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Free at Last! Now What?

Nicole Donnelly is finally free of BabyLegs, the company she founded and grew. Now it's onto a new venture. But not without some pangs.

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April showers bring May flowers.

If that proves to be true, the closing cash from BabyLegs ought to produce some nice green if it's properly tended. April 15, 2010 is the day I was no longer an equity holder in the brand that I had built from nothing. I'm not sure how to respond to the people who call out "Hey, BabyLegs." Well, yes, I am the founder, and that will never go away, but that's not who I am as a person or who it will be best to be in my new venture.

I've never met an expert on this type of transition, only heard stories from other entrepreneurs about the depression after a sale. During this time I immersed myself in volunteer work and spent a ton of time with my daughter. She's the best. I started getting a bit resentful of all of the time that I was giving away, so I cut back on that. But I wanted to still be able to share my knowledge and experiences with others, so I wrote a book, Ride Like A Penguin, and then started on the application BigRuby. Now I have resources to refer people to before I need to become involved. Also, if they buy the book or sign up for the application, then it generates revenue.

There were weeks where I'd get a bit stuck and reach out to all of the people that I know who could be inspirational. I also covered all of the walls in my new home office with white board and gigantic sticky papers filled with the plans for my future business and family goals. This helped me to keep everything in perspective and focus on what is most important each day. Sometimes I get distracted by the numerous opportunities, but if I glance over at the one-page plan that I created and put on my closet door dry-erase board, reality snaps me right out of it. Mental note: Water those plants!

On Monday April 12, 2010, SwankyMoms.com's eBay auction ended. I won a website with a community and blog started by a mom in Calgary who was an avid BabyLegger. She was also our first drop-ship retailer. SwankyMoms is the perfect environment to test BigRuby campaigns and demonstrate success.

Well, that's what I thought. Since the transfer of the domain, I've been inundated with press releases for product reviews, events, vacation packages, and oh so much more. There are so many details to running this business that I had no idea about, so the talent search started immediately for somebody to manage it all. We may have found our gal today!

BigRuby is live Beta moving towards Version One with major improvements.

A big decision that I made is to not hire anybody at this time for BigRuby. When I presented my hiring quandary to my Entrepreneurs Organization forum of six other business owners, they said that it seemed I was looking for a partner rather than an employee. True. After thinking through what I need and who I know, I asked a company with three owners to be my partner. I've worked with them for over a year and have loved every one of our meetings.

Tomorrow we are meeting over waffles at my house to discuss what a working partnership might look like.

Another route is to find a technical co-founder and then build a team ourselves, or I could continue going it alone and just pay others to work with me. I'm really getting tired of the latter.

Attending conferences, surveying potential customers, and recruiting case-study participants has kept me and my virtual executive assistant extremely busy. There are testers in Europe, Canada, and the U.S.

I'm really excited to have a global business again. I've been posting what I'm learning along the way in short blog posts at RideLikeAPenguin.com.

We are on track to hard launch Version One June 9 with a fun event with great partners. BigRuby is hooking up the businesses that desire to be social with the socially active through a speed-dating-type event. Tickets will be available online soon at SaltyWaffle.com.

The SaltyWaffle is a story for another day.


Nicole Donnelly was until recently president of BabyLegs, a Seattle-based company that provided colorful leg warmers for babies. She's now getting ready to embark on new ventures including writing and speaking on the global economy.

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