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Running your own business as a mom is a powerful act of courage. You’re building something from the ground up while juggling school pickups, family schedules, and all the little fires that pop up in everyday life. Yet, despite your accomplishments, do you ever feel like you don’t belong in the entrepreneurial world? That any minute someone might “find out” you’re not as capable as you appear? That heavy feeling has a name: Imposter Syndrome.
What is Imposter Syndrome?
Imposter syndrome is the belief that your achievements aren’t valid and that your success comes from luck or external factors instead of your skills and hard work. For mompreneurs, this can show up as doubting your ability to run a business while raising a family, comparing yourself to other business owners who seem to “have it all together”, and downplaying your wins—whether it’s landing a client, hosting a successful pop-up, or simply balancing your books.
Imposter syndrome can feel isolating and like it’s only happening to you. In actuality, studies show that 75%-85% of women experience it at some point. But for moms in business, it can feel even more debilitating when you’re navigating two (or more) full-time roles at once.
Why Mompreneurs Are Especially Vulnerable
Moms building home-based businesses often build their networks via social media, where business owners are most likely to just share their successes and none of their struggles. It can led a new mompreneur to feel like all the small businesses are thriving and that they are the only ones floundering. And while watching our mom + biz owners succeed can be inspiring, it also can create lead to comparison. Social media shows you the heavily filtered storefronts, curated workspaces, and thriving families. What you don’t see are the late nights, the fears, and the mistakes along the way.
Moms often feel added pressure to prove themselves, both as professionals and as caregivers. If your business doesn’t grow as quickly as you hoped, or if your house doesn’t look like a magazine, it’s easy to question your worth.
How to Overcome Imposter Syndrome
You don’t have to resign yourself to a life of feeling “not good enough”. Here are a couple ways to help you overcome imposter syndrome.
- Celebrate Small Wins
Keep a journal of your achievements, no matter how small. Did you finally register your LLC? Land your first client? Show up at a Madison Mompreneur coworking session even though you were nervous? Write it down! Success builds confidence. - Connect with Community
One of the best ways to silence imposter thoughts is to talk with other moms who understand. At Madison Mompreneur, our hybrid coworking sessions create space to share struggles and solutions. You’ll quickly realize you’re not alone. - Shift the Narrative
Instead of asking, “Who am I to do this?” try, “Who am I not to?” Your voice, perspective, and business fill a unique need in our community. Madison thrives because of diverse businesses like yours. - Invest in Support
Whether it’s childcare, bookkeeping help, or marketing services, outsourcing areas that drain you can free up energy for your strengths. Delegating isn’t weakness, it’s a smart business move. - Practice Self-Compassion
Remember: perfection isn’t the goal. Progress is. You can’t pour into your business or your family if you’re constantly criticizing yourself.
Imposter syndrome doesn’t disappear overnight, but it does lose power when you name it, share it, and take steps to challenge it. As a mompreneur in Madison, you are not “pretending.” You are building a legacy—for yourself, your family, and your community.
So the next time that inner voice whispers that you’re not enough, remind yourself: you are exactly where you’re supposed to be.
September 17, 2025
Welcome to another edition of our Member Spotlight Series on the Madison Mompreneur blog! This series will help you get to know the members of Madison Mompreneur as we ask them questions about their personal and professional life as moms who own businesses in the Madison, Alabama area.
We are continuing this series with the spotlight on Robin Dauma, Owners of Blue Apple Books and South & Pine retail stores!
Tell us about yourself and your business! I’m Robin Dauma, and I own Blue Apple Books and South & Pine.
How does your business help people? My dual storefront retail business helps the community by providing an inclusive, warm environment for shopping for books, gifts, and home decor. As a benefit corporation, I have instituted a community outreach component into the business which manifests in several different ways, including in-kind donations, providing event space for nonprofit groups (discounted or free), facilitating mentorships for creators, and spotlighing local artists and authors through displays and events.
How long have you lived in Madison? 24 years, 30 years total in the Huntsville area.
What inspired you to start your business? My own love for reading and for the feeling I got when visiting independent bookstores in other places, as well as my desire as a person and retired educator to help people have the support they need to grow their talents and abilities.
What sets your business apart from others in the industry? Small independent bookstores can meet the needs of customers in unique ways, so I’m always exploring options for helping customers have a great experience when they are in the store or shopping online. I welcome customer orders, try to find books that best fit our community, and work to connect authors and artists with those who can appreciate their work. As a store, we offer free gift wrapping, which customers appreciate, and a curated selection of books and locally made art, which helps us stand out.
