Thursday, July 02, 2009

Online and Open for Business!

Kathryn Bechthold’s Q&A with Pure eCommerce Owner Jennifer Gault-Varner

When Jennifer Gault-Varner’s husband was diagnosed with cancer 10 years ago, she began living each day to its fullest. Describing this time in her life, and that of her family’s, as one of the hardest she’s ever been through, it was also these circumstances that motivated her to pursue her dream of launching an online maternity store. She worked late in the evenings from her kitchen table, and suddenly her business took off. The experience and success she gained through operating her web-based business led her to realize that she could help other women to do the same.

Today, not only is her husband cancer-free, but Jennifer has built a thriving company that specializes in helping first-time entrepreneurs create successful online companies using Pure eCommerce’s "businesses in a box" solutions. Each website is sold as a complete, ready-to-go turnkey business. The experts at Pure eCommerce have already concepted the business idea, secured the domain name, created the website and logos, and researched and secured all inventory. In addition, each business comes with 40 hours of one-on-one consulting services, so burgeoning entrepreneurs can be sure they have guidance as they launch and grow their new company.

The turnkey sites available at Pure eCommerce cater to women – busy moms looking for extra income, and other women interested in tapping into their entrepreneurial spirit. Read on to learn more about Jennifer’s first online business venture and how it took her to where she is today – at the helm of a flourishing business that reaches beyond borders…

Q: You have a really interesting story of becoming a Mompreneur. Can you tell us more about that?

A: My husband was diagnosed with cancer three weeks after returning from our honeymoon. He was given very low odds of surviving and we were told we would never have children. Despite what the doctors told us, we became pregnant three weeks after his surgery. While pregnant, I was so overwhelmed with the joy of being pregnant that my idea of starting an online maternity clothing store was born. Jeff’s cancer was one of the hardest experiences we have been through, but it has also been the most rewarding. So many blessings came out of our experience with cancer. People don’t go out on a limb when everything is going well. It usually takes something drastic to make us really evaluate our life and go after our dreams.

Q: Your online maternity store was really successful. What components of your business plan made it such a profitable business?

A: We had very good margins on our inventory and a great selection within a defined target market. We really understood our customers and what they looked for in clothing.

Q: What made you decide to sell the business, and what was the process you went through?

I was self-taught in the world of eCommerce, so I learned as I went along. After making just about every mistake in the book with that business, I was emotionally drained. Ultimately I was able to recover from those mistakes, but I was ready to move on.  

Q: Was it hard to see that business go? Were you attached to it emotionally?

A: No, I was thankful it sold and despite the mistakes I made, it was a tremendous learning opportunity. What I learned through my mistakes set the stage for becoming an ecommerce consultant and the creation of my new company, http://www.pure-ecommerce.com/.

Q: What made you decide to start an online website company?

A: After I sold my first company, I started out consulting with others interested in improving their online business. I also started a pajama website. After running the pajama site for two weeks, I knew I wanted to sell it – my heart was no longer in online retail. I sold the site and included 40 hours of consultation as the owner had never run a business before. She found the consulting tremendously helpful, and my idea was born.

For most people, the barrier of entry into the online world is easy but the actual ins and outs of running an online business are difficult. I was seeing others make the same mistakes I made. To prevent them from financial disaster, I designed a step by step consulting process that goes over every aspect of setting up, running, and then growing their business. We do this through weekly phone consultations and email support.

Q: I love the fact that your sites come with 40 hours of consultation. Do you think this is a big part of why your website business is so successful, because women can get the direct training they need from an entrepreneur to move forward with their online business?

A: Yes, the consultation piece is critical. Not only is the client getting a complete, ready to go business but they have someone personally mentoring them through the process. Suddenly their dream of owning their own business is not so scary and overwhelming. It provides a safety net – knowing they will have someone holding their hand and teach them each important point of running an ecommerce business. Also, instead of just handing them 40 hours that most people wouldn’t know what to do with, we actually have this step by step process for them to follow that touches on every area of running a successful, profitable ecommerce business.

Q: As an online business, do you immediately attract an international market? How has that changed your customer service approach or how you deal with clientele?

A: Yes – we have clients all over the world. What’s important for our organization is to understand that people do business differently in different parts of the world and to respect that and approach them based on what they are accustomed to.

Q: You are based in the US, where the economy has been hit the hardest. The International Council of Shopping Centers predicts 150,000 brick and mortar stores will close this year. How do you think this will affect your business?

A: I think it is a perfect time to start an online business. Starting a business at the PEAK of the economy is not smart. Right now competition is going out of business and advertising costs are going down. Also, many brick and mortar boutiques are closing, forcing more and more shoppers to turn to online to find what they need. All of these facts make it the perfect time to start an online business. You have nowhere to go but up!

A good example is http://www.nursingpjs.com/, which we developed to sell products needed by lactating moms, such as nursing bras, nursing pajamas, and nursing pillows. Melinda Felton bought the site last December and says sales are strong because she provides these specialty items that news moms need, but are getting harder to find as more and more traditional stores go out of business. The advantage with our online businesses is that you don’t need to carry inventory, as most items are drop-shipped directly from the manufacturer. It’s a modest upfront investment that can pay off in big ways.   

Q: Why do you think an online business is perfect for a woman trying to balance a family and being an entrepreneur?

A: Owning an online business allows you to work from home on your own time. You can even bring your computer on vacation and not miss a beat. An ecommerce business allows you to work the best of both worlds – being a mom and a business owner. It really is a dream come true, but also a truly obtainable goal. In addition, learning how to run an ecommerce business is a tremendous boost to both your resume and your self-esteem.

Q: As if you weren’t busy enough already, you have decided to write an e-book for work-at-home-mothers (WAHMs) called the "WAHM Online Business Guide". What tips would you offer to an entrepreneur thinking about starting a business in the online world?

A:

·         Choose an area of trade that you have a personal attraction to. The more passion you feel for the product you’re selling, the harder you will drive your business.

·         Educate yourself as to every aspect of running your business. Knowledge is power and is critical to running an online business.

·         Be prepared to sacrifice "me" time, especially in the beginning, as all your free time will be dedicated to running your business. With that said – running a business will provide you with inspiration, and hope for an amazing future. It won’t feel like work and it will add a level of excitement to your life that you have never known.

For more information about Pure eCommerce, their "businesses in a box" and consulting services, visit http://www.pure-ecommerce.com/.

If you would like to be featured in an upcoming online email blast, please contact a.matthews@themompreneur.com