the momtrepreneur maven.

Louise Zweben created an entirely new forum to “celebrate the life of a loved one” on SympathyTree.com.  You may have even shared a memorial on her site.  Her interesting story will show you how momtrepreneurs really do make it happen–moving their ideas from “I need this” to “I did this.”

What business did you start up?

My online business is called SympathyTree.com.

What motivated you to do it?

I am originally from Scotland and moved to California on assignment 14 years ago while working with Sun Microsystems. I met my future husband and decided to stay in the U.S. During that time there were  several deaths in my family in Scotland.  Being unable to join in all of the events surrounding funeral and related activities, I started to realize how important it is to be able to be with family and friends during this time…to physically comfort each other, share stories and memories about the deceased, grieve together with the community and start the healing process. In these days of families spread throughout the world, I started to think about how we could use the internet to somehow address this problem.

Initially SympathyTree.com was created to enable family and friends around the world to be instantly notified about all events relating to the death of a loved one but we quickly evolved into a community site where each memorial is highly customizable.   The site enables people to honor their loved one by sharing their stories and memories, uploading photos and videos and allowing others to comments thereby starting a conversation about the deceased and creating a very rich highly interactive memorial community site for friends and family to visit for generations to come.

How many children do you have, and how old are they?

I have two beautiful daughters ages 9 and 5.

How long were/have you been running your business?

I started the planning and logistics of SympathyTree.com.com in early 2008 and officially launched the site in December 2008.

How long did it take you to start becoming profitable and/or successful, however you choose to measure success?

It is so rewarding for me to receive so much feedback from the thousands of visitors to www.SympathyTree.com every week who are very appreciative of being able to participate in the death of a loved one.

How did your family react to you starting your own business?

We are very much an entrepreneurial family. This is my second start-up company and my husband has founded three start-up companies so we are comfortable with the challenges starting new companies brings. We are also very lucky to have a wonderful support network of website developers, marketing professionals, PR experts and much more.

Easiest part of your job?

There are several not just easy but gratifying aspects of my job as CEO of SympathyTree.com.  Working with families of the bereaved to help them create the richest memorial possible, working with my team to continually evolve SympathyTree.com.com by adding features based on feedback from families and experts in the areas of death, grieving and healing.

Hardest part of your job?

The hardest part of my job is reviewing all the beautiful memorials that are created and feeling the pain of those left behind. At the same time I am proud of how SympathyTree.com.com provides a way for them to honor their loved one through conversation, stories and memories.

What, if any, tools or advice do you wish you knew then that you know now?

Initially we assumed that most people who created a memorial in honor of a loved one would want to restrict access to close family and friends and therefore all memorials were kept private and only those people invited by the memorial creator were allowed to view and contribute to the memorial.  However, the nature and one of the key features of SympathyTree.com.com is the viral nature of it and how news can be spread in minutes, how a friend of the deceased can forward the memorial onto a group of friends that perhaps the creator the memorial did not know about. Based on customer feedback, we now offer the choice of making the memorial private or public. Approximately 95% of customers choose to make their memorial public. This has greatly increased the number of visitors to the memorials which, in turn, has resulted in many more stories and richer memorials.

Any people or other materials that you recommend for fellow momtrepreneurs to use/buy for their companies?

I have had the pleasure of working with an excellent web development company, called SolutionSet, who works with me continually to evolve our website. Additionally, Google Analytics provides an excellent tracking mechanism for monitoring site traffic and customer conversion.

Can you recommend 3 essential websites for moms in, or going into, business?

Women Entrepreneur
Inc.com
Working Mother Magazine

Linda McNair has quite the story to tell, and she does it exquisitely well.  This momtrepreneur moved from a high-powered position to an organic farm, and did it with bravado.  You can read her blog and see below for her interesting story.

What business did you start up?

My husband, Trent, and I started an organic nursery, Surf City Growers, in Aptos, CA, in the Spring of 2005. Our favorite part of running it is hosting field trips showing kids how plants grow and where food comes from. The kids’ enthusiasm for the process made us realize that they can shift the way their families think about food. As a result, we have expanded our business this year with a new product line called “My First Organics” — organic, educational seed starting kits for families focused on garden favorites that kids love to eat. The seeds and growing media are organic, and every component of the kit is recyclable, reusable or biodegradable. A percentage of each purchase goes towards a fund to provide public schools with My First Organics kits. We also offer them as a healthy, educational and eco-friendly fundraising alternative.

What motivated you to do it?

After a combination of over 25 years in the high tech world, we decided to make a lifestyle change. We were both raised by members of our family, and we really wanted that for our child. The opportunity to buy the property presented itself and we made the leap. While we still consult on the side, our passion is focused on helping families and schools eat healthier, supporting local organic farming and doing our part in saving the planet. You only live once, so make it count.

