The daily struggles of being a pregnant woman in the workforce turned Christine Kininmonth’s simple idea into a successful business called Fertile Mind. Christine invented the ‘Belly Belt’ when her pregnant belly started expanding. The belt gave her work clothes leeway and a stretchy form, which meant that she could look smart and suitable for her news-reading job. The belt became an inexpensive and sustainable way to expand her maternity wardrobe.
“I had cobbled together a very poor prototype of the ‘Belly Belt’ for myself, so I could continue wearing my suits to read the news at a Sydney television station. Even when heavily pregnant, I would be in fashionable suits – something unavailable in stores. I suppose I was an ‘accidental’ businesswoman. There was nothing planned… I thought I’d perhaps sell a few at a market.”
Women flooded Christine with positive comments, ultimately prompting the establishment of Fertile Mind. She came across an article that suggested women always thought very small when starting out businesses, while most men ‘thought big.’ “I realised that I was true to type, and decided to ‘think big’ myself.” Christine’s endeavours began immediately after conducting extensive research. “I found a pattern-maker, a manufacturer, and a packaging design company.”
“I registered the company name ‘Fertile Mind’, and was a regular visitor to the patents and trademarks office; I visited Ernst and Young‘s Entrepreneurial Services division to get help with a business plan; I ambushed Body Shop’s founder, Anita Roddick, who wrote me a testimonial; and I was co-opting my new friends in my antenatal and mothers’ groups for market research.”
Christine’s dedication went as far as her putting her car on the market to pay the mounting bills, and, “in an extraordinary example of serendipity, I found my business partner — the man who came to buy the car.”
“This was all while I was working, and preparing for my first baby, so you can imagine how obsessive you have to be to get an invention to come to life.”
Christine’s favourite aspect of running her own business is coming up with the “out-of-the-box” ideas, product names, and new products.
“I really enjoy bouncing off and learning from the wonderful people I work with – workshopping new ideas, new directions, and how to stay fresh and relevant. I’m quite enjoying tackling these challenges, and strategising with my business partner, Peter Hooker.”
As a journalist and newsreader, business ownership did not come easy to Christine. The overall process was a steep learning curve and she still faces daily encounters linked to tough retail conditions. Christine enjoys the flexibility of the business, but considers herself in a dream position with comparison to her friends’ jobs. She wishes she knew a few things before she started.
“Firstly, never forget family! Don’t put them on hold while you grow the business – you’ll regret it. Secondly, focus, focus, focus is the key. Don’t take your eye off the prize. And, thirdly, always trust your instincts; don’t be talked into things just because some has a great sales pitch.”
Christine recommends becoming knowledgeable about a few essential areas of business:
- Bad debtors can bring a business down quickly.
- Learn about your rights regarding your goods and ensure you only offer credit to tried and true customers.
- Ask for credit references from everyone, no matter how big their name. If you’ve invented a product, go to IP (Intellectual Property) Australia as soon as you can.
Christine Kininmonth’s advice for starting a business:
- Smile, relax, and enjoy the little wins. It is only business. Success is always a good thing, but don’t lose sleep over things that won’t always matter in the long run.
- Find your own niche, and then own it. Know everything about your niche and be the absolute best at it.
- It’s expensive to grow. Save some money so you can.
Christine Kininmonth is a Businesswomen’s Hall of Fame inductee.
