We just love discovering new Mom Invented products.  Amy emailed us last week to sign up for our wholesale directory - and we just had to learn more about her product, Toydozer.  Here is our interview with Amy:

SeedMommy: Tell us about Toydozer.

Amy:  The Toydozer is an innovative product that allows parent and kids to spend less time cleaning and more time playing. Toy clean up time is often as tedious as it is time consuming, but yet it remains a necessary evil of parenting. With the Toydozer, your days of crawling helplessly around on the floor picking up every last tiny toy piece are over. This innovative new product promises to make the clean up process fun and efficient for both parents and kids. The Toydozer is simple and easy to use, and the results are dramatic. The “gatherer” is designed to work like the blade of a bulldozer and the “scoop” is modeled after a bulldozer scoop. Users hold on to the “gatherer” to collect small toys into the lightweight  “scoop” and then dump the toys into their respective toy bins or containers. With just a few scoops of the Toydozer, clean up time is over in no time.

SeedMommy:  How did you come up with the idea?

Amy:  I am a mom to a seven year old and I was constantly picking up toys.  At the end of a long day, I dreaded cleaning up all of my son’s toys -- whether it was trains, safari animals, Duplo blocks or LEGOS -- spread out all over the floor.  After some brainstorming, I came up with a simple tool that made cleaning up easy and fun for all of us and the Toydozer was born!

Amy:  Once I came up with the idea I first spoke to a patent and trademark attorney.  This is my third attorney so it took a while to find the perfect one who actually spoke in words that I could understand and who also responded to me quickly!  As a busy mom raring to go I didn't have the time or patience to wait 48 hours for responses.  Then it was on to having a prototype made.  I worked with a designer in China who was recommended to me by a family friend who is in the manufacturing business.  I had a CAD and prototype designed and then it was on to finding a plastics injection molding to actually manufacture the product.  I went to meet with a local plastics injection moding company whose engineers told me that based on this design the tooling was going to cost me $50-60k!  I was totally shocked and left there feeling overwhelmed but knew I had to get back to the drawing board to find a solution.  I drew up some sketches and figured out a way that the product would be more streamlined so as to get the tooling cost way down.  I found a local engineer who I met with and showed him what I had drawn and demonstrated to him in person what I wanted to achieve and he drew up a new CAD.  I then found a prototyper in the US and after a couple attempts and several weeks later we got it just as I had wanted!  Then it was on to researching plastics injection molding company to manufacture the product which was a daunting task.  I had it quoted from several companies in the US, Mexico and China and ultimately chose a renowned company in Mexico.  From there I had to work on logo design, web copy and design, photography, PR/marketing, logistics and on and on. 

SeedMommy:  What advice would you give to a Mom with a product idea?

Amy:   The advice that I would give to a mompreneur is to be prepared to eat, drink and sleep your invention and to be prepared to go through piggy bank.  It is a ton of work and everything costs more than you think.  It is also important to realize that you can't handle everything yourself or a lot of things will fall short.  Finding really good people to help you out with the different tasks along the way is crucial.  I have also learned that it is imperative to know when to cut ties if you are not grooving with someone you are working with.  If it isn't working out with someone you can't afford to waste a lot of time.  Instead, focus on finding a better solution which fits your needs.  At the end of the day it is all worth it as you are in charge, you can work from home (which is great as you work into the wee hourse but can still be there at the bus stop every afternoon!)

SeedMommy:  What did you do before inventing Toydozer?

Amy:  I worked as a Celebrity Personal Assistant for 17 years in DC, LA and New York.

SeedMommy:  Tell us about your family.

Amy:  I live in the suburbs of Philadelphia with my husband, Tyler, who has helped me a ton with the project and have a son, Harry, whose messy room was the inspiration for the Toydozer!

Thanks Amy!  The Toydozer retails for $18.99, ships free anywhere in the United States and Canada and is available exclusively on the toydozer.com website. It comes in three vibrant colors: blue, yellow and purple. Each Toydozer features velcro tabs that attach the gatherer to the scoop when not in use for easy storage.

    

Visit Frittabello's Website Here!

SeedMommy:  Tell us about yourself and your business.

Jennifer:  My name is Jennifer Covello, mom, author, mompreneur to Frittabello baby gifts. I wrote and self-published my award-winning baby journal, “My Life” as well as a children’s book, “Frittabello and his Angel”, along with creating a line of inspired baby gifts that families will always treasure. I previously had a corporate career in IT and Marketing.