What do you consider to be your biggest success so far? Meeting my sales goals for the 2024 holiday retail season!
How does your business contribute to the local community? We are still developing these roles, but as mentioned above, we have hosted several events for local authors and artists, are working with the school district to spotlight local student artists, provided space for local groups to meet, donated door prizes for several local events, and hope to continue to grow this aspect of the business in 2025.
How do you see your business evolving in the next 5-10 years? I hope we can sponsor some events with best-selling authors (perhaps in conjunction with the HMCPL board/Foundation), continue to grow our support of local creators, coordinating pop-up sales/book fairs at events and school libraries, and launch some book clubs.
Who are your typical customers and how do they find you? Our customers range in age and demographics, all over the spectrum! I’d say we do have a lot of 30-40 year olds who are shopping for books for both themselves and their children. Some customers were already customers of South & Pine, which has been in existence since 2019, and the bookstore customers have mostly found us via social media or word of mouth.
What do you enjoy most about running your business? I love the autonomy and creativity I’m able to demonstrate!
How do you stay up-to-date with industry trends and changes? Reading bookseller publications and occasionally tuning into the weekly zoom call of the American Bookseller Association.
What advice would you give to someone interested in starting a business in your industry? Talk to owners, read, take a class, make sure you’re ready to be “book inventory poor” for a bit!
What product/service would you like for us to highlight at this time? Our event calendar is really full, and we encourage people to follow us on social media so they know about upcoming workshops and author events.
Do you involve your kids in your business? If yes, how so? Yes! My daughter Adrienne (age 30) is my graphic designer and I don’t know what I’d do without her. My son Alec (23) is living at home temporarily and he’s also become my best book inventory organizer and he and my husband also help with things around the store like changing light bulbs, etc.
What do you find is the most difficult part of balancing motherhood and business life? My kids are older, so this is a bit different than it would have been 10 years ago, but parenting young adult children is still challenging. I still have to make lists and reminders and make sure that I “switch off” my work brain so that I can have conversations with them and find time to make a special meal or just relax with my family.
What business in the Madison Area is your favorite? So hard to answer! I do love Main Street Cafe!
Anything else you would like for us to highlight? I am incredibly excited to be hosting NYT best-selling author and podcaster, Jen Hatmaker, on October 21 for a VIP Meet & Greet at the store, and then at Columbia High School that evening for a Keynote address, where she’ll be joined by local author and influencer Mary Katherine Backstrom. This event is co-sponsored by the Madison Arts Alliance, for which the event will serve as a fundraiser, and all tickets will include a signed copy of Jen’s memoir, Awake, which will be released in late September. We are also very excited to have some lovely seasonal merchandise on the South & Pine side, which we will continue to add to all through the fall and holiday seasons, as well as our selection of local art and books by local authors.
Where can people find you? Both stores are on Facebook at Blue Apple Books and South & Pine and Instagram @shopsouthandpine and @blueapplebookstore.
Thanks for reading! If Robin’s experience as a mom and business owner resonates with you, we want to hear from you in the comments! And if you are a mom and business owner in Madison, Alabama email us at madisonmompreneur@gmail.com. to be featured in a future Member Highlight post!
September 10, 2025
Owner: Lynette Wilson
About: Bradley Consulting and Wealth Management helps individuals and families formulate plans for financial freedom.
Phone Number: (256) 885-5439
September 8, 2025
Owner: Shelby Ashley
About: Shelby is a Fractional CFO who helps business owners keep more of what they earn by offering cash flow strategy and regular forecasts.
Phone Number: (256) 603-4178
September 3, 2025
Being a mom often means juggling work and kids at the same time. If you’re searching for the best places to work while kids play in Madison & Huntsville, Madison and nearby Huntsville offer a thoughtful mix of free spaces, community gems, and paid venues that make productivity possible while your kids stay entertained.
