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By Rachel Kytonen
rachel.kytonen@ecm-inc.com
Alicia Overby’s second child Finn, just seemed to cry all the time. No matter what she or her husband Scott did, Finn just couldn’t ever get comfortable.
After seeking advice and suggestion from the medical community and alternative medicine, a chiropractor treated Finn for a subluxation. 
Pictured: At her Cambridge home, Alicia Overby with her children Finn, Sylvi, Pearl and Lilly, display some of the Baby Elephant Ears and blankets that are available.
Overby said the chiropractor explained Finn’s discomfort was most likely the result of the strain he experienced during labor and was now being exacerbated by the normal lack of infant neck strength.
The hope was that Finn would experience relief in his sore neck and his digestive tract would be aided by proper head, neck and back alignment.
Overby said the chiropractor suggested they use something to better support Finn’s head and neck when he was in a seated position.
Unsatisfied she couldn’t find anything that fulfilled her needs perfectly on the market, Overby took matters into her own hands and crafted her own infant support pillow, Baby Elephant Ears.
“Creating Baby Elephant Ears basically came down to a process of elimination,” Overby said. “We looked at things that worked and things that didn’t work. One day I was downstairs on the treadmill and I saw an old pillow that I had created that the kids played with all the time and then it hit me—I had my first light bulb moment.”
Baby Elephant Ears is a multi-use headrest providing spinal/neck alignment and comfort—offered in diverse prints and organics, ethically manufactured and made with sustainable materials. They can go wherever the baby goes such as in the stroller, swing, carseat or on the changing table—wherever and whenever support is needed.
Overby said neither she or Scott had previous experience in the baby industry, but did have some small business experience.
Overby also consulted the Minnesota Small Business Development Centers and worked with consultant Tom Willett, of TRW Consulting, based in Cambridge.
“I started working with Alicia Overby on a cost analysis and then customizing QuickBooks to move her inventory purchases into items that are assembled into a group, such as the pillow group,” Willett said. “I am also working to connect her with other female entrepreneurs in the area.”
Willett’s consulting work has involved businesses in Ham Lake, North Branch, Hinckley, Wyoming, Stacy, as well as Cambridge.
Willett said the businesses have included a plumbing firm, boat assembly, food production, commercial landscaping and retail sales.
“A lot of my work has involved helping customizing QuickBooks to better record sales and cost of goods sold, as well as how to set up inventory, move estimates to invoices, customize invoicing, etc.,” Willett said. “I have also been involved in marketing, pricing, determining break-even and cost allocation per square foot of sales areas.”
“After I first met with Tom [Willett] I knew he’d be priceless help,” Overby said. “He has great connections he is willing to share, and it’s great to have somebody like Tom to share his local contacts with me. Working with him is like gold—like hitting the jackpot. As long as you hold up your end of the bargain, they will continue to work with you. Tom has provided invaluable help.”
Overby created her first final version of Baby Elephant Ears about six months ago, and attended the ABC Kids Expo in Las Vegas in mid-September.
Overby said the ABC Kids Expo is the primary trade show for the juvenile products industry.
“I signed up for the show with out having a prototype or really anything,” Overby said. “Signing up gave me great motivation and gave me a goal to reach toward. I launched my Web site one week prior to the trade show.”
Overby said the trade show “exceeded her expectations,” and she started receiving orders on the first day.
In the near future she will have her products in Japan, Australia, New Zealand, Canada, South Korea and the United States.
While Alicia has a hand on each and every product, all products are sewn partially by students at the Minneapolis based non-profit, Project Regina, which is a sewing school for refugees and immigrants, whose mission is to assist refugees in their adjustment to American life and in their efforts to become self-sufficient.
Overby said Baby Elephant Ears were designed to best support the 0-2 year old cranial-spinal developmental stages. However, she noted Baby Elephant Ears can and should be used as long as it fits the child safely and securely.
Fashion and style were a big part of Overby’s thought process with Baby Elephant Ears, and several styles with matching blankets are available.
Overby said she is currently working with a few businesses around the area to have the product available in stores.
Baby Elephant Ears is fully washable and requires no attachments, straps or special skills.
For more information on Baby Elephant Ears call 763-670-1581 or email alicia@babyelephantears.com.
More information and ordering can be found at www.babyelephantears.com.
Tom Willett, with the Small Business Development Center and TRW Consulting, can be reached at 763-691-8585 or by email at TRWConsulting86@gmail.com.
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