What is your name & how many children do you have?
My name is Elina Furman and I have one child, Julian, who is 14 months old.
What’s the name of your company and the inspiration behind it?
The name of my company is Mamaista. It is a daily email/website for moms featuring the most innovative, useful and stylish products for babies, tykes, tots and mamas. The inspiration behind it was that I was used to getting my DailyCandy.com emails every day, but after I became a mom, I couldn’t take advantage of any of the last-minute sample sales or cool bar and lounge openings. Nor could I afford any of the clothes they featured anymore since most of my shopping these days is done for my son.
I also know how hectic my life can be. Before I started Mamaista.com, I was working at home as an editor-in-chief of a lifestyle magazine and writing books so whenever I needed to find an interesting product or a gift, I would go to the mom blogs and mom portals and would become very
overwhelmed at how busy the sites were and how much information was coming at me.
That’s when I thought about what it would be like to get one, beautifully designed and short email every day with an amazing product. I knew the dailycandy.com model and really liked what they did and set about creating a similarly attractive and well-designed daily newsletter company for moms, who I know don’t have time to surf the web all day.
What is your current business struggle?
Our main struggle is to keep increasing our subscriber numbers and getting great PR. My partner (my sister, Leah Furman)and I are on a shoe string budget and she has done some PR before as well as being a book author and web guru as well, so we are doing pretty much everything ourselves for now. I know that once we expand to local markets we will need to bring someone in to help.
What is your current business goal?
Our business goal is to reach a certain number of subscribers by the end of the year and also to provide our readers with the most interesting and exciting products that will significantly improve their lives.
We are also planning to start accepting advertising in 6 months, so hopefully we will reach all of our revenue goals for the year.
What one quality do you think is a “must-have” for a mom entrepreneur?
I think the one quality is the ability to be in the moment at any given time. Mom entrepreneurs are always being called to do so many things all at once. For me, it’s been important to focus on my work when I am working and on my son when we are together. It just helps me to try and be focused at whatever task I am doing. Of course, some days, that is much easier said than done.
What 1 thing or person has been very instrumental in your success?
I would have to say my mom, since she has really encouraged me to pursue everything I have done with my book writing to my corporate experience, she has really supported me throughout and made me feel like I can do anything I set out to.
What are your 3 favorite blogs?
I love SpringWise.com. It’s an amazing blog with all these cool inventions from around the world. I like to stay in the know. I also love www.notcot.org for its emphasis on beautiful design and amazing products. And of course,
The Mogul Mom.
What is your favorite quote?
Do not go where the path may lead, go instead where there is no path and leave a trail. -Ralph Waldo Emerson
What advice would you give to a new mom entrepreneur?
Just to put one foot in front of the other and do not overthink your idea. It’s important to do research and planning but sometimes you just have to do it and take a leap of faith. Too many times an idea is axed in the planning stages because it seems too complicated. But I always say if you do just one thing every day to further your business, you will be amazed at how quickly
things take shape. And also, to always try to maintain optimism even when things aren’t going great. It’s so important to stay focused on your business goals even when everything feels like its falling apart.
How can we connect with you?
Mamaista.com, elina@mamaista.com, facebook: Mamaista, twitter: Mamaista
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{ 3 comments… read them below or add one }
Enjoyed reading about Elina… she speaks my kind of language… especially the part about–do not overthink, just have to do it and take a leap of faith. Words of advice to live by for sure. For me… I have a tendency to overthink which makes me indecisive and in turn causes unnecessary delays. Not too smart, so my mantra these days is-ACTION!
Just signed up for your daily newsletter, thanks:)!
Twitter: heathall
May 31, 2009 at 4:45 pm
Hi Elina,
Isn’t it funny that I just emailed you last week to tell you how much Mamaista reminded me of Daily Candy? I didn’t know that was your intention! Well done. 
I love getting my Mamaista emails every day–I always forward them to at least one person too!!
Thanks for sharing your story!
Heather