Elisa and Tara of BabyBellies
Elisa Hoole and Tara Taylor do not share an ordinary relationship as sister-in-laws. Together they’ve cofounded a refreshing Vancouver start up babybellies.
Over champagne they realised the huge opportunity that lay in creating and providing baby products that were all natural, free of chemicals and harmful ingredients and tried, tested and loved by moms.
They designed their babybellies products for the fabulous, health conscious, eco-savvy new or expecting parents. They’re now starting to see the fruits of their labour with more retail outlets stocking their products and recently being featured in the Vancouver Sun.
I caught up with Elisa over coffee to talk about the challenges and constant surprises of running a startup. It was interesting to discuss our opinions on situations we’d both faced as entrepreneurs, including wearing so many hats on a daily basis such as sales, marketing, operations, finance and legal.
It was fascinating to learn how they’ve gone about breaking into a highly competitive market with just the two of them to run every aspect of the business and what they’ve learned along the way.
WomanzWorld: What was the catalyst for you that made you take your first business idea into action?
Elisa and Tara: Both of us were looking for a change in direction with our careers. I think we were both feeling like we had maximized our room for growth within our previous positions before we decided to start our company and were both ready to strive for new goals.
Really it came down to one summer afternoon. We were sitting in my parent’s garden, discussing life, ideas & thoughts on our future. Tara was at the stage in her life where she was newly married and starting to think about having children.
Being surrounded by friends and family in the same boat and having babies, we noticed how difficult it was to find baby shower gifts to give that were healthy choices. We searched for products that were natural (chemical-free, of course), pregnancy safe (lots of contradictory info out there) environmentally friendly (Tara’s professional background and personal focus), effective and of course, would look pretty in our home, vanity and purse.
Like the champagne, ideas started flowing and the birth of our business plan came to fruition in an afternoon, our Mother Board formed and our first line of products started.
What were the key driving factors to becoming your own boss?
Elisa: Working at something that brings you happiness. From the moment you start your day to the moment you shut your computer down at night.
BabyBellies products
Following your passion and creating something that you truly believe in, instead of catering to and building the success of someone else’s dream.
Being able to be the change you want to see in your world.
How did you engage other people to buy into your business idea?
We did a lot of networking at social gatherings and participating in trade shows. By talking to the public and telling them about our product and why we believe in healthy living, we got interest and buy in from those who felt the same way.
What were your biggest challenges in getting funding for your business?
Access to start up loans in during a suffering economy. Start-ups are high risk and banks were not as willing to finance higher risk loans. Also we did not qualify for any grants when we were starting up. “Slow and steady growth” is our financial model.
What qualities do you draw on when things aren’t going to plan?
Elisa: the ability to be patient when I want everything to be “here and now”.
Tara: I am very solutions oriented. I use my creativity to think up new ways to approach the plan, or come up with entirely new plans.
Both: Strive to be flexible. Our personalities and approach to life are quite different from each other but we think that is what makes us so great at balancing each other out. There is obviously common ground or it would never work!
What are the key strengths/qualities you’ve found in yourself and other female entrepreneurs that set women in business aside from men?
Balance and multi-tasking skills. The ability to achieve a balanced lifestyle, especially for momprenuers, who typically have an array of significant responsibilities.
Women seem more willing to seek help and advice from others who have been in the same situation and in turn tend to offer help to other women entrepreneurs.
What’s your secret to setting goals and achieving them?
Tara and I do brainstorming sessions with white boards for goal setting and strategic planning, setting action plans to achieve our goals and then having regular goals to check in on our achievements.
Do you have any daily habits that propel you to success?
Tara: it’s all about making lists (daily/weekly/monthly) and checking things off.
Elisa: As much as I like lists and agree that they are effective, I am more about mixing things up but creating a balance – arts vs corporate. A balanced day for me would be a blend of my ‘must-do’ tasks mixed in with something to stimulate my creative side. Adding creative sparks into the lists = a happy worker. A happy worker (to me) = success.
What key resources did you draw on when starting out that you’d recommend to entrepreneurs
Small business BC (for their library, seminar series and personalized mentorship), industry specific: trade shows etc, networking with other female entrepreneurs and getting tips.
What is your key piece of advice to any female considering becoming an entrepreneur?
Have a clear vision in your head of what you want for you and your business; have a plan that is solid but leave room for adaptations, and don’t be disappointed if things don’t always go exactly as planned. Sometimes the most successful businesses develop from the unexpected bumps in the road.
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