alachua
county’s
PREMIER
F A M I LY
MAGAZINE
business of the year application
it’s a
girl thing the beginnings
helping
one care e woman r at a time!
a day in the life of a working giggle mommy
giggle
magazine | business of the year
www.gigglemag.com
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www.gainesvillechamber.com (352) 334-7100 300 E. University Ave, Gainesville, Florida, 32601
PUBLISHER ASSOCIATE PUBLISHER ART DIRECTOR DIRECTOR OF PR & MARKETING Graphic Designer Copy Editor Contributing Photographer
Nicole Irving Alison Walker Leslie Vega Allen Haynes Leslie Vega Dana Kamp Shandon Smith with Lifeprints Photography
the
ladies nicole irving
Publisher of Giggle Magazine Mommy to Tyler (8), Nicholas (6) and Joshua (4)
alison walker
Associate Publisher Mommy to Evan (5), Erik (3) and twins Brooke and Bryce (2) Mission Statement Giggle Magazine is a modern and refreshing magazine for the families and communities of Alachua County, Florida. With our sole purpose of keeping families and communities connected, Giggle Magazine will keep readers intrigued, informed and inspired, with up to date information and heartwarming stories. Irving Publications, LLC reserves the right to edit and/or reject any advertising. Irving Publications, LLC is not responsible for the validity of any claims made by its advertisers. Nothing that appears in Giggle Magazine may be reproduced in any way, without written permission. Opinions expressed by Giggle Magazine writers are their own and do not necessarily reflect the publisher’s opinion. Giggle Magazine will consider all never before published outside editorial submissions. Irving Publications, LLC reserves the right to edit and/or reject all outside editorial submissions and makes no guarantees regarding publication dates.
irvingpublications Mailing address
Physical address
5745 SW 75th Street 101 SW 140th Terrace Unit 286 Suite C Gainesville, FL 32608 Jonesville, FL 32669 p. 352.505.5821 f. 352.240.6499
gigglemag.com advertise@irvingpublications.com Giggle Magazine is a registered trademark property of Irving Publications, LLC. All rights reserved. Giggle Magazine is published by Irving Publications, LLC. © 2012
rob lentz
Account Executive Daddy to Trey (10 months)
dana kamp
Copy Editor Mommy to Miles (8), Carson (6) and Sawyer (2)
leslie vega
Art Director / Graphic Designer Mommy to Nadia (5) and Xavier (10 months)
the boys allen haynes
Director of PR & Marketing ‘The Cool Uncle’ to 4
we love i G
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giggle
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magazine | business of the year
Business of the Year happy family • happy community
TM
14 helping
6
our local
economy thrive
a boost
to our
features 7 Our Effect On
community
the beginnings 6 Other Female Owned Businesses
how the business was started
9 Charities We Support 10 The Success Resulting from
ALACHUA
COUNTY’S
PREMIER
FAMILY
MAGAZINE
business of the year application
celebrate the Being A Female-Owned Business election 12 Giggle Magazine's 3-Year Plan helping it’s a girl thing 13 Our Love For Our Community a day in the life 14 Our Effect On The Local Economy 15 Advice for Other Entrepreneur Women Cover photo by Lifeprints Photography 16 A Day In The Life of A Working Giggle Mom 6
one care er woman
15
at a tim
e!
the beginnings
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OF A WORKING GIGGLE MOMMY
giggle
giggle
magazine | business of the year
www.gigglemag.com
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magazine | business of the year
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After my third son Joshua was born in 2008, my husband said I should consider either going back to work or finding something to do. Well, I found something to do. I created Giggle Magazine, Alachua County’s premier family and parenting magazine to fill a void and give the parents of Alachua County a modern and refreshing look at what parenting is like in this community and educate and inspire them to be the best parents they can be. I took the love of my children (ages 4, 2 1/2 and 6 months), the community, my friends and stepped out in a sea of unknown to help others in their journey as parents and caregivers. In April 2009, we introduced the first issue of Giggle Magazine to the community. Aside from the birth of my children, this has been the best thing I have ever done and been a part of. In the beginning, and to this day, our staff is a diverse group of mostly women who are able to relate to all parents in Alachua County. We have women who grew up here and have family help with their children, then there’s me. I know what it’s like to be the new mom with no family in town, learning to do this “parenting” thing on her own. We relate to working women and business owners who have to juggle motherhood and a career. We are conscious of the working mom stereotypes out there, but being women and mothers has empowered us to work hard, giving 100 percent and striving to be the best magazine we can be for all parents in the community.
