It’s a niche still in its infancy. According to the National Baby Planner Association, about 60 businesses in the U.S. and abroad now identify themselves as baby planning companies. “Within the last several years, the growth of baby planning seems to have followed the niche started by the explosion of the wedding planning industry,” says Larry Stone, author of The Safe and Sound Child. “With the increase of fertility options leading to more multiple births and adoption on the rise, there are many more new businesses geared toward helping new moms with every aspect of baby planning.”
“Every aspect” means just that. Besides what you’d expect, many baby planners offer a comprehensive list of additional services, such as baby announcements, nursery setup, going “green,” baby shower planning, new dad support, baby sleep plans, pregnancy photography, instruction in infant CPR, in-home spa services, dog walkers, birth videos, referrals to muralists and back-to-work plans for working moms. The cost? Anywhere from $50 to $100 per hour, or hundreds or even thousands of dollars for a custom package, depending on the services purchased. “We like to say some people are happy with a map, but some people need a GPS to get where they are going — that is our service,” says Ellie Miller, co-founder with Melissa Gould of The Baby Planners LLC in Los Angeles.
So who’s buying? The entrepreneurs I spoke with made it clear baby planning is not just a luxury for the uber rich (though Gould points out they have worked with “celebrities and heiresses”). More likely, clients are time-starved parents, first-time moms and dads, single parents with a limited support network, executive families, couples expecting multiples, moms on bed rest with limited mobility, parents expecting via surrogate, adoptive parents and parents of preemies.
Some people might be wondering: Is all this really necessary, especially during the recession? Does someone really need to pay an expert to help them create a baby registry? Just the thought of Babies R Us gives me a headache, so maybe so.
Necessary or not, customers are clearly buying: The baby planners I talked to say they offer services to fit any budget and agreed sales increased this year over last.
“The fact is that baby planners offer a host of services. Some are absolutely extras and, while fun, are certainly not a ‘need,’ ” says Shannon Choe, founder of Premier Baby Concierge in Philadelphia and secretary of NBPA. “And there are some tasks parents face that are necessities — that exist regardless of the economy — such as baby proofing their home or finding a nanny, and they welcome the expertise of someone with experience, certifications and/or resources in completing these tasks.”
Surprising as it sounds, the recession seems to be playing a role in the growth of the baby planning industry. “The downturn in the economy means there might be two working parents, and they want to ensure they feel safe about their child’s care when not under their own supervision,” says Stone. And two working parents might lack the luxury of time necessary to prepare for the baby’s arrival. Enter the baby planner.
“Baby planning has only known recession,” says April Beach, founder of Sweet Pea Baby Planners in Denver and vice president of NBPA. “Our industry is growing despite the economy.” And it’s growing both nationally and globally. Many baby planners have already opened additional offices in major U.S. cities to serve more regions. Others are thinking bigger. Desiree Miller, founder of Bottles to Britches Premier Baby Planners in Atlanta, just launched her business this year, but she’s already working toward franchising internationally. British Airways sees potential in her idea, too, naming her a winner in its Face-to-Face campaign, which connects entrepreneurs with business networking opportunities and contacts overseas. Just last month, she traveled to London (in a plane full of other winners) in order to jumpstart her international expansion.
The industry is so new, experts agree now’s a good time for entrepreneurs to start a baby planning business. Because there’s limited competition, you can establish yourself as the go-to baby planner in your area. In addition, the minimal startup cost associated with this type of business means you can launch without a massive capital outlay. (Most of the baby planners I talked to started with just $1,500 to $5,000, mostly spent on Web site development and marketing.)
As with any startup, baby planning is serious business. “This is not a get-rich-quick type of business,” says Melissa Moog, founder of Itsabelly Baby Planners LLC in Portland and president/founder of NBPA. “Many people think that this type of job could offer them great flexibility and a nice part-time income from home, but the truth is starting a business is very difficult. It takes a lot of work to create a business model and launch it from the ground up — especially because this is a new field that not many people know about yet.”
Desiree Miller advises potential baby planners to “become the expert on all things baby in your area. That doesn’t mean you have to know it all, but you have to know the people who do.” She writes articles on the topic of baby planning and isn’t afraid to reach out if necessary. “I don’t hesitate to touch base with the top pediatrician, daycare provider or nursery designer to get feedback on important topics.”
Choe says potential entrepreneurs shouldn’t waste their money on print ads. “Instead, spend your time and money meeting community partners and moms-to-be in your area. Word of mouth — or ‘word of mom,’ as it’s called — is priceless and will take you further if you have a relatively small budget.”
Baby planners can boost their credibility by getting the necessary credentials; the NBPA will be offering a baby planning credentialing program starting in 2010. Also, don’t neglect to build a strong foundation before you launch. “Make sure your region can support this type of business, adjust your prices accordingly and do your research,” says Ellie Miller, whose startup gestated for — you guessed it — nine months before it opened the doors to clients.
Baby planners can expect continued growth in this emerging sector. “There are more births per year, in the last three years, than in past years,” says Stone. “And as the recession loosens its grip, child and baby planning services in general will prosper.”
