Hello! Happy Monday! Welcome to our Mommy Monday feature for this week! Each week, we interview a mom business owner and get to know her a little better! We like to find out how she balances life with children and a business! We also like to hear about the marketing strategies that are working for her! Hopefully, this provides a little bit of inspiration to all of the other hard working moms out there! If you’d like to be considered for this feature, send us an e-mail! We’d love to learn about your business, too!

Today’s mom entrepreneur is Jennifer Covello.

What is your business?
Parenting for Purpose

When did you start your business?

What services/products do you offer?
I offer a blog and my award-winning baby journal, My Life, as well as my children’s book, “Frittabello and his Angel”

How do you balance family and business?
It really comes down to making choices and sticking with them. As a single mom who works full time, I have to make tough choices sometimes about the things that I can do. It means saying “no” on a regular basis and being ok with that decision.

What advice do you have for other mom entrepreneurs?
Dream big. Be smart. Ask for help. No mompreneur is an island. Reach out to others for help with your business or your family.

How do your market your business?
I market mostly through my monthly newsletter and social media.

Where can we find you?

facebook:  www.facebook.com/parentingforpurpose

twitter: www.twitter.com/parent4purpose

By Jennifer Covello

I still remember these words from the small business workshop facilitator when I was starting my own business.  However, I also remember disagreeing with him (in my mind anyway) as he spoke of the importance of having a well-thought out plan for your small business.   I knew he was talking to the other people who had no previous business experience.  Clearly this was not me.

However, after leaving the class, I begrudgingly began to work on my plan.  Hours later, I had several pages outlining why my products were unique and how they would change the world.  A plan surely worth a grade of A-plus.  Not so much.

As I learned, not only from this facilitator, but other experts, business plans are the vision of your business and the means for which you will carry it out.  They are well-researched, rooted in fact, and contain the nuts and bolts about your business   Grade for my first attempt?  Maybe an “A” for effort, but a “D” for content.

I’ve learned that there are three reasons why small business owners don’t have a business plan.  The first – “I don’t have time.  I have to run my business!”  The second – “I have no idea how to write a business plan.”  And last– “I don’t need a business plan.  It’s all in my head.”  (Does this sound familiar?)

These three reasons have one thing in common.  They are…how shall I say this nicely?  Well, they are excuses.  That’s right.  Excuses.  And excuses don’t grow businesses.  They keep you stuck or worse, they keep you from ever starting.  Does a business plan take time?  Yes.  Does it require effort?  Yes.  Can you do it?  A resounding YES!

The first step in finding a solution to any challenge is to admit there is a challenge.  I’m going to assume if you are reading this that you don’t currently have a business plan, but want to create one.  Given that you have taken the first step, the next is to rid yourself of the excuses that are holding you back.  Because if you really want to accomplish something, you will find the time, you will push through the excuses, and you will recognize that you may need help.  You just need to decide to start.  I hope the following information and tips will help.

While there are many templates available for business plans, having a few pages outlining the following key areas is a great start.    

These include:

  1. Summary.  An overview or snapshot of your business.
  2. Industry overview.  What’s going on in the industry for which you will be doing business?
  3. Competitive Analysis.  Who are your competitors? 
  4. Financials.  How will you make money?
  5. Management.  How is your business organized?



It’s tempting to start with this section because it comes first in the plan.  But it’s best to develop this last because it is intended to present the reader with a snapshot of your business.  This is not a lengthy section.  Three to four paragraphs are sufficient.

Your business plan is mostly for your eyes only.  However if you’re seeking investors, you must write your plan as if they will read it.  Remember, like anything that is read, if it doesn’t catch the reader’s attention in the first few minutes, they are not likely to finish reading it.  So make your summary compelling but accurately reflective of your business offering.

Industry Overview

This section contains information about the industry your business will serve.  This should reflect not only a broad but a local view.  Think of this as a “state of the state” for your business. 

For example, if you are opening a gift store, you want to include data on the retail industry as a whole, but also data on local retailers.  What are the challenges and opportunities?  What are the predicted growth trends?  This information can be gathered easily from free research available on the Internet, the business section of any library, and various industry associations. 

Competitive Analysis

That sounds scary, doesn’t it?  I hear the word ‘analysis’ and the hairs on the back of my neck stand up.  But what this really means is do you know who your competitors are?  If you don’t have a good sense of who your competition is, how will you be able to make your products or services stand out among them? 

Knowing who your competition is helps you differentiate your product or service and helps you to better serve your customers.  New businesses start every day and so your competition changes every day.  Staying on top of the happenings in your industry will be critical for your success.


Another section that can instill fear for some business owners.  But aren’t you in business to make money?  I mean, there are certainly businesses that are labors of love, but even they have to pay the electric bill! 

