Pulling Curls
About the Company
Pulling Curls began as a simple "mommy blog" in 2005, founded by Hilary Erickson while she was raising her two sons. The site’s name reflects her identity, particularly her curly hair, and it initially served as a creative outlet for her passion for writing. Over time, the blog evolved into a full-fledged business offering educational content for families. Hilary, a nurse since 1997 with a background in labor and delivery, used her professional knowledge to inform her content, which resonates with parents seeking reliable advice on pregnancy, parenting, and home management.
By 2014, Hilary started to take her blog more seriously, leveraging Pinterest to drive traffic. Despite initial hesitations, especially about posting content related to her job as a labor nurse, she found success in writing about pregnancy. This success encouraged her to explore further opportunities within her blog, ultimately leading to the creation of her online courses.
Idea Behind Company
The inspiration for Pulling Curls and its subsequent courses stemmed from Hilary's love for writing and her professional experience in nursing. From a young age, she wanted to be a writer, but practical considerations led her to pursue a career in nursing instead. Her blog, initially a hobby, was a way to fulfill her passion for writing while sharing her experiences as a mother. The idea to monetize her blog came later, driven by the need to supplement her family’s income and her interest in expanding her online presence.
Hilary’s background in labor and delivery played a crucial role in shaping her content. Although she was initially cautious about sharing too much about pregnancy, her posts in this area quickly gained popularity, leading her to develop her first online course, The Online Prenatal Class for Couples. This course became a cornerstone of her business, offering a flexible and accessible option for expecting parents who couldn't attend in-person classes.
Creating the Company
The process of turning Pulling Curls into a business involved trial and error, learning as she went along. Hilary’s first major product was a book, which she soon realized would be more effective as an online course. In 2016, she launched The Online Prenatal Class for Couples, transitioning her content from a simple blog to a structured educational platform. This course was soon followed by The Organized Home and Family Routines, which helped families manage their homes and routines more efficiently.
Hilary kept her start-up costs low by using platforms like Teachable, which allowed her to test her ideas with minimal investment. As her business grew, she moved her courses to Thrivecart Learn in 2022, a platform that better suited her needs. Despite the growing costs associated with these platforms, the investment paid off as her courses gained popularity and brought in consistent revenue.
Launching the Business
Pulling Curls didn’t have a traditional launch; it evolved organically over time. Hilary faced challenges, such as imposter syndrome, and initially doubted the viability of her online courses. However, her approach of simply getting the site up and running without waiting for perfection paid off, leading to steady growth and a strong evergreen income from ads and affiliate marketing.
Hilary’s business model relied heavily on organic traffic through SEO and Pinterest, rather than paid advertising. She also invested in a highly segmented newsletter strategy, using targeted opt-ins and regularly cleaning her subscriber list to maintain engagement. This focus on organic growth and customer retention helped Pulling Curls thrive, even without the aggressive marketing tactics commonly recommended by experts.
Earnings
Today, Hilary’s business generates approximately $16,000 per month, with a significant portion coming from her online courses. Although sales have fluctuated, particularly since the peak of 2020, her consistent efforts in SEO and content creation have kept the business stable. Pulling Curls and her second site, The Pregnancy Nurse, together bring in around $5,000 in ad revenue, $6,000 to $7,000 from course sales, and an additional $2,000 from affiliate income.
Hilary continues to work diligently on her sites, spending 4-6 hours each day writing, updating content, and managing her courses. Looking ahead, she aims to expand her influence in the pregnancy education space, hoping to speak on a national stage and contribute to better experiences for both providers and patients.
