Your name and business name:

Lauri Chertok
When did you start your business?
2014

What services/products do you offer?
The business is an app and blog the reeducates people how to measure themselves and clothing to achieve the perfect fit. Measurements can be stored and shared with friends, family, and colleagues to ensure an easier experience not just when shopping online or in stores, but also when buying gifts while maintaining some degree of secrecy for the surprise. The blog aims to inform the public of opportunities and adventures in using this type of service, but the goal is to put fit confidence in the hands of people who face rapid changes in design and fit as factories and retailers continue to adjust sizing to optimize fabric cuts for what once achieved a perfect fit.
How do you balance family and business?
 Honestly, there is no magic formula here. When you’re passionate about what you do, you find the time. It may sound cliche or like a brush off, but passion drives mental activity, and for me, that means that my mind keeps me awake and driving away at the problem we are trying to solve until we at least have a framework for the solution. It’s the passionate drive to solve the problem that integrates the business sociably into my life. When I talk to my family about shopping, the subject of the app comes up and when I’m out and about, it provides utility value to me, say, if I’m shopping online and need to know how I match to a sizing chart. My life isn’t the business and my business isn’t my life, but my business has a utility value to my life so it is a part of my community. 
What advice do you have for other mom entrepreneurs?  
Just don’t be intimidated. It’s a common myth that women need to choose between their careers and their families, and it’s just not true. I know it may seem easy for me to say, given my choice to pursue something utilitarian as a business opportunity, but honestly, I looked at my own difficulties and picked a problem that many other people, particularly those in my community, have. My business became a solution to a problem, an outlet for creativity, and an oasis when I needed a break from just getting through the day. You’re a mom, which is a full-time job, but just remember to seek out business partners where you find them that want to see you succeed and that bring something to the table, skills-wise, that you don’t have. If you’re married or if you live close to family or friends, learn early who you can rely on and take advantage of that – and always be sure they want you to succeed too. One of the worst things you can do is rely on someone socially who helps out but puts down what you’re doing because they don’t get it. We all lead busy lives, but that doesn’t mean that your family means giving up your career.
How do your market your business?
So far, the business model has been uniquely subdued in its development. The app itself is live on the Apple App store and we’ve built a blog and website, but we haven’t done aggressive promotions to date. The App is more of a beta test for an idea my business partner has to expand its broader industry applications as a business-to-business solution for supply chain optimization. He is currently working on the math and plans behind this, but when we’ve talked about it with corporate contacts, they are very interested despite the potential for change management on their end. Like me, he is very motivated to get this out there.