Turning Motherhood into Movement: The Story and Lessons Behind MomSays
Turning Motherhood into Movement: The Story and Lessons Behind MomSays. When Shanèy Vijendranath became a first-time mom, she felt isolated. That loneliness sparked a blog called You, Baby and I, but it also planted a deeper idea: what if moms could help each other choose the right products through real reviews, not just marketing? That question led her to co-found MomSays, a platform built on community, trust, and purpose. Here is how that simple spark turned into a pioneering platform for moms in South Africa.
A Blog Blossoms into a Tribe
Shanèy first launched You, Baby and I in 2014 to connect with other mothers navigating early parenthood. Her honest review of fifteen essential items for new moms went viral. Trust and conversation sprouted from that post, and Shan realized her readers had become something more than an audience, they were a supportive tribe. Awards followed. The blog became Africa’s most influential parenting blog in 2016 and won Best Parenting Blog in South Africa in 2017.
From Blog to Platform: Creating Real Solutions
Shan recognized a deeper need: moms lacked data on what local parents actually bought and loved. The solution? MomSays, a data analytics platform powered by real mom voices. Co-founded with her husband, CTO Vije Vijendranath, MomSays offered a space where moms could review products, compare essential lists, and connect with brands in an authentic way. The platform was born to help moms cut through clutter and find trusted products quickly.
Launching the Platform and Winning Support
By May 2018, MomSays was launched. Funding came through the I’m In Accelerator program under IDF Capital, which injected R1 million. This investment enabled faster product development, hiring freelancers, enhancing branding, and partnering with investors who opened doors to mentorship and visibility.
That same year, Shanèy was selected as the only South African and one of just two Africans, to join the Collective Global Accelerator in London. The experience honed her pitching skills, expanded her network, and reinforced the value of representation for African women in tech.
Milestones Born from Purpose and Persistence
- 2014: Launched You, Baby and I and built a community through authentic reviews.
- 2016–2017: Won multiple blog awards and grew visibility across South Africa and Africa.
- 2018: Founded MomSays; raised R1 million from IDF Capital’s accelerator; selected for London CGA accelerator.
- 2019: Continued platform growth with influence, data for brands, and a foundation for future scaling.
Overcoming Challenges with Community and Confidence
Shanèy faced several hurdles: balancing entrepreneurship with motherhood, overcoming gender bias in tech funding, and building a capable team. She drew on her existing community from the blog to fuel word-of-mouth growth. Her persistence in pitching, not giving in to early rejections, helped her secure funding and partnerships. She stayed authentic, confident, and rooted in the tribe she built.
Lessons for Aspiring Entrepreneurs
- Start with Real Experience
You, Baby and I began with lived challenges, motherhood as perception shaping strategy. - Build Community Before You Sell
MomSays grew because moms trusted each other and Shan built on that connection thoughtfully. - Leverage Stories into Solutions
Shan used her blog’s momentum to launch a product platform aligned with real user needs. - Prepare to Pitch Relentlessly
Investment came only after many attempts. Each pitch sharpened her clarity and resolve. - Let Authenticity Be Your Brand
MomSays thrived because it was transparent, genuine, and built on trust, not ads. - Embrace Mentorship and Networking
Accelerators like CGA provided more than capital, they offered knowledge, validation, and connections.
A Future Shaped by Mothers’ Voices
MomSays is more than a platform, it is a digital clubhouse for mothers to share wisdom, compare products, and speak confidently. Shanèy’s vision of an African hub where mompreneurs connect and collaborate continues to unfold, and her blend of storytelling, systems thinking, and purpose remains a blueprint for entrepreneurs turning lived challenges into creative, scalable solutions.
