to sleep. I find that apart from the afternoons with Thomas, I practically live on my laptop and need to make an effort to sometimes put it away and focus on my family.

Mom Invented: What has fallen by the wayside?
Julie: Every single television show I used to watch, as well as cooking fancy meals during the week. Quick and easy is the usual order of the day!

Mom Invented: Who has been your biggest source of inspiration? What keeps you going?
Julie: Without a doubt Tamara Monosoff has been my biggest inspiration! I would never have carried through with the entire process of getting my idea made into an actual product without the lessons learned and the inspiration received from The Mom Inventor's Handbook. Thank you so much Tamara.

Mom Invented: What surprised you most about the process of starting your business?
Julie: That at the end of the day it is not really about making a lot of profit for me. It is rewarding enough to have created something I believe in and can be proud of. The amazing feedback I have received from mom's who are using the book has also reinforced for me that having your own product and business is about so much more than the money involved.

Mom Invented: What advice would you offer other moms developing their products/ideas?
Julie: You will think of many different ideas before you stumble across "the one"! I think when you discover a product that is special, unique or better than all the competition, something inside you "clicks".

Listen to your gut, and go for it!

Thank you for sharing your story, Julie! You can learn more about Julie Kemsley's The Nanny Notebook here.

If you have a great story to share about your product or business, we’d love to hear it!

Are you ready for your moment in the spotlight? As you may know we have an AWESOME Mom Invented PR Program through our partnership with Pitch Public Relations. If you are ready for dramatic results, sign up and watch the media embrace your story like you never imagined possible! Learn more.

Please join us on Twitter and Facebook and share this newsletter with your friends!

Mom Invented: What is Ella's Kitchen Company?

Katherina: Ella's Kitchen Company is the home of our Nordic style kitchen dry food and spice cabinet called Ella's Kitchen Cabinet, after my Norwegian Grandmother. This free standing mini-larder is hand painted. I also design lots of simple, functional and elegant kitchen storage.

Mom Invented: Why did you start this company?

Katherina: About six years ago, I was teaching children how to cook in my home using the original kitchen cabinet that my Grandmother gave me.  The kids loved using it so much that I decided to have them made as they were no longer in production. I have now expanded the business to include different styles of cabinets and beautiful shelving and coat hooks. I love working and designing and I would just love every home to have one of my kitchen cabinets. I sell direct to customers worldwide from my web shop.

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

Katherina: I am in my early 40's and married with 3 children from ages 9-16.  My background has been varied. I worked in PR which has been enormously helpful.  I was a caterer for many years so I understand kitchens.  I worked for an Antique Furniture dealer for a year. All these things have helped me start and grow Ella's Kitchen.

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

Katherina: Constantly.  The scoops were a nightmare to recreate.  There were, and still are, problems. Every time I receive a shipment I hold my breath.

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

Katherina: I don't think people trust Advertising. I am lucky enough to have had a lot of editorial which has been fantastic.

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

Katherina: The importance of price.

Mom Invented: How much money have you invested so far? How do you feel about that?: £50,000 (approximately $80,000 U.S. Dollars)

Katherina: When I feel as if I should throw in the towel I look at that figure and it keeps me going.

Mom Invented: What has been your greatest success or high point with your product or business?

Katherina: When I received my first Scoop that looked right I was so excited I cried.

Mom Invented: Have you experienced a low point in business? If so, how did you get back on track?

Katherina: Yes.  When I realized that I did not understand the importance of margins.  Any artist will tell you that it is hard to sell their own work and I obviously regard my business as would an artist! However, I decided to teach myself about the importance of margins and % when costing my products and put that into practice.

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

Katherina: Much longer than I thought.  Because I was starting from scratch with no real business education or contacts I had to find manufacturers for the different components.  Glass, cast aluminum, sheet aluminum and wood.

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

Katherina: It is really hard.  In the first 3 years I worked every weekend.  I painted nearly all the small items myself and turned the house into a factory.  My husband and children were very supportive and would often help me with the packaging and labels. Now I have a warehouse which is great. However, right now I am typing this in my office which is still at home.  Sometime I will move that out too.

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

Katherina: Martha Stewart.  She is without a doubt a formidable woman, but I bought her cook book Entertaining when I started my Catering Company years ago and one day I would like Ella's Kitchen Company to be a brand like hers.

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

Katherina: A lot of people out there offer advice and don't really know what they are talking about.  Use any contacts you can and do not be afraid of people.

Mom Invented: Is there anything else you would like to add?

Katherina: Just that I love what I do and if anyone out there wants to ship our products to the USA lets speak!

Thank you for sharing your story, Katherina! You can learn more about Katherina and Ella's Kitchen Company here.

If you have a great story to share about your product or business, we’d love to hear it!

Are you ready for your moment in the spotlight? As you may know we have an AWESOME Mom Invented PR Program through our partnership with Pitch Public Relations. If you are ready for dramatic results, sign up and watch the media embrace your story like you never imagined possible! Learn more.

Please join us on Twitter and Facebook and share this newsletter with your friends!

Mom Invented: Why did you start this company and when?
Tammany: I started Bee's Knees when I noticed our son Jackson's knees were red and bruised from our hardwood and tile floors.  I tried crawling around to see what it felt like and I felt so badly for him that I was inspired to create a solution.

Soon after starting Bee's Knees we found out Jackson was born profoundly deaf.  Needless-to-say the company was put on hold for a while as we attended Sick Kids Hospital in Toronto for numerous appointments and eventually his cochlear implant surgeries.  However after a while I needed a diversion to take my mind off the worry and decided to get back to work. At the very least I knew Bee's Knees would help me get through such a tough time and at the most I hoped we could one day use the business as a platform to educate people about the importance of early detection of infant hearing loss. The success of cochlear implants and hopefully our story could ease the burden in some small way of parents who would also receive the same diagnosis one day.  I also hoped to create a business that would allow me to make enough income to stay home with my kids and be able to give Jack the time and Auditory Verbal Therapy he needed to eventually close the gap between him and his hearing peers.

