Sandra Wilson, Founder Of Robeez

Sandra Wilson, founder of the
indoor baby shoe company Robeez said
that one of their biggest decisions was
“are we a shoe company or
are we a baby accessory company?” 

How did she solve that? 
She asked herself “what are we really good at?”
and at that time,
“we knew we weren’t shoe manufacturers.” 
You have to “know what you’re good at.” 

Will that decision hold? 
In 2006, the $30 million in annual sales Robeez
was acquired by Stride Rite. 
Their expertise IS in the shoe business.