Episode #8: Juggling Multiple Kids & Homeschooling While Building an Amazon Agency of 20 Employees with Tana Cofer
Tuesday, June 2, 2026
Click to watch on YouTube.
What Female Founders Need to Know About Scaling, Amazon & Motherhood
Episode Summary
What does it actually look like to build a thriving business while raising young children, homeschooling, and scaling sustainably?
In this episode of The Building Well Podcast, Amanda sits down with Tana Cofer, founder of Rosie Ray, an Amazon growth agency helping brands launch and scale across Amazon, Walmart, Target, TikTok Shop, and beyond.
Tana shares how she went from freelancer to agency founder, growing Rosie Ray into a 20-person team while staying committed to being present at home with her family. This conversation goes beyond Amazon strategy and dives into referrals, client growth, hiring, founder identity, overcommunication, systems, homeschooling, motherhood, and building a business that actually fits your life.
Whether you’re a service provider, product-based business owner, or founder trying to scale without sacrificing your family priorities, this episode offers honest insights into what sustainable growth can look like.
In This Episode We Discuss:
How product-based businesses can grow faster through Amazon, Walmart, and TikTok Shop
Why “just having a website” is not enough to generate sales
The surprising realities of growing through referrals
What scaling from freelancer to agency owner actually looks like
Hiring, delegation, and learning to stay in your zone of genius
Building systems while still staying deeply involved with clients
Homeschooling, motherhood, and designing a founder lifestyle intentionally
Why efficiency and communication matter more than most founders realize
3 Key Takeaways
1. Sustainable business growth happens when you stop doing everything yourself.
Tana openly shares how she resisted hiring for a long time, wanting to maintain quality and avoid the “agency grind.” But eventually, demand made it clear that growth required support. Her journey from freelancer to building a 20-person team is a reminder that scaling often begins by protecting your strengths and hiring around the work that drains you.
2. Visibility matters — even when referrals are strong.
Although most of Tana’s business comes from referrals, she explains why she finally launched Instagram after years of putting it off. For many founders, online presence is less about going viral and more about trust, legitimacy, and discoverability. Sometimes clients simply want reassurance that you’re active and real.
3. Building a successful business does not have to come at the expense of family life.
Tana shares her intentional approach to motherhood, homeschooling, and creating work boundaries that allow her to stay deeply involved with her children’s lives. Instead of forcing herself into someone else’s version of success, she built a schedule that supports both business growth and family priorities.
Guest Bio
Tana Cofer is the founder of Rosie Ray, an agency helping brands launch and grow across Amazon, Walmart, TikTok Shop, and other online marketplaces. With over a decade of experience in e-commerce growth, Tana specializes in helping small to medium-sized brands scale strategically while navigating the realities of modern online retail.
After years at a large agency, she launched Rosie Ray to create a more personalized, partnership-driven approach for founders looking to grow without feeling like just another account. Today, her agency supports brands through marketplace strategy, growth consulting, and scalable systems designed to drive long-term success.
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