SeedMommy:  What inspired you to start your own Mom Business?

Jennifer:  I was inspired to create a baby journal for parents like myself who wanted to create a keepsake for their family. Having kept journals for both of my children since their birth, I could see the day when I’d hand over their journals to them and they’d have the story of their life recorded through my eyes. Once the journal was written, I began to imagine other baby gifts to complement the journal.

SeedMommy:  What was the scariest part about taking the leap?

Jennifer:  The scariest part was deciding to self-publish my baby journal as opposed to finding a publisher. It took me a long time to decide since it was a big investment. I’m glad I did it myself because it moved me forward quickly in setting up and promoting myself and my business.

SeedMommy:  What did you find was the most challenging part about starting your business?

Jennifer:  Initially it was the lack of time I had to work on the business given I had a full-time job and was raising my two young children.   Now time can still be a challenge, but you make it work.  Also finding people to help me was difficult because not everyone delivered what they said they would and I wasted a lot of monies on the wrong people. I’ve since become more selective in my choices.

SeedMommy:  Did anyone in your life inspire you to go for it?

Jennifer:  My parents always stressed the importance of getting a good education and doing your best. I think that has served me throughout my life. As I got more and more into growing my business, I began to surround myself with like-minded people who supported me. That was a critical piece in helping me to do many of the things I might not have done on my own. When you have other people believing in you, it does boost you up but you must also believe in yourself first.

SeedMommy:  Answer this question:  If I had to do one thing differently about starting my business, it would be....

Jennifer:  I think if I had to do one thing differently, is that I would’ve spent a bit more time talking to various retailers about my product ideas to see if they would be interested or if they had ideas on what would make them sell better. Cold-calling with already-made products is hard work and requires persistence. All do-able but it would’ve been great to have a few larger retailers on board in the concept stage.

SeedMommy:  What are the biggest pros and cons to running your own business?

Jennifer:  The biggest pros are that you are your own boss and that you call the shots. The biggest cons are that you are your own boss and that you call the shots! What I mean is that – your success or failure is in your hands. There is no one to blame if things don’t turn out the way you expected. You have to persist and not give up no matter what if you really want to succeed. Hoping and wishing for things to happen is not going to bring you to your goals.

SeedMommy:  Where would you like to see your business in 1 year? 5 years?

Jennifer:  Ideally, I’d like to see the Frittabello baby gift line expanded and available in retailers around the world as I had originally planned. However, since starting my business, what I have found is that my gifts are in writing and speaking and that’s how I best help people.  So a lot more of my time is now spent on my blog (Parenting For Purpose at www.parentingforpurpose.com), my baby journaling workshops where I teach moms, dads and grandparents that keeping a journal for their child is not as daunting as they think, and lastly speaking to moms and other mompreneurs about my own journey and the lessons I’ve learned along the way in the hopes of inspiring them. But if Neiman Marcus would like to buy the Frittabello brand, I’m all ears!

SeedMommy:  Tell us about your family.

Jennifer:  I have two children, a son and a daughter who inspire and teach me every day. As you know, my business name, “Frittabello” was inspired by my son, Christopher, who called himself “Fritta Bello” as he was learning to say his full name. My daughter inspires me with her fearlessness, openness, and love. It really was because of her that I began to change my life and see myself in a different light. 

SeedMommy:  Anything else you would like to add?

Jennifer:  I think that my life now is happier and more fulfilling than ever before. My children are a bit older and we are enjoying each other a lot. My passion now is my blog and talking with other moms and helping them to see that while they need to parent their children, they also need to be open to the lessons that their children are teaching them. This is what my children’s book is all about. I believe that children choose their parents in order to teach them their life’s lessons. I’ve learned more from my children than I’ve taught them quite frankly and I have them to thank for where my life is and what it will become.

Facebook.  Love it or hate it, it has become a staple in the way Mom Businesses market their products and services.  Its free, you reach people who are interested in what you are selling and its pretty easy to attract new fans and turn them into customers.

But, Facebook frequently changes the rules of how you can use it.  Recent changes have taken a toll on the bottom line of many a Mom Business.  About six weeks or so ago, Facebook became your gatekeeper of information, sifting through all of the updates and deciding which ones are most important to you.  Why they felt the need to do this is beyond me, but they thought it would make the site better.  Its their site - they can do whatever they want.  And that is the problem with relying to heavily on Facebook for your marketing.

