Mothers the Driving Force Behind Family Tech Boom
At the place where motherhood meets entrepreneur and play dates collide with iPads, a new market for parent- and kid-friendly technology is exploding.
Family tech — Web services and applications for parents and kids — is a new market driven largely by mothers creating technology to solve problems that have plagued parents for decades, such as how to find a baby sitter, choose the right summer camp, and capture the memories of their child’s first year.
Family tech was the focus of a recent all-day event in Mountain View, Calif., the second conference of its kind backed by seed fund and startup accelerator 500 Startups, which is led by Silicon Valley celebrity investor Dave McClure. Several of the hundreds of entrepreneurs gathered at the Microsoft Conference Center said that the busy and buzzy MamaBear Family Tech Conference validates the strength of the family tech market.
Like many entrepreneurs there, Brooke Chaffin, 42, left a tech job to pursue a project inspired by her kids. She had accumulated thousands of photos of her 1-year-old twin boys, but never moved them off her camera and into new photo albums, which still lay wrapped in plastic and collecting dust.
Wracked with guilt, and knowing she was not alone, she set out to create an app that would help organize and share photos and videos.
She pitched the idea to Disney Interactive, where she now runs the women and family division. Last week, her brainchild was released as an app called Story.
For Andrea Barrett, one unexpected struggle of motherhood was her son’s marathon sleeping habits, which often meant she often would be stuck at home for hours.
“We didn’t have a baby sitter that we trusted. We ended up staying in a lot,” said Barrett, 35. “Word-of-mouth is the way people want to find a caregiver, but it’s very inefficient.”
In 2011, Barrett launched UrbanSitter, an online service that connects parents with trusted baby sitters. No more Friday nights on the couch. The service is in 14 cities and raised $6 million in the fourth quarter last year, she said.
But it’s not just women in this burgeoning space. Men, too, have recognized the potential of the market, among them the three founders of BabyJunk, an online marketplace to buy and sell baby and maternity goods. After becoming a dad, co-founder Garth Humbert watched barely worn children’s clothes and toys pile up in his garage.
“It’s just something that we needed or could use,” Humbert said.
Women say they have taken the lead in family tech because they know how to design products that mothers, want — technology that is simple, helps them juggle their many responsibilities and supports their priorities — namely, their families.
Business leaders say they’ve barely touched the potential for family technology. Women are “the superusers of technology,” Chaffin said. “Women are the early adopters. When you make something that’s a hit with women, you have a breakthrough.”