Press Release Distribution – What A Process!
Jan 29 2008

One of the many hats an entrepreneur wears is the “getting great press mentions” hat.  It’s typically a frustrating process since unless you happen to know each editor personally, chances are quite high they will hit ‘delete’ or not return your messages thereby not giving you a chance to tell your wonderful, glorious story.  This seems even more true in the baby/new parent industry because there are a bunch of cool new products released every day in this industry and the editors are inundated with pitches.

I know it must be tough for editors because they get so many thousands of emails from everyone wanting them to write a story about what they believe is TNBT (i.e., The Next Big Thing).  But it’s tough for us entrepreneurs to get noticed too!  Since we are spending money on SEO, I decided to take on doing the traditional PR work myself until we raise funds.  This means emails and follow up calls to editors at places like Parenting Magazine, Twins Magazine, Parents, Pregnancy, etc., etc.  Only the most popular magazines for parents….

That’s why our SEO firm has also submitted it for distribution in free press release avenues on the Internet which should drive more traffic to our site or at least build up some of our back links. 🙂

The problem with wearing so many hats is that you don’t have the time to wear one long enough to spend the required, necessary time to really dig in deep and make a big impact.  I wonder what color the press release hat is?

What They Don’t Tell You About SEO – Part 1
Jan 24 2008

Picture by Sandy Blanchard 

As some of you know we signed up with a Search Engine Optimization (SEO) firm, SpryDev, back in mid-December.  It’s been a great process and I already wish that we had our site designed with SEO in mind to being with.  We are making several design, layout, menu, text, etc. changes that are very time consuming.  I wish they could all be done overnight but given all of our time constraints unfortunately they can’t!

I think my biggest learning experience (note to self) so far is to have an SEO expert involved during the design of the site.  It apparently will save a lot of time later.  Now we won’t be sure if any of these changes will actually result in increased conversions for some time but so far they make sense to me.  Apparently seeing results overnight doesn’t happen just like we can’t make all the changes overnight.  Sigh.

The good news is in the past month we have seen a slight increase in the number of visitors.  We’ve also seen more people finding us based on organic search (i.e., search terms in Google) versus a direct landing.  Most people still find the Babble Soft site by searching on terms like Babble Soft, Baby Insights, Aruni (my name), etc. which is what I’m calling a direct landing.  Since I’m not Britney Spears or some other famous person, it doesn’t really do us much good for people to be searching on my name!  Now a noticeable few are finding us with relevant keywords.

Here are some of things we have done or are still working on:

• Changing our menu navigation and adding cool buttons.  All in the name of increasing conversion.  Brian Massey who blogs at Customer Chaos is their conversion specialist and he’s given us some great recommendations that will hopefully pay off big time.  Interestingly, he just did a great post called Here’s the Truth About Building Your Website that is pretty accurate.

• Creating individual landing pages for our Family Stories and Press Releases.  Check out our Sleep & Immunization Release that just went out!

• Setting up a phone number to display on our site (should have that up soon – I need to record a great greeting message)

• Adding Page Titles and Descriptions to each page.  I can’t believe we hadn’t done that.  DOH!!  I guess that’s why they get the big bucks and further reason why we should have involved an SEO expert during the design phase of the site.

• Building links.

• Submitting articles, press releases, and other stuff to all the various sites that love them as much as we do. 🙂

Rose, our project manager at SpryDev seems to be very patient since I email her night and day asking her what else we can do and how fast we can do it.  When it’s your personal credit card that gets hit each month you want to do everything possible to start seeing sales come in to offset those expenses. 

Did I know that we would have to make some changes to our site going in?  Yes, of course.  Did I realize the extent of the changes, the time it would take to make them, and that cash wouldn’t start rolling in the door 10 seconds after we made each change?  Not so much.

If you are interested in learning more about “What They Don’t Tell You About SEO,” go ahead and subscribe to this blog.  If you know more about SEO than I do (chances are you do), then leave a comment and share your wonderful wisdom with the rest of us!

Choosing A Corporate Attorney
Jan 20 2008

Picture by Sandy Blanchard
Choosing a corporate attorney is an interesting endeavor.  I have avoided using attorney’s for Babble Soft in the past because a) they are very expensive, b) sometimes they make you feel like they need to review everything you do for fear of some horrible thing happening, and c) I wasn’t sure what I was going to do with my life what my strategic business plan was.   Since I have a new business strategy and have decided to raise funds, an attorney is a must have.

