We recently connected with Liza Kaplan Montanino and have shared our conversation below.

Hi Liza, thanks for joining us today. Setting up an independent practice is a daunting endeavor. Can you talk to us about what it was like for you – what were some of the main steps, challenges, etc.

I never set out to be an entrepreneur. In fact, it wasn’t something I ever considered. Before starting my own sleep consulting agency, I worked for 15 years in a corporate job (as a children’s book editor) and was really fulfilled by the work for the majority of that time. I thrived on the predictability, routine, and responsibility of making books for a living. But things began to shift for me at the start of the pandemic, when both the industry and my team underwent a string of major, career-trajectory-altering changes. By spring 2021, I felt burnt out and desperate for work that would help me feel connected to others and help people who were struggling. I’ve been obsessed with my kids’ sleep since my daughter was born (9 years ago!), and when I discovered that it was possible to teach parents how to improve their children’s sleep, I was very intrigued. I began researching sleep consulting certification programs, and by July 2021, I was a certified pediatric sleep consultant!

It started as a side gig, working on weekends, evenings, and stolen moments between my day-job. In October 2021, I started working with clients 1:1, and after a year of juggling my side passion and editorial career, I took the leap and left publishing to work full-time as a sleep consultant in October 2022. I’ve spent the last year building my business, networking with other postpartum professionals, writing and publishing sleep e-guides, leading sleep workshops, and teaching classes. I’ve added a second certification to my profile–certified special needs sleep consultant–and organized a wellness expo for moms with 90+ experts, speakers, and panelists connecting them with the resources and supports they need to thrive postpartum. So, it’s been a busy year! And I can’t wait to dive into 2024 with some exciting new partnerships and collaborations.

Liza, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am a special needs mama of 2, and the owner and founder of Rock-a-Bye Baby Sleep. As a certified pediatric sleep consultant and certified special needs sleep consultant, I specialize in improving sleep health and habits for infants, toddlers, and school-aged children. I’m proud to support neurotypical and special needs families worldwide with hands-on, personalized care for parents working to establish healthy, independent sleep for their children. I am also a newborn care professional and lactation educator.

Reflecting on my own postpartum experiences, and the lack of structures and systems in place to help moms feel supported and empowered after birth, I felt compelled to create something that would give moms access to the support they really need after having a baby (rather than all the stuff). That’s how the Westchester Mama & Child Wellness Expo was born! I cofounded and organized this one-day, large-scale event, which offered hands-on resources and connection-building opportunities between parents, perinatal professionals, and pediatric service providers in the health and wellness space. My partner and I brought together more than 90 local experts in the pediatric and perinatal fields for a day of education, entertainment, and connection through speaker sessions on such topics as sensory input and emotional regulation, craniosacral therapy, navigating infertility and loss, maternal mental health, and more. Guests had the opportunity to talk with experts 1:1, expand their own network of providers, and connect with resources to improve their own birth and postpartum experiences. It was an incredible day, and we look forward to next year’s event!

I am also the Sleep Expert in The Indy Lab’s Parenting Center, an instructor with Virtual Village Parenting, and member of CAPPA and the Hudson Valley Birth Network.

More than anything, I am super passionate about helping families prioritize sleep and giving moms the tools and confidence they need to thrive in parenthood.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

An eagerness to constantly learn! I am constantly reading, researching, collecting new information as I go, and applying what I learn to my business, both in the back-end work and what I’m able to provide to families in my coaching. I pride myself on answering clients’ questions in a timely manner and being really, really explicit (maybe even over-communicative!) about the methods we are implementing. I find that being thorough with the information and providing in-the-moment instructions plus emotional support has made clients feel that they have the guidance they need to make substantial progress. By being able to troubleshoot right then and there, when a nap or bedtime is difficult, my clients learn from me how to handle tricky situations, which then empowers them to handle them on their own once we’re no longer working together. That is ultimately why families successfully reach their sleep goals and see so much success during our time, and why they are happy to share my name! Word-of-mouth from happy clients is my favorite form of promotion :)

Of course, you can be great at your job, but if people don’t know what you do, they won’t know how/if you’re able to help them! So I’ve become really vocal about my business, how I can help, and ask clients to share my name with their friends, friends of friends, etc. For me, working in a service-based industry that is all about helping people who are struggling means abandoning any nerves about what others may think and just putting my offer out there.

Have any books or other resources had a big impact on you?

I love listening to business podcasts! I was actually just featured on Life’s a Mom, which is all about navigating motherhood. Market Like a Boss is one of my favorites because it’s all about empowering women to become business owners who can take control of their own finances. The focus is on making sure you are clear on what your offer is, who your ideal client is, building up a community of people who are interested in what you have to offer and who you can talk to directly, and the mindset work that comes up when dealing with any kind of objections and celebrating successes.

Contact Info:

• Website: www.rockabyebabysleep.com
• Instagram: https://www.instagram.com/liza_rockabyebabysleep/
• Facebook: https://www.facebook.com/groups/829186698364558
• Linkedin: https://www.linkedin.com/in/liza-kaplan-montanino-0804b115/
• Other: Rock-a-Bye Baby Sleep Shop, where I sell comprehensive sleep guides for newborns, infants, and toddlers! Direct links to each guide below: Newborn Sleep Guide: https://sparkling-truth-682.myflodesk.com Ultimate Infant Sleep Guide: https://icy-term-355.myflodesk.com Travel & Sleep Guide: https://witty-apple-120.myflodesk.com Common Sleep Struggles Guide: https://sincere-morning-623.myflodesk.com Ultimate Sleep Schedules Pack: https://divine-paper-915.myflodesk.com