Actually, I should probably say "Auntrepreneur." That's one term that's a good description for Melanie Notkin, the found of SavvyAuntie, a new online community for - you guessed it - aunts.
Now before you start wondering about the relevance of a site specifically for aunts, just take a moment and think about all of the women in your life who aren't mothers. Odds are they've got nieces & nephews, either through family or friends. These are what Savvy Auntie calls ABRs or ABCs - Aunts by Relation or Aunts by Choice.
This demographic has long been ignored, or at least not catered to the way that parents have been. And that's where SavvyAuntie.com comes in.
One of the most shrewd observations about the PANK (Professional Aunt, No Kids) demographic is that these are professional women with disposable income. Marketing to parents assumes discretionary income exists, but most parents are weighed down by significant costs already, such as mortgage, saving for college, and household expenses related to raising kids.
SavvyAuntie opens up the world of parenting advice and support for non-parents, providing sections titled Expertise, Activities, Gifts and Community designed just for Aunts and their perspective. For a more comprehensive review of the site, check out Mashable's write-up.
I think it's a - dare I say it - savvy business move. The site really provides something that fills a gap, plus it has real value, aside from the cool "Web 2.0" concept. I'm also honored to be on the advisory board for SavvyAuntie, where I'll be offering advice on social media marketing.
What I like most about this entire venture is that Melanie is an active member of the social media community - she writes a blog about her experiences in founding and running SavvyAuntie, and she's a very active and generous member of Twitter, where she continuously engages with others. I know this has been a significant method of getting out the word about the site, getting to know experts who in some cases have joined the advisory board, and most importantly, getting ideas and input for making the site as robust as it could be.
But don't take my word for it; check out the site yourself. What do you think? Is this something that has some potential? Are there other features that should be included?