Dreamers Into Doers -- marthastewart.com

Doer of the Week: Janis Brett Elspas

What were you doing (careerwise) when you decided to create your own business?
I worked for 25-plus years in various public relations and journalism positions. I had also been homeschooling four kids (including triplets!) who are now all teens.

When did you start your business?
I started MommyBlogExpert.com in the spring of 2009.

How did you turn your idea/dream into a business plan?
I actually stumbled upon the idea of becoming a blogger -- I didn't have a formal plan; it has just evolved. MommyBlogExpert really started taking off within a few months of starting, so I decided to continue building it brick by brick, up to today. My passion continues to escalate, and my blog is still a work in progress.

What inspired you to do this?
I'm a mom, and I've learned so much from other moms -- I wanted to share the knowledge I've acquired in the hopes that I can enhance family living for others as well.

What was your start-up cost? How did you get the money, and what did you use it for?
I actually had very low start-up costs, because I started for free on Blogspot and you pay just $20 a year for online storage associated with that. I already had a laptop, so I didn't have to buy any equipment or supplies to operate. I'm a work-at-home mom, too, so I don't pay rent [for an office].

What was the biggest obstacle?
Carving out time to keep moving forward and growing MommyBlogExpert while homeschooling my four teens. I wasn't able to travel much for business, since they were all still quite young when I started. I'm now starting to travel -- my first big trip (without the kids in tow) will be to Dreamers into Doers in January!

How did you maintain your confidence when doors were closed in your face, when people didn't get it or said "no"?
As a former public relations professional, I've been told "no" and rejected a thousand times and in a thousand different ways. I've learned to just take it in stride. To be successful, you have to have a certain level of confidence and belief in yourself. If you believe in something, then do everything you can to turn that dream into reality.

How long did it take you to get everything off the ground?
Several months of 12-hour workdays.

How long did it take for your business to become profitable?
My blog itself doesn't directly generate income, as I haven't developed the affiliate advertising end of things yet. However, I make money through clients who read my blog's content and then have hired me to write regular columns for their blogs (such as Zulily and DealPop), as well as several social media clients that I am working with to reach consumers.

What's the hardest part of what you do?
Sometimes I have to neglect my husband and kids if I'm on a writing deadline. I do feel bad about it, but I try to remind them (and myself) that ultimately, if I'm successful, it will benefit my entire family not only in terms of financial reward but in having a fulfilled mom and wife at home.

What's the most fun part of what you do?
I love being home with my kids and trying out new products and services. I love blogging about those personal experiences and great family finds to pass on to other parents with kids.

Where do you work from?
Home … the master bedroom, to be precise.

Do you have employees?
No formal employees. One of my 13-year-old daughters is a budding writer -- she writes occasional unpaid guest posts as Mini MommyBlogExpert for fun, education, and to develop her writing skills.

How have you been using social media to grow your business?
I tweet and use Facebook. In addition to the various Dreamers into Doers groups I chat with, I'm also very active in several mommy blogger social networks such as TwitterMoms, SheBlogs, Mom Bloggers Club, and others.

Do you have entrepreneurial role models? What's so inspiring about them?
Yes, Martha Stewart is my prime inspiration. Her book "The Martha Rules" has taught me so much about success and business savvy.

How did you learn and acquire the skills you use to make your business successful? How do you continue to grow and learn?
All those years in public relations (both working as an employee and as a consultant) have provided valuable experience and knowledge for me. I read a lot too, borrowing just about every book I can from the library on entrepreneurship, building a small business, harnessing social media, learning HTML code, and lots of others. I also look to social media experts online, such as Problogger, to learn from others who are geniuses.

If you had it to do over again, what, if anything, would you do differently?
I wish I could be better organized and a bit neater in the way I manage the hundreds of pieces of paper on my desk, and learn to stay focused in order to get more done in less time without having to ignore my family as much.

What advice would you give to Dreamers who haven't become Doers yet?
Every Dreamer is a Doer. Once you have a great idea, take the next step and do some more. Even if it's little by little, try to do something each day to move in a positive direction toward achieving your ultimate dreams.

Keep up with Janis the Mommy Blog Expert
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Comment by Celery Farm Soap Company on December 8, 2010 at 12:54pm: Congrats! Very exciting!

Comment by Janis Elspas - MommyBlogExpert on December 7, 2010 at 2:35pm: Marie (I haven't forgotten you), Lisa G, Diane, Debbie, Shannon, Peggy G, Linnette and everyone who's posted congrats on this. Thanks so much for supporting me. It's great to be keeping such great, creative company.

