Proprietor:

Julie Azuma started Different Roads to Learning in 1995.

Business Description:

"Different Roads to Learning is an online and postal catalog specifically for children diagnosed with autism," according to Azuma. "We have educational materials that relate to the interventions of Applied Behavior Analysis and Verbal Behavior. The materials include manuals, flash cards, manipulatives, software and other tools needed to educate children with developmental disabilities."


Parenting Connection:

Azuma's daughter, now 18, was diagnosed with autism at age 6-1/2; although her parents knew she was delayed much earlier than that, it took years to finally get a diagnosis. "We tried everything from special needs preschool, medication, homeopathy, auditory integration, speech therapy, occupational therapy, diet restrictions, diet supplements, sacro cranial therapy and behavioral management. It wasn't until we tried Applied Behavior Analysis that we were able to get her to speak."

Time Investment:

Azuma works full time on Different Roads to Learning and two related business: "One is DRL Books, a publishing company that partners with authors in creating books relating to autism that don't exist in the market place," Azuma explains. "The other company, Mind and Memory Store, is relatively new and is for seniors who are having short term memory issues, long term memory ability and for people who are in the early stages of Alzheimer's disease."

Success Story:

"I consider our business a success because we've been able to help so many children and their families," says Azuma.

"We work not only with families but with professionals, teachers and with school districts. We try to make sure that each child has the materials that are right for them. We're still profitable, we're still growing and we're looking forward to building on our past to serve more children in the future."

Customer Appreciation:

"Because we understand autism, we work very hard to keep our community happy," reports Azuma, adding that one of the best things about her business is "the connections that you make with other parents, the catharsis of hearing their stories and sharing yours. The amazing changes that many of the children make, moving to inclusion classes and some of them attaining the mainstream."

Product Management:

The hardest thing about running her business? Losing good products, says Azuma. "The most difficult challenges are when we have to give up a product or product line either because it's pulled off the market, it didn't sell or because of manufacturing problems. I just hate to tell our customers that we don't have something that they need. Everything we sell, we believe in but sometimes, we're unable in print and picture to send the correct message for the product."

Family Pride:

Although "my autistic child only knows that I have things that she likes in my office," Azuma's "mainstream child," her 15-year-old daughter, "has great pride in having two parents who have their own businesses." Of her younger daughter, Azuma says "she has an innate understanding of her sister's diability. She can spot a person with autism or developmental disability and has great compassion for them."

Inspiration and Advice from Julie Azuma:

What inspired you to start your business?

I couldn't find the products that we needed for our home program. Therapists would ask for all sorts of things that you simply can't find; things like blocks that are solid, one shape and no pictures, letters or numbers, photographic images of verbs or adjectives, timers, images of community helpers, images of emotions.

How did you go about getting it started?

I couldn't afford an actual store since we live in New York City where real estate is always high. Eleven years ago, we started an online store. At the time, the Internet was very new and you could have a domain and site for very little outlay. I put together about 30 products and presented them online. Within a few weeks, there was a request of a postal catalog, so we created our first one in 1995.

Would you recommend that other parents do what you've done?

Many parents have already started businesses and foundations because their experience with special needs is so devastating. They have a need to reach out (as I do) and connect with people who are going through the same struggles and difficulties of having a child with special needs.

How is your daughter doing now?

She lives in a wonderful group home where she has 24/7 care. She is able to go out into the community every day. She has capable and loving staff. She has limited language, some difficult behaviors but in general has a full and enjoyable life. She has her hair highlighted, goes to socials and enjoys picking outfits that match. Although she has limited language, she has a charming sense of humor.

What advice would you give to other parents about raising a child with special needs?

There was always a fantasy that I tried to live up to for years and years: the concept of "perfect family," and we have to rethink that fantasy that's given to us by the media. Each family is different and when parents care about their children, it's still a "perfect family."

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