Crib Sheet #53: Snikiddy’s Mary Owings Schulman.

Mary’s healthy products are everywhere!   Snikiddy Snacks have been on the Today Show, they’re available in Toys ‘R Us, Babies ‘R Us, and they even have their own Hip Hop commercial.  How does her healthy products do it all?  Read on to find out.  (And note her favorite book.  Exquisite taste).

What business did you start up?

I started a natural snack food company, called Snikiddy.  My mom and I founded Snikiddy in 2006 with a passion for children’s health, Snikiddy produces Snikiddy Snacks® – great tasting, family-friendly snacks.What motivated you to do it?

Having had a successful career in financial sales, I still felt unfulfilled.  I wanted to do more to give back and make an impact.  Having always had a passion for health and particularly children’s health, I felt I could create products that would help to make fellow moms looking for healthy products lives a bit easier.  With Snikiddy, families can feel good about these delicious snacks that everyone loves to eat.

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

Two children: Sunny is age 5, Sadie is 3 1/2.

How long have you been running your business?

Since 2006.

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

We were so fortunate to have had success immediately.  The Snikiddy healthy products were very well-received from inception.  Within months we had national distribution and since 2006 have grown over 100% each year we have been in business.

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

I feel extremely fortunate to have a family with amazing support.  They are so proud of Snikiddy’s accomplishments and support me each and every day.

Easiest part of your job?

Taking calls from consumers.  To this day I still personally answer each and every consumer call and email.  It is extremely rewarding to hear how Snikiddy has impacted the lives of our consumers.

Hardest part of your job?

It’s all hard but it’s also so rewarding and fun.

What skill would you most like to improve?

Maybe not a skill as much as an attribute and I’m sure everyone on the Snikiddy team would agree that I could use some more patience!

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

I’m almost glad I didn’t have any.  In the advice you usually learn about how hard it is to start a business.  If I had known how hard it was I may not have taken the plunge.

What is the accomplishment you are most proud of?

My family.  There is no question I look at my family each and every day and marvel and how amazing everyone is.  There will never be any accomplishment greater or more rewarding than this.

Favorite part of a typical day?

Brand positioning and marketing has become my focus and favorite part of my work day.  Now that Snikiddy has grown, each individuals’ responsibilities have become more focused.  I now handle all the marketing aspects of Snikiddy and love my new found passion.

And a few more questions, considering that American Express should be featuring more momtrepreneurs…

Childhood ambition? Own my own successful company.

Time of day you get the most work done? Before everyone wakes up in the morning or after everyone goes to bed at night.

Favorite book or magazine? The Time Traveler’s Wife.

Least likely to…..Sky dive.