What is your name & how many children do you have?
Holly Thaggard, 2 kido’s Emery (4.5) and Will (1.5).
What’s the name of your company and the inspiration behind it?
Doctor T’s Supergoop! is a skin-saving line of daily SPF 30 products made for preventative care.
My background is in education. After watching a close friend deal with skin cancer and related issues, and having watched children play outdoors day after day during peak sun damage hours, I realized it was not about changing sun protection as much as it was changing the way people perceive it.
Our mission is for SPF 30 suncare to become a part of everyday life, twelve months a year and to protect children and adults all the same through early education and prevention. We branded with kids in mind as we firmly believe that children are the root of change. If we teach healthy habits at an early age, these healthy, daily habits will also positively influence mom and dad’s behavior. Parents, at the same time, can become good role models too.
What was your start-up cost (rough estimate) and when did your company become profitable?
That is such a difficult question to answer! Early on I formed a very informal advisory board of physicians, chemists, suncare experts, parents, other entrepreneurs and successful business owners to learn as much as possible while keeping expenses to a minimum.
After investing about 18 months and roughly $40K to fund our chemists that created SP3 technology needed to produce our photostable Supergoop! formula, the original business plan was to introduce Supergoop! Super-Pumps to every private school classroom across the U.S., making it simple for children to take care of their skin prior to recess and outdoor activity.
Our business plan changed directions when we realized how much time was involved in convincing heads of school and private school boards to help us get our message out. However, during the process we found parents of the participating schools very enthusiastic about brand Supergoop! By the end of the school year, each had witnessed their own children’s commitment to daily sun protection. It was then that we realized we could reach a far greater audience by launching a retail collection which allowed us to speak directly to parents.
At this time, our expenses were minimal and heavily weighted in inventory (seemed less risky putting our dollars into actual product rather than big salaries, marketing, branding or PR support). The first year of our launch each new account and online order made us a profit because we watched our expenses so closely. However, shortly after our target demographic and the retail buyers for our demographic embraced the line, the investment changed. Along came trade shows, travel expenses, new product research and formula development fees, office space, graphic design fees, website support, search engine optimization fees, public relations, sampling, donations, fulfillment managers, accountant and book keeping charges, climate controlled inventory storage, product sales training support, etc! At this point, we have invested several hundred thousand dollars and are now in our first round of raising friends & family to support our growth. We’re also at a point that makes this a logical next step as we have secured partnerships with very reputable retailers such as Giggle, Barneys NY, Nordstrom, and Lilly Pulitzer.
What is your current business struggle?
Business struggle–definitely finding capable, enthusiastic passionate sales associates across the U.S. to help us expand our crew. Personal struggle–I have a tough time delegating responsibilities to others…letting go of detail things so I can focus on bigger picture.
What is your current business goal?
My goal is to continue to grow and expand brand Supergoop! through strategic partnerships and increased doors while putting in place a fantastic team to operate smoothly during the growth.
What is your favorite business book or website? Why?
The Purple Cow and I love watching Angela Jia Kim’s Vlog’s on Savor the Success!
Who is your business idol? Why?
Of course Michael Dell starting his company in a garage and growing it to a global success is inspiring. But, I am even more inspired regularly by networking with other small business owners. Last week we were filmed live with Supergoop! on the TODAY show and much more exciting than our time spent with the producers and Al Roker were the hours before filming during which we were in a position to visit with half a dozen other small & medium-large size business owners. Talking with those founders and team players is so interesting as it provides insight as to procedures that are put in place to enable their growth and many times, these conversations result in making connections with potential partners that are non competitive with your brand.
It is also interesting what this has taught us about expanding our own team. Many of the larger companies we come into contact with have various individuals within the company representing their brand. It always seems the larger the company, the further these individuals are from making connections, promoting the brand and well, using their time and opportunity wisely. Our goal is to make sure that everyone involved in our company, from the packers and shippers to our invaluable interns, feels the same passion for our mission.
What advice would you give to a new mom entrepreneur?
I completely agree with your past feature from Lisa Druxman of Stroller Strides. Ask yourself WHY you want to start your business. Start your business because you are truly passionate about your idea and would work tirelessly on it, without pay, for many years rather than in a search for a career change that allows you more time with your kids or to work from home!
How can we connect with you?
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{ 5 comments… read them below or add one }
Great inspiration! I really love the quote, “I have a tough time delegating responsibilities to others…letting go of detail things so I can focus on bigger picture.” This is something I always struggled with, but after giving a huge chunk of my duties to a new employee a few months ago, I have made ENORMOUS strides with our business. Thank you for the reminder that this is the only way someone can grow their business!
Twitter: heathall
August 1, 2009 at 2:21 pm
Thanks for sharing your story, Holly!! I love that part too about having a tough time delegating–I often get stuck in the little details and can’t see the big picture.
As the daughter & sister of melanoma survivors, I am inspired by your mission to change people’s perception of sun safety & sun protection. Wearing sunscreen should be on the same list as not smoking, wearing your seatbelt and flossing your teeth–very simple things that make a BIG impact on your health.
Congrats on your success, Holly!
To Holly – it is so fascinating to learn the ins and outs of creating a successful product. Congrats on your success!
To Heather – I just love reading these profiles. Thanks for providing them!
Thank you Holly for sharing your passion, goals and business struggles… lessons we can all learn from. Your advice is worth a re-mention – have the passion for your idea and be willing to work it without pay. I’ve witnessed a few friends who lost the motivation and steam to continue their business for this very reason; also, the business inactivity was another factor that I think they perceived as failure. They wanted financial success to happen overnight basically. I like how a past mom feature put it – don’t be deceived by the lack of activity. Which is why passion (and belief) is so important – it keeps you in “forward movement”. I’m always in an inspirational seeker mode to help keep me in that “forward movement” and focus on the bigger picture. TMM is one of my main source for this.
Hi Holly – What an inspiration! And, congratulations for your success and thank you for the advice. As a new Mom Entrepreneur, I can attest that if it weren’t for the passion, I would not be able to keep up with my long days and nights. Best regards as you move forward with your business.
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