Crib Sheet #37: MitzvahMarket.com’s Sheri Lapidus.

Sheri’s business idea is not only intuitive, but proof that *anything* you are working on can be turned into a viable business if you see that there is a missing piece.  Mazel Tov, Sheri, for opening up an entire new market for moms!

What business did you start up?

I launched MitzvahMarket.com, an online resource for Bar/Bat Mitzvah planning families at any stage of the planning process.

What motivated you to do it?

I am a real-life Mitzvah-planning Mom with upcoming Mitzvahs in both 2010 and 2012. I found my friends were a wealth of knowledge having been through it all before. I did some research and discovered there wasn’t an online resource to house all this great mom-to-mom advice.

How many children do you have, and how old are they?

I have two children. My daughter is 12 and my son is 10.

How long have you been running your viable business?

I left my job at Elle Magazine one year ago to take a big chance and launch this new business.

How long did it take you to start becoming profitable and/or
successful, however you choose to measure success?

A few months after we launched (November 2008) we started getting emails from Moms thanking us for the clever, useful and entertaining ideas. Then the calls started coming from various Mitzvah vendors wanting to advertise. They never had a way to reach this specific audience of planning families.

How did your family react to you starting your own viable business?

My kids were thrilled that I was no longer commuting to NYC for my job and that I would be around more. My husband has been great and very supportive.

Easiest part of your job?

There are two easy parts: the first is the commute! After commuting to NYC for over 11 years, the commute to my kitchen is very easy. The second is that I’m the target audience, so it’s easy to decide what our reader might want to know.

Hardest part of your job?

The hardest part is working from home with no beginning and end to my day.

What skill would you most like to improve?

Internet marketing. I’m a public relations executive, but would like to better understand how to drive traffic to your website using online resources.

What, if any, tools or advice do you wish you knew then that you know now?

Patience. After working in corporate America for so many years, I was very used to all the resources a big company can supply. It’s taken me a while to realize things happen much slower when you are on your own.

What is the accomplishment you are most proud of?

We are signing an agreement with a national Mitzvah magazine and will become their official Website enabling us to reach their 220,000+ readers.

Favorite part of a typical day?

Being able to take a break and drive carpool and make dinner for my kids.

Anything else I should have asked you that you should answer?

Any advice for a Mom thinking about starting their own viable business?
Get out there and network! Take a good look at your friends, family and former colleagues. You probably have connections to companies and resources you haven’t realized.

A few more questions, just because American Express should be
featuring more momtrepreneurs…

Childhood ambition….to work in the entertainment industry.
Fondest memory….my summers on Fire Island.
Indulgence….dark chocolate.
Last purchase…..Steve Madden high heels.
Favorite magazine…..In Style.
Inspiration…..my Mom.
My Life…..is going great!