Comment by Lisa G.~ Polka Dot Pound Cake on December 7, 2010 at 11:27am: Congratulations! Looking forward to the January event and meeting you and all the incredible Dreamers!

Comment by Marie Ricci on December 5, 2010 at 7:31pm: Well deserved! Congratulations!

Comment by Diane Duke on December 4, 2010 at 6:26am: Congratulations! And you're right--I just opened an upholstery & custom sewing shop 2 months ago and I find organizing all the hats I now wear (AND actually recovering their grandfather's wing chair) to be much more of a challenge than anything else. Finding time to read and research the field is also a problem. You've inspired me to try even harder to do that. Thanks!

Comment by Debbie, Florentina Designs on December 3, 2010 at 9:32am: Congratulations Janis! You are an inspiration to us all!

Comment by Shannon Szemenyei on December 2, 2010 at 11:24pm: I agree with Peggy! You're a super mom for sure! I have a 6month old son, and that's a challenge in itself! Kudos to you!

Comment by Peggy Gaffney on December 2, 2010 at 3:32pm: Welcome Janis. This is a wonderful honor. Anyone who can survive triplets into their teen year deserves a special award.

Comment by Linnette ~ Illustrator & Crafter on December 2, 2010 at 11:23am: Many congratulations Janis!!! :)

Comment by Janis Elspas - MommyBlogExpert on December 2, 2010 at 1:10am: Thanks Jennifer, Mitzi, Cherrl (so glad we met too), A to Zebra Celebrations and Noelle & Kerry, you are all what makes this community so strong! I look forward to meeting as many of you at the DID conference in NYC next month!

Comment by My Sweet Craft Cakes on December 2, 2010 at 12:01am: Congratulation!!!

Comment by A To Zebra Celebrations on December 1, 2010 at 10:43pm: WOW!!! CONGRATULATIONS Janis!!! So happy to read you will go to NY in January! I hope to meet you in person :)

Comment by Cherrl-Lou Jacobson on December 1, 2010 at 9:39pm: I am sooooo proud of you and it means even more since I now know you! CONGRATULATIONS! XOX

Comment by Mitzi Curi on December 1, 2010 at 8:17pm: Great interview! I need to check out more "Mommy" blogs to become more well-rounded. I don't have kids. but I work in the elementary schools so I'm around kids every day. Thanks so much!

Comment by Jennifer@Passion-for-Parties.com on December 1, 2010 at 6:57pm: Congratulations, Janis! Looking forward to meeting you in January! :)

Comment by Kate Sanner on December 1, 2010 at 6:32pm: Congratulations Janis!

Comment by Janis Elspas - MommyBlogExpert on December 1, 2010 at 5:59pm: Thanks so much -- first of all -- to Caitlin for a great editing job on my interview for this recognition as Doer of the Week. You make me sound really good and I feel so honored to be recognized in this way. Your effort in pulling this all together is truly appreciated.

Second, I'd be remiss if I didn't mention Martha Stewart for all you've done for me creatively (both in business and at home). Martha, you've had such a strong influence on just about everything I've accomplished to date with MommyBlogExpert and in all the entertaining, cooking and crafting I do at home for and with my family (DH plus 4 kids, now teens, born w/in a year including TRIPLETS).

Next, thanks to Terry, Kim Bent, Karen, Rupa, Kim Byers, Jean Roth and Gaynor for all your enthusiastic posts in connection with this honor. I'm so privileged to be congratulated by such talented women business owners who are also amazingly creative. You ladies really rock, too, you know.

Last, but not least, I want to let all Dreamers Into Doers members know that you are ALL "Doers of the Week" in my book. I'm inspired by each and every one of you in this group and your individual special talents. Since meeting you through DID, I've learned so much from your posts and by visiting your websites and blogs. I've never before been a member of such a creative, business-savvy, energetic and most of all warm and supportive group of women entrepreneurs until I joined Dreamers Into Doers. I look forward to getting to know those of you who I'll be joining at the DID Conference in January in New York in person and the rest of you in this wonderful online network through the Dreamers Into Doers online group.

Comment by Alisa - Sweet Peas & Stilettos on December 1, 2010 at 5:59pm: Very cool! Juggling home schooling and starting a business - wow - that's inspiring! I agree 100% that it is all about taking steps little by little to just move things forward. It always feel good to make progress and keep things moving in the right direction...