Author: Shannon Russell
If you’re a mom who’s ever thought, “There has to be more than this 9–5 grind,” you’re not
alone. More women than ever are exploring how to start businesses from home, not just for
flexibility, but for freedom and fulfillment.
Trust me, I get it. I’m Shannon Russell, a former television producer who spent 16 years in New York City and Los Angeles producing shows for major networks. I once lived on deadlines, red carpets, and late-night edits, until motherhood shifted everything for me. After a life-changing moment when I turned down an interview with Taylor Swift, so I could pick up my son at daycare, I realized it was time to start a second act for myself. I had been missing precious time with my son and I had a new baby on the way, so I pivoted, opened a successful franchise business, became a business coach, and eventually built Second Act Success® to help women do the same.
Was it easy? Nope. Was it worth it? Absolutely.
This is what I want to share with you today. The idea that moms can start a business from
home, even with a full plate, a busy schedule, and the occasional half-eaten chicken nugget
stuck in your pocket.
Let’s dive into some actionable steps to help you create a business that supports your life, not
one that competes with it.
Why More Moms Are Starting Home-Based Businesses
The search trends of today’s moms don’t lie. “Work from home jobs for moms,” “how to start a business as a mom,” and “flexible jobs for moms” are searched thousands of times every
month. Why? Because women are craving options during this stage of life that can be
extremely overwhelming.
Here’s why a home-based business may be a solution you want to look into:
• You set the hours (Because school schedules matter to us!)
• You choose your clients or customers
• You work in a way that aligns with your energy and your priorities
• You earn what you can in the time you have available, and there is no salary cap
• You build something that truly feels like yours
When I left the entertainment industry, I didn’t do it because I didn’t love my career. I did it
because I wanted to produce my own life the way I produced television shows…with purpose,
creativity, and vision. A home-based business allowed me to do that, along side of my little
ones, and it can do the same for you.
Tip #1: Start With Your Skills
The quickest way to burn out? Picking a business idea because it’s “hot right now” or seems “easy enough.”
The best way to succeed? Start with what you already know.
You bring decades of personal and professional experience to the table, so never forget that You are not starting from scratch, you are starting with experience. Yes, this is true even if
you’ve been out of the workforce for a bit. Moms are resourceful. Moms are efficient. Moms
are wildly skilled. We can do anything we put our minds to, even when it’s under pressure, on a tight budget, and in a limited timeframe.
Ask yourself:
• What do people come to you for? Advice, expertise, etc.
• What work has always come naturally to you?
• What did you excel at in your past roles or in your current?
•What strengths or passions keep resurfacing?
• What would you like to do in your second act?
• What do you never want to do again in this next chapter?
Whether it’s teaching, writing, planning, organizing, consulting, creating, crafting, coaching, or customer service, there’s a business model for it.
I guide women through this process in my coaching and in my Second Act Accelerator program. It’s incredible how often my clients’ background and passions point directly to a business idea they never considered.
Tip #2: Choose a Business That Fits Your Life Now
This is where so many moms get stuck.
Your business shouldn’t take over your life, it should support it and enhance it.
This means thinking realistically about all the important aspects of your day-to-day:
• What ages are your kids? Are they in school or at home?
• What are your school or daycare schedules?
• What household demands are you handling?
• What does your support system look like?
• How are your energy levels throughout a typical day?
• What is your financial situation? Do you have a savings, a side-hustle, or a way to bring
in additional income as you start a business?
When I opened my first business (which I later sold), I chose it because it matched the season of motherhood I was in with a three-year old and a newborn. Later, when I transitioned into
coaching, speaking, writing, and corporate facilitation, it was because my season shifted again. My kids are now in middle school and elementary school, so my day’s have evolved into more time to work with clients during school hours.
Your business should evolve with you too, not strain against you. You can be choosey in your
second act, so it’s important to follow a path that lights you up.
The question isn’t “What business should I start?”
It’s “What business fits the lifestyle I want to build at this stage in my life?”
Tip #3: Validate Your Idea Before You Invest Time or Money
This is the step everyone skips…and the step that actually saves moms the most stress.
I urge my clients to learn before they leap. It’s so important to do the research on your business idea now, so you can have success later.
Validation simply means you’re making sure people actually want what you’re offering.
You can validate your business idea by:
• Talk to potential customers or clients about your idea to get feedback
• Post online about your idea and gauge interest
• Offer a beta version of your product or service to test it out
• Ask questions inside Facebook groups
• Do keyword research to learn more about what people are searching for
• Look at competitors
• Ask someone who runs a similar business what their day-to-day looks like
• Pre-sell your product or service to test the market (yes, even before it’s built!)
