Diva: Kirsten Bischoff
Business Name: HATCHEDit.com
Website Address: http://www.HATCHEDit.com
Year Business Was Founded: 2010
Tell us about your business:
HATCHEDit.com is a digital whiteboard for family members to keep track of their personal lives through calendars, group chatting, news feeds and online address books.
What inspired you to start your business?
My sister in law and I developed HATCHEDit.com because as professionals in the business world we had access to the best management tools available. And yet away from the office, at home, we were working off of paper calendars or white boards, and stuck communicating through long, inefficient email chains to coordinate pickups and drop-offs for kids, and to organize the various groups we belong to (school groups, activity groups, etc).
What has been the biggest challenge in your business and how have you dealt with it?
The biggest challenge is spreading the word about our existence. We thought for sure that it would be enticing to the press that two people left the finance industry to focus on a tech startup – but it seems that while lot’s of “lip service” is given to companies trying to get the attention of the “mommy market” and women who control family buying decisions, not a lot of attention is given to firms that are trying to provide this market with adequate tools to do their jobs.
What would you say has contributed to your business success?
We have been as successful as we had hoped to be, growing strong and steadily as we roll out our full suite of products. What has contributed to our success has really been the network of friends and family who believe in us and our product and are out there on the ground letting people know about us.
What advice would you like to offer to other women/moms who are thinking about starting a business?
This journey – just to launching a product – has been a year. We did extensive research before we even concluded that the business itself was viable. We also did not make the move to entrepreneurship because we wanted to
work less. While our daytime hours may be slightly more flexible – in allowing us to see kids, or work around those schedules, we have always worked 50-60 hour work weeks and continue to do so (at least!) because we wanted to put in that time to build something for ourselves and our daughters, not for someone else.
What has been the most rewarding aspect of being an entrepreneur?
Being able to be a role model for my 12 year old daughter. I know it is making an impact, because she has actually voiced to me that she is so proud that we are trying to do this (and that is a pretty incredible thing to hear from a usually moody tween-ager!)
What is your favorite tool/resources you use for your business and why?
http://www.charbeat.com – which helps us monitor in real time how our site is performing, http://www.facebook.com/www.twitter.com/www.linkedin.com – it takes enormous time and effort to stay on top of the social media aspect – but it is so worth it. They are all places where if you don’t have a big PR/Advertising budget – creativity and hard work can still bring you results in terms of getting word out about your brand and your services.
How do you manage your personal and business activities?
Well – I have no other choice! lol. Considering the fact that we are selling the idea of a free, online organization system for families – if I wasn’t able to make it work for me, I wouldn’t have much confidence in my business. 🙂
Having a calendar I can share with extended family and close friends (http://www.HATCHEDit.com) allows me to rely on those people (especially my dad) when business and family obligations collide.
Looking back, is there anything you wish you’d done differently?
Honestly, at this point no.
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