How I Came Up With the Idea for Brushing Buddies — and How You Can Start Your Own Small Business
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For my entire career, I’ve worked in the world of technology startups and venture capital. Today, I teach scientists at Cornell University and the National Science Foundation how to translate cutting-edge research into scalable businesses.
For years, I had internalized the idea that a business only “mattered” if it was the kind that landed on TechCrunch or could raise millions. I work with brilliant founders chasing moonshots every day. I respect that path deeply. But something in me always knew it wasn’t mine.
I’ve always wanted to build is something small.
Where I landed was Brushing Buddies—a small children’s brand that helps kids ages 2–5 brush their teeth through music and play.
Here’s how I got there.
The Tipping Point to Final Start
A few months after my second daughter was born, almost exactly two years ago, I had my big breakthrough.
One night, completely exhausted, I was talking with my husband about my updated entrepreneurial ambitions. I said:
“I’ll wait until she’s in kindergarten before I start my entrepreneurial venture.”
The moment those words left my mouth, something in me sank. Five years felt like an eternity. And the truth hit me hard: I didn’t actually want to wait. I wanted my entrepreneurial goals to be in full swing by the time she started kindergarten, not sitting on the back burner.
By the next morning, I knew I needed to take action. I opened a blank page and started creating my Design Criteria Canvas, mapping out the kind of business that would fit my life as it was now—not some distant version of it.
That single decision to start changed everything.
The Framework That Gave Me Permission to Build Small
Back when I worked in corporate innovation consulting, we used a tool called the Design Criteria Canvas to define the boundaries and priorities for developing new products. It’s a deceptively simple framework that can be applied to almost any kind of idea.
The canvas is built around four lists:
- Must: Non-negotiables
- Should: Nice to have
- Could: Optional extras
- Won’t: Clear boundaries
So, I decided to fill out my own Design Criteria Canvas for myself.
Here’s what mine looked like 18 months ago:
- Must: Low startup capital (<$10K), flexible hours, quick to launch.
- Should: Physical product, easily outsourced tasks, no need for a full team
- Could: digital product
- Won’t: Brick and mortar, outside investment, complicated operations
Once I saw it on paper, the answer was obvious. I didn’t actually want to build a high-growth startup. I wanted to build something that fit my life.
What the Data Told Me (And What My Gut Already Knew)
Once I made peace with starting small, I started digging into the numbers. And what I found reinforced everything I was feeling:
- Corporate employees: About 5/10 report being satisfied with their jobs.
- Venture-backed founders: Closer to 3/10, with stress and burnout at record highs.
- Small business owners: 8/10 say they’re happy with their choice.
Yes, small business owners work more (about 55 hours a week compared to 42 for employees), but they report being happier, more fulfilled, and more in control of their time. And unlike venture-backed startups, small businesses are statistically far more likely to survive.
The Ah-Ha Moment That Started It All
In March 2024, I was standing in my bathroom with my 3-year-old daughter, Henri, doing the nightly toothbrushing battle. She wasn’t having it. I kept saying “Say ahhh!” but she was wiggly, squirmy, and absolutely uninterested.
Then something clicked. I started singing “Twinkle, Twinkle, Little Star,” replacing the lyrics with “ahhh.”
She immediately opened her mouth wide and kept it open for the whole song.
That tiny, improvised moment changed everything. I thought: If this works for her, it could work for other kids too.
That’s where Brushing Buddies began.
Join My Monthly Parent Entrepreneurship Office Hours
If you’ve ever had an idea sitting in the back of your mind, but weren’t sure where to start, you’re not alone.
I host free Parent Entrepreneurship Office Hours on the first Monday of every month. It’s a casual, open space where parents (and anyone curious about starting something of their own) can bring questions, swap stories, and get practical guidance on taking those first steps.
Whether you’re exploring your first idea or already building something, this is a space designed to make the journey a little less overwhelming—and a lot more encouraging.
👉 If you’d like to join, just email info@ahhhsomekids.com and I’ll add you to the list.