Hot Mama!

TodaysMama.com, a Salt Lake City-based online media and publishing company providing local and national resources to moms, has added five markets to its web network – Atlanta, Green Bay, Montana, South Central Pennsylvania and Washington, D.C. – bringing the company’s total to 20 markets across the U.S.

Supporting the company’s vision to provide a local resource for moms all over the country through Mama Handbooks and websites, the new sites – AtlantaMamas.com, GreenBayMama.com, MontanaMama.com, SmartMamaPA.comand DCMama.com – allow moms to find timely happenings in their community, ways to support local mom-owned businesses, helpful articles and forums to connect with other moms. Each new market is led by an experienced mom who seeks to highlight the most interesting and unique local activities for families. They sites also cover places to go and things to do, including sports leagues, music lessons and community services in their respective areas.

The idea for TodaysMama came in 2004, when young mamas Rachael Herrscher and Stephanie Peterson searched together for a Mom-n-Tot swim class and lamented the lack of a quality central local resource of practical information for mothers. In October of that year, the pair published the first Utah Mama’s Handbook. Shortly thereafter, demand poured in for similar books from mothers in other states who also expressed a desire for social networking opportunities, as well as ongoing how-to information that could enhance their parenting skills, professional growth and overall quality of life.

Herrscher says what separates TodaysMama.com from other websites that offer parenting resources is a strong brand awareness, from a visual and graphics perspective, and a very focused objective on being an uplifting resource for moms. “When you visit the site, we hope that you leave with a fresh perspective and a little bit of inspiration or something you are excited about,” she says.

Currently, TodaysMama produces regional “Mama” resource guides for a growing number of U.S. cities, develops and manages the central TodaysMama website and oversees an expanding national franchise and licensing network. The company generates income through its publishing (magazines and handbooks), advertising and licensing to local partners.

Like many businesses, though, TodaysMama.com is taking a hit in this economy, says Herrscher, but she’s using this time to firm up and develop strategic initiatives. “Publishers are hurting, the print business is hurting, people are trimming their advertising budgets,” she says. “Right now, we are focusing on developing free tools for the site to enhance traffic and features so that as the economy bounces back, we have strengthened our assets.”

And both Herrscher and Peterson are doing it all – managing a growing business and a widespread network of telecommuters – from a home office. With kids. Young kids. “Having employees in a virtual office is tough,” says Herrscher. “You can't just peek your head around the corner into someone else's office for a quick question or clarification, and that calls for really efficient communication skills on the part of everyone involved in the company.”

The TodaysMama.com team also has redesigned their network of websites for an updated look and feel to coincide with the launch of the new markets. A new search function and streamlined design makes it easy for visitors to find family-friendly activities, promotions, and articles.

“If you work out of your garage, your brand and business doesn't need to look like it!” says Herrscher. “I think one of the most important investments, when it comes to home-based startups, is to build a strong brand. Good design is worth it – don’t scrimp on the things that affect your user/customer experience.”

She adds that a strong presence gives home businesses more credibility at various stages of development, from getting more users and customers to attracting the right kind of strategic partners.

Birth of a Home Business

Name: Rachael Herrscher
Company: TodaysMama.com
Location: Salt Lake City, Utah
Launch date: 2004
Initial investment: “We got an SBA loan for 60K. Of course, like many startups, we didn't pay ourselves at first. We reinvested our proceeds to grow.”

Most challenging thing: “Walking away! Especially with a virtual office. We do everything online, and my computer is always there – staring at me.” 

Advice: “Even though you work from home, getting out and networking the good old fashion way is still so important. Make sure to get involved with local organizations or events that help plug you into people in your demographic or field.”