17 years ago, new mother Nicole Johnson found herself combing the internet in the early hours of the morning trying to find any advice on how to help her infant son sleep soundly through the night. Surprised by the judgmental and often conflicting resources for new parents, Nicole thought there should be a better resource. She forged ahead, solving her baby's sleep problems and then compiling her extensive knowledge into a blog, aptly named The Baby Sleep Site, as a way to help other parents in her position. The website focuses on holistic, gentle, and personalized sleep solutions.
Nicole juggled a full-time job while sharing content with her followers when she could. As it picked up traction, Nicole was surprised to learn that parents were eager to connect with her one-on-one as well. "In the beginning it was just a blog," says Nicole. "Then parents wanted to talk to me directly about their individual situations." Nicole saw an opportunity and started a service where she charged interested readers $20 for email consults. But as her readership grew, the demand for her services became too much to handle.