I’ve met with a couple and spoken to a few more.  The first I spoke to was the attorney at my first company and although I would love to work with her we both agreed that the firm she is at now is catered more for more established businesses (i.e., very, very expensive).   It is so much better to understand that up front because we have worked on many outside projects together, and I consider her a friend.

The second attorney I spoke to was referred by another entrepreneur in the area.  I liked her and her partner but a few things gave me pause.  One potential area of risk is the fact we might end up doing business with the other entrepreneur’s company which might result in a conflict of interest.  They had good rates and good experience but did not have an in-house tax attorney.  Since Babble Soft is currently an LLC and we’d like to continue as an LLC for at least our first round of financing, having someone who understands the tax implications could be important.

The third attorney I met had done some pro-bono work for me a year or so ago because I guess he knew I couldn’t afford his services at the time.  What I liked about him is that he does have a tax attorney in his firm, has represented several small companies in the technology space, one of my business Advisor’s has worked with him in the past, he was on time for our meeting, said he could help with introductions to potential investors, and he sent a brief follow-up note after our meeting expressing his interest in working with me.  However, his rate is $125/hour more than the attorneys at the second firm I spoke with!

Special thanks to @princess_belle who blogs at GloKay, @chelpixie who blogs at Chelpixie.com, and LPT who blogs at Direct2Dell who tweeted me things to think about and questions to ask the attorneys.  I plan on making a decision in the next couple of weeks so if you have attorney stories or suggestions to share with me or the blogosphere, please leave a comment.  Thank you!

My Fundraising Toolkit
Jan 10 2008

Following on my Other People’s Money – The Hunt Begins post, I thought it might be interesting to share what I will be putting in my Fundraising Toolkit.  Check out The Entrepreneurial 7 Year Itch to get some additional background.

I plan to raise seed financing from angel investors for Babble Soft, and here’s what I will have in my toolkit.

An Executive Summary.  Thankfully people have moved away from the 35 to 40 page business plans that used to be required when I raised money for my first company.  Now it’s easier to get your foot in the door with a 5 to 7 page summary.   If they are interested, they will ask for additional information.  In a typical Executive Summary you will see sections on: 

• The Company
• The Problem
• The Solution (i.e., Your Products)
• The Market (including Competitors)
• The People
• The Numbers (i.e., the Financial Projections).

Financial Projections.  In my opinion, creating Financial Projections for an Internet startup is often an exercise in futility that shows you have an idea of how you will make money.  Most experienced technology investors know that predicting the future is a crazy process at best especially when you are starting from ground zero and success primarily depends on many viral factors.  Financial projections for IBM are much different than financial projections for an Internet start-up.  The assumptions you make are the most important part of the model as they give the investor an idea of the homework you have done on the market. 

Some venture capitalists like high profile Fred Wilson (a.k.a. A VC in NYC) of Union Square Ventures go as far to say that sometimes you can wait to scale before figuring out and executing your business model when describing his stance on Twitter’s lack of a current business model. 

Since Babble Soft is not Twitter, I’m not already a gazillionaire, and I have a million things to do, I have a sharp MBA student, Anand Balasubramanian, helping me create an Advertising and Subscription based model.  I love energetic, rock star, cheap, student help!  He has done a great job so far building a simple, easy to understand financial model for me.

Visuals.  Since I’ll be raising funds for products that do not exist yet, I have engaged a great local design, user experience, and information architecture firm, Projekt202, to create a few mock-up pages illustrating both the web and mobile components of our new applications.  They seem as excited about the vision as I am and are taking on some of the financial risk with me.  It makes me so happy when I find people who get what I’m trying to do!  I’ll also have a demo account of Baby Insights and Baby Say Cheese ready to log in to demonstrate our existing applications.

An Investor Leads List.  However you choose to keep track of your calls, meetings, and referrals it’s important to do so.  I have met entrepreneurs who want to raise funds who aren’t organized about the process and end up looking a bit flighty.   Unfortunately the investors are allowed to be flighty but they usually don’t tolerate too much flightiness in entrepreneurs.  Remember:  “She who has the gold makes the rules.”  After a while it’s easy to forget what you promised to get to whom and who referred you to whom.  It’s important to remember at what stage of the investing dance you are in with each potential investor.  On this spreadsheet I plan to keep track of:

• Name
• Contact Information
• Professional Background
• Who Referred Them to Me
• Investment History
• Typical Investment Size
• What Items They Need From Me, and
• Personal Assessment on the likelihood they will invest. 

