Where It All Began
Like many entrepreneurial stories, if someone had told me I’d end up selling baby carriers for a living, I wouldn’t have believed them. Before Ubuntu Baba, I was a web designer for over 10 years, working mainly with female founders who were in the process of launching their businesses. I loved supporting them in building their brands, especially when they were addressing a real need. Over time, I noticed that the ones which truly lasted – the ones I could still find active in my portfolio years later – were those that filled a genuine gap in the founder’s life and made life better for others. Back then, I couldn’t see myself doing anything other than web design.
Enter Motherhood
My son was born in August 2014, and from the second he entered the world, if he wasn’t in my arms, he was crying. Nobody had told me about this part! I had this dreamy vision of what motherhood was going to be like, my baby asleep in his cot next to me, while I continued my life as a savvy entrepreneur, laptop, messy Mom bun, the works… but reality wasn’t anywhere close. Everything in my life was on pause because he wouldn’t settle unless I held him. Then two of my friends showed up with a gift: a stretchy wrap. I gave it a try, and for the first time, he slept peacefully, right up against my chest. I remember thinking, “Why did nobody hand me one of these things when I left the hospital!?”
As I used the wrap, it became my lifeline, but eventually, he outgrew it. I went searching for a baby carrier that would give me the same freedom and comfort but for a 3 month old baby – and I found absolutely nothing on the market in South Africa that could meet all my needs. Either the fabric was rough, the fit was wrong, or they just weren’t designed for 3 months and up like the manufacturers claimed. I could see this was a massive gap.
Getting Curious
This need for a comfortable and functional carrier hit me in a big way. I started to think, “If I’m struggling with this, other Moms must be as well.” I was already familiar with babywearing and knew it was big in other parts of the world. But here in South Africa, outside of the traditional ways African women carry their babies wrapped in a towel on their back, it was still new territory. I decided I was going to make something that would work for me and hopefully other Moms too.
I could thank my lucky stars because my Dad is in backpack manufacturing and my Mom studied fashion design, so they had the factory, the materials, and the knowledge to create something durable and practical. I told my Dad about my idea, and we started studying every baby carrier I’d purchased. We laid them all out, piece by piece, and started prototyping, using what worked and discarding what didn’t. And here’s the thing: I had no design background. I couldn’t sew a button on a shirt, let alone create a baby carrier! But I knew I was onto something. Like Marie Forleo says, “Everything is figureoutable.” And I was determined to figure this out.
The Big Question
The big question I kept coming back to was, “Is this something that other people out there actually need?” I had to know that it wasn’t just “my” problem. So, I started asking other Moms – at meetups, in conversations – about their experiences. I wanted to know: How do they get their babies to sleep? How do they find time to work or take care of themselves? Almost everyone had the same struggles. It was clear to me that this wasn’t just my problem; it was a need shared by a lot of other Moms. If I could solve it for myself, I could solve it for them.
Once I had this clarity, I felt it deep down – this idea had legs. I saw the potential. I didn’t have all the skills, and I didn’t know everything about baby carriers yet, but I knew the gap was real, the need was there, and that was enough to move forward.
Action Steps:
1. Identify the Real Problem
Look closely at what’s challenging you and consider if this is a problem for others, too. Talk to people in similar situations to get a sense of whether there’s a wider need for what you want to create.
2. Use What’s Already in Your World
Who in your life has resources, knowledge, or connections that could help? Sometimes, the people around you can make all the difference in getting your idea off the ground.
3. Start Small with a Prototype
Don’t worry about perfection. Make a simple version of your idea and put it to the test. See how it holds up in real situations, and don’t be afraid to make changes as you go.
4. Do Some Research
Look around to see how others have tackled similar problems. Not to compare, but to inspire and see what could be improved in your version.
5. Get Feedback from Potential Users
Share your idea with people who would use it. Their insights will be invaluable, letting you know what’s working and what might need some fine-tuning.
Reflection Questions:
1. What Drives You?
Is there something in your life that’s really challenging you right now?
Could solving it also help others?
2. Exploring the Market
Have you found products or solutions that seem close to what you need?
What would make your version better or different?
3. Making an Impact
What impact would this solution have for you and for others?
Do you feel like it could last?
4. Resources and Skills Check
What skills, contacts, or resources do you already have that could make the journey easier?
Where could you use a little help or a fresh perspective?
Resources to Explore Further:
Marie Forleo’s Everything is Figureoutable
This book is an incredible resource for building resilience and problem-solving in any area of life. If you’re navigating a big challenge or pursuing a new idea, Marie’s insights offer guidance and encouragement to help you stay committed. “Whether you want to leave a dead-end job, heal a relationship, grow a business, master your money, or just find two free hours in your day, Everything is Figureoutable will train your brain to think more positively and help you break down any dream into manageable steps.”
Start with Why by Simon Sinek
Simon’s work is powerful for anyone creating a product or service. This book is a deep dive into identifying the why behind what you’re doing, helping you align your vision and values with your offering. If you’re interested in strengthening your purpose and inspiring others, this is a fantastic resource.