What... (i.e. camp, dance class, birthday party)
Pick a NYMetroParents Region: All Regions   Manhattan    Brooklyn    Queens    Westchester    Rockland   Fairfield    Nassau    Suffolk  




     Home  >  Articles  > Mom Biz
by Judy Antell


You there, with the failing Filofax, the dated Day Planner, the powerless Palm Pilot!  Here’s your salvation: Two NYC moms have combined their talents to revolutionize the paper planner, with the Whomi Organized Agenda, a horizontal, color-coded organizer designed for busy women.  The creators, Nina Korelitz-Matza and Gail Auster, each had thriving careers, but both had trouble keeping complicated schedules straight, and keeping track of children, and personal and professional obligations.


    Korelitz-Matza, who says she prefers writing down appointments, felt that traditional paper calendars were not up to the job of organizing a family’s schedule; she has 7-year-old twins.  She says she found them “visually very unsettling, confusing, and time consuming,” adding that trying to decipher whose appointment was whose “was giving me a headache.” 

   Her husband, a graphic designer, put together a prototype of an organizer with the schedules laid out horizontally.  The top half is for the main user; the bottom three sections, each a different color, can each be assigned to a child. If you have fewer than three children, you can designate one square for family appointments. 

   Once Korelitz-Matza started using her newly designed calendar, she recalls, “All my friends pounced on it.” She conducted research to see if the heavily scheduled family was a New York phenomenon, or typical of most urban areas, and concluded that it’s not only New York children who lead busy lives.  The answers she received were universal; this was a scheduler that modern moms needed.

    Korelitz-Matza, a born and bred Manhattanite, had worked in corporate branding for years, during which time she met Auster, a lawyer. She said the birth of Whomi was “a classic case of necessity being the mother of invention.”

   Auster, the widowed mother of three, was keeping sole track of her kids; though the oldest is 26 and living away from home, she still monitors the schedules of her 15- and 22-year-olds. Auster juggles her job as a practicing attorney with her Whomi partnership — making her the perfect example of the type of mom who needs such an organizer. And she’s keeping it in the family; her oldest daughter Megan, is part of the team developing and marketing their products.

   Korelitz-Matza says there is a “profound message” in the way the scheduler, named Clarity, separates a mom’s life from her child’s: “They’re right there next to each other, but separate.”  Then she adds, “I’m not a spiritual person, but the planner gives me a sense of calm.”

   In its first year, Whomi just had calendar items, but, reports Korelitz-Matza, “We are evolving into a company that is all about helping women get organized.”  One of its new products this year is a tri-divided “To Do” pad, with color-coded “Shop”, “Do”, and “Call” sections.  Other new items will move the company beyond dated products.

   The agendas are $28-$34; the Whomi on the Wall Family Calendar, $15,99, has the same corresponding colored sections, so you can easily keep track in two locations.  There is also a Hidden Agenda ($45) — a champagne metallic agenda holder with smart pink zipper and pink patent lining; a percent of the profits from each of these sold is donated to charities helping women and mothers in need.

   To see the products, or to find a retailer, go to www.myWhomi.com.

Get Your FREE Indoor Activity eGuide!

More Mom Biz Articles

Mompreneur Barbara Kavovit Nails a New Market
Pregnant in Heels: Mompreneur Rosie Pope
Mompreneur Rashmi Budhram's Diaper Bags Du Jour
Manhattan Mompreneur: Gigi Lee Chang, Founder of Plum Organics
You & Me Cookie: Mompreneurs Heather Mahland and Kyle de Lasa's Wholesome New Sweets Line

Be a good fellow parent and share this with a friend who would be interested
Email Friend

Local Mom Biz Sponsors

Brain Builders Tutoring
280 Dobbs Ferry Road
White Plains, NY

Christ the King Continuing Education
68-02 Metropolitan Ave.
Middle Village, New York
Christ the King Continuing Education is available ...

Performing Arts Conservatory of New York
35-57 89th Street
Jackson Heights, NY
Performing Arts Conservatory of New York, located ...

Lisa's House of Sweets
Dip your own chocolate pieces, cookies and treats...

Cody Center for Autism and Developmental Disabilities
5 Medical Dr
Port Jefferson Station, NY
The Cody Center for Autism and Developmental Disab...
See Our Mom Biz Directory

local zones


Nassau cont.


Suffolk cont.


Westchester cont.



Rockland cont.


Queens cont.


Brooklyn cont.


Copyright 2014 NY Metro Parents Magazine Site Design: THE VOICE