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giggle
magazine | business of the year
How does your business assist other female-owned businesses and/or charities targeting a female audience?
G
iggle Magazine has been blessed to be able to give back to the community, and since our inception, we have proudly donated more than $100,000 in sponsorships to local charities and non-profits. As a female-owned business, we have had the privilege of partnering with some amazing organizations that have been close to our hearts and souls, specifically those that focus on women and children. As a mother of three, all of whom spent time in the NICU at the time of their birth, Nicole felt a deep connection with the March of Dimes. Since 2010, Giggle Magazine has been awarded the #1 media and communications fundraising team for the March of Dimes of North Central Florida. Nicole currently serves on the board of the North Central Florida March of Dimes. Giggle Magazine has also been able to help programs in education, foster care and philanthropy. Over the years, we have been a proud supporter of the Child Advocacy Center, Early Learning Coalition, Children’s Home Society, The Education Foundation, Life South Community Blood Center, and The Junior League of Gainesville. Currently Alison and Nicole are both in their second year of being active members. Giggle Magazine believes strongly in empowering women to lead by example by giving back with active roles in the community. We are beyond thrilled and humbled to have the ability to contribute and participate in their successes whether business or advocacy oriented.
MARCH OF
DIMES
Z T N E L . L E IN CAROL Alachua Coun
ty Community
Director
n ne have give ggle magazi Gi at e f th af st to and her reach out Nicole Irving ique way to our f Dimes a un o them about h te rc Ma uca e th unity to ed unities. mm rt co o pp ur o o r in ee families h in volunt merous Marc engage them mission and pport for nu su rs le to ab Ga lu des inva including Nicole provi ut the year, and ts througho her own time en f o ev s ly me ss Di le of lf se and ng vi rs gi ise bies, by d fundra March for Ba h kid-focuse ted lents throug te and dedica ta na io ve ss ti pa ea cr , as an And th . ne re zi r maga zine raise mo articles in he r to Giggle maga no and ho le ur o co Ni is , s. It volunteers rch for Babie ess of the year for Ma ne for Busin zi ga $5,000 each ma le gg Gi and e. le ris terp endorse Nico g Women’s En Year-Leadin
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magazine | business of the year
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SUN COUNTRY SPORTS CENTER
JODI BENNETT HUNT Director of Marketing and Operations Sun Country Sports Center has advertised with Giggle Magazine since its inaugural issue. Not only is the readership the perfect demographic for our business, but we really love working with everyone at Irving Publications. Nicole and her staff are professional, they create unique content for their readers, and they are responsive to their advertisers. Our businesses share the common goal of improving the lives of children in our area. Sun Country will continue to partner with Giggle Magazine, as we continue to see a return on our investment in marketing efforts.
THIRTY-ONE GIFTS
REBECCA CA Independen t Senior Ex ecu
IN
tive Direc Giggle Maga tor zine is my go -t o magazine advertising . I have tried for local advertising a variety o but nothing f methods fo has given me r comparable Advertising results. with Giggle Magazine ha source of bu s been a phen siness and an omenal overall gr creative pr eat experienc ocess and ad e. Their design are to friendly and p notch, th the publica e staff is tion among The results th e be st of Gaines have been w ville. ell worth the investme nt.
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magazine | business of the year
giggle
gives back women to
driven charities
What they do: Help moms have full-term pregnancies and research the problems that threaten the health of babies. How to give: marchofdimes. com
Giving back and supporting the many charitable organizations in our community is an honor. As a female-owned business, we have partnered with many organizations that have have touched our hearts personally as women and mothers.
What they do: Offer foster and adoptive services, therapy and counseling to ensure more children are safe, healthy and prepared for life. How to give: chsfl.org What they do: Work to meet the blood supply needs of hospitals in each of the communities we serve by providing the highest quality blood components and services. How to give: lifesouth.org
What they do: Meet the abundant needs of abused children in our community.