So what’s included here?  Simple.  You make money by selling your products or services.  In order to do that, it costs money.  This section is merely a reflection of all of the ways you will make money and all of the expenses to do so.  Yes, there are fancy terms for many of the financial statements you will need to include, like cash flows, income statements, and balance sheets.  These are critical to understanding how your business will make money.  But having a simple budget-like statement outlining where and how your money will be made and spent is a great way to get a sense of the financial picture for your business.

Management Overview

Basically this is the “who” and “how” of your business.  Are you a sole business owner or do you have partners?  What’s your business legal structure?  What type of insurance do you have?  What happens if the business closes or ownership is transferred?

This section addresses your business structure.  You want to speak to a small business expert on the type of business you should set up and any insurance you may need to protect yourself and your assets. 

And that is a business plan in a nutshell.  Not too bad, right?  Your business plan is not something you write once and file away.  As your business grows and changes, so should your business plan.  Take it out regularly, evaluate it, and determine if it needs to be updated to reflect your progress.  While a business plan is a serious document, it should also tell a story.  And like any good story, you want a really good beginning, lots of detail about the characters, and a great ending.

As we approach a new year, what better way to develop your business plan or take your existing plan out of the file cabinet and look at it with a fresh set of eyes. Start 2015 off with a bang!

This is my last Market Mommy blog post. I am grateful that I was given the opportunity to share my experiences and lessons learned in this forum. I hope you have benefitted from my posts and that your businesses will grow abundantly in the new year and beyond.

Happy holidays!

Jennifer Covello is The Purposeful Parent, an award-winning author, blogger, motivational speaker, and creator of Frittabello baby gifts. With her unique perspective on parenting coupled with her sense of humor and vast experience, Jennifer is able to relate to a variety of working women and the daily challenges they face like “SuperMom Syndrome”.

Jennifer has been featured on both radio and TV programs for her insights about her journey from corporate “cubicle dweller” to “mompreneur” and back again. She provides inspiration for all parents to help them succeed at the most important job they will ever have.

Jennifer is a native of Long Island, New York and had a corporate career in IT and Marketing.  She holds a B.S. degree in Management Information Systems from Indiana University of Pennsylvania and an MBA in Marketing Management from Pace University, New York.

Contact or follow Jennifer at:

Blog: parentingforpurpose.com

Facebook: facebook.com/parentingforpurpose

Twitter: twitter.com/parent4purpose

Linked In: linkedin.com/in/jencovello


Hello! Happy Monday! Welcome to our Mommy Monday feature for this week! Each week, we interview a mom business owner and get to know her a little better! We like to find out how she balances life with children and a business! We also like to hear about the marketing strategies that are working for her! Hopefully, this provides a little bit of inspiration to all of the other hard working moms out there! If you’d like to be considered for this feature, send us an e-mail! We’d love to learn about your business, too!

Today’s mom entrepreneur is Jenny from Holmaster Swings.

What is your business?
Holmsater Ltd. (Solvej Swings)

When did you start your business?

What services/products do you offer?
Holmsäter Ltd. design and manufacture the exclusive Solvej range of indoor outdoor wood and canvas swings for domestic use. These swings are designed to be pleasing to the eye with emphasis on safety and functionality. They are carefully crafted with the best suited materials that will stand the test of time.

How do you balance family and business?
This is a family business and our only daughter Solvej has grown up being part of the business. When she was little she was always with her family and now that she is 21 she is an integral part of what we do. The lines between family and business have often been blurred but there have been a lot of fun times.

What advice do you have for other mom entrepreneurs?
If it was easy everyone would be in business!  First evaluate if you have a product that fills a gap in the market. Decide what you want your business structure to look like. Know who your customer is, and target only them.  Make sure you adhere to standards. Network, network, network and have fun.

How do your market your business?
We market our business through the internet, trade shows, magazine ads and any free exposure that suits our products. We always have our eye out for new opportunities that suit our product. Having product in bricks and mortar stores on display is also very important for our product.

Where can we find you?

facebook:  www.facebook.com/SolvejSwings

tumblr: www.solvejswings.tumblr.com

Hello! Happy Monday! Welcome to our Mommy Monday feature for this week! Each week, we interview a mom business owner and get to know her a little better! We like to find out how she balances life with children and a business! We also like to hear about the marketing strategies that are working for her! Hopefully, this provides a little bit of inspiration to all of the other hard working moms out there! If you’d like to be considered for this feature, send us an e-mail! We’d love to learn about your business, too!

Today’s mom entrepreneur is Jess & Whitney from Moody Sisters Skincare.

What is your business?
Moody Sisters Skincare

When did you start your business?
We started it as a hobby in 2010 and in May 2013 we were able to quit our jobs and do Moody Sisters full time.