Free & Low-Cost Options in Madison & Huntsville
- Madison Public Library (Madison)
Would it be a list of favorite places to work from Madison Mompreneur without including the Madison Public Library?! A local favorite, the library is one of the best places in Madison to work while kids play especially if you want both indoor and outdoor options. It offers free access to Wi-Fi, quiet work areas, and an engaging children’s section filled with toys, books, and often story time sessions or designated play nooks. It’s an ideal spot to settle in with your laptop while little ones explore. The Children’s Garden provides an extra space to work while the kids play in a fenced-in space or for a little more freedom, kids can play on back patio musical instruments while you work at the outdoor tables. - Kid’s Kingdom at Dublin Memorial Park (Madison)
Recently renovated, Kid’s Kingdom is a free-access playground with soft-landing surfaces and fun, modern equipment. Pack a picnic blanket and nestle nearby with your device while your child enjoys the swings and slides. The newly added, large stall restrooms are also a huge plus for quick potty breaks with little ones. And if you’re visiting in the afternoon, prepare for the ice cream truck to drive by and tempt the whole family with frozen treats!- Pro Tip: Kid’s Kingdom has shaded benches near the slides—perfect for answering emails while your kids climb.
- Local Parks & Green Spaces in Madison and Huntsville
Madison’s Palmer Park & Sunshine Oaks playgrounds, neighborhood parks, and the pleasant Bradford Creek Greenway are great for low-cost outdoor breaks between work tasks. Over in Huntsville, enjoy the inclusive “Everybody Can Play” splash pad at Brahan Springs Park, or scenic strolls at Hays Nature Preserve. These parks offer ample open space to keep kids active while you monitor via phone or tablet.
Paid Play Spaces Where Parents Can Work
- Altitude Trampoline Park (Huntsville) Another local spot that has just had a facelift, Altitude is conveniently located for both Madison & Huntsville families on University Drive NW, right next to Target. This indoor trampoline park features wall-to-wall trampolines, foam pits, a trapeze, zip line, ninja-warrior-style obstacle courses, and a toddler-specific area that keeps the under 48″ crowd entertained and safe from bigger jumpers. With ample seating outside of the play zones, it’s a great pick for working solo or with a fellow mompreneur.
- Let’s Play (Huntsville) Also located on University Drive, Let’s Play is a spacious, space-themed indoor playground tailored for children ages 0–12. It features soft play structures, a cannon-ball shooting zone, a spider-web climb, and a net-obstacle course—offering variety, safety, and plenty of physical challenges. Play passes are available for 10 visits at a time so you can plan out your work + play schedule for the season on a budget.
- Urban Air Adventure & Trampoline Park (Huntsville) Just up to the road, across from MidCity, Urban Air is a great option for entertaining the bigger kids on break from school or on a long, rainy afternoon or weekend. Billed as more than just a trampoline spot—it’s a full-scale indoor adventure park with wall-to-wall trampolines, dodgeball courts, obstacle courses, tube-play structures, climbing elements, and even a Snapology classroom for STEAM-inspired fun.
- Flow (Huntsville) Huntsville families will love the convenience of Flow Huntsville on Drake Avenue delivering an expansive mix of aerial sports and adventure activities—including trampoline zones, air track courts, joust beams, and slack lines. Unlike Altitude, there is non-participant seating throughout the space so you can move with your child as they explore and play.
Unique Spots & Nature Escapes for Work + Play
- Monte Sano State Park (Huntsville)
A majestic mountaintop retreat offering picnic areas, hiking and biking trails, and playgrounds. It’s a dreamy spot for working remotely—work in the fresh air, then reward yourself and the kids with a nature hike or scenic overlook. - Monte Sano Nature Preserve (Huntsville)
With over 23 miles of trails through 1,100+ acres, this preserve is perfect for adventurous families—set up under a shady tree and work, or take a break and explore brief trail loops with the kids. - EarlyWorks Children’s Museum (Huntsville)
A hands-on museum where learning and play converge. While there isn’t formal coworking space, its interactive environment lets kids engage deeply while parents can work nearby—and then join in the fun during breaks. Many a mom has found a few minutes to answer e-mails while her child explored the Little Adventures water table!
Looking for more ways to balance work and parenting? Check out our Madison Mompreneur coworking sessions. If you are a business owner here in Madison or surrounding area, don’t forget to join us online for coworking while your little ones play at home. We can provide much deserved accountability to help you get through that never ending to-do list. We meet every Tuesday.
From the quiet calm of the Madison Public Library to the outdoor adventure of Monte Sano, and the energetic fun inside Altitude—there’s truly something for every working mom in Madison and Huntsville. Whether you’re hunting for free, local playgrounds to pair with work sessions, or paid spaces offering a bit extra, these spots offer flexibility, fun, and focus for you and your little one.
