Rhonda James
Dabadoodle
Arlington, Texas

You don't have to have children to know that kids put pretty much everything in their mouths. And unless it tastes remotely foul, they will also try to eat it. Rhonda James, a former American Airlines employee who was laid off the week she discovered she was pregnant with her first child, saw this first hand when she couldn't keep her toddlers from eating the paints she used during their afternoon painting sessions.

For Rhonda, the problem convinced her that she'd either have to dispense with painting as a learning activity or figure out a way to combine it with a safe snacking experience. I myself might have quickly turned to any number of substitute activities, leaving the paint to harden in bottles on a shelf in the laundry room. But Rhonda had a foretaste (pun intended) of an idea for a product moms would love. A flavorful, colorful, edible, non-toxic medium that kids could use to paint with. Rhonda experimented in her kitchen until the product was just the way she liked it. She called it Dabadoodle.

I know you love the name so go ahead. Repeat it a few times. Dabadoodle. Dabadoodle. Dabadoodle. Very good. Now, let's continue.

A Little Dab'll Doodle Ya

Once Rhonda invented her edible paint, she didn't keep the secret to herself. Instead she went straight to the United States Patent & Trademark Office to patent her invention. "I highly recommend that any inventor use a patent attorney as I did to patent their invention," says Rhonda. "While the patent application forms are not long, they must be prepared in a particular way by an experienced patent expert so all of the aspects of an invention are protected," she explains. "It's a lengthy process, taking an average at least 14 months and over $5,000 from start to finish."

Unlike many inventors, Rhonda didn't have to work too hard to come up with her big idea. Along with Rhonda's natural love for art (she holds an undergraduate degree in art), her 3 children, ranging in age from 5 years to 13 months, were all the inspiration she needed. "I love art and have always loved being creative, and I want the same for my children and the kids who attend classes Children's Art Café where we use Dabadoodle," she says. "Art is a form of expression, and I love to see a child's face light up when she is being creative. There's nothing better than making a splatter painting when you need to throw something," concludes Rhonda. She is careful to note that while Dabadoodle paints are formulated to be edible, they are not food. "Parents shouldn't let their kids eat the paint like it's food," she cautions. But it is nice to know that kids can have  fun with color, and if they do swallow some flavored color while they're dabadoodling, the fun doesn't have to end with a trip to the emergency room.

Hustlin' and Jugglin'

Like all Lifestyle CEOs, Rhonda has streamlined the details of her life, including hosting Children's Art Café workshops, to an art form. "I schedule classes around my husband's schedule so that I can keep expenses down and he can keep the kids occupied," she explains. "I do the marketing, sales and order fulfillment during my children's nap times. Some things are tricky. When I ship orders, I look like a giant box woman carrying tons of boxes into the post office, including those strapped to the stroller and in my kids' arms," she laughs. Rhonda knows it would be easier to engage shippers to pick up the boxes, but she chooses including her family in the process.

Days typically go according to a smooth plan when her children stay on schedule. "My 3-year old attends school 2 days a week and my 5-year old is in school all week," she says. When the 3-year old and baby are home together, I try to nap them simultaneously so I can get a lot of work done. My husband helps with larger orders by keeping the kids occupied so I can fill, box and label."

It's a family affair alright, but even Rhonda realizes that with growth comes the need for assistance. "Part of my problem is that I think no one can do the job as well as I can," she confesses, "I recently hired two sales people, a fellow mom and my sister, who runs the west coast office in Los Angeles."

One of the most exciting things that's happened since Dabadoodle was born is Rhonda's appearance with her invention on two episodes of shows airing on the Food Network. "Being on Food Network was great," says Rhonda.  "The hardest part was not knowing what to expect in terms of sales after the show. Since my product is made to order, the uncertainty was difficult." Rhonda got over it though, since within days of each show, website traffic spiked and orders have been steady ever since. She has even received several requests for franchise opportunities, which she is seriously considering as a next step. As a mother, Rhonda advises entrepreneurs who are looking forward to a television appearance to be prepared. "As moms, we have to be ready for anything. A child can contract the flu at any time, even right after a television show, and that can really put a dent in processing increased numbers of orders."

For Rhonda, part of being "ready for anything" includes running her business from the family's "Big Room" where her children can be found playing, watching television or "something" while Rhonda spreads the Dabadoodle gospel far and wide. "I use a lot of material things to make my business work, but my kids are my greatest inspiration," Rhonda says. "The things they say and do often actually help to shape the company."

Tips From The Trenches

While Rhonda knows full well the massive potential of Dabadoodle and Children's Art Café, she still puts other things first. "I know I cannot do everything, and I remember that even Martha Stewart started small," she says. "I try to do household chores before I start working because once I sit down at the computer, it's all over." Rhonda underscores the importance of a well informed spouse, and recommends that any wife with a business make sure that her husband is included. "This is something I am still learning to do," she confesses. "The more your spouse understands your business and your ideas, the better equipped he will be to help you achieve your goals," she advises. Rhonda recommends that all start ups have some kind of business plan. "It doesn't have to be elaborate but a road map of where you plan to go and how you plan to get there is vital," she says.

And When Outside of the Trenches ...

When Rhonda is not doing something for her business or another family member, she can likely be found enjoying a round of Suduko, a puzzle game from Japan. Rhonda also loves to travel, cook and do other things that get her mind off of business. She's a member of Mocha Moms, Inc., a national non-profit organization serving the needs of stay at home mother of color. Mocha Moms has a "Work At Home Network" where members with businesses get together on the Internet and by conference call to brainstorm and share insights about building a successful business from home on a budget. 

While Rhonda gets out of the trenches now and then, it's never long before she's right back there again. And it's a good thing she's comfortable there since her business plans may keep her there for a while. "We are considering franchising the Children’s Art Café and are working on getting the program into schools," she says. "We also plan to attend various trade shows to help promote Dabadoodle in childcare centers across the country."

A Little Bit of Positive Influence

Rhonda says she draws inspiration from other mothers who are successful in business and also maintain their homes, most notably Lisa Price of Carol's Daughter. "Here's a woman who had filed for bankruptcy, and today has a very successful company. She helps me to see that when there is a will there is a way," Rhonda proclaims. "I started my company on a shoestring and I have big plans. It’s hard to think about taking out a large business loan, when there is only one income in the family and doing so would literally risk everything. Like me, Lisa had no financing options. All she had was hard work and a good product, and that helps keep me going."

Like Lisa and many other women before her, Rhonda says she is starting her business on nothing but a shoestring budget, hard work and a good product. If history is any indication, it's only a matter of time before Rhonda's tenacity and determination leads her to her fulfilled dreams -- and beyond.

You can order some Dabadoodle for your next children's art project at Rhonda's website.