Katie Richardson, 31, began her career as an industrial designer, working on brand products for the likes of Procter & Gamble and Nike. It wasn’t until she became a mom (she now has three sons) that her entrepreneurship bug kicked in. Not satisfied with the newborn bathing options open to her, Katie began brainstorming, putting on her industrial-designer hat. “I made a list of solutions,” she says. “I wanted something safe, easy to use, something that would cradle my baby, something that could store flat.” 

She used paper to begin working on the prototype. After fine-tuning the concept, she found a Seattle factory working with medical-grade cell foam to make the product. The Puj Tub (pronounced “pudge”) was born in 2008.

In the Beginning

The business got off to a quick start. “In 2009, we took the tub to the ABC tradeshow in Las Vegas, and immediately there was a lot of interest,” Katie says. "Clearly we had solved a problem. Some major orders were placed, and we began talking to big box stores.” The tradeshow led to $1 million in sales.

The real tipping point came when Kelly Ripa promoted the product on the Rachael Ray Show in 2010. “It was totally organic,” says Katie. “We had nothing to do with it.” Thanks to that mention, sales skyrocketed. Ellen DeGeneres also featured the Puj on her Mother’s Day special that year, another win for the upstart company with no advertising budget.

Still, as with many small businesses, there were growing pains. “I’m product designer with no major business experience,” Katie admits. “I went on faith, and I was in the dark a lot at the beginning, which was a big challenge.” One adjustment she made was to bring the product price down to $40 from $100.

Top Tub

Despite some early challenges, the Puj Tub is now the No. 1 selling baby bathtub on target.com. Katie’s husband Ben left his job in 2009 to join the business, and is the day-to-day person in the office. “He is the one actively working each day and directing the company, but I am the boss” Katie says with a laugh. “What makes it work is that our abilities compliment each other.” The arrangement also allows Katie to be at home with her children during the day.

What's next for Katie and the Puj? “We don’t just want to be a bathtub company," she asserts. We want to expand into other bath products. This is a company about simplifying parenthood solutions, whether it be travel, feeding solutions, non-physical products.” 

The company is expanding (there are now four full-time employees) and Katie says she and her husband continue to be mindful of the need for work life balance. “Family is very important to us both as individuals and as a company,” she says. "We know that work is not supposed to consume your life, and we are flexible as a company, which only motivates our employees more.” 

Katie's tips for future entrepreneurs:

—You have to put your fears aside. If you let your fears control you, your dreams won’t become a reality.

—As you move forward, realize it’s okay to ask for help and support.