Mom Invented: Please tell us about your background.
Tammany: I love being a mom to my 2 boys.  There is nothing in the world that has brought me happiness like being a mother.  I love being able to spend as much time with the boys as I can.  I am a creative person by nature, have a B.A. in English and worked in fashion and advertising.  I also try to be a creative thinker and find solutions to problems by substituting creativity for deep pockets.

Mom Invented: What process did you follow to develop a prototype?
Tammany: First I did an internet research to see if there was anything else on the market similar to my idea.  Then I drew out a sketch, had a seamstress make a prototype and a pattern and then I moved forward researching fabrics and manufacturers.

Mom Invented: How did you find a manufacturer for your product?
Tammany: It was tough in the beginning because when you are small no one wants to deal with you and costs are higher but obviously you need to start somewhere.  I ended up settling with a small manufacturer who employed home sewers.  That wasn't very reliable so I moved to a larger, local manufacturer who did great work but was very costly. I wasn't making any profit but I knew this was a short term sacrifice to get the business going.  Once I had greater demand I could go overseas and get larger quantities made for greater profit.  In a perfect world it would be great to manufacture domestically but I couldn't afford to be in business.  I recently licensed with Kushies Baby and it is such a huge relief to hand the manufacturing responsibilities over to the pros!

Mom Invented: Were there any setbacks in product development that had to be overcome?
Tammany: The clothing industry is really a tough business.  Quality control is tough to keep consistent and the fit always has to be just right.  I also had to play around with the marketing and packaging of the pants. One big mistake I made in the beginning was taking the advice of a sales rep who told me that the pants should be individually boxed.  No one wants to buy clothing in a box - they want to touch it and see it.  If they do go through the effort of taking it out of the box it never goes back in looking the way it was packaged.  Through this I learned to get many opinions and not to take everyone's advice.  Often people will tell you to do "this" or "that" and to spend money "here and there" but at the end of the day when the decisions are made and the money is spent they are not there to sell and support your product.  Be very careful to make thoughtful decisions and seek out advice from as many people in the business.

Mom Invented: What was the biggest learning curve in terms of developing your product?
Tammany: To realize that the marketplace is extremely competitive and tough.  A good idea on its own isn't enough.  Your product has to be backed up by the right marketing, PR, packaging, design, sales reps, social networking and design/manufacture resources.  Dreams are great but thoughtful planning and execution is critical.  I am constantly trying to figure out ways to advance my product and am always looking at what is going on in the industry. I spend hours on the internet surfing and reading....you never know what you may come across that will inspire you or teach you something you hadn't thought of.  Most recently I have really learned to appreciate the value of Mommy bloggers and Facebook.  It is really rewarding to have such a platform to connect on a personal level with your consumers, get feedback and "buzz" going about your product.  I love running contests and reading the exciting reviews from moms and seeing photos they submit of their babies in Bees Knees.  It has been a long road and as a business owner you go through ups and downs but recently I am on a real "up swing" by feeling the personal connection to moms who are using our product.

Mom Invented: Through what markets are you selling (retail, wholesale, internet, specialty sales)?
Tammany: We sell wholesale to all markets: internet retailers, independent boutiques and toy stores, Whole Foods in Canada and most recently at Babies R US across Canada.  We are transitioning between clearing out our original pants to moving forward with Kushies and creating some really exciting new styles.

Mom Invented: What was the biggest learning curve in terms of marketing your product?
Tammany: Whether you do your own PR or hire a qualified agency you should focus on getting free reviews and editorials - don't advertise unless you have the profits to pay for it.  Even great press like being featured on The Today Show won't necessarily translate into a big jump in sales but the credibility of one press hit can help you gain more press and so on so keep trying to build one opportunity into another.

Mom Invented: How did you finance your business?
Tammany: Some cash, credit card, profits, loans from friends and family...and scraping by at times to pull enough money together to pay bills.  I also learned how to negotiate prices with everyone and how to avoid spending money as often as I could.

Mom Invented: What is your company’s current financial picture and what are your projections?
Tammany: In September we launched with Babies R US across Canada.  With licensing there is no money going out and I get a royalty payment on the pants sold.  Making a royalty cuts back on profits but it is a safe route and wonderful opportunity to allow Bee's Knees to grow in ways that never would have been available to me.  In clothing it takes a while to get your manufacturing cycle going as buyers purchase goods months in advance.

Mom Invented: Have you experienced a low point in business? If so, how did you get back on track?
Tammany: To be honest there have been so many low points I couldn't even count.  Sometimes low days, low weeks and even low months!  It is okay to get discouraged and take a break.  I think we all have self-doubts but you have to remind yourself about the successes and believe in your product.   Try to think of new and creative ways to over come obstacles, look around at what other entrepreneurs are doing, ask for help and advice and keep at it. As an entrepreneur you rarely get in the front door.  You may not have to change your end goal but you often have to re-route your course and if you try hard enough you might just find a way to sneak in the side door.

Mom Invented: What surprised you most about the process of starting your business?
Tammany: It is really difficult to get a product into a large retailer. I never would have guessed all the elements that need to come together to make that happen.  I also never thought it would be this tough or dreamed of all the set backs.  However, I am so grateful for all the lessons I have learned in business and in life as a result.

Thank you for sharing your story, Tammany! You can learn more about Tammany Atkinson's Bees Knees here.

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