What they do: Committed to making positive changes for women and children and making our community a better, safer and healthier place to live.
How to give: childadvocacycentergainesville.org
How to give: gainesvillejrleague.org
What they do: Serve children ages birth to 5, and their parents, to provide excellent early care and education opportunities, recognize parents as teachers and meet special needs in order to assure that children are ready for school. How to give: elcalachua.org
For more information on these and other organizations that partner with giggle magazine, visit gigglemag.com.
What they do: Advocate and fundraise for a full service, state-of-the-art children’s hospital in Gainesville, Florida, while promoting excellence in patient safety and insuring that all families are treated with compassion, courtesy and dignity. How to give: sebastianferrero.org
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magazine | business of the year
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femaleowned business How has being a
affected the success of your business?
“ i read at the four o’clock hour when mommy needs a break!” -Mary, mom of 4
G
iggle Magazine speaks directly to the women and parents of Alachua County. Being designated as a femaleowned business has dramatically enhanced our relationship with the community, our clients and our readers. As a femaleowned business, we can relate to the women in the community because we are the women of our community.
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We are wives, mothers, sisters, daughters, aunts and cousins. We are the financial decision makers in our home. We are community members and we are a part of the bigger picture. We live the stories in Giggle Magazine and we share our stories to educate and help the families and women of Alachua County to be the best they can be. Our goal is to empower women to be happy, healthy and beautiful and out) with heartwarming giggle(inside magazine | business of the year stories and content.
“ i pick giggle up on the treadmill. no interruptions guaranteed.” -Cheri, mom of 2
My proudest moments are reading the issue at it’s last stages of editing. I just LOVE seeing all the bits and pieces, ideas and photos coming together. It is amazing!
“ if it didn’t happen during work, red lights are perfect!” -Amanda, mom of 2
you read? when do
Another key factor to our success as a female-owned business is the amazing relationship we have with our clients and those businesses that we help and impact along the way. We are proud of the many community partners, local businesses and other female-owned businesses we have worked with in the last four years. They are the reason we are a success. They have believed in us, in our ability to hit our core demographic, and have invested their company’s growth in our hands. We are a success because of their belief in us. Again, we know our demographic, because we are our demographic. giggle
magazine | business of the year
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3
what is your
BUSINESS PLAN?
YEAR
3 YEAR BUSINESS PLAN Nicole sitting on her desk{top} Map in background piled magazines around her *PHOTOGRAPHY FRIDAY*
Continued
growth
of Giggle Magazine’s potential to meet the needs of other communities that currently have a void/gap in parenting/family content. We will also incorporate digital strategies and social media, as well as additional related products into our growth plan. This will allow us to be the “go-to source” on all things parenting within local communities.
Our growth plan is based on a comprehensive branding strategy, our customer service practices and an evaluation
Our business plan to achieve this growth is based on a relentless focus on customer service, delivering the “WOW” factor to our current and future clients while simultaneously building new and lasting relationships and partnerships within the community. Throughout this growth phase, Giggle Magazine will remain true to its mission, core values and overall goal of inspiring people to be the best they can be through editorial content and photos in an award-winning package.
is certainly in the cards for Giggle Magazine! As a result of the wonderful response we have received from this community, we are exploring opportunities to expand Giggle Magazine to additional Florida communities, particularly those that have already indicated interest in our product and brand. By the end of next year, we will have launched two additional Giggle Magazines in neighboring Alachua communities.
creating
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giggle
happy
magazine | business of the year
families
and
happy
communities
Community
love
2
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1) The entire Irving family at it’s very first “Giggle Magazine” photo shoot, 2009. Location: Haile Equestrian Farm. Photographer: Laurel Housden Photography. 2) Dana Kamp, Shandon Smith and Nicole Irving at the 2010 March for Babies, March of Dimes walk. 3) The entire 2010 Giggle Magazine March for Babies, March of Dimes team!
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4) Nicole and Shane Irving with Luisa and Horst Ferrero at the 2010 Noche De Gala. Giggle Magazine is proud to be an advocate for the Sebastian Ferrero Foundation.