This is exactly what I teach inside my Second Act Accelerator program and in my business
coaching, because once women validate their idea, their confidence skyrockets.
Remember, you don’t have to spend thousands on building out your business, you just need
feedback, clarity, and proof that you’re on the right track.
Tip #4: Break the Process into Small, Sustainable Steps
You’re juggling a lot. Which means you need a plan that fits into the pockets of your day.
Here’s what I have seen work well for moms starting a business from home:
• 20-minute action blocks to research, brainstorm, and plan
• Set weekly goals instead of daily pressure
• Eliminate perfectionism and choose progress
• Work with checklists, templates, and systems
• Batch tasks (do several similar tasks at one, and move on to the next)
• Stay in your “zone of genius” and outsource the rest
This is literally the method I used while launching my business with two little boys at home. Tiny steps compound quickly, and before you know it, you have momentum and a business.
Tip #5: Build a Simple First Offer and Launch It (No Fancy Tech Needed)
Most moms think starting a business requires all the bells and whistles:
• A website
• A fancy logo
• A full brand suite
• A perfect Instagram aesthetic
• Complicated funnels
Actually… no. You can start with:
• A simple Google Doc outline of your offers or products
• An email, phone number, or simple way to contact you
• A clear problem you solve
• A clear transformation you provide
• A way to collect payment
• A small audience
That’s it. Your first offer is about getting your idea off the ground, not creating a flawless fully-
built brand. Once you serve your first few clients, the rest becomes clear.
Tip #6: Create Systems Early (It Saves You Time Later)
Home-based business moms need structure, even if it’s flexible structure.
Your systems might include:
• A calendar or workflow management tool (Google Suite is free and works well to get
you started)
• A consistent weekly schedule
• Client onboarding templates
• Automated emails
• Time-saving apps
• A simple marketing plan
Systems don’t limit your creativity. They protect your time.
Plus, a little organization keeps your business from feeling chaotic…which is especially helpful
when a sudden meltdown, stomach bug, or PTA meeting appears out of nowhere. You want to
set your business up to be flexible with your ever-changing day.
Tip #7: Give Yourself Permission to Pivot
This is the heartbeat of my entire business.
Your first business idea may not be your forever idea, and that’s okay.
Your business may evolve as your kids grow, as your interests change, or as new opportunities open up. This is all part of being open and flexible.
My journey went from working in television to being a franchise business owner and operator
to getting certified as a business coach and starting Second Act Success to also working with
companies as a certified LEGO® Serious Play® Corporate Facilitator helping businesses grow too.
All of these chapters are connected, meaningful, and they are all part of my second act story.
You have a story that has begun, you just have to keep writing it.
Every woman deserves the freedom to rewrite her story, at any age, any stage, and any
season.
Tip #8: Find Support — You Don’t Have to Build This Alone
One of the biggest mistakes moms make is trying to do everything themselves.
When I left my television career, I didn’t know a single person building a business the way I
wanted to. So, I created the support system I needed, and now, I teach women to build theirs.
Support may look like:
• A community of other women starting businesses
• A coach to be your accountability partner and guide you on your journey
• A mentor who’s already done what you want to do
• Friends who cheer you on as you build and grow
• Outsourcing small tasks to others to save you time
• Asking for help at home when you need it
Trust me, you won’t get an award for struggling alone. Lean on others. There’s power in
building your business with support.
If you want structured guidance, resources, coaching, and a roadmap, you can learn about my
programs at secondactsuccess.co.
Tip #9: Believe That You’re Capable
This is the part many moms skip. We believe in our kids, our families, our friends… but hesitate to bet on ourselves.
Starting a business from home isn’t just about logistics or flexibility. It’s about identity and
believing that you can pivot and find success in your second act.
Please remember:
• your experience matters
• your talents are valuable
• you deserve a fulfilling life
• your dreams are worth pursuing
Your Business Should Give You Freedom, Not Take It Away
I like to say that a business built by a mom is a business built with heart. We know how to love,
nurture, and grow our families, and guess what? We can do the same with our baby businesses.
The world needs your ideas, your perspective, and your leadership, and your family deserves a version of you who feels energized and happy by building something of your own to be proud of.
It won’t always be easy. But it is possible.
And if a former TV producer who used to run on caffeine, deadlines, and live shoots with
celebrities can reinvent her career while raising two boys…trust me, you can too.
Your second act starts with a single step.
When you’re ready, I’m here to support you.
Learn more at secondactsuccess.co or read my book Start Your Second Act: How to Change
Careers, Launch a Business, and Create Your Best Life for more guidance and inspiration.
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Want more like this? Read How to Build a Brand While Working Full Time: My 5 Real-Life Lessons.
