Cheri Moon of SNOOKNUK on building a brand that has a real impact on children and families

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Describe your business in a few words?

I’ve been a songwriter for many years writing for TV, commercials, myself, other artists and children. I built a company around my children’s brand, SNOOKNUK that creates content, media & products for children and families that teaches kids life lessons, social awareness, and basic hygiene. Not only do we create music and videos, but we provide in-person music circles and entertainment experiences.

What made you take the leap to start your own business?

After writing songs for my own children, I became inspired to develop a brand filled with characters, storylines, curriculum, and products that would make every day into an adventure.

What was your background prior to starting your own business?

I was already a singer/songwriter and had written songs for other companies so I decided to build a company with experiences and products inspired by my own songs.  

Did you always know you wanted to be an entrepreneur?

No, I didn’t really think about being an entrepreneur early on. I was so focused on being an artist, but I do see in my past how I’ve always had it in my will house to be one. I was always full of ideas. I’ve always been an initiator, a self-motivator, and a multi-talker, which I believe are only a few qualities you need to be an entrepreneur.

Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?

I didn’t really have a well-thought-out marketing plan. When I first started, I did trade shows etc. and it was very expensive and not worthwhile. I then decided to go very grassroots and start with private & public schools. Once I felt I had built a community, I opened up a brick & mortar space in the middle of Hollywood, CA. This was by far the most ambitious and challenging plan especially because I did a complete build-out of the space. But it was valuable as it raised the profile of my brand and services tremendously.  

We always learn the most from our mistakes, share a time with us that you made a mistake or had a challenging time in business and what you learned from it?

Having high expenses can be detrimental to a business. It’s very important to keep your overhead and operating costs in check.  

What is the accomplishment you are the most proud of to date?

I am really proud of building a brand that has a real impact on children and families because I know that SNOOKNUK will always be a part of their childhood.

When hiring for your team, what is your go-to interview question? Please share any hiring tips you can share from your experience?

Because we deal with families and small kids, I always asked more in-depth questions when I called references. I needed to know more than whether they were going to be late, I needed to know if I was dealing with a crazy person or not!  Sort of asking if the person ever displayed any psychotic behavior, you really have to dig :-).

How has your business or industry been impacted by the COVID-19 pandemic?

Due to the Pandemic, unfortunately, I had to close the physical location and stop my franchise program I started. That was really devastating. We have continued virtually as much as we can, but it’s definitely not the same.

What’s next for your business? What can we expect to see over the next few years?

Right now I am working on more virtual programming as well as creating content and media that can live on networks and digital platforms. I am developing a SNOOKNUK musical and animated series.

What is the biggest lesson you have learned in 2020?

Just because a curveball has been thrown your way and has knocked you flat doesn’t give you an excuse to stay down. It gives you a reason to think of something better!

What do you know now that you wish you knew when you were first starting your business?

I wish I’d known to start promoting months and months before opening or launching. This gives you a huge advantage. Start promoting before you start producing!

How have you managed to stay grounded this year?

I’ve channeled a lot of my physical energy into working out and staying healthy. I started doing yoga & meditation, which is something new to me. I love it and it’s helped me to stay balanced and positive.

Do you believe in work/life balance? What are some of your best tips?

I have to believe in work/life balance because I have kids. It’s the hardest thing to successfully achieve when you have a family and a career.  

Try to organize your time, so you can work more effectively during work time and relax when you actually have a moment.

Stress can get to even the best of people, but I think we stress more on unnecessary things. “Don’t sweat the small stuff”. (like the book says)  

Try to spend even a small amount of time doing something that absolutely makes you feel like a kid again at least a few times a month. More if you can!

What’s something our audience would be surprised to learn about you?

I think people would be surprised to know that I’ve had dance hits in Europe and #1 hits in the clubs. And my music video for “One More Crazy Summer” was a hit on MTV in Europe.  

What are your top 3 tips to stay productive each day?

  • I’m big on “To-do lists”.
  • Rest.
  • Feed your soul (Do, watch, or read something that inspires you)

What does being an Entreprenista mean to you?

Entreprenista means being a Boss! A woman who loves and thrives off of having her own, being successful, and making thangs happen!

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