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5) Nicole and Mr. George Burgess. Mr. Shark Week himself!
6) Nicole and Shane with Taylor Dixon, Leslie Vega, Julianna Spence and Dana Kamp at the 2012 Gala for the Arts during Gainesville Fashion Week. 9
7) Nicole and Shane at the 2010 Gainesville Gone Nashville. 8) Nicole with Paul DiMeo, during the Gainesville Extreme Makeover, Home Edition project. 9) At the Gainesville Junior League 2010 Dancing with the Stars event. Nicole, Alisongiggle Walker, Wendy Eckhardt, Dana Kamp and Christy Siddiqui.
magazine | business of the year
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How Does Your Company Benefit the Local
Economy? G
iggle Magazine has been honored to work with local businesses throughout this vibrant community. We work very hard to ensure that the majority of our business partners and vendors are locally based. We believe that working with other female-owned business
owners, small businesses and local franchises will continue to strengthen and improve our community. Some of our valued business partners are Lifeprints Photography and Sun Country Sports Center. By showcasing their work and products, we create a partnership to stimulate the local economy. We highlight local families, businesses and charities within the pages of every issue of Giggle Magazine that we publish. From our Giggle Stamp page to our editorial pieces, we focus on local businesses, entrepreneurs and female-owned businesses. By continuously highlighting local businesses, Giggle Magazine benefits the local economy by providing an
I am so proud to be a part of something that is positively affecting our community just by doing what I love... photographing the children and adults of Alachua County and capturing how they are influencing our world! Not only is Giggle Magazine informative and reliable, but it creates awareness and inspires readers to make a difference in their home, school, community and beyond. It’s truly an honor to be a part of the Giggle Family and I am so thankful for the exposure it’s given my business. I am looking forward to what the future has in store for us!
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magazine | business of the year
important spotlight, and positive endorsement of our wonderful community and all that it has to offer. In addition, Giggle Magazine is bringing attention to our local businesses that are our clients and partners. These clients and partners have put faith in our product and we work tirelessly creating a wonderful publication that they can be proud of. We never stop branding and marketing ourselves. Why? Because when we bring attention to ourselves, we bring attention to the local businesses and vendors that we work with. We are constantly referring our partners to others and are proud to do so.
n o d n Sha
pieces of
advice for other entrepreneur women 1
Plan and plan some more. It is so important to go through all the right channels. Double check everything legally, professionally and personally before starting a business. Make sure to plan and research before jumping in.
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Sleep, coffee and fast typing skills are essential! You will need to put 150 percent of your time, energy, life, finances and soul into your new venture. Knowing that from the beginning will ease some of the pain. Invest in a good coffee maker, pillow and computer!
3
Friends and family are your allies and best resources! Being able to ask for help and opinions from those you love is invaluable. Trust them, as they will be able to see things you don’t.
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Market and brand like crazy. You must do everything to get your name out there. Go out strong, make sure your brand stays consistent, and your marketing plan stays true to your product and mission.
invest in a good
coffee maker
Take ME TIME. That’s right. Take some me time to remember who you are and why you started this venture and adventure.
Stay true to your values, no matter what the cost. There will be times when money, power and people will drive you to rethink your values and goals. Stay true to them, no matter what.
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Network… and then do it again. Knowing who makes up this wonderful community is an amazing asset. Join and connect with as many networking organizations as you can, and you will be surprised to see where that leads you. Joining the Gainesville Chamber of Commerce is the most valuable networking opportunity you can do!
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Become friends with your “guilt.” At times, you will have this overwhelming sense of guilt come over you. If you have kids, you will have “Mommy guilt.” If you have a husband, you will have “wife guilt” and so on. Know that you are doing the best you can and that guilt is normal.
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Feel good in your own skin. It is so important that as women we feel good in our own skin. This becomes even more important when you start a business. You are the best representation of your company.
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of a working giggle mommy a day in the life...
