Marketing to Mums - the Podcast
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EPISODE 24
The disruptive sharing economy
In this episode your host, Katrina McCarter, speaks with Tim Wise, the founder of KidNest, an online childminding introductory platform and the first app of its kind to market in Australia. It allows like-minded parents to connect and share childminding for their children, without the costs and challenges of traditional childcare.
Tim and I discuss the booming sharing economy and what implications this might have for many existing brands. We discuss the changing views about the sharing economy, why the APAC region is more open to sharing economy concepts and discuss tips in marketing a sharing economy concept.
I truly believe that the sharing economy will disrupt many unsuspecting brands over the coming decade as consumers are far more conscious shoppers and seek to own less. It is important marketers have strong awareness around these consumer changes which we discuss in today’s episode.
In this episode we explore:
- ✓ How the sharing economy will disrupt the childcare industry
- ✓ Size of the childcare issue facing Australian families
- ✓ Economic and social impacts of more parents in the workforce
- ✓ KidNest concept and how it works
- ✓ Changing views about the Sharing Economy
- ✓ Capital raising initiatives
- ✓ Why APAC region is more open to Sharing Economy concepts
- ✓ Marketing a Sharing Economy concept
- ✓ Best media channels for promoting sharing economy concepts
Resources discussed in the show:
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About The Guest
Tim Wise is a co-parenting father in Melbourne with ambitious plans to disrupt the struggling childcare sector. Tim was struggling to find childcare for his son when he noticed how many mums and bubs groups gathered in parks and cafes. He thought how much easier it would be if these groups worked together, taking it turns to look after the children on a rotating cycle in the privacy of their own home. This would free up others to work, study or simply have time to themselves, and also save a lot of money to help pay mortgages. He was inspired to create KidNest after speaking to young parents about the idea and receiving positive feedback.
After thinking about the concept for years and seeing no real change to the status quo within the childcare industry, Tim decided to take a leap of faith and do something about it by creating KidNest. He perfected the concept one step at a time before bootstrapping the build to get it off the ground.
Tim has some of the best and brightest minds on his KidNest board and Advisory committee and has started testing and co-designing the KidNest App firstly in Melbourne with plans to roll-out nationally.
Tim Wise is a global entrepreneur with an impressive track record establishing ventures that address social issues. Tim was the driving force behind the South Sudan Media project, a nationwide network of solar powered, mobile cinema systems to deliver news and education to the communities in the rural areas of Sudan.
About The Host
Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. She is a Marketing Strategist, Best-Selling Author, Award-Winning Speaker and Advisor who specialises in helping brands sell more effectively to the world’s powerful consumer, Mums (or ‘Moms’ if you are from the US). She holds a Bachelor of Business (Marketing) and an MBA (International Business) and has 18 years sales and marketing experience working across diverse industries including grocery, hardware and online. Katrina can assist you harness the power of Mums to drive sales and profit and gain a commercial advantage for your brand.
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