More Than WE Know

  

I reserve most Mondays for discussions of Goal Setting, Accountability, Time Management  and Sustainable Success. But this week, I thought it would be appropriate to instead talk about Louise Geaney’s business Go-Mums. 

You see, Louise wasn’t satisfied to simply talk about the challenges of time management for mothers -  she did something about it by creating a useful and informative diary that can be used all year long.

It goes to show that the next great business idea can be found right in the midst of our problems - what we complain about, our neighbors complain about or the people in online forums complain about.

 The key is: Unsuccessful people see the problem - successful people find the solution!

Louise is one of those solution-focused people. Here is her story:

Louise, tell me about your business.  

Go-Mums is a resource site for all busy mums- it is home to Ireland’s first podcast show for Mums and also to the Daily Planner for Mums on the Go. We recently held our first day-long workshop for Mums, with our second workshop to run in early December!

The company began life in 2006 when I realized that life as a freelance news journalist was not all it was cracked up to be, particularly since I had a ‘new’ identity now, that of a Mum! So I could identify with my market- other Mums who are looking for information and resources to help them as a parent.

What is your best holiday item?  

My best holiday item is our Daily Planner for Mums on the Go! The 2008 edition is our second publication of the diary/organiser which is a 132-page diary with a difference!

As well as providing space to jot down family appointments and schedules, it also offers 14 pages of articles on parenting, which are both informative and inspiring.

What inspired or motivated you to start your business?

The motivation behind my business was a merging of my two worlds: my work as a freelance journalist and also my life as a new Mum. I began to write more about topics that I was interested in as a parent, and having stumbled upon the world of work-at-home Mums, I realized the potential for a website which offered a podcast show and resources which reached out to other Irish mums. The show was published on the internet for the first time on Mother’s Day in March 2006 and for me, it was an emotional moment, as it was the realization of a dream

What keeps you motivated?

It’s hard to stay motivated all the time, and it’s easy at times to succumb to negative thoughts and financial worries- however, it is the positive emails that I receive from customers who have purchased the diary and are delighted with the goods, or Mums who have listened to a particular podcast show and found the interviews helpful and inspiring. Sometimes it’s a lonely world for Mums, particularly with the loss of having extended family nearby. And it’s always nice to get positive feedback!

How did you fund your business?

I originally funded the business through a combination of savings and also a business loan, which I am paying off slowly.

Who is your target market?

My target market is mainly Mums (whether stay-at-home or working outside etc).

However, I try to market the Daily Planner as an ideal gift for a Mum; hence it can be bought by a spouse, partner, friend, family member who want to give it as a present to a Mum in their life.

What percentage of your business is online? What is your ideal percentage?

I would say only about 10% of my sales of the diary last year were online- I would obviously hope this would grow to a solid 50% or more, but the majority of my sales were via retail outlets, bookstores, craft fairs.

Where do you get most of your customers?

The bulk of my customers were as a result of media publicity (free plug in a newspaper article), and also paid advertising, as well as a certain amount of word-of-mouth

What is the biggest challenge you faced and how did you overcome it?

I find the biggest difficulty to overcome is to stay motivated and focused. Particularly when faced with such dilemmas as late shipment of stock which can affect deliveries and in turn sales- It’s easy in the first year to look at the accounts and wonder if the figures justify staying in business, but then I know that any good business takes time to build and to reap its rewards.

What was the best unexpected thing that happened to you?

I think the most unexpected thing that happened was for the Go-Mums Daily Planner to get mentioned as one of the Top 10 gifts for Mums for Xmas 06 in an Irish newspaper (The Irish Examiner) last November. As well as getting an email for Australia from a Mum who had seen a copy of the planner and fell in love with it! Both incidents were lovely surprises.

What do you wish you had known when you started?

I wish I had known to have had a better business plan in place, and that marketing really is the key to sales.

Do you have kids? Do you work at home?

I am Mum to two wonderful children, Emma (3) and Ben (11mths), both of whom keep me on my toes and at the same time inspire me to work harder so that I can benefit from being able to work-at-home and therefore, work around my children

What’s your biggest challenge of being a Work at Home Mom?

The biggest challenge of being a WAHM is time-management! It is so important to schedule your work day and the tasks that need doing- however, family time can bite into this at times, and therefore I find it can be quite easy to get distracted if something crops up.

It’s also vital that a WAHM have a dedicated work space outside of the family home, as otherwise work and family can merge a little too often, and intrusions into the ‘office’ can become quite frustrating when you’re working to a deadline.

How have your kids helped you be a better entrepreneur?

I find that having children has given me a better perspective on life and in turn on my career. It opened a new world for me, in terms of both journalism and also my online business. Their tendency to live life in the moment and their idealism gives me the necessary jolt every now and then to remain on track and focused- as well as inspiring me to reach for the stars. Their belief that they are capable of anything is refreshing in the face of the adult world.

How has being an entrepreneur helped you to be a better mom?

Being a WAHM I believe makes me a better Mum because quite simply I get to spend more time with them. My life before now was spent dashing around and working to deadlines- which brought quite a lot of stress into the home. I hated having to ‘be available’ 27/7 and never switch off my phone. I was quite simply cranky and worried!

Now I set my own pace and deadlines, and feel I work more efficiently at something that I have a genuine interest in, while at the same time being able to prioritise that my family and children come first.

What advice do you have for other Women Entrepreneurs or Entrepreneur-wannabes?

Research, research, research! That’s the key for anyone thinking of setting up in business- they really must do the groundwork, prepare a thorough business plan and/or undergo a good start-up business course.

The more knowledge you have going into business the better prepared you are for any setbacks. Join a support group or online forum where you can meet other entrepeneurs, and realize that you’re not alone in your journey. Be prepared for the unexpected and also the joys that having your own business can bring: I wouldn’t have it any other way!

To purchase Louise’s Diary for Mums or to learn more about her workshops, visit Go-Mums.

To get my special report on 7 Steps to Sustainable Success for Women Entrepreneurs -> Click Here.

If you would like your business profiled on More Than WE Know  please contact me at Liz (at) Morethanweknow (dot) com.

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