Nicole
6:00 a.m.Clock by bed makes noise insisting I get out of bed. Reprimand clock by hitting snooze button. 6:25 a.m. Clock by bed repeats noises for a second time. Its argument seems valid now. Get out of bed. 6:30 a.m. Coffee brewing. Tell boys it’s time to get up and get ready for school. Hear grumbling from their beds. 6:35 a.m. Repeat telling boys it’s time to get up. Hear, “ok mom” in unison, but no other signs of life come from beds. 6:40 a.m. Boys still in bed. Physically wake them up. 6:45 a.m. BOYS AWAKE! 6:50 a.m. Make boys lunch. Cup of coffee #1. Ask Tyler to take out dog. Nicholas takes apart lunch, and remakes. Joshua searches for iPad. 7:30 a.m. Send boys out the door with Daddy to school. Kiss Kiss! 8:15 a.m. Dressed, array of bags packed, computer and 2nd cup of coffee in tow and on way to work. 8:30 a.m. First meeting of day with Allen, who clearly has not been awake very long. Pot of “productivity juice” aka coffee brewing in office. Have 3rd and 4th cups of coffee discussing day’s itinerary,
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deadlines and whether or not Publix should deliver. 9:00 a.m. Full day of editing, writing, and responding to emails Noon Lunch time! Should it be pizza or should we juice? JUICE WINS! 2:30 p.m. Leave to pick up boys. Work remotely via iPhone. 2:45 p.m. Boys loaded up. On way to drop Nicholas off at gymnastics practice. Check voicemail/email in parking lot. Call office to check in. Allen says, “You left?! I’ve been yelling down the hall for an hour. I thought you were ignoring me.” 3:30 p.m. Take Tyler and Joshua home. Snack time. Tyler starts homework. Turn on computer and start working at table. Josh watches TV and plays on iPad. 5:30 p.m. Leave to get Nicholas from gymnastics with boys in tow. 6:30 p.m. Home. Homework time for Tyler and Nicholas. 7:00 p.m. Dinnertime. Grilled cheese? 7:30 p.m. Baths! 8:00 p.m. Bedtime for boys. Night night! 8:05 p.m. Joshua and Nicholas need water. Back to bed. 8:15 p.m. Tyler wants to talk about his Halloween costume. Back to bed. 8:20 p.m. Joshua needs more water. With ice this time! BACK TO BED!!! 8:45 p.m. Back to work. Emails, writing, editing oh my! 12:00 a.m. Bed for mommy!
Leslie 6:20 a.m. 6:35 a.m. 6:40 a.m. 7:00 a.m. 7:25 a.m. 7:30 a.m. 8:30 a.m. 8:40 a.m. 9:00 a.m.
The baby alarm clock goes off! Time for milk. Jump back in bed to catch five more minutes of sleep. The real wake-up time. Turn Mickey Mouse on for baby, pick the cheerios up off the floor to a more civilized spot for baby to munch from. Help daddy load the kids up in car for school and daycare drop-offs. Mommy’s quiet time, then some alone time to get dressed for work. One last peek at early morning emails. Out the door with coffee and breakfast in hand--if I was lucky that morning to get those all prepared! Arrive at office. And so begins my day long date with hubby #2: the iMac. 10:00 a.m. I’m a snacker. Snack #1. Noon Lunch 1:32 p.m. Snack #2 2:30 p.m. Snack #3 (yes, I really did) 3:20 p.m. Off to pick up the kiddos. 3:45 p.m. Red light. Facebook. 4:00 p.m. Explain during the whole drive why we can't have a sleepover on a school night. 4:30 p.m. Finally pull in from the pick-up trek around town. 5:00 p.m. Dinner 5:20 p.m. Kindergarten homework somewhere in between. 5:30 p.m. Play time outside. 6:00 p.m. Bath time routines begin. Baby bath first, big girl shower second, or bubble bath for both for a little fun! 7:00 p.m. Bed time for the kids. 7:10 p.m. Catch up on side design business work. 9:00 p.m. Mommy and Daddy couch/tv/relax time. Read, Pin, Facebook, fall asleep... 11:00 p.m. Bedtime for Mommy and Daddy, to start all over again tomorrow!
