Enter the "Congo"

A look at WAHM conglomerate businesses.

by Teri Eddy

Being a Work At Home Mom, a.k.a. WAHM, can be difficult. Mamas working at home to bring in some extra revenue for their families whilst caring for their children and maintaining the home is a daunting and formidable task. It takes seemingly endless hours, patience, and operating capital which can be scarce. At the same time, it’s lonely and business can be influenced by the ebb and flow of the online customer base and the mood of that environment. It is a very personal business, yet there is really no one around with whom you can discuss, problem-solve, brainstorm, etc. Where is everyone? Most of your communication is with customers and they expect you to have it all figured out by now. There are lots of other WAHMs out there that are trying to do the same thing as you and working just as tirelessly at it. Wouldn’t it be nice if you could team up with them?

Well, this is just what we are seeing in the WAHM world today. Groups of like-minded mamas joining forces to present a bountiful harvest of products, some similar to each other, and some very different, most of which are unique. The much needed support structure can be created by simply being there to give it as well as receive it. The feeling of security defines the relationship. You can freely share your ideas with someone that may have already conquered that beast and has the answer to your problem. The resources have become more plentiful, and as such your name is spreading from the great advertising of which you're able to be a part.. Things just got a lot easier!

In addition to these benefits, your customers are thrilled because your products have become better due to the collaboration and diversity of thought presented by a large group. They are happy because they can go to a single site and get a glimpse of multiple product lines without a massive hunt. They get to see more in less time, a major plus for them as well… as most of “them” are also mamas trying to get the laundry done and dinner made in the short amount of free time that they have.

So where can you find these WAHM conglomerates? (I like to call them Congos for short.) Well, they are popping up right and left. The Tuesday Bear was the original WAHM Congo. It was unique in that it was based on the idea of a predictable (to the very minute) stocking time. Customers that were familiar with the Tuesday Bear knew that the cyber-shelves were stocked at precisely 12:00 noon CST on Tuesdays. The reason for this is two-fold. First, it made for a good routine for the WAHMs that sold there. They knew when their stocking deadline was and it drove them to get things done each week. Also, it was easy for the customer. They knew when and where to be to get the goods. As, the owner of the site, I began by showcasing my own products and those of a good friend, Jennifer, of Solana Bags. We had an exciting and successful opening day and made some new contacts in the WAHM community. In the weeks and months to come, the portfolio increased from two to sixteen WAHMs and there were more being added all the time. Those 16 women had group buying power for advertising and supplies and could safely problem solve among each other. The success of the entire group was tantamount to the success of the individual WAHMs at Tuesday Bear. We all would root for each other and became great friends.

The many stores that made up the original "congo" that was known as Tuesday Bear.

The product lines at Made by Mom Co. currently are diapers and diaper covers made to compliment each other.

Yet another WAHM Conglomerate on the Scene.  Made by Mom Baby Co.  is another WAHM conglomerate that is operated by 3 cloth diaper making WAHMs who teamed up to purvey their new line of cloth diapers, covers, and accessories. Amy Sheneman, Carli Lowry, and Tiffany Danner have known each other a long time and actually met as members of another multi-WAHM venture. They found that they were driven by the same goals and vision and decided to create their own business together. When asked about the advantages of this business model, the women stated, "The biggest benefits of joining together in a new business venture are the ability to share our business knowledge, experience, creativity, and monetary resources. We are able to offer a larger quantity and selection of products and have more time to spend on customer service than we would if we were working on our own.” They have experienced success since their start and are enjoying the challenge.

A venue for local moms and their products.  Branwyn Reeves of The Faery Patch opened her WAHM conglomerate site with the goal of providing a venue for products made by friends in her local home schooling group. Reeves says, “The Faery Patch is a co-operative effort brought about by a need I saw in my local home schooling community for a way to make a little extra money while still being able to stay at home and raise our children.” Reeves manages the website for the entire group and allows them to showcase their wares. This management includes listing all products, researching advertising venues, and disbursing profits. She benefits from the additional traffic generated by the assorted offerings and the added customer draw they provide.

There are several other Congo sites including WAHMBoutique, a collection of WAHMs that sell under the BabyByYou!™ Cottage License program. WAHMarama and MamaMarketplace are other similar sites offering an eclectic selection of goods on a smaller scale.

Some of these sites are free and some require an annual fee to join and are available to anyone that wants to be a part of the site. Others are private, closed, or selective in membership. The budgets and complexity of these sites may vary, but the idea is similar… joining forces to have a partnership without actually taking on a business partner.

This business model is quickly becoming popular for both the WAHM and the customer. For the WAHM, it defers almost every aspect of their normal site costs, and can even assist in supplies and shipping expenses. Advertising in more visible venues becomes a reality now, and certainly the larger customer base affects the WAHMs’ bottom lines in a positive manner. It also enables WAHMs to utilize the resources available within the group. Those members with technical skills can do site maintenance and such, while members with marketing skills can work on advertising. Others may have excellent contacts for supplies that will save the other members money or open the door for a WAHM to now use superior textiles. The drawback would be the careful consideration required in determining with whom you should join forces. Product competition can be healthy but making unwise vendor choices can make or break the “team.” Poor customer service or inferior quality from a single member of the group can result in poor sales and decline in reputation of the others that are linked. In an environment where we are judged somewhat by the company we keep, poor public personas of just one member can adversely affect sales.

The customer benefits of a Congo are simple. It’s time-saving. They get maximum exposure to multiple products in a short amount of time without having to hunt. It’s like shopping the mall vs. going across town and back to shop individual stores. In addition to this convenience, they benefit from this business model, in most cases, by receiving superior products and service from WAHMs that are being held accountable for such by their cohorts. When all is said and done, anything that benefits the customer, benefits the WAHM.