Sunday, August 17, 2008

I'm Learning

Dear Readers,

I have learned a lot over the last few weeks since the launch of

I've learned that I'm pretty good at PR. Because of my connections in social media, I was able to create a lot of buzz around Savvy Auntie before and during launch. And when stories are published online, reporters read them, and are interested in publishing their own stories, and it goes on like that. Sometimes, huge stories just appear. Take this one from the San Francisco Chronicle on Friday. The article is about websites designed for women, and includes as an example. While the story is not only about my site, the value of associating my brand with brands like and Yahoo's Shine is huge. For those of you not in PR, it's called Share of Voice. It was important to be included in this article, and we were. I am very proud.

But back to the power of social media. If you are new to my blog, you may not know that I am active on the social media platform, (Follow me at Through my connections there, and through real-life social media meet ups, I've had a lot of friends who blog or host podcasts, interview me. It's been thrilling, quite frankly. And an honor. Every media outlet, no matter how big or how small, gets the same amount of attention from me. It makes scheduling my days a little challenging, but I am so happy to participate in any way I can. So thanks to all of you for your support and your invitations!

I've also learned that advertisers really "get" the idea of the Savvy Auntie segment - the so-called PANKs (Professional Aunts No Kids). Well, I should say that certainly the media buyers at various large digital agencies get it as it's often the media buyers who find me. One media buyer is a PANK herself and when she discovered in, she connected with me. I have to acknowledge how incredibly nice all the media buyers I have spoken with are. They completely understand that the site is just a few weeks old and let me run ideas by them informally so that I can help them and they can help me close the deal. (By the way, we've closed some deals. I want to say a special thank you to Hasbro for being forward thinking and buying into advertising on the site so quickly. The first group of ad partners we get on Savvy Auntie will always be special to me.)

Next, I've learned that I need to create more viral content, and syndicated content. Well to be fair to myself, I knew this months ago, but can put only so much on my plate at a time. I have already met with some video producers and have meetings coming up with other video companies and WOM (word of mouth) companies. I'm not sure I have the capital now to move forward, but I am getting the ball rolling, and that's what's important.

Speaking of capital, I've also learned that I need help. I honestly did not expect the site to get as big as it has as quickly as it has, and I need help managing all the responsibility. I am beginning to look into raising funds from venture capital firms and angel investors. I am also looking for a really talented, passionate and smart COO to have in place for when I do have the funds to begin to hire a team. (For those of you who don't know, I am running essentially on my own with Dave over at Quarksoft - my technology team and with the help of my advisory board and many people who act like they are on my advisory board.)

I've learned a lot more than I have written about here, but this is a good taste of what's been buzzing in my head just 5 weeks in from launch.

I guess when I stop learning it's time to quite. Good thing I don't see any chance of that happening!

Auntie Melanie


  1. Hi Melanie,
    That is great you are getting success out of the gate. Definitely something to savour. People like stories about humans not just companies and I think you put a real human face to the company while serving a distinct sector of the market.

    I am enjoying watching as your company grows and to hear whether things are going "as planned" or taking off in a different way. I'm very inspired to stay the course on my own entrepreneurial path!

  2. You're definitely on a hot story. Even Aunts in their 50s and 60s got all excited when I told them about Savvy Auntie. My own favorite Aunt, who is 62, signed up! So, there ya go....

  3. it's also a pleasure to be a part of the community right from the get-go! i'm sure that all of us that are writing the blogs and participating in the forums are just as excited as you to see the savvy auntie community grow :)

    congrats Melanie!


  4. Melanie, you are such an inspiration. Not only are you an amazing success story, but you do everything with such graciousness, kindness and authenticity.

    And I would say you're more "teaching" than "learning" at this point. ;-)


  5. Wow everyone is so nice! Thanks so much for your support!


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