Interview with Sheila Meagher- Owner, Monkey Business

Interview with Sheila Meagher:

800 Redwood HwySte 703Mill Valley, CA 94941
(415) 383-8697


This morning I sat down with entrepreneur and good friend Sheila Meagher, owner of Marin’s newest toy store, Monkey Business. I met Sheila at her house in Tiburon, CA. We drank coffee and overlooked her expansive backyard just perfect for her and her husband of 19 years, Ed and their children, Maggie 16, Robbie 12, and Elizabeth 4. The backyard is a tropical paradise with towering palm trees, a swimming pool and a basketball court.

If you have ever been to Sheila’s store in Strawberry Village you probably have met Sheila, with long blond hair, and enthusiastic blue eyes Sheila is there to help find the perfect present for birthdays and educational toys for the curious mind.

Sheila grew up in Golden Valley, Minneapolis, went to High School at Lyndburg in Minnetonka, and college at Santa Clara University where she met her husband Ed while playing Saxophone in the “All Male Jazz Band” (Ed played the drums). Sheila double majored in Psychology and Biology.

Sheila started her career in the cellular rental business and quickly worked her way up the latter to VIP status with her innate understanding of business, and how to utilize all of her skills to master new opportunities.

Why a toy store? Sheila gave me an insider’s view on why she decided to open up a toy store in Marin, and the challenges and opportunities presented.

Why a toy store? I wanted to start a business after having my youngest daughter Elizabeth. I saw a market need for a high end toy store that delivered excellent customer service, merchandise knowledge and gifts ready and wrapped for birthday parties and special events.

What have you learned about opening a new store? I have made every mistake in the book. When I first opened I thought how hard can this be? But there are so many different aspects to maintaining a store that I did not consider. I knew the customer service, merchandising and marketing portion of the business, but I did not think about the time it took to do the backend of the business, accounting, inventory management, and keeping on top of the hottest toys.

What was your biggest mistake? It is a toss up between hiring mistakes in paying too much and not researching a point of sale inventory system (researching which one to purchase).

Any advice for other small business owners? What I did right, is my staff. I hired from gut level. I have hired and fired many times in previous jobs, but you need to go from your gut, and hire from a known network and referrals.

Tell me about the types of people that shop at your store? They are from Southern Marin and are affluent, demanding, educated, and know what they want for their children. My shoppers are mostly women, 80/20 female to male.

What advantages are there for owning a business in Marin? I can not say that it is impervious to the market conditions, but since they are wealthier they are still able to spend money. They may cut back on new cars and clothing, but they do not cut back on their kids. I am also respectful of the price ranges and offer merchandise in every price range.

What is your hottest selling product? Stomp Rockets

What is your favorite? This little wooden take apart car called Automoblox

Any trends in the toy industry? Trends toward super safe, non toxic toys.

You hire a lot of young people at the store, what advantages do they bring? What have you learned from them? They have an amazing set of skills, they are technology natives, and they are very comfortable with it. They are infectious and confident with their talents. They bring a fresh ability to serve customers, they are super friendly and nice, and bring energy to the store. They quite often demo toys for the customers adding to the excitement.

What steps do you take to be remarkable? Back to the basics, high level customer service, well merchandised, high level of quality in all my products. I looked at quality statements from all my manufactures. I could provide any customer the background information on the quality of my products. That makes great customer service. I want to be the Whole Foods of toys, keeping on top of safety, and educational aspect of toys.


Quickies:

Pet Peeve? Rude people

Guilty Pleasure? Chocolate and red wine

Child Crush? Keith Partridge

Favorite Song? U2 “It’s a Beautiful Day”

Latest Splurge? A kayak for Ed

Favorite animal? Junior my cat, until I get my Golden Retriever, and Tigers

Last thing you bought online? A book

Favorite TV show? I hate TV

How do you keep fit? My kids and I are doing a 10k at the end of March

Favorite Food? Avocados

Shameless Plug: Monkey Business is an incredible wonderland for kids and adults.

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