Crib Sheet #10: Baby Einstein’s Julie Aigner-Clark

Julie Aigner-Clark, founder of Baby Einstein an entertainment business, shares her story about starting the Walt Disney-owned company in her basement. We wish Ms. Aigner-Clark a very speedy recovery and thank her for taking the time to share with fellow momtrepreneurs.

What business did you *intend* to start up and why?

My original intention was to make something for my own baby — something fun for us to do together that would expose her to the arts. This was in 1996, when Barney was about the only thing that children watched on television. While I saw the value in that show, it wasn’t something that I enjoyed watching as an adult. I love classical music, and thought it was something my baby could enjoy, too. I made the video in my basement by shooting images that my daughter enjoyed looking at, and then set those visuals to music and sounds that we could watch together.

Did the company grow or change much from your initial idea?

My vision for Baby Einstein, during the five years that I owned it, was always the same. Exposure to beautiful arts and nature that parents could share with their babies: a video board book, of sorts. It grew quickly, and I was so proud of it! I would say that since selling Baby Einstein to Disney, the vision has changed in that there is less focus on the arts and artistic expression.

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

I have two daughters who are now 11 and 14.

Was it hard for you to start up the entertainment business with small children? Was it hard for them? Were they in childcare?

My kids made my entertainment business a success. I based all of my ideas and products on what I wanted for them. They were the inspiration for Baby Einstein, and they were home with me while I made the videos and wrote the books from my basement.

What motivated you to do start up your entertainment business?

Babies!

How long were you running it?

My husband and I ran Baby Einstein for five years before selling it to The Walt Disney Company.

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

We spent about $18,000 of our own money to create the first video and did all of the work that we could ourselves. We made about $100,000 our first year and ran the entertainment business out of operating cash flow after that. The year that we sold the company (2001) we did over $20 million in sales.

How did your husband and/or family react to you starting your own business?

My husband Bill was instrumental in the whole thing. The ideas were mine, but he understood how to run the money and business side of things. We were a great team. He’s also a risk taker, which was good — investing $18,000 was scary for us. My parents were nervous about the money we were spending. Supportive, but conservative with money.

Easiest part of your job?

It was so much fun! Being home with my kids and making videos that they enjoyed was a blast. I had puppets on my hands and a basement filled with toys. That was my job. I could be open and creative and laugh a lot.

Hardest part of your job?

Being a boss. We were tiny, even after five years. Just eight employees. The people I worked with all felt like good friends, and sometimes it’s hard to ‘boss’ your good friends around.

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

If you sell your company, like I did, you have to be prepared to let go and realize that things will not necessarily go the way that you expect. It’s hard to watch someone else raise your baby — you have to be ready for that.

Can you recommend 3 essential websites for moms in, or going into, business?

MomInventors.com is a great one. Also, BlueSuitMom.com.

Is it true what Virgin mogul Sir Richard Branson said: the first million is the hard part and the next is ridiculously easy?

Hmmm…not in today’s economy. But certainly making the first million gives you the confidence to keep pushing forward.

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

Childhood ambition….To be a successful author, to have a family.
Fondest memory….all of our family trips. We’ve taken our children to over twenty countries so far.
Indulgence….massage.
Last purchase…..SHOES!
Favorite magazine…..The Week.
Inspiration…..every great mom I know.
My Life…..I appreciate it more every day, especially as a cancer survivor.