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24 Replies Last post: May 12, 2009 3:01 PM by babyboom

Event: From Stay at Home Mom to CEO

May 18, 2009 9:02 AM

Click to view CommunityTeam's profile sboc CommunityTeam 132 posts since
Jul 27, 2007
Have you ever wanted to take your home based business and turn it into a profitable and growing business? Michelle Buelow will be sharing her story and lessons learned on how she put a twist on traditional baby items to create a fast-growing line of fancy, fresh and fun children's accessories. Four years ago she was a stay at home mom looking to fulfill creative voids and hoping to work with drug and alcohol rehabilitation programs. With a little time on her hands and an unyielding commitment to philanthropy, a product line was launched in July of 2005.

Michelle began ‘raising' her company, Bella Tunno....using many of the same principles she used to raise her children - love unconditionally, communicate creatively, set expectations, realize your own limitations, grow with them, and lastly, raise them with morals and values. Bella Tunno is now sold in over 4,000 boutiques and nationally at retailers like Baby Gap and Nordstrom.

ABOUT BELLA TUNNO
Founded in 2005, Bella Tunno is a fashionably functional and philanthropic baby and children's accessory line. Proving that fashion, function and philanthropy can co-exist; Bella Tunno has created highly coveted designs for trendy tots and charity-conscious moms. With benevolence at the core of their brand, Bella Tunno donates a portion of all proceeds to drug-rehabilitation related organizations in memory of Matt Tunno, founder's Michelle Tunno Buelow's late brother. Trend-setting tots can now flaunt funky and fun baby basics - including bibs, burp cloths, diaper changing pads, binkers, play smocks, headscarfs and designer diners - while parents can feel good about purchasing items that contribute to a larger cause. Bella Tunno products can be found in BabyGap, Nordstrom, and more than 4,000 upscale boutiques and department stores internationally, as well as online at http://www.bellatunno.com/.

The fashion-forward tot accessory line has been included in the Oscar Gift Baskets, Golden Globe Awards baby gift bags and the MTV Style Lounge. Bella Tunno has been featured in People Magazines Holiday Gift Guide (2008), The TVGN Gifts and Gadgets Segment, Everyday with Rachael Ray, ABC, NBC, Fox, Parenting, Kids Today, Gifts and Decorative Accessories, Daily Candy, American Baby, babytalk, Pregnancy Magazine, and Earnshaw's.

The line of fancy, fresh and fun ‘NECCESSITIES' has generated a celebrity following including: Courteney Cox & Baby Coco; Nicole Richie, Joel Madden & Baby Harlow; Gavin Rossdale, Gwen Stefani, Kingston & Zuma; Elisabeth Hasselback, Grace & Taylor; Spice Girl Mel B & Baby Angel Murphy Brown; Marcia Cross & Babies Eden & Savannah; Adam & Jackie Sandler; Dustin & Lisa Hoffman; Robert Downey Jr.; Nancy O'Dell & Baby Ashby

The Founder, Michelle Tunno Buelow, lives in Charlotte, NC with her husband, Todd and two sweet girls - Riley Rose (4) and Ella Grace (1).


Post a question now, and then join us on May 12 at 2:00 p.m. EST for a response. Or join us during the event and post a question. Michelle will try to answer as many questions as possible, but may not get to all of them. Note, you do not need to register for the event. You simply need to be a member of SBOC to post a question. If you don't have a user ID, join now, it's free.