Alison 6:05 a.m. Phone alarm blasts! 6:05:01 a.m. Hit snooze. 6:10 a.m Roll over to find all 4 kiddos in bed. 6:15 a.m. Roll out of bed and hope that no one wakes up so I can enjoy a few moments of silence. 6:16 a.m. Minute of silence ends when the kids wake up and place breakfast orders! 6:20 a.m. Make four breakfasts, make four lunches, iron five sets of clothes, look for four pairs of matching socks and shoes, check and respond to emails… all at the same time. 7:00 a.m. Get kiddos dressed and put on shoes…for the first time. 7:45 a.m. Grab a Diet Coke and saltines for breakfast and head out…we are going to be late again! 7:59 a.m. First drop off complete! 8:15 a.m. Arrive at second drop off…put shoes on again because the three babies have decided barefoot is better and re-do Brooke’s hair because she is so proud that she has taken it down all by herself! 8:30 a.m. Starbucks run for the office! 8:50 a.m. Arrive at office for a full day of writing, editing, research, brainstorming and emails. Noon Lunch! I am game for anything that isn’t chicken tenders, mac ‘n’ cheese or pizza! 3:30 p.m. Finally home…kids head straight outside to play and Mommy squeezes in a few more emails. 5:30 p.m. Babysitter arrives! Yippee! Backup for Mommy! 6:00 p.m. Head out to activities, meetings, or the rare date night with Daddy! 8:00 p.m. Boys head to bed…Brooke always wants a little extra snuggle time while I check emails…again. Realize that I may or may not have actually eaten dinner…snacking off the kids’ plates doesn’t count! 10:00 p.m. Finish writing email that I started at 9:30 a.m. 12:00 a.m. Shut down the computer and think about how lucky I am to do what I do, with the people I get to do it with, and smile because I get to do it again tomorrow! yay!
Dana
6:05 a.m. Look at clock...nope. 6:30 a.m. Alarm goes off. Here we go! 6:35 a.m. Make lunches while Daddy makes breakfast for the boys. 6:45 a.m. Get big boys fed, dressed, their teeth brushed, hair combed, backpacks on and cheeks kissed by 7:20 a.m. 7:20 a.m. Push boys out the door and into the car with Daddy. 7:25 a.m. Change baby’s diaper and clean up breakfast table (aka breakfast food explosion). 7:45 a.m. Either volunteer at boys’ school, attempt a yoga dvd while baby hangs from my limbs, or shower while baby is banging on the shower door with blocks/shoes/makeup brushes/Thomas the Tank Engine. 9:00 a.m Mickey Mouse Clubhouse for baby, breakfast/check email for me. 9:30 a.m. Diaper change, snack and clean up table (aka morning snack food explosion). 10:00 a.m. Nap time for baby/ Work time for me. 11:30 a.m Diaper change, lunch and clean up table (aka lunch food explosion). Noon Errands, laundry, appointments, etc. 1:30 p.m. Open and sort mail, check Facebook, and return phone messages while waiting in parent pick-up line. 2:00 p.m. Diaper change, snack and clean up table (aka afternoon snack food explosion). 2:30 p.m. Homework begins... 2:45 p.m. Baby throws a cup of milk because no one is paying attention to him. Pause homework to clean milk off walls. 3:30 p.m. Outside play time! 4:30 p.m. Diaper change, get boys ready for sports/activity. 5:00 p.m. Attend boys’ activity, follow baby around ballfield as he runs from mud puddle to mud puddle. 7:00 p.m. Dinner for boys, put aside two plates’ worth for hubby and me to eat later. 7:30 p.m. Baths for boys...remind each a minimum of three times to please use soap. 8:00 p.m. Books in bed. Night Night for boys! 8:30 p.m. Clean kitchen (aka dinner food explosion), lay out school clothes for the next day, check backpacks. 9:00 p.m. Hubby is home! Dinner for us! 9:30 p.m. Editing/writing or Thirty-One orders. 11:30 p.m. Try to go to bed, instead start cleaning house and making To-Do lists. 12:30 a.m. Collapse in bed.
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thank you gainesville Dear Gainesville, thank you for your love of small businesses. Thank you for wanting us to succeed and making sure we do. Thank you for embracing us like your new neighbors, trusting us like your family and loving us like your best friend. With love, Giggle Magazine
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www.gainesvillechamber.com (352) 334-7100 300 E. University Ave, Gainesville, Florida, 32601