This Mom of Three Founded the EZPZ Mat in Her Kitchen
As the saying goes, “necessity is the mother of invention.” Brands are often founded out of a pure need for a product that does not yet exist and such was the case for ezpz mat founder Lindsey Laurain. This mom of three (who recently made an appearance on Shark Tank) was determined to create a product that could outlast a mealtime with her three boys— something that could not be picked up or thrown by energetic (and messy!) little ones throughout the day.
“We have three boys and our life can be pretty chaotic, especially at mealtime, and my husband and I were fed up with the messiness and cleanup time dedicated to each meal,” Laurain tells Mini. “One night—in the midst of his frustration—my husband said, ‘Someone needs to create something kids can’t toss or throw at meals!’ The next day, I hopped online and, low and behold, nothing existed. I taped a bowl to a piece of paper and, from that day on, I was committed to creating products that made family mealtime ezpz!”
We sat down with the inspiring Colorado mom to get a glimpse into what life is like as the founder of such a bustling brand—one that has quite certainly exploded in popularity and can now be found at retailers like Target, Nordstrom, and Crate and Kids—that continues to release new products, including a Tiny Spoon and Tiny Cup.
Tell us what ezpz is and what our readers can expect from you.
ezpz is a woman-owned small business that creates developmentally focused feeding products. Each product is tailored to a specific age group and usage occasion, and the mat’s patented suction feature helps baby / toddler learn to self-feed and meet key mealtime milestones (plus less mess for parents!).
From baby’s first food to feeding independence, ezpz understands the challenges parents face and provides the tools to support a positive feeding experience. Our mission is to bring a best-in-class feeding line to families all over the world.
What has been your proudest career moment to date?
It’s hard to pick just one moment, because my team has accomplished (and survived!) so much together.
What do you think is the greatest challenge of juggling career and motherhood?
The biggest challenge for me is truly being okay with doing my best at both jobs (career and motherhood). I continually remind myself that I’m doing the best I can, but it doesn’t feel great when you feel like your best isn’t enough!
In running a successful brand and raising kids, do you experience self doubt? How do you deal with that?
Luckily, I have a really strong sense of self and belief that things find a way of working out, so I tend to be pretty optimistic. Of course, that is oftentimes easier said than done, and in those moments I try to reach out to my support system for help and encouragement. I’m blessed to be surrounded by a team who are also my friends, and they keep me motivated / push me onwards and upwards.
Have you had to face any business obstacles in running ezpz? How did you overcome them?
Ha! The short answer is YES! We face obstacles every single day and I’ve have gotten better at handling them over time. I’ve learned to not sweat the small stuff and that it is literally impossible to keep everyone happy. So, as long as we are working hard and handling the day-to-day business with integrity, all is okay! For the bigger obstacles, such as litigation and copy products, I’ve found experts to help me navigate these challenges.
What helps you to juggle motherhood and career?
I think we have a balance that works for our family. It has taken quite awhile to achieve that balance—and it isn’t perfect—but we try to make the “nurturing” of that balance a priority. Something that helps is my fabulous support system, including my husband, my mom, my team and the occasional cleaner visit! I also try to remember that this experience is unique for my kids, too, and they are getting to see their mom’s work ethic and passion.
What advice would you give to another mom who may be interested in starting her own company?
If you believe in the product, I say go for it! Hard work, passion and perseverance can go a long way. Surround yourself with a great team and solid experts / mentors to lean on.
If you could go back and tell yourself one thing prior to starting ezpz, what would it be?
I am still working on this, but if I could back and tell myself one thing it would be to take things day by day (or hour by hour!) and remember to BREATHE. The start-up journey will take you up, down, backwards and sideways, and you need to ride the waves in the healthiest way possible.
As a successful mompreneur, what do you hope your kids take away from watching you build this brand?
I love this question. The impact ezpz will have on our kiddos is one of the main drivers that keeps me going! We created this product because my boys were messy eaters, and they have seen firsthand that you can do anything you believe in and put your mind to. We’ve also dealt with a lot of legal challenges and copy products, so we actively talk about being original, inventive, and to stand up for what you believe in! Lastly, because my husband and I work so closely together at parenting, I love that the boys get to see a true partnership without gender specific roles.
Visit ezpzfun.com to shop the brand’s original, all-in-one silicone plates, placements, and more.
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