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Click to view floridacoast's profile Professional floridacoast 1 posts since
May 4, 2009
1. Re: Event May 12: From Stay at Home Mom to CEO May 4, 2009 4:03 PM
Michelle: I'm inspired at how you saw a gap in the marketplace and took action. Can you tell us more about how your kids inspired you? And can you share with us how you made your first baby accessory/prototype?
Click to view simon07's profile Mogul simon07 38 posts since
Nov 28, 2007
2. Re: Event May 12: From Stay at Home Mom to CEO May 4, 2009 4:49 PM
How did you identify a reputable manufacture? Any advice on how to identify and work with one?
Click to view Bluesuit's profile Mogul Bluesuit 136 posts since
Oct 23, 2007
3. Re: Event May 12: From Stay at Home Mom to CEO May 6, 2009 9:57 AM
Can you talk about your decision making process to take the leap into being an entrepreneur and starting your own company?
Click to view VisionCapital's profile Professional VisionCapital 3 posts since
May 4, 2009
4. Re: Event May 12: From Stay at Home Mom to CEO May 11, 2009 5:19 AM
what were your resources?
Click to view doughboy's profile Professional doughboy 5 posts since
Apr 14, 2009
5. Re: Event May 12: From Stay at Home Mom to CEO May 11, 2009 12:21 PM
Michelle...I checked out your company's website and noticed that you have many celebrity moms backing your products. Congratulations. I'm sure they have their options. How you were able to get that opportunity? How has celebrity endorsements influenced your product's popularity?
Click to view CommunityTeam's profile sboc CommunityTeam 132 posts since
Jul 27, 2007
6. Re: Event May 12: From Stay at Home Mom to CEO May 12, 2009 1:57 PM
Community,

Please join me in welcoming Michelle Buelow, from Bella Tunno http://www.bellatunno.com. Michelle will be posting as user babyboom. Michelle will start by answering questions that we've collected prior. While she is doing this, we'll be collecting questions live too - so if you have a question for Michelle, simply login to your account and hit reply. The event is moderated so you may not see your question post right away. Also, don't forget to refresh your screens often so you can see Michelle's latest response. Michelle take it away!
Click to view babyboom's profile EXPERT babyboom 11 posts since
May 11, 2009
7. Re: Event May 12: From Stay at Home Mom to CEO May 12, 2009 2:02 PM
in response to: floridacoast
Hello - thanks for your question.

I've always had clear sense of my own style. I never seem to waiver on what I like and what I don't. When I started the baby registry process for my first daughter, I saw so much that I didn't like and struggled to find things I did. I started to wonder if other people felt the same way. After an exhausting search to find items that represented my style for my ‘mini me' I came up pretty empty-handed. So, with a little free time on my hands and a new sewing machine (Christmas gift from my mom) I started buying fabric and making things for my daughter. I didn't have a vision of a company at this point, but the overwhelming response to the look I was creating made me wonder if I was overlooking a sizable opportunity.


As soon as my patterns got more detailed than mere rectangles (burp cloths and changing pads), I found home seamstresses for my prototypes. Sometimes I even sent ‘stapled' ideas instead of sewing to quickly get them to my manufactures (still do at times). You don't have to be a master seamstress to make a prototype - you just have to have the product vision.

As for gauging the market, here's my best advice :

Know your target audience well and know your competitors even better. If you are ready to ‘bet the farm' on your idea, make sure that it is:


Differentiated- you have a distinct selling point from products that already exist in the market

Compelling - your product will attract the attention of your target audience

Sustainable - you have an idea with ‘staying power.'

Click to view babyboom's profile EXPERT babyboom 11 posts since
May 11, 2009
8. Re: Event May 12: From Stay at Home Mom to CEO May 12, 2009 2:04 PM
in response to: simon07

This is one of the most difficult barriers of entry in the soft goods market. 4 years ago, I started with home seamstresses, then mostly through word of mouth, I heard about some small manufacturing shops - as I started to outgrow those, I found larger manufacturers. We now work with a few domestic factories and 3 abroad. The path to get to this point has NOT been easy. It's been costly both in terms of time and dollars to find the right manufacturing partners. At the end of the day, you can have a great idea / design, but if they are not making a quality product and not delivering on time, your company will never make it.

There are websites like http://www.thomasnet.com/ and http://www.fashiondex.com/ that list potential manufacturing partners, but always check references. Make sure you are picking a manufacturer that can meet your needs today and can grow with you. It's important to play out some growth scenarios with them and make sure they can handle the upswings and downturns.


