'Mom-Trepreneurs' Turn the Mundane Details of Motherhood Into Lucrative Businesses


Sanders said she never thought her personal account of potty training and keeping the romance alive after baby would be anything more than a way to connect with other moms. Much to her surprise, her blogging has turned into a pay check.

"It was probably six months into the start of my blog that I received the first call from a PR firm representing Burger King," Sanders said.

For companies trying to connect with moms and families, mentions on blogs like "Chatty Momma" can mean big bucks in sales. As a result, they send her everything from shampoo to make-up to food pads for free -- in hopes she will hawk them online. Sanders said she has even received iPad apps for her daughters to review.

"Sometimes when you review a product, you may just receive a product in the mail. Other times, it's a paycheck and that's a sponsored post," Sanders said.

When Sanders chooses to endorse a product that is paying for her praise, she makes sure her readers know it.

"I think it's important, though, with every post -- always put your disclosure at the bottom, so that it's not a secret," she said.

The lucrative shout-outs aren't just on Sanders' blog, but on her Facebook page, YouTube account and Twitter too. She has 5,500 followers – relatively small compared Soleil Moon Frye – but significant enough that mom-centric companies like Baby Einstein and Huggies want to reach moms though her.

While being a mommy blogger is not yet as profitable as her former career working for a publisher, Sanders said she has big dreams for "The Chatty Momma."

"I want to do a lot more reviews," she said. "I want to spend more time on my YouTube channel which is one thing that I have been working on 'Chatty Momma TV' and just monetizing it even more."

Frye is also an advisor to the San Francisco start-up ShopSquad, which is betting on mommies to explode their business. The website connects online shoppers with expert reviewers. They can then buy the products right on the website. When a sale occurs, the expert get a commission, and often half of the recommendations on the website are in the baby category.

"We reached out to mommy bloggers when we initially started this site by the time their kids get to be 2 or 4 or 5 they've researched every single product under the sun, rather than starting from scratch, they now have the opportunity to tap into this existing set of experts," said Charles Katz, founder and CEO of ShopSquad.

The most obsessed-over product: strollers.

With her mommy blogger portfolio constantly expanding, Frye said she thinks she can turn her website into a multi-million dollar empire.

"I look at what Martha Stewart created," she said. "I look at all these incredible entrepreneur and 'mom-treprenuers' that have come before me. I think there's a huge missing space and I think there's a huge void in where is our everyday mom that we just get to connect with and be sincere with. I think the sky is the limit. I think it's endless. I think the opportunities are endless."

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