June 7, 2004
Mother's helper | A chat with Michelle M. Whitney, owner of Maisey Mae Designs in Cape Elizabeth
By Dorothy Ogrodowczyk
Founded: January 2003
Revenues, 2003: $8,020
Projected revenues, 2004: $30,000
Address: 10 Hemlock Hill Rd., Cape Elizabeth
Phone: 799-6662
Web: www.maiseymae.com
Describe what your company does.
Maisey May Designs makes personalized, embroidered burp cloths, sold in packages of three. Each one is made from several layers of 100% cotton, so it's great for absorbency. Customers choose from several possible embroidered decorations: a personalized name, rubber ducky, sailboat, flower, red wagon or pair of maryjane shoes.
How many employees do you have?
It's just me and one seamstress, an independent contractor.
When did you first get the idea for the company?
My first son was born [in July 2001] with infant reflux disease, which made him spit up over and over throughout the day. The burp cloths we bought in the store would shrink and fall apart after a couple washings, which inspired me to design a burp cloth that was both cute and durable.
What was the biggest challenge going from idea to reality?
My biggest challenge so far has been to maintain the quality of my products and reduce my costs enough to make a profit.
How did you finance the launch of your business, and what did it cost?
My startup costs were about $3,000. It was all self-financed.
What have you achieved since opening?
Before the actual launch, I gave the burp cloths to friends as baby gifts. Most of my orders have been from parents who received the burp cloths as gifts. The first day someone I didn't know called was exciting. Now I'm getting orders from across the country.
What could this company become?
I'd love to see Maiseymae.com become a one-stop shop for babies' and kids' gifts. I'd love to add more personalized gifts.
What could stop you?
Up until now, I've been producing the burp cloths by myself, and I'm currently looking for a local manufacturer [so I can] outsource the production. I just can't produce enough by myself to make a profit, so what would really stop me is if I can't find a manufacturer.
What kind of competition do you face?
There are tons of baby gift companies out there. My biggest competition is still the boutiques and baby shops, but I hope to sway people in my direction by making it easy for them to buy something unique and high quality.
What are your plans for growth?
Hiring a manufacturer will allow me to sell on a wholesale basis. I have three stores now and 13 more are interested, but I have to get my costs down to go forward with that. Then I'll be able to focus on sales, marketing, public relations and growing the business. I'm developing corporate relationships, encouraging companies to give the burp cloths to their employees as baby gifts. I can put the company logo right on the burp cloth.
What resources have proven most useful?
Without doubt, the Small Business Development Center in Portland. I started the business when [I had a young child], and one of the counselors came right to my house to help me. Last week, my counselor, two of his colleagues and I had an hour-and-a-half brainstorming session about Maisey Mae ˆ how to grow the business, what the next steps are.
If you were given $500,000 toward your business, what would you do with it?
I would buy larger quantities of burp cloth, ribbon and embroidery to get a volume discount. Then I would research and expand the product line. I would try to pay myself some, and any other money would go to marketing and public relations.
Adults are messy eaters, too. Do you make anything for us?
Not now. But over the holidays I did some trunk shows, and the men walking by would make funny comments like, "Saturday at the football game, when I was drinking my beer, I could have used one of those burp cloths."
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to editorial@mainebiz.biz.
Revenues, 2003: $8,020
Projected revenues, 2004: $30,000
Address: 10 Hemlock Hill Rd., Cape Elizabeth
Phone: 799-6662
Web: www.maiseymae.com
Describe what your company does.
Maisey May Designs makes personalized, embroidered burp cloths, sold in packages of three. Each one is made from several layers of 100% cotton, so it's great for absorbency. Customers choose from several possible embroidered decorations: a personalized name, rubber ducky, sailboat, flower, red wagon or pair of maryjane shoes.
How many employees do you have?
It's just me and one seamstress, an independent contractor.
When did you first get the idea for the company?
My first son was born [in July 2001] with infant reflux disease, which made him spit up over and over throughout the day. The burp cloths we bought in the store would shrink and fall apart after a couple washings, which inspired me to design a burp cloth that was both cute and durable.
What was the biggest challenge going from idea to reality?
My biggest challenge so far has been to maintain the quality of my products and reduce my costs enough to make a profit.
How did you finance the launch of your business, and what did it cost?
My startup costs were about $3,000. It was all self-financed.
What have you achieved since opening?
Before the actual launch, I gave the burp cloths to friends as baby gifts. Most of my orders have been from parents who received the burp cloths as gifts. The first day someone I didn't know called was exciting. Now I'm getting orders from across the country.
What could this company become?
I'd love to see Maiseymae.com become a one-stop shop for babies' and kids' gifts. I'd love to add more personalized gifts.
What could stop you?
Up until now, I've been producing the burp cloths by myself, and I'm currently looking for a local manufacturer [so I can] outsource the production. I just can't produce enough by myself to make a profit, so what would really stop me is if I can't find a manufacturer.
What kind of competition do you face?
There are tons of baby gift companies out there. My biggest competition is still the boutiques and baby shops, but I hope to sway people in my direction by making it easy for them to buy something unique and high quality.
What are your plans for growth?
Hiring a manufacturer will allow me to sell on a wholesale basis. I have three stores now and 13 more are interested, but I have to get my costs down to go forward with that. Then I'll be able to focus on sales, marketing, public relations and growing the business. I'm developing corporate relationships, encouraging companies to give the burp cloths to their employees as baby gifts. I can put the company logo right on the burp cloth.
What resources have proven most useful?
Without doubt, the Small Business Development Center in Portland. I started the business when [I had a young child], and one of the counselors came right to my house to help me. Last week, my counselor, two of his colleagues and I had an hour-and-a-half brainstorming session about Maisey Mae ˆ how to grow the business, what the next steps are.
If you were given $500,000 toward your business, what would you do with it?
I would buy larger quantities of burp cloth, ribbon and embroidery to get a volume discount. Then I would research and expand the product line. I would try to pay myself some, and any other money would go to marketing and public relations.
Adults are messy eaters, too. Do you make anything for us?
Not now. But over the holidays I did some trunk shows, and the men walking by would make funny comments like, "Saturday at the football game, when I was drinking my beer, I could have used one of those burp cloths."
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to editorial@mainebiz.biz.
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