As a disclaimer, Madison Mompreneur does not claim that the businesses and locations listed above provide childcare or are appropriate locations to leave a child unattended– please make sure if you are planning to work while supervising a minor, you ensure you can still provide ample attention to a kid in your care.
Which of these Madison & Huntsville spots is your favorite? Share in the comments or tag @MadisonMompreneur when you try one!
September 3, 2025
Owner: Dr. Yanique Rolingson
About: S.N.A.P. Academy serves students in grades 2–4 through one-on-one and small-group instruction in reading, math, and writing. The program integrates academic support with social-emotional growth using the S.N.A.P. Method™ (Stop, Notice, Act, Plan). With faith-infused guidance, the academy equips students to build confidence, resilience, and long-term success inside and outside the classroom.
Phone Number: (256) 384-5271
September 2, 2025
Welcome to another edition of our Member Spotlight Series on the Madison Mompreneur blog! This series will help you get to know the members of Madison Mompreneur as we ask them questions about their personal and professional life as moms who own businesses in the Madison, Alabama area.
We are continuing this series with the spotlight on Courtenay Fults, Owner of The Sour Crumb!
Tell us about yourself!
I’m Courtenay Fults, and I own The Sour Crumb.
How does your business help people?
The Sour Crumb helps people by providing wholesome, homemade sourdough and baked goods made with simple, high-quality ingredients. We offer a delicious alternative to store-bought bread, giving families a healthier option without preservatives or additives. Our bakery also brings a sense of warmth and community—whether it’s a comforting loaf for a family dinner, a treat for a special occasion, or just a way to enjoy the simple pleasure of fresh-baked bread. Plus, we love sharing the joy of sourdough and cottage baking, inspiring others to appreciate real, handmade food.
How long have you lived in Madison?
5 years
What inspired you to start your business?
The Sour Crumb was inspired by a desire to provide healthier, homemade bread for our family. It all started with wanting to replace store-bought bread with something more nourishing for our children. As we baked more, friends and family started asking for loaves, and what began as a simple way to improve our family’s eating habits turned into a passion for sourdough baking. Baking became not just a way to feed our family but also a creative outlet and a source of joy. Seeing others enjoy our bread and knowing we’re offering a wholesome, locally made alternative inspired us to turn that passion into a business.
What sets your business apart from others in the industry?
What sets The Sour Crumb apart is our focus on high-quality, homemade sourdough baked with care. Unlike mass-produced bread, our sourdough is made with simple, wholesome ingredients—no preservatives, no shortcuts, just real food. Our story is also a big part of what makes us unique. We started baking to nourish our family, and that love and intention go into every loaf and treat we make. We’re not just selling bread; we’re sharing the comfort of homemade food, the joy of a well-fermented sourdough, and the connection that comes from supporting local, small-batch baking.
What do you consider to be your biggest success so far?
The greatest success is the connections we’ve built—seeing returning customers who love our bread, hearing stories of how our sourdough has become part of their family meals, and knowing that our baking makes a difference in people’s lives. The ability to share something homemade, created with care, and see it appreciated by others is the most rewarding part of this journey.
How does your business contribute to the local community?
We believe in the power of good food to bring people together, whether it’s a loaf shared at family dinner, a treat gifted to a friend, or simply the joy of enjoying something made with love. As a cottage bakery, we also support the local economy by sourcing ingredients from local suppliers whenever possible and encouraging people to shop small and buy locally made products. We love being part of a growing movement that values handcrafted, high-quality food over mass-produced alternatives. Beyond that, we share our passion for sourdough and homemade baking through storytelling and behind-the-scenes glimpses, inspiring others to appreciate and even try their hand at making real, homemade bread.
How do you see your business evolving in the next 5-10 years?
In the next 5-10 years, I see The Sour Crumb growing in a way that stays true to its homemade roots while reaching more people who appreciate high-quality, wholesome baked goods.
Who are your typical customers and how do they find you?
Our typical customers are people who appreciate high-quality, homemade baked goods and want a better alternative to store-bought bread. They’re often families looking for wholesome options, food lovers who enjoy the taste and texture of real sourdough, and those who value supporting local, small-batch businesses. Many of our customers also have an interest in clean ingredients and love the idea of knowing exactly what goes into their bread. Most people find us through word of mouth, social media, and local community connections. Loyal customers share their love for our bread with friends and family, and our behind-the-scenes content, cozy branding, and engaging posts help new customers discover us online.
What do you enjoy most about running your business?
