Jennifer Varner: Mompreneur keeps on giving

Jennifer Varner is an early bird. As a mom of four and Founder and CEO of, she gets up at 4:30 a.m. every day to ensure she can fit everything into her schedule.

As a successful “mompreneur,” her business specializes in helping first-time entrepreneurs and work-from-home moms create successful online ecommerce businesses using their “Business-in-a-Box” solutions. Each of the turnkey websites for sale comes with 40 hours of consulting and mentoring, so mompreneurs have guidance as they launch, manage and grow their business. Now in its sixth year, has helped more than 550 people in the Canada and the U.S. start their own e-commerce businesses.

Her dual role as mom and mompreneur has its challenges, but it’s nothing Jennifer hasn’t been able to overcome. “Creating a schedule that works for you and your family is one of the biggest challenges Mompreneurs have,” says Jennifer. I do have to go to bed early, but that’s OK. I put my kids to sleep and off I go. I then get up early and I have a good three hours of free time to myself.”

Prior to running, Jennifer was the CEO and founder of one of the largest maternity clothing companies, She sold the company to focus on helping others to achieve their dream of entrepreneurship. Since its launch, Pure-Ecommerce was selected as one of the top 50 Women-Owned businesses by Start-up Nation and was chosen as an Honorable Mention recipient for the 2013 Enterprising Women of the Year Awards.

She has developed a few tricks that help her do it all. “I always encourage my clients to get an iPad or some sort of smart device. You can be checking email while waiting in the carpool line, working on long road trips, even sitting on the beach,” says Jennifer.

Another trick? “Accepting you can’t do it all,” says Jennifer. “For me, that meant getting a housekeeper. I save a good 15 hours of extra time per week that I can be working or spending time with my kids,” says Jennifer.

When it comes to business, Jennifer recommends creating a priority list. “So many times I see my clients work on the wrong tasks first. They work on what they enjoy – the more creative and fun side of their business. What is important is to ask yourself: are these tasks going to bring my business money in the short-term or long-term? Focus on creating short-term cash flow and then focus on long-term cash flow. Don’t get caught up working in only the areas that you like and feel comfortable with!”

As much as she loves to talk shop, there are also other things close to Jennifer’s heart. A breast cancer survivor, she started the nonprofit Kilian’s Kids (, which provides laptops and other electronic gear to children with cancer and other life-threatening illnesses so they can keep in touch with friends or just escape from life in the hospital. It also helps ease the stress associated with long hospital stays, chemotherapy treatments, and even long trips to special hospitals for treatments.

In January 2013, Pure-Ecommerce auctioned off one of its business-in-a-box solutions,, plus 40 hours of step-by-step consultation and mentoring. Proceeds supported Ronald McDonald House of Durham, North Carolina. The gift has enabled Ronald McDonald House to purchase computers with web cams and Skype capabilities so critically ill children will be able to stay in touch with loved ones back home.

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