Hi, my name is: Carol O’Brien

My mommy-owned business is: Cleanicity

My website: www.cleanicity.com

Here’s the story behind my business: In late 2009, I was in the middle of an interview for an executive position when it hit me; despite 20 years of marketing experience, I just didn’t want another corporate job. I was lucky because I knew what I did want. I wanted flexibility, creativity, and ownership—I wanted to start my own company. I had been thinking about doing just that for years, but the timing never seemed right. The middle of a recession may not have been the perfect timing, but I knew I was ready. I launched Cleanicity and its e-commerce store in March of 2010.

Cleanicity and its products are inspired by clean freaks. For instance, my own home is rarely as clean as I would like it to be or have the time to make it. So I look for products that will help keep it cleaner, for longer. When I can’t find something, I know I have found an inspiration for a new product.

Our premier product is the StikittyTM, the innovative, adhesive litter mat that solves the number one headache of cat owners—cat litter tracking throughout the house.

What have you learned from your kids that has helped you run your business better?: I asked my kids to help out on this question. My six year old told me that it was easy—she taught me to “reduce, recycle, and reuse,” which she learned about in kindergarten this year. It’s true; every time I am about to throw anything away, she asks me if there’s a way to reuse it. If not, she looks for the recycle symbol. She also asks me if I really need to buy this or that item and whether I have something I could use instead. (This does not apply when I’m buying something for her, though!).

These three words truly inspire me to make my business efficient. Especially in these early years of my business, it is critical for me to keep costs down. The reduce, recycle, reuse motto helps me think about each expenditure carefully. Even as my company grows, I know I will continue thinking of that catchphrase to ensure I remain lean and efficient. It’s true that the simplest, most effective inspirations are learned in kindergarten (and from kindergarteners!).

Why are you and your business ready for a makeover?: For Cleanicity, the timing is perfect for a business makeover. In the beginning, my vision for Cleanicity was singularly focused on being an e-commerce products company. The comprehensive packages from Volusion allowed me to create an online store quickly and professionally, and I was able to start selling almost immediately. Now, as Cleanicity grows and gains more attention, large retailers are interested in carrying our products. It’s an exciting opportunity that I am eagerly embracing. With this additional channel, many changes are on the horizon. For instance, we just changed the name of our premier product from the Kitty Litter Gripper Mat to the StikittyTM and we are revising the product packaging and overall branding. Now it is time to focus on our Web site, which is often a visitor’s first introduction to our company. In addition to being an e-commerce store, now our site needs to attract large retailers as well. This will require customized branding and navigation as well as additional content. We know that Volusion is the right company to help us appeal to a diverse and growing customer set.

What makes you a supermompreneur?: Having a super family makes me a supermompreneur! Being able to create and grow a company while also having the flexibility to manage my work around my kids’ schedules is a dream come true. But it is not without its sacrifices. I believe as moms—whether we work out of the home, stay at home with the kids, or become entrepreneurs—we weigh decisions that impact our families very carefully and from many different angles. For me, the decision to go from two incomes to one income and also invest savings into the company was extraordinarily difficult. My husband said simply, “I know you can do it. So let’s do it.” He believed in my idea right from the start and has never wavered in his support.
So now I’m a little over a year into this process. It hasn’t been easy, but the support and encouragement from my husband and kids keep me going through the ups and downs of entrepreneurship. Our customers have embraced our products and we are moving into new channels of distribution. It’s a very exciting time.
One of the happiest moments of my mompreneur journey came yesterday, though, when my daughter’s soccer coach asked me if I worked. Before I could open my mouth, my daughter said with pride in her voice, “My mom is the boss. She makes the Stikitty!”