Business Success Story!

Read how Lisa Barrett started her flexible childcare and family concierge service Mums on Call, how the business has grown and where it's headed...

Name - Lisa Barrett

Location - London

Family - Aimee, 14, Will, 12 and Lily, 8 and John (husband)

What is your background?

Before having kids I worked as a journalist in women's magazines but once Will was born I decided to go freelance. It was easier writing from home in my pjs rather than getting glammed up for the office where my porridge or baby sick splattered clothes didn't go down too well! I also concentrated on writing features that were more relevent to my life - so instead of writing about the latest beauty treatments and products, I wrote about family life and parenting issues.

What inspired you to set up Mums on Call?

I wanted to do something to help busy families and mums in particular. We work so hard! I was looking to start up a business that hadn't been done before - or at least find a new angle on an existing idea. And something that wouldn't cost the earth to set up and run. I think Mums on Call is actually quite a unique concept.

How did you know there was a need/market for the business?

Just every day chats with mums at the school gates told me that there was a need for flexible family help. I'm aiming at the mums who aren't looking for a full time nanny or a permanent mother's help, but those, like me, who just want help now and again....someone like a 'surrogate mum' who can look after the kids for a few hours, or help with family chores like shopping, assisting with a party, clearing out clutter...the to-do list of a busy mum is endless!

Lots of Mums are interested in setting up their own business - but don't know where to start - what research do you think is essential?

Talk to other mums and get feedback on your ideas. Research similar business to yours to see how they're run. Business Link UK is an invaluable tool too with lots of tips on starting up and where to go for help.

You are now recruiting for mums to work for Mums on Call - has that been a big learning curve, and what is it like being an employer?

I find interviewing quite hard as I tend to like everybody! This might be a good thing socially, but I've learnt to be more constructive. Of course, I need to make sure that the credentials of all the mums I take on the team are impeccable. If I don't feel that I'd be 100 per cent comfortable leaving them in charge of my own children, then I won't take them on. That means making sure they have childcare experience - looking after other children other than their own - this might be helping out in the classroom or creche or having been a nanny or nursery assistant. For peace of mind I ask for them to be CRB checked too. However, I am not an 'employer' as such as they get paid directly from the client at the end of the service they've provided and so tax and national insurance is their own responsibility. I'm more of an agent who provides work for the mums and a great trustworthy, friendly service for families.

What can mums who work for Mums on Call expect - what could a typical day involve?

The mums on the Mums on Call team enjoy their work as it's so varied. Although they don't work with just one particular family, they often become regular favourites with some families and so get to know them quite well. They can expect to help out setting up children's parties, care for up to three children at a client's home, take a child to the park for a couple of hours while the child's mum has a nap with her newborn...One of our mums has been on a shopping trip - buying balloons and easter eggs for the daughter of a client's easter party. Most of our bookings are for between 2-4 hours. In some cases, we can do a longer day. We've also started evening babysitting too. Many of 'my mums' work with me to supplement other part time jobs or just do a few hours here and there, to fit in with thier own families.

Do you have plans to move into licensing the concept of Mums on Call into other locations?

Yes. The Mums on Call service is available in Chiswick, West London at the moment, but I am getting inundated with calls from busy mums all over the country who are looking for Mums on Call in their areas. I've had a meeting with my accountant and I will soon be looking to offer a Mums on Call license to the right people who may want to set up Mums on Call in their area. So, get in touch if you're interested!

How did you finance the initial company?

The biggest outlay for me was on the design and development of the website. In order to attract the right clientele I wanted to make sure that the company looked professional and really targeted the market that I wanted to hit. I have had such good feedback on the company branding illustrations and website that I know that it's paid off! My school fees fund was used and I borrowed some money from family. I still try and fit in the odd freelance article as well!

What was your first piece of marketing activity?

Mum and Working was the first place I took out an advert and I was really pleased with the response. Getting good quality flyers out there to advertise the launch was useful too.

What is the best free bit of PR or Marketing the company has had?

I'm also lucky that I have been approached by magazines such as Junior, Prima Baby and more recently, the Guardian newspaper, who have all been interested in writing about Mums on Call. Aside from this, I'm grateful to friends who have business that attract lots of mums who have handed out my flyers too.

What has been the biggest hurdle to you've had to overcome in terms of business success?

My lack of business skills. I'm great in social situations - well, I'm friendly and outgoing, but to run a successful business you need other skills. Being able to manage finances and being more business minded in general doesn't come naturally to me, but I'm learning everyday. I really admire those mums who have been able to face the Dragons on Dragon's Den to help promote their businesses - that's my goal!

Did you have a good support network around you when you set up Mums on Call – in terms of childcare?

My children aren't babies anymore, so it helps that they can get on with things and occupy themselves if I need to work when they're back from school. I also have a great network of friends who help out if need be - some of them work as a Mum on Call!

How do you separate working time and family time?

I try to do most of my work when the children are at school. But if I need to carry on when they're home, I take half an hour to sit with them to find out how they are and have a little chat and cuddle, then explain I need to work for a bit longer. My husband will take over when he gets back from work so I can carry on if I need to.

What has been the biggest benefit of you being self-employed to your family?

Just being able to make sure I'm there for all the important things like school plays, football matches, dance shows....

What is the best bit of business advice you've been given?

The fab designer (Amanda at Truly Ace) who did my illustrations gave me so much advise about starting up a business. One of the things she told me was to make sure that the company image was perfect from the beginning and that it's something that people will remember and won't date. And my husband's more practical "Keep the overheads low!" Boring - but true!

Any other comments/advice you think would be useful to Mums thinking of starting in business?

Make sure you are interested in what you do otherwise you'll be bored and give up. Also, it's important to remember that you might not be making money straight away, so you need to make sure you have a back up. Starting your own business is hard, seek out advise from those who have already made their business a success - most are happy to help.

»Find out more about opportunities to join Mums on Call here