This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.
1. THE BEGINNING
This innovation initially came to life when…
I was struggling with the return-to-work transition. I was eager to return to my corporate career, but not yet ready to be separated from my baby all day. I found the distractions and isolation of working from home to be too much to overcome. I decided that what was needed was the ability to better blend childcare and workplace and went about creating a unique model of “in-childcare co-working”.
One branch grew to 13 branches inside of 12 months, across NSW, WA, QLD & TAS with more set to open this year.
2. WHAT & HOW
The purpose of this innovation is to…
…equip professional parents and organisations with a ‘practical’ solution to the return-to-work transition, helping to overcome a lack of gender diversity in the workforce and aiding employers to attract and retain top talent.
It does this by…
…enabling new parents to work nearby their baby, but in an environment where they feel productive and supported, away from the isolation and distraction of home.
Suburban childcare operators create small parent workspaces onsite within their centres, providing parents full office amenities, and parents are on-hand to feed or comfort as needed while their baby transitions into care.
3. PURPOSE & BENEFITS
This innovation improves on what came before because…
Our original model had been a central co-working space with an add-on creche service, however as a creche rather than licensed childcare, parents were unable to leave site or claim the government rebate. The new decentralised model, set within fully licensed childcare centres, means parents can access the service close to home and duck out for meeting as required.
Its various benefits to the customer/end-user include…
- True work-life “blend” Increased productivity.
- Does away with home-based distractions and isolation.
- A supportive parent community Ability to continue feeding, rather than expressing at work Staff attraction and retention
- And for childcare centres it sets them apart from their competition.
4. COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
Allowing new parents to work flexibly from home, however typically the employer is not happy for this occur if the parent is also the primary caregiver, which creates a flaw in the solution if the parent is still feeding or not ready to be separated from their baby.
Sass Place, Powerhouse Collective and Upswing, all of which followed BubDesk’s original creche model. BubDesk is not the first to combine workspace with childcare, but only BubDesk partners with childcare operators to turn their centres into an innovative new offering.
5. TARGET MARKET
It is made for…
New parents, both mums and dads, undertaking a return-to-work transition who are either not ready to be separated from their baby all day or may be still feeding.
The service is utilised by a diverse mix of corporate professionals, freelancers and mature age students with young children.
It is available for sale through…
Either the BubDesk website where individuals can choose from a variety of membership options (childcare paid separately) and otherwise annual corporate memberships where the employer may sign on as a member, enabling staff to utilise a BubDesk office free-of-charge.
Our marketing strategy is to…
Partner with national businesses who will incorporate the service into their return-to-work program for employees, offering it as a benefit, and thereby marketing the service for us, and also partnering with the larger childcare chains who incorporate BubDesk marketing into their strategy and budget.
FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.
Maven Judge Vote: BubDesk “In-Childcare Co-Working” – Smart 100 2018
(Please note – The form below is for judging purposes only and is restricted to the public)