What services/products do you offer?
Affordable Natural Skincare safe for your Family’s Moody Skin. Facial Cleanser, Moisturizers, Body Lotion, Lip Balms, Butters and more!

How do you balance family and business?
It’s definitely hard, but we try to include the family in our work as much as possible. Our kids have special tasks they can do and help us with that they enjoy. Family comes first and we set days and hours off to make them a priority.

What advice do you have for other mom entrepreneurs?
Start with a plan, ask for help, stay true to who you are and team up with other moms for support and ideas!

How do your market your business?
We partner with other small companies, mom businesses and bloggers. It’s who we are and so we work with others like us. We love having people try our products first hand so can they can fall in love with our products themselves!

Where can we find you?

facebook:  www.facebook.com/moodysisters

instagram: www.instagram.com/moodysisters

pinterest: www.pinterest.com/moodysisters


Squirrel Cheeks is a wholesale distributor of children’s boutique clothing. We carry lace and satin rompers, dresses, 2-piece outfits, leg warmers, hair accessories and more at affordable prices.
Squirrel Cheeks Boutique aims to offer gorgeous, yet affordable hair accessories for every baby, girl and woman. From Flower petal layers, headbands to kufi hats, diaper cakes, flowers and girls’ hair bows, their boutique is for everyone looking for high-quality gifts for many occasions. They can even be used as bridal wear. Some of the products they carry are nylon, lace and crochet headbands, hats, sets of girls’ flower hair clips, leg warmers, tutus, pettiskirts, lace and satin rompers, rainbow tulle, pastel tie-dye printed tulle, chevron dresses, peasant dresses, pillowcase dresses, butterfly fairy wings, halos, boutique hair bows and other dress-up items.
They offer a vast amount of products to choose from. There are have dozens of categories and they are always adding new items. They love printed tulle and other prints for flowers such as Chevron, Damask, Polkadot, Cheetah, Zebra, Ladybug and Pastel and Rainbow Tie-Dye. Squirrel Cheeks Boutique is also known for our wholesale bulk lot of flowers, which are perfect for crafters to purchase to create their own hair flowers. We have a great selection of different styles of flowers to create custom lots.
Some of the most popular flowers are the 2″ and 4″ Gerbera daisies, 5″ Spikey Spider Daisies, Peonies, Tropical Lilies, Glitter Icy Roses, Natural Daisies, Polkadot Daisies, Zebra Daisies, Carnations and beautiful 2-tone gerber daisies created by them!
Coupon code: ws for 20% off


The BEST Scratch Mittens Ever! ScratchMeNot Flip Mittens are designed for children that scratch, suck their thumbs or hair pull. Use them on the go, day or night.

Get 20% off your first order on any regularly priced ScratchMeNot Flip Mitten Sleeve, Bodysuit or Sleeping Bag! http://bit.ly/1h6D0UP

Why use ScratchMeNots?

  • Protect your little one’s skin by preventing their fingers from scratching
  • Easy for parent’s to put on; hard for children to take off
  • For occasional newborn scratching to the constant scratching of those with skin irritants like eczema, chicken pox and more!
  • Open and closeable mittens to allow hands free time
  • Silk outer layer minimizes abrasion on the skin

Natural Seal is the first hypoallergenic, sting free and effective liquid bandage that provides exceptional protection against dirt & germs while soothing rashes and bug bites for minimal scarring & faster healing!

Natural Seal Skin Protectant is a preservative free, sting free, protective coating that mimics the properties of your own skin for a natural feel while providing exceptional protection against infection.

Designed for use with minor cuts, scrapes and burns, Natural Seal forms a breathable, water-based protectant that can withstand vigorous activities such as bathing and swimming, yet is gentle enough for the most sensitive skin.

This is an exciting new product to the natural market, containing no environmentally harmful ingredients or processing, and is perfect  for kids.  Developed by a mom for moms, Natural Seal takes the “ouch factor” often seen with traditional band aids and liquid bandages and replaces it with a comfortable, soothing alternative that helps to prevent infection, allowing the wound to heal more quickly.

Never again will you need to waste countless bandages or use harsh chemicals on your minor cuts, scrapes or burns, when there is a natural, comfortable and effective option in Natural Seal.

  • Preservative free, BPA free, GMO free – Vegan friendly
  • Hypoallergenic
  • Blocks Germs
  • Natural Product with no harsh chemicals
  • Comes off naturally after wound healing
  • Soothing water based formula
  • Eliminates waste associated with traditional bandages

Use promo code HolidayGift for $1.50 off your order. 


What child doesn’t have a favorite television, cartoon or movie character? At the One Stop Kids Shop, they specialize in character themed pajamas and clothing that your child is sure to love. And, they have a wide variety!

