Crunchmoms; A New Take on Social Impact by Empowering Working Mothers

“Business models are changing; we must start with creating a community with a purpose” says Julie Nguyen, of Crunchmoms

Julie Nguyen wants to change the world. And she wants to do it by helping mothers return to the workplace. It’s a pain point she’s watched women struggle with; it’s a pain point she experienced herself. While on maternity leave, she started Crunchmoms. The side hustle turned full-time in January 2021.

Born, raised, and educated in Austin Texas, Nguyen’s corporate innovation and marketing career took her to live and work all over the world - from cities like Austin, Dubai, and Amsterdam - doing business with people and companies across the USA, Europe, the Middle East and Asia.

When she and her husband decided to move back to Dubai and she had her first child, Nguyen’s career shifted in a way that was similar to other women she knew. With a population that is 98% expatriate, Dubai serves as home to many families relocating for the husband’s, or father’s, career. That made for some difficult decisions for working women who were becoming mothers - and living in a new place, let alone a foreign country.

“A lot of the women who relocate here as a result of their husband’s job, have trouble continuing meaningful careers,” Nguyen says. “There are so many qualified women and mothers here who aren’t working and who struggle to find opportunities. It’s creating a pain point for women now - and it will affect gender roles for a long time.” With an entrepreneurial mindset and a passion for startups, female empowerment, and community, Nguyen wanted to do something about that critical pain point - not only for women today, but also for their future.

Crunchmoms is a network of talented, qualified working mothers who are redefining what it means to be a woman and a mother in business. The organization wants to help mothers return to the workforce, find a new opportunity, or start something new for themselves. In doing so, they’re also addressing a growing concern. “Women don’t account for as many jobs in management probably because we don’t have the flexibility in large corporate companies, ‘’ says Nguyen. “There needed to be a separate place for moms who are ambitious and bold.” As of January 2021, Nguyen reported a network of members growing organically.

Much of their approach has been as a result of their communication choices and methods. Here’s how Nguyen and the Crunchmoms leadership team are making that happen - and redefining social impact in the process.

THEY’RE SPENDING TIME TO GET TO KNOW THEIR NEEDS

Crunchmoms has sought thoughts and feedback from their network almost immediately, all with the hope of sparking connections and starting a community mindfully. It provided important data that spoke to the fact that even within the potential network and community, women were seeking different support and connection. Some women wanted to take a break before returning to work; others were Founder and Lead Julie Nguyen started Crunchmoms while on maternity leave; the side hustle turned full-time in January 2021

Crunchmoms is a network for talented women committed to elevating what it means to be a mother in business. ready, but knew they needed and wanted to polish themselves and their experience before returning; some decided they wanted to start their own businesses instead of returning to a corporate environment. Regardless of their goals, there was one feeling that was consistent.

“Women are putting their hearts and souls into responses,” Nguyen noted. “They are expressing their challenges; they were open to being vulnerable to this group.” It’s paying off, too. “They’re telling us that they felt like we were there for them - even if it was just introducing two women who are in different networks who can exchange skills,” she says. It’s creating new value - bringing a network together.

THAT NETWORK IS REALLY A COMMUNITY

Crunchmoms started with the idea that this needed to be a real community of women who could - and would - support each other. It was a familiar model for female connection and collaboration that has been available in mom groups through the region. “We really have to rely on each other as our own village,” Nguyen notes. This network was different. It started with face-to-face meetups for skills training or networking opportunities.

THERE’S GREAT POWER IN FACE-TO-FACE CONNECTION

As they’ve been getting started, Crunchmoms has experienced traction on social media platforms including Instagram, LinkedIn, and Facebook as well as their online platform and blog with resources, advice, and tips for working mothers. But in a world that’s gone virtual and digital, Crunchmoms knows there’s tremendous value in in-person connection. “Meeting face-to-face is really the value add for us,” says Nguyen. They’re hearing positive feedback from the small-group, intimate meet-ups. “We’ve heard from women we’ve met in-person, “I felt so good being there’, ‘I felt good about myself’, ‘This is just what I needed’; they’re ‘feel good’ stories that gets me energized.

That energy has the power to shift not only how mothers connect with each other today, but also how they empower themselves for the future. “Motherhood is a unique experience; you have to surround yourself with women who have done it,” says Nguyen. In that sense, Crunchmoms is redefining value by providing women the right support not only as mothers, but also as agents of change themselves.

“When women have the right support professionally and mentally, you never know what new opportunity up or how they might start something new for themselves. It’s a modern approach to business that’s both mindful and impactful. “Business models are changing; we must start with creating a community with a purpose,” she notes. It’s a journey that Nguyen knows well, both personally and professionally and with Crunchmoms, she is opening new doors for others like her.