Brent Bowers of The New York Times focuses on a would-be or wanna be T-shirt business today as he kicks off a series of three profiles on startup companies. To make it more interesting, he promises to revisit all three startups six months later and again after a year. That’s an interesting premise.
And, by the way, although you do have to register to read it online, The NY Times is free now, so you will be able to follow up with the later stories.
It’s not clear to me how this company was chosen, but I doubt it’s because of certain success. The piece seems to be a neutral reporting of what the founder is doing, with some expert commentary on the side.
TINA ERICSON’S new company, Mamaisms Gear, has not shipped any products yet, but she predicts that sales will grow rapidly to $100,000 next year, $1 million by 2010 and ultimately to tens or hundreds of millions of dollars.
The Web site for the venture in Wilmington, North Carolina, (www.mamaismsgear.com),
began Wednesday, and 1,200 T-shirts that arrived from a manufacturer in Turkey two weeks ago have been stamped with the “Mama Says� slogans and are ready to be shipped.
“Her projections seem based too much on wishful thinking,� (Neal) Thornberry said. “She has a great idea, but we don’t know yet if this is a great opportunity.�
My cynical side suspects Bowers may have chosen the company for likelihood of change in the degree of optimism as the real world rears its ugly head.
It should be illuminating to hear back from her six months from now on whether she has had to lower her expectations and, if so, by how much.
Right now, Ms. Ericson’s expectations run high. She says she believes that Mamaisms Gear may someday become a household name and a force for good.
Mr. Thornberry of Babson College says she has more going for her than just her passion. “She has a real job–a backup plan that allows her to play around a lot, and learn while she makes mistakes.â€?
Even so, he saw it as a risky investment for now. For one thing, Mamaisms Gear appears to him “fragmented and unfocused,� he said. “If there is a unified theme, it seems to be, you can trust the Mamaisms Gear brand and advice. But it takes a long time to build trust in a brand.�
Very interesting. There is a lot more detail in the source story, and I’m already looking forward to the others.
This entry was posted on Thursday, December 13th, 2007 at 5:21 am and is filed under startup stories. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.8 Responses to “A Look at a T-Shirt Business Startup”
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December 14th, 2007 at 6:14 am
Tim,
Thank you for your thoughts on Mamaisms Gear and you’re highlighting our recent good luck in the NYT’s. Your cynical side will likely find itself in good company as I suspect many people will discount the lifetime value of a t-shirt purchase. But what the article in the Times did not cover as it was not germane to the topic, was the intention and the impetus for our venture. We hope to impact women in positive ways and to reinforce their authority over their own lives as mothers and women. The products are designed to be fun and hip, but also carry a serious message. Our commitment to charities and philanthropy were the first seed of an idea. Our business goals may seem lofty, but I will assure you sir, that you have never met a more dedicated team or a more driven collective work ethic than the Mamas. Best. Tina Ericson
December 15th, 2007 at 2:39 pm
Hi Tina,
Thanks for the comment, and yes, the dedication and work ethic show through clearly. I’m glad to see you found this blog and now I’m rooting for you to succeed.
Tim
December 18th, 2007 at 9:58 am
Mama says, “Pay attention to this”
I like the idea for the site and when i went to the site i came away with wanting more. I know this is unsolicited advice but here it goes maybe you’ll see this as helping.
One.
I couldn’t find any contact information on the website.
Two. I wish the pictures of the t shirts were bigger especially the Mamaisms on the shirt. If I’m buying the t shirt it’s because of the Mamaism but it’s very hard to see what’s on the t shirt.
Three. What about a newsletter where I can get the Mamaism of the week maybe choosing the best ones solicited from your fans.
Four. I write copy too so i was expecting a more attention getting headline. The one there now says nothing to me. I wouldn’t necessarily know what is a Mamaism.
I’m no Harry Potter so i garth gibson admit I can’t conjure up best selling headlines on the spot however here’s a simple headline template that might be something to work with:
“Online T Shirt Company That Sell T Shirts Just For BLANK”
Now target something interesting about your niche.
“Online T Shirt Company That Sell T Shirts Just For The Mom
That’s 40 And Fashionable”
“Online T Shirt Company That Sell T Shirts Just For The Mom With Two Kids And A Lousy T Shirt ”
“Online T Shirt Company That Sell T Shirts Just For The Mom With A Biological Clock That Goes Tick Tock With The Rise And Fall Of Fashion”
“Online T Shirt Company That Sell T Shirts Just For The Mom Who Can Raise Kids And Look Hot”
Nice article and good luck.
December 26th, 2007 at 9:36 am
Gentlemen,
Thank you both for your additional comments. I assure you that much, much more is on the way! We are currently working on a nice variety of valuable content for the site and interactive applications. The site went up fast and furious once we were given a date for the article. Our design team, located in San Diego, were forced to leave their offices/homes during the fires and thus we were delayed. The best is yet to come, so please stay tuned….
Tina
February 4th, 2008 at 12:49 pm
Entrepreneurial ventures catch my attention immediately because I am so interested in what others are doing that may inspire or alter my own creative juices. I wish “the mamas” every success.
When I explored the website and looked at the t-shirt product, I felt excluded as a potential buyer. I am an African ancestored baby boomer with a womanly curvy figure. The style of the t-shirts and many of the graphics seemed geared to a population that does not include my demographic. I know it is impossible to be “all things to all people,” but baby boomers are now the largest part of the population and we have and are mothers too – to grown children mostly (and grands). Don’t discount the buying power of non-white women as you design future products. I also love the campaigns of companies such as Dove (Campaign for Real Beauty) and Palmolive (My Black is Beautiful) that makes women feel powerful even if they are not white, blonde, young, or a size zero.
Just something to consider…
March 18th, 2008 at 5:12 am
I really love the whole idea of the mamism gear. I saw a piece on WECT 6 this morning and went to my computer to check it out. But, I have to agree with Christine. There are ALOT of us out there that are a little more curvacious than the people you are primarily trying to reach that would love to wear your product. I think if you could offer a larger size(16/18) then you would reach even more. I know I personally would purchase several. Hey, Good Luck, and dont listen to the hype about your product not selling. From the looks of things in Wilmington, they cant keep your stuff on the shelves!!!! You Go Girls!!!!
February 12th, 2009 at 9:55 am
Hello Tina you are so brave young lady. I appricate your courage and initative. Hope that you will achive your next target. I have a very small business of handicraft. I have launched a website of my business and it is http://www.dhp-bd.com please visit my website and let me know your thoughts on it. please reply with your own e-mail.
July 28th, 2009 at 7:04 am
I am launching a t-shirt and causal apparel brand, I am looking for t-shirt manufacturers/wholesalers. It sounds like your [Tina Ericson’s] t-shirts were good quality at a reasonable price. Could provide contact information for the vendor(s)? The NYT articles said they were from Turkey? Any information and advice you can recommend is appreciated. It was a great concept.