A leap of faith to follow your dreams

A leap of faith to follow your dreams MELBOURNE, VIC August 24, 2012 – Taking that leap of faith by leaving a secure corporate job to follow a dream is often scary and incomprehensible to many. However, Vanessa Carnevale, editor and founder of Mindful Parenting Magazine, bravely did exactly that earlier this year. Stepping away from her corporate role in property sales, Mrs Carnevale has dedicated herself full time to setting up her passion; turning her idea for a new style of parenting magazine into a successful business. “It felt like a completely crazy idea when I thought about it logically, but at the time I was inspired to start Mindful Parenting to provide parents, in particular mothers, with information that is relevant and authentic,” Mrs Carnevale said. “I feel like I have found a need that is not being met by other magazines in the market at the moment. The feedback I have received from readers is reassuring me that I am moving in the right direction.” A recent nomination for the Australian Mumpreneur Awards, along with a steady growth in readership and successful inclusion in the Apple Newsstand (ensuring the magazine is available on iPads worldwide) supports this view. While Mrs Carnevale is excited about the early success of Mindful Parenting Magazine, she acknowledges that taking such a leap of faith required a significant amount of trust and belief; “sometimes making big changes to follow your heart and find your purpose is scary. Once I took the leap however, doors seem to miraculously open for me. “Being passionate about what you do is so incredibly important,” says...

Toy business propelled by mummy bloggers

Toy business propelled by mummy bloggers PACKENHAM, VIC December 13, 2011 – SETTING up a retail business outside Australia’s shopping capital Melbourne hasn’t hindered Packenham mumpreneur Sarah Braaksma’s success. It is her deep roots within the world of mummy bloggers which has helped Mrs Braaksma’s online eco-friendly, handmade children’s toy business Mum’s The Word Boutique thrive. Mrs Braaksma said it was the community spirit of mummy bloggers and their influence that was having an impact in an increasingly competitive market during the Christmas period. Research has revealed brand-savvy mum bloggers have twice as much influence as a celebrity endorsement (BlogHer 2011 Social Media Matters Study). “Before opening Mum’s the Word Boutique I had started a blog. Through this I have had the good fortune to meet many lovely fellow mum bloggers online and in real life. The community spirit is huge amongst them and when these bloggers blog people, and especially mums, listen,’’ she said. Posts about her boutique and its products are peppered throughout the blogosphere. “I believe this is the best way to reach my biggest target market which is, of course, stay at home mums.’’ The other key to Mrs Braaksma’s business is the type of products Mum’s The Word Boutique stocks. She decided to start the business after becoming discouraged with the lack of quality children’s toys available. “As I get older I am becoming more aware of the care we need to take of our world. I have focused on stocking quality, eco-friendly, fair-trade certified and handmade wares. I enjoy helping other work at home mums by stocking their gorgeous handmade items.’’ “I believe...

New business set to drive brand and blogger partnerships

New business set to drive brand and blogger partnerships MELBOURNE, VIC May 3, 2011 – NEW research shows people are now more influenced by the opinion of a blogger than a celebrity, prompting companies to look for ways to better connect with bloggers.  A study by American women’s blogging community BlogHer has revealed a trend of buyers trusting the opinion of a regular person over corporate messages. As more companies begin pitching to bloggers, Melbourne mum Louisa Claire has launched Brand Meets Blog as a way to connect the two. Louisa said it was in response to blogger requests to better match them with brand campaigns – and to do it properly. “I like to call us a matchmaking service – we do the introductions, whether you go on a date is up to you.’’ “The number one message coming from bloggers to brands and PR is they want to be known, they want personalised communication and at the very basic level they want their name spelt properly,’’ Louisa said.  With 2000-plus mummy bloggers alone in Australia, not to mention craft, food, fashion and lifestyle bloggers, it was increasingly difficult for brands to offer this approach, she said. Working with hundreds of Australian bloggers and adding more to its network each day, the business connects brands and bloggers for targeted, personal campaigns that offer maximum value for both parties. Along with a consulting service, it offers a monthly Brand Meets Blog newsletter introducing a different niche each month, key bloggers within it and information about how to work best with these bloggers. The initial focus will be on brand-savvy...