Army veteran and mom Beth Benike saw a need and turned it into a multi-million dollar company.
Her company, Busy Baby, sells silicone placemats, bibs, tethers, and accessories designed to keep babies' things within reach and off the ground - making life cleaner, neater, and easier for parents and grandparents at home and on the go.
Benike was born into a family with strong ties to the military in Albert Lea, Minnesota.
“My dad, grandpa, grandma, and brother all served, so enlisting felt like a natural continuation of our family's tradition,” she said.
Benike spent 10 years in the Army, serving in military intelligence and broadcasting, which took her to 14 countries around the world and included deployments to Kuwait, Bosnia, Kosovo, and Iraq. Following her service, Benike returned home to Minnesota, where she lives in Oronoco with her family.
"After leaving the Army, I went back to college, earned my degree and a master's in program management, and settled into a corporate job," she said. "But when I had my first child at 40, everything shifted.”
Benike said she saw a problem that needed solving and Busy Baby was born.
"Watching my friends' babies constantly drop toys and food on the ground at restaurants made me realize parents needed a better solution,” she said. “I started cutting and gluing prototypes together at my kitchen table, got patents, and brought Busy Baby to market."
After appearing on Shark Tank, Benike convinced her brother, who is also an Army veteran, to quit his job and join her.
“Together we've grown the company to over $15 million in sales, with placements at Target and Walmart.
Benike said the military taught her two critical skills that define how she runs her business: How to learn quickly and how to support her team.
“In the Army, we were constantly adapting to new situations, acquiring new skills under pressure, and depending on each other to accomplish the mission,” she said. “That translates directly to entrepreneurship.”
The military also gave Benike problem-solving skills that she uses every day — staying calm when challenges arise, pivoting when plans change, and pushing forward even when the path isn't clear.
“And practically speaking, military service funded my education without student loan debt, which gave me the financial freedom to take entrepreneurial risks I couldn't have taken otherwise,” she added.
Benike’s path to entrepreneurship actually started with Bunker Labs, which was later acquired by the D’Aniello Institute for Veterans and Military Families.
“Bunker Labs was instrumental in my early journey, it gave me education about starting a business and access to professionals who understood both the military mindset and the challenges of building a business from scratch,” she said.
Now, through IVMF, Benike said she continues to benefit from an incredible network of veterans and veteran supporters who help her navigate the ongoing challenges of running and growing Busy Baby.
“This network isn't just about business advice,” she said. “It's about having people who understand where you've been and where you're trying to go. Whether I'm facing a supply chain crisis, exploring new markets, or simply need perspective on a tough decision, I have a community I can turn to. That connection to fellow veterans who are also building businesses has been invaluable, and it's a resource I continue to lean on as my company grows.”
Benike urged veterans to leverage their military training as they work to build their own businesses.
“You already know how to learn, adapt, and work as a team. Those skills are your foundation. But here's what I wish someone had told me: don't try to do it all yourself,” she said. “The military taught us to support one another, and that same principle applies in business. Build your community, find mentors, use available resources, and don't be afraid to ask for help. Building a business is a marathon, not a sprint, and trying to carry it all yourself is the fastest way to hit a wall.”
Reach Julia LeDoux at Julia@connectingvets.com.