What makes a good entrepreneur?

Words Frances Martin
Originally published in bright Jan 2006, page 8

Photograph by Annalies Van der Poel



Amie Nilsson is a relatively new entrepreneur - in 2003 she set up an internet business selling infant sleeping bags that is now called Merino Kids. The company's Go Go Bags, made from 100 percent merino wool and cotton, are targeted at the higher end of the market, selling for up to $159 each. The bags are designed to help regulate sleep routines and allow easy movement of sleeping children from car seat to cots. Being made of natural products means they are breathable and won't cause infants to overheat.

Amie Nilsson handles the day-to-day running of the business. Her husband James, who works as an associate director of New Zealand Assets Management, has recently been helping out with financial forecasting and managing foreign exchange issues. Amie Nilsson says although James doesn't spend much time on the business, so as not to interfere with his work and family commitments, it's great having him involved.

The company was started with a $20,000 loan and began selling the bags last August. Amie Nilsson now receives an average of between 150 and 200 orders a month and has employed a full-time production manager. She works the business around caring for her two young children. Although most of the orders are from New Zealand, some come from as far away as Switzerland, she says. " A lot of overseas orders are generated by word of mouth. New Zealand grandmothers send the bags as presents to grandchildren overseas. Then mothers overseas see them and want one too."

Prior to starting the company, Amie Nilsson ran her own art and ceramic business, and worked in sales and marketing for Montana Wines. A graphic designer by profession, she says key elements in her success have been her design background, her motivation, and her previous experience running a business. "It made me realise the importance of offering a product that is unique. I first created the bag because I wanted a well designed sleeping bag made of natural products for my own children. Then I realised I'd hit on a need that was shared by other people."

Before starting the business she carried out considerable research into product design and selling methods - eventually deciding the internet was the way to go. The plan is to keep the business internet-based for now, as a retail margin would price the gags out of range for some shoppers. She's currently focusing on promoting the bags in Australia, and putting in place back room systems to handle fast growth in sales. The next goal is to enter the UK and US markets.