Passion Tempered With Wits.  I think that often the big thing that can swing an investor, especially an angel investor who has been in your shoes before when building his/her company is your passion.   Why are you doing this when there are much easier ways to make a buck?  What will keep you going?  What excites you about the business?  I am passionate about helping new parents and caregivers connect and find answers.  I am passionate about building a business.   I am passionate about finding great people to work with.   If that passion is tempered with some logical thinking, that’s a big huge ‘ole plus!  All of us entrepreneurs are a bit crazy at times so I just hope I don’t lose my wits in the middle of an investor pitch!

Since I am still working on everything above except for my passion which has recently been reignited, I’ve got a lot to do before the meetings I already have set up with potential investors in the next couple of months.  If you have suggestions on other things I should have in my fundraising toolkit, let me know by leaving a comment below.  It’s been a while since I have raised money and I’m always open to learning new things.

Join me for the journey.  Subscribe to the blog and hold on to your stomachs, it’s bound to be a scary roller coaster ride at times!

UPDATE Jan 12, 2007:  Found|Read republished this very post  on their blog and called it My Funding Toolkit.  Check out that post for some great comments!  They have many more readers than my blog currently does so I’m delighted that they chose to share it with their readers!

Other People’s Money (OPM) – The Hunt Begins
Jan 4 2008

If you are a regular reader of my blog you have no doubt caught on to the fact that I have begun the fundraising effort for Babble Soft.  If you are new you might want to check out The Entrepreneurial 7 Year Itch to get some background.

I’m currently working on creating a business plan comprehensive executive summary (who has time to write read a 30-50 page business plan?!?), the financial assumptions and projections (with assistance from an MBA student), creating screen mock-ups of our new applications (with Projekt202, a fabulous local design company), and setting up meetings with potential angel investors.  This process is an ongoing, reiterative process that can sometimes make you want to pull your hair out.  As soon as you type the last character on your plan, it is outdated because something has changed somewhere that you may or may not know about.  Strange but true.

While doing all that, I also need to finish software testing of our new Baby Insights mobile application, learn more social media, make SEO changes, make sales, establish partnerships, and make progress toward meeting my 2008 New Year’s Goals!  Hmmm something might have to give here…

Stay tuned for more about my journey to persuade people to part with their money in exchange for hopefully a lot more money at some time in the future…

One Entrepreneur’s 2008 Goals
Jan 1 2008

I don’t really like making New Year’s resolutions.  However, I’m making an exception this year because I figure I’ll try something new.  Maybe I’ll even make quarterly resolutions!  This is the first year I’ve had a blog which means I can now write them down and let my readers hold me accountable.  So here it goes. 

Business Goals

Raise funds for Babble Soft.  I will finish the business plan, refine the pitch, and set up meetings with angel investors.

Establish additional nanny partnerships and other corporate partnerships that lead to increased revenue and revenue opportunities.  I have to make hundreds of calls, send hundreds of emails, set up meetings, and close deals.

Identify and become a member of at least 2 organizations that will help build my network to reach our customers.  If you have any suggestions on what organizations to join I would love to hear them!

Convince some great companies to advertise with us.  If I can demonstrate a significant increase in users (SEO please work!) of our applications, I believe those advertisers who want to reach new parents and caregivers that are breastfeeding, bottle feeding, changing diapers, taking medicine, pumping, and trying to get some priceless, precious sleep would be *extremely* interested.  Plus with our planned new applications that audience widens and deepens.

Find great people to help make it happen!  Must find great people.  Must find great people!  Key team additions needed are 1) Experienced Senior Product Manager with strong technical skills to manage products from design to implementation to market and 2) Experienced Internet Partnership, Social Media & Ad Sales Manager (does such a person even exist?).  Must find great people!

Personal Goals

Lose 5 pounds.  I will eat less and exercise more.

Take Yoga classes.  I will locate, sign up, and attend classes.  Anyone have any recommendations for instructors in the Austin, Texas area?

Laugh more.  I will find more funny and fun people to hang out with. 🙂

Be less concerned with what other people think.  This will probably be the hardest one for me to accomplish and the hardest to measure.  Worrying about what people think of me, my decisions, my company, my appearance, my parenting, my words, etc. sometimes unduly stresses me out and takes up way too much energy that should be devoted elsewhere.  I’m not alone in this issue.  I’ve seen many bloggers write about it but more women than men which may be a result of our society or more likely Oprah.  I will work to drastically reduce the negative self talk in my head.  I think Yoga will help me with this goal.

My Personal Goals are mostly in my control.  I decide what to eat.  I decide when/how to exercise, etc.  I decide when to pick up the phone and sign up for a Yoga class.  

