Go Mama
About the Company
Go Mama is a maternity activewear brand that caters to pregnant and breastfeeding women, offering functional clothing designed to promote comfort and support mental health. The brand features clothes with discreet features, such as zippers for easy breastfeeding access and stretchable fabrics that accommodate changing body shapes during pregnancy. With affordability and practicality as core principles, Go Mama fills a gap in the maternity clothing market, especially in New Zealand.
Natalie operates the business as a side hustle alongside her full-time job in the Royal New Zealand Air Force. While primarily online, she uses multiple marketing strategies, including social media, community outreach, and traditional advertising, to engage with her target audience.
Idea Behind Company
The concept for Go Mama emerged from Natalie’s personal struggles during her first pregnancy. She found it difficult to locate affordable, comfortable, and functional maternity activewear in New Zealand. Inspired by the link between physical activity and mental well-being, and seeing the need for better options in this niche, Natalie envisioned creating a brand that would empower mothers to stay active during pregnancy and breastfeeding.
The idea gained momentum during New Zealand’s COVID-19 lockdown in 2020. Observing other home-based businesses and encouraged by her husband, Natalie realized the potential of maternity activewear as a viable and meaningful venture. Her passion for supporting mothers’ health and well-being became the cornerstone of Go Mama’s ethos.
Creating the Company
Starting with minimal business and design experience, Natalie relied on online resources, including Alibaba, to research and source materials. She designed products based on her personal needs during pregnancy and breastfeeding. Using tools like Fiverr for sketches, she refined her prototypes through trial and error, ensuring quality and functionality.
The initial phase involved significant financial and logistical challenges. Sample production and bulk orders required careful budget management, leading Natalie to secure a personal loan from her parents when bank financing was unavailable. She also consulted professionals, including lawyers and accountants, to establish a solid foundation for the business.
Launching the Business
Natalie prepared meticulously for Go Mama's launch by creating a Shopify-based website and establishing a social media presence. She strategically built anticipation through Instagram and Facebook, generating her first sale within minutes of the official launch.
Her marketing efforts include social media ads, community group promotions, and traditional advertisements. Natalie uses discount codes to track campaign effectiveness and plans to expand into newsletters to foster customer engagement. Despite her busy schedule, she personally manages all aspects of the business, from logistics to customer service.
Earnings
In just two months, Go Mama reached $3,000 in monthly revenue, exceeding expectations for a side hustle. While operating costs such as marketing, packaging, and website fees eat into profits, Natalie sees steady growth potential. She attributes success to her dedication, planning, and a clear understanding of her market's needs.
Looking ahead, Natalie aims to grow Go Mama into a full-time endeavor. Her focus is on expanding the brand’s reach, streamlining operations, and eventually outsourcing tasks like digital marketing. By continually addressing customer feedback and market trends, she hopes to position Go Mama as a leading maternity activewear brand.
