What is your business and when did you set it up?
Rabab Shera: “Pitter Patter is a multi-brand children’s shoe retailer stocking a wide range of carefully selected, stylish, healthy and comfortable footwear for children up to 6 years of age. Our current product range includes several internationally well-known brands including Pediped that are currently not available at any other shoe store in the UAE. All of our footwear has been manufactured to the highest standards in
the children footwear industry and adhere to international standards set by Medical Associations. The company commenced operations in July 2010 by opening an outlet at the Springs Town Centre, Emirates Hills, and will be opening in the malls very soon.”
What was the inspiration behind the business?
RS: “The idea behind my business came when my son took his first steps and I went to the malls to buy him a pair of first walking shoes. At the time I was not fully aware of the importance of healthy footwear but had the common sense to know that heavy and inflexible soles were not appropriate for his foot development. I was not satisfied with the options available so I eventually sewed a pair of leather shoes for him that he
wore to no end. This is when my research began that eventually led to the creation of the Pitter Patter brand. I want to help other mothers like myself that are style conscious but at the same time concerned about their child’s foot development. Pitter Patter is a place where parents can come for advice on the type of shoes that appropriate for their child’s stage of foot development and also to have their child’s feet measured to ensure the perfect fit. I personally choose each and every shoe myself with careful deliberation keeping in mind the season as well as the styles and colours that I think mothers would be
looking for. We also keep quality and stylish accessories that make perfect gifts.”
What reasons made you want to set up your own business here?
RS: “After I left my job in the financial sector to take care of my 6 month old son, I felt the need to go back to work and utilize my skills while at the same time spend maximum time raising my son. Running my business has allowed me to do just that and strike the right balance between work and family.”
What skills did you have previously that made it easier for you to go into this line of business?
RS: “With the skills and training that I acquired from my previous Investment Banking experience and Business Management degree from Kings College, London, running a business is something that came naturally to me. Understanding the retail sector was more of a challenge for me as the dynamics involved were quite different from the corporate world. However, I follow my instincts as a mother as most of my customers
are mothers. Also as a lover of all things beautiful I only stock items that I love and would see my child wearing.”
What were the biggest challenges you faced in doing so? And, what pitfalls are there that other mums should look out for?
RS: “It is all well and good having a novel idea and bringing it to market, however, once it is off the ground the operational side of it kicks in. It is important that good systems are in place with proper checks to ensure minimal risks. A lot of new businesses face problems due to loose controls. My advice is to invest in technology as there are great software’s and programs out there to help you run your business. Spend time and effort to understand the viability of each one and then implement it before you have your first
customer/client.”
How does the business you run fit into your role as a mum?
RS: “Running Pitter Patter works perfectly with my role as a mother. I am able to schedule my day around the school run and his activities.”
What are the biggest advantages to running your own business?
RS: “The biggest advantage by far is that is that I can manage my time and work around the demands of being a mother. I can utilize my skills and do what I love every single day without compromising my family life.”
What are the disadvantages or challenges to doing so?
RS: “Being a full time mother and running a full time business becomes extremely challenging at times as you cannot loosen the reins on either side. You cannot take a day-off from either responsibility. There is great responsibility to ensure that all aspects of the business are under control and obviously with raising a child you need to ensure that all needs are taken care of.”
How much time do you find you need to put into the business?
RS: “In the beginning I was putting in almost 14 hours a day and functioning on less than 6 hours of sleep. Currently, I spend almost 2-3 hours a day outside and around 4 hours at home dedicated to my business and of course I am on my blackberry 24/7.”
Is Dubai an easy place to set up and run a business?
Dubai is a relatively easy place to do business, there are clear rules and procedures that one has to follow in the setting up phase. However, there are many things that can hold up these processes which are not necessarily in one’s control. I was lucky that I had the foresight to go through a company bthat specializes in setting up new businesses. Not to say that there were no delays but at least I had someone who I could go to and that I knew was working towards getting my work done on a priority basis. My advice for prospective mumpreneurs would be to leave the legalities to the experts. The amount of
money saved at the end of day does not commiserate the headache and delays involved and potential loss of business.”
How do you source business in Dubai?
RS: “I have a retail presence so I primarily rely on my location as well as word of mouth. We also participate in baby playgroups i.e. Marina Mums in order to spread awareness about the Pitter Patter brand. We will be participating in the Mother Baby & Child Show taking place on 2-4th of December with a stall at the exhibition.”
Do you find that mums here in business are all willing to help each out and give tips etc.?
RS: “When I was setting up I did not come across many mums in business to ask for advice, however now that I am in business I have come across a lot more. I believe women are a lot more open and willing to share ideas. I personally would love to help and share tips with other mothers that are looking to embark on this journey.”
What have you learned from the entire process?
RS: “In order to run a business you have to have a strong belief system and be extremely organized and focused. It is you that has to get things done, from A to Z. There is a lot of discipline and organization involved especially when you have to divide your time and effort between your children and work. It is simple if you have all your energy focused towards one thing however as a mother it becomes much more challenging.”
There’s been a surge of ‘mummy businesses’ lately. Why do you think that is?
RS: “This mummy business surge has been experienced all over the world not just in Dubai. As more and more women are entering the workforce, they realize once they have a child that the demands of a fulltime job sometimes does not allow spending much time with their children which is when mothers decide to take a break from work. Once they leave their work they have time to actually think of ideas and let the creative juices flow which may not be possible when you are occupied with a full time job.
This is what I think is the main factor behind the mommy business surge experienced lately. A business also allows a certain degree of flexibility.”
Provide three top tips for other mumpreneurs thinking of setting up a business here
RS: “1. As with any business idea due diligence should be performed to evaluate viability of the business. After which a clear strategy needs to be formulated to make the dream a reality.
2. Cultivate a strong and reliable support system before you commence the journey of business set-up as you will need all the help you can when it takes off i.e. a good nanny or daycare if you have young children.
3. It is important to be passionate about what your business, as it will become your second spouse, probably more demanding than your real one!”
Provide three secrets of your success
RS: “A lot of research and careful planning and then creating a well thought-out strategy and then of course loving what I do.”