Achieving the Business Goals, on the other hand, are less in my control.  I can do everything right but if the angel investors don’t understand or care for the market or market need I’m addressing then funding sources might not be available.  If the stock market crashes and everyone quits investing then, c’est la vie.  If the funding doesn’t come through then I won’t be able to hire great people, etc., etc.  I believe I have the most control over establishing additional partnerships and joining organizations but that’s what I believe right now on January 1, 2008.  As the Internet has proven, things change at the speed of each new thought!

What are your goals?  Feel free to leave a comment here and/or leave a link back to your blog to where you posted your 2008 thoughts.

If you’d like to see if I meet my goals (or even heckle me – I don’t mind as long as its funny and helps me with my Laugh More goal 🙂 ) subscribe to this blog’s feed and share your wonderful thoughts with me.

Happy New Year Blogosphere!

The Entrepreneurial 7 Year Itch
Dec 16 2007

Picture by Sandy Blanchard

As I contemplate a plan to raise angel financing for Babble Soft in 2008, I have begun mentally preparing myself for the inevitable ups and downs of the process.  I have raised funds to the tune of $15 million as founding CEO of my first start-up, Isochron, back before the first Internet bubble burst, so I have that experience to leverage.  But that was just over 7 years ago and a lot has changed since then. 

Isochron, which we started as part of a business plan competition back in 1997, was sold in 2002 after the bubble burst.  I had already left in 2001, but Erin stayed on for two more years until 2003.  The Founders/employees were washed out (i.e., got nothing) and the Investors got only a small fraction of their invested capital back.  At that time many companies were just disappearing all together.  When it was sold, Isochron was on its 4^th CEO with me being the first.   Now it’s on its 5^th, is still operating and as I understand it doing reasonably well, but not the high growth trajectory we had hoped for back when we started.  Looking back, if we (and our investors) had truly understood Porter’s 5 Forces we would have approached the business differently or maybe even run the other way because with a customer like Coca-Cola you don’t have much negotiating power!  But hey, we were young entrepreneurs (I was 27 – what did I know? ) who felt we could conquer the world of distribution to and maintenance of vending machines and other equipment after that.  Mostly because we were tired of going to school vending machines and them being out of stock of what we wanted so we figured we could help sove that problem with creative technology.

Since then, I have taken time to decompress, teach entrepreneurship at the University of Texas at Austin business school, have two amazing kids, consult, and dabble with the notion of Babble Soft.  Erin and I did some development and had a beta product ready in 2005 to use when our daughter was born, but it really wasn’t until 2007 when we launched our Web application and she started full time care, that I became serious about committing to the bigger vision of Babble Soft.  I quit straddling the mental fence probably around October of 2007 and jumped squarely onto the side of the fence that has a vast open field with mountains, land mines, cool rivers, placid lakes, tornados, sunny skies, rainy days, ego bruises, good decisions, bad decisions, no money, fun, and most importantly a yet to be discovered journey!

After Isochron, I didn’t think I’d ever want to do a tech startup again.  It was hard.  It was tiring.  I aged.  It was stressful.  I was disillusioned.  It didn’t end like I had hoped/planned it would.  But if you read my Entrepreneurial Self Portrait, you’ll see that I since discovered that it is in my blood.  Looking back, I wouldn’t trade the experience and lessons learned for anything!

Do I wish I had made the decision earlier to dive head first into Babble Soft or another tech company?  Sometimes, because I spent money on the wrong things due to not being focused/committed, which leaves us less money to spend now and means I have to raise funds sooner than  I might have had to.  But I know deep down I will not regret the decision I made to stay home with my kids when they were babies, work from home, and maintain a fairly flexible schedule for them.   So maybe now’s the right time to really scratch my 7 year entrepreneurial itch! 🙂  This time I want to make sure I laugh a lot more…which is not hard to do with little kids around.

Stay tuned for more stories about my start-up journey.  Next up in this series will be a subjective post on the pros and cons of raising outside capital.

If you are interested in reading ‘the rest of the story,’ you might consider subscribing to this blog’s feed (tell your friends too) so you won’t miss a thing!  Even if you just can’t bring yourself to subscribe right now because you have a boulder on your head, would you mind helping me increase my chances at winning $50K from Intuit in their Just Start competition by clicking on the Quickbooks widget on the top right hand side of my blog or clicking here.  Thank you!

Social Media Mania – What’s A Gal To Do?
Dec 13 2007

Wendy at eMoms at Home did a post recently where she asked her readers “How do you Use Social Media to Promote Your Business?”  I didn’t have time to answer then and I’m sure I missed out on the free books, which is OK because I never seem to have time to read any books these days.  I’ve had a few days off from software testing, so I figured I’d do a post about it.

