Effective Executive: Akemi Williams, TeetheMe.com

This week’s Effective Executive interview is with Akemi Williams, a busy mother who has founded an exciting new baby products business called TeetheMe.com. TeetheMe is a monthly subscription service that delivers functional and fun baby products to parents on a monthly basis. Subscribers receive mini care packages that arrive just at the right moment and are for children ages newborn to 3-years-old.

We caught up with Akemi and asked her some questions about what inspired her to start her own business and the challenges she has faced in doing so.

What inspired you to create Teetheme?

As a busy, working mother of a 3-year-old little girl, I found myself completely overwhelmed by all of the baby products on the market today. I knew there had to be a simpler and more efficient way to find quality baby products that would grow with my child. I founded TeetheMe.com to do just that!

How long did it take to get your Company up and running after creating the concept? Did you encounter any obstacles along the way?

It took me about 6 months and I was still working my corporate publishing job while launching TeetheMe. I think everyone who starts any company encounters obstacles! But as I have learned, it really is all about the journey and I am having so much fun and absolutely love going to work every day.

How do you explain your career and your Company to your daughter?

She thinks mommy works with babies all day long! She loves learning about all of the products that mommy brings home and pretends to use some of them on her babies! It’s too cute!

What excites you most about your job?

I am so fortunate to wake up every day and do something that I am truly passionate about. I love working with other mompreneurs as well as meeting real moms and being able to relate to what they are going through as parents. TeetheMe is not just a service; it’s a community of real moms going through real life experiences. We are all, every day still trying to figure it all out and to be the best parents we can be. I am so honored to be a part of this process with thousands of moms!

You have a social community for moms launching soon. Can you tell us a little bit about it?

Baby bragging without boundaries or worries! Subscribers are granted access to our exclusive user-controlled Teether Social Network where the parent-to-parent connections are priceless and no milestone is too little to share! We have created a place where parents can share every last detail about their child. Post photo albums, organize play dates or just update fellow Teethers on their little one’s sleep schedule in our safe and secure network.

The review section of our community is a place where like-minded parents rate, review and share their experiences on the latest products, giving you an invaluable buyers’ edge in today’s overstuffed market. The information provided through our community will help you make smarter, more informed and most importantly, time saving buying decisions for your little Teether.

Do you have any hobbies or passions outside of work?

I love to read (what mom isn’t reading 50 Shades of Grey right now?), a good spin class and spending time on the beach! I’m also very involved with my church and can’t live without my weekly bible study with some amazing ladies!

What is next for you in 2012?

Focusing on the growth and expansion of TeetheMe! And, continuing to have fun while I do it! Spending as much time as I can with my daughter, family and friends. Life is all about balance!

Can Second Life get a Second Life?

I read Mitch Wagner’s Computerworld blog post last week, “Fast, Easy, Fun” with Second Life founder Philip Rosedale –  and it made me wonder – what would it take for me to try Second Life again. My first experience with using Second Life was not positive to say the least and I don’t think just hearing that it had new functionality would be enough to entice me to change my mind. What I didn’t hear in this article is what Rosedale has planned for changing the way people think of Second Life.

In my opinion, Second Life’s problem is twofold –

  1. Technology: Yes, they HAVE to make it fast, easy and fun because when I tried it, it was slow, difficult and boring.  For all of the press and promise Second Life had, it did not appeal to me in the least. In fact it was kind of creepy. I do recall liking the name I came up with and my outfit, but beyond that, it just seemed like a bad trip. I REALLY wanted to like it but in the end, it did nothing for me but crash my computer and waste my time.
  2. Public Perception: Aside from Mitch, I do not know ONE person who is on Second Life. Obviously someone is, but it’s no Facebook. They are going to have to really work hard to make people think its “cool” and be willing to try it again as it seems to me that the world has moved on.  No one is there, not much is going on.  I’m not sure people would even admit trying it – like going to a lame party and then hoping no one found out you were there.

So, what would make me try Second Life again? How can they revive their brand?

What would make me try any service or product again that is not only dated but that is often ridiculed by the general public?  Would I say I just started a new Plurk account?  Would I tell a friend that I just cut my hair with a Flow-bee? Would I say I just bought my boyfriend some Old Spice…..well…I wouldn’t have a year ago because I’d be afraid to hear, “Hey Lisa, 1975 called, they want their cologne back.”

So why would I now?  How did they revive their brand?

As we know, Old Spice did something brilliant but simple – they made people talk about their product again.  They made it seem cool to use their product, they made it seem like cool people were already using their product, and they made people laugh.

It sounds like high school, but honestly, people want to know that other people are doing something before they will do it, especially if they fear being mocked for doing it. They really want to know that the cool people are doing it. And they want the promise that they will get something out of it – fun or learning, they have to believe there is good reason to try again.

Second Life has to invest just as much in PR, marketing  and advertising as they do in the technology.  People say that PR & marketing are now irrelevant – but think about how many times you’ve said Old Spice in the last ten years, and then think about how many times you’ve said it in the last two months. Old Spice didn’t change their product, they just changed how people thought about their product. Of course the quality of technology, product, or service matters, but how it’s packaged up and sold matters almost as much.

For me, its going to take a better experience and some very cool promotions. My friend even suggested setting up a Sterling, Cooper, Draper Pryce and letting people interact with the characters – now that would get me back there.

So, what would make YOU try Second Life again?

Disclosure: Mitch Wagner is currently a client of PerkettPR