Superkin, a high tech, low maintenance brand for exceptional and expecting women, was an idea turned into a 70-page Google document before Miriam Williams and Tara Elwell Henning, co-founders, took the leap to turn it into a full-fledged business – and their full-time jobs. Miriam’s background was in supply chain operations, and Tara’s was in merchandising, planning and ecommerce.
Their operational and merchandising skills and passion for the brand made them a powerful founding duo –– but they quickly realized they needed expert marketing help to get things off the ground.
There were tactical pieces of marketing expertise that we knew we didn’t have,” says Miriam. “We had to weigh whether we wanted to spend the time to learn those disciplines, or hire an expert off the bat to speed up success.”
When it came to SEO, the co-founders decided to bring in an expert. They went through their networks and were introduced to an SEO expert to help out part-time. In short order, that expert accepted a full-time position elsewhere.
“She no longer had time for us, and we needed to protect our brand. We needed stuff to happen and get done –– fast.”