There are so many aspects to social media that it’s tough for an entrepreneur to keep up.  I mean we still have to sleep!  Fortunately, I’m fairly social.  I mentioned on a post that Liz Strauss did recently called Business and Life: Are You Making the Most of the Conversation? that “I am a Participant, rarely a Lurker, and often a Listener.”

It is fun making friends all over the world and it’s easy to be social from behind your computer when it fits with your schedule.  In the past I resisted joining sites like facebook because of the time commitment. 

To do a social network right, I figure it means committing significant time to it.  When you are launching a start-up, planning to raise funds, taking care of kids, maintaining a house, etc., it’s not easy to be as active as one should be in these networks over time.  But so far it’s been fascinating to see how other people interact with the networks.  I mean can you believe that facebook has over 55 million users all over the world?  That is amazing!  So here’s what I’ve done and what I’ve observed:

I started this blog (it had a different name before) with the help of Connie Reece. She gave me the kick start I needed! I think I did my first post back in May 2007. The blog has been fun and I know it has driven some additional traffic to my company site, Babble Soft, but to date I haven’t seen that it’s resulted in more than just a few additional sales. As a result of having a blog, I joined MyBlogLog, FeedBurner, Technorati, StumbleUpon, Digg, and BlogHer. Wendy was also kind enough to invite me to join the Home Business & Entrepreneur FeedBurner Ad Network. I haven’t made much money from these particular ad networks (maybe in total $100) but it has given me exposure to other bloggers and made me aware of other businesses.

I entered some competitions to hopefully win prizes and get additional exposure. I can’t remember all of them but I know I did one at Alpha Moms and I just entered Intuit’s Just Start challenge where I have the potential to win $50K for my business! The ‘vote for me’ widget will be on the right hand side of my blog until shortly after their voting deadline of December 16. After I sent an email to some friends asking if they would vote for me, I found out that people had to log in to do so. Knowing how much I hate to create unnecessary logins, my guess is that I won’t win on votes, but I might win in the unique idea category and because we have jokingly referred to our Baby Insights application as “Quicken for Baby.” 🙂

I have participated in some blog memes: 8 Random Things About Me and Blogging Tip Meme. Neena just tagged me again for a My Favorite Words theme. Memes give you exposure but they are time consuming so I think after doing this last meme, I will have to put a notice somewhere to let people know not to tag me unless they let me know first because I would hate to leave a meme go unanswered. I’m answering the Favorite Word meme by bolding my favorite words in this post (in case you were wondering why some of the words are in bold text). Isabella at Change Therapy I hope that’s OK with you! What do these words say about me? I guess that I’m a driven, committed, somewhat zany, looking to learn, searching for connection/peace, sleep deprived, mom-ified, and sometimes creative.

I joined LinkedIn. I’ve found LinkedIn to be useful for business related networking…for answers to specific questions. I haven’t yet established a deal or attempted to look for employees there which I hear is what it’s meant for. I’ve been able to answer a few questions on LinkedIn but I don’t think I’ve contributed to the increase of anyone’s business yet.

I joined facebook. Mostly to learn from the king of social networking sites. I may do some targeted ads there some day when time and money permit.  I also set up a company page on facebook for Babble Soft.

I engaged a full service SEO/SEM firm.

I just joined twitter. I even added the little widget to my sidebar, and I integrated it with facebook. I really resisted joining twitter. I had no idea why anyone would be interested in my day to day activities. More importantly I didn’t think I would be interested in anyone else’s day to day activities! I already have about 20 followers. You may be wondering what pushed me over the edge and made me join twitter…well it was the Duran Duran concert I attended earlier this week. I was there and I suddenly thought ‘wouldn’t it be great if I could tell my friends and random strangers about the fact I’m at this cool concert?’ and then all of a sudden I “got” twitter! Will it result in additional business? I’m not sure. Time will tell.

I have not yet joined MySpace or YouTube (but I’ve been to the site many times).  If I had to guess, I will probably join YouTube before MySpace, but first I need to create some videos!

Overall, I think I’m still at the tip of the iceberg when it comes to building a powerful online network and I’m a little bit afraid of getting in too deep and getting stuck in a networking hole somewhere.  I’m not sure if that makes sense to anyone, but it’s a fear I face nonetheless.  Maybe I’ll find peace there instead.

Jacob’s Family and Baby Insights
Dec 11 2007

To help illustrate how different people use Babble Soft web and mobile applications, we have created family user stories.   I am grateful to the families who are willing to share their time, pictures, and energy to write/edit these case studies with us! To see our other user stories please check out our Testimonial page or click on the user stories tag.