Disney Princesses, Spiderman, Winnie the Pooh, Thomas, Sesame Street; these are just a few of the many, many fun options at the One Stop Kids Shop. They know that your child is the cutest, and they strive to offer the best selection of children’s clothing to show them off in.

They also stock some holiday specialty items as well as accessories. They have merchandise for infants up to teens available and they do the research about what is popular and trendy.  They are sure to have something for everyone.

One Stop Kids Shop offers free US shipping all of the time and are offering free Canadian shipping through the holiday! They also give a 10% discount off the total purchase for new Customers!

For Tails Only is a unique pet boutique for cats and dogs, specializing in Made in USA treats and more.  Contact your Independent Handler, Deana Vess, today!

For Tails Only turns 1 year old on December 15th! They  are celebrating our first birthday all month long. The hostess special this month is a free birthday pup-pie with any qualified pawty!  

They are also celebrating the 12 Days of Christmas with a different special each day. Don’t delay! The last day to order holiday items for guaranteed Christmas delivery is the 17th of December (or the 7th for personalized items).


Hi, busy mom! I thought you could use some encouragement today as you go about your work. Whether you’re a business owner or a ministry leader – or a mom who has been thinking about taking that leap of faith – I hope one or more of these verses speaks to you and offers the hope and encouragement you need today.

1.   You have a gift to share!

“As each one has received a special gift, employ it in serving one another, as good stewards of the manifold grace of God.”

– 1 Peter 4:10

From photography to number crunching…from listening skills to legal services…from speaking and writing to building and selling…we each have been given a special gift. It’s God’s desire for you to identify those gifts, nurture them and share them. Please don’t hide your gift or put it on the back burner…or dismiss it as not important.

2. Now is the time.

“If you wait for perfect conditions, you will never get anything done.”

― Ecclesiastes 11:4

What are you waiting for, my friend? If you’re thinking that things will get easier when your baby starts sleeping through the night…or is finally in Kindergarten…or is off to college…I have news for you – it doesn’t get easier. Only different. You may have more time one day, but that will not necessarily create “perfect conditions” for you to take that next step in your business or ministry. If it’s on your heart to take that next step, then pray for discernment but know that there will never be “perfect” timing. So, now is probably as good a time as any!

3. Let it go.

“Trust in the Lord with all your heart, and do not lean on your own understanding. In all your ways acknowledge him, and he will make straight your paths.”

– Proverbs 3:5-6

There is no greater education than the building of a business or a ministry. Every day is a new lesson…and a new opportunity to feel lost and confused. It’s also a humbling experience because most of us discover that – despite our “take charge” attitude – there are so many unexpected turns along the entrepreneurial journey. And our most valuable resource is the ability to trust in the Lord and know that he can see what we cannot.

4. Keep up the good work!   

“For the moment all discipline seems painful rather than pleasant, but later it yields the peaceful fruit of righteousness to those who have been trained by it.”

– Hebrews 12:11

Just because you love what you do and you are following God’s plan and living your purpose, doesn’t mean your work will be easy. They call it “work” for a reason. It requires effort. Sometimes it is a labor. But be encouraged, because the fruits of your labor await. They may not be the same fruit you imagine, but God does great things through those who persevere in his name.

5. You are not alone.

“He who walks with the wise, grows wise.” – Proverbs 13:20

You are not in this alone, mamma! There are 10 million women-owned businesses in the United States alone. But you may need to look outside your circles to find someone who understands and can help support you or point you in the right direction. You may need to consider joining a local professional association or attending a conference in your industry. Or you may want to invest in a mastermind group or find a mentor. Just know that you do not have to do this “mom entrepreneur” thing all by yourself.

6. You’re just getting started!

“Do not despise these small beginnings, for the Lord rejoices to see the work begin.”

– Zechariah 4:10

No matter how long you’ve been in business, you are always starting something new. That’s how we grow. In fact, whenever we are forced to start over, we’re given the opportunity to make new mistakes and learn from them. But sometimes we tend to focus too much on where we are headed, that we forget to honor the place we are right now. We forget that the beginning is a chance to celebrate the endless possibilities that abound. And to be grateful for the courage it took to begin.

Now it’s your turn. What’s your favorite verse and how does it encourage you as a mom entrepreneur?

Theresa Ceniccola is The Christian Mompreneur—a Mentor to Moms Who are Running a Business that Supports Faith and Family. As the president and founder of the International Christian Mompreneur Network, she empowers entrepreneurial moms to build profitable businesses with wisdom and grace. Theresa has successfully run a home-based business as a freelance writer and marketing consultant for the past 18 years. She considers herself blessed to make a living doing what she loves and empowering other moms to create businesses that support their values of faith and family. Join the International Christian Mompreneur Network (it’s free!) today and you’ll receive Theresa’s Mompreneur Toolkit featuring the Ten Commandments of a Mompreneur.