While hand-me-downs like bibs and onesies are helpful gifts in the short-term, what Canadian parents really need to be able to prioritize their wellbeing is an extra hand for support.
Research has shown that despite the additional challenges working parents face in their reentry to work, they severely lack support. A 2021 survey found 95% of moms in the workforce said they received no formal assistance during their transition to and from parental leave.
As a working mom herself, Scarlett Li-Goshawk, founder and CEO of Giftstart, understands the impact of hands-on support for working parents with a never ending to-do list.
Techtalent.ca sat down with Scarlett to learn more about Giftstart’s unique focus on support services, like on-demand babysitting and sleep consultants, to lend an extra hand to working parents juggling the household and office.
Scarlett, can you tell us a little about yourself and Giftstart?
SL: My passion for supporting Canadian families and other working parents led me to create Giftstart, a platform designed to meet their evolving needs.
Unlike traditional gift registries, Giftstart goes beyond your typical baby gear like high chairs and strollers. We instead focus on offering essential services, subscriptions, and cash funds to offer comprehensive support for Canadians navigating parenthood.
For parents with children of different ages, for example, hand-me-down baby gear is most likely available, reducing the need for many or much larger new gear purchases. What they would still need, however, are services like babysitting and sleep consultants, as well as cash funds to securely compile and track the financial assistance they receive from their friends and family. A subscription to diaper deliveries, for example, could also help them limit time-consuming trips to stores.
Giftstart’s all-in-one platform was intentionally designed to include these features in addition to baby gear, enabling Canadian parents to effectively manage all of their childcare needs in a single dashboard.
Can you share the inspiration behind creating Giftstart and how it aims to support parents returning to work?
SL: The inspiration behind creating Giftstart stemmed from experiencing and recognizing the challenges today’s parents face, particularly when returning to work after having a baby. As a working mother myself, I understood the juggling act that comes with balancing career responsibilities and childcare needs.
With the rising costs of child expenses and the reality of both parents often working, Giftstart aims to support parents returning from their leave by connecting them with practical solutions, beyond just baby gear, to ease the transition back to work.
Whether it’s finding trusted childcare services or accessing resources for postnatal support, Giftstart is designed to be a one-stop destination for parents navigating the transition to re-enter the workforce.
What specific challenges do parents face when transitioning back to work after parental leave and how does Giftstart address these challenges?
SL: Parents transitioning back to work after parental leave often face additional challenges such as finding reliable childcare, managing time effectively, as well as balancing work and family responsibilities.
Giftstart was born out of the desire to address these obstacles by offering a platform that makes trusted child care and support services more accessible to parents. We take the guesswork out of finding vetted service providers, helping Canadian parents cut back on time and headaches.
As a combined registry and marketplace, users also have the ability to request for these services or directly purchase them on the platform. By empowering parents to create registries tailored to their needs, Giftstart enables them to receive practical support from their community, easing the transition back to work and ensuring they feel supported in their journey through parenthood.
How does Giftstart’s marketplace platform make trusted childcare services more accessible for parents?
SL: Giftstart’s baby registry platform simplifies access to trusted childcare services by providing a curated selection of certified and vetted service providers, including babysitters and night nannies.
We prioritize partnerships with reputable childcare providers like Sunhouse Babysitting Agency and Plume Sleep Solutions who meet stringent quality standards, ensuring parents can entrust the safety and well-being of their children to these professionals.
Our platform also offers added flexibility, allowing parents to request childcare assistance for specific dates or choose from various package options. Additionally, Giftstart’s registry function enables coordination with friends and family for gifting these services instead of purchasing them yourself, providing a seamless and convenient way for loved ones to support new parents with their childcare needs.
What motivated you to focus on services like sleep consultations, night nannies, and childcare as essential resources for busy parents?
SL: Our focus on services underscores our dedication to providing comprehensive support tailored to the unique needs of modern parents, empowering them to thrive in both their personal and professional lives.
Not every expecting parent needs new baby gear. As a mother myself, I learned firsthand how support services can be more impactful to help parents prioritize their wellbeing.
Night nannies, for example, can lend an extra hand by tending to the baby overnight, allowing parents to focus on getting adequate sleep in order to perform well at work the next day.
Giftstart has partnered with platforms like Care.com to connect Canadian families with vetted child care providers, making it easy for them to seek trusted support.
Can you elaborate on the role of baby registries and marketplaces in simplifying the process for new parents and supporting their needs?
SL: Baby registries and marketplaces play crucial roles in simplifying the journey for new parents.
A baby registry acts as a wishlist where expectant parents can draft a list for items they need or desire for their growing family. This allows friends and family to provide them with gifts they genuinely want, ensuring thoughtful and practical presents.
On the other hand, marketplaces like Giftstart offer direct access to a curated collection of services supporting Canadian families, including childcare, sleep consultations, and night nannies.
By offering both registry creation for essentials and convenient access to support services, these platforms are increasing access to childcare, making their transition into parenthood more manageable.
What impact do you hope Giftstart will have on the lives of working parents in Canada?
SL: Our goal is that Giftstart will provide invaluable support to Canadian parents, easing the burdens and challenges that often accompany balancing work and childcare.
As a registry and marketplace, Giftstart facilitates the involvement of family and friends in a meaningful way. Parents can lean on our platform to not only book services but also invite their loved ones’ to contribute with these services. We enable the concept of “It takes a village to raise a child,” fostering a supportive community where loved ones are actively supporting parents in their lives.
Ultimately, we envision Giftstart as a trusted partner, enabling working parents to navigate their parenting journey with greater ease, confidence, and peace of mind.
Could you share any success stories or feedback from parents who have used Giftstart’s services?
SL: We’ve been thrilled to receive positive feedback from parents who’ve utilized Giftstart’s services. Many have expressed gratitude for the convenience and flexibility our platform offers, especially in accessing essential services like childcare and sleep consultations.
One parent has mentioned how our cash fund feature provided peace of mind for their child’s future education expenses. Another highlighted the seamless experience of setting up a registry with Giftstart and receiving support from loved ones. Overall, these testimonials emphasize the valuable impact Giftstart has had on increasing convenience and access to childcare for parents across Canada.
What are your future plans for expanding Giftstart’s offerings and reach to more parents in need of support?
SL: Looking ahead, we’re excited to continue expanding Giftstart’s offerings and reach more Canadian parents in need of support, including not only expectant parents, but also those in the earlier stages of family planning and post-baby care.
Our long-term plans involve further enhancing our platform with more support services such as pelvic floor therapy, lactation support, virtual parenting classes, postpartum support groups, and consulting services. We continuously aim to expand our network of service providers to better assist parents in need.
Furthermore, we’re exploring opportunities to leverage artificial intelligence in fostering a safe and supportive community where parents can share experiences and recommendations.
What advice or tips would you give to parents looking to balance motherhood with work based on your own experiences with Giftstart?
SL: The term “working parent” often feels like an oxymoron to me because, in truth, all parents are constantly working.
My advice to parents seeking to balance child care with their careers is simple: prioritize self-care and don’t be afraid to ask for help when needed.
Achieving this balance is an ongoing journey, and it’s perfectly acceptable to seek support along the way.
Lean on resources like Giftstart to graciously request support from your circle and streamline parental responsibilities.
Build a reliable support network comprising friends, family, and professionals who can offer guidance and aid.
Lastly, remember to allocate time for yourself and prioritize activities that nurture your well-being, whether it involves exercise, hobbies, or simply unwinding. By prioritizing self-care and seeking assistance, you’ll navigate the trials of motherhood with poise and resilience.