Meet Mom Entrepreneur Kari Warberg Block, Founder, earthkind (2000)
“You need to see it to create it. Be clear on what you really intend to do, and what your brand stands for. If you do that, and communicate it consistently, everyone will use that as a decision lens, and work with intention.”
What does your business offer?
I invented the first botanical rodent repellent called Fresh Cab to keep mice out of vehicles (or any enclosed area they want to call their own) without harmful chemicals or Inhumane traps. It’s also the only repellent to meet fed. EPA standards for professional use, yet be safe enough to eat! ( but you wouldn’t want to:-) As a mom with kids and pets, I refused to use poisons and there was nothing else available- so I invented Fresh Cab. Today my earthkind brands include: stay away ants; stay away spiders; stay away moths; stay away rodents.
My customer is female, age 25-65, who experiences pests in and around her living spaces. She does not want messy set up or clean up, chemicals, or to spend $$$ calling in a professional pest control company. We get about 30k+ visitors a week to our website via SEO rich blogs and content. Second to that PR has always been how i’ve built awareness and demand.
What was your AHA moment?
There was a need.
How has PR and Marketing helped your business?
Press kits to trade pubs, consumer pubs; radio tours, tv expert, speaking, serving on boards, authoring columns. They’ve all resulted in business growth, so I do them all. Today we sell our products nationally at ACE, Lowe’s, TSC, John Deere and many more.
What’s your greatest success to date?
Being a positive example to others. I invented and commercialized a product that saves millions of dollars in rodent damages for people, I employ adult handicapped individuals, and serve as an advisor to the White House, congress, and SBA on women’s biz.
What’s been challenging and how did you overcome it?
Working on me ( most people spend more on thier car than they do their own personal or professional growth) I use coaches, read a variety of subjects, and take time off – as much as possible anyway.
What steps are you taking to achieve your goals?
Wake up. Be kind. Kick ass. Repeat.
What are your best tips on managing family and business?
I plan for it. Family comes first for me, and I’ve made it the foundation of our company culture. New moms can bring thier babies to work for up to 6 months.
What are your favorite tools and resources?
My favorite resource is the EY community of Winning Women (I was in class 2012) there are 50 of us now; EY insights; Harvard Business publications; Kauffman Foundation materials.
If you could wave a magic wand right now, what would you wish for?
More PR of course!
Where can readers go to learn more about you and your business?