Name Erika Timm Wilde

Hometown Orem UT

Current Residence (City, State) Springville UT

Education BS in Communications

Professional Background (brief, please) Contributing Editor for Warehousing Management magazine; SUU School Relations director; Owner, Wilde Mats and Matting Inc

What you wanted to be when you grew up: Writer

What you are: Writer (if you count my blog and my journal) and Business Owner

Brief Summary of your Start Up: I sell door mats, garage matting, and safety and anti-fatigue matting online through four websites.

Company Website?,,,

What inspired you? Making those first online sales

How long have you been in business? Since 1998

How did you fund it? Boot strapping and savings

Do you have a Fairy Godmother (or Mentor)? I have many mentors in different aspects of my life, but none who have walked me through my business start up. I learned a little here and there from different people. Mostly, I just figured things out myself!

Do you belong to any Business Organization or Networking Groups? I mentor at BYU Center for Entrepreneurship. I plan to re-join the Chamber of Commerce when my babies get a little older.

Current Business Challenge? Babies! They ransack with wild abandon.

What are you doing about it? I have a baby sitter who comes every day for three hours so I can work. I have a cleaning lady. I don’t get stressed about poop or play dough.

Favorite motivational quote. Ugggh, am I the only one who can’t remember anything past 10 minutes ago.

Family? Great husband Ryan, 8 yr old boy Rex, Twin toddlers Georgia and Thomas.

If so, how do you balance family and business? Lots of Dr. Pepper. I hire a baby sitter. I try to “turn off work” for certain times of the day. I gave up on getting enough sleep a loooong time ago.

Favorite book? Just read, “Love is the Killer App.” Not my favorite book, but the last one I read. I honestly don’t have time to read.

What do you do to relax? I run or bike or swim. Yes, it really is relaxing to me.

What do you want to change most about your world? I need a 27 hour day. I’d love to sleep all night. A personal shopper. Time travel. I’d like to run faster. Full moon every night. A flat belly like I used to have before it was stretched to a four-foot circumference with two humans growing inside.

What are you most proud of? My babies. My business. My triathlon racing. I’ve been married ten years and still like my husband. I am a positive person and genuinely enjoy helping others.

What advice would you like to offer other Start Up Princesses? Embrace imperfection. Let your house be a sty. Don’t plan on watching any TV. Forget about shopping. Just streamline everything so that you can be an awesome business woman and an awesome mom. Nothing else will really matter in the long run.

Favorite Magic Wand (tool/resource)? The internet. Of course!
If you could design a tiara, what precious stones would you use? Rubies. Definitely Rubies. I had a daughter named Ruby who died as an infant. I’ll always love that stone.

Would you be interested in being a Fairy Godmother to another woman entrepreneur? (I am working on a secure system to do this, any ideas?) Yes, as much as I can. I can only “give” so much at this point in my life with the twin babies. But I am willing to share what I can.

What business subjects would you feel comfortable mentoring in? Choosing a product to successfully sell online. Beginner Internet marketing.

Would you be interested in going to lunch with other women entrepreneurs for a “networking tea party”? Sure. That sounds great. I will wear a crown.


  1. newspapergrl

    Erika, Thanks for the advice and the valuable information! Where do you blog?

  2. Susan Hedlund

    I am a retired commercial banker (lender) and have had hundreds of commercial business clients over the years. I wish just 25% of my clients had been as savvy and customer-oriented as Erika is.

    We recently purchased the RaceDeck flooring, and the transaction was the best I have had in years — in person or via the Internet.

    Thanks for your excellent product and customer service, and congratulations on your well-deserved honor.

    Susan Hedlund

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