What I enjoy most about running The Sour Crumb is the joy of creating something with my hands that truly nourishes people. There’s something so rewarding about taking simple ingredients—flour, water, and salt—and turning them into a beautiful, flavorful loaf of sourdough. I also love the connection it brings. Seeing customers return because they love our bread, hearing stories of how our sourdough has become part of their family meals, and knowing that our baked goods bring comfort and happiness to others makes every early morning and long bake day worth it.
How do you stay up-to-date with industry trends and changes?
I stay up to date on industry trends and changes by staying connected with the sourdough and cottage bakery community. I regularly read baking books, food blogs, and articles about fermentation, ingredient sourcing, and baking science to continue learning and improving my craft. I love exploring new techniques, flavors, and seasonal ingredients to keep my baking fresh and exciting. Since sourdough is both an ancient craft and a constantly evolving art, I’m always learning—and that’s one of the things I love most about baking!
What advice would you give to someone interested in starting a business in your industry?
If you’re thinking about starting a bakery, my advice would be to start small and focus on what truly makes your baking special. Stick to what you are good at and don’t try to do everything, customers are overwhelmed by large menus and you’ll get burnt out quickly.
What product/service would you like for us to highlight at this time?
Our online order platform for bakery drops and that we can take orders outside of a drop via messenger.
Do you involve your kids in your business? If yes, how so?
The boys are the official taste testers!
What do you find is the most difficult part of balancing motherhood and business life?
The most difficult part of balancing mommyhood and running a business is managing the constant juggling act between the needs of my family and the demands of the bakery. There are moments when I feel like I’m being pulled in different directions—whether it’s trying to get bread out the door while keeping up with school runs, playdates, and family time. But at the same time, I wouldn’t trade it for anything because both being a mom and running the bakery bring me so much fulfillment. It’s all about creating a rhythm that works for our unique situation, and while it’s definitely challenging at times, I’m grateful for both parts of my life.
What business in the Madison area is your favorite?
I love Magnolia Soaps, The Cat Bird Seat Nursery, and Bricks and Minifigs.
Where can people find you?
Instagram & Facebook!
If Courtenay’s experience as a mom and business owner resonates with you, we want to hear from you in the comments! And if you are a mom and business owner in Madison, Alabama email us at madisonmompreneur@gmail.com to be featured in a future Member Highlight post!
August 27, 2025
If you’re a mom in Madison, Alabama trying to juggle family life and entrepreneurship, you’re not alone. Many of us are building businesses in the small window of quiet between school drop-off and pick-up. The good news? With the right strategies, those school hours can be more than enough to grow a thriving business without sacrificing your role as a mom.
1. Protect School Hours Like Office Hours
When the kids head to James Clemens HS, Rainbow Elementary, Liberty Middle, or any one of our amazing Madison City Schools, it’s tempting to throw in a load of laundry or run errands around town. But your school hours are your prime business hours. Treat them like an official workday whether you’re at a coffee shop in downtown Madison, coworking with us at Madison Mompreneur, or working from your kitchen table.
2. Focus on What Really Grows Your Business
As busy mom entrepreneurs, we don’t have the luxury of endless time. Instead of tinkering with a logo or overthinking social media graphics, focus on the tasks that actually move your business forward: serving clients, reaching new customers, and building relationships in the Madison community. A simple filter to ask yourself: If I only accomplish one thing today, what will matter most for my business?
3. Use Tools and Systems to Save Time
Automation and batching can be game-changers. Schedule your Instagram posts ahead of time, set up online invoicing, and create templates for emails you send often. This frees up your limited work hours for creativity, connection, and client work. At Madison Mompreneur, we often share our favorite apps and systems during our pre- and post-coworking conversations to help each other work smarter.
4. Set Boundaries You Can Stick To
Once school is out and after-school activities begin, give yourself permission to step away from work. Communicate your availability clearly to clients so they know when you’re reachable and when you’re fully in “mom mode.” These boundaries keep you from feeling pulled in two directions.
5. Define Success Your Way
Success for a Madison, AL mom business owner doesn’t have to mean scaling at lightning speed. Maybe it’s creating part-time income that helps with private school tuition or family vacations, or maybe it’s building something steady you can grow once your kids are older. The beauty of being a mompreneur is that you get to set the rules.
Running a business during school hours takes intentionality, but it’s absolutely possible. With focus, systems, and community support (hello, Madison Mompreneur!), you can thrive as both a business owner and a mom here in Madison, Alabama.
August 20, 2025
