Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Dr. Aubrie De Bear, Co-Founder of Baby Sleep Dr, located in San Diego, CA, USA.

What's your business, and who are your customers?

My business is Baby Sleep Dr which is an educational and consulting service that teaches parents how to set a strong sleep foundation for their infants and sleep train older babies and toddlers when necessary, so the entire family can get the crucial sleep they need and deserve. My customers are tired parents, but usually, new moms who are struggling with their own sleep and their child's sleep, and oftentimes are struggling with postpartum depression as well.

Tell us about yourself

I am a doctor of clinical and forensic psychology. After I had my daughter in 2017, I began having my own struggles with mental health, including postpartum depression and anxiety which, in my case, was directly linked to lack of sleep. I began learning more about the sleep needs of infants, children, and postpartum mothers and then became certified as a pediatric sleep consultant. While infant sleep can be a really controversial area, I am constantly motivated by the clients who reach out to me, letting me know how I have positively impacted their lives and their family. Sleep is so important, and there seems to be an implied message for new moms that because they chose to have a baby, they should sacrifice their sleep and well-being. I don't subscribe to that message because I know I am personally a better, more connected mom when I am well rested, and my kids thrive when they get the sleep they need as well. And hearing from happy customers (and seeing their happy, smiling babies) keeps me going. I feel that when parents are educated about baby sleep, they can make choices that resonate best for their family. Infant sleep is extremely controversial, unfortunately, and so battling misinformation and fear-based competitors can be exhausting. But I am dedicated to educating parents on sleep needs and sleep tools so that they can feel confident with their babies, and also only promoting safe sleep standards because false information can truly be dangerous for new parents who don't know what to expect.

What's your biggest accomplishment as a business owner?

Helping thousands of families and making a positive impact on the well-being of postpartum moms. Also, having an accessible digital guide that more parents can use. Whereas other sleep courses can be extremely costly, my digital guides are reasonably priced and never expire.

What's one of the hardest things that comes with being a business owner?

Having to learn to trust your gut. You don't have anyone watching over you or managing the choices you make, which is great and probably why so many of us decide to begin our own businesses. But at the same time, there is no safety net, and that can feel daunting at times.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. You don't have to love everything about your business/niche but find at least one aspect you do love so that you stay motivated even when things get tough.
  2. It depends on your line of work, but for me, social media is an important component and so taking courses and getting help from experts can make it easier to get started and feel more confident.
  3. Don't compare yourself to anyone else. It's good to have goals but focus on what you are doing so you don't get bogged down with feelings of defeat.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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