Jacob’s Family: (pdf)

Mother:   Lea (Financial Reporting Manager)
Father:    Chris (Partner/Marketing Consultant)

Baby:   Jacob
Born:    September 2007
Place:   Newport Beach, CA

Browser Used: Mozilla Firefox v2.0.0.11
Website:  http://www.fullmixmarketing.com/



Situation

Jacob, Lea and Chris’s first child, was born via unplanned C-section after a long and arduous labor.  While in the hospital, Lea was asked to keep track of Jacob’s feeding and diaper activities using generic paper hospital forms.  She had planned on entering the information into Baby Insights, which she had already set-up prior to Jacob’s arrival.  Unfortunately the papers were lost in the shuffle between the hospital and home, so she started entering information into Baby Insights four days after Jacob was born.

Prior to leaving the hospital, Jacob’s pediatrician recommended formula supplementation as Lea was concerned about breastfeeding following the c-section.  Lea’s milk did not fully come in for over a week, and with breastfeeding, pumping and formula feeding, using Baby Insights was tremendously helpful in keeping track of Jacob’s feeding schedule and intake.  Baby Insights was also very helpful in tracking Jacob’s diaper activities.  A feature of Baby Insights that Lea wasn’t initially aware of, but came to use extensively, was medicine dose recording.  She was taking three separate pain medications to aid in her recovery from the C-section.

Lea’s Experience

The information I got from using Baby Insights was so helpful!  I really liked the fact that I could go to one place and see all of Jacob’s information at a glance. In hindsight, I wish I had bought a PDA or smart phone before Jacob was born to make entering the information easier!  Some of the benefits I gained from using Baby Insights are:

• Since we were supplementing with formula, it helped to see how much formula versus breastfeeding time he was receiving.  It’s been fascinating to see how the two amounts have changed over time.  The Daily Summary report was beneficial as it calculated the total amount of milk we gave to Jacob.
• It was great to see how much I was pumping to get an idea of how much he was getting at each feeding.  Knowing this helped me make decisions about how often and how much to supplement.
• As a first time mom, managing my time throughout the day can be quite challenging.  Baby Insights helped me see how much time I was spending breastfeeding and pumping so I could better plan my day.
• Tracking my pain medication using Baby Insights was particularly helpful during my recovery from the C-section. I was taking 3 different pain medications at varying times and being able to view my medication schedules became one of my favorite Baby Insights tools!

—End—

If you are interested in participating in your very own user story, please activate a FREE Babble Soft Account. If you find that Babble Soft applications work for you, you want to tell the world about your great experience, and you are interested in being a part of our media campaign, please email us at info at babblesoft dot com for more information and a hook-up!  🙂  We plan to do a family story every one to two months so please let us know as soon as possible if you are interested.

Why I Don’t Want A Monster In My Pants – Target Marketing
Dec 8 2007

Yes, I know it’s a great post title but sadly I did not come up with it.  Naomi at IttyBiz did and I’m borrowing it because in that post she did a mini ‘who is your customer’ marketing case study on Babble Soft called Identifying Your Target Market, Or Why I Don’t Want A Monster In My Pants. 

Since I have been overcome with software testing, deciding on a full-service SEO firm, addressing Holiday cards, doing the company books, staring into space, and looking for other people who will help me for free, for reduced fees, for a free lunch, with all of the other stuff I need help with, I did not notice until a few days later when I checked her blog that she mentioned Babble Soft.  Oh and yeah, she didn’t link to my blog so I didn’t realize she was writing about me.  🙂

Here is her off-the-cuff list of potential markets for Babble Soft:

Babble Soft has two groups of people to which they can market, parents and non-parents. To save space, we’ll just talk about parents here. In the parent category, we have:

– Mothers who are anal retentive.

– Fathers who dig all the latest technology.

– Parents who live in the US and are subject to the BULLSHIT PARENTAL LEAVE laws, forcing them to go back to work too early.

– Parents of multiples.

– Parents who work opposite shifts.

– Parents with older kids, especially those with high needs.

– Mothers with post-partum depression. (When you’re depressed, you need someone to think for you.)

That’s off the top of my head. If Babble Soft were to specifically target any one of these groups and market to them appropriately, she’d have more customers than she’d know what to do with. That’s not even getting into potential baby shower gifts, gifts from distant grandparents, gifts from nagging grandparents, gifts from over involved grandparents, etc.

