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Interview with Tracy Sanders – Founder and Owner of SassaB

Tracy SassaBTell us a little bit about yourself and your entrepreneurial journey.

I get bored very easily. I’m a social butterfly (thanks 3rd grade teacher for that label) and am very antsy. I love adventure, moving to new places, trying all different types of jobs but most of all I love a good challenge. And luckily I do because being an entrepreneur is one challenge after another!

This crazy, fun entrepreneurial journey is the most frustrating, exhilarating and rewarding job I have ever had. I am grateful to be experiencing this with my daughter as she is the one, after all, that had the insight that SassaB would “B” a huge hit!

What did you do before launching your own business?

I’ve done everything from counseling pregnant women addicted to drugs, waiting tables, a flight attendant for eight months until I became afraid of flying (go figure!), an Audience Coordinator for the Ricki Lake Show (Go Ricki Go Ricki!!), worked at ABC in California and as producer for HSN. Finally I settled down, got married and had two great kids. My favorite job is being a Mom!

How did you fund your business?

Years ago I had a tee shirt line, Wear Your Manners. It was a cute idea, we were featured in Parents Magazine and on some local news programs but I just wasn’t feelin’ it. With a four year old and a two year old at home, I couldn’t give my tees the attention they deserved so I closed shop. So when you ask how I funded my businesses…well, honestly, I begged. Begged my Husband to believe in me (once again!) and let me use some of our savings to develop and launch SassaB. I have a very sweet Husband.

How many hours do you work a week and how much is spent is your home office?

Being a Stay at Home Mom is a 24/7 J.O.B. so the time I can dedicate to SassaB is not as much as I should. I am fortunate to have a product that sells easily, a small sales staff so I’m not on the road and someone to handle the business portion of SassaB. I focus on customer relations, PR, social media and new product development in my office about 20 hours a week.

How would you rate your success?

My daughter said I am her inspiration. That rates on the tippy top of the success scale. But if you are speaking about direct success of SassaB, I would say that I feel pretty successful. SassaB was created with Walgreens in mind and within 6 months we were for sale on their shelves. We are thrilled about that and it goes back to that challenge thing again. Which I love.

What has been your biggest business struggle as an entrepreneur?

Trying to find a manufacturer that was willing to work with us to create our own molds and not rip us off. That was a huge struggle.

What advice would you give to a new entrepreneur?

Do your homework. Read! Read as much as you can about starting a business from people whom have SUCESSFULLY done it! Daymond John has written a great book called “The Brand Within” and Barbara Corcoran wrote “Shark Tales.” A lot of what I based SassaB on came from those two books. It was Daymond John’s Mom who said, “Do your homework.” See, I still use the advice I got from that book. Also, The Boogie Moms love helping entrepreneurs get on their feet so I highly recommend checking out their site They have a great resource page.

How do you manage all of your personal and business activities?

Delegate. I don’t take on more than I can handle and that includes doing the dishes, laundry, grocery shopping, cooking AND working SassaB. If I get too overwhelmed, I get crazy so I make lists and do what I can. I cut myself some slack and I count my blessings.

Connect with Tracy Sanders and Sassa B…

SassaBWebsite: SassaB

Blog: Product X Blog (This was my Inventor Blog I wrote for three years. I loved writing it but when I launched SassaB, I just did not have enough time to continue. I chronicled my entire journey of SassaB from the idea to the launch so you might find some good info there.)

Twitter: @SassaBLLC

Facebook Fan Page: SassaB LLC

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