In a remarkable story of entrepreneurship, 41-year-old Alexandra Rutkay has turned her side hustle into a lucrative business, generating nearly $600,000 in revenue this year alone. As a full-time makeup artist, Rutkay launched Citymouse, a brand specializing in stylish cross-body diaper bags, in June 2022. Her journey reflects the potential of identifying a market need and the drive to succeed against the odds.
Key Takeaways
- Innovative Product: Citymouse offers fashionable diaper bags that cater to modern parents.
- Personal Motivation: Rutkay’s health scare inspired her to build a legacy for her son.
- Bootstrapping Success: The couple operates Citymouse without outside investments, emphasizing self-sufficiency.
The Birth of Citymouse
Rutkay’s journey began when she realized the limitations of traditional diaper bags while dining out with her family. Frustrated by the lack of stylish options, she decided to create a product that was both functional and fashionable. This led to the birth of Citymouse, which has quickly gained traction among parents looking for practical yet chic solutions.
Balancing Act: Full-Time Job and Side Hustle
Rutkay dedicates around 40 hours a week to Citymouse in addition to her demanding job as a makeup artist. Her husband, David, has joined her in the venture, taking on the role of the company’s only full-time employee. Together, they plan to draw a combined salary of approximately $150,000 from their startup this year.
Overcoming Challenges
Rutkay’s path to success was not without its hurdles. After a health scare in 2020, where she was diagnosed with a rare form of cancer, she became more determined to create a lasting impact for her family. Following her recovery, she reflected on her previous side hustle failures and learned valuable lessons about persistence and adaptability.
Lessons Learned
Rutkay emphasizes the importance of consistency and knowing when to pivot. She advises aspiring entrepreneurs to:
- Identify a Market Need: Create a product that addresses a specific problem.
- Treat Your Hustle Like a Business: Approach your side project with the same seriousness as a full-time job.
- Be Open to Change: Recognize when a project isn’t working and be willing to adjust your strategy.
The Emotional Connection
One of the key factors in Citymouse’s success is the emotional connection Rutkay has with her product. She realized that her initial target market was too narrow and shifted her focus to suburban moms who also need stylish, functional bags. This pivot allowed her to tap into a broader audience and enhance her brand’s appeal.
The Power of Bootstrapping
Rutkay believes in the strength of bootstrapping her business, avoiding outside investments to maintain control over her brand. She argues that this approach allows for greater flexibility and decision-making power, which is crucial for a startup’s success.
Future Aspirations
Looking ahead, Rutkay envisions selling Citymouse in the next five to seven years, allowing her to explore new ventures. Her journey serves as an inspiration for others looking to turn their passions into profitable businesses, proving that with determination and the right mindset, success is within reach.
Sources
- 41-year-old whose side hustle brings in $600,000 a year: This is the ‘best possible way’ to make money – NBC Los Angeles, NBC Los Angeles.
