Agency triples its business

Angela Stone (left), Cushla Bower and Kathy Maidens, of Rock My Baby, the Havelock North business going global. Photo / Warren Buckland

Turnover has recently tripled for Rock My Baby as its overseas reach continues.

Founded in 2006 by managing director Ursula Maidens as a web-based babysitting and nanny recruitment agency, it has evolved into a one-stop-shop for home help and has a database of 70,000 clients and educators.

Through franchising, it was rolled out nationwide and into Australia after visiting Australians who were impressed with the service asked why it wasn't over the Tasman.

When Australian franchisees were advertised for, there were inquiries from Europe. Europe "took off" and the company has an office in Zurich.

The company's point of difference that gave it traction was its 24/7 web-based booking system with pre-vetted potential employees. Clients could book a babysitter within seconds.

The company has widened its services. "We call ourselves total childcare solutions, so you can come to us for mother's help, a nanny/au pair, in-home care, maternity nurse, respite care," Mrs Maidens said.

"We do household staff as well - from gardeners to chefs to housekeepers."

Currently there are 160 advertised positions in New Zealand and 400 overseas.

The New Zealand franchise was returned in-house to help with the one-stop-shop.

"It is back under my watch," Mrs Maidens said. "To operate it seamlessly we had to operate it in the one network - otherwise it was two companies competing against each other."

In New Zealand it has five Ministry of Education-licensed Homebase in-home childcare networks, catering for almost 400 children, with three more networks expected to be licensed in the coming month.

Her fellow director is husband Peter Maidens, who owns Kauri House Auctions in Havelock North. The two businesses shared office space until this year as Rock My Baby's growth meant Mrs Maidens' staff were "squeezed" at the Martin Place office, moving to nearby Donnelly St. There are 10 of the company's 40 staff at the Havelock North office and there are no plans to shift as tripling turnover continues.

"It is quite cool being part of the community of Havelock - we will stay here. We have some amazing people."

Mrs Maidens said in five years' time Rock My Baby would be ministry funded nationally for in-home childcare and overseas growth would continue.

It was impossible to tell how large the company will grow abroad. "The market there is quite large ... "