From a Basement With Her Baby to a Brand Disney Bought: The Story of Julie Clark, Founder of Baby Einstein
A former teacher who left her job to raise her baby made videos for little ones in her basement with her savings, and built a brand she sold to Disney. Lessons for moms starting from what they know.
Before Baby Einstein, Julie Clark was a high school English and art teacher. When she had her first child, she decided to leave her job to raise her baby full time, and ran into a problem many moms will recognize: she could not find good media for little ones to watch.
Where did the idea come from?
Quick Answer: From something she wanted her child to see but could not find: images, music and poetry made truly for babies and toddlers.
She told Forbes that at the time there was almost no visual media for babies that was both engaging and worthwhile. Unable to find it, she made it herself, taking the things she loved, music, art and poetry, and making them for her child to watch.
How did she start, and with how much money?
Quick Answer: She did everything herself in the basement at home, while her baby slept or when she had free time, using about 15,000 dollars and about a year.
She filmed, edited and made the music herself for almost every step. Any mom who works from home will know this picture well: the work moves forward a little at a time, in short stretches of time you manage to steal.
How did she make her first sale?
Quick Answer: She went to a toy trade show in New York and pitched directly to the buyer of a store she loved. She got a first order of 100 sets, which sold out within 2 days.
From there, the business kept growing. Forbes reported that within 5 years, Baby Einstein had annual revenue of about 25 million dollars with only 5 employees, before she sold the business to Disney.
What can moms in Thailand take from this?
You do not need to go as far as selling to a big company. But her way of thinking works for a small business at home too: start from a problem you faced yourself, use skills you already have, work only within the time you really have, and try selling a small batch first.
If you still cannot think where to start, try our Income Finder. Answer 4 questions and get 3 paths you can start this week.
Take these with you
3 lessons for moms who want to start
- 01
Start from a problem you faced with your own child
She did not dream up a business on paper, but from something she wanted her child to see and could not find. One mom's problem is often the problem of many other moms.
- 02
Use the skills you already have
Her teaching background, art and music, which she already had, became the product itself. Ask yourself what you are good at that others would pay for.
- 03
Be honest about how much you can afford to lose
She advises being honest with yourself about how much loss you can take if it does not work out, and starting at a size you can handle.
Questions parents ask
01When did Julie Clark start Baby Einstein?
She started after leaving her teaching job to become a full-time mom, while her first child was still a baby, making the first video herself in the basement at home.
02How much did it cost to start Baby Einstein?
Forbes reported that she spent about 15,000 dollars on the first project, which took about a year to make.
03How can moms in Thailand apply Julie Clark's lessons?
Start from a problem you faced yourself while raising your child, use skills you already have, and try selling a small batch to a first group of customers before investing more.
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