Nothing surprising there and they all make sense to me.  I made the comment on her blog that even if you aren’t depressed but you are sleep deprived (probably the same thing) and you can’t stand your spouse, you need someone to think for you. 😉

The challenge as an entrepreneur is how to do that with extremely limited resources and no budget.  Anybody invented effective cloning technology yet? 

I haven’t done any formal Internet marketing to date, but I’m biting a big financial bullet next week and that will soon be changing.  We’ve done some PR (press releases, traditional media stories) but no one at the big publications like Parenting, Pregnancy Magazine, Parents, etc. will give us the time of day because [fill in the blank.].  I can’t afford to pay $15K+ to advertise on sites like that or on the granddaddymammy of baby sites babycenter.

Since this dilemma is just one of the reasons why entrepreneurship is not for the faint of heart or the sane, I guess I’ll go see about answering Shane and Peter’s Interviewing You: The Entrepreneur post this pleasant, unusually warm December Saturday afternoon while my daughter and husband nap and my son works on a Transformer puzzle on the floor next to me…

Babble Soft on facebook – Please ‘Fan’ Us (Pretty Please?)
Dec 1 2007

As I mentioned in a previous post (that Robert Scoble himself commented on!) I finally set up my own personal facebook account.  After reading a post by Fred Wilson (the big-wig NY venture capitalist) about people setting up fake company facebook pages, I figured I should act quickly and add a Babble Soft page…before some ‘bad guys’ (as my 5 year old would say) decided to co-opt a parent/baby related site that hardly anyone knows about and make it their own on facebook [insert sarcastic chuckle here].  If you’d like to become a fan of Babble Soft it would make me ever so happy if you would click here.

I wouldn’t have been able to set up the Babble Soft page as quickly as I did without some links and support from Lee Aase.  He showed me how to add Simply RSS and how to import Notes (blog posts) into both pages.  Thanks Lee!

Now for a screenshot of the Babble Soft facebook page that is so new that it’s screaming please become a fan of my site… 🙂

DadLabs, Mother-in-Law Video, and Babble Soft
Nov 30 2007

I have written about DadLabs before at DadLabs Keeps Us Laughing and I’m writing about them again because they are cool, professional, funny, laid-back, politically correct, and because Daddy Troy just interviewed me/Babble Soft yesterday for a Gear Daddy episode that will air in January 2008!

Daddy Clay also included Babble Soft in a piece in our local Austin American Statesman called Gifts for new or expectant parents that went online today and will be in the print edition tomorrow.  Such thoughtfulness!

Our relationship with DadLabs is just one of the reasons I think being in Austin, Texas is so cool.  It’s such a friendly, connected town that is so supportive of small companies.  Many of us entrepreneurs know that it’s a long road full of challenges, good decisions, bad decisions, no money, some money, nice guys/gals, not-so-nice guys/gals until (or if) we reach our goals of sharing our products and ideas (profitably) with the world and it’s nice to be able to help each other out!

As I was leaving their studio, Daddy Owen was preparing to put on a Pregnancy Sympathy Belly for his Prego Man experience.  They have a very verbally forthright video on their blog with their pitch to Daddy Owen as to why he should be the one who plays the pregnant dad at Daditude – Prego Man the Pitch that I thought would be a bit too verbally graphic to embed here.  But for those who don’t have kids in earshot or want to see Dads talking about how it is to be pregnant, check it out.

I will, however, embed The Lounge – Mother-in-Law where they interview the moms who wrote Baby Proofing your Marriage, that I’ve mentioned before, sharing their thoughts about experiences with their mother-in-law.  Enjoy!

UPDATE: When embedding the video it broke the layout of the following posts on Firefox (thanks Pearl for the heads up) so I had to remove it.  You can always check the video out by clicking here.

Why I Finally Joined Facebook
Nov 20 2007

So I’ve been putting off joining Facebook mostly because I haven’t had time to set it up (lame I know) but partly because I wanted to be one of the last people on the planet (just kidding) to join.  I sometimes refer to myself as the late adopter high-tech CEO.  Kind of strange to think about really.  I broke down and joined Facebook today.

So why did I join now?  Here are some reasons:

• I had some friends invite me to join
• I saw Robert Scoble post about Facebook ad noseum.  I think he has to get a commission or something from Facebook or maybe he got a finder’s fee for Microsoft’s recent investment, which probably made him very happy.  I tried to add him as a friend but I got a notice saying he has too many friends
• I started to feel like I was missing out on something (peer pressure, curiosity)
• I wanted to learn more about the advertising options on Facebook (Facebook Ads) that Fred Wilson has been mentioning in some of his recent posts.
• I’m hoping someone at Facebook will discover me and my company and give me lots of moola. 🙂

There are quite a few parenting and baby groups on Facebook so I’ll sit back and observe and see if that might be a good avenue to advertise Babble Soft. 

