Children's shoe business the perfect fit for 'mum-trepreneur'

What sets your business apart?Shoobees developed from my need as a parent to have safe, non-slip affordable pre-walkers for my son Jack, who's now four. He was slipping on floors in his socks and what I found on the market was quite expensive. I went in search of a soft, safe leather that would allow movement and growth of the feet and would give the barefoot feeling so that feet weren't restricted.

I needed the soles to be non-slip to negotiate wooden floors and tiles; I needed elasticated ankles to keep the shoes and socks on; and I wanted them to be attractive. But the most important thing was that I needed them to be affordable.

Although it is an online business, there is a high level of customer care through emails, phone and face-to-face contact. Customers can phone and ask about sizing, I love to hear from them.

What’s the biggest mistake you’ve made in business?

One Christmas, I made a bad choice on online advertising. It seemed like a good deal but I hadn’t researched its audience, so it was a waste of money. Do your research. What appears to be a good deal isn’t always the best option.

What’s been your major success to date?

For me, it’s been just establishing my business to where I am today. Seeing the product and the brand growing is extremely fulfilling.

Hearing positive feedback from customers and people recognising and recommending Shoobees online and at events, it really gives me a buzz.

I’ve sold about 4,000 pairs in almost three years. Our customers are mainly in Ireland or England but they are sending them to France, Spain, Belgium, Germany and Australia.

Who do you most admire in business and why?

I’d admire any individual who has actually taken the risk to set up their own business. It’s a big plunge and now I’m able to recognise the commitment it takes to grow and build a brand.

There is a rise in “mum-trepreneurs” and I know now what it’s like to juggle home life and a business. I admire anybody who has taken that plunge in this climate.

Is there any advice you'd give to the Government to stimulate the economy?

I’m an online business so I don’t need a premises yet, but for people who do, I’d suggest the Government get local authorities to help commercial rentals by giving relief on rent for those first crucial years as a business gets off the ground.

Other advice would be to have a specific bank set up to provide loans to SMEs because the current banks aren’t doing it at all. I didn’t approach my bank . . . I turned to my local credit union before I set up. It loaned me the money.

What would you say your biggest challenge has been?

Finding appropriate and affordable advertising. Every week you get phone calls asking you to advertise saying: “Oh, it’s only €1,200”.

I can’t afford that. I need little and often, so appropriate, affordable advertising has been difficult to find. What I have found good is Facebook.

How would you see the short-term future of your business?

Mothercare Ireland has been stocking Shoobees in five branches in Dublin, Cork and Limerick since October. It has just ordered more from me, which is great.

We took part in the Joe Duffy Liveline “Fiver Friday” at the end of November and that was brilliant. We offered “one full-priced pair, get one for a fiver”. That went very well.

I’ve had an extremely busy January, so sales are very good. At the moment, people are looking to buy from Irish companies that have affordable, good-value products and Shoobees fits that. I’m doing free delivery worldwide, so you can send a gift to anyone, anywhere.

What is your business worth and would you sell it?

After nearly three years, I’ve no idea. I wouldn’t sell it. At times it has been stressful and I’ve lain awake worrying about things but I’d do it all the same again. I’m proud of it and I’ve put a lot of time, money and effort into it, so I’m just hoping it continues.

In conversation with Joanne Hunt