Mompreneurship is the “New Normal”

Mompreneurship is the "New Normal"


by Dr. R. Kay Green

No one said it would be easy. Raising a family and running a business are far from easy tasks. Both are full-time commitments that are often at odds with each other. The working women of today frequently have to balance the demands of their business and the persistent needs of their children. Yet despite a chaotic schedule, many are still able to make it work.

The Population Reference Bureau reports that 68% of women with children under age 6 are now working. The high percentage of mothers in the workforce is attributed to different factors including the recent economic recession, the gradual decline in men’s earnings, and the increase in women’s educational levels. The data shows a growing class of mothers turning to entrepreneurship.

Now more mom entrepreneurs or “mompreneurs” already strapped for time are starting–and successfully growing–their own business ventures. Zipcar is one of many companies started by mothers of young children. Many more are being created and transforming industries in completely new ways. But how exactly do they do it?

Here are the steps that many mompreneurs have followed to successfully build their own businesses:


Start With an Idea

Melissa Lanz was working nearly 70 hours a week which meant she rarely ate dinner with her kids. Her own meals consisted primarily of frozen foods and take-out meals. But what she really wanted was to be able to enjoy healthy meals at the dinner table. Her search turned out to be fruitless so she had the idea to start her own business: The Fresh 20, a meal-planning service focused on healthy eating for busy families.

Entrepreneurship is about identifying a problem in a market and delivering a solution. Even a simple idea (e.g. meal planning) can turn into a multimillion-dollar business. Look for inspiration in your own personal or work life. Make note of the things that frustrate you and pay attention to your surroundings. Oftentimes the best ideas are the ones staring right in your face.


Assess the Market

Amanda Steinberg founded DailyWorth, a financial e-newsletter to help women better manage their finances. Securing advertising contracts was essential in the early stages to prove the viability of the idea. Investors were initially skeptical when she had first pitched the idea but Steinberg was able to dramatically grow the company.

There are already so many unknowns when starting a business. Not every idea will be profitable. But you can greatly reduce your risk by validating your idea and conducting a competitive analysis of the market. Validation confirms that a market exists and builds initial traction for your new idea.

There are numerous free and low-cost ways to validate a business idea. Seek feedback from friends and family. Browse social media networks and forums. Create a landing page and drive traffic with a paid search campaign. Or even contact people directly in your target market to interview. The information you gather from this step can be absolutely invaluable.


Streamline Productivity

Robin Chase, co-founder of Zipcar dreamed of having her own business. But soon she started to have reservations when she realized it would require a much larger time commitment. Her daughter convinced her otherwise and Chase began moving her plans forward to create a car-sharing company.

Time is already a valuable resource with demands for attention coming at every angle. A distinguishing factor with successful mompreneurs is effective time management and being able to streamline productivity. Whether it means delegating certain tasks to a spouse or bringing on new employees, successful mompreneurs find creative ways to maximize productivity and still leave time for their families.


Being a Mompreneur – Just Do It

There are countless stories of mothers who have built successful businesses while raising a family. Start with an idea and get feedback using the resources available to you. Never be afraid of competition as it only demonstrates potential market profitability.

Set goals to continuously move your business forward. Even if you manage your time well, understand that there may be times when the business gets more attention than the kids and vice versa. Part of being a mother and an entrepreneur is finding a balance. Being a business owner while raising a family is incredibly demanding, but most mompreneurs wouldn’t have it any other way.





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One Reply to “Mompreneurship is the “New Normal””

  1. Elaine Slatter

    Totally agree, Dr. Kay. We have just started a community called Fabulous Fempreneurship as a Facegroup group, to empower, support and mentor women entrepreneurs. @fempreneurship. We are just putting together a mentor page so that giving women who want to pay it forward can mentor women in all areas of their business lives to help make them successful. Women need all the help they can get! All the best, Elaine.

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