This week’s Meet a Mom is Sara Alter, a Greenwich Mom and founder of Moment Consulting. We spoke to Sara about her quest to help woman reach their goals, her family life in Old Greenwich and more. Plus, she shares her local favorites (below).
Can you please tell us a bit about your career path?
When I became a mom in 2016 I had been an entrepreneur for years, having started my personalized nail polish company, @prettypleasenailpolish, in 2010. While it was challenging to balance a baby and a business, I became increasingly aware of the mental and emotional benefits of having a professional outlet outside of, but in alignment with, motherhood. I also realized how lucky I was to have unknowingly created a job for myself years earlier, that allowed me the flexibility to work and parent in the ways I needed. A rarity in this country.
After having my second child and moving to the suburbs, I met many women who had left careers behind to raise their children. I saw them grapple with their wish to be available for their families, with their longing for a professional identity, their own source of income, and something to focus on outside of motherhood. An all too common scenario.
I launched MOMENT (MOM-ENTrepreneur) in 2019 to provide guidance, resources, and support to moms on a mission to build incredible businesses that support the life they want. As my business tagline says — This is your MOMENT!
Love that. How did you decide to settle in Old Greenwich?
I grew up in Maryland and lived in Manhattan for 13 years before relocating to Old Greenwich with my husband, Adam, and our two kids, Sam (4) and Isabelle (3). My husband is Australian and living near the water not only felt familiar, but this small town felt magical when we were looking for a place to settle outside of the city.
What is the biggest hurdle for moms trying to become entrepreneurs?
Most women I work with come to me with an idea, a product, or a service in mind. Many have even taken early-stage steps like picking a business name or starting an Instagram account. But when it comes to building a brand, with consistent customers, sales, and media buzz, they don’t know how to grow.
When someone hires you, what is the process like?
We start with a strategy call to identify pain points, goals, and to create a brand narrative for the clients products and services. Essentially we determine the WHY and the HOW. There are so many different reasons to start a business—whether it’s money, credibility, self-discovery, or necessity — and by understanding why you started, what you hope to achieve, and if you’re targeting correctly, we can create an effective plan. With clear messaging, branding, and social media strategy in place, clients walk away with clarity, confidence, and the direction they need to build out the next stage of their business.
Who can benefit from your services?
A typical and ideal client is a woman with either a vision for a new business, a small business in need of direction and next steps, or an established brand ready to take their business in a new direction. I have worked with clients focused on apparel, jewelry, wellness, fitness, business, food and beverage, technology, and the list goes — but what they all have in common is their determination to learn, grow, and make a difference in their own life, and the lives of people around them.
What is the best advice you give to all your clients about taking a concept from idea to launch?
Test the market! There’s a difference between a good idea and a profitable business. You may have a hunch about what your customer wants, and what will sell, but most of the time entrepreneurs make strategic mistakes. Before investing time, money, and energy, do your research.
Anything else you’d like to share?
Having run multiple businesses over the last 20 years, I can say without hesitation that the best way to ensure success is to surround yourself with the support and guidance of people who have walked in your shoes.
We love to support local businesses. Can you please share your favorite places to:
Go out to eat as a family: Beach House Cafe
Go for date night: East End
Get your nails done: Coco Nails
Go shopping for yourself: Lily Old Greenwich
Go shopping for the kids: Anna Banana
Have fun as a family: Stepping Stones Museum