Name: Adena Surabian 

Email Address: adena@naturesbabyproducts.com

What kind of Business do you run? Organic Hair and Skincare Company

When did you start it? 2002

Why did you start it? I started it after both my daughters suffered from skin allergies and eczema, and we could not find clean luxurious hair and skin care products on the
market.

What was your inspiration? My children first, and moms that had started their own businesses that were successful.

How much capital in terms of resources did you invest to start up your business? 
$75,000

Do you have a website for your business? If yes please provide it www.naturesbaby.com

Who are your main customers? What demographic are they mostly from? Our products are in about 4,000 stores nationwide and also internationally. Some of our clients include Whole Foods Markets, Babies R Us, Select Target Stores, HEB, Sprouts Markets, and Drugstore.com. We have a unique customer base as our products work on all ages and most ethnic backgrounds. Our customers are attuned to the importance of natural and organic products and they are concerned about the ingredients that are being put on their family\'s skin as well as concerned about our environment.

What do you feel are the basic goals that a business such as yours should reach
in the first year? Well, I think it is very important to have a business plan and I also think it
is important to discover what your niche market is and where your products fit
nicely. Financially, I think is unrealistic to believe that you will recap
your initially investment for at least 2-3 years.

For anyone who wishes to start their own WAH business in the same industry as
yours what are your top 3 advice tips? Do your own reseach so you know your industry. Triple what you think your initial investment should be as there is always hidden cost and write a business plan for your business.

Has this business venture allowed you to spend more time or less time with your family? This was one area that I was not willing to sacrifice, so I really structured my business around my family. I truly wanted to be active and present in my girls' lives, so that meant that a lot of my work was done early morning prior to them getting up and late evennings while they were sleeping. It was very difficult. Because of our growth we have been able to hire staff to assist with the jobs that I was doing in the beginning, so I am fortunate to be able to now spend more time with my famiy and sleep a little more. 

What are the top three marketing strategies that you employed to achieve success
for your business? We embarrassed grassroots marketing. So we really just pounded the pavement and introduced our product one bottle at a time. We did not have enough capital for advertising so our growth was really word of mouth. We also relied on the Internet for blogs.

What goals are next for your business? I have a few more products that I would like to introduce to this line, and then I would like to expand our products to include skin and hair care for adults.

Where do you see your business in another 10 years? Thriving and flourishing but under some one else's care. I would like to continue being involved with the creation of products but I would love to take a step back and allow someone smarter than me to run it.

Name the top 3 products and/or services your business provides and their respective benefits to the customer/consumer That is a hard one, as we have 22 items to our line and most sell of our items sell well, but if I was to pick my favorites it would be our hampoo/Body Wash in Vanilla Tangerine and Lavender Chamomile. They are made with Organic Aloe, Chamomile and Calendula, they have Kukui Nut Oil, Shea Butter and Olive Oil in them. They are just very rich and luxurious and work on all hair types. Next is our leave in or rinse out conditioners, made with more than 70% certified organic ingredients. Leaves hair soft, shiny and manageable and it will not be weighed down. We have hair stylist recommending this product to their clients. Last would be our Fragrance Free Face and Body Moisturizer. It is a light weight yet rich cream that really leaves your skin soft and moisturized thru out the day. We have had women abandon their $120 an ounce creams for our lotion. 

Has your business been recognized in any way by the media or any awards organization? If so please state how you were chosen and what kind of recognition your business has achieved. Our products have been featured in People Magazine, Costco Connection, Mothering Magazine, E! News, Pregnancy Magazine, Natural Health Magazine, and the Early Show, just to name a few. We also have received awards from iparenting and The Baby Planners.

How many times a year do you offer special discounts on your products or services? When? We have different promotions running all the time. 

Share with us two positive feedback comments your customers have said about your
product and/or service. I am writing to thank you - your 'Face & Body Moisturizer' and 'Organic Soothing Stick' are incredible!!! My two year old son Dylan has been suffering from horrible eczema and I have tried almost everything... the list of natural products I have tried is endless and I am sad to say that I even resorted to Hydrocortisone Cream when I became desperate [let me add that I have two children (Cyra is three)], I am the owner of an eco-friendly business myself, I have worked at co-ops and natural markets and am not one to jump to unnatural products quickly). A friend of mine gave me your products yesterday after I had told her of my son's condition - I just started using the two products LAST NIGHT and he has already improved incredibly! I am for lack of better words 'blown away!' I have tried all of my favorite natural brands for over a year with no luck - I don't know how I never heard of your line, but I do know that everyone I know will know of it now (my friend just had a baby yesterday and I will definitely be telling her about your company). Thank you again from the bottom of my heart and from my son's entire body! I want to tell you that since using your hair products, my psoriasis has GONE! I cant believe it. I never had psoriasis until I came to USA 2 years ago, and can only attribute it to the chemicals in the products here. My husband, who is VERY particular, now also uses your hair products. We can\'t believe how soft our hair now is. I actually think mine is growing more now too. I also started to use your shampoo/body wash all over, and my skin is smoother and no longer dried out and my complexion is back to how it used to be. I bought the face and body moisturizer and was amazed how it was just absorbed into the skin...not like other brands which sit on the skin and then have to be rubbed in. I find it incredible how good your products are.