Two minute tooth-shaped tooth brushing timer.

When (month and year) did you have your "aha" moment that became the basis for your business?

Aug-98

Describe your moment, the problem you solved, or reason for starting your business.

During my kids' dental checkup the dentist told me that they weren't brushing long en (two minutes not ten seconds) and to get some sort of timer. In the past I had used songs, sand timers, and a lot of nagging to get my kids to brush properly. At the time of the checkup, they were using electric toothbrushes with built-in timer which, apparently, was less effective than my nagging! On the way home, I started thinking about what kind of timer would work. I knew they liked using my kitchen timer and thought a two minute version be something they woul actually use. That got things ticking...

How did you come up with the name of your product?

My mom actually came up with the word "twooth" for two minutes and tooth.

What were you doing prior to starting your own business?

Before starting my business I was a faux finish artist and a domestic goddess. :)

How did your spouse or family react to the idea of you having your own business? Do they participate?

My family thought it was a great idea. My kids were very involved with the design of the Twooth Timer! I used the development of my business as an opportunity to each my kids basic business skills which I hope will serve them well for the rest of their lives. To this day, my kids are always available to lend a hand and get excited as my business grows.

How long was it from the time you had your idea until you had your first sale?

After I secured a manufacturer I spent every waking moment marketing my product while it was in producton. I managed to pre-sell 20% of my first inventory before it hit the U.S. port!

What skills from being a mom or from your previous work helped you in your business?

With all my life experiences - motherhood, entrepreneurship, jobs - I've developed patience and problem-solving skills. These have helped tremendously when dealing with the challenges of running a business!

What has been your biggest challenge in business so far? How did you overcome it?

I had two major challenges early on: 9/11 and a divorce. 9/11 brought my business, and all businesses, to a halt. That coupled with a divorce forced me back into the work force to support my children. I would work on my business at night, after my kids went to bed, and in the early morning before work. I sent orders off to my warehouse for fulfillment and returned phone calls during my lunch break. Unfortunately, I wasn't able to do any marketing to keep it growing but was able to keep it in the black. Last year, with money my parents left me after their deaths, I was able to devote myself full time to my business and am now working on growing my company and creating awareness of the importance of oral health.

What are some of your favorite business tools and/or resources?

The Internet and networking. Between the two you can find anything you need or need to know!

What tricks or traps did you discover in your business journey that you would caution other moms to avoid?

I think the biggest trap is one that is self-imposed: doing everything yourself. In an effort to save money and avoid relinquishing control, many entrepreneurs and especially mompreneurs, have a mindset of handling every minute aspect of their business. This becomes a problem because it prevents growth. They're so busy with working 'at' their business instead of 'on' their business that they're unable to focus on the things that bring in sales. As quickly as possible, business owners should outsource the menial tasks in order to focus on the bigger picture.

Who do you look up to, follow and/or admire in business? Why?

I admire the Boogie Moms, Julie Pickens and Mindee Doney. They not only invented a product, they built their business into a multi-million dollar company almost overnight! And they still find time to help other mompreneurs.

What retail stores are you in? Do you have any advice for moms trying to get their products to retail shelves?

At the present time, I'm in a few retail boutiques and online stores as well as dental offices. I'm setting up to get into mass retailers within the next two years. I would advise moms who don't have much marketing exprience to hire a consultant. It's an investment that saves a lot of time, money, and effort.

What are your goals and plans for your business? What challenges and/or opportunities are ahead?

Within the next two years I want to have nationwide coverage in both the U.S. and Canada, including mass retailers. The challenges I'll face are inventory production and cash flow. I may have to use a couple of different manufacturers to meet the production requirements. I plan on having a significant number of small retailers to help offset the cash flow problems that will result from mass retailers. After that - the world!

If you were mentoring a mom starting her business or developing her idea, what advice would you give her? What steps would you recommend?

The best general advice would be to never stop learning. Read as many articles as possible pertaining to business, subscribe to newsletters, and network with other entrepreneurs. Don't be afraid, the only thing betweeen you and your goal is air.

When you get time to yourself (if you ever do), what do you like to do that is unrelated to your kids or your business?

Read a trashy novel in my jammies after a hot bath - pure bliss!