Kea Lee Is Expanding Access to Support Through Moment of Behavior

Please share a brief introduction and your business:

My name is Kea Lee, M.S., BCBA, LBA, and I am the founder of Moment of Behavior. I'm also a wife and mother to two lovely young children. I provide virtual behavior consultation services to parents and caregivers; particularly those navigating a new autism diagnosis, families stuck on long ABA waitlists, and those seeking compassionate, practical support for challenging behaviors. My work centers on empowering caregivers with tools that reduce stress, build confidence, and create calmer, more connected homes, shifting their mindset from surviving to thriving.

Did you always know you wanted to be an entrepreneur?

I didn’t always see myself as an entrepreneur, but I’ve always been driven by purpose. Over time, the desire to create something meaningful, and truly caregiver-centered, became stronger than the fear of doing it on my own. Entrepreneurship became the path that allowed me to serve families in the way I knew they needed.

Are you a mamaprenista?

Yes! My biggest lesson is to release the pressure to do everything at once. When I’m with my family, I’m present; when I’m working, I’m focused. Grace is just as important as strategy.

Take us back to when you launched? What was your marketing strategy?

My initial strategy was simple: show up consistently and authentically online. I shared practical behavior tips, caregiver encouragement, and real-life guidance that parents could use immediately. I leaned heavily on Instagram and TikTok, not for perfection, but for connection. Nothing went exactly as planned, but I learned that parents respond most when you speak to their hearts, not their fears. I'm still learning and growing!

What accomplishments are you the most proud of to date in your business?

I am most proud of the moments when a parent says, “I feel hopeful again,” or “We finally understand our child.” While numbers matter, the impact is what keeps me going. I’m proud of the families I’ve helped move from overwhelm to clarity, from frustration to confidence. And I’m proud that I built something rooted in compassion that continues to grow, evolve, and serve.

What is one thing you wish you had known when you started your Entreprenista journey?

That clarity comes from action, not perfection. I spent too long believing I needed everything figured out before launching. The truth is momentum builds confidence.

What did you go before starting your own business?

Before launching my business, I spent eight years working across in-home, center-based, and telehealth ABA services. I supported children with diverse needs while focusing heavily on caregiver coaching. Over time, it became clear to me that real, lasting change happens when caregivers feel equipped, not when they feel left out of the process. That realization shaped everything I do.

What made you take the leap to start your own business?

I started Moment of Behavior because I saw too many families waiting months (or years) for services, struggling alone in the meantime. I wanted to create a space where caregivers could receive immediate guidance, compassionate support, and evidence-based tools without unnecessary barriers. Taking this leap felt both terrifying and necessary, but I knew families deserved more than the system was giving them.

Do you have any recent wins?

This past year has been full of meaningful wins for Moment of Behavior. I’m most proud of expanding support to families who are often left waiting, those navigating new autism diagnoses, long ABA waitlists, or overwhelming behavior challenges without guidance. I launched new parent coaching pathways, grew my “Grace & Growth Caregiver Collective,” and saw families make real, lasting progress.

One of my biggest wins is watching parents step into their confidence, seeing the relief on their faces when strategies start to click, or when their child has a breakthrough moment. Those transformations are the heart of my work, and they’re the wins I’m most proud to celebrate.

What's one app on your phone that you cannot live without?

Google Calendar. My life runs on reminders (I need lots at times!), time blocks, and color-coded commitments.

Who are your customers?

I serve parents and caregivers of young children with autism, developmental delays, and general behavioral challenges. Many of the families I work with feel overwhelmed, unsure where to start, or unsupported in the early stages of their journey. My goal is to meet them exactly where they are, with empathy, education, and actionable steps they can implement right away.

What's your top productivity tip?

I set “focus themes” for my day instead of long to-do lists. When I know the single priority that moves the mission forward, I work with more clarity and less stress.

What's your favorite business tool?

HoneyBook. It simplifies so much of the behind-the-scenes work that used to drain my time—contracts, invoices, scheduling, client onboarding, and communication are all in one place. It helps me create a seamless, supportive experience for families from the moment they inquire, which matters deeply in my line of work. Instead of piecing systems together, HoneyBook lets me focus more on serving parents and less on administration.

What's your approach to work-life balance?

I design my business around my values. Some days lean more toward family, others toward work, and I allow that flexibility. Instead of chasing “perfect balance,” I aim for alignment with what matters most that day.

How do you avoid burn-out?

I pause before I hit overwhelm. If I notice tension rising, I step away, even for five minutes, to reset. Giving myself permission to take micro-breaks keeps me from spiraling into exhaustion. I even try to be intentional with my self-care time.

What advice do you have for aspiring Entreprenistas?

Start before you feel ready, stay rooted in your “why,” and build relationships everywhere you go. Your passion and the people you serve will carry your business further than perfection ever could.

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