The New Facebook

Over the past couple of days, I have seen some threads on Facebook between Mom Business owners talking about how the recent changes have really hurt their business.  Because their updates and photos are not showing up feeds like the used to, customers simply forget about them.  I follow thousands of business on Facebook. There is no way that I could remember to stop by each of those pages everyday to see what new items are available.  Facebook has decided, supposedly by following my habits on FB and determining which pages are most important to me, what pages I am truly interested in.  The problem is, I do visit lots of pages each day - and regardless if I like their posts or leave comments, it doesn't seem to impact what is showing up in my feed.

The Old Facebook

For a long time, the best way to show your importance in social networking were your numbers.  Sad to say, but I could ramble off my Facebook, Twitter and Google Rankings better than I could tell you my kids birthdates (In my defense, I have 4 kids).  Now - those numbers are meaningless - because you don't know how many of those folks are truly getting your updates.  There is simply no way to know if the site with 10,000 fans really has 10,000 engaged fans or just a bunch of likes because you had a contest.

Giveaways, Facebook Shoutout Programs (paying for Facebook mentions), liking ladders and other traditional ways Mom Businesses used to grow their sites don't work anymore.  Because a like doesn't mean the same thing it used to.  Especially Facebook Shoutout Programs...  When you pay for plugs on someone else's Facebook page, who do you think is following those pages?  Not customers, that's for sure.  The answer is Moms just like you, trying to market their business.  Your likes go up - but your sales don't follow.  Somebody made some money - usually the folks selling the shout out, not you.

So, What's A Mom Business To Do?

I think the changes on Facebook serve as an important reminder/lesson on Marketing in general. NEVER put all of your eggs in one basket.  If you have relied on Facebook for marketing, you have made a mistake.  As with any business, Mom Businesses need a Marketing plan, even if its one you write on the back of your 1st grader's homework.  It should be  about where and how you will market your Mom Business. Facebook should play a roll in your marketing efforts - but it should not be the only way you market your business.  Here are some other things you need to be doing:

*Newsletters - Turn your customers and social media fans into subscribers of your newsletter.  Offer incentives like discounts or gift with purchase to encourage sign ups.  Once you get a good list, take a measured approach to how you use your list.  Do not overwhelm your subscribers with constant emails.  Rather pick a day and stick with it.  Maybe it's the 1st day of each month, or an email each Sunday.  Make sure each has good information and something new to share to keep your subscribers engaged and so they will look forward to seeing what is inside.  Don't have a newsletter yet?  MailChimp and Constant Contact are two great, no cost/low cost services that can help you get started.

* Other Social Media Platforms -  Twitter, Google + and LinkedIn should all be part of your social media strategy.  While Facebook maybe your favorite place to connect with shoppers - you should not ignore these social networking platforms either.

* Good ol' Fashioned Advertising.  Yes, I know.  It costs money.  And sometimes, what you get in return doesn't give you a return on your investment.  However, you must look at advertising as a way to get your name out there.  Not just as a numbers game.  An ad on a website that caters to your target market, will make you top of mind to shoppers and other business owners alike.  Not to mention, it will help with your SEO. (We are working on coming up with a list of websites we recommend you advertise on.  If you have suggestions and success stories, email us!)

* SEO - Search Engine Optimization.  When someone searches for your keywords - where does your business pop up on Google's search engine?  If you aren't on the top 30 or so then you need to up your SEO.  When someone does a Google search, they don't go back more than 2 or 3 pages to see what Google comes up with. SEO helps you get to the front of the listings.  All those social media sites help, ads help, back links from other sites help, being mentioned on websites helps...  every back link helps your site climb in the Google Rankings.

* Local craft shows - I have talked with many businesses who wanted to get off the craft show circuit and thought Facebook was the way to do it.  For awhile, it was.  However, it is my belief that if you make something, a craft show is a great way to connect and sell.  Make sure you are handing out business cards or flyers and encouraging folks to sign up for your newsletters etc.

*Online Showcases - Etsy, Paper-N-Stitch and The Mommy Shops (yes, this is my plug) are great additions to your marketing line up.  The shoppers who come to these sites are looking to shop small businesses. Showcasing your products on these sites is another helpful tool in the tool box.  In the case of ETSY, it is becoming overwhelmed with shops in my opinion.  Again, you shouldn't rely on Etsy to bring you all of your business.  I have talked to Etsy Shop Owners who are having the same problem with Etsy as they are on Facebook.  So many pages, you just get lost in the shuffle.

