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 Tired of leaky sippy cups flooding her bag, this mom turned a problem into a solution—and a successful company.
Full name: Roberta Greenspan
Family: Husband Mark; daughters Megan, 5, and Paige, 2
Quote or motto you live by: “Live, Love, Laugh.” My mom gave me a necklace charm for my 16th birthday with this motto. She also wore one. It’s so simple and yet a wonderful way to try to live your life.
The brains behind: Wateroos, a new family of kid’s water beverages. The genius? It’s packaged in a “juice” box to make water more fun for kids to drink.
How did being a parent influence your product?
Unlike many flavored waters, all four varieties (unflavored, apple, berry, and grape) have no sugar, no artificial ingredients or sweeteners and no calories. And the paperboard packaging is an environmentally responsible, completely renewable and stable material. In addition, the paperboard eliminates the risk of exposure to bisphenol A, from polycarbonate sippy cups (which has been linked to cancers, reproductive troubles and learning disabilities in lab animals) and to water-born bacteria that can manifest in PET bottled water products exposed to heat and light.
How did you get from "that would be a good idea" to producing a full-fledged product?
With help from a lot of amazing people! In early TK year, I reached out to everyone I knew that worked in the food or beverage space so I could get an understanding of how the industry worked and what it would take to manufacture and launch a water beverage. Once I learned that almost everything could be outsourced, I knew I had to bring this product to market for the sake of our children’s health and well-being. In late TK year, I formally began to build the brand. We signed on with a manufacturer, engaged an amazing graphics design firm, and worked with some brilliant sales and marketing people that all contributed to the launch of our first Wateroos drinks in late 2005.
Any words of wisdom for other moms looking to start a business?
Network, network, network! I can’t tell you how important this is. It doesn’t matter what industry you’re in, it’s critical that you develop a strong network of colleagues/advisors. Most people love to talk about their lives and careers. I have a wonderful group of industry people I reach out to when I need help and they are always willing to share their expertise.
What input did your children have in the product?
A lot. Megan was two when I initially developed Wateroos. We would test out various names on her to make sure she could pronounce them, and I’d show her all of the various package designs to get her feedback. And, of course, we did lots of taste testing with her and her friends! Turns out, both of my daughters really enjoy plain water, so the Penguin box is pretty popular in our house.
Any flavors that just don't translate?
We tried orange, but it always ended up tasting like baby aspirin, so we passed!
On the Web: www.wateroos.com.
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