How many children do you have, and how old are they?

Two children. Aidan is 6 and Serena is 14. We also have two dogs – Maverick and Dash – and two cats – Luna and Alma. We are building our chicken coop this week and hope to adopt baby chicks on Easter Sunday.

How long have you been running your business?

Four years.

How long did it take you to start becoming profitable and/or successful, however you choose to measure success?

We didn’t feel true momentum until this year. Organics have been marketed to more affluent consumers and gardening has been traditionally viewed as something your grandmother did. Pioneer Alice Waters was recently featured on 60 minutes talking about making healthy, organic food accessible for everyone. And she was instrumental in motivating First Lady Michelle Obama to install a sustainable organic garden at the White House this Spring. These two events alone have done a lot to raise awareness among general consumers and make organics a mainstream topic. And due to the state of the economy, families are looking for ways to save money. That means reducing variable costs like groceries and finding things to do at home. Growing your own garden is an educational, healthy, fun and cost-saving activity to do as a family. The Mercury News in San Jose, CA just wrote an article proving that family gardening is on the rise. It quotes the USDA statistic that every $100 spent on vegetable gardening yields $1,000-$1,700 worth of produce.

How did your family react to you starting your own business?

My husband is in on this adventure, but my parents were against it. I am the daughter of a Cuban immigrant family, so economic stability is of critical importance. Needless to say, my parents were very concerned that I was leaving a lucrative executive position in high technology to start an organic farm. Let’s be straight – they thought I had lost my mind. I simply reminded them of what they did for me and my sisters in order to live the life they wanted for us; one of freedom of choice. That with great risk, comes great reward. Frankly, I also had to convince myself because it’s very difficult to break away from that way of thinking (we call it the refugee complex). The way I did it was by reminding myself that if things didn’t work out, I could always go back. That the time to take the leap was now (I was 36 at the time), not later in life when it would be harder to find work.

Easiest part of your job?

Telling people about what we do.

Hardest part of your job?

Getting people to understand that it’s not hard to do. We made it really simple with our kits, and we know that if people try it, they’ll either make it a part of their lifestyle or enjoy the activity once and the learning forever. We believe this shift is instrumental in getting Americans — particularly our kids — to eat healthier, reducing the aversion to fruits and vegetables and the obesity epidemic in our country.

What, if any, tools or advice do you wish you knew then that you know now?

It takes a long time to build a business. I predicted two years, but it’s taken four. So, double up the time on everything…from how long you think it will take to respond to your email everyday to how long it will take to be profitable. It takes twice as long, period.

Can you recommend 3 essential websites for moms in, or going into, business?

I wish Jill was around back then because I highly recommend talking to a Life Coach or Small Business Coach before going into business. You’ll walk away with a more realistic understanding of everything it takes to start your own business. The US Small Business Association provided me with the template for my business plan. I then had to piece together research from different agricultural resources to fill in more industry specific information. Through that process, I saw that there was nothing that gave me an understanding of how busy homeowners felt about going to nurseries, so we put together our own proprietary survey and used Boomerang to deliver it and process the findings that ultimately shaped our positioning in the market.

Anything else I should have asked you that you should answer?

Be passionate about what you decide to do. It will get you through the many days when you feel no one is listening.

A few more questions, just because American Express should be featuring more momtrepreneurs…

Childhood ambition…to provide my parents the life they deserve.
Fondest memory…eating my grandmother’s cooking (especially the treats she made just for me).
Indulgence…finding the time to do nothing (on the beach with a margarita).
Last purchase…. just for me? Sinful bottles of red wine and champagne at a local wine bar.
Favorite magazine…..Real Simple.
Inspiration…..my parents, of course.
My Life…is a trip, but it’s MY trip.

I’ve been preparing for my “guest advisor” appearance this week on IdeaBlob.

I’m very much looking forward to helping anyone and everyone on that site who shares their great ideas, and I hope that we can actually help one another.  You can submit your idea and discuss it with others; you can post your idea, collect votes and win a pile of dough…or you can attend a BlobLive function, if one is happening in your area.

See you on the site!

Candy Holtzman is our first momtrepreneur who discusses the business she started up and finished off…it’s now closed. But she ran a successful travel agency for many years and gives us an interesting global perspective on momtrepreneurship.

What business did you start up?

A home-based travel agency.

What motivated you to do it?

I was fed-up with corporate America and wanted to do something that I believe in. Travel is a way to make everyone into global citizens.

How many children do you have, and how old are they?

2 children, aged 29 and 25.

How long have you been running your business?

I ran it for 12 1/2 yrs.

