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FEATURED MOM INVENTORS > BUTTONED UP INC.
Buttoned Up Inc. makes organizational products that help people organize the important aspects of their lives -- without making organization a full time job. Since its launch just 4 years ago, the company - founded by Alicia Rockmore and her business partner, Sarah Welch, along with Alicia's sisters Susan Lerner and Nancy Meyer - has grown quickly, today offering more than 30 products. These products are specifically designed to help people organize aspects of their lives ranging from important documents to work projects to fitness programs and much more. The company's products, which have recently been picked up by Target for national distribution, include smartly designed binders; notepads with helpful reminders and information; user-friendly filing systems; and more. We interviewed Alicia Rockmore, the Queen Bee (CEO) of Buttoned Up, Inc. She is mother of Lucy, age 6.
Describe your company and your product (or product line). Buttoned Up is an organizational company dedicated to helping busy women get more done by showing them how to organize less. We are dedicated to imperfect organization, which is all about focusing on your own most important organizational tasks, and giving yourself permission to delegate to others -- and "not to do" things on your list. We have over 30 products in the marketplace. 
Why did you start this company and when?
Buttoned Up was started in 2004 with me, my day to day business partner, Sarah Welch, and my 2 sisters, Susan Lerner and Nancy Meyer. We started this company because we saw a real opportunity for organizational products and advice in the marketplace for people just like us, who wanted to get organized so they could free up time to do things they really enjoy like spending time with family. But we realized we could use a road map to show us how. What were your initial goals? Develop 2 to 5 products that would resonate with consumers and begin to build the Buttoned Up brand. Describe yourself and your family. What is your background and how does it relate to your company? I am a self-proclaimed organizational maniac who juggles Buttoned Up and my home life. Prior to co-founding Buttoned Up, Inc, I did the marketing for well-known brands like Wish-Bone Salad Dressing, Ragu Pasta Sauces, Total Cereals and Wheaties. I received my MBA from the University of Michigan in 1992 and my BA from Claremont McKenna College in economics in 1987. Prior to starting my marketing career, I was a CPA at Ernst & Young. My family, which includes husband Adam and 6-year-old daughter Lucy, is currently in the process of moving to Southern California. We have moved ten times in 13 years of marriage...as a result, I know the value of having all of the disparate parts of my life organized and under control. 
Have you ever experienced an epiphany that changed the direction of your life?
Yes, when I had my daughter, Lucy, and realized there was more to life than trying to get people to buy more salad dressing. What process did you follow to develop a prototype? We outlined the product contents for Life.doc (an organizational system for all your important life documents) and then began to think about format, colors, and logos. Basically, we started mapping out content on a big wall poster to determine what we should include. We also got help from a consultant to make the product identity-theft-proof (ie: not including social security numbers, etc.) Then we hired a freelance graphic designer to create the binder so it would look and function the way we wanted it to. What process did you follow to determine your product's marketability (is there a need, would people buy it?) We did quantitative research online to determine things like value, uniqueness and interest to buy. We hired a company called Key Survey, to whom we pay an annual fee, to help develop a questionnaire. Sara and I also had a lot of background in marketing and advertising and developing surveys, which helped us know what we wanted to ask. Then we emailed the questions to people we knew, and asked them to forward the questionnaire to people they knew. We followed up this survey with mall intercept surveys to fill in the gaps and to be sure we were reaching our demographic. What process did you follow to find a manufacturer for your product? We initially manufactured in the U.S. to understand the process, and then found overseas vendors in China. Were there any setbacks in product development that had to be overcome? I think we were (and sometimes still are) trying to meet demand for products quickly enough while still maintaining quality and managing cash flow. 
What was the biggest learning curve in terms of developing your product?
Each retailer probably wants something different so plan for it. Some want product packed differently, some want it labeled differently. The larger retailers are not flexible. If we had produced thousands of units on our own, before having each retailers' specs, we would have been in trouble. Through what markets are you selling (retail, wholesale, internet, specialty sales)? Retail, our website, specialty retailers (on and off line) and TV Shopping networks including HSN and QVC. What secrets have you learned in terms of publicity and marketing your product? Get your company name out there even if it does not directly talk about your products and where to buy them. For example, Sarah and I write a weekly syndicated column on organization that is nationally distributed by Scripps Howard. While the column doesn't directly mention our products, it does reference our credentials at the end of each piece, including our company name. This leads readers to check out our website and/or products in store. What was the biggest learning curve in terms of marketing your product? Patience and learning to do things on a small budget. How long did it take to get your product from idea to market (conception to product launch)? 9 months How have you managed to juggle the roles of business owner and mom? What falls by the wayside? Not easy. I like a 24/7 life. That means I work during the day, come home and be mom and wife until Lucy falls asleep, and then go back to me (e.g. running on a treadmill at home) and work again. What kind of support system do you have in place personally and professionally? I have an unbelievably supportive husband. We also put in place a lot of help to make sure our free time is focused on Lucy. We have an amazing nanny who can stay overnight when we are both out of town. We do not spend our weekends cleaning and doing laundry. How did you finance your business (personal contributions, loans from friends & family, loans from bank, credit cards, outside investors?). Personal contributions, a line of credit for manufacturing and 2 angel investors. How much money have you invested so far? How do you feel about that? Do not wish to disclose but I am very comfortable that for every dollar I put into Buttoned Up, I will get a fantastic return in the future. 
What is your company's current financial picture and what are your projections?
Our 2007 sales were over $1 million and the future picture looks quite good. What has been your greatest success or "high point" in the process? Gaining distribution at Target. It's an interesting story - and a testament to the fact that "no" doesn't always mean "no" forever. When we first contacted them to carry our products, they were not interested. But later on, a buyer saw our products at a specialty store, and contacted us to inquire about carrying our line. Have you experienced a "low point" and if so, how did you rally yourself to get back on track? Many low points.....you just have to pick yourself up and keep going. You have to get a lot of "nos" before you get a "yes." Who has been your biggest source of inspiration? What keeps you going? Sarah Welch, my partner. She has more energy and drive than anyone I know, and when I feel down she serves as my inspiration. Did anyone in particular help you along the way? So many people. We learned that success is often about networking and many of our initial leads for everything from staff to sales came from people we know. What advice would you offer other moms developing their products/ideas? Do not give up. So many people will tell you what you can't do, or that your idea is not unique....if you believe in what you are doing, stick with it....you will succeed. Is there a resource that proved to be invaluable that you would like to share with other moms? Networking. Reach out to everyone you know -- and they know -- and you will discover a wealth of information and leads. People are almost always happy to help if they can. What surprised you about this process? How much I love having my own business. I do not think I could go back to working for a large company again. 
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