Interview: Nanny Share Australia

I’m so excited to kick off the Nanny Industry Spotlight column for 2015. Welcome to another year of shining the spotlight on the superstars in the nanny & childcare industry. Today we’re chatting with Franciska Framke, owner of recently launched Nanny Share Australia. Nanny Share Australia is the first online platform of its kind in Australia, connecting families with like-minded families and nannies for successful nanny-share or mummy-nanny arrangements. By creating an online platform, we cut out the middle-man and therefore eliminate costly placement fees associated with agency based matching systems.

Franciska Framke, career nanny
Nanny Share Australia, owner
Sydney, Australia

Balmoral Beach, Sydney Australia. Photo – Credit

Tell us about the mission for Nanny Share Australia:

To promote nanny share as the leading choice of child care in Australia. To create an awareness of the benefits of nanny-share and mummy-nanny arrangements. To allow more accessibility for families to hire a nanny to care their children. To give nannies the opportunity to earn higher hourly rates of pay.

What’s unique about your website?

Nanny Share Australia came about as I became aware of a growing need for families to connect with like-minded families to engage in nanny share arrangements. Having worked in a successful nanny-share arrangement myself for the past two years, I wanted other families and nannies to enjoy the same benefits. That is, affordable quality care for young families, and a higher hourly rate for nannies. NSA is different to other websites in that it specifically targets nanny-share and mummy-nanny arrangements. Not only does it connect families with nannies, but also connects families with other families – the first of its kind in Australia.

What was the initial development phase like?

The idea came in about June 2014. Being employed myself as the nanny in a nanny-share arrangement, I was often questioned about how it worked. I was also approached several times this year by families wanting to share a nanny. I realised there was no outlet for families to find other families willing to share nanny. I became aware of the success of similar websites in the UK and USA, and decided to make it available in Australia. Targeting a market of families with young children looking for affordable nanny options, I also decided to add-on the mummy-nanny element. We had our soft launch in early December 2014 and are in Beta testing.

So you wear many hats. Tell us about your career background & experience:

I’ve been a career nanny since my early 20’s. After leaving school I studied my Associate Diploma in Child Studies. I worked as a preschool teacher for five years before choosing to become a nanny. I have thoroughly enjoyed worked as a nanny for many wonderful families for 17 years. I’ve cared for children a young as 3 months up to school age, but the toddler age is definitely my favourite!

Do you feel you can better understand the role of a nanny the key importance they bring to in-home childcare management because of your experience?

I believe that one of the most important aspects of starting any business is to have a background of knowledge related to the business of your choice. It’s important to understand how the clients feel to properly address their needs. Having worked as a nanny, I am more than aware of the needs of other nannies, and am excited by the concept of other nannies grabbing the opportunity to reap more financial gain. I am also in touch with the needs and wants of families and am empathetic towards the hardships of new motherhood and the stress around finding quality care for their children.

What’s the biggest challenge you faced during the setup of NSA?

Money. I was forced to outsource to the Philippines for the development of my website. Although I would have preferred to support local business, I simply did not have the funds to make it a reality at home in Sydney.

Time. Working 4 days as a nanny, time management has become a crucial element to daily life. Sundays aren’t spent lazing by the pool these days! But in saying that, my heart is in this 100% so mostly it doesn’t feel like work.

Knowledge. There is so much to learn! Thankfully I have an extended background in the childcare industry, but that’s only one half of the business! It’s been a huge learning curve and I know I haven’t even scratched the surface.

5 words to describe your brand:

Affordable. Quality. Accessible. User-Friendly. Trending.

What’s your take on the nanny industry + community in Australia?

I believe nannies are becoming more widely used around Australia. However, it still carries the belief that nannies are only for the rich. This is the taboo that I hope Nanny Share Australia can dissolve.

How would you like to see the industry evolve?

Nannies need to be recognised as registered carers. Families should be given rebates on all forms of childcare not limited to centre-based and family day care. Many families need the flexibility of the type of care that nannying provides, and should not be penalised for choosing this type of care. There needs to be a regulated system in place covering employment rights and regulations for nannies, including minimum wages, superannuation rights, annual leave etc. Although a large aspect of our job is love, it is still our job and nannies need to be respected by employment contract conditions.

How do you support your nannies and the families they work for?

Nanny Share Australia can help nannies earn the income they deserve. The website is only available to experience and/or qualified nannies that deserve recognition for their valuable work. I have attached a sample contract to the site and encourage families and nannies to have a contract in place to avoid common upsets and mis-communications within nanny arrangements. I also write a weekly blog which alternates between light-hearted content relevant to nannies with valuable information for parents looking into shared nanny or mummy-nanny care.

Kids playing at Balmoral Beach. Photo – Nanny Share Australia

Franciska & the kids at their favourite cafe, Sprout Wholefoods. Photo – Nanny Share Australia

Franciska & her charge. Photo – Nanny Share Australia

Your favourite thing to do with the kids whilst out + about in Sydney?

Balmoral Beach is my all time favourite destination with the children. Its a 15 minute walk from work and a short bus ride back up the hill. I’ve always loved the beach and believe swimming to be one of the best activities for children. It’s free, fun and good exercise… need it to burn off the Balmoral fish and chips afterwards! On rainy days we loved to visit indoor play centres like Wannabees, Wizzy World, and Jungle Buddies or spend it cooking in the work kitchen.

Can you recommend a super kid friendly café?

Sprout Wholefood in Naremburn. It serves yummy organic meals with their favourite eggs being some of the best I’ve ever eaten! There is a grassed area at the back of the cafe, with a vegetable garden and a cubby house for the kids. there isn’t loads of toys there, so its nice to see the children interacting and socializing without the aided stimulation of toys and accessories.

Where do you go to for ideas & activities to do with the kids?

Sydney’s Child and Aussie Kids magazines. I just usually google for ideas and inspiration. I have a vast network of nannies and usually discover new activities through word-of-mouth.

Top 3 tips for running a successful small business?

1. Know your market. Doesn’t matter how amazing, informative or mind-blowing the marketing strategies are, if they are not targeting the right market, it’s falling on deaf ears.

2. Love what you do… because it will consume you. Starting up a small business will swallow all your spare time and money. So unless it’s your passion and your heart is in it 100%, it will be impossible to maintain this pace of engagement.

3. Start out small. Keeping plugging away and never lose hope. Take constructive feedback and use it wisely. Listen to your audience. Know that there will be hard times, and use them to better the business. Never stop learning!

The best thing about what you do?

The freedom to enjoy your day with some special little people. Warm summer days at the beach or cold winter days baking cookies. I love the flexibility, and the laughter.

Advice for new-to-the-industry nanny who’s not sure about signing on with an agency?

Sign up with as many agencies as you can. Get some qualifications and experience up your sleeve. Get your first aid certificate and police checks completed. Contact agencies regularly, sometimes you may feel as though you’re chasing them. Respect the agencies terms and conditions and don’t talk about your employers details to others. Don’t be disheartened if you miss out on jobs, the right one will one along soon enough!

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Thanks so much for sharing Nanny Share Australia with us Franciska. I wish you all the best with your business! If you’re a nanny based in Australia, or a family in need of a nanny, make sure you click-through to the Nanny Share Australia website.

>>> What are your thoughts on the nanny industry in Australia?