If anyone has long term experience with Facebook (or has any news on what they are planning to do with the Microsoft money) I’d love to hear about your experiences.  Do you click on the ads and if you do, do you purchase anything?

Ah the Joys of Software Testing
Nov 16 2007

In case you haven’t heard, I am not fond of software testing.  If you want proof, just check out the following posts I wrote the last time when I had to test software.

Software Testing – DOH!!

Speaking of Software Testing

So now I’m at it again because we are about to release a new feature for Baby Insights…which is very exciting because I’ve wanted to release one of these features pretty much since we began Babble Soft.  In fact the pain we experienced from this particular issue when our son was born 5 years ago was the single driving force for creating Baby Insights.  Hint: the lack of this much needed activity (or inactivity) in our lives was often used as a means of torture back in the day.

Erin (my husband who works full time elsewhere and couldn’t help me with this particular issue) strongly suggested we do this feature with an expert in the field.  I slowly realized that given that I’m wearing a gazillion different hats, finding an expert (who is super busy but would still somehow want to partner with an unknown company) was not going to happen.  So I figured I’d do it backasswards and build something and then let an expert discover us and tweak the feature later.  Doing this violates pretty much most of what I’ve studied, been told, and read about when starting a business which is “This ain’t the Field of Dreams honey…you can’t build things and they will come.”  To them I say “Um…well…we’ll see about that!“

Now for a couple of great comics from Blaugh which I discovered from a post written by Pelf on Pearl’s Interesting Observations blog.  The first is funny and it’s even funnier because I can’t fire myself for being honest about my distaste for software testing and my ‘build it they will come’ frowned upon strategy. 🙂 The second is funny (to me) because when you test software you are pretty much glued to your computer and dream about anything endorphin related!  But oddly enough, I don’t drink coffee.

Mom’s Best Friend and Babble Soft
Nov 7 2007

How are the two related?  Well my company, Babble Soft, recently partnered with Mom’s Best Friend (MBF Agency), an Austin, Texas based nanny agency with offices in 5 markets in Texas, to offer their clients and nannies Babble Soft web accounts of their very own!  Yay! 

I have personally met and had great conversations with Kathy Dupuy, the founder/Owner of MBF Agency, and Jessica Sjolseth, their Marketing Director.  They are fabulous people!  They are amazing to work with and in true partner style, they are helping open doors to new opportunities for Babble Soft.

It is so nice to work with people who understand what you are trying to do and that the goal of your company is to help new parents with childcare.  As an entrepreneur with a new technology product in the brave new, online, connected world of parenting, sometimes it can take a lot of education and question answering to explain to people why someone would want to use your products/services.  This is especially true when the experienced business community tends to be comprised of older people with grown children or grandchildren who survived parenthood without the Internet. 😀

I’m sure many tech entrepreneurs before me fielded questions/comments like ‘Why would anyone need a computer at home? Why would anyone go to the Internet to get information?  Even if they went to the Internet why would they search it to find stuff?  No one will use the information on the Internet to make decisions, let alone share their pictures.  People won’t spend time on their computer at home when they have a TV just around the corner!‘  In hindsight, it kinda makes you chuckle a little, doesn’t it? 😉

What I really enjoy about working in this industry is the genuineness of the people who are a part of it.  It’s clear from meeting with Kathy (who has 4 children) and Jessica (who has 2 children) that their goal is to provide the best childcare they can for their clients!  If you are looking for childcare and/or household help in Austin, San Antonio, Houston, Dallas or Fort Worth, check out their site.  And remember, their infant care nannies and baby nurses now have access to Baby Insights and Baby Say Cheese to help you communicate about childcare!

To view the full press release click here.  To see our growing list of fabulous partners, check out our Partner page.

About Mom’s Best Friend

Mom’s Best Friend is Austin’s most established household staffing agency. Since it was founded in 1994, Mom’s Best Friend has been referring the highest quality nannies and sitters, with only 10% of applicants making it through a detailed application, an extensive in-person interview, reference checks, CPR training, a criminal background check, and more. This commitment to quality has resulted in a “Best Nanny Service” award by the Austin Family Magazine reader’s poll on six separate occasions, including most recently in 2007. Placements range from temporary to permanent, with offices in five major Texas cities. Mom’s Best Friend is a member of the Alliance of Premier Nanny Agencies (APNA) and the International Nanny Association (INA). For more information, visit http://www.momsbestfriend.com/ or call 512.346.2229.