Contestant's Case to Win

My name is Amy Sapirstein. I am 34 yrs old and live in New York city with my husband and 2 yr old daughter, Blakely. Until the birth of our daughter, I was a focused career woman working my way up the corporate ladder. When she was born, I fully intended, as many career women do, to go back to work after my maternity leave. As the initial 3 month leave was coming to a close, I approached my company and asked for an extended leave with no pay and they agreed. I never went back. I am very luck y to have had the choice not to and to stay home with Blakely. I have enjoyed every challenging minute of it and have never regretted my decision. That said, although I did not go back to my corporate office, being Mommy is not the only thing that fills my days. I have been working through the process of launching a product I created called, Mommy Mitten and this is my story.

In October of 2007, just 2 months after my daughter was born, I was walking with her in her stroller in our NYC neighborhood. It had just started getting a little chilly outside, but I had not yet pulled any winter wear from the back of our closet. Still in denial I guess that summer was over. Anyway, on my walk, my hands were getting cold. That is when my idea for Mommy Mitten struck. I would create a hand warmer or mitten of some sort that would secure around the handle bar of my stroller so my hands would stay warm and I would not have to deal with clumsy gloves or mittens. Better yet, if I forgot them because I was too worried about keeping my baby warm, Mommy Mitten would be there already attached to the handle! The quest to bring my idea to fruition and eventually to market began.

Since then I set up my company, Active Urban Mom LLC, which is the supporting brand for Mommy Mitten. This venture or should I say adventure, has been slow going but an incredible learning experience to say the least. Trying to find time each day to get things accomplished, while being mommy, wife, home maker and whatever else life throws my way was and is a challenge. The 2 hour daily nap my daughter takes is great, but boy it sure goes by fast when you have an ever growing list of things to do, to learn about all the while trying not to waste too much money making mistakes. I am sure all moms can relate and should have a cocktail or two (I’ll BUY!) for the amazing feats we can accomplish in the short windows of opportunity we have in a day, sans baby.

Even still, I have managed to work through the provisional patent process, Trade marking, setting up a company (LLC), prototype creation, manufacturer & customs broker selection, getting a website built, collaboration and implementation of my marketing plan and now the launch of my product. As for marketing, since my finances like many new business owners is limited, I am focusing on low/no cost marketing options at this point. A big part of my plan is to leverage social media and all it has to offer. I am working on introducing myself and my brand, Active Urban Mom, on Twitter Moms, Facebook, Cafémom and of course created my own blog. Here are some links to these sites:

Product website: www.mommymitten.com
My Blog: http://activeurbanmom.wordpress.com/
Twitter: http://twitter.com/ActiveUrbanMom
Twitter Moms: http://www.twittermoms.com/profile/AMYSAPIRSTEIN
Facebook: http://www.facebook.com/pages/Active-Urban-Mom/80356407794?ref=ts

Since I started connecting with other women and moms via these amazingly powerful platforms I have been blessed with opportunities to learn from many. I have been able to share some of my experiences, adventures, suggestions and questions related to urban living as an active new mom and have LOVED this process. For example, the basis for my Active Urban Mom blog was to share my experiences as I attempt to give ‘ME” time a makeover. I have termed these ‘momME-adventures’ ! I have tried the NY City Trapeze School, had a blast on the O’Brien Screamer and even tried my hand at bull riding; albeit a mechanical one. I thought this could be a fun way to get people to know me and connect with them in a fun and personal way. The comments and support I have received have been great and I hope to have inspired other moms to try out some of their own ‘momME-adventures’. My blog is a work in progress; however, I recently took the step to introduce Mommy Mitten and it’s launch. I was excited when approached by Fuelnet.com looking to do a brief phone interview for their July 2009 monthly Newsletter because of the way I am trying to leveraging these social media outlets. Hey a mention is a mention right? Next stop…..the Oprah Show! That would be nice.
Of course, in addition to online marketing I am also focusing locally here in NYC for now. I am excited to be an exhibitor “The Baby Show NYC” to be held Oct 3rd & 4th in Manhattan. I felt this will be money well spent since the timing in perfect, right when the weather is turning. Not to mention the exposure I will get from the close to 3000 – 4000 attendees who will mostly be moms or moms to be! What a great way to debut Mommy Mitten and do so in my own city!!
In June I went to the open casting call for the upcoming Female Inventor’s Show being produced by Kelly Ripa and her husband. The call backs are supposed to occur by the end of September so fingers crossed. Either way, I met a ton of amazing women and have even kept in contact with a few who are doing some awesome things! For example, two ladies I have to mention are Melinda Knight and Jennifer Cannon. They are the process of pioneering a website soon to launch called Womentorz.com which will showcase female inventors and the products they created by offering a safe and trusted online environment to market and sell their inventions. They were even generous enough to post Mommy Mitten in their most recent Inventors Showcase on their current blog.
Something else I hope to finalize when I get a bit more traction is to select an organization to donate actual mittens to be given to children in need. In other words, if someone purchases a “Mommy Mitten”, a child in need will get a new pair of mittens! I have even learned that there is a National Mitten Tree Day each year which falls on Dec. 6th and hope to coordinate something around this date for the donations next year!
In summary, I can honestly say that throughout this process, I have never felt more fulfilled or at times, more overwhelmed. It is very nerve wracking to finally take the leap into the unknown world of entrepreneurship/inventorhood (is that even a word?) as do so using our own personal savings. This all the while not “working” to bring in any money myself. On that note, now is a great time to give a massive shout out and thanks to my very supportive and sometimes frustrated hubby!! Love you babe! Now that Mommy Mitten has launched, let’s hope mama can bring in some bread. I even ask our 2 year old, “What’s going to send you to college?” And you know what she says? “Mama Mitten”! Too cute and let’s hope she is right.
I hope you enjoyed my story and will consider me for winning the Start Up Nation Home-Based business "Most Innovative" category as I feel Mommy Mitten is just that. Innovative, helpful, simple and bottom line makes moms' lives easier. I am proud to me a part of the ever growing community of home based entrepreneurs. Be well and stay warm this winter!!