When Heather Ledeboer invested one hundred dollars to launch her retail website, she wanted to be at home with her son and to work in her slippers. Her simple yet stylish website, Mom 4 Life, is the poster child for the mantra, “Niche and grow rich.”
With a heart of gold, Ledeboer, a mom of two, says, “I believe we are special because we focus on doing hundreds of important little things exceptionally well. We are mom-owned and offer hand-selected products that are all ‘mom invented.’ Mom4Life.com provides free shipping and process orders within 24 to 48 hours. We offer free gift wrapping, including a hand-written note and a free gift with purchase. We are fanatic about great customer service, and 10 percent of the profits from our sales are donated to moms in need.”
Today I had the pleasure of chatting with Heather Ledeboer about how she started Mom 4 Life in 2003 after the birth of her first son. What she has done is nothing short of genius. She has five employees, 700-plus products and has donated more than $15,000 to local pregnancy centers to date. This year her company is projected to exceed sales of $700,000. 
How did you decide what kind of business to start and what sort of personal challenges inspired you to earn extra income in your spare time?
Ledeboer: I realized that there were many business options that could work, but only a few that I would be truly passionate about. I have a lot of passion for being a mother, so helping other moms was a logical place to start. My main obstacle was simply gaining enough courage to take the first step and try it. After the first step, God was gracious and didn’t let me fall. I haven’t stopped moving forward since.
How long did it take before your business became profitable?
Ledeboer: My first order was for $100 worth of product. It started so small we did not have to take out a loan. After I sold that first order, I placed a slightly bigger one the next time, using my profits. It grew like this, slowly at first and then more quickly over time. Thankfully, it was profitable from the start.
Were there any challenges that you experienced along the way that appeared to be more difficult because you are a woman?
Ledeboer: Simply the fact that because I am a mom, I also have the responsibilities of motherhood and being a wife in addition to being a business owner. It can be a challenge to balance it all. However, I have surrounded myself with 200-plus women in business whose products are offered on my site, and together we make up a pretty great business force and a great support team!
Did you need to have a certain mindset to achieve success?
Ledeboer: I have always believed in myself. From the time that I was young I always wanted to be a genius. No one has ever said that I am, but secretly I think it is true. I believe that God Himself equips each of us for a special task. I believe He has given me a special gift to do exactly what I am doing, and I find so much fulfillment in it.
Have you noticed certain advantages to being an entrepreneur because you are a woman?
Ledeboer: Absolutely! Multitasking for one is the main reason I can maintain sanity in the house with all the different things that can go on in any given day. Also, working with other women is a joy. We are so relational and nurturing that it makes collaborating with other businesswomen, who share my goal of business growth, a blessing for all involved.
Has the media picked up on your story?
Ledeboer: Yes. I have tried to bring to their attention the unique aspects of my business, my knowledge in the area of baby products, and our extreme growth and success. I believe everyone loves to hear success stories because it inspires them to dig deep and find it within themselves.
Are you still working at your full-time job?
Ledeboer: Before I was a mom, I taught second grade. I have not worked for anyone else since my son was born. I work about 30 to 40 hours a week (mostly during nap and after my kids go to bed—I have really late nights).
What resources were most helpful to you when you were starting your business?
Ledeboer: I have read several books and found several websites to be really helpful. I am a big believer in learning from the successes and failures of others. I developed a list of some resources on my website to help direct the moms that come to me with this same question.
What ways have you found to be most effective in marketing your product or service to get sales?
Ledeboer: Doing things right the first time. If we provide our customers with great products, good prices and treat them right along the way, they become our marketing team. We do several other forms of advertising, but I believe that this is the most important one.
What tips can you give others who want to embrace their dream but don’t have the confidence or feel they don’t have what it takes to succeed?
Ledeboer: I would suggest finding a cause that is worthy of your effort and time. For me it was to be home with my son. Then weigh the risks. What is the worst that could happen? What is the best? Then find others (who) will support them and hold them accountable in all the right areas. For me this was my husband.
What would you tell someone who wants to be an entrepreneur but doesn’t know what she wants to do or where to begin to get her idea up and making money?