How long did it take you to start becoming profitable and/or successful, however you chose to measure success?

About 3 years.

How did your family react to you starting your own business?

Very supportive.

Easiest part of your job?

Being enthusiastic about travel planning.

Hardest part of your job?

Dealing with airlines and flight bookings.

What skill would you most like to improve?

That’s not really relevant…I’ve closed my business.

What, if any, tools or advice do you wish you knew then that you know now?

That the best road to success in the travel industry is through affluent clients. It took me a long time to accept that.

What is the accomplishment you are most proud of?

Building a loyal clientele who then referred me to new clients.

Favorite part of a typical day?

Hearing glowing feedback from a client who just returned from a vacation.

A few more questions, just because American Express should be featuring more momtrepreneurs…

Indulgence….potato chips!!!
Last purchase…..a book.
Favorite magazine…..National Geographic.

How could this ecofriendly writer not become a Momtrepreneur after having been a freelance writer for Entrepreneur Magazine.  Karen not only offers an ecofriendly approach to her entrepreneurial endeavor, but great advice for fellow Momtrepreneurs, too.

What business did you start up?

I am the founder of Rain Frog Apparel, bamboo fiber apparel that’s ecofriendly and environmentally responsible. Bamboo is a sustainable, fast-growing resource that makes for a soft, moisture-wicking, comfortable, antibacterial garment. It’s great for kids in particular since it’s so soft and hypoallergenic.

What motivated you to do it?

My son was my motivation. He was reciting the Pledge of Allegiance one day and, at the end, said “With liberty and justice for frogs” instead of “for all.” Having just written an article about T-shirt entrepreneurs (I am a freelance writer, too), I ran with the idea of creating a branded concept that has corporate responsibility at its core. I joined 1% for the Planet early in the game in 2007 and have been giving back 1% of my sales ever since.

How many children do you have, and how old are they?

1 son, age 6.

How long were/have you been running your business?

I have been in business since February 2007 and got truly up and running in August of that year, following production.

How long did it take you to start becoming profitable and/or successful, however you choose to measure success?

This is my year of planned profit, since the first two years have consisted of putting much time, money and resources into production and getting my feet wet. As a longtime writer for Entrepreneur magazine, I can tell you that most businesses, especially in the apparel industry, are lucky to break even after two years. Many new businesses fail. I am committed to making my business highly successful in 2009 and have growth strategies in place.

How did your family react to you starting your own business?

They have been largely supportive. They know I’m always up to something entrepreneurial, and they applaud my efforts, even if at times they must think I’m nuts.

Easiest part of your job?

Being creative — the fun things like designing and creating new things.

Hardest part of your job?

Accounting! That, and knowing which opportunities are worthwhile in terms of advertising and marketing.

What, if any, tools or advice do you wish you knew then that you know now?

I wish I would have chosen one avenue from the beginning in terms of retail, wholesale or e-commerce. I have decided this year to take my emphasis off of wholesale and e-commerce and to focus on retailing at unbeatable prices. I need to get my product in front of people to build brand awareness, then the e-commerce sales (and perhaps wholesale accounts) can come.

Can you recommend 3 essential websites for moms in, or going into, business?

Entrepreneur.com, MyWomanOwnedBusiness.com, and Meetup.com for local entrepreneurial groups with mom-owned businesses.

Anything else I should have asked you that you should answer?

Networking and referrals are so key for business owners. Don’t be afraid to get out and join the chamber and develop a close-knit network of business owners who support each other. Those groups are more likely to use your business products/services and refer business your way.

Also, get a mentor or two — financial, personal, spiritual, etc. — someone who is where you want to be and is willing to guide you to that place, too. My mentors are a surgeon and a nurse who retired after implementing a residual income strategy in their lives and now spend their time mentoring others and performing surgery in 3rd world countries.

Finally, I also want to mention that I’m moving into some retail space in Burbank in April – see AmericanBoutiquesLA.com – it’s a kind of “store within a store” where I’ll have the opportunity to sell my products at retail and get in front of buyers if I choose. I am looking to include a couple of other lines in my display, so if there are other eco-friendly vendors out there, I’d like them to get in touch with me at info@rainfrogapparel.com for details.

A few more questions, just because American Express should be featuring more Momtrepreneurs…

Childhood ambition….I wanted to be an artist or a pianist.
Fondest memory….sitting on my dad’s knee and having him hold up 4 fingers to illustrate my age back then.
Indulgence….wine, coffee and chocolate.
Last purchase…..a car battery..ugh.
Favorite magazine…..what are those? (I’m a bit time-stressed)
Inspiration…..my son.
My Life…is filled with happiness, possibilities and family. I am grateful!