Attending my first market (purely to network) was a huge help in finding manufacturers - I met so many other women that had their own business in this industry. So many of them have become great knowledge sources and good friends. Building a network of people you can trust is a great way to find manufacturing sources.

Click to view babyboom's profile EXPERT babyboom 11 posts since
May 11, 2009
9. Re: Event May 12: From Stay at Home Mom to CEO May 12, 2009 2:06 PM
in response to: Bluesuit

It never felt like a decision. It was just the next step in my life. There was an opportunity where my passions intersected with my talents and it just flowed into a company. I wasn't looking to start a company - I was looking to do philanthropy work in my late-brother's memory, have a creative outlet and stay home with my girls.


I think my background in branding, business management consulting and internet strategy gave me the confidence to build a company while the thought of staying home with my daughters and giving philanthropically gave me the incentive to overcome the big challenges.


In looking back, I'd offer this advice: If presented with an opportunity where your passions and your talents can intersect, don't let the chance to fully explore it pass you up. The gratification and feeling of accomplishment is amazing when you're doing what you know you're meant to do.

Click to view babyboom's profile EXPERT babyboom 11 posts since
May 11, 2009
10. Re: Event May 12: From Stay at Home Mom to CEO May 12, 2009 2:08 PM
in response to: VisionCapital

Very few when I first started. I really didn't know anything about design and even less about manufacturing. I stayed up late googling competitive products, asked everyone I knew if they knew anyone that could offer advice and attended markets to build knowledge and learn the industry. Through attending markets, I started to build a network of women with the same goals and we formed groups where we could share resources and help one another. I found that there are ‘launch pads portals' for most industries. For the baby and children's market, http://www.jamesgirone.com/ is a huge resource to scope out competition, find representation and review new products.
Click to view babyboom's profile EXPERT babyboom 11 posts since
May 11, 2009
11. Re: Event May 12: From Stay at Home Mom to CEO May 12, 2009 2:10 PM
in response to: doughboy

The celebrity following has been a huge win in terms of sales and press for our line. Just today, we saw a photo of Jennifer Gardner's new baby, Serephina, sporting our binker!


Early on, we got a huge opportunity - an invitation only request to be part of the Golden Globes. At that point, these types of placement opportunities were not paid placements. The opportunity arose from a celebrity - focused boutique picking up our line. The owner was part of the board that picked products for the mom and mom-to-be gift bags at the Golden Globes. The response to our line at this event led to invitations at the MTV style lounge and inclusion in the Oscar's gift bags. I credit these celebrity-focused opportunities, as well as key boutiques in the LA area picking up our line with our celebrity following. Having celebrity names behind our line has been instrumental in securing many of our print and TV press opportunities.

Click to view Tori's profile Host Tori 79 posts since
Aug 15, 2008
12. Re: Event May 12: From Stay at Home Mom to CEO May 12, 2009 2:10 PM

Michelle, What role did your family play in helping you start your business? And what about now?
Click to view babyboom's profile EXPERT babyboom 11 posts since
May 11, 2009
13. Re: Event May 12: From Stay at Home Mom to CEO May 12, 2009 2:16 PM
in response to: Tori

Great Question - my family has played an enormous role in building Bella Tunno. It's truly a family business! It was my husband who saw what a great opportunity this could be and encouraged me to move forward. Back when EVERY SINGLE cent had to be split 6 ways, it was my mom who taught herself how to build a website and got ours up and running. It was my husband, Todd, that built our contact and order management system from scratch. When I was looking for the perfect philanthropy to partner with, it was my dad who provided a plane ticket and accompanied me on a trip to visit rehab centers out west. Aside from all that help, my girls are our product ‘testers' and models. It's been a family business from the start and continues to be! Anything that takes up this much time and effort requires support and I've had unconditional support!
Click to view franklinplace's profile Professional franklinplace 4 posts since
Mar 31, 2009
14. Re: Event May 12: From Stay at Home Mom to CEO May 12, 2009 2:17 PM
How did you create such an expansive retail distribution - ranging from boutiques to large retailers? Did it just happen or is this what you set out to do?
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