Ledeboer: My method was to pray about it. Another suggestion is to ask those you really trust to suggest some strengths that they see in you. Write them down and go over them to see if you can find something in yourself that you can get passionate about that would also benefit others. Then look for mentors to help you know where to start and how to get going.
How do you manage juggling the responsibilities of being a mom/wife/entrepreneur?
Ledeboer: I will not sugarcoat it, this is very hard. Probably this is the hardest part of my job. I am not alone. Almost every mom in business I talk with has the same struggle. For me it usually means I get used to being OK with very little sleep.
This entry was posted on Monday, March 3rd, 2008 at 3:54 pm and is filed under Online Business, Starting a Business, Work at Home Mom, Women in Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
23 Responses to “The Power of 3: A Dream, A Team and 100 Bucks”
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March 4th, 2008 at 4:18 pm
Krista Lewis and I have been in business for almost 2 years now and have self funded the entire thing (we are very proud of that). We have both worked very hard and played off each others strenghts to create a successful business and launch and innovative, wonderful product. Below is the explanation of the how and why my partner and I created the feature product for our business taken from our website:
Having grown up in small mountain towns in the West, the creators of the Warmsie thought they knew how to dress for cold weather. Imagine their surprise when they moved to NYC and encountered a whole new definition of cold. Humid cold. Bone chilling cold. Having to combat it was hard enough, but to do it in style too? They learned it’s all about the layers.
From the big city to mountain towns, people are on and off of trains and buses, in and out of cars, exposed to blasts of cold air followed by steamy moving vehicles and then back into toasty indoor environments. Have a baby with you? Now you’ve got a real challenge.
Dealing with your own warmth is easy compared to dragging a baby in and out of these swinging temps. Bulky layers of onesies, sweats, sweaters, and jackets produce an uncomfortable, sweaty child when inside. Constant unwrapping and rewrapping of a baby quickly becomes overwhelming and exhausting to any mom on the go.
What all mindful parents need for their babies-on-board is a base layer like adults use when skiing, camping, hiking, sledding, or even shopping in the wintry months. A thin layer that will wick away moisture; something a baby can wear under regular clothes, replacing the onesie. Warmth without the bulk.
Adult markets are saturated with these thermal options, even children have choices, but infants were left out in the cold. Until now.
Stylish, comfortable, convenient–the Warmsie is perfect for moms who can’t and won’t stay inside all winter. West or East, city or country, Warmsies do the job. On a skiing or camping trip? Baby can come along with ease. In and out of the subway in a cold, big city? No problem. Your baby can still look good, be warm, and stay dry, sans the bulk and hassle.
snugabugbaby.com
March 4th, 2008 at 5:13 pm
Heather was the first retailer to carry our jewelry from BabyEmiJewelry.com. And for that I will always love her! She has been by my side from the very beginning providing insight, suggestions, and a friendship that has carried me through the ups and downs of being a mommy entrepreneur. Her energy, passion and entrepreneurial spirit are absolutely inspiring! Heather is unstoppable and she has blessed the lives of so many! Kudos to you!
March 4th, 2008 at 7:08 pm
Hi Michelle:
I am a mom inventor who just launched a baby product called Baby Light & Clip. Like most mom inventions my product was born out of a need for a product that didn’t exist.
I launched in April 2007 and am now selling in 245 stores here in the US and in six countries. I will be appearing on QVC this month and just received an order from Toys R Us Australia.
I am very thrilled that parents find Baby light and Clip to be a usefull tool. If you would be interested in my story I would love to be interviewed like Heather:)
Thanks for your time and future consideration!
Kind Regards,
Laurie Gadbois
March 4th, 2008 at 11:09 pm
BINSI Labor and Birth Apparel has been working with Mom 4 Life for almost a year now and we have developed a fabulous working relationship. Heather is so supportive of our business and so open about sharing information on how we can all work together to promote each other’s businesses. We are truly honored to be working with Mom 4 Life and we believe partnering with stores like Mom 4 Life is a step in the direction of success for our business.
THE BIRTH OF BINSI®
A few years ago, when women listed their biggest concerns about giving birth, few would’ve put fashion choice high on their list.
Today, more women are discovering the benefit of molding their birthing experience to their taste and comfort, using special scents, keepsakes set at eye level, and yes-wearing the perfect outfit.