Facebook Shops

I have been a little concerned about the growing number of businesses I see using Facebook as their shop. These are businesses that don't have a website, don't want to pay the fees on Etsy and use Facebook as their shop.  I really think those businesses are doing themselves a disservice.  You are setting up shop on a page you have NO CONTROL over.  The fate of your business is in someone else's hands.  The hours, days and months that you have spent setting up your Facebook page and growing your fanbase can be wiped out in a single moment should Facebook not like what you are doing (so many businesses lost their pages a couple of months ago when Facebook cracked down on giveaways and shout out programs).

I truly believe businesses need their own website.  While this may sound like a daunting and expensive task - it does not have to be that way.  There are so many low cost sites that allow you to build your own site for free, or at a low cost without having to know code.  We have a list of those sites, so just email us if you are interested.

Its Their Site - They Can Do With It As They Wish

All the complaining I have seen about the new Facebook changes, the comments, etc, etc... just reminds us of this one important thing:  Its Facebook's site.  They can do with it as they wish.  If they decide to charge for business pages, they can.  If they don't like what you are doing on their site, they can shut you down.  If they decide they don't want business pages anymore - they can wipe them all out in the click of a button.  

Keep this in mind as you put together your Marketing Plan.

http://www.dressupjane.com

MarketMommies:  Tell us about your business

Rebecca:  www.DressupJane.com is an online resale and consignment shop featuring high-end children brands like Crewcuts, Gap, Gymboree, Jacadai, Oilily, Hanna Andersson, Boden, Boutique brands and more. My idea is to make high end brands fit everyone's budget. We also do consignment! You pack up the clothes, ship them to us, and we take care of the rest! No more having to wait around for your seasonal consignment sale. We offer a 14 day return policy and free shipping on orders over $50

MarketMommies:  How did you get started?  What gave you the idea that you should start a business?

Rebecca:  Ever since I was younger, I loved the idea of running my own business. When we moved to TX and I became a mom, I started to think about it some more. I know I needed something that I could do at home, and that would allow me flexability. I always loved shopping for clothes (especially children's clothes), but when my second child was born and we learned my daughter required lots of Therapy for her Sensory Processing Disorder I could no longer shop the way I used too. I tried ebay, but I always felt that maybe I didn't get such a great deal in the end, and returns were always a hassle. As for our local resale shop, I though many of the items to be overpriced and you got pennies on the dollar for the items you sold to them. Then one day I had the idea about selling gently used Children's clothes on-line and www.DressupJane.com was born!

MarketMommies: Once you got up and running, what was the biggest obstacle you faced?

Rebecca:  Once I got up and running the biggest obstacle was not letting the business take over my life. I always wanted to be a stay at home mom, and I have to remember that being a mom is my number #1 priority. I am still working on finding a balance between taking care of my family, working on my business, and taking care of myself. Anyone have any ideas, I would love to hear them! LOL.

MarketMommies:  What advice would you offer to other Moms just starting out?

Rebecca:  Hang in there! It's a roller coaster ride, but keep your focus. Not everyone is going to love your product or your idea and try not take it personally! Lean on your support system, and don't forget to take time for yourself and your family.Also take your time, and don't rush the start-up. I know everyone is so excited to start, but remember your first impression, is usually your last impression! Make sure before launching, everything is perfect, and then look over it again!

MarketMommies:  What one source of information has helped you the most in starting your business?

Rebecca:  My friends! Before I went live, I asked them to look over my website for errors, spelling mistakes, and how it would look to a shopper. They were so supportive, had tons of ideas on how I can change things, and things I can improve on. I knew I had creative, and talented friends in my life but I didn't realize how much of a resource they would be.

MarketMommies:  Tell us about a day in your life as a Mom Business Owner.

Rebecca:  Wake up at 5:30, try to exercise, answer emails before the kids get up, post on Facebook, Twitter, and comment on things. Once the kids are up which is usually by 7 it's full on mommy mode until nap time! During nap I work on www.DressupJane.com. Once nap time is over and it's mommy time until they go to bed at 7. Once bed time happens I work until I go to bed, which I am trying to do before 11. On some days I do find time to myself. Twice a week I go to yoga, once a week I meet my knitting friends, and once a month my husband and I have date night. I'm still trying to find some time for me every day, but since I am still in the start-up phase of my business it seems like I am either working as a SAHM or working on www.DressupJane.com.