Crib Sheet #45: Plum Organics’ Gigi Lee Chang.

Finally, a momtrepreneur who talks about the challenge of closing up shop at day’s end, an all-too-common issue among us.  Doesn’t Gigi’s business idea make you want to have a baby all over again just so that you can try the stuff out(baby food business)?

(The question is rhetorical, people).

What business did you start up?

I started Plum Organics, an organic baby and toddler food company.

What motivated you to do it?

My son was very interested in food from the very start.  I think it was because we were giving him homemade baby food from scratch.  When I noticed this, I started noticing how many babies are not interested in food at all and this sparked questions in me why not create a baby food business.  Upon further research, I found out that food preferences are formed by the age of two.  When you consider how baby food hasn’t changed in over 50 years, it is no surprise that the next generation of kids are becoming so disconnected from food.  Through Plum Organics, my goal was to create a baby food business/company and product that parents could feel better about giving their babies.  It would be an alternative to making it yourself or the traditional jars – depending on which way your coming.

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

I have one son who is six years old.

How long have you been running your baby food business?

I started my business in 2005 and launched the brand in 2006.

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

Both as a company and as an entrepreneur, I feel I have achieved success.  For the company, the brand has been adopted by consumers and retailers are embracing the point of difference we bring.  For myself personally, I started and launched a company in an industry and product space I had no previous experience.  In 5 short years, the company now has 22 products in distribution in over 1,500 retail stores nationwide.  I feel pretty proud that I was able to take an idea and make into something real.

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

My husband has been extremely supportive.  He is an architect and also runs a business so he knows what it takes.
My father is an entrepreneur so needless to say, he was anxious for me because he knows the pitfalls of having one’s own business.  But, when he realized how important my mission was to me, he was very proud of me for starting this venture.

Easiest part of your job?

Talking to consumers and connecting with their experiences of parenting, the challenges and rewards.  I love to hear stories and meet people.  This really informs how we think about the brand and it’s continuous evolution, making sure we remain relevant to that community we are serving.

Hardest part of your job?

Keeping sight of the big picture.  Sometimes it is easy to get caught up in the details and there is always so much to do.  It is important to always come up for air and have a gut check to make sure that all those things on the to-do list still make sense.

What skill would you most like to improve?

Being able to “shut down” at the end of the day.  I am a night person so I am always trying to cross off a few more items off my list and the next thing you know, it is 12 am and I still need to get up at 6:30 to get my son ready for school.

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

In contrast to my nature of wanting to finish my to-do lists, I also learned that nothing will explode if you don’t finish the list.  When I realized this, it was extremely liberating and it also helped me to continually re-assess priorities which often helped with the big picture piece.

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

That is a tough one.  It really depends a lot of the type of business and what the individual’s specific goals are.  Local resources for women businesses are always helpful.

What is the accomplishment you are most proud of?

That my son is a fantastic eater and is becoming quite the foodie.

Favorite part of a typical day?

Bedtime with my son – reading to him, talking about his day and just snuggling.

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

Childhood ambition…..something in fashion.

Fondest memory…..when my son was born, it was in the middle of winter and the city was so grey and cold.  We cocooned in our apt for 2 days before the grandparents arrived.  For 48 hours, it was just the 3 of us and time seemed to stand still.  It was magical.

Indulgence…..cupcakes.

Last purchase…..2Do list organizer app for my iPhone

Favorite magazine…..Vanity Fair.

Inspiration…..my son.

My Life…..is just where it should be.