Brian and Jamie Ratner are quite busy. This husband-and-wife team are the proud parents of two teenagers, the recent co-authors of ParentPreneurs: A Decade of Deals from a Messy Minivan, and the founders of CertifiKID, a 12-year-old online venture that provides families with discounts at various locations across the country, including summer camps, amusement parks, and farm festivals. Supported by Shark Tank investor Kevin O’Leary, CertifiKID serves as a family-friendly alternative to Groupon. We had a chat with the Ratners about their collaboration, parenting, and one of their best business decisions.
Where did the idea for CertifiKid come from?
Jamie: I was overseeing security management at a law firm while maintaining a food and fitness blog as a side interest. During that time, I discovered Groupon in its early days and was fascinated by the concept, though it focused primarily on spas and restaurants. Having just welcomed two young kids, I wasn’t visiting spas or dining out. I loved the overall idea, so during a drive, I shared my thoughts with Brian. By the time we reached our destination, we had designed the business concept and were fully committed.
How do you support each other while working together?
Brian: Our experience of collaborating on something professional has been incredibly enriching for both us and our family. We’ve even penned a book about it; blending our marital life, parenting, and business has provided a unique journey for us.
Let’s talk a little bit about the book. What was that writing process like?
Jamie: Writing is something I genuinely enjoy, so the experience was a blast for me. Over the last 12 years, particularly with two kids, I’ve been in hyperdrive and didn’t have the chance to reflect on those years. This writing journey allowed me to do just that, which was a lot of fun.
What do you splurge on with the business and where do you save?
Jamie: We’ve never operated from a physical office, and I was quite adamant about it. Brian was persistent about needing an office, but I think this turned out to be one of our smartest choices—especially during COVID. We had adapted to remote work, so the pandemic didn’t significantly alter our operations. This has resulted in substantial savings for us.
Brian: At the outset, we operated on a very tight budget since we weren’t certain whether the business would succeed. Consequently, we didn’t allocate adequate resources toward technology from the beginning. This meant we ended up investing significantly more later to rectify the initial shortcomings. As a result, we have spared no expense since then in building the technological framework of our business.
Is there anything that you wish you had invested in when you first started your business?
Jamie: Possibly accelerating our expansion. I sometimes think that our slower pace contributed to our success, but I can’t help but wonder if we could have progressed faster by hiring a few more people. Still, I’m very cautious when it comes to risks.
How do you balance being parents and entrepreneurs?
Jamie: It’s all about integration. We utilize time spent driving to soccer practices or waiting for games to begin as opportunities for discussions. I often have my laptop with me, enabling us to make the best of that time together. Our kids have been exposed to our conversations, learning a lot from these discussions during our numerous car rides to games.
Kevin O’Leary is one of your investors and business partners. What’s that relationship like?
Brian: It’s fantastic. He and his team are our sole investors. When we appeared on Shark Tank, we didn’t bring in outside investment because we were profitable within our first year and chose to reinvest our gains. We fit well with Kevin since we had already established a mature business with specific strategic needs. We didn’t require much guidance, and he appreciates that. Consequently, we communicate our needs clearly, and he and his team respond promptly. They’ve opened incredible doors for us; we’ve been on The View and had a Facebook Live series with Tan France. [O’Leary] has provided excellent advice and connected us with his other Shark Tank portfolio companies. Additionally, he wrote the foreword for our book.
