These Women Launched Companies After Becoming Moms. Here’s How.
One of the most enjoyable parts of getting to know other women in a career pause is that inevitably, someone at the play date is noodling on an idea. Historically, I was always in the camp of making a million excuses for why I wouldn’t be starting something. Mother Untitled is perhaps the first idea that I felt committed to growing and rallying people around. So, I've been curious about how other women—particularly stay-at-home moms and anyone who’s making room for family life—know they’re ready to start their own business. I’ve wanted to ask how they took the leap before knowing they would make money, what motivated them, and what advice they’d share about getting their projects off the ground. Here's what I've heard in talking to a handful of women who launched their own companies after becoming mothers.
Moving Past the Fear
The basics: Lisa, a mother of three (ages 8, 6, and 3). Filmmaker and founder of Smitten Films, a company that turns family photos and videos into beautiful keepsake films.
Her story: I was motivated to start Smitten Films by two things: passion and the need to do something outside of the home. In regard to passion, I know it sounds cliche, but I really believed I had solved a problem for myself and wanted to solve it for other people too through this new company. To my second point, this is a far more complicated driver, but I needed stimulation and validation outside of my home.
It was really hard for me to pull the proverbial trigger. Here’s what helped:
Modeling everything out in a spreadsheet so that I felt comfortable with the amount we were investing, and how I thought I could make the business profitable.
Having both kids settled in preschool so I had at least a few hours each day in which I wasn’t paying a babysitter.
A husband who, while supportive, was going to hold me accountable to the targets I had set out for myself.
Reciting this mantra constantly: you have to spend money to make money.
I got so much advice in the initial stages (and continue to do so now). If you’re considering starting a business, I would say talk to as many people as you can, because every little bit of perspective helps.
Embracing Your Expertise
The basics: Alex, a mother of three (ages 5 and 2.5-year-old twins). Founder of Paper Cape, an online boutique featuring classic children’s clothing.
Her story: I sent out a survey to 200 moms in my life asking questions about where they buy their kids' clothes, how much they expect to pay for certain categories, what drives their purchase decisions, what they think is missing in kids and baby apparel, and even what they thought I should name my brand. I also scheduled interviews with parents who I know have great taste and who put a lot of thought into the types of fabrics and styles their kids wear. I refer back to these data points every time I'm making a major product or brand decision.
After my son was born, I was surprised that the bar for how interesting my work day was actually went up. If I was going to spend the day away from him, I wanted to be sure I was doing something that felt impactful. I also felt that my professional identity was the part of my life where I could have successes that were separate from motherhood—and that became an important balancing perspective. I've been in online retail throughout my career and am strongly philosophically opposed toward disposable fashion, so I was excited to build a new heritage brand for kids and babies.
Female founders always worry they need more experience and accolades, while men dive right in.
The insight that helped me take the leap from a self-confidence standpoint was talking with a venture capitalist about whether I had any right to start such a company. She pointed out that I have an MBA, that I'm a parent (meaning that I identify with my target customer), and that I have seven years of experience in the apparel sector. She said that female founders always worry they need more experience and accolades, while men dive right in. She made me stop wondering if I needed more _______ before taking the plunge.
Finding Your Cheerleaders
The basics: Marissa, a mother of two (ages 5 and 3). She owns a photography business.
Her story: Starting my business was a very scary and daunting experience. I doubted my talent and if I would be any good. I worried that I would invest all of this time and money and be an enormous failure. I still worry about these things all of the time.
It gives me a goal to work towards… and a chance to turn everything into a learning experience.
My husband has been my biggest supporter, encouraging me to pursue my dream and helping me stay realistic in what I could accomplish. From early on, he recommended I create a profits and losses spreadsheet to keep track of what I was spending versus bringing in. In the beginning, I did a lot of shoots for clients at a discount and asked for constructive criticism on how things could be done differently. A friend told me that my taste would always exceed my talent and that I should always strive to my taste. To me that's amazing advice because it gives me a goal to constantly be working towards, a motivation for every shoot, and a chance to turn everything into a learning experience.
Taking Yourself Seriously
The basics: Michelle, mother to a son (age 6), and the co-founder of Henry & Higby, a professional home organizing company.
Her story: I saw starting my own business as an investment in myself. I knew investing in me and building something of my own would far outweigh any initial monetary compensation.
I want to teach my child that you can achieve your dreams through working hard, taking measured risks, and believing in yourself. And, that that is more important than tying your self-worth and future to a job and paycheck that don’t fulfill you.
In starting and running my own business, this mindset has served me well: Be fair to yourself and hold yourself accountable. Would you miss a deadline for a boss at your regular day job? Just because you are your own boss does not mean you should put work last if something else comes up. There are always going to be dishes to put away, laundry to fold, and play dates to organize but carving out the same time for your business as you do those tasks will pay out for you in the long run. As I remind myself, the days are long but the years are short.
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