Spotlight On: Madeleine Shaw

Name of Business: Lunapads International Products Ltd.
Type of Business: Internet retailer specializing in natural feminine hygiene products
Web Site: Lunapads.com
Email: Madeleine@lunapads.com

Tell us more about your woman-owned business.

I created Lunapads and Lunapanties in 1993 in response to my own health concerns, and in the process discovered a wonderful new connection with my body. I was also dismayed to realize how incredibly wasteful disposable pads and tampons are, and decided that starting a business would be the best way to create the change I wanted to see, from both a personal and environmental perspective.

Why did you decide to start this type of business?

I created Lunapads and Lunapanties in 1993 in response to my own health concerns, and in the process discovered a wonderful new connection with my body. I was also dismayed to realize how incredibly wasteful disposable pads and tampons are, and decided that starting a business would be the best way to create the change I wanted to see, from both a personal and environmental perspective.

What makes your business unique?

Our products are definitely unusual, and we bring a remarkable personal touch to everything that we do, from product development to customer service. I think that any business that takes its inspiration from a social mission the way we do brings a unique quality of passion that goes far beyond the basic concerns of business.

Can you share with us the challenges that you have encountered related to starting a business?

We’ve been doing this for a while, so there have been several. It took me several years of working on my own before I realized that I didn’t have all the skills I needed to be able to grow the business the way I wanted to. Fortunately, I met my business partner Suzanne Siemens in 1999, which has made all the difference in the world. Not that it solved everything – our first major challenge was that we almost ran completely out of money in pursuit of our first business model.

How did you overcome these challenges?

With respect to almost losing the business in 2002, we overcame it by completely changing our business model. Instead of attending natural products trade shows and trying to get retailers and distributors as customers, we built a new website with a strong focus on e-commerce. Instead of taking out ads in mainstream health magazines, we switched to lower-cost niche feminist and natural parenting magazines. Both strategies enabled us to better communicate and make sales directly to consumers, with better margins to boot!

What has been your biggest success thus far?

As with the challenges, there have been a few biggies over the years. Back in 1999, we were able to secure financing from Renewal Partners, a progressive venture capital group, who are shareholders and advisors to this day. Purchasing our own office in 2007 was another big highlight. Recently, we hosted Mothering magazine’s Peggy O’Mara at a benefit for our Pads4Girls program, which provides sustainable menstrual supplies to schoolgirls in Africa.

What is your favorite free business resource?

Other entrepreneurs! We have an amazing network of likeminded colleagues who we can call on at any time. Chances are that they have had to face the issue at hand, or have contacts or ideas to share. We try to be as transparent as possible and make ourselves available in this way as well, so what goes around, comes around.

Can you share with us something that very few people know as it relates to your business?

Lunapads has a magical feeling to it, even after all these years. Something about the people, the products, the site, the office…it’s hard to express. Our business relationships are seldom just on that level, there is always another dimension to them, whether as friends or feeling connected energetically in some other way,

What words of advice would you provide to others who are considering starting a business?

Be smart about money – it will always be an issue. And choose what you do carefully – ask yourself how much it really means to you. I know that for me, having a strong mission is what has kept me going when times were really tough – there’s a larger motivation.

Do you have any special offers for those reading this interview?

Use promo code LUNA09 for $5 off orders over $35 until December 31, 2009.

Do you have a small business idea that you want to get "Up & Running?" Pink Heels has a variety of services and resources available for all stages of business development and sustainability. Check out all of your coaching and consulting options HERE and all of your e-book options HERE!

Would you like to be considered for an upcoming "Spotlight On" post? If you have a web site and a business Up & Running story, please email Jennifer Moore at Jennifer@Pink-Heels.com. You can be located anywhere in the world as we are creating a global network of fabulous women!