There are countless products out there for pregnant women today, and while the makers of those products don’t promise to turn birth into an easy, breezy carnival ride, research does show that the more women can personalize their birth environment, the less stress they experience; and the lower the stress level, the better women can handle the rigors of labor.
Carri Grimditch of Boulder, CO jump-started her own business in 2005 as the creator of BINSI® Inc., a clothing line specializing in unique birthing skirts and tops for women who want more comfort, control, and empowerment in the delivery room. The skirt’s unique design is Carri’s own; her expertise isn’t grounded in the clothing or fashion industry, but in working with women as a certified doula, helping them have the best birth possible by providing assistance and support from start to finish.
Every BINSI® garment is designed to work well for doctors, nurses, anesthesiologist-and most of all mommies! BINSI® skirts fit below the belly and were designed, along with all the items, to accommodate any medical equipment-even the epidural. BINSI® skirts and tops include features, such as, front hooks, snaps, adjustable straps and drawstring waistbands, which allows for easy and quick removal.
March 5th, 2008 at 8:10 am
She started small but was she able to bootstrap during growth or at some point did she have to take out a loan?
March 5th, 2008 at 8:51 am
My story is simular to Heather’s
I started PregnancyPiercings.com to help pregnant women who have made the decision to keep their navel piercing throughout pregnancy. At 20 weeks pregnant it became evident to me that I could no longer keep my stainless steel navel jewelry. I would have to find a product that was long enough and flexible enough to hold my piercing throughout each stage of my expanding belly.
Finally, after much time and research, I came across a material that would meet my needs. With much encouragement and support from friends and family, I began my journey in making this product readily available to all.
I now have a beautiful baby girl and a wonderful success story! (and now in 2008 a baby boy too!)
I feel my product is the best thing on the web or anywhere for women who would rather keep their piercing than get re-pierced or live with a piercing scar.
I’m also a proud to be associated with websites like Mom4life its amaizing what us moms can accomplish with a few dollars and a determination to stay home with our little ones.
- Denee
www.PregnancyPiercings.com
March 5th, 2008 at 10:40 am
This is a great article. Ledeboer is an inspiration to women. It is wonderful that she proves that she can have it all. This gives her the flexibility to spend the time with her children and be able to work the hours she wants and make money. The products are wonderful also. When someone has great work ethics, anything can be accomplished. I applaud you.
Sue
www.suesbooks.info
March 5th, 2008 at 10:50 am
Michelle (Anton),
You and I have spoken on the phone before. I found our conversation to be so inspiring. You spent about an hour on the phone with me while you were trying a pie recipe you had created. I hope that turned out well.
The product I created, OnTray, is a one that Heather with Mom4Life.com carry’s. She was gracious enough to give me some much needed advice on starting a business, and great enough to take a chance on me and my product. Since then, I have added many more retailers which are carrying my product. OnTray also was awarded a number 5 position in StartupNation’s Home Based 100 in the Top 10 Most Innovative catagory. Another fun thing for OnTray was that it “walked the red carpet” at this year’s Oscars (it was in the nominee gift bags).
Anyway, I wanted to thank you again for your time over the summer, and give you an update on me and OnTray.
Yours truly,
Laura Hamrick
Creator of OnTray; the Container 2 Go!
www.ontray2go.com
March 5th, 2008 at 11:39 am
Hi Laura,
Yes, yes, yes we had a great conversation. I am thrilled to see that you have made some big strides. I had no doubt that you would. Lets talk soon as it would be great to feature your story here.
The pie was delicious and I have now graduated to cupcakes and 2 restaurants are interested in selling them.
Cheers!
Michelle Anton
March 5th, 2008 at 1:24 pm
Hi, Michelle! I loved your interview with Heather from Mom 4 Life. I love working with her and she is a true inspiration to all moms!
I am one of the co-owners of georgie tees, a unique line of infant and maternity t-shirts that are all about having a sense of humor (the only way to survive motherhood). My girlfriend and I started the company just a couple years ago with 6 kids between us, and the count is now up to 8 (and holding!). We receive inspiration for our tees from daily life with our children and having been pregnant many times over. Though our business is growing more slowly than we’d like–just not enough hours in the day–we are loving it and have high hopes and a lot of faith in its future. You can read more about our story on our website at www.georgietees.com/about_us.html.
We would love to have you consider us for a feature on Weekend Entrepreneur. I am so glad to have found your blog and am now a subscriber. Thanks for providing such a great resource!
Sincerely,
Emily Hill
Co-owner
georgie tees
www.georgietees.com
freshly baked–the blog
georgietees.blogspot.com
March 5th, 2008 at 5:49 pm
Hi Emily,
Just checked out your website and the teeshirts are too cute! I really like the one that says, “I wasn’t born yesterday.”
Looking forward to connecting with you soon. I’ll be in touch.
With warmest regards,
Michelle Anton
March 5th, 2008 at 6:34 pm
Hi Sue,
I just took a moment to visit your website,suesbooks.info and you have a lot of actvity books that will keep parents and theirs children engaged and having fun.
Keep up the good work!
Michelle Anton
March 5th, 2008 at 10:44 pm
Heather IS a wonderful example of a balanced woman entrepreneur– she’s managing a very profitable business on site of her new dream home and expecting her third baby, another child to model her cute fashions! I also love that she’s passionate about mentoring women in fulfilling their business dreams, she’s a regular writer on Startup Princess, my startup organization that supports women. Check out this recent popular post by Heather:
http://startupprincess.com/wordpress/how-to-keep-your-marriage-strong-while-running-a-small-business/
March 6th, 2008 at 1:30 am
I never tire of hearing Heather’s story. Her business has launched many women entrepreneurs because of her encouragement, exposure, and expertise. I, too, am one of those.
I started MiniMe BabyGear after my son was born- largely because Heather opened my eyes to the wonderful world of selling online! I had no vision of where I was going; in fact, I did not even have the first clue about how to sew a stitch at the time. I was determined, however, to do something that would allow me to stay home while contributing financially to my family.
So, I packed up my mom’s 30-year-old sewing machine, lugged it cross country back to my home in California, and set out to the library in search of a good how-to book. Hundreds of hours later, I created 6 key baby products to offer up for sale. Back to the library I went to inhale “Frontpage for Dummies”, $95 for my webhost, and a huge fear of failure on my part. I had no idea what I was doing, and was praying that I would just make my money back. I gave myself an entire year, not realizing how ridiculous that time frame was. After reaching that the first month, I needed a new focus. Mom4Life starting carrying my products, Heather suggested a few others for me to sew that moms would enjoy, and the business and product line really grew from there.
This past summer, after spending 70 hours a week at the helm of my sewing machine, I decide to manufacture my biggest seller- the Wet Happened? wet bags. Designed to hold items such as soiled clothing or bibs, potty training accidents, dirty diapers, or wet swimming suits, it is fashionable, reusable, and environmentally friendly. As more and more retail stores have started carrying it, everything else has been nudged out and it is becoming my sole focus and vision.
I feel really blessed to have the opportunity to stay home with my son while doing something that I am so passionate about. I agree with Heather that the hardest part is the juggling–and lack of sleep:-) At the end of the day, though, I am thrilled to be in the baby business and am inspired so often by other moms and their stories. Thanks for sharing them!
Jamie Bird, owner
MiniMe BabyGear
www.wethappened.com
March 6th, 2008 at 2:01 am
Dear Richard,
I was blessed to never have to take out a loan. We simply grew off of our profits and rolled them back into our business!
Heather Ledeboer
Mom4Life.com
March 6th, 2008 at 10:12 am
I am a new business owner of Baking Bread LLC and I can relate on how hard it is to raise your children and work on your business.I was very inspired by her story and the balance she has in her life, and giving back, that is very important. Her story gives me hope that I too can make it.
March 6th, 2008 at 1:22 pm
Thank you so much for the wealth of information and inspiration. I also thank God for your boldness in sharing your faith to all in such an encouraging way.
Have a blessed life!
March 8th, 2008 at 5:05 pm
Thank you to those of you who left your kind comments and encouraging words. I love seeing the many ideas out there that have become a tangable way for you to get into business!
March 9th, 2008 at 6:53 am
It is very exciting to have invented a product that can be of help to families with babies who use pacifiers. Pacifier Place was invented out of necessity as there is no other product like it. Pacifier Place attaches to the crib and holds two pacifiers of any size for easy accessibility (pacifiers not included). My son would wake several times each night crying and searching for his pacifiers. The lack of sleep was tough on the whole family! Pacifier Place was born! This pacifier holder made it easy for my 8 month old son to find his pacifiers and go back to sleep independently. The whole family enjoyed less interrupted sleep, especially mommy! Pacifiers are recommended by the American Pediatric Association to reduce the risk of SIDS. I am thrilled that Pacifier Place can take part in helping parents make pacifiers readily available to their babies. Thank you, Mom 4 Life, for recognizing the need for this parent helper product!
March 9th, 2008 at 9:42 pm
Congratulations to Heather and all the mom entrepreneurs here as well - as a mom entrepreneur myself, and founders of mom-centric online media company www.savvymom.ca, we love hearing these inspirational stories.
March 17th, 2008 at 7:37 am
It’s funny how sometimes things happen that at one point you could never have imagined happening. I was a second grade teacher for 7 years before making the decision to become a stay-at-home mom. Before having kids, staying home had never been in my plans, but things happen, plans change, and suddenly there I was, a stay-at-home mom to two gorgeous children. Likewise, once that decision was made, it was no where on my radar screen to begin an at-home business. I have never possessed an entreprenurial spirit, and could never have imagined this being in my future. But again, things happen, plans change, and BOOM, here I am, the owner of Charlee Kat*z Creations. It turns out, something I thought of as just a hobby, fills a real niche out there with people. Who knew my line of hats and scarves would become as popular as they have with others? It’s not likely that we will be able to retire off my earnings, but it has become about so much more than the money for me. I have such a sense of pride over this thing that has become like a third baby to me. The fact that I was able to take an idea and turn it into something concrete that I can now share with other people is so much more satisfying than I ever thought possible. Owning a business provides me with challenges; challenges that I get to lose sleep over, daydream about, mull over and toss around in my mind to come up with the best solutions that allow me to improve and better serve my growing customer base. The older I get, the more I’ve learned to never rule out the impossible, to never say never, and to keep an open mind about things I’m not even aware of as possibilities at this point in my life.
April 10th, 2008 at 5:51 am
I HAVE to add a coment and THANK HEATHER for all that she has done for me. I contacted her back in December of 07′ regarding adding my Handy Burpees to her already wonderful line of mom-made and mom-invented products. She approved the add of my product and have to say that I am thrilled to have them there.
Just recently we were contacted by one of America’s largest baby manufacturing companies regarding a business partnership. WE ARE SO VERY HAPPY to announce that they will hit the store shelves at all Babies R Us locations mid to late summer plus more retail chains to follow. My burpees were found on her site and we are very grateful for this opportunity of having them seen by millions.
I truly do believe in the law of attraction and think there was a plan in the works on finding Heather and her wonderful company at the right time.
She is a wonderful person and definitely an inspiration for running a successful business yet still being able to put family first. This means the world to me to make this happen as my family is the LOVE of my life!
I would love to be interviewed and if you are interested in my story, PLEASE feel free to contact me. I feel that maybe my story could also help others realize that DREAMS DO COME TRUE.
Thank you so much Heather!!!
April 10th, 2008 at 6:46 am
Hi Michelle,
Heather was one of the first to carry my products, Swaddleaze and Blankeaze by 2 Virtues and even after my licensing deal with Summer Infant, Mom 4 Life continues to carry my products.
Heather and I have gotten to know each other pretty well over the last few years–we are kindred entrepreneurial spirits. I have asked her opinion or advice countless times and her insight always proves valuable.
I continue to be both impressed and inspired by Heather and her business success story.
Since licensing my products, I have started a new business venture called The Mogul Mom (http://www.TheMogulMom.com) and offer “coaching by email” for other mom entrepreneurs. I recently helped Heather come up with a new slogan for Mom 4 Life–”Motherhood’s a journey. Gear up!” and am enjoying working with talented, savvy mom business owners.
I’d love to be considered for an interview with you–I have much to share with womentrepreneurs!
Enjoy the day!
Heather Allard
The Mogul Mom
http://www.TheMogulMom.com