Parents, have you seen that genius silicone mat that sticks to the table and has little silicone tethers so nothing drops to the ground? I’ve lost count of how many times someone has stopped me in a restaurant to ask, “Wait, what is that?!”
The baby’s bottle isn’t on the floor. The teether didn’t vanish under the table. My toddler is actually occupied.
That mat? It’s not some big-box brand or tech-backed startup. It was invented by a mom, Beth Benike, who saw a problem in her everyday life and decided to do something about it. She built a product, launched a company, and turned a single idea into Busy Baby: a brand now trusted by thousands of families trying to survive mealtimes without having to pick up baby bottles or teethers constantly.
How Busy Baby Was Born
Beth was a new mom, fresh out of maternity leave, balancing life with a baby, a past in the Army, and dreams she’d held since childhood. One lunch with girlfriends (all with babies) she noticed how often little ones were flinging things to the floor. It wasn’t just messy; it felt like something that should be better solved.
She tried to find a mat or product to help, something that could keep baby items in reach and off the ground, but couldn’t find one that truly worked. So, one day on the commute home, she started sketching. The next day, she gathered materials, cut, glued, and built a prototype. What started as tinkering at home became the first Busy Baby Mat.
Her “aha” moment came when a friend told her, “I forgot the mat thing, and dinner was a nightmare without it. You have to make this for real!” That feedback gave Beth confidence to push forward.
From Prototype to Business
Beth wasn’t born into baby gear business experience. She carried discipline from her military training and grit from working in corporate. But transforming a homemade mat into a real business meant learning fast:
- Entering competitions and winning over $100,000 in prize money to help with startup costs.
- Finding mentors who could guide her in manufacturing, design, safety, packaging, shipping.
- Taking those first 100 orders to the post office—a thrilling, nervous step.
Beth did not stop at the silicone mat. She also came out with these new baby bibs. The bib she created can attach folks and spoons to it, so your babies can’t throw them far.
Shark Tank & Staying True
An unexpected email and a veteran entrepreneurship course opened doors. Shark Tank was looking for veteran entrepreneurs through a network called Bunker Labs, which put Beth on their radar.
When Beth pitched on Shark Tank in 2021, the stakes were high. There was pressure to take a licensing deal that would mean giving up parts of control. A shark offered licensing – “Let us handle this, we’ll pay you”. But Beth turned it down. She wanted Busy Baby to grow on her terms, with the ability to expand product lines, keep safety and quality priorities, and maintain the brand’s original mission.
After the episode aired, sales exploded for a weekend. More than in the previous six weeks combined. But Beth wasn’t fooled into thinking the hard work was over. Exposure was powerful, but behind that spike was a return to the daily grind of product development, customer feedback, and business operations.
What We Can Learn from Beth’s Story
Here are the takeaways for anyone beginning something new business, side‑hustle, or creative project:
- Solve a “real life” problem
If you see something in your own life that bugs you, that you can’t ignore, that’s often the place an idea lives. Beth saw babies throwing things during meals; she decided “enough.” That seed idea can be powerful. - Prototype, test, iterate
The first Busy Baby Mat was rough. Cut, glued, trialed. But it worked well enough to get feedback. Use what you have, test, improve. - Use every resource, but don’t give up control
Mentors, competitions, and networks (like Beth’s veteran entrepreneurship course, or entrepreneurial peer groups) are huge. But when people offer you a deal that conflicts with your vision (for example, licensing your invention in a way that you don’t develop more products), think carefully. Growth isn’t just about speed—it’s about staying true to what you started with. - Celebrate small wins and lean into community
First 100 orders, first prototypes, your first “this works” moment—that matters. Beth celebrated that early feedback from her friend. Also, peer groups matter (other mom inventors, entrepreneurs) for sharing, encouragement, and avoiding mistakes. - Resilience through the messy middle
Even after Shark Tank, the exposure was great, but the business still needed day‑to‑day work. It didn’t stop being hard. If you expect everything to be glamorous, you’ll get discouraged. But Beth stayed in the work: product quality, manufacturing, shipping, and listening to customers. That’s where lasting growth comes from.
Let Your Idea Live
Beth’s mat that sticks to the tray and tethers your baby’s teether or spoon? It’s more than a product. It’s proof that a simple annoyance, a messy dinner, a frustrated parent can be the start of something meaningful.
If you have an idea, no matter how “small,” give it room. Nurture it. Use the tools around you. And value your vision above outside pressures. Because the way you build it is part of what will make it special.