Business in Profile

The Hip Infant

1. Briefly describe your business.

The Hip Infant is an online boutique catering to the funky under five set.

2. Why did you start your business?

As a mum I was passionate about my children having something not every other baby or child had, it did not have to be anything extravagant or expensive just different. I spent hours surfing the internet, at the time there was little available in Australia maybe three notable stores and that was it, however America was full of them and they were fantastic.

It did not take me long to realise that Hip online boutiques were something we were ready and waiting for so I started researching and planning. It was a long process I researched until there was nothing left to be answered, I trialed the selling process on a well know auction site, I set up a stand at my local markets and most importantly I tested out products I wanted to sell on my own children. By the time we launched I felt I was well and truly ready.

I know many people cite the opportunity to stay at home with their children as a reason to start an online business, for me this was not the reason. I was a Paediatric nurse by trade, a fantastic and flexible profession that affords mums in particular the flexibility to work around their families.

I love being with my children but I also enjoy the time I have away from them and I knew from very early on that I was not going to be able to grow the business and offer it the time it deserved to be a success I was not going to be able to do it with four children under foot day in and day out.

My children do attend occasional care and school but The Hip Infant does offer me the flexibility to drop them there in the mornings and pick them up in the afternoons, attend excursions, do reading groups and be there for them when they are unwell...these are the things that are important to me as a mum.

3. Has starting your own business lived up to expectations?

Its taken four years but finally yes. My expectations were actually not that high, The Hip Infant was supposed to be a little extra something to give me a bit of money and satisfy my own shopping urges at the same time.

Well in the early days the cash did not come, in hindsight my marketing plan was hilarious, I thought I would launch the website and people would come, my family and friends came and that was about it!

The business chewed up more money than it was making and there were times when I thought it was all too much and was ready to give it up. Fortunately I stuck with it, learned from my mistakes and moved onwards and upwards.

4. What have you enjoyed the most about running your own business?

It would be hard to mention just one thing. I love the fact that I have achieved something, I am really proud of myself, I have learnt things I thought I would never have to or want to. I have really enjoyed watching parenting trends evolve.

When I had my first child ten years ago parenting believe it or not was very different, there was not the variety or amazing gadgets there is available now. I am so often astounded that some silly hair brain idea I thought would be super handy with my first child has now been developed usually by another parent with the same crazy idea.

I have an amazing network, working at home can be very isolating and there are time when you think you are going crazy as you don't have people to bounce things off.

Throughout the years I have formed friendships with many other parents in the same position, we can all sympathise and appreciate each others situation and that is invaluable.

My customers, I love them! without them there would be no The Hip Infant. Many of my customers have been with me since the very early days, some are on to their third baby and the first has just started kinder. I love their stories, I love getting photos and I love watching the kiddies grow....its a great privilege and I treasure it.

Lastly and most importantly, I love the fact that the business does give me the time at home with my children and husband. My husband is also our IT guy, it has bought a whole new dimension to our relationship and I would be lying if I said it has been smooth sailing and free from screaming matches, he has tried to resign on a few occasions I threaten to fire him first and that usually resolves the situation.

Aside from parenting its nice to have another opportunity to work together as a team and on the whole we do it with ease. The children love the fact that I am around all the time, sometimes I think they take it for granted that I am always available. I am sure they will appreciate the situation as they get older.

5. What is the biggest challenge for you in running your own business?

I think my lack of business and retail experience has been a real challenge. My dealings with my first ever irate customer (there are not many fortunately) resulted in sleepless nights for me, it was all very personal. I had put my heart and soul into the business and even constructive criticism upset me.

I have now grown thicker skin, learnt to deal with unpleasant situations and never lose a nights sleep over The Hip Infant, unless I am trying to meet a tight deadline of course.

As the business grows the challenges are different, I seek help from professionals and outsource a lot more these days and it pretty much ensures most of the time its all smooth sailing.

6. How do you manage the juggle of running your own business with family?

Its actually not as bad as you think, my last two babies were born after The Hip Infant was launched so they know no different and it has been a bit organic, they all just seem to work around each other. I have very structured routines with the children and if we do not stick to it chaos reigns in our house. I have two kid free days a week, its amazing what you can get done in a solid five hour block.

I have a few simple rules that I try to never break, the most valuable is that I don't work between 9am and 12 midday on the days I do have children, we always do an activity and that will wear them out enough to have an afternoon sleep or rest so I can get some work done.

The no work morning routine is also beneficial to me, I get to go out and socialise with other mums and be normal for a while. I often work late into the night, I am used to it now and I love what I do so it makes it easy.

7. Do you have a favourite networking opportunity or event?

I attend no formal networking events or opportunities. I do make the most of all the relationships in the industry I have, whether it be with a supplier, someone I advertise with or other industry contacts. Email makes it all very easy, it takes a minute or two to ask a colleague how they are going or to just run a situation or experience by them.

8. Do you have any advice for anyone out there who may be thinking about starting their own business?

Research your idea or concept extensively, know the industry you are venturing into and look at your perspective competitors. I have seen many online stores come and go in my time, they all claimed to have found a 'gap in the market' sometimes that gap has not been big enough and sadly it has all been in vain.

If your new business is venturing into a flooded market make sure it has a significant point of difference, don't do it the same as your competitors do it better.

Be prepared to work like you have never worked before, I often daydream about doing a normal job, finishing after eight hours and leaving it all behind.

Having your own business does mean working every spare moment you have, missing out on a social life and making lots of sacrifices. You do eventually find the balance but it takes time.

Don't make immediate financial gain your motivation you will be very disappointed, I nearly died when I met a successful business woman that informed me it took her five years to make a profit. I had always looked on at her business as a thriving money tree and there was a part of me that thought perhaps she was stretching the truth, I can now confirm she wasn't.

A growing business needs to be fed in dollars and almost every last cent is put back to ensure that.

Lastly love what you do..if you are passionate about your business it makes all the sacrifices and hard times easier and dare I say